Each January for the past 13 years, I’ve been making predictions on this site. Twelve months later, I pull back and review how those predictions have fared. I’ve already got a running list of predictions for 2016, but in this post, I want to handicap how my prognostications for 2015 turned out.
I made a total of 12 predictions in 2015, so I’ll run through each in turn.
1. Uber will begin to consolidate its namesake position in the “The Uber-ization of everything” trend.
In essence, I predicted that Uber would launch delivery and logistics businesses in 2015. This wasn’t particularly insightful of me – the company had already launched two small pilots (UberEssentials and UberFresh) in the Fall of 2014. But in January 2015, Uber killed UberEssentials, and for months, there was no expansion of either service. So was I wrong? Nope. In April 2015, Uber launched UberEats in four markets (since grown to a dozen), and this past October, Uber launched Uber Rush in three major US cities. I think I got this one right.
2. Related, Uber will be the center of a worldwide conversation about the impact of tech and business culture on the world.
Well, again I think I got this one right. And again, it was a pretty safe bet that the company would be the talk of tech and culture throughout 2015. A major proof, to my mind, was Rachel Whetstone’s decampment from head of Google comms to take a similar role at Uber this past May. For nearly a decade, Whetstone had successfully guided Google as it consolidated its position as the world’s most controversial and talked about tech brand (yes, yes, Facebook and Apple might compete for that honor, but we can argue that another time). But in 2015, Uber was the go to protagonist (and antagonist) of the tech conversation, from its incessant opportunistic fundraising to its starring role in critical economic, policy and cultural issues. I think it’s fair to say the company took pole position from Google, Facebook, and Apple in 2015.
3. Google will face existential competition from Facebook due to Facebook’s Atlas offering.
This prediction stemmed from my penchant for adtech geekery, and while I think it will prove long term true, I didn’t find a lot of proof that it came to fruition in 2015. Facebook made steady gains here, including the hiring of key Google adtech talent, but I think this one needs another year to prove out.
4. The Apple Watch will be seen as a success.
Well, you didn’t see this one coming did you? I’m usually an Apple naysayer (though I love the Mac), but I believed that the watch was a natural extension of the phone, and I still believe this to be the case. The results are decidedly mixed – Apple’s Tim Cook agrees with me, naturally. But plenty of others believe Apple’s foray into wearables was a disappointment. Apple doesn’t break out units shipped for its watches (a strong sign the company is itself disappointed), and estimates range from a low of single digit millions to a high of nearly 20 million. Given the paucity of data here, all I have is my gut, and my gut says, the Apple Watch was a push. Not a failure, not a success. Since I said it was going to be seen as a success, I think I whiffed this one.
5. And Apple Pay will not.
Long term, I think I’ll be proven wrong on this one, but in 2015, I think I got it right. This Fall, Bloomberg called Apple Pay “underwhelming,” and Cook’s prediction that 2015 would be “the year of Apple Pay” is widely seen as off the mark. However, I think 2016 will prove Cook directionally correct.
6. But Beacons will re-emerge and take root.
Ummm…my first reaction to this one is to cringe – beacons were not really top of mind for anyone in tech this past year. And try as I might, I couldn’t find proof otherwise. So, another whiff, at least for now.
7. Google’s Nest will build or buy a scaled home automation service business.
Well, no. Nest did launch a developer platform, which is related, but not the same. I still think this is a natural fit for Nest, but it didn’t happen in 2015. Whiff.
8. A breakout healthcare startup will emerge in the consumer consciousness
Well, does Theranos count? Because, well, I think it does. Not in the way I had expected, but still…give me half credit for this one.
9. A breakout mobile startup will force us to rethink the mobile user interface.
Oh man, we are so so so close here. Overall, my intent with this prediction was to say that in 2015, we’ll finally realize that it’s time to break out of the “apps and home screen” approach to mobile. And I really think that happened. Just so much great work happening here. There’s Google App Streaming, of course. And there’s Wrap. And this widely cited post from Intercom.io on the end of apps as we know them. And much, much more. But again, no one breakout mobile startup that acted as a forcing function. Alas. I’d say half credit here, right on the intent, wrong on the specifics.
10. At least one hotly-anticipated IPO will fizzle, leading many to declare that the “tech correction” has begun.
Ok, pretty much nailed this one.
11. China will falter.
My point here was that China could not keep growing the way it had been, nor would its endless cyber attacks on US and other corporate assets continue to go unnoticed. And in 2015, both were called on the carpet.
12. Adtech comes back.
My final prediction was that adtech would rebound by the end of 2015, after a terrible 2014. And while the public adtech stocks are still battered, I think I got this one right as well. Rubicon, seen as a bellwether in the category, is on an upward trajectory after hitting a low in September. AppNexus is once again looking to go public, and my sources with knowledge of the company say it’s doing quite well. And while I can’t delve into specifics, I’ve never been more bullish about sovrn Holdings, where I am Chair. The company completed an opportunistic financing round in 2015, and is positively killing it going into 2016. Overall, I think the world is going to figure out that adtech is about more than ads – it’s about creating an open, accessible processing and notification layer for the entire Internet. In 2015, adtech was definitely back.
So overall, how’d I do? Well, by my count, I got seven right and two half right, and whiffed on three. Not a bad year, to be honest – 8 of 12, for an average of .750. That’s at the upper end of my predictions, which usually come in between .500 and .750. I guess I’ll try again in a week or so. Till then, thanks for reading in 2015. I plan on writing a lot more in 2016…here, at NewCo, and on Medium and LinkedIn as well.
Have a great New Year, folks. See you in 2016.
3 thoughts on “Predictions 2015: How’d I Do?”
Your predictions are among my favorite reads of the year, thanks for sharing them.
You’re really good at this!
RE: 9. A breakout mobile startup will force us to rethink the mobile user interface.
I think it’s conversational UI and bots. My 2016 bet is:
Bots will be seen as the new apps, conversational UI (chat/messaging) is the new UI, and existing SaaS and on-premise software for the enterprise will be rewritten as chatbots for this platform shift. Starting with Slack and Hipchat of course. There will be others.
Nice one John!
Still struggling to understand “Overall, I think the world is going to figure out that adtech is about more than ads – it’s about creating an open, accessible processing and notification layer for the entire Internet.”. You mentioned it many moons ago but it is unclear how adtech can be an open notification layer for the Internet?
Check out my piece about adtech here: