Comsys offers companies an interactive voice response system through which consumers can upload videos on their mobile phones (cc, Dutch). Through this system, brands can communicate with consumers in a more visual way. It will first be applied in the entertainment sector, but soon other sectors will follow. So that we sill be able to call the doctor to show him the eczema on the knee, call the plumber to show him the cabinet under the sink, and ask the insurance companies for advice by showing them the first impressions of the damage. This system makes it all possible.
Trend observations, analysis and future predictions since 2005
Rabobank publishes baby pictures on website
Rabobank publishes pictures of parents with their newborn babies on its website. In this case at the local branch of Genemuiden. Thus brands act on the 'think tribal, act personal' principle. By realizing that customers, people, members, always have relationships with others, and giving them their own spot in this way, they will be able to attract many people out of the direct surroundings of their existing customer database. Besides, by being present in a (very) early stage of life, a lifelong bond is created between person and brand. It is an example of long term thinking, of which coaching brands are bound to bring us many more examples.
Related trends
Training With The Stars
Through Training with the Stars every (Dutch) runner, biker, or fitness enthusiast can now get their own personal coach on their MP3 player. The training is accompanied by encouragements and tips from Dutch top athletes Mascha Dolman, Leontien van Moorsel and Gianni Romme, as well as music keeping up the pace. Athletes can keep their log through the site. After registration they can directly download their first MP3 (ts). Thus new brands show how they take on the role of personal coach. In the future also for purchase advice for products, for special training weeks, or for nutritional advice. This way personal sports brands slowly develop.
Dragging routes in Google Maps
If you plan a route through Google Maps, you can now easily customize it by dragging and dropping points. See the video below for a demo (sc, Dutch). Thus brands start communicating more and more intuitively. By using visual elements instead of text. In the future we will be able to say: "I think I would like to drive along the coast", after which the "nicest route along the coast" is suggested, you will be able to see the views, and read what others liked about this route. This is another step in that direction.
Free access to New York Times archives
The New York Times archives until 1988 have recently become freely accessible (sc, Dutch). In the economy developing now, the experience economy, information is free. Everything that is general will be freely accessible for anyone, anywhere in the world, and in all possible languages. The art won't be to gather more information, but to select the right information for the individual, and through that reduce the 'information stress' to a minimum. An art coaching brands will understand very well, and for which people will be more than willing to pay.
Related trends
Live Messenger standard on cell phone
From now on Vodafone will place Windows Live Messenger (formerly MSN Messenger) on its cell phones. By clicking on the icon, Messenger can be downloaded and you can chat immediately. This is how text, speech and video integrate into one channel. Calling will soon only mean 'calling live'. Then it'll be about exchanging (live) images, speech or (live) text messages. That we only used to be able to talk has long been forgotten. Telecom operators then only have a technical role: connecting us to the visual world. social contact brands, into which Live Messenger could grow, facilitate this contact. This is a step in that direction.
Tazti fetches brands on command
Anyone who installs the (beta) software of Tazti will receive brands on command. By simply yelling 'Go Amazon', 'Go Flickr' or 'Go Diggs' behind your PC screen you'll immediately be shown the brand page. Other commands are also possible. It's not always perfect and the amount of brands that's recognized is minimal, but it shows nicely where we're headed. Soon we'll have all our brands at our beck and call. And with all millions of brands in the world our contact coaching brand will know exactly which brand we mean. Just like we only recognize one Nataly, even though there are undoubtedly more than one. 'Call Nataly' will be enough for our contact coaching brand. Once we're in contact with our chosen brand the dialogue will continue happily, just like we would with people. And this can happen on every possible screen, especially our cell phone. Tatzi could grow into a contact coaching brand that will always support us.
Using ordinary tags to recognize pictures
Researchers have discovered how computers can recognize objects because they've seen several comparable objects to which people have manually added tags. If the tag 'Eifel Tower' is added to several different pictures, the software can automatically add the tag 'Eifel Tower' to the next picture of this landmark structure. With this technology we'll be able to make brands smarter by teaching them things the way we teach children things. After all, we repeat "This is a cow", "This is a sheep" and "This is granddad" ad nauseam. Eventually brands will, like children, grow up and become smarter than us. Much smarter than us. This technology adds to that.
H&M makes interactive posters
Fashion brand H&M makes its posters interactive by adding a special 3D bar code to it: a sema code. These codes can be read with modern mobile phones, after which an internet page appears. Then the products shown on the poster can be ordered directly (mb, Dutch). Brands make all their communications interactive. Now through billboard posters, in the future through bathroom advertising and especially also through advertisements in newspapers and magazines. And not just the communication becomes interactive, the products become interactive too. So that in the future, if we see something special, we can always order it in one click. And that worldwide! Impulse purchases thus are made very attractive. This is a small step in that direction.
Related trends
Intelligent eavesdropper
With ThePudding people can call a normal phone number through a website, and talk like they do through Skype for example. The words they use are then analyzed, real-time, after which advertisements appear on the screen. Click the image for a demo (via al). Thus brands help us think more and more. Coaching brands stand next to us, and are part of our lives. They know what we are interested in. Not because we actively select our interests in drop-down menus, but because they travel with us. Our whole life. This is the beginning of it.
Related trends
Chatbots and avatars in Google Earth
Users of social network Facebook now can interact in Google Earth through their avatars. Besides it is possible to place chatbots which for example can serve as receptionist, security guard or hotel butler (ab). It is still somewhat limited (no movements, animations or complicated connections), but it clearly shows how the virtual world and the physical world are growing together. Google Earth more and more starts to look like the real world, while at the same time we add all kinds of new elements. In the future we will be able to see brand agents at all physical brand locations. If we then decide to enter one of these locations, we enter the virtual world of the brand. An unlimited space. This is a small step in that direction.
Vodafone introduces ‘widget’ for buying credit
Vodafone is the first phone operator in the Netherlands to introduce a 'widget' with which prepaid customers can buy extra credit through internet banking. Once customers click 'add to Google' on a Vodafone web page, the personal Vodafone box from then on appears in the completely personalized Google home page (am, Dutch). Brands get less and less opportunities to enter the lives of consumers. They will therefore put more and more effort into getting people to introduce them in their world. For example by really offering added value. This widget is an example of that. Earlier or later we will gather our favorite brands in one place, which together give a summary of our lives. Thus Google (or a similar brand) forms the cockpit, and our favorite brands are the meters. This is a small step in that direction.
Volkswagen introduces mobile traffic service
Dutch Volkswagen customers from now on can get route, traffic and weather information through their mobile phone. The service is free for customers (via em, Dutch). Thus Volkswagen adds more (virtual) value to the (physical) car. Now for free, but in the future there will be so much added service that customers are willing to pay for it. Then the service will always be available in the car, through the mobile phone but also through every other screen. Then we will be able to look into error reports from the car, and make a service appointment with the garage in one click. Then we will always have the most up-to-date maps in the car, worldwide, we will be recognized in any Volkswagen we enter, and our favorite temperature will automatically be entered. This is only a small step away...
UPnP standard established
Wireless networks are very hard to connect for the average consumer. Configuring routers, passwords, codes: this is way too complicated. For the average consumer, connecting the TV is hard enough already. As a result, by far the most appliances in households are still stand-alone.
This is now going to change. A standard has been established: the so-called Universal Plug and Play (UPnP) standard, which will make it extremely easy to connect new appliances. For example a new TV which is also directly connected to the network, and through which you can directly watch a movie, or download it on demand. Or a display on the kitchen cabinet, on the edge of the bath or in the bathroom, which you only have to plug in to be able to do anything you want. This road is now open. And not just to watch: the displays will especially also react to us. So that the TV automatically tunes in to the soccer game you were just watching in the kitchen. This standard makes it all possible for everybody.
Ciao stimulates members-through-members
Ciao Shopping, one of the biggest and fastest growing comparison sites in Europe, has members earn money through reviews (50 cents per review), and by getting other new members. They can earn a 50% bonus on all review earnings of the new member for the first half year of his or her membership. Participating in market research also brings in money: up to 5 euros per research (em, Dutch). Thus new brands show what a thin border there is between employees and consumers. People who are more involved, make more money. Even in times in which they are less active themselves, when others who they recruited are more active. Regular brands more and more start using multi-level marketing mechanisms. Or the mission work with which churches were successful in the past. It depends on how you want to see it. This anyway is an example of how it can be successful.
Related trends
A water wall
At the US Lenovo headquarters they have a screen that seems to be filled with water, and that reacts to passers-by (fc, Dutch). Screens thus more and more provide us access to the virtual world. Now we can make small waves in the water. Later we will be able to swim through them as well. Swimming and flying through a 3D world: in the end human beings dream of being as free as a bird, and technology helps fulfill this wish.