SXSW 2015: 10 Trends from the Havas Village

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  • 10 TRENDS

    SXSW

    IN 2015

  • THE COLLECTIVE / HAVAS MEDIA + CAKE / HAVAS WORLDWIDE SXSW 10 TRENDS IN 2015

    There was a time when SXSW set the agenda, but now it seems to reflect it. !Once a focal point of the digital design industry, the event has grown in size and ambition to become a forum for a wide variety of contemporary issues, seemingly random in nature and curated around no clear principles. !Havas has summarized some of the common key themes on display at SXSW, which were reflected more generally as societal trends.

    INTRODUCTION

  • 1THE COLLECTIVE / HAVAS MEDIA + CAKE / HAVAS WORLDWIDE SXSW 10 TRENDS IN 2015

    THE MECONOMY

    3

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    THE COLLECTIVE / HAVAS MEDIA + CAKE / HAVAS WORLDWIDE SXSW 10 TRENDS IN 20154

    1 THE MECONOMYHave we reached peak narcissism? !Lets be honest. The rise of the visual web from Instagram to Vine and the obsession with up votes and shares has led to people not just living life, but broadcasting it. !No longer is it enough to do something; now unless we snapped it, uploaded it, shared it and commented on it, its like it never happened. I tweet, therefore I am. !From GIF-taking photo booths, to portraits in cappuccinos, to endless selfie sticks and step & repeats, SXSW was a festival for all things me. Now our curated social feeds reflect our personal brands more than our handbags ever could. !The star of the show, the live-streaming app Meerkat, offers the chance to broadcast live to the world what were doing, regardless of whether anyone cares.

    Meerkat, a breakthrough app at SXSW that promotes personal life broadcasting.

  • 2ADVENTURE CAPITALISMTHE COLLECTIVE / HAVAS MEDIA + CAKE / HAVAS WORLDWIDE SXSW 10 TRENDS IN 20155

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    THE COLLECTIVE / HAVAS MEDIA + CAKE / HAVAS WORLDWIDE SXSW 10 TRENDS IN 20156

    2 ADVENTURE CAPITALISMThis year, SXSW doubled the size of its startup village and to be fair, it wasnt small before. !Were in a golden age for entrepreneurs: the ample funding from VCs, endless and encouraging coverage of unicorn startups, funding sites like Kickstarter and Indiegogo, a whole ecosystem of support from incubators to accelerators, and most of all, the lowest company start-up costs the world has ever known. !In these heady, euphoric times, it seems launching a startup is the new year out. Millennials are leaving formal education to fail fast and learn from their mistakes. !Brands look to become increasingly involved. From McDonalds replication of Dragons Den, and MasterCards Priceless Elevator Pitch ample money and support were on display.

    Mastercard gives $15,000 to startup winners after successful 60 second pitches.

  • 3HUMAN TECHNOLOGYTHE COLLECTIVE / HAVAS MEDIA + CAKE / HAVAS WORLDWIDE SXSW 10 TRENDS IN 20157

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    THE COLLECTIVE / HAVAS MEDIA + CAKE / HAVAS WORLDWIDE SXSW 10 TRENDS IN 2015

    3!Technology is enveloping us. !For years weve had an uncomfortable relationship with technology. Weve tried to keep it away from us, but now were pulling it closer. !Our screens from the late 19th century to today have evolved from cinema, TV, desktop, laptop, mobile phones and now wearables. Were getting closer to ever smaller screens that are increasingly personal and intimate. We no longer own single devices, and soon well host our own personal ecosystems of connecting devices. !Our relationship with technology is changing, from tech we wear to more intimate data we share. From smartwatches to smart shoes, from Google Now to Microsofts Cortana, technology is engulfing us. !The next step will be technology that uses anticipatory computing to make suggestions. Just imagine what this means for marketers. !

    HUMAN TECHNOLOGY

    Wearables are taking over our bodies & aiding our decisions. Welcome to an era of personal device systems.

  • 4YOUR MOBILE HOMETHE COLLECTIVE / HAVAS MEDIA + CAKE / HAVAS WORLDWIDE SXSW 10 TRENDS IN 20159

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    THE COLLECTIVE / HAVAS MEDIA + CAKE / HAVAS WORLDWIDE SXSW 10 TRENDS IN 201510

    4Our phones have become our gateway to everything. !Since 2003 it has been the era of mobile, but what took longer to arrive than expected has transformed our lives more than anyone predicted. !Our phones are no longer just devices helping us to consume media or shop, they have become our primary interfaces with everything around us. !From operating our smart homes and booking travel, to paying for merchandise and monitoring our health activity, a number of companies at SXSW have shown that our phones can be our personal hubs. ! We may soon live in a world of personal device ecosystems, with Fitbits, VR headsets, Myo armbands and smartwatches, but it seems our phones are destined to be the access point for everything around our bodies, in the world and on the internet. !

    YOUR MOBILE HOME

    Our phones become the key to access everything around us, in the internet & on our person.

  • 5DIGITAL REIMAGINATIONTHE COLLECTIVE / HAVAS MEDIA + CAKE / HAVAS WORLDWIDE SXSW 10 TRENDS IN 201511

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    5Slowly its dawning on all companies that to be successful in the long term, they must embrace digital at the foundation, and stop making it a thing. !Its commonly believed that there are two types of companies: those that ignore technology, who bury their heads in the sand and hope for the best, and those that welcome the new, who have adapted to the modern age, and have a head for digital, a great website and an app. !A third type is developing; a digital-first company. These are companies rebuilt for the modern age, that see digital at the center of everything they do. !With this mindset, fast food joints, such as McDonalds, think about how they can act as charging stations and places to share digital images; gyms like Equinox transition from being places to work out to health management companies; car ownership turns into car access; and Sonos transcends its origin as an audio device to become a gateway to music and more. !!

    DIGITAL REIMAGINATION

    THE COLLECTIVE / HAVAS MEDIA + CAKE / HAVAS WORLDWIDE

    Lyft & McDonalds at SXSW, two big brands thinking with digital at the heart.

  • 6ARTIFICIAL INTELLIGENCETHE COLLECTIVE / HAVAS MEDIA + CAKE / HAVAS WORLDWIDE SXSW 10 TRENDS IN 201513

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    THE COLLECTIVE / HAVAS MEDIA + CAKE / HAVAS WORLDWIDE SXSW 10 TRENDS IN 2015

    6When big data meets hyper-connectivity and incredibly powerful processing, were on the verge of something new and amazing: artificial intelligence. !From IBMs Watson Life teams Chef Watson and beyond to Bina48, Martine Rothblatts android-wife, SXSW became a microcosm of what a future AI-fueled world would look like. Weve been talking about robots taking over the world for years, but this year the threat seemed real enough for protestors to march with painted signs and poorly worded chants.

    ARTIFICIAL INTELLIGENCE

    IBMs Chef Watson, dont blame the chef or hell electrocute you.

  • 7CREATING THE HUMAN MACHINETHE COLLECTIVE / HAVAS MEDIA + CAKE / HAVAS WORLDWIDE SXSW 10 TRENDS IN 201515

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    THE COLLECTIVE / HAVAS MEDIA + CAKE / HAVAS WORLDWIDE SXSW 10 TRENDS IN 2015

    7Technology can make us healthier and we dont mean Shake Weights. !From apps that track ones sleep cycles to contact lenses that gauge glucoselevels, human beings are gleaning more data from their bodies than ever before. !Traditionally, this robust,metrics-driven approach was reserved for machines on anassemblyline, but modern technology allows us to gather information about ourselves down to the millisecond. And the more granularthese data points become, the more sophisticated become the tools and processes we use tooptimizeourselves.We are effectively becoming human machines. !At this year's festival, The Pursuit of Equinoxincluded classes of 40 people on spin bikes that each measured half a million data points, which were then displayed on a screenand made available via a mobile app. We also saw the growth of telehealth, communicating with healthcare providers through text messages, emails or video instead of seeing them in person, and the rise of predictive analytics, which uses data like blood pressureandskin temperature to predict health problems.

    CREATING THE HUMAN MACHINE

    The Pursuit of Equinox, where fitness meets digital health

  • 8DEMOCRATIZATION OF CREATIVITYTHE COLLECTIVE / HAVAS MEDIA + CAKE / HAVAS WORLDWIDE SXSW 10 TRENDS IN 201517

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    8Thanks to better and more widely available tools, anyone can now be part the creative class. !For the first time in history, the regulars can compete with creative professionals in a variety of ways. The new iPhone 6 ad campaign demonstrates how anyone with an idea can take world-class pictures. 3D printing now turns our dreams into creations. From 3D scanners, to 3D pens, to pro-quality 4K video cameras and a plethora of cheap apps, it seems anyone can make anything. !Distribution and funding are changing things too. YouTube can launch careers and make celebrities of music or makeup artists, while Kickstarter can propel any idea to business fame. We once relied on a range of professionals to decide what we could wear, buy, watch and listen to. Now we just use our own judgement.

    DEMOCRATIZATION OF CREATIVITY

    3D-printed clothes, one of a variety of developing use cases on show at SXSW.

  • 9SIMPLICITY SEEKINGTHE COLLECTIVE / HAVAS MEDIA + CAKE / HAVAS WORLDWIDE SXSW 10 TRENDS IN 201519

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    THE COLLECTIVE / HAVAS MEDIA + CAKE / HAVAS WORLDWIDE SXSW 10 TRENDS IN 2015

    9What does mindfulness look like in the digital age? !Many of the most successful talks at SXSW addressed humanitys reaction to new technology and how the constant demands of the modern age are changing the way people behave. !Some say the next generation should be called Generation Moth, as theyll endlessly stare at the light on their screens. However, SXSW saw the development of apps and hardware to free us from our screens. !Wearables best hope of a use case is turning media into glance-able screens, so people can live with less focus on the phone. Software developments in the notification layer, and smart invisible apps like Dark Sky and Foursquares Swarm, run in the background. !We have apps like Pocket Points reward students for not checking their phones and in theory things around us are getting smarter to alleviate the cognitive burden of thinking. !Its time for us to take back control of our attention spans.

    SIMPLICITY SEEKING

    For every action there is a reaction, a drive to turn away from the fascination of digital screen.

  • 10THE BIG FOURTHE COLLECTIVE / HAVAS MEDIA + CAKE / HAVAS WORLDWIDE SXSW 10 TRENDS IN 201521

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    THE COLLECTIVE / HAVAS MEDIA + CAKE / HAVAS WORLDWIDE SXSW 10 TRENDS IN 201522

    10Four technologies could either change everything about the world or disappear with little effect. !Trends decks have been dominated by drones, virtual reality, 3D printing and self-driving cars for some time. While progress is fast, its still not possible to gauge what will come of it. !Will 3D printers undermine and disrupt the entire construction industry, global logistics systems and the very foundations of manufacturing? Or will they just sit in home depot looking out of place? !Will drones change healthcare, emergency response, and delivery systems to allow underdeveloped nations to leapfrog with efficiency, or will they remain man toys? !Will self-driving cars change everything about human settlement and revolutionize transportation, or fail due to incredible computing requirements? !Will virtual reality create an alternative universe that parallels real life and literally turn life on its head? Or is real reality good enough? !These are some of the most exciting questions in the world right now.

    THE BIG FOUR

    SXSW, another showcase of four technologies that could change everything or nothing.

  • THE COLLECTIVE / HAVAS MEDIA + CAKE / HAVAS WORLDWIDE SXSW 10 TRENDS IN 2015

    Questions or Comments? Reach out to Greg James at greg.james@havasmedia.com

  • THE COLLECTIVE / HAVAS MEDIA + CAKE / HAVAS WORLDWIDE SXSW 10 TRENDS IN 2015

    THANKYOU