FutureVision - The future brand / consumer reality

Brave. Curious. Minds.

I AM SCOTT

@thescott


Curator. Specialist generalist. Director of Experience Labs @ Quirk.


THE FUTURE CONSUMER REALITY



THE CONSUMER MOBILITY STACK


Connectivity

Hardware: Devices & Tech

Software: Platforms, OS & Ecosystems

The Experience

Consumer Behaviour



Connectivity



CHEAPER

FASTER EVERYWHERE


CHEAPER

FASTER EVERYWHERE

ALL THE SIGNS ARE THERE


ACCESS (EVERYWHERE)

Iridium OpenPort Broadband Service. The Iridium OpenPort broadband service is powered by the world’s largest and only truly global commercial communication network, providing pole-to-pole coverage for ships at sea.


ACCESS (EVERYWHERE)


SPEED (super fast)

South Korean Telecom: LTE-Advanced. Recently launched LTE-A network (signing up 10k subscribers / day) promises speeds of 150Mbps. Downloading 800Mb in 6s. A full length Blu-ray movie would take approximately 3mins to download.


ACCESS (EVERYWHERE)


SPEED (super fast)

South Korean Telecom: LTE-Advanced. Recently launched LTE-A network (signing up 10k subscribers / day) promises speeds of 150Mbps. Downloading 800Mb in 6s. A full length Blu-ray movie would take approximately 3mins to download.

PRICE (TOWARDS FREE)

Broadband prices decreasing globally. Three years ago, the world’s average price for fixed broadband was 115% of Gross National Income per capita, and now it is down to 40%. (http://royal.pingdom.com/2013/03/12/broadband-prices/)


Hardware: Devices & Tech



MOBILE, A CATALYST FOR

WIDESPREAD BEHAVIOUR

CHANGE. Spot the difference:

The appointment of a new pope.


MOBILE > THE PHONE SURFACES / SCREENS / DIGITAL EXPERIENCES

THAT AREN’T FIXED IN LOCATION.


POWERFUL PERSONAL PERVASIVE

MOBILE TECHNOLOGY

TRENDS

3


DEVICE PROCESSOR SPEED

Pentium 486 (early 90’s) Up to 100MHz

iPHONE 1st Generation (‘07) 412MHz

iPHONE 5 (‘12)

1000MHz Dual core (2 x processors)

POWERFUL CAPABILITIES



Samsung Galaxy S4



1080p HD video 13 Megapixel photos



http://www.kpcb.com/insights/2013-internet-trends



http://www.kpcb.com/insights/2013-internet-trends



Gesture

Proximity

Gyro

Accelerometer

Geomagnetic

Temp / Humidity

Barometer

Hall

Light

PACKED WITH SENSORS


THE WEARABLE TECH ERA IS HERE..

PERSONAL

Google Glass

Apple iWatch concept


THE INTERNET OF THINGS

(CONNECTED OBJECTS)

PERVASIVE


THE INTERNET OF THINGS

PERVASIVE

“We’re moving to a world in which every device generates useful data,

in which every action creates ‘information shadows’ on the net.”

Tim O'Reilly •  Founder of O'Reilly Media •  Supporter of the free software

and open source movements.


ACTION

Events triggered either by objects or by

people.

REPORT

Display processed

information for people to use.

THE ANATOMY OF CONNECTED OBJECTS

EVENT

Any happening in the physical world that has been identified to be observed

SENSOR

Hardware that detects events and converts them into an

electrical signal.

Detection may be binary or it

may measure a physical quantity

LOGGING

The registering or recording of

the data collected by sensor(s).

UPLOAD

Logged data is transferred to

the servers and saved for later

use.

ANALYSIS

Individual and aggregate data is analysed by

algorithms generating

information and knowledge.

PERVASIVE


#CHEAPTECH

NFC Stickers @ R2ea. An NFC tag is a small passive (no battery) device which contains a tiny microchip with an antenna attached. When scanned by an NFC reader, typically a mobile phone, it transfers information such as a web address, text or command. The data can be locked onto the tag so that it cannot be changed once set.

$7 $45 $15 Light Motion Temperature

PERVASIVE


Software: Platforms, OS & Ecosystems



PLATFORMS AS LAUNCHPADS

LEVERAGE SCALE TO DIVERSIFY BUILD ECOSYSTEMS THAT CREATE VALUE


LEVERAGE SCALE TO DIVERSIFY

From books to Internet infrastructure


BUILD ECOSYSTEMS THAT CREATE VALUE

FROM SHOES AND APPAREL TO TECHNOLOGICAL

INNOVATOR

Nike’s mission: To bring inspiration and innovation to every athlete* in the world.

*"If you have a body, you are an athlete.”


BUILD ECOSYSTEMS THAT CREATE VALUE

NIKE+ connecting a set of Nike products and experiences in a central space.



Being an engine on top of which individuals and businesses create.



3 AREAS Of growth

1. DEVELOPER NETWORKS 2. CROWD FUNDING

3. COMMERCE


PLATFORMS AS LAUNCHPADS A healthy developer network =

expanding ecosystem of value

Android Developers Apple Developer Network Facebook Developers

DEVELOPER NETWORKS



“We are looking for people who share our vision and want to create companies that build upon the success of NikeFuel, the Nike+ FuelBand, and Nike+ Running to make the world more active.”

DEVELOPER NETWORKS


PLATFORMS AS LAUNCHPADS Seeking investment from end

users rather than "the corporate shareholders"

CROWD FUNDING



CROWD FUNDING

KICKSTARTER Since 2009 - 4.5m people have pledged over $715m, funding more than 45,000 creative projects.



CROWD FUNDING

KIVA.org Kiva lets individuals lend as little as $25 to help create opportunity around the world.

963,624 Kiva lenders $455,347,000 in loans 99.02% repayment rate



COMMERCE Customers as sellers: Extending existing ecommerce platforms to serve ANOTHER KIND OF customer.



ASOS Marketplace “The place where anyone, anywhere in the world, can sell fashion, to anyone, anywhere in the world.”

COMMERCE


The Experience



Touch, speak, see, hear.

Video: Future Interfaces http://youtu.be/Ez0R8R30DnQ


OVERARCHING CONSTRUCT

THE HOW

GUIDED BY INTERACTION

THE WHAT

GUIDED BY RELEVANCE


THE HOW

GUIDED BY INTERACTION

Towards more intuitive interaction •  Touch •  Gestures •  Voice •  Device on sensor (e.g. phone on

interactive surface)


THE WHAT

GUIDED BY RELEVANCE

Experiences evolving toward ones that are more

closely aligned with our individual contexts (needs,

wants, demographic and psychographic states).


NOW THE FUTURE Broad based targeting "HYPER RELEVANCE" guided by algorithms,

based on large data sets.

Consumer moves TO the brand Brand adjusts around and meets the consumer within their context .

Brands react to consumer needs Brands anticipate needs and proactively communicate .

Brands add information Brands add value and meaning.

FUTURE RELEVANCE


Google and the future of search

“My vision when we started Google 15 years ago was that eventually

you wouldn't have to have a search query at all. You'd just have

information come to you as you needed it.”

Sergey Brin •  Co Founder of Google •  Director of Special Projects

FUTURE RELEVANCE (NOW)


EXPLICIT IMPLICIT A search term purposefully entered into

search box to get a result. e.g. “McDonalds”

Signals that are not directly expressed but give off e.g. person on iphone, on the street at lunchtime

Explicit signal

Implicit signals


Video: google now by Verge Video:

Google Now and the predictive future of search http://youtu.be/ZXtudZl5mzM


Consumer Behaviour



THE PRODUCTIVE PHASE

The next decade will see a new era of productivity enabled by technology, AND

driven by a society that no longer sees the internet as a mysterious, intangible,

exclusive, and scary "thing".


s TAMING THE INTERNET HARNESSING THE POWER OF THE INTERNET FOR

PERSONAL GAIN AND SOCIAL BENEFIT


THE PROGRAMMABLE WORLD

WIRED Magazine June 2013


THE PROGRAMMABLE WORLD

WIRED Magazine June 2013


"IF I take an instagram pic THEN save it in my dropbox folder"

"IF I star an email in Gmail THEN save the email in Evernote (note taking app)"

IFTTT.COM

TRIGGER

ACTION EG:


ANDROID APP


A programmable light bulb ($60/bulb). •  Turn on/off remotely •  Change the colour from

your iPad or phone •  Link it to IFTTT.com •  “When my plane lands then

flash the light at home 3 times to let my wife know I’m safe”


THINGS TO THINK ABOUT 5


1. THE DISRUPTION OF EVERYTHING The internet is a catalyst for large-scale disruption of so much that has passed before.


TV isn’t DEAD •  Linear broadcast methods are. •  Interruption based advertising is dying. •  The internet provides us with self selected

experiences. 2. ”MEDIA ON MY TERMS”


3. The INTERNET = TRAIN TRACKS The internet = Facebook or Google. Rather tracks of information from one source to another.

if this: then that

(or that)


4. UNDERSTAND FRAGMENTATION

ATTENTION FRAGMENTATION OF MEDIA

INTERESTS

“Fragmentation is the enemy of the traditional marketer.”


Social media = people as media channels Design communications for sharing.

Sharing only happens when it's relevant.

Therefore, relevance is everything. 5.


QUESTIONS?

@thescott [email protected]

@quirkagency