Today we look at the third insight developed in 2011 for a JWT/Microsoft project to see how it weathered after all these years. Insight number 3:
For many work bleeds into play and vice versa.
- Gaming in marketing growing.
- “Always On” blurs the lines.
- Who pays the phone bill? Who owns the laptop?
- Should be a backlash at some point (a fight against always on).
- The recession has conditioned employees to work harder.
Implication for FOW: By providing helpful, meaningful ways to support the work/life phenomenon, MSFT should help users in do both.
It seems to me, with the exception of gaming becoming more a part pf marketing, these all held up. Everyone is different and not every job is as strategic as the next, but always being on and having a mobile phone to record in real time your work improvement observations allows those to think about work when they are not at work. Just as making a parenting observation at work won’t keep you from taking that home.
Though gaming didn’t overly impact marketing, Virtual Reality will. Especially in a post-Corona Virus world. Which, by the way, has created a recession. Which will condition employees to work harder.
Insight 3 was a handmaiden to yesterday’s about mobile changing everything. Businesses that enable work to integrate comfortably into life, will earn some serious revenue points. And right now, I’d say that will be a win for hardware companies more so than for software and service companies. I’m guessing devices will morph toward more talking and less typing – virtual assistance stuff.