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Ubudu among the 10 brands/companies that are going to impress in 2015

1. DATAÏKU – The French start-up which publishes the Data Science Studio (software suite which allows you to tackle the issues of Big Data from start to finish, from cleaning raw data to graphic visualisation by way of predictive models) has just raised €3.1 million to accelerate its development. This solution, which is designed for collaborative work and not an isolated employee working intensely on his own, is of great interest to us. If you want to produce Big Data rather than talking about it, this is the kind of start-up that should interest you in 2015. – Machine learning on dirty data

2. SLACK – Instead of asking your users to adapt to your solutions, especially your enterprise social networking (ESN), arrange things so that they adopt (and adore) them naturally by learning from the market champions including Slack, the latest darling of Silicon Valley. The Californian business set up by Stewart Butterfield (one of the co-founders of Flickr) has actually created a service which may revolutionise companies’ collaborative practices through its simplicity.

Instead of asking your users to adapt to your solutions, especially your enterprise social networking (ESN), arrange things so that they adopt instead!

3. AXA – Many would say that the work of an insurer involves being able to put a figure on typical real-life events. However today, in a world of connected objects and the quantified self, each part of reality and daily life is recorded, quantified, measured, captured, analysed, stored, etc. In this new digital world, the French insurer is currently equipping itself to reinvent the role of an insurer by undergoing an intensive digital transformation: establishing an innovation lab in the heart of Silicon Valley, investment and partnerships with start-ups, a major digital transformation plan, the launch of a series of hackathons, etc. They are a good example to follow and a good source of inspiration for reinventing yourself digitally.

“AIn a world of connected objects and the quantified self, each part of reality and daily life is recorded, quantified, measured, captured, analysed, stored, etc”

4. RALPH LAUREN – The traditional clothing brand is innovating and showing the digital path to luxury brands. With its ‘merchantainment’ concept, a mix of commerce, content and media, on its e-commerce sites as well as its physical stores, the brand is pushing the digitalisation of sales outlets to its limits to the point of impressing even Steven Spielberg himself, a man with a fertile imagination as his blockbuster Minority Report shows. The goal of merchantainment is not to push specific Ralph Lauren products directly, but instead sell the idea of the Ralph Lauren way of life; an approach in keeping with the aspirations of new digital consumers who are both informed and demanding. From 2006 onwards, Ralph Lauren was the first luxury brand to install interactive and transactional window displays in its stores in New York. Then it became the first brand to create smartphone applications withmobile-tagging. As David Lauren (who looks after digital for dad Ralph) makes clear, ‘Our stores are like film sets. Our adverts are like film locations. The web enables us to create immersive films which are truly interactive. It’s not about technology; it’s about the brand.’

5. MAGIC LEAP – Have you never heard of the job of ‘Chief Futurist’? In that case, keep an eye on Neal Stephenson in 2015. He is a science fiction author by profession, but he has also been recently employed by the Magic Leap company. The firm hired him to create this new post at the same time that it raised a record $542 million from investors including Google. We know nothing concrete about the work of Magic Leap, surrounded as it is in mystery and secrets, but we bet that they will surprise you in 2015.

6. XIAOMI – After just 4 years, Xiaomi is now the third biggest smartphone brand in the world in terms of market share. Like Japan in its heyday, China is now in a position to not only copy, but also take over highly lucrative markets in a very disruptive way. The world of smartphones is going to be shaken up. Also follow: ZTE, Huawei, Lenovo.

7. L’ORÉAL – Jean-Paul Agon, the CEO at L’Oréal, has announced that the group is going to dedicate 15% of its communication budget to digital. That’s a lot of money when you are number one in the world of cosmetics and the third biggest advertiser worldwide. It reflects his belief that ‘digital is going to change everything, with a revolution which is the equivalent of Gutenberg and printing. Digital is changing the relationship with distributors, employees, and also consumers. Up until now we sold products. Digital is changing the nature of what is sold. We are moving towards a product-service combination. It is fundamentally different.’ Because you’re worth it in 2015!

8. UBUDU – Are you finding it difficult to choose a terminal manufacturer from among the swathe of suppliers who have launched since Apple’s announcements last year? By managing to pass on much more information via their beacons than just their login, the French start-up is opening up many use possibilities like sending smartphone information to beacons… and then to the brand’s centralised customer relations cloud. Information which is mainly about client presence: they are in the store and have been in such and such a department for so many minutes, etc.

IT Departments haven’t been forgotten either as Ubudu is also launching centralised management of beacons. There is no longer any need to move to and then connect to each beacon individually, and similarly we can download and upload information from the beacons.

Ubudu was founded in 2011 in Paris and Warsaw by François Kruta and Thomas Saphir and manufactures beacons and publishes the SDK which makes it possible for applications to communicate with them as well as the service in the cloud where the brand can define the terms of its campaigns: by department, by customer segment, etc., without the complex integration of its CRM. Décathlon and Yves Rocher are among the brands that use their solutions. We imagine there will be some great new clients in 2015, with some concrete, real and profitable uses.

And to understand everything in detail: Le Français Ubudu fait entrer les beacons dans leur 2ème génération (French Ubudu integrates beacons into the 2nd generation) and also: Six innovations e-commerce et retail présentées à Vadconext (Six e-commerce and retail innovations at Vadconext)

9. ADOBE – According to Forrester Research and its Marketing Cloud Wave, study report, Adobe’s Marketing Cloud solution surpasses the competition, with the highest total scores of any marketing cloud.There is only one field – the rapprochement between app messaging and analytics – where Localytics offers a product which stands out from the pack. So you won’t get far by stating that all solutions focus on mobility in 2015, but you will get everyone’s attention by stating that Adobe brings to light so-called proximity data marketing solutions to make use of beacons.

10. WITHINGS – When you begin the year by winning three prizes for innovation in 2015 at the CES (Consumer Electronics Show) in Las Vegas, you can legitimately say that you are a leader in your field. The French start-up designs intelligent applications and products focused on health. By increasing an object’s capacities through network resources, Withings gives access to unlimited calculation and storage capacities at no extra cost, thus transforms objects into intelligent and connected objects.

Let’s not forget that Withings’ first connected scale came out VERY early, well ahead of the wave of connected objects (June 2009!). Some say they need to get involved with connected objects, but Withings was one of the pioneers.