Nike Fuel

Brands, Mobile and The Future

Posted on Updated on

Predicting the future is never easy, but I gave it a go at a TEDxUCL talk in the spring …

The future is …

By 2045 we will have reached the point of singularity when the devices that are now smartphones will become the size of a grain of sand and 1 billion times more powerful. At that point the computers become sentient and run the world in a Matrix style.

So what happens between now and then? Read the synopsis below, or you can simply watch the video!

Well the first problem is that largely speaking, consumers just don’t care about brands that much. Pointless apps, or social media campaigns fail to ‘engage’ the audiences. The solution is around service. Brands should do what they do, and use channels such as mobile to simply do it better. Some brands understand this. Look at someone like Gatwick Airport who use Twitter as a service channel. They encourage their visitors to Tweet any problems and a small team sets about putting it right. Similarly car companies such as Mercedes are using QR codes in a useful way, by embedding them in cars to help emergency services know how to get access quickly in case of an accident. Or an augmented reality app that shows you how to change car parts.

When it comes to the future of smartphones themselves then we’ve pretty much reached the conclusion. They’ll become faster, brighter etc, but the functions that we have will remain large the same. People were surprised when Apple launched the 5S and 5C that there was nothing radically different. But that’s not the point. The radical change was the introduction of the device itself. From then on, changes are simply incremental. So the next generation are the ‘connecteds and wearables’. Google Glass is seen as a major innovation. It probably won’t be the device that everyone adopts, but it is a good indication of where things are going. However, there are many issues particularly around privacy. Where is the place for brand engagement.

A good brand example of a connected device is the Nike Fuel wristband. Although millions of $s were spent on its development, innovation is not about money, or spending, it’s about ideas. There are many good examples, such as Red Tomato Pizza’s fridge magnet. Simply press the button and it connects to your phone and orders your favourite pizza. A simple idea, well executed. Even more interesting are developments in the world of health. In Kenya they have been using it to track the spread of malaria, for example. Or in Switzerland they have hooked sensors up to the brains of sheep. When a wolf is in the area, it can sense their distress and send a text to the farmer. A simple, effective use of mobile.