NOVEMBER 20179As ad revenues dwindle on TV and newspaper formats, next generation devices offer a new opportunity for brands to target people like we've never seen beforeMarketers are keen at the prospect of pushing wearables advertising to you around the clock. As ad revenues dwindle on TV and newspaper for-mats, next generation devices offer a new opportunity for brands to target people like we've never seen before.Savvy consumers will demand the ability to set specific permission settings on their device to structure who, what, where and when they can be disturbed. Picture smart watch set-tings to configure that your partner, child's school and mother have access to send a push notification to your smartwatch's screen during work hours on Monday through Friday. Conversely, people will also need to play an active role to own their body's data generated. Where does all the power to run all this smart wearable gadgets come from? Well presently they come out of a socket or a wall charger But hey, the future is pretty amaz-ing in power management too. We have seen few prototype and product demos in past couple of years where top Brands like Tommy Hilfiger have traded a Jacket with flexible Solar panels and few other compa-nies which are working on charging tech by having the body heat gener-ate some kinetic charge to make few battery cells charged up. Maybe Mor-pheus in Matrix Trilogy was right af-ter all, we are turning ourselves in to a simulation built to mimic the power or use of a single cell battery.Will it stop at that? Getting data and power out of an everyday rou-tine? Well, it doesn't.People evolve everyday by learn-ing new things. We don't make it a habit out of routine by doing the mundane thing over and over again. Sometimes we explore the nature around us and quickly take in latest catchy thing to be the next viral thing.Pokémon Go was launched as an augmented reality game to market the use of GPS accurate locations tapped with exotic creatures to capture. What became as a casual thing quick-ly grew to become a battery draining game which needed your Pokémon buddy to constantly take a walk to make him stronger and help the eggs hatch. You see the irony of you, ne-glecting and rejecting your Smart-watch for fitness tracking early this year. Now, you became an adorable Pokémon trainer who wants to walk miles and keep yourself fit to walk and compete in tournaments. The Pokémon company, Niantic Technol-ogy even launched a Pokémon Go watch to vibrate and indicate you of potential Pokémon nearby without taking your smartphone from your pocket. Now that's what I call mar-keting right in a right way!So, what will come next out of wearable technology maybe, the watch should also evolve and become smarter as us. Shouldn't it learn about Salsa, Samba or new dance routine with all the trackers placed inside it. Should it not be ready to try mountain climbing, paragliding, snorkeling and what not.Maybe the wishful thinking one has in writing the article helps me re-alize that "Isn't it so that I wish I had all the cool powers of Inspector Gad-gets in cartoons when I was a kid?" Or to those millennials who grew up in later times, I ask them, "Don't you wish you had your own Jarvis in your Smart-watch?"
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