可穿戴设备热潮将带火六大行业
This post is in partnership with Entrepreneur. The article below was originally published at .
本篇文章是与Entrepreneur合作发布的。以下内容最初发表于Just as smartphones have forever altered our daily lives, the revolutionizing impact of connected gadgets made for us to don on our bods will ripple well beyond our wrists, waists and faces, according to a report out today from PricewaterhouseCoopers (PwC).
普华永道会计师事务所（PricewaterhouseCoopers）日前发布的一份报告显示，如同智能手机永远改变了我们的日常生活一样，可穿戴式连网设备即将带来的革命性影响，将远远超出我们的手腕、腰部和脸部。
The gist of the 50-page The Wearable Future report: Wearables will be “the next big thing,” with some 130 million wearable devices expected to ship by 2018 — and the wearables industry on the whole forecast to gross nearly $6 billion, also by 2018. This, of course, offers a “competitive opportunity” that companies should have a game plan for by now.
这份长达50页的报告题为《可穿戴设备的未来》。该报告认为，可穿戴设备将会是“下一个大事物”，预计到2018年，可穿戴设备的出货量将达到约1.3亿，该行业届时将斩获近60亿美元收益。当然，这是一个各大公司现在就应该开始为之布局的“竞争机会”。
“Businesses must evolve their existing mobile-first strategy to now include the wearable revolution and deliver perceived value to the consumer in an experiential manner,” says Deborah Bothun, PwC’s U.S. entertainment, media and communications leader.
普华永道美国区娱乐、媒体和通讯行业分析主管黛博拉o贝休恩表示：“企业现有的移动优先战略必须考虑到可穿戴设备革命的因素，并凭借经验将感知价值传递给顾客。”If your business is in one of the following six industries PwC says is best poised to take advantage of the wearables trend, it’s time to up your game:
普华永道表示，以下六个行业处于利用可穿戴设备趋势的最佳位置，如果你的公司位于其中，那就准备好大干一场吧：1. Entertainment
1、娱乐Companies that fall in this broad category are likely in the best position to benefit from the burgeoning wearables movement, PwC reports. “Basically, where there’s a screen, there’s an opportunity,” the report posits.
普华永道的报告称，属于这一宽泛类别的公司，最有可能从可穿戴设备的发展中获益。报告指出：“大致说来，屏幕在哪里，机遇就在哪里。”Of PwC’s 1,000 survey participants — which included consumers, wearable technology influencers and business executives — 73 percent expect wearable technology to make media and entertainment experiences “more immersive and fun.” They’re not looking to wearables “to create new genres of communication and entertainment–but rather to improve those already in existence,” according to the report.
共有1,000人参与了普华永道的调查，包括顾客、可穿戴技术领域的大腕和企业主管，其中有73%认为可穿戴技术会让媒体和娱乐体验“更加身临其境、妙趣横生。”报告称，他们不认为可穿戴设备会“创造新的通讯和娱乐方式，而是改善现有的方式”。Of those polled, millennials were the most open to trying branded wearables offered by media and entertainment companies. No surprise there.
受访者中，千禧一代最愿意尝试媒体和娱乐公司提供的可穿戴设备。这点并不令人意外。2. Social media
2、社交媒体PwC found that consumers want even more on-the-go access to their favorite social networks via wearables. This is especially true of always-on millennials, who were three times as likely as the general population, PwC says, to name real-time social-media updates as a key benefit of wearables.
普华永道发现，顾客们希望通过可穿戴设备更加方便地访问他们喜爱的社交网络。在随时在线的千禧一代身上，这点体现得尤其明显，他们的在线时间是一般人的3倍。普华永道表示，可穿戴设备的主要优势在于用户能够实时在社交媒体上更新状态。3. Gaming
3、游戏Ninety-seven percent of American children ages 12 to 17 play an average of at least one hour of video games per day — games that wearables could render more visually and physically engaging. Of the consumers ages 18 to 24 that PwC polled, 64 percent say they would be “motivated by” wearable-integrated gaming.
12岁至17岁之间的美国人中，有97%每天至少玩一个小时的电子游戏。可穿戴设备可以让用户在玩游戏时拥有更加身临其境的视感和体感。在普华永道调查的18岁至24岁的群体中，64%的人表示他们“有兴趣”体验结合可穿戴设备的游戏。In other words, the future of gaming will not be televised. It will be worn. Think literally on-your-face, 3-D virtual reality gaming via Oculus Rift and you’re there.
换句话说，未来的游戏可能不再出现在电视屏幕上，而是穿在身上。想想用头戴式显示器Oculus Rift体验3D虚拟现实游戏的感受吧。4. Advertising
4、广告More wearable screens equal more places for marketers to — you guessed it — advertise. After all, wearables are portable “blank canvases for highly targeted message placements, especially in the form of content with greater relevancy and context to the user.”
更多的可穿戴屏幕意味着营销人员拥有更多广告空间，你懂的。毕竟，可穿戴设备是一张便携式“空白画布，非常适合投放极具针对性的信息，尤其是那些更加与用户相关，更加符合用户情境的信息。”Advertisers are already pouncing on wearables, devising new, clever ways to deliver personalized marketing messages directly to people who don Google Glass, smartwatches, virtual reality headsets and you name it. If you can wear it and stare at it, the advertisers will come.
广告商已经开始抢占可穿戴设备的阵地。他们设计了巧妙的新方式，对使用谷歌眼镜（Google Glass）、智能手表、虚拟现实耳机和其他可穿戴设备的用户推送定制化的营销信息。只要你穿上可穿戴设备并看着它的屏幕，广告就会随之而来。5. Healthcare
5、医疗A fast-growing crop of wearables already help health-conscious people monitor everything from calories consumed and burned to steps taken to sleep and more. Now, forward-thinking companies in the $2.8 trillion U.S. health-care industry are exploring ways to drive engagement and, yes, derive profits from the data all those wearables in the wild capture. It was just a matter of time.
飞速发展的可穿戴设备已经开始帮助许多用户监视一切健康信息，从消耗和燃烧的卡路里，到入睡步骤，不一而足。如今，在规模2.8万亿美元的美国医疗保健行业中，具备远见卓识的企业正在设法利用可穿戴设备收集的数据来吸引顾客并盈利。剩下的只是时间问题了。PwC highlights Walgreens as emerging leader in this new, yet already hotly competitive space. The company is funnelling wearable-sourced data from more than one million customers (using Fitbit, iHealth and Jawbone trackers) in exchange for points that can be used like cash in its stores and on its website. The big idea: Make healthy choices, give us your data and we’ll give you rewards. So far, it’s working.
普华永道认为，沃尔格林（Walgreens）将成为这个竞争激烈的新兴领域的领头羊。该公司正在提供可在其门店和网站充当现金使用的积分，用来交换超过100万Fitbit、iHealth和Jawbone追踪器用户的健康数据。他们的大创意是：做出健康的选择，给我们你的数据，我们将给你奖励。到目前为止，这很管用。Expect a slew of additional health- and wellness-focused companies to follow suit. In the years ahead, PwC sees many offering a variety of wearable-related incentive programs, and consumers being largely receptive to them.
估计健康行业将会有许多公司效仿这一做法。普华永道认为，未来一年中会有很多公司提供各类基于可穿戴设备的激励项目，而顾客将在很大程度上接受它们。6. Retail
6、零售Wearables will soon play a central role in our everyday retail experiences. Unfortunately they’ll likely also be as haunted by privacy and data breach threats and concerns as all other things digital these days.
可穿戴设备很快就会在我们的日常购物体验中扮演重要角色。不幸的是，像如今的其他数据产品一样，它们也可能遭受隐私和数据泄露的威胁。In PwC’s research, millennials expressed more interest in wearable-enhanced retail interactions than others surveyed. Busy parents want in, too, with 76 percent saying they’d like to use wearable tech for more “pleasant, efficient” shopping experiences — from pre-store and in-store product and deal research and comparison, all the way to the checkout.
在普华永道的调查中，千禧一代比其他受访者更有兴趣感受可穿戴设备带来的全新购物互动体验。繁忙的父母同样跃跃欲试，其中有76%表示他们愿意用可穿戴技术来体验更加“愉悦和高效”的购物流程——从购物前和购物期间的产品研究和对比，一直到结账。While still only in its nascent stages, the wearables market is expected to explode. Many say wearables will forever change the way we live, work and do business. To remain competitive, your company might have to adopt a competitive wearables-integrated edge. Are you ready?
尽管仍然处于萌芽阶段，但可穿戴市场预计将出现爆炸式增长。许多人表示可穿戴设备会永远改变我们生活、工作和办公的方式。为了保持竞争力，你的公司也许需要采用能够融入可穿戴设备的前沿技术。你准备好了吗？
