5 tech predictions for 2016 that will change the digital landscape


1. Cyber security will need to improve as threats to users expand

In past times the biggest threat to online users has been their personal data being stolen. With the advance of technology and demand for more online capabilities, companies will need to step up their security. 2015 was no exception to this, with several large scale hacks such as the Jeep hack showing how vulnerable devices can be to attacks.

With the mobile market expanding every year more devices become targets to malicious software and data breaches. Physical devices can not only be hacked to have their data stolen, but also be remotely controlled without the user realizing it before it’s too late.

Only a select number of insurance companies currently offer protection when it comes to cyber security as it is difficult to assess cyber risk.  Online threats are ever evolving and changing, making them harder to predict. Companies will need to raise their overall standard of protection and at the same time meet the demand of their customers. Cyber security awareness training educates staff and makes phishing your organization pointless.

2. Mobile video consumption will become a key player in content marketing

It is no secret that content that features visual materials is received much better than content which does not. In 2015 we saw a rise of video consumption from various platforms such as Youtube, Snapchat, Twitter and Vine. You should take it into consideration if you plan to use inbound marketing software to attract new customers.

In 2016 however, it is Facebook that will be stepping in the spotlight. The social media giant has already made several upgrades to its video platform, making it smoother and easier to manage. Commercial Facebook pages received a new engine to work with, making videos load faster and be available in HD. Facebook has been known to have issues with integrating videos from other platforms like Youtube.

In turn Youtube will be relying on its celebrity stars to drive video views and paid subscribers to the Youtube Red service.

3. Online video views and tracking will be a vital

Following from the previous point, analytics and view checks will play a key part in the contest between different platforms. Mobile video is lacking the standards and depth of other analytic tracking such as websites. With 50% of global mobile tracking now coming from mobile video according to Ericsson marketers and publishers will demand a more in-depth analysis of how their content is being consumed.

Currently platforms such as Netflix and Amazon Prime lack the ability to track the number of views programmes receive, which makes it harder to networks to agree on licensing agreements.

4. Streaming takes the throne as more users cut the cable

TV companies will continue to offer standalone streaming services to their customers as the number of people who favour online on-demand streaming surges. It is no secret that cable companies have struggled to keep up with the ever-growing subscription base of networks like Netflix, Amazon Prime and HULU.

In order to keep customers, cable networks will most likely increase the prices of their broadband services for access to streaming networks and create their very own premium content packages at a higher cost point in to offset the loss of cable customers.

5. Yahoo will sell off its core business

As more users are struggling to fathom what Yahoo is for the company will look to spin its core business – digital properties, Yahoo Japan and ads. Yahoo has stated several times in the past that it is not for sale – however it is certainly possible if the right buyer comes along.

A telecom company large enough to make use of Yahoo’s services could be a perfect fit. Verizon’s acquisition of AOL is a great example of a deal like this happening in the past, and Verizon’s chief executive has stated they would be more than happy to approach Yahoo if the opportunity presents itself.