XTC 12/10: The Biggest Tech Stories You Won’t Have to Pitch in 2015 (Part 1)

Our Crystal Ball of Buzzwords predicts equal amounts of innovation and disruption next year. (Thinkstock)
Our Crystal Ball of Buzzwords predicts equal amounts of innovation and disruption next year. (Thinkstock)

‘Tis the season for 2015 trends. Each December we’re treated to a veritable cornucopia of content around hot technologies, spending forecasts, innovative marketing bets, and disruptive business models.

But for those of us in tech PR, one of the most precious commodities in 2015 is time, followed closely by budget. So this year, B&O is proud to share our view on the biggest tech stories of 2015 that will get written whether or not you spend any time or budget on them. For those of us from the old school of PR, this is called “drafting”. For those of us from the new school, I believe the term is “trend-jacking”. And for those of us into Kanye West, you could call this being an “SEO gold-digger”.

Let’s start with a summary of what we already know from the plethora of predictions and prognostication from pontificating pundits and pollsters:

B2B Tech

The B2B tech market is predicted to grow in low single digits in from 2014 to 2015, with the most spending coming from industries facing extreme disruption—those who no longer have a choice and face a mandate to either disrupt or be disrupted.

According to Gartner’s Top 10 Strategic Technology Trends for 2015, the biggest areas of disruption fall into three categories: the merging of real and virtual worlds (which includes mobile computing, the Internet of things and 3D printing); intelligence everywhere (which includes data analytics, context-rich systems and smart machines); and the “new IT” (which includes cloud computing, software-defined IT architectures, web-scale IT and security). And interestingly, all of these are technologies that have been around in some form or other for quite some time.

Consumer Tech

Not surprisingly, there’s a lot of overlap between the consumer tech predictions and B2B tech predictions this year.

Take, for instance, the Consumer Electronics Association’s 5 Technology Trends to Watch, 2015 Edition. It showcases data analytics, the Internet of things, digital health, immersive entertainment, and the acceleration of business model disruption. Meanwhile, actual device innovation is reported to be reaching a plateau—it’s about services more than gadgets now. Again, many consumer technologies aren’t necessarily new. They’re simply achieving global scale thanks to better pricing, packaging or evolving human behaviors.

The Pattern That’s Emerging

When you look at these trends more closely, a common theme emerges: 2015 is the year we as individuals, businesses and marketers figure out how to use the technologies that already surround us more intelligently.

Think about it. As a species, we’ve seen a dizzying array of technological advancement over the past few years. Mobile tech means what we can do is no longer limited by where we are. Social tech means that we always have the power of the crowd (which is more powerful than the cloud) at our disposal. Analytics means we never have to guess at anything, ever. So being isolated, being alone and being ignorant—some of our most defining human challenges—have basically been erased within the past decade.

That’s a big deal.

Because much of this innovation has outpaced our ability as humans to absorb it all. So the big tech winners of 2015 will be the ones that help people catch up with these innovations and put them to good use. The other big tech winners of 2015 will be those who help prevent us from doing more harm than good with technologies we don’t quite yet understand or know how to control.

This is the central tension that will define the biggest technology stories of 2015—the ones you’ll never have to pitch because they are the technology story for next year.

What exactly do those story lines look like? What are the PR challenges we’ll have to overcome in 2015? And how do we get our signal through the deafening noise of tech innovation PR? Stay tuned for Part 2 of our series … when we come back from the holidays!