Download - Digital Trends 2017
DIGITAL TRENDS
Moving into 2017
2014 - 2016 CONSUMER SHIFT
From products to experience
78% of Millennials said they would rather spend their money on
experiences not “things”PWC 2014
Placing the consumer at the heart of everything they do & designed simple customer centric experiences around their
needs
Alibaba, the most valuable retailer has no inventory
Uber, the worlds largest taxi
company owns no fleetAirBnb, the largest
accommodation provider owns no
real estate
A VIEW ON 2017
More of the same
But with greater tools
2017 – ENHANCING THE EXPERIENCEThe focus still remains on brands creating an experience
1. Artificial Intelligence; the rise of the machines?
2. Virtual; replacing and enhancing reality
3. Intuitive interfaces; thinking beyond the swipe
ARTIFICIAL INTELLIGENCE (AI)
The rise of the machines?
DEFINITION
‘The science of making computers do things that require intelligence when done by humans’
(Minskey 1968)
Learning. Reasoning. Problem solving.
Perception. Language understanding. (Turing 1950)
DEFINITION
Lots of data, very quickly with humanlike intuition
(Neil today)
WHY NOW?
Big data is not a new concept. Watson won Jeopardy in 2007,
Super AI is still 20 – 60 years away
DATA INTELLIGENCE
ENHANCING HUMANS
HUMAN INTERPRETATION
– Under Armour want to own a complete picture of your health
– $700m+ investment in platforms (incl. My Fitness Pal)– Attempting to own the biggest pool of health data– World’s first social network for athletes and fitness
enthusiasts
Data
IF YOU’RE LOOKING TO CRITIQUE AS WELL...
MESSAGING BOTS
– Developed as standalone products or using one of many messaging platforms i.e. Facebook
– 89% of customers would prefer to use an AI driven messaging bot to speed up finding information (Nuance research 2016)
Human interpretation
– Google Assistant, Microsoft (Cortana), Apple (Siri) and Amazon (Alexa)
– Siri handles 1 billion+ spoken requests per week– Gartner estimating that by end of 2016 two-thirds of
consumers in developed markets will use them daily– Customers likely to be heavily influenced by their VPA of
choice
Human interpretation
Human enhancement
– Developed as standalone products or using one of many messaging platforms i.e. Facebook
– 89% of customers would prefer to use an AI driven messaging bot to speed up finding information (Nuance research 2016)
It's likely to be either the best or worst thing ever to
happen to humanity, so there's huge value in
getting it right Stephen Hawking
““
VIRTUAL REALITY
Virtual and augmented reality
Goldman Sachs, The real deal with virtual and augmented reality, Feb 2016
““It is estimated that the AR/VR market will reach $80 billion by 2025 – roughly the size of the Desktop PC market today
(2016)
Virtual and augmented reality have the potential to transform how we interact with almost every industry
today, and will be equally transformative both from a consumer
and an enterprise perspective.
““
ON THE MARKET IN 2016Virtual Augmented
Overlays the real worldImmerses you in a virtual world
LEISURE & ENTERTAINMENT
EDUCATION, TRAINING & PURPOSE
BETTERMENT
– Pokémon Go launched in July 2016 truly made AR accessible
– 500 million downloads to date, across 100 countries– 26 mins spent per user, daily on the app
Source: DMR, Oct 2016
Entertainment
– ‘World first’ VR rollercoaster– Taking participants to places that they’ve never been to
before– 189 seconds, flying through space– Alleviating safety concerns
Entertainment
– A picture is worth a 1000 words”– New York Time embraced VR as one of many digital
initiatives– November 2016 committed to at least one 360 story in
every edition– Charities also using immersive story telling to huge
effect
Education
– Relaxation and mediation wherever you are– Tailored experiences based on an individual’s
preferences– World’s first VR app to measure heart rate in virtual
reality to effect the VR experience– Marriott hotels using to transport tired travellers– Treatment of fears and phobias
Betterment
INTUITIVE INTERFACES
Thinking beyond the swipe
– XXXXXXX
Human enhancement
– Neural Lace - ultimate enhancement – Symbiotically allows you to interact with your digital
environment– Chinese scientists have mastered getting into our brains
– just need to programme
PROJECT JACQUARD
Haptic or kinaesthetic communication recreates the sense of touch by applying forces, vibrations, or
motions to the user’ Wikipedia
HAPTIC TECHNOLOGY
IN CONCLUSION
What will 2017 bring?
IN SUMMARY1. Experience remains the macro trend
2. In 2017 an experience is more in-depth, immersive and specific and needs to move beyond ‘traditional’ digital channels
3. New relationships are establishing themselves – it’s a brave new world for brands and marketeers
4. Data will be key to driving experience
THANK YOU