Moving towards an era of connected devices: Lloyd Mathias

Published: October 20, 2015 12:36:26 AM

Brand messaging will be presented more through story-telling and by entertaining consumers via influencers

The Internet of Things or what was once called Machine to Machine (M2M) —will change our personal and professional lives forever. By 2020, there will be over 50 billion connected devices communicating through the Internet. These devices could range from connected refrigerators, cars, or sensors on cattle to connected machines in a production plant. These connected devices provide data that offers new insights, and as they talk to each other, they develop their own intelligence and can advise customers about optimal ways to put them to use. This will revolutionise consumer habits and seamlessly alter our lives and the way we communicate.

Mobility continues to be one of the mega-trends and will further accelerate with the penetration of smartphones growing exponentially. In the coming year, we will continue to witness the growth of mobile internet and online penetration predominantly through mobile devices. Communication in digital will be dominated by handheld devices—smartphones and tablets.

Media consumption across the globe is increasingly happening in digital formats. With the increase in the adoption of various devices capable of supporting digital media along with increasing internet access speeds, consumers now have limitless access to content. As elsewhere in the world, media consumption in India has shown a significant shift from traditional media to digital media.

Content will be key for digital media companies and marketers. ‘Made for web’/’made for mobile’ content will gain momentum. Brands will try to curate high-value content. Brand messaging will be presented more through story-telling and by entertaining and engaging consumers through influencers rather than the traditional ‘brand ambassadors’. Media production has in the past has been focused on producing content for print and for TV. Even with the advent of the internet and digital video platforms, most of the content production models have been still designed around old paradigms. India’s most celebrated creative directors are still best known for their well-known TV campaigns. The same two forces, mobile and social, in addition to the evolution of digital technologies are also impacting how content is going to be produced in the future. The coming years will see creative prima donnas emerge from the digital space.

From advertising to engagement

The coming years are going to see a huge change in the way brands will reach out to consumers.  The focus is going to shift from ‘advertising’ to a focus on entertaining and informing consumers to engage with them. The traditional formats of big budget creative campaigns with TV at the centre are going to be replaced with multiple pieces of engagement ranging from digital posts, ‘made for social’ videos, influencer induced conversations, brand stories and consumer feedback curated to the brand’s advantage.

There are various factors that can contribute to the growth in digital technology.  Chief among these are:
* The Digital India campaign of the Government of India
* The growth of broadband connectivity
* Increasing availability of smart integrated devices
* Proliferation of start-ups with web based business models
* Adaptive and tailor-made content

And because of the initialisation of these factors we see the rise of certain trends that will certainly have an impact on the Indian market:

Big data analytics: With increasing data generation, there is a need to capture it at an unprecedented rate, both through websites and mobile apps and sensors which consumer will wear with increasing regularity in 2016. As opposed to making decisions based on a broad understanding of market trends and customer interests, coupled with intuition, companies will increasingly rely on hard numbers to propel new products and services.

Smart machines: Intelligent machines that will be able to communicate with each other and become the first machines to show signs of artificial intelligence. The adoption of smart machines will accelerate the way towards Internet of Things.

At HP, we are introducing a blended reality ecosystem that will break down the barriers between the digital and physical worlds and set the pace for future innovation. Under this, we will set the pace for change in the 3D printing and computing segments and will open up new commercial opportunities.

Digitisation: By the year 2020, an entire generation, Generation C (for ‘connected’), will have grown up in a primarily digital world. Computers, the Internet, mobile phones, texting, social networking—all are second nature to members of this group. And their familiarity with technology, reliance on mobile communications, and desire to remain in contact with large networks of family members, friends, and business contacts will transform how we work and how we consume.

The author is marketing director, consumer PCs, Asia Pacific & Japan, HP

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