Vision - November/December 2007 - (Page 8)

c4 trends viewpoints on Ce evolution ] • [ By susan sChreiner sonal and customized brand experiences. In the consumer technology realm, watch for opportunities for goods that match individual’s personal specifications, whether aesthetically or functionally. Companies that personalize the online experience with established business processes see an improvement in online conversion rates, average order value and revenue per visit, according to the Aberdeen Group. 4. Work and life stage complexity. Life patterns are becoming less predictable. Just take a look at the emerging breadth of workplace environments. It’s no longer 9-5 at the office, or retiring at 65 to play golf. Work behaviors related to aging defy stereotypes. There are extreme commuters and a growing pool of telecommuters, not to mention retired people starting a second career. One emerging business model is built on home-based contact center agents for call centers and customer service. The at-home employee tends to be older and almost always has some work experience. Worldwide at-home outsourcing is expected to rise from roughly 47,000 to 224,000 by 2012, according to Datamonitor. This offers new selling opportunities for tech vendors. 5. Gender behaviors are polarizing in a way that defies traditional gender truisms— particularly as ‘female power’ takes on new meaning. Female influence and buying power is on a dramatic upward trajectory, according to recent CEA data. 6. Comfort, convenience and simplicity. Customers want safety as well as simplicity in response to rising stress and uncertainty. Many digital products are too complicated. Simplicity is at the core of Apple’s success with the iPhone. It’s intuitive. One can easily get from a phone call to the web browser or listen to music—without reading a manual. Vendors need to kiss. 7. Under the hood. Next-generation digital products and services will need to take into account intelligence and protection. Goods will need to anticipate needs and efficiently learn repetitive actions. As we become more service dependent and as identity theft and security breaches are on the rise, companies that develop solutions or take into account protection and security will be rewarded in the market. 8. Mobility and the consumerization of IT. They are catalyzing a civil war in IT. Home networking is a strong driver of the consumerization of IT. 9. Materials breakthroughs. Recent rapid advances in everything from cheaper semiconductor lasers to new materials enabling nanoelectronics are on the verge of reinventing the integrated circuit. These innovations will transform how we use and think about devices. Similarly engineers and scientists are finding that combining two or more materials in precise, often microscopic patterns can transform the way the resulting ‘metamaterial’ interacts with light and other forms of electromagnetic radiation. This unprecedented technology could speed up telecommunications, increase storage density and make it possible to cheaply and efficiently harvest light from the sun. 10. Going Green. Consumers are becoming more cognizant about energy efficiency. Wal-Mart is pressuring its vendors and Hollywood has introduced ecofriendly business practices to preserve the environment. There is talk about reducing carbon footprints and understanding credit options, financing and pitching environmentally themed films, as well as saving fuel with efficient vehicles. These trends are likely to affect technology, product attributes, service acceptance, consumer behavior and the development of new markets and revenue streams. They create a greater context for strategic inputs into corporate decision-making and business planning. These trends may force a framework for companies to more closely understand their markets by segments and to more strategically assess how to influence their commercial environment for competitive advantage. In 2007, two products in particular took the market by storm: Apple’s iPhone and Nintendo’s Wii. What will be hot in 2008? Most likely we will see the beginnings at the 2008 International CES. Susan can be reached at susan@schreiner group.com • www.ce.org The Top Ten Trends T he top ten trends in my view could be game-changers when it comes to product/service development, market penetration and a host of business opportunities relevant to our digital lifestyle. 1. Health and wellness. As baby-boomers age, consumers will look to technological products and services to maintain and improve their health. The aging population will propel the development of robotic aides for the elderly and create demand for technological products that enhance one’s mental performance. The growing popularity of Nintendo’s Brain Power Game for the DS is an example of market acceptance of a mental enhancing product. 2. Relationships. Consumers are moving towards an altruistic lifestyle that is rich in relationships and belonging is a central aspect of how we define ourselves. Consider the popularity of social networks and communities and the growth of multiplayer games like Blizzard’s Warcraft. Also consider Nokia’s acquisition of Twango, a multimedia social networking site or Microsoft’s rumored interest in FaceBook. 3. Personalization. While it’s about user experiences, there are various dimensions to personalization. Consumer generated media (CGM) has reached the mass market with between 46 percent and 83 percent of Internet users engaging with it at least monthly, according to Gartner. CGM includes blogs, podcasts, wikis and tagging as well as ratings, recommendations and user reviews of products and services. Selfexpressive consumers also want more per- 8 november/december 2007 http://www.ce.org

Table of Contents Feed for the Digital Edition of Vision - November/December 2007

Vision - November/December 2007 Contents Shapiro's Spectrum In This Issue The Economist C4 Visionary Tech Speak Going Global Eye on Business Tech Policy Special Supplement: CES Unveiled 2008 CES Technologies to Watch Eastern Europe Embraces CE M&A Fest Displaying the Future CEA Newsline Market Insider Just the Stats

Vision - November/December 2007

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