：除了五大技術趨勢外，IPG媒體實驗室還揭曉了對三大流行趨勢的預測結果。通過詳細瀏覽國際消費電子展各個展廳，其中包括IPG實驗室團隊今年精心挑選的展品，將加深您對以上這些趨勢的了解。

1.無縫接口

盡管鍵盤和鼠標仍不可少，直接與您的設備進行交互的能力，已成為最流行的消費電子技術標準。根據(jù)市場研究機構Displaybank的估計，近9億臺各類型號的觸摸屏將在2012年出貨，而微軟的Kinect——史上賣得最快的消費電子設備——完全無需觸摸。用于Windows的Kinect預計將在2012年初推出。

同樣，我們與設備的交互方式也在發(fā)生改變，而不同設備間的交互方式也變得更加無縫。視頻不再僅限于電視屏幕，甚至都不限于個人電腦。您在車內(nèi)即可通過智能手機享受所有娛樂服務，并可語音控制。2012年將賦予“免提”這個詞語新的含義。

2.資源共享

不管是否完全理解云工作原理，消費者已然接受了這種流范式，他們在車上通過個人電腦或在客廳通過游戲控制臺進行操作。就音樂而言，從CD逐漸被網(wǎng)絡數(shù)字下載所取代開始，目前已產(chǎn)生了像Pandora和Spotify這樣無需硬盤或其他任何存儲形式的可定制流媒體服務。

視頻也是如此，Netflix和Hulu Plus等流媒體服務可以通過游戲機、Roku等單機設備或直接通過電視上安裝的應用程序傳送視頻。盡管在未來幾年里我們將看到越來越多的“機頂盒”(根據(jù)MAGNAGLOBAL估計，到2015年擁有機頂盒的家庭將達9%)，仍不表示傳統(tǒng)電視機就壽終正寢了(還記得錄像機嗎？)。該應用面臨的最大障礙是所需寬帶的可用性和價格。

3. CDO(首席數(shù)據(jù)官)日益吃香

企業(yè)、多媒體、社交媒體、地域平臺和互聯(lián)網(wǎng)搜集到的信息日益增多，匯成了有關消費者行為的龐大數(shù)據(jù)。對這些信息進行整合并將之提煉為行之有效的點子是取得市場優(yōu)勢的關鍵。公司執(zhí)行理事會(CEB)最近的調(diào)查報告顯示，龐大的數(shù)據(jù)是造成首席營銷官夜不能眠的三大主要問題之一，加之“分析癱瘓”，使得本已龐大的數(shù)據(jù)日益增多。

如果想利用龐大的數(shù)據(jù)取得成功，關鍵是找到并管理最有價值的信息，那么公司就越來越需要仰仗合適的人選從事此項工作。首席數(shù)據(jù)官，十年前僅有少數(shù)公司設立，而如今普遍成了各大公司必不可少的職位。他們不僅負責帶領一支技能熟練的分析師隊伍，同時還幫助首席營銷官解決了這個夜不能眠的煩惱。

4.實體企業(yè)奮起反擊

隨著利潤被大肆瓜分，實體企業(yè)品嘗到了網(wǎng)絡銷售競爭對手帶來的苦果，他們需要加強自身的數(shù)字營銷能力，以保持競爭力。2012年將是實體企業(yè)奮起反擊的一年，他們將帶著新的數(shù)字武器，帶給客戶更高級的店內(nèi)體驗。

A.)現(xiàn)實世界資料搜集——數(shù)字領域近日推出了一系列虛擬對象測量、追蹤功能。然而，受眾測量工具，如面部識別、眼睛跟蹤和WiFi傳感器正幫助建立公平的競爭環(huán)境。現(xiàn)在可以追蹤店內(nèi)及其附近的人數(shù)，或通過數(shù)字標簽得悉他們的性別和年齡等信息。由這些工具搜集到的數(shù)據(jù)可以幫助企業(yè)更了解客戶，從而做出更有利的決定，提高收益。

B.)數(shù)字購物助理——盡管2011年52%的智能手機用戶選擇通過手機進行假日購物，提供特殊購物助理應用程序的零售商卻僅有19%。開發(fā)先進的應用程序，提升店內(nèi)體驗是獲得顧客忠實度和打敗網(wǎng)絡零售商的決勝關鍵。

C.)室內(nèi)繪圖——谷歌最近承諾將提供室內(nèi)繪圖服務，這預示著零售商將有越來越多的機會為客戶定制服務，并根據(jù)其位置給予忠誠獎勵。通過零售商的應用程序，消費者在家就可創(chuàng)建購物清單，并在店內(nèi)輕松找到所需物品和相關服務。

5.迎合未來消費人群

如今的孩子是“互聯(lián)網(wǎng)的一代”，他們從沒有離開過萬維網(wǎng)生活過。他們也精通最新的消費電子技術——根據(jù)PBS 2011年5月的調(diào)查，70%擁有iPad的家長讓他們的孩子經(jīng)常使用它們，并且有越來越多專為6到12歲的兒童設計的應用程序。最近，微軟的Xbox Live市場新添加了使用Kinect的“芝麻街”系列，使兒童可直接與屏幕上的人物互動。

由于今日的兒童就是明日的消費者，他們?nèi)蘸蠛苡锌赡苓x擇如今所喜歡的技術。

預測結果：

1.“2012將是NFC(近場通訊)年”——盡管近場通訊有很大的潛力，但在2012年仍面臨一些阻礙，無法取得突破，成為主流。支持該技術的手機數(shù)量有限，而且除非所有主要制造商一致認可NFC在諸如藍牙4.0這樣的競爭平臺中的運用，否則市場仍有可能分散發(fā)展。用戶還需時日完全改變消費方式，采用手機錢包模式；忠誠度計劃和便捷的信息傳遞很可能主導NFC取得成功的第一步。

2.“剪掉有線電視線是種時尚”——2011年，我們看到少數(shù)高管高調(diào)發(fā)表以上言論，而另一些則發(fā)出有線電視即將全線崩潰的預警。事實情況介于這兩個極端之間，剪掉有線電視線(或“機頂盒”)現(xiàn)實可行，不會影響流媒體服務進行，但絕大多數(shù)用戶仍會選擇傳統(tǒng)有線電視。

3.“您需要定制自己的QR碼”——雖然采用QR碼的人數(shù)繼續(xù)小幅增長(當前美國智能手機用戶中僅有6%多的人使用)，無法快速掃描代碼仍然是該設計面臨的主要問題之一。比利時創(chuàng)新中心VIGC最近的一項研究發(fā)現(xiàn)，舊款智能手機實際不可讀取的代碼數(shù)量驚人。目前，保持代碼的簡單和可掃描，而不是追求名牌商標，將對銷售商更為有利。

以上趨勢和預測來自IPG實驗室管理合作伙伴Chad Stoller和David Rosenberg。（來源：艾瑞）

1. The Seamless Interface

Although keyboards and mice have by no means disappeared， the ability to interact directly with your device has become a standard for the most popular consumer technologies. Research firm Displaybank estimates that close to 900 million touch screen units of all types will ship in 2012， while Microsoft’s Kinect—the fastest selling consumer electronics device in history—has eliminated the need for touch altogether. Kinect for Windows is slated to become available in early 2012.

In much the same way interaction with our devices is changing， the way they interact with one another is also becoming more seamless. Video is no longer the exclusive domain of the television display or even the PC. Your smartphone can power your entire entertainment experience while in the car， and respond to spoken commands. 2012 will bring new meaning to the phrase“hands-free.”

2. De-Ownership

Whether or not they fully understand how the cloud works， consumers have already embraced the streaming paradigm， whether it’s through their PC， in their car， or in their living room via game console. For music， it began when CDs started to fade in favor of digital downloads， and has now progressed to customizable streaming services like Pandora and Spotify， which eliminate the need for any type of storage—hard drive or otherwise.

Video has begun traveling a similar path thanks to streaming services like Netflix and Hulu Plus， which can deliver video through game consoles， stand-alone devices like Roku， or directly through apps installed on connected TVs. Although we see the“over-the-top”phenomenon increasing in the next few years (MAGNAGLOBAL’s estimate is 9% of households by 2015)， it’s still not a death knell for traditional TV (remember DVRs?). The biggest obstacle for adoption will be the availability and pricing of appropriate bandwidth.

3. Rise of the CDO (Chief Data Officer)

The increasing volume of information captured by enterprise， multimedia， social media， location- based platforms， and the Internet of Things has created an ocean of data on consumer behavior. The ability to analyze this deluge of information and turn it into actionable ideas will become a serious competitive advantage in the marketplace. A recent Corporate Executive Board (CEB) survey revealed that Big Data is one of the three top issues keeping CMOs up at night—with the danger of“analysis paralysis”looming large.

If the key to big data success is to identify and organize the information of greatest value， companies will need to increasingly rely on the right person for that job. The Chief Data Officer， a position which a decade ago existed at relatively few companies， now seems poised to be indispensable to corporations in a wide variety of fields. They will not only be tasked with staffing a team of skilled analysts， but will also help their CMO counterparts sleep better at night.

4. Brick and Mortar Strikes Back

As brick and mortar retailers continue to feel the pain of online competitors cutting into their profits， they will need to step up their digital game to stay competitive. 2012 will see brick and mortar retailers fighting back with a new set of digital weapons to enhance the in-store experience:

A.) Cookies For The Real World–Until recently， the digital space has offered a host of measurement capabilities and tracking that couldn’t exist in the physical world. However， audience measurement tools like facial recognition， eye-tracking， and wifi sensors are helping to level the playing field. It is now possible to track how many people are in or near the store， or the gender and age range of customers staring at their digital signage. The metrics gathered from these tools will help companies better understand their consumers and make decisions that increase revenue.

B.) Digital Shopping Assistants–While 52% of 2011 holiday shoppers with smartphones used their device to help with their purchases， only 19% of retailers have special shopping assistance apps. Developing great apps to enhance the in-store experience will become essential to building customer loyalty and beating the online retailer competition.

C.) Indoor Mapping–Google’s recent commitment to indoor mapping indicates a growing opportunity for retailers to deliver customized offers and loyalty rewards based on proximity in-store. Consumers can create shopping lists at home on a retailer’s app and then easily find products and related offers on site.

5. Toddler Tastemakers

The young children of today are part of the“internet generation，”having never known a world without the World Wide Web. They are also becoming well-versed in the latest consumer technologies—a survey by PBS in May of 2011 found that 70% of parents with iPads let their kids use them regularly， and there are a growing number of apps designed specifically for 6-12 year olds. More recently， Microsoft added Kinect-enabled episodes of Sesame Street to its Xbox Live marketplace， allowing children to interact directly with the characters onscreen.

Since today’s kids are the consumers of tomorrow， the technologies they become comfortable with are likely to be the ones that make it to the next generation.

Predictions Debunked:

1.“2012 Will Be The Year of NFC”–Although near field communications has a lot of potential， there are a number of barriers preventing it from breaking through to the mainstream in 2012. A limited number of handsets support the technology， and until all major manufacturers endorse NFC over competitive platforms like Bluetooth 4.0， there is potential for a fragmented market to develop. It will also take time for users to shift gears and adopt the mobile wallet model; loyalty programs and convenient information delivery are more likely to dominate the first wave of NFC successes.

2.“Cord Cutting Is A Fad”–In 2011 we saw a handful of high profile executives declaring cord cutting a fad， while others sounded alarms that cable TV is headed for a major crash. The truth lies somewhere between these extremes; cord cutting (or“over-the-top’) is real and streaming services continue to gain steam， but the number of people eschewing traditional cable is far from a mass exodus.

3.“You Need To Customize Your QR Codes”–While QR code adoption continues to make modest gains (just over 6% of US smartphone owners currently use them)， inability to quickly scan a code remains one of the format’s biggest challenges. A recent study by Belgian innovation center VIGC discovered that a surprising number of codes are actually unreadable by older smartphones. For the time being， sellers would be better served keeping their codes simple and scan-able， rather than giving them a branded look.