Written by John Einar Sandvand
Communications Manager - product & tech
Published October 21, 2014

Here are five digital trends for the future

The first Schibsted Future Report from Schibsted Media Group is out – identifying five digital trends that will influence the media group.

By John Einar Sandvand

In Schibsted Tech Polska we work with all the media houses that our mother company Schibsted Media Group owns in Scandinavia, including the biggest newspapers in both Sweden and Norway.  Now Schibsted Media Group has put  a lot of effort into identifying the trends that will influence our business in the years to come.

First Schibsted Future Report

– This year Schibsted markes its 175th anniversary. And what better way to celebrate, than to focus on the future and the opportunities it can bring?, writes Rolv Erik Ryssdal, CEO at Schibsted Media Group, in the introduction to the first Schibsted Future Report.

The 88-page report is written by the Schibsted Strategy Department together with numerous experts from the different companies in the group. It lays out five important trends in the digital transformation media companies are in the middle of.

The trends are believed to have great influence on how media businesses will succeed in the next years.

Digital trend 1: Internet of Things

Schibsted Future Report. Digital trend: The Internet of things

Internet of Things is not new, but will change the landscape in a number of industries, according to the report. This refers to giving objects unique identifiers and organizing them in an Internet structure. Usually it is also implied that these objects will also have some sort of “smart” quality, which captures, sends or received information.

– In consumer products, many categories of connected things in 2020 do not yet exist. As product designers dream up ways to exploit the inherent connectivity that will be offered in intelligent products, we expect the variety of devices offered to explode, predicts the report.

Digital trend 2: The Democratisation of Smartphones


Close to one quarter of the world population will use a smartphone this year – and the number will grow significantly in the next years. In fact, in many parts of the world, large numbers of users will only consume content on mobile devices.

The report points to several players trying to develop smartphones for as little as 25 dollars, which will change the market dramatically.

Digital trend 3: Identified web

Schibsted Future Report. Digital trend: Identified web

The age of the anonymous web has given way to the Identified Web. All online activity leaves a data trail, which provides sufficient information for companies to build digital identities. And personalised content, convenient payment and seamless cross-device experience make users accept it.

– We believe, going forward, that all online companies will strive to build stronger, richer and more complete digital identities of their users, says the report.

Digital trend 4: Advanced Data Analytics

Schibsted Future Report - Digital trend: Advanced Data Analytics

We are able to capture and store more data than ever before. But even more important is our ability to process huge data sets of great variety in real-time or near real-time. This ability has been multiplied in a few years, opening up for completely new opportunities for businesses.

– Today, business leaders across a wide variety of sectors are aware that their industries are being transformed by “big data”, says the report.

Digital trend 5: Smart Devices

Schibsted Future Report. Digital trend: Smart Devices

First it was smartphones, which were adopted at a rate never seen before. Then came the tablets – and grew even faster.  Now another platform change is poised to break, predicts Schibsted Future Report: Wearable computing.

– As wearable computing becomes mainstream, it will produce more and new types of data available to companies that in turn will enable developers to create applications for new ecosystems. Over time, this will influence the consumption of content in ways that we can only imagine, says the report.



Written by John Einar Sandvand
Communications Manager - product & tech
Published October 21, 2014