The TMT Predictions took place on the 4th February 2016, in Deloitte’s quarters, an international audit and consulting cabinet. Duncan Stewart, a Canadian specialist, was the speaker. His speech was driven with an outstanding dynamism and many interactions with the public. The FashionLab tells.
The conference of 2016 deals with three main topics: Technology, Medias and Telecommunication
The conference started with a reminder on the predictions of 2015, which were mostly right. Indeed, Duncan Stewart predicted the raise of 3D printing, which would be a revolution by 2016. He also predicted that printed books’ sales wouldn’t lose any (strength/vigor). Indeed, the readership is still attached to the physical dimension (the smell, the touch…) of books. Then, Duncan concluded with this sentence: “We can judge a book by its cover, as we can judge someone by the book he reads”.
In this topic, Duncan talked about the place of women in IT, and underlined the importance of diversity in the workforce, in order to enhance the teams’ creativity: “diverse teams produce better softwares”. Thus, in France, women only represent 21% of the workforce in IT, versus 24% in the USA and 23% in Canada, which reveals the utility to bring some fresh ideas to this domain. Moreover, there are plenty of women who encountered a success story in this domain, which was (led/ run) by men for a long time.
The Y-Z generation was at the center of debates. Indeed, this generation, which grew up with internet, can testify of the digital revolution. TV consumption has not been abandoned, it is still a part of their lives: “It is erosion, not an implosion”, Duncan says. (Yet/However), television doesn’t remain the most important source of entertainment nor information, it has been (made old-fashioned/displaced) by laptops which are about to be outstripped by mobile devices.
“Concerning the generation Y, it’s all about omnichannel: a laptop on the knees and a smartphone on the hand, that’s the way they’re purchasing online”, Duncan says.
To conclude about this topic, Duncan took a brief look at cognitive technologies. They come from the Artificial Intelligence domain, and are able to realize tasks that only human beings were able to do before. This technology is generally used by softwares edition companies, such as Dassault Systèmes. Approximately 80% of those companies are using cognitive technologies. Finally, Deloitte predicts a 25% growth by 2016.
According to Deloitte, Virtual Reality is going to provide billions of dollars, creating a real niche where to invest. But a question remains: “how this technology is going to integrate our houses?” Dan asked himself. He appeared reluctant toward this topic, saying that, wearing a mask on your head anytime or anywhere at home could harm the relations between humans.
Concerning the mobile market, ad-blockers are killing advertising. They’re more and more used by the young generation, who doesn’t want to be bothered by those intrusive ads. But advertisers can be ensured that this growth will come quite slowly: in 2016, Deloitte predicts that only 0,3% of the people who has a smartphone will use an ad-blocking application. But in a near future, advertisement will have to find another way to reach those people; the solution may remain in a more (tailored/personalized) targeting.
Duncan Stewart also talked about Text Messages, as the favorite communication channel for young people: 49% of Millenials and 56% of the Generation X are using this channel to communicate. In the second place comes the Phone Call, used by 28% of Millenials and Generation X. Duncan questioned himself concerning the exploitation of this communication channel for customer services, in big companies. For sure, they already have Call Centers, they do mailing, but they tend to be more dubious when it comes to contact people by text-messages.
Finally, concerning Telecommunications, we got interested by the share of pictures. In 2016, 2.5 billion of pictures will be shared or stored online, which represents a growth of 15% from last year. Besides, 90% of those pictures will be taken with a smartphone, the 10% left will be shared with laptops, tablets and traditional cameras. So, we can say that smartphones are an incredible source and also a vector of data.
In conclusion, 2016 will be the tipping point of a shift in the Industry. Before, it was 80% products and 20% software; nowadays it is the absolute contrary that occurs. The main reasons are: the advent of virtual reality, the growing use of A.I, the explosion of 3D printing and the emergence of connected tools (Internet of Things).
Focus on Virtual Reality: FashionLab is already up to date!
What is the difference between virtual reality and augmented reality?
Virtual reality (VR) is a technology that aims to immerse the customer in a simulation of reality. So there is no link with real life. The video game industry is actually exploring this domain to enhance the customer’s experience.
Whereas augmented reality (AR) shows a real image, that is completed by information provided by a computer. The most relevant example concerns the Google Glasses, which allows the customer to be guided by a GPS Tracking system.
So Duncan told us about VR and according to him, Oculus Rift is the tipping point of this “revolution”. This device has already made its proofs in the video game industry. From now on, the challenge is to exploit its potential to other topics: “Imagine the capacities of virtual reality, serving other industries such as health, fashion or tourism? We could travel the world without moving from our sofa!” said Duncan, with a hint of irony.
The FashionLab has already exploited this kind of technology for its incubation projects, particularly for a virtual luxury store concept. For the launch of Julien Fournié’s first footwear collection in 2014, we have developed an augmented reality application. Thanks to this 3D experience, a physical 3D printed shoe had its “virtual twin” on a tablet, so that people could compare both the digital shoe, through a tablet’s screen, and the real version. The customers were able to move the shoe, and see on the tablet how it interacted in the space. So to speak, we revealed the invisible.
Dassault Systèmes stood one step ahead this trend, and has already exploited this technology. Indeed, the “Never Blind in VR” project testifies it.
In 2016, we will keep an eye on this growing industry, following Duncan and Deloitte’s predictions.
“Duncan is the Director of Technology, Media and Telecommunications Research for Deloitte Canada. He is a globally recognized speaker and expert on the forecasting of consumer and enterprise technology, media and telecommunication trends”.
Ariane is a Partner and TMT Industry leader for Deloitte France. She has 20+ years of experience and is a chartered and certified public accountant. Her knowledge covers IFRS and publicly-listed company requirement as well as international audit and project coordination.
Jean Michel Ferreri
With his 18+ years of experience, Jean-Charles helps his clients in strategic consulting, big projects management, organizational effectiveness, marketing, sales and regulation.
This post is also available in: French