NEXT MAINSTREAM TRENDS IN TECHNOLOGY
Recently I had the pleasure of being on the tech spotter panel at Markedsføringsdagen, a large conference on marketing. With me on stage were Morten Wagner from Freeway (Dating.dk, Trendsales etc.), Martin Bjergegaard from Rainmaking (frokost.dk, startupbootcamp), and Christiane Vejlø, tech blogger from Elektronista.
It was a passionate discussion, we think the key tech trends in 2012 are:
Collaborate Consumerism. Sharing things, and accessing things instead of owning them. Share that drill you never use, or your trailer that sits unused in the garage 350 days of the year.
With services like Airbnb (normal people rent out rooms or flats to tourists as an alternative to a hotel), Spotify (you pay for access to a vast music library but don’t own the music), car sharing like ZipCar (pay for access to a car when you need it instead of buying one), this trend is already happening. It is also sometimes called Democratization because it means ordinary people can make money out of their assets instead of that right being reserved for big companies. There’s a new magazine about this out, in which I’ve also given my 2 cents worth.
New payments, Mobile payments (NFC) is coming so soon everyone will be able to receive credits cards with services like Square and (swedish) iZettle. This means you’ll now be able to take credit cards easily and cheaply if you have a stand at a flea market, have a small shop or, my personal favorite, at pølsevogne (danish snack stand).
Crowd funding where many people pay a little bit to make project viable that could never get funding before are also getting big. For example Kickstarter where artists and technology makers raise as much as $2mil for cool projects neither the banks or the venure capital industry would ever have backed. Volunteer payments are also going to get bigger.
People also are going to become more willing to donate small amounts to something they think is important. The fantastic Khan Academy which makes quality education available for everyone is financed largely this way. Services like Flattr make this possible. It’s because we understand that some things are very valuable even if they can’t make money, like art and quality journalism, so we’d like to donate a bit, say $2/mth to make non-commercially viable creations happen.
Flexible, on demand media. People want things when they need them, not when it suits the publisher to publish them.
This goes for all media, incl magazines and newspapers. It also goes for travel info, which is what my own company Everplaces is solving by allowing you to take content from web, mags, and friends and make your own guides. It certainly goes for “New TV" where streaming services (on demand, watch when you want) is becoming a firm requirement from viewers.
TV also has an big new opportunity in the form of social tv where you interact with people online while you watch something. This is the busy modern lifestyle’s equivalent of getting together to watch TV, for example a soccer game. In general Second Screen, where people are doing something else on their mobile/ tablet while watching tv is huge already and should change the way advertisers and brands think their mobile content if they are advertising on TV.
Health tech & quantified self Being able to measure everything about your body and health, serices like Endomondo where we track our running stats and calorie counters are an example
Obviously cloud is a major things which is not new at all, but which still needs to be implemented by most corporates.
And it goes without saying that everything is moving to mobile because its simply more practical in many circumstances.
The conference was Markedsføringsdagen, organised by Huset Markedsføring