Kultur- og

fritidskonference 10. Maj

2011.

Fremtidens aftensskole anno 2020

DOF Region Sydjylland

Fremtidsforsker Marianne Levinsen

Fremforsk, Center for Fremtidsforskning,

www.fremforsk.dk

The future of smartphones and

consumers

Jesper Bo Jensen, ph.d., CEO

Futurist

New era new Zeistgeist:

Futurisme

From Retro – knitting, baking, growing your own

herbs and vegetables since 2008

To Futurisme:

New thinking and perspective

New optimism

Belief in the future

New digital structures and new technology will

give growth and prosperity in society and in

companies in the future

The new scarce good:

The new luxury

Time: Decoupling, disconnection, having time for yourself

Attention and peace and quietness A luxury to be free of mass media, internet and cell phones

Full attention to somebody present

Space and room Goodbye to monkey-class, traffic jam on freeways, simplifying

your life, back to nature

Nature and a sense of cleanness: Clean air, clean water, food without poison

Safety – cell phone safety, personal integrity etc.

….but in the shadow of the new Zeitgeist

The New Phases of Life

0 20 40 60 80

0 20 40 60

2000

1960

2030

Childhood

Teenager

Parents/

family

Elder

Freedom 1 Senior

Freedom 2

The new consumer

paradigm

Discount goes mainstream

Ikea, H&M and Lidl will expand futher

New high quality discount

New high end luxury

Up-market speeding up – luxury is back and we want

more of it in the future

Middle-market platforms eroding

Middle Brands in trouble – new branding strategies

needed

The old world will never come back again – changes as

profound as going from the 1970th to the 1980th

The Economist 28.2 – 6.3. 2015

Mobil Digital Now or

invisible in 2025

Disruptive technology

The digital revolution

Version 3.0

We are in the middle of a real digital revolution

that changes the way we work, produce and

communicate in a new digital society.

Its often invisible to us – or getting invisible

Digital structure and software has become a

basic part of peoples lives and public and

privates Companies

Sharing economy is not sharing, but creating

new markets and businesses using smart

phones

Many types

of consumers

Different generations, nationalities, minorities ,

age, cultural and social and economic resources

One size does not fits all

A company need to provide service that is targeted

to different types of consumers

We all like when it’s done the way we prefer it

Personalized service is just the way I want it

Multi personal approach to service and consumers

Personalized smartphones – well let us try a

selection of apps

There’s an app for that

On- demand services and economy is growing

rapidly in private home, medical sectors and in

companies

Demand and assistance when and when ever it

fits you as a company or private person

Uber, my-clean, Airbnb, Amazones intelligent

Turk – all kind of services from product, semi-

skilled to highly skilled personal services

Quantify yourself -

Vivino AppTake a photo of any wine

& get instant ratings, prices and user reviews.

Get the vivino app for iOS,

Android or Windows Phone

Wearables – already i

many forms and shapes

SmartWatch or band

Six Generations

Baby BoomersBorn 1940-54

Post war generation –

educational boom

Reinventing every phase of life

Rock, beat, soul

Tech: The pill

Generation Jones

Recently discovered

Large generation

Design, ethics, idea

Against divorce, pro family – tech: Stereo set

Born 1955-67

Generation X

The so-what generation

Small after the pill

Selfcenteret, extrovert

Personal succes, Video, workaholics, love brands

Born 1968-79

Generation Y

The smallest gen.

Fun shoppers, great social skills, Myself inc., situational consumption managing many choices

1980-89, PC, cell phone

Generation Z

Between war gen.,

Project & trophy kids

Be famous, groups based

Digital natives

Born 1990-2001

New Millenium

After 9-11 generation

Cultural homogenization

EU as native soil

Wi–Fi (Wireless internet)

Født 2001 - 2011

Baby boomers as

consumers

They are loyal to local shops and trust persons they

know can provide the right personal service

They prefer face to face or by the phone communication

They do use the internet, but only to find or buy things

without risk

They prefer to shop as a couple or with friends

They like to be understood and helped personally by a

nice service minded person

Smartphones – they love, like, dislike or hate them

Someone have to invent a smarthphone made for Oldies

If its not for me, why should I buy it?

More conscious and cynical consumers

Design, ethics, idea

Against divorce, like family values, society is important

Money! And they want you to help them get more

Pension schemes, private investments, costs of investments, new opportunities,

Smarts phone are used – but not to there full functionality

Get someone aged over 40 to make apps to this group –remember that they come in to different spices:

Men and Women

Generations X

born 1968-1979

The individual way: A self-centered generation

Workaholics – personal success and status

Brand enthusiasts – but now focused on price and value

Been hit hard by the current crises

Smartphones, Facebook, shopping on the net,

communication on every media, always on, never off

Somehow we have to make apps to them, that looks like

an app for the youth

Quantify me, show me, se me, love me!

…and a red button to cut it all off

The Nursery Generations

What do you feel like doing today, little Michael?

Adults as a resource

Consider oneself as a part of a group – with age and school

several groups – leisure time groups, family, school, recreation

scheme etc….

The media-generation – used to multiple TV-channels,

advertising, multi-tasking

Not selfish but individualistic: Everyone has the right to

fulfill their dreams

Peers review is all that counts

What to be with peers all the time

Almost born and living on-line!

Socialized to individual and personal approach from

parents, teachers and employers.

Multitasking - the digital way – news, culture,

information, shopping, music and chatting.

Sharing is caring , rating and tracking - Gaming

www.youtube.com & www.facebook.com,

www.pinterest.com, www.instagram.com &

www.snapchat.com

Global Communities with same interests among Peers

Generation Y ( 1978-89)

and Z (digital natives)

(1990-2001)

The first online and Google it! ..Information, shopping,

chatting, uploads of pics and videos

The digital natives can´t imagine a life without a smartphone

and a laptop

Without my smartphone ” I feel Naked”

Personal recognition for what I say or do

Social networking is a must in life

Personal style over Brands

Better to create your own products, music, way of doing

things that just receiving

Generation Y & Z

Social shoppers – shopping for fun

Inhabitant of the internet and internet shopping malls: The digital natives Let´s find the best price of a product world wide

Social networking is a must in life

Trustpilot, hotels.com etc – good peer evaluation is the key to success among these generations

Instant Gratification – patience is history

Social networks and business – beware, but find a path

to a solution (clubs, networks, … special events)

If you want loyalty - go

buy a dog (Bill Webb, London College of Fashion)

Consumer loyalty is

history

Situational

consumption makes

loyalty impossible

The younger the

worse

Gen Y and Z do not

love brands

They just use them to

build a style

Jesper Bo Jensen

Fremforsk

- centre for future studies

Kannikegade 18

8000 Århus C

E jbj@fremforsk.dk

T 86 11 47 44

M 20 67 45 00

uk.fremforsk.dk