Five TrendPredictionsfor 2013 Thomas Crampton | Regional Director, Asia-Pacific Hannah Law | Senior Regional Strategist, Asia-Pacific February 2013
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
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
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
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
Early adopters won’t lettechnology limitations slowthem down. They’ll usesmart-watches, like Pebblethat control music, trackexercise and sync with yoursmartphone. Source: Kickstarter.com
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
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
How can you use this trend?Re-imagine brand experiencewithout technology limitations
Bricks and Bytes: shoppingexperiences, not transactions Photo courtesy of hQp://hongkong.geoexpat.com/forum/members/pin-‐20310.html
eCommerce is continuing togrow, especially in fashionand electronics. Alibabarecorded $150billion+ salesin 2012, up 60% from 2011.
This year the strongesteCommerce buyerpenetration growth willcome from China, followedby South Korea. Source: eMarketer, January 2013
Personal recommendationscontinue to influencepurchase behaviours, withsites such as Snoox, Hunchand The Find gainingpopularity. Source: Kickstarter.com
Innovative start-ups are by-passing bricks-and-mortarand providing uniqueexperiences online: givingbrand advocates the chanceto be affiliate sellers or co-creators.
Bricks-and-mortar storesaren’t irrelevant: they’llalways be there but they willprovide experiences, notjust transactions.
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.
Who’s alreadyon-trend?Yihaodian has launched1000 virtual supermarketsthat use AR technology tobring blank spaces in thereal world to life in the virtualworld.
How can you use this trend?Give people an emotionalreason to shop with you.
Brand Awakened: brandswith a higher purpose rule Photo courtesy of colbycsbc tumblr
“Brands should haveidentities that are timeless,that stand apart from themarch of history.”Douglas Holt,Cultural Strategy
Those brands have theupperhand in social: they’vealready given consumers areason to talk about themand a reason to love or hatethem.