brand innovators 2015 - trends
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Brian
Solis
principal analyst &
author@briansolis
DISRUPTIVE
TECHNOLOGYTRENDS
2015 - 2016
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The Future is Already Here
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The Future is not What We WereTold It Would Be
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We Did Finally Get a Hoverboardrototype
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!ur Future "evolves Around the#G!syste$
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Social %edia '( is Dead
Social %edia beco$es part o) a
di*itally trans)or$ed ecosyste$
"eal+ti$e and content $ar,etin* beco$es $oresophisticated and portable
Social beco$es ,ey hub )or shapin*
custo$er e-periences
Social connects the .ero %o$ent o) Truth and the/lti$ate %o$ent o) Truth
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The Future o) Search and S#% Also 0ies !utside o)Goo*le
More than 88% of consumers are influenced
by other consumers online comments.Source: Econsultancy.com
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%essa*in* Apps are the 1e2 Social %edia
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Asia and !ther Forei*n 3o$petitors Will3o$pete to Gain Share and ush %essa*in*
For2ard
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1oti4cation Windo2s Introduce a Thin 0ayer)or "apid #n*a*e$ent' "ede4nes Future o)
5Apps6
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3hinese Innovation is Goin* to Disrupt the/S )ro$ the !utside In and the Inside !ut
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The Internet o) Thin*s is a Hot and Beauti)ul%ess /ntil It Beco$es the Internet o)
#verythin*
222'theconnectivist'co$
By 7(7(8 the nu$ber o) devices connected to the Internet
is e-pected to e-ceed 9( billion'
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Wearables Will Stru**le to Find Their lace in#veryday 0i)e' They Still 1eed a :iller App'
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;irtual "eality #-peri$ents 2ith KillerApps )or 3onsu$er and ;ertical %ar,ets
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Focus on the :ids< Generation . is %obile Firstand %obile !nly and They=re 1othin* 0i,e
%illennials
Thea2l'co$
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>outube8 ;ine8 etc'8 "epresent5A6 1e2 Holly2ood
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3yber Security Beco$es ara$ountto revent the 1e-t ?Sony*ate
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So$e 3o$panies are Still Greedy andBelieve the Internet Should 1ot Be !pen )or
the Sa,e o) ro4tability' This Will I$pedeInnovation'
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%usic Strea$in* Will 3ontinue to /nder$ine the%usic Business and Artistry' Artists Fi*ht Bac,'
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Wall Street Beco$es Inuential A*ain Forcin*Brands to Tru$p 3usto$er #-perience )or "evenue
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3ro2d 3apitaliation Accelerates Disruption#very2here'
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There are C 3ryptocurrencies in3irculation
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Bitcoin is Widely :no2n8 Thou*h Its %ar,et3ap is Do2n8 The Bitcoin Stac, Will "evive the
%ove$ent
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oel %one*ro
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%obile ay$ents #arly Today8 but Will Soon S,yroc,et
In late 7(C8 Eust o) /S adults said they had $ade a pay$ent in a store byscannin* or tappin* their s$artphone at a pay$ent ter$inal' It 2ill *o up to this year' Apples introduction o) the Apple ay 2ill be the ,ey )actor that2ill drive this percenta*e up'
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%obile ay$ents are Already Gainin* Traction
1early o) Starbuc,s custo$ersalready pay 2ith their phones
( o) consu$ers use theirs$artphones to pay because o)
loyalty bene4ts'
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The Sharin* #cono$y is "eally About"entin* or Borro2in*' #verythin* WillBeco$e 5!n+De$and6
5Technolo*y has $ade rentin* thin*s Jeven in real ti$eK assi$ple as it $ade buyin* thin*s a decade a*oL M Fred Wilson
i
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1e2 #nterprise Drone %ana*e$entlat)or$s 3han*e the Ga$e )or 0o*istics
olitical Battles Will lay !ut in the th
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olitical Battles Will lay !ut in the thDi$ension
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>our rivacy is GoneN It Was Traded )orSecurity and Also Better 3usto$er
#-periences
* a a eaconsN onnec n*
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* a a eaconsN onnec n*online8 in+app8 and in+storee-periences Foot)all8 visits online8 visits throu*h apps
"e*ency and )reOuency o) visits8 behaviors and transactions
Brand aPnities
Favorite products
De$o*raphics
0ocation
0oyalty pro*ra$ utiliation
Service Ouality8 Oueue and abandon$ent
3apacity plannin* and resource utiliation
Beacons provide businesses 2ith endless opportunities to collect $assive a$ountso) untapped data8 such as the nu$ber o) beacon hits and custo$er d2ell ti$e at aparticular location 2ithin a speci4ed ti$e and date ran*e8 busiest hours throu*houtthe day or 2ee,8 nu$ber o) people 2ho 2al, by a location each day8 etc'"etailerscan then $a,e i$prove$ents to products8 staQ allocation in various depart$ents
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Webrooming more common than showrooming
(69% to 46% respectively), according to Harrispoll
Millennials prefer webrooming ma!on remains "# destination for both
showrooming and webrooming
$merging connected instore e&periences lin'online and oine, leveraging both
% li ti d F ll F l % , ti S it
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%ass ersonaliation and Full Funnel %ar,etin* Suites"eset ;endor 0andscape and 3han*e Ho2 Brands
5Thin,6
1e2 adtech co$panies 2ill )ocus on strate*y Rpro*ra$$atic conte-t8 content A1D ads
!pti$ied $obile aPliate trac,in*capabilities
ublishers 2ill oQer in+house capabilities )orbehaviorally pro*ra$$atic tar*etin* o) pre$iu$
advertisin*
!$ni+3hannel 4nally beco$es $ainstrea$ in 7(
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Brands $ust thin, li,e their custo$ers to create sea$less
o$ni+channel shoppin* e-periences that ,eep custo$ers
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BrianSolis
brian@alti$eter*roup'co$
briansolis'co$
T2itterN@briansolis
For$orein)or$ation&to
buytheboo,s8pleasevisitN
httpNSSbit'lySWTFBoo,
httpNSSbit'lyS#ndo)Business
httpNSSbit'lySen*a*e7