1. Trend Updates
TECHNOLOGY
CHANGING FUTURE
In this edition, let’s not talk
about…
Web 2.0
Blogosphere
Social networks
Micro-blogging
Video / Youtube
The Long Tail
UGC / Crowd sourcing
But about 5 new technologies
and how they might impact the
world around us -
Internet TV
Semantic Web
Global Currency
RFID’s
3D Printing

2. Trend Updates Technology changing future
INTERNET TV: Long Live Television
TV vs. Internet is a hot debate. TV has been losing to internet when it
comes to personal leisure. But, now think what Internet TV will do?
This year the internet and the web start to become the same thing. We are
entering a demand entertainment environment. With most of the
entertainment remaining free!
Implications
1. Real Time TV –TV advertising will be in real time now. If a viewer likes the
TV ad, he/she can instantly go and check the product online and even
order.
2. Measurement –Those spends made on pre-post ad tests, which still cant
say for sure if the TV ad works will be redundant because the results will
be on ‘How many people went online to check your product? After viewing
the ad’

3. Trend Updates Technology changing future
SEMANTIC WEB
Web 1.0
Web pages Web 2.0
linking to web Transformation Web 3.0
pages. of web pages Semantic Web
to web
Machine understands semantics /
applications &
user dialogue meaning of information on world wide
web.
The Web 3.0 will be mashups of
applications with artificial intelligence.
The control of the Internet will go out
off our hands and the web itself will
control the Internet.
Implications
1. Ease of search – As the data on web increases, semantic web will be a
powerful tool for consumers, because it will easily find products and
services that provide precisely what they need.
2. Search engine optimization – Businesses will now have to learn - what
consumers want and how they think about what they want, because
search won’t be about key words anymore but intent. Additionally, they will
benefit by spending less energy on wrong channel and wrong prospect.

4. Trend Updates Technology changing future
GLOBAL CURRENCY
What is it ?
We spoke abut Social currency in our last edition,
Facebook Credits is a way to monetize ‘credibility / the social currency’.
Implications
1. Incentives – Bloggers often get flown around the world now to talk at
conferences, which was previously the domain of People like Harvard
Professor - Michael Porter. Global currency will unlock the power of social
influence. Incentives to use products in a more profitable way is where the
real hot area will be.
2. Secure Online Purchase – This will lower the adoption barrier for million
of international users who will be able to buy credits from a single point
that can be used across networks and sites.

5. Trend Updates Technology changing future
RFID’s We are getting very
close to disposable
Radio Frequency Identification
technology...
What is it?
An electronic tag almost an active bar code attached to an object that uses
radio waves to transfer data from the object, through a reader for the
purpose of identifying and tracking the object.
Tiny sensors, will be able to detect everything we do and
interact with. So all of a sudden we can use these
tools for game play.
It’s a heaven for marketers –
It will be an active record of where your
product is and who is buying it.
Imagine Nike running shoes with an RFID
microchip which records how many
kilometres we run or walk per year, linked
to our Health Insurance provider.
More KM’s equals lower premiums due to
+
improved heart & cardio vascular health
and an increased frequency in wear out of
Nike runners!
A corporate gaming match made in
heaven.

6. Trend Updates Technology changing future
3D PRINTING
What is it?
Its an additive technology in which objects are created by laying down
successive layers of material.
3D printing is not just for
sci-fi fans anymore.
Imagine a future in which a
device connected to a
computer can print a solid
object?
3D printers outputting physical objects are already on the market!!
Implication
1. Game changer for small businesses: Often the cost of prototyping is
the highest for small business, but they aren't close to real things to
convince investors. 3D printers are generally faster, more affordable
and easier to use than other additive manufacturing technologies and
3D Printing is just as real.
2. At home: Though right now, 3D printers are expensive but imagine as
technology is becoming cheaper, how it can surprise brands by
producing items for a fraction of the cost to what it now is.
Think beyond the prototype, even if you’re not in the manufacturing space,
how can use the technology to give your consumers experiences they have
never imagined. Take a look at the link to see how Google uses it for next level
of thinking
http://www.youtube.com/watch?feature=player_embedded&v=u_B8yrG45vE#!

7. Trend Updates Technology changing future
Impact
Technology has moved the power to people. Brands must leverage human
revolution with a commercial perspective. Just that rules of engagement
are different.
1. Authenticity pays. Consumer respect comes from understanding the
rules and respecting the on line world as the real world.
2. Speak with a human voice
3. Engage the crowd. They own your brands. Pay the respect the real
brand owners deserve. Now that we know we must act on it. Let
consumers hijack brands.
4. Compound effort. Benefits take longer to garner in the new world. It’s
not like the old days of a large media campaign and watch the scan
sales.
5. Learn on the job – It can’t be strategized. It’s too unorganized and
changeable… the web is humanity in digital form. Then the only way to
play is to embrace the chaos and be part of the conversation.
Eager to discuss and chat more?
parul.budhiraja@gmail.com