?? INTERNET of SENSES

?? INTERNET of SENSES

Consumers expect an Internet of Senses. This vision is not only based on expected technological advances, but also on consumer research: urban "early adopters" expect that we will be using all of our senses online by 2030. Of those:

• 81% are open to the idea overall
• 68% want to use at least 1 of 6 conceptual Internet of Senses apps
• 40% see immersive entertainment as a main driver for this change
• 33% think better online shopping will be key
• 31% think this change will come about due to the climate crisis.

The big five tech companies, along with industry-specific companies, are expected to dominate and run roughly half of all Internet of Senses services by 2030.

?? Brain is the user interface:

??? Many predict that the lines between “thinking” and “doing” will blur.

??? 59% of consumers believe that we will be able to see map routes on VR glasses by simply thinking of a destination.

?? Sounds like me:

??? How we listen to, speak to, and understand each other is due a big digital upgrade.

??? Using a microphone, 67% believe they will be able to take on anyone’s voice realistically enough to fool even family members.

?? Any flavor you want:

??? Our taste buds produce powerful, personal experiences, and they are about to be digitalized.

??? 44% predict a device for your mouth that digitally enhances anything you eat, so that food can taste like your favorite treat.

?? Digital aroma:

??? Currently, smell is almost impossible to convey digitally – but this is all expected to change.

??? Around 60% expect to be able to digitally visit forests or the countryside, including experiencing all the natural smells of those places.

?? Total touch:

??? Consumers are expecting that we’ll be able to touch anything, anywhere, completely digitally.

??? More than 60% expect smartphones with screens that convey the shape and texture of the digital icons and buttons they’re pressing.

?? Merged reality:

??? Many believe that our physical and virtual realities will be interchangeable by 2030.

??? VR game worlds are predicted by 70% to be indistinguishable from physical reality by 2030.

?? Verified as real:

??? When technology can mimic and manipulate our senses, how will we know what is real and what is fake?

??? “Fake news” could be finished – 50% say news reporting services that feature extensive fact checks will be popular by 2030.

?? Post-privacy consumers:

??? In the data-driven future, consumers see regulation and transparency as a means to resolving privacy issues.

??? 50% are “post-privacy consumers” – they expect privacy issues to be fully resolved so they can safely reap the benefits of a data-driven world.

?? Connected sustainability:

??? The ability to digitally “be” anywhere might save more than just our time – it could help save our planet, too.

??? Internet of senses-based services will make society more environmentally sustainable, according to 60%.

?? Sensational services:

??? Services spanning all of the senses are expected to digitalize daily life.

??? 45% of consumers anticipate digital malls allowing them to use all five senses when shopping.

Source: Adapted from Ericsson; Diagram redrawn by myself.

https://www.ericsson.com/4ae13b/assets/local/reports-papers/consumerlab/reports/2019/10hctreport2030.pdf

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