F Jwt 100 Things To Watch In 2010 01.06.09[1]

100 THINGS TO WATCHIN 20101JANUARY 2010WHAT WE’LL COVERBackgroundOur Track Record100 Things to Watch in 2010 (in alphabetical order)BACKGROUND• As part of our annual forecast, JWT presents 100 Things to Watch in 2010.• Many of the items on our list reflect broader shifts we’ve been following:–Growing awareness and action around health and wellness and the environment–Warp-speed developments in technology–Accelerating demographic, political and economic political power shifts–Industries redefining or reinventing themselves to survive or to fully leverage these power shifts• This year, many of our Things to Watch reflect repercussions of the Great Recession, from ―energy dieting‖ to ―luxury goes East‖ to ―trip bundling.‖• While some of our Things to Watch may not yet reflect a broader trend, we believe they eventually will ladder up to one. • The people on our list—from pop culture, sports, politics and other sectors—have the potential to drive or shape trends in the near future. OUR TRACK RECORD• In the past few years, we’ve been spot-on about what to watch.• To name just a few Things to Watch from last year:–Credit Card Dieting (As unemployment rose and as credit card companies added fees and hiked interest rates, consumers were more likely to pay cash or sign up for the growing number of layaway programs. On Dec. 9, MSNBC.com reported that ―Revolving debt, which is made up almost entirely of credit card debt, has been falling steadily as people pay down their credit card debt and limit their use of plastic. Outstanding debt has fallen for 13 straight months.‖)–Freebies (We saw marketers of all stripes deploy the ―f‖ word this year, from Harley-Davidson’s free-for-a-year offer to Stop & Shop’s free generic drugs promotion to restaurant chains like IHOP offering a free kid’s meal with purchase of a regular entree.) –Lady Gaga (This headline-grabbing performer, whose debut album was released in August 2008, was one of Barbara Walters’ ―10 Most Fascinating People of 2009.‖ Her album, The Fame, will be in Billboard’s Top 10 for 2009, and she is Last.fm’s biggest artist for online listening this year.)OUR TRACK RECORD (CONT’D.)• To name just a few Things to Watch from last year (cont’d.):–Lala.com (We forecast that this music site, which lets users store and share music libraries, would ―rise up the radar as a serious rival to iTunes.‖ In the end, Apple bought Lala.com for an undisclosed sum.)–Michelle Obama (Barbara Walters named the First Lady the Most Fascinating Person of 2009. Michelle O. has lived up to expectations that she would become a style icon—Women’s Wear Daily dubbed her the First Fashion Plate—while bringing a breeze of fresh air (and fresh vegetables) into the White House.) –Netbooks (―Netbook computers, virtually a novelty alternative to notebook PCs only a year ago, are the rising stars of the computer industry,‖ reported The New York Times in June. According to Information Week, netbooks will account for 22 percent of all laptop, notebook and netbook shipments this year, compared with just 5.6 percent in 2008.)–No “Paper” in Newspapers (We said more newspapers would follow The Christian Science Monitor and abandon daily print editions, and in March the Seattle Post-Intelligencer shut down its print operations, becoming the largest daily paper in the U.S. to go online-only. Now publishers are racing to find ways to better monetize their online content—watch for novel ideas to proliferate in 2010.)OUR TRACK RECORD (CONT’D.)• To name just a few Things to Watch from last year (cont’d.):–Microfinancing’s Second Wave (We forecast that microfinancing would gain a greater foothold in developed nations, and in mid-2009, U.S.-based Kiva.org—a middleman between people willing to loan small amounts and entrepreneurs in emerging markets—responded to Americans’ difficulty with securing credit by expanding to include small, struggling businesses on its home turf.)–Other Things to Watch that came to the fore this year included Home as Castle (―Home owners will be investing in their living spaces as they anticipate spending more weekends within those walls‖), Affordable Nutrition (―While cheaper, junkier and more calorically dense food will creep back onto grocery lists, consumers will also be seeking nutritious options that fit their budgets‖), More Under One Roof (―Households will get larger as people look to pool resources‖) and Incognito Luxury (―Consumers will be more discreet about flaunting wealth ... logos will become more subtle and less gaudy‖). OUR TRACK RECORD (CONT’D.)• In 2008, we listed French President Nicolas Sarkozy (a runner-up for Time’s2008 Person of the year); ―radical transparency‖; and the ―staycation.‖• In 2007, we were right about Barack Obama, Amy Winehouse, Jennifer Hudson, companies going green and age shuffling. • Check out the following slides to see what you’ll be hearing more about in 2010. Or to see the interactive version of our 100 Things to Watch in 2010, go to the ―2010 and beyond‖ section of JWTIntelligence.com. 100 THINGS TO WATCHIN 20108IN ALPHABETICAL ORDER1. 3D AT HOME3D is the new HD. Having successfully invaded the big screen, it’s on its way to the small screen: James Cameron, director of the new 3D film Avatar, will promote Panasonic’s 3D sets, out next year, which will compete with versions from Sony and Samsung. British Sky Broadcasting is planning to debut a 3D satellite channel in the U.K. in 2010.Photo credit: MarkWallace2. AIRLINESUBSCRIPTIONSUnited’s new $249 annual fee for checked luggage locks in flyers and streamlines the check-in procedure. With profits down across the industry, expect other airlines to follow suit. Lounges, food and concierge services could all become subscription benefits. Photo credit: blmurch