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Arla trends (Intro (Why is important to find and tap into trends? (Think…

- - - - you can get some ideas by searching for consultancy trends report
        
        https://www.accenture.com/t20170321T032506Z__w__/us-en/_acnmedia/Accenture/next-gen-4/tech-vision-2017/pdf/Accenture-TV17-Short.pdfla=en?la=en
        
        I like the idea that technology is shifting and we are seeing more technology adapting to human needs to enhance our current experiences
      - The focus is on personalizing and improving customer experience.
  - - - it looks clear why tapping into new trends is a good business opportunity, then the next question is, where we start from?
      - So lets set priorities. When assessing what are the right trends for us to try on, we don't only need to think about how new and original they are, but also its scalability, how many people we can reach with it and what is the impact that it can have for our business in the short term. So lets set two different axes to map out trends: novelty and scalability.
        
        It looks obvious that we need to prioritize those on the quadrant that have a high novelty and scalability, so you can try them in the short term. The challenge here is finding the resources and the knowledge/expertise to do it right and on time before they go to the quadrant below.
        
        An example of last year trends was the 360 video, that Youtube and Facebook launched. For the same price that we pay to advertise a regular video, we can run a 360 and reach almost the same people, as it was available for everybody with a smartphone or a computer. It was a good opportunity but the difficulty was more on finding the creative partner that helps us to produce the video with a new approach and technology
        
        This is why it is always important to be aware of what is happening in the left upper quadrant and start thinking of ideas and partners that could help us leverage that opportunity soon
        
        Last year when we presented the chatbot trend with Amazon Echo, there were only X (2.4m unit sold worldwide) :red_flag:units sold, This year they have increased to X (5.2m unit sold worldwide) :red_flag: and by next year it is expected that it reaches 40% of UK homes By 2020, it is expected to reach about $10B in revenue (including devices revenue and transactions) worldwide. -------- In 2017, 35.6m Americans use a voice-activated speaker at least once a month and 71% of those are doing so through an Echo. ---- Amazon has open-up its Alexa technology and expects to see new voice-controlled kitchen appliances, entertainment gears and toys coming soon. Alexa's number of skills grew by 500% between June 2016 and January 2017 according to 2017 Voice report
        
        And finally we have trends that have lost a bit its novelty but they are new to Arla and it can give us a very good scalability. :Here we can also find trends that have passed the effectiveness test and have gained a lot of scalability in a short time.
        
        An example from last year that has become much popular and we are less surprised when we see it is proximity. :red_flag: Cyrielle to find a couple of popular examples (check Spotify campaign) Augmented reality is growing, it will, possibly, one day replace smartphones, it enhances what we see in the world and will enhance our interactions in a way smartphones cannot do. -- Snapchat filters, their enduring popularity creates a new way to connect with customers. Recently Snapchat launched an augmented reality art platform showcasing Jeff Koons and other artists works. Holding the phone at a specific location, users will be able to see art piece on their phone. Facebook announced its plan to pin AR art. AR is about projecting things that are not there or making some 'disappear' in the background --- With a scan code, you can visualise the menu or the dish, you can preview the menu in 3D (KabaQ). --- Scan products/catalogues and you can interact with it, watch videos (Tesco Discovery)... --- It is used for customer support, driver support and enhances customer experience e.g. Google and Lenovo partnership. Customers can virtually experience the product and see how it fits in their life). There are opportunities for product placement. ---- iPhone X Animoji with your face.
      - The interest of driving innovation has been increasing year over year.
        
        but also the investment in innovation across industries and worldwide, This is why we have the feeling that we come across new trends almost every day, which makes more difficult to feel assertive when investing behind a trend. There are so many cool trends but so much uncertainty behind them, or trends that we haven't tried yet but we feel we have kind lost the momentum because they looked shinier last year. The offer is sometimes overwhelming and this may stop us to tap into new opportunities.