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

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

Be mobile, not do mobile

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

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

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

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

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

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

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

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

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

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

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

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.

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

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.

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.

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

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

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

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.

And consumers will talk.

And contribute to your brand
story.

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

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

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

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

Technology has sped up everything
from transport to computers.

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

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

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.

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

Smart Data: big data’s older,
wiser sister

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

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

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.

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.

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

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

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