The pesses ae geat, and theinteests the eading bsinessand indsty ganizatinsae caing change. At thesame time the eevance theEpean eectnics maket isdeceasing: ove the ast 10 yeasits cnsmptin in cmpaisn tthe est the wd has decinedm appximatey 22 pe cent t13 pe cent.Hweve the stength Epeandesign in the atmtiveeectnics, indstia atmatin,and heathcae techngysects, t name a ew, emainsnchanged. In the ng nthgh it appeas distibtinand its pdctin sevices wiw, migating t be in csepximity t thei end makets. Itis nt spising then that Epemst peate n the eading edge techngy and innvatin i itwishes t maintain its standad iving. The demgaphic devepment cntinenta Epe and Gemanyin patica pesents an additinatend act. The emphasis nspecic pdcts and seviceswi shit with the aging theppatin. Epe can cetainybing its expeience with thephenmenn t maket, since it isnt the ny sciety aected. Japanand China wi as expeiencesimia devepments in a ewdecades. Abve a Epean distibtinwi benet m these pspects:like manactes, pdctinis geaed twad the cnsmemakets and csed n it.Distibtin can theeby inceaseits shae vae ceatin sincedesign sppt, mda stins,
Everything that can be shared will be shared
means that ess is being pchased. Theee it is imptant tndestand these new cnsmetends we (
opportunities foreuropean distribution
In additin t the cnsmeandscape, the impact thesetends wi as each distibts eectnic cmpnents and theicstmes. Ceay as a megatend,gbaizatin has ced a maketpaticipants t ndeg enmschange (Naisbitt, 1982). Tday it emains a dive newbsiness mdes and scia change. The qest sstainabiity, theespnsibe handing avaiabeesces, and inceasing se-estaint a pay an imptant ehee. In patica the Epeanmaket wi have t cntend withthe Bsses aws and egatinsn enegy eciency (EP), ecycing(WEEE), and rHS rEACH.
Trends are developments, which are promoted or thwarted by market dominating stake- holders based on their own interests.These interests change over time and so do the trends
a tempeed m as a tend twadsstainabiity and se-estaint. The eade the Swiss thinktank, Gttieb Dttweie Institte(GDI), David Bsshadt, paintsa ascinating picte a newpspeity ma the Westenwd in his bk
“The Age o Less”
. An imptant eement thedevepment is the nding thatve the past decades a change invaes has taken pace.
“More and more is possession being replaced by consumption.Increasingly one must understand the relationship patters. It’s no longer aboutcustomer retention, rather aboutcustomer relationshi”
.Pbicist Kevin Key says:
“Everything that can be shared will be shared
”. The beginnings this devepmentshw p amng the pacesin the cmmn se vehices,hmes, and eise gds (tents,rVs, etc.), even in the vita
. We aeady shae spaceand cmpting time, athe thanpchase a new PC.F etaies, hweve, shaing
In a world of “unforecastability”, trends and megatrends can be a guide for us
and systems deveped incnjnctin with integated cicitmanactes ae aeady incdedin the pti.
“Time to Market“
is the mst citica eement whichEpean distibts mst sve inthe te with thei cstmes andpatnes.Given the tend twadsstainabiity, pdct ie cyceshave engthened, yet time tmaket has deceased with gbacmpetitin cing the pace.Between 2003 and 2010,Epean DTAM
(Distribution Total Available Market)
gew m 9.8Bes, epesenting 24 pe cent TAM
(Total Available Market)
, t16.2B es 26 pe cent TAM
(source: Europartners Consultants)
. This tend is expected t cntine. The mst imptant tends thecming yeas incde the wing:
Apppiate pesence in ninescia netwks
Inceased se the Intenet asa knwedge patm
Adeqate technica andcmmecia taining empyees t paticipate intechnicay demanding veticamakets
Cae attentin t maketcnvegence (e.g., e-Mbiity)
Fcs n enegy eciencymaket segments: ighting,pwe management, embeddedstins, design ts, andbiding managementDespite the signicant changes,the tansmatin the cnsmeandscape pesents manypptnities. Nt ny technicabt as scia chaenges mst besved. New makets ae emegingand vais acets sstainabiityae becming inceasingyimptant. When distibtsmanage t get invved in thetends and bing thei stengthst bea in te devepments asigns pint t cntined sccess.
Source: Chris Anderson, Editor-in-Chie, WIRED Magazine, 2005 Graphic: Trendbüro, 2012