10 technologies que les fournisseurs de smartphones ne peuvent plus ignorer – ZDNet

  • Le marché du smartphone sature. Vite vite, il faut trouver de nouvelles technologies différenciatrices dit le Gartner. Batterie, immersion, personnalisation, affichage, connectivité ; le point sur ce qui pourrait changer.

Source: 10 technologies que les fournisseurs de smartphones ne peuvent plus ignorer – ZDNet

Les 10 technologies ciblées par le Gartner pour 2016 et2017 :

  • Recharge rapide : Qualcomm promet 80% de recharge en 35 minutes via sa technologie Quick Charge 3 de recharge rapide. La plupart des géants du secteur et de la communauté scientifique planche sur la batterie en elle-même et sur les matériaux employés. Quick Charge 3.0 est disponible cette année sur les processeurs Snapdragon 820, 620, 618, 617 et 430. Le Gartner promet que cette technologie peut changer la donne pour de nombreux fabriquants.
  • Chargement sans fil : Qi, un des projets les plus abouti en la matière, en est à sa seconde version. Une batterie pourrait être rechargée en 30 minutes avec cette nouvelle mouture. Surtout, Qi bénéficie d’une liste de partenaires importante (Asus, HTC, Huawei, LG Electronics, Motorola Mobility, Nokia, Samsung ou encore Sony).


Recharge de smartphone sans fil proposée par Ikea. (Source : Ikea)

  • Réalité virtuelle et augmentée : La réalité augmentée ne concerne pas que les lunettes HoloLens assure le Gartner. Elle peut être utilisée sur un smartphone ou une tablette, à des fins de traduction par exemple de signalétique physique, ou de maintenance prédictive. Côté réalité virtuelle, on croise désormais nombreux smartphone pour des dispositifs tels que le Samsung Gear VR ou le LG 360 VR.
  • Authentification biométrique par capteur : L’authentification biométrique devrait permettre de aux utilisateurs d’assurer la sécurité des paiements mobiles et de stocker des données personnelles plus détaillées sur les smartphones. Le Gartner mentionne que la démocratisation de l’authentification biométrique devrait permettre d’accélérer ces usages. Le cabinet précise que la détection d’émotions et d’humeur est une piste suivie par certains constructeurs.
  • Assistants personnels virtuels (APV) : 40% de l’interaction mobile sera facilitée par des agents intelligents d’ici 2020 assure le Gartner. Déjà, 74% des utilisateurs de smartphones utilisent fréquemment des APV, au moins un par jour (38%) et plusieurs fois par semaine (36%).
  • Ecrans souples / courbés : Samsung est le dernier fournisseur a avoir fait parler de lui sur ce sujet. LG est aussi sur les rangs. “Le problème est de trouver les bons cas d’usage associés car pour le moment personne ne sait vraiment quoi faire avec” explique Richard Windsor, analyste chez Edison Investment Research.
  • USB Type-C : Le standard USB-C est encore loin d’être généralisé, mais ce standard est amené à se répandre assure le Gartner. Mais il faudra avant faire le ménage.
  • SIM embarqué (e-SIM) : La bonne vieille carte SIM amovible va-t-elle finalement disparaître ? Apple et Samsung y travaillent. Intégrée et soudée directement dans les terminaux elle permettra aux usagers de changer d’opérateur sans avoir à remplacer la puce. Un gain de temps et une plus grande souplesse à la clé pour les clients et, pour les fabricants, la possibilité d’affiner le design des terminaux débarrassés d’un logement pour une SIM amovible.
  • Le Gartner mentionne enfin deux autres technologies, les solutions de caméra à multiples lentilles et le Wi-Fi 802.11.

Ces 10 technologies ont été sélectionnées après avoir analysé cinq impacts potentiels :

  • La batterie
  • Une expérience immersive
  • Une expérience personnalisée
  • La technologie d’affichage
  • La connectivité

Ce sont ces domaines dont l’amélioration permet potentiellement de réduire les soucis des utilisateur de smartphone, proposer des nouvelles capacités, ouvrir de nouveaux modèles d’affaires, ou créer de nouvelles expériences.

Combining multichannel and programmatic advertising will give brands richer audience insights for more relevant marketing – Smarter With Gartner

Advertising and multichannel marketing efforts must unite to give brands richer audience insights for more relevant marketing.

Source: It’s Time to Unite Advertising With Multichannel Marketing – Smarter With Gartner

Many customers today encounter the great divide between Madison Avenue and multichannel marketing. They may be served an ad based on their persona and then receive an email based on an alternate segmentation. However, what if a brand coordinates first-party data from their email database and third party data from the advertiser to send a customized email in the morning and an advertisement in the afternoon to visitors from a “Stranger” segment who abandoned a lead generation form? The customer experience becomes more connected and relevant.

In a marketplace where customer experience is a crucial differentiator, advertising and multichannel efforts must unite to give brands richer audience insights for more relevant marketing, noted Andrew Frank and Adam Sarnerduring the Gartner Digital Marketing Conference 2016. The mutually-shared desire for profitable engagement drives the coordination between advertising and multichannel marketing.

Why a merger makes sense

“Advertising is already part of the multichannel continuum,” noted Mr. Sarner. Customers don’t want separate experiences that mirror marketing’s silos. They see one brand and want one experience.

According to Gartner’s Strategic Planning Assumption, by 2018, over 40% of marketers from global organizations will have insourced programmatic advertising capabilities, up from about 10% today.

Customers don’t want separate experiences that mirror marketing’s silos.

When marketers combine the dynamic creative possibilities of advertising with the personalization of multichannel marketing they better serve their audiences. This richness of customer insight allows marketers to profitably engage customers throughout the various stages of a customer’s buying journey.

Furthermore, programmatic tactics match multichannel tactics and highlight overlapping interests. Both efforts use forms of real-time decision-making. For example, advertisers use real-time bidding and multichannel marketers use real-time engagement. Both seek to make course corrections on the fly. Marrying advertising’s third-party data with multichannel’s first-party data provides a rich behavioral/ demographic mosaic of audience needs and opportunities.

Bring the two sides together with the Action-Value Model

Use a three step Action-Value model focused on audience, action and attribution to operationalize the linkage of advertising and multichannel marketing. Start by identifying the audience and execute disciplined segmentation. Develop segments such as Loyads (loyal advocates), Churners, First timers or Strangers and set marketing goals for each.

See related article: The Secrets to Marketing Segmentation.

Then clarify valuable actions for those segments and set specific values for the actions. Example actions include rating an app, joining a loyalty program, or watching a video. Clarify how much the action is worth and how much it costs. Once you’ve crystallized the actions that matter to your business, set attribution by channel and by action to answer key questions. Did the campaign do anything? Were the results worth it? Were profits maximized?

Pay attention to skill differences

While interests overlap, the skills found in an advertising team are different from those in multichannel. Beyond just the hard skills gaps, there are real and significant cultural differences. Creative, media placement and a host of acronyms – DMP, TMS and DSPs are central to advertising while multichannel focuses on direct mail, email and database marketing. Be mindful of these differences when uniting the two disciplines.

Get help with your multichannel efforts by finding the right partner with research by Jay Wilson.

Gartner for Marketing Leaders clients can read more in How to Unite Advertising with Multichannel Marketing by Andrew Frank.

Learn more about digital marketing trends at the Gartner Digital Marketing Conference. Follow news and updates from the event on Twitter using#GartnerDMC.

BYOW (Bring Your Own Wearable): How Wearables Will Revolutionize the Workplace – ReadWrite

Source: How Wearables Will Revolutionize the Workplace – ReadWrite

Guest author Lindsey Irvine is the director of business development and strategic partnerships at Salesforce and heads up its Salesforce Wear developer platform. 

We’ve been hearing a lot of buzz around how wearables will continue to enhance our everyday lives. From steps and calories, to sleep and diet, wearables are starting to show their influence on our personal lives. But what about the business opportunity and benefits to our professional lives?

This year alone, we’ve seen the introduction of everything from smart rings,watches and connected headbands. As exciting as they may seem for individuals, it’s actually the business implications of wearable devices that have many of us in the enterprise taking note.

See also: The Greatest Potential—And Obstacle—For Wearables At Work 

According to the International Data Corporation’s (IDC) recent Worldwide Quarterly Wearable Device Tracker, it is estimated that 72.1 million wearable devices will be shipped in 2015, up 173.3 percent from 2014. Additionally, a study by Salesforce Research found that not only do wearable users experience an improvement in their business performance, but 79 percent agree that wearables are, or will be, strategic to their company’s future business success and 86 percent plan to increase their wearable investment.

These growth projections signify that it’s no longer a question of “if” but “when” the disruptive potential of wearable technologies will become more mainstream. When it happens, the biggest beneficiaries of the technology will be businesses in a variety of verticals.

Wearables Are About To Strap Themselves To Our Work

Wearables for work provide an opportunity to significantly improve productivity, efficiency and even safety, creating tremendous opportunities for those taking advantage…and notable risk for those not preparing a strategic response.

Here are just a few important ways that the wearables revolution for business is well underway, and some observations regarding what’s needed to drive the next phase of growth:

Intelligent Apps

At the moment, much of the wearable discussion is centered on the hardware devices themselves. Talk of the apps that will make those devices intelligent, workflow-enabled and truly disruptive is still in its early stages.

However, a focus on wearable apps—apps that will change the way we work and help bring complex business processes to life in a new, simple, visually compelling, action-oriented way—will take these devices from gadgets to valuable tools for the business. By 2017, Gartner predicts that wearable devices will drive 50% of total app interactions.

As wearable momentum grows, we see incredible parallels to the early days of the smartphone. Apps were instrumental in the proliferation of the smartphone and its ubiquitous usage, and now industries are being transformed based on the model. At Salesforce, we believe an expanding enterprise app ecosystem will fuel wearable tech adoption and help drive transformations in how we live and work.

Context in the Cloud

Wearables will enable teams to be more connected to the digital world while being more present in the real world.

Checking a mobile phone or opening a laptop during a meeting, or while out in the field, can be a distraction and a little time consuming. But by glancing at a connected smartwatch or peering through connected eyewear, a sales rep or field service technician can quickly and discretely access critical information, all while being hands free. The key will be to assure that wearable technology and enterprise wearable applications are able to leverage business data to highlight the right information, at the right time, to drive the right business action.

Tapping into a complete 360-degree view of your customers via data that your company has added to its CRM, will drive the relevant business actions, insights and workflow that are needed to accelerate improved efficiency and productivity. The potential here is incredible.

BYOW (Bring Your Own Wearable)

When people fully embrace new connected technology, they want to use it in their personal and professional lives. Forward-thinking employers recognize that an employee’s use of personal technology can increase operational efficiency and productivity. This presents a tremendous opportunity for software developers to build business applications that IT organizations can push down to employees’ devices, including wearables.

Some partners and developers are already doing just that: for example, Alpine Metrics offers a data analytics app for smartwatches called Intelligent Forecasting, which allows sales professionals to get a quick and consistent view of their trending sales. NewVoiceMedia has created a smartwatch app that takes caller ID to the next level, and Vlocity has given sales and service professionals within communications and media companies new ways to identify sales opportunities and provide better customer service, right from your wrist.

Companies that are implementing pilot programs for wearables are seeing early successes. By getting ahead of the latest technologies, early adopters are able to provide input and help shape the future of wearable technologies, making them smarter, faster, more functional and more tightly integrated with daily business operations. The possibilities for wearables in the workplace are truly endless and we can’t wait to see what the next chapter has in store.

Gartner Hype Cycle for Digital Marketing, 2015: Real-Time Marketing (more than 10 years from now ?)

Screenshot 2015-09-28 17.23.42

New digital trends surface daily, and you’ve got countless shiny objects clamoring for your attention. You need to know which technologies will deliver the best possible experience for your customers, in your unique context.

The Gartner Hype Cycle for Digital Marketing gives you a measured approach. This research cuts through the hype and shows you which technologies are emerging, overhyped, and really ready for prime time so that you can understand which trends and technologies to use – and which to avoid.

Gartner’s 2015 Hype Cycle for Emerging Technologies: Autonomous Cars In, Big Data Out In Gartner Hype Cycle

Gartner’s 2015 Hype Cycle for Emerging Technologies Identifies the Computing Innovations That Organizations Should Monitor.

2015 Hype Cycle Special Report Illustrates the Market Excitement, Maturity and Benefit of More Than 2,000 Technologies

The journey to digital business continues as the key theme of Gartner, Inc.’s “Hype Cycle for Emerging Technologies, 2015.” New to the Hype Cycle this year is the emergence of technologies that support what Gartner defines as digital humanism — the notion that people are the central focus in the manifestation ofdigital businesses and digital workplaces.

The Hype Cycle for Emerging Technologies report is the longest-running annual Hype Cycle, providing a cross-industry perspective on the technologies and trends that business strategists, chief innovation officers, R&D leaders, entrepreneurs, global market developers and emerging-technology teams should consider in developing emerging-technology portfolios.

“The Hype Cycle for Emerging Technologies is the broadest aggregate Gartner Hype Cycle, featuring technologies that are the focus of attention because of particularly high levels of interest, and those that Gartner believes have the potential for significant impact,” said Betsy Burton, vice president and distinguished analyst at Gartner. “This year, we encourage CIOs and other IT leaders to dedicate time and energy focused on innovation, rather than just incremental business advancement, while also gaining inspiration by scanning beyond the bounds of their industry.”

Major changes in the 2015 Hype Cycle for Emerging Technologies (see Figure 1) include the placement ofautonomous vehicles, which have shifted from pre-peak to peak of the Hype Cycle. While autonomous vehicles are still embryonic, this movement still represents a significant advancement, with all major automotive companies putting autonomous vehicles on their near-term roadmaps. Similarly, the growing momentum (from post-trigger to pre-peak) in connected-home solutions has introduced entirely new solutions and platforms enabled by new technology providers and existing manufacturers.

Figure 1. Hype Cycle for Emerging Technologies, 2015

Source: Gartner (August 2015)

“As enterprises continue the journey to becoming digital businesses, identifying and employing the right technologies at the right time will be critical,” said Ms. Burton. “As we have set out on the Gartner roadmap to digital business, there are six progressive business era models that enterprises can identify with today and to which they can aspire in the future. However, since the Hype Cycle for Emerging Technologies is purposely focused on more emerging technologies, it mostly supports the last three of these stages: Digital Marketing, Digital Business and Autonomous.”

Digital Marketing (Stage 4): The digital marketing stage sees the emergence of the Nexus of Forces (mobile, social, cloud and information). Enterprises in this stage focus on new and more sophisticated ways to reach consumers, who are more willing to participate in marketing efforts to gain greater social connection, or product and service value. Enterprises that are seeking to reach this stage should consider the following technologies on the Hype Cycle: Gesture Control, Hybrid Cloud Computing, Internet of Things (IoT), Machine Learning, People-Literate Technology, Speech-to-Speech Translation. 

Digital Business (Stage 5): Digital business is the first post-nexus stage on the roadmap and focuses on the convergence of people, business and things. The IoT and the concept of blurring the physical and virtual worlds are strong concepts in this stage. Physical assets become digitalized and become equal actors in the business value chain alongside already-digital entities, such as systems and apps. Enterprises seeking to go past the Nexus of Forces technologies to become a digital business should look to these additional technologies: 3D Bioprinting for Life Science R&D, 3D Bioprinting Systems for Organ Transplant, Human Augmentation, Affective Computing, Augmented Reality, Bioacoustics Sensing, Biochips, Brain-Computer Interface, Citizen Data Science, Connected Home, Cryptocurrencies, Cryptocurrency Exchange, Digital Dexterity, Digital Security, Enterprise 3D Printing, Smart Robots, Smart Advisors, Gesture Control, IoT, IoT Platform, Machine Learning, Micro Data Centers, Natural-Language Question Answering, Neurobusiness, People-Literate Technology, Quantum Computing, Software-Defined Security, Speech-to-Speech Translation, Virtual Reality, Volumetric and Holographic Displays, and Wearables. 

Autonomous (Stage 6): Autonomous represents the final post-nexus stage. This stage is defined by an enterprise’s ability to leverage technologies that provide humanlike or human-replacing capabilities. Using autonomous vehicles to move people or products and using cognitive systems to recommend a potential structure for an answer to an email, write texts or answer customer questions are all examples that mark the autonomous stage. Enterprises seeking to reach this stage to gain competitiveness should consider these technologies on the Hype Cycle: Autonomous Vehicles, Bioacoustic Sensing, Biochips, Brain-Computer Interface, Digital Dexterity, Human Augmentation, Machine Learning, Neurobusiness, People-Literate Technology, Quantum Computing, Smart Advisors, Smart Dust, Smart Robots, Virtual Personal Assistants, Virtual Reality, and Volumetric and Holographic Displays. 

“Although we have categorized each of the technologies on the Hype Cycle into one of the digital business stages, enterprises should not limit themselves to these technology groupings,” said Ms. Burton. “Many early adopters have embraced quite advanced technologies, for example, autonomous vehicles or smart advisors, while they continue to improve nexus-related areas, such as mobile apps.”

Gartner’s Top 10 Predictions for 2015

Gartner’s Top 10 Predictions for 2015 | IT World Canada Blog.

By Daryl Plummer
Gartner, Inc.

Digitalization and the digital business are catalysts of change that are affecting the human-machine relationship and driving better customer outcomes. The top 10 predictions indicate that computer-based machines are taking a more active role in enhancing human endeavors, because the machines are more connected than ever before, they are sensing their surroundings, and they are becoming smarter. Because of this, they have an increased ability to supplement (or even supplant) human jobs and to reduce the cost of operations. All in all, the trends indicate a near-term future in which machines and humans are co-workers and, possibly, even codependents.

The top 10 Predictions are organized into three categories:

Machines are taking a more-active role in enhancing human endeavors:

1. By 2018, digital business will require 50 percent less business process workers and 500 percent more key digital business jobs, compared with traditional models.
Near-Term Flag: 
By year-end 2016, 50 percent of digital transformation initiatives will be unmanageable due to lack of portfolio management skills, leading to a measurable negative lost market share.

2. By 2017, a significant disruptive digital business will be launched that was conceived by a computer algorithm.
Near-Term Flag:
 Through 2015, the most highly valued initial public offerings (IPOs) will involve companies that combine digital markets with physical logistics to challenge pure physical legacy business ecosystems.

3. By 2018, the total cost of ownership for business operations will be reduced by 30 percent through smart machines and industrialized services.
Near-Term Flag: 
By 2015, there will be more than 40 vendors with commercially available managed services offerings leveraging smart machines and industrialized services.

4. By 2020, developed world life expectancy will increase by 0.5 years due to widespread adoption of wireless health monitoring technology.
Near-Term Flag: 
By 2017, costs for diabetic care are reduced by 10 percent through the use of smartphones.

Digitalized things are making assisted economic decisions:

5. By year-end 2016, more than $2 billion in online shopping will be performed exclusively by mobile digital assistants.
Near-Term Flag: 
By year-end 2015, mobile digital assistants will have taken on tactical mundane processes such as filling out names, addresses and credit card information.

6. By 2017, U.S. customers’ mobile engagement behavior will drive mobile commerce revenue in the U.S. to 50 percent of U.S. digital commerce revenue.
Near-Term Flag: 
A renewed interest in mobile payment will arise in 2015, together with a significant increase in mobile commerce (due in part to the introduction of Apple Pay and similar efforts by competitors, such as Google increasing efforts to drive adoption of its NFC-enabled Google Wallet).

Renovating the customer experience is a digital priority:

7. By 2017, 70 percent of successful digital business models will rely on deliberately unstable processes designed to shift as customer needs shift.
Near-Term Flag: 
By the end of 2015, five percent of global organizations will design “supermaneuverable” processes that provide competitive advantage.

8. By 2017, 50 percent of consumer product investments will be redirected to customer experience innovations.
Near-Term Flag: 
By 2015, more than half of traditional consumer products will have native digital extensions.

9. By 2017, nearly 20 percent of durable goods e-tailers will use 3D printing (3DP) to create personalized product offerings.
Near-Term Flag: 
By 2015, more than 90 percent of durable goods e-tailers will actively seek external partnerships to support the new “personalized” product business models.

10. By 2020, retail businesses that utilize targeted messaging in combination with internal positioning systems (IPS) will see a five percent increase in sales.
Near-Term Flag: 
By 2016, there will be an increase in the number of offers from retailers focused on customer location and the length of time in store.


Read more: http://www.itworldcanada.com/blog/gartners-top-10-predictions-for-2015/100406#ixzz3LNqmktXh
or visit http://www.itworldcanada.com for more Canadian IT News 

Gartner Predicts Live Video Broadcasting Will Be the New “Selfie” By 2017

Connected-Home Experiences Will Center on Video and Apps

Video and visual technologies are becoming increasingly important for interacting with customers and each other, according to Gartner, Inc. Gartner predicts that by 2017, live video broadcasting will be the new “selfie” and recommends that product managers start creating a “visual” strategy straight away to accommodate this trend.

“The next generation of consumer services and products has one main theme in common and that is video,” said Brian Blau, research director at Gartner. “This means incorporating live video or other real-time technologies into products to engage users in live events and enable more personalized communications, providing better customer support, and offering best-of-breed video and TV experiences to connected homes.”

Over the next four years, Gartner expects a noteworthy shift from static photos to video, with live video becoming as important a medium. This will be a significant development as in 2014 alone, more than a trillion photos will be taken, uploaded and shared daily, and the sharp rise in the popularity of online photos shows no signs of slowing. Although live and user-generated video is still less accessible than static photography, it is also growing in popularity.

Beyond its potential to be a richer medium for self-expression, live video’s use cases surpass what static images and prerecorded video can accomplish. It can be used for remote monitoring (of a baby, or of the security of a company’s premises), remote doctor-patient consultations and remote collaboration (via shared workspaces), and for improved customer service. As live video technology becomes more accessible, it will appear in many contexts, from mobile apps for consumers to customer support services. To benefit, users will need robust bandwidth, devices and cameras, as well as apps and services that capitalize on video’s communicative power.

Gartner made a number of further predictions about the connected home, including:

By 2018, 76 percent of connected-home apps will be accessible from smart TVs.

Smart TVs are fast becoming mass-market products. Gartner’s 2014 consumer survey indicates that almost 25 percent of U.S. households own a smart TV. In Germany, the figure is 32 percent. Gartner forecasts that worldwide, 87 percent of the TVs shipped annually will be smart TVs by 2018. This will result in such devices becoming very common in homes.

Gartner Predicts Live Video Broadcasting Will Be the New

“Despite the typically slow replacement cycle for TV sets, smart TV penetration is growing steadily,” said Fernando Elizalde, principal research analyst at Gartner. “Smart TVs are already central to the provision of connected-home entertainment. These devices can serve as access points for the control and management of other connected home devices. Applications to control and monitor home security cameras, door locks, thermostats and other connected devices are just some of many connected-home applications that could work well through smart TVs.”

Recent industry developments will bring management and control apps to smart TVs. However, the fragmentation of smart TV platforms makes it difficult for connected-home device manufacturers and app developers to focus on this “fourth screen” for access and management apps — except for media and entertainment devices. Nevertheless, as connected devices slowly gain momentum, and as an app presence on multiple screens becomes first a differentiator and then a must-have feature, smart TV apps for connected devices will reach parity with smartphone and tablet apps.

By 2018, connected-home services will cost 50 percent less than they do now.

Price could be a major factor in low adoption rates of connected-home services. Although current pricing plans offered by providers are relatively reasonable, they are additional costs for consumers on already stretched telecommunications budgets.

Providers of connected-home services that charge monthly service fees may struggle to compete with those that do not, such as home energy management providers like Hive in the U.K. and Nest (now owned by Google). Additionally, electronics stores are creating in-store connected-home areas where consumers can get expert advice on creating their own connected-home platforms. In order to offer similar experiences to their customers, service providers would need to invest in both retail space and staff education.

“The connected-home market is showing the usual signs of nascency: low penetration, high interest mainly among technology enthusiasts, and high prices,” said Jessica Ekholm, research director at Gartner. “For mass-market adoption, prices need to come down, but lowering prices won’t suffice on its own. The current lack of interest from most sectors of the public also indicates that people do not see the immediate advantage of connected home services. Embracing a strategy that offers in-store expert advice could therefore be the way forward.”

More detailed analysis is available in the Gartner Special Report “Predicts 2015: Connected-Home Experiences Will Center on Video and Apps.” The report is available on Gartner’s website athttp://www.gartner.com/document/2913417.

Gartner Says in 2015, 50 Percent of People Considering Buying a Smart Wristband Will Choose a Smartwatch Instead

Gartner Says in 2015, 50 Percent of People Considering Buying a Smart Wristband Will Choose a Smartwatch Instead.

Wearable Electronic Fitness Devices Market Still Poised for Strong Growth

Wearable electronic devices for fitness shipments are forecast to reach 68.1 million units in 2015, down from 70 million units in 2014, according to Gartner, Inc. This temporary dip in sales will be driven by an overlap in functionality between smart wristbands, other wearable fitness monitors and smartwatches. However, the market for smart wristbands and other fitness monitors will rebound in 2016 because of versatile designs and models with lower-cost displays.

“Fitness wearables are used for tracking health, which goes hand-in-hand with fitness and wellness,” said Angela McIntyre, research director at Gartner. “Consumers will be able to integrate the data from most wearables into a single account where their data can be analyzed using cognizant computing to provide useful insights to wearers. Funding initiatives from Qualcomm, Apple (HealthKit), Google (Google Fit), Samsung (S.A.M.I.), Microsoft, Nike and Intel, among others, will build on early innovation in wearable fitness and health monitoring and create the infrastructure for merging data relevant to health and fitness.”

The five main fitness wearable form factors are smart wristbands, sports watches, other fitness monitors, heart rate monitor chest straps and smart garments.

Sports watches and chest straps are well established, compared with smart wristbands first popularized by the Jawbone Up, which launched in 2011. However, Gartner believes that the smart garment product category has the greatest potential for growth going forward because the category is emerging from the testing phase and smart shirts are available to athletes and coaches of professional teams. Smart garment shipments are forecast to grow from 0.1 million units in 2014 to 26 million units in 2016 (see Table 1).

Table 1 — Worldwide Wearable Electronic Fitness Devices Shipments Forecast, 2013-2016

(Millions of Units)

 Device Category

2013

2014

2015

2016

Smart Wristband

30

20

17

19

Sports Watch

14

18

21

24

Other Fitness Monitor

18

20

12

15

Chest Strap

11

12.1

8

7.3

Smart Garment

0.01

0.1

10.1

26

Total Market

73.01

70.2

68.1

91.3

Source: Gartner (October 2014)

For the present, however, smart wristbands and other fitness monitors are the most popular form factors.

“Smartwatches having retail prices of $149 or more will typically have the capability to track activity and have accelerometers and gyroscopes similar to their smart wristband cousins,” said Ms. McIntyre. “The smartwatches differ from smart wristbands in that smartwatches need to display the time and have a user interface oriented around communication. However, some smart wristbands have the ability to display and send text messages. The overlap in functionality between smart wristbands and smartwatches is expected to continue.”

Gartner further predicts that in 2018 through 2020, 25 percent of smart wristbands and other fitness monitors will be sold through nonretail channels. During this time scale, smart wristbands and other fitness monitors will be offered increasingly by gyms, wellness providers, insurance providers, weight loss clinics or employers, sometimes at subsidized prices or for free.

These companies will serve as a growing distribution channel for device manufacturers. The new channels also result from fitness monitors being integrated into employee badges or identification bracelets for access control. Business-to-consumer (B2C) companies will have rewards or gamification linked to the use of wearables as a way of keeping customers engaged with their brands.

More detailed analysis is available in the report “Forecast: Wearable Electronic Devices for Fitness, Worldwide, 2014.” The report is available on Gartner’s website at http://www.gartner.com/document/2882518.

Where Are We On The Social Distribution Hype Cycle? – IrishCentral.com

Where Are We On The Social Distribution Hype Cycle? – IrishCentral.com.

 

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We’ve come a long way from the old days of news sharing.

NewsWhip tracks the spread of all content on social media. This is a frothy space, with dramatic increases in the volume of content being shared, and the corresponding traffic coming to publishers and brands from that content. Here, we try and explore where we are in the “social distribution hype cycle.”

You may have heard of the Hype Cycle, a view developed by Gartner to give context to the stages in adoption of a new technology or process by business.

Image: Wikipedia

Let’s run through it quickly. First, a new technology is developed – thetechnology trigger. The hot new thing is heralded by early adopters – leading to inflated expectations, irrational exuberance, over-investment, and a peak in the “hype cycle” – the great big mountain on the left.

But – the technology fails to match the expectations, leading to a steep trough of disillusionment. It didn’t deliver, we overpaid. Darn snake oil. Early adopters are burned.

But meanwhile, quietly, processes are improving, underlying technology is being iterated by wily startups, and tangible benefits start to accrue. We recognize and better value the true benefits of the technology and finally climb the slope of enlightenment.

Finally, the more conservative early majority come aboard, and we achieve a plateau of productivity – and for stakeholders in the new technology – perhaps some profit.

Here’s a much more detailed version that breaks out events, financing and other possible events along the way:

So where on the hype cycle is social distribution today?

By social distribution, I mean the “many to many” distribution of content (videos, articles, news, other media) by people to people, usually via social networks, email and other peer-to-peer technologies. This is contrasted with the old pipelines of the last media era –  TV towers, newspaper agents, and radios, that delivered content directly from mass media providers.

Social distribution is not a single technology – it’s a change enabled by a bunch of technologies. But it’s fast displacing other distribution methods. More people arrive at many news sites today via Facebook than via the site’s front page. In the US, we estimate more people are probably catching nuggets of news on Facebook than from the major TV networks each day. For many big online publishers, 30% to 50% of traffic is now coming from social networks. Meanwhile “dark social” traffic – from emails and instant messages – makes up another huge chunk of visitors.

Some believe that social distribution is the natural way for information to be shared – and mass media was only a temporary phenomenon that lasted from the first mass produced papers (1700s) ’til right about now. At NewsWhip, we partially agree. We think social distribution will overtake many other forms of media discovery and distribution over the next few years.

But that’s a hypey statement right? The idea that the pipelines of content distribution are being torn up and replaced by a sharing and subscribing on social networks? I agree – but I do believe that it’s happening, and we have the data to back it up. So let’s see where we are in this hype cycle.

Here’s Theory One. We begin in 2009 as share buttons are introduced and quickly become ubiquitous. Publishers notice that they are getting a bump in traffic, especially to some stories. Social networks give new prominence to new sites and personalities.

In the graph below, that puts us on the steep climb up the start of the hype cycle.

As hype builds, we see new technology and service providers appear – like NewsWhip (content monitoring and discovery), Storyful (UGC verification and licensing), or Social Flow (distribution timing optimisation). Welcome to 2011 – 2012.

In the same period, new socially optimized publishers gain prominence – BuzzFeed, and new tearaway right and left wing outlets (The Blaze, Think Progress). Then we see the second wave, of curators turning up shareable nuggets (Upworthy, ViralNova). They get big in 2013.

CMO Spend 2014: Running on Digital (Gartner Infographic)

CMO Spend 2014: Running on Digital (Gartner Infographic)

Selon une enquête de Gartner, menée entre juillet et septembre 2013 auprès de marketeurs américains de grandes entreprises, les budgets de marketing digital devraient augmenter de +10% en 2014.
En 2013, le marketing numérique représentait 28,5% du budget marketing total, contre 25,5% en 2012. La plus grosse part du budget était consacrée à la publicité digitale (12,2%), contre 10,3% pour le site internet corporate, 9,6% pour le commerce numérique et 9,5% pour le marketing mobile et social. En moyenne, les entreprises ont dépensé 10,7% de leur chiffre d’affaires 2013 sur l’ensemble de leurs activités marketing, et 3,1% en marketing digital, contre 2,5% du CA en 2012, soit +20%. En 2014, les dépenses en marketing digital devraient représenter 3,3% du CA.