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FJORD DIGITAL TRENDS 2012




Written by Fjord

Edited by Christian Lindholm,
Chief Innovation Officer
THEMES AND
CONTEXTS


Devices diverge,                                  Living in the ‘new now’
services converge                                 Information and communication flows freely.
Consumers own expanding ‘families’ of devices,
                                                  The result is multitasking and constant partial attention,
while the era of distributed sensors takes off.
                                                  boosting the strategic value of ‘now’.
The smartphone replaces the computer as the
digital hub.



                                                  The triumph of end-
Everything is                                     to-end experiences
consumerised                                      Service providers are required to offer compelling 'total
The smartphone is the mobile computer.            packages' to an increasingly savvy audience.

Technology originating in the consumer market     Delightful design + awesome technology + clever
is now in control.                                business models are required to win the hearts and minds
                                                  of tomorrow's consumers.
THE INDUSTRY
IMPACT


 An era of disruption,
 change and uncertainty
 Global structural challenges, economic uncertainty and digital
 disruptions across many aspects of life combine to create a
 challenging business environment for most.

 But for those who place the right bets and embrace change, there is
 everything to play for.




           The emergence of smart systems
           Advanced digital service systems are starting to go mainstream. Growing device
           ecosystems and the web of sensors leads to interconnected devices and experiences.

           Different brands and services are combined and mashed-up in solutions optimised
           around the user’s individual needs, while self-contained apps are no longer viable.
2012 DIGITAL                 ENTERPRISE QUAKE
TRENDS
                          AN S.O.S FROM THE
                          DISCONNECTED LIVING ROOM
FROM SOCIAL
TO SPATIAL
                                   GETTING BEHIND THE
                                   DIGITAL STEERING WHEEL
     SAY HELLO TO
     24/7 WEARABLES


                   THE RE-INVENTION OF BANKING


   YOUR IDENTITY IS THE CURRENCY       PAYMENT TAIL WAGS
                                       THE RETAIL DOG


BREAKING THROUGH          THE TRANSFORMATIONAL TABLET
THE GLASS
ENTERPRISE
 My iPad, Dropbox and
Google Docs make me
productive. I don’t care what
the IT guys say, they don’t do
                                   QUAKE
my work for me.”

                                 B.Y.O.T: BRING YOUR OWN TOOLS
                                 STARTS AN ENTERPRISE QUAKE.
                                 Who will profit from the undeniable reality of consumerization,
                                 as more and more users bring personal tools to work?

                                 Companies save money and workers are happier however
                                 security, privacy and scalability become increased challenges.

                                 Users won t put up with interfaces that don t match the slick,
                                 pleasurable experiences of the stuff they use at home. B2C
                                 becomes the new B2B. This will help re-invent work.

                                 Fjord thinks quality user experience will triumph.
ENTERPRISE
QUAKE
WHEN PERSONAL DEVICES GO TO              What does this mean for consumers          Mobile Iron is exploding as they bring
WORK, IT MEANS THE END OF                When you bring your tablet,                some control back to the corporations.
COMPUTER SAYS NO.                        smartphone, and favourite services to      VMWare is innovating in mobile user
                                         work, you bring your own motivation.       experience with their two-faced phone.
                                                                                    Microsoft has a massive opportunity
A few short years ago we had to put up
with poor user experiences on our        Life and work will become more             with Windows Phone. Web 2.0 services,
                                         intertwined as tools migrate to the        like Salesforce matured just as PCs
office PC or phone simply because the
                                         office.                                    started dying. Holistic corporate
IT department supplied it – the worker
                                                                                    services like SAP seem like software
was not even consulted.
                                         We will also see a transformation in the   from the age of mainframes.
                                         way businesses relate to customers, as
But the IT department is no longer in
control. Now, businesses are finding     tablets and mobile devices will free       However, security and data loss are top
                                         staff from a few familiar hiding places,   concerns for most companies that allow
that home-originating technology can
                                         behind big ugly monitors. The physical     employees to use their personal devices
actually be cheaper and more efficient
                                         form of a tablet device will radically     in the workplace, as well as compliance
that their unwieldy IT solutions –
                                         disrupt these interrelations, making the   and legal implications. Fjord thinks
meaning an enterprise quake is well
under way.                               old check-in desk type of exchange         there is demand for corporate specific
                                         seem as ridiculous as those computer       services, they just need to be built for
                                         says no sketches from Little Britain.      the users and not the IT department.
USER EXPECTATIONS ARE DIFFERENT
FROM I.T. DEPARTMENT PRIORITIES.
                                         Skype, Google Docs and Dropbox are         CONSUMERISATION WILL BE A
                                         leaders in this trend, as they have been   PARADIGM SHIFT – YOU CAN MAKE IT
                                         created around a great user experience.    AN OPPORTUNITY OR A THREAT.
                                         Evernote is interesting as it glues work
                                         and life into an inseparable digital
                                         entity.
ENTERPRISE
Nike  Cisco have both



                             QUAKE
opened doors to B.Y.O.T.




                                                    Own tools and services increases
                                                    the blur between work  life.



                                The iPad is at the epicenter.
                                              -




Players like Mobile Iron -
Mobile Device
Management bring some
order to B.Y.O.T chaos.                Goes Mac


                                                                  Security issues worry
                                                                  IT departments.
FROMSOCIAL
      TO SPATIAL
                          LOCATION  TIME WILL PUT PRESSURE
“My friends are online,   ON SOCIAL  SEARCH.
but what I really care
                          As social networking moves into the mobile world, the
about is where they are   categories of location and time will grow in significance.
and what they are doing
now.”                     This could alter the power balance between Facebook
                          and Google and enable mobile first solutions to leap into
                          contention.

                          Spatial and real-time awareness are conceptual disruptors.
                          Fjord sees a bright future for organisations that are able to
                          harness the power of location and time – categories which,
                          unlike social and search, are still up for grabs.
FROM SOCIAL
TO SPATIAL
WHEN SOCIAL GOES MOBILE,
THE RESULTS ARE SPATIAL.

Fjord believes there are four global       Users may also begin to create for         INNOVATORS AND USERS WILL BUILD
universal ways in which people organise    themselves a more spatial graph*, as an    THE SPATIAL GRAPH JOINTLY IN 2012,
the world around them.                     extension of their social network. This    AND SERVICES THAT BUILD
                                           will be a balanced fusion of people,       LOCATION AND TIME-BASED
The first is people – the classic social   location and time. Only mobile devices     FEATURES INTO THEIR SOCIAL
network of connections and                 can fully enable this unique and rich      ENVIRONMENT WILL REAP THE
recommendations. The second is             mixture, influencing the way we shape      BENEFITS.
semantic, and the search paradigm.         our relationships with not just people,
We also have location: because             but with places, products and
whoever you are, you are always            companies.
somewhere unique. Lastly, time is
universal and clearly shapes               Early manifestations of this shift could
everything around us.                      include powerful new types of digital
                                           loyalty cards. Companies like Tesco can
CAPTURING THE POWER OF THESE               readily access elements of the spatial
LAST TWO WILL BE VITAL FOR                 graph, as can Google and Nokia. And
SERVICE INNOVATION, AND FORMS              although the mobile operators have
THE NEXT STAGE OF THE                      their own very powerful assets in this
                                           space, they will continue to be            * Thanks to Luis Uguina of BBVA for this terminology
EXPERIENCE ECONOMY AS                                                                 and approach.
CONCEPTUALISED BY JOSEPH PINE              paralysed by their terms of service
(INFINITE POSSIBILITY) AND OTHERS.         agreements and fragmented platforms.
Boosting value
                                                              through user shared
                                                              digital provenance.
Hop on / hop off
computing  commuting.




                           Real time



Social collaboration in                             FROM SOCIAL
                                                    TO SPATIAL
the physical world.



                           Get in touch
                           with real life.



                              3 Way Street


Foursquare radar and                                It’s all about moments; making
location memory makes it                            them and re-living them.
the ‘Spatial King’.        Contextual information
                           creates meaning.
AN S.O.S. FROM THE
                        DISCONNECTED
“Watching TV is
supposed to be easy.
                        LIVING ROOM
So why have I got six
remote controls?”
                          TV HABITS HAVE CHANGED FOREVER.

                         The living room is still where viewers, gamers and their
                         devices battle for control of the largest screen in the home.

                         The TV remote control is a usability nightmare and long
                         overdue for a total revolution, Fjord thinks this is imminent.

                         There is also a second screen, a smart phone remote app
                         and a third screen, a tablet companion for an augmented
                         experience.

                         Basically, the disconnected living room is still crying out for
                         smooth liquid experiences, and simplicity.
AN S.O.S. FROM THE
 DISCONNECTED
 LIVING ROOM
WITH MORE THAN 70 PERCENT OF                The typical TV remote control is a        2012 IS THE YEAR IN WHICH THE
US REGULARLY VIEWING USING                  usability nightmare, a throwback to       STRUGGLE FOR SOFA SUPREMACY
TIME-SHIFT FEATURES, TV HAS                 technology from half a century ago and    COULD FINALLY START TO SEE
CHANGED FOREVER.                            has become worse with the advent of       SOME WINNERS AND LOSERS.
                                            smart TVs. The ‘remote revolution’ is
                                            imminent with touch emerging. Most
But there is still no single company that
                                            innovation will take place in the third
has found a way to bring great
                                            screen ‘the companion experience’ .
connected liquid experience to the
                                            This is where users can learn more
living room.
                                            about what they are viewing, chat with
                                            friends or other viewers and service
The TV manufacturers, the set top box
                                            providers can monetise. The second
manufacturers, the cable and satellite
                                            screen is the remote app on
operators, and the telecom operators
                                            smartphones, which will become the
are all battling for supremacy, and
                                            personal remote with stored favourites.
increasing numbers of digital natives
like Google, Apple, and Microsoft are
                                            The games console could become the
also muscling in. But no one is
                                            ‘trump-card’ by becoming a utility
providing a universal benchmark, and
                                            platform. Consoles have the computing
for every new box and additional
                                            power and the interface. They just lack
remote control in the room, end users
                                            the apps and content.
are left more bewildered and frustrated.
Re-inventing the remote.
 AN S.O.S. FROM THE
 DISCONNECTED
 LIVING ROOM

The games console is    Now, whatever is the only channel.
a virtual shop.




                              Third screen provides the social stream




                                                             Watching TV turns into talking TV.
TV turns into social.




Not so
YOUR
                   IDENTITY
“This feature is
really creepy.”


                   IS THE
                   CURRENCY
    WILL WE PAY FOR THE FUTURE WITH OUR PRIVACY?

    There’s only one thing you can’t buy on the Internet: Privacy.

    As users give away their personal information in exchange for
    tangible benefits, privacy becomes currency. The exchange rate will
    be constantly negotiated between people and companies in real
    time.

    Creative responses to managing this balance will be a key trend in
    digital for 2012.
YOUR
                                            IDENTITY
                                            IS THE
PRIVACY ISN T SOMETHING YOU
OWN, IT S SOMETHING YOU DO.

                                            CURRENCY
Users of digital services are becoming      ETHICALLY, YOUR INFORMATION                But for consumers the picture is less
aware of their power as personal data       BELONGS TO YOU AS AN INDIVIDUAL.           clear. How would you feel if your
brokers.                                    BUT IN PRACTICE, FJORD BELIEVES            smartphone pops up with a coupon for
                                           THAT PRIVACY IS A STRANGE AND              a Coke just as you start to get thirsty?
They intuitively understand the             NEWLY CONCEIVED COMMODITY                  Is that cool, or creepy?
dynamic that offers free services and       THAT IS ALWAYS BEING
digital advantages in return for              NEGOTIATED BETWEEN THE                   COOL IS JUST ONE CLICK FROM
personal data, and how information is       INDIVIDUAL AND CORPORATIONS.               CREEPY.
stored under the control of commercial                                                
enterprises such as Facebook (rather        By providing different information to      2012 will see a host of services that will
than governments or other accountable       different companies, users are currently   push the boundaries of privacy – some
bodies). It s a complex and potentially     managing their own privacy in a            of these will prevail as cool; others are
very socially significant shift in how we   haphazard and unstructured way. The        doomed to be creepy. This is the
relate to each other and to                 smartest service providers, aware of       tipping point we call the social
organisations.                              this, will become aggregators of           dilemma, because nobody knows
                                            context awareness, striking meaningful     exactly where it lies. 2012 could be the
But your identity is highly valuable        deals with users and turning into the      first year of the Social Dilemma.
information for advertisers and             emerging brokers of privacy.               
businesses. Everybody remembers                                                       The trusted interface is a social variable
Google vice-president Marissa Meyer         For banks and mobile operators, this       in which the boundaries of privacy are
claiming that credit card companies are     could be a golden opportunity. They        constantly negotiated and re-
now able to track spending habits and       have previously been trusted as            negotiated between users and the
predict with 98 per cent accuracy, two      guardians of privacy, and now find         providers of services. Trust is still built
years in advance, when a couple is          themselves possible brokers of a new       one click at a time.
going to divorce.                           and highly lucrative commodity.
YOUR
                                            Bank of
                                            Facebook.         IDENTITY
   …and give up what?                                         IS THE
                                                              CURRENCY
Big brother…
                                                        New forms
                                                        of currencies
                                                        emerge.


                                                                               Managing your Digital
                                                                               Identity and making it
                                                                               digitally scalable.
                                                        Identity reputation.
or social messiah…

                                  The new safety guide
                                  – ‘The digital seatbelt.’
               Start to pay for
               stuff with your
               identity

                                                                                        Facerape and
                                                                                        Identity theft
                                                                                        becomes a
                                                                                        social problem.
SAY HELLO TO
24/7 WEARABLES
                                                “I carry devices, but I
                                                wear fashion, if it is
                                                not cool, forget it.”



           IT’S TIME TO GET DRESSED UP IN TECH.

           THE BATTLE FOR YOUR GLANCE.

           Prepare for a new mobile frontier of connected watches,
           digital jewellery and ‘wearables’.

           Touch, gestural input plus always-on body monitoring sensors
           will bring us new types of fashion objects.

           New open micro platforms will make the sports monitors
           currently marketed by Nike, Polar and Suunto look like
           dinosaurs.
SAY HELLO TO
24/7 WEARABLES
CONNECTED WEARABLES WILL                   Wearable devices will help bring a         The natural control point for a network
BE ONE OF THE HOTTEST MOBILE               broader understanding of our daily lives   of sensors is the mobile phone. This
TRENDS IN 2012. SIMPLY THE FACT            and wellness. These are no longer          turns the phone into the mobile digital
THAT A WEARABLE IS ATTACHED                sports monitors, but life monitors,        hub. As the phone hosts a number of
                                           observing us 24/7. They will be open       connected digital wearables from
TO THE USER 24 HOURS A DAY IS
                                           and connected, always-on, and they will    armbands to wrist devices, this makes
ENOUGH TO TRIGGER A WHOLE                  dominate a new service domain.             the relationship with the phone even
NEW CATEGORY OF SERVICE                                                               more intimate. The mobile phone will
INNOVATION.                                THE CHALLENGE FOR WEARABLE                 finally become the true life recorder.
                                           ELECTRONICS IS TO UNDERSTAND
Companies ranging from Motorola to         WHAT USERS WILL WANT TO DO                 This is fertile ground for start-ups, as
recent start-up MetaWatch are now          WITH THEM, AND TO CREATE                   functionality needs to be iterated, and
attempting to re-invent the watch. But     INTERFACES THAT TAKE ADVANTAGE             incumbents are likely to be stuck in
traditionally watchmakers have insisted    OF THE GROWING CONCEPT OF                  their old business ways.
that the minimum battery life was not      ‘GLANCEABILITY.’
the day or two that we re accustomed
to from mobile phones – instead,           The new breed of wearables will also
watches are expected to run for over a     include invisible devices, such as those
year on a single charge. This subtle       that are fitted to running and sport
point illustrates the key differences      shoes and clothing; designers will need
between user expectations and what         to understand the differences between
can happen when digital devices            those that include interfaces and those
become wearables. Pundits say that         which simply monitor and transmit
watches are the dinosaurs of the digital   data.
age, but the killer app is time.
MetaWatch’s open wrist         SAY HELLO TO
                               24/7 WEARABLES
platform outsources
killer app invention.




                                  Bluetooth Earrings.
                                                                                Skanz


                                                                                          Pearl Izumi
Motorola MOTOACTV                                                                         Micro-sensor MP3
takes incumbents into                                                                     Cycling Bib Shorts.
new space.                                                Jawbone UP has had
                                                          many problems and
                                                          criticisms.
              ImWatch – takes
              Android to the                                                            Holo – the next-gen
              wrist.                                                                    wearable computer.



                                                        The Nike iPod Sport Kit
                                                        is a standard feature for
                                                        Apple, a clear WIN-WIN
                                                        partnership.



Audio jewellery is still not
close to being mainstream.                              Spiral hearing phone.
PAYMENT TAIL
WAGS THE
RETAIL DOG
“Why doesn’t one click
                          PAYMENT INNOVATORS DISRUPT RETAILERS.
shopping exist in the
real world? It would be   Users expect digital services that are immediate,
so much easier…”          connected, relevant, and actionable.

                          Now, they expect a similar level of digital immediacy
                          to shape their interactions with real world services.

                          The real world becomes an immersive 3D catalogue
                          for on-line retailers. Retail, you are the dog, wake up!
PAYMENT TAIL
WAGS THE
RETAIL DOG
PAYMENT METHODS SET THE
SCENE FOR A ‘NEW NOW’.

Giant retailers like BestBuy, Walmart      As consumers are increasingly tempted
and others are terrified of finding        to focus on the benefit of a product
they’ve become 3D catalogues for           experience right now (rather than
Amazon and eBay. They will need to         delayed by delivery fulfillment), digital
counter-attack, and provide richer,        services will be dissolved further into
smarter experiences that offer instant     the physical world. The consequence is
gratification and more value. Bring back   that we will begin to rethink our
haggling, conversations and the human      relationship to our surroundings and
touch.                                     develop a feeling of the new now, retail
                                           is an emotion, not a place.
Expect to see innovations in digital
loyalty cards, these create mutually       MUCH OF THIS GETS AGGREGATED IN
beneficial relationships between           THE DIGITAL WALLET: A COMPELLING
merchants and customers. Near Field        FUSION OF PAYMENT MECHANISM,
Communication in store, free Wi-Fi and     COUPON EXPERIENCE AND LOYALTY
abundance of QR codes enable               CARD.
conversations and new experiences.
The airline check-in counter and the       THE WAR TO DEFINE THE DOMINANT
supermarket check-out will become          DESIGN OF THE DIGITAL WALLET IS
engagement platforms. Smaller              ABOUT TO ENTER FEVER PITCH.
retailers, emboldened by digital success
with Groupon, will get it about mobile
and will start to embrace the new
now via foursquare, Yelp and others.
PAYMENT TAIL
                                              WAGS THE

 Retail goes digital,
 doing what, really well?
                                              RETAIL DOG
                                          Loyalty king Tesco will
                                          strike hard, so will airlines.




Long tail of ‘stuff.’
                            The digital wallet is
                            the new loyalty hub.




                                   Groupon is onto something
                                                                           Have your favourite
                                   big. Context based deals                catalogues always with
                                   based on the here and now -             you. Google becomes a
                                   brilliant!                              bargain hub.
BREAKING
                      THROUGH THE
“It understands me,
it moves with me”
                      GLASS
                      MULTI-MODAL EXPERIENCES GO MAINSTREAM.

                      With our heads down, poking at glass screens, the touch
                      paradigm has become a victim of its own success as users
                      become slaves to their devices.

                      Heads come up, mouths open and hands wave. The magic
                      starts, well almost.

                      As voice and gestural input emerge to perform more
                      functions, we’ll see new ideas for services and business
                      models emerge going far beyond touch.
BREAKING
THROUGH THE
GLASS
WITH RICHER INPUT AND OUTPUT               Games development is habitually a            In the health and fitness sector, we’ll
METHODS, WE WILL SEE A FLOOD               driver for this type of interaction          enjoy innovation based around body
OF SERVICES EMERGE                         experiment. Xbox Kinect transformed          sensors that further extend the multi-
DISRUPTING AND TRANSFORMING                the living room, and could create new        modal aspect of mobile devices. Finally,
                                           experience paradigms for mobile              there are glanceable experiences ,
THE WAY WE USE DIGITAL
                                           devices.                                     optimised for peripheral vision and
SERVICES AND DEVICES.                                                                   combining smoothly with wearable
                                           We’ll see more devices begin to              technology such as wrist-based
In voice input and output, we re already
                                           recognise your facial movements –            devices.
seeing assistant services like Siri
                                           Toshiba has begun marketing
(Apple), Tellme (Microsoft) and Google     televisions that recognises the viewer       What all these options have in common
Voice and Vlingo - the battle has
                                           and adjusts the set s preferences            is that they give users the power to
begun.
                                           accordingly.                                  break through the glass and enjoy
                                                                                        experiences that are not limited to
Free services like Nokia Drive can
                                           It seems like a logical next step to allow   touch or vision.
revolutionise commuting, and put
                                           users to tag things as liked by simply
pressure on Sat Navs like TomTom and
                                           showing a thumbs up, or perhaps this
Garmin.
                                           gets commoditised with an action as
                                           natural as the blink.
Location, time and social context is
transmitted, making the network
smarter.                                   WE WILL SEE THE EMERGENCE OF WHAT FJORD CALLS ‘ZERO UI’, AN
                                           ‘EYESFREE’ , ‘HANDSFREE’ EXPERIENCE FOR TRUE MOBILITY. THIS INCLUDES
Location-based inputs are taking off,      SERVICES SUCH AS TASKER FOR ANDROID. THESE EXPERIENCES WILL
and these can be expected to multiply.     INTRODUCE USERS TO ADVANCED CONTEXT-AWARE AUTOMATION, AND
Foursquare and similar services are        REMOVE THE NEED FOR ANY KIND OF SCREEN INTERFACE AT THE MOMENT
already suggesting offers and venues       OF USE.
based on a user s location.
BREAKING
                                                     THROUGH THE
                                                     GLASS

                          Microsoft Xbox Kinect      Siri drives speech
                          Live  360 becomes         recognition into
                          utilitarian.               mainstream.




Augmented Reality
becomes a feature
everywhere.




                                                      Facial recognition
                    Digital to physical
                                                      creates social metadata.
                    interfaces matter to people.


                           Glanceable experience –
                           Soundcloud iPad.
“I have started to use my tablet
  for everything, a year ago I had
  never even seen one, amazing”



THE
TRANSFORMATIONAL
TABLET
                WE ARE NOW LIVING – AT LAST –
                IN A POST-PC WORLD.
                Consumers have embraced the tablet as a more intimate
                type of computer. It glides into social situations like an
                English butler.

                Companies are embracing it as a new tool and focus for
                innovation. We are seeing a combination of leisure and
                business usage coming together with unprecedented
                synergy in the shape of the tablet.

                Two years ago we asked ‘what can I use a tablet for?’ It
                seems the answer is: everything.
THE
 TRANSFORMATIONAL
 TABLET
                                          In terms of service design, banks have     The market is totally dominated by
                                          been very fast to embrace the tablet as    Apple and their dominance will
                                          a transformation tool, taking up the       continue throughout 2012, with only
                                          slack where initiatives like sofa          Amazon carving out a position in the
IT S LESS THAN TWO YEARS                  banking failed to capture users            lower end. If you are stuck in the middle
SINCE THE TABLET MARKETPLACE              imagination. This will spread to           life will be tough, Apple and Android
WENT FROM BEING A                         insurance companies, utilities, and        will struggle to make headway. A
WASTELAND TO AN EL DORADO.                retailers in 2012.                         Windows tablet, perfected for
                                                                                     enterprise, could be an opportunity, and
iPads are now the third-largest revenue   THE TABLET DEVICE IS PERFECT FOR           here the Metro contextual experience
line for distributors across Europe as    SO MANY BUSINESS USES – AND YET            should provide an interesting approach.
adoption by business customers takes      IT S ALSO CARVED AN IMMEDIATE
off, and netbook sales (remember          NICHE IN THE HOME. BUSINESS AND            It is no exaggeration to say that the
them?) were comfortably overtaken by      LEISURE USE ARE TWO SIDES OF THE           tablet is now the new personal
tablets early in 2011.                    SAME TABLET.                               computer – the first post-PC
                                                                                     experience. In this era, organisations are
The instant on, large-scale multi-touch   The tablet form incorporates leisure       finding out that they simply must
user interface enables new experiences,   and desirability without even breaking     provide an experience for users – mere
and development for it can start from a   sweat, it seems. Early adopters were       functionality is no longer enough. The
clean slate. It s providing companies     often amused to find their tablet          tablet is the tangible form of this truth,
with an environment to experiment in:     instantly monopolised by their kids, and   and the sales are the proof.
adopted by management and                 if they could afford a second one, that
embraced by innovators, and has now       in turn was taken over by a smitten
become the digital skunkworks lab.        husband or wife.
THE
                        TRANSFORMATIONAL
                        TABLET
                        A young market diversifies.




Amazon Kindle comes from content
and cost and is evolving into a
                                                                          The tablet - a ubiquitous tool.
platform to challenge the iPad.

                                             The transformation from play to
                                             work. The tablet is a life tool. The
                                             iPad is the king of this trend.




7-inch tablets:
A new device category,
will it share the pocket?
GETTING BEHIND THE
 DIGITAL STEERING
 WHEEL
“My phone makes
my car feel more    THE PHONE BECOMES THE REMOTE CONTROL FOR
connected to me.”
                    THE CONNECTED CAR.

                    2012 may see your car becoming part of your social network.

                    The steering wheel will become an access point to not only real
                    adventures, but virtual ones.

                    The old world of a vertically integrated car will slowly crumble as
                    cars evolve into mobile platforms and experience hubs.
GETTING BEHIND THE
 DIGITAL STEERING
 WHEEL
WE RE ALREADY SEEING                         The car manufacturers are increasingly
VEHICLES FITTED WITH                         making their presence felt at consumer
TECHNOLOGY TO ACCESS YOUR                    electronics events, embracing and
SOCIAL NETWORK, ADJUST THE                   extending the notion of the car as a
                                             connected platform. Digital will start to
CAR TO YOUR PREFERENCES, AND
                                             consume increasing RD budgets.
LINK WITH YOUR SMART DEVICES                 Specifically, Microsoft is making slow
                                             but steady progress with their in-car
The next step is for many of the
                                             platform. Google s work in autonomous
standard interaction paradigms of
                                             driving will act as a catalyst for the car
touch interfaces, such as swiping and        industry, though entry barriers are high,
pinching, to become fully integrated
                                             disruption is imminent, maybe owning
into the car environment.
                                             cars will become something of the past.
By opening up they’ll bridge the
                                             Car manufacturers will race to expose
different lifecycles between cars and
                                             vehicle APIs to developers to stay
consumer electronics, and put vehicles
                                             relevant in the digital era.
at the forefront of emerging connected
objects.
                                             OVERALL WE LL SEE MOVES, BUT
                                             MANY WILL FEEL LIKE DIGITAL
For the driver, the steering wheel will
                                             SPOILERS, STUCK ON BUT FITTED
become the mouse of the connected
                                             POORLY INTO OUR DIGITAL LIVES.
car and a toolbox for digital control. For
passengers, we expect the car will
increasingly become the rolling living
room, with features like tablet
integration becoming standard on even
mid-level vehicles.
GETTING BEHIND THE
                       DIGITAL STEERING
                       WHEEL

                                                Car platforms open up
                                                for connected services




    Mobile device remote
    controlled cars

                         The steering wheel
                         becomes the mouse
                         of the connected car




Mobile connected
car sharing disrupts
ownership
THE
 I used to think banks      REINVENTION OF
would be the same
forever, but now there
are actually alternatives
                            BANKING
out there.
                            BANKS AND CARD NETWORKS NEED TO INNOVATE
                            AND PROVIDE REAL VALUE FOR CUSTOMERS.

                            New kinds of experiences and businesses are ready to take
                            on the giants of the financial sector.

                            Digital natives like PayPal, Amazon, Zynga, Google, and
                            Facebook are gaining ground as payments become smarter.

                            The most progressive banks will need to experiment with
                            new business models and digital disruptions to fight back.
THE
 REINVENTION OF
 BANKING
THE FIRST CUSTOMER-FOCUSED                  The second impact for the banks is that
TSUNAMI WAVE TO HIT THE                     of digital services in physical retail.
BANKS WILL BE PAYMENTS.                     Digital innovators will move the game
PAYPAL ARE THE MASTERS OF                   from the world of e- and m-commerce
                                            to the much larger world of high-street
PEER-TO-PEER PAYMENTS AND
                                            retail.
DIGITAL CHECKOUTS, AND HAVE
SUCCESSFULLY ATOMISED THEIR                 The most progressive banks are starting      INSTEAD OF MERELY BEING THE
CORE SERVICE ACROSS THE                     to experiment with new business              'PIPE' OF MONETARY TRANSACTIONS,
DIGITAL LANDSCAPE                           models and digital disruptions. They are     THE MOST PROGRESSIVE BANKS
                                            also exploring ways to turn their            WILL PUT TRUE USER-CENTRICITY
Mobile-optimised card payment               branches from liabilities to assets in the   AND CUSTOMER VALUE AT THE
solutions from Square and Intuit are        new multi-screen experience economy.         CENTRE OF THEIR STRATEGIES.
putting pressure on card transaction        Customers increasingly demand
margins, and the biggest threat of all in   consistency and fluidity of service,
the payment space is the lure of the        functionality and experience.
digital wallet, which will begin to shift
the overall financial power balance from    The ATM emerges into the rural digital
banks and credit card companies to          fountain providing money, connectivity
companies that provide the smartest         and deals where services are sparse.
and best digital wallets. Banks have
woken up to digital and mobile and are
investing to transform their businesses
hoping digital provides a new lock-in.
THE
                                                                      REINVENTIONOF
                                                                      BANKING
                                                                     Business transformer

Disruptor: Simple Bank
– a new way to bank




                             Incumbents transform                                     The ATM turns into
                             bank branches into hubs                                  a fountain of
                             for digital conversations                                commerce 
                                                                                      connectivity


                              Disruptor: PayPal is
                              stepping up…




Disruptor: Civilised Money
a crowd funded service
                                                         Disruptor: Intuit
FJORD DIGITAL TRENDS 2012




 THANK-YOU

 For more information about Fjord visit:
 www.fjordnet.com
 @fjord

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Fjord digital trends 2012

  • 1. FJORD DIGITAL TRENDS 2012 Written by Fjord Edited by Christian Lindholm, Chief Innovation Officer
  • 2. THEMES AND CONTEXTS Devices diverge, Living in the ‘new now’ services converge Information and communication flows freely. Consumers own expanding ‘families’ of devices, The result is multitasking and constant partial attention, while the era of distributed sensors takes off. boosting the strategic value of ‘now’. The smartphone replaces the computer as the digital hub. The triumph of end- Everything is to-end experiences consumerised Service providers are required to offer compelling 'total The smartphone is the mobile computer. packages' to an increasingly savvy audience. Technology originating in the consumer market Delightful design + awesome technology + clever is now in control. business models are required to win the hearts and minds of tomorrow's consumers.
  • 3. THE INDUSTRY IMPACT An era of disruption, change and uncertainty Global structural challenges, economic uncertainty and digital disruptions across many aspects of life combine to create a challenging business environment for most. But for those who place the right bets and embrace change, there is everything to play for. The emergence of smart systems Advanced digital service systems are starting to go mainstream. Growing device ecosystems and the web of sensors leads to interconnected devices and experiences. Different brands and services are combined and mashed-up in solutions optimised around the user’s individual needs, while self-contained apps are no longer viable.
  • 4. 2012 DIGITAL ENTERPRISE QUAKE TRENDS AN S.O.S FROM THE DISCONNECTED LIVING ROOM FROM SOCIAL TO SPATIAL GETTING BEHIND THE DIGITAL STEERING WHEEL SAY HELLO TO 24/7 WEARABLES THE RE-INVENTION OF BANKING YOUR IDENTITY IS THE CURRENCY PAYMENT TAIL WAGS THE RETAIL DOG BREAKING THROUGH THE TRANSFORMATIONAL TABLET THE GLASS
  • 5. ENTERPRISE My iPad, Dropbox and Google Docs make me productive. I don’t care what the IT guys say, they don’t do QUAKE my work for me.” B.Y.O.T: BRING YOUR OWN TOOLS STARTS AN ENTERPRISE QUAKE. Who will profit from the undeniable reality of consumerization, as more and more users bring personal tools to work? Companies save money and workers are happier however security, privacy and scalability become increased challenges. Users won t put up with interfaces that don t match the slick, pleasurable experiences of the stuff they use at home. B2C becomes the new B2B. This will help re-invent work. Fjord thinks quality user experience will triumph.
  • 6. ENTERPRISE QUAKE WHEN PERSONAL DEVICES GO TO What does this mean for consumers Mobile Iron is exploding as they bring WORK, IT MEANS THE END OF When you bring your tablet, some control back to the corporations. COMPUTER SAYS NO. smartphone, and favourite services to VMWare is innovating in mobile user work, you bring your own motivation. experience with their two-faced phone. Microsoft has a massive opportunity A few short years ago we had to put up with poor user experiences on our Life and work will become more with Windows Phone. Web 2.0 services, intertwined as tools migrate to the like Salesforce matured just as PCs office PC or phone simply because the office. started dying. Holistic corporate IT department supplied it – the worker services like SAP seem like software was not even consulted. We will also see a transformation in the from the age of mainframes. way businesses relate to customers, as But the IT department is no longer in control. Now, businesses are finding tablets and mobile devices will free However, security and data loss are top staff from a few familiar hiding places, concerns for most companies that allow that home-originating technology can behind big ugly monitors. The physical employees to use their personal devices actually be cheaper and more efficient form of a tablet device will radically in the workplace, as well as compliance that their unwieldy IT solutions – disrupt these interrelations, making the and legal implications. Fjord thinks meaning an enterprise quake is well under way. old check-in desk type of exchange there is demand for corporate specific seem as ridiculous as those computer services, they just need to be built for says no sketches from Little Britain. the users and not the IT department. USER EXPECTATIONS ARE DIFFERENT FROM I.T. DEPARTMENT PRIORITIES. Skype, Google Docs and Dropbox are CONSUMERISATION WILL BE A leaders in this trend, as they have been PARADIGM SHIFT – YOU CAN MAKE IT created around a great user experience. AN OPPORTUNITY OR A THREAT. Evernote is interesting as it glues work and life into an inseparable digital entity.
  • 7. ENTERPRISE Nike Cisco have both QUAKE opened doors to B.Y.O.T. Own tools and services increases the blur between work life. The iPad is at the epicenter. - Players like Mobile Iron - Mobile Device Management bring some order to B.Y.O.T chaos. Goes Mac Security issues worry IT departments.
  • 8. FROMSOCIAL TO SPATIAL LOCATION TIME WILL PUT PRESSURE “My friends are online, ON SOCIAL SEARCH. but what I really care As social networking moves into the mobile world, the about is where they are categories of location and time will grow in significance. and what they are doing now.” This could alter the power balance between Facebook and Google and enable mobile first solutions to leap into contention. Spatial and real-time awareness are conceptual disruptors. Fjord sees a bright future for organisations that are able to harness the power of location and time – categories which, unlike social and search, are still up for grabs.
  • 9. FROM SOCIAL TO SPATIAL WHEN SOCIAL GOES MOBILE, THE RESULTS ARE SPATIAL. Fjord believes there are four global Users may also begin to create for INNOVATORS AND USERS WILL BUILD universal ways in which people organise themselves a more spatial graph*, as an THE SPATIAL GRAPH JOINTLY IN 2012, the world around them. extension of their social network. This AND SERVICES THAT BUILD will be a balanced fusion of people, LOCATION AND TIME-BASED The first is people – the classic social location and time. Only mobile devices FEATURES INTO THEIR SOCIAL network of connections and can fully enable this unique and rich ENVIRONMENT WILL REAP THE recommendations. The second is mixture, influencing the way we shape BENEFITS. semantic, and the search paradigm. our relationships with not just people, We also have location: because but with places, products and whoever you are, you are always companies. somewhere unique. Lastly, time is universal and clearly shapes Early manifestations of this shift could everything around us. include powerful new types of digital loyalty cards. Companies like Tesco can CAPTURING THE POWER OF THESE readily access elements of the spatial LAST TWO WILL BE VITAL FOR graph, as can Google and Nokia. And SERVICE INNOVATION, AND FORMS although the mobile operators have THE NEXT STAGE OF THE their own very powerful assets in this space, they will continue to be * Thanks to Luis Uguina of BBVA for this terminology EXPERIENCE ECONOMY AS and approach. CONCEPTUALISED BY JOSEPH PINE paralysed by their terms of service (INFINITE POSSIBILITY) AND OTHERS. agreements and fragmented platforms.
  • 10. Boosting value through user shared digital provenance. Hop on / hop off computing commuting. Real time Social collaboration in FROM SOCIAL TO SPATIAL the physical world. Get in touch with real life. 3 Way Street Foursquare radar and It’s all about moments; making location memory makes it them and re-living them. the ‘Spatial King’. Contextual information creates meaning.
  • 11. AN S.O.S. FROM THE DISCONNECTED “Watching TV is supposed to be easy. LIVING ROOM So why have I got six remote controls?” TV HABITS HAVE CHANGED FOREVER. The living room is still where viewers, gamers and their devices battle for control of the largest screen in the home. The TV remote control is a usability nightmare and long overdue for a total revolution, Fjord thinks this is imminent. There is also a second screen, a smart phone remote app and a third screen, a tablet companion for an augmented experience. Basically, the disconnected living room is still crying out for smooth liquid experiences, and simplicity.
  • 12. AN S.O.S. FROM THE DISCONNECTED LIVING ROOM WITH MORE THAN 70 PERCENT OF The typical TV remote control is a 2012 IS THE YEAR IN WHICH THE US REGULARLY VIEWING USING usability nightmare, a throwback to STRUGGLE FOR SOFA SUPREMACY TIME-SHIFT FEATURES, TV HAS technology from half a century ago and COULD FINALLY START TO SEE CHANGED FOREVER. has become worse with the advent of SOME WINNERS AND LOSERS. smart TVs. The ‘remote revolution’ is imminent with touch emerging. Most But there is still no single company that innovation will take place in the third has found a way to bring great screen ‘the companion experience’ . connected liquid experience to the This is where users can learn more living room. about what they are viewing, chat with friends or other viewers and service The TV manufacturers, the set top box providers can monetise. The second manufacturers, the cable and satellite screen is the remote app on operators, and the telecom operators smartphones, which will become the are all battling for supremacy, and personal remote with stored favourites. increasing numbers of digital natives like Google, Apple, and Microsoft are The games console could become the also muscling in. But no one is ‘trump-card’ by becoming a utility providing a universal benchmark, and platform. Consoles have the computing for every new box and additional power and the interface. They just lack remote control in the room, end users the apps and content. are left more bewildered and frustrated.
  • 13. Re-inventing the remote. AN S.O.S. FROM THE DISCONNECTED LIVING ROOM The games console is Now, whatever is the only channel. a virtual shop. Third screen provides the social stream Watching TV turns into talking TV. TV turns into social. Not so
  • 14. YOUR IDENTITY “This feature is really creepy.” IS THE CURRENCY WILL WE PAY FOR THE FUTURE WITH OUR PRIVACY? There’s only one thing you can’t buy on the Internet: Privacy. As users give away their personal information in exchange for tangible benefits, privacy becomes currency. The exchange rate will be constantly negotiated between people and companies in real time. Creative responses to managing this balance will be a key trend in digital for 2012.
  • 15. YOUR IDENTITY IS THE PRIVACY ISN T SOMETHING YOU OWN, IT S SOMETHING YOU DO. CURRENCY Users of digital services are becoming ETHICALLY, YOUR INFORMATION But for consumers the picture is less aware of their power as personal data BELONGS TO YOU AS AN INDIVIDUAL. clear. How would you feel if your brokers. BUT IN PRACTICE, FJORD BELIEVES smartphone pops up with a coupon for THAT PRIVACY IS A STRANGE AND a Coke just as you start to get thirsty? They intuitively understand the NEWLY CONCEIVED COMMODITY Is that cool, or creepy? dynamic that offers free services and THAT IS ALWAYS BEING digital advantages in return for NEGOTIATED BETWEEN THE COOL IS JUST ONE CLICK FROM personal data, and how information is INDIVIDUAL AND CORPORATIONS. CREEPY. stored under the control of commercial enterprises such as Facebook (rather By providing different information to 2012 will see a host of services that will than governments or other accountable different companies, users are currently push the boundaries of privacy – some bodies). It s a complex and potentially managing their own privacy in a of these will prevail as cool; others are very socially significant shift in how we haphazard and unstructured way. The doomed to be creepy. This is the relate to each other and to smartest service providers, aware of tipping point we call the social organisations. this, will become aggregators of dilemma, because nobody knows context awareness, striking meaningful exactly where it lies. 2012 could be the But your identity is highly valuable deals with users and turning into the first year of the Social Dilemma. information for advertisers and emerging brokers of privacy. businesses. Everybody remembers The trusted interface is a social variable Google vice-president Marissa Meyer For banks and mobile operators, this in which the boundaries of privacy are claiming that credit card companies are could be a golden opportunity. They constantly negotiated and re- now able to track spending habits and have previously been trusted as negotiated between users and the predict with 98 per cent accuracy, two guardians of privacy, and now find providers of services. Trust is still built years in advance, when a couple is themselves possible brokers of a new one click at a time. going to divorce. and highly lucrative commodity.
  • 16. YOUR Bank of Facebook. IDENTITY …and give up what? IS THE CURRENCY Big brother… New forms of currencies emerge. Managing your Digital Identity and making it digitally scalable. Identity reputation. or social messiah… The new safety guide – ‘The digital seatbelt.’ Start to pay for stuff with your identity Facerape and Identity theft becomes a social problem.
  • 17. SAY HELLO TO 24/7 WEARABLES “I carry devices, but I wear fashion, if it is not cool, forget it.” IT’S TIME TO GET DRESSED UP IN TECH. THE BATTLE FOR YOUR GLANCE. Prepare for a new mobile frontier of connected watches, digital jewellery and ‘wearables’. Touch, gestural input plus always-on body monitoring sensors will bring us new types of fashion objects. New open micro platforms will make the sports monitors currently marketed by Nike, Polar and Suunto look like dinosaurs.
  • 18. SAY HELLO TO 24/7 WEARABLES CONNECTED WEARABLES WILL Wearable devices will help bring a The natural control point for a network BE ONE OF THE HOTTEST MOBILE broader understanding of our daily lives of sensors is the mobile phone. This TRENDS IN 2012. SIMPLY THE FACT and wellness. These are no longer turns the phone into the mobile digital THAT A WEARABLE IS ATTACHED sports monitors, but life monitors, hub. As the phone hosts a number of observing us 24/7. They will be open connected digital wearables from TO THE USER 24 HOURS A DAY IS and connected, always-on, and they will armbands to wrist devices, this makes ENOUGH TO TRIGGER A WHOLE dominate a new service domain. the relationship with the phone even NEW CATEGORY OF SERVICE more intimate. The mobile phone will INNOVATION. THE CHALLENGE FOR WEARABLE finally become the true life recorder. ELECTRONICS IS TO UNDERSTAND Companies ranging from Motorola to WHAT USERS WILL WANT TO DO This is fertile ground for start-ups, as recent start-up MetaWatch are now WITH THEM, AND TO CREATE functionality needs to be iterated, and attempting to re-invent the watch. But INTERFACES THAT TAKE ADVANTAGE incumbents are likely to be stuck in traditionally watchmakers have insisted OF THE GROWING CONCEPT OF their old business ways. that the minimum battery life was not ‘GLANCEABILITY.’ the day or two that we re accustomed to from mobile phones – instead, The new breed of wearables will also watches are expected to run for over a include invisible devices, such as those year on a single charge. This subtle that are fitted to running and sport point illustrates the key differences shoes and clothing; designers will need between user expectations and what to understand the differences between can happen when digital devices those that include interfaces and those become wearables. Pundits say that which simply monitor and transmit watches are the dinosaurs of the digital data. age, but the killer app is time.
  • 19. MetaWatch’s open wrist SAY HELLO TO 24/7 WEARABLES platform outsources killer app invention. Bluetooth Earrings. Skanz Pearl Izumi Motorola MOTOACTV Micro-sensor MP3 takes incumbents into Cycling Bib Shorts. new space. Jawbone UP has had many problems and criticisms. ImWatch – takes Android to the Holo – the next-gen wrist. wearable computer. The Nike iPod Sport Kit is a standard feature for Apple, a clear WIN-WIN partnership. Audio jewellery is still not close to being mainstream. Spiral hearing phone.
  • 20. PAYMENT TAIL WAGS THE RETAIL DOG “Why doesn’t one click PAYMENT INNOVATORS DISRUPT RETAILERS. shopping exist in the real world? It would be Users expect digital services that are immediate, so much easier…” connected, relevant, and actionable. Now, they expect a similar level of digital immediacy to shape their interactions with real world services. The real world becomes an immersive 3D catalogue for on-line retailers. Retail, you are the dog, wake up!
  • 21. PAYMENT TAIL WAGS THE RETAIL DOG PAYMENT METHODS SET THE SCENE FOR A ‘NEW NOW’. Giant retailers like BestBuy, Walmart As consumers are increasingly tempted and others are terrified of finding to focus on the benefit of a product they’ve become 3D catalogues for experience right now (rather than Amazon and eBay. They will need to delayed by delivery fulfillment), digital counter-attack, and provide richer, services will be dissolved further into smarter experiences that offer instant the physical world. The consequence is gratification and more value. Bring back that we will begin to rethink our haggling, conversations and the human relationship to our surroundings and touch. develop a feeling of the new now, retail is an emotion, not a place. Expect to see innovations in digital loyalty cards, these create mutually MUCH OF THIS GETS AGGREGATED IN beneficial relationships between THE DIGITAL WALLET: A COMPELLING merchants and customers. Near Field FUSION OF PAYMENT MECHANISM, Communication in store, free Wi-Fi and COUPON EXPERIENCE AND LOYALTY abundance of QR codes enable CARD. conversations and new experiences. The airline check-in counter and the THE WAR TO DEFINE THE DOMINANT supermarket check-out will become DESIGN OF THE DIGITAL WALLET IS engagement platforms. Smaller ABOUT TO ENTER FEVER PITCH. retailers, emboldened by digital success with Groupon, will get it about mobile and will start to embrace the new now via foursquare, Yelp and others.
  • 22. PAYMENT TAIL WAGS THE Retail goes digital, doing what, really well? RETAIL DOG Loyalty king Tesco will strike hard, so will airlines. Long tail of ‘stuff.’ The digital wallet is the new loyalty hub. Groupon is onto something Have your favourite big. Context based deals catalogues always with based on the here and now - you. Google becomes a brilliant! bargain hub.
  • 23. BREAKING THROUGH THE “It understands me, it moves with me” GLASS MULTI-MODAL EXPERIENCES GO MAINSTREAM. With our heads down, poking at glass screens, the touch paradigm has become a victim of its own success as users become slaves to their devices. Heads come up, mouths open and hands wave. The magic starts, well almost. As voice and gestural input emerge to perform more functions, we’ll see new ideas for services and business models emerge going far beyond touch.
  • 24. BREAKING THROUGH THE GLASS WITH RICHER INPUT AND OUTPUT Games development is habitually a In the health and fitness sector, we’ll METHODS, WE WILL SEE A FLOOD driver for this type of interaction enjoy innovation based around body OF SERVICES EMERGE experiment. Xbox Kinect transformed sensors that further extend the multi- DISRUPTING AND TRANSFORMING the living room, and could create new modal aspect of mobile devices. Finally, experience paradigms for mobile there are glanceable experiences , THE WAY WE USE DIGITAL devices. optimised for peripheral vision and SERVICES AND DEVICES. combining smoothly with wearable We’ll see more devices begin to technology such as wrist-based In voice input and output, we re already recognise your facial movements – devices. seeing assistant services like Siri Toshiba has begun marketing (Apple), Tellme (Microsoft) and Google televisions that recognises the viewer What all these options have in common Voice and Vlingo - the battle has and adjusts the set s preferences is that they give users the power to begun. accordingly. break through the glass and enjoy experiences that are not limited to Free services like Nokia Drive can It seems like a logical next step to allow touch or vision. revolutionise commuting, and put users to tag things as liked by simply pressure on Sat Navs like TomTom and showing a thumbs up, or perhaps this Garmin. gets commoditised with an action as natural as the blink. Location, time and social context is transmitted, making the network smarter. WE WILL SEE THE EMERGENCE OF WHAT FJORD CALLS ‘ZERO UI’, AN ‘EYESFREE’ , ‘HANDSFREE’ EXPERIENCE FOR TRUE MOBILITY. THIS INCLUDES Location-based inputs are taking off, SERVICES SUCH AS TASKER FOR ANDROID. THESE EXPERIENCES WILL and these can be expected to multiply. INTRODUCE USERS TO ADVANCED CONTEXT-AWARE AUTOMATION, AND Foursquare and similar services are REMOVE THE NEED FOR ANY KIND OF SCREEN INTERFACE AT THE MOMENT already suggesting offers and venues OF USE. based on a user s location.
  • 25. BREAKING THROUGH THE GLASS Microsoft Xbox Kinect Siri drives speech Live 360 becomes recognition into utilitarian. mainstream. Augmented Reality becomes a feature everywhere. Facial recognition Digital to physical creates social metadata. interfaces matter to people. Glanceable experience – Soundcloud iPad.
  • 26. “I have started to use my tablet for everything, a year ago I had never even seen one, amazing” THE TRANSFORMATIONAL TABLET WE ARE NOW LIVING – AT LAST – IN A POST-PC WORLD. Consumers have embraced the tablet as a more intimate type of computer. It glides into social situations like an English butler. Companies are embracing it as a new tool and focus for innovation. We are seeing a combination of leisure and business usage coming together with unprecedented synergy in the shape of the tablet. Two years ago we asked ‘what can I use a tablet for?’ It seems the answer is: everything.
  • 27. THE TRANSFORMATIONAL TABLET In terms of service design, banks have The market is totally dominated by been very fast to embrace the tablet as Apple and their dominance will a transformation tool, taking up the continue throughout 2012, with only slack where initiatives like sofa Amazon carving out a position in the IT S LESS THAN TWO YEARS banking failed to capture users lower end. If you are stuck in the middle SINCE THE TABLET MARKETPLACE imagination. This will spread to life will be tough, Apple and Android WENT FROM BEING A insurance companies, utilities, and will struggle to make headway. A WASTELAND TO AN EL DORADO. retailers in 2012. Windows tablet, perfected for enterprise, could be an opportunity, and iPads are now the third-largest revenue THE TABLET DEVICE IS PERFECT FOR here the Metro contextual experience line for distributors across Europe as SO MANY BUSINESS USES – AND YET should provide an interesting approach. adoption by business customers takes IT S ALSO CARVED AN IMMEDIATE off, and netbook sales (remember NICHE IN THE HOME. BUSINESS AND It is no exaggeration to say that the them?) were comfortably overtaken by LEISURE USE ARE TWO SIDES OF THE tablet is now the new personal tablets early in 2011. SAME TABLET. computer – the first post-PC experience. In this era, organisations are The instant on, large-scale multi-touch The tablet form incorporates leisure finding out that they simply must user interface enables new experiences, and desirability without even breaking provide an experience for users – mere and development for it can start from a sweat, it seems. Early adopters were functionality is no longer enough. The clean slate. It s providing companies often amused to find their tablet tablet is the tangible form of this truth, with an environment to experiment in: instantly monopolised by their kids, and and the sales are the proof. adopted by management and if they could afford a second one, that embraced by innovators, and has now in turn was taken over by a smitten become the digital skunkworks lab. husband or wife.
  • 28. THE TRANSFORMATIONAL TABLET A young market diversifies. Amazon Kindle comes from content and cost and is evolving into a The tablet - a ubiquitous tool. platform to challenge the iPad. The transformation from play to work. The tablet is a life tool. The iPad is the king of this trend. 7-inch tablets: A new device category, will it share the pocket?
  • 29. GETTING BEHIND THE DIGITAL STEERING WHEEL “My phone makes my car feel more THE PHONE BECOMES THE REMOTE CONTROL FOR connected to me.” THE CONNECTED CAR. 2012 may see your car becoming part of your social network. The steering wheel will become an access point to not only real adventures, but virtual ones. The old world of a vertically integrated car will slowly crumble as cars evolve into mobile platforms and experience hubs.
  • 30. GETTING BEHIND THE DIGITAL STEERING WHEEL WE RE ALREADY SEEING The car manufacturers are increasingly VEHICLES FITTED WITH making their presence felt at consumer TECHNOLOGY TO ACCESS YOUR electronics events, embracing and SOCIAL NETWORK, ADJUST THE extending the notion of the car as a connected platform. Digital will start to CAR TO YOUR PREFERENCES, AND consume increasing RD budgets. LINK WITH YOUR SMART DEVICES Specifically, Microsoft is making slow but steady progress with their in-car The next step is for many of the platform. Google s work in autonomous standard interaction paradigms of driving will act as a catalyst for the car touch interfaces, such as swiping and industry, though entry barriers are high, pinching, to become fully integrated disruption is imminent, maybe owning into the car environment. cars will become something of the past. By opening up they’ll bridge the Car manufacturers will race to expose different lifecycles between cars and vehicle APIs to developers to stay consumer electronics, and put vehicles relevant in the digital era. at the forefront of emerging connected objects. OVERALL WE LL SEE MOVES, BUT MANY WILL FEEL LIKE DIGITAL For the driver, the steering wheel will SPOILERS, STUCK ON BUT FITTED become the mouse of the connected POORLY INTO OUR DIGITAL LIVES. car and a toolbox for digital control. For passengers, we expect the car will increasingly become the rolling living room, with features like tablet integration becoming standard on even mid-level vehicles.
  • 31. GETTING BEHIND THE DIGITAL STEERING WHEEL Car platforms open up for connected services Mobile device remote controlled cars The steering wheel becomes the mouse of the connected car Mobile connected car sharing disrupts ownership
  • 32. THE I used to think banks REINVENTION OF would be the same forever, but now there are actually alternatives BANKING out there. BANKS AND CARD NETWORKS NEED TO INNOVATE AND PROVIDE REAL VALUE FOR CUSTOMERS. New kinds of experiences and businesses are ready to take on the giants of the financial sector. Digital natives like PayPal, Amazon, Zynga, Google, and Facebook are gaining ground as payments become smarter. The most progressive banks will need to experiment with new business models and digital disruptions to fight back.
  • 33. THE REINVENTION OF BANKING THE FIRST CUSTOMER-FOCUSED The second impact for the banks is that TSUNAMI WAVE TO HIT THE of digital services in physical retail. BANKS WILL BE PAYMENTS. Digital innovators will move the game PAYPAL ARE THE MASTERS OF from the world of e- and m-commerce to the much larger world of high-street PEER-TO-PEER PAYMENTS AND retail. DIGITAL CHECKOUTS, AND HAVE SUCCESSFULLY ATOMISED THEIR The most progressive banks are starting INSTEAD OF MERELY BEING THE CORE SERVICE ACROSS THE to experiment with new business 'PIPE' OF MONETARY TRANSACTIONS, DIGITAL LANDSCAPE models and digital disruptions. They are THE MOST PROGRESSIVE BANKS also exploring ways to turn their WILL PUT TRUE USER-CENTRICITY Mobile-optimised card payment branches from liabilities to assets in the AND CUSTOMER VALUE AT THE solutions from Square and Intuit are new multi-screen experience economy. CENTRE OF THEIR STRATEGIES. putting pressure on card transaction Customers increasingly demand margins, and the biggest threat of all in consistency and fluidity of service, the payment space is the lure of the functionality and experience. digital wallet, which will begin to shift the overall financial power balance from The ATM emerges into the rural digital banks and credit card companies to fountain providing money, connectivity companies that provide the smartest and deals where services are sparse. and best digital wallets. Banks have woken up to digital and mobile and are investing to transform their businesses hoping digital provides a new lock-in.
  • 34. THE REINVENTIONOF BANKING Business transformer Disruptor: Simple Bank – a new way to bank Incumbents transform The ATM turns into bank branches into hubs a fountain of for digital conversations commerce connectivity Disruptor: PayPal is stepping up… Disruptor: Civilised Money a crowd funded service Disruptor: Intuit
  • 35. FJORD DIGITAL TRENDS 2012 THANK-YOU For more information about Fjord visit: www.fjordnet.com @fjord