Arek Urban from We like CAPS! (Kalicinski group.com) predicts what 2014 will be like
No doubt the industry’s attention will be attracted Wearable Computing, którego developmentóIt is inevitable, although still in most casesów we are dealing with devices designed by an engineeróand not a desingerów. This is the biggest barrier to category growth, because to get beyond the geek groupóat CES, an early adopterówhether a fan ofóin fitness, it takes more than just great technology. Consumers need to love these gadgets, want to wear them every day, regardless of the occasion. Treat more like jewelry, less like technology.
The way thatóhe evolution of the Pebble smartwatch shows: from a plastic gizmo pointing at the head of aóThe Pebble Steel, which will automatically adapt to usóThe user does not have to be ashamed of their privacy anymoreóof knowledge with „normal” watches. Another example is the early adopter presented at CES „smart bracelet” June by Netatmo. Conclusion: wearable computing for the masses must become either invisible or beautiful.
We will see how the market will adapt solutions from the category Internet of Things. This is the future, for whichóno one is prepared for this yet – neither consumers nor marketers, let alone legislators. In the ideal model, in a few years the physical space wokóWe are going to have a virtual shell, which is going to have a virtual shell, which is going to have a virtual shellówhich will automatically adapt to us, provide the information we need, facilitate our daily activities and enable us to interact with it. We have already seen it all in many ródifferent visions – Perhaps still one of the most interesting illustrations is The Social Web of Things from Ericsson. PóWhich, at the concept level, hasn’t changed much, we’re just getting closer to making it a reality.
Shopping malls, stadiums, train stations, airports, office complexes – are the places in whichóhe Internet of Things can become visible to consumersóin the first place, why? Because they carry the greatest potential for usability and support for sales actions. In 2014, the heralds of this revolution may become implementations based on technology iBeacons, such as. technology provided by Polish startups: Estimote or Infinity Beacons, whichóI sincerely wish them well.
Ending with the prediction of the future, I want to pay attention toóI would like to draw your attention to two more micro-phenomena, whichóWhat I think is important for the Polish market. They are a significant increase in the number of tabletsóin Poland, which will result in an increase in the average time spent by a Poleóin applications and a problem for companies thatóIf you do not have a RWD website, but only a desktop and mobile version.
And also Windows Phone. This one has a chance to become the second force among theód systemóIn the past four years we have been working on the development of mobile phones in Poland, but we may also end our impressive market reconquest if Poles have to buy Lumia phones from Microsoft instead of Nokia.
Which marketers should enter mobile?
The answer is simple: everyone. The business question about mobile has not been answered for a long time: „or?”, only „like?”. Reality, once again, has run away to the front and we find ourselves in a situation in whichóAlmost every consumer has a mobile device, and only a small part of businessów is able to communicate with him on this most personal of screensów. The most important thing is a strategic analysis and a realistic definition ofóin, to whichóThis tool is to be used by the average user. Companies should plan their mobility journey strategically, step by step. The first of them is to create a basic place of contact with the offer, i.e. a website available for the user regardless of the device he or she is usingórego uses. Entering the world of applications is already a task for big brands. Smaller companies should think about building their presence in already existing applications.
Still evident is the lack of interesting second screen solutionssports broadcasts (clubs, broadcasting providers, sponsors, etc.) – to work!), TV series and talent/reality shows are waiting to be developed. Looking at the inexorably growing statistics of multiscreening in Poland, I cannot help but wonder – why no one is using it?
Today’s digital landscape allows you to build your own An ecosystem that effectively engages the user on all screens, from whichóof which use – from the smartphone and tablet, to the desktop, to the television. Depending on the scale of the business and its characteristics, the methods and tools supporting such thinking may vary, but the effects remain the same. Much better than with purely tactical solutions, not embedded in a larger overall implementation, któhe many of which we observed in 2013.
Arek Urban. Enthusiast of using new technologies and convergence of medióin marketing strategies. In the interactive industry since 2003. For four years, we have been working in the Kalicinski.com. Head of mobile project Provisions.pl – of the most popular branded culinary application in Poland. He has previously worked on projects for, among others: Żywiec, TV n, Unilever, T-Mobile, BBC Worldwide Channels.