The document discusses several key ICT trends worldwide: 1. Open innovation and crowdsourcing, where companies collaborate with outside partners and the public to generate ideas. Examples given include a juice company collaborating on new flavors and an open smartphone platform. 2. Reality sensing, which analyzes existing data like mobile phone and sensor data to measure events in real-time. Examples include traffic monitoring and flu tracking. 3. Empowering energy efficiency, with consumers and businesses seeking more sustainable energy solutions. Examples include devices that generate power from human motion and smart homes that monitor energy usage. 4. Human interface trends like emotions in robots, brain-wave controlled devices, and new semantic search engines

1. ICT Trends Worldwide
-Tivit Foresight Seminar-
Ines Seidel, Innowatch
Hanna Marttinen-Deakins, SW & DM Industry
December 2008

2. Selected trends that affect ICT Industry
1. Open Innovation and Crowdsourcing
2. Reality Sensing
3. Empowering Energy Efficiency
4. Human Interface
5. Appealing Design
6. Virtual meets Reality
7. Productivity Protection
© Finpro ry / 2

3. Open Innovation and Crowdsourcing
What happens?
•Collaboration for idea generation, Openmoko is a project funded by FIC
product development, product (Taiwan) to create a smartphone
platform which follows the open
testing, marketing to speed up source software philosophy. FIC's
processes and engage with OpenMoko phones are designed to
provide end users with the ability to
clients modify the operating system and
software stack.
•Collaboration within a company
as well as with outside experts,
partner companies and „the
crowd“
InnoCentive is a leading “Open
innovation" platform where companies
like Procter & Gamble post challenges
Juice producer Calpis collaborated with to interested researchers, who win up
users of popular social network Mixi (both to 100.000 for successful solutions.
Japan) to create a new juice flavor. © Finpro ry / 3

4. Open Innovation and Crowdsourcing
Ntag (U.S.) provides real
Opportunities for ICT time event management
•Software for networking: services that allow e.g. to
platforms, widgets, market measure number of
places… interactions or how many
business cards have been
•Software for analyzing: text exchanged. Used e.g. by
mining the blogosphere, rating Lucent, Mastercard
tools, measurement of
networking effectiveness…
•Security and authentication,
prevention of „identity theft“
Trampoline Systems (UK)
•More partnering opportunities for enables companies to
SMEs as (temporary) solution visualize the network within
providers an enterprise based on
email data: Who are the
Enterprise spending on Web 2.0 technologies communication brokers and
will grow strongly over the next five years, gatekeepers?
reaching $4.6 billion globally by 2013 –
Forrester Research, April 2008 © Finpro ry / 4

5. Open Innovation and Crowdsourcing
Hot Spots*
American Consumer
Goods companies
arguably were the first
to replace the „not
invented here“ mindset
with a „proudly found
elsewhere“ attitude. By
now, success stories of
co-creation can be
spotted everywhere.
The same goes for
solution providers, with
Silicon Valley as the
epi-center.
Trend setting
*note that the map is based on selected Following Fast
© Finpro ry / 5
findings and not systematic research

6. Reality Sensing
What happens?
•Existing data is analyzed in new
ways for measuring and predicting
events almost in real-time
•Analyzing traffic jams based on
movements of mobile phones, Google Flu Trends uses
sensing life signals of elderly or aggregated Google search data
measuring networking at events is to estimate flu activity in U.S.
already happening states
•Drivers for development currently
security and risk management
(e.g. through early recognition of
unusual behavior)
TomTom's HD Traffic series
SK Telecom (South Korea) offers a service for uses mobile phones of drivers
fishermen: Using a float-shaped ultrasonic inching through traffic jams to
transmitter that is connected to a cell phone on one sense congestion.
end and a fishing line on the other, the device
transmits the position of fish to the cell-phone. © Finpro ry / 6

7. Reality Sensing
Opportunities for ICT
•Context aware sensors
•Analytical tools that can manage
huge amounts of data
•Visualization of results
•Security solutions and reality Smart floor (Germany) with interwoven sensors
could be used for occupant recognition or
checks to guard against
emergency guidance
manipulation
In order to identify and react to
major societal shifts and trends, by
the end of 2010, 15 % of U.S. and
European businesses will have
formalized societal trend watching Cambridge Mobile Urban Sensing is a research
as a corporate discipline. – Gartner, project that uses mobile phones to sense
September 2008
pollution
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8. Reality Sensing
Hot Spots*
Reality Sensing is
pretty new. Regions
with strong
telecommunication and
sensor clusters have a
natural advantage.
Trend setting
*note that the map is based on selected Following Fast
© Finpro ry / 8
findings and not systematic research

9. Empowering Energy Efficiency
What happens?
•Energy is increasingly seen as a Bionic Power (Canada) is
valuable and limited resource commercializing a device that will
generate electricity from the
•“Empowered”, critical consumers natural motion of walking and use
and business clients strive for it to power a broad range of
sustainability and independence portable devices including iPods
and wireless phones.
Opportunities for ICT
•Making energy usage transparent
•Devices with low energy demand
•Innovative charging solutions
Solar charger for mobile
phones for developing
countries by G24
Innovations (UK) Smart Homes of the future feature energy management
solutions, smart meters that measure energy by household
device and combine this with tariff information (picture byry / 9
© Finpro
Fraunhofer/ISE Germany)

10. Empowering Energy Efficiency
Hot Spots*
While developed
nations have so far
been leaders in
technical solutions,
developing countries
without reliable or wide
spread energy grids
are leading areas for
applying the
technology. Rising
energy prices and eco-
awareness fuel
demand also from
Western consumers.
Trend setting
*note that the map is based on selected Following Fast
© Finpro ry / 10
findings and not systematic research

11. Human Interface
What happens?
•Technology is coming closer and
closer to human beings: Robots
can understand and express
emotions, search engines begin to
understand natural language, Noir, a “grandchild” robot designed to
sensors detect brain waves in communicate with and help take care of
the elderly is one example among a
order to steer a wheelchair
growing herd of robots that can not only
•Health, security and interact but also detect and express
entertainment as main drivers emotions. (Japan)
Emotiv’s (U.S.) wireless headset
detects brain waves, facial
expressions, body language, and
Powerset (U.S.) is a semantic search engine movement – in combination they
(acquired by Microsoft in 2008). It understands are used to control computer
English questions and currently uses Wikipedia to functions (e.g. in games)
© Finpro ry / 11
find answers

12. Human Interface
Opportunities for ICT
•Create better human-machine
interfaces
•New application areas in health
care, machine control, workplace The Department of Homeland
security, national security, Security's (U.S.) is researching a
consumer research,… system that uses a battery of
sensors to remotely checks
people's pulse rate, breathing
patterns, skin temperature and
momentary facial expressions to
determine if people have any
mal-intent.
Not just for humans: Researchers at Japan’s
National Institute of Animal Health
Finnish brain researcher developed a method for identifying cattle
developed a device that can steer infected with mad cow disease, simply by
a wheelchair based on the measuring brain waves produced in
© Finpro ry / 12
brainwaves. response to audio stimuli.

13. Human Interface
Hot Spots*
Commercial players at
the human-machine
interface are still rare.
Research seems to be
strongest in U.S. and
Japan (where robots
are very advanced)
Trend setting
*note that the map is based on selected Following Fast
© Finpro ry / 13
findings and not systematic research

14. Appealing Design
What happens?
•Consumers are not interested in
technology but in design and user
experience
•Drivers of the trend are the new “xx.
Very Important Target groups:
“Samsung Lavender” concept cell
Generation Y, Women, Seniors phone not only looks like a
perfume bottle, it also dispenses
lavender aroma. The display
Opportunities for ICT shows how much perfume is still
•partnering with designers and left, perfume can be refilled.
end-users early on in product
development
•Instructions and installation for Alcatel-Lucent Lab uses a
products need to be simple and hand-picked global
accessible community of pre-teens
and teens to understand
•Knowing about usability, how they use all sorts of
consumer preferences is a Must – screens © Finpro ry / 14

15. Appealing Design
Hot Spots*
Understanding of the
importance of design
and the relevance of
women, seniors and
GenY is already widely
spread.
Trend setting
*note that the map is based on selected Following Fast
© Finpro ry / 15
findings and not systematic research

16. Virtual meets Reality
What happens? „AfterShock“ is a
•Virtual worlds which are familiar simulation by the
from games and entertainment Institute of the Future
enter business world (U.S.) that aims to
prepare Californians
•Virtual Settings used for training, not just for the few
teaching, for simulating future moments during an
scenarios, for creating offline earthquake, but also
products for the days and Subscribers of the
weeks afterward. “Virtual Wife” service
•Virtuality is hoped to bring down from Metaboinfo.com
costs (e.g. virtual meetings, virtual (Japan) can choose
product testing), but also to be from one of four virtual
more effective (e.g. learning wives and tell her
through games instead of in class about their weight,
room) and lifestyle habits.
The wife sends daily
emails, reminding to
During the Sims 2/H&M Fashion Runway eat healthy.
contest in 2007 users were invited to create
outfits for Sims avatars. The winning dress
© Finpro ry / 16
was later sold in selected H&M stores.

17. Virtual meets Reality
Opportunities for ICT
•Enable virtual meetings
•Enable visualization laboratories
•Partnering with universities and
training institutions to create virtual
learning experience
Researchers surrounded by
proteins in 3D room “StarCave” at
UC San Diego (U.S.). The room
allows visualization of nano particles
as well as the cosmos..
„World of Healthcraft“ Telstra (Australia) used a
(MDM, Canada) aims to hologram to beam its Chief
deliver leadership and Technology Officer live into
collaboration training using Adelaide from Melbourne
a massively multiplayer where he gave a speech.
online role-playing game © Finpro ry / 17

18. Virtual meets Reality
Hot Spots*
While North America
seems leading in terms
of virtual enterprise
applications, the Far
East is leading in
bringing virtual games
into everyday
consumer life.
Trend setting
*note that the map is based on selected Following Fast
© Finpro ry / 18
findings and not systematic research

19. Productivity Protection
What happens?
Nearly half of U.S. employers (48 %) say
•In a knowledge economy, a stress caused by working long hours is
company’s success hinges on the affecting business performance.
creativity and productivity of its – Watson Wyatt, Feb 2008
employees
MetroNaps (US) enhances
•Lack of motivation as well as sick
workforce productivity
leave (due physical/psychological through mid-day napping
stress) recognized as an attack on equipment and education.
a company‘s assets
•With demographic change, talent
becomes a limited source -
companies need to make the most
out of their existing employees
talents At Google‘s European
•Companies that protect the engineering HQ in
energy of employees are more Switzerland, design plays a
crucial role to let creative
attractive as employers
juices flow
© Finpro ry / 19

20. Productivity Protection
Opportunities for IT Visomate (China) is a USB
device which monitors the
•Stress reduction e.g. through eye level. When the
tech-aided interruptibility employee reaches a
recognition, need-for-break drowsy state, the Visomate
recognition alarm turns on.
•Getting-things-done solutions Remember the milk is a
•Creativity training, idea getting-things-done software
management solutions that helps to prioritize work – it
can be connected with various
devices (e.g. Blackberry) and
applications (e.g. Google
maps, Twitter)
In order to teach communication
applications when interruption is
ok, researchers at Carnegie Mellon
University (U.S.) use sensors (e.g.
cameras and microphones) to
© Finpro ry / 20
estimate interruptibility.

21. Productivity Protection
Hot Spots*
Companies that
depend on outstanding
productivity, service or
creativity of their
employees (like
Google, Microsoft,
Zappos) were the first
to realize the need to
guard and nurture
talents. Web2.0 tools
currently play a big role
in increasing (but also
in threatening)
productivity –
enterprise applications
are still strongest in
U.S. Trend setting
*note that the map is based on selected Following Fast
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findings and not systematic research

22. Non-US markets lead Usage Penetration in Some
ICT Application Categories
(Source: Morgan Stanley Research 2008)
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23. Olympialaisten tuomat muutokset
Thank you!
Hanna Marttinen-Deakins
Head of Finpro Asia ICT Team
Global Software and Digital Media Industry
Hanna.marttinen-deakins@finpro.fi
+358-40-3433348
© Finpro ry / 23