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SMART PRODUCTS - we coined this term about 18 months
ago to reflect a strong focus by smart companies to create
products for today's mindset and lifestyle. What are some
definitions of smart products - a product that is like us,
it multitasks - a product that is as advanced as it is easy
to use - a product that makes life easier, a product that
eliminates one big hassle or annoyance (think what search
was like before Google) a product that clearly advances
the art. Smart Phones is a perfect example - another is
clothing with nanotechnology, which repels stains and is
wrinkle free (Nanotechnology is hitting the golf course
- golf balls and clubs, in center court - in tennis rackets,
- maybe asterisks in record books * Before Nanotech) . Look
for many more smart products in the coming year. Being smart
is not just saying you're smart - consumers are too savvy
and less trusting these days.
SMART KIDS - helping kids be smarter is a passion
of the rich and the poor. We have observed teaching methods
like Kumon, gaining wide popularity with parents of all
budgets to help their kids excel in math and reading, and
a new theme park just opened at Sawgrass Mills in Fort Lauderdale
allows kids to play act in a "city" and be what
they want to be like - a Mayor, Police Chief, Doctor, TV
reporter. It's called Wannado City- and if the kids' passion
is shopping then the world's largest outlet mall is right
next door.
And a prediction - that someone will get the stroke of
genius to develop methods that allow all people, kids and
adults to discover their special talents and natural abilities.
BYE BYE ANALOG - HELLO DIGITAL - The Digital Lifestyle
is here and impacting every aspect of our lives. The next
frontier is the realization of the digital home inspired
by the cartoon series The Jetsons. Digital cell phones,
then cameras, then cell phones with cameras and cell phones
with video cameras (millions of instant journalists), now
our home consumer electronics are becoming digital, and
technology producers and carriers are waging war or collaborating
to control the digital gateway, the digital remote - and
the digital tollbooth.
LIFE INSTANTLY - TIME COMPRESSION - MULTI-TASKING
"How are you?" "Busy". When we first
discussed this, it was a more an anomaly - now it is part
of our lives. We live in the HOV lane and maybe it's counterproductive,
maybe it's unhealthy and stressful, but people work longer
hours, sleep less, spend less time cooking and eating (and
when they eat they're also doing something else). People
are doing things at the last minute because that's when
it becomes urgent so online travel done at the last minute,
online dating, IM, Sidekicks and Blackberries for communications,
have been among the beneficiaries of time compression. Services
are just beginning to surface to make the time compressed
life easier (and yes, faster)
PARDON THE PLUG -Our foray into entertainment for
the world of time compressed has begun with the announcement
of "two minute television shows" that will play
on the news, morning shows, entertainment programs, online
video streamed on the web and onto cell phones. The first
series is called "Genius On A Shoestring" a primetime-like
two-minute reality TV 26 week series. Imagine primetime
can be anytime and anyplace.
TV of the Future will not just be on TV - look for more
video entertainment on the web and on cell phones and other
portable devices.
LIBRA EFFECT - the counter trend to Time Compression.
We coined this trend about 18 months ago and it is more
significant now than ever. As our lives become more compressed
and demanding, as we are multitasking more than ever and
juggling career and family and other obligations there is
the growing necessity for "my time" a chance to
gain balance to our lives. Yoga and meditation are just
the beginning. As people look for ways to chill out, and
smart entrepreneurs are there to create and provide new
ways to get a 30-minute vacation - even a five-minute one
- everyone wins.
24 HOUR EVERYTHING - In Tokyo - the "C"
store is a trendwatcher's destination, and a place for anyone
who needs something now. 7-Eleven has started to cash in
on this desire for 24 Hour Everything and as ATMs changed
banking and Internet has changed shopping, other 24-hour
opportunities are coming. Stores will be thinking - "when
we're closed where are our customers going?"
plus VIRTUAL EVERYTHING and REALITY EVERYTHING
AMERICA UNPLUGGED - the wireless revolution continues
to permeate our lives. More Centrino wireless laptops (we
introduced it here), cell phones that are really computers
and can perform increasing amounts of business and fun tasks
(look for TV coming to a cell phone near you). Will the
wall socket be a dying breed replaced by long life battery
powered portable devices? OK you'll still need a battery
charger. (Wireless' baby brother RFID is coming to retailing,
drug monitoring, airports, maybe people?)
LET'S GET PERSONAL - PERSONALIZATION - CUSTOMIZATION
iPod is a perfect example of Personalization - it's about
ME. From Nike ID to the trend called (by Trendwatching.com)
Customer-Made the collaboration of supplier and customer
is working. Companies that have succeeded handsomely in
the marketplace have strong communities with their customers
- Mini-Cooper, Nike, iPod. . Personal Style is a trend to
watch. Individuals are individualistic thus one size does
not fit all.
THE CREATIVE CLASS - think Andy Warhol redux. Celebrating
creativity and individualism. 'Bout time. We look for a
boom in creativity and new age of expression in all sectors,
not just the arts, and it will also monetize. The new elite
will be those whose creativity changed, improved or touched
our lives.
SMALL BUSINESS - and SMALL BUSINESS BOOMERS - we
mentioned this strength among sectors of small business
several years ago including work-at-home moms and Mr. Moms;
family, weekend and eBay businesses; and Baby Boomers starting
new careers on their own as their corporate and industrial
lives ebbed and they didn't want to or couldn't retire.
The President's open support of small business didn't hurt
on November 2. Look for continued growth and more recognition
- TV shows even a TV network - and major opportunities for
brilliant ideas on how small businesses can create networks
to help each other (like co-ops and referral systems) how
small businesses can be perfect outsourcers for budget-conscious
giants and new ingenious and needed ideas that will develop
into big franchises of small players.
PONCE AND CINDY- Today's Icons - Not Brittney and
Madonna - it's PONCE DE LEON and CINDERELLA. Just about
everyone is following the voyage of Ponce de Leon to discover
the Fountain of Youth and surgeons, dermatologists, and
TV producers are cashing in. We've even heard about "voice
lifts", a procedure to make baby boomers voices sound
younger. Cinderella is our term for the shorter term, less
invasive measures that have a similar impact. Look for more
products to play to this sleeping giant of a market.
ROMANCE IS BACK - It's on the runways and in TV
commercials but it is also in our lifestyles. While we live
time compressed lives, romance still has a place and creates
a different type of excitement with a different pace. It
is like the Libra Effect (which is personal) a counter trend
to the Life Instantly trend.
AND LUXURY FOR ALL - SMALL INDULGENCES - After our
tough times in America, many of us looked for comfort and
a new age of affordable luxury was born. This trend has
continued and will be apparent in Holiday shopping because
luxury does not only mean expensive.
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