ANNUAL TRENDS
2014
TRENDS IMPACTING SERVICE DESIGN IN
TRENDS 2014
Every year, Fjord comes together to brainstorm the
key trends in service design that will transform what
we do...
Old businesses will become new.
Traditionally non-digital businesses will have to reinvent
themselves to consider the role...
TRENDS 2014
conversation with objects

you are the interface

living arrows

the distributed home

IN CONVERSATION
WITH OB...
conversation with objects

you are the interface

living arrows

the distributed home

IN CONVERSATION
WITH OBJECTS
As mor...
IN CONVERSATION WITH OBJECTS

conversation with objects

you are the interface

WHAT’S
GOING ON

living arrows

the distri...
IN CONVERSATION WITH OBJECTS

LOOKING FORWARD
With an estimated five million smart watches expected

In this way, fashion ...
IN CONVERSATION WITH OBJECTS

FJORD SUGGESTS
When more of our homes, cars, work, and children all start
to connect and we ...
ed home

invisible money

ot to serve

Telco 3.0 Big is Back

TELCO 3.0
Big is back and it’s a make or break year.
Mobile ...
ed home

ot to serve

invisible money

TELCO 3.0

Telco 3.0 Big is Back

WHAT’S
GOING ON
The major telcos are now focusing...
TELCO 3.0

LOOKING FORWARD
Telcos will leverage areas of strength—infrastructure,

solution to connect patients and doctor...
TELCO 3.0

FJORD SUGGESTS
Alas, becoming a new trusted provider of digital
experiences isn’t just about building new busin...
interface

althcare need?

living arrows

the distributed home

invisible money

LIVING
ARROWS
“You are the bows from whic...
interface

althcare need?

LIVING ARROWS

living arrows

the distributed home

invisible money

WHAT’S
GOING ON
every prod...
LIVING ARROWS

LOOKING FORWARD
We’ll see companies embrace brand inclusion or

and performance art. Users are defining the...
LIVING ARROWS

FJORD SUGGESTS
The interactive nature of digital turns centrally controlled
structures like traditional bra...
rrows

duct is a service

the distributed home

invisible money

THE DISTRIBUTED
HOME
Home is where your mobile is.
To ser...
rrows

duct is a service

THE DISTRIBUTED HOME

the distributed home

invisible money

WHAT’S
GOING ON
With or not to serv...
THE DISTRIBUTED HOME

LOOKING FORWARD
There’s a reason that the connected home isn’t

close neighborhoods, closed $21.6m i...
THE DISTRIBUTED HOME

FJORD SUGGESTS
To be a long-term success in this arena, brands must
recognize that the home is a com...
ed home

ot to serve

invisible money

INVISIBLE
MONEY
The transformation of money will affect
commerce at every level.
Te...
ed home

ot to serve

INVISIBLE MONEY

invisible money

WHAT’S
GOING ON
If moneyBack currency itself is defined by the exc...
INVISIBLE MONEY

LOOKING FORWARD
Bitcoin will become more widely used and have a

enables location-based experiences on a ...
INVISIBLE MONEY

FJORD SUGGESTS
Services and brands that are personalized to people, that
focus on building trust, and hav...
nterface

althcare need?

living arrows

the distributed home

invisible money

EVERY PRODUCT IS
A SERVICE WAITING
TO HAPP...
nterface

althcare need?

living arrows
the distributed home
invisible money
EVERY PRODUCT IS A SERVICE WAITING TO HAPPEN
...
EVERY PRODUCT IS A SERVICE WAITING TO HAPPEN

LOOKING FORWARD
This trend has been building in the toys and gaming

expandi...
EVERY PRODUCT IS A SERVICE WAITING TO HAPPEN

FJORD SUGGESTS
Pushing products or extraneous services that just add to
the ...
ith objects

g digital

you are the interface

living arrows

the distributed home

invisible money

WHAT PRESCRIPTION
DOE...
ith objects

g digital

you are the PRESCRIPTION DOES THE distributed home
living arrows
the HEALTHCARE invisible money
WH...
WHAT PRESCRIPTION DOES THE HEALTHCARE INDUSTRY NEED?

LOOKING FORWARD
A lot of these exciting innovations will bump up aga...
WHAT PRESCRIPTION DOES THE HEALTHCARE INDUSTRY NEED?

FJORD SUGGESTS
While some of the current products are effectively
mo...
conversation with objects

you are the interface

underwriting digital

what RX does healthcare need?

living arrows

ever...
conversation with objects

you are the interface

underwriting digital

what RX does healthcare need?

living arrows

UNDE...
UNDERWRITING DIGITAL

LOOKING FORWARD
We’ll feel the most benefits of this digital makeover on

more specific products bas...
UNDERWRITING DIGITAL

FJORD SUGGESTS
Take a fresh look at what risk means in relation to your
customers. New startups will...
arrows

duct is a service

the distributed home

invisible money

TO SERVE OR
NOT TO SERVE
To serve or not to serve

Telco...
arrows

duct is a service

the distributed home
TO SERVE OR NOTinvisible money
TO SERVE

WHAT’S
GOING ON
To serve or not t...
TO SERVE OR NOT TO SERVE

LOOKING FORWARD
Organizations have to flip their approach. It’s about

patients treatment by fir...
TO SERVE OR NOT TO SERVE

FJORD SUGGESTS
By reorienting their strategy towards people’s experience,
businesses can identif...
with objects

ng digital

you are the interface

living arrows

the distributed home

invisible money

YOU ARE THE
INTERFA...
with objects

ng digital

YOU ARE THE INTERFACE

you are the interface

living arrows

the distributed home

WHAT’S
GOING ...
YOU ARE THE INTERFACE

LOOKING FORWARD
As more things become connected and sensors become

Qualcomm is exploring apps that...
YOU ARE THE INTERFACE

FJORD SUGGESTS
Users will always want to interact with things in the
most simple and natural way po...
REFERENCE
IN CONVERSATION WITH OBJECTS
http:/
/www.slate.com/articles/technology/future_tense/2013/05/google_glass_social_...
REFERENCE
THE DISTRIBUTED HOME
http:/
/www.august.com/
http:/
/www.kickstarter.com/projects/337922278/smart-power-strip-co...
REFERENCE
http:/
/www.engadget.com/2012/10/05/toys-r-us-launches-family-friendly-internet-movie-service
http:/
/www.market...
REFERENCE
YOU ARE THE INTERFACE
http:/
/www.primesense.com
http:/
/www.microsoft.com/en-us/kinectforwindows/
http:/
/www.a...
THANK YOU
ABOUT FJORD
Fjord is a service design consultancy, acquired by Accenture Interactive in 2013.
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Tendencias digitales 2014

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El informe, analiza los cambios y avances en la industria digital durante los últimos 12 meses y establece estas 10 predicciones:
1- Telco 3.0, un proyecto que revolucionará el sector de las telecomunicaciones: El móvil se está reinventando a una velocidad vertiginosa. Este aparato ya no es un teléfono sino un sinónimo de tecnología conectada.
2- Los objetos tomarán decisiones inteligentes por nosotros: Las relaciones interpersonales han sufrido una gran transformación. El surgimiento de objetos con atributos inteligentes está provocando profundos desafíos en las convenciones sociales establecidas.
3- Nacerá un nuevo lenguaje universal: El diseño y la tecnología crearán nuevos estándares que nos permitan interactuar con los objetos y dispositivos. El Big Data será una de las tecnologías que más ayudará a las marcas a aprovechar al máximo esta tendencia.
4- Tu hogar, controlado desde el móvil: Nueva tendencia a medida que los elementos del hogar cobran más inteligencia: el hogar distribuido. Se aprovecharán la capacidad de sensores y dispositivos para monitorizar nuestros hábitos, rutinas y consumos para ayudarnos a mejorar nuestra vida doméstica.
5- El dinero invisible aumentará considerablemente: Esta metamorfosis es real y afectará al comercio a todos los niveles. Poco a poco, las divisas digitales adquirirán volumen e importancia, al igual que ya está ocurriendo con los servicios de pago peer-to-peer y Wallet digital.
6- Las personas controlarán su experiencia con las marcas: Las marcas se están abriendo a los usuarios a través de las redes sociales e incluyen las opiniones de los clientes a la hora de establecer las campañas de marketing. Las marcas deberán reaccionar más deprisa a las necesidades de las audiencias, infundiendo empatía y cercanía y estando presentes en cada interacción.
7- El sector seguros, a las puertas de una verdadera revolución digital: Surgirán startups que representarán la gestión de riesgos, proporcionando actualizaciones en tiempo real que ayudarán a los usuarios a aprender cómo reducir el riesgo para ambas partes.
8- El entorno sanitario renacerá digitalmente: Los consumidores, medios, empresas, gobiernos y la industria médica están cada vez más interesados en el creciente potencial de la sanidad digital y esto tendrá un reflejo en años venideros.
9- Se estrechará la frontera entre el producto y servicio: Actualmente, la oferta de productos es muy abrumadora y resulta muy difícil generar simpatía por todos ellos. Por eso, para diferenciarse, las marcas deberán repensar sus ecosistemas y acompañar sus productos con prestaciones diferenciadoras que llamen la atención del consumidor.
10- No dejarás a tu cliente sólo ante el autoservicio: Los negocios deberán reorientar esta estrategia en torno a la experiencia de las personas. Así los negocios podrán identificar áreas en las que puedan añadir más valor y ahorrar tiempo a sus clientes.

Published in: Business, Technology

Tendencias digitales 2014

  1. 1. ANNUAL TRENDS 2014 TRENDS IMPACTING SERVICE DESIGN IN
  2. 2. TRENDS 2014 Every year, Fjord comes together to brainstorm the key trends in service design that will transform what we do, our clients’ businesses, and the way we live. This year, our new colleagues at Accenture Interactive also joined us. The result is our combined thoughts on the major trends that will shape business and society in the year to come. We believe that 2014 will bring even more transformation, disruption, and delight to organizations and their audiences. Underpinning these trends are three core themes that will impact everyone.
  3. 3. Old businesses will become new. Traditionally non-digital businesses will have to reinvent themselves to consider the role of digital services in their organizations. As people embrace more digital lifestyles, every business must become a digital business. We’re entering the age of Living Services. With more things becoming connected, the living services wave will radically shape people’s lives and expectations. Brands must deliver services that are contextually aware, learn about us, maintain relevance in our lives, and meet our evolving needs. Change will beget change. Digital innovation does not happen on its own or without consequences. For radical departures from convention, watch for gaps in between ideas, but be wary that hyped developments often struggle to adapt to existing systems and economic reality. Our hope is that our 2014 Trends will motivate, inspire, and provide actionable insights to move businesses and society forward. We call that Design at the Heart.
  4. 4. TRENDS 2014 conversation with objects you are the interface living arrows the distributed home IN CONVERSATION WITH OBJECTS living arrows the distributed home invisible money EVERY PRODUCT IS A SERVICE WAITING TO HAPPEN conversation with objects conversation with objects you are the interface living arrows underwriting digital you are the interface living arrows the distributed home what RX does healthcare need? every product is a service conversation with objects To serve or not to serve Telco 3.0 Big is Back underwriting digital underwriting digital what RX does healthcare need? every product is a service what RX does healthcare need? To serve or not to serve conversation with objects you are the interface living arrows living arrows invisible money the distributed home underwriting digital THE DISTRIBUTED HOME you are the interface underwriting digital living arrows what RX does healthcare need? the distributed home underwriting digital every product is a service invisible money what RX does healthcare need? To serve or not to serve what RX does healthcare need? the distributed home every product is a service invisible money To serve or not to serve WHAT PRESCRIPTION DOES THE HEALTHCARE INDUSTRY NEED? you are the interface every product is a service living arrows To serve or not to serve the distributed home invisible m Telco 3.0 Big is Back invisible money what RX does healthcare need? every product is a service To serve or not to serve every product is a service To serve or not to serve Telco 3.0 Big is Back Telco 3.0 Big is Back YOU ARE THE INTERFACE conversation with objects Telco 3.0 Big is Back Telco 3.0 Big is Back TO SERVE OR NOT TO SERVE INVISIBLE MONEY living arrows To serve or not to serve UNDERWRITING DIGITAL you are the interface the distributed home invisible money Telco 3.0 Big is Back LIVING ARROWS conversation with objects the distributed home invisible money TELCO 3.0 every product is a service invisible money you are the interface living arrows the distributed home invisible money Telco 3.0 Big
  5. 5. conversation with objects you are the interface living arrows the distributed home IN CONVERSATION WITH OBJECTS As more objects get “smartified,” deep challenges to social conventions will emerge. underwriting digital what RX does healthcare need? every product is a service To serve or not to serve Everything from watches to pill bottles are connecting with us and collecting data that could influence our behavior. These devices are beginning to quietly talk to each other, leaving us to carry on as they recede into the background to make smarter choices for us. Fjord believes this “smartification” of objects, and the new forms of interactions they’ll give rise to, will have a huge impact on social behavior. invisible money Telco 3.0 Big is Back
  6. 6. IN CONVERSATION WITH OBJECTS conversation with objects you are the interface WHAT’S GOING ON living arrows the distributed home invisible money New social conventions and etiquette product isform aroundor not to serve will a service underwriting digital what RX does healthcare need? every To serve through Big is Back wristband, will that change the your Telco 3.0 these connected objects. There’s already animated meaning of a quick glance at your wrist in a social debate about when it might not be acceptable to wear setting? There’s also a trend that complicates this social Google Glass. The early adopters sporting Glass will disruption even more: the prevalence of embedded have to navigate societal norms thoughtfully. If you’re sensors in unexpected, newly connected devices, like paying with your face, it may be unclear when your your bed. These objects will engage in conversations, transaction is complete or when someone else is picking but a conversation is a complex thing. Rethink Robotics up the tab. puts graphical “eyes” on their robots, not to humanize them, but to signal their intent. Machine-to-person The same questions arise about other wearables. Right now, it’s acceptable to look at your watch to check the time, but if messages, alerts, and payments are flowing signaling is going to be a key issue.
  7. 7. IN CONVERSATION WITH OBJECTS LOOKING FORWARD With an estimated five million smart watches expected In this way, fashion has an important role to play to ship in 2014, the rumored launches of Apple’s in determining adoption and use: wearables will iWatch and China’s ZTE Smartwatch, the wearables influence fashion designers, and fashion will affect battleground is poised to move into mainstream the technology. We’ve seen designers readily embrace popularity. The official launch of Google Glass will lead technology on the runways already, and brands like the pack of competitors in the smart glasses arena and MyKronoz are explicitly targeting the style market. traditionally analog products will get a digital makeover that will usher them into this ultra-connected era. Paypal is poised to revolutionize hands-free payments However, it isn’t just the physical side of smart objects with Paypal Beacon and Mondelez International may we should focus on: it’s the services that we design introduce Smart Shelves, supermarket shelves that on top of the physical objects and the behavior they recognize us and adapt to our behavior. In short, this promote that matter. year you’re likely to join the wearable revolution and spot newly-connected versions of familiar products.
  8. 8. IN CONVERSATION WITH OBJECTS FJORD SUGGESTS When more of our homes, cars, work, and children all start to connect and we adopt new forms of interaction, there are huge social ramifications to consider. Think through the contextual reality of conversations with objects, Design a whole new set of interaction systems for the coming “smartification.” whether by voice, gesture, tap, or vibration. How will other humans around your target audience respond to the interaction? As we increasingly add smartified objects to our lives, we’ll have to swim against the tide of compartmentalization Design services and ecosystems over single-purpose apps, which will take a back seat in the sensor revolution. within our businesses. Don’t create a “wearables” team. Think of a cohesive, service design approach and organizational structure that supports it. The adage of “just because you can, doesn’t mean you should” is extremely relevant as we move towards a future with so many possibilities. Plan for simple barriers, like charging cord management, that could be turn-offs for users.
  9. 9. ed home invisible money ot to serve Telco 3.0 Big is Back TELCO 3.0 Big is back and it’s a make or break year. Mobile is undergoing a reinvention and telcos will reap the benefits. Since Fjord started publishing our annual Trends, we’ve gone from “mobile first” to “mobile gap.” Now, we’re at the stage of “mobile as the impetus to reinvention,” where mobile really means connected technology. Smartphones and other mobile technology are finally maturing. Their increased adoption, in every developed market, bumps them from technology teenagers to mature adults looking to reinvent themselves. This presents an unprecedented opportunity for companies to deliver new types of experiences. Telcos will continue their evolution of business models from “dumb pipes” to “smart services,” by further combining their traditional network services with new digital hubs.
  10. 10. ed home ot to serve invisible money TELCO 3.0 Telco 3.0 Big is Back WHAT’S GOING ON The major telcos are now focusing on verticals Telcos are an important partner to other industries, as to reimagine their businesses. Telcos can have a they hold a natural position of power in the value chain. profound impact on industries like the connected car and more broadly travel, health and wellness, home Telcos are also data goldmines: by putting this type security, insurance, retail, and education. In addition to of real-time data to use, operators could automate investing in these areas to accelerate their influence, processes to be more efficient and improve the they’ll need to collaborate with industry leaders. customer experience on their network. This could We’ve seen that this is the case of automotive transform the dumb pipes into value-adding smart when Tesla chose AT&T to power its connected car pipes, and upgrade their status in our lives from strategy. Or it could be a partnership with brands, like “necessary evil” to “indispensable companion.” a telecommunications industry joint venture mobile For example, one operator captures 6 billion customer payment system that works with American Express. In interaction data points per day on their network. AT&T education, AT&T is championing a degree in Computer and Telefonica are both moving to play central data Science at Georgia Tech that will cost students $7000 roles: BLNK.IO, whose tagline is “small data is the new with Udacity, as opposed to the normal cost of $50,000. big,” comes from Telefonica m2m.
  11. 11. TELCO 3.0 LOOKING FORWARD Telcos will leverage areas of strength—infrastructure, solution to connect patients and doctors between data services, scale—to be the natural backbone clinical visits. of vertical services and solutions. But digital transformation is catalyzed in the front office, not in Furthermore, since APIs are the building blocks to living the back office. The front end is all about the consumer services—wearables, connected devices, and digital experience, service delivery, and engagement. objects—we’ll see telcos continue to heavily invest in API marketplaces to fuel the next wave of the Internet Telcos will adopt the strategy of people over pipes. of Things. This is a huge transformation, as telcos are This will be a transition from selling data services to poised to be the infrastructure and the interface of selling a “connected-living lifestyle” in a digital world. how we are connected. Expect more merger and In many cases, they’ll provide value added services as acquisitions action in 2014. They could be the key to part of these solutions—like home security monitoring getting our devices, connected products, and services personnel for the connected home and car insurance talking, as well as becoming huge players in content monitoring for the connected car. We’ve seen this accessibility. already with leaders like Verizon dipping into the healthcare market through their Converged Health Management platform, a remote patient monitoring
  12. 12. TELCO 3.0 FJORD SUGGESTS Alas, becoming a new trusted provider of digital experiences isn’t just about building new businesses or bolting on new capabilities. To truly own the space, telcos must make sense of the Internet of Things and be the glue that allows people to connect not only devices, but As players prepare for the dawn of Telco 3.0, expect more mergers and acquisitions in 2014. services, in a centralized place without hassle. They need to get it right by making the experience pleasant and easy as they roll this out—or risk deepening the infamous love/hate relationship they have with people. They can make this right by becoming more adept at things that have eluded them before: understanding their customers based on rich data and transforming this data into a beautiful, personalized response to their needs. This intelligence will While people assume it will be led by the sexy startups, it’s the telcos that will provide the infrastructure that will bring to life people’s visions of living services and connected devices. be stronger through alliances with third parties. Think about how telcos could be a partner for your organization—it could accelerate your impact.
  13. 13. interface althcare need? living arrows the distributed home invisible money LIVING ARROWS “You are the bows from which your children as living arrows are sent forth.” Khalil Gibran every product is a service To serve or not to serve Telco 3.0 Big is Back Brands used to be control freaks. But now users have high expectations for a more humanized relationship with their products and services, putting them in the command seat. In the past, we’ve seen brands address this by engaging in conversation with users openly on social networks or including their input in marketing campaigns. Now, brands need to relinquish their control in a new way: reacting more nimbly to their audience’s needs, infusing empathy and delight into every interaction, and being present in every interaction.
  14. 14. interface althcare need? LIVING ARROWS living arrows the distributed home invisible money WHAT’S GOING ON every product is a service To We’ve seen brandsserve or not to into socialTelco 3.0 Big is Back Internet jump serve media and the core of the brand, but it also reminds users that forums like Reddit to join the conversation about organizations are run by people, not just technology. them. However, sometimes they can still appear as Apple has always done this with the Genius Bar. It’s an outsider encroaching on an open discussion, like conversational knowledge sharing, not mechanized helicopter parents dancing at the prom. To reframe troubleshooting. Brands are also allowing users to this relationship, organizations are inviting people to navigate both products and services in a way that fits improve their products in more collaborative ways. their natural behavior. Nordstrom bridged the gap Good Eggs, a startup that delivers organic food between e-commerce and their brick-and-mortar shops, to your door, does this by partnering with locally- acknowledging people don’t shop by channel, and sourced farms and working with them to grow their featuring most pinned items on Pinterest in stores. Their businesses. Facebook offers over $1M to hackers that system mirrors a digital lifestyle—ones that has fluid would otherwise be hacking against them, to do it in boundaries between off and online behavior. their favor by finding security breaches. Not only are these ways to incorporate brilliant super users into
  15. 15. LIVING ARROWS LOOKING FORWARD We’ll see companies embrace brand inclusion or and performance art. Users are defining their own co-production even more this year, by stepping forward experience on the platform, both online and off, with and building platforms that empower their people to Microsoft supporting them with design and technology. create their own products, the services that surround It helps promote a perception that Microsoft is creative, them, and community. People will be in control of their supportive, and instrumental in cultivating culture that is own experiences, but in a way that still feels unique shaping the world. to the brand. Kickstarter is the obvious hotbed for this type of Yes, this year’s buzz trend was brands learning to community, but bigger brands have been evolving become more dynamic storytellers, but now they have crowdsourcing as well. Amazon Instant did this when to be better facilitators of their users’ stories. A prime they released 14 pilot shows that people could vote example is Microsoft’s newly launched project, called to be turned into full seasons, and Expedia utilizes MSFQT. They’re asking cultural curators to fill their crowd-sourced data around user-generated deals interactive platform and event venues, with creative and user-informed travel trends. culture—anything from fashion and music to digital
  16. 16. LIVING ARROWS FJORD SUGGESTS The interactive nature of digital turns centrally controlled structures like traditional branding on its head, as most brand interactions are now primarily through digital channels. People want products and services from brands that deliver value and align with their values. That means missteps are taken more personally and the feedback loop is rapid in the digital realm. Companies need to elevate their most fascinating participants and find ways to deliver and align with their The brand and audience that make together, stay together. Create experiences and interactions true to your brand value and design that into the services you bring your audience. values. It isn’t just about being transparent with people, it’s about providing just-in-time resources and openly supporting and connecting them with their already established channels and communities. Showcase understanding for users that creates an authentic, almost peer-to-peer, relationship between users and brands.
  17. 17. rrows duct is a service the distributed home invisible money THE DISTRIBUTED HOME Home is where your mobile is. To serve or not to serve Telco 3.0 Big is Back There’s been a lot of hype around the idea of the “connected home” or when our households become digitized environments. The connected home will be like the architectural version of the quantified self: leveraging the ability to track and monitor our usage with appliances and infrastructure for a better home lifestyle. But realistically, the extent to which all of this connecting happens within the home is misleading. What we’ll actually see is the rise of a distributed home, as elements of the home get smarter and more accessible via mobile.
  18. 18. rrows duct is a service THE DISTRIBUTED HOME the distributed home invisible money WHAT’S GOING ON With or not to serve successful crowdfunding, investors pouring To serve Telco 3.0 Big is Back Smart Things has a package that acts like a hub to millions into the space, and a plethora of sensors detect vitals of the home. But, larger corporations in the that can connect devices to the smartphone or the technology and communications space are positioned cloud, startups are the most disruptive players in the to pioneer the infrastructure that’ll make the connected distributed home. Their devices are often focused on home commercially viable. Apple has patented a solving a single problem: Nest Protect reimagines the system that anticipates your need for home devices smoke alarm, August reframes the smart lock, and without any user input and AT&T launched “Digital Life,” Philips Hue is a wireless lighting system. Unexpected a package allowing you to remotely manage your home household items are getting a digital makeover too: the with cameras and mobile door control. Smart Power Strip allows you to control your appliances from your smartphone. And, the smart home wouldn’t be complete without home security: Dropcam cameras upload more videos than Youtube daily. Other players are looking to conquer the entire ecosystem:
  19. 19. THE DISTRIBUTED HOME LOOKING FORWARD There’s a reason that the connected home isn’t close neighborhoods, closed $21.6m in 2013 in venture referred to as the connected house: humans are at the funding. The connected home could expand into center of an experience. In the coming year, consumers connected neighborhoods. will experiment with connected home devices. However, without more organizations building meaningful But the issue of mission creep can plague this domain: networks of devices, people will grow frustrated. The how will everyone feel about being monitored at home, requirement to design one’s own commands will be especially teens? How do designers plan for the edge daunting to the new crowd of second wave adopters. cases of contextual preference (e.g. what if you don’t The tradeoff for the time spent focusing on digital home want the lights to come on when you get home, so as literacy will be the ability to “communicate” with the not to wake the kids)? Will device maintenance, like home when people are away from it. Distribution will replacing batteries on more than 50 devices, cause go beyond a constellation of devices or the wiring of digital home fatigue? media content. The shifting emphasis on the satellite home has an interesting echo in social media. Startups like NextDoor, a social network and message board for
  20. 20. THE DISTRIBUTED HOME FJORD SUGGESTS To be a long-term success in this arena, brands must recognize that the home is a complex environment with many unique users within it. The organization that can appeal to the digital homebody and the restless wanderer will conquer. Lokki of Finland positioned themselves as a leader in remote security, but now boasts bringing family, friends, and places together through one central screen while you’re on the go. The companies that will be successful are those who will Home will be where your mobile is. In this ripe space, organizations fall into four categories of user need: worry prevention, energy optimization, ease of use, and security. think beyond singular devices and reinvent mash-ups. Many of these mash-ups will be about what happens when you are away from home: preparing for return, letting guests in, knowing where your children and pets are. Consider home reconnection as a rich space: utility company requests, insurance, automated supply of goods.
  21. 21. ed home ot to serve invisible money INVISIBLE MONEY The transformation of money will affect commerce at every level. Telco 3.0 Big is Back Digital currencies and trading services allow people to define the value of money, what it does, and where it goes. Traditional gatekeepers of financial transactions are being bypassed. When Wikileaks suffered a financial blockade in 2012, they bypassed it by raising money through Bitcoin. What impact will these powerful virtual currencies have on retail? If Shopify’s latest announcement is any indication, the ripple effects will be huge. The popular e-commerce platform, used by 75,000 merchants, has started accepting the virtual currency.
  22. 22. ed home ot to serve INVISIBLE MONEY invisible money WHAT’S GOING ON If moneyBack currency itself is defined by the exchange or Telco 3.0 Big is just what (currencies) we pay, it’s how we pay. People of goods or services, the digital value is the exchange are growing tired of carrying wallets: PayPal, Google of “real life value.” We’ve seen a rise in virtual currencies Wallet, iGaranti, and Square are making mobile and willingness to barter intangibles for convenience payments more mainstream and instinctual for and access. In particular, we’ve seen data exchanged for younger consumers. digital content and peer-to-peer payments. Against this background, what does cash mean at all? Bitcoin, launched in 2009, is probably the most well known peer-to-peer payment service available today. The excitement and controversy over Bitcoin led to a U.S. Senate hearing in November 2013, legitimizing it as a financial service, causing its to value soar. But it isn’t
  23. 23. INVISIBLE MONEY LOOKING FORWARD Bitcoin will become more widely used and have a enables location-based experiences on a granular level: ripple effect. The Economist speculates that even you have to be standing in a precise checkout location if Bitcoin crashes, it will leave a huge impact on the to actually checkout. Besides geo-locative specificity, financial services sector, in the same way Napster did non-intrusive push notifications will also be crucial for a with the music industry. The experimentation with value smooth experience. While not all companies can invent exchange is just beginning: PayPal has become more new forms of currency, there’s opportunity with people’s ubiquitous with Beacon, a new device that allows growing intrigue to simplify their wallet: Coin, a startup users to pay hands-free with bluetooth technology. launching in 2014, is a connected device that will store On the heels of PayPal’s payment prowess is Apple’s all the cards you already carry, with multiple accounts iBeacon. But, iBeacon’s advantage isn’t a technological and financial information streamlined into one place. one. What will help iBeacon succeed is Apple’s ability to package an existing technology into a platform that makes it easy and elegant to build upon and partner with. However, iBeacon is still in early stages and only
  24. 24. INVISIBLE MONEY FJORD SUGGESTS Services and brands that are personalized to people, that focus on building trust, and have a strong reputation, will far surpass any financial institution that is not user-centered. A convergence between Apple’s new fingerprint security and Bitcoin to form a new type of transaction could be very potent. People know that new forms of exchange are on the horizon, but they need to know how it relates to their lives. American Banker stated that banks “have an opportunity to become the stewards of their customers’ digital footprints, securing all their online account and identity data.” Banks could move beyond displaying the ever-increasingly abstract numbers for what we “have,” to showing us our value’s potential and the pathway to reaching our financial aspirations. Future consumers will want help managing their digital footprint. Money is a private and sensitive topic: create services that help users reach their lifestyle goals. What new currency or value exchange can your company take part in?
  25. 25. nterface althcare need? living arrows the distributed home invisible money EVERY PRODUCT IS A SERVICE WAITING TO HAPPEN every product is a service To serve or not to serve Telco 3.0 Big is Back Brands must rethink their ecosystems to add meaningful value. Customer touchpoint opportunities are proliferating faster than brands can adapt. In this world, personalization and purpose are key for brands to stay relevant. With so many platforms being offered, people don’t have the cognitive bandwidth to grow affection for them all. Only a handful of “suitors,” that actually pair their products with well-designed services and touch people in an authentic way, will remain in the user’s heart. This is blurring the lines between products and services.
  26. 26. nterface althcare need? living arrows the distributed home invisible money EVERY PRODUCT IS A SERVICE WAITING TO HAPPEN WHAT’S GOING ON every product is a service To serve or not to serve Telco 3.0 Big is Back As Jeff Bezos puts it with his usual bluntness: “If there’s disruption. Fjord expects more direct to consumer one reason we have done better than our peers in the innovation as other FMCG companies follow suit, which Internet space over the last six years, it’s because we’ve poses a question for the role of traditional retailers focused like a laser on customer experience.” The way when brands begin to bypass them. your brand behaves matters more than how it looks, as interactions become increasingly digital and Adidas miCoach is a service now supported by customer attention more fragmented by multiple a product: Smart Run is a sensor-enabled watch content streams. So, brands are creating services to that gives runners personalized, real-time coaching maintain relevance, and in doing so, disrupting both the during workouts. Launched in November 2013, their status quo and market chains. Startups and unexpected promotional video had 3.5 million Youtube views in its competitors (like suppliers and distributors) threaten first month. Red Bull is a an authentic and passionate larger corporations as they create useful services that publishing empire that just happens to sell a beverage. quickly expand past their product at launch. Nespresso, Uber or Airbnb are pure platform services—they simply a commodity product reinvented as a lifestyle accessory provide the service infrastructure to connect people to sold direct to consumers, is a prime example of this the things they need, in a personal and easy to use way.
  27. 27. EVERY PRODUCT IS A SERVICE WAITING TO HAPPEN LOOKING FORWARD This trend has been building in the toys and gaming expanding into services to meet their audience’s needs industry for some time, with games like World of and shattering industry boundaries. Warcraft not only selling the product of the game, but a service in which their audience can create and share We’ll see more of these mash-ups in 2014, and they’ll an identity for themselves. This ensures growth and get more extensive. Nike+, the pioneer of digital personal investment in the brand. ecosystems in the retail space, is creating an accelerator that harnesses the smarts of ten startups to build “the Arguably, Disney is the king of the diversification of merchandise in the digital space, by creating digital experiences around their physical products with “Disney Infinity Wave.” Toys R Us followed suit with a family focused media streaming service. In a broader sense, we’ll see toys connected to services that grow and evolve alongside children. This emphasis mirrors the movement of supermarket chains continuing to heavily invest in digital services, like Tesco with their Blinkbox offering and their own tablet, Hudl. These brands are ultimate fitness platform.”
  28. 28. EVERY PRODUCT IS A SERVICE WAITING TO HAPPEN FJORD SUGGESTS Pushing products or extraneous services that just add to the virtual noise and clutter of our lives will not win people over. With people’s time and energy becoming even more sacred, we’ll want products and services to aid, empower, educate, and delight us. One global car manufacturer has achieved this with a digital platform to help drivers become more environmentally friendly. We suggest that brands embrace and consider non-traditional coupling, hypersmart consumption, and the new lifespan of a product that is extended through digital information and intelligence. Services must grow and mature with their audiences. Gain loyalty and relevance by delivering services that deliver ongoing value to users. Brands must transform from commodities to loyal partners who want to support us in living a meaningful life.
  29. 29. ith objects g digital you are the interface living arrows the distributed home invisible money WHAT PRESCRIPTION DOES THE HEALTHCARE INDUSTRY NEED? what RX does healthcare need? every product is a service To serve or not to serve Telco 3.0 Big is Back Digital health won’t reach critical mass until there is true innovation in the system. Healthcare is approaching a renaissance. Consumers, the media, pharmaceutical companies, governments, and the medical industry are all interested in the growing potential of digital healthcare. As more people gravitate towards health and wellness apps and wearables become more mainstream, the medical industry is taking note of the need for great service innovation. How radical this digital transformation will be depends on the speed with which the healthcare system can adapt. However, core asymmetries in the system reveal that the revolution isn’t upon us. Yet.
  30. 30. ith objects g digital you are the PRESCRIPTION DOES THE distributed home living arrows the HEALTHCARE invisible money WHATinterface INDUSTRY NEED? WHAT’S GOING ON what RX does healthcare need? every product is a service To serve or not to serve Telco 3.0 Big is Back One of the biggest roadblocks to this revolution is a A recent study suggested that 90% of chronic patients fairly universal reality: people around the world are living wanted their doctors to prescribe an app over the longer, but we’re also getting fatter, at an astonishing 66% who would rather get medication. In addition, rate. This trajectory, coupled with rapidly growing previously expensive or challenging elements of healthcare costs and increasing demand and high healthcare are becoming more accessible: the cost of expectations for smart medical technology, is creating sequencing a genome has fallen from $10 million in a delta. Digital technology has the potential to actually 2007 to $5,800 in April of 2013. tackle the gap between our expectations and what we can afford. It will shift the onus onto the public to Companies vested in healthcare are jumping in too, track and improve their own health through simple and such as Walgreen’s in-store Refill by Scan service in engaging tools, instead of waiting for costly medical 2011. Kaiser Permanente are investing heavily in digital: technology to trickle down. This is both an empowering members have used My Health Manager to view over shift and one that requires us to take responsibility for 26 million test results and refill more than 10.8 million our own wellness. prescriptions this year.
  31. 31. WHAT PRESCRIPTION DOES THE HEALTHCARE INDUSTRY NEED? LOOKING FORWARD A lot of these exciting innovations will bump up against The second barrier to the digital health revolution will reality in 2014. be regulation. In December 2013, US genetic testing company 23andme halted marketing of its $99 genome Technology enables new service approaches, but testing kit after a warning from the FDA. The biggest the healthcare system still needs to catch up with obstacle, however, is the process of reimbursing doctors this change. One of the biggest issues with digital and other front line practitioners. Right now, the system healthcare is that much of the emphasis on the is designed for face-to-face interaction. technology has been on information gathering and is just now moving into diagnosis. Fjord has long argued that healthcare products will need services built to create meaningful differentiation After information and diagnosis, treatment is the third phase, and poses a challenge to digital healthcare’s role in the traditional healthcare system. We still need doctors for that because of the fundamental asymmetry built into healthcare: most conditions have multiple treatments, and someone needs to know these and then guide the patient to a choice. and pharma will be no exception.
  32. 32. WHAT PRESCRIPTION DOES THE HEALTHCARE INDUSTRY NEED? FJORD SUGGESTS While some of the current products are effectively motivating users to be more active and help them achieve their goals, the excitement generated from self-measurement quickly wears off. This is a design challenge and data visualization on its own is not enough. Affect real change by being less broadly ambitious and more focused on the reinvention of specific silos. These services need to move from helping to achieve to helping to maintain. An important aspect of achieving prevention through behavioral change is establishing rituals or habits. People are in front of the mirror several times a day and associate it with habit. Can that ritual be turned into a simple diagnostics experience given that smartphone cameras can now measure our health too? New services might be more successful when using existing rituals as their medium.
  33. 33. conversation with objects you are the interface underwriting digital what RX does healthcare need? living arrows every product is a service the distributed home invisible money To serve or not to serve Telco 3.0 Big is Back UNDERWRITING DIGITAL The insurance industry transforms. Major shifts in industry can be contagious, even within industries with a reputation for holding on to old methods. Healthcare is experiencing a makeover in the United States, and there is an amplified focus on wellness and prevention through the proliferation of wearables. These lateral changes will have an impact on a field that is usually considered a digital wallflower: insurance.
  34. 34. conversation with objects you are the interface underwriting digital what RX does healthcare need? living arrows UNDERWRITING DIGITAL every product is a service WHAT’S GOING ON the distributed home invisible money To serve or not to serve Telco 3.0 Big is Back Insurance brands have long known that their could translate fitness and wellness goals products are considered grudge purchases with huge into insurance breaks and benefits. Like healthcare, inconveniences and little added benefit. Users typically insurance will shift to a prevention over “get it and forget it,” and only interact with the provider treatment approach. when something bad has happened. But, as your mobile device becomes the central command station with the ability to survey and track your devices and your behavior, the insurance industry has a huge opportunity to capitalize on the resulting data. The connected home will be able to detect risks from possible theft to the impact of water damage in flooding. The connected car will be able to survey the acute realities of accidental damage. Wearables and quantified self innovations
  35. 35. UNDERWRITING DIGITAL LOOKING FORWARD We’ll feel the most benefits of this digital makeover on more specific products based on an assessment of the the road. Telematics will provide services that deliver individuals needs: 2014 is the year that digital insurers engaging content about the destinations we travel to with an appetite for innovation will begin to court and push personalized content around traffic delays genuine consumer loyalty. or points of interest, as well as offers and promotions. Beyond enhancing the journey, content will be available The most interesting dynamic to watch could be to support claims prevention by offering data on insurance startups: we’ll see challengers emerge who geo-locative accident hotspots. Should a collision rethink the business model of insurance from top to happen, we’ll see telematics offer immediate and bottom. For an industry so dependent on a complex automated help at the scene, and later, damage ecosystem (brokers, underwriters, funds, agents, diagnostics with direct connectivity to a real or adjusters among others) it’s hard to see how disruption automated customer service adviser. will create wholesale change. But health insurance companies like Oscar are “using technology to make More selling will take place using collaborative tools insurance simple, intuitive, and human.” 76% of property for customer managers and purchasers to work on and casualty insurers expect to see new external together. The dividing line between digital and physical competitors in the next 3 years. Might peer-to-peer risk for sales and advice will become harder to distinguish. assessment (think: the wisdom of crowds) undermine Furthermore, the digital insurer will be able to bundle underwriting expertise?
  36. 36. UNDERWRITING DIGITAL FJORD SUGGESTS Take a fresh look at what risk means in relation to your customers. New startups will emerge that offer more transparency about the models that sit behind risk management and provide real-time updates to help The Chief Digital Officer will make an appearance in the insurance industry. customers learn to reduce risk for both sides. Look for new services that monitor risk dynamically and negotiate pairings between customers and ideal providers. Insurers will step up to the opportunity to build relationships with customers beyond those required in times of stress and How can sensors and digital technology take insurance by storm? need. They’ll compete to build loyalty and offer humanized guidance. As a matter of urgency, insurers need to develop truly customer-centric models. We’ve seen in industry after industry how this will entail organizational, as well as, communications change. Do these new technologies afford new opportunities for improving customer relationships or lowering costs for users and businesses?
  37. 37. arrows duct is a service the distributed home invisible money TO SERVE OR NOT TO SERVE To serve or not to serve Telco 3.0 Big is Back Designing to empower people, without abandoning customer service. Last year, we saw an underlying trend of companies striving to give more control to their customers. However, this transference of control often felt like an offloading of responsibility, with companies outsourcing activities so people could self serve. Organizations abandoned a key notion—it’s about better experiences, not offloading the front-end activities to your customers. Ultimately this is not sustainable: if we spend all our time as users servicing the commercial entities we engage with, we will have little time left for enjoying them.
  38. 38. arrows duct is a service the distributed home TO SERVE OR NOTinvisible money TO SERVE WHAT’S GOING ON To serve or not to serve Telco 3.0 Big is Back The self service kiosk is the main conduit of this end up feeling frustrated and abandoned without the conundrum, especially in travel and retail. We see sole perk of saving time. The self check-out experience self check-out services at supermarkets and more caused such widespread annoyance that whole articles people operating kiosks to print travel tickets, as and blogs were devoted to offering tips for how to use seen at subways and airports around the world. The supermarket self-checkouts more efficiently. outsourcing epidemic is spreading: airlines have shifted to insisting that customers print boarding passes before they get to the airport. This experience is often riddled with commercial advertising. People are getting lost in translation: organizations have approached this disruption in the customer journey solely from an economic perspective, forgetting to put people first. Instead of feeling freedom, customers
  39. 39. TO SERVE OR NOT TO SERVE LOOKING FORWARD Organizations have to flip their approach. It’s about patients treatment by first taking vital tests prior to aligning around customers, not around business a visit. Taiwan’s health care system has been doing processes. There’s an opportunity for companies to this for years and, as a result, has one of the lowest offer better experiences that resonate with people administration costs in the world at 2%. In the travel by allowing more personalization, transparency, and industry, HipMunk and Kayak aggregate deals and contextualization. Fjord’s own collaboration with Mobile TripAdvisor launched a meta search feature, instead operator 3 to create My 3, an an app for iPhone and of cluttering people’s screens with popups of different Android that creates engaging data visualizations to travel booking sites. Since this change, their stock has demystify the phone bill, is a prime example. The result nearly doubled ahead of their leading competitor and reduced the strain on customer service: 50% of users site traffic increased nearly 50%. reported that they called customer service less about their bill. Expect to see more services like one European operator’s new Platinum approach; customers can reach Communicating a meaningful value in exchange for all their loyalty benefits with one click and even call the people’s participation can take the form of insights, platinum service to come to wherever they are, in order curated content, or a gamified experience. For to fix any problem with their phone. example, self-service kiosks could offer hospital
  40. 40. TO SERVE OR NOT TO SERVE FJORD SUGGESTS By reorienting their strategy towards people’s experience, businesses can identify the areas where they can deliver higher value, save customers time, and in the meantime, reduce customer service needs. Starwood’s loyalty People want more control of things that used to be backstage or off limits. program is a great example of this: when their most loyal customers reach a certain status, they receive a personal travel ambassador that helps with booking, planning itineraries, and provides recommendations. Understand when people would prefer to do things themselves versus when you still need to utilize personal relationships and human contact in the user journey. To better understand this, run usability testing on your customer service chain to test pain points and engage with call center staff, as they know problems better than anyone. Make self service moments delightful: consider planting “easter eggs” that aren’t tied to functionality, but charm the customer. When people have an empowering experience, it’ll create a smooth operation for companies in the long-run.
  41. 41. with objects ng digital you are the interface living arrows the distributed home invisible money YOU ARE THE INTERFACE Screens are out and skin is in, but we must consider human bandwidth. what RX does healthcare need? every product is a service To serve or not to serve Telco 3.0 Big is Back Our bodies are becoming both the controller and the interface. Why type a password or stand in a checkout line when you can use your fingerprint or retina? The interface as we know it will disappear, while we use parts of our unique genetic makeup to get things done more intuitively. Service design will be essential in answering a deceptively simple question: what’s the best way to communicate info to a human and translate it into an insight? Bandwidth is a pathway into and out of the human body—into the eyes and out through voice.
  42. 42. with objects ng digital YOU ARE THE INTERFACE you are the interface living arrows the distributed home WHAT’S GOING ON invisible money We’re starting to use our bodies more or not to serve and devices less Big is Back every product is a service To serve Telco 3.0 sensor. While we’re (thankfully) not yet living in a to facilitate new interactions. The traditional “screen” Gattaca or Minority Report world, we’re doing things is losing prominence in our daily lives and Natural User only previously possible in science fiction: OmSignal’s Interfaces (NUI)—our skin, eyes, and brains—are taking t-shirt extract a whole range of health data from the over. We’ve seen this most popularly with gesture-based skin without any interface effort. These technologies technology, like Primesense—the company behind the can even give us the illusion of having superpowers: Microsoft Kinect sensor that’s powered over 20 million InteraXon’s flagship product, MindWave, lets you log devices. into your computer using just your thoughts. what RX does healthcare need? Beyond gestural innovation, bio-based technology is moving center stage to streamline our daily transactions, like the iPhone 5S Touch ID fingerprint
  43. 43. YOU ARE THE INTERFACE LOOKING FORWARD As more things become connected and sensors become Qualcomm is exploring apps that can predict if you are smaller, more interaction and development standards developing Parkinson’s disease from the sound of for gestural and wearable technology will be created. your voice. Design will surpass screens and focus on allowing us to complete tasks with even less friction. Many of And yet, for all this accelerated change, we are also in the actions we currently need to initiate will also fade the midst of “Generation Moth:” kids are drawn to touch away as technology predicts our habits, routines, and screens like moths to a lamp. The latest generation is behaviors. This allows brands to get out of the practice growing up using touch screen devices and seeing their of catering to basic tasks, and instead focus on higher siblings and parents use them constantly in a state of value interactions with customers. always-on, multi-tasking, digital fluency. Fjord does not predict the disappearance of screens—they will exert We are reaching a point at which human data is being an even more powerful hold on Generation Moth. Think measured in unexpected ways: dermatologists can of Invisible Interface as an “and” not an “or.” use smartphone photos to make a diagnosis, and
  44. 44. YOU ARE THE INTERFACE FJORD SUGGESTS Users will always want to interact with things in the most simple and natural way possible. But businesses need to be cautious and choose carefully which systems they invent, and which they’ll need to work on with other companies to leverage. Adoption will not take off if users Leverage big data, from multiple sources, to better understand people’s behavior and fit into their lives. have to learn multiple sets of gestures devised by different service suppliers. Many of the technologies and products out there right now are closed ecosystems—for example, you can’t open up your Fitbit to use the data anywhere else. Yet, open systems and the ability for people to build around emerging standards will be critical for the sustainable growth of these technologies. Kids will be NUI and brain-computer interface experts. Investigate the difference between them and older user’s needs for interfaces. Can you use biometric feedback to redesign products and services?
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  47. 47. REFERENCE http:/ /www.engadget.com/2012/10/05/toys-r-us-launches-family-friendly-internet-movie-service http:/ /www.marketingweek.co.uk/news/tesco-to-rebrand-all-digital-entertainment-as-blinkbox/4004862.article http:/ /www.tesco.com/direct/hudl/ http:/ /nikeplus.nike.com/plus/ WHAT PRESCRIPTION DOES THE HEALTHCARE INDUSTRY NEED? http:/ /epp.eurostat.ec.europa.eu/statistics_explained/index.php/Population_structure_and_ageing http:/ /www.who.int/mediacentre/factsheets/fs311/en/ http:/ /mobihealthnews.com/23418/most-patients-want-their-doctors-to-prescribe-apps/ http:/ /www.genome.gov/SequencingCosts/ http:/ /news.walgreens.com/article_print.cfm?article_id=5400 http:/ /share.kaiserpermanente.org/article/kaiser-permanente-wins-six-awards-for-digital-excellence/ http:/ /online.wsj.com/news/articles/SB10001424052702304281004579219893863966448 UNDERWRITING DIGITAL http:/ /healthcare.gov https:/ /www.hioscar.com http:/ /www.accenture.com/SiteCollectionDocuments/Local_France/PDF/Accenture-Digital-Insurance-Survey-EALA.pdf TO SERVE OR NOT TO SERVE http:/ /techcrunch.com/2013/11/22/self-service-culture/ http:/ /www.gizmodo.com.au/2011/07/5-insider-tips-for-using-supermarket-self-serve-checkouts/ http:/ /www.fjordnet.com/workdetail/3/ http:/ /www.three.com http:/ /www.three.co.uk/Support/My3 http:/ /www.apple.com/iphone/ http:/ /www.android.com http:/ /www.medavail.com http:/ /en.wikipedia.org/wiki/Healthcare_in_Taiwan http:/ /www.hipmunk.com http:/ /www.kayak.co.uk http:/ /www.tripadvisor.co.uk http:/ /online.wsj.com/news/articles/SB10001424127887323420604578650152586848068
  48. 48. REFERENCE YOU ARE THE INTERFACE http:/ /www.primesense.com http:/ /www.microsoft.com/en-us/kinectforwindows/ http:/ /www.apple.com/iphone/ http:/ /www.imdb.com/title/tt0119177/ http:/ /www.imdb.com/title/tt0181689/ http:/ /www.omsignal.com http:/ /interaxon.ca http:/ /www.qualcomm.com http:/ /www.fitbit.com/
  49. 49. THANK YOU ABOUT FJORD Fjord is a service design consultancy, acquired by Accenture Interactive in 2013. We create useful, effective, and desirable digital services that people love. We help the world’s leading businesses make complex systems simple and elegant with the power of design. Founded in 2001, Fjord employs a diverse group of over 220 design experts in nine global creative hubs including Berlin, Helsinki, Istanbul, London, Madrid, New York, Paris, San Francisco, and Stockholm. IF YOU WOULD LIKE A CUSTOMIZED PRESENTATION BY FJORD ON THE TRENDS AND HOW TO STAY AHEAD OF THE CURVE, PLEASE GET IN TOUCH AT MARKETING@FJORDNET.COM. FJORDNET.COM @FJORD #FJORDTRENDS ABOUT ACCENTURE Accenture is a global management consulting, technology services and outsourcing company, with approximately 275,000 people serving clients in more than 120 countries. Combining unparalleled experience, comprehensive capabilities across all industries and business functions, and extensive research on the world’s most successful companies, Accenture collaborates with clients to help them become high-performance businesses and governments. The company generated net revenues of US$28.6 billion for the fiscal year ended Aug. 31, 2013. Its home page is www.accenture.com. Copyright © 2013 Accenture All rights reserved. This document makes descriptive reference to trademarks that may be owned by others. The use of such trademarks herein is not an assertion of ownership of such trademarks by Accenture and is not intended to represent or imply the existence of an association between Accenture and the lawful owners of such trademarks. Information regarding third-party products, services and organizations was obtained from publicly available sources, and Accenture cannot confirm the accuracy or reliability of such sources or information. Its inclusion does not imply an endorsement by or of any third party. The views and opinions in this article should not be viewed as professional advice with respect to your business.

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