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3	
  
	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  crucial	
  consumer	
  
	
   	
   	
   	
  trends	
  in	
  2013
PRESUMERS	
  &	
  CUSTOWNERS


EMERGING2


MOBILE	
  MOMENTS


…if	
  we	
  will	
  have	
  +me	
  ;-­‐)
PRESUMERS	
  &	
  CUSTOWNERS

  “Consumers	
  will	
  embrace	
  even	
  more	
  ways	
  to	
  par5cipate	
  in	
  
  the	
  funding	
  and	
  (pre-­‐)launch	
  of	
  new	
  products	
  and	
  brands.”	
  


              PRESUMERS	
  spent	
  on	
  crowdfunding	
  plaHorms:	
  
              •  2009	
  -­‐	
  USD	
  530	
  million	
  
              •  2011	
  -­‐	
  USD	
  1.3	
  billion	
  	
  
              •  2012	
  -­‐	
  USD	
  2.8	
  billion	
  

*source:	
  Massolu+on/The	
  Economist,	
  May	
  2012).	
  	
  
PRESUMERS	
  &	
  CUSTOWNERS
                            ZAOZAO:	
  
                                   	
                                                           Fundable:	
  
                                                                                                         	
  
Social	
  pretailer	
  for	
  fashion	
  lovers
                                              	
                            Equity	
  crowdfunding	
  plaHorm	
  
                                         	
  




     Launched	
   in	
   September	
   2012,	
   Hong	
   Kong	
            F u n d a b l e	
   i s	
   a	
   U S -­‐ b a s e d	
   e q u i t y	
  
     based	
   ZAOZAO	
   bills	
   itself	
   “Your	
   social	
           crowdfunding	
   plaHorm	
   for	
   start-­‐up	
  
     pretailer”.	
  The	
  new	
  online	
  plaHorm	
  allows	
             companies,	
   aiming	
   to	
   take	
   advantage	
   of	
  
     fashion	
   designers	
   to	
   post	
   pre-­‐	
   launch	
          the	
   JOBS	
   Act	
   legisla+on	
   in	
   the	
   US	
   (see	
  
     products	
   and	
   get	
   funds	
   for	
   produc+on	
   via	
     above).	
   To	
   date,	
   start-­‐ups	
   on	
   Fundable	
  
     the	
   site’s	
   community	
   of	
   fashion-­‐loving	
             have	
   offered	
   “rewards”,	
   such	
   as	
   products	
  
     crowdfunders	
                                                         or	
  experiences,	
  to	
  investors.	
  
*source:	
  Massolu+on/The	
  Economist,	
  May	
  2012).	
  	
  
EMERGING2

   products	
  and	
  services	
  from	
  emerging	
  markets	
  for	
  emerging	
  markets	
  




                                                In	
  2013,	
  the	
  GDP	
  of	
  emerging	
  markets	
  will	
  
                                                    exceed	
  advanced	
  markets	
  for	
  the	
  first	
  
                                                                                                              	
  
                                                Ome*	
  to	
  USD	
  44.1	
  trillions	
  versus	
  USD	
  42.7




*measured	
  in	
  Purchasing	
  Power	
  Parity	
  terms	
  	
  
**Source:	
  IMF,	
  October	
  2012	
  
EMERGING2
                           Lenovo:	
  
                                  	
                                                                         WeChat:	
  
                                                                                                                    	
  
   Asian	
  smartphone	
  strategy
                                 	
                                                          Chinese	
  messaging	
  app	
  




In	
   October	
   2012,	
   Lenovo	
   started	
   selling	
   a	
   range	
         Tencent’s	
   WeChat,	
   the	
   Chinese	
   voice,	
   text	
   and	
  
of	
   smartphones	
   in	
   Indonesia,	
   from	
   the	
   high-­‐end	
            photo	
   messaging	
   service	
   has	
   changed	
   its	
   name	
  
K860	
   with	
   an	
   8	
   megapixel	
   camera	
   and	
   8	
   GB	
   of	
     from	
  ‘Weixin’,	
  to	
  have	
  broader	
  global	
  appeal.	
  In	
  
memory,	
  down	
  to	
  more	
  affordable	
  smartphones.	
                          September	
  2012	
  the	
  service	
  added	
  Hindi	
  support	
  
The	
   manufacturer	
   also	
   announced	
   that	
   it	
   would	
               in	
   India,	
   having	
   already	
   added	
   Portuguese	
   (for	
  
launch	
   a	
   smartphone	
   for	
   the	
   Indian	
   market	
   by	
            the	
  Brazilian	
  market)	
  and	
  Indonesian.	
  It	
  recently	
  
March	
   2013,	
   looking	
   to	
   build	
   on	
   its	
   posi+on	
   as	
      topped	
  200	
  million	
  users	
  worldwide.	
  
the	
  second	
  largest	
  smartphone	
  maker	
  in	
  China.	
  
MOBILE	
  MOMENTS

   “Lifestyle	
  mul5-­‐if-­‐not-­‐hyper-­‐tasking:	
  why	
  micro-­‐convenience,	
  mini-­‐
             experiences	
  and	
  digital	
  snacks	
  will	
  rule	
  in	
  2013.”	
  

       A	
  survey	
  of	
  US	
  adult	
  smartphone	
  owners	
  found	
  that	
  	
  
       63%	
  of	
  female	
  respondents	
  and	
  73%	
  of	
  male	
  respondents	
  	
  
                                                        don’t	
  go	
  an	
  hour	
  without	
  checking	
  their	
  phone*	
  




*Source:	
  Harris	
  Interac+ve,	
  June	
  2012	
  
**Source:	
  Pew	
  Research	
  Centre,	
  September	
  2012	
  
***Source:	
  DFKI,	
  November	
  2011	
  
MOBILE	
  MOMENTS




                                          Cell	
  phone	
  users	
  (18-­‐24)	
  	
  
                      	
  109.5/day	
  &	
  >3	
  200	
  /per	
  month
                                                                     	
  



*Source:	
  Harris	
  Interac+ve,	
  June	
  2012	
  
**Source:	
  Pew	
  Research	
  Centre,	
  September	
  2012	
  
***Source:	
  DFKI,	
  November	
  2011	
  
MOBILE	
  MOMENTS


       	
  
       An	
  academic	
  study	
  of	
  Android	
  users’	
  app-­‐habits	
  
       revealed	
  that	
  while	
  users	
  spend	
  nearly	
  one	
  hour	
  
       on	
  their	
  devices	
  a	
  day,	
  the	
  average	
  app	
  session	
  
       lasted	
  only	
  just	
  over	
  a	
  minute	
  




*Source:	
  Harris	
  Interac+ve,	
  June	
  2012	
  
**Source:	
  Pew	
  Research	
  Centre,	
  September	
  2012	
  
***Source:	
  DFKI,	
  November	
  2011	
  
MOBILE	
  MOMENTS
                        Snapchat:	
  
                                 	
                                                                            WeChat:	
  
                                                                                                                      	
  
Temporary	
  photo	
  sharing	
  app	
                                                          Hyper	
  social	
  features
                                                                                                                          	
  




Snapchat	
   is	
   an	
   app	
   that	
   enables	
   users	
   to	
   share	
     The	
   ‘Remote	
   Shake’	
   feature	
   randomly	
   connects	
  
images	
  that	
  can	
  only	
  be	
  viewed	
  by	
  the	
  recipient	
            two	
   users	
   who	
   shake	
   their	
   phones	
   at	
   the	
   same	
  
for	
  a	
  few	
  seconds	
  before	
  they	
  ‘self-­‐destruct’.	
  The	
          +me,	
   while	
   ‘Drim	
   Bonle’	
   allows	
   users	
   to	
   send	
   a	
  
developers	
  announced	
  in	
  October	
  2012	
  that	
  the	
                    virtual	
  message	
  in	
  a	
  bonle	
  ‘out	
  to	
  sea’,	
  where	
  it	
  
service	
  was	
  processing	
  20	
  million	
  images	
  a	
  day.	
               can	
   it	
   collected	
   (and	
   read)	
   by	
   another	
   random	
  
                                                                                     user.	
  
Thank	
  you!	
  
                    Anton Razumov
                    ex.Brand Manager Pantene Pro-V
                    +91 981 879 05 08
                    anton.razumov@gmail.com
                    linkedin.com/in/antonrazumov
                    slideshare.net/antonrazumov
                    twitter.com/ZooMik
CELEBRATION	
  NATION

                                            “Flaun5ng	
  the	
  new	
  ‘it’	
  cultures.”	
  




                                       Emerging	
  markets	
  will	
  proudly	
  export	
  and	
  
                                        even	
  flaunt	
  their	
  naOonal	
  and	
  cultural	
  
                                                                                        	
  
                                           heritage	
  in	
  the	
  next	
  12	
  months.




	
  *Source:	
  www.trendwatching.com	
  
CELEBRATION	
  NATION


                                                                                        House	
  of	
  Masaba:	
  
                                                                                                              	
  
                                                                                                 Pop	
  Art	
  sarees	
  



Mumbai-­‐based	
  luxury	
  fashion	
  designer	
  Masaba	
  Gupta’s	
  House	
  of	
  Masaba	
  has	
  reinvented	
  the	
  
tradi+onal	
   Indian	
   sarees	
   with	
   quirky,	
   modern	
   mo+fs	
   and	
   Pop	
   Art	
   prints	
   that	
   are	
   targeted	
   at	
  
young	
  female	
  consumers.	
  Released	
  in	
  Spring	
  2012,	
  her	
  black-­‐and-­‐	
  white	
  camera	
  print	
  saree	
  has	
  
been	
  favored	
  by	
  several	
  Indian	
  celebri+es,	
  as	
  have	
  her	
  cow-­‐	
  and	
  animal-­‐print	
  versions.	
  Prices	
  
range	
  from	
  INR	
  8,000	
  to	
  10,000.	
  

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Main Crucial Trends in 2013

  • 1. 3                      crucial  consumer          trends  in  2013
  • 2. PRESUMERS  &  CUSTOWNERS EMERGING2 MOBILE  MOMENTS …if  we  will  have  +me  ;-­‐)
  • 3. PRESUMERS  &  CUSTOWNERS “Consumers  will  embrace  even  more  ways  to  par5cipate  in   the  funding  and  (pre-­‐)launch  of  new  products  and  brands.”   PRESUMERS  spent  on  crowdfunding  plaHorms:   •  2009  -­‐  USD  530  million   •  2011  -­‐  USD  1.3  billion     •  2012  -­‐  USD  2.8  billion   *source:  Massolu+on/The  Economist,  May  2012).    
  • 4. PRESUMERS  &  CUSTOWNERS ZAOZAO:     Fundable:     Social  pretailer  for  fashion  lovers   Equity  crowdfunding  plaHorm     Launched   in   September   2012,   Hong   Kong   F u n d a b l e   i s   a   U S -­‐ b a s e d   e q u i t y   based   ZAOZAO   bills   itself   “Your   social   crowdfunding   plaHorm   for   start-­‐up   pretailer”.  The  new  online  plaHorm  allows   companies,   aiming   to   take   advantage   of   fashion   designers   to   post   pre-­‐   launch   the   JOBS   Act   legisla+on   in   the   US   (see   products   and   get   funds   for   produc+on   via   above).   To   date,   start-­‐ups   on   Fundable   the   site’s   community   of   fashion-­‐loving   have   offered   “rewards”,   such   as   products   crowdfunders   or  experiences,  to  investors.   *source:  Massolu+on/The  Economist,  May  2012).    
  • 5. EMERGING2 products  and  services  from  emerging  markets  for  emerging  markets   In  2013,  the  GDP  of  emerging  markets  will   exceed  advanced  markets  for  the  first     Ome*  to  USD  44.1  trillions  versus  USD  42.7 *measured  in  Purchasing  Power  Parity  terms     **Source:  IMF,  October  2012  
  • 6. EMERGING2 Lenovo:     WeChat:     Asian  smartphone  strategy   Chinese  messaging  app   In   October   2012,   Lenovo   started   selling   a   range   Tencent’s   WeChat,   the   Chinese   voice,   text   and   of   smartphones   in   Indonesia,   from   the   high-­‐end   photo   messaging   service   has   changed   its   name   K860   with   an   8   megapixel   camera   and   8   GB   of   from  ‘Weixin’,  to  have  broader  global  appeal.  In   memory,  down  to  more  affordable  smartphones.   September  2012  the  service  added  Hindi  support   The   manufacturer   also   announced   that   it   would   in   India,   having   already   added   Portuguese   (for   launch   a   smartphone   for   the   Indian   market   by   the  Brazilian  market)  and  Indonesian.  It  recently   March   2013,   looking   to   build   on   its   posi+on   as   topped  200  million  users  worldwide.   the  second  largest  smartphone  maker  in  China.  
  • 7. MOBILE  MOMENTS “Lifestyle  mul5-­‐if-­‐not-­‐hyper-­‐tasking:  why  micro-­‐convenience,  mini-­‐ experiences  and  digital  snacks  will  rule  in  2013.”   A  survey  of  US  adult  smartphone  owners  found  that     63%  of  female  respondents  and  73%  of  male  respondents     don’t  go  an  hour  without  checking  their  phone*   *Source:  Harris  Interac+ve,  June  2012   **Source:  Pew  Research  Centre,  September  2012   ***Source:  DFKI,  November  2011  
  • 8. MOBILE  MOMENTS Cell  phone  users  (18-­‐24)      109.5/day  &  >3  200  /per  month   *Source:  Harris  Interac+ve,  June  2012   **Source:  Pew  Research  Centre,  September  2012   ***Source:  DFKI,  November  2011  
  • 9. MOBILE  MOMENTS   An  academic  study  of  Android  users’  app-­‐habits   revealed  that  while  users  spend  nearly  one  hour   on  their  devices  a  day,  the  average  app  session   lasted  only  just  over  a  minute   *Source:  Harris  Interac+ve,  June  2012   **Source:  Pew  Research  Centre,  September  2012   ***Source:  DFKI,  November  2011  
  • 10. MOBILE  MOMENTS Snapchat:     WeChat:     Temporary  photo  sharing  app   Hyper  social  features   Snapchat   is   an   app   that   enables   users   to   share   The   ‘Remote   Shake’   feature   randomly   connects   images  that  can  only  be  viewed  by  the  recipient   two   users   who   shake   their   phones   at   the   same   for  a  few  seconds  before  they  ‘self-­‐destruct’.  The   +me,   while   ‘Drim   Bonle’   allows   users   to   send   a   developers  announced  in  October  2012  that  the   virtual  message  in  a  bonle  ‘out  to  sea’,  where  it   service  was  processing  20  million  images  a  day.   can   it   collected   (and   read)   by   another   random   user.  
  • 11. Thank  you!   Anton Razumov ex.Brand Manager Pantene Pro-V +91 981 879 05 08 anton.razumov@gmail.com linkedin.com/in/antonrazumov slideshare.net/antonrazumov twitter.com/ZooMik
  • 12. CELEBRATION  NATION “Flaun5ng  the  new  ‘it’  cultures.”   Emerging  markets  will  proudly  export  and   even  flaunt  their  naOonal  and  cultural     heritage  in  the  next  12  months.  *Source:  www.trendwatching.com  
  • 13. CELEBRATION  NATION House  of  Masaba:     Pop  Art  sarees   Mumbai-­‐based  luxury  fashion  designer  Masaba  Gupta’s  House  of  Masaba  has  reinvented  the   tradi+onal   Indian   sarees   with   quirky,   modern   mo+fs   and   Pop   Art   prints   that   are   targeted   at   young  female  consumers.  Released  in  Spring  2012,  her  black-­‐and-­‐  white  camera  print  saree  has   been  favored  by  several  Indian  celebri+es,  as  have  her  cow-­‐  and  animal-­‐print  versions.  Prices   range  from  INR  8,000  to  10,000.