понедельник, 27 февраля 2012 г.

CONSUMERS WILL BE HEALTHIER, WISER AND NEVER ALONE: GOOD OR BAD, PERVASIVE TECHNOLOGY WILL ALTER OUR LIFESTYLE.

If you think you're already plugged in and wired to the hilt, just wait another 100 years.

Futuristic consumer products already on high-tech drawing boards include interactive, Internet-linked devices that will keep your life rolling smoothly, whether in an office, at home or somewhere in between.

What high-tech executives call "pervasive technology" will link cell phones, telephones, personal digital assistants, computers, television sets, cars and household electronic systems, for starters.

"You'll never be out of touch," says J. G. Sandom, president of Ogilvy Interactive, a unit of New York-based advertising firm Ogilvy & Mather. "This technology will be embedded in everything from car computers, which can talk to your calendar and the dealership calendar to set up appointments, to your home (computer) server, which runs your security system and your remote-access system that automatically reorders household goods and gets dinner ready."

And when you're ready to dine, you'll be nourished by nutritionally enhanced foods.

"Everything you consume, whether it's food or a beverage, will be fortified with the `good-for-you' nutrients and vitamins," says Burt Flickinger III, managing director of Reach Marketing Inc., a marketing and retailing consultancy in Westport, Conn. "I do believe we'll be able to swallow a pill and have a complete meal and balanced nutrition."

And you might enjoy your meal in a converted Target store.

What with e-commerce and right-to-your-door delivery, the retail busiiness will be very different in the future from what we know today. We'll need more housing, Mr. Flickinger says, to keep up with population growth, but retail will exist in such a different form that onetime stores will be converted into living spaces, rather than be razed.

"Because so much of our mundane routine shopping will be done over the Internet, like ordering food, moisturizer and pantyhose, what we'll want is experiential shopping," says Wendy Liebmann, president of New York consultancy WSL Strategic Retail. "When you do go shopping, it will be to customize particular products, or to enjoy a particular experience."

There is general agreement among trend-watchers, however, that we're all going to be glued to our ergonomically correct chairs, watching screens of various sorts until our eyeballs bug out of their sockets (although there will be an industry devoted to the creation of newer and better eyes, both Mr. Flickinger and Ms. Liebmann believe).

All that sitting will require us to somehow get our exercise and meet our fitness needs, which, Ms. Liebmann believes, will be aided by the very clothing we wear.

"The whole concept of health will pervade everything we do and everything we use," she says. "We already see it in beauty products, but we'll also see it in apparel, whether it's clothing to protect us from the sun, since there will be no ozone layer, or clothing that somehow keeps our bodies moving while we're sitting in front of the computer, multitasking."

There may well be chairs that automatically adjust to the correct height while we're "screening," as well as providing in-chair massage, and active apparel that tones and buffs while we sit, she says.

Since the entertainment provided on screens, whether TV, the Internet or some device soon to be invented, will be so compelling, we will continue to dress in ever-more-casual apparel.

"We'll be out of shape and we won't care," says Mr. Flickinger. "We'll be dressed all in Gap, we'll be wired for instant communications and everything we desire will come directly to our electronically controlled homes."

Ah, the future has never looked so . . . electric.

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