This document summarizes the findings of a study that used visualizations of future technologies ("Pictures of the Future") to understand consumer attitudes. The study found that consumers were concerned about privacy, ease of use, and reliability. While some markets like China and Brazil were more open to new technologies, consumers in Europe and the US expressed more skepticism. The visual approach helped consumers imagine future scenarios and provided insights into opportunities and barriers to new technologies.
Insights Success understands this emerging industry and
feels significant to feature the top companies that
impeccably attained successful stature in this ever-evolving
sector. Featured organizations, in this issue “The Most
Editor’s Desk
Its time to unsolve and
reveal the mystery behind
quantum technology for the
better good.
Disruptive Quantum Technology Companies to watch
2019”, possess the potential and capability to bring
disruption in the customary way of business with a true
touch of technology.
Insights Success understands this emerging industry and
feels significant to feature the top companies that
impeccably attained successful stature in this ever-evolving
sector. Featured organizations, in this issue “The Most
Editor’s Desk
Its time to unsolve and
reveal the mystery behind
quantum technology for the
better good.
Disruptive Quantum Technology Companies to watch
2019”, possess the potential and capability to bring
disruption in the customary way of business with a true
touch of technology.
Doing More with More (Venturespring White Paper)Venturespring
Over the past 15 years industrial research has evolved from 'closed research' to 'open innovation' and even beyond, towards 'networked innovation' and 'co-creation'.
This white paper provides a clear line of thinking on this development. And some sharp, illustrative, remarkably understandable pictures that help you focus your actions towards more effective, purpose-driven innovation efforts.
Business Analysis & The Impact of Disruptive TechnologiesChristian Kobsa
By the year 2050 the world we live in will be significantly different from now. Not only do technological changes continue to occur, but the rate at which these changes happen is accelerating. In addition, many of the new technologies will revolutionize the we work, socialize and live our lives.
The very nature of work, the way we work and where we work is changing. Businesses are reducing real estate, maximising the use of the space they have, increasing work from home and expecting their employees to adopt new practices from hot desking to unified communications. The need to collaborate with colleagues has never been greater, the pace of business has never been faster, and the pressures to be more productive are ever increasing. This white paper explores the drivers, need for change and case studies behind the technology solutions that are being deployed today to deliver collaborative solutions that fundamentally and permanently change the way we work.
Applying user requirements for innovative products User Vision
As the benefits of UX become recognised and user-centred design processes are applied more often, project teams start using terms such as ‘user needs’ and ‘user requirements’ in their project meetings. This is great news. Addressing user needs and user requirements in a structured manner can provide great clarity for your solution design and actually spark the creative thinking that leads to innovation.
But what exactly are user needs and user requirements and what’s the best way to apply them in solution design? Several questions arise once you commit to designing for user needs and user requirements:
Are user needs and user requirements actually the same thing?
How can we ensure they are accurate and evidence-based, not just a projection of the designer’s vision?
Is documenting them worth the effort or just an administrative burden since the team intuitively knows what they are?
Even worse - could they actually become constraints that inhibit us from thinking of innovative solutions?
To tell us how the process of designing with user requirements works we have a guest presenter who is a recognised expert in user requirements engineering - Thomas Geis, President of the International UX Qualification Board. He will discuss user requirements, how they are elicited, documented and then applied to a structured user-centred design process. He will outline the difference between user needs and user requirements and how to apply them effectively to ensure your solution stays true to the needs of your users.
Manufacturing Extension Partnership Centers collaborate with universities for outreach to manufacturers, service delivery, and getting new technology into companies. As MEP Centers move aggressively to support companies in their efforts to innovate their products and processes, to sell to new customers and enter new markets, these partnerships are more important than ever. This session will describe several of these “Next Generation Strategies” and new initiatives for MEP and how MEP centers are working with universities to implement them. They present opportunities for university engagement in economic development and job creation, and deeper partnerships between MEP centers and universities.
Doing More with More (Venturespring White Paper)Venturespring
Over the past 15 years industrial research has evolved from 'closed research' to 'open innovation' and even beyond, towards 'networked innovation' and 'co-creation'.
This white paper provides a clear line of thinking on this development. And some sharp, illustrative, remarkably understandable pictures that help you focus your actions towards more effective, purpose-driven innovation efforts.
Business Analysis & The Impact of Disruptive TechnologiesChristian Kobsa
By the year 2050 the world we live in will be significantly different from now. Not only do technological changes continue to occur, but the rate at which these changes happen is accelerating. In addition, many of the new technologies will revolutionize the we work, socialize and live our lives.
The very nature of work, the way we work and where we work is changing. Businesses are reducing real estate, maximising the use of the space they have, increasing work from home and expecting their employees to adopt new practices from hot desking to unified communications. The need to collaborate with colleagues has never been greater, the pace of business has never been faster, and the pressures to be more productive are ever increasing. This white paper explores the drivers, need for change and case studies behind the technology solutions that are being deployed today to deliver collaborative solutions that fundamentally and permanently change the way we work.
Applying user requirements for innovative products User Vision
As the benefits of UX become recognised and user-centred design processes are applied more often, project teams start using terms such as ‘user needs’ and ‘user requirements’ in their project meetings. This is great news. Addressing user needs and user requirements in a structured manner can provide great clarity for your solution design and actually spark the creative thinking that leads to innovation.
But what exactly are user needs and user requirements and what’s the best way to apply them in solution design? Several questions arise once you commit to designing for user needs and user requirements:
Are user needs and user requirements actually the same thing?
How can we ensure they are accurate and evidence-based, not just a projection of the designer’s vision?
Is documenting them worth the effort or just an administrative burden since the team intuitively knows what they are?
Even worse - could they actually become constraints that inhibit us from thinking of innovative solutions?
To tell us how the process of designing with user requirements works we have a guest presenter who is a recognised expert in user requirements engineering - Thomas Geis, President of the International UX Qualification Board. He will discuss user requirements, how they are elicited, documented and then applied to a structured user-centred design process. He will outline the difference between user needs and user requirements and how to apply them effectively to ensure your solution stays true to the needs of your users.
Manufacturing Extension Partnership Centers collaborate with universities for outreach to manufacturers, service delivery, and getting new technology into companies. As MEP Centers move aggressively to support companies in their efforts to innovate their products and processes, to sell to new customers and enter new markets, these partnerships are more important than ever. This session will describe several of these “Next Generation Strategies” and new initiatives for MEP and how MEP centers are working with universities to implement them. They present opportunities for university engagement in economic development and job creation, and deeper partnerships between MEP centers and universities.
Digital fabrication devices (such as 3-D printers) are doing to manufacturing what the Internet has done to information-based goods and services. For example, a 3-D printer generated a bust of Beethoven in less than two hours, using a design uploaded to Thingiverse.com by a contributor identified only as “dino-girl.” Here are the changes to consider before this innovation takes hold.
Extending UTAUT to explain social media adoption by microbusinessesDebashish Mandal
This paper establishes inadequacies of the Unified Theory of Acceptance and Use of Technology (UTAUT) theory to explain social media adoption by microbusinesses. Literature review confirms the explaining power of UTAUT in variety of technology adoption by businesses. This paper uses UTAUT theory to implement social media technology in microbusinesses. Canonical action research method is adopted to introduce social media in microbusinesses. A post positivist approach is used to report the results based on a predetermined premise. It was found that the major constructs of performance and effort expectancy played insignificant role in establishing behavioural and adoption intention of social media by microbusinesses. Social influence and facilitating condition did not influence the behavioural intentions of the microbusiness owners. Individual characteristics and codification effort dominated the use behaviour. Goal of gaining customers leads to behavioural modification resulting in replacing of behavioural intention with goals as a superior method of predicting adoption behaviour within the context of microbusinesses. This paper extends the UTAUT to explain social media adoption in microbusinesses.
The relative utility approach for stimulating ICT acceptance: profiling the n...ePractice.eu
Authors: Pieter Verdegem and Verhoest Pascal
As more people are online, it becomes more likely that the remaining fraction of non-adopters is either hard to convince, under-skilled or simply lacking the financial resources to afford a connection. In view of this problem, this paper proposes a policy approach to increase personal computer and internet acceptance in collaboration with the industry.
Finding Your Place in the New World of Communications, Media and EntertainmentCognizant
With the dramatic changes in the communications, media and entertainment industry, distribution models are forcing these companies to participate in network platforms, where they can contribute differentiated value and generate meaningful returns.
Sources of Innovative Opportunity and Mass-Customization – An Analysis of ...Mikko Ahonen
A short 15-minutes presentation in the 5th World Conference on Mass Customization & Personalization MCPC2009 in Helsinki, Finland.
The actual research paper can be found at: http://beyondcreativity.blogs.com/mblog/2009/09/masscustomization-mcpc2009-emf-health-business-in-drucker-framework.html
We’re entering a new era of digital government that could transform how citizens feel about their state. Here’s what research needs to do, to make it happen.
Bridging the divide between brand and shopper marketingTNS
A new approach to mapping the shopper journey can drive more meaningful integration between brand and shopper marketing, and ensure brand equity translates into sales more effectively. We reveal the four principles that can connect your marketing strategy to what really drives buying decisions.
Getting to know the giant of Africa: opportunities for brands in NigeriaTNS
It’s the largest economy in Africa and one of the fastest-growing on earth, but how well do you really know Nigeria? Here’s our summary of the key opportunities.
Consumer confidence is rebounding in Southeast Asia’s second-largest economy. We’ve got the essential strategies for brands looking to align themselves with a positive national mood.
Transform results by focusing on receptive audiences TNS
The best ad in the world won’t deliver results if it can’t reach those likely to buy its product. A future-focused approach to identifying receptive audiences is delivering results where traditional targeting has failed.
The global research programmes that deliver the best value are not the most standardised - and they are not usually the most elaborate. Learn how brands have created strong, flexible protocols by focusing on shorter, smarter surveys, local engagement and active leadership at the centre.
It's a universal archetype that dominates the human consciousness and occupies an emotional space many brands aspire to. But taking on the Hero role demands a very different approach in different markets. We present the essential playbook for would-be Heroes.
Extensive research from TNS proves that social media and search data can accurately predict the results of brand tracker surveys months in advance. The implications for market research are enormous.
Brands cannot succeed at traditional trade without engaging the shopkeepers who control almost every aspect of it. We present a framework for understanding the motivations of traditional trade’s gatekeepers – and influencing their decisions.
Like most businesses, political players want to increase their slice of the available market – and like most businesses, they can only do so through proper, contextual understanding.
A groundbreaking study by TNS proves that mobile apps are not disrupting purchases in anything like the numbers that previous research suggests. Far from being threatened by mobile, retailers are in the best position to take advantage of it.
From Disney princesses to Dove, metaphor is a powerfully emotive tool for marketers. But it’s vital for brands to understand how the meaning of their metaphors changes between cultures.
Brands and retailers alike should be demanding more from online sales. Connected Life reveals the barriers to eCommerce fulfilling its potential – and shows how marketers can overcome them.
The dark days are over: it’s time to meet the new CambodiaTNS
Nestled between Vietnam and Thailand on the Indochina Peninsula, Cambodia is often overlooked in favour of its wealthier neighbours. The country’s history has also cast a shadow over how it is perceived by the rest of the world, and with good reason. The genocide led by Pol Pot’s Khmer Rouge regime in the 1970s resulted in the deaths of an estimated 25% of the population, including many of the intellectual elite.
It’s a great step forward, but mobile-first design is no substitute for genuinely mobile-centric planning. Here’s how to put your brand at the heart of the handset.
Digital markets can adopt different personalities as they evolve. Understanding each one is the key to turning media fragmentation into precise communication opportunities.
Predicting, managing and profiting from new technologies is one of the most important challenges that business leaders face.
It requires them to integrate a hugely diverse range of perspectives in a meaningful way: they must balance the insights of technology specialists with those of consumer experts, they must understand the related technologies that will determine a new launch’s success, and they must predict the moves and motivations of all of the players behind those technologies.
In the Year of the Horse, there is no letting up in China’s passion for luxury horsepower. Despite concerns over economic slowdowns and government regulations, the number of new manufacturers and new models competing in this sector continues to grow.
In ‘Auto insights: the luxe edition’, we’ll take you on a tour of the high-end of the auto market and the changing meaning of luxury itself, including:
Good performance alone cannot crack the complex code that governs the strength of your customer relationships and the sustainability of your business. As competition intensifies, it is essential to get smarter about the experiences that matter, and deliver return on the bottom line.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
[Google March 2024 Update] How To Thrive: Content, Link Building & SEOSearch Engine Journal
March 2024 disrupted the SEO industry. Websites were deindexed, and manual penalties were delivered—all to produce more helpful, more trustworthy search results.
How did your website fare?
Watch us as we delve into the seismic shifts brought about by Google's March 2024 updates and explore strategies to not just survive, but thrive in this dynamic digital landscape.
You’ll learn:
- How to create content that is valuable to users (not just search engines) using E-E-A-T.
- How to build links that can boost rankings and withstand algorithm updates.
- Best practices for content creation and link building so you can thrive during algorithm updates.
With Vince Ramos, we'll examine the implications of the latest algorithm changes on content creation, link building, and SEO practices, and offer actionable insights from businesses like yours that have remained steadfast amidst the volatility.
Using real-life case studies, we’ll also show you the effectiveness of manual link building techniques and person-first content strategies.
Whether you're a seasoned SEO professional, a budding content creator, or anyone in between, this webinar will help you weather the changes in Google's algorithms and capitalize on them for sustained success.
Check out this webinar and unlock the secrets to thriving in the new Google era.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
2. Picture this
Visualisation is providing ICT researchers
with vital insights as to the real potential
of futuristic technologies and the barriers
that must be overcome if consumers are
to embrace them enthusiastically.
Share this In Focus
2
3. Picture this
the more difficult it therefore is for researchers to guide
the R&D process. ICT development may take place
“Your scientists were so preoccupied in an ivory tower – but it is not an ivory tower of the
developers’ own making.
with whether they could that they The fourth phase of the Münchner Kreis Future Study,
didn’t stop to think if they should.”
an annual research programme conducted by TNS on
behalf of major German and international companies
and institutions, tackles the conundrum of generating
meaningful data on consumer attitudes head-on. The
study’s previous three phases had focused on qualitative
This dire warning issued by Jeff Goldblum’s Those forces are a greater mystery for those working in and quantitative surveys of ICT experts, both within
mathematician character in the film Jurassic Park has ICT than for many other sectors. With no actual personal Germany and internationally, in order to establish the
a special resonance for those working in R&D for the experience to draw upon, it is difficult for consumers potential for incremental innovation across the ICT and
ICT industry. The role of ICT development teams is to to give meaningful answers about their attitudes to, media industries. Armed with such insights, the Future
establish what is possible, to map where technology and potential use of previously unimaginable solutions. Study for 2011 turned its attentions to the question
could go next. Yet the question of where technology The further the ICT industry stares into the future, the of which innovative technologies have the greatest
should go remains largely outside their control, governed more difficult it is for consumers to imagine the role potential for consumer uptake in the future, identifying
above all by the mysterious forces of consumer demand. that putative technologies could or could not play – and potential barriers and the preconditions necessary for
successful launches.
Share this In Focus
3
4. Picture this
Feeding the consumer imagination
To overcome the problem of relating never-before-
seen technology to current consumer experiences,
the researchers turned to visualisation. Leveraging
the insights from previous phases, they developed 16
‘Pictures of the Future’ to illustrate how incremental
innovation and the application of technologies in new
combinations and categories, could potentially impact
on consumer experiences.
Each of the 16 pictures consisted of an image and
accompanying description that translated complex,
technical visions into everyday language. Importantly,
these pictorial concepts linked futuristic ideas to
relevant, known functions and services – a form of visual
shorthand that ensured greater meaning for the survey
respondents. The pictures were developed for a range
of seven different life situations: Living, staying healthy,
maintaining mobility, consumption and payment,
entertainment and storage, learning and knowledge Examples of ‘Pictures of the Future’
and work and organisation.
Share this In Focus
4
5. Picture this
In this way, consumers were asked to imagine scenarios
in which on-demand cars automatically delivered
themselves to the locations where they were required,
dealings with city services took place wholly online,
energy-using devices in the home turned themselves
off and on according the availability of renewable-
sourced electricity and ICT solutions took over the job of
monitoring patients’ health in the home, replacing more
regular contact with doctors.
The sample group of 7,231 participants, evenly spread
across Germany, Sweden, the USA, Brazil, China and
Korea, were asked to identify the aspects of different
pictures that they viewed positively or critically. They
then answered further questions on issues such as
their willingness to pay for the services, and their
expectations as to when they should become available.
Examples of ‘Pictures of the Future’
Share this In Focus
5
6. Picture this
Key themes and concerns Willingness to pay
Across markets a number of key themes emerged from Consumers no longer expect ICT solutions to be
the participants’ responses, providing vital insight into delivered for free, however willingness to pay varies
the overriding concerns of consumers – and the issues considerably by region and the type of solution offered.
that technology companies must address if they are to Consumers are most willing to pay where solutions
launch services successfully in the future. offer comprehensive new services rather than simply
information.
Privacy protection
Consumer fears about the unauthorised storage and Trust in ICT
criminal misuse of their data confirm the importance A lack of trust in ICT solutions represents one of the
of firmly embedded, credibly enforced data and privacy most significant challenges for those in business, science
protection rules as a necessary precondition if ICT and politics who seek to launch new technologies.
solutions are to be adopted by mainstream consumers. Consumers worldwide expressed fears about system
outages, services becoming unavailable and data
User friendliness becoming lost. Prior experience of unreliable or
Ease of use is a given in consumer expectations of immature solutions appears to be a major contributory
ICT solutions. Any technology provider must ensure factor here. A new approach to beta-testing and new
simplicity and accessibility if they are to launch services forms of system design, clearly communicated to
successfully. Across sectors, the most successful ICT potential users, may be essential for the take-up of new
products set new standards in this area. technologies in many areas.
Examples of ‘Pictures of the Future’
Share this In Focus
6
8. Picture this
Enthusiasm and scepticism: Picturing future opportunities excessive costs and unreliable technology. A broader,
key geographical differences Despite the reservations that potential providers must well-defined support network for those living at home
To a significant degree, potential consumers in China, overcome, the study highlighted significant areas of appears to be an essential starting point for such
Korea and Brazil proved consistently more positive opportunity for ICT, where solutions to different life solutions in European markets.
in their view of the potential for ICT solutions, their situations are likely to engender healthy consumer
willingness to pay for them, and their trust in the demand across different markets. Staying healthy
capability of the solutions to deliver on their promises. When it came to the role of technology in keeping
These findings suggest that ICT companies in markets Living consumers healthy, applications to help users
such as Germany, Sweden and the USA, which enjoy The ‘automatic energy manager’, a ‘picture of the communicate more effectively with doctors were
ready access to the skills required to develop innovative future’ that invited respondents to imagine a system met with far greater enthusiasm than those that
solutions, may need to target these technologies first for automatically controlling energy use in the home to transmitted data to doctors automatically. Greater
at emerging markets before re-importing them to their match the availability of renewable electricity sources, levels of trust in technology and those providing
home territories. highlighted the need for more transparency on energy tele-monitoring services are essential if autonomous
pricing and better communication of the finite nature technology is to take more of the initiative in the
of resources, in order to drive consumer take-up. monitoring of medical conditions – although these
reservations were far more pronounced in the
The notion of ‘healthcare assistants’, devices that European and US markets than in China, Korea and
enable people to live independently at home in old Brazil. Interestingly, users are far more inclined to pay
age, found a large, receptive market in China but was for tele-monitoring services when tangible hardware is
Consumers in China, Korea and Brazil proved consistently met with some scepticism in Europe, where potential involved – providing vital insights on how to package
more positive in their view of the potential for ICT solutions users expressed concern over loss of social contacts, such solutions effectively for consumer take-up.
Share this In Focus
8
9. Picture this
Maintaining mobility deliver on its promises emerged in Europe and the USA, Brazil and Korea. The concepts of mobile shopping and
In the field of mobility, the ‘pictures of the future’ whereas consumers in China, Brazil and Korea showed mobile wallets are welcomed, although with significant
approach revealed strong potential interest in immediate interest. reservations about the security of payment details and
solutions that solve well-established consumer needs. personal data. End-to-end digital banking services,
Respondents were asked to imagine personal mobility Consumption and payment which remove the need to open accounts in person,
assistants, which provide end-to-end support in planning Across markets, consumers recognise the value of new were met with enthusiasm in Sweden, Brazil, Korea and
and conducting long-distance trips, automatically payment options, with users in the USA and Europe China, whereas users in the USA and Germany doubted
booking tickets and making reservations; networked more cautious about the benefits than those in China, whether such a solution would ever be feasible.
vehicles that use ambient communications technology
to detect hazards and avoid traffic; and autonomous
vehicles, available on demand, which drive themselves
to the point where a user requests them.
As with many other scenarios, the key to mainstream
take-up of such technologies rests on packaging
them in a way that can overcome reluctance to pay,
and building up trust in relevant technologies and
technology providers to the extent that consumers have
faith in them to take control, whether in spending their
money on travel reservations and bookings or deciding
when to brake. When it came to the concept of an
autonomous car making itself available on-demand,
Examples of ‘Pictures of the Future’
familiar scepticism as to the capability of technology to
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10. Picture this
Entertainment and storage Work and organisation concept of an online data manager that could give
The concept of a lifetime data safe, providing reliable, The ‘pictures of the future’ developed around the users direct control over access to their data, provided
secure storage of digital content that can then be theme of ‘work and organisation’ involve consumers trust could first be established for any provider of the
accessed from anywhere, proved a popular ‘picture of dealing directly with the issues of security and service. There was also recognition of the benefits
the future’ across markets, fitting with the long-term personal privacy that form potential barriers to take- of a digital city service office that could move many
trend towards the digital storage and consumption of up of many ICT solutions. Key insights to emerge of consumers’ dealings with municipalities into the
content. The concept of a personal TV, enabling users from the study include strong appetite for the online space.
to view on a range of devices, at any time or place
that suits them, also met with enthusiasm, although
reservations emerged as to potentially complicated user
experiences. For future providers of such services, clear
and simple functionality is essential.
Learning and knowledge
Innovative forms of teaching and learning are an area of
great opportunity for ICT solutions, reflecting growing
consumer demand for continuous learning. Participants
responded positively when asked to picture an electronic
textbook, which could enable independent, networked
learning for adults or cut down on the weight of books
in schoolchildren’s bags. Concerns about cost and data
privacy, especially where children are concerned, are the
major barriers for potential providers to address.
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11. Picture this
New opportunities, new challenges For its next phase, in 2012, the Future Study will A ‘trend landscape’ will be compiled, mapping
The expert-focused previous phases of the Future continue to focus on the user, leveraging the out consumers’ priority needs going forward. By
Study had already demonstrated the speed with insights provided through the Pictures of the identifying areas of strong demand for innovation,
which ICT is transforming consumer experiences. Future to ask detailed questions about daily life the study will provide insights on adapting solutions
In helping potential users to imagine ICT playing a experiences and ideal requirements for technology. to future consumer priorities.
role in previously unimaginable situations, the fourth
phase of the study has highlighted wholly new
opportunities for growth. At the same time, though,
it revealed significant barriers to adoption that
companies or governments must address in order to
prepare the ground for such technologies to enter
the mainstream. In enabling meaningful consumer
responses to futuristic scenarios, the Pictures of the
Future approach has a vital role to play in informing
the R&D process and providing a regular sounding
board that can continue to link developing concepts
to potential future demand.
Examples of ‘Pictures of the Future’
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12. About InFocus
InFocus is part of a regular series of articles that takes an in-depth look at a particular subject, region or
demographic in more detail. All articles are written by TNS consultants and based on their expertise gathered
through working on client assignments in over 80 markets globally, with additional insights gained through
TNS proprietary studies, such as Digital Life and Mobile Life. About the authors
About TNS Dr. Malthe Wolf is Director of the Future Research Centre
TNS advises clients on specific growth strategies around new market entry, innovation, brand switching and at TNS Germany. Malthe specialises in technology and
stakeholder management, based on long-established expertise and market-leading solutions. With a presence media, working with clients from all sectors interested
in how ICT and new media will influence our future.
in over 80 countries, TNS has more conversations with the world’s consumers than anyone else and understands
He and his team continue to pioneer new methodologies
individual human behaviours and attitudes across every cultural, economic and political region of the world. for assessing the impact of future developments.
TNS is part of Kantar, one of the world’s largest insight, information and consultancy groups.
Stefanie Sagl is Senior Consultant in the Future Research
Please visit www.tnsglobal.com for more information. Centre at TNS Germany. Stefanie is also a technology
and media specialist, with specific expertise in
Get in touch implementing syndicated studies.
If you would like to talk to us about anything you have read in this report, please get in touch
via enquiries@tnsglobal.com or via Twitter @tns_global
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