MEC @ SXSW 2013
MEC
5 trends from SXSWi 2013 & why they matter
#1 The human touch
The most noticeable trend that came through to us from SXSWi this year was the sense that people are more focused on how technological advancements can enhance people’s lives & help us grow -as economies and as a society.
Some of the most talked about technologies at SXSWi were compelling for their ability to advance human progress and democratize creativity (see Leap Motion, Makerbot and wearable technology for example).
Perhaps even more striking was the general focus in sessions on companies of all sizes having a single, larger mission when thinking about innovation rather than tech for the sake of tech.
Why this matters to you
Technology, digital, platforms, devices etc are all underpinnings. They should all serve to help improve our lives in some way and it’s how you build on top of them that matters and what people remember.
For people to truly embrace what you’re doing, there has to be the human touch and a larger goal to rally around.
#2 Hardware the new software?
Previous ‘winners’ at SXSWi in recent years have often been software solutions, and especially apps of various guises – Twitter, Foursquare, GroupMe and Highlight for example.
While the general consensus was that there was no clear ‘winner’ in 2013, there was a general trend towards ingenuity and creativity of various kinds in hardware solutions, building on the success of Nike’s Fuelband in 2012 – see Leap Motion’s coming out party, Google Glasses on the street for real, 3D printers everywhere.
Why this matters to you
Software will continue to retain its importance of course, but understanding the possibilities of digital hardware could open up game-changing opportunities for your business.
#3 Intuition not just Algorithm
The tension between data-driven models and instinct was a reoccurring theme at SXSW. Al Gore discussed the flaws of measuring progress solely through the lens of GDP models, which ignore key, but difficult to measure, factors like quality of life and climate change.
Baratunde Thurston, comedian and founder of start-up Cultivated Wit, observed that data does not replace true insight about your audience.
Even predictive modeling ninja, Nate Silver, who rose to national prominence with his spot-on forecast of the 2012 presidential elections, contends that intuition still has a role in decision making.
Why this matters to you
Data offers incredible possibilities in so many areas but with every opportunity comes peril, and the danger is an over-reliance on data alone to inform decisions and neglecting the crucial importance of human intuition & interpretation.
#4 The economy of disruption continues to gain attention
One of our main trends for 2013 & beyond is around the ‘economy of disruption’. The digital age has democratized innovation & enables more people to bring their ingenuity & creativeness to life.
At SXSWi there was a great deal of discussion on the ‘sharing economy’ which is part of this trend, with successful entrepreneurs like Rent the Runway co-founder, Jennifer Hyman, and Airbnb founder, Brian Chesky, touting the benefits of “renting” access to quality experiences without the burden of ownership.
Why this matters to you
Disruption is coming from all angles and in a myriad of sectors. People’s traditional expectations are changing and sharing physical items is increasingly appealing to many consumers.
What might appear a small development on the surface could well be much more significant if it’s having an impact on your customers’ expectations, perceptions & ultimately their behaviors (as well as what impact it could be having on your competitors).
#5 Marketers making themselves at home at SXSWi
If you read our round-up of CES 2013 earlier this year, this trend will be familiar. Just as at the annual electronics show in Vegas, marketers have begun to attend SXSWi en masse, as the importance of digital developments has been recognized by the majority.
While some bemoan this ‘infiltration’ and others question whether SXSWi has now become ‘passe’, the reality is that the shift in focus from fads and just discovering ‘the next big thing’ to a more mature application of technology & innovation will continue to be of benefit to attending marketers – not least because the event is increasingly positioned at the cultural epicenter of modern life.
Why this matters to you
SXSWi provides an important opportunity for marketers of all kinds to experience first-hand the significant cultural and business impact technological innovation is having in our lives. It’s equal parts inspiring, overwhelming, disruptive and fun, and a great way to see, hear and meet people who’s thoughts & experiences can be useful inputs in so much of what we do.
1 Key Theme
MATURITY
While arguably the intersection of humanity and technology could be the biggest outtake from SXSWi 2013, we’re putting that under a bigger umbrella of maturity at the event.
The lack of a clear ‘winner’ in terms of the breakout technology or start-up may disappoint some people but we think (and hope) it reflects the maturing of the way the industry looks at tech, innovation and start-ups.
From discussions on the cultural impact of technological innovation, to understanding how these scale and how they can help grow businesses and economies, there was a definite theme running throughout of a more focused and thoughtful understanding and application of technology.
That’s not to say SXSWi isn’t still crazytown or a whole lot of fun, but it’s becoming more than just a whirlwind few days looking into crystal ball. Equal parts inspiring, optimistic & disruptive, SXSWi is proving itself to be positioned at the epicenter of modern life and we were glad to be there.