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Consumers take charge
Deloitte’s top 10 tech report sees consumers taking over |
March 9, 2007 |
Technology, media and telecommunications (TMT) companies have to adapt to a new marketplace in which consumers make all the important decisions, according to the 2007 edition of Deloitte’s Technology, Media and Telecommunications Predictions report. The report is based on research and input from more than 5,000 Deloitte TMT partners, directors and senior managers, and 36 executives from around the world.
“The entire TMT industry is focusing more on giving people the power to enjoy and consume what they want, when they want, and how they want it,” said John Ruffolo, national leader, TMT at Deloitte. “New trends are expected to create new product categories, new markets, and in some cases even change the structure of existing industries.”
The top 10 trends for Canada are:
1. Technology goes green. Tech companies need to build a case for technology’s positive contribution to the global environment and craft environmentally friendly products and services.
2. Biometrics add security. Biometric-based security, whereby a physical characteristic of the individual is used as the key, will become more important. Biometrics could be employed in a larger range of applications, driven by falling prices, the rising performance of key technologies such as processors and digital storage, and a growing public willingness to pay more for security.
3. Power scavenging enters the mainstream. More than US$31 billion is spent every year on disposable dry-cell batteries and US$6 billion on rechargeable batteries worldwide. A new technology, broadly called power scavenging, generates energy from a variety of sources including sunlight, changes in temperature, vibration, motion, sound and pressure. This will one day reduce the need for traditional batteries.
4. Objective new-media metrics. New media will continue to be a force in 2007 but balanced, comparable statistics that clearly show the relative performance of both old and new media types should be used to ensure expectations, budgets and acquisitions are managed properly.
5. Virtuanomics gets respect. Real economies are emerging within digital online fantasy worlds and these are becoming serious businesses. However, the total available market for such fantasy games may be limited and could also attract the attention of tax authorities.
6. User-generated content becomes useful. Most digital user-generated content will remain of interest only to specific audiences throughout 2007. Nonetheless, some digital user-generated content is likely to play a role in the professional media world.
7. Participative television. Millions of viewers already participate in television programs, directly influencing outcomes. This trend is likely to continue, driven by rising broadband penetration, ubiquitous ownership of mobile phones and the availability of platforms capable of handling thousands of simultaneous calls and text messages.
8. ‘Net neutrality scrutinized. Is government regulation necessary to protect the vibrancy and potential of the Internet? Many argue the economics of Internet access must change, so network operators and ISPs can continue to invest in new infrastructure and maintain service quality and consumers can continue to enjoy the Internet as they know it today.
9. Forget mobile television. Mobile television has had little commercial impact, despite significant provider investments. This disappointing performance is likely to continue in 2007. Canadians do not yet watch TV on cellphones so the adoption of related products will be much slower in Canada.
10. Not mobile as we know it. Mobile is likely to consolidate its position as the primary network for voice calls and many fixed voice services in homes and offices will decline. Operators need to change strategies to address this and, for example, build greater urban capacity to cope with call volume.
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