Brands and retailers will pay additional attention to m-commerce opportunities. Retailers’ native apps will further leverage the barcodes that shoppers often scan with their mobile devices. That means that your mobile and wearable devices will generate real-time data regarding your individual body tracking blood glucose levels following meals, sleep quality as indicated by REM cycles, carbon dioxide levels in your muscles, and the like. Not to mention smart armbands for workout-related notifications, and smart shirts that can notify you about stress levels or an elevated heart rate.
New Year’s Eve at the symbolic center of New York City has become more than just a celebration — it’s now a global tradition, facilitated by the technology that brings all of us closer together. As the famous New Year’s Eve Ball descended atop One Times Square, an estimated one million people in Times Square, millions nationwide and over a billion throughout the world were watching, posting and sharing, united in bidding a collective farewell to the departing year, and expressing our joy and hope for the year ahead.
Smart brands will continue to create campaigns through this connected-consumer lens, and the confluence of product, marketing, technology, and other driving functions will be more important than ever — as it’s this blurring of the lines that will enable these richer consumer experiences. You’ll see MasterCard activating this in full force whether around the GRAMMY Awards in the US, Rugby World Cup in the UK or SFX electronic dance music festivals around the world, because 2015 is the year for true digital transformation!
Make no mistake, mobile tech is about to enter a brand new phase when it comes to wearables. Google Glass may have found more of a home in the business than the consumer sector — but nothing is set in stone, yet. And with the Apple Watch ready for tech-store shelves, prepare to see a push to win territory from all players. “I’m eager to see Apple Watch, how it works, how it looks,” said Andrew Whiting, vice president of marketing at Solstice Mobile (he said his company was an early adopter of Google Glass as well). “I believe that having that push from Apple is going to make all the difference.” In other words, Android Wear developers, start your engines.
What if your relationship with many of the brands you already use became more like a subscription for services? What if your bank, for example, interacted with you more like a Fitbit experience — your device telling you how much free cash you have at the start of each day, or helping you identify an opportunity to spend your credit card’s loyalty points in the moment at a store, airport, or event? That’s one idea on which Heather Cox, chief client experience officer at Citi, is training her eye for the next 12 months (and more). “The days of companies selling products to consumers is coming to an end,” Cox said. “The whole element of moving the position from sell to buy is something we’re going to be working on over the course of 2015 and beyond: how to engage customers with products and services very differently … the notion of the marketing funnel marketing fundamentally changes. It becomes much more about a lifecycle, that circular notion of over time — how do we catch people, using data, and actually help them in the moment?”
Only a few weeks after its launch, Apple Pay supports cards that represent 90 % of the credit card purchase volume in the U.S. and can be used at 220,000 outlets – from national retail chains to your neighborhood store. With Starbucks’ mobile payments success as validation,” said Pascal Caillon, general manager of Proxama’s North American operations, “consumers will soon be more inclined to use their phone to purchase low-value, daily items as a starting point. Merchants in these sectors will set the industry standard and will be the ones to watch.”
With Apple’s HomeKit already out there, and the Thread Group’s wireless networking protocol poised to capture a similar audience, the charge is on for a slice of the smart-home sector. “In the coming year, expect these two camps to furiously court developers into their ecosystems,” said Coby Sella, chief executive officer at Sansa Security. “Early rumblings suggest that Apple’s HomeKit will be a closed ecosystem, akin to the company’s App Store, while Thread Group will be more open, much like Google Play. No matter which protocol becomes the de facto standard, telcos and service providers such as Comcast and ATT, and alarm-systems companies such as ADT, will have to make sure everything they deploy works with both.” Read more…