Outline for my unpublished "11 Trends to Watch in 2011" paper

This is the outline for the “11 Trends to Watch in 2011” paper I painstakinglyresearched and worked on writing with a colleague. Unfortunately, because oforganizational circumstances beyond our control, it was never published. Nowthat 2011 is over, I thought it would be interesting to see how I did on my“predictions” in retrospect anyway, so I’m publishing the outline. I was WAY off ona few of these things (e.g. BlackBerry), but pretty darn accurate with others (e.g.social scoring (Klout) attention/debate). The only reason I’m putting this on theweb now is for my own sanity. -- S. Lukasavitz, 12/31/11 Outline for “11 Trends to Watch in 2011”IntroAcknowledge commonly predicted trends thus far, which are a given • Rise of real-time PR/customer service, due to more aggressive, always-on monitoring • "Attack of the Apps" - not just mobile, but in browsers, tablets, etc. • web will be more experienced through apps than browsers • Search will get more social • "Porous" sites - meaning that websites will be more integrated with social web/sharing options (see AmexOpen) • Because acknowledged, these things donʼt count in our predictions.Note that heightened privacy concerns are also a common theme in existingpredictions • however, its less a "trend" but more an omnipresent, underlying concern weve always hadTheme 1: Stop the Insanity! • Trend 1) People suffer from internet information overload; strive to pare down and simplify their social stream • Trend 2) "Everything old is New Again" -- smart brands understand Trend 1; need to stand out of the clutter so revert back to tangible content marketing (Sbux pamphlet), direct mail • Trend 3) Gadgets and other devices continue to get simpler in design, ease of use (see iPod, FlipCam, Jitterbug phone, Amazon interface, etc.) • "Less is More"Theme 2: Social/Mobile Melding • Trend 4) Peace Treaty in the "Location Wars" o Facebook doesnt "win" as many project because of privacy, slow adoption, apathy o Other LBS grow but stay niche ♣ Gowalla/Whrrl will rise in numbers dramatically, be more mainstream

♣ FourSquare plateaus and becomes stagnant because of difﬁculties in partnerships, slow to introduce new features, loses its "cool factor" • Trend 5) SHOPPING because a seamless geo-social-mobile group (or individual) experience (I drew a diagram for this) • BLIPS ON THE RADAR: • Trend 6) Augmented Reality rises, remains niche, but WordLens opens door for tipping point in future • Trend 7) NFC gets more attention, not as big a blip on radar as AR, there are infrastructure reasons for why this will take a lot longer to catch on than people think • Trend 8) Social Scoring (Klout, PeerIndex, etc.) gets a lot of attention, but lack of accuracy, etc. leads to much debate, this ones a big missTheme 3: Its DATAs Time to Shine! (“DATA is a ROCKSTAR”) • Trend 9) Visualized Data will be HOT • Trend 10) Email will make a comeback (esp. since the rise of Groupon & clones) • Trend 11) Cloud consumer data becomes an invaluable resource as brands/corps realize the value in target marking w/the info they already haveBonus Round/Conclusion • Tablet Frenzy - iPad will remain dominant • Mobile Handsets - BB is safe in home base in corporate environments (iPhone wont take over) because BB is much more secure; Android wins in VOLUME of handsets, but iPhone/Apple still dominate • Apple incorporates each of these trends into its brand in some way, shape or form, with design/simplicity, streamlined ecosystem/platform for content, other reasons

Outline for my unpublished "11 Trends to Watch in 2011" paper

by Stacy Lukasavitz

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