Are we really_innovating_ver1

@Zohe

Are we really Innovating?
Twitter:- @Zohe
Wannabe Futurist ;-)
18th October 2012

@Zohe

Innovation in digital
marketing & ecommerce
touchpoints is occurring at
an unprecedented pace

Kiosk
Remember when all In Store DOOH @Zohe
we had to worry Digital POS
Blogger Blog Search
Blog In-Flight
Outreach Engines Advertising
about was display & Aggregators

search? Blogs Social Photo
Bookmarking Blogs In-Car
Wiki Folksonomy Advertising
Social Virals
Portal Computing Content
Ad Infographics
Ad Networks Platforms
incl. Social Ad & Memes
Display incl. Social Exchanges ATM
Advertising Advertising
Content
Special SEM Curation
Interest Teleweb

Social APIs Mobile OS Brand SEO Content
Integration Product
HR Syndication
SMS Mkting
IT Social
App Dev SMO
Search
Platforms Partner ECom
News
Mgmnt m Interactive
Analytics & Content & TV
Social Email
App Stores Mobile Partners

Delivery
Cloud
Listening & / In-App Search
Monitoring Analyti
cs B2B Micro-
Propositions Casting
Answer
Location Engines Smart TV
Based Hitwise,
E-CRM Marketi Quantcast
ng CRM
Social Media
Online Mgmnt Tools Webcasts
Cust.
Media Mobile Ad PR &
Service Comscore
Networks Comms
s Nielsen UGC
Online
Care Mobile DVR / PVR
Payments Market
Social Research Podcasts / PTV
Enterprise M-
PC Commerce Meetups/
Rich Media Devices Mobile RFID
Operators Web Radio
Other Ratings &
Social Own Games
Reviews Websites In-App Social
Tablet Networks Adserver Onsite Console
Integration
Google Search
Social
Ecosystems In Game
DVB Twitter Facebook

Digital
NFC / Bluetooth Mobiles Devices

@Zohe

The marketing technology
ecosystem to manage
communications on these
touchpoints is mindblowing!

And its not just the touchpoints we have
to worry about, The marketing technology
ecosystem to manage communications
on these touchpoints is also mindblowing.
the graphic on the next slide shows

@Zohe

over 350 companies, which produce the diff technologies across 45 different categories and
thats not all of them!

@Zohe

Input method is still Qwerty
The only way we to interact with all those touchpoints is by typing. Typing is a skill and cumbersome if you don’t
know how

• We are only half way there in terms of
mass market device innovation and
adoption.
• Typing is a skill, which if you don’t have it,
can be laborious.

@Zohe

Touchscreens are awkward to use
Hardware & Input method Innovation seems to have stalled. Smartphones have a
groundhog day feel

Past Present

Despite social logins being available many @Zohe

websites still require registration, & form filling
Many websites have not enabled social logins. Nothing more annoying than filling out
forms or registering when trying to buy something online. On an ipad or smartphone
double the effort

What could be What about And to do all that
more annoying multi-user registering,
than another households with logging in & out
username & multiple devices? with a qwerty
password to Logout one and keyboard, on a
remember, Login another, touch device,
YAWN! YAWN!? TEDIOUS!

@Zohe

So, have we really
innovated? Its more like
Web 1.5. Consumers will
Innovate, even if we don’t!

@Zohe

Multi-screen
consumer behaviour
becomes mainstream

Some interesting trends in consumer behaviour are emerging. The
likes of Google, Ofcom, Accenture have conducted a spate of studies
which all point to one fact:- Consumers are looking for an integrated
experience on the internet. They cris-cross between access devices
depending on what they are looking for.
With the wider usage of smartphones & tablets who would have
predicted we would be talking about “Multi-screening”

@Zohe

Google Multi-Screen Exec Summary

UK is a multiscreening nation. Device use is driven by context. 2 main modes of
multiscreening. Sequential and simultaneous screening. Tv has lost our full attention.
Search is still the main bridge between us and content
Source: Google Multiscreen World

@Zohe

90% of media interactions involve a screen.

Read that as 90% on DIGITAL media


@Zohe

We are moving between 4 devices


Smartphones are most common @Zohe

device when multi-screening


@Zohe

We Multi-task across
Multi-Channels via
Multi-Screens

Multi Multi Multi
Consumers’ new version of
Veni Vidi Vici ?!? 

@Zohe

Clearly there is some
Innovation

Lets have a quick Look at how
some things have changed or are
changing, taking some inspiration
from Mary Meeker

Things they are a Changing: @Zohe

Classrooms

Past Present

Things they are a Changing: @Zohe

Maps

Past Present

@Zohe

Things they are a Changing: Grocery shop
The shopping wall on the right there by Tesco, Korea. The shopping wall basically has pictures and barcodes of a
range of products. Consumers can just scan what they want, pay for it and the groceries will be delivered to their
home.

Present Future

@Zohe

What's the common
denominator?

SCREENS
What's the common denominator? Screens are part of
our everyday lives whether its recreation, work, study,
travel etc
Whilst we are on screens… Whats up with the biggest
screen at home; the TV?

@Zohe

Well, TVs are a lot smarter, a lot more social & a lot
more connected

You can control them with a combination of touch, gesture & voice

@Zohe

Smart TV Opportunity
Samsung
TV App
store For brands who want to have
already a depper and more involved
Smart TV presents boasts over experience in the living room,
2000 Apps there is opportunity.
an entirely new
opportunity for Most devices are personal but
brands and it’s time the TV is about sharing the
for companies to experience, so content that's
start to engage with designed for sharing works
how they’re going to best on a Television.
address what will be
a new behaviour. By 2016 there will be almost 1
billion smart tvs globally.

Samsung TV App store
already has 2000 apps and

Mobile and Apple have made
Mobile and specifically There are several consumer more comfortable
Apple paved the way million smart TV’s in the with the concept of apps.
for consumers to UK, and globally,
become comfortable market research
with Apps, and there is suggests that consumer
as big an opportunity use of connected TV
for engagement with sets will jump from 82m
Smart TV in all in 2011 to over 890m
industries. by 2016

Internet + TV + Ecommerce = Powerful Mix. Add Social then even more @Zohe

stronger

My old employers QVC were
trading on tv, web, mobile & QVC
interactive TV as early as 2006.

Secret was rich content on
multiple channels.
their TV conte
using web, mobil mix of 3% con secret of suc nt on Youtube
They’ve inadvertently created a e, interactive TV
[red button] & no
version of new cess? Rich c & Facebook. N
new touchpount called “social rmal TV to drive visitors & 19% ontent on mul ew touchpoint
infomercials” by putting their sales as early as for repeat visit tiple channels … “Social Info
2006 ors mercials”
TV content on Youtube etc and

Gartner have just named [Oct
2012] them the poster child for
social commerce Oct 2012 –
Gartner named the poster child of
social commerce [i.e. actually
driving sales with social]. Guess
who? QVC & Home Shopping
Network

@Zohe

Despite all the signs & studies that consumer attention isn’t on TV
We don’t watch tv when its broadcast,
we forward the ads, we watching more
on demand.

We are watching a
lot more on demand
TV and movie
content and rarely
almost never with ads (We're so
watch tv shows used to watching
when they are shows via Netflix or
broadcast iTunes that ads
now seem like
anymore
1 2 bizarre intrusions)

3 4
We get our
We hardly news from the
watch TV with Internet, article
ads, even on a by article, clip
DVR by clip.

Read more: http://www.businessinsider.com/tv-business-collapse-2012-6

And, in the UK, Pay TV @Zohe

subscriptions are flatlining

As are the numbers of hours spent viewing TV.

Source: Ofcom 2012 report

Bizarrely, we still seem to be @Zohe

spending lots on TV advertising

In the UK, The TV advertising market is going through a
renaissance, with revenues up by 2.2% year on year, a record
£4.36bn in 2011. More info here

@Zohe

If you think advertising
& marketing have
changed in the last 10
years….

You haven’t seen
anything yet 

@Zohe

Evolution of Input Method

Keypad Touch
The input method
is finally changing
to be more
inclusive and not •The 5 Billion not
relying on just on the Internet?
qwerty input.
They will be
New
joining us sooner
developments in
UI and Ux will be than we think
mass market
sooner than we
think

Voice Gesture

New developments in User Interface & User experience will be mass
market before we know it

This future chart by @Zohe
envisioningtech attempts
to map the major
developments and Envisioningtech
advancements. state that by
speculating
They look at emerging about what lies
trends and research, and beyond the
Envisioningtech have horizon we can
tried to predict and draw make better
conclusions about how decisions of
technology is developing, what to create
and which technologies today.
should/could become
mass market in the For this preso
coming years. I’m going to
spotlight the
interfaces and
ubicomp
columns.
Recommend
going to their
site and seeing
the whole chart.

Source:
http://envisioningtec
h.com/envisioning2
012/

@Zohe

The web as we know
it, is changing
profoundly

Smartphone sales have overtaken
@Zohe

PC Sales. Tablets will be next

@Zohe

Within 10 /15 years
touchscreens as we know them
will be obsolete and the digital
advertising / ecommerce
dynamic will shift again

@Zohe
Gesture Recognition – Nissan Pathfinder Kinect
Experience

To highlight gesture recognition, Nissan created an experience on Kinect allowing people to view and
experience the Pathfinder car virtually from various angles and perfrom various actions, whilst they put it in the
showrooms, imagine being able to do some initial research on the car from home before booking the test drive?

Source: http://www.youtube.com/watch?v=rQVycUmeqB4

@Zohe

Speech Recognition – Mindmeld Conference Call App

So for speech recognition wanted to higlight Mindmeld is a conf call app
which “listens” to your conversation and serves up dynamic content
based on keywords from your discussion.

Unlike a regular video call, MindMeld listens as you talk and literally
identifies the key concepts and meaning of your conversations. Team
calls will never be the same again!
Source: http://www.youtube.com/watch?v=5NGGSBt0hkw

@Zohe

Haptics – Disney Touche Capacitive Sensing

Disney, yes Disney have developed a technology that, turns virtually any material into a
touchscreen. Couches, doorknobs, clothes, tabletops, fridges could become your mobile
phone, your tv screen, your internet browser etc. Instead of getting up off your sofa to
get your smartphone which you have left in the other room, literally tap your sofa and
dial mum!
And even cooler, it can tell the difference between different users which means targeting
and personalisation!
Source:http://www.disneyresearch.com/research/projects/hc
i_touche_drp.htm

@Zohe

Holograms – Apple / Nokia Hologram technology patents

Apple have patented a 3d display system that would “mimic a hologram” without
requiring special glasses. If you have seen the avengers movie or star wars then that
tech is what these patents are saying they will do. Basically Each eye of each viewer
receives a different angle of the image, floating mid air. Best of all it will detect who is
watching and display diff images to diff people meaning personalised advertising and
offers 
Source:http://www.businessweek.com/articles/2012-08-
07/why-apple-will-turn-to-holograms

@Zohe
Eyewear Embedded Screens – Google Project Glass

Finally, we probably seen a lot of coverage on Google glasses. Think smartphone +
camera that sits on your head! Everything you can do from your smartphone you will
be able to do with these glasses, all voice activated with no qwerty keyboard in sight!

Source: http://www.youtube.com/watch?v=D7TB8b2t3QE

Conclusion: Marketing & @Zohe

Ecommerce in 2025
• Search will still be at the centre of it
all, but voice, gesture etc will affect
how we search
• New tech will literally bring anywhere,
anytime, anyhow to life
• Hyper Personalisation – behaviour,
DNA, build/body size

@Zohe
IF there is anything that embodies visually what is to come then its these 2 vision of
the future videos one from Microsoft and one from Corning. There is no way I can
really describe what the videos show other than you’ll at first think you are wathcing a
movie like minority report!

Source: http://www.youtube.com/watch?v=a6cNdhOKwi0

@Zohe

Corning Day Made of Glass

Source: http://www.youtube.com/watch?v=6Cf7IL_eZ38

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