Tech brands inevitably want to understand what our future technologies might look like and what we might want of them. As such, much of our time as market researchers is spent exploring how technology can meet consumer needs both from a shorter and longer-term perspective. Of course, innovation is often developed incrementally. Much of the success of Apple, for example, is arguably based less on groundbreaking ideas and rather on the excellent execution of existing technologies. Yet, as technology becomes increasingly ubiquitous and devices are less about specific functions and more about general enablers (think basic mobile device versus smartphone), the task of understanding how technology devices and services will be used in the future gets ever more complex.
Posts Tagged ‘Future’
We recently took over the AOP Gallery in Shoreditch to hear from former AdMob top exec, Russell Buckley and his thoughts on the future of mobile technology, retail and civilisation. So sit back, have a cup of tea and prepare to embrace ‘The Singularity’.
Mobile payments and the potential of NFC in 2011: A story about the Android that wanted to share, the BlackBerry that didn’t and the Apple that could take a bite out of anybody07/04/2011 08:47 by Nick Peppiatt
NFC technology has the ability to transform smartphones into virtual wallets, where users pay for transactions simply by waving their phone at an appropriate receiver terminal. However, it also has much wider applications, allowing for synchronised content and services across the mobile ecosystem . The reward for owning this relationship in the mobile space is enormous, and as a result everyone, from mobile operators to device manufacturers, is fighting for a share.
The industry message seems clear; mobile payments will be big over the next five years – big news and big profits. The technology has been around in various forms for years and, now that leading names such as Apple, Google and RIM are designing and manufacturing NFC-equipped devices, many commentators predict that mobile payments will skyrocket .
However, while this will undoubtedly be a major growth area for the future, such reports seldom address the fact that the journey to full consumer adoption is not without its pitfalls.
In recent weeks, so much has been said about what 2010 will bring to the tech landscape that one can’t help but reading with a pinch of salt. For someone that works with customer opinions and observes their behaviour for a living, it becomes apparent that some of the predicted products and services, if they do make it to market, are destined to remain within that niche group of technology enthusiasts that created them in the first place.
Many of course have potential, and if implemented and marketed correctly have high chances of making it to the wider masses. That is, if they were ever intended to do so.
So – what is going to really work?
The answer is, well.. simple. Or, rather: simplicity. If given a choice, customers will always choose and glorify products and services that will offer them “more” in less time and with fewer headaches, the tools that empower them to reach a given goal with the minimum of disruption.