The television industry has undergone and will continue to undergo massive change. The days of linear TV distribution, the rigidity of the live schedule, and a fragmented consumer experience are numbered. Consumers are increasingly demanding access to all types of video content, wherever they are and throughout the day through streaming and the emergence of an app economy. Dramatic advances in screen technologies, mainstream adoption of 4K pushing to 8K, and high-resolution virtual reality; all enabled by remarkable developments in artificial intelligence will fundamentally transform how entertainment content is consumed.
What will these changes mean for the customers’ television experience about a decade from now? Nokia’s answer to that question is Any Vision: a bold prediction for a daring and exciting future that is unrecognizable from today. Any Vision reimagines television viewing from a fragmented and scheduled environment into a fluid and individualized consumer experience.
What does the Any Vision concept mean for an average consumer in 2025 – what will your television experience be like?
Use case: a day in-the-life of tomorrow’s consumer
Let’s imagine your Saturday morning, transformed by Any Vision.
You walk into your living room with beautiful floor to ceiling windows. Motion sensors detect your entry and one of the window panes turns on, displaying a video screen saver of an ocean beach with massive, rolling waves. You can almost feel the sea breeze, and take a deep relaxing breath.
The screen also features news and weather icons. You look at the weather icon and hold your gaze, activating the display which expands to reveal the day’s weather. You see rain is in the forecast and make a mental note to take your umbrella when you leave.
You give your system a verbal prompt, saying: “news.” Similarly, top local and world news stories appear in an expanded display area below the news icon, in much the same way they would now on your mobile phone, tablet, laptop or desktop computer. However, your viewing experience is transformed by the size of the viewing area, the surface – a window – that is displaying your personalized content in a highly interactive manner.
Your TV system recognizes that you’re alone and recommends premium content on a travel destination. You accept the recommendation; however, when your attention begins to wander, your TV system detects boredom, and lets you know that one of your friends is attending a local 105-km cycling race that you might be interested in watching. You accept this recommendation and beginning watching the live stream coverage that also features some of the world’s best riders.
You realize you’re thirsty and move to the kitchen. As you leave the living room, the system smoothly turns off, returning the window to a normal transparent pane-of-glass while also conserving energy. Pouring a cup of coffee, you sit down at a large table. A table screen illuminates and begins rendering the live bike race you started watching in the living room – creating a continuous, seamless entertainment experience.
Your eye contact and other non-verbal cues reveal your engagement level is high. Your system, which is integrated with your social media feeds, tells you that your friend is doing a live stream video of the race on his mobile phone. Your system shows multiple display screens with different points of view to choose from. You decide you want to try your friend’s point-of-view and with a quick and easy flick of your hand, move your friend’s live video and social media posts to a large display screen on the kitchen window in front of your table. You’re also pleased to see several of your friends commenting on the same bike race.
The bikers have the logos of sponsors on their jerseys. Based on your profile and interests, your TV system highlights one of the sponsors and recommends their latest product. You are very interested in their information and begin watching this branded content.
After a few minutes, and not wanting to miss more of the bike race, you casually move your hand above the new branded video content to bookmark this information to view later, and effortlessly close this window.
Returning to the race you see a string of chatty posts from friends who are commenting in real-time on the race. While scanning these comments, you receive a notification on another social media platform from other friends who want you to join them to see a new exhibit at an art gallery. Excited by the invite, you respond “For sure, I’m on my way!”
Pausing the race, you grab the keys to your autonomous, self-driving car and head out. While your car safely transports you to a parking facility near the gallery, you resume the bike race, which is displayed on a heads-up display, enjoying multiple points of view while being safely driven. Arriving at the gallery, you pause the race, as well as your social media feeds to avoid any spoilers; and record the race finale to watch later.
After high-fiving everyone, you sit down with your friends. Following some chit chat, you start the gallery tour by watching an informative preview of the exhibit. Using your mobile phone as the anchor device, a short video on the exhibit is displayed on one of several large outdoor walls that are used by visitors to get engaging video previews of exhibits with interesting background and historical information on the artist and highlights of the exhibit.
After touring the exhibit, everyone returns to your home for dinner. You want some background music and select a video concert from your mobile. Using your mobile as an anchor device, you move the video content to the large window screen in your dining room for everyone to see and enjoy as you make dinner preparations in the kitchen.
You ease into the evening with a fabulous dinner and continuous stream of musical video that perfectly complements the get together.
This use case was inspired by the short video used to launch the Any Vision concept. Of course, this use case is one of thousands of potential scenarios that illustrate how Nokia’s Any Vision will transform the life of tomorrow’s television customer. A central idea and theme promoted by Any Vision and dramatized by the video and use-case is: your video, your way, your time.
Nokia’s Any Vision predicts that by 2025, new screen technologies controlled by voice, gesture, and eye movement will allow ‘any surface’ to display content. Displays will be everywhere with ubiquitous connectivity. Video from amateur and content brands alike will be available across and between more surfaces enabling a pervasive, seamless consumer experience as they move from one location to another.
Curation, by and for the consumer, will be the driving force behind content that is responsive and tailored to whomever is watching. Recommendations from operators will be based on past, current, and projected content preferences. Consumption will be unrestricted with consumers accessing ‘any show’; every on-demand program across all devices inside and outside the home. Consumers will enjoy access to a continuous flow of relevant, unrestricted and unlimited content across a wide range of consumer devices inside and outside the home.
With unrestricted access and innovative new content formats available through all platforms, ‘any one’ will be a potential broadcaster by 2025. The traditional idea of “channel” will dramatically change with a reduction in channels that are linear and scheduled. Conversely, there will be an increase in the number of content brands available to consumers using operators’ services – leading to a democratization in the provision of, and access to content brands from amateurs and professionals alike.
Any Vision is Nokia’s inspiring glimpse at the consumer’s television experience a decade from now. Any Vision was officially launched in September 2017. For more information visit our resource site here.