Trendcasting: Five Big Ideas that Have the Potential to Transform the Near Future of Commerce

Trendcasting5 Ideas that Have the Potential to Influence the (Near) Future of Commerce

Near Field CommunicationsLooking Past Payments

NFC, Explained

• Short-range wireless technology> “Tap and Go”

• Smartphones gain instant access to data from any other NFC-enabled handset or NFC tag

Bluetooth, RFID, QR Codes…Why NFC?

• Versatile• Standards-based• Interoperable• Security-ready• No “pairing” required

Payments Have Early Momentum

• Mobile payments getting the most attention> APAC and EMEA> Google is in early

NFC in the Supply Chain

• NFC Data logger scans, reviews, and communicates all temperature data

• Any NFC-enabled phone can scan tags/manage temperature data > Share with anyone in cold chain

Unilever: NFC and CPG• NFC chips embedded in posters

> 300 posters around Reading, UK

• Primarily younger target audiences> Lynx, Vaseline, Toni & Guy, Magnum

• Tap posters with phone for content> Coupons, contests, video, product info

• NFC-enabled spaces in 6 busy subway stations

• Enabling 2M commuters to connect and transact> Taxis> Transit Guides and Tickets> Forever 21

Singapore Commuters Tap to Buy

Skylanders: NFC and FUN• Physical action figures

interact with games via NFC “portal”

• History and attributes stored with figures

• Figures play on any console

PAYMENT TAG READING

PEER TO PEERTICKETING

UnlimitedPotential

• Identification• Time & Attendance• Loyalty• Transportation• Inventory• Physical Access• Coupons & Offers

700MNFC PHONES WILL SHIP IN 2016

Big DataUnprecedented Number Crunching,Unprecedented Insight

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Large quantities of (typically) unstructured information that can’t be processed or analyzed using traditional tools

2,500,000,000,000,000,000Bytes of Data are Created Every Day

BIG DATA

With Challenge…Opportunity

Big data is an opportunity to mine for hidden patterns and insights in new and emerging types of data to answer questions that, in the past, were out of reach

“Big data will become a key basis

of competition, underpinning new

waves of productivity growth,

innovation, and consumer surplus.”--McKinsey Quarterly

“At the heart of the threat was our competitor’s ability to gather and analyze consumer sentiment and generate personalized recommendations across millions of customers.”

Big Data: From the Front Lines

Specialty Retail

“We tapped into the millions of relevant blog posts, social-media conversations, search term keywords, brand comparisons, and customer feedback postings to gain actionable insights.”

Big Box Retail

“We combined sales data with medical-claims data and clinical data from a medical-record system and found ways to improve health outcomes and manage the total cost of care.”

Pharma Manufacturer

Big Data’s Big Value Proposition

Agility Making information transparentand usable at much higher frequency

Targeting Ever-narrower segmentation of customers leads to much more precisely tailored products

Responsiveness Substantially improved timelinessof decision-driving data

InnovationInform and improve the developmentof the next generation of products

Can GB Predict the Next Gaga?• Connecting social activity

and music consumption

• Aggregating and analyzing likes, plays, downloads, etc.

> Primarily unstructured data

• Learning how artists become stars by analyzing the ways people listen to music now

Augmented RealityVirtual Reality Gets Real

A live view of a physical environment augmented by computer-generated input such as sound, video, graphics or GPS data

Augmented Reality Explained

1/2 mi

101 Main Street2 BR / 1 BA

Augmented Reality Explained

“Recent” AR Inroads• Prototyping• Design• Surgery• Assembly• Entertainment• Gaming• Navigation• Sightseeing 1937

photo circa

Marketing Moves Beyond Novelty

• Delivering useful information

• Adding value• Influencing

conversion rates

Breakthrough: Image Recognition

• No marker required• Scan products for content

> Games, nutrition, product details, etc.

• “Infinite shelf space”

The Circular EconomyA Critical Link to Sustainability?

The Limits of Linear Consumption

TAKE MAKE SELL DISPOSESurvival Requires Large Quantities of Easily

Accessible Resources and Energy

Commodities Prices Price VolatilitySource: Ellen Macarthur Foundation Source: Ellen Macarthur Foundation

No Relief in Sight• Globalized Markets• Population Growth• Rising GDP in Emerging Areas

> Middle Class Growth

• Political Turmoil• Climate

Efficiency is No Longer Enough

Refurbish

Redistribute

Reduce

ReuseRecycle

OptimizingComponentsMinimizing the cradle-to-grave flow of materials

OptimizingSystems

Generating cyclicalcradle-to-cradle“metabolisms”

OPPORTUNITY

Source: Ellen Macarthur Foundation

Core Principles of a Circular Economy

1. Design out waste> Design for disassembly and reuse

2. Commit to renewable energy to fuel entire product lifecycle

3. Shift from “Consumers” to “Users”> Purchase the use of the product > Durable products: leased/rented/shared> When sold, incentives ensure returns

The Circle in Motion: Refurbish• Created Cat Reman in 1972• Annual impact:

> 140 million lbs of products remanned> 130 million lbs of iron> 200,000 lbs. cardboard> 3.4 million lbs. wood

• Zero landfill goal by 2020• 8-10% growth/yr since 2001

The Circle in Motion: Redistribute“Collaborative Consumerism” reaches the mainstream

CrowdsourcingInnovation Without Walls, Borders or Orders

Crowdsourcing,ExplainedCreating goods and services in close cooperation with customers by giving them direct input into what gets produced

Open Innovation at Work• $7.7 billion1

• 200 million phones2

• Linus Torvalds has written only ~2% of the code3

1– Research and Markers | 2 – Juniper Research | 3 – Business Week

Doritos Crash the Super Bowl Party• 5,600 entries, 6 winners

> 2 of top 10 game-day ads

• Six commercials• Brand engagement • Expanded social networks

• $1.4M in prizes

Crowd-Krafted Innovation

• InnovateWithKraft.com• Open to suppliers

and consumers• Numerous recent

advancements> Esp. in packaging

Fiat Puts the “Me” in Mio• Fully crowdsourced Concept car

> 17,662 registrants/10,000 ideas

• Completely transparent process> All decisions/designs shared online

• Dozens of ideas made production

Learn More atCommerceInMotion.comhttp://bit.ly/JEj1OG

Trendcasting: Five Big Ideas that Have the Potential to Transform the Near Future of Commerce

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