Tag Archives: Digital Advertising

5G and its societal impact in the home. Are you ready?

The Drum Blog

Over the last few years, smart home technology has revolutionised the way we live at home and according to PWC’s White Paper, Connected Home 2.0, 10.8bn will be spent on smart home devices in the UK in 2019. But despite this, a recent survey we carried out into the connected home highlighted consumer frustration with smart home technology.

Consumers cited all sorts of problems – from not being able to get their smart home technology to connect to each device and talk to each other; not having an idea of how to work it all works; being worried about security; and seeing little perceived benefit or value in the technology. Whilst this may sound negative, this presents a huge opportunity for 5G to boost further appliance adoption and showcase the future possibilities in the home.

There’s been a lot of hype around 5G, but I believe 5G is a transformative technology for the home, as it’s spearheading a multi-dimensional world connecting appliances, brands and people in real time with its fast bandwidth and reduced latency. Take a look around your home. There’s already numerous appliances that rely on a strong wireless connection to work – iPads, virtual assistants, laptops – and without it everything comes to a halt. 5G will provide an alternative to fixed wireless internet making things connect quickly, nicely and simply. From rural areas where broadband speeds are poor to urban areas where speeds can suffer from congestion; 5G will enhance the possibilities for a smarter home.

This will pave the way for 5G-enabled fully integrated living spaces that adjust to the needs of each member of the family, changing the way people entertain, consume media, use their utilities, communicate and cook. Virtual assistants like Alexa and Google Home are only the start and we’ve seen a fraction of what personal assistants are capable of. Google announced at CES earlier this year that it wants to make its Assistant the focal point of a consumer’s life; in the home, in the car and on mobile devices. 5G will be that enabler.

Layer on top of this the possibilities of 5G-enabled in-home augmented and virtual reality for cooking. Imagine Delia standing next to you showing you how to cook one of her recipes at the touch of a button. Sit down with your friends and family to watch a tennis match and imagine real time sports data appearing over tennis players as they hit the ball. 5G will make smart homes even smarter by unshackling developers from the speed restrictions and other issues that exist with today’s solutions where devices rely on wi-fi networks or Bluetooth connections.

5G can provide a more consistent approach, making things easier to setup and thus encouraging product development and subsequent consumer adoption. It is about future-proofing the nation and one of the most interesting effects will be the societal impact 5G will have on our aging population. 5G networks will help users age in place and blur the lines between hospital and home, better managing the healthcare of patients who require the most resources from our currently overloaded NHS.

We’ve already seen how sensor operated smart home tech can alert families to movement, so they know their elder relatives are up and about in the house and not lying there injured or worse, dead. And remote surgeries, where doctors see patients by video call, often suffer with buffering as an issue, particularly in remote locations which makes the service more difficult for vulnerable people to use. 5G will take this to a whole new level; real-time remote monitoring of medication usage; food intake levels and exercise; connecting the elderly to seamlessly operated telehealth services and tracking indicators from sleep to blood pressure and insulin levels.

5G can help power personalised, preventative and smarter care capabilities and elevate connected medicine to an unprecedented level helping elderly people live fulfilling and productive lives on their terms. This is exciting times for a growing societal issue here in the UK but let’s not underestimate the understanding we need of the health ecosystem and what it will take to implement the systems to connect to these technologies.

To read the full article please visit The Drum.

Tagged , , , , , , , , , , , , , , ,

The Drum – ‘Regrexit’ or not, smart targeting never been more important for retailers

Regrexit blog

As much as I might want to avoid the subject, it is impossible to look at retail predictions for 2019 without looking through the lens of Brexit. As the uncertainty continues over a possible deal, I want to try and think about the effect it will have on retailers in 2019, what is probably concerning them and what if anything we can do to brace ourselves.

I watched the fascinating Channel 4 live debate show, Brexit: What the Nation Really Thinks, which aired in November. Polling and market research agency, Survation interviewed 20,000 people online across the UK from 20 October to 2 November 2018 in the biggest ever independent Brexit opinion poll. If you didn’t see it, according to the poll if the referendum was re-run, there would be a swing toward remain at 53% to 47% – but that’s neither here nor there right now!

What was interesting, with my retail hat on, was how attitudes to the overall economic outlook of the country and people’s personal finances by age group would impact retail strategy planning their 2019. Overall, the study found that 44% think Brexit will be bad for the economy, versus 31% thinking it will be good. This deteriorating consumer confidence is already being played out on the high street where we are seeing a continuing stream of store closures – not just because of Brexit, but certainly not helped by it.

When you start to delve deeper into the demographics there is a clear picture emerging among the different age groups – as the age group increases attitude to Brexit, economic outlook and effect on personal finances get more positive. While 45 year olds and younger now overwhelmingly have a negative view of the economy post-Brexit, for 55-64 year olds it is much tighter (34% think it will be good, versus 40% bad) and for 65-74 year olds it swings to positive (42% think it will be good, versus 35% bad).

A clear majority of consumers aged 54+ also think Brexit will either be good or make no impact to their personal finances. There are two factors behind this. Firstly, they are after all ‘Generation Wealth’, with more assets and financial independence so therefore less likely to feel they will be adversely impacted. Additionally, as a majority wanted to vote leave anyway, they were clearly unimpressed by what they see as ‘project fear’ from the remain side about some of the reported negative financial impacts.

However, for worried millennials a far different picture emerges. Just 24% think Brexit will be good for the economy versus 50% bad. Meanwhile 44% think it will be bad for their finances, against 18% good. Not surprising when you consider their careers started after the financial crash and they are less secure in their jobs.

So, what does this mean for retailers in developing marketing strategy? Insulated from any of the more negative personal financial impact of Brexit and with more confidence in the country’s future could we see the baby boomers create a mini retail boom?

However, for millennials, worried about their personal financial security as well as the economy, retailers will need to entice them to shop. Millennials seek out experiences which also applies to the way they shop. Retailers need to engage with this audience through the customer journey making any purchase a positive experience. What is the USP versus Amazon for this digital, increasingly disenfranchised demographic?

Having a distinct strategy for the different demographics and understanding their mindset, spending power and intention will be key. Also, being agile and flexible and able to react quickly to the market and buying signals. Just as the outcome of the negotiation won’t satisfy all political parties or a now fractured population, neither will a one size fits all retail strategy. Start planning now to remain relevant to your customer base as we move into unpredictable 2019.

To read the full article visit The Drum.

Tagged , , , , , , , , , , , ,
%d bloggers like this: