Predictions for 2013 January 15, 2013

Written by: Digitally Approved
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Each year everyone and their mother expound on what is likely to happen in the coming year. A couple of years ago we figured, hek, why re-invent the wheel, we’ll just steal other people’s ideas and make them our own. Just kidding. What we really do is read through everyone’s predictions and pick out the ones we like. Then we add our thoughts, drop in a few quotes and some pretty pictures and give you a quick snapshot of what may just be waiting around the new year corner. If you’d like to download this in pretty White Paper form, grab that HERE, meanwhile we’ve pasted most of it in below.  Enjoy and Happy New Year!


Social and Digital in 2013: Predictions from Fanscape and other notable sources 

(A Fanscape POV)



Yes, we have our point of view of what will happen in 2013, but you don’t need yet another prediction list, do you? Rather than pontificate exclusively on what we think will happen, we’ve sifted through the myriad of predictions from great minds and loud voices and distilled them down to a handful of common themes and good ideas.  We think you, our friends, clients, colleagues, and even family members should find these interesting.  We tried not to use too many big words and whenever possible, added some pretty pictures.  So, consider this a fun read and hopefully you’ll find a few nuggets to make you sound smart at that Vegan dinner party you committed to attend as a New Year’s resolution.


Your Friends at Fanscape

P.S. We’ll gladly entertain any feedback, just send it to our CEO –


The Year of The Connected Me

The recurring and overarching theme in this year’s predictions is connectivity. Thanks to our phones, our tablets, even our clothing, we’re always on. The result is that we’re doing more, we’re tracking more, and we expect more.  We don’t need a bigger TV, rather we need our connected devices to see us, talk to us, and encourage us to keep going when we really want to stop.

It will take more to get us off our couches and into the stores, but that’s a challenge that will be met.



The 2013 TrendWatching Report calls this, “(Self) Actualized,” and says that thanks to technology, we can do so much more to make ourselves better.   In their (edited) words…

The motivation behind most all consumption can be traced to self-improvement or transformation, if not simply being ‘better’ – more successful, popular, attractive, healthier, smarter. In 2013, more consumers than ever will adopt new technologies, platforms, and experiences to identify, measure, compete and learn their way towards a better self.  Welcome to the (self)-transformation economy.

The (self)-Transformational Economy

Self-Tech: Tech-driven hyper-intensity encompassing everything from mobile self-tracking and monitoring, to social (but also self-centered) media.

Accessible aspiration: Online culture, social media and the long tail of celebrity have unlocked a culture of no-limits aspiration and ambition.

Internal improvement: They’re seeking new ways to improve, enhance, and cherish themselves and their lifestyles.

Lifestyle maximization: Not just health, consumers are quantifying all sorts of lifestyle metrics from mood to location to finances and beyond.

Ambient technology: Quantified relies on sensors, devices, and online platform.  Key development is that these are increasingly flexible, natural, and wearable. If not, almost invisible.

Gamification of Self: Games make us more willing to improve.

Supporting Stats

  • In 1976, 25,000 people competed in marathons
  • In 2000, 353,000 competed in marathons
  • In 2011, 518,000 competed in marathons
  • 7 of 10 adults wear self-trackers (weight, diet, exercise, even w/o technology) – Pew 2012


If the business community has learned anything in the past couple of years, it’s that you can’t rest on your laurels, if you do, someone will come and take your business. Putting the customer at the center is vital.

Frog Design’s Kalle Buschmann explains, “For a long time Apple has been the poster child for the product and business development of experience-driven technology—and its success. But in the last two to three years we have seen new players, such as Square and Dropbox enter the market. As a result, established companies are being pressed to change their game. Specifically, the big ecosystem players: Google, Microsoft, and Amazon have done their homework, redesigned their websites, applications, operating systems, services, and added self-developed hardware. They all have one common goal, no matter how different their businesses: to optimize and differentiate the customer experience. In 2012 many of these efforts saw the light of day, but it will be in 2013 that the recent developments will reach their climax as customers start to respond to the new product landscape.

One thing that these product ecosystems have in common is that they don’t focus on the technology as a key differentiator anymore. Customer experience has become the only source of long-term competitive advantages, and today the main barrier to great experiences isn’t the tech. It’s business cases, company cultures, and the capabilities to deliver and orchestrate the intended experience through all touchpoints over time.“


Big data is a big topic. It was all the rage in 2012 and now that we know we can collect so much, how do we deal with it?

Mashable’s Lance Ulanoff predicts that “in 2013, we’ll see the fruits of that data: targeted information on all channels, new discoveries that impact all walks of life based on deep data dives. We’ll have better products, sharper and more insightful predictions (on future elections, weather; basic needs like food, water, shelter and energy). We’ll also see the rise of the Data Scientist.”

Eric Savitz from Forbes claimed, “Big data will meet social. Five richest big data sources on the Web include social graph, intent graph, consumption graph, interest graph and mobile graph. Concept of single corporate data warehouse is dead. Multiple systems need to be tied together.”

Expect not only more data, but more people that can actually deal with the data. We’re severely lacking in a workforce that can pro-actively determine which data to collect, translate it, and then make it actionable. In the words of Annika Jiminez at Greenplum, Data Scientists “must have very strong programming skills and foundational statistical chops and communication skills.” In other words, someone has to be able to explain how that data helps your business as if they were talking to your grandmother.


Mashable’s Lance Ulanoff also predicts that “in 2013, consumers will spend more time cleaning house, assuming that whatever they have posted on social media, what they consume and where they go will be public info — unless they actively seek to keep it out of the digital domain. Perhaps 2013 will see the rise of digital-jamming tools — software and hardware that acts a bit like “incognito mode” in Google Chrome. Not only can your own hardware not see where you are or what you’re doing, but third-party sensors are rendered unable to see you as well.”


If you aren’t sitting with your phone in your hand, your tablet or laptop, well, on your lap, while watching Game of Thrones or Modern Family, then you are in the minority. Stop calling it the second screen, it’s your primary screen.  You’re not carrying your 50” LCD around with you, are you?  No, it’s your mobile device that is with you all the time, so doesn’t that make it your first screen and not second? We don’t need to belabor how mobile is changing our lives, just expect it to continue to enhance our viewing experience in 2013.


Remember Borders? You know, that place where you could not only buy a book, but you could also sip coffee, listen to some music, and peruse the latest Blu-Rays. It was the first time you were actually encouraged to relax and do more than just buy what the retailer had to offer. Well, Amazon put them out of business, but that doesn’t mean we have to give up hope that it can actually be fun to walk into a store. Retail has to improve. The cocktail of technology, creative thinking, and the need to get out of the house will inspire someone soon to make us excited to deal with traffic and risk getting a parking ticket.

Look forward to interactive gesture-based kiosks, personalized shopping experiences, facial recognition, and cash transactions that don’t require change purses. And look for new forms of gamification and loyalty programs.


Talk to any mobile expert and they’ll tell you, it’s not about the device it’s about the mindset. You have to break yourself of thinking of mobile as a phone loaded with apps. Soon you will be the phone. Ok, before we get too sci-fi and start talking about chip implants, let’s just look at 2013 as the year we start wearing mobile devices.

From watches to shoes, from shirts to glasses, we’ll see a lot of technology stitched into the fabric of what we wear, gathering data and helping us live better lives.

Frog Design’s Paul Pugh said this about wearables, “Devices on our bodies will multiply. Sensors, cameras, input methods, and displays will work their way into our clothing.

They’ll listen for commands and whisper in our ears. Our environment will respond to us in new and interesting ways. The proliferation of large displays and projection technologies will relegate the small display on our phone to private or a constrained set of tasks. A new layered interaction model of touch, voice, and gesture will emerge as important as consumption: the continuous exchange of what we are doing, where we are, and who we are with. “

Supporting Stat

  • The wearable device market will be worth $1.5B by 2014, up from $800M in 2012  – (Juniper, Oct., 2012)


An article in Forbes stated, “Promising to be the most disruptive technology since the World Wide Web, the Internet of Things is predicted to result in up to 100 billion Internet-connected objects by 2020. Relying on embedded computing and sensors, and driven by smartphone and tablet adoption, IoT in 2013 will witness an explosion of new uses by consumers and enterprises alike. The public is captivated by the vision of being able to control everything in their homes and offices, from temperature, lighting and security to using devices to brew cups of coffee, program entertainment, check health records, and conduct a myriad of other tasks. Enterprises are also beginning to embrace IoT for tracking physical assets, managing customer relationships, and creating efficiencies in business operations and supply chains.”

Just what is the Internet of Things?

“Over 50% of Internet connections are things. In 2011, there were over 15 billion things on the Web, with   50 billion+ intermittent connections. By 2020, three will be over 30 billion connected things, with over 200 billion with intermittent connections. Key technologies here include embedded sensors, image recognition and NFC. By 2015, in more than 70% of enterprises, a single exec will oversee all Internet connected things. Becomes the Internet of Everything.”  – Eric Savitz, Forbes


One of our favorites that we’re lifting straight from Trendwatching is the idea that as consumers we’re excited to buy from our home country.  All those political ads back in October and November made us want to bring back jobs and innovation to the good ole USA.  “The perfect storm of consumers’ ever-greater lust for NEWISM and niches, the expectation of (instantly!) getting just the right product, ongoing eco-concerns and the desire for more interesting stories will all combine with the spread of new local manufacturing technologies such as 3D-printing and make-on-demand, to trigger a resurgence in domestic manufacturing in established markets in 2013.”


We couldn’t cover everything, but we’ll also be keeping an eye out for:

  • mCommerce
  • Content Organization and Curation
  • Education / Digital Universities
  • Crowdfunding
  • Same-Day-Delivery
  • Google+… Yes, Google+