Question: What are some current events in your industry? What is the impact of these events on the industry?
Summary: In five years time, the Cloud will store all of our music and videos, most TVs will be connected to the internet, fitted with Ultra-HD technology, and one in every two people in the developed world will be now connected to a social network, according to Omnicom media agency PHD.
PHD paints the picture of the future media landscape in a book called '2016: Beyond the Horizon', out today (19 September).
It explores the technological developments the agency deems likely, including internet speeds of up to 100Mbps, and YouTube battling Sky for the media rights to the Premier League 2016-2019.
David Fischer, vice president of advertising and global operations at Facebook, said: "The future PHD outlines is a place where technology enables us to connect with our friends and harness their collective wisdom to make better decisions. It is a future that is connected, networked and, while uncertain, certainly better."
The book also uses Zappar augmented reality technology to bring the views of industry professionals like Unilever's chief marketing and communications officer, Keith Weed, to life.
In February, PHD celebrated its 21st birthday by releasing an ad in which it challenged marketers to "up their game" ready for the next generation of consumers.
David Fischer, vice president of advertising and global operations at Facebook, said: "The future PHD outlines is a place where technology enables us to connect with our friends and harness their collective wisdom to make better decisions. It is a future that is connected, networked and, while uncertain, certainly better."
The book also uses Zappar augmented reality technology to bring the views of industry professionals like Unilever's chief marketing and communications officer, Keith Weed, to life.
In February, PHD celebrated its 21st birthday by releasing an ad in which it challenged marketers to "up their game" ready for the next generation of consumers.
Analysis: PHD has been able to predict some of the possible innovations, and even published a book that is called "2016: Beyond the Horizon." Because of this book, we might see those innovations predicted by PHD a bit earlier than 2016. Beyond The Horizon (which, by the way, came out on September 19, 2011), has probably sparked an interest of millions of people, ranging from young adults to elderly. Also, the range has probably included the two groups of people that were probably interested in it the most, were businessmen and entrepreneurs. They are the ones to deliver the end-product to us, and since business (and entrepreneurship) is all about competition, they compete. After reading this book, people will probably start to try and get the product out sooner than their competitors (and I'm not talking about a specific product right now, just goods and services in general). There are so many similar products out there right now, that constantly compete (e.g. Regal and AMC) and every day they all try to improve their products and increase the number of consumers who buy their products. With those predictions described in the book, companies will probably start working twice as hard. Motivation could be one of the reasons why some companies have not even thought on some things that are pointed out in that book). Another reason would be the competition - everyone will try to get the final product out there as soon as possible, so it's possible that by the time we reach the year of 2016, the innovations that were predicted to come out that year would be even more progressed and improved.
Sources: http://www.mediaweek.co.uk/News/MostDiscussed/1093234/PHD-book-predicts-impact-technology-2016/
A lot of what PHD says sounds more than reasonable, but by going only as far ahead as 2016, they are unlikely to be able to make any enormous predictions that will revolutionize our understanding of the future.
ReplyDeleteThe prediction of Youtube battling Sky for the media rights to the league 2016-2019 is connected to the other article about Youtube starting to become something of a TV channel. If it takes off, I could absolutely see Youtube providing the coverage of major sporting events by 2016.
This is a very interesting topic to think about. The media industry is constantly changing and shifting, so accurate predictions are going to be very difficult to make. For example, who knew five years ago that Netflix would go on to eventually get more subscribers than Comcast Cable?
ReplyDeleteThere is a trend of our world becoming more and more internet-based, and these predictions follow that trend, but I think that by 2016 there will be at least one major company which will be discussed constantly in terms of media which is currently rarely mentioned at all, if it even exists yet. But the prediction is still interesting, I look forward to seeing how it pans out.