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

And this isn’t a bad thing…

Technology can iterate or it

can disrupt and unlike

years such as 2008-

2010, we’re 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’ isn’t a tweeting toaster (or a shoe)

Contrary to popular

belief, more connected

things won’t mean

a 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.

So what does this mean for brands?

• Connected devices seeking information could create a 2nd customer to

target, the objects themselves

• Information 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 behaviour

3.) Predictive is the best user interface

The increase of data

generating devices and

sources led to 2012’s SXSW

buzz word of ‘Serendipity’

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 do…

The UX of the future is minimal,

presenting only what you need

when you need it and taking

things away when you don’t..

Tempo, Sherpa, Google Now & Others are

starting to show what prediction can do

for an interface and usability..

So 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 doesn’t 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 process

4.) Better Living Through Technology means moving beyond Personal

Analytics…

Technologies that have created the

‘quantified self’

(Nike+, Jawbone, Fitbit, etc.) will go from

data providers to coaches, creating the

‘informed self’

Verbal feedback and analytics can

become more meaningful positive

feedback and insights using device and

data connectivity

Its just a run until Nike+ and your scale

get together with your refrigerator…

(or even your calendar for now)

This may seem overreaching, but

technology already changes behaviour

all around us (just look at the ATM)

So 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 change

5.) BIG Companies have their sights set on doing BIG things…

Google’s product

demo / developer

briefing of glass

showed the

grounded reality

of the product, but

also its great

potential…

Stephen Wolfram spoke on the future of

products such as Alpha, creating machine

based expertise and generating new scales of

data usage…

Elon Musk (Tesla) stated that his goal to put

someone on Mars will occur in his lifetime…

So 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 thinking