Vision - January/February 2009 - (Page 70) market insider industry research ] • [ By steve Koenig Some 47 percent of consumers say they’d be interested in a locationbased service that provides information about nearby businesses. 2009 CE Mega-Trends W ith the holidays in almost every facet of our society as consumthe rear-view mirror, ers seek to reduce energy costs, minimize 2009 stretches out waste and safeguard the environment. CE like a long and wind- companies are doing their part and coning road. A financial sumers are paying attention. For example, market fog clouds our view, and the financial CEA research found energy efficiency health of consumers suggests we’re in for a tops consumers’ wish lists for their next TV bumpy ride. Yet there are signals pointing the purchase. Still, CEA research shows 38 percent of way forward if you know what to look for. Macro industry trends mark substantial consumers are confused by ‘green’ product claims and 65 percent of consumwaypoints in the life of the industry. ers believe some companies overPaying attention to these signs can state their ‘green’ credentials to help businesses plot a course and sucsell more products. CE businesses cessfully navigate the difficult months marketing ‘green’ products must ahead. In some years, industrybe honest and up front with their shifting, macro trends emerge such as claims or risk damaging their ‘the new convergence’ in 2007, illuscredibility with customers. Not trating the confluence of devices, conSteve Koenig convinced? Some 59 percent of tent and services and in 2008 ‘mobility consumers say they want to know the spewas redefined’ as smartphones and wireless cific attributes that make a product “green.” services remade the mobile sector. 2. Another trend to watch in 2009 is the The Signposts evolving human-machine interface. We rely CEA identified four major CE industry on keyboards and controllers, mice and trends in 2009, including: green as a pur- joysticks and a host of knobs, switches and chase factor; evolving command and con- buttons to communicate with our beloved trol; embedded Internet; and (no) strings technology tools and toys. But several new attached. We’ll look at these mega-trends technologies gaining traction in the market and the impact they may bring to the busi- are looking to warm-up the way we control ness of consumer electronics. CE devices through touch, gesture, voice 1. The idea of being ‘green’ has permeated and even thought. Look for multi-touch PC and phone displays, motion-sensing game controllers, voice controls in cars, and yes even thought-based control technologies. Consumers are catching on and starting to envision a future free from knobs, switches and dials. 3. The concept of the embedded Internet is a trend that highlights the increasing importance of connectivity when it comes to CE devices. Some 86 percent of consumers say Internet connectivity is important in a CE device. As a result, consumers are becoming more receptive to the benefits connectivity brings. Some 47 percent of consumers say they’d be interested in a location-based service that provides information about nearby businesses. And nearly one-fifth of consumers are interested in discount offers via text message from local merchants. Connectivity is cultivating a new crop of services and business models consumers can access anytime and anywhere, which leads to the fourth trend. 4. (No) strings attached is a dichotomous trend. More devices are cutting the cord and going wireless, while simultaneously more services are being attached to them. At its heart, this trend underscores strategies addressing ease-of-use and utility—both of which consumers point to as important purchase criteria. In today’s competitive market, manufacturers must carefully consider which strings to cut and which to tie. This trend also illustrates how CE devices are no longer tethered to traditional locations of use. Consider PCs in the kitchen and backyard home theater. This is another important consideration for CE product design. Keep these four trends in mind as you move forward with your business plans for 2009. For more information check out CEA’s Five Technology Trends to Watch at www.CE.org. • www.ce.org 70 January/February 2009 Colin Andersen/Jupiter Images http://www.CE.org http://www.ce.org
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