THE DARK SIDE OF THE ME AGE

The heavenly choirs were at full pitch as the fallout from the global financial crisis became apparent. Suddenly, the sky parted and we were handed a slim, black, slab of glass and told we were now in charge, we were in control. No longer would we need to wait to see what the mainstream media had prepared for us at six o’clock every evening. No longer would we need to press our ears to the radio to discover which twenty tunes they’d lined up for us. The dawning of the ME Age really was this biblical. At precisely the time we lost our faith in governments, banks and authorities of all kinds, the smart-phone arrived to grant us uncharted access to anything and everything the planet has to offer. Little wonder it’s had such seismic impact on our high streets.

But there’s a dark and murky side to all this democracy. ME Agers have evolved into an army of super-entitled consumers, brimful with great expectations. Any semi-literate teen is a potential vlogging evangelist now, preaching how we should live, how we must better our lives. It’s not the porn you need to worry about. It’s the feeding frenzy of entitlement your children are locked into that will distort their view of life on earth. Remember, they are all beautiful now, no matter what, and all deserving of our undying respect, as well as a flawless complexion, of course.

The entitled generation is already percolating into our shopping centres, and you can expect them to become ever more demanding as they grow in number. Every mundane thing you take for granted, or haven’t thought much about, they will have an opinion on, passed to them, no doubt, by one of their teenage life coaches. Toothpaste, toilet paper, washing-up liquid, fruit juice, shampoo, aspirin…they’ll be keen to enlighten you as to how deadly these seemingly innocent products are to the health of you and the planet. Clearly, we must prepare for a mighty surge in demand for products and services that are specifically tailored to their highly individual tastes. And delivered within the hour, preferably. The ‘twas ever thus’ brigade won’t know what’s hit it.

It’s worth noting that ME culture is more bubble-up than trickle-down. The contemporary signals that scream desperately ‘I’M AN INDIVIDUAL!’ are sought much harder by those further down the socio-economic scale, perhaps for obvious reasons.

The rise in the number of obscure intolerances is also a by-product of the ME Age. What better way to signal our specialness than to decline an unsuspecting food type while eating amongst friends or colleagues? To date, brands have adapted pretty quickly to our mushrooming pickiness, but they will have to keep on their toes, as it’s unlikely the esteem, with which we now hold ourselves, will dampen anytime soon.

The current ‘pestminster’ scandal can be put down, in part, to our new-found self worth. Victimology, the science of actively seeking out victim status, is clearly on the rise as more of us feel special enough to demand retribution for every awkward, inappropriate sexual advance, or ham-fisted flirtation, dating back decades. Once upon a time, crude or tacky behavior would have been shrugged off as merely that. But today, our egos demand vengeance. No need for expensive lawyers or painful post-mortems. One tiny tweet can be quickly fashioned into an ugly-man destroying missile, and launched with the lightest index finger.

We are in the midst of a cultural upheaval. Back on the high street we are watching the demise of mass market generalists, mid market supermarkets and department stores, largely because they sell the same stuff as everyone else, to absolutely anyone. But very soon, we’ll arrive in a retail wonderland where artificial intelligence will tailor anything our little hearts desire (as well as plenty they had never even considered). In the meantime, we are fast approaching a clash of cultures that could destroy the traditional retail contract: great expectations vs commercial pragmatism. Whether it’s tinned soup or handmade shoes, retail’s unspoken trick is to sell us mass produced merchandise as if it were specially designed for us. As the ME Age gathers momentum, this may well be our biggest challenge yet.

Join me on Twitter @SaundersHoward and read more of my blogs here:  22and5.com/blog/

  Howard Saunders   Nov 14, 2017   big data, Brand, me, me age, Retail, smartphone, Uncategorized   0 Comment   Read More

RETAIL TURNS 180º

You remember how we used to get ‘stuff’ back in the day? We’d head out in the car, drive to the supermarket or shopping centre, park the car, pick up a trolley or a basket, walk up and down every aisle in every department, find the stuff we wanted, queue at the checkout, pay, then take the stuff to the car, not forgetting to return the trolley and pay the parking fees before heading home. Doddle.

Today, of course, we chortle at the ridiculousness of the weekly shop, as we open our front doors to the Amazon delivery it predicted we would want at precisely this hour. So, two thousand years of mankind venturing out in the quest for stuff has come to an abrupt end.

Except, as we now know, shopping was never just about accessing stuff. This may be blindingly obvious to those of you reading this, but believe me, there are plenty of retailers out there who are still obsessed with sales per square foot and in lubricating real world shopping to replicate the efficiency of the online experience.

At the other end of the spectrum we have the retailers who believe that everything must be ‘experiential’ and that ultimately customers are children that demand constant entertainment. Well, maybe we are, but the thought of the high street slowly morphing into one giant theme park makes my back teeth itch.

In the 90s and 2000s the term ‘retail theatre’ was similarly embraced and then misinterpreted to become little more than layers of cut-out cardboard stuck to a gondola end. Please god, let’s not go there again.

The problem with the term ‘experiential’ is that everything is an experience. Queuing for forty five minutes at the Post Office is an experience, and a memorable one to boot, but it’s probably not something to be held up as an example of best practice. I prefer to use the term ‘brand playground’ and this, let’s say, more immersive, route is perfect for a Samsung, Adidas or a Nike that wants to show off how clever and wealthy it is. But surely, shoppers want engaging spaces that they can relate to, that make them feel a part of a community, that show them some respect…and that may well be a convenience store or a local hair salon. Genuine hospitality you might call it, and it should certainly be at the very top of every retailer’s list of priorities.

Robots may be whirring away frantically in the back office, working on logistics, accounts and stock control but it will be a fair while before we actually want to connect emotionally with a machine. For some reason it seems that COOs are happier to talk of investing in an army of human replacements than in training real humans already armed with natural charisma, charm and social appeal.

Today’s retail landscape has an enormous, all encompassing, ever-expanding web of data laid across it like a giant digital blanket. Stores have been turned from isolated boxes of goodies into brands that extend from our mobiles into the store and beyond. Everyone with a smartphone in their pocket understands this and the dialogue between customer and brand has been fully embraced and has become wholly expected these days. Whether we like it or not, as we head out every day we are wading through an invisible blanket of data that ripples and twists in response to each of our turns and choices.

Retail brands are desperate to get involved in our leisure lives and this is already bubbling up from beneath the surface with Samsung’s fitness programs, Lululemon’s Sweatlife Festivals and Nike’s running clubs. The next genesis of this, however, is likely to be game changing. When brands work together to manage and curate our lives, things are set to get truly exciting. The technology is already in place and it’s only a matter of time before a Westfield or a Visa or an independent start up uses algorithms creatively, stitching together concepts and brands and firing off amazing, bespoke offers to each of us that weave together products with community events and leisure activities that include our friends and our families.

Poor, inundated, bombarded customers will need filtering systems that help manage this but don’t fret, that’s happening too. As machine learning gets smarter Alexa, Siri, Echo, Cortana and the AI gang will begin to negotiate on our behalf. Imagine, just like the stock exchange, billions of incremental negotiations will ping-pong away as we sleep to bring us more exciting, personally tailored, better value deals than ever before when we click on our phones first thing in the morning. In an instant, the retail contract will have been reversed. Brands that hold their exclusivity dear will be sorely tempted to cut a few dollars off the price to complete the deal for Fear Of Missing Out. That’s role reversal and, ultimately, real consumer power.

Join me in the Twittersphere @SaundersHoward and read more of my blogs here:  22and5.com/blog/

  Howard Saunders   Jun 20, 2017   big data, Future, Retail, shopping, smartphone, technology, Uncategorized   0 Comment   Read More

THE SELF-PHONE part 2: Bedside Manner

So now that we’ve established the smartphone is the greatest and most disruptive innovation since fire, the wheel, the computer and even sliced bread, we can begin to plot its true potential.

With our GODs (Great Overlords of Data) clutched to our breasts we are more empowered today than at any time in history. The question is what will we do with such immense power, or perhaps more importantly, what wonders will the power of data bring us that we haven’t even conceived of yet. Evolutionarily speaking we’ve only just been granted such privileged access to all human knowledge and, in turn, we have barely begun to upload our own data: our personal preferences, tastes and medical histories. This is where it gets really interesting. GOD’s thirst for ever more knowledge is unquenchable and you can be sure the size of his file on you will grow exponentially over the coming decade.

One of the consequences of this is surely the demise of your friendly GP. She may be in fine fettle, if a little stressed, so I’m sorry to report her job will become redundant long before your London cabbie hangs up his tweed cap and an autonomous vehicle whisks you off to work.

The driverless car has become the Kardashian of technology, grabbing all the headlines, full of promise as it flaunts its rotund posterior on California’s six lane highways. Terrified of missing out, every motor manufacture worth its salt is clamouring for a slice of the sexy autonomous limelight, whilst poor millennial geeks are tasked with the impossible job of plotting every gutter and manhole cover on London’s knotted streets. It’s not easy.

But meanwhile, quietly in the background, Google is working on another AI project, but one that is far more life changing than a car whose steering wheel you don’t have to touch. Google’s Deepmind Health technology uses machine learning to analyse medical data and, although it’s very early days, the speed and accuracy of the diagnoses is impressive. Microscopic discrepancies in eye scans, for example, can pinpoint the early stages of a multitude of diseases. Currently Deepmind is partnering politely with the NHS on a few pilot schemes, but just consider what happens when this technology comes directly to us.

At the same time, Apple is working on monitoring technology that makes your Fitbit look, well…like a Fitbit. Apple’s ResearchKit program hoovers up data from its enormous pool of global iPhone users, on an hourly basis if necessary, to build apps that know more about specific conditions and diseases than any doctor could dream of in a thousand lifetimes.

When Steve Jobs launched the App Store, on July 10th 2008, he had just 552 apps for download. By 2013 a million apps were available. This is exactly the level of growth we can expect for wellness, and medical apps too. If the sharing of information is ultimately what makes our species so powerful, then just imagine how far the access to all this knowledge will propel us. It is truly exciting.

The iPhone is a fast learner. It can diagnose early stage Parkinson’s by analysing balance, gait and memory with data collected from its inbuilt gyroscope. Using the camera, facial recognition algorithms can diagnose autism in children as young as eighteen months. Conditions such as asthma, concussion, diabetes, melanoma and hepatitis C can all be better managed by patients armed with apps that can advise on a minute by minute basis. Add all this to a phone that will, more than likely, carry a map of your entire genome and we will have a clearer picture of ourselves than has ever been imagined.

Contrast that with the hurried consultation from your overworked GP who got a 2.1 from UCL in 1983. The best we’ve come to expect is some hasty keyboard rattling as she attempts to access your files and, if you’re lucky, a little eye contact too. This will all seem rather quaint very soon indeed. In a few short years we will have the greatest medical consultant of all time in our pockets during the day, and on the bedside table every night.

The Luddites that resist this change, that prefer to see ‘a real doctor’ whether from a sense of loyalty or from fear of privacy breaches, will soon succumb once they watch their friends flourish as they take control of their lives.

So relax. The great disruption has arrived. Dr Google, Dr Apple and Dr Watson will see you very shortly.

Please join me in the Twittersphere @SaundersHoward and read more of my blogs here:  22and5.com/blog/

  Howard Saunders   Mar 15, 2017   face recognition, Future, smartphone, technology, Uncategorized   0 Comment   Read More

THE SELF-PHONE part 1: Political Meltdown


Be honest. To say that you’re addicted to your mobile is a gross understatement. It’s the first thing you squint at in the morning and the last thing you see before you fall asleep. You check it in the middle of the night when the bathroom beckons and check it at the traffic lights between depressing the clutch and engaging neutral. This is no faddish obsession with new technology. It’s goes much further, much deeper than that.


You turn to your mobile for literally, everything and it would be easier to list the things you don’t use it for, than do. You ask it everything too, from the dates of sixties number ones to the height of the actor you’re semi-watching on TV. So used to instant answers are we, that pub based disputes are now limited exclusively to opinions of Trump and Brexit. Yes, the drinking man’s unique ability to recall trivial statistics has been emasculated by Google. Yet another blow for middle aged men.

When your house is burning, of course, the iPhone must be saved before you struggle with pyjama bottoms. When your daughter sits down to break some serious news, there’s still a couple of free micro-seconds, as she takes a deep breath, to sneak a peek at your Samsung smartphone (sorry guys, a Galaxy will always be a chocolate bar) to see if somebody else out there needs you. ‘Are you listening to me or what?’ ‘Yes, yes, I’m waiting to hear from the bank, sorry darling.’ The love affair is complete: it’s turned us into compulsive liars too. It’s as if we’ve all regressed into needy six year olds, in constant need of attention and affirmation of our existence. ‘Mummy, Mummy, look at this.’ ‘What is it dear?’ As we grew up it slowly dawned on us that Mummy wasn’t really that interested in the microscopic details of our existence after all. She was pretending. But now we all have a friend that really is.

The cellphone has become the self-phone. It’s a part of us now. When we reach into a pocket or purse to press the tiny touch button with the tip of our finger, we are connecting to all human knowledge from the Great Overlord of Data, to GOD himself, just as Michelangelo depicted Adam. The screen lights up to tell us we are alive and at the centre of the universe. There’s no going back now.

Incidentally, how many times have you glanced at your GOD since you started reading this? Two, three maybe? You are not alone.

Without question, Steve Jobs’ legacy is the iPhone. Not anything else beginning with a lower case i. I have the extreme condensed version of man’s evolution in front of me. It reads: Fire, Wheel, iPhone. (IBM can just shut up about Simon)

Seriously though, Mankind was the ape that mastered communication. It’s how we learnt to build fires, wheels and smartphones. But now that we are finally all connected on this planet, we are only just beginning to witness the almighty power that will be unleashed. News organisations struggle to keep pace with Twitter feeds. The leader of the ‘free world’ demonstrates his true strength with 140 characters, not via mundane press conferences. Much as this may be unpalatable, you must know this is the start of something big. If you think Uber upsetting a few cabbies and AirBnB aggravating the tax man is troublesome, then you’d better hold tight for the political revolution that is surely coming.


If the rise of populism is a slap in the face for the establishment, the angry reaction from the overlooked and the ordinary, then the only question we must ask is whether they will happily return to their quietly submissive roles of letting government get on with the complicated business of running the country. Judging by the yards of Twitter vitriol I read every morning, I think not. The disengaged are now fully engaged. Forever.

A handful of years ago we would have muttered our discontent as we turned the page to the sports results. Today’s leaders can only dream of such a remote and disinterested populace. So hear this Trump, Netanyahu, Merkel, May, even Putin, Assad and Erdogan. We’re all watching you now.

Join me in the Twittersphere @SaundersHoward and read more of my blogs here:  22and5.com/blog/

 

  Howard Saunders   Feb 20, 2017   Apple, big data, Future, me, me age, smartphone, technology, Uncategorized   0 Comment   Read More
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