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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...

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  1. 1. FEBRUARY 2014 Trend briefing UPGRADIA The digital culture of constant upgrade and iteration comes to the world of physical objects
  2. 2. This is just a summary. Read the FULL Trend briefing (for free!) UPGRADIA 2
  3. 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. UPGRADIA 3
  4. 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 UPGRADIA 4
  5. 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. UPGRADIA 5
  6. 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. UPGRADIA 6
  7. 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 UPGRADIA 7
  8. 8. 3 million funders pledged USD 480 million on crowdfunding site Kickstarter in 2013. - Kickstarter, January 2014 UPGRADIA 8
  9. 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. UPGRADIA 9
  10. 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. UPGRADIA 10
  11. 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. UPGRADIA 11
  12. 12. 1 2014 Trend Report We obviously offer much more than monthly Trend Briefings... 2 Trend Framework 3 Innovation Database Introducing our 2014 Premium Service Your complete trend and innovation solution. 4 Industry Updates 5 Apply Toolkit Find out more 6 Monthly Updates 7 1-page Trend Handouts
  13. 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. UPGRADIA 13
  14. 14. Every Object Upgraded Copenhagen Wheel Wheel turns any pedal bike into hybrid ebike UPGRADIA 14
  15. 15. Every Object Upgraded The Floyd Leg Add-on turns any flat surface into table UPGRADIA 15
  16. 16. Every Object Upgraded Pour Mason Add-on turns Mason jar into coffee maker UPGRADIA 16
  17. 17. Every Object Upgraded Renault Kangoo Camper: TravelPack Modular kitchen unit converts vehicle into camper van UPGRADIA 17
  18. 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. UPGRADIA 18
  19. 19. Every Object Connected Samsung: Evolution Kit Add-on hardware upgrades smart TV UPGRADIA 19
  20. 20. Every Object Connected Google Chromecast Dongle turns ordinary TV into a smart TV UPGRADIA 20
  21. 21. Every Object Connected Sony: BRAVIA Smart Stick Dongle integrates TV with Google Chrome web browser UPGRADIA 21
  22. 22. Every Object Connected Automatic Dongle and app provide driving metrics UPGRADIA 22
  23. 23. Every Object Connected Fuse App connects drivers to data from their car UPGRADIA 23
  24. 24. Every Object Connected LOCK8 Smart bike lock enables location tracking UPGRADIA 24
  25. 25. Every Object Connected digitalSTROM Smartphone-enabled blocks turn any appliance smart UPGRADIA 25
  26. 26. Every Object Connected auris skye Device adds AirPlay or wifi connection to older music docks UPGRADIA 26
  27. 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. UPGRADIA 27
  28. 28. Connected Objects Upgraded Structure Sensor Clip-on sensor turns iOS device into 3D scanner UPGRADIA 28
  29. 29. Connected Objects Upgraded Lumu Plug-in turns smartphone into digital light meter UPGRADIA 29
  30. 30. Connected Objects Upgraded Michron Device enables time-lapse photography UPGRADIA 30
  31. 31. Connected Objects Upgraded Shaka Weather Station Device converts smartphone into weather station UPGRADIA 31
  32. 32. EXAMPLES: Open UPGRADIA Another powerful form of UPGRADIA: open products that allow consumers to devise and implement their own upgrades/improvements/iterations. UPGRADIA 32
  33. 33. Open UPGRADIA Phonebloks Open source, modular smartphone UPGRADIA 33
  34. 34. Open UPGRADIA BleepBleeps Open source digital devices for parents UPGRADIA 34
  35. 35. Open UPGRADIA Neo900 Open source, upgradeable phone UPGRADIA 35
  36. 36. Open UPGRADIA Kano Open source coding kit for children UPGRADIA 36
  37. 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. UPGRADIA 37
  38. 38. This is just a summary. Read the FULL Trend briefing (for free!) UPGRADIA 38
  39. 39. NEXT... MORE... Enjoyed this Trend Briefing? Want more? 1. Our free monthly Trend Briefings Join the 225,000 subscribers who receive our free monthly Trend Briefings. 2. Our 2014 Premium Service Should you be one of our 1,200+ Premium clients? SUBSCRiBE ME » If you have any comments, suggestions or questions then please do let us know. Just email: PAUL BACKMAN Client Services Manager About us Established in 2002, is the world’s leading trend firm, scanning the globe for the most promising consumer trends, insights and related hands-on business ideas. Our Premium Service counts many of the world’s leading brands as clients, while our free monthly Trend Briefings go out to over 225,000 subscribers in 180 countries. More at