The ten trends ready to re-shape technology in China and beyond

China technology forecast

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1

The 10 trends ready to re-shape technology in China and beyond

In a converged world where devices promise

to perform a vast range of different tasks

how can you predict which technology

mash-ups will be the ones to capture the

mainstream TNSrsquos World of Convergence

study takes a unique jobs-to-be-done based

approach [link to WofC main article] to

identify what consumers really want from

technology ndash and which devices are best-

placed to deliver it Here are the 10 trends

we expect to start disrupting the tech world

this year

Chris Bonsi CEO Greater China TNS

2

Selfie phones Wersquore just getting startedhellip

HTC may have become the first smartphone manufacturer to put

its best camera on the front of the handset ndash but therersquos still plenty

of scope for perfecting the lsquoselfie phonersquo Front-facing camera

lenses and focal lengths optimised for short-range portraits

software that fixes distortion of facial features making it easier

for people to snap beautiful pictures of themselves these are the

features offering competitive advantage in a selfie-crazy world

1

TNS predicts

Smartphone manufacturers will

fight for positioning on their

phonesrsquo capacity to deliver

idealised share-able self-images

3

Music - the next wearable battleground

It was the killer app for the first generation of smartphones ndash but

now our passion for music on the move could have us dancing

towards new types of technology It once felt liberating to

download music to an iPhone or Android handset Now music fans

expect to be able to stream tunes straight from the likes of Spotify

and Pandora ndash and they donrsquot see the need to carry around a

bulky fragile smartphone in order to do so

2

TNS predicts

The next generation of wearable

technology will focus on eliminating

wires tethering to smartphones

and eliminating poor network

connectivity and other frustrations

from the mobile music experience

2

Selfie phones Wersquore just getting startedhellip

HTC may have become the first smartphone manufacturer to put

its best camera on the front of the handset ndash but therersquos still plenty

of scope for perfecting the lsquoselfie phonersquo Front-facing camera

lenses and focal lengths optimised for short-range portraits

software that fixes distortion of facial features making it easier

for people to snap beautiful pictures of themselves these are the

features offering competitive advantage in a selfie-crazy world

1

TNS predicts

Smartphone manufacturers will

fight for positioning on their

phonesrsquo capacity to deliver

idealised share-able self-images

3

Music - the next wearable battleground

It was the killer app for the first generation of smartphones ndash but

now our passion for music on the move could have us dancing

towards new types of technology It once felt liberating to

download music to an iPhone or Android handset Now music fans

expect to be able to stream tunes straight from the likes of Spotify

and Pandora ndash and they donrsquot see the need to carry around a

bulky fragile smartphone in order to do so

2

TNS predicts

The next generation of wearable

technology will focus on eliminating

wires tethering to smartphones

and eliminating poor network

connectivity and other frustrations

from the mobile music experience

3

Music - the next wearable battleground

It was the killer app for the first generation of smartphones ndash but

now our passion for music on the move could have us dancing

towards new types of technology It once felt liberating to

download music to an iPhone or Android handset Now music fans

expect to be able to stream tunes straight from the likes of Spotify

and Pandora ndash and they donrsquot see the need to carry around a

bulky fragile smartphone in order to do so

2

TNS predicts

The next generation of wearable

technology will focus on eliminating

wires tethering to smartphones

and eliminating poor network

connectivity and other frustrations

from the mobile music experience

4

Gamify your life

Convergence applies to activities as much as it does to devices ndash

and lsquoplayrsquo has already proven the most potent activity to weave

into digital solutions

3

TNS predicts

Gamification will take on a major

role in the next generation of

mobile technology fitness and

health applications productivity

solutions and heightening

employee engagement by making

tedious work fun

5

Disruption in a docking station

Laptop and desktop manufacturers have been keeping a wary eye

on tablets ndash but the biggest threat to their share is likely to come

from a device that is both older and smaller Most people who

own a tablet happily continue to use laptops and desktop PCs for

different tasks but amongst Base of the Pyramid consumers in

emerging markets the smartphone is now the single go-to device

whether you are watching TV making payments or texting friends

around the world

4

TNS predicts

As the processing power and multi-

tasking capabilities of smartphones

improve their capacity to take

share from conventional computers

will continue to grow The tipping

point may well be the arrival of

keyboard docking stations and

interfaces to project images onto

TVs ndash transforming smartphones

into simple desktop PCs

5

Disruption in a docking station

Laptop and desktop manufacturers have been keeping a wary eye

on tablets ndash but the biggest threat to their share is likely to come

from a device that is both older and smaller Most people who

own a tablet happily continue to use laptops and desktop PCs for

different tasks but amongst Base of the Pyramid consumers in

emerging markets the smartphone is now the single go-to device

whether you are watching TV making payments or texting friends

around the world

4

TNS predicts

As the processing power and multi-

tasking capabilities of smartphones

improve their capacity to take

share from conventional computers

will continue to grow The tipping

point may well be the arrival of

keyboard docking stations and

interfaces to project images onto

TVs ndash transforming smartphones

into simple desktop PCs

6

Modular computers

The second major threat to PCs and laptops comes from

the difficulty and expense in upgrading and replacing them

Consumers are less likely to make a big investment in technology if

they believe that it will become obsolete quickly

5

TNS predicts

Modular computers stealing a trick

that Google has already tried with

smartphones could provide the

solution Expect memory batteries

and screens that can easily be

swapped out without the need

for specialist knowledge or tools

Itrsquos features like these that could

change consumer attitudes about

PCs and address perceptions that

they quickly become obsolete

7

Smart computers

We have smart phones but our PCs arenrsquot taking advantage of

their own inherent processing power ndash and as a result theyrsquore

not keeping up They are left operating in a silo with little or no

connectivity to other devices in the home

6

TNS predicts

A new generation of smart

computers will become the

command center for the smart

home Expect computers with the

ability to manage and distribute

content across all your technology

devices automate your home

appliances and diagnose fix and

upgrade themselves

7

Smart computers

We have smart phones but our PCs arenrsquot taking advantage of

their own inherent processing power ndash and as a result theyrsquore

not keeping up They are left operating in a silo with little or no

connectivity to other devices in the home

6

TNS predicts

A new generation of smart

computers will become the

command center for the smart

home Expect computers with the

ability to manage and distribute

content across all your technology

devices automate your home

appliances and diagnose fix and

upgrade themselves

8

The beginning of the end for search ads

The power of search engine giants such as Google and Baidu stems

from the fact that people seeking information online are obliged to

look at pages of search results ndash where they form a highly targeted

audience for search advertising So what happens when voice-

activated mobile search apps such as Siri and Cortana offer users

relevant answers without the need to scroll through search results

7

TNS predicts

Siri Cortana and other digital

assistants could provide the first

major disruptive challenge to the

search engine business model

9

Windows ndash the comeback kid

When it comes to mobile devices Microsoft has often seemed

like the most velocity-challenged tortoise in the technology race

But as in the famous parable there comes a point when slow

suddenly seems to have all the momentum Based on our China

data Windows tabletsrsquo growth in share-of-time is outpacing iPad

and Android tablets We could be seeing the emergence of a more

productive lean-forward tablet device in contrast to its lean-back

rivals that are used primarily for consuming media

8

TNS predicts

Itrsquos no longer a question of if

Microsoft will catch up with mobile

devices itrsquos just a matter of how

quickly

9

Windows ndash the comeback kid

When it comes to mobile devices Microsoft has often seemed

like the most velocity-challenged tortoise in the technology race

But as in the famous parable there comes a point when slow

suddenly seems to have all the momentum Based on our China

data Windows tabletsrsquo growth in share-of-time is outpacing iPad

and Android tablets We could be seeing the emergence of a more

productive lean-forward tablet device in contrast to its lean-back

rivals that are used primarily for consuming media

8

TNS predicts

Itrsquos no longer a question of if

Microsoft will catch up with mobile

devices itrsquos just a matter of how

quickly

10

Home security the next killer app

Confident technology buffs already have all the wifi-enabled

cameras sensors and remote viewing technology they need to

keep watch on their homes but the average consumer doesnrsquot

want the hassle of building such solutions themselves

9

TNS predicts

The next billion-dollar opportunity

will be in the home security arena

This category is waiting for a

beautifully packaged and intuitive

solution that reassures mainstream

consumers through state-of-the-art

technology protecting their home

and family

11

Mobile privacy

Mobiles are the most intimate device that people own ndash and yet

those peoplersquos mobile lives are currently visible to anyone glancing

over their shoulder

10

TNS predicts

Forget scratch-proof sapphire

screens A privacy-enhancing

display that is only visible to

those holding a device is likely to

represent a far more attractive

upgrade option

11

Mobile privacy

Mobiles are the most intimate device that people own ndash and yet

those peoplersquos mobile lives are currently visible to anyone glancing

over their shoulder

10

TNS predicts

Forget scratch-proof sapphire

screens A privacy-enhancing

display that is only visible to

those holding a device is likely to

represent a far more attractive

upgrade option

12

Seizing the opportunity

The first generation of convergence was technology-led with a

wave of innovations enabling tech companies to make technology

intuitive and addictive ndash a selling point in itself The next generation

of convergence opportunities will be different Opportunity

comes from understanding and solving consumersrsquo digital jobs-

to-be-done and removing the frustrations that exist with current

technologyrsquos ability to do so This selection of the 10 most likely

tech breakthroughs shows the broad range of opportunities that

are now up for grabs

Chris Bonsi is responsible for delivering TNSrsquos strategy in Greater China and ensuring that our insights deliver business impact for our clients

Chris has extensive experience in consulting technology and automotive clients with their innovation and branding strategies in Asia Pacific over the past 20 years

Prior to joining TNS in 2002 Chris was a partner at JD Power and Associates where he established the Singapore regional office and the Asia Pacific footprint covering China India and Southeast Asia

Chris holds a Bachelor Degree in International Relations from Stanford University

chrisbonsitnsglobalcom +86 21 2310 0889

About the author

Built on TNSrsquos world-leading opportunity identification approach Matrix World of Convergence is a comprehensive study that identifies those areas that will lead to growth for technology companies

Coverage The study is based on conversations with 5900 consumers in 29 cities (tier 1- 5) during July 2014

Content Digtial macro trends ndash Identification of emerging opportunities based on consumersrsquo ldquojobs-to-be-donerdquo

Device evaluation ndash Comprehensive evaluation of 17 digital devices to understand which categories best serve consumer needs today and those which can extend to fulfill unmet needs

About World of Convergence

Occasion needs ndash 13 occasion-based needs identified where consumers are currently not served effectively presenting portfolio differentiation opportunities

Accessing the study

Companies can access the findings from the TNS study in a number of ways

I A standard report containing the full findings from the study

II A customised report identifying the opportunities for a particular category device service or audience

III A customised workshop where our experts will work through the findings of the study in the context of your specific growth challenge

Please visit wwwtnsglobalcom for further information

Chris Bonsi is responsible for delivering TNSrsquos strategy in Greater China and ensuring that our insights deliver business impact for our clients

Chris has extensive experience in consulting technology and automotive clients with their innovation and branding strategies in Asia Pacific over the past 20 years

Prior to joining TNS in 2002 Chris was a partner at JD Power and Associates where he established the Singapore regional office and the Asia Pacific footprint covering China India and Southeast Asia

Chris holds a Bachelor Degree in International Relations from Stanford University

chrisbonsitnsglobalcom +86 21 2310 0889

About the author

Built on TNSrsquos world-leading opportunity identification approach Matrix World of Convergence is a comprehensive study that identifies those areas that will lead to growth for technology companies

Coverage The study is based on conversations with 5900 consumers in 29 cities (tier 1- 5) during July 2014

Content Digtial macro trends ndash Identification of emerging opportunities based on consumersrsquo ldquojobs-to-be-donerdquo

Device evaluation ndash Comprehensive evaluation of 17 digital devices to understand which categories best serve consumer needs today and those which can extend to fulfill unmet needs

About World of Convergence

Occasion needs ndash 13 occasion-based needs identified where consumers are currently not served effectively presenting portfolio differentiation opportunities

Accessing the study

Companies can access the findings from the TNS study in a number of ways

I A standard report containing the full findings from the study

II A customised report identifying the opportunities for a particular category device service or audience

III A customised workshop where our experts will work through the findings of the study in the context of your specific growth challenge

Please visit wwwtnsglobalcom for further information

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Click here to ead more

Demystify the future ndash see beyond the hypeWe reveal the complex ecosystems that

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businesses can predict manage and profit Click here to read more

Identifying innovation opportunities in a converged worldConvergence continues to challenge growth

for technology companies but there are still

opportunities for those that understand what it

is that consumers really want to do Click here to read more

TNS advises clients on specific growth strategies around new market entry innovation

brand switching and stakeholder management based on long-established expertise

and market-leading solutions With a presence in over 80 countries TNS has more

conversations with the worldrsquos consumers than anyone else and understands individual

human behaviours and attitudes across every cultural economic and political region of

the world

TNS is part of Kantar the data investment management division of WPP and one of the

worldrsquos largest insight information and consultancy groups

Please visit wwwtnsglobalcom for more information

If you would like to talk to us about anything you have read in this report please get in

touch via enquirestnsglobalcom or via Twitter tns_global

About TNS

Get in touch

wwwtnsglobalcom

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