menu

Razorfish5: Technologies That Will Change The Business of Brands

Razorfish5: Technologies That Will Change The Business of Brands
Advertising

Digital agency Razorfish publishes a comprehensive report advising how business can leverage emerging technologies.

Plus Aziz
  • 14 april 2011

Razorfish’s Chief Technology Officer, Ray Velez, led the production of a report that focuses on how companies can work with emerging trends in technology including:

  • Near Field Communications
  • The Interface Revolution
  • Open APIs and Digital Services
  • Holistic Data Management
  • Businesses Shifting To Cloud Computing

The 45-page report starts by pointing to data regarding Apple’s expansion, Android’s growth, and the introduction draws heavily on Ray Kurzwell’s The Singularity is Near. Moving on, it delves deeply into 5 main areas that will impact the business of brands in the near future.

1. Near Field Communications (NFC) includes contactless and incremental payments using mobile technology. Likely innovation leaders here include Google, Apple, BMW, and Starbucks, who are already taking lead in many ways. The report points to NFC’s key strengths by mentioning that:

“NFC can connect a consumer with the physical world in ways that generate an infinite number of interactions or valuable profile data points. Consumer profiles could now include a user’s current location, where they have been, who they have been in contact with, who is in their social network, what media content (across multiple channels) they have consumed and even how much influence they have on other consumers’ purchase decisions.”

NFC has been available for years, its advertising potential as well as the privacy guidelines it must abide by are slowly being clarified today. Stay updated on developments in this technology by checking out the NFCNews blog.

Razorfish’s Predictions

  • NFC technology and motion-sensors will proliferate in public transportation, digital signage, and retail ecosystems; they will be more packed in urban areas, which will be more responsive to our handsets by supporting mobile tags.
  • Apple, Google, and Microsoft will speed up the pace of adoption of NFC.

2. The Interface Revolution points to a migration from mouse and keyboard navigation, to Natural User Interfaces (NUI), which includes touch screen technology, motion sensors, and biometrics:

“Brands that can successfully leverage these new user environments by creating personalized, natural user interfaces will build stronger and more lasting relationships with their existing customers and open doors to potential new customers”

Tablets are paramount in leading this trend and the report discusses tablets usage data extensively; their size, speed, and intuitive design have taken computing, productivity, and content engagement to the next level. Take a look at this video spotlighting Razorfish’s Amnesia Connect or the Tron Legacy app touch-screen interfaces. As for gestural control, the report argues that it is not limited to the living room or Xbox Kinect, but there are also serious attempts at bringing such technology to the outdoors and pave the way for mood recognition.

Razorfish’s Predictions

  • Investment in Natural User Interfaces will increase as brands seek to create differentiated, more memorable experiences.
  • More importantly, interconnected experiences will be developed, nurturing “hyper-personalized” brand experiences.

3. Open APIs and digital services are a logical next step for any brand that has created an app or has a robust consumer-to-consumer communication. The report points out that there is “enormous opportunity for true innovation by connecting with consumers and empowering to transact with your brand on their own terms”. This means enabling the platform to grow by letting users change the rules. Examples include Amazon, Best Buy, Netflix, and eBay.

Razorfish’s Predictions

  • Major brands will support developer community participation with a dedicated website to them.
  • Brand will also move beyond the breakdown of paid, earned, and owned media to embrace and integrate open digital services into their marketing and public relations.

4. Holistic Data Management is a big question mark especially for digital agencies. While consumers experience sensory and information overload, companies are sitting on unforeseen amounts of data and have datawarehouse appliances such as Google’s MapReduce, HP’s Vertica, noSQL, Teradata, IBM’s Netezza, and cloud-based Massively Parallel Processing (MPP). The report goes on to claim that the questions isn’t about managing “big data, but to, simply, think big” when it comes to “big data solutions”. There is a hefty section on big data; Ray Velez comments on the role of using data to advance targeting and personalization:

“It is far too rare that this data and targeting information is used beyond display ads, and leveraged across multiple channels, from websites, to mobile, to email, to social applications, and beyond… The next phase of benefit realization is being seen in cross-channel intelligence combined with targeting across multiple touchpoints.”

From an analytics perspective, social media data poses interesting challenges that the analyst is not confronted with in search or display. Firstly, social media enables marketers to keep a pulse on reactions to their campaigns. Secondly, users’ ideas and opinions form quickly, usually out-pacing the time it takes for an agency to react. Social media experts now continuously interact with brand communities, oftentimes improvising within parameters that meet the brand’s strategic objectives.

Razorfish’s Predictions

  • Collecting and monitoring data will be equalled in importance by the role of interpreting and synthesizing data sources.
  • The role of Data Scientists will become even more crucial to both agencies and clients.

5. Businesses are shifting to cloud computing to be smarter about their usage of storage space and processing speed. Instead of paying for space below or over business needs, cloud computing enables businesses to pay only for what they use, meaning “scaling automatically on demand… So, your marketing team purchases media or keywords, causing a spike in traffic and your infrastructure scales without administrator intervention”. The report gives Rackspace as an example of a company innovating in this space.

Razorfish’s Predictions

  • Adopters of cloud computing will outpace companies that rely on traditional computing.
  • Payment Card Industry (PCI) compliance will become widespread, enabling businesses “to make decisions based on real-world working software instead of document speculation”.

Read the full Razorfish5 report here

Advertising
Trending

Turn Any Wearable Into A Mental Health Tracker

Fitness / Sport
Work Yesterday

Amazon Is Experimenting With A 30-Hour Work Week

The online retailer is launching a pilot program that will allow a technical team to work with a considerably shortened schedule

Fitness / Sport Yesterday

How The Rio Olympics Stood For More Than Just Games

PSFK rounds out the Rio Games with our picks for the finest moments beyond sports

Trending

Get PSFK's Latest Report: Future of Retail: Technology Primer

See All
Retail Yesterday

Mobile Travel App Embraces Cognitive Computing

The Orlando Tourism Board is looking to IBM Watson to provide personalized local recommendations for visitors

PURPLELIST EXPERTS

Carter Jensen

Experiential Advertising, Technology

Automotive Yesterday

Bike-Friendly Apartment Building For Swedish Cyclists

A residential space is being designed for commuters to easily transport goods

Advertising Yesterday

Nike Takes Over An Entire City Block With A Giant Running Track

The Unlimited Stadium is shaped like a 100-meter sole print of the brand's LunarEpic sneaker

Gaming Yesterday

Fortune Cookie Service Brings Bad News To Your Doorstep

To promote their new delivery service Blackbox, the creators of Cards Against Humanity are delivering unfortunate messages in an edible form

PSFK LABS REPORT

Future Of Work
Cultivating The Next Generation Of Leaders
NEW

PSFK Op-Ed august 25, 2016

Retail Expert: What Sustainability Means To The Millennial Generation

Jo Godden, Founder of RubyMoon, discusses how brands can limit their environmental impact worldwide

PSFK Labs Yesterday

New Mentorship Ecosystems Benefit All Levels Of An Organization

PSFK’s Future of Work report explores how technology is being leveraged to support cross-team communication

Arts & Culture Yesterday

This Picture Frame Could Be The Lava Lamp For A New Generation

Slow Dance makes real objects appear to move in slow motion

Work Yesterday

Editorial Roundtable: How Will Companies Staff The Workplace Of The Future?

Managed By Q, Soma, Workbar, Primary, AltSchool and thinkPARALLAX examine the ways that a people-first workplace might disrupt the job hiring process

Arts & Culture Yesterday

Airport Mural Puts Passengers In The Clouds

The installation in an Amsterdam terminal lets travelers float through a series of billowing 3D digital shapes

Automotive Yesterday

DevBot Is An Intelligent, Driverless, Electric Car

The unmanned test vehicle from RoboRace is a preview of upcoming AI race models

Augmented / Virtual Reality Yesterday

AR Ski Goggles Make Racing Down The Slopes Even More Immersive

Israeli startup RideOn weaves digital overlays into the thrill of skiing with an unconventional pair of protective eyewear

INSIGHTS COVERAGE

Rio Olympics
Innovation Coverage From The Rio Games
READ NOW

Advertising Yesterday

Japan Wants To Make 2020 Olympic Medals From Recycled Electronic Waste

The Tokyo Games could showcase the first-ever gold, silver and bronze awards made from discarded phones and computers

Culture Yesterday

This Small Town Has Become A Hide-and-Seek World Championship Destination

An old abandoned village in Northern Italy has become a massive playground for over one hundred competitive players

Design Yesterday

Garmin’s New Smartwatch Is Challenging The Luxury Market

The brand adds a premium version of its popular multi-sport trainer to its accessories collection

No search results found.