AT&T 1993 "You Will" Ads

It's easy to see the future in technology. You simply claim what you wish already existed and predict it to be future fact. ATT's advertisements from 1993 did a good job of this - even touching on in-store shopping concepts in the process (though perhaps unwittingly). I'm sure no one at ATT expected this progression to take 20 (or 30) years but many of these shifts have already come to pass.

One of the most significant shifts yet to arrive is a true embrace of shoppers. Not just to "advertise" to them in a new way but to build relationships. ATT only had to envision new screens being used in innovative ways. The potential of the data component and the resulting analytics is what is truly going to alter the buying landscape.

Apple, Google and Blackberry are already enabling this via the apps erupting on their mobile devices. The question is whether or not retailers and brands will embrace the possibilities created by a big screen experience or simply succumb to the intelligence of 3-4" screens.

Which would be more attractive to your retail setting? Controlling your message on big screens (w/ an innovative consumer experience) or allowing all knowledge to be provided by "price" apps delivered to their mobiles? The difference between the two options is the difference between success and irrelevance.

"You Will" choose. Don't fool yourself. Inaction is a choice.