THE RISE OF

INCOGNITO TECH
We live in a world where our every move can be tracked, interpreted, stored and explored.
More and more data is creating better and better prediction models for spawning innovative
products and services but the ramications of this unprecedented access to data are manifold.
The tensions between information freedom and personal control will increasingly inuence
conversations and decisions in all walks of life and consumers are waking up to the
value, positive and negative of their data and asking questions on access, control
and monetisation.
In a world of Big Data, anonymity could become a rare and precious commodity.
Welcome to the world of Incognito Tech where anonymity is the new black.
(INVISIBLE) DATA
WEARABLE (SHAREABLE) TECH
THE INTERNET OF
(HIDDEN) THINGS
2
B-M Insight
> Consumers are beginning to wake up to data, and they trust neither governments nor corporates with it.
> Theyre going to become more proactive about leveraging their data for incentives, discounts and other rewards.
> A new class of aggregator will appear in the form of intermediaries that help consumers to manage their data and their
relationship with providers. If customers cannot plainly see the benet of allowing their data to be known, they will
look to hide it.
Communications Perspective: Anonymity is the new black
> Consumers are scared of what they dont understand. Clear, transparent and honest communications that outline real
benets will help.
> Trust will be crucial, but so will purpose. Clearly demonstrating a commitment to values beyond nancial gain will help
build trust.
> Create reputational ballast wherever there is data there will be leaks, but rapid and transparent response, coupled
with trust and purpose will help steer your course through crises.
(INVISIBLE) DATA

Expect a growing Techno-Paranoia and a ourishing Privacy Marketplace

JWT
3
B-M Insight
> We live in an Attention Decit Economy, consumers are bombarded with messages and have nely tuned lters.
> But wearable tech could offer new and attractive opportunities for companies to engage directly with customers.
> The big question around wearables currently is Why until consumers see the device in their lives uptake will be slow.
> Some uses will be volunatary some imposed.
Communications Perspective Immersive Storytelling
> Wearables provide great potential to learn from a wearers routines and accurately apply those ndings to specic
personal and location-relevant situations.
> But these must be balanced against inevitable privacy questions.
> New norms for communication and social interaction need to be established and organisations need to work hard to
gain permission to enter these personal spaces.
> As ever, compelling, targeted and differentiated content will be crucial.
WEARABLE (SHAREABLE)
TECH

Wearable Tech Offers Promise (and Potential Peril) for the Enterprise
CIO.com
4
B-M Insight
> There are already almost twice as many things connected on the internet than people.
> The Internet of Things (many of them hidden) is arguably going to bring about as great a change in our lives as the
introduction of the internet itself. If you imagine a world where everything has a sensor that can communicate, the
combination of all these things starts to become very powerful.
Communications Perspective Up Close and Personal
> The Internet of Things is the nal frontier in connecting users entire physical life to the digital world. From information
about their driving habits to what they eat and how much they exercise, the promise of the Internet of Things is to get
a much deeper understanding of a brands consumer. Marketers can push context-sensitive messaging and utility,
accounting for the devices function and location in consumers lives.
> IoT often involves intimate information. Connected devices make the way our data is used more important and obvious.
Consumers control of, or input into, their data will be important.
> To be successful, marketing through the IoT needs to be seamless, frictionless and of clear value to the consumer.
THE INTERNET OF
(HIDDEN) THINGS

Internet of Things will have Ten Times more Impact on Society than Internet
Cisco
5
This report was co-created by the Future Perspective Trend Analysis Group and the EMEA Technology Practice.
METHODOLOGY:
These trend insights are developed using an ongoing process of primary and secondary research that involves:
> Feedback from clients and prospects on current and future priorities
> Perspectives from industry and media inuencers
> Research by trend and industry analysts, and competitor positioning
> Crowd sourced ideas and examples from our global network of technology specialists
For any questions about the
technology sector please contact:
Ben Maynard,
Technology Practice Leader for UK
and EMEA
Burson-Marsteller
Ben.Maynard@bm.com
For more information about the
trends guiding the technology
sector please contact:
Elaine Cameron,
Head of Future Perspective Trend
Analysis EMEA
Burson-Marsteller
Elaine.Cameron@bm.com