Jed Hallam

JWT’s 100 things to watch in 2010

Ann Mack, off of JWT Intelligence, gives us a list of 100 things to watch out for in 2010.

I was going to talk about every single point, but that would be both arduous and a bit silly, so instead I’ve highlighted a few I’d like to make jokes about;

Augmented reality
Everyone is talking about augmented reality (AR). And since Layer was released, I wound my neck back in and realised that you could actually use it for something useful and that it was more than just something shiny for the PR magpies. The issue with AR is that it still needs that killer app – the one that defines AR, that makes your gran stand on a table and flash the vicar. AR needs that last button push to really show what it can do.

Cordless power
Cordless power is amazing, I want one of those Powermat things – any offers? A few years ago, I had a daydream (How very MLK) that soon we’d have a giant zeppelin flying over the UK distributing power so that nothing ever lost its charge and free wifi throughout the whole of the country so that you’d always be connected. Well cordless power answers one of those and WiMax being installed in lamposts answers the other. Digital Britain? Yup.

FourSquare
Another shiny new toy for social media and geeks the world over, FourSquare, much like AR, needs a few more buttons pushed before it kicks into that lovely endzone of value. Sure, it’s great to know where Tim Hoang is constantly, but where I get my value from is peer-reviews of places, FourSquare marketing devices and being the Mayor of Wolfstar. Albeit virtually.

Gaming software
I work in PR. I have an iPhone. Figures, right? Well I also like to play games, mostly in the loo, waiting for something or when I need something to draw the right side of my brain away so the left can have a little bit of air. I also own a PS3 and a Wii, and you’ll never guess what I use for gaming the most? My iPhone. So DoodleJump (INSANE), Puzzle Bobble, Canabalt, Labyrinth, Sonic (kicking it old school) and Glow Hockey all get a hammering. And as emulators become more popular amongst the people that don’t know what an emulator is, mobile gaming will only rise further.

Hand-me-ups
The act of giving an older relative something you’ve had your fussy out of. I like this, it’s nice and it means that my nan will be able to listen to Spotify now.

Handwriting
The rise of the Internet, email and social media apparently means that no one uses paper anymore, well according to JWT Intelligence there’s about to be a backlash. To be honest, this one’s a bit irritating – things like The Travelling Moleskine mean that people find handwriting more of an art form that a neccesity and I don’t think there’s anything wrong with that. Moleskine + black ink = happy smiley people.

Lifestreaming
I already pretty much do this, but as more and more people connect with social media (enabled by better mobile devices, netbooks and a lack of money for things outside of the house) more and more we’ll find that Jim Jimson, the irritating guy you once met at house party in 2002, is now videoing himself on the bus and giving you audio reviews of anime. So if lifestreaming is trend for 2010, then unfriending might very well be a trend for 2011.

Lost series finale
I watched three episodes of Lost and then couldnt really be bothered. Since then, I met Becca who is now bullying me into catching up so we can watch the final series together. I also LOVE how Lost is multiplatform (read all about it here, on the excellent blog of Nick Burcher. So, due to having a bully of a fiance and the hoohaa of it being the last season, I’ll be watching Lost.

Mobile money and mobile ticketing
As people become much more trusting and informed about technology, the rise of Useful Things You Can Do With A Mobile will move from two things (talking and texting) to about a million. Including banking (as seen pretty much all over Africa and South East Asia) and ticketing (as seen all over the Nordics, lucky blighters). Making things more mobile means we have less crap to carry and more time for fun. I like this.

Pandemic fatalism
The media has bombarded us with stories of apocalyptic viral killers for too long now (SARs, Swineflu, CJD…). It’s backlash time. I think people are going to begin to take everything with a pinch of salt from 2010. Until, of course, the media is right and half the world keels over with some sort of tortoise-spread disease. We joke now, it’ll be a Daily Mail headline at some point.

Paying for online content
Not. Going. To. Happen. For why, see below.

The Pirate Party
The rise and rise of online piracy has also seen the rise of The Pirate Party, an actual politcal party that are now third, yup, THIRD, in command in Sweden. Third. And they have a seat in the EU too. Seriously.

Retail as third space
Making retail environments more experiential is something that retailers HAVE to start doing. Online shops make a ton of money because they add value (peer-reviews, impeccable customer service, CHEAP) so if high street retailers are looking at catching up, they must start adding value to customer experience.

Slow communications
A silly one that JWT threw in. People are apparently going to rebel against immediate communications in 2010 and begin to communicate  slower. The reason why people like fast comms is because it means we have more time for fun things.

Spotify
I. Love. Spotify. That is all.

TV/Web integration
This is something that we’ve been working with Discovery on to help it engage and use the two-screen phenomena to its advantage – give your programming a interactive feel (Example; Mad Men characters as Twitter profiles) and you’ll connect with your audience in a much more meaningful way. Watch as 2010 brings more forward-thinking broadcasters to social media.

Video
As more people get better as using technology then inevitably more people will want to be Internet ‘slebs – cue a million more Lauren Luke’s.

Zach Galifianakis
Between Two Ferns. Click it and it will change your life.

And here’s the long list.

1. 3D at home
2. Airline subscriptions
3. Alternative measures of prosperity
4. Alternative metals in jewelry
5. Asias widening income gap
6. Augmented reality
7. Bacon everywhere
8. Bio-based airplane fuel
9. Boeing 787 dreamliner
10. Bogota
11. Brighter colours
12. Buycotting
13. Carey Mulligan
14. Coconut water
15. Composting
16. Contemporary Indian art
17. Cordless power
18. Customised pharmaceuticals
19. Deficit neutral
20. Donald Glover
21. Dry Shampoo
22. East Africa wired
23. Electric car networks
24. Electric cars
25. Electronic libraries
26. Ellen on idol
27. Energy dieting
28. Ethical fashion
29. European free speech
30. Exotic berry flavours
31. Fermentation
32. Fernando Torres
33. FourSquare
34. Gambling in Singapore
35. Gaming software
36. Green retrofits
37. Greening the palate
38. Hand-me-ups
39. Handwriting
40. Harry Potter in Orlando
41. Haute fashion on eBay
42. Hybrid boats
43. Impact of the UK general election
44. Ironic sports
45. Japan on the sidelines
46. Japan’s first lady
47. Jay Chou
48. Kindle rivals
49. LED bulbs
50. Li Ning
51. Lifestreaming
52. Lionel Messi
53. Little Boots
54. Local, non-profit newspapers
55. Lost series finale
56. Luxury goes East
57. Marina Silva
58. Mia Wasikowska
59. Michael Jackson tribute concert
60. Mobile money
61. Mobile ticketing
62. More virtual currencies
63. New portrait of hispanic America
64. “Nutrition-washing”
65. Obesogens
66. Organic fast food
67. Pandemic fatalism
68. Paying for online content
69. The pirate party
70. PlayStation 3 motion controller
71. Post-Lila Brazil
72. Pro modding
73. Public bicycles
74. Recycling gray water
75. Retail as third space
76. Return of the water fountain
77. Runaway democracy
78. Silent dance parties
79. Ski cross at winter Olypmics
80. Slow beverages
81. Slow communication
82. Spanish e-books
83. Spiderman on Broadway
84. Spotify
85. Stephen Strasburg
86. Stevia
87. Tactile/visual design
88. Trip bundling
89. TV for tween boys
90. TV/web integration
91. Urban fruit gleaning
92. US – Cuba ties
93. Video
94. Virtual house calls
95. Volunteer rewards
96. Water footprint tracking
97. The waterless washing machine
98. The wine-tail
99. The Wonder Girls
100. Zach Galifianakis

As usual, I found the original slideshow on the Digital Buzz Blog, I made the list myself, for you, so there you go. Don’t say I never give you anything.