China technology forecast

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1 China technology forecast The ten trends ready to re-shape technology in China and beyond Share this

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3 Chris Bonsi CEO Greater China, TNS The 10 trends ready to re-shape technology in China and beyond In a converged world, where devices promise to perform a vast range of different tasks, how can you predict which technology mash-ups will be the ones to capture the mainstream? TNS s World of Convergence study takes a unique jobs-to-be-done based approach to identify what consumers really want from technology and which devices are best-placed to deliver it. Here are the 10 trends we expect to start disrupting the tech world this year. 1

4 1 Selfie phones? We re just getting started HTC may have become the first smartphone manufacturer to put its best camera on the front of the handset but there s still plenty of scope for perfecting the selfie phone. Front-facing camera lenses and focal lengths optimised for short-range portraits; software that fixes distortion of facial features making it easier for people to snap beautiful pictures of themselves: these are the features offering competitive advantage in a selfie-crazy world. Smartphone manufacturers will fight for positioning on their phones capacity to deliver idealised, share-able self-images. 2

5 2 Music - the next wearable battleground It was the killer app for the first generation of smartphones but now our passion for music on the move could have us dancing towards new types of technology. It once felt liberating to download music to an iphone or Android handset. Now music fans expect to be able to stream tunes straight from the likes of Spotify and Pandora and they don t see the need to carry around a bulky, fragile smartphone in order to do so. The next generation of wearable technology will focus on eliminating wires, tethering to smartphones, and eliminating poor network connectivity and other frustrations from the mobile music experience. 3

6 3 Gamify your life Convergence applies to activities as much as it does to devices and play has already proven the most potent activity to weave into digital solutions. Gamification will take on a major role in the next generation of mobile technology: fitness and health applications, productivity solutions and heightening employee engagement by making tedious work fun. 4

7 4 Disruption in a docking station Laptop and desktop manufacturers have been keeping a wary eye on tablets but the biggest threat to their share is likely to come from a device that is both older and smaller. Most people who own a tablet happily continue to use laptops and desktop PCs for different tasks; but amongst Base of the Pyramid consumers in emerging markets, the smartphone is now the single go-to device whether you are watching TV, making payments, or texting friends around the world. As the processing power and multitasking capabilities of smartphones improve, their capacity to take share from conventional computers will continue to grow. The tipping point may well be the arrival of keyboard docking stations and interfaces to project images onto TVs transforming smartphones into simple desktop PCs. 5

8 5 Modular computers The second major threat to PCs and laptops comes from the difficulty and expense in upgrading and replacing them. Consumers are less likely to make a big investment in technology if they believe that it will become obsolete quickly. Modular computers, stealing a trick that Google has already tried with smartphones, could provide the solution. Expect memory, batteries, and screens that can easily be swapped out without the need for specialist knowledge or tools. It s features like these that could change consumer attitudes about PCs, and address perceptions that they quickly become obsolete. 6

9 6 Smart computers We have smart phones, but our PCs aren t taking advantage of their own inherent processing power and as a result they re not keeping up. They are left operating in a silo, with little or no connectivity to other devices in the home. A new generation of smart computers will become the command center for the smart home. Expect computers with the ability to manage and distribute content across all your technology devices, automate your home appliances, and diagnose, fix and upgrade themselves. 7

10 7 The beginning of the end for search ads? The power of search engine giants such as Google and Baidu stems from the fact that people seeking information online are obliged to look at pages of search results where they form a highly targeted audience for search advertising. So what happens when voiceactivated, mobile search apps such as Siri and Cortana offer users relevant answers without the need to scroll through search results? Siri, Cortana, and other digital assistants could provide the first major disruptive challenge to the search engine business model. 8

11 8 Windows the comeback kid When it comes to mobile devices, Microsoft has often seemed like the most velocity-challenged tortoise in the technology race. But as in the famous parable, there comes a point when slow suddenly seems to have all the momentum. Based on our China data, Windows tablets growth in share-of-time is outpacing ipad and Android tablets. We could be seeing the emergence of a more productive, lean-forward tablet device, in contrast to its lean-back rivals that are used primarily for consuming media. It s no longer a question of if Microsoft will catch up with mobile devices; it s just a matter of how quickly. 9

12 9 Home security: the next killer app Confident technology buffs already have all the wifi-enabled cameras, sensors and remote viewing technology they need to keep watch on their homes, but the average consumer doesn t want the hassle of building such solutions themselves. The next billion-dollar opportunity will be in the home security arena. This category is waiting for a beautifully packaged and intuitive solution that reassures mainstream consumers through state-of-the-art technology protecting their home and family. 10

13 10 Mobile privacy Mobiles are the most intimate device that people own and yet those people s mobile lives are currently visible to anyone glancing over their shoulder. Forget scratch-proof sapphire screens. A privacy-enhancing display that is only visible to those holding a device is likely to represent a far more attractive upgrade option. 11

14 Seizing the opportunity The first generation of convergence was technology-led, with a wave of innovations enabling tech companies to make technology intuitive and addictive a selling point in itself. The next generation of convergence opportunities will be different. Opportunity comes from understanding and solving consumers digital jobsto-be-done and removing the frustrations that exist with current technology s ability to do so. This selection of the 10 most likely tech breakthroughs shows the broad range of opportunities that are now up for grabs. 12

15 About the author Chris Bonsi is responsible for delivering TNS s strategy in Greater China and ensuring that our insights deliver business impact for our clients. Chris has extensive experience in consulting technology and automotive clients with their innovation and branding strategies in Asia Pacific over the past 20 years. Prior to joining TNS in 2002, Chris was a partner at J.D. Power and Associates where he established the Singapore regional office and the Asia Pacific footprint covering China, India, and Southeast Asia. Chris holds a Bachelor Degree in International Relations from Stanford University. chris.bonsi@tnsglobal.com About World of Convergence Built on TNS s world-leading opportunity identification approach, Matrix, World of Convergence is a comprehensive study that identifies those areas that will lead to growth for technology companies. Coverage: The study is based on conversations with 5,900 consumers in 29 cities (tier 1-5) during July Content: Digtial macro trends Identification of emerging opportunities based on consumers jobs-to-be-done. Device evaluation Comprehensive evaluation of 17 digital devices to understand which categories best serve consumer needs today and those which can extend to fulfill unmet needs. Occasion needs 13 occasion-based needs identified, where consumers are currently not served effectively, presenting portfolio differentiation opportunities. Accessing the study Companies can access the findings from the TNS study in a number of ways: I. A standard report containing the full findings from the study II. A customised report, identifying the opportunities for a particular category, device, service or audience III. A customised workshop, where our experts will work through the findings of the study in the context of your specific growth challenge Please visit for further information.

16 About TNS TNS advises clients on specific growth strategies around new market entry, innovation, brand switching and stakeholder management, based on long-established expertise and market-leading solutions. With a presence in over 80 countries, TNS has more conversations with the world s consumers than anyone else and understands individual human behaviours and attitudes across every cultural, economic and political region of the world. You may also be interested in.. To innovate, or not to innovate, that is the question The seven questions that would be product developers must ask themselves. Click here to ead more TNS is part of Kantar, the data investment management division of WPP and one of the world s largest insight, information and consultancy groups. Please visit for more information. Demystify the future see beyond the hype We reveal the complex ecosystems that control the fate of new technologies and how businesses can predict, manage and profit. Click here to read more Get in touch If you would like to talk to us about anything you have read in this report, please get in touch via enquires@tnsglobal.com or via Identifying innovation opportunities in a converged world Convergence continues to challenge growth for technology companies, but there are still opportunities for those that understand what it is that consumers really want to do. Click here to read more

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