Futurecasting – Emergent Technologies That Already Here Today OR Coming Tomorrow That Will Increase The Volume Of Digital Transactions – LIVE Report @ Forrester Consumer Forum 2008

Posted on 28 October 2008 by Patrick Flanagan No Comments

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LIVE Report @ Forrester Consumer Forum 2008
Speaker: Sarah Rotman Epps, Analyst, Forrester Research

There is a whole host of new devices that have already shipped or are on their way in the next 7-8 years that are centered on increasing the number of digital transactions that consumers create.  It is important that the retail industry keep up with this brisk pace of innovation so that your business can be aware and leverage these new technologies.  However before entering the rabbit hole of future-gazing, there are a few guiding principles to recognize in this new space to help guide your frame of reference:

1. Transactions will become increasing dispersed by these devices / technologies
2. Different access points will become the norm
3. Content and transaction will become highly modularized

Here Today (albeit small in most cases):

• E-Ink – Paper quality display that is flexible. Imagine a magazine or newspaper that looks and feels much like the original paper versions, except the pages are all E-Ink pages that can change. Pick up your E-Ink newspaper off the coffee table in the morning, and it will be updated with that day’s edition via wireless networks. Pick it up an hour later, and breaking news will be refreshed
  • Example: Esquire Magazine October 2008 front cover
  • Example: The Amazon Kindle – The “Killer App” here is the easy of transactions that the user has to access and buy/download eBooks from the entire Amazon product catalog
• The Flip – 1 million units sold already & a ton of press around it. Transactional capability built into it. It can access YouTube videos directly for example as well as it’s own website, Flipper
• Fitness / Well Being – All of the below have transactional abilities
  • Example: Koko Fitness
  • Example: Nike + iPod
  • Example: Wii Fit
• QR Codes – 2D bar codes that mobile phones with special image reading software can “read” and decipher
  • Example: Within GQ Magazine Oct 2008 issue – The Ralph Lauren Ad
• Ikan Scanner – Grocery shop from your kitchen by just scanning items as you use them up and the Ikan will re-order them.
• Game Counsels – Increasing wired and connected
  • Example: Xbox 360 Live (watch Netflix movies)
  • Example: PS3 Network (messaging)
• Chumby – Open source alarm clock that is an ambient device. Linux based, WiFi enabled that a user can plug in any RSS feed (eBay bids updated, Facebook friend updates)
• American Airlines Travel Bag Facebook Application – Immediate feedback was the users want more transactional capability. Basically to be able to do everything that one can typically do on AA.com, just within Facebook.
• REI’s iPhone app – improves in-store experience. PowerReview content is made accessible.
• Virgin America – Seatback monitor that creates a competitive advantage that also a point of service for passengers
• Harrah’s Casino’s – Microsoft Surface table driving increases in show/event ticket sales
• Sling Catcher – The next generation of the Sling Box. It pumps internet video to your TV. Basically it should be seen as a cable killer.

What’s Coming:

• Location Based Interactions – Geo-targeting via SMS & mobile application
  • Example: Luxor Casino / Nextel 2006 trial
• Near Field Communication (NFC) – information and payment use via mobile devices
  • Example: Visa & 2008 Summer Olympics
• Biometrics helping improve mobile security
  • Example: BioWallet app for Android
• iTV where all TVs will have a home page and interactivity will be channel and show-specific
• Ambient Devices will operate at the periphery of our attention and will react to changes in color, movement, weather, etc
  • Example: Orb
  • Example: Beacon
• Holograms will bring 3-D to business