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Fivetrends42013

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  • 1. Five TrendPredictionsfor 2013 Thomas Crampton | Regional Director, Asia-Pacific Hannah Law | Senior Regional Strategist, Asia-Pacific February 2013
  • 2. 5 Trends 1 Be mobile, not do mobile 2 Bricks and Bytes: create shopping experiences, not transactions 3 Brand-awakened: brands with a higher purpose rule 4 Live in 60 Seconds: concept to production at speed 5 Smart Data: Big Data’s older, wiser sister
  • 3. Be mobile, not do mobile
  • 4. wwConsumers are active andwant to take their deviceswith them. They’re screenhoarders.In Asia it’s about multiplemobiles as much asmultiple devices. 4 SOURCE: KICKSTARTER.COM
  • 5. Global  Notebook  PC   and  Tablet  Shipment  Share  Forecast   100%  Device growth will be insmart devices: global 80%  tablets sales will overtakedesktops in Q2.Tablet PC shipments have 60%  already surpassednotebook PC shipments inChina. 40%   20%   0%   2011   2012   2013   2014   Tablet  PC   Notebook  PC   Source:  NPD  Display  Search,  2013    
  • 6. Online  ac:vi:es  engaged  in  at  least  once  p/week   while  watching  TV  or  video  content   Bases:  US,  UK,  Germany,  Spain,  Sweden,  China  &   Taiwan   90%   80%  Devices will be used at thesame time as using other 70%  technology but normally for 60%  unrelated tasks, like socialnetworking. 50%   40%   30%   20%   10%   0%   Browse  the  internet   Use  social  forums   Chat  e.g.  MSN   e.g.  Facebook   2011   2012   Source:  Ericsson  ConsumerLab,  ‘TV  &  Video  Report’  August  2012  
  • 7. Early adopters won’t lettechnology limitations slowthem down. They’ll usesmart-watches, like Pebblethat control music, trackexercise and sync with yoursmartphone. Source:  Kickstarter.com  
  • 8. They’ll even try wearablescreens: Google’saugmented reality Glassesjust gained some street credwhen they were worn bymodels on the Diane vonFurstenberg catwalk. Source:  pocket-­‐lint.com  
  • 9. Who’s alreadyon-trend?Heineken Star Player Applet fans predict goals in real-time with UEFA Champion’sLeague. It generated 87%positive feedback and 56minutes dwell time on theiPhone app. Source:  Chrisperks.com  
  • 10. How can you use this trend?Re-imagine brand experiencewithout technology limitations
  • 11. Bricks and Bytes: shoppingexperiences, not transactions Photo  courtesy  of  hQp://hongkong.geoexpat.com/forum/members/pin-­‐20310.html  
  • 12. eCommerce is continuing togrow, especially in fashionand electronics. Alibabarecorded $150billion+ salesin 2012, up 60% from 2011.
  • 13. This year the strongesteCommerce buyerpenetration growth willcome from China, followedby South Korea. Source:  eMarketer,  January  2013  
  • 14. Personal recommendationscontinue to influencepurchase behaviours, withsites such as Snoox, Hunchand The Find gainingpopularity. Source:  Kickstarter.com  
  • 15. Innovative start-ups are by-passing bricks-and-mortarand providing uniqueexperiences online: givingbrand advocates the chanceto be affiliate sellers or co-creators.
  • 16. Bricks-and-mortar storesaren’t irrelevant: they’llalways be there but they willprovide experiences, notjust transactions.
  • 17. Who’s alreadyon-trend?Burberry’s flagship store inLondon embodies online-offline integration with RFIDchips in clothes to productstory content live on-screenin change-rooms.
  • 18. Who’s alreadyon-trend?Yihaodian has launched1000 virtual supermarketsthat use AR technology tobring blank spaces in thereal world to life in the virtualworld.
  • 19. How can you use this trend?Give people an emotionalreason to shop with you.
  • 20. Brand Awakened: brandswith a higher purpose rule Photo  courtesy  of  colbycsbc  tumblr  
  • 21. “Brands should haveidentities that are timeless,that stand apart from themarch of history.”Douglas Holt,Cultural Strategy
  • 22. Those brands have theupperhand in social: they’vealready given consumers areason to talk about themand a reason to love or hatethem.
  • 23. And consumers will talk.
  • 24. And contribute to yourbrand story.
  • 25. Who’s alreadyon-trend?Brands with a higherpurpose related to healthand wellness will win in2013 because 74% ofconsumers believe wellnesswill be (even)more importantin the future
  • 26. Who’s alreadyon-trend?Apple, of course.“Man is the creator ofchange in this world. Assuch he should be abovesystems and structures, andnot subordinate them.”Steve Jobs, 1980s
  • 27. How can you use this trend?Build an icon around a culturaltension and your brand’s ‘best self’
  • 28. Live in 60 seconds: concept toproduction at speed Photo  courtesy  of  colbycsbc  tumblr  
  • 29. Technology has sped upeverything from transport tocomputers.
  • 30. Now you business isexpected to match pace,with everything fromproduction to advertising.
  • 31. Who’s alreadyon-trend?FujiFilm has a 3D printingkiosk that enablescustomers to customiseproducts.
  • 32. Who’s alreadyon-trend?Nike Find Your Greatness:inspirational quotes relatedto achievements of Chinaathletes in the Olympicswere posted on social mediawithin minutes of the event.
  • 33. How can you use this trend?(Re)learn to be nimble.
  • 34. Smart Data: big data’solder, wiser sister
  • 35. We’ve seen the explosion ofdata – big data – but whyshould you be measuringeverything that moves?
  • 36. You’re better off identifyingthe KPIs and metrics thatare important to you. Thenpay close attention to themetrics that count.
  • 37. Facebook’s exploring smartdata: Graph Search will giveusers personalised searchof people, places, productsand services … based onthe information Facebookhas about us.
  • 38. Uncovet uses social data –from the interest and socialgraph – to create apersonalised shoppingexperience or ‘style graph’.Here, big data is usedsmartly.
  • 39. Who’s alreadyon-trend?IBM used augmented realityto show how smart datacould make the world workbetter.
  • 40. How can you use this trend?Don’t sweat the small stuff:know what you want to measureand focus on it.
  • 41. Thank  you! Thomas Crampton Hannah Law @thomascrampton @hannahlaw Asia-Pacific Director Senior Digital Strategist Ogilvy | Hong Kong Ogilvy | Hong Kong

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