Gamechangers: Creating Innovative Strategies for Business and Brands; Lessons in Innovation from Those Winning the Game

22 FUTURETECH CHANGING THE GAME OF TECHNOLOGY AND NETWORKS

Futuretech, Rethinking the World of Technology

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:

• Design . . . designed around the customer, enabling people to practically achieve more, whilst also adding emotional resonance.
• Connectivity . . . being social and connected, technology works together and enables people to be more effective, and more human.
• Intelligence . . . harnessing the potential to capture and apply big data through more personal, responsive and intuitive behaviours.

In the near future, the smartphone – in new formats – will evolve into our personal controller – for everything ...