The Last Word – Big Predictions for 2020

Physical publishing will be penning its swan song as digital content distribution continues its meteoric rise.

Cost of publishing and increasing environmental consciousness will force a seismic shift to digital – be it fiction, non-fiction, academic books, etc. Physical copies will become collector’s items.

Prediction 1

Prediction 2

Blu-ray will be the last disc based format for consuming video and CDs will go the way of the floppy; portable drives with advanced capacities going into petabytes will be the norm.

Analytics and personalization will empower a personalized Web experience across devices and sites. Its your Internet experience optimized to your time, content, and specific needs.

• This not only means that you’ll get served the content you want when you want it – they’ll know you better than you know yourself – but that recommendation engines will become ever more precise and powerful.

• It also means that targeted advertising will buoy media sites revenue.

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Prediction 3

Mobile and cloud will dominate computing.

• Our entire lives will be contained and accessed through our mobile smartphones.

• Cloud based storage and computing will allow us to store all of our lives in secure, personalized repositories in the cloud, accessible at any time through any device, including unlimited content, programs, social media connections, etc.

• Already a ‘first source,’ mobile phones will be as powerful as PCs today, allowing for total mobility. They will contain all of the programs – or links to cloud based versions – that we need to work, play, etc.

Prediction 4

Big Data will be tangible.

• Data will become pervasive in operational modeling, customer management, partnerships and communications, marketing and sales.

• Companies will be more informed than ever about how they are performing and how best to optimize future performance. Predictive analytics will allow for heretofore unheard of process and decision efficiencies.

• Solutions to presently vexing issues, like climate change, global poverty, and financial system inefficiencies, will improve by leaps and bounds, further than we can presently conceive.

• Data scientists, interpretive managers, and optimization managers will be in high demand on a global scale. The world will again be made smaller.

Prediction 5

Mobile advertising will account for 1/4th of all ad budgets.

Mobile (including tablets) will become THE most important ad platform – it will be more targeted, user-triggered, and distributed via social media. Total mobile ad spending will be greater than TV, radio, and web. Google and Apple will be the biggest beneficiaries. Facebook will be trading at more than $100 / share.

Prediction 6

Embedded advertising takes a whole new meaning – “content” transformed into ads.

The advertising process will transform decisively – interactive ads are already the norm. The end-user can focus on any object on the content video stream and purchase it instantly with a click. Closed content-ad-sales loop that is triggered by the viewer – the end of intrusive ad experience.

Prediction 7

At least 40% of global video consumption (including TV) will be over IP (OTT and otherwise) by 2020.

There are nearly 1.5 billion TV households in the world, out of which about 600 million are digital. But Internet as a medium to distribute video is fast becoming universal. Companies such as Netflix, Google and Cisco are betting on it. UK is pushing for a complete IP based TV distribution. This bodes well for the ecosystem.

Prediction 8

At least 30% of all professional media storage will be on the cloud by 2020.

Broadcasters, production houses and service providers, animation and gaming companies are moving towards collaborative project implementation and day-to-day operations. In such a scenario, content, applications, platforms and management will eventually move into the cloud.

Prediction 9

Average mobile broadband speeds will match those of average fixed broadband by 2020.

MOVING RAPIDLY TO A WIRE-FREE WORLD

It is not just IP ubiquity, but a wireless universe that we seek and move to. Mobile broadband speed today is 1 Mbps on an average globally, but this will change and content access and downloads will be instant. This means a requirement to upgrade products to support these infrastructures.

Prediction 10

The television experience will be more social, participative and an “app.”

TV will be one of several content consumption devices for end-users. Equipped with a webcam, viewers will become active participants in TV shows. TV controlled by smartphones and tablets that are the new remotes / STBs – rich media applications that can be transferred to the TV screen – which will just be an “app” among many on mobile devices.

Prediction 11

Smartphone personal assistants will give way to context-aware virtual assistants.

Smartphone PAs will transform to mixed-reality PAs (that can be worn on the eyes or wrists, and are 3-D enabled and location-aware) that connect to the digital world – and learn through sensing technologies (e.g., mood, expression, etc.) . These technologies will ultimately perform real-time predictive analysis through inputs from local and cloud data. They will have marketplace relevance and create business value when combined with advertising and hospitality industries through precision marketing and personalized services.

Prediction 12

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