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2015 Tech
Predictions
An Annual Report by
Donnovan Andrews
V 1.2
Anonymous Features
Social networks deliver empowerment and
connectivity to users. However, these exchanges
aren’t anonymou...
Most beacon conversations focus on the ability
to deliver coupons in retail environments.
Beacons’ ability to deliver mess...
We all use devices to access and manage
work/personal content. The challenge: having to
use multiple devices, making it a ...
Cognitive Computing systems use natural
language processing (NLP) and artificial
intelligence (AI) to understand and predi...
Companies to Watch
 popexpert
 twoGo
 Roost
 Skillshare
Collaborative platforms bring people with
specific skills/prod...
*Rainbow PUSH Survey 2014
**
Jesse Jackson's Rainbow PUSH Coalition urged
Silicon Valley tech firms to disclose employee
d...
With so many companies launching competing
products (especially in the app space), brands
need a way to differentiate them...
The Federal Aviation Administration (FAA) has been
restrictive about commercial drone use, only
recently granting exemptio...
e-Ink is electronic ink – Electronic Paper
Displays (EPD). This patterns-transmissions
technology is to mobile reading wha...
Emoji Diversity
In 2014, a proposal outlined how racially-
diverse Emojis should be used. The
proposal with Unicode (the f...
In 2013, MIT Media Lab grabbed a few headlines
announcing Affectiva, a startup using computers to
map facial expressions, ...
Most wearable tech buzz focuses on wrist devices;
however, the ear’s amazingly efficient for
measuring vital signs and del...
Okay, so Google took the bullet on this, opening up
the entire category. Google Glass wasn’t what
everyone wanted to see, ...
For decades, entrepreneurs and media
companies have tended to go large, building
platforms to attract massive audiences. T...
Past
Future
Companies to Watch
 Flashtalking
 Spongecell
 Kite
Media and data are already aligned with
automated/progra...
This is a easy one: supply and demand; margins and
growth. The leading telcos all vie for the same
customers and can only ...
SPVAs are already in the marketplace on
platforms like Google, Apple, and the recently-
announced Amazon Echo. These featu...
Okay so it's not really the tri-corder but we're
getting close to it. With the emergence of
break through devices that are...
An Annual Report by
Donnovan Andrews
donnovan@rethinkmedia.com
Twitter: @donnovana
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2015 Tech Predictions

  1. 1. 2015 Tech Predictions An Annual Report by Donnovan Andrews V 1.2
  2. 2. Anonymous Features Social networks deliver empowerment and connectivity to users. However, these exchanges aren’t anonymous. Specifically: posts, photos and locations on social media, mobile, and cloud platforms are constantly assessed and analyzed for the benefit of marketing. Look for: as truly anonymous networks take root, brand marketers/product specialists will be able to gather complaints, comments and feedback; and users won’t fear their info is being misused, sold or exploited with attribution. Brands willing to push the boundaries by experimenting in this environment will be winners. Companies to Watch  SnapChat  Nymi  Open Whisper Systems  BlackPhone
  3. 3. Most beacon conversations focus on the ability to deliver coupons in retail environments. Beacons’ ability to deliver messaging in different venues, however, has been largely ignored or overlooked. Potential applications include: exclusive content in sporting areas, Wi-Fi credentials, airport maps, and museum tours. Look for: beacon technology to be used to deliver exclusive content and invitations to micro-events and on-site experiences. Companies to Watch  estimote  phigital  Apple  Qualcomm Beacons For more info see: BEACON TECHNOLOGY OVERVIEW http://www.slideshare.net/donnovanandrews/beacon-technology-overview
  4. 4. We all use devices to access and manage work/personal content. The challenge: having to use multiple devices, making it a chore to pick up where we left off reading, listening or viewing. Look for: services to evolve, as we get further into 2015, offering the ability to pick up where you left off no matter what device you switch to. So… if you’re halfway through a “Game of Thrones” episode on your tablet as you walk in the front door, your Smart TV can queue where you left off. Long term, our devices will be used mainly for identification and not content containment. Companies to Watch  Amazon  Netflix  YouTube  Spotify Cloud Continuity
  5. 5. Cognitive Computing systems use natural language processing (NLP) and artificial intelligence (AI) to understand and predict human intentions. IBM is the dominant player in the space and are likely to lead – as we advance past 2013/14’s big data and cloud trends to activate this data via cognitive computing. Look for: the continued development of supercomputing systems enabling convergence of analytics, visualization and simulation – driving new insights based on the massive amounts of web, mobile and consumer data. Companies to Watch  IBM  Palantir Cognitive Computing
  6. 6. Companies to Watch  popexpert  twoGo  Roost  Skillshare Collaborative platforms bring people with specific skills/products/services together, to create opportunities to connect with customers. We saw this start to take shape in 2013. In 2014, it really took solid form with collaborative enablers expanding into healthcare, logistics, corporate, utilities municipalities and learning. Look for: continued growth in all categories by challenger startups and large firms leveraging internal assets to compete, e.g., hoteliers taking on Airbnb. Expect third-party authentication and background verification firms to emerge, as we permit strangers to interact with our daily lives. Collaborative Enablers
  7. 7. *Rainbow PUSH Survey 2014 ** Jesse Jackson's Rainbow PUSH Coalition urged Silicon Valley tech firms to disclose employee diversity stats. The numbers: overwhelmingly white and male – only 1% of Silicon Valley’s workforce is African-American, despite comprising roughly 11% of the US population. Look for: tech firms to make big diversity hiring strides. Also expect, in 2015, for these firms to partner with local and regional organizations teaching young adults to code and to create alliances to develop S.T.E.M. programs with HBCU. Companies to Watch  #yes we code  BlackGirlsCode  NewMe  code2040.org Diversity in Tech
  8. 8. With so many companies launching competing products (especially in the app space), brands need a way to differentiate themselves – and consumers need more incentives to love one brand more than another. Look for: e-commerce operators to bundle service utilization with donations to users’ charities of choice. This gives consumers extra incentive to use certain platforms and to feel good while doing it. Companies to Watch  Uber  Lift  Fandango  Amazon Donation Bundling
  9. 9. The Federal Aviation Administration (FAA) has been restrictive about commercial drone use, only recently granting exemptions to four companies. The FAA is expected to release a proposal by year- end 2014 for general use (up to 55 lbs.) of commercial drones. I expect the proposal will generate enormous public commentary and could take months or years to be approved. Congress has ordered new laws be written by September 2015. Look for: more permits to be granted to firms in different categories; US firms to test drone services in other countries; and other countries to surpass the US in commercial activation due to relaxed regulation. Companies to Watch  Amazon.com  GoPRo  Airware  SkyCatch Drones
  10. 10. e-Ink is electronic ink – Electronic Paper Displays (EPD). This patterns-transmissions technology is to mobile reading what paper is to books. Fashion accessories enabling e-ink uses (beyond e-book readers) is an emerging market. Look for: in the near future, magazine billboards offering NFC-enabled experiences allowing brands to transmit unique, sponsored patterns. Companies to Watch  Seiko  Zach Weiss ORBO  CST  Sony e-Ink Accessories
  11. 11. Emoji Diversity In 2014, a proposal outlined how racially- diverse Emojis should be used. The proposal with Unicode (the firm setting Emoji standards) suggests users should be able to modify Emoji’s skin tones based upon the Fitzpatrick scale’s spectrum of six human skin tones. Currently, there are 800+ Emojis, but only two represent people of color. Look for: all major messaging apps to support racially-diverse Emojis in 2015. Companies to Watch  Apple  WhatsApp  SnapChat  Viber
  12. 12. In 2013, MIT Media Lab grabbed a few headlines announcing Affectiva, a startup using computers to map facial expressions, to recognize human emotions. It was early to be a genuine reality. But, mobile, consumer, social and peer-proximity data are bringing all of this together, to paint a better picture of exactly "how we are doing." Look for: scenarios such as being greeted at Starbucks based on the mood you’re in that morning, or video games presenting different challenges based on responses to previous sets of challenges. Companies to Watch  Affectiva  Google  Netflix  Microsoft / XBOX Emotion Analysis
  13. 13. Most wearable tech buzz focuses on wrist devices; however, the ear’s amazingly efficient for measuring vital signs and delivering info. Readings (heart rate, blood pressure, temperature, ECG and pulse) are best taken from a part of the body in a still or relaxed state. Look for: wearables in 2015 to process spoken commands for delivering contact info, weather forecasts, driving directions, etc. Hearables category challenges are not insurmountable. In the near-term, social adoption and component miniaturization must be addressed. Expect breakouts in the space, as start-ups and established firms race to the front of the line. Companies to Watch  valencell  Jabra Sport  The Dash / Bragi Hearables
  14. 14. Okay, so Google took the bullet on this, opening up the entire category. Google Glass wasn’t what everyone wanted to see, but it was amazing... conceptually. Look for: Google recently made a hire who will really bring aesthetics to face wearables. It's a logical next step for communications, directions, local information, and marketing. The big challenge will be the consumer appetite of folks who don't already wear glasses. Once this market’s cracked by Google (by creating something most people want to wear), increased adoption will follow. Companies to Watch  Google  luxottica  Oculus HUD / or Heads-up Display
  15. 15. For decades, entrepreneurs and media companies have tended to go large, building platforms to attract massive audiences. The trend now is the reverse: the emergence of organizations focused on creating niche website and enewsletter content for smaller audiences. Look for: niche content to grow, especially in the Internet of Things, wearable tech, foreign-policy and, of course, fashion. Expect large media companies to create partnerships and internal endeavors to launch niche/specialized content divisions. Companies to Watch  Into The Gloss  Media REDEF  The Nerdist  Ambrosia For Heads Niche Content
  16. 16. Past Future Companies to Watch  Flashtalking  Spongecell  Kite Media and data are already aligned with automated/programmatic platforms to deliver efficiencies. Next up, creative needs to get there. Look for: the emergence of firms that will manage processes/technologies, allowing for the mass generation of online creative assets. Creative will be developed based on the rate of performance within a particular campaign – and executed at price points less then what marketers are used to paying at big brand creative shops. > The great work of creative firms won’t go away – this will just open up another budget for below the line creative. Programmatic Creative
  17. 17. This is a easy one: supply and demand; margins and growth. The leading telcos all vie for the same customers and can only reduce unlimited data plans by so much… Look for: wireless carriers to subsidize music apps. This means services like Pandora, Spotify, Google Music and others to be provided to "consumers at no cost." Companies to Watch  T-Mobile  Sprint  Pandora  Spotify Subsidized Music / Apps
  18. 18. SPVAs are already in the marketplace on platforms like Google, Apple, and the recently- announced Amazon Echo. These features enable devices to serve as assistants providing instructions, directions, movie tickets, the ability to queue content, and much more. Look for: Amazon to expand Echo beyond a household stand-alone device, and for all auto manufacturers to align with at least one service. I also expect Wi-Fi home speaker companies (potentially Sonos) to launch with the SVPA embedded in their models. Companies to Watch  Sonos  Amazon  Google  Apple SVPA /or Smart Virtual Personal Assistants
  19. 19. Okay so it's not really the tri-corder but we're getting close to it. With the emergence of break through devices that are able to give us deep read of our bio-data without having to draw blood. This data will be sent back to your mobile phones or to a centralized service provider via Wi-Fi. Look for: services providing analytics, monitoring and recommendations about healthcare, diet and behavior on a subscription basis. Companies to Watch  Google  Apple  Scanadu  Cue.me Med-Tech Subscription
  20. 20. An Annual Report by Donnovan Andrews donnovan@rethinkmedia.com Twitter: @donnovana
  • mghall1

    Feb. 4, 2015
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    Jan. 12, 2015
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    Jan. 7, 2015
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    Jan. 4, 2015
  • donnovanandrews

    Dec. 29, 2014
  • RomonLipscomb1

    Dec. 18, 2014

2015 Tech Predictions

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