Page 6 - AeM_April_2021

RESEARCH, ANALYSIS & TRENDS

Retinal projection and XR glasses will be

screens of the future

Since we always carry a around smartphone, 1. An armada of interfaces
we constantly have a screen at our disposal.
That fact prompted the technology experts at In this scenario, screens are omnipresent - even in
Deloitte to think about the role screens will public spaces. The "Internet of Things" (IoT) pervades
play in our lives in the future. everyday life and so functionality is the focus when us-
ing screens. Data can be used extensively whereby the
To get a picture of that, Deloitte’s Center for the Long digital platform providers play a central role in this,
View worked with scenario design in order to be able to since they collect and process large amounts of data
imagine what our everyday digital screen life could look and are used to centrally link the screens. Consumers
like in 2030. They opted for this method since it allows also use a variety of screens for many different applica-
to go beyond the usual planning horizon of three to five tions. However, this scenario does not come up with
years. In this case, it is not about predicting the future major hardware innovations. On the consumer side,
in detail but analyzing the risks and opportunities of there is just little acceptance for technologies such as
certain strategies. virtual reality or even retinal projection displays.

Deloitte created four extreme but plausible future sce- 2. My personal assistant
narios for the "Future of Screens" in 2030, which differ
primarily by means of two factors: the number of This scenario can be summarized as ‘one screen for
screens that a consumer uses in everyday life, and everything’. Every consumer has his own high-end de-
whether entertainment and media consumption or func- vice that makes additional screens superfluous in both
tionality are the stronger drivers for use. private and public areas. Besides the particularly pow-
erful smartphones, augmented reality (AR) glasses
Ultimately, user acceptance, data protection and eco- gain momentum, hence, the big winners are the device
systems are the three main factors that determine the manufacturers. In addition to the hardware, they pro-
role that screens will play in the future. vide the operating systems, which means that they also
hold the consumer data. App developers or digital plat-
forms can only reach consumers through the manufac-
turers.

6 April 2021: Immersive Technologies in Marketing