LeWeb is a fantastic conference.
All year I get invites to attend conference after conference, but LeWeb is the only one that really interests me. Why? Simply because it has a broader outlook, better speakers, and a more philosophical approach than other events (it even had a session on meditation!)
Where some events focus on the ‘doing’, LeWeb looks at the ‘why’. As a result the content is fresh and invigorating; it actually makes you think.
In London this June, the focus was on Sharing Economies (which I wrote about for Forbes). This time around, in Paris, it was looking at the Next Ten Years. The interesting thing about a conference like this is not in what the individual speakers say, although they are very interesting, but in the feeling that you get from the conference. There’s a sense of it being one giant ‘meta-presentation’, with trends leaking out and pervading the atmosphere around you, and speaker after speaker adding to the big picture. So, in light of this, here are three trends that have emerged from LeWeb 2013 that I want to share with you.
Trend 1: Human experiences, not technology, will rule the next ten years
Just to be clear, technology is still underpinning everything – in fact I can’t think of a more exciting industry to be working in at the moment – but the face of this technology will be human. Technology will be applied to create human experiences and meet human needs, it will not be a goal in itself.
Forrester CEO, George Colony, described the next ten years as ‘The Age of the Customer’ – an age in which enterprises will need to reinvent themselves in order to be successful. This age will require completely frictionless customer experiences to be created, based around the maturing technologies of mobile, sensors, location, social, and data. Products will be highly personalised and anticipatory in nature – knowing what you need based on where you are and what you are doing. Robert Scoble’s ‘Age of Context‘.
Colony, quite fittingly, gave the example of a taking a trip to a conference. In this example the products and services were completely transparent: when entering the airport you would be directed to your gate automatically, your seat would indicate itself when you came near, and when you got to your hotel the lift would take you to the right floor by communicating with your phone, with your door unlocking itself when you arrived at your room.
The companies that can create these experiences will be the ones that thrive.
Trend 2: You are your product
It’s easy to think of a product as something separate from you, but actually it’s more than this. The best innovations come from the heart, and are linked tightly to things you care about solving. In this respect, you are your product. If the product is central to your purpose, if it isn’t your passion, then the chances of succeeding are much lower. Being able to stay on the path, to believe on your idea, and to have the courage to see it through are the outstanding characteristics that will build the successful products of the future. Ask yourself, why do you do what you do? What is your purpose? What drives you to act? It was no coincidence that the majority of successful entrepreneurs speaking at LeWeb had started their businesses based on a very personal experience. This was exemplified by Travis Kalanick, CEO of Uber. Uber was founded at LeWeb in 2008, when Travis was unable to get a taxi to the conference. That frustration, and his sweaty appearance onstage, gave birth to the idea that would disrupt the taxi and ride-sharing industry. It’s a personal crusade for Uber, one that has led to bigger ideas in its wake. Expect big things from the $3.5 billion-valued ‘Urban Logistics’ company over the next few years
Trend 3: In future, all companies will be software companies
This is a trend that is very close to my heart, and very close to my purpose. Products are evolving, customers are evolving. In the next ten years, it will be the company that adds value to its products, be it smoke detectors or tyres, that has the competitive advantage. As a result, all companies will be come software companies, as this will be the primary medium through which companies add value to their products. For example, Nest are disrupting the home safety market through building smoke detectors that communicate with you proactively, that give you warnings that are useful to you. What if a tyre company could produce tyres that told you when they ended to be changed, or informed you – or your car – how to drive more appropriately for the current conditions. the possibilities are endless, and it touches every industry, every product.
I’m really excited about the possibilities for technology in creating a better user experience for us all, actually, a better life experience for us all. It’s going to be great to watch develop, even better to be a part of. The ability to create new businesses and disrupt existing industries has never been more accessible. Even if some of the predictions don’t turn out to be right, there’s no doubt that things will be a lot different in ten years time.
See you at LeWeb 2014!