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    Posted April 10, 2014 by
    long beach, California
    This iReport is part of an assignment:
    Tech talk

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    Why in 2014, brands should protect and serve.


    Brands looking for a focus for their technology innovation in  2014 should start by targeting threats to personal safety – in whatever  form. Safety remains a core concern for many consumers: 70% in South  & Central America agreed that the world is ‘increasingly hostile and  uncertain’, versus 66% globally; including 83% in Argentina and 74% in  Mexico (Futures Company, November 2012).

    And while some of these threats are physical, the spectrum of  risk will continue to broaden in 2014. One sign of the post-Snowden  times: the proportion of Brazilians from the city of São Paulo who  aren’t confident in the security of their personal data jumped from 49%  to 72% between 2012 and 2013 (Fecomercio, August 2013).

    And of course PROTECTIVE TECH solutions are symptomatic of a  broader trend, too: that of consumers embracing digital and mobile  technologies to help address troubling social issues (also see  CIVICSUMERS).

    So check out the examples below, and ask yourself: where do  consumer interactions with your brand overlap with issues of personal  safety, security, and risk? And how can you apply technology in novel  ways to make consumers safer?



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