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This report forms part of Ovum’s Digital Economy 2025 series. Ovum is publishing a series of reports about the broader digital economy and, more specifically, telecoms and media in 2025.


  • Display commoditization will make it easier to embed display technology is all things and places. The evolution of consumer electronics is shifting to embedding electronics in objects to make them “smarter”, rather than creating entirely new device segments such as tablets.
  • Gesture and voice recognition software will make device interaction more virtual and human. This is part of a common futuristic theme of making machines more human, also supported by technology advancement in artificial intelligence and robotics.
  • Leading Internet companies such as Google and Facebook are best positioned for 2025 success as they ramp-up technology assets while gathering vast amounts of consumer data

Features and Benefits

  • Features 10-year revenue forecasts for smartphones, tablets, PCs, wearables, TV devices, and games consoles
  • Identifies and assesses long-term trends for device adoption and usage
  • Evaluates the impact of long-term device trends on the consumer electronics industry and its partners
  • Provides a 10-step guidance on how to prepare for the device evolution over the next 10 years
  • Compares and evaluates 2025 readiness for the top 18 consumer technology firms in the world including Apple, Facebook, Google, and Microsoft.

Key questions answered

  • What will the world of devices look like in 2025?
  • How will people interact with devices in 2025?
  • How should technology companies and their partners adapt to the impending long-term changes?
  • Who will be the technology winners and losers in 2025?

Table of contents


  • In brief
  • Ovum view
  • Recommendations

Display market commoditization will drive screen ubiquity

  • Screen technology will transform home and office environments
  • Smart home devices for a smarter living experience
  • Devices’ intelligence will be cloud-based rather than embedded
  • The death of personal displays
  • Industry impact: Multi-display interaction will drive ecosystem stickiness

User interfaces will become more human with gesture and voice control

  • Voice recognition and command is already an integral part of new mobile and fixed devices
  • Gesture control and haptics for 3D holographic interaction
  • Augmented and virtual vision

Clothing will be transformed into consumer electronics

  • Wearables will disrupt the consumer electronics industry with diversity
  • The killer app for wearables will be self-quantifying data
  • Will wearables be used for data-driven customer loyalty?

2025 winners and losers

  • Internet companies lead the pack thanks to consumer data
  • E-commerce companies lack technology assets and expertise
  • Device makers need to find alternative revenue streams to offset declining margins
  • Chipset makers stand the most to gain from object smartification


  • Methodology
  • Further reading
  • Author

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