Tendencias digitales 2014
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El informe, analiza los cambios y avances en la industria digital durante los últimos 12 meses y establece estas 10 predicciones: 1- Telco 3.0, un proyecto que revolucionará el sector de las telecomunicaciones: El móvil se está reinventando a una velocidad vertiginosa. Este aparato ya no es un teléfono sino un sinónimo de tecnología conectada. 2- Los objetos tomarán decisiones inteligentes por nosotros: Las relaciones interpersonales han sufrido una gran transformación. El surgimiento de objetos con atributos inteligentes está provocando profundos desafíos en las convenciones sociales establecidas. 3- Nacerá un nuevo lenguaje universal: El diseño y la tecnología crearán nuevos estándares que nos permitan interactuar con los objetos y dispositivos. El Big Data será una de las tecnologías que más ayudará a las marcas a aprovechar al máximo esta tendencia. 4- Tu hogar, controlado desde el móvil: Nueva tendencia a medida que los elementos del hogar cobran más inteligencia: el hogar distribuido. Se aprovecharán la capacidad de sensores y dispositivos para monitorizar nuestros hábitos, rutinas y consumos para ayudarnos a mejorar nuestra vida doméstica. 5- El dinero invisible aumentará considerablemente: Esta metamorfosis es real y afectará al comercio a todos los niveles. Poco a poco, las divisas digitales adquirirán volumen e importancia, al igual que ya está ocurriendo con los servicios de pago peer-to-peer y Wallet digital. 6- Las personas controlarán su experiencia con las marcas: Las marcas se están abriendo a los usuarios a través de las redes sociales e incluyen las opiniones de los clientes a la hora de establecer las campañas de marketing. Las marcas deberán reaccionar más deprisa a las necesidades de las audiencias, infundiendo empatía y cercanía y estando presentes en cada interacción. 7- El sector seguros, a las puertas de una verdadera revolución digital: Surgirán startups que representarán la gestión de riesgos, proporcionando actualizaciones en tiempo real que ayudarán a los usuarios a aprender cómo reducir el riesgo para ambas partes. 8- El entorno sanitario renacerá digitalmente: Los consumidores, medios, empresas, gobiernos y la industria médica están cada vez más interesados en el creciente potencial de la sanidad digital y esto tendrá un reflejo en años venideros. 9- Se estrechará la frontera entre el producto y servicio: Actualmente, la oferta de productos es muy abrumadora y resulta muy difícil generar simpatía por todos ellos. Por eso, para diferenciarse, las marcas deberán repensar sus ecosistemas y acompañar sus productos con prestaciones diferenciadoras que llamen la atención del consumidor. 10- No dejarás a tu cliente sólo ante el autoservicio: Los negocios deberán reorientar esta estrategia en torno a la experiencia de las personas. Así los negocios podrán identificar áreas en las que puedan añadir más valor y ahorrar tiempo a sus clientes.
Transcript of Tendencias digitales 2014
- ANNUAL TRENDS 2014 TRENDS IMPACTING SERVICE DESIGN IN
- TRENDS 2014 Every year, Fjord comes together to brainstorm the key trends in service design that will transform what we do, our clients businesses, and the way we live. This year, our new colleagues at Accenture Interactive also joined us. The result is our combined thoughts on the major trends that will shape business and society in the year to come. We believe that 2014 will bring even more transformation, disruption, and delight to organizations and their audiences. Underpinning these trends are three core themes that will impact everyone.
- Old businesses will become new. Traditionally non-digital businesses will have to reinvent themselves to consider the role of digital services in their organizations. As people embrace more digital lifestyles, every business must become a digital business. Were entering the age of Living Services. With more things becoming connected, the living services wave will radically shape peoples lives and expectations. Brands must deliver services that are contextually aware, learn about us, maintain relevance in our lives, and meet our evolving needs. Change will beget change. Digital innovation does not happen on its own or without consequences. For radical departures from convention, watch for gaps in between ideas, but be wary that hyped developments often struggle to adapt to existing systems and economic reality. Our hope is that our 2014 Trends will motivate, inspire, and provide actionable insights to move businesses and society forward. We call that Design at the Heart.
- TRENDS 2014 conversation with objects you are the interface living arrows the distributed home IN CONVERSATION WITH OBJECTS living arrows the distributed home invisible money EVERY PRODUCT IS A SERVICE WAITING TO HAPPEN conversation with objects conversation with objects you are the interface living arrows underwriting digital you are the interface living arrows the distributed home what RX does healthcare need? every product is a service conversation with objects To serve or not to serve Telco 3.0 Big is Back underwriting digital underwriting digital what RX does healthcare need? every product is a service what RX does healthcare need? To serve or not to serve conversation with objects you are the interface living arrows living arrows invisible money the distributed home underwriting digital THE DISTRIBUTED HOME you are the interface underwriting digital living arrows what RX does healthcare need? the distributed home underwriting digital every product is a service invisible money what RX does healthcare need? To serve or not to serve what RX does healthcare need? the distributed home every product is a service invisible money To serve or not to serve WHAT PRESCRIPTION DOES THE HEALTHCARE INDUSTRY NEED? you are the interface every product is a service living arrows To serve or not to serve the distributed home invisible m Telco 3.0 Big is Back invisible money what RX does healthcare need? every product is a service To serve or not to serve every product is a service To serve or not to serve Telco 3.0 Big is Back Telco 3.0 Big is Back YOU ARE THE INTERFACE conversation with objects Telco 3.0 Big is Back Telco 3.0 Big is Back TO SERVE OR NOT TO SERVE INVISIBLE MONEY living arrows To serve or not to serve UNDERWRITING DIGITAL you are the interface the distributed home invisible money Telco 3.0 Big is Back LIVING ARROWS conversation with objects the distributed home invisible money TELCO 3.0 every product is a service invisible money you are the interface living arrows the distributed home invisible money Telco 3.0 Big
- conversation with objects you are the interface living arrows the distributed home IN CONVERSATION WITH OBJECTS As more objects get smartified, deep challenges to social conventions will emerge. underwriting digital what RX does healthcare need? every product is a service To serve or not to serve Everything from watches to pill bottles are connecting with us and collecting data that could influence our behavior. These devices are beginning to quietly talk to each other, leaving us to carry on as they recede into the background to make smarter choices for us. Fjord believes this smartification of objects, and the new forms of interactions theyll give rise to, will have a huge impact on social behavior. invisible money Telco 3.0 Big is Back
- IN CONVERSATION WITH OBJECTS conversation with objects you are the interface WHATS GOING ON living arrows the distributed home invisible money New social conventions and etiquette product isform aroundor not to serve will a service underwriting digital what RX does healthcare need? every To serve through Big is Back wristband, will that change the your Telco 3.0 these connected objects. Theres already animated meaning of a quick glance at your wrist in a social debate about when it might not be acceptable to wear setting? Theres also a trend that complicates this social Google Glass. The early adopters sporting Glass will disruption even more: the prevalence of embedded have to navigate societal norms thoughtfully. If youre sensors in unexpected, newly connected devices, like paying with your face, it may be unclear when your your bed. These objects will engage in conversations, transaction is complete or when someone else is picking but a conversation is a complex thing. Rethink Robotics up the tab. puts graphical eyes on their robots, not to humanize them, but to signal their intent. Machine-to-person The same questions arise about other wearables. Right now, its acceptable to look at your watch to check the time, but if messages, alerts, and payments are flowing signaling is going to be a key issue.
- IN CONVERSATION WITH OBJECTS LOOKING FORWARD With an estimated five million smart watches expected In this way, fashion has an important role to play to ship in 2014, the rumored launches of Apples in determining adoption and use: wearables will iWatch and Chinas ZTE Smartwatch, the wearables influence fashion designers, and fashion will affect battleground is poised to move into mainstream the technology. Weve seen designers readily embrace popularity. The official launch of Google Glass will lead technology on the runways already, and brands like the pack of competitors in the smart glasses arena and MyKronoz are explicitly targeting the style market. traditionally analog products will get a digital makeover that will usher them into this ultra-connected era. Paypal is poised to revolutionize hands-free payments However, it isnt just the physical side of smart objects with Paypal Beacon and Mondelez International may we should focus on: its the services that we design introduce Smart Shelves, supermarket shelves that on top of the physical objects and the behavior they recognize us and adapt to our behavior. In short, this promote that matter. year youre likely to join the wearable revolution and spot newly-connected versions of familiar products.
- IN CONVERSATION WITH OBJECTS FJORD SUGGESTS When more of our homes, cars, work, and children all start to connect and we adopt new forms of interaction, there are huge social ramifications to consider. Think through the contextual reality of conversations with objects, Design a whole new set of interaction systems for the coming smartification. whether by voice, gesture, tap, or vibration. How will other humans around your target audience respond to the interaction? As we increasingly add smartified objects to our lives, well have to swim against the tide of compartmentalization Design services and ecosystems over single-purpose apps, which will take a back seat in the sensor revolution. within our businesses. Dont create a wearables team. Think of a cohesive, service design approach and organizational structure that supports it. The adage of just because you can, doesnt mean you should is extremely relevant as we move towards a future with so many possibilities. Plan for simple barriers, like charging cord management, that could be turn-offs for users.
- ed home invisible money ot to serve Telco 3.0 Big is Back TELCO 3.0 Big is back and its a make or break year. Mobile is undergoing a reinvention and telcos will reap the benefits. Since Fjord started publishing our annual Trends, weve gone from mobile first to mobile gap. Now, were at the stage of mobile as the impetus to reinvention, where mobile really means connected technology. Smartphones and other mobile technology are finally maturing. Their increased adoption, in every developed market, bumps them from technology teenagers to mature adults looking to reinvent themselves. This presents an unprecedented opportunity for companies to deliver new types of experiences. Telcos will continue their evolution of business models from dumb pipes to smart services, by further combining their traditional network services with new digital hubs.
- ed home ot to serve invisible money TELCO 3.0 Telco 3.0 Big is Back WHATS GOING ON The major telcos are now focusing on verticals Telcos are an important partner to other industries, as to reimagine their businesses. Telcos can have a they hold a natural position of power in the value