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Five Trends for 2013 Consumer : Media : Technology

January 2013

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Five Trends for 2013

The Evolution of Social

Screens Everywhere

Mobile and Mobility

Location: the new Context

Virtual blends with Actual

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The Evolution of Social

A move from static content to video interaction, text to picture, desktop to mobile and ever increasing scale offers new opportunities for consumers and marketers

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Social - Niche Networks

Although no one is looking for the next “big” social network, people are willing to join smaller, more specialized, interest-based networks

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Social - Personalization

Facebook’s EdgeRank algorithm prioritizes content on each user’s wall and shows them the most relevant content to them.

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Social – Cloaking/ Blocking

People taking control of what they want to see – and who sees their personal details

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Social – Alternate Brand Currencies

Trading virtual goods, or offering rewards for specified consumer actions

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Social – The Quantified Self

An emerging practice of self-tracking using social media and technology as a tool of personal and social enlightenment and sharing.

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Social - Pictures

In an increasingly visual world, a picture can be worth a thousand words.

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Social - Camera Ready

Social media and increasingly pervasive HD drives a culture of Perfect Beauty. Innovations that enable a “camera ready” image are entering the market

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Social – Instant Erase

With the growth in photo sharing (and some potentially negative consequences), special apps are being created so that your risque photo will not be preserved for prosperity!

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Social - Gamification

Gamification - the use of game mechanics and game design techniques in non-game contexts - is an engaging ways to immerse consumers in brands.

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Screens ... Everywhere

High Definition and Touch screens are becoming all-pervasive

100ft 10ft

3ft

1ft 2ft

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Screens Everywhere - Window Shopping

New touch screen and gesture technology make it possible to shop and interact even when the store is closed.

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Screens Everywhere - Tablets

Tablets have grown 49.5% in 2012 and by 2015, 1 in 3 of all computers shipped will be a Tablet (Source: Gartner).

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Screens Everywhere - Comfortable Computing

TBD

TV Web iPad/Tablet

Desire Seeking entertainment + Seeking information + Seeking experience

Experience Watch + Read, engage + Touch, do

Breakthrough Creativity + Interactivity + Effortless immersion

Lean Back Lean Forward Comfortable

Tablets represent the “third era” in screen engagement

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Screens Everywhere – Passive / Interactive

Tablets can make a traditional passive media like TV interactive, social and transactional

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Screens Everywhere – Asset Heavy to Asset Light

From pay-for-ownership of physical assets in a fixed location, to on-demand, instant access anywhere paid for by advertising or subscription.

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Screens Everywhere – Life is Beautiful

New High-Definition screens can give print-like quality with the added benefit of backlighting, motion, interactivity and transaction

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Mobile – One screen to rule them all …

In 2013, mobile phones will overtake PCs as the most common Web access device worldwide

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Mobile – Rapid Growth and Accessibility

Smartphone penetration is not only growing rapidly but lower-cost devices are proliferating

$95

$70

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Mobile – The “Everything Interface”

Increasingly many aspects of people’s virtual and physical lives can be controlled by specialized mobile phone apps – effectively becoming a “remote control” for life

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Mobile – Media Multitasking

Screen-shifting and parallel consumption are making formerly passive entertainment interactive – enabled by internet enabled mobile devices and custom apps

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Mobile – Frictionless Purchasing

Mobile payment will no longer require typing or swiping, just a bump or a gesture

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Mobile - Effortless Content

Pre-digested or curated content helps navigate the boiling sea of information in a mobile-friendly format

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Mobile - Facial Recognition

Built-in Apps like Recognizr offer “Minority Report”-style opportunities for brads to offer personalized offers to consumers

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Mobile - NFC Tags

“Like QR Codes on steroids”. Easy ways for brands to provide downloadable information and transaction opportunities.

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Mobile - Flexible Screens

Increasingly flexible and thin screens increase mobile go-anywhere versatility

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Mobile – Nomophobia / Juice Jitters

“My phone is my fifth limb” – brands can offer utility to find phones or recharge.

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Location

The biggest shift in consumer behavior is guided by smart phones and all they enable – be it social, local or mobile. Time and location based media are growing.

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Location – The New Context

Not just what media is being consumed, but where the consumer is and what real world activity they are undertaking

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Location – Maps and Mashups

With the mobile phone becoming the new default for finding your way, it is also becoming the default for finding places, products, services and people near you now.

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Location - Apps Foursquare Google Places Where Nike+

An array of (often free) apps are available to leverage digital maps and social recommendations to real world locale

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Location - Geofencing

Geofencing presents huge targeting opportunities and a new ability to interact with consumer near or at point of purchase.

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Location – Mobile as In Store Medium

Mobile is increasingly being used by shoppers for in-store reviews and price-checks. Marketers can deliver incentives in real time to affect the key moment of purchase.

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Virtual to Actual

With the advent of always-on and ubiquitous internet access, and ever-increasing digitization – our actual and virtual lives are starting to blend in to one.

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Virtual / Actual – Digitized Reality

Real world hybrids combine digital functionality with the palette of the physical world. Augmented reality is one facet of this.

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Virtual / Actual – Real World Liking

Technologies like RFID seamlessly combine with social media, empowering consumers to “Like” real world objects as well as digital or virtual ones.

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Virtual / Actual - Everything is Smart

Formerly dumb devices will be controllable by and offering feedback to Smart devices

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Virtual / Actual - Tech Humanization

Voice and gesture control means our technology will adapt to us rather than us adapting to it. Our digital experiences will be more intuitive and tech will take on a human persona

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Virtual / Actual - Rematerializing

Brands are creating physical products to enhance or embody the virtual digital lifestyle - so consumers can enjoy a tactile, tangible object as part of their digital consumption

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Closing Thoughts

•  Give Social a chance to touch every part of your business

•  Explore niche communities/ content

•  Explore ways of adding geo-relevance

•  Make every communication interactive via mobile

•  Engage and reward our always-connected consumers

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Food for Thought?

Thank You

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