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Trendbüro Asia-Pacific2007-10-10

A Shift In Creative IndustryExpert Survey

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Q1: In the next five years, which countries will be the most importantfor the CI in a global context?

CHINA USA JAPAN GERMANY UNITED KINGDOM

0%

60%

40%

20%

INDIA

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Q2: Which factors are responsible for the growing importance of the CI?

43% Fashionisation of Commodities

37% Design Becoming the Next Competitive Advantage

25% Increasing Need for Unique and Customised Products

23% Use Design to Simplify Functions of Complex Products

21% Global Shift Towards an Entertainment Society

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Q3: What are the five most important drivers of change for the CI inEurope?

– The growing importance of Intellectual Property Rights and the adoption of industry standards on a global level is causing further internationalisation of the CI.

– Increasing competition and the availability of information, finance and resources are making design the USP and giving well-designed products a competitive advantage.

– Global network of consumers and a shift towards digital lifestyle requires the CI to get even closer to the individual and get even more interdisciplinary.

– Enduring saturation of mass markets and the economic empowerment of developing countries will make niche markets and customised solutions more important.

– Decreasing product quality due to rapid development and shorter lifecycles are triggering a counter trend where people desire quality and locally produced goods.

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Q4: What are main impacts of these changes?

– Increasing global convergence of culture, concepts and trends require improvement of intercultural competence from companies as well as the their ability to ignite desire for global values and visions.

– It is better to be the first with a good-enough solution than the last with a perfection one. To satisfy increasing demands of consumers with limited purchasing power, companies should focus on quality and the basic functionality of products.

– Product lifecycles are evolving. To keep pace with increasing consumer demands and rapidly changing product environments, products are continuously tested, improved, and marketed. Beta markets are the new mass markets.

– Fields such as biology, technology, social science and artificial intelligence are increasingly important in the development of consumer-oriented solutions in a complex and continuously changing environment.

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Q5: Which brands, products or concepts are pioneering the CI today andin the future?

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Q6: Where will the fertile grounds for innovation in the CI be in thefuture?

77% Digital Communication

56% Entertainment and Event Marketing

32% Advertisement

21% Biology/Biotechnology

15% Energy and Environment

12% Interface Design

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Q7: Which parts of the CI will grow the most within the next threeyears?

Interface DesignEducation

Architecture

Visual Arts

InternetMobile Communication

Advertisement

DesignVideo Games

Technology

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Q8: What are challenges the CI face today and in the immediate future?

57% Slow Unification of Laws vs. Quick Globalization of Design

43% Disparity Between Purchasing Power andHigher Consumer Demands

38% Lack of Cultural Understanding

24% Open-Source Culture

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Q9: Which fields within the CI are facing the most difficulties?

67% Music and Film Industry

58% Classic Forms of Advertising

38% Print Publishing

23% Fashion

12% Fine Arts

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Q10: Which current examples best illustrate how the CI is changing?

– Consumers are more involved in product development, becoming co-producers. www.facebook.com

– Classic product lifecycles turn into a continuously evolving process, e.g. American Idol (research, development and promotion are occurring the same time). www.americanidol.com

– Design is becoming the crucial competitive advantage. iPod created a new product category where traditional mp3 players cannot compete. www.apple.com/

– Customers promote their favorite brands and products via platforms like YouTube. But these platforms need creative minds providing content that is worth sharing. http://www.youtube.com/watch?v=B8H29jU8Wrs

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Research Design

– Trend Farm, Beijing: an expert workshop was conducted with 12 experts from the CIwith working experience in the EU/USA/Asia attending

– Online Expert Survey: 78 experts from the CI in the EU/Asia participated in thesurvey

– Visionairs Studio, Berlin: a one-week workshop during the Creative IndustryConference in Berlin with 10 experts from the CI from the EU/Asia attended

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©2007

Contact

Thank you!Trendbüro Asia | Europe

Dirk JehmlichGeneral Manager Asia-Pacific

Trendbüro#2108 Xintai Building | 8 Xiaguangli | Chaoyang District | 100016 Beijing | ChinaEmail: d.jehmlich@trendbuero.com | http://www.trendbuero.com