Contextualisation – the art of successfully blending positioning, relationship and emotional data together to deliver a unique, personalised user experience across all channels – is expected to be a key differentiator for many companies in 2015. But what might contextualisation be like for users in 2030?
In 2030 I don’t have a smartphone – miniaturisation means all information I need (and control) is transmitted straight into my digital contact lenses (the ultimate wearable?) and micro headphones implanted in my ears. My own personal drone provides me digital connections around the world including a secure continuous link to my cloud AI – my guide, advisor and friend throughout any customer journey.
In 2030 I shape my physical environment using augmented AND virtual reality together – if I want to make a call I use my virtual phone; likewise I can project any content I want on to any surface and share it with friends and other people in any size or resolution. The physical and data worlds are combined and I am completely in control using my cloud AI to make my life as simple as possible and protect me from real or cyber threats.
In 2030 I use contextualisation to add layers on to my customer experience – when I go shopping my cloud AI has already scanned all relevant data sources (including my own mood and friends’ social feeds) to tell me what’s hot or not in my specific location. I can also heat-map previous visits on to the physical space to see what has interested me and my friends before. If the shop doesn’t have what I want I can create a virtual prototype of the product right in front of the retail staff (with help from my AI) to help them visualise and fulfil my needs. And of course, I don’t take any goods home with me: paid-for digital assets are stored on my cloud AI and created at home instantly on my own 3D printer.
My entire customer experience is powered by location, transactional and social data that I apply in ANY space to create my personalised, unique experience – ‘user controlled contextualisation’.
So what could this digital dream mean for business?
Marketing serves (rather than influences) individual users – to be successful, marketing differentiates itself in terms of the services it can provide users to enable them to tell their own contextualised data powered stories
Retail Spaces could be located anywhere (physical or virtual) – staff will be fully mobilised to move to areas of high user demand as required or could be outsourced anywhere in the world
A complete re-focusing of the supply chain – suppliers will have to radically re-organise their value chain and operating model to enable individuals to manufacture their products on personal demand
Software as a service is king – products and services are developed, marketed and sold primarily as soft digital assets all driven by software/SOA that can adapt instantly to any platform of the individual user’s choosing
Telecommunications become cyber security service providers – because individuals are managing their own personal data communications across networks they are at constant risk of direct attack. Consequently, telco companies are continually, and fiercely, innovating their security capabilities (including drone services) to protect users
Pure fantasy? Let me know what you think…