Monday, August 12, 2013

On-demand Media and Sensory Devices will Change Culture

Our dependency on electronic devices has grown over the last decade. We now appear to be entering yet another cycle of the technology escalation and it resulting cultural change. It will like those before it change how we consume media and how we communicate with others.

The ‘I’ era was one of the Pod, Phone and Pad. It enabled mobility and communication but also created the ‘I’ society who often resembled zombies, switch on, tuned out and transfixed through those white earpieces. What it finally gave us was the platform environment which enabled media to be enjoyed across multiple devices. This platform broke the single device was previously tied to single media. No more Walkmen, MP3 only, eink readers, the smartphone and tablet became the do it all devices for all.

Having created the platform we now appear primed to create sensory devices that themselves will enable a more intuitive interface and also delegate the platform to the cloud. Everything will be available online on-demand and will negate the need to have a local copy or download. This change will be significant as it truly starts to change culture from one of ownership to one of rental and subscription.

So we will have the likes of Google’s Glasses, Apple’s watch and many more sensory aligned devices. Speech recognition will become the norm and retina tracking will negate the need to pitch and squeeze and scroll. Mass robotics are still to fully happen and a device is whatever you wish it to be.

What will come first the sensory device, or the cloud on demand media? Some will suggest the technology is here today and they would be right, but they have yet to be mass adopted and in doing so change the culture.

The media industries now need to gear up for a significant change in business models which itself will create new opportunities for new and well as old media. It’s hard to find a music store on the high street today but when you do look at what they are now selling and recognise their business in now online. Add to that the new services that took up the mantle of Spiral Frog and are delivering on-demand media by subscription and we have a culture change that isn’t going back in the box.

In ten years sensory devices may have gone even further than we think possible today and the speed of bandwidth and universal connectivity will make the cloud reality. 

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