Manifesto: simply defined, a public declaration of intentions. Consumer technology manifesto: simply defined, the ramblings of a geeky consumer researcher and business analyst
(that would be me) about what she believes will be the five most influential consumer-facing technologies through 2007.
With that, let us begin:
1. Mobile. Mass
consumer adoption, the iPod phone, upgraded networks, the iPod phone, competition from cable operators in the space, the iPod phone, advances in handset form factor, and, oh yes, the iPod phone. No,
seriously, the iPod phone will do for wireless content what the iPod has done for video: entice, educate and entertain an entire generation of mainstream consumers who, up until this point, had no
idea what the term "mobile content" meant. It also helps that companies like ESPN, MobiTV, and MediaFLO have made it their mission to mainstream mobile content to the masses. Coupled with what the
cell phone can do today--access a 2-way network, capture a picture, text-message and the rest--this little communications device has evolved into a powerful consumer-controlled media center. And the
integration of location-based services stands to catapult this technology into a whole new light for advertisers very soon.
2. Flash. Why now? Because Flash is changing the way
consumers experience content. Flash allows programmers to create extensions that do not disrupt the experience of being part of the programmer's web environment. Flash is able to transcend
platforms--from robust to simple, thick to thin, tethered to wireless. Not only can Flash house interactive applications within a video player environment, it can actually do it in a user-friendly
way. And it doesn't hurt that companies like BrightCove are developing a next-generation Flash-based infrastructure that will enable every Tom, Dick and Harriett to become their very own content
network. (If you don't know about BrightCove, make a point of finding out more.)
3. Search. Yes I know, you've been there and you even have the T-shirt. But I am not talking just
about Google. Search, as a behavior, as a way to seek, locate and consume in this media-centric world, is becoming the focus of every consumer-facing company - from Comcast to Viacom to Verizon to
Nokia. Think intelligent guides, like Hillcrest Labs' Spontaneous Navigation products, or advances in accessing content though guides that live on multiple platforms to manage content, like TiVo.
After all, if you can't find it, how the heck are you going to watch it? Couple search with real-time personalization intelligence, and you see why it matters more than ever before.
4. Video-on-demand. VoD, whether it is is free, ad-supported, subscription or a la carte; whether it is on your tablet PC, Razr, high definition plasma TV, iPod, or PocketDish, is doing five
important things: extending who watches content beyond the traditional linear television audience, what consumers use to consume content, where consumers watch content, how
consumers manage their relationship with content, and finally,giving consumers a reason why they want to deepen their relationship with content.
5. Batteries. This
would be the white elephant standing in the corner of consumer experience lab. Here is an area that not many people think about that greatly influences the plausibility of content extensions to
devices beyond the TV. But, if it has no juice, you can't watch it, you can't talk on it, you can't create with it, and you most certainly won't have a consumer-friendly experience with it. So when
someone tells you that you are going to be able to watch a two-hour movie on your cell phone, besides asking them why on earth you would want to subject yourself to that kind of visual torture, ask
them if that would render the device useless to the consumer. If your content takes away from a consumer's ability to, for example, place a call, trust me, they are not going to watch your content
more than once.
Now, there are no guarantees in life, and while I have identified the five technologies above to be the "it" crowd, I could be totally wrong. Question is, though, what
happens if I am right? Are you ready?