This edition of the document covers personalization, rise of data journalism, and near field communication (NFC). On personalization, it discusses how consumers now expect customization across industries and media. It also covers challenges in personalizing for multi-identity consumers. On data journalism, it discusses how data now sits at the core of journalistic work and how data is being democratized. On NFC, it discusses the technology's role in mobile payments and reasons for delays in widespread adoption, including issues around standards, business models, and security concerns.

1. July 2012
This edition covers:
• Personalisation: The Power of Me
• Rise of Data Journalism
• NFC: Near Field Communication

2. BRANDS
➔ This means marketers may need to develop
PERSONALISATION: multiple campaigns; some which are tailored to COMMUNICATIONS TAKEOUT
THE POWER OF ME suit individual profiles and viewing
preferences, as well as ‘blanket’ campaigns for
those who are uncomfortable with
The one-size-fits-all approach is completely
personalized advertising.
demoded. Consumers are now able to
influence how and what they buy across every
Web Personalisation and ROI – Still Nascent
industry and nearly every part of the globe.
➔Just over a third of companies surveyed by
And it’s the all pervasiveness of customisation
econsultancy are able to target personalised
that has transformed this from a mere trend ‘ONLY GIRLS ALLOWED ‘ CSR
web content in the right context in real-time.
into an absolute expectation.
➔ Only 32% of respondents view their current PERSONALISATION CASE STUDY
content management systems as useful
Personalisation and Me
enablers of personalisation. • Plan UK’s Because I am a Girl
➔ One of the biggest challenges is that the campaign, highlighting the plight of
➔ The impact of personalisation on ROI and
very definition of “me” is an increasingly multi-
engagement is most typically measured by the the world’s poorest girls was
identity phenomenon. People are recognising
increase in conversions. launched with a ground-breaking
the opportunities of being their own editor and
creating different personas to suit each of their
Personalisation and Recruitment
interactive advert on a bus stop in
audiences. London.
Canada based Vizualize.me is a website that
converts a resume into a colourful infographic, • The advert uses facial recognition
Personalisation and Media
conveying the individual’s employment and software with an HD camera to
➔ Fewer and fewer people are looking to the
academic history, skills and achievements via a determine whether a man or woman
newspaper front page or 6pm news slots for
timeline, pie charts and graphs. Vizify similarly
their regular news updates. is standing in front of the screen, and
just launched a graphical bio service that pulls
➔ As more of us share our likes and friendships, shows different content accordingly.
personal data from all your social networks to
individually-curated news is at our fingertips.
create a biographical snapshot of who you are. • Men and boys are denied the choice
➔ Web, tablets, and mobiles increasingly offer to view the full content in order to
us the news that fits precisely who we are.
The Future highlight the fact that women and
➔ As this momentum continues PR girls across the world are denied
Personalisation and Advertising
professionals and marketers must trade in
➔The next generation of advertising (opt-in)
more traditional tactics in favour of smarter
choices and opportunities on a daily
will allow consumers greater control over how, basis due to poverty and
approaches that extend their personalisation
when and which ads they see, thanks to tools discrimination.
capabilities beyond the PC.
like ASQ and AdKeeper.
➔ It is this ability to deliver relevant • The campaign is aiming to raise
➔ With the release of Google Chrome’s ‘do not
communications across multiple channels that £40m by June 2016.
track’ feature, they’ll also have the power to do
will transform these marketing efforts from an
the opposite by disabling online ad
unwanted intrusion into a valued service.
MARKET TO ME – THE NEXT STEP
personalization. IN PERSONALISATON

3. MEDIA Viral Infographics
RISE OF DATA JOURNALISM ➔ Looking at visualisations, what really comes COMMUNICATIONS TAKEOUT
In the past reporters gathered and analyzed across from this analysis of Visual.lys most viral
data as a way of enhancing (usually infographics is how sometimes the simplest
investigative) reportage, whereas data things can flood the web.
journalism focuses on the way that data sits ➔ Single charts are more likely to be successful
within the whole journalistic workflow. because they are easy to consume; the viewer
only needs to learn how to read one “chunk”
‘Data-driven Journalism is the Future’ of visualization to get the whole story.
➔ It’s hard to argue with the inventor of the Simplicity lends itself to quick understanding
world wide web, Sir Tim Berners-Lee, who and sharing, whereas complexity can prevent a
recently declared: “Journalists need to be data- viewer from reaching those points. SIXTEEN TIPS FOR BETTER DATA
savvy. These are the people whose jobs are to ➔ Mixed charts, which is what we commonly JOURNALISM
interpret what government is doing to the think of as the typical form of an infographic, is 1. Pick subjects with a shelf life and
people. So it used to be that you would get the least successful here, perhaps because update the data. The BBC keeps
stories by chatting to people in bars, and it still they take more mental work to consume track of military deaths in
might be that you'll do it that way some times. completely, again pointing to simplicity and Afghanistan and links to this data
But now it's also going to be about poring over brevity as strengths in visual communication.
from every story about a military
data and equipping yourself with the tools to ➔ Two useful tools for data cleaning, analysis
and visualization: ScraperWiki and Google
death.
analyse it and picking out what's interesting.
Refine for data collection and analysis. The 2. Make tools, databases and apps
And keeping it in perspective, helping people
out by really seeing where it all fits together, Darwin Awareness Engine™ creates content that your readers will want to return
and what's going on in the country. Data-driven visualizations that allow you to quickly scan to. Sticky data that continues to be
journalism is the future“ across the themes contained in the content useful is better than one-off, time-
within your topic of interest. sensitive pieces.
Democratisation of data 3. It should be easy for users to share
➔ There's a great democratisation of data going Best Practice Data Journalism your feature. Allow people to
on. Rather than the numbers belonging to the ➔ The data team at LaNacion were recently embed your data or make it easy to
experts, they belong to all of us - and data shortlisted for the first Data Journalism awards link to.
journalism is part of that reclaiming of the facts. for their work on transport subsidies.
4. Plan the publication and partner
➔ Crucially, data journalism doesn't have to When the team started, it had no web
programmer or CAR [computer assisted
with a range of outlets for maximum
mean data visualisation. It is not about
reporting] people in its newsroom. coverage.
producing charts or intricate graphics - the
results of data journalism just happen to lend ➔ The team is still not exactly huge - but it is 5. Remember to re-promote the
themselves to that. Sometimes a story is best easily the best data journalism site in South features regularly.
told in images and infographics, other times it America and one of the most innovative >> CONTINUED IN LINK:
works as words and stories. Data is the ultimate around. You can read more about it on 16 TIPS FOR BETTER DATA
in flexible formats. NiemanLab and via this video.
JOURNALISM

4. TECHNOLOGY
Why The Delay
NFC: NEAR FIELD ➔ Trials demonstrate consistent consumer COMMUNICATIONS TAKEOUT
COMMUNICATION enthusiasm but handset manufacturers still
rarely have NFC chips in new phone models. So
Picture the scene: You're in a shop. In one
what’s been the reason for the delay?
hand you're holding a sandwich and in the
➔ Challenges related to technology standards,
other your smartphone and you're in the
business models and merchant
queue for the checkout. Instead of fumbling
implementations have delayed progress.
for change or plucking a card from your wallet,
➔ Whilst some barriers may lie in consumer
you open a specially-designed app on the
education and adoption , it is clear that the key
phone, key in a pin, and when you get to the
barrier is the fact that the mobile value
front of the queue, you just beep, and walk out 6 Cool Uses of NFC
proposition has yet to be identified and
the door.
defined. – see link below for full details
➔ As long as carriers, handset manufacturers
So What Exactly Is Near Field Communication
and banks are unclear on how they will realize
➔ It’s basically a variation of other short-range
incremental revenues from mobile payment,
1. Patented+
wireless technologies already used throughout 2. ATI Log-IC NFC Logger
there is a hesitation to deploy at scale.
the world—especially in Japan and Europe. 3. SleepTrak
➔ Certain security concerns will also need to
➔ Like RFID, near field communication can
quickly swap information between devices
be addressed – see Google Wallet issue. 4. Bus tickets
when they're touched together. 5. Museum of London App
Rumour Has It
➔ You can exchange things like text, images, 6. Parking meters
➔ A new patent suggests that Apple will be
URLs or other data simply by holding your
introducing a near-field communication (NFC)
phone up to various "smart tags.“ 6 COOL USES OF NFC
chip into its next-generation iPhone, which will
enable users to quickly send iTunes gifts to one
Role of NFC in Mobile Payments
another.
➔ Following on from Future Perspective
➔ If true, it means Apple would finally jump
edition #8 on Funny Money it is clear that, as
onto the mobile payments bandwagon,
mobile smartphone adoption has exploded, the
allowing its users to purchase goods and
expectation of contactless mobile payments
services directly through their smartphones.
has also grown exponentially.
➔ By the end of the year the majority of
CONTACT
➔ The technology is reasonably mature and Elaine Cameron, Director Strategic Research
smartphones that you purchase will have NFC
effective with extensive trials around the globe. & Trend Analysis, EMEA
on them.
ISIS and Google Wallet are already in use in the elaine.cameron@bm.com
➔ Big high street players are getting in on the
US. Don’t forget to follow:
act. Tesco is rolling out near-field
➔Visa, MC and Discover have each laid out a http://www.twitter.com/FUTUREPersp
communications capabilities across Britain,
contactless roadmap, providing financial http://www.facebook.com/FUTUREPerspective
ditto Boots the Chemist. McDonalds and Prêt a http://storify.com/FUTUREPersp
incentives for merchants to deploy contactless
manger already have NFC communications
(Near Field Communication) terminals.
equipment set up in their stores.