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RESEARCH, ANALYSIS & TRENDS

3. Escape from reality Klaus Böhm, Head of Media and Entertainment at
Deloitte explains that the direction in which we are
In this scenario, screens are a "private matter" and pri- moving depends primarily on three factors: “Which
marily used for entertainment. Strict data regulation technologies do consumers accept? New forms such
prevents both the omnipresence of screens in public as retinal projection or augmented reality glasses re-
life and functional application possibilities. Consumers quire getting used to. Technology must not only be a
therefore rely on a small number of high-quality means to an end. For it to be accepted by consumers,
screens in the private sector, such as AR glasses or either the functionality or attractive media content must
large, high-resolution TV sets. Quality is also the key be convincing."
when it comes to content.
Last but not least, the issue of data protection is crucial.
4. Source of distraction It requires the trust of consumers which means the digi-
tal platform providers must accept ethical limits.
This scenario is probably the most exhausting variant
for everyone involved - especially for consumers – "The creation of ecosystems is also important because
since screens are omnipresent and due to strict data screens combine functional and media applications as
protection regulations, there are just few options for a central user interface for the consumer. In an open
functional applications. Instead, consumers everywhere ecosystem, media companies, device manufacturers,
are bombarded with non-personalized and therefore digital platforms, app developers and advertisers can
often irrelevant content. Hardware is also more about bring in their individual strengths in a meaningful way -
quantity than quality, so that large, digital display and in the end everyone benefits from it", Klaus Böhm
boards are perhaps the most exemplary screen form of concludes.
this scenario.
The complete study "Future of Screens 2030" can be
downloaded free of charge. ◊

By Daniela La Marca

Scenario overview for the future of screens in 2030, created by Deloitte

April 2021: Immersive Technologies in Marketing 7