The future of technology lies in the ability to create relevant and useful applications for people. It is about fusing technical capabilities and relevant partners to create infrastructures and platforms that enable brands and people to do more.
A recent survey of 16–30 year olds by The Drum showed that 85% believe that technology brands will have the most influence on their futures. The question is which ones. Some tech brands will evolve into lifestyle brands – the new Cokes and Nikes by which we live our lives – whilst others will become invisible, technical ingredients inside other branded experiences.
The difference between commercial success and failure for the brands that embrace these opportunities will be the same as the value drivers of today's technologies. They are:
In the near future, the smartphone – in new formats – will evolve into our personal controller – for everything ...