12 Trends worth a conversation

CES, January 7 2015

Bob Pearson

#1 – The world of apps will crumble as we start

to integrate the internet of things

Aggregation matters. Apps are anti-

aggregation by design.

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All we really care about is the convenience of

experiencing what we want on our phone at

anytime. A web-based approach can solve this

point.

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#2 – digital health innovators will design

systems of apps, not a single app, to meet our

needs as human beings

the shift from wearables to human data center

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What we can find out inside an MD’s office

should be possible outside their office

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#3 – the direct business will finally stop being

indirect

CRM will no longer need to start at top of funnel

Custom search engines will track B2B

audiences precisely

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If we think of wasteful efforts, it leads us to new

models

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#4 – Paid media will be driven by a new form of

media planning

Our customers footprint in ESO will inform paid

1MM+ panels of customers across key

countries will tell us what real needs are

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The world is our focus group if we choose to

listen

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#5 – The team of the future will be shaped by

how our market is evolving

A chief data officer is around the corner

All media (PESO) is in one place

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Great teams will experiment and figure out what

the right mix of responsibilities is for their

company and what individuals can handle

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#6 – Product security will lead to brand security

The model flips…put an algorithm in a database

with encryption and the database as we know it

becomes irrelevant

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If the database is a sitting target, why not

remove it via technology?

We will start to pay more attention to artificial

syndication, spam and password protection as

well

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#7 – Groupon will look very old school soon

Imagine having your personal mobile halo with

filters you choose letting you know what is

important as you travel

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Models that truly empower customers to decide

what they want to receive will work. We decide,

led by the brand

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#8 – The payment world will center on brands

we trust

The only difference is brands we trust includes

the leaders in credit & the leaders in social

Visa, MasterCard, AMEX & Apple, Facebook,

Amazon.com, Google, Alibaba, PayPal

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What payment innovation will the brands we

trust introduce us to in the future?

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#9 – What started as imitation has led to a new

form of iterative innovation

China is building social channels based on

customer need

WeChat -- features similar to Instagram (post photos), Foursquare (find

people near you) and instant messaging

Youku -- shades of Netflix and YouTube

Sina Weibo -- act like we do on Twitter and post like we do on Facebook

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Customers want integration of channels now.

How do we make it easier for this to happen

today by integrating our channel ecosystem?

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#10 – China is showing us what social

commerce can look like

e-commerce fully integrated with social, reviews

and peer discussions….think of Alibaba

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Do we have internal silos preventing us from

integrating social and sales? If so, why?

How is social enhancing the sales process for

your brand?

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#11 – big data is out, small data is in

filters, lego analytics and predictive models

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Each brand may have as many as 20 filters.

What are they?

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#12 -- The shift from responsive design to

responsive experience

8 of the top 14 countries with >100MM mobile

subscribers are in Asia

The majority of the world has grown up mobile

first

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How will we ensure that the right content is

shared the first time?

Our margin for error is decreasing

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