So back i January I posted some thoughts on tech trends for 2015. People do that all the time and then their thoughts are buried under the weight of time and broken new year’s resolutions. Who knows if those predictions were right? So I thought it would be interesting to see if I was right. So I went back to see if I was right.
It’s January so trends are like totally over. However, way back in December they weren’t over and we posted a number of great examples of things we think will impact on the experience world in 2015 on the Imagination Labs blog. Here are our punts:
Clunky watches that look like they came out of 1978 and are an extra in The Prisoner? That’s so 2014, darling. 2015 is the year that wearables break out of the smartphone industry and into other sectors, notably fashion. You can already buy Ralph Lauren’s Polo Tech Shirt which tracks and streams real-time biometric data from your workout shirt to your phone. And next November sees the launch of the crowd-funded Olive bracelet that helps monitor your stress levels and then provides solutions. The product is beautiful and the science behind it is robust. Or what about Smart Wallet? Smart Wallet is connected to your phone and includes GPS so you won’t lose it, an app enabled tracker so you can find it when it’s lost in the bottom of your bag…ahem…and a charger for your iPhone.
These wearables are just the tip of the iceberg in terms of what major companies are creating and what is being developed via crowd funding sites like Indiegogo. Beauty and usability are coming together in the human space and 2015 will see their use escalating in the early adopter segment.
How might this impact on experiences?
Networking badges for events, personalised visits to experience spaces,
Internet of Things
Of course in many ways Wearables are just one expression of the Internet of Things (IoT) – objects connected to the internet in the same way that phones, laptops or iPads are. Gartner predicts that by 2020 there will be nearly 26 billion devices connected to the Internet of Things from heart monitoring implants to biochip transponders on animals. Perhaps the key development for 2015 is the adoption and spread of iBeacon technology.
iBeacon is a technology from Apple that works with both iPhone and Android systems or other device to perform actions when in close proximity to an iBeacon. There are already brands using this IoT technology to deliver enhanced experiences, brands like Virgin Atlantic. Virgin Atlantic have set up a network of iBeacons that offer a variety of services to users with more planned, For example, Upper Class passengers approaching the Upper Class security channel can receive a notification for their phone to open their electronic boarding pass ready to be scanned by security. In the airport proper, passengers may receive special partner offers, such as 0% commission as they pass the Money Corp currency exchange booth. BA and KLM are experimenting with the similar technology, NFC to implement luggage tags that enable 35 second bag drops.
But IoT goes beyond this to home management tools like Google’s Nest which can help manage not simply temperature but also security via your smartphone, connected cars and car services like Car2Go that allow you to track and pay for car sharing time via your phone or smart outlets like Belkin’s plug that enables you to switch appliances on and off in your home remotely.
How might this impact on experiences?
Spaces can become intelligent, trackable and tailored to each individual’s experience. We will see the beginnings of this in 2015.
Finally, the previous trends find one of their key expressions inside a larger trend, that of Intelligent spaces.
When you can fix up your visitors with elegant and informed wearables and load up your space with objects that talk to the internet and each other you can create the conditions to deliver spaces that respond to the use of the participants. Visitors can move from being passive users who take what they’re given to actively engaged users who impact on the space by taking us up on our offer for more engagement, picking and choosing only what they want or passively impactively the space through their emotions and arousal levels. Saatchi and Saatchi’s New Directors Show case at Cannes this year used technology to assess the audience reaction to the films they were watching and then displayed that real time on wearables and in displays around the auditorium. Imagine emotions of visitors influencing the lighting displays, heat or even smells in the space. At a low level this kind of responsive experience will definitely be offered up in 2015, how far it goes is dependent on the bravery of brands and agencies as they work together.
Interested in how Red Bull do their thing? Want to know that it’s not just you suffering the pain of getting something innovative through? Watch this video and get some interesting anecdotes and valuable advice from some key proponents of experience and storydoing.
I am very excited because we have co:collective CEO Ty Montague author of True Story coming to speak at an event we are hosting at Imagination. There will also be, along with 3M, Bacardi and other experts all discussing the art of storydoing. We’ll be finding out how companies can go from being story tellers to storydoers by creating unforgettable experiences and placing them at the heart of their brand stories. http://im.ag/storydoing-at-imagination
And I will be chairing, which is always fun.
It’s part of a series of events we’ve had at Imagination, the last one being about experience content.
We tend to stream these events so if you have any questions for Ty Montague let me know!
Here is something I found and have lifted directly from a report by Odgers Berndtson. They are executive recruitment consultants, so you’d think they might have a point.
“Enabling women to work on the same terms as men is not just about fairness: There is a robust business case for promoting women to senior management. There is evidence that female influence at the top brings important benefits, including:
∎ Higher profits, more risk awareness, less hyper competition and a greater ability to survive financial downturns. ∎ Policies that contribute to individual and societal health – education, families, entrepreneurship. ∎ A stronger integration of work and family leading to higher productivity and quality of life. ∎ Increased commitment to both personal and corporate responsibility and broader and more long-term planning. ∎ Management that reflects 21st century teamwork and participative decision making.