10 TRENDS
FOR 2014
Kai Kirkkopelto
Markus Nieminen
SON Helsinki
Digital Advertising Agency
+ 358 (0) 45 138 0727
www.sonhelsinki.fi
www.twitter.com/sonhelsinki
Contact person
Markus Nieminen
+ 358 (0) 40 5686 129
markus@sonhelsinki.fi

1 ART BY ALGORITHM
#
Art and science are merging together. In a data-driven art, algorithms fuel creativity and determine
the success factors that lead to the creation of art. Netflix, for example, crunched the viewing habits of
over 30 million subcsribers to come up with their critically-acclaimed series, House of Cards and
Orange is the New Black. At the same time, we are only beginning to discover how algorithms can
compose music, write stories and develop movies and video games. In 2014, the movement will reach
an even broader range of creative industries.

2 WEARABLE TECHNOLOGY
#
The market for wearable technology is set to take off in 2014. Samsung already rushed to the market
with their smartwatch, Google will soon hit the stores with their Google Glass, and Apple is secretly
preparing their move. Not only will the attraction towards wearable technology increase, but the
nascent market will also become highly competitive. According to Futuresource, the market will hit
$20 billion in value by 2017. In order to succeed, the wearables need to first defeat the barriers of
cultural acceptance and deliver products at a decent price point and in a stylish design.

3 SOCIAL MESSAGING APPS
#
The social messaging market is expanding at the speed of light. Services, such as Snapchat, Kik,
WeChat and WhatsApp are already attracting hundreds of millions of users and the user growth is
expected to only accelerate in 2014. All eyes are on the teens as they are leading the new paradigm
shift from desktop-driven services to mobile-first services. Can messaging apps disrupt the status quo
of social media and are they able to create a sustainable revenue logic? 2014 will provide us with the
answers.

4 BITCOIN
#
To invest or not to invest? From $13,50 to $1,200 in eleven months, the elusive cryptocurrency Bitcoin
remains a hot topic in 2014. The European Central Bank stated that Bitcoin was "characteristic of a
Ponzi scheme” while the Chicago Federal Reserve commented that it was "a remarkable conceptual
and technical achievement”. Bitcoins have been mostly used for buying guns and drugs in the dark
corners of the web, but they are gradually beginning to gain more mainstream acceptance. 2014 will
show whether Bitcoin has the potential to become a credible currency.

5 AUTOMATION OF KNOWLEDGE WORK
#
McKinsey counts automation of knowledge work as a disruptive technology that will transform life,
business, and the global economy. By 2025, the potential economic impact of knowledge work
automation is estimated to $5-7 trillion and the number of full-time jobs generated or displaced by the
coming age of machines to 140 million. The first signs, however, are already here – machines are able
to make more accurate breast cancer diagnoses than doctors and give faster legal advices than an
army of lawyers. What’s next? Think journalism, education, financial services, science & engineering.

6 ANALYTICS 3.0
#
Analytics, that has admittedly become a competitive differentiator in numerous industries, is entering
a new era. In Analytics 3.0 organizations become fully aware of the measurable business impacts of
combining traditional analytics and big data – the cornerstones of the previously dominant Analytics
1.0 & 2.0-phases. Author and academic Thomas H. Davenport argues in Wall Street Journal that
”there is little doubt that analytics can transform organizations, and the firms that lead the 3.0 charge
will seize the most value.”

7 THE BATTLE FOR PRIVACY
#
The recent revelations of NSA have brought personal privacy in the digital domain to debate. The
question remains: Is online privacy a public right or an anomaly? Internet co-creator Vinton Cerf states
that technology has outraced our social intellect – ”it is unrealistic to expect your behavior to stay
private if you engage in social networking and post through social media”. While it is difficult to
anticipate the impacts of new technological advances on our online privacy, one thing is clear: the
battle for privacy will go on.

8 INTERNET OF EVERYTHING
#
Internet of Everything (IoE) marks the ability of people, devices and everyday objects to
communicate with one another through the Internet. According to John Chambers, the CEO of
Cisco, IoE will create $14.4 trillion in total Value at Stake by 2022. While the ubiquitous connectivity is
only starting to expand, Cisco has estimated that nearly 50 billion connections will be active by 2020.
According to Gartner, IoE will re-invent industries at three levels: business processes, business
models, and business moments (i.e. the moments for key differentiation).

9 NATURAL LANGUAGE SEARCH
#
Natural language search (NLS) is about to change the way we search information in 2014. As opposed
to the traditional means of using “keyword-ese” type queries , NLS is able to recognize regular spoken
language and provide highly relevant results in return. Google recently rolled out ”Hummingbird”, the
biggest upgrade to its search algorithm since 2001 that is specifically designed to handle more
complex queries; Facebook is working on ”Graph Search”, its own NLS-engine ; and Yahoo just bought a
Siri-like natural language software startup, SkyPhrase. Who’s going to jump on the bandwagon next?

10
#
BYOD
Bring your own device (BYOD) will gradually develop from a trend to a requirement. A global survey of
CIOs by Gartner anticipates that 38% of the companies will stop providing devices to workers by 2016.
For the employers, the shift will mean decrease in hardware and software costs – for the employees, a
boost in morale and productivity as they can decide upon the tools they want to work with. The
hidden costs and challenges that still hinder the shift include i.a. security concerns and the need to
provide business applications across multiple operating systems .

3 BIGGEST TRENDS FROM LAST YEAR’S LIST
#1 BIG DATA
2013 could be dubbed as the year when big data got big. Companies were being pushed to create bigdata capabilities and turn themselves into data-driven organizations.
#2 DISRUPTION IN EDUCATION & LEARNING
Massive Open Online Courses (MOOCs) democratized education and left a permanent mark on
education and learning. Also the monetization models took off helping the course providers cover
their overheads and pay back investors.
#3 3D PRINTING
The applications of 3D printing technology expanded and the prices kept decreasing in 2013.
Kickstarter witnessed an explosion of 3D printer projects and the media made sure that everyone
knew what 3D printing was all about.

PICTURES
1) Netflix
2) http://www.flickr.com/photos/69730904@N03/8813581366/
3) http://www.flickr.com/photos/hansel5569/7621208492/
4) http://www.flickr.com/photos/105644709@N08/10306142933/
5) http://www.flickr.com/photos/76029035@N02/6829359929/
6) http://www.flickr.com/photos/fdecomite/5045071022/
7) http://www.flickr.com/photos/pulpolux/2268905314/
8) http://www.flickr.com/photos/spierisf/6924311027/
9) http://www.flickr.com/photos/cuatrok77/10925132613/
10) http://www.flickr.com/photos/chrisjagers/4694134154/

SON Helsinki
Digital Advertising Agency
+ 358 (0) 45 138 0727
www.sonhelsinki.fi
www.twitter.com/sonhelsinki
Contact person
Markus Nieminen
Creative Director
markus@sonhelsinki.fi
www.twitter.com/markusnieminen
Kai Kirkkopelto
Planner
kai@sonhelsinki.fi
www.twitter.com/KaitsuK