Executive Trend Report Preview

EXECUTIVE TRENDONE TRENDREPORT

HAND-DRAWN 3D SCULPTURES

FACEBOOK FRIENDS PERSONALISE CITY MAPS

2013

RFID CHIPS TELL STORY OF LUXURY FASHION

PREVIEW Monthly Trendreport

EXECUTIVE TRENDREPORT EDITION MARCH 2013

THE INTERACTIVE FUNCTIONS IN THE EXECUTIVE TRENDREPORT

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Interactive tabs

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INTERACTIVE TAB NAVIGATION Use the interactive tabs to click your way directly to the main categories.

Micro-trends

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DIRECT LINK-UP OF MICRO-TRENDS Click to access the micro-trends in the trend categories.

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LINK-UP TO THE ONLINE TREND DATABASE Trendexplorer This is where you can access the micro-trend in our online trend database.

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Online trend database

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DEEPLINK Deeplink takes you directly to the micro-trend’s website

PREVIEW 2 Monthly Trendreport

EXECUTIVE TRENDREPORT EDITION MARCH 2013

INDEX

BEST PRACTICE

ONLINE

MOBILE

OUTDOOR & PROMOTION

MEDIA

TECHNOLOGY

LIFESTYLE

TABLE OF CONTENTS

05 BEST PRACTICE ONLINE 11 ONLINE MARKETING %TAB-INAKTIV% 16 SOCIAL MEDIA 21 WEB INNOVATIONS MOBILE 27 MOBILE MARKETING 32 MOBILE SERVICES 37 MOBILE CONTENT

43 48 52 57

OUTDOOR & PROMOTION OUT OF HOME SENSATION MARKETING PROMOTION EVENTS

MEDIA 63 MULTIDIMENSIONAL PUBLISHING 68 CONSUMER ENTERTAINMENT TECHNOLOGY 74 EMERGING TECHNOLOGIES 79 RESEARCH & DEVELOPMENT 84 COMMUNICATION TECHNOLOGIES %KATEGORIEGRUPPEBEZEICHNUNG% %KATEGORIEBEZEICHNUNG% %SEITE% 89 MEDICAL SCIENCE LIFESTYLE 95 DIGITAL LIFE 100 MODERN LIFE 105 HEALTHY LIFE

PREVIEW 3 Monthly Trendreport

EXECUTIVE TRENDREPORT EDITION MARCH 2013

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TECHNOLOGY

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BEST PRACTICE

05 BEST PRACTICE %TAB-INAKTIV%

Getting a customised offer from a print ad RFID chips tell story of luxury fashion Augmented reality on second screen apps Hand-drawn 3D sculptures

Espionage software uses social networks

PREVIEW 4 Monthly Trendreport

EXECUTIVE TRENDREPORT EDITION MARCH 2013

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BEST PRACTICE

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BEST PRACTICE

GETTING A CUSTOMISED OFFER FROM A PRINT AD The insurance provider RSA has put its slogan "Easy As Ever" into practice in Dubai to allow drivers to get a free estimate via a print ad for the insurance costs for their car. The marketing agency OgilvyOne created this electronic print ad which was integrated into a magazine and is capable of communicating with an RSA server. Users enter the necessary information via the printed keyboard and then receive a customised offer within minutes in a text message.

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PREVIEW 5

SOURCE:

https://www.rsadirect.ae

INITIATOR:

OgilvyOne Worldwide, United Arab Emirates Monthly Trendreport

EXECUTIVE TRENDREPORT EDITION MARCH 2013

INDEX

BEST PRACTICE

ONLINE

MOBILE

OUTDOOR & PROMOTION

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ONLINE

11 ONLINE MARKETING %TAB-INAKTIV%

21 WEB INNOVATIONS

Online price comparison with image navigation

Personalising a film trailer

Single shopping carts for many online products

Browser plug-in keeps internet clean

Contest among virtual Subway stores

Buying products on photos via image recognition

Service-based online shop for business clothes

Search engine collects people's opinions

Customised campaigns with Google AdWords

First Arabic programming language

16 SOCIAL MEDIA Product launch via Twitter's video app Facebook friends personalise city maps Watching sport shows via Twitter Rewards for local communities Social video conference with space station

PREVIEW 6 Monthly Trendreport

EXECUTIVE TRENDREPORT EDITION MARCH 2013

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ONLINE MARKETING

ONLINE PRICE COMPARISON WITH IMAGE NAVIGATION The German online platform billiger.de has teamed up with the Fraunhofer Heinrich-Hertz-Institute to launch a feature that uses a specific image to search for optical similarities in all product categories.

This image navigation facilitates the virtual shopping consultation process and suggests similar products from a total of 1.5 million items to users during the online price comparisons. Users get a clear overview of all the relevant product and price information, and can find the products they want and the corresponding online shops without having to spend too much time with manual filters.

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SOURCE:

http://img.billiger.de

INITIATOR:

Solute GmbH, Germany

PREVIEW 7 Monthly Trendreport

EXECUTIVE TRENDREPORT EDITION MARCH 2013

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SOCIAL MEDIA

PRODUCT LAUNCH VIA TWITTER'S VIDEO APP The fast food restaurant chain Taco Bell has presented its new "Cool Ranch Doritos Locos Tacos" in a short video via Twitter's video app "Vine". The video shows the original Doritos and then the new product that they inspired. The video was shared on the company's Twitter page, although 7 March was announced as the official sales launch.

Taco Bell is planning the biggest marketing campaign in the company's history for the launch of this product.

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SOURCE:

http://vine.co

INITIATOR:

Yum! Brands Inc., USA

PREVIEW 8 Monthly Trendreport

EXECUTIVE TRENDREPORT EDITION MARCH 2013

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BEST PRACTICE

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WEB INNOVATIONS

PERSONALISING A FILM TRAILER For the launch of the new film "The Great and Powerful OZ", Disney has teamed up with Google to create a "Chrome Experiment" that lets users immerse themselves in the film's circus world via the Chrome browser. During the 3D game, users can take pictures of particular places and create their own songs in just a few clicks. What's more, it's possible to use the webcam to produce motion pictures with special effects and to exclusively watch the trailer for the new film at the end of the tour.

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SOURCE:

http://www.google.com

INITIATOR:

The Walt Disney Company, USA

PREVIEW 9 Monthly Trendreport

EXECUTIVE TRENDREPORT EDITION MARCH 2013

INDEX

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MOBILE

27 MOBILE MARKETING %TAB-INAKTIV%

37 MOBILE CONTENT

Pharmacy becomes part of AR game

Creating a 3D monster on the iPad

Table enables app download in shopping centre

Twitter's creative 6-second films

More coffee for users of NFC smartphones

Anonymous, location-based social network

Virtual concert with product demonstration

Protocol links TV and second screen apps

Mobile connection to personal stylist

DJ set on keychain

32 MOBILE SERVICES iPhone integration in Mercedes Watching meals being prepared before ordering Smartphone shows congested trains Lightbulbs release interactive content Using photos to get advice from friends

PREVIEW 10 Monthly Trendreport

EXECUTIVE TRENDREPORT EDITION MARCH 2013

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PHARMACY BECOMES PART OF AR GAME The American chain of pharmacy stores Duane Reade now gives its customers the chance to play the augmented reality game "Ingress" in its stores. Developed by Google's Niantic Labs, the game is available as an Android app. The game connects the physical world with the virtual one, and players have to unlock an energy form called "Exotic Matter" for their teams by finding objects in the real world. Players can now also find so-called "Assets" in the pharmacies which provide them with new resources for continuing the game successfully.

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SOURCE:

http://www.prnewswire.com

INITIATOR:

Duane Reade Inc., USA

PREVIEW 11 Monthly Trendreport

EXECUTIVE TRENDREPORT EDITION MARCH 2013

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MOBILE SERVICES

IPHONE INTEGRATION IN MERCEDES The app Drive Kit Plus enables Mercedes drivers to extend their car's infotainment system with the help of an iPhone. Social media services such as Facebook and Twitter, locally stored music and additional navigation elements are core components of this app. It's possible while driving, for example, to post new status updates, access various internet radio stations and add travel destinations from previous checkins or contacts. The Drive Kit Plus is controlled from the vehicle's centre arm rest and it guarantees excellent navigation.

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SOURCE:

http://drive-kit-plus.com

INITIATOR:

Daimler AG, Germany

PREVIEW 12 Monthly Trendreport

EXECUTIVE TRENDREPORT EDITION MARCH 2013

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MOBILE CONTENT

CREATING A 3D MONSTER ON THE IPAD The American company Autodesk has developed an iPad app called "Autodesk 123D Creature" that enables users to render and print 3D creatures on the tablet. Similarly to the work of professional 3D artists, people first render up a "skeleton" as a basis for the figure. Afterwards, users can decorate the figure with a variety of different textures and colours using the software. Finally, users can share their creations online or export a 3D mesh for printing with their own 3D printer.

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SOURCE:

http://www.123dapp.com

INITIATOR:

Autodesk Inc., USA

PREVIEW 13 Monthly Trendreport

EXECUTIVE TRENDREPORT EDITION MARCH 2013

INDEX

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OUTDOOR & PROMOTION

43 OUT OF HOME %TAB-INAKTIV%

52 PROMOTION

Mannequins mimic passers-by

Delivery service for condoms

Installation mirrors people's emotions

Doctor Who and Transformer coins as legal tender

Network for indoor billboards

Voicemail messages appeal for donations

The life-saving bridge

Measuring the pleasure of eating chocolate

Bus stop becomes karaoke station

Painting your own pizza

48 SENSATION MARKETING

57 EVENTS

Stress test at the airport

Testing devices during beauty treatment

"Instagallery" brings photos from Paris to Los Angeles

Portable toilets make music

Arcade machine rewards winners with beer

Blank cheque tempts people to art exhibition

Cash machine follows customers

Bay Bridge becomes world's largest light sculpture Pinterest-inspired creative clubs

PREVIEW 14 Monthly Trendreport

EXECUTIVE TRENDREPORT EDITION MARCH 2013

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OUT OF HOME

MANNEQUINS MIMIC PASSERS-BY On behalf of United Arrows, the largest clothes store in Tokyo, TBWA Hakuhodo has created a shop window that tracks the movements of passers-by and forwards the data to mannequins so that these socalled "Marionettebots" can then mimic them. The movements are captured using the Microsoft Kinect and the information is transferred to the life-size dolls. The smartly dressed "Marionettebots" are fitted with a motor and controlled by 16 wires. To get a discount in the store, couples could test their "motion chemistry" on the "Marionettebots" on Valentine's Day.

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SOURCE:

http://www.united-arrows.co.jp

INITIATOR:

TBWA, Japan

PREVIEW 15 Monthly Trendreport

EXECUTIVE TRENDREPORT EDITION MARCH 2013

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SENSATION MARKETING

STRESS TEST AT THE AIRPORT Nivea made selected travellers at an airport sweat after public announcements were made naming them as serious criminals. A wideranging media campaign was staged in which the selected individuals spotted their own faces in the newspaper of the person sitting opposite them while they waited for their flight. They also saw themselves in a TV report on a nearby screen denouncing them as dangerous criminals sought by the police. When actors dressed up as security staff asked the travellers if they were feeling stressed, they were relieved to learn that the "security" staff only wanted to offer them a suitcase containing "Nivea Stress Protect".

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SOURCE:

http://www.wuv.de

INITIATOR:

Beiersdorf AG, Germany

PREVIEW 16 Monthly Trendreport

EXECUTIVE TRENDREPORT EDITION MARCH 2013

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PROMOTION

DELIVERY SERVICE FOR CONDOMS The condom company Durex gives the residents of Dubai the chance to order condoms on the "SOS Condom" mobile app and have them delivered to their homes. The app uses location-based technology that works out where the users are and brings the condoms straight to them. The service can be used between 4 p.m. and 4 a.m. Orders are delivered discreetly and professionally within an hour of being received. What's more, people can also vote on Facebook to decide which city the service should be introduced in next.

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SOURCE:

http://www.adverblog.com

INITIATOR:

SSL International plc, United Arab Emirates

PREVIEW 17 Monthly Trendreport

EXECUTIVE TRENDREPORT EDITION MARCH 2013

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TESTING DEVICES DURING BEAUTY TREATMENT During the New York Fashion Week, the information technology corporation Hewlett Packard invited several bloggers to the Empire Hotel for some free beauty treatment in which a wide range of HP devices were tested. Organised via the platform "Style Coalition Influencer Exchange", which brings influential bloggers together with companies, the invited ladies were able to try out the various tablet PCs and notebooks while getting a pedicure or their hair and make-up done for free.

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PREVIEW 18

SOURCE:

https://www.facebook.com

INITIATOR:

Hewlett-Packard Development Company L.P.,Monthly USA Trendreport

EXECUTIVE TRENDREPORT EDITION MARCH 2013

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MEDIA

63 MULTIDIMENSIONAL PUBLISHING %TAB-INAKTIV%

Online magazine adapts content to readers Real-time online polls on state of the union

News feeds as personalised news shows Streaming service produces own TV series Video analysis improves use of video portals

68 CONSUMER ENTERTAINMENT Film ends based on biometric information Set-top box enables personalised TV Sky interrupts ads with live football Platform shows random Twitter videos Holographic toy set

PREVIEW 19 Monthly Trendreport

EXECUTIVE TRENDREPORT EDITION MARCH 2013

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MULTIDIMENSIONAL PUBLISHING

ONLINE MAGAZINE ADAPTS CONTENT TO READERS The media company Hearst has introduced a publishing platform for all its digital titles so that their pages automatically adapt to the size of the reader's screen and provide personalised advertising. The first two magazines with the new system are "RoadTrack" and "TownandCountryMag". They will feature advertising or ads for other editorials based on the reader's location, device and the path that led them to the page they're reading.

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SOURCE:

http://www.hearst.com

INITIATOR:

Hearst Communications Inc., USA

PREVIEW 20 Monthly Trendreport

EXECUTIVE TRENDREPORT EDITION MARCH 2013

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CONSUMER ENTERTAINMENT

FILM ENDS BASED ON BIOMETRIC INFORMATION The short film "Many Worlds" by the British film-maker Alexis Kirke changes its plot in accordance with the viewer's feelings. It will be premiered at the Peninsula Arts Contemporary Music Festival, where viewers will be hooked up to biological detectors that measure muscle tension, brain waves and heart rate so that the film can end in one of four ways. The film is about a physics student who gets involved in a dangerous experiment which ends – just like the film itself – based on how the audience is feeling.

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SOURCE:

http://webpal.co.uk

INITIATOR:

Alexis Kirke, UK

PREVIEW 21 Monthly Trendreport

EXECUTIVE TRENDREPORT EDITION MARCH 2013

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TECHNOLOGY

74 EMERGING TECHNOLOGIES %TAB-INAKTIV%

84 COMMUNICATION TECHNOLOGIES

Quality control at the point of a finger

Radio technology relieves broadband networks

Material benefits from small temperature difference

SIM card add-on for cheap international calls

Robot becomes avatar

Social TV in chat rooms

Light changes properties of adhesive

The mini-version of a smartphone

Smartphone as on-board computer for satellites

Sharing mobile internet access

79 RESEARCH & DEVELOPMENT

89 MEDICAL SCIENCE

Nanosensors recharge using solar energy

Vaccines like tattoos beneath the skin

Soft paper made of stone

Stem cells from the 3D printer

SiLEDs as light emitters

Handle for surgical instruments gives feedback

Device creates 3D images of tissue changes

A molecular fountain of youth

Magnetic logic makes for mutable chips

Injecting gel to fight diabetes and cancer

PREVIEW 22 Monthly Trendreport

EXECUTIVE TRENDREPORT EDITION MARCH 2013

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EMERGING TECHNOLOGIES

QUALITY CONTROL AT THE POINT OF A FINGER Researchers at the Fraunhofer Institute in Germany have developed a system for BMW that can be used to carry out quality checks on car parts by pointing at the detects. The system is based on a 3D reconstruction of the workplace, a standard PC and two Microsoft Kinects with a camera and three sensors. This enables the worker and the car parts to be tracked so that the system can process the data using a special algorithm. If the quality controller decides that a particular part is in good working order, he can simply swipe over it and this information is recorded via gesture recognition and displayed on a monitor on the 3D reconstruction.

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PREVIEW 23

SOURCE:

http://www.fraunhofer.de

INITIATOR:

Fraunhofer-Institut f端r Optronik, SystemtechnikMonthly und Bildauswertung (IOSB), Germany Trendreport

EXECUTIVE TRENDREPORT EDITION MARCH 2013

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RESEARCH & DEVELOPMENT

NANOSENSORS RECHARGE USING SOLAR ENERGY Researchers at Columbia University have developed a nanoscale chip whose sensors are capable of generating ambient energy and supplying themselves with power. The sensors' batteries rely on tiny bits of solar energy to recharge themselves. The sensors create a communication network over short distances and measure things like room temperature within smart home systems, and then transfer the data to the heating system.

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SOURCE:

http://www.ee.columbia.edu

INITIATOR:

Columbia University, USA

PREVIEW 24 Monthly Trendreport

EXECUTIVE TRENDREPORT EDITION MARCH 2013

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COMMUNICATION TECHNOLOGIES

RADIO TECHNOLOGY RELIEVES BROADBAND NETWORKS The Californian start-up Fastback Networks has developed radio technology called "Any Line of Sight" that can be used to send 500 megabits of data a second over distances ranging from 500 meters to 2 kilometers. Operators of the mobile or cable-based networks of wireless or cable TV providers can install the compact devices, which will be presented at the Mobile World Congress 2013 in Barcelona, in buildings or lamp posts and connect them to each other in order to link smaller mobile radio cells to their network.

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SOURCE:

http://www.fastbacknetworks.com

INITIATOR:

Fastback Networks, USA

PREVIEW 25 Monthly Trendreport

EXECUTIVE TRENDREPORT EDITION MARCH 2013

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MEDICAL SCIENCE

VACCINES LIKE TATTOOS BENEATH THE SKIN Massachusetts Institute of Technology (MIT) has developed a way to simply introduce DNA vaccines into human cells. Needles twice the width and six times longer than a human hair are coated with vaccine as well as other chemicals which promote the absorption of the agent through the cells. Worn as a plaster, the needles feel no pricklier than a cat's tongue, due to the fact that they only penetrate the upper layer of skin. The duration and size of doses can be individually determined.

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PREVIEW 26

SOURCE:

http://www.technewsdaily.com

INITIATOR:

Massachusetts Institute of Technology (MIT), Monthly USA Trendreport

EXECUTIVE TRENDREPORT EDITION MARCH 2013

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LIFESTYLE

95 DIGITAL LIFE %TAB-INAKTIV%

105 HEALTHY LIFE

Sensor tracks condition of packages

Armchair fitness training

Pen vibrates in response to mistakes

Stress sensor worn on the wrist

Glasses prevent facial recognition

A fun way for kids to clean their teeth

Light at home flashes when goals are scored

The portable metabolism tracker

Ordering pizza and paying with Bitcoins

Vaccine against alcohol consumption

100 MODERN LIFE 3D printing at public library Smartphone app as board game Drinks to be inhaled Biodegradable sports products Car buyers build their own engines

PREVIEW 27 Monthly Trendreport

EXECUTIVE TRENDREPORT EDITION MARCH 2013

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DIGITAL LIFE

SENSOR TRACKS CONDITION OF PACKAGES UK product developers at Cambridge Consultants have developed a cost-efficient sensor system called "DropTag" in combination with a mobile app that can be used to detect whether or not a package has been damaged during shipment. The sensor can be integrated in all stages of the logistics chain: it is fitted to the parcel, communicates via Bluetooth with the smartphone and sends real-time information on the condition of the package. A graph on the smartphone informs users if their package has been shaken or even dropped during the delivery process.

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SOURCE:

http://www.cambridgeconsultants.com

INITIATOR:

Cambridge Consultants Ltd. & Cambridge Consultants Inc., UK

PREVIEW 28 Monthly Trendreport

EXECUTIVE TRENDREPORT EDITION MARCH 2013

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MODERN LIFE

3D PRINTING AT PUBLIC LIBRARY The City of Cologne is offering a 3D printer for public use at its central library. Visitors to the library can now print out objects that are made of an industrially compostable plastic and based on models created on and uploaded to the website www.thingiverse.com. People can simply bring their raw files with them on a USB stick. The 3D printer can be used by everyone, but only during specific times. A 3D printout at the library costs €5 and an extra 10 cents per gram of raw material is added.

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SOURCE:

http://www.koeln.de

INITIATOR:

Stadt Köln, Germany

PREVIEW 29 Monthly Trendreport

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HEALTHY LIFE

ARMCHAIR FITNESS TRAINING Scientists at the Fraunhofer Institute for Integrated Circuits in Germany have developed a TV armchair that not only captures vital data on users and displays it on the screen, but also enables people to exercise on it. A wide range of measuring tools are integrated into the so-called "GEWOS" chair to record body weight, heart rate and blood pressure, and then send the data via Bluetooth or Wi-Fi to a tablet PC or television. If the results do not match the user's objectives, they are shown a series of exercises on the TV screen that they can carry out in the chair.

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SOURCE:

http://www.fraunhofer.de

INITIATOR:

Fraunhofer Institut f端r Integrierte Schaltungen Monthly (IIS), Germany Trendreport

NEWS & DATES MARCH 2013

NEWS & DATES

10 micro-trends about a single topic ONE PHENOMENON – COMPACT INSPIRATION – RIGHT UP TO DATE Your company is interested in a phenomenon, but you don’t yet have the dynamic arguments in the form of concrete innovations that you need to seize hold of this phenomenon?

By clicking on Special Trend Reports on our website, you will find a list of Mini Trend Reports that you can access, including:

Our Mini Trend Reports are customised to individual topics and show you the current stage of development in the form of global micro-trends.

Do it yourself The market for doing things yourself is growing

The Report will guarantee you a structured insight into the very latest innovations.

Our Mini Trend Reports contain: 

An introduction to the topic



10 global micro-trends from the real world



Interactive links to the Trendexplorer Your contact person for the Mini Trend Report: Peter von Aspern v.aspern@trendone.com

App Economy Digital tools for everyday life

ECOnvenience Ecological and sustainable values

Let us know what topic you would be interested in for a potential Mini Trend Report. We will then send you a customised offer.

NEWS & DATES MARCH 2013

NEWS & DATES

Creative thinking outside the box with professional guidance RADICAL GAME WORKSHOP IN DIGITAL FORMAT In small groups, you will use playing cards to combine trends with each other and turn them into new ideas – this is the basic concept behind the Radical Game Workshop.

We have developed this format for your benefit and moved away from the purely analog workshop and in to the digital space! This has been made possible by our partner DEON. DEON develops innovative technologies for “digital collaboration”. Their product JOIN can be perfectly combined with the Radical Game because JOIN offers a large-format, multi-user-capable display area that makes it possible to hold workshops beyond the limits of physical rooms. Using mobile devices within teams allows a wide range of interactivity possibilities.

Check out how this works in a video on our Youtube channel www.youtube.com/trendonegermany

At the moment, it’s only possible to book the specially equipped room in Berlin.

The digital alternative to flip charts and whiteboards!

Our website contains more details on methods and a possible agenda.

Your contact person for the Radical Game Workshop: Franziska Palmberger palmberger@trendone.com

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