1) The document outlines 5 trend predictions for 2013, including becoming mobile-centric, integrating physical and online shopping, focusing on higher purpose brands, speeding up production and advertising, and using data strategically to personalize experiences. 2) Mobile devices like smartphones and tablets will see continued growth and be used simultaneously with other technologies like TV. Physical stores will provide experiences rather than just transactions. 3) Brands that have a clear higher purpose will resonate more with consumers who want companies to stand for cultural issues. Data should be used smartly to understand customers rather than just collecting all possible information.

1. Five Trend
Predictions
for 2013
Thomas Crampton | Regional Director, Asia-Pacific
Hannah Law | Senior Regional Strategist, Asia-Pacific
February 2013

2. 5 Trends
1 Be mobile, not do mobile
2 Bricks and Bytes: create shopping experiences, not transactions
3 Brand-awakened: brands with a higher purpose rule
4 Live in 60 Seconds: concept to production at speed
5 Smart Data: Big Data’s older, wiser sister

3. Be mobile, not do mobile

4. ww
Consumers are active and
want to take their devices
with them. They’re screen
hoarders.
In Asia it’s about multiple
mobiles as much as
multiple devices.
4
SOURCE: KICKSTARTER.COM

5. Global
Notebook
PC
and
Tablet
Shipment
Share
Forecast
100%
Device growth will be in
smart devices: global
80%
tablets sales will overtake
desktops in Q2.
Tablet PC shipments have 60%
already surpassed
notebook PC shipments in
China. 40%
20%
0%
2011
2012
2013
2014
Tablet
PC
Notebook
PC
Source:
NPD
Display
Search,
2013

6. Online
ac:vi:es
engaged
in
at
least
once
p/week
while
watching
TV
or
video
content
Bases:
US,
UK,
Germany,
Spain,
Sweden,
China
&
Taiwan
90%
80%
Devices will be used at the
same time as using other 70%
technology but normally for
60%
unrelated tasks, like social
networking. 50%
40%
30%
20%
10%
0%
Browse
the
internet
Use
social
forums
Chat
e.g.
MSN
e.g.
Facebook
2011
2012
Source:
Ericsson
ConsumerLab,
‘TV
&
Video
Report’
August
2012

7. Early adopters won’t let
technology limitations slow
them down. They’ll use
smart-watches, like Pebble
that control music, track
exercise and sync with your
smartphone.
Source:
Kickstarter.com

8. They’ll even try wearable
screens: Google’s
augmented reality Glasses
just gained some street cred
when they were worn by
models on the Diane von
Furstenberg catwalk.
Source:
pocket-­‐lint.com

9. Who’s already
on-trend?
Heineken Star Player App
let fans predict goals in real-
time with UEFA Champion’s
League. It generated 87%
positive feedback and 56
minutes dwell time on the
iPhone app.
Source:
Chrisperks.com

10. How can you use this trend?
Re-imagine brand experience
without technology limitations

11. Bricks and Bytes: shopping
experiences, not transactions
Photo
courtesy
of
hQp://hongkong.geoexpat.com/forum/members/pin-­‐20310.html

12. eCommerce is continuing to
grow, especially in fashion
and electronics. Alibaba
recorded $150billion+ sales
in 2012, up 60% from 2011.

13. This year the strongest
eCommerce buyer
penetration growth will
come from China, followed
by South Korea.
Source:
eMarketer,
January
2013

14. Personal recommendations
continue to influence
purchase behaviours, with
sites such as Snoox, Hunch
and The Find gaining
popularity.
Source:
Kickstarter.com

15. Innovative start-ups are by-
passing bricks-and-mortar
and providing unique
experiences online: giving
brand advocates the chance
to be affiliate sellers or co-
creators.

16. Bricks-and-mortar stores
aren’t irrelevant: they’ll
always be there but they will
provide experiences, not
just transactions.

17. Who’s already
on-trend?
Burberry’s flagship store in
London embodies online-
offline integration with RFID
chips in clothes to product
story content live on-screen
in change-rooms.

18. Who’s already
on-trend?
Yihaodian has launched
1000 virtual supermarkets
that use AR technology to
bring blank spaces in the
real world to life in the virtual
world.

19. How can you use this trend?
Give people an emotional
reason to shop with you.

20. Brand Awakened: brands
with a higher purpose rule
Photo
courtesy
of
colbycsbc
tumblr

21. “Brands should have
identities that are timeless,
that stand apart from the
march of history.”
Douglas Holt,
Cultural Strategy

22. Those brands have the
upperhand in social: they’ve
already given consumers a
reason to talk about them
and a reason to love or hate
them.

23. And consumers will talk.

24. And contribute to your
brand story.

25. Who’s already
on-trend?
Brands with a higher
purpose related to health
and wellness will win in
2013 because 74% of
consumers believe wellness
will be (even)more important
in the future

26. Who’s already
on-trend?
Apple, of course.
“Man is the creator of
change in this world. As
such he should be above
systems and structures, and
not subordinate them.”
Steve Jobs, 1980s

27. How can you use this trend?
Build an icon around a cultural
tension and your brand’s ‘best self’

28. Live in 60 seconds: concept to
production at speed
Photo
courtesy
of
colbycsbc
tumblr

29. Technology has sped up
everything from transport to
computers.

30. Now you business is
expected to match pace,
with everything from
production to advertising.

31. Who’s already
on-trend?
FujiFilm has a 3D printing
kiosk that enables
customers to customise
products.

32. Who’s already
on-trend?
Nike Find Your Greatness:
inspirational quotes related
to achievements of China
athletes in the Olympics
were posted on social media
within minutes of the event.

33. How can you use this trend?
(Re)learn to be nimble.

34. Smart Data: big data’s
older, wiser sister

35. We’ve seen the explosion of
data – big data – but why
should you be measuring
everything that moves?

36. You’re better off identifying
the KPIs and metrics that
are important to you. Then
pay close attention to the
metrics that count.

37. Facebook’s exploring smart
data: Graph Search will give
users personalised search
of people, places, products
and services … based on
the information Facebook
has about us.

38. Uncovet uses social data –
from the interest and social
graph – to create a
personalised shopping
experience or ‘style graph’.
Here, big data is used
smartly.

39. Who’s already
on-trend?
IBM used augmented reality
to show how smart data
could make the world work
better.

40. How can you use this trend?
Don’t sweat the small stuff:
know what you want to measure
and focus on it.

41. Thank
you!
Thomas Crampton Hannah Law
@thomascrampton @hannahlaw
Asia-Pacific Director Senior Digital Strategist
Ogilvy | Hong Kong Ogilvy | Hong Kong