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FutureVision - The future brand / consumer reality
 

FutureVision - The future brand / consumer reality

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A point of view on how people will interact with brands in the not so distant future. First presented 24 July 2013.

A point of view on how people will interact with brands in the not so distant future. First presented 24 July 2013.

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    FutureVision - The future brand / consumer reality FutureVision - The future brand / consumer reality Presentation Transcript

    • Brave. Curious. Minds. I AM SCOTT @thescott
    • Brave. Curious. Minds. Curator. Specialist generalist. Director of Experience Labs @ Quirk.
    • Brave. Curious. Minds. THE FUTURE CONSUMER REALITY
    • Brave. Curious. Minds.
    • Brave. Curious. Minds. THE CONSUMER MOBILITY STACK
    • Brave. Curious. Minds. Connectivity Hardware: Devices & Tech Software: Platforms, OS & Ecosystems The Experience Consumer Behaviour THE CONSUMER MOBILITY STACK
    • Brave. Curious. Minds. Connectivity THE CONSUMER MOBILITY STACK
    • Brave. Curious. Minds. CHEAPER FASTEREVERYWHERE
    • Brave. Curious. Minds. CHEAPER FASTEREVERYWHERE ALL THE SIGNS ARE THERE
    • Brave. Curious. Minds. 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.
    • Brave. Curious. Minds. 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. 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.
    • Brave. Curious. Minds. 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. 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/)
    • Brave. Curious. Minds. Hardware: Devices & Tech THE CONSUMER MOBILITY STACK
    • Brave. Curious. Minds. MOBILE, A CATALYST FOR WIDESPREAD BEHAVIOUR CHANGE. Spot the difference: The appointment of a new pope.
    • Brave. Curious. Minds. MOBILE > THE PHONE SURFACES / SCREENS / DIGITAL EXPERIENCES THAT AREN’T FIXED IN LOCATION.
    • Brave. Curious. Minds. POWERFUL PERSONAL PERVASIVE MOBILE TECHNOLOGY TRENDS 3
    • Brave. Curious. Minds. 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
    • Brave. Curious. Minds. POWERFUL CAPABILITIES Samsung Galaxy S4
    • Brave. Curious. Minds. POWERFUL CAPABILITIES 1080p HD video 13 Megapixel photos
    • Brave. Curious. Minds. POWERFUL CAPABILITIES http://www.kpcb.com/insights/2013-internet-trends
    • Brave. Curious. Minds. POWERFUL CAPABILITIES http://www.kpcb.com/insights/2013-internet-trends
    • Brave. Curious. Minds. POWERFUL CAPABILITIES Gesture Proximity Gyro Accelerometer Geomagnetic Temp / Humidity Barometer Hall Light PACKED WITH SENSORS
    • Brave. Curious. Minds. THE WEARABLE TECH ERA IS HERE.. PERSONAL Google Glass Apple iWatch concept
    • Brave. Curious. Minds. THE INTERNET OF THINGS (CONNECTED OBJECTS) PERVASIVE
    • Brave. Curious. Minds. 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.
    • Brave. Curious. Minds. 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
    • Brave. Curious. Minds. #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
    • Brave. Curious. Minds. Software: Platforms, OS & Ecosystems THE CONSUMER MOBILITY STACK
    • Brave. Curious. Minds. PLATFORMS AS LAUNCHPADS LEVERAGE SCALE TO DIVERSIFY BUILD ECOSYSTEMS THAT CREATE VALUE
    • Brave. Curious. Minds. LEVERAGE SCALE TO DIVERSIFY From books to Internet infrastructure
    • Brave. Curious. Minds. 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.”
    • Brave. Curious. Minds. BUILD ECOSYSTEMS THAT CREATE VALUE NIKE+ connecting a set of Nike products and experiences in a central space.
    • Brave. Curious. Minds. PLATFORMS AS LAUNCHPADS Being an engine on top of which individuals and businesses create.
    • Brave. Curious. Minds. PLATFORMS AS LAUNCHPADS 3 AREAS Of growth 1. DEVELOPER NETWORKS 2. CROWD FUNDING 3. COMMERCE
    • Brave. Curious. Minds. PLATFORMS AS LAUNCHPADS A healthy developer network = expanding ecosystem of value Android Developers Apple Developer Network Facebook Developers DEVELOPER NETWORKS
    • Brave. Curious. Minds. PLATFORMS AS LAUNCHPADS “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
    • Brave. Curious. Minds. PLATFORMS AS LAUNCHPADS Seeking investment from end users rather than "the corporate shareholders" CROWD FUNDING
    • Brave. Curious. Minds. PLATFORMS AS LAUNCHPADS CROWD FUNDING KICKSTARTER Since 2009 - 4.5m people have pledged over $715m, funding more than 45,000 creative projects.
    • Brave. Curious. Minds. PLATFORMS AS LAUNCHPADS 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
    • Brave. Curious. Minds. PLATFORMS AS LAUNCHPADS COMMERCE Customers as sellers: Extending existing ecommerce platforms to serve ANOTHER KIND OF customer.
    • Brave. Curious. Minds. PLATFORMS AS LAUNCHPADS ASOS Marketplace “The place where anyone, anywhere in the world, can sell fashion, to anyone, anywhere in the world.” COMMERCE
    • Brave. Curious. Minds. The Experience THE CONSUMER MOBILITY STACK
    • Brave. Curious. Minds. Touch, speak, see, hear. Video: Future Interfaces http://youtu.be/Ez0R8R30DnQ
    • Brave. Curious. Minds. OVERARCHING CONSTRUCT THE HOW GUIDED BY INTERACTION THE WHAT GUIDED BY RELEVANCE
    • Brave. Curious. Minds. THE HOW GUIDED BY INTERACTION Towards more intuitive interaction •  Touch •  Gestures •  Voice •  Device on sensor (e.g. phone on interactive surface)
    • Brave. Curious. Minds. THE WHAT GUIDED BY RELEVANCE Experiences evolving toward ones that are more closely aligned with our individual contexts (needs, wants, demographic and psychographic states). 
    • Brave. Curious. Minds. 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
    • Brave. Curious. Minds. 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)
    • Brave. Curious. Minds. 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
    • Brave. Curious. Minds. Video: google now by Verge Video: Google Now and the predictive future of search http://youtu.be/ZXtudZl5mzM
    • Brave. Curious. Minds. Consumer Behaviour THE CONSUMER MOBILITY STACK
    • Brave. Curious. Minds. 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".
    • Brave. Curious. Minds. s TAMING THE INTERNET HARNESSING THE POWER OF THE INTERNET FOR PERSONAL GAIN AND SOCIAL BENEFIT
    • Brave. Curious. Minds. THE PROGRAMMABLE WORLD  WIRED Magazine June 2013
    • Brave. Curious. Minds. THE PROGRAMMABLE WORLD  WIRED Magazine June 2013
    • Brave. Curious. Minds. "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:
    • Brave. Curious. Minds. ANDROID APP
    • Brave. Curious. Minds. 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”
    • Brave. Curious. Minds. THINGS TO THINK ABOUT 5
    • Brave. Curious. Minds. 1. THE DISRUPTION OF EVERYTHING The internet is a catalyst for large-scale disruption of so much that has passed before.
    • Brave. Curious. Minds. TV isn’t DEAD •  Linear broadcast methods are. •  Interruption based advertising is dying. •  The internet provides us with self selected experiences.  2. ”MEDIAONMYTERMS”
    • Brave. Curious. Minds. 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)
    • Brave. Curious. Minds. 4. UNDERSTAND FRAGMENTATION ATTENTION FRAGMENTATION OF MEDIA INTERESTS “Fragmentation is the enemy of the traditional marketer.”
    • Brave. Curious. Minds. Social media = people as media channels Design communications for sharing. Sharing only happens when it's relevant. Therefore, relevance is everything. 5.
    • Brave. Curious. Minds. QUEST IONS?@thescott scott@quirk.biz @quirkagency