another brilliant bima breakfast briefing in bournemouth
TRANSCRIPT
Brilliant BIMA Breakfast BriefingBournemouth July 2015
So, I’m here to talk aboutTechnology.
We know landscape has changed
But then that changed
It keeps changing
But first…
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Who is this Guy?
Ben DoranHead of Technology, EMEA
@bendoran@loweprofero
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What’s the “Next Big Thing”in technology?
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Predicting the future is hard
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Predicting the future is hard
Predicting the future is pointless
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Predicting the future is hard
Predicting the future is “kinda” pointless
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New “tech” every minute…
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The “Adjacent Possible”
It is the combination of the emerging technology, the new opportunities,and new behaviours are that are important.
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Don’t be blindsided by the ‘flagpole’ moments.
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Small Specifics
Big Ideas
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An Example: IoT
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Why now? It’s the convergence of 3 adjacent innovations:
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Why now? It’s the convergence of 3 adjacent innovations:
Access
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Why now? It’s the convergence of 3 adjacent innovations:
Access The Cloud
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Why now? It’s the convergence of 3 adjacent innovations:
Access The Cloud
Mobile
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We now have far more Access
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Why?
Link: https://vimeo.com/97925589
Example: The Tweetpot
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+Link: https://vimeo.com/126814985
Example: KFC Tray Typer
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+Link: https://www.youtube.com/watch?v=DE5e0C7xw7c
Example: Captain Buzz (Smartphone Pilot)
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We can utilise The Cloud
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Google Now: Preempting
searches with location data
and cloud access
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Put in video of http://www.happinessflag.com
Link: http://happinessflag.com
Example: Happiness Flag
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Mobile is the digital self, Mobile is you
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+Link: https://vimeo.com/44351185
Example: Meat Pack
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New platforms: mobile is you
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Mobile is the digital selfSo, what does this all mean for consumers?
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We know their landscape has changed
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But then it changed for them
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And it keeps changing
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But their environment is the same
Access Cloud
Mobile
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So what is the “Next Big Thing”for consumers?
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The age of access
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The age of context
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+The “future” is context.
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Ultimately technology provides new ways for consumers to find, be inspired and connect with our brands.
Lowe Profero 2014 - 2015. CONFIDENTIAL. © Copyright 2015
+Link: http://www.reapplyreminder.com
Example: Reapply Reminder
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+Link: https://www.youtube.com/watch?v=nZ532wkhHYs
Example: The Protection Ad
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Takeaways…
Look for patterns, be wary of the “Big Moments”
Big thinking, over small specifics.
Behaviour led ideas, not technology led ideas.
Mobile is your consumer, it’s not just a channel they use.
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Final thoughts…
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“Any sufficiently advanced technology is indistinguishable from magic.”
Arthur C. Clarke
Thank youThank you
Lowe Profero 66 Prescot Street6th FloorLondonE1 8HGwww.loweprofero.com
Ben DoranHead of Technology, EMEA
@bendoran