The era of UPGRADIA dawns. The old model of physical consumption purchase (use, declare obsolete, discard), is being overturned by a new model typical of the digital ecosystem. One founded on constant improvement, upgrade and iteration. Discover what's driving this shift (from PRETAIL to HACKER CHIC), and the key implications for every business. With examples from Renault, Samsung, BleepBleeps, Structure Sensor, the Copenhagen Wheel and many more...
1. trendwatching.com
FEBRUARY 2014 Trend briefing
UPGRADIA
The digital culture of constant upgrade and iteration comes to the
world of physical objects
www.trendwatching.com/trends/upgradia
2. This is just a summary.
Read the FULL Trend briefing
(for free!)
www.trendwatching.com/trends/upgradia
www.trendwatching.com/trends/upgradia
UPGRADIA
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3. UPGRADIA Definition:
Driven by consumers’ thirst for quicker, more
seamless access to the new (in ways that
are cheaper, more sustainable and more
participatory) and facilitated by emerging
technologies, the constant stream of upgrades
and iterations typical of the digital ecosystem
is coming to the world of physical objects.
www.trendwatching.com/trends/upgradia
UPGRADIA
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4. DRIVING THIS TREND:
1. INFINITE NEWISM
An ‘upgrade’ mindset meets new technologies
2. MORE FOR LESS
Less money, less guilt
3. HACKER CHIC
The status and excitement of DIY upgrades
www.trendwatching.com/trends/upgradia
UPGRADIA
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5. 1
INFINITE NEWISM
An ‘upgrade’ mindset meets new
technologies
In the digital space, endless consumer desire for
the new is served by a never-ending stream of
updates. Now, this digitally-inspired expectation of
perpetual update and improvement is shifting into
the physical world.
www.trendwatching.com/trends/upgradia
UPGRADIA
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6. 1. INFINITE NEWISm
Every Object
Connected
Relentless Product
Evolution
The emerging Internet of Things is both
New, more democratic manufacturing
fueling the expectation shift outlined
technologies and distribution platforms
above, and facilitating the arrival of
– such as 3D printing and crowdfunding
‘digital’-style constant iteration in the
– are also facilitating the constant
realm of physical objects.
upgrade and evolution of products.
www.trendwatching.com/trends/upgradia
UPGRADIA
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7. In 2009, there were 2.5 billion connected
devices, most of these were personal devices
such as cell phones and PCs. In 2020, there
will be up to 30 billion connected devices,
most of which will be products.
- Gartner, October 2013
www.trendwatching.com/trends/upgradia
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8. 3 million funders pledged USD 480 million on
crowdfunding site Kickstarter in 2013.
- Kickstarter, January 2014
www.trendwatching.com/trends/upgradia
UPGRADIA
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9. 2
MORE FOR LESS
Less money, less guilt
Upgrades serve two deep consumer desires:
the desire for great value, and that for a more
responsible, sustainable form of consumerism.
www.trendwatching.com/trends/upgradia
UPGRADIA
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10. 2. more for less
More For Less Money
More For Less Guilt
The thrill of getting a whole ‘new’ product for
Many consumers feel guilt over the impacts
a fraction of the cost is helping to drive the
of their consumption on the planet, society
UPGRADIA trend. And unlike access-based
and self. UPGRADIA innovations deliver the
consumption models, UPGRADIA promises
new while incurring fewer of the negative
the joy of endless ‘new’ products and the
impacts associated with the ‘discard/buy new’
autonomy of outright ownership.
consumption model.
www.trendwatching.com/trends/upgradia
UPGRADIA
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11. 3
HACKER CHIC
The status and excitement of DIY
upgrades
Of course, only a minority of consumers want to
open, improve, reshape and/or hack products. But
the online space and 3D printing will make it easy
for these makers to push their upgrades to peers
who just want easy, seamless solutions.
www.trendwatching.com/trends/upgradia
UPGRADIA
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13. EXAMPLES:
Every Object Upgraded
The impulse towards UPGRADIA can be applied
to any object, to make it more efficient, add entirely
new functionality, improve design, and more.
www.trendwatching.com/trends/upgradia
UPGRADIA
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14. Every Object Upgraded
Copenhagen Wheel
Wheel turns any pedal bike into hybrid
ebike
www.trendwatching.com/trends/upgradia
UPGRADIA
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15. Every Object Upgraded
The Floyd Leg
Add-on turns any flat surface into table
www.trendwatching.com/trends/upgradia
UPGRADIA
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16. Every Object Upgraded
Pour Mason
Add-on turns Mason jar into coffee maker
www.trendwatching.com/trends/upgradia
UPGRADIA
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17. Every Object Upgraded
Renault Kangoo Camper: TravelPack
Modular kitchen unit converts vehicle into
camper van
www.trendwatching.com/trends/upgradia
UPGRADIA
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18. EXAMPLES:
Every Object Connected
While any object can get the UPGRADIA treatment,
right now turning ‘dumb’ objects – think TVs, cars
and more – smart is the key UPGRADIA innovation.
www.trendwatching.com/trends/upgradia
UPGRADIA
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19. Every Object Connected
Samsung: Evolution Kit
Add-on hardware upgrades smart TV
www.trendwatching.com/trends/upgradia
UPGRADIA
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20. Every Object Connected
Google Chromecast
Dongle turns ordinary TV into a smart TV
www.trendwatching.com/trends/upgradia
UPGRADIA
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21. Every Object Connected
Sony: BRAVIA Smart Stick
Dongle integrates TV with Google Chrome
web browser
www.trendwatching.com/trends/upgradia
UPGRADIA
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26. Every Object Connected
auris skye
Device adds AirPlay or wifi connection to
older music docks
www.trendwatching.com/trends/upgradia
UPGRADIA
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27. EXAMPLES:
Connected Objects Upgraded
Already connected objects can get the UPGRADIA
treatment, too. Think bolt-ons that add an entirely new
dimension to the device.
www.trendwatching.com/trends/upgradia
UPGRADIA
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31. Connected Objects Upgraded
Shaka Weather Station
Device converts smartphone into weather
station
www.trendwatching.com/trends/upgradia
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32. EXAMPLES:
Open UPGRADIA
Another powerful form of UPGRADIA: open products
that allow consumers to devise and implement their
own upgrades/improvements/iterations.
www.trendwatching.com/trends/upgradia
UPGRADIA
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37. NEXT
What changes in a world where consumers expect
almost any object to be upgradeable?
• The meaning of ‘new’ shifts. Not an endless stream
of new physical objects; instead new functionality/
capabilities.
• No more planned obsolescence. Instead, smart
brands will plan, build and sell for constant iteration.
• The true emergence of every product as a (constantly
evolving) service.
• A world of new information for consumers to track,
share and then act on.
www.trendwatching.com/trends/upgradia
UPGRADIA
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38. This is just a summary.
Read the FULL Trend briefing
(for free!)
www.trendwatching.com/trends/upgradia
www.trendwatching.com/trends/upgradia
UPGRADIA
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39. NEXT...
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