Tag Archives: Connected Technology

Click to Predict

Last year eCommerce saw a rise in click to collect behaviour, pop up millennial hubs, drone deliveries, shoppable store fronts and mobile payment systems like Apple Pay leapfrog forwards. So what does this year hold?

Here are three things I think will start to take off:

  1. sCommerce: 2015 saw all of the major social players roll out their version of the ‘buy now’ button in order to bring shopping to the masses acting on impulse in social media around the world. The trend is set to spike into this year as the tracking of associated likes and comments enable brands to quickly grasp and react to what consumers want.
  2. Pre-cognitive commerce: Is the art of knowing what consumers want before they know they want it. In a connected world where immediate gratification is an increasing expectation, brands will need to be reactive more quickly, not to what shoppers ask for, but to what they may ask for next. 
  3. Truth-based purchasing: Technology has provided a level of connectivity that means brands will not be able to hide anything about their products in the future. Clothes will communicate with washing machines as to how they need to be washed, food will talk to fridges about when they’re going out of date, the national grid will talk to homes about when they are switching to ‘bad’ energy. The margin for creative license in communicating brand truths has narrowed further and will continue to do so.

I wonder who will get it right…

Keep-Your-Heels-Head-and-Standards-High-Coco-Chanel-Poster-Textual-Art-A89P389P1824

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Is it a bird? erm nope.

The next era of connectivity is on the horizon, or rather more accurately hovering above it, as tech giants launch their test projects to provide internet coverage for the harder to reach parts of the world.

Google have test piloted Project Loon a few times since June 2013 near places such as New Zealand’s South Island and Sri Lanka, a series of high- altitude balloons equipped with LTE (more commonly known as 4G LTE) that rides the wind currents in the stratosphere.

Facebook have also developed a fleet of solar-powered drones called Aquila now ready to hover at altitudes of 60,000 to 90,000 feet. These can be steered and controlled more directly, constantly circling a two mile radius to stay aloft.

Both the balloons and the drones can be air born for around three months.

Combined with lower priced smartphones coming to market we are seeing the next evolution of connectivity looking set to be pretty rapid.

There’s still a way to go to stabilise the launch and flight of both, plus the clean up exercise once they come back down but the effort to connect the whole world with the internet is accelerating.

Next we’ll be in orbit, talking to the moon, connecting galaxies… well, maybe.

 

clangers

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Personalisation with a side of ease

As someone who travels a lot there’s nothing worse than stepping off a long flight, red-eye kicking in, knowing you’ve still got to claim your luggage, find your transfer, get across town, find your hotel, complete an arduous check in process and get up to your room before you can finally collapse on the bed.

So imagine my excitement when I spent a day with the top tech bods in the travel and hospitality industry reinventing the entire future-scape for the upgrade needed to cater for Gen X & Y travellers.

We talked a lot about the automation of the journey. How we could put in place a centralised data approach with intelligence systems connected to smartphones and robots aiding the various staff throughout. Whilst I find that really exciting, I’m sure you won’t want to be bored with the tech stack, so to let you in on how it might feel in 2025 I’ll summarise a brief walk through of a typical business trip, we’ll start with stepping off that plane again…

The second you switch from flight mode a signal is sent to your smart suitcase where the built-in tracker connects to your phone as you make your way through customs, you time getting to the conveyor belt perfectly. You pick up your case and activate the next signal, which is sent to your driver who now knows to get to the pick up bay within a three-minute window, avoiding parking fees, congestion and more importantly you being irritated by him not being there.

Your GPS switches to your driver who you find with equal ease. You collapse in the back of the car, whatever music you want is synced automatically, the temperature adjusted and an update sent to your hotel with your live eta feed updating your awaiting concierge.

On arrival your check-in is confirmed through facial recognition, you’re then greeted personally and swiftly shown to your room whereupon your climate is again synced, your drink and snack of choice is freshly prepared and your smart TV pre-loaded with your favourite channels. You can even activate a holographic in-room personal trainer should you so wish…

Your dinner table is reserved at the time you would normally eat and on arrival you see that the menu is based on your culinary preferences with wine recommendations to match. Not only that but the seasonal info and the history of the restaurant Chef are sent to your mobile because they know you like to read the background to what you eat and how it’s prepared.

After dinner, you retire to the lounge and login to a guest screen which is loaded with your business itinerary, options to tailor your travel and where to take your clients, plus recommendations on what to do with your spare time.

You relax, confident that every detail has been taken care of.

In this future-scape our aim is to democratise an executive level of assistance so that everyone can have his or her own ‘Parker’ rather than having to rely on ‘Manwell’.

do not disturb

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The future belongs to connectivity

I spend a lot of my working life developing strategies for brands that need to move from broadcast, through audience engagement, to immersive connectivity, thinking three years into the future as a minimum, then I leave work and step into a broadcast heavy advertising bombardment and it saddens me.

That’s not to take anything away from the clever ads out there, but just imagine a future where advertising is intelligently informed, rewarding at just the right moment rather than randomly broadcast in a vain attempt to get your attention. 

Imagine that subtle product placement is integrated into how you live your life; your fridge is able to provide branded recipes based on it’s contents, your car can recommend a restaurant based on the time of day and your preferred driving routes, that restaurant then has your cocktail waiting on arrival with your preferred gin of choice.

It might sound mildly creepy to some but to me this everyday surprise and delight is an ease of living I am waiting to embrace.

I want brands to enable me to accomplish more, more seamlessly. We’re a few steps away from living in a truly connected world so every exchange between me and any brand should be streamlined at the very least. 

All we’re missing is the common language that connects all our smart devices but this will arrive soon and brands that adopt this thinking now, will be the ones that write the first chapter. 

Brands need to understand that they should be replacing my behaviours, not reinventing them; my ask is simple really, get to know me, then make my life better. 

gin cocktail

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