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#1 - CONNECTED CITIES – FACEBOOK TO PLACEBOOKThe modern city is becoming a pointer system, the new URL, for tomorrow’s hybrid digital –physical environment. Today’s Facebook will be complemented by tomorrow’s Placebook.Explosive Innovation and adoption of computing, mobile devices, and rich sources of dataare changing the cities in which we live, work, and play.Targeted, Focused social-check-in centric campaigns at an all time high. California PizzaKitchen, offering special discounts on Pizza’s going by the mood of the citieslike Mumbai based on people’s check in data.
#2 - TAKING COMPUTER OUT OF COMPUTINGA pattern of computing is emerging where interactions with technology will beconversational. We’ll literally talk to them and they to us. Voice Recognition is a key enablerof this. Apple’s Siri is the headliner, of course, but Ford has been employing Microsoft Sync– which also uses voice control extensively – in its cars for a few years.MICROMAX’s voice command service Aisha is turning the SEC B Indian on!2012 is truly the year of experiencing “design for human” in India.
#3 - QUANTIFIED SELVESWe are seeing the launch of open data aggregation platforms that provide API’s for 3rd Partysensors, front-end applications, and analysis engines. A self tracking enthusiast will be ableto merge spotify, nike+ and withings data to see a comprehensive overview of her healthand life style. Humanized suggestions that prompt and guide individual actions will behigher than ever before.KINGFISHER will be offering the 1st beer free across all pubs in India topeople who carry a specific QR code in their mobile phones as a gesture ofbeing a brand fanatic and supporting their IPL teams!
#4- CONVERGENCE CAUSING SPECIALISATIONFor the past decade we have been seeing a convergence of multiple pieces of hardware intofewer generalist devices. The smart phone is the almost perfect example of the convergentdigital device as the Swiss Army knife. It has absorbed much of the most common use casesfor portable devices like music and video consumption, digital photo and video capture,email and calendar, and of course voice.But because of this, when users are purchasing a dedicated device, they are gravitatingtowards product with higher quality and better design to elevate their experiences. Againstpopular belief India is no more a cost-sensitive market.Facebook phone is well awaited along with a growth of high end camerasales in India. Canon’s growth has been significant in this market.
#5 – INTERACTION CHOREOGRAPHYUser interaction with technology is going above the glass. Its raining tech here in india. Weno longer need an explicit tool or even direct manipulation to drive user interface. With theability of technology, like the kinect, to see user’s movements in space, gesture are beingadded to traditional layers of interaction.Samsung’s SMART TV which reacts to hand waving is well received and hasalready been a talking point of the town since its launch. Our marketinginitiatives will also have to be around such newer, richer experiences for theconsumers to take part. India has arrived in embracing such tectonic shifts inthe usage pattern.
#6 – BASE OF THE PYRAMID: MOBILE INNOVATIONSMART phones are making significant in-roads into an entirely new segment: the lower endof the mass market and the “base of the pyramid”. Sub US$ 100 android phones fromMAXX, MICROMAX has already made significant dent in the business of the Nokia’s of theworld.These smart phones will not be notable for hardware innovations, as they’re stripped downversions of their more expensive and feature-packed brethren. However, they will benotable for over 130 Mn+ people of eager Indians will be discovering the world of smartphones and apps for the 1st time through these devices.App App all the way! For almost everything we will have a new app.Starting from OpenGarden, the internet sharing app on mobile!
Trend-spotting in the digital era...So-Lo-Mo to rule the roost.