September, 2014 875 N Street NW St #205 DC / 202 350 4600 / hugeinc.com
Disruptive Tech: 5 Year Outlook.
Huge
September 2014
1 gbps @ $70/month – 100x faster than
today’s broadband
Everything will be connected.
2014 vs. 2019
14.4 Billion connected devices in 2014
42.1 Billion connected devices in 2019
Internet of Things.
Internet of Things
Connectivity
People & Processes
Sensors & Actuators
Source: Harbor Research
“The network of physical objects accessed through the Internet... these
objects contain embedded technology to interact with internal states or the
external environment.”
Internet of Things:
Cisco; Cisco.com Webtrends
Where the line between technology and all the other things in our lives
becomes completely invisible.
Internet of Things:
From our products…
Refrigerators.
Toothbrushes.
Bikes.
Accenture 2014
Cars.
To our cities…
Traffic management systems.
Waste management systems.
Water systems.
Electricity grids.
To our commerce…
Supply chain, inventory, logistics, and fleet management.
Higher staff productivity, tighter security, better customer service, more advanced in-store digital.
And in 5 years…
Autonomous cars.
Virtual personal assistants.
Human augmentation (Human 2.0).
Brain-computer interface.
Quantum computing.
Because of this connectivity, we are able to experience a
quantified existence.
Quantified Existence.
We track our purchase history.
We track our relationships.
Where we have been.
And we track our runs in 3D.
We track our baby’s sleeping habits and optimal sleep conditions.
And even their “business.”
Seven out of ten adults track a health indicator. 60% of US adults say they track weight,
diet or exercise.
33% track health indicators like blood
pressure, blood sugar or sleep patterns.
12% track health indicators for a loved
one.
In effect, people are digitizing themselves.
Each of us is becoming
another node on the grid.
We are making our thoughts, behaviors, preferences, and
relationships open and available.
And we are expecting not only our devices to predict our
needs, but also our marketers.
Quantified Marketing.
What will users expect from this new open data?
What opportunities and responsibilities will marketers
have?
When will insight feel like a service? When will it feel like
an invasion of privacy?
What will be the key factors to marketing success?
Most notably for marketers, vertically defined stand-alone products and markets will no
longer exist.
Mobile Tablet Notebook Desktop TV & Set Top Box Signage
Smart mobile apps
(location aware)
TODAY
ONLY
Exclusive
offers
Connected digital
signage
Mobilized
Team
Vehicle
Integration
We are now dealing with a horizontal network.
Marketers will need to think beyond existing & emerging
media, and more about partnerships, open data
crossover, and real time issue resolution.
Quantified marketing will be driven by a function of data,
events, and services.
Quantified Marketing:
Quantified Marketing:
Data.
No bad eggs.
It can’t just be garbage data.
Analytics must provide utility.
Information components that embrace comparative
analytics are an early hit.
The quantified self needs user-friendly analytics.
Waste not, worry not.
Data + social norms – changed behavior.
Foursquare recommendations based on location, habits and social graph.
Quantified Marketing:
Events.
A tie to real-time events.
Smart context.
Quantified Marketing:
Services.
The value will not only be in products but in the services they enable. Users expect a
high degree of personal utility.
Groceries on the go.
Disney Magic Band.
Delivering content at the point of care.
Seamless integration.
2020
$300 billion Incremental revenue (mostly
services).
Because of this open exchange of data, marketers
have an even deeper responsibility to promote
transparency and authenticity.
Privacy
As marketers we can not only market to them when and
where they are, but based on how and who they are.
Consumer attitudes and habits are just beginning to take
shape.
Most consumers don’t try to hide their online behavior.
Yes 38%
No 62%
Have you ever taken any steps to avoid being observed online?
Source: Huge Consumer Survey, April 2014, n=1236
Fear of misuse and skepticism inhibit proactive sharing.
10%
18%
24%
31%
40%
41%
41%
41%
43%
44%
47%
0% 10% 20% 30% 40% 50%
None of the above
It takes too much time to fill out forms
I just never give out that type of information
I generally prefer to be anonymous
The site or app did not disclose how it planned to use my info
The value I would receive from the site is not worth the info I would have to disclose
It asked for very sensitive information
I was concerned the info I provide would be stolen by a third party
I don’t trust the company running the site or app
I'm not familiar with the company running the site or app
I am concerned I will receive junk email or spam
What other reasons were important to you when you decided not to provide personal information to a website or app? .
Source: Huge Consumer Survey, April 2014, n=1236
Majority of users are unsurprised by personalized digital experiences.
Yes 39%
No 61%
Thinking about your Internet use in the past 6 months, have you ever been surprised by what a site knows about you?
Source: Huge Consumer Survey, April 2014, n=1234
The best experiences delight without asking permission.
Data, at a glance.
Utility will trump privacy concerns.
Outlook.
The mobile device will be the primary control point for the
Internet of Things.
User actions will continue to become unnecessary.
The value of user insight will continue to be paramount.
The data will tell us the what but not the why.
Display media will all but disappear.
Predictive social analytics will replace “real-time marketing”.
R&D budgets will increase.
You will be engaging more with Corporate Comms than
Product Brand Managers.
Questions?
September, 2014 875 N Street NW St #205 DC / 202 350 4600 / hugeinc.com
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