Technology can iterate or it
can disrupt and unlike
years such as 2008-
2010, we’re currently
iterating..
Current technologies on the horizon
are more software and hardware
based than previous years, taking
longer to come to market, developing
instead of disrupting quickly…
Contrary to popular
belief, more connected
things won’t mean
a lamp that can
friend (or de-friend)
you on Facebook…
Instead the ‘Internet of Things’ is
evolving functionality that is already with
us. It is devices that:
a.) Connect with
basic information
(a toaster that
knows the time &
date)
Instead the ‘Internet of Things’ is
evolving functionality that is already with
us. It is devices that:
a.) Connect with
basic information
(a toaster that
knows the time &
date)
b.) Allow other
devices to Control
them (a washing
machine set on
mobile, smart
home control)
Instead the ‘Internet of Things’ is
evolving functionality that is already with
us. It is devices that:
a.) Connect with
basic information
(a toaster that
knows the time &
date)
b.) Allow other
devices to Control
them (a washing
machine set on
mobile, smart
home control)
c.) Coordinate with
other devices and
data to anticipate
and predict
Coordination/Prediction
is still on the way and
where the ‘internet of
things’ gets its value…
A washing machine that not only knows it is broken and contacts you, but
has already cut the power to it, found the cheapest plumber in your area
and looked at open appointments in your calendar to have it fixed.
So what does this mean for brands?
• Connected devices seeking information could create a 2nd customer to
target, the objects themselves
• Information exchanges, open APIs and search will need to provide
greater accessibility for rational information sources for objects to
connect to
• Manufacturers and hardware companies must embrace open
platforms to drive centralization and data sharing forward
• Devices may be making rational and routine decisions through
prediction, but the consumer will still drive final choice and more
emotional, less predictable behaviour
2013 has iterated this
further, showing how data
can indicate what a user
wants to see on a
device, but also what he
wants to do…
The UX of the future is minimal,
presenting only what you need
when you need it and taking
things away when you don’t..
Tempo, Sherpa, Google Now & Others are
starting to show what prediction can do
for an interface and usability..
So what does this mean for brands?• The data needed to deliver rapid predictive functions will quickly come
to a point where its less about hoarding and more about interchanging
information between apps and platforms quickly and openly
• Marketers will need to build trust with consumers through a greater
value for data to enable this technology to develop quickly
• Predictive UX doesn’t kill the ‘WOW’ factor of new tech, but it does
shift the focus to subtle pre-emptive functionality
• Pre-emptive search from Google and others will be the first
advancements for this, but raises questions about how this impacts
the purchase process
Technologies that have created the
‘quantified self’
(Nike+, Jawbone, Fitbit, etc.) will go from
data providers to coaches, creating the
‘informed self’
Verbal feedback and analytics can
become more meaningful positive
feedback and insights using device and
data connectivity
Its just a run until Nike+ and your scale
get together with your refrigerator…
(or even your calendar for now)
This may seem overreaching, but
technology already changes behaviour
all around us (just look at the ATM)
So what does this mean for brands?• Tech products have already marketed themselves completely on
positive behaviour change through use, but these messages will
become only more refined with time
• As they do, it will continue to change what consumers think of as
value, moving, in some cases completely away from the functional
aspects of the product itself
• Apps such as Carrot highlight how software can take on a personality
to encourage behavioural change
Google’s product
demo / developer
briefing of glass
showed the
grounded reality
of the product, but
also its great
potential…
Stephen Wolfram spoke on the future of
products such as Alpha, creating machine
based expertise and generating new scales of
data usage…
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