technology changing future

Trend Updates

TECHNOLOGY

CHANGING FUTURE

In this edition, let’s not talk

about…

Web 2.0

Blogosphere

Social networks

Micro-blogging

Video / Youtube

The Long Tail

UGC / Crowd sourcing

But about 5 new technologies

and how they might impact the

world around us -

Internet TV

Semantic Web

Global Currency

RFID’s

3D Printing

Technology changing future Trend Updates

INTERNET TV: Long Live Television

TV vs. Internet is a hot debate. TV has been losing to internet when it

comes to personal leisure. But, now think what Internet TV will do?

This year the internet and the web start to become the same thing. We are

entering a demand entertainment environment. With most of the

entertainment remaining free!

Implications

1. Real Time TV –TV advertising will be in real time now. If a viewer likes the

TV ad, he/she can instantly go and check the product online and even

order.

2. Measurement –Those spends made on pre-post ad tests, which still cant

say for sure if the TV ad works will be redundant because the results will

be on ‘How many people went online to check your product? After viewing

the ad’


Web 1.0 Web pages

linking to web

pages.

SEMANTIC WEB

The Web 3.0 will be mashups of

applications with artificial intelligence.

The control of the Internet will go out

off our hands and the web itself will

control the Internet.

Web 2.0 Transformation

of web pages

to web

applications &

user dialogue

Web 3.0

Semantic Web Machine understands semantics /

meaning of information on world wide

web.

Implications

1. Ease of search – As the data on web increases, semantic web will be a

powerful tool for consumers, because it will easily find products and

services that provide precisely what they need.

2. Search engine optimization – Businesses will now have to learn - what

consumers want and how they think about what they want, because

search won’t be about key words anymore but intent. Additionally, they will

benefit by spending less energy on wrong channel and wrong prospect.


GLOBAL CURRENCY What is it ?

We spoke abut Social currency in our last edition,

Facebook Credits is a way to monetize ‘credibility / the social currency’.

Implications

1. Incentives – Bloggers often get flown around the world now to talk at

conferences, which was previously the domain of People like Harvard

Professor - Michael Porter. Global currency will unlock the power of social

influence. Incentives to use products in a more profitable way is where the

real hot area will be.

2. Secure Online Purchase – This will lower the adoption barrier for million

of international users who will be able to buy credits from a single point

that can be used across networks and sites.

http://www.flickr.com/photos/silkcharm/4890515766/


RFID’s Radio Frequency Identification

We are getting very

close to disposable

technology...

What is it?

An electronic tag almost an active bar code attached to an object that uses

radio waves to transfer data from the object, through a reader for the

purpose of identifying and tracking the object.

Tiny sensors, will be able to detect everything we do and

interact with. So all of a sudden we can use these

tools for game play.

It’s a heaven for marketers –

It will be an active record of where your

product is and who is buying it.

Imagine Nike running shoes with an RFID

microchip which records how many

kilometres we run or walk per year, linked

to our Health Insurance provider.

More KM’s equals lower premiums due to

improved heart & cardio vascular health

and an increased frequency in wear out of

Nike runners!

A corporate gaming match made in

heaven.

+


Implication

1. Game changer for small businesses: Often the cost of prototyping is

the highest for small business, but they aren't close to real things to

convince investors. 3D printers are generally faster, more affordable

and easier to use than other additive manufacturing technologies and

3D Printing is just as real.

2. At home: Though right now, 3D printers are expensive but imagine as

technology is becoming cheaper, how it can surprise brands by

producing items for a fraction of the cost to what it now is.

3D PRINTING

3D printing is not just for

sci-fi fans anymore.

Imagine a future in which a

device connected to a

computer can print a solid

object?

3D printers outputting physical objects are already on the market!!

What is it?

Its an additive technology in which objects are created by laying down

successive layers of material.

Think beyond the prototype, even if you’re not in the manufacturing space,

how can use the technology to give your consumers experiences they have

never imagined. Take a look at the link to see how Google uses it for next level

of thinking

http://www.youtube.com/watch?feature=player_embedded&v=u_B8yrG45vE#!

http://www.youtube.com/watch?feature=player_embedded&v=u_B8yrG45vE


Eager to discuss and chat more? [email protected]

Impact Technology has moved the power to people. Brands must leverage human

revolution with a commercial perspective. Just that rules of engagement

are different.

1. Authenticity pays. Consumer respect comes from understanding the

rules and respecting the on line world as the real world.

2. Speak with a human voice

3. Engage the crowd. They own your brands. Pay the respect the real

brand owners deserve. Now that we know we must act on it. Let

consumers hijack brands.

4. Compound effort. Benefits take longer to garner in the new world. It’s

not like the old days of a large media campaign and watch the scan

sales.

5. Learn on the job – It can’t be strategized. It’s too unorganized and

changeable… the web is humanity in digital form. Then the only way to

play is to embrace the chaos and be part of the conversation.