The Convergent Retail Future- Pool Winter 2005

Editor's comment: The term convergence has been discussed for some time, in fact as long as we have been discussing digital media. However, it seems that it is only now that it is actually happening.

The pieces of the convergence puzzle took a while to develop but they are all mostly in view now and about to make the leap from self sustained technologies to an integrated and converged media. This convergent force of mobile computing communications will take us to the next stage of interaction and change many of our social and commercial behavioural activities.

It is easy to see how entertainment will work in the modern format as we lust after images of goal reviews or the latest news or films. But retail takes a greater degree of trust and requires a great deal more effort from both sides of the equation, consumers and suppliers. Competition, not just within the British market, is getting tougher and the constant pressure from fuel price fluctuation, interest rate worries, terrorism and natural disasters all add to the uncertainty that exists today.

Ecommerce is now after all the promises, finally booming. We are also on the verge of true convergence, where the Internet, TV, telecommunications and mobility all blur together and provide anytime anywhere capability. For many this scenario may still seem a few years off. Ten years ago, I spoke to audiences and classrooms about the commercial potential of the Internet and today, after so many failures and a few remarkable successes’ I wonder what lessons were learned?

Although those of use who peer into the future saw these trends coming years ago, we were often frustrated by the time it took to arrive. Obviously we did not perceive the time it would take for:

Consumers to trust that their purchase and information was secure.
Fast and affordable Broadband
3G to get off the ground and make TV on mobile possible
Digital TV to become competitive and widespread
Video messages to infiltrate trains, forecourts, shops and lifts.
International is a complex scenario, often high risk, but can add greatly to your potential revenues.

You may not at this moment be on a train watching live shopping presentations from your cellphone, but the technology is there and as we have seen with ecommerce, it will not be to long before this activity is widespread. The Internet compliments this activity and provides more information in a manageable, when properly implemented, system.

Of course some serious roadblocks appeared that no one had expected. Everything in human endeavour always seems to take longer than necessary and with the impact of global economies, political and natural events and changes as well as war and the new world of terror we can finally say that convergence has arrived, although not fully integrated or widespread, traces of it are becoming apparent in our lives.

Convergent retail is driving a lot of activity. This area will work because there some serious benefits to be gained. The consumer can compare shop and save money, find what we need and not struggle through congestion charge zones, poor transport infrastructure, inadequate parking, expensive petrol and automotive costs, an uncertain security environment and poorly trained sales staff. The shopping experience has improved with speed and provides greater choice and information.

The suppliers and distributors benefit in this information and live feedback rich environment as well. They will be driven by ever increasing consumer demands and will respond in order to survive. Having a closer connection to the consumer will help those who actually take the time to listen and decide to respect the consumer.

Just as startling as the popularity of shopping channels is the growth of the use of in-store screens in many major British, American and European malls, supermarkets and stores. People seem to appreciate receiving more information in this manner. I also suppose that many find it easy to ignore as well so they are not threatened by this form of intrusive marketing?

eCommerce

Christmas 2004: Ecommerce comes of age

How could this area not grow when faced with the poor transport system, lousy weather, increasing crime, wealth of today’s consumer and the fantastic service that many Web stores provide?

The promise of ecommerce arrived this holiday season with exuberant sales results reported in the USA and across Europe. Some companies could not handle the demand, some regret not investing earlier. Delivery companies are running at full tilt and stores are seeing consumer pressure as people wait for more price slashing before they decide to relinquish their hard earned dosh

Trend:

Much more will be spent building and improving ecommerce sites. We might even see a substantial return of dotcom ads on TV as we have seen with eBay recently.

The consumer, armed with credit cards and broadband, will rely on the Internet for more of their purchase decisions and activity.

Digital TV

Satellite or cable Digital TV is considered by many as expensive and FREEVIEW (31 TV channels and 24 radio channels) is starting to have an impact especially upon the Sky digital satellite system. Soon people will buy terrestrial digital TV “dongles” and attach to their laptops and watch via their USB connection during their commute or in the office.

The availability of channels at ever decreasing costs now means we have hundreds of channels. Of course this comment always begs the question: Why then is there so little to watch? There are now dozens of channels that time (hour or day) shift. Then there are all those low bandwidth and text channels for dating, gaming, astrology and sex services. Interactive channels also offer a wide range of choice from banking, pizza delivery, shopping and game playing this area has to grow and innovate if it is to make Sky’s offering a compelling enough choice to merit the cost of subscription. As Football clubs gain their own TV channels the lure of Sky Sports may not be enough to merit the cost of subscriptions when compared to all that is out there in today’s highly competitive market.

Betting for horses both real and virtual (3 channels in Sky), playing (from bingo to casino games), Keno on the Sky Vegas channel and interactive services all amount to a nice earner for the broadcaster and concerned partners. Puzzle channels offer cash prizes and at last count I saw at least 8 of these one night although some are the same just positioned on other available channels.

Who would have expected 40 shopping channels in the UK? Now let’s imagine 500 shopping channels which is where we are headed. The problem is that today most of these channels hardly differ in offering, price and product and many still make loud and aggressive, even inflated or inaccurate sales pitches. They drone on and on about products we do not need and most of us do not desire. A great opportunity that few companies are actually realising.

But, each channel finds its loyal followers and the more distinctive, the more unique and consumer friendly the better they will perform. Some channels have failed, more will in the future but many more will be in the sidelines ready to jump in. Today there are a dozen groups hoping to enter the TV shopping market but at present adding more such channels could dilute the existing players' share and cause a need to add more niche groups to the Sky digital electronic programme guide system (EPG).

Modern television needs to focus on quality and service to the viewer and consumer in order to succeed in the next decade.

Trends:

FREEVIEW grows and expands.
Interactivity begins to pay off big time in both TV programming and advertising. Today hundreds of millions of pounds is transacted via the Sky remote control.
Look for niche concepts from the Internet to cross over to real TV.
Hundreds of new channels will be formed. Many will fail, some will succeed.
TV channels from across the world will be available to most viewers via their systems or through broadband.
Adverts will be customized to suit the viewer’s profile.

As you will read below, there is a wave of competition, fuelled by technology and human imagination, that is coming and as ratings decrease, they major networks will have to innovate. Smaller channels will be struggling to ad revenues and will seek alternatives such as the utilization of their 3 hour shopping telly sales slot. Just selling this off at auction will prove to be ineffective as channels will need to develop much greater revenues from this revenue source.

Broadband & Wi-Fi

Just as VoIP now threatens the traditional telecom business, broadband grows as a threat to cable and satellite broadcasters as the speed and reliability increases and the cost drops. The Internet is already competing with television and as “homepages” evolve towards “homestations” with real time quality streaming, there is no doubt that we will watch the Internet and witness new and fascinating activities.

Reality programmes are so popular because they offer a rare glimpse into the lives of others and humans are especially drawn to such a natural activity. Maybe our modern society exacerbates this desire we have to become part of a community, to make decisions of like and dislike or to work communally and text our preferences. Whatever the sociologists finally decide, it is likely that this trend will cross over to the high speed Internet world as an unbridled, possibly unregulated but certainly overwhelming choice of free expression.

Humans around the globe eager for the exposure and attention who have a desire or need to get their belief across, to entertain, shock or make us laugh will fill the Internet with streamed video channels some of which might be of the highest quality but most of which will sink to new depths of depravity and waste.

Companies that today have Web sites will soon have their own corporate broadcast sites where consumers can receive brand enhancing communications, marketing promotions, new product information, answers to questions, help with their problems or even interactive manuals and training programmes.

The wifi revolution frees us from the limits of cabling and wiring and opens our connected world to new environments.

Trends:

Working from home or from remote locations becomes more feasible as video conferencing capability increases and costs crash.
Just as today many have Web site, anyone who desires it will have their own video broadcast channel. This will severely impact the broadcasting industry.
Major broadcasters will purchase the rights to unique online homechannel programming.
Technology passes to the people who will be empowered to produce popular and profitable high quality films, TV programmes, music and other entertainment formats we can only guess at. They will promote, distribute and sell online.
WIFI access will be fast, widespread and either free or very inexpensive.

Mobile Video

MobiTV is the first Global Television Network targeting the 1.3 billion cellular phone and handset users worldwide. The service delivers live television feeds to subscribers in real-time over existing cellular networks. MobiTV is compatible with most Java- or BREW-enabled phones with color displays. Viewers do not need extra equipment beyond a subscription to MobiTV and their carrier's data package. Source: www.mobitv.com

The promise of 3G was soured by the excessively expensive bidding required to win contracts and the timing with the Internet bubble burst, but time will prove that this technology is destined to be pervasive, profitable and provoking.

Truly the most adaptable anytime, anywhere portable technology that we have with only the limit of the screen, a problem that can easily be overcome, this format is already the most popular since the invention of the TV. Mobile phones will guide us with satellite navigation, incorporate basic computing and PDA functions, voice recognition, entertainment, shopping and eWallet purchase capability.

MobiTV is available in the USA on Sprint and Cingular mobile systems and costs start from $19.95 a month. Over 20 channels are currently available from Featuring MSNBC, CNBC, NBC MOBILE, ABC News Now, FOX Sports, Discovery, TLC, Comedy, Music Videos, Cartoons, Fashion TV, c/net. C-SPAN and more.

There are other mobile TV formats which may be better suited for mass use such as DVB-H but whatever systems are deployed, the interest exists.

Trends:

Virtual reality glasses or headsets will be used on trains as people shop and play during their commute.
Students will replay missed classes or participate from any location they desire.
Consumers will be able to call in for product comparison information while shopping or to receive detailed product presentations with demonstration.
Hard drive storage or online access to our secure databank will make the mobile phone even more indispensable.
Some consumers will be so valuable they will be awarded with free devices and network time.
Virtual strolls down the grocery aisle and selecting produce will finally be possible.
Books and articles read by news and book readers will create a new form of celebrity presenter.

In-store & Forecourt Video

The landscape is filling up with video messages. You have seen them in the most obvious places. On the ATM screen, as you waited in lines at the Post office or Bank, while navigating around the stores gondolas or shelves, as a patient sitting in a surgery or as motorist delivering petrol to your thirsty car. We are teased from all angles with marketing messages. Screens receiving satellite broadcasts are suspended from the ceiling or hanging out from a wall and often the message is responsive to real time demand feedback. On the shelf sales were once the specialist domain of in store retail specialists JML in the UK which has its own Sky TV shopping channel or Passat throughout Europe, But today every store is in a war of survival and looking for the competitive edge and LCD plasma screens are the next new weapon in that war.

Screens are being inserted into petrol pumps on forecourts throughout China, USA Today just bought Captivate Network which has over 4,500 TV network installed elevators (lifts) and intends to double the size quickly, Tesco, ASDA, Wal-Mart, Costco, 7-Eleven, Spar, McDonalds, Burger King, Disney stores are all either conducting trials or are moving to full blown roll out. Banks, supermarkets, shopping malls are all getting wired for this revenue increasing format.

In-flight entertainment systems are starting to include or already are incorporating shopping and marketing messages and train networks from Sydney, TNX TV for London and Stockholm are starting to take off. Niche channels are spreading as well with the Pharmacy channel looking to enter 400 Chemists shops. And there are several dozen other niche market concepts out there such as the UK student union network SUB TV and the Salon TV in America which uses touch screens expects to be in 25,000 Salons over the next two years through an aggressive partnership acquisition programme, expect to.

Interactivity is fine in the proper environment and setting. But video is still the most powerful medium and now evidence is mounting that this media greatly enhances a stores revenues. In store video is watched more now than in the past. Our senses of perception and our brains calculating ability is at a heightened state of conscientiousness while we are shopping. There is no time in our day when we are more open and aware to messages as we shift our frame of mind to the instinctual “hunter/gatherer” mode.

The results of CompUSA using 91 test and 91 control stores between April and June 2004 showed an average increase in sales for the targeted products of 29% over three months. Brand recognition was also enhanced and sales staff was also influenced to promote in-store promoted brands more than those that were not exposed.

Trends:

More personalisation as we begin to permit, for some perceived or actual benefit, profile based marketing to occur.
Look for broadcast billboards that can monitor the mobile enhanced consumer profiles of the oncoming traffic and customize the best presentation for the motorists.
In-store special offers for Mrs. Robinson, standing next to the cans of beans, who’s birthday is today and gets everything she buys at a 10% off we love you discount!
Trains will have mobile and ad free zones.
Holography is already in stores but will grow in use and quality with time.
Eye scan measurement capability hidden in stores shelves will record consumer’s actions and when combined with real time sales results will make improvement tweaking nearly automatic.

Conclusion

Dreams of Star Trek transporters and food processing machines, time travel and cloning of a woolly mammoth or other dinosaur are still some time from becoming realities if indeed ever!

But, we are close to realising the ability to communicate and compute while we commute!

The lesson learned is to get involved but not to spend foolishly and to always consider the balance between risk and reward. Starting too late may lead to lost market share and revenues but starting too early may weigh you down with outmoded and expensive technology. Take small and steady steps, listen and learn and constantly review results with an eye to growth projections before making major commitments.

And when hiring a good consultant, the ones who cost a lot because they spend a great deal of their time thinking and researching stuff no one else has time to consider, always make sure they will make you much more money in return for their services than they will cost you. Some may see a future, but it might not be the right one for your company!


	*Number 29: Winter 2005*
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About Budd Margolis E-commerce Index	*The Convergent Retail Future Is Here* *What Took So Long?* *By Budd Margolis* Download pdf Editor's comment: The term convergence has been discussed for some time, in fact as long as we have been discussing digital media. However, it seems that it is only now that it is actually happening. The pieces of the convergence puzzle took a while to develop but they are all mostly in view now and about to make the leap from self sustained technologies to an integrated and converged media. This convergent force of mobile computing communications will take us to the next stage of interaction and change many of our social and commercial behavioural activities. It is easy to see how entertainment will work in the modern format as we lust after images of goal reviews or the latest news or films. But retail takes a greater degree of trust and requires a great deal more effort from both sides of the equation, consumers and suppliers. Competition, not just within the British market, is getting tougher and the constant pressure from fuel price fluctuation, interest rate worries, terrorism and natural disasters all add to the uncertainty that exists today. Ecommerce is now after all the promises, finally booming. We are also on the verge of true convergence, where the Internet, TV, telecommunications and mobility all blur together and provide anytime anywhere capability. For many this scenario may still seem a few years off. Ten years ago, I spoke to audiences and classrooms about the commercial potential of the Internet and today, after so many failures and a few remarkable successes’ I wonder what lessons were learned? Although those of use who peer into the future saw these trends coming years ago, we were often frustrated by the time it took to arrive. Obviously we did not perceive the time it would take for: Consumers to trust that their purchase and information was secure. Fast and affordable Broadband 3G to get off the ground and make TV on mobile possible Digital TV to become competitive and widespread Video messages to infiltrate trains, forecourts, shops and lifts. International is a complex scenario, often high risk, but can add greatly to your potential revenues. You may not at this moment be on a train watching live shopping presentations from your cellphone, but the technology is there and as we have seen with ecommerce, it will not be to long before this activity is widespread. The Internet compliments this activity and provides more information in a manageable, when properly implemented, system. Of course some serious roadblocks appeared that no one had expected. Everything in human endeavour always seems to take longer than necessary and with the impact of global economies, political and natural events and changes as well as war and the new world of terror we can finally say that convergence has arrived, although not fully integrated or widespread, traces of it are becoming apparent in our lives. Convergent retail is driving a lot of activity. This area will work because there some serious benefits to be gained. The consumer can compare shop and save money, find what we need and not struggle through congestion charge zones, poor transport infrastructure, inadequate parking, expensive petrol and automotive costs, an uncertain security environment and poorly trained sales staff. The shopping experience has improved with speed and provides greater choice and information. The suppliers and distributors benefit in this information and live feedback rich environment as well. They will be driven by ever increasing consumer demands and will respond in order to survive. Having a closer connection to the consumer will help those who actually take the time to listen and decide to respect the consumer. Just as startling as the popularity of shopping channels is the growth of the use of in-store screens in many major British, American and European malls, supermarkets and stores. People seem to appreciate receiving more information in this manner. I also suppose that many find it easy to ignore as well so they are not threatened by this form of intrusive marketing? eCommerce Christmas 2004: Ecommerce comes of age How could this area not grow when faced with the poor transport system, lousy weather, increasing crime, wealth of today’s consumer and the fantastic service that many Web stores provide? The promise of ecommerce arrived this holiday season with exuberant sales results reported in the USA and across Europe. Some companies could not handle the demand, some regret not investing earlier. Delivery companies are running at full tilt and stores are seeing consumer pressure as people wait for more price slashing before they decide to relinquish their hard earned dosh Trend: Much more will be spent building and improving ecommerce sites. We might even see a substantial return of dotcom ads on TV as we have seen with eBay recently. The consumer, armed with credit cards and broadband, will rely on the Internet for more of their purchase decisions and activity. Digital TV Satellite or cable Digital TV is considered by many as expensive and FREEVIEW (31 TV channels and 24 radio channels) is starting to have an impact especially upon the Sky digital satellite system. Soon people will buy terrestrial digital TV “dongles” and attach to their laptops and watch via their USB connection during their commute or in the office. The availability of channels at ever decreasing costs now means we have hundreds of channels. Of course this comment always begs the question: Why then is there so little to watch? There are now dozens of channels that time (hour or day) shift. Then there are all those low bandwidth and text channels for dating, gaming, astrology and sex services. Interactive channels also offer a wide range of choice from banking, pizza delivery, shopping and game playing this area has to grow and innovate if it is to make Sky’s offering a compelling enough choice to merit the cost of subscription. As Football clubs gain their own TV channels the lure of Sky Sports may not be enough to merit the cost of subscriptions when compared to all that is out there in today’s highly competitive market. Betting for horses both real and virtual (3 channels in Sky), playing (from bingo to casino games), Keno on the Sky Vegas channel and interactive services all amount to a nice earner for the broadcaster and concerned partners. Puzzle channels offer cash prizes and at last count I saw at least 8 of these one night although some are the same just positioned on other available channels. Who would have expected 40 shopping channels in the UK? Now let’s imagine 500 shopping channels which is where we are headed. The problem is that today most of these channels hardly differ in offering, price and product and many still make loud and aggressive, even inflated or inaccurate sales pitches. They drone on and on about products we do not need and most of us do not desire. A great opportunity that few companies are actually realising. But, each channel finds its loyal followers and the more distinctive, the more unique and consumer friendly the better they will perform. Some channels have failed, more will in the future but many more will be in the sidelines ready to jump in. Today there are a dozen groups hoping to enter the TV shopping market but at present adding more such channels could dilute the existing players' share and cause a need to add more niche groups to the Sky digital electronic programme guide system (EPG). Modern television needs to focus on quality and service to the viewer and consumer in order to succeed in the next decade. Trends: FREEVIEW grows and expands. Interactivity begins to pay off big time in both TV programming and advertising. Today hundreds of millions of pounds is transacted via the Sky remote control. Look for niche concepts from the Internet to cross over to real TV. Hundreds of new channels will be formed. Many will fail, some will succeed. TV channels from across the world will be available to most viewers via their systems or through broadband. Adverts will be customized to suit the viewer’s profile. As you will read below, there is a wave of competition, fuelled by technology and human imagination, that is coming and as ratings decrease, they major networks will have to innovate. Smaller channels will be struggling to ad revenues and will seek alternatives such as the utilization of their 3 hour shopping telly sales slot. Just selling this off at auction will prove to be ineffective as channels will need to develop much greater revenues from this revenue source. Broadband & Wi-Fi Just as VoIP now threatens the traditional telecom business, broadband grows as a threat to cable and satellite broadcasters as the speed and reliability increases and the cost drops. The Internet is already competing with television and as “homepages” evolve towards “homestations” with real time quality streaming, there is no doubt that we will watch the Internet and witness new and fascinating activities. Reality programmes are so popular because they offer a rare glimpse into the lives of others and humans are especially drawn to such a natural activity. Maybe our modern society exacerbates this desire we have to become part of a community, to make decisions of like and dislike or to work communally and text our preferences. Whatever the sociologists finally decide, it is likely that this trend will cross over to the high speed Internet world as an unbridled, possibly unregulated but certainly overwhelming choice of free expression. Humans around the globe eager for the exposure and attention who have a desire or need to get their belief across, to entertain, shock or make us laugh will fill the Internet with streamed video channels some of which might be of the highest quality but most of which will sink to new depths of depravity and waste. Companies that today have Web sites will soon have their own corporate broadcast sites where consumers can receive brand enhancing communications, marketing promotions, new product information, answers to questions, help with their problems or even interactive manuals and training programmes. The wifi revolution frees us from the limits of cabling and wiring and opens our connected world to new environments. Trends: Working from home or from remote locations becomes more feasible as video conferencing capability increases and costs crash. Just as today many have Web site, anyone who desires it will have their own video broadcast channel. This will severely impact the broadcasting industry. Major broadcasters will purchase the rights to unique online homechannel programming. Technology passes to the people who will be empowered to produce popular and profitable high quality films, TV programmes, music and other entertainment formats we can only guess at. They will promote, distribute and sell online. WIFI access will be fast, widespread and either free or very inexpensive. Mobile Video MobiTV is the first Global Television Network targeting the 1.3 billion cellular phone and handset users worldwide. The service delivers live television feeds to subscribers in real-time over existing cellular networks. MobiTV is compatible with most Java- or BREW-enabled phones with color displays. Viewers do not need extra equipment beyond a subscription to MobiTV and their carrier's data package. Source: www.mobitv.com The promise of 3G was soured by the excessively expensive bidding required to win contracts and the timing with the Internet bubble burst, but time will prove that this technology is destined to be pervasive, profitable and provoking. Truly the most adaptable anytime, anywhere portable technology that we have with only the limit of the screen, a problem that can easily be overcome, this format is already the most popular since the invention of the TV. Mobile phones will guide us with satellite navigation, incorporate basic computing and PDA functions, voice recognition, entertainment, shopping and eWallet purchase capability. MobiTV is available in the USA on Sprint and Cingular mobile systems and costs start from $19.95 a month. Over 20 channels are currently available from Featuring MSNBC, CNBC, NBC MOBILE, ABC News Now, FOX Sports, Discovery, TLC, Comedy, Music Videos, Cartoons, Fashion TV, c/net. C-SPAN and more. There are other mobile TV formats which may be better suited for mass use such as DVB-H but whatever systems are deployed, the interest exists. Trends: Virtual reality glasses or headsets will be used on trains as people shop and play during their commute. Students will replay missed classes or participate from any location they desire. Consumers will be able to call in for product comparison information while shopping or to receive detailed product presentations with demonstration. Hard drive storage or online access to our secure databank will make the mobile phone even more indispensable. Some consumers will be so valuable they will be awarded with free devices and network time. Virtual strolls down the grocery aisle and selecting produce will finally be possible. Books and articles read by news and book readers will create a new form of celebrity presenter. *In-store & Forecourt Video* The landscape is filling up with video messages. You have seen them in the most obvious places. On the ATM screen, as you waited in lines at the Post office or Bank, while navigating around the stores gondolas or shelves, as a patient sitting in a surgery or as motorist delivering petrol to your thirsty car. We are teased from all angles with marketing messages. Screens receiving satellite broadcasts are suspended from the ceiling or hanging out from a wall and often the message is responsive to real time demand feedback. On the shelf sales were once the specialist domain of in store retail specialists JML in the UK which has its own Sky TV shopping channel or Passat throughout Europe, But today every store is in a war of survival and looking for the competitive edge and LCD plasma screens are the next new weapon in that war. Screens are being inserted into petrol pumps on forecourts throughout China, USA Today just bought Captivate Network which has over 4,500 TV network installed elevators (lifts) and intends to double the size quickly, Tesco, ASDA, Wal-Mart, Costco, 7-Eleven, Spar, McDonalds, Burger King, Disney stores are all either conducting trials or are moving to full blown roll out. Banks, supermarkets, shopping malls are all getting wired for this revenue increasing format. In-flight entertainment systems are starting to include or already are incorporating shopping and marketing messages and train networks from Sydney, TNX TV for London and Stockholm are starting to take off. Niche channels are spreading as well with the Pharmacy channel looking to enter 400 Chemists shops. And there are several dozen other niche market concepts out there such as the UK student union network SUB TV and the Salon TV in America which uses touch screens expects to be in 25,000 Salons over the next two years through an aggressive partnership acquisition programme, expect to. Interactivity is fine in the proper environment and setting. But video is still the most powerful medium and now evidence is mounting that this media greatly enhances a stores revenues. In store video is watched more now than in the past. Our senses of perception and our brains calculating ability is at a heightened state of conscientiousness while we are shopping. There is no time in our day when we are more open and aware to messages as we shift our frame of mind to the instinctual “hunter/gatherer” mode. The results of CompUSA using 91 test and 91 control stores between April and June 2004 showed an average increase in sales for the targeted products of 29% over three months. Brand recognition was also enhanced and sales staff was also influenced to promote in-store promoted brands more than those that were not exposed. Trends: More personalisation as we begin to permit, for some perceived or actual benefit, profile based marketing to occur. Look for broadcast billboards that can monitor the mobile enhanced consumer profiles of the oncoming traffic and customize the best presentation for the motorists. In-store special offers for Mrs. Robinson, standing next to the cans of beans, who’s birthday is today and gets everything she buys at a 10% off we love you discount! Trains will have mobile and ad free zones. Holography is already in stores but will grow in use and quality with time. Eye scan measurement capability hidden in stores shelves will record consumer’s actions and when combined with real time sales results will make improvement tweaking nearly automatic. Conclusion Dreams of Star Trek transporters and food processing machines, time travel and cloning of a woolly mammoth or other dinosaur are still some time from becoming realities if indeed ever! But, we are close to realising the ability to communicate and compute while we commute! The lesson learned is to get involved but not to spend foolishly and to always consider the balance between risk and reward. Starting too late may lead to lost market share and revenues but starting too early may weigh you down with outmoded and expensive technology. Take small and steady steps, listen and learn and constantly review results with an eye to growth projections before making major commitments. And when hiring a good consultant, the ones who cost a lot because they spend a great deal of their time thinking and researching stuff no one else has time to consider, always make sure they will make you much more money in return for their services than they will cost you. Some may see a future, but it might not be the right one for your company!
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