5 key trends from sxsw 2013

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1.) SXSW 2013 talked about the same things as SXSW 2012.

And this isnt a bad thing1

Technology can iterate or it can disrupt and unlike years such as 2008-2010, were currently iterating..

Current technologies on the horizon are more software and hardware based than previous years, taking longer to come to market, developing instead of disrupting quickly

2.) The Internet of Things isnt a tweeting toaster (or a shoe)

Contrary to popular belief, more connected things wont meana lamp that can friend (or de-friend) you on Facebook

Instead the Internet of Things is evolving functionality that is already with us. It is devices that:a.) Connect with basic information (a toaster that knows the time & date)

Instead the Internet of Things is evolving functionality that is already with us. It is devices that:a.) Connect with basic information (a toaster that knows the time & date)b.) Allow other devices to Control them (a washing machine set on mobile, smart home control)

Instead the Internet of Things is evolving functionality that is already with us. It is devices that:a.) Connect with basic information (a toaster that knows the time & date)b.) Allow other devices to Control them (a washing machine set on mobile, smart home control)c.) Coordinate with other devices and data to anticipate and predict

Coordination/Prediction is still on the way and where the internet of things gets its value

A washing machine that not only knows it is broken and contacts you, but has already cut the power to it, found the cheapest plumber in your area and looked at open appointments in your calendar to have it fixed.In short, tweeting is a parlour trick for devices, coordinating and aiding is the real value9So what does this mean for brands?Connected devices seeking information could create a 2nd customer to target, the objects themselvesInformation exchanges, open APIs and search will need to provide greater accessibility for rational information sources for objects to connect to

Manufacturers and hardware companies must embrace open platforms to drive centralization and data sharing forward

Devices may be making rational and routine decisions through prediction, but the consumer will still drive final choice and more emotional, less predictable behaviourHow do you market to robots?Bears, Bats, Bees analogy explains development here well10

3.) Predictive is the best user interface11

The increase of data generating devices and sources led to 2012s SXSW buzz word of SerendipityDiscovery of information serendipidiously meant that information was presented to you when you need it12

2013 has iterated this further, showing how data can indicate what a user wants to see on a device, but also what he wants to doDiscovery of information serendipidiously meant that information was presented to you when you need it13The UX of the future is minimal, presenting only what you need when you need it and taking things away when you dont..Discovery of information serendipidiously meant that information was presented to you when you need it14

Tempo, Sherpa, Google Now & Others are starting to show what prediction can do for an interface and usability..15So what does this mean for brands?The data needed to deliver rapid predictive functions will quickly come to a point where its less about hoarding and more about interchanging information between apps and platforms quickly and openly

Marketers will need to build trust with consumers through a greater value for data to enable this technology to develop quickly

Predictive UX doesnt kill the WOW factor of new tech, but it does shift the focus to subtle pre-emptive functionality

Pre-emptive search from Google and others will be the first advancements for this, but raises questions about how this impacts the purchase processWhere do ads go on a predictive interface?16

4.) Better Living Through Technology means moving beyond Personal Analytics17

Technologies that have created the quantified self (Nike+, Jawbone, Fitbit, etc.) will go from data providers to coaches, creating the informed self18

Verbal feedback and analytics can become more meaningful positive feedback and insights using device and data connectivity19

Its just a run until Nike+ and your scale get together with your refrigerator(or even your calendar for now)20

This may seem overreaching, but technology already changes behaviour all around us (just look at the ATM)The steps in which the machine dispenses money are built to ensure a card isnt left behind, creating prompts and a process that has shaped our behaviour with us no longer noticing. This process doesnt use behaviour change as a value proposition, but has shaped behaviour.A process or product that promises behaviour change as its value will therefore have even more latitude to change behaviours 21So what does this mean for brands?Tech products have already marketed themselves completely on positive behaviour change through use, but these messages will become only more refined with time

As they do, it will continue to change what consumers think of as value, moving, in some cases completely away from the functional aspects of the product itself

Apps such as Carrot highlight how software can take on a personality to encourage behavioural changeWhere do ads go on a predictive interface?22

5.) BIG Companies have their sights set on doing BIG things23

Googles product demo / developer briefing of glass showed the grounded reality of the product, but also its great potentialGlasses UX is less of an HUD and more of a present display only when needed, using simple feeds of news and useful content to be an aide throughout the day, but not a consistent presenceApps such as the NYT app show how users can select interesting headlines when wanted and have directional audio read the stories to them on the goVideo capture, social functionality and maps are all present in a minimal yet useful way24

Stephen Wolfram spoke on the future of products such as Alpha, creating machine based expertise and generating new scales of data usageWolfram viewed Alpha as google for people that need expertise, not just information25

Elon Musk (Tesla) stated that his goal to put someone on Mars will occur in his lifetime26So what does this mean for brands?As companies such as Google and others continue to innovate, those in the tech sector and beyond must continue to keep pace on what is considered innovative

The bigger the organization, the bigger the consumer will consider they should be thinking27