Pam Lourenco, Shopper and Social Expert at Y&R's Labstore South Africa, investigated the trends that wearable tech will bring in the near future, as well as how this will influence marketing strategies.

1. Labstore creating experiences to
The Future Of Wearable Tech
-By Pam Lourenco, Content And Social, Y&R’s
Labstore South Africa

2. What’s Here
Wearable tech currently
Innovations in wearables
Predictions for wearables
Influence on future marketing strategies

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TECH TRENDS
Wearable tech is seen as both fashionable and functional
Trend on health and fitness are amplifying wearable tech sales
The ability to integrate other services into wearable tech is also
a great option i.e. Nike Polar
Consumers are researching about wearable tech through
reviews and articles Credit: www.wearewearables.com

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CURRENT CAPABILITIES
• Tells time
• Tracks steps
• Monitors heart rate
• GPS capabilities
• Measures elevation
• Links to phone (call screening and answering calls)
• Measures hydration levels
• Measures pulse
• Tracks time being active

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FUTURE TRENDS & CAPABILITIES
Convenience:
Smart watches will become smarter than ever – linking to our bank accounts and
banking apps, allowing us to basically have our wallets on our wrists and minimising
the need to carry purses or physical wallets.

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FUTURE TRENDS & CAPABILITIES
Safety:
Smart watches will help you feel safer and more secure.
Updated GPS settings will enable one to be located in a few minutes and a
heartrate monitor will be able to detect whether you are in distress. If distress is
detected or signaled from your device, this will automatically send a distress call
to local law enforcement and your local security company for assistance.

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FUTURE TRENDS & CAPABILITIES
Increased Health Capabilities:
Smart watches will also be able to detect real health emergencies or symptoms of
health problems. If your heart rate speeds up and you are short of breath (within
un-reasonable parameters) your device will pick up that you may be having a
heart attack and contact emergency services for assistance. The devices will also
be able to detect fevers, colds and flu or minor viruses and alert you to see a
healthcare professional.

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FUTURE TRENDS & CAPABILITIES
Entertainment:
Smart watches will be able to stream music, link to social networks, check into
locations via GPS and download QR content or augmented reality content from
retailers and other businesses and companies.

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FUTURE TRENDS & CAPABILITIES
Functionality:
Having your mobile device with you will be a thing of the past, as your wearable
tech device will be able to make, answer and forward calls as well as have
dictation capabilities for messaging purposes. You will be able to access your
diary, make appointments or change events all on your wrist.

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WEARABLE TECH AND MARKETING
Influence on future marketing strategies:
Content will need to be even more ‘glanceable’ – messages will have to come across
in less than two seconds.
Upping the ante with location-based marketing – will need to tap into location and
emotion.
Integration – not only across marketing platforms, but across multiple interconnected,
smart devices.
Window for opportunity will be wide open – brands will be able to create memorable
experiences for consumers like never before.

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WEARABLE TECH AND MARKETING (cont)
Apple Watch predictions by David Sable, CEO of Y&R Advertising:
Apple watch will change the category in our lives just like the iPhone
did
Google’s deal with Tag Heuer for ‘Swiss’ smartwatch signals the first
shifts to integration of emotion and technology
Android will no doubt pass them by eventually

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SOURCES
• http://www.fitbit.com
• http://www.jawbone.com
• http://www.Memeburn.com
• http://www.nikepolar.com
• http://www.samsunggear.com/
• http://www.worldwideworx.com
• http://bit.ly/1CrI9Vy
• http://bit.ly/1HZCKtt
• http://www.weeklyramble.com/?p=3809

13. THANK YOU
Content by Pam Lourenco, Content And Social,
Y&R’s Labstore South Africa
For any comments, please contact Pam at
Pam.Lourenco@labstore.co.za