The report, entitled Technology Futures – spotlight on the technologies shaping communications for the future, details evidence provided from the world’s leading technologists on what the future holds, and forms part of the organisation’s “Emerging Technologies” research portfolio which has been developed to support Ofcom’s new responsibilities for regulating online harm and video-sharing platforms.
As well as other areas such as education, training, culture and sports and entertainment, the research notes that technological advancements in areas such as virtual reality could transform the retail sector, which has faced significant challenges in Northern Ireland as a result of the pandemic.
The research notes that the way customers shop could dramatically change by providing opportunities to replicate the traditional physical experience of exploring and testing products in shops in full virtual reality. It further notes that post-sale and product support also improves and allows retailers to build a more direct relationship with consumers through the use of this technology.
On culture, the report notes that immersive virtual environment technology presents an opportunity for museums, zoos and other culture and tourist attractions to provide an immersive and interactive experience to visitors. To some extent, it may even be able to offer a more enriching experience than traditional on-site visits alone.
Media and communications experts at Ardmore have said the report contains major hints for businesses here about how they should be seeking to communicate with their customers in the coming months and years. However, they have cautioned that whilst technology will present major opportunities for communicating with customers, it should not distract businesses from providing an excellent product or service and listening to what their customers want.
Ardmore is one of Northern Ireland, Ireland and the UK’s leading marketing and consumer insight strategy firms but works with organisations all over the world as a result of its membership of the global network, Worldwide Partners.
Commenting on the report, Director of Media at Ardmore, Mark Thompson, said:
“This research clearly shows the exciting developments technology is playing in media and broadcasting and how they touch our everyday lives. The COVID pandemic has been a great accelerator of this change with technology largely replacing physical communication and interaction. We know from our work that the organisations that have pushed their boundaries to innovate during the pandemic have been able to adapt and solve the problems they’ve faced.”
“In key areas such as retail, culture and education, developments such as virtual reality present enormous opportunities for businesses and consumers in Northern Ireland by removing many of the traditional physical barriers to an excellent customer experience. For example, imagine being able to speak with an artificially intelligent virtual shop assistant about a new bank account instead of spending hours on the phone in a queue. Or imagine you could undertake the Game of Thrones tour in Northern Ireland whilst walking through the scene you are visiting as it unfolds.”
“The media and broadcasting industry had already been adapting to this technological shift in how audiences consume media in an increasingly connected world but just because technology can, does not necessarily mean consumers will. “
Ardmore’s Director of Planning, Ed Henderson, cautioned that businesses and consumers needed to be aware of the limits of technology.
He said:
“Whilst innovation in how we communicate will provide huge opportunities for retailers and other businesses in Northern Ireland, especially as we begin to recover from the pandemic, it needs to be considered for what it is. These new developments will enhance the offer and experience for consumers and effectiveness in how a business speaks with its customers, but it can’t and shouldn’t replace the core ingredients of a great product or service and a strong understanding of what consumers want.
“Organisations that adopt technology for the sake of it, without a clear understanding of the value being added, risk compromising their customer relationship. Those that get this balance correct will be in a position to really maximise the benefits that these sorts of technologies can offer their businesses and customers.”
The research provides additional insights on trends in media noting that significant developments are expected in the next ten years in the field of television and radio broadcasting, live-streaming and on demand media technology. These include the tools for content creation and production; content distribution routes; the experiences that audiences will enjoy; and the way consumers navigate content and use their devices.
The report adds that there are close interrelationships between these elements: for example, new consumer devices (such as ultra-high definition screens) create an appetite for higher quality content, while new content navigation technologies abstract the consumer experience from the actual means of delivery.
Mark Thompson, Ardmore's Director of Media
Advertisement
