The impact of living services on brands and the enterprise

Living services will profoundly affect design and brands and unleash new competitive forces in business and the public sector, requiring all organizations to rethink their business structures and practices in the same way they did at the introduction of desktop web and mobile services.

According to the report, enterprises and their marketing leaders will need to strengthen their understanding of customers through data and analytics; maintain a services platform and technology that is flexible enough to recombine products, services and information in many different contexts, experiences and situations; and concentrate on one or two aspects of user experience delivery and make these as “living” as possible. Design too will be impacted as organizations seek to deliver impactful yet consistent services using challenging new interaction types such as voice, gesture and location across a range of new devices.

The impact of living services on consumers

According to the report, living services will affect people in almost all areas of their lives, including their health, home, shopping, travel and money:

Health

Living services will help prevent health issues. For example, given the high correlation between diabetes and depression, the app Ginger IO can predict signs of depression up to two days before outward symptoms manifest. It taps into data from a patient’s smartphone to record everyday behavior and can provide early warning signs. Living services will also enable personalized medicine. Proteus Digital Health’s digital medicines feature a stomach-activated sensor that provides information on how the patient is taking and responding to medication.

Home

The home will become a hub for a range of automated adaptive services that take over time-consuming and reoccurring tasks. Most services to date are related to energy consumption and security. Nest and Ecobee identified that consumers needed a thermostat that can learn and adapt to preferred temperatures. Wallflowr is a fire-prevention system that constantly monitors the status of electricity and gas supplies to a home. The next stage is for these disparate elements to connect and communicate with each other.
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