Computers

Implications - The stated purpose of most technology is to serve some sort of function (like accessing the internet or communicating an idea.) However, modern consumer obsession with technology has shifted to the point where the items themselves hold value as commodities and symbols. Savvy businesses can thus uncover ways to sell technology qua technology through presentation and aesthetic. [More]

Implications - A way to play up the social aspect of such games as well as a means of highlighting the fast-growing emergence of livestreaming apps, various products and services are being specifically designed to cater to the culture of eSports in China. Serving to educate users on high-level gaming expertise and rounding out the entertainment function, this progression demonstrates the opportunity for brands to embed themselves into the social gaming experience. [More]

Implications - Following the emergence of popular Western apps such as Meerkat and Periscope, Chinese tech brands are racing to create their own versions of livestreaming platforms that capitalize on the global phenomenon. Linked to the fast-growing interest in professional gaming as a spectator sport as well as the influence of Internet censorship in China on culture, this progression demonstrates how the digital consumer expects to simultaneously consume and produce content of their own for others to engage with, proving that social experiences are the driving force behind these new habits. [More]

Implications - As international brands look to adapt technologies to fit the Chinese market, many are opting to launch gaming and streaming services that are better suited to users in the region, many of whom have little experience with high-end gaming PCs. Especially influenced by the recent lift on China's console ban and the continued relevance of internet cafes, this progression demonstrates the importance of accessibility in terms of tech requirements in the Chinese market. [More]

Implications - Marketers looking to build a brand in the Chinese entertainment market are increasingly opting to launch Over-The-Top streaming services that provide exclusive access to content in a form that coincides with media consumption habits in the region. In addition to highlighting how brands will need to adapt strategy to accurately reflect the needs and wants of Chinese consumers, this shift demonstrates the opportunity of marketing entertainment content as a means of introducing a larger brand vision. [More]

Implications - As the audience for competitive online gaming grows, a number of innovative platforms have emerged to serve to connect this fast-growing community. Related to the proliferation of accessible streaming services and a new demand for competitive gaming news, this progression demonstrates the role of Prosumerism in transforming a form of personal entertainment into a spectator sport. [More]

Implications - While an organized inbox is something many people aspire to achieve, managing that process of day-to-day communication can be challenging. Seeking to make the process a little bit easier, developers have created software and apps that offer a heightened element of control and customization. Prompting users to cut down on text, apply snooze settings and even sort through emails in a gamified manner, this approach not only makes organizing information more efficient, but it also adds a fun, experiential element to traditionally mundane processes. [More]

Implications - As consumers and businesses alike look for cost-efficient alternatives to ownership of large-scale technology, various platforms that make short-term rentals possible have begun to emerge. From health systems looking to transform unused equipment into a source of revenue to a consumers testing equipment pre-purchase, these services speak to the evolution of the share economy. This progression speaks to the growing value of collaborative consumption among consumers, even when it comes to something as essential as technology. [More]

Implications - As more consumers continue to prioritize efficiency, working on-the-go has become less of a necessity and more of a way of life. As a result, portable, WiFi-enabled storage devices and servers are emerging for the time-crunched business traveler, suggesting that growing connectivity has resulted in a sense of work-life integration, rather than the much fabled work-life balance. [More]

Implications - As increasingly affordable fares democratize access to air travel, consumers are embracing devices that make connecting while on the move convenient and reliable. Seen as a one-time investment for frequent travelers, such gadgets streamline the process of finding the best connection and logging on. Traveling or not, this progression ultimately speaks to the desire to eliminate barriers to connectivity in all facets of life. [More]