Why Enterprise AR Should Care About Consumer IT. Martin Reynolds, GTM Gartner Consumer Research

Transcription

1 Why Enterprise AR Should Care About Consumer IT Martin Reynolds, GTM Gartner Consumer Research 1

2 We are entering a new era of personal computing. The cloud will replace the PC as the location where users keep their personal content, access their services, and personal preferences and center their digital lives. It will be the glue that connects the web of connected devices they choose to use during the different aspects of their daily life. Technology providers and IT organizations must align to this new reality of consumerization.

3 Our Consumer Research Team 40 analysts around the globe Covers devices, services and consumer dynamics Works across Gartner teams Resegmenting forecasts to common definitions Using economic and behavioral models Integrating social content through the research 3

4 How Our Consumer Research Can Help AR to Help the Business Grow Strategy Product development Marketing Market & Competitive Intelligence Key Insights for Enterprise-only Providers: - All applications must face consumers - All tools must be sticky - Security must be positive, not negative - Behavior and needs, not features and speeds 4

5 Consumer Dynamics Market Segments and Buyer Behavior

6 Consumer Infotainment Spending Will Grow Past $2.2 Trillion in 2014 Forces Content 10% $200 Billion CAGR = 9% Devices 28% $600 Billion CAGR = 6% Video Services 8% $100 Billion CAGR = 8% Fixed Services 19% $400 Billion CAGR = 1% Mobile Services 35% $700 Billion CAGR = 5% Total Services 62% $1.2 Trillion CAGR = 4% Megatrends A boost will come from mobile subscribers in emerging markets. Broadband will be available everywhere. Mobile Internet will hit the mainstream. Social apps will upend behavior and brands. By 2015, consumers will spend $2.8 trillion annually on digital information, and entertainment products and services

7 Use Attitudinal Profiles to Target Buyers Changes Involvement 10% 7% 2% 7% 20% 9% 12% 17% 22% 8% Worker Bees Bigger Opportunity in 2012 Professional Achievers Comfortable Conformists Techno Stragglers 13% Young Fun Seekers 60% 40% 8% 0% 9% Traditionalists Basic Survivors Most Common Targets in % Tech Savants 18% Aspirers Late adopter Adoption of New Tech Early adopter Involvement = Consumer perception of importance or personal relevance of a product based on intensity of stated need across 10 parameters 7 4,000 Survey Completes in 2011 Based on Gartner report: "Marketing Essentials: How to Segment the Consumer Market" (G )

8 Consumer Devices Mobile Operating Systems, Tablets and Smartphones

9 A Different Way to Look at Relationships - Behavioral Segmentation for Devices Connectivity 5 Unifunction vs multifunction Personalised Portability Creation Notebook PC Ultra Mobile Notebook Premium Comm Devices Media tablets Usability Consumption There are 4 categories of devices that will compete for consumers budgets: Ultra Mobile Notebooks, Premium Comm Devices, Media Tablets and E-readers. Media Tablets strengths Portability, Multifunction, Personalization Media Tablets weaknesses Creation 9

10 Which Mobile OS Technologies Will Dominate the Market? Growth New platforms" (e.g., augmented reality tools) Scriptable mapping tools Platform substitutes (e.g., Air, Qt, Flash, Silverlight, etc.) Mobile Browser + HTML5 Mobile OS Open OS Handset Sales by Platform Percent Symbian Android RIM Apple ios Microsoft LiMo Foundation Bada WebOS MeeGo Palm OS Others Plan devices against platforms, apps and services.

11 Growth Media Tablets Change Everything Changes Sales to End Users (K) 350, , million Connected E-Readers Total 250, , , ,000 50,000 Connected Game Handhelds Total Connected Imaging Devices Total Connected Personal Navigation Device Total Connected Portable Media Players Total Media Tablets Total Gartner s insight into consumer behavior can help you succeed.

12 What Technologies Will Disrupt the Devices Market? Changes Photonic Crystal Displays Bio-Acoustic Sensing expectations Wireless Power Voice to Text on Mobile Devices High-Performance Multicore Application Processors Augmented Reality Solar Power Mobile Devices Mobile WLAN Access Points MEMS Gyroscopes Smartphone Hypervisors MEMS Displays Head-Mounted Displays Ensemble Interactions Dual Noise Cancellation Wi-Fi Remote Display Mobile High-Definition Link HD Voice Volumetric and Holographic Displays Quantum Tunneling Composite (QTC) Mobile Transphones ac Technology Trigger Quantum Dot Displays Electrofluidic and Electrowetting Display Technology Peak of Inflated Expectations Bluetooth 3.0 Pico Projectors Near-Field Communication Bluetooth 4.0 Gesture Recognition Wireless Remote Display 60GHz and 5GHz Magnetometer Phone Bar Code Reader Indoor Positioning Software-Defined Radio Trough of Disillusionment time Years to mainstream adoption: less than 2 years 2 to 5 years 5 to 10 years Mobile Devices Technology Hype Cycle AMOLED Mobile Browsers Multitouch Device-Embedded Biometric Authentication Mobile Widgets n Slope of Enlightenment more than 10 years Haptics GPS As of July 2010 Plateau of Productivity obsolete before plateau 12

13 Consumer Services and Social Platforms Wireless Transport, Social Platforms, Context-Aware Services and Apps

14 What's the Value of the Social Consumer? Reduced Cost of Operations Increased Revenues Building Brands Increased customer service Better and more efficient support Happier customers Engaging enthusiasts Reaching new consumers Increase brand value Increase value of goods and services sold Social networking is critical to your business. 14

15 Context Is the "Killer App" for Mobility Changes Context = People + Place + Proximity + Activity Types of context services: Location-based services Vodafone Navigator, Foursquare Presence Twitter, Instagram, Google, AIM Social networking Facebook, Twitter, LinkedIn Mobile advertising amaze, Mobile Posse, AdMob, iads By 2015, context will be more influential to mobile consumer services and relationships than search engines are to the Web. Bottom line: Not offering context service may mean leaving one of the most effective ways of customer ownership to the competition. 15

16 Mobile Ads Monetize Context and Social Networking: "Hyperlocal" Is the Key Grow Driving Factors Falling Into Place, Ready for Strong Growth 2010: 0.5% of total worldwide advertising budget US$ Millions 2015: >4% of budget Source: Mobile Advertising Forecast, March 2011

17 Consumer Applications and Services Hype Cycle Changes expectations Rich Communication Suite Augmented Reality Internet TV Ultra-High-Speed Broadband Internet Mobile Coupons Mobile OTA Payment Socialcasting Ensemble Interactions Context-Enriched Services Mobile Sports and Fitness Mobile Virtual Worlds HD Voice Consumer Telepresence 3D TV Services TV Widgets Technology Trigger Inflated Expectations Mobile Health Monitoring Mobile Money Transfer Mobile Social Networks Mobile VoIP NFC Payment Bar Code Marketing Indoor Positioning Mobile Advertising Mobile Services Mobile Ticketing Mobile Music Streaming Mobile TV Broadcasting Voice-to-Text Mobile Instant Messaging Conversion Services Network DVR Online Video Mobile Search Mobile Application Stores FMC: Consumer Applications Mobile Learning Mobile Widgets Mobile Banking Peak of IPTV As of July 2010 Trough of Disillusionment time Years to mainstream adoption: less than 2 years 2 to 5 years 5 to 10 years Residential VoIP Personal Navigation Full-Track Music Downloads Mobile TV Streaming Location-Based Services Slope of Enlightenment more than 10 years Plateau of Productivity obsolete before plateau 17

18 Summary Cloud is personal Gartner has a serious consumer research effort Our new economic and behavioral approaches create new ways to understand products and markets Every technology provider and IT department has to deal with yet more new cloud realities We can help strategic planners, product managers and marketers align with consumer forces 18