Departure into the invisible net
Trend researcher Matthias Horx takes a look at the future of the Internet
Trend researcher Matthias Horx takes a look at the future of the InternetBy Stefano MonachesiThe future of the Internet is the invisible network that knows how to take care of all the day-to-day stuff. And e-commerce will lead to a renaissance of corner stores. This is how Matthias Horx, a trend researcher from Hamburg, sees it in his latest book.
In ancient times, priests were responsible for predicting the future. They received visions from their gods or read from birds' flight and fish guts. Today, trend researchers have taken the place of the oracle. Because they lack the authority of the sacred, they have to convince their audience differently. In its study "The Future of the Internet," Matthias Horx's Future Institute relies on pithy slogans, trendy slang and colorful SF graphics to disguise the lack of data. Nevertheless, the study is worth a deeper look.
Internet use will remain at an intermediate plateau for the next five years. According to Horx, security concerns, complicated operation and, last but not least, a lack of benefit for broad sections of the population will ensure that the "digital divide" between heavy users and holdouts is consolidated.
The study expects new technologies to overcome this blockade. High-speed data transmission via fiber optic cable in particular is hailed as the savior of the online world. Bandwidth abundance is said to enable unlimited entertainment over the net and make waiting times disappear.
It also allows the use of so-called bots: intelligent programs that assist users on the web, relieve them of tedious tasks and are experienced as beings with their own personality. Together with new, simplified end devices, they will make the web an uncomplicated and intuitive world of experience, according to Horx.
Horx promises us a dazzling future
In addition to private use, the study also looks at the future of e-business. According to Horx, the "smart economy" is developing out of today's contrast between old and new economy: the old corporations are discovering the multiple benefits of the Net, which, in addition to rationalization, is opening up a whole new world of customer orientation. Mass customization and personalized customer relationship management are the buzzwords.
For e-commerce, Horx predicts a return to local distribution centers and cooperation with "real" retailers, leading to the renaissance of the corner store. Market opportunities in various sectors are examined in detail.
Finally, Horx allows himself an excursion into the realm of fantasy: four color plates vividly depict the development of society over the next 30 years. From the chaos of small devices to the broadband world, we finally arrive at the "Invisible Net. From 2020, the Net will take all our worries away; humanity will return to creativity and contemplation. The future is bright, the future is...
Matthias Horx: "The Future of the Internet - Towards Digital Realism. 79 pages, 398 marks. Order form at www.zukunftsinstitut. de
In ancient times, priests were responsible for predicting the future. They received visions from their gods or read from birds' flight and fish guts. Today, trend researchers have taken the place of the oracle. Because they lack the authority of the sacred, they have to convince their audience differently. In its study "The Future of the Internet," Matthias Horx's Future Institute relies on pithy slogans, trendy slang and colorful SF graphics to disguise the lack of data. Nevertheless, the study is worth a deeper look.
Internet use will remain at an intermediate plateau for the next five years. According to Horx, security concerns, complicated operation and, last but not least, a lack of benefit for broad sections of the population will ensure that the "digital divide" between heavy users and holdouts is consolidated.
The study expects new technologies to overcome this blockade. High-speed data transmission via fiber optic cable in particular is hailed as the savior of the online world. Bandwidth abundance is said to enable unlimited entertainment over the net and make waiting times disappear.
It also allows the use of so-called bots: intelligent programs that assist users on the web, relieve them of tedious tasks and are experienced as beings with their own personality. Together with new, simplified end devices, they will make the web an uncomplicated and intuitive world of experience, according to Horx.
Horx promises us a dazzling future
In addition to private use, the study also looks at the future of e-business. According to Horx, the "smart economy" is developing out of today's contrast between old and new economy: the old corporations are discovering the multiple benefits of the Net, which, in addition to rationalization, is opening up a whole new world of customer orientation. Mass customization and personalized customer relationship management are the buzzwords.
For e-commerce, Horx predicts a return to local distribution centers and cooperation with "real" retailers, leading to the renaissance of the corner store. Market opportunities in various sectors are examined in detail.
Finally, Horx allows himself an excursion into the realm of fantasy: four color plates vividly depict the development of society over the next 30 years. From the chaos of small devices to the broadband world, we finally arrive at the "Invisible Net. From 2020, the Net will take all our worries away; humanity will return to creativity and contemplation. The future is bright, the future is...
Matthias Horx: "The Future of the Internet - Towards Digital Realism. 79 pages, 398 marks. Order form at www.zukunftsinstitut. de
