2. Sentinel Report
Q2 YEAR 2015

3. GOAL OF THE REPORT
Insightful evidence
of consumer behavior and market
trends that ignites our strategic
thinking.
METRICS &
STATEMENTS
INDUSTRY
UPDATES
CONSUMER
TRENDS
TAKE ACTIONS

4. WELCOME
The Sentinel Report is Globant’s initiative to present metrics and
statements, market trends, insights on consumer behavior and
industry updates from all over the world.
This information is meant to inspire thoughts and trigger new
conversations about products, services and opportunities while
helping you to be more creative and innovative in your solutions.
Observation and action are at the core of any sustainable strategy
and we believe that this is a great way to create a positive habit.
We encourage you to share this information with your colleagues
and to go deeper into the services and products that we present
here.
Take a look and enjoy!

5. INDEX
TRENDS
Observing Consumer Behavior
INDUSTRY UPDATES
Relevant Cases in Main Industries
6
31
45
51
ACTIONS
Moving Forward
57
EMERGING PROFILES
Meeting New Consumers
29
STATEMENTS
Results in One Simple Quote
METRICS
Numbers that Show Behavior

6. TRENDS HIGHLIGHTS
Behavior that shapes engagement

7. DISILLUSIONMENT
Each trend has different points in their life
cycle. It’s important to identify the progression
and the point of adoption.
TREND CURVE
Adoption landscape
TREND TRIGGER
ENLIGHTENMENT
PLATEAU OF
PRODUCTIVITY
PEAK
OF EXPECTATIONS

8. CASHLESS
New economy is becoming a
reality
In more mature economies, technological advances and
consumers’ desire for convenience are driving innovations
in cashless transactions. On the other hand, in developing
countries, where mobile penetration is high yet banking
infrastructure is poor, consumers rely heavily on CASHLESS
innovations for everyday transactions.
KEY FACTORS
The CASH-LESS economy is (almost) upon us. But with the
many competing technologies available (e.g. QR codes,
NFC, WavePay, etc.), there’s still quite a few ways to go
before cashless transactions become the norm. Think about
how you can use CASH-LESS technologies to offer
consumers insights into their habits, rewards for loyalty,
and/or even tailored offers and recommendations.
JIFI SAVER
Savings Account Managed via Twitter
and Facebook
January 2015 saw Indian bank Kotak launch the Jifi Saver: a
savings account that can be managed via Twitter and Facebook.
Customers can to sign up through Facebook, and manage their
account using “Hashtag Banking”, where a user can tweet
#JifiBal to receive a private message with their current balance
or #JifiTxn to receive a private message with their last three
transactions. A minimum balance of INR. 10,000 (USD 162) is
required to open the account, which also offers interest rates of
up to 6%, a debit card, and a loyalty program.
Source:
https://www.kotakjifi.com/
Industry:
Financial Services
COCA COLA GENERAL ELECTRICS JP MORGAN
BARCLAYS CITI MONEYGRAM APPLE
ACTIVE BRANDS
ADOPTION CURVE
PEAK OF EXPECTATION STAGE

9. TRENDS CASH-LESS
450 Million: The estimated number of
mobile payment users by 2017, up from 245
million at the beginning of 2014.
Source: Juniper Research
“ “

10. TRENDS
Amazon Dash Button
Place it. Press it. Get it.
Dash Button comes with a reusable adhesive and a hook so you
can hang, stick, or place it right where you need it. Keep Dash
Button handy in the kitchen, bath, laundry, or anywhere you store
your favorite products. When you're running low, simply press
Dash Button, and Amazon quickly delivers household favorites so
you can skip the last-minute trip to the store.
Source:
https://www.amazon.com/oc/dash-button
Industry:
Automotive
Financial Services
Transport
MOWA
Mobile payments made via SMS
Available to download from January 2015, MOWA is a free mobile
payments app. Created in India, the app allows users and
merchants to make or receive payments using their cellphone
number as an identifier – without disclosing bank account details.
Users can also send a request to one of their contacts for a
payment. MOWA features a three-level security system to ensure
that all transactions are safe.
Source:
https://mowa.in/
Industry:
Financial Services
Retail
Mobile Commerce
100% GENUINE IMPORTED FOOD
Store uses customers’ face and hand
capillaries to authorize transactions
November 2014 saw Shanghai branches of Australian food chain
100% Genuine Imported Food introduce a new way for customers
to authorize payments: a scan of the capillary networks in their
face and hands. To identify each customer, thermal imaging
cameras at the checkout use a similar technique to facial
recognition to measure the distance between data points on each
individual’s facial capillary network.
Source:
http://www.100gfood.com/
Industry:
Food & Drink
Financial Services
CASH-LESS

11. TREND: CASH-LESS
SANTIAGO PIACENZA
Technical Director of the
Mobile Studio at Globant
PROFESSIONAL OPINION
“Eight years later, we are making
mobile payments like Kenya”
Since the appearance of mobile devices we have been waiting for the phone to become our wallet. We sat -
waiting and waiting- until Apple came and people activated more than 1 million of credit cards in less than 72
hours of Apple Pay existence. This system had more users in a week than all of its competitors had in the past
3 years… One of the drivers is trust and perception.
At the beginning people were reluctant to mobile payments, and afraid of losing their phones or someone
stealing their information. Though the technology was available, users were not adopting it. But it was known
that users who trust on their financial organizations and mobile application service provider have significant
intention to use mobile payment. Apple gave us this trust and ease of use, with amazing reliable products that
made other players run behind.
I think that this trend is a reality and every industry and company should implement mobile payments to avoid
running behind their competitors.
Fun fact: Kenya has been doing mobile money transfers since 2007 with M Pesa, and it is now used by over
17m Kenyans, equivalent to more than two-thirds of the adult population; around 25% of the country’s gross
national product flowing through it. This is more than USD 13B...

12. TRENDS
JETBLUE
Airline Offers Apple Pay Facilities in-flight
In February 2015, JetBlue introduced the Apple Pay system on
selected US flights. Passengers can pay for food and beverages,
as well as other amenities via Apple Pay on their iPhone. The US
airline’s flight attendants carry iPad Minis designed to accept
Apple Pay – as well as regular credit card payments.
Source:
http://otp.investis.com/clients/us/jetblue_airways/usn/usnews-
story.aspx?cid=981&newsid=28607
Industry:
Retail
Travel
LINE PAY
Chat app Launches Wireless Payments
Service
December 2014 saw LINE launch LINE Pay: a facility enabling
users to make payments via the Japanese mobile chat app at
online and offline stores. Once customers have registered a credit
card, they can also send cash to contacts who use the free chat
app. The system functions wirelessly, and users are not required
to divulge any personal information during transfers.
Source:
http://line.me/en/pay
Industry:
Financial Services
Retail
CASH-LESS
La'ZooZ
Decentralized Ridesharing Platform Pays
Drivers with Cryptocurrency
In October 2014, Israel-based La’Zooz launched a beta version of
its decentralized ride-sharing platform, matching empty seats with
those in need of transport in real-time. Unlike Uber or Lyft, La’Zooz
is owned by its drivers and riders, and uses its own cryptocurrency
– Zooz – for payment of ‘fair fares’, with the digital coins mined
by ‘proof-of-movement’ tracked by the GPS in the driver’s
cellphone when they are traveling at over 12.5mph. Participants
can also earn Zooz by contributing to the code or design of the
project, or getting their friends to join the platform.
Source:
http://www.lazooz.net/
Industry:
Automotive
Financial Services
Transport

13. TAKE ACTION
How would you take advantage
of the new cashless economy?

14. POINT & KNOW
Mobile technologies that allow
point, know (& buy) anything
Whether through the mainstreaming or repurposing of ‘old’
technologies (QR codes!), or the development of new ones
with powerful and increasingly accurate audio-visual
recognition capabilities, information is being freed from
search and text, to become accessible in the ‘real world’ of
objects and people.
KEY FACTORS
POINT & KNOW applications that embed stories into objects and
locations such as QR code readers or Augmented Reality functionality
are being included as standard in smartphones, and therefore are
becoming familiar to more and more consumers.
STARBUCKS TACO BELL STARWOOD
LISEBERG
ACTIVE BRANDS
ADOPTION CURVE
PACHAMAS
Kids pachamas bring ‘edutainment’
characters to life via AR
Crowdfunded in December 2014, Pachamas are printed pajamas
which work with companion books and free mobile app Aurasma
to bring fictional characters to life via augmented reality. Made
from organic fairtrade cotton, the children’s pajamas
complement the US-based Pacha’s Pajamas brand of
‘edutainment’ which includes books, music and games.
Pachamas are priced from USD 50.
Source:
https://play.google.com/store/apps/details?id=com.
smartcloud.delhi&hl=en
Industry:
Education
Fashion

15. TRENDS
GOOGLE TRANSLATE
Mobile App Features Instant Language
Translation
In January 2015, Google updated its free Google Translate mobile
app to include a feature that enables users to point their device’s
camera at text written in a supported foreign language, such as a
sign or menu, and see a translated version overlaid on their
screen. The feature works even without a data or internet
connection and launched with seven languages – English, French,
German, Italian, Portuguese, Russian and Spanish.
Source:
https://play.google.com/store/apps/details?id=com.google.
android.apps.translate&hl=en
Industry:
Travel & Transport
Education
M SUBWAY LIBRARY
Beijing Opens Library on the Subway
January 2015 saw the M Subway Library launch in Beijing to offer
passengers riding the special train on Subway Line 4 free eBooks
to read. Commuters can download the books by scanning QR
codes in the carriage, and the Beijing MTR and the National
Library plan to offer a different book to download each month.
Source: http://usa.chinadaily.com.cn/culture/2015-
01/14/content_19315601.htm
Industry:
Travel & Transport
Education
Government & Public Sector
ANDES BEER
Beer Bottles Feature Secret Messages
from Friends
Q4 2014 saw Andes launch a campaign enabling people to send
friends a message via one of the Argentinian beer brand’s bottles.
After downloading a free mobile app, people could scan a QR
code on any Andes beer bottle and then record a video message
which would be associated with that specific bottle. Recipients
could then view their message by scanning the QR code with their
cellphone.
Source: http://www.consumerlab.es/andes-beer-creates-system-
sending-messages-bottles/
Industry:
Food & Drink
POINT & KNOW

16. TREND: POINT & KNOW
PABLO VITTORI
VP of Technology and Partner of the
Mobile and Wearable Studio at Globant
“Imagine what will happen next”
Our Smartphone evolved from being a personal assistant to becoming our game console, tourist guide,
entertainment center, search tool and intelligent assistant. The computing power we carry in our pocket is huge
and the ability to interact with objects and places through various technologies simplifies the use and generates
more power. Sensors available today in most of the modern smartphones can recognize images, process
beacons signals, interact with technology like RFID proximity and evaluate our location at all times to provide
personalized information adapted to our environment and simple experiences that give us access to
information we need proactively without having to type search words.
The next step is to simplify the user interface and provide intelligently what you might find according to the
environment and the markers that we define to interact.
Imagine being in the supermarket and using the phone camera to identify products and bring information and
suggestions from my social network, obtain promotions according to the proximity of products and have the
shopping list updated within the Smartphone. Imagine that when you reach the cashier, the phone activates the
wallet and makes payment using your fingerprint as validation and when you leave the supermarket, your phone
gives you directions to the parking spot where you left your car. A simple task simplified even more without
using the keyboard.
PROFESSIONAL OPINION

17. TRENDS
LAND ROVER
Unreleased Cars Arrive in Showrooms
Thanks to Augmented Reality 'Walk-around'
Tata Motors' Land Rover has unveiled augmented reality (AR)
technology ahead of the launch of the Discovery Sport, the
Freelander replacement, bridging the gap between the
announcement and vehicles arriving in showrooms.According to
Land Rover, the box acts as an activation marker that sets off a
lifelike 3D tour of the Sport. As customers walk around the virtual
car, animations are triggered that show off the features of the
compact 4x4 aimed at the young urban market, such as a 360⁰ of
the interior or the details of the boot and adjustable seating.
UK marketing head Laura Schwab said: "Bringing such an
experience to a relatively small device provides the customer with
the ease and familiarity of an iPhone together with the simplicity
of updating the software to add accessories and the latest colour
options and I am confident customers will find the experience
informative and enjoyable."
Source:
http://www.just-auto.com/
http://www.gizmag.com/
Industry:
Retail
Automotive
THE TAKE
App Identifies Movies and the Products
they Feature
Launched in the US during December 2014, TheTake is a mobile
app that automatically identifies movies when people play a short
snippet of the audio soundtrack into their handset. In addition, the
app identifies products within the scene and provides links to
retail partners where they can be purchased. Available as a free
download, TheTake launched with a database of 100 movies.
Source: https://thetake.com/
Industry:
Media & Entertainment
Fashion
INSIDE TRACKS
Cellphone-enabled Coffee Table Book
Brings Photographs to Life
Published in Australia during November 2014, Inside Tracks is a
photography book which lets readers find out more about each
image by pointing their cellphone at it to view extra video footage.
Featuring photos taken for National Geographic by Rick Smolan,
the book follows writer Robyn Davidson during her 1,700 mile
journey across the Australian outback in the 1970s. Readers can
view video clips via HP’s free Aurasma mobile app.
Source: http://www.insidetracksbook.com/
Industry:
Media & Entertainment
POINT & KNOW

18. TAKE ACTION
What can you instantly bring
consumers that is useful,
relevant or just interesting and
fun?

19. Forget information overload: consumers’ desire for relevant,
useful, timely information is insatiable. Consumers will
continue to lap up products, tools and services that bring
them the right information, at the right time, in an
understandable, intuitive and actionable way.
KEY FACTORS
The prevalence of mobile connectivity and the explosion of
sites, tools, apps and devices mean that consumers can
satisfy their INFOLUST cravings almost instantly. In fact,
consumers now expect to access information anytime,
anywhere and in real-time. But the amount of information
out there is vast (and growing every second). From reviews
to Wikipedia to tweets to the tiny digital breadcrumbs
consumers leave that show what they are doing, modern life
gives off an insane amount of data about everything and
anything. The challenge is helping consumers make sense
of it, in a way that makes their life better.
HEALTHLOOP
App helps doctors and patients keep in
touch in real-time
Healthcare platform provider Healthloop launched the
Healthloop+ MD mobile app in January 2015 to keep doctors
better updated about the status of their patients and improve
communication between both parties. The US-created app
delivers push notifications to physicians when one of their
patients triggers a clinical alert or receives a triage handoff from
a co-worker. The app, which costs USD 199 per month per
physician, also offers virtual check-ins to reinforce guidance and
promote self-care activities to help with recovery.
Source:
http://healthloop.com/
Industry:
Health
COCA COLA GENERAL ELECTRICS JP MORGAN
BARCLAYS CITI MONEYGRAM APPLE
ACTIVE BRANDS
ADOPTION CURVE
PEAK OF EXPECTATION STAGE
INFOLUST
Consumers’ voracious appetite for
(even more) information

20. TRENDS
PPLKPR (PEOPLE KEEPER)
App helps people manage their social
circle
February 2015 saw New York-based artists Kyle McDonald and
Lauren McCarthy launch Pplkpr: a free mobile app to help people
manage their social circle. Pplkpr syncs with wearable devices
and monitors the user’s heart rate to track their emotional
response to people around them. Based on the data, the app’s
algorithm then suggests which relationships are the most healthy,
ranks them according to how they affect the user and allows
people to invite ‘positive’ individuals to hang out with. The user
can also manually input their emotional response if they don’t
have a heart monitor.
Source:
https://pplkpr.com/
Industry:
Health
TWEETSTAY
Discount hotel stays organized via Twitter
Launched in the US during November 2014, Stayful’s Tweetstay
service helps people find and book hotel stays via Twitter.
Customers send a tweet to the online booking company such as
“@stayful #tweetstay I’m going to [destination] & want a [price]
hotel, [arrival date], [# of nights]”. Stayful’s social media team
then negotiates with boutique and independent hotels and replies
with a link to discounted prices – generally better than rates
available online. The free service is available a maximum of 30
days in advance.
Source:
https://stayful.com/tweetstay
Industry:
Travel & Transport
GOOGLE DEVICE EXPERTS
Virtual helpdesk answers questions on
own-brand devices
In November 2014, Google introduced Device Experts: a virtual
helpdesk where US-based customers looking for information
about Google products – such as Nexus smartphones or
Chromebooks – can ask pre-sale questions. By clicking on the
help link within the Devices section within the Google Play store,
customers are connected to a salesperson via video chat, so that
they can discuss any questions that they may have. Access to
Device Experts is free of charge.
Source:
http://www.theverge.com/2015/2/7/7995587/google-play-video-
chat-support-now-available
Industry:
Consumer Electronics
Retail
INFOLUST

21. TREND: INFOLUST
SABINA SCHNEIDER
VP of Technology and Partner of the
High Performance Solutions at Globant.
“Today, we are all managers”
In our connected daily lives and even with what is coming next in wearables, IoT and an even more
digital experience, we are and will be swimming in big lakes of data. Finding what we are looking for
has been always a challenge. Today, with the existing scalable technologies in Big Data, this is not
an issue if you invest accordingly. Once that Information hunger has been satisfied, we only want
more and more quickly. That’s just human nature.
The challenge is now having that precious piece of data at the right time, in near real time. The word
now can have different meaning for different people, but what we have in common more and more is
that we don't have time to spend searching for what we want or need. We are all managers in our
own lives, with little time to stop, sit down and read for hours to extract that gem of info we need.
We are always on the move. Less is more, always.
The other day, I was planning on a month-long trip with my husband. We were looking for hotels in
cities we had never visited. With the modern tools we have today, we did the research on the phone
with rated hotels in only a few minutes. We were surprised. How would this experience have been 15
years ago? How will it be in 5 years?
Mobile, effectively indexed search engines and near real time analytic technologies facilitate our
modern needs. So what will the next crawl on velocity, format and space be in the days to come?
PROFESSIONAL OPINION

22. TRENDS
EQUIL'S SMARTMARKER
Smart marker facilitates real-time note-
sharing
Available from Q4 2014, Equil’s Smartmarker allows people to
share their notes with co-workers in real-time. The US technology
company’s Bluetooth-connected pen records writing or drawing on
a whiteboard, which can then be uploaded to Dropbox, Evernote or
iCloud. Notes can also be shared with co-workers’ tablets,
cellphones or laptops. Via mobile and desktop apps, users can
also convert their handwritten notes into editable text. The
Smartmarker is priced from USD 149.
Source: http://www.myequil.com/
Industry:
Consumer Electronics
GURÜ
Digital platform connects consumers with
electronics experts
Beta-launched in Brazil in November 2014, Sony Guru is a digital
platform allowing consumers to connect with Sony experts via
chat or video. Via the free service, users can request cellphone
demonstrations or tutorials and ask for product advice. Sony Guru
is available to both potential and existing customers.
Source:
http://www.sonyguru.com.br/#/login/fora-do-horario-de-
funcionamento
Industry:
Telecoms
GOOGLE DEVICE EXPERTS
Automobile service launches online dealer
lot
Beta-launched in the US in November 2014, Your Online Dealer is a
virtual car showroom aiming to eliminate the pushiness often
associated with car sales. Via embedded video chat, text chat and
audio functions, shoppers can connect with real advisors offering
co-browsing assistance and unbiased advice. All new and used
cars can also be filtered by brand, type and color. Your Online
Dealer was developed by Stellers Auto Group Inc.
Source:
http://youronlinedealer.com/
Industry:
Automotive
INFOLUST

23. TAKE ACTION
How would you satisfy
consumers thirst for relevant
information as a means of
empowerment?

24. CROWD EXPRESS
Harness the Wisdom of the
Connected Crowd
Technology is increasingly harnessing the wisdom of the
connected crowd. Collective input can improve design, minimize
risks, reduce costs, organize funding and increase the speed of
decision-making.
KEY FACTORS
Consumers enjoy actively participating and contributing to the
crowd. The popularity of TRANSPARENCY TRIUMPH can attest to
this: consumers have created, and continue to access and
contribute to an easily available, accumulated body of knowledge
which includes what they are thinking, doing, protesting against or
for, loving, hating, reviewing, buying, contributing to, gossiping, and
the list continues.
VICTORIA’S SECRET
Lingerie brand updates ad slogan after
social media outcry
Q4 2014 saw Victoria’s Secret release ad campaign images
featuring the slogan “The Perfect Body”. The campaign resulted
in an outcry on social media and a Change.org petition to modify
the slogan and apologize – which received more than 30,000
signatures. The lingerie brand subsequently updated the
campaign images, changing the wording to read: “A Body for
Every Body.”
Source:
https://play.google.com/store/apps/details?id=com.
smartcloud.delhi&hl=en
Industry:
Fashion
COCA COLA GENERAL ELECTRICS JP MORGAN
BARCLAYS CITI MONEYGRAM APPLE
ACTIVE BRANDS
ADOPTION CURVE
PEAK OF EXPECTATION STAGE

25. TRENDS
SEBANGSA
Social media app connects people with
government services
Launched in January 2015, Sebangsa is a social media platform
connecting Indonesians with government agencies. Via the free
mobile app, users can share information, file complaints, ask
questions or give feedback to private companies and government
bodies. The app also features Sebangsa 911: a tool enabling
people to report emergencies such as floods or fire, and
connecting them with services including the police and medics.
Source:
http://www.sebangsa.com/
Industry:
Government & Public Sector
BRAINEET
Social platform facilitates co-creation
between customers and brands
Launched in France in November 2014, Paris-based Braineet is a
social website designed to facilitate conversations between
consumers and brands. Users can create 140-character posts
aimed at specific brands, each beginning with the phrase ‘What
if..?’. Brands and other users can then respond, allowing the
community to work together to co-create new products and
services. Over 20 major brands were present on the platform at
launch.
Source:
https://www.braineet.com/
TELEKOM
Instagram gig recordings curated into
interactive music videos
Deutsche Telekom’s InstaConcert generates interactive music
videos from fan-made clips uploaded to Instagram and tagged with
a specific hashtag. The position of every fan at the gig capturing the
performance on their smartphone is recorded, and viewers of the
interactive video can choose which perspective they want to watch
from in the interactive video. December 2014 saw Ed Sheeran
become the first pop star to create an InstaConcert for his
performance nearly 10,000 feet above sea level on Zugspitze with
the final interactive video shared on theTelekom Street Gigs
website.
Source:
https://www.telekom-streetgigs.de/
Industry:
Media & Entertainment
Mobile & Telecoms
CROWD-EXPRESS

26. TREND: CROWD EXPRESS
ANDRE MARTIN LORENZ FILHO
Digital Marketing Specialist of the
Digital Content Studio at Globant.
“Crowd Express makes marketing
strategies even more innovative,
precise and exciting”
In a customer-centric world, transforming data into knowledge probably is the most important competitive
advantage. This is why so many companies set analytics as their top priority for 2015, in order to improve their
response and time to market stimuli and to reduce risks on strategic decisions.
As social platforms rose over the last few years, so did the amount of information generated by users, which
can be illustrated by the 500 Terabytes of user data collected daily by Facebook.
If in the past the challenge was to drive traffic to the website and make users purchase one of your products,
today companies face a more complex problem: they have to centralize and cross user information from market
reports, offline data, digital analytics, purchase history and other sources that bring far more benefits than our
old pal ROI.
As the game gets more complicated, it might seem you have a huge problem, but it is a nice issue to face. Since
the outcome of investing on analytics includes comprehensive understanding of customer behavior and
business insights, migrating to a crowd-express model turns your client into an active player on your strategy,
as he hands his data in exchange of a better experience, in which you can predict what he wants.
PROFESSIONAL OPINION

27. TRENDS
GHOSTPOET
Musician crowdsources inspiring visuals for
collaborative video
In February 2015, British musician Ghostpoet launched an
initiative giving people the chance to help create his latest video,
partnering with Topman and Dazed magazine to host the
competition. Participants could submit their visual inspirations via
Twitter or Instagram, with the best submissions being used in the
video for “X Marks The Spot.” The initiative was part of Topman’s
Open Shoot YouTube music project which brings together
musicians and fans on art and music collaborations.
Source: http://www.topman.com/en/tmuk/category/topman-tv-
open-shoot-4015547/home?geoip=noredirect
Industry:
Fashion
Media & Entertainment
SWACHH BHARAT
App lets users report local areas in need of
a clean up
The Swachh Bharat (meaning “Clean India”) mobile app was
launched in October 2014, to coincide with Indian government’s
Swachh Bharat Abhiyan (“Clean India Campaign”) – the country’s
biggest ever cleanliness drive. When someone using the free app
sees a dirty or unhygienic area that needs to be cleaned up, they
select the type of public area affected, take a photograph of the
issue, and report the issue along with its geolocation via Twitter.
Source:
http://www.swachhbharatapp.com/
Industry:
Government & Public Sector
WEATHER UNDERGROUND
Personal weather stations provide
hyperlocal forecasts
In December 2014, connected technology brand Netatmo and
commercial weather service Weather Underground announced a
partnership to build the world’s largest personal weather station
network and bring consumers hyperlocal forecasts. Netatmo’s
connected personal Weather Stations are installed at homes and
offices in 174 countries, and by providing Weather Underground
with access to the data crowdsourced from these devices, the
weather service can enhance the accuracy of their analysis and
forecasts.
Source:
http://www.wunderground.com/about/pr/news.asp?
date=20141204
Industry:
Consumer Electronics
CROWD-EXPRESS

28. TAKE ACTION
How would you tap into the
wisdom of the crowd to create
mutual benefits?

29. EMERGING CONSUMERS PROFILES
Meeting new consumers and how they expect
to interact with brands
NEW!

30. EMERGING CONSUMER PROFILES
Meet the PLAYSUMERS
They have arrived not only to stay, but to interact,
expect and be surprised!
Unimpressed by years of hyper-abundance – and fatigued by endless
choice – these consumers will relish the chance to take a risk and
temporarily yield control. What are they looking for? They are looking to
trust in brands that promise mysterious, suspenseful and genuinely
surprising new experiences.
CAREFREE BY EVOLUTION
DESIROUS
DEMANDING
RISK TAKER
CONNECTED
CURIOUS
ATTITUDE
AMUSEMENT
TO BE SPOT ON
INTELLIGENT OFFERS
EFFORTLESS
CONSUMPTION
SOCIAL EXPOSURE
ACCOUNTABILITY
BRAND DESIRES
KLM MYSTERY TICKETS
Airline launches mystery ticket
promotional game.
April 2014 saw KLM launch Monday’s Mystery Ticket. Each
Monday, five new destinations are presented on the KLM
website. Travelers book tickets ‘blind’ on Monday, only finding
out on Tuesday which of the five destinations they’re headed to.
They then depart on Friday, with all flights leaving before 7pm,
so as to leave enough time for a full weekend in the mystery
destination, and return on Monday morning, before 10am. All
tickets are priced at EUR 99 per person.
Source: https://mysteryticket.klm.com
Industry: Travel
"I won a mystery ticket from KLM by
playing a game and it feels AWESOME!”
VERONICA, 32

31. INDUSTRY UPDATES
Cases that are worth noticing

32. TELECOMS
Industry Updates
The following examples have been drawn from around the world and across various
trends. This selection of products, services and marketing campaigns from established
brands and new startups will sure inspire your strategic thinking.

33. NEW CASES
HUAWEI
Fantasy Twitter league promotes new
cellphone
Huawei’s Twitter Fantasy League was created to celebrate the
launch of the brand’s Ascend Mate7 cellphone in Finland
during January 2015. Participants could select teams of up to
100 Twitter influencers and then buy, sell or put them on the
bench. Scoring was based on when people in the fantasy team
were favorited, retweeted or gained a new follower, with extra
points being awarded for hashtagged #HuaweiTwitterLiiga
tweets. Each week, Huawei prizes were available to win,
including a gold cellphone worth EUR 599.
Source: http://www.huaweitwitterleague.com/
Related Trend: Playsumers, Brand me.
STERIO.ME
SMS service boosts education in
developing countries
Sterio.me is a program aiming to improve education in
Lesotho, supported by Vodacom as well as the country’s
Ministry of Education and Teachers’ Association.
Schoolchildren are sent homework quizzes and lessons, which
have been designed to function with even the most basic
cellphones. Engaging kids via SMS outside of school hours
aims to help them remember concepts first taught in the
classroom. In December 2014, Sterio.me included more than
1,000 questions across the Lesotho junior secondary
curriculum, all approved by local teachers.
Source: http://www.sterio.me/
Related Trends: Ubitech
NOKIA HERE
Nokia rolls out crowdsourced mapping
pilot program
Launched in India during October 2013, Nokia HERE is a
community mapping pilot program. Combining data collection
with crowdsourced mapping, a local Nokia HERE team of over
1,000 individuals are working with local experts from
universities and colleges around India. Using Nokia’s Map
Creator mobile application, participants are adding missing
information on bridges, streets and other geographical details
to increase maps’ accuracy.
Source: http://www.nokia.com/global/apps/lumia/here/
Related Trend: Crowd express, Infolust
TELECOMS

34. NEW CASES
T-MOBILE
Mobile network launches ruthless attack
on rival carriers
In August 2014, T-Mobile announced a promotion offering US
customers one year of unlimited LTE data at no extra cost if
they could convince someone to leave a rival mobile operator.
The deal was open to customers of Sprint, Verizon and AT&T,
who also received one year of unlimited free data for switching
carriers. T-Mobile’s Simple Choice tariff customers (who
already had unlimited LTE data) received a USD 10 credit each
month for 12 months.
Source: http://newsroom.t-mobile.com/news/rescue-sprint-
customers.htm
Related Trend: Reward inc.
ONEPLUS
Indie tech company makes exclusive
smartphone available for pre-order
In September 2014, US-based technology company OnePlus
announced that its OnePlus One smartphone would be made
available for pre-order. The handset was previously only
available to those who had received an invite from another
owner or had won the chance via an online promotion, as part
of the company’s philosophy that good products should be
shared. Priced at USD 299, the cellphone is designed to
compete with flagship offerings from major brands.
Source: https://oneplus.net/
Related Trends: Infolust, Joining
TRACES
Immersive messaging app allows users
to attach content to physical locations
Available to download from August 2014, Traces is a free
‘immersive messaging’ mobile app allowing users to place
content in real-world locations. Utilizing augmented reality,
individuals can attach music, images, videos and voice
messages (‘traces’) to physical objects and leave them for
friends to find. Traces can only be accessed by specific
individuals at certain locations, a pre-selected number of
times. Traces was developed by UK-based neuroscientist,
Beau Lotto.
Source: http://traces.io/
Related Trends: Ubitech, Digital Breadcrumbing
TELECOMS

35. BANKING & FINANCE
Industry Updates
The following examples have been drawn from around the world and across the trends.
This selection of products, services and marketing campaigns from established brands
and new startups will sure inspire your strategic thinking.

36. NEW CASES
MONOPOLY GOES REAL
Monopoly celebrates anniversary giving
away real money
Toy manufacturer Hasbro celebrated the 80th anniversary of
Monopoly first appearing in France by hiding real bank notes in
special edition sets of the game sold across the country. Euro
notes of a variety of values were hidden in at least 80 sets, but
in one set all of the Monopoly money was replaced with real
Euros to a value of EUR 20,580 (USD 23,614).
Source: http://www.hasbro.com/fr_FR/upload/Reglement-
Monopoly-80-ans.pdf
Related Trend: Playsumers
DIGIT
Digital service automatically manages
personal savings
Mitsubishi UFJ Financial Group
Multilingual robot greets bank customers
Unveiled in February 2015, Nao is a multilingual robot being
trialed at branches of the Mitsubishi UFJ Financial Group in
Tokyo. Designed to greet customers and ask them about
services they need, Nao speaks 19 languages and can read
emotions. Questions Nao asks customers include: “I can tell
you about money exchange, ATMs, opening a bank account, or
overseas remittance. Which one would you like?”
Source: http://www.mufg.jp/english/
Related Trend: Playsumers
FINANCIAL INDUSTRY
Beta-launched in the US during Q4 2014, Digit is a free service
automating people’s savings, moving small manageable
amounts of money into a savings account every week.
Customers link Digit to their current account, and the service
uses algorithms to work out personalized affordable savings
opportunities. The service studies income and spending
history to predict future cash-flow, taking into consideration
paydays, standing orders and average daily outgoings. Cash is
then placed into a separate FDIC-insured Digit account, with
customers updated via SMS or email.
Source: https://digit.co/

37. NEW CASES
SOCIETY OF GROWNUPS
Collaborative financial planning venue
educates Millennials
FINANCIAL INDUSTRY
The Society of Grownups was launched in January 2015 by US-
based insurer MassMutual Financial Group to offer Millenials
an informal place to learn about financial planning. The
Massachusetts location is styled like a Bistro coffee house,
offering a variety of classes on subjects such as buying
homes, choosing career paths, getting a raise, and other
finance-related topics. The classes cost USD 10-30 and are
taught by MassMutual’s financial planners, who also offer
personalized financial health check-ups and advice.
Source:
https://www.societyofgrownups.com/
Related Trend: Playsumers
In December 2014, UK-based online life insurance company
Beagle Street launched Positive Prints: a campaign that
ensures customers don’t lose policy documents by printing
them onto the back of artworks, which can then be put out on
display. The designs by noted illustrators Rosie Blake,
Supermundane and Rude each featured the words ‘Enjoy Life’
and were limited to one per customer, with a total of 600
available.
Source:
https://www.beaglestreet.com/positive-prints/
Related Trends: Cashless Consumption
POSITIVE PRINTS
Insurance documents printed onto
artworks
New York-based Oscar Insurance launched a health policy in
January 2015 providing customers with a free Misfit fitness
tracker. The device works with a mobile app to measure the
customer’s initial fitness level, then assigns them a personal
exercise goal that may begin at as little as 2,000 steps daily,
and gradually increase over time. Customers earn a USD 1
reward for each day that they attain their goal, with the chance
to earn a total of up to USD 240 annually in the form of
Amazon vouchers. The policy differs from similar offers in that
there are no penalties built into the incentive system.
Source:
https://www.hioscar.com/
Related Trend: Playsumers
OSCAR INSURANCE
Insurance company rewards customers
for walking

38. The following examples have been drawn from around the world and across the trends.
This selection of products, services and marketing campaigns from established brands
and new startups will sure inspire your strategic thinking.
RETAIL
Industry Updates

39. NEW CASES
NEIMAN MARCUS
Interactive mirror lets shoppers view,
share and compare outfits
Unveiled in the US during January 2015, Neiman Marcus’
interactive Memory Mirror allows shoppers to try on and view
different outfits side-by-side for comparison. The in-store
digital mirror takes videos and stills of apparel tried on by
customers, with 360-degree views allowing shoppers to see
items from every angle, and change their outfits via gesture
control. Customers can also save and share stills with friends
via Facebook, or with a sales associate in order to get advice
and feedback.
Source: http://memorymirror.com/
Related Trend: Intuitive Interfases, Ubitech
AUDI VR EXPERIENCE
VR headset lets customers design and
experience their perfect car
Presented at the North American International Auto Show in
Detroit during January 2015, Audi’s VR Experience allows
customers to find and configure their perfect vehicle thanks to
virtual reality. An immersive scene is created for customers via
a virtual reality headset, showing them customizable options
such as car colors, leathers and available infotainment
systems. Designed for use at Audi dealerships, the system
allows customers to experience their perfect vehicle.
Source: https://www.audi-mediaservices.
com/publish/ms/content/en/public/pressemitteilungen/2015/
01/15/audi_vr_experience.html
Related Trends: Customized, Helpful
KATE SPADE - COMING SOON
Interactive signs let customers shop from
unbuilt stores
In January 2015, Kate Spade unveiled an interactive
installation transforming a static “Coming Soon” storefront
sign into a shoppable display. Shoppers interacted with the US
apparel brand’s display through touch screens, responding to
whimsical questions – such as ‘Sparkle: a little or a lot?’ –
before receiving a personalized message and a digital
shopping basket. People could then purchase their
recommended items using the same touch screens
Source: http://vimeo.com/109281002
Related Trend: Intuitive Interfases, Ubitech
RETAIL

40. NEW CASES
Sainsbury Checkout
Mobile app lets supermarket customers
skip the checkout
November 2014 saw Sainsbury’s announce a trial of a mobile
app designed to make shopping even easier and more
convenient. Via the free app, customers can create a virtual
cart of products from the UK supermarket before they shop.
Once in-store, the app helps shoppers navigate around the
aisles so that they can find items more quickly. Shoppers can
scan products as they find them and then pay for their
groceries via the app, with no need to wait in line at the cash
register.
Source: http://j-sainsbury.co.uk/media/latest-
stories/2014/1109-the-end-of-lost-lists-and-wandering-the-
aisles/
Related Trend: Infolust, Ephemeral, Mapmania
IKEA
Smart Home, intelligent IKEA furniture
With smartphones being such a natural part of our lives,
we want the charging part to become a natural part of our
homes. As a result, we’ve created a collection of wireless
chargers that make charging a lot more available, yet a lot less
obvious (goodbye messy cables!).
How they work? Just place your phone on the nifty little plus
sign. That’s it.
Source: http://www.ikea.com/ms/en_GB/coming-
soon/wireless-charging/index.html?icid=gb%7Citl%7Ctext%
7Cwireless_page%7C147
Related Trends: The internet of Caring Things
MAMUT
Customers pay for shoes by recycling
bottles
During a two-week period in February 2015, people could
exchange bottles collected from beaches for discounts on
shoes from Uruguayan footwear brand MAMUT. Designed to
encourage people to clean up their local beaches, each bottle
was worth UYU 100 (around USD 4), which could be spent on
in-store purchases of MAMUT’s summer collection. The
initiative was launched in partnership with a local recycling
cooperative.
Source: https://www.mamutshop.com/
Related Trend: Betterment, Eco-Cycle
RETAIL

41. TRAVEL & TRANSPORT
Industry Updates
The following examples have been drawn from around the world and across the trends.
This selection of products, services and marketing campaigns from established brands
and new startups will sure inspire your strategic thinking.

42. NEW CASES
CARNIVAL CRUISE LINE
Selfie app is designed for cruise
passengers
Available to download from February 2015, the free Selfies at
Sea app helps passengers traveling with the Carnival Cruise
Line make the most of their vacation. The mobile app suggests
places to take photos around the Australian cruise company’s
ships, and also allows guests to collate their photos into a
short movie to share via social media. The app features a
selection of filters, with passengers encouraged to share their
clips hashtagged with #selfieatsea.
Source: hhttp://www.carnival.com.au/promotional/selfies-at-
sea.aspx
Related Trend: Brand me
POLISH GOVERNMENT
App keeps travelers updated about border
crossing wait-times
December 2014 saw the launch of Granica (meaning “Border”),
a free mobile app from the Polish government providing
information about expected wait-times at the country’s main
border crossings with non-EU countries Russia, Belarus, and
Ukraine. Travelers can check the app for up-to-the-minute
information about current queues and wait times at the
crossings as well as forecasts of wait-times in the coming
days.
Source:
http://www.granica.gov.pl/?v=en
Related Trends: Infolust
HENN-NA HOTEL
A high-tech hotel opening in Japan will be
staffed by multilingual robots
Announced in February 2015, the Henn-na Hotel in Nagasaki is
staffed by ten humanoid robots alongside regular personnel.
With 72 rooms priced from JPY 7,000 (around USD 60) per
night, the hotel is situated within the Huis Ten Bosch
amusement park. The robot staff are fluent in Japanese,
Chinese, Korean and English, and can respond to body
language and make eye contact. Tasks undertaken by the
robots include checking in guests, carrying bags, cleaning
rooms and delivering laundry.
Source: http://www.theverge.com/2015/2/8/8000665/robot-
hotel-japan-huis-ten-bosch
Related Trend: Infolust
TRAVEL

43. NEW CASES
Stayful’s Tweetstay
Discount hotel stays organized via Twitter
Launched in the US during November 2014, Stayful’s
Tweetstay service helps people find and book hotel stays via
Twitter. Customers send a tweet to the online booking
company such as “@stayful #tweetstay I’m going to
[destination] & want a [price] hotel, [arrival date], [# of nights]”.
Stayful’s social media team then negotiates with boutique and
independent hotels and replies with a link to discounted prices
– generally better than rates available online. The free service
is available a maximum of 30 days in advance.
Source:
https://stayful.com/tweetstay
Related Trend: Infolust, Ephemeral
GOTHAM AIR
On-demand helicopter flights available via
mobile app
Launched in January 2015, Gotham Air is a company offering
on-demand helicopter flights from Manhattan to JFK and
Newark airports. Customers can book their flight via the
company’s free mobile app. An introductory flight is priced at
USD 99, with subsequent journeys costing from USD 199.
Flights depart from three Manhattan-based Gotham Air
terminals.
Source:
http://www.gothamair.com/
Related Trends: Status Seekers
QANTAS
Airline trials in-flight VR entertainment
February 2015 saw Qantas partner with Samsung to introduce
a three month trial of in-flight virtual reality entertainment for
passengers on its long haul flights. First Class passengers on
selected flights and travelers in Qantas First Class lounges in
Sydney and Melbourne are offered Samsung Gear VR
headsets, which show a variety of immersive virtual reality
content.
Source: http://www.qantasnewsroom.com.au/media-
releases/qantas-samsung-unveil-industry-first-virtual-reality-
experience-for-travellers
Related Trend: Human Brands, ConsumProducers
TRAVEL

44. HEALTH
Industry Updates
The following examples have been drawn from around the world and across the trends.
This selection of products, services and marketing campaigns from established brands
and new startups will sure inspire your strategic thinking.

45. NEW CASES
FORCITE
Smart helmet allows skiers to track,
monitor and communicate with friends
Launched in Australia during January 2015, the Forcite Alpine
smart helmet protects skiers, while allowing them to capture,
track and share action on the slopes. The helmet is integrated
with an HD camera, speakers, impact sensors and a micro
computer, which can be controlled with an accompanying
mobile app. Via a microphone (functioning with wifi or
Bluetooth), skiers can chat with friends, while stereo speakers
enable them to play music. The mobile app also gives users
access to their data, meaning that they can track performance.
If the helmet senses an intense impact, it can activate an
emergency beacon with the wearer’s GPS location and altitude
reading.
Source:
http://forcite.com.au/
Related Trend: Infolust, Betterment
FIT FOR FOOD
Calories burned help feed the hungry
February 2015 saw Fitbit partner with Feeding America to
donate 1.5 million meals to the hunger-relief charity. Via the
FitForFood program, individuals using a Fitbit device were
encouraged to collectively burn 1 billion calories in order to
turn these into donated meals. Anyone with a Fitbit could opt
in to take part in the initiative at no extra cost.
Source: http://www.feedingamerica.org/our-response/about-
us/partners/current-promotions/fitforfood.html
Related Trends: Human Brands, Status Seekers
VITASTIQ
Sensor-integrated device tracks vitamin
levels
Surpassing its Kickstarter crowdfunding target in February
2015, Vitastiq is a portable device allowing people to measure
their body’s vitamin levels. Devised in Croatia, the sensor-
integrated device functions in conjunction with a mobile app,
where users can view levels of 30 different vitamins and
minerals. Vitastiq also allows people to track vitamin levels
over time, and provides them with related nutritional advice.
Available in three colors, Vitastiq is priced at USD 99.
Source: https://www.indiegogo.com/projects/vitastiq-a-smart-
device-for-vital-advice
Related Trend: Infolust, Betterment
HEALTH

46. NEW CASES
LUNA
Smart mattress cover controls the home
for better sleep
Surpassing its USD 100,000 crowdfunding target in February
2015 (raising over USD 600,000 in just one week), Luna is a
smart mattress cover which controls a person’s home in order
to create optimum conditions for sleeping and waking up. The
US-created device senses when a person is asleep and
automatically turns off lights and changes heating settings via
integration with Nest. Once the individual begins to wake up,
Luna can switch on a kettle or turn lights on again. The device
functions with an accompanying mobile app, where charts
showing sleep phases, heart and breathing rate can be viewed.
Priced from USD 199, Luna gradually learns an individual’s
sleep patterns and features a dual setting which caters to
couples sharing the same bed.
Source: https://www.indiegogo.com/projects/luna-turn-your-
bed-into-a-smartbed
Related Trend: Ubitech, Presumers
HIGH THERE!
Tinder-style app connects marijuana
smokers
Launched in February 2015, High There is a Tinder-style mobile
app matching marijuana smokers. Available to download only
in US states where marijuana has been decriminalized or can
be used medicinally, the free app connects users based on
their location and their marijuana habits. Personal preferences
might include vaping or smoking, for example, as well as
energy levels while using marijuana.
Source: http://www.highthereapp.com/
Related Trends: Ephemeral, Joyning, Post-Demographic
THE BRANCH OUT MOVEMENT
Weekly challenges encourage people to
engage with the world around them
The Branch Out Movement launched in the US during Q3 2014
as a social project encouraging real-world interaction and acts
of kindness. The project gamifies social interactions, awarding
participants digital trophies for completing challenges such
approaching someone reading a magazine or asking a stranger
for a music recommendation. It costs USD 5 to sign up to the
program, and members are sent a handmade bracelet to
remind them of their commitment to the mission of being more
open to their surroundings.
Source: https://www.branchoutmovement.com/
Related Trend: Joyning, Post-Demographic, Playsumers
HEALTH

47. Metrics
NUMBERS THAT SHOW BEHAVIOR

48. WORLD
POPULATION
7.210 B
↑
ACTIVE INTERNET
USERS
3.010 B
↑
ACTIVE SOCIAL
MEDIA ACCOUNTS
2.078 B
↑
ACTIVE UNIQUE
MOBILE USERS
3.649 B
↑
ACTIVE MOBILE
SOCIAL ACCOUNTS
1.685 B
↑
METRICS
Demographic Highlights
Source: http://wearesocial.net 2015
↑ In high comparatively to Q1
↑ In low comparatively to Q1

49. METRICS
Internet Data in Numbers
715
Accounts Created
370500
Tweets
150410
Video Hours
Watched
130
Video Hours
Uploaded
11830
User Searches
1504620
Minutes Used
376155
+1s
1495
Blog Posts
299520
Searches
$104130
Ad Revenue
32.5
Reviews
2275
Check-ins
3315
Items Purchased
$153335
Money Spent
80340
App Downloads
41210
App Downloads
3392740 Likes
3573440 Posts
380GB of Data
1203735 Likes
65000 Comments
45110 Uploads
221180570
Email Sent
752310
Files Saved
780
Accounts Created
14293955
Messages Sent
65 Posts
845 Comments
13780 Votes 30095
Posts
25090
Hours Watched
66235
Hours Watched
376155
Stories Viewed
526630
Messages Sent
15470
Pins
AN AVERAGE AMOUNT OF 1444736 GB OF DATA WAS
TRANSFERRED ON THE INTERNET PER MINUTE DURING Q2 2015
ACCESS THE LIVE FEED @ http://pennystocks.la/internet-in-real-time/

50. FACEBOOK 1,366 ↑
QQ 829
QZONE 629 ↓
WHATSAPP 600
WE CHAT 468 ↑
GOOGLE + 343
SKYPE 300
TWITTER 284
TUMBLR 230
INSTAGRAM 300 ↑
METRICS
Social Networks: Active User Members
Based on accounts that logged at least once in the most recent 30 days report periods. In millions.
Social Networks Chat Applications
Source:
http://www.slideshare.net/wearesocialsg/we-are-socials-digital-statshot-003
↑ In high comparatively to
Q1
↑ In low comparatively to Q1

51. METRICS
Mobile: Users vs. Connections
51%
MOBILE PENETRATION
(UNIQUE USERS AS A
PERCENTAGE OF
TOTAL POPULATION)
1.94
AVERAGE NUMBER
OF MOBILE
SUSCRIPTIONS PER
UNIQUE USER
Source:
http://was-sg.wascdn.net/wp-content/uploads/2015/01/Slide034.png
3.65 B
TOTAL NUMBER
OF MOBILE
USERS (UNIQUE
INDIVIDUALS)
#
7.09 B
TOTAL NUMBER OF
MOBILE
SUSCRIPTIONS
(CONNECTIONS)
#

52. METRICS
iOS and Android
GROWTH
Source: Gartner
Android Windows iOS/Mac OS Others Total
8899.9
1168
1370
333.4
373.6
326
271.1
301.3
236.2
660.1
545.8
873.1
2432
2691
23334
2013 2014 2015
Source: IDC Worldwide
MARKET SHARE

53. Statements
SURVEY AND STUDIES RESULTS IN A QUOTE

54. of the apps in the App Store have never been downloaded.
Source: Adeven
60%
STATEMENTS
Mobile Technology

55. of consumers want more meaningful relationships with brands.
Just 17% think brands deliver.
Source: trendwatching
STATEMENTS
Brand
87%

56. of consumers have stopped using a brand's products or services due to a
bad customer service experience.
Source: trendwatching
STATEMENTS
Brand
65%

57. of consumers said they shopped at favorite retailers because of
"different, interesting marketing that catches my imagination".
Source: trendwatching
64%
STATEMENTS
Marketing

58. of people who buy a wearable device for self-tracking lose interest in the
device within six months.
Source: trendwatching
33%
STATEMENTS
Wearables

59. Actions
HOW TO MOVE FORWARD WITH THIS INFORMATION

60. SENTINEL WORKING SESSIONS
Specialized session to define action on particular accounts
Working session
2 hour session with the
Sentinel team, account and
operation team to establish
goals and set context.
Analysis and insight
from the multidisciplinary
Sentinel team.
Innovate
Evolution of opportunities,
products and services for you
brand and consumers.

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