5 mkt insights & trends latam€¦ · mkt insights & trends latam 2019 1. awareables more...

MKTINSIGHTS& TRENDSLATAM

JULY 2019

powered by: in partnership with:

5

177

MKT INSIGHTS & TRENDS LATAM 2019

:)

RETAIL

178


179


Fonte: APP ANNIE

180


181


182


Fonte: APP ANNIE

183


Countries with the largest volumes of food wastein Latin America and the Caribbean as of July 2017

(in million tons)

184


:)

EDUCATION

185


Education and Social Networks

Fonte: Facebook

186


Education and Social Networks

Fonte: Facebook

187


:)

TRENDS

188


1. AWAREABLES

More than 60 percent of virtual assistant users think devices that understand our moods will

be mainstream in three years.

2. SMART QUARRELS

Over 65 percent of virtual assistant users think smart speakers will argue like family members

in three years.

3. SPYING APPS

Over 45 percent of consumers think apps collect data about them even when they don’t use

the app.

4. ENFORCED AGREEMENT

Always having to accept data collection cookies annoys 51 percent of consumers.

5. INTERNET OF SKILLS

More than 50 percent of AR or VR users want apps, glasses and gloves that give virtual

guidance for practical, everyday tasks such as cooking or carrying out repairs.

6. ZERO-TOUCH CONSUMPTION

Around half of virtual assistant users want automated bills and subscriptions, as well as self-

restocking household supplies.

7. MENTAL OBESITY

31 percent of consumers soon expect to go to ‘mind gyms’ to practice thinking, as everyday

decision-making becomes increasingly automated.

8. ECO ME

39 percent of consumers want an eco-watch that measures their carbon footprint.

9. MY DIGITAL TWIN

48 percent of AR or VR users want online avatars that mimic them exactly, so they can be in

two places at once.

10. 5G AUTOMATES SOCIETY

Around 20 percent of smartphone users believe 5G will better connect IoT devices, such as

household appliances and utility meters.

The

10

hot

con

sum

er tr

ends

for

20

19

and

bey

ond

are:

Fonte: Ericsson

189


Inbound and outbound markets keep changing

Guests globally are more informed than ever

The digitalisation of the guest requires new investments

New travel companies are entering the Market

New technology trends are emerging

Hotels have opportunities to rise above with the right partner

Trav

el T

rend

s

Fonte: OTA Insights

190


1. MOBILE-FIRST OR MOBILE-RESPONSIVE LMS

With mobile-responsive websites and apps playing a huge part in our every day lives, one

of the best ways to encourage engagement is to encourage the use of mobiles in learning.

In essence, L&D teams need to ‘look for the bright spots’, and follow learners towards the

platforms and devices they’re already using. This means investing in an LMS that is fully mobile-

responsive and designed with a mobile UX (User Experience) in mind. With increasing numbers

of employees working from home, remotely, or based in the field, organisation-wide learning

strategies need to focus on flexibility and tailoring the learning experience. Making the flexibility

of mobile learning a priority is an important first step.

2. VIDEO-BASED LEARNING

Across most social-media platforms, the video is the most viewed type of content. We, naturally,

find it engaging, and it’s more likely to grab our attention than static images or text alone, so

it’s no wonder that platforms like Instagram are continuously investing more development in

video-based content. The same principle extends to workplace learning. What we have seen

from user research, and from our customer feedback, is an increasing demand for video-based

learning from all levels. Video is one of the best ways to learn on-the-go or in the field, where

most mobile learning takes place. It also reduces the time needed for learning to take place. A

video can convey information from a PDF in a way that is not only more visually engaging (and

therefore memorable) but also takes less time to consume; perfect for the modern learners

who benefit from the flexibility of mobile learning. It is, however, worth considering which areas

of your training video it is best suited for, as producing it can be costly. This can make it a

challenging solution for learning that is likely to need regular updates, in which case animation

may be a more cost-effective, but still engaging, alternative.

3. KNOWLEDGE-SHARING AND USER GENERATED CONTENT (UGC)

One of the biggest buzzwords in L&D this year is UGC (or User Generated Content). It’s a

term typically used in marketing-speak, referring to social media campaigns where ‘users’ (for

example customers of a shop, café, or guests at a hotel) are encouraged to create content

(images, videos, posts) that companies can then use in their own marketing. Sounds like a

win-win, right? Engaged customers and more marketing materials for these companies at

little cost. This win-win is one of the reasons UGC has made its way over to the L&D world.

But here, instead of customers, we have learners. Instead of curating marketing materials,

we curate learning materials. Your employees are your best asset when it comes to Learning

and Development. It can be astonishing how much knowledge is held within the heads of

employees at any organisation. User-generated content is an opportunity to tap into that wealth

of knowledge and develop your employees in a new, engaging way. The ability to upload and

share knowledge from any mobile device anywhere with an internet connection is a fantastic

step towards the collaborative learning that is becoming ever more important in L&D in 2019.

Whether this takes the form of an audio clip or 60 seconds of video, the upload to LMS for

approval is instant, encouraging further engagement and greater flexibility for your learners.

Educ

atio

n Tr

ends

191


4. ON-DEMAND AND POINT-OF-NEED LEARNING

Smartphones have been in our lives for over a decade now. One of the best things about

them is the ability to access anything from Google Maps to takeaway food to online shopping

whenever and wherever we need them. Why should learning be any different? We’ve spoken

before about the importance of flexibility in MOBILE LEARNING, and on-demand/point-of-

need learning is the obvious next step. This is where the configuration of the LMS and the

content it hosts come into play.

One of the biggest changes for L&D departments, especially those heavily involved in an LMS

implementation, is enabling learners to search for exactly what they need, whenever they need

it. This means an engineer can access technical specifications on the job, a supermarket worker

can train themselves on new warehouse equipment, and sales reps can revise selling strategies

and customer service skills on the road.

5. GUIDED AND PERSONALISED LEARNING PATHS

Personalised learning and suggested content are proven to keep learners engaged, regardless

of the device they’re learning on. You can see this in action on websites such as Amazon (in

the ‘People who bought this also liked’ section) and on YouTube (where the site generates an

instant playlist for you, based on the video you are watching and what you have previously

watched). Many modern learners will be familiar with ‘falling down the rabbit hole’ of YouTube,

and this is largely down to the way it is designed across all devices. Learning across all devices,

particularly mobile, can make the most of these pre-existing habits by curating playlists of

content specific to the learner viewing them. YouTube is becoming an education hub, in and

out of the workplace, so there are many things L&D departments can learn from them when it

comes to developing a mobile learning strategy.

Educ

atio

n Tr

ends

Fonte: e-larning industry

192


1. CLOUD-BASED GAMING IS COMING TO YOUR PHONE

Google announced Stadia this week -- an ambitious plan to stream games through its Chrome

browser to desktop and mobile devices and via Chromecast to your TV -- but other companies

also have plans to jump into cloud-based gaming. Sony already has its PlayStation Now game

streaming service for PCs and PlayStation 4, and Microsoft is building one called Project xCloud

that will stream Xbox games to phones and tablets. And Tencent this week said it’s building a

streaming service for cloud-based gaming on Windows and Android devices.

2. SMARTPHONES WILL BE A PROXY FOR PCS AND CONSOLES

The Samsung Galaxy S10 is $900. The iPhone XS starts at $999. The cheapest Pixel 3 is $799.

At those prices, when the choice is between buying a console or getting a new phone, users

-- and especially kids -- choose the phone, because it’s the most important device in their lives

and it’s what connects them to their social group, says Dave Rohrl, a 20-year gaming veteran

who founded PopCap’s San Francisco studio.

And that choice helps explain the success of Fortnite on iOS and Android, Rohrl said, where

despite the obstacles of playing on a mobile phone -- limited controls and a smaller screen,

which put the player at a competitive disadvantage against those on PCs and consoles -- the

game has been massively popular on mobile devices. A phone has advantages too, Rohrl said.

It’s much more convenient and spontaneous to play together with friends while hanging around

at school or home.

3. COMPETITIVE MULTIPLAYER MOBILE GAMES WILL DOMINATE

If you like running around on your phone bashing people, then 2019 should be as much fun as

2018. Fortnite, and PUBG before that, showed that mobile players like real-time battles. Even

Pokemon Go joined in, rolling out PVP real-time combat at the end of 2018. According to Rob

Giusti, senior software developer at Niantic, Pokemon Go gained the much-requested PVP

combat mode to infuse the spirit of Pokemon battles into the game, to please both casual and

hard-core players and to lure back lapsed players. According to Giusti, the plan worked, with

the new battle system having a positive effect on retaining players and extending play sessions

after it launched.

4. MOBILE GAME POPULARITY WILL BE DRIVEN BY THE PACK

Why does Fortnite suddenly take off, or why does a game like Roblox grow year over year

over year to the point where after 10 years, it became a top 10 gross revenue app? Why did

Minecraft become popular, and Club Penguin before that?

According to Steve Meretzky -- an independent game designer and former VP of Game Design

for Playdom -- it’s the kids. Specifically the pack-animal mentality of the kids, where if your

friends are doing something, you’d better be doing it too if you want to belong to the pack. And

that pack mentality creates a ripple effect; as one social circles reaches the tipping point, it spills

over to another social circle and then another.

Gam

ing

Tren

ds

193


5. THE GENDER GAP IN THE GAME INDUSTRY REDUCES SLIGHTLY

A study by Google and and Newzoo found that in the US, 65 percent of women aged 10

to 65 play mobile games andthat those female gamers represent almost half of the mobile

gaming population. But, in an annual state-of-the-industry survey of nearly 4,000 game

developers leading up to GDC this week, just 19 percent of the developers who responded

marked themselves as female when asked their gender. The number is up 2 percent from the

17 percent who identified as female in the 2018 survey, but it needs progress before it reflects

the gaming audience.

6. MORE GAME DEVELOPERS WILL HOLD LIVE EVENTS FOR PLAYERS

Fortnite’s recent live in-game concert with DJ Marshmello - where players were

transported to a virtual EDM show --is a hint at the future of mobile games. Pokemon Go has

been holding live events for a while, both in-game and in person. And even Kongregate, which

has developed dozens of mobile games and hosts more than 100,000 games on its website,

uses events to attract and retain players, said Kongregate exec Peter Eykemans. Except to see

more live events this year.

7. AR WILL BE THE DOMINANT IMMERSIVE REALITY IN 5 YEARS

According to GDC’s 2019 game-industry survey, game makers are fairly bullish on AR, or

augmented reality, becoming the dominant immersive reality over VR, or virtual reality. Games

like Pokemon Go, The Walking Dead Our World, Jurassic World Alive and the upcoming

Harry Potter: Wizards Unite already point the way to immersive play on mobile phones. But,

17 percent of the developers who took part in the survey also think neither AR or VR will be

important in five years.

Gam

ing

Tren

ds

Fonte:CNT

194


1. ARTIFICIAL INTELLIGENCE

AI is changing our outlook of modern day healthcare delivery. The potential that the technology

has in changing the industry has placed it in the list as one of the prominent healthcare app

trends 2019.

The AI inclusion in medical mobile apps is going to grow the AI healthcare market to over

$6.6 Billion by 2021. The fact that AI is going to be so big in Healthcare is a direct sign of how

businesses in the Health IT domain should get prepared for the intelligence inclusion.

2. BIG DATA

Researchers have found that the adoption of Big Data in the Healthcare industry will grow up to

$34.27 Billion by the time we reach 2022, placing it as an important trend in mobile healthcare.

While already used to a huge extent in the EHR domain, there are a number of healthcare

domains that will benefit immensely from Big Data in 2019 and beyond, making Big Data tech

in Healthcare the most looked out for technology.Big Data use cases by Vertical Industry.

To list it down, here are the Healthcare domains that will get benefited from the inclusion of

Big Data in the industry:

Remove Medication Mistakes

Lowered Wait Time and Hospital Cost

Improved Quality of Service

Greater Security

Preventive Care over Reactive Care

Greater Personalized Treatment and Medicine

3. INTERNET OF THINGS

IoT Healthcare Market is going to be $158.07 Billion by 2022. A forecast that has increased

the number of IoT based device installations to a huge extent, on a worldwide scale, making

IoT an important part of Healthcare trends 2019.Internet of Things healthcare device installation

worldwide.

There are a number of reasons why mHealth technologies needs IoT advancement in the

industry. Reasons that range from Turning data into action, Improvement of Patient health,

Promotion of Preventive Care, Enhancement of Patient Engagement and Satisfaction, and

Advancement of Care Management.

IoT application has already been seeing a lot of attention from the Healthcare domain. There

are a number of viable examples of how Healthcare is getting better with IoT, here are a few of

them:

Closed Loop Insulin Delivery

Activity Trackers

Connected Inhalers

Ingestible Sensors

Connected Lens

Hea

lthca

re T

rend

s

195


4. TELEMEDICINE

While telemedicine has already revolutionized the healthcare industry to a huge extent by

covering the gap between the patient and their doctors/caregivers, the adoption will only

increase than its current levels. Thus making it a major part of Healthcare Trends 2019.

The facility which is known to reduce the overall cost incurred by the hospital structure will see

a number of new entrants in the economy. The implementation of this tech in Healthcare will all

aim at providing real time patient and doctor access in a way that prevention is taken before a

medical emergency occurs.

5. AR/VR

The impact that AR/VR has shown in Healthcare and the potential that it carries together

makes the Healthcare the biggest use case of the AR/VR industry.Diverse Potential of VR &

AR Applications

While on one hand, the technology help doctors make more precise surgeries, the patients on

the other hand are known to benefit from the virtual reality scenes that help them overcome

trauma with greater ease while being in a safe environment. Both the reasons together make

AR/VR one of the most important trends in Healthcare App Development.

AR/VR are known to help hit upon all the four main healthcare domains – Diagnostic, Training,

Treatment, and Rehabilitation.

6.VOICE

Voice technology has a place in a number of healthcare domains.

While voice technology is changing how patients and doctors both respond to medicine, on one

hand, on the other, the voice based search is changing how individual doctors and hospitals are

marketing their services in the world.

The rise of voice technology has made a number of skilled healthcare mobile app development

companies develop mHealth apps around the in-trend tech in healthcare.

7. GAMING

While the mobile app industry is not new to the concept of games based mHealth app, the

audience has majorly been children who play basic level surgery games for entertainment.

Healthcare industry is now opening up to the onset of gamification in the different areas of

Health and care. Games are now finding their place in Medical Training, Rehabilitation Games,

Fitness Games, Participatory Health Games, and Emotional/Cognitive Games.

Hea

lthca

re T

rend

s

196


8. CLOUD

There are a number of ways through which Cloud technology is known to benefit Healthcare.

Here is how Cloud is poised to change the Healthcare economy:

As Software as a Service – Cloud can provide the healthcare organization a range of on-demand

hosted services that would give them a fast access to the business applications.

As Platform as a Service – Cloud can provide security enhance environment for the web based

service and cloud application deployment.

As Infrastructure as a Service – The cloud solutions can provide on-demand computing and

storage for medical facility.

9. PREDICTIVE ANALYSIS

There was a time when the usage of predictive analysis only surrounded personalized healthcare.

But in the present day scenario, the most invested upon and researched technology has found

a number of other application as well in the medicine ecosystem and mobile healthcare apps.

Predictive Analysis of mobile healthcare apps

10. CHATBOT

Chatbots have come a far way from once dominating the e-commerce and website domains.

Specific to the healthcare industry, there are a number of use cases which promises a more

intuitive, instant, and personalized transformation of the healthcare industry. While the healthcare

chatbot market is estimated to reach a level of +20% CAGR by 2030, the impact on mHealth

apps would be seen from the next year itself.

Hea

lthca

re T

rend

s

Fonte: Philips/Appinventiv

197


1. INTELLIGENT SITE-SEARCH

Site-search has been an indispensable part of e-commerce websites for a long time now, but

it plays an even more vital role in m-commerce.

Navigating through thousands of products on mobile isn’t as easy as it is on desktop – there’s

only so much you can fit on a 5 inch screen – which is why users tend to reach for the search

bar when shopping on mobile sites. It’s crucial, then, that your site-search experience is smart

enough to deliver perfectly matched results, fast.

Investing in your mobile site-search experience doesn’t just make browsing easier for your

customers, it also improves your bottom line.

Econsultancy reports that those who use site-search are almost twice as likely to follow through

with their purchases.

Meanwhile, Wolfgang Digital’s 2019 KPI report found that 53% of traffic to online stores

comes via mobile devices, but accounts for just 32% of revenue, highlighting the opportunity

for improvement available. Offering the capability to improve revenue and user-experience,

adopting intelligent site-search for your m-commerce channel has fast become a necessary

addition. Design a frictionless shopping experience for your users. Download our ‘E-Commerce

Website Design Guide’.

2. SAY HELLO TO CHATBOTS

The most common use of smartphones is, unsurprisingly, communication. Facebook messenger

and Instagram Chat to WhatsApp and Telegram, people rely on apps to stay in touch with their

friends, families, and workmates every day.

It’s no wonder, then, that businesses have realised the potential of communicating with their

customers via these services. Brands like H&M, Nike, and eBay, have developed AI-based

chatbots that can talk to customers in the same natural way as their friends do.

CHATBOT, M-COMMERCE

This is an excellent way of building brand loyalty, but it’s also super useful for their customers.

They can keep track of their orders, ask for recommendations, and contact customer services,

all from one place.

If your committed to making the most of m-commerce, consider the ways your e-store could

make use of these messaging apps. With over a billion users, your company should be

reachable via Facebook Messenger at the very least.

M-C

omm

erce

Tre

nds

198


3. AUGMENTED REALITY

Augmented reality (AR) is a technology that uses smartphone cameras to transpose digital

content into the real world. While this sounds like something ripped straight from a science

fiction novel, the technology works and is being harnessed by brands in ways that seemed

impossible just a few years ago.

Swedish furniture company, IKEA, allows its customers to visualise how furniture will look in

their homes, sizing products to scale before providing the choice to buy through their innovative

‘Place’ app.

M-COMMERCE, AR, AUGMENTED REALITY

Similarly, glasses e-retailer, Eyerim, lets its customers try on their new favourite specs from the

comfort of their own home with its ‘virtual mirror’ feature. Try it out here.

The benefits of AR for e-retailers are numerous. First and foremost, it gives your customers a

chance to spend some time with your products just as they would in a brick-and-mortar store.

This means they’ll feel more comfortable parting with their cash as they can be confident that

the product you’re offering is exactly what they’re looking for.

Although AR is definitely still a way off being ubiquitous, e-retailers that start thinking about

how they might use the technology down the road now will reap the rewards of doing so in the

future.

4. INSTANT CHECK OUTS

The number of consumers using payment apps like Apple Pay, Google Pay, and PayPal has

risen considerably recently as people have grown comfortable with the idea of making mobile

payments.

M-COMMERCE, INSTANT CHECKOUT

A growing m-commerce trend is e-retailers allowing customers to check-out using one of these

handy payment apps. We all know how annoying it is when you want to buy something, but

have to go looking for your wallet to re-enter your card numbers for the umpteenth time. This

aggravation could mean the difference between making a sale and losing a customer.

To future proof your m-commerce site and make your customers’ journeys easier, consider

implementing Apple Pay and Google Pay into your checkout process.

M-C

omm

erce

Tre

nds

Fonte: Loop54

199


The MMA’s mission is to enable marketers to drive innovation and enduring business value in an increasingly

dynamic and mobile connected world. Comprised of over 800-member companies globally and 14 regional

offices, the MMA is the only marketing trade association that brings together the full ecosystem of marketers, tech

providers and sellers working collaboratively to architect the future of marketing, while relentlessly delivering growth

today. Anchoring the MMA’s mission are four core pillars; to cultivate inspiration by driving innovation for the Chief

Marketing Officer; to build the mobile marketing capabilities for marketing organizations through fostering know-

how and confidence; to champion the effectiveness and impact of mobile through research providing tangible

ROI; and to advocate for mobile marketers.

MMA LATAM Team:

Fabiano Destri Lobo - Managing Director LATAM

[email protected]

Thais Schauff - Vice President of Operations LATAM

[email protected]

Southern Cone:

Soledad Moll

[email protected]

Luciana Paduano

[email protected]

Brazil:

Bruno Guimarães

[email protected]

Monique Hamuche

[email protected]

Colombia/Mexico/Miami:

Thais Schauff

[email protected]

Want to know more about membership?

Get in touch with us:

[email protected]

Do you want to knowmore about membership?

Reach out to us:

[email protected]

5 mkt insights & trends latam€¦ · mkt insights & trends latam 2019 1. awareables more...

Documents