McCann_2020_MWC
- 1. 4 TRENDS GET READY FOR THE 2020S
- 2. BY 2020s 50 BILLION Connected devices THREE TRILLION USD IN MOBILE From “mobile” ECOSYSTEM REVENUE BY 2020. 4.5 Car TRILLION Infrastructure Shops Wearables To “mobility” Objects Home Cities USD IMPACT OF MOBILITY. * Source GSMA
- 3. 4 TRENDS NEW TRANSACTION REMIX REVOLUTION TV REBORN INVISIBLE INTERFACES
- 4. NEW TRANSACTION DEFINITION Through new platforms and the growing popularity of peer-to-peer sharing, people are realizing their ability to create new value, where “transactions” are becoming about more than just money. ? TODAY DHL My Ways mobile app uses the public to deliver the last mile. Link BY 2020 Where your Power Seller status in eBay can act as currency for payment or access to another product or platform. It took four years for Airbnb to serve its first 4 million guests — a number which has grown to 9 million in the nine months since the end of 2012. DISRUPTION As the global financial crisis forces people and businesses to rethink their future, the challenge and opportunity comes from understanding how you can create new economies or platforms from the ashes of your old business model.
- 5. REMIX REVOLUTION DEFINITION Customers are getting used to personalized products and services and finding like-minded people to create the perfect product (Kickstarter). Remixing existing products to give exclusive editions is getting easier as low volume manufacturing becomes cheaper. Acknowledging this niche is growing, means manufacturers of mass produced items need to provide similar capability. TODAY Motorola provide mass customization where multiple options are available for your phone on-demand. Link 3D 3D printing was recently named by Goldman Sachs as one of eight technologies that are going to creatively destroy how we do business. BY 2020 As you order a shirt to be made in a colour inspired by tropical holiday snaps, the 3D sensors (such as those designed by Apple’s recent purchase Kinect-maker Primesense) in your device will help analyse your body shape and skin tone to give advice on whether it will look good on you or not. DISRUPTION Pretailing through crowdfunding and manufacturing through 3D printing centres or artisanal manufacturers appealing to Green or Patriotic sensibilities will find growth. How will you compete?
- 6. TV REBORN DEFINITION As streaming services become “normal” the way we interact with video content is at a tipping point: set free from usual tech constraints becoming real-time, interactive and social. VIDEO IS THE NEW TV – IS A CHANNEL RELEVANT ANYMORE? IS BRANDED ACCESS THE ANSWER? TODAY By knowing their customer data, Netflix confidently funded and made available a whole series (House of Cards) at once satisfying customer desires. More people in the U.S. now pay to stream movies each month on Netflix than pay for HBO. 29.93 million people in the U.S. pay $7.99 each month to stream movies, documentaries and TV shows. BY 2020 Crowd-funded premium video content means funders getting parts and profit. Networks and brands as crowd-funders next to individuals. DISRUPTION People will pay for content they love. A global audience allows niche content to be created profitably but where is the advertising opportunity? If your brand still wants to message next to great content, you need to be next to Premium Video. Is Branded Access the answer?
- 7. INVISIBLE INTERFACES DEFINITION Wearable computing devices are breaking out beyond sports and wellness wristbands to devices that can now be integrated into all things. This suggests a future where actions and tasks can be performed without having to hold your mobile phone and our bodies becoming the interface. TODAY Wristbands such as Jawbone Up Nike+ FuelBand, etc., which track the user’s sleep, movement, exercise and lifestyle.The smartphone display here is still the main “hub” for interaction. 64 million wearable technology devices by 2017. BY 2020 Small sensor devices in clothes, cars, contact lenses, food, mirrors, shops, food and our houses able to communicate with each other and provide tailored information including health related data and allow augmented user interaction by voice, facial expression or by thought. Hospitals will be able to provide a diagnosis based on vital stats tracking undershirts. Eg Apples iBeacon devices, Sony intelligent wigs, Microsoft mood sensing bras, Hexoskin T-Shirt. Link DISRUPTION The need for actively accessing the internet will decrease. New devices will do this for us. Devices as we know them today will start to disappear. We will move from a visual “display” brand world to an invisible data world with new ways of interaction. What true values can brands provide in this new setting?
- 8. WHAT NEXT? “I am not advocating communism or trying to turn the world into a kibbutz. Some people sometimes accuse me of being a socialist but I am a capitalist at heart. But what I want is a sustainable and equitable capitalism. Why can’t we have that as a model?” Paul Polman, CEO of Unilever Technology is empowering people in new and exciting ways and, in turn, this is disrupting industries business models. As we move to a more connected future, it is important in order to realize its potential that you understand your own 2020 plan. WHAT N WILL YOU W E S DO NEXT? WHAT’S YOUR 5 YEAR PLAN?
- 9. McCANN WORLDGROUP W ANT TO KNOW MORE? CONTACT US AT CTC@mccann.com GEEK OUT Smartdust is a system of many tiny microelectromechanical systems (MEMS) such as sensors, robots, or other devices, that can detect, light, temperature, vibration, magnetism, or chemicals. They are usually operated on a computer network wirelessly and are distributed over some area to perform tasks. Sources: Created By: Blogs: mccannmwc14.tumblr.com truthcentral.mccann.com/blog Mark Jackson Greg Armshaw Marco Koeder Marcus Sigurdsson Isabel Castens