可穿戴設備熱潮將帶火六大行業
This post is in partnership with Entrepreneur. The article below was originally published at .
本篇文章是與Entrepreneur合作發佈的。以下內容最初發表於Just as smartphones have forever altered our daily lives, the revolutionizing impact of connected gadgets made for us to don on our bods will ripple well beyond our wrists, waists and faces, according to a report out today from PricewaterhouseCoopers (PwC).
普華永道會計師事務所（PricewaterhouseCoopers）日前發佈的一份報告顯示，如同智能手機永遠改變了我們的日常生活一樣，可穿戴式連網設備即將帶來的革命性影響，將遠遠超出我們的手腕、腰部和臉部。
The gist of the 50-page The Wearable Future report: Wearables will be “the next big thing,” with some 130 million wearable devices expected to ship by 2018 — and the wearables industry on the whole forecast to gross nearly $6 billion, also by 2018. This, of course, offers a “competitive opportunity” that companies should have a game plan for by now.
這份長達50頁的報告題爲《可穿戴設備的未來》。該報告認爲，可穿戴設備將會是“下一個大事物”，預計到2018年，可穿戴設備的出貨量將達到約1.3億，該行業屆時將斬獲近60億美元收益。當然，這是一個各大公司現在就應該開始爲之佈局的“競爭機會”。
“Businesses must evolve their existing mobile-first strategy to now include the wearable revolution and deliver perceived value to the consumer in an experiential manner,” says Deborah Bothun, PwC’s U.S. entertainment, media and communications leader.
普華永道美國區娛樂、媒體和通訊行業分析主管黛博拉o貝休恩表示：“企業現有的移動優先戰略必須考慮到可穿戴設備革命的因素，並憑藉經驗將感知價值傳遞給顧客。”If your business is in one of the following six industries PwC says is best poised to take advantage of the wearables trend, it’s time to up your game:
普華永道表示，以下六個行業處於利用可穿戴設備趨勢的最佳位置，如果你的公司位於其中，那就準備好大幹一場吧：1. Entertainment
1、娛樂Companies that fall in this broad category are likely in the best position to benefit from the burgeoning wearables movement, PwC reports. “Basically, where there’s a screen, there’s an opportunity,” the report posits.
普華永道的報告稱，屬於這一寬泛類別的公司，最有可能從可穿戴設備的發展中獲益。報告指出：“大致說來，屏幕在哪裏，機遇就在哪裏。”Of PwC’s 1,000 survey participants — which included consumers, wearable technology influencers and business executives — 73 percent expect wearable technology to make media and entertainment experiences “more immersive and fun.” They’re not looking to wearables “to create new genres of communication and entertainment–but rather to improve those already in existence,” according to the report.
共有1,000人蔘與了普華永道的調查，包括顧客、可穿戴技術領域的大腕和企業主管，其中有73%認爲可穿戴技術會讓媒體和娛樂體驗“更加身臨其境、妙趣橫生。”報告稱，他們不認爲可穿戴設備會“創造新的通訊和娛樂方式，而是改善現有的方式”。Of those polled, millennials were the most open to trying branded wearables offered by media and entertainment companies. No surprise there.
受訪者中，千禧一代最願意嘗試媒體和娛樂公司提供的可穿戴設備。這點並不令人意外。2. Social media
2、社交媒體PwC found that consumers want even more on-the-go access to their favorite social networks via wearables. This is especially true of always-on millennials, who were three times as likely as the general population, PwC says, to name real-time social-media updates as a key benefit of wearables.
普華永道發現，顧客們希望通過可穿戴設備更加方便地訪問他們喜愛的社交網絡。在隨時在線的千禧一代身上，這點體現得尤其明顯，他們的在線時間是一般人的3倍。普華永道表示，可穿戴設備的主要優勢在於用戶能夠實時在社交媒體上更新狀態。3. Gaming
3、遊戲Ninety-seven percent of American children ages 12 to 17 play an average of at least one hour of video games per day — games that wearables could render more visually and physically engaging. Of the consumers ages 18 to 24 that PwC polled, 64 percent say they would be “motivated by” wearable-integrated gaming.
12歲至17歲之間的美國人中，有97%每天至少玩一個小時的電子遊戲。可穿戴設備可以讓用戶在玩遊戲時擁有更加身臨其境的視感和體感。在普華永道調查的18歲至24歲的羣體中，64%的人表示他們“有興趣”體驗結合可穿戴設備的遊戲。In other words, the future of gaming will not be televised. It will be worn. Think literally on-your-face, 3-D virtual reality gaming via Oculus Rift and you’re there.
換句話說，未來的遊戲可能不再出現在電視屏幕上，而是穿在身上。想想用頭戴式顯示器Oculus Rift體驗3D虛擬現實遊戲的感受吧。4. Advertising
4、廣告More wearable screens equal more places for marketers to — you guessed it — advertise. After all, wearables are portable “blank canvases for highly targeted message placements, especially in the form of content with greater relevancy and context to the user.”
更多的可穿戴屏幕意味着營銷人員擁有更多廣告空間，你懂的。畢竟，可穿戴設備是一張便攜式“空白畫布，非常適合投放極具針對性的信息，尤其是那些更加與用戶相關，更加符合用戶情境的信息。”Advertisers are already pouncing on wearables, devising new, clever ways to deliver personalized marketing messages directly to people who don Google Glass, smartwatches, virtual reality headsets and you name it. If you can wear it and stare at it, the advertisers will come.
廣告商已經開始搶佔可穿戴設備的陣地。他們設計了巧妙的新方式，對使用谷歌眼鏡（Google Glass）、智能手錶、虛擬現實耳機和其他可穿戴設備的用戶推送定製化的營銷信息。只要你穿上可穿戴設備並看着它的屏幕，廣告就會隨之而來。5. Healthcare
5、醫療A fast-growing crop of wearables already help health-conscious people monitor everything from calories consumed and burned to steps taken to sleep and more. Now, forward-thinking companies in the $2.8 trillion U.S. health-care industry are exploring ways to drive engagement and, yes, derive profits from the data all those wearables in the wild capture. It was just a matter of time.
飛速發展的可穿戴設備已經開始幫助許多用戶監視一切健康信息，從消耗和燃燒的卡路里，到入睡步驟，不一而足。如今，在規模2.8萬億美元的美國醫療保健行業中，具備遠見卓識的企業正在設法利用可穿戴設備收集的數據來吸引顧客並盈利。剩下的只是時間問題了。PwC highlights Walgreens as emerging leader in this new, yet already hotly competitive space. The company is funnelling wearable-sourced data from more than one million customers (using Fitbit, iHealth and Jawbone trackers) in exchange for points that can be used like cash in its stores and on its website. The big idea: Make healthy choices, give us your data and we’ll give you rewards. So far, it’s working.
普華永道認爲，沃爾格林（Walgreens）將成爲這個競爭激烈的新興領域的領頭羊。該公司正在提供可在其門店和網站充當現金使用的積分，用來交換超過100萬Fitbit、iHealth和Jawbone追蹤器用戶的健康數據。他們的大創意是：做出健康的選擇，給我們你的數據，我們將給你獎勵。到目前爲止，這很管用。Expect a slew of additional health- and wellness-focused companies to follow suit. In the years ahead, PwC sees many offering a variety of wearable-related incentive programs, and consumers being largely receptive to them.
估計健康行業將會有許多公司效仿這一做法。普華永道認爲，未來一年中會有很多公司提供各類基於可穿戴設備的激勵項目，而顧客將在很大程度上接受它們。6. Retail
6、零售Wearables will soon play a central role in our everyday retail experiences. Unfortunately they’ll likely also be as haunted by privacy and data breach threats and concerns as all other things digital these days.
可穿戴設備很快就會在我們的日常購物體驗中扮演重要角色。不幸的是，像如今的其他數據產品一樣，它們也可能遭受隱私和數據泄露的威脅。In PwC’s research, millennials expressed more interest in wearable-enhanced retail interactions than others surveyed. Busy parents want in, too, with 76 percent saying they’d like to use wearable tech for more “pleasant, efficient” shopping experiences — from pre-store and in-store product and deal research and comparison, all the way to the checkout.
在普華永道的調查中，千禧一代比其他受訪者更有興趣感受可穿戴設備帶來的全新購物互動體驗。繁忙的父母同樣躍躍欲試，其中有76%表示他們願意用可穿戴技術來體驗更加“愉悅和高效”的購物流程——從購物前和購物期間的產品研究和對比，一直到結賬。While still only in its nascent stages, the wearables market is expected to explode. Many say wearables will forever change the way we live, work and do business. To remain competitive, your company might have to adopt a competitive wearables-integrated edge. Are you ready?
儘管仍然處於萌芽階段，但可穿戴市場預計將出現爆炸式增長。許多人表示可穿戴設備會永遠改變我們生活、工作和辦公的方式。爲了保持競爭力，你的公司也許需要採用能夠融入可穿戴設備的前沿技術。你準備好了嗎？
