disruptive tech: 5 year outlook - kate watts

September, 2014 875 N Street NW St #205 DC / 202 350 4600 / hugeinc.com

Disruptive Tech: 5 Year Outlook.

Huge

September 2014

1 gbps @ $70/month – 100x faster than

today’s broadband

Everything will be connected.

2014 vs. 2019

14.4 Billion connected devices in 2014

42.1 Billion connected devices in 2019

Internet of Things.

Internet of Things

Connectivity

People & Processes

Sensors & Actuators

Source: Harbor Research

“The network of physical objects accessed through the Internet... these

objects contain embedded technology to interact with internal states or the

external environment.”

Internet of Things:

Cisco; Cisco.com Webtrends

Where the line between technology and all the other things in our lives

becomes completely invisible.

Internet of Things:

From our products…

Refrigerators.

Toothbrushes.

Bikes.

Accenture 2014

Cars.

To our cities…

Traffic management systems.

Waste management systems.

Water systems.

Electricity grids.

To our commerce…

Supply chain, inventory, logistics, and fleet management.

Higher staff productivity, tighter security, better customer service, more advanced in-store digital.

And in 5 years…

Autonomous cars.

Virtual personal assistants.

Human augmentation (Human 2.0).

Brain-computer interface.

Quantum computing.

Because of this connectivity, we are able to experience a

quantified existence.

Quantified Existence.

We track our purchase history.

We track our relationships.

Where we have been.

And we track our runs in 3D.

We track our baby’s sleeping habits and optimal sleep conditions.

And even their “business.”

Seven out of ten adults track a health indicator. 60% of US adults say they track weight,

diet or exercise.

33% track health indicators like blood

pressure, blood sugar or sleep patterns.

12% track health indicators for a loved

one.

In effect, people are digitizing themselves.

Each of us is becoming

another node on the grid.

We are making our thoughts, behaviors, preferences, and

relationships open and available.

And we are expecting not only our devices to predict our

needs, but also our marketers.

Quantified Marketing.

What will users expect from this new open data?

What opportunities and responsibilities will marketers

have?

When will insight feel like a service? When will it feel like

an invasion of privacy?

What will be the key factors to marketing success?

Most notably for marketers, vertically defined stand-alone products and markets will no

longer exist.

Mobile Tablet Notebook Desktop TV & Set Top Box Signage

Smart mobile apps

(location aware)

TODAY

ONLY

Exclusive

offers

Connected digital

signage

Mobilized

Team

Vehicle

Integration

We are now dealing with a horizontal network.

Marketers will need to think beyond existing & emerging

media, and more about partnerships, open data

crossover, and real time issue resolution.

Quantified marketing will be driven by a function of data,

events, and services.

Quantified Marketing:

Quantified Marketing:

Data.

No bad eggs.

It can’t just be garbage data.

Analytics must provide utility.

Information components that embrace comparative

analytics are an early hit.

The quantified self needs user-friendly analytics.

Waste not, worry not.

Data + social norms – changed behavior.

Foursquare recommendations based on location, habits and social graph.

Quantified Marketing:

Events.

A tie to real-time events.

Smart context.

Quantified Marketing:

Services.

The value will not only be in products but in the services they enable. Users expect a

high degree of personal utility.

Groceries on the go.

Disney Magic Band.

Delivering content at the point of care.

Seamless integration.

2020

$300 billion Incremental revenue (mostly

services).

Because of this open exchange of data, marketers

have an even deeper responsibility to promote

transparency and authenticity.

Privacy

As marketers we can not only market to them when and

where they are, but based on how and who they are.

Consumer attitudes and habits are just beginning to take

shape.

Most consumers don’t try to hide their online behavior.

Yes 38%

No 62%

Have you ever taken any steps to avoid being observed online?

Source: Huge Consumer Survey, April 2014, n=1236

Fear of misuse and skepticism inhibit proactive sharing.

10%

18%

24%

31%

40%

41%

41%

41%

43%

44%

47%

0% 10% 20% 30% 40% 50%

None of the above

It takes too much time to fill out forms

I just never give out that type of information

I generally prefer to be anonymous

The site or app did not disclose how it planned to use my info

The value I would receive from the site is not worth the info I would have to disclose

It asked for very sensitive information

I was concerned the info I provide would be stolen by a third party

I don’t trust the company running the site or app

I'm not familiar with the company running the site or app

I am concerned I will receive junk email or spam

What other reasons were important to you when you decided not to provide personal information to a website or app? .

Source: Huge Consumer Survey, April 2014, n=1236

Majority of users are unsurprised by personalized digital experiences.

Yes 39%

No 61%

Thinking about your Internet use in the past 6 months, have you ever been surprised by what a site knows about you?

Source: Huge Consumer Survey, April 2014, n=1234

The best experiences delight without asking permission.

Data, at a glance.

Utility will trump privacy concerns.

Outlook.

The mobile device will be the primary control point for the

Internet of Things.

User actions will continue to become unnecessary.

The value of user insight will continue to be paramount.

The data will tell us the what but not the why.

Display media will all but disappear.

Predictive social analytics will replace “real-time marketing”.

R&D budgets will increase.

You will be engaging more with Corporate Comms than

Product Brand Managers.

Questions?

September, 2014 875 N Street NW St #205 DC / 202 350 4600 / hugeinc.com