This document summarizes technology trends for the year 2010. It predicts that 2010 will be a transformative year that dramatically impacts the consumer experience over the next decade. Key trends discussed include the rise of social media, location-based services, augmented reality, motion-sensing interfaces, the growth of Android smartphones, and the emergence of connected TVs and 4G networks. The document also covers trends in gaming, retail, and how boomers are embracing new technologies.

1. 2010 Trends

2. 2010 will be a transformative
year for technology that will
likely impact the consumer
experience dramatically for
the next decade.
We believe:

3. 2010 Trends
•All Media is Social
•Everything is Connected
The Plover and the Croc
•Promise of Android
•Email Evolves
•Catching up Fast
•Not-so-Casual Gaming
Bring-it-on-Boomers
•Social Boomerflies
•By the Numbers
Engaging the Primal
•Location, Location, Location
•Context-Aware Computing
•Year of Kinetics
•Augmented Reality
•Government Steps In
•Data Rules the Universe
Party Like it’s 1999
•Dawn of 4G
•Connected TVs Hit
•Retail Revolution
•Virtual Shortcuts
Retail 3.0
•Social Shopping
•Smarter InStore Messaging

4. Party Like it’s 1999
1999 was the year that changed everything for the Internet, and the future of media.
2010 will be the year that brings the offline world into the digital age.

5. 4G′s
4G is to 3G as
Cable Modems were to dial-up.
Dawn of a
New Era

6. Connected
TV:
Biggest
change
since
cable

7. Party Like its 1999
All Media
are Social
Media
Social is a behavior,
not a medium.

8. Data Rules
the Universe

9. Data Rules
the Universe
Not separate media
– everything is just
data, folks.

10. Engaging the Primal
How we interact with technology is changing. 2010 will bring some of the biggest
changes in technology to our fingertips, at a fraction of the cost.

11. Year of Kinetics
Motion Sensing Multi-Touch Gyroscopic

12. Engaging the Primal
Reality
Infused
Augmented
Reality

13. Microsoft’s
Living Room
Xbox will enable the
sci-fi living room experience.
Revolution

14. Location, Location,
Location
Reintroducing an online
generation to their offline world.

15. The Plover & the Croc
Transformative, open platforms are feeding innovative solutions

16. Strange Bedfellows

17. Sites that use Facebook
Connect as an alternate to
account registration have
seen a 30-200% increase
in registration on their sites
The
Web’s
Social
Heart
The Plover & the Croc

18. The Plover & the Croc
Everybody’s
Best
Friend
Much like
hyper-syndicated
content strategy,
Netflix has mastered
hyper-syndicated
software.

19. New Life
for
Android
Finally coming
into its own.

20. Bring-it-On Boomers
These trailblazing boomers fear nothing but being left behind.
With the influence of their kids, and the arrival of platforms that suit their needs,
they are embracing new technology and making it their own.

21. Source: Accenture
Catching Up
Fast
With Money
to Spend

22. Seeking
Human
Connections
Boomers “get”
social media

23. Bring-It-On Boomers
Addicted
to Games
Boomers and older
are the most
dedicated gamers in
time spent per week.

24. Retail 3.0
Consumers have more information than ever before, information is power; and
the ability to communicate easily on global scales, gives them the power to call the
shots

25. Supplier powerSupplier power
Distribution
Retailer powerRetailer power
Negotiation
Shopper powerShopper power
Information
Shopping transformation
Retail 1.0 Retail 2.0 Retail 3.0
Retail Evolution

26. Retail 3.0
Value is
Being
Redefined
Popular economic
models – Freemium,
Microtransactions,
and subscription -
shift market
expectations

27. Awareness Consideration Preference Purchase
Real Purchase
Virtuall
y
GoodThe impulse factor
of virtual goods that
have real world
product parallels can
lower the barrier to
purchase.
Retail 3.0
Consumers are
getting comfortable
with low cost
impulse purchases.
Virtual Purchase

28. Social
Shopping
To be successful,
brands must give
consumers the tools
to connect and share
around content.

29. Retailers can bring online
experiences to the shelf
Smarter
In-Store Messaging
Mobile can add a powerful layer to in-store
shopping experiences and help close the sale

30. KingTut was one of the
most powerful rulers of
Egypt. And yet for the
boy king, true power
sat with his advisors.
The Informed
Consumer &
Ballad of
King Tut

31. IPG Media Lab

33. About the Lab:
R&D Arm of IPG’s Mediabrands
Located in Los Angeles
7000 Sq ft dedicated to emerging media
Serving our network of agencies and clients with:
Consumer Insights Research
Education and New Media Innovation
Media Trials
For more information, or to schedule a Trends Presentation,
please contact us at (323) 930-3500 or via email at
info@ipglab.com