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2012: This year I learned


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Quick review about 2012 and what happened in the digital world

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2012: This year I learned

  1. 1. TYIL Technology is our friend20122012: This year I learned…
  2. 2. 1: “Mobile“ isn‘t only mobile,but the future of (personal)computingI took this photo at an airport, December 11,2012. These guys probably combine to 150+years of age, but none of them use theirlaptops anymore. This was the year ofmobile‘s final breakthrough. Not necessarilyon the go, but also at home. More people usesmartphones and tablets to access the internetthan ever before, and they prefer them overlaptops and desktop PC‘s. Traffic from mobileoperating systems goes through the roof. Userbehaviour changes. Websites relaunch with“tablet first“ versions and derive their PC-versions from there. More tablets are sold thanlaptops. And this is just the beginning.More: Technology is our friend
  3. 3. 2: No one will protect theInternet if we don‘tThis year, we had many attacks on the openand free internet – ACTA, SOPA, PIPA,SCHMIPA. And according to Julian Assange,even the internet we‘re trying to protect sodesperately is not so free and open as wewould like it to be. The fact that lobbyistsinfluence politics – check the German„Leistungsschutzrecht“ – and that users formtheir own kind of lobby by protesting andorganizing on- and offline activism shows howfragile the internet still is, and that majorvalues will continue to be contested. We needto protect the “independence of cyberspace“. Technology is our friend
  4. 4. 3: The TV code hasn‘t beenhacked - againMost of us have at least 4+ screens that wefrequently use. I have nine. But the biggest,baddest, best screens we have are still notproperly connected: our TVs. We do not have abreakthrough, connected-TV mass market yet.Although all of us know that it will happeneventually, no company was able to deliver aneasy and convincing solution yet.Just imagine a 47“ Android powered SamsungGalaxy in your living room, with some excitingTV apps on it. Maybe it will happen in 2013: Anew app market will emerge, new forms ofdigital advertising will be created, new kinds ofcorporate homepages and e-commerceplatforms will arise. And the TV business willbe disrupted fundamentally. Image: Wikimedia Technology is our friend
  5. 5. 4: Twitter is the second screenSince no one could hack the TV code yet,everybody aimed for the second screen.Multiple studies show that more than half ofus, the audience, can‘t watch TV without yfrog / Twittersimultaneously using internet access - at leastevery once in a while. Social media as suchand especially Twitter is a better second TVscreen than any dedicated app up to now. AndTV does not lose usage minutes to theInternet. They complement each other. Themost iconic picture for this year‘s secondscreen efforts could be found during theEURO 2012 final, breaking both TV rating andinternet usage records. Traditional TV andsocial media must cooperate, not compete.More: Technology is our friend
  6. 6. 5: There‘s no escape fromdigitizationActually, I learned this many years ago. Butone striking thing about 2012 was the amountof people who hoped that by some miraclethey would be able to avoid change,technology and progress. That their industrywould somehow not have to adjust to newbusiness mechanics. The editorial staff of theFinancial Times (Deutschland) apologized intheir last issue, among other things, for beingtoo critical about companies that wereadvertising clients, too. Yeah, that must havebeen it.More: Technology is our friend
  7. 7. 6: API & Data Businesses willbecome serious marketsI wouldn‘t say unnoticed, but at leastunderestimated: the development of platformbusinesses where information and databecome real economic goods, and newbusiness mechanics are applied – not only insoftware. More and more connected productsbased on smartphones and “mobile“ operatingsystems are launched, and who would havethought a decade ago that Nike would be acompany that is offering data APIs? More andmore traditional products will end up being asource or an output channel for data – and bythis will become more valuable.More: Technology is our friend
  8. 8. 7: The Facebook glass is halfempty nowFacebook used to be any marketer‘s dreamcome true. Compared to any other possibilityof analog or digital marketing communication,a fanpage and Facebook ads wereuncontested in cost/value. Signs may havebeen there before, but at the latest during 2012these times ended. It still makes a lot of senseto use Facebook for marketing purposes, butwith a reach of less than 20% per post in yourfanbase the return on your invest becamelower and lower. And Facebook must havenoticed that this didn‘t lead to more seriouslyengaging content, but to more and more “likefor world peace, share for more love“ posts.More: Image: Wikimedia Technology is our friend
  9. 9. 8: The Cloud isn‘t that horribleDropbox, Box, iCloud, Microsoft Skydrive,Amazon Cloud Storage, Google Drive – andmany more. Cloud services pop up likemushrooms and the big scandals and privacydisasters did not happen yet. Sometimes ittakes a little getting used to, for example toshoot a photo with your mobile and find it onseveral other devices seconds later, butoverall, the cloud had a major end consumerbreakthrough in 2012 and will continue toconquer personal computing. We will sharestreams instead of files, access will replaceposession in many areas and contentproviders will have to offer device-independentexperiences. Buying a movie and having towatch it on a dedicated device will soon beover. Image: Wikimedia Technology is our friend
  10. 10. 9: The Visual Web is comingJust a little bit more than a decade ago, I gotmy first DSL subscriber line. In the agency Iwas working, we were brainstorming aboutwhat you could do with all this broadbandspeed, and how that would develop in future.We imagined a highly visual web, full ofphotos and videos, and a user interface thatwould need a DVD- or Joystick-like controlwith up/down/left/right and one or two buttons.We‘re getting there: Instagram, Tumblr,Pinterest, touch-devices, gesture controls likeKinect, LTE, rising broadband penetrations –we just need to put the pieces together. Image: Instagram Socialmatic Camera Technology is our friend
  11. 11. 10: Things aren‘t going that fastWhen we look back in 5- and 10-year brackets,we must be under the impression thattechnology is developing at an unbelievablepace. Be that as it may, looking at single years,we have to acknowledge that mass marketsdon‘t develop that fast. Last year, I would haveeasily placed bets on more acceleration of theInternet of Things, HTML 5 vs. native apps, bigdata as such and more data portability as aweb trend, on TV as a connected screen andon more impact by Siri and similar services onvoice and gesture controls. For example incars. All these things are developing, but theydon‘t impact the normal consumer‘s life in away we may have assumed a year ago. Image: Wikimedia Technology is our friend