What will happen to the technology? What sellers are silent about: rules for choosing household appliances
What will the technologies of the future be like, and what will the world around us be like in the next 20 years? Technology continues to evolve rapidly, changing the world today. 20 years ago, no one imagined that everyone would have a smartphone with an Internet connection.
Very soon, technology will reach such a level that it will be able to radically change our understanding of ourselves and the ways we interact with the world around us. Curious? Then let's look beyond the unknown. Here are 25 technologies that are much closer than you think.
25. You will gain access to all your accounts using your brain fingerprint.
Photo: Allan Ajifo/Wikipedia Commons.com
We all know that passwords are far from being completely secure. Even using other methods such as fingerprint or facial recognition cannot protect your data from hacking. However, researchers began to study “brain fingerprints”. The idea is that the waves emitted by our brain are unique and can be used as a kind of password. In the future, you won't have to enter your password again, you will be able to use your brainprint.
24. The boundaries of our interaction with the world will be significantly expanded
photo: Kippelboy/Wikipedia Commons.com
The way we perceive and interact with the world has already changed thanks to smartphones, cameras and games like Pokemon Go. Moreover, in the future, computers will be built into contact lenses, which will provide additional information about your surroundings. The way you interact with restaurants, movie theaters, and the people around you will change radically. You will be able to receive personalized messages and any necessary information.
23. We will have a more effective cure for cancer.
photo: Wikipedia Commons.com
Research into the treatment of cancer has been going on for a long time, but we still have not learned how to treat it. However, in the future we will have drugs that will completely cure the disease, or transfer the disease to a stage where it is not dangerous. Today, many similar methods are already used to treat the disease, such as immunotherapy.
22. Batteries will last longer
photo: Kristoferb/Wikipedia Commons.com
Let's face it: the batteries we use today are terrible. Their capabilities do not keep pace with computer technology. Fortunately, experts are already developing new technologies that will create batteries that can stay charged longer. Soon the need to charge your phone twice a day will disappear.
21. All information will be stored in cloud storages
Photo: George Thomas/flickr
We are already faced with the fact that cloud technologies have become commonplace in everyday life. However, as they become more popular, cloud storage will become the only storage location that replaces computer memory. It is quite possible that one day this is where we will store our human memories.
20. Drones will deliver packages directly to your door
Photo: Frankhöffner/Wikipedia Commons.com
Amazon has already delivered its first package using a drone. Other delivery services are also adopting this method. Once drones become more powerful and can carry heavy loads, they will become the only method for delivering packages to your home.
19. A $1,000 computer will have the processing power of the human brain.
Photo: Zephyris/ en.wikipedia.org
The days when man was considered the most intelligent creature on Earth are coming to an end. Many futurists and scientists predict the invention of a $1,000 computer whose computing power will be comparable to that of the human brain. It seems that this will not happen soon, but scientists predict such an invention by 2025.
18. We will see more complex architecture
Photo: Pixabay.com
Architecture will also change radically in the future. We can already see this happening in Dubai. Spiral skyscrapers, indoor parks, invisible buildings, forts that provide protection from natural disasters, green power plants - all this will become a reality.
17. We will get rid of obesity with a pill
Photo: PIxabay.com
We've all heard of dietary supplements and diet pills, but they don't work. However, scientists and researchers are making progress towards creating a real pill that will change the way the body processes fat. Essentially, this will cause obesity to disappear as such.
16. A movie in the cinema will turn into your own story from the subconscious
Photo: Wikipedia Commons.com
The cinema and movie watching experience have not changed since it first appeared. This is passive observation of what is happening on the screen. However, very soon you will be able to wear a special headset that will scan your emotions and brain waves. This will allow you to control the plot, as well as change it with the help of your thoughts and feelings.
15. Fast planes that can reach any destination in just 4 hours
Photo: Spaceaero2/Wikipedia Commons.com
The Concorde was an old luxury airplane, and its latest modification, the Mach2, allowed it to reach high speeds and quickly transport people around the world. This will become commonplace in the future. Each plane will be able to fly you to your destination in 4 hours or even faster, which will make our world even smaller than it already is. At the moment, such aircraft are just being developed.
14. Our phones will be much thinner
Photo: Superdiddly/Wikipedia Commons.com
Each of us hates it when we drop our phone, its screen breaks, or the gadget itself becomes unusable. Very soon, most smartphones will be a thin piece of glass that will act as both a computer and a display. Such a smartphone will be very durable, flexible and less likely to break if you drop it.
13. Medical diagnosis can be made using a smartphone 
Photo: PROHealth Gauge/flickr
Today, if you feel unwell, you should go to the clinic and see a doctor. However, within our lifetime there will be applications that can diagnose diseases and prescribe treatment for various diseases.
12. Artificial leather with tactile function will be used for prosthetics
Photo: Wikipedia Commons.com
We've all seen it in " Star Wars" Luke's hand is cut off and it is replaced with an artificial hand that imitates a human one. Medical droid 2-1B checks to see if there is a reaction to the injection, and Luke's fingers react as if they were alive. Believe it or not, this science fiction is about to become reality. We already have prosthetics with the ability to touch, and very soon they will look like a human hand.
11. Ride the Hypertrain from San Francisco to Los Angeles in just 30 minutes
Photo: Camilo Sanchez/Wikipedia Commons.com
The vacuum hypertrain was first proposed by Tesla CEO Elon Musk. Essentially, it is a magnetic capsule moving inside a pipe installed underground, carrying passengers at crazy speed from one place to another. Musk, for example, claimed that he could transport passengers from San Francisco to Los Angeles in just 30 minutes. This technology could become commonplace in the future as it is cheaper, more reliable and more efficient than current modes of transportation.
10. We will gain a better understanding of dark matter and our universe. 
Photo: Wikipedia Commons.com
Despite the fact that we know about the existence of dark matter, we have not been able to uncover all its secrets. However, some believe that within the next 10 years we will be closer to understanding this mystery. Knowledge about the structure of dark matter will radically change our physical understanding of the world and help us understand how our universe works.
9. Human colonies will appear on the Moon
Photo: Wikipedia Commons.com
We have already been to the Moon and realized that it is not at all interesting there. Why should we colonize it? Many scientists believe that colonizing the Moon will be the first step in the subsequent colonization of Mars. NASA believes that colonization of the Moon will be possible by 2010.
8. Some of us will become fully digitally immersed.
Photo: digitalbob8/flickr
Scientists and researchers are trying to find a way to download a person's mind and consciousness onto a computer. Some even believe they will be able to do this within the next 30 years. Of course, there are many obstacles, such as lack of necessary technology or insufficient knowledge of how our brains function. But if scientists succeed, some of us will be able to move completely into virtual reality.
7. Organs will be grown in scientific laboratories
Photo: Wikipedia Commons.com
Technologies for artificially growing organs are now at the initial stage of research. Scientists have already managed to grow a human heart that beats like a living one. In the future, the ability to order a new organ and have it transplanted into your body may become common practice, and organ donation will become a thing of the past forever.
6. Soldiers will have armor like Iron Man
Photo: Wikipedia Commons.com
While it won't look exactly like the armor worn by Iron Man in the comics, many soldiers will receive special gear reminiscent of Iron Man's suit to be better protected in battle. Suits will also greatly increase their capabilities. Such a program, called TALOS, is currently being developed in the US military.
5. Almost all devices will run on solar energy
Photo: Wikipedia Commons.com
Although coal, oil and gas are the main sources of energy in much of the world, solar energy is quickly becoming more powerful, cheaper and more efficient than hydrocarbons. As solar energy conversion technology develops, it will overtake coal, oil and gas as the world's popular energy source.
4. Some will be able to use jetpacks as a means of transportation.
Photo: Seg9585/Wikipedia Commons.com
For a long time, jetpacks remained a dream that existed only in science fiction films and novels. However, last year a working jetpack was invented. As technology advances, it could become a way to travel for future generations.
3. Our clothes will be washed by themselves
Photo: J Jana/Wikipedia Commons.com
The day is not far off when we no longer have to wash our clothes in the washing machine and dry them in the clothes dryer. Thanks to nanofiber and self-cleaning technology, our clothes will clean themselves when exposed to solar energy.
2. Nanotechnology will cure disease and give people new opportunities
Photo: CSIRO/Wikipedia Commons.com
Nanotechnology is the concept of creating computers at the nanoscale that are no larger than one billionth of a meter. This means that researchers must create them almost at the atomic level. With this in mind, nanotechnology will make it possible to find cancer cells, treat diseases and act as a doctor inside the human body. Nanotechnology can also create a new layer of protection for our skin and place sensors around the world to detect problems early.
1. The new generation will be very developed intellectually and genetically advanced
Photo: Paul Inkles/flickr
The CRISPR technology for editing the genomes of higher organisms, invented today, allows scientists to quickly make changes to the human genome. It is now only a matter of time before doctors are able to give parents the opportunity to remove problems found in the child's DNA. This will also allow the formation of generations with better genetic data, significantly different from those of the previous one.
Household appliances are consistently included in the top list of the most popular gifts. But how not to make a mistake with your choice?
Readers constantly write letters with questions and requests for advice. We have grouped the most frequently repeated questions - and it is this selection that forms the basis of this collection of tips on choosing household appliances. Moreover, we will talk about the approach to the process itself, and not about comparing specific models.
Is it true that in today's world, where almost all household appliances are made in China and often by third-party contractors, brand name is practically irrelevant?
Not true. If we are talking about any of the world-famous manufacturers, then its brand acts as a kind of guarantee of quality. Not absolute, of course, but the industry giants are not offering a clearly losing product.
At the same time, this does not mean that the selected device will fully meet your expectations or will work without complaints for many years.
Therefore, the choice of model must be approached not only with an eye on the brand, but also by analyzing the actual functions, ergonomics and quality of materials.
If you want to minimize the risk of error, take the time to download the operating instructions from the manufacturer’s website and see exactly how the functions you are interested in are implemented and what the limitations are.
The situation with products of local brands is more complicated: almost all of them do not have their own production facilities, or even a development staff. As a rule, such a manufacturer buys finished products one of the many Chinese factories. Therefore, very often similar-looking products can be found under completely different brands.
But it’s not a fact that there will be the same filling inside! After all, if the customer wants to save a little money, this can only be done by using lower-quality components.
In this sense, Chinese manufacturers offer enormous opportunities for cost optimization. That's why buying equipment from a little-known brand is always a lottery. Such a device may break down immediately after the end of the warranty period or initially perform its functions poorly, but it may turn out to be a completely suitable and even reliable product. It is impossible to guess in advance - and this is the main risk.
Is it true that it is highly likely that you can distinguish a serious manufacturer from a “dealer” via the Internet?
Is it true. There are a number of large and fairly old companies, the reliability of which is beyond doubt - you don’t have to waste time on them.
But if you liked products of a little-known brand, then you can get an impression of her in several ways.
- If there is a history of the company indicating countries, people, dates and events, this is a good sign.
- And if it’s all about high quality, the desire for the best and the use of advanced technologies, then this is the first alarm bell.
2. Lack of mention of the company and its products in the English-speaking segment of the Internet, although the company tries to appear foreign or international, - one more call. To show off, small companies open a fictitious office in a European country, Japan or the USA - and register it as their headquarters. And now a company with founders from the Moscow region and entirely Chinese products legally positions itself as German, Japanese or American. Because consumers in the post-Soviet space, as we know, are more loyal to everything foreign.
3. Finally, there are many specialized sites on the Internet, exposing trademarks, they will help save your energy. At the same time, the company’s registration history does not at all indicate that the products it offers are a priori bad. It often happens that a young and still small company has quite decent equipment, since the owners initially set themselves the goal of establishing themselves in this market and earning a good reputation. However, such people, as a rule, do not try to imitate a foreign manufacturer.
Is it true that a certificate of conformity guarantees the quality and safety of the chosen model, and you should always ask for it when purchasing?
Alas, this is not true. Only safety testing is mandatory for electrical appliances. The quality of the equipment (including intended performance and reliability) is not subject to verification.
But few people know that mandatory safety tests are often not carried out either! Because there is a loophole, which is used by many companies.
At one time, the peculiarities of the legislation made it possible to create certification bodies in such numbers that they counted in the thousands. They do not have laboratories, experts and testers, but they do have credentials and a printer. They are called upon to act as intermediaries between manufacturers and laboratories.
But in reality, the way most of them work is different: the customer sends a description of his new model, which he plans to launch on the market, and a very modest payment for the services, and the next day he receives a certificate that is de jure legal!
It is made on an official form, entered into the State Register and subsequently indistinguishable from an “honest” certificate obtained based on the results of successfully passed tests in an accredited laboratory.
Whether a model “certified” in this way is actually safe is anyone’s guess.
Well, large companies take advantage of this loophole for another reason: they have first-class in-house laboratories, where all the tests have been carried out long ago. Therefore, there is no point in wasting time and considerable resources on local certification tests.
It seems logical, but who can guarantee that the manufacturer has not cheated anywhere in order to increase profits? Therefore, the state should control the safety of household appliances, but in fact this does not happen.
According to some reports, certificates for household appliances (as well as electronics and electrical goods), issued in Russia without any testing, prevail today.
Today, almost all products presented that are subject to mandatory certification have a certificate. Simply because its absence promises problems.
But in the current realities, the presence of a certificate of conformity does not say anything about the safety of the product (and, let me remind you, it has nothing to do with the assessment of consumer properties from the very beginning).
Is it true that there are indirect signs for visually identifying low-quality household appliances?
Is it true! This method cannot be called infallible, but there is no other way if you are a simple buyer. We're talking about analysis of a combination of factors:
- The first is the brand. The equipment of a world-famous company with a long history and a good reputation is a priori less dangerous (and more often guaranteed to be safe) than the products of little-known, small or newly formed companies. But it is also more expensive.
- Second - appearance and materials. If you nevertheless decide to save money and see a suspicious model in the window, assembled sloppily, the buttons of which click loudly and wobble, and the handles rotate with a crunch, then do not hope that the manufacturer saved only on the “wrapper”. The filling is most likely even worse. Look for something else.
- Third is the price. It’s one thing when a model of a well-known brand, on the occasion of an official sale in a large store, began to be sold cheaper - take it boldly if the packaging is intact and has no signs of opening. Most likely the company is dumping last year's reserves. But if we are talking about a small online store or radio market, the manufacturer of the product is unfamiliar to you, and its price is too attractive - this is a reason to be wary. The price reduction can be explained to you by anything. But most often the nature of “generosity” is the same: a store or entrepreneur is trying to quickly sell out low-grade or illegal goods, or even outright fakes.
For reference, The production cost (or purchase price at a third-party factory) for small household appliances is, as a rule, up to 25% of its retail price. The remaining 75% or more is logistics, intermediaries, retail profits, taxes and fees. So if in a store a one and a half liter electric kettle of a little-known brand is offered for 600 rubles, then it physically cannot be of high quality and safe. Simply because its cost will be about $2.5. No matter how large the batch may be, two and a half dollars is not enough for a good plastic housing (which will not release dangerous chemical compounds into the water when heated), a power cord of the required cross-section, a reliable heating element, durable automatic shutdown, packaging and documentation.
At the same time, a high price is not a guarantee of quality. They can charge a premium for a spectacular design, a company image (often fabricated), an abundance of expensive advertising involving famous people, bright design of company stores and delivery in brand new vans by smiling guys in brand new uniforms. The technical part of electrical appliances may well be at the level of typical representatives of the segment with a price tag 3-5 times lower.
Is it true that a significant portion of online customer reviews are fake?
Is it true. This is especially true for specialized sites that specialize in publishing reviews.
Any large company cares about his image. Throwing in positive reviews is part of this process, and a very significant one. After all, we are used to trusting fellow citizens just like us! That's what we're counting on.
There are entire companies that generate fake reviews for products and services.
Fortunately, distinguishing a sincere review from a real buyer from an advertising dud is not so difficult.
But the main thing is the style of presentation. Vague wording, verbatim quotation of advantages from the catalogue, an incentive to purchase, but in the disadvantages column there is emptiness or an insignificant trifle? More likely, this is a paid review . A real buyer will share the technical details and will probably point out actual flaws because perfect technique is rare.
Is it true that buying household appliances in a brick-and-mortar store is less risky than buying them online?
Depends on the store. From a legal point of view, there is no difference: any trading organization bears the same responsibility to the buyer. And if we compare a large “offline” store with a large, trusted online store, then the risks are equally low.
The advantage of a brick-and-mortar store the fact that all the goods can be seen and touched alive.
But he freed himself from the burden of maintaining retail space and a staff of consultants the online store will certainly offer better price and convenient pickup point.
Buying from a small store (especially in the market) or from an online store promises much higher risks. Because, at least, such organizations are not always durable. If problems arise with the equipment, there may simply be no one to file a claim with, especially if the purchased equipment is not issued with a manufacturer’s original warranty, but with a store’s warranty. And it is almost impossible to track the legality of supplies from small companies.
That's why all illiquid assets(illegally imported equipment without a company guarantee, equipment after repair, etc.) and outright fakes are sold through online stores, markets and message boards.
Is it true that the absence of a branded factory warranty is a sign of a problem?
Is it true, but provided that we are talking about household appliances of well-known brands officially presented in Russia. In this case, the warranty must be issued on the manufacturer’s original warranty card with the store’s seal and the date of sale.
If in doubt, call the manufacturer’s help desk and “punch” the serial number of the device or coupon to make sure there is an official warranty.
A warranty can be issued on the letterhead of a trade organization with subsequent service at a third-party service center only if the brand does not have its own representative office and/or service center (its function is legally performed by the store).
But in any case, legal household appliances must bear the EAC circulation mark, and the delivery package must include instructions in Russian.
Is it true that it is better to receive the goods in untouched original packaging?
Is it true. For personal products (such as an electric razor, epilator or hair dryer) this is an axiom. If the packaging had seals or was sealed, but was opened at the time of receipt of the goods, refuse the transaction.
And any decent store must deliver large household appliances in untouched original packaging, unless it is a display sample, which you were warned about in advance.
An opened box and an explanation that “they took out the warranty card” or “checked the package contents” is a typical excuse that disguises an attempt to sell at full price a product from a storefront, after repair, or a returned product (which was in use for a short time, but for some reason reasons returned to the store).
However, in both cases there should be other signs of use: crumpled or opened packaging of accessories, crumpled documentation, fingerprints on the case, no smell of a new item.
The ideal option is when the packaging is opened in front of the client, and the warranty card is also filled out in front of the client.
The only case when partial removal of the packaging is acceptable is when purchasing a refrigerator: in the packaging it may simply not fit into the elevator or doorways.
When purchasing other equipment, negotiate the presence of the entire factory packaging and inspect it upon receipt.
Heavy dents or holes in the box may indicate that your purchase has been dropped or bumped.
Remember that if you buy a new product and pay as if it were new, then any suspicions about its newness should lead to either a replacement of the product, a price reduction, or termination of the transaction. For this reason, try to pay for household appliances upon receipt - after inspection.
Otherwise, it will be difficult to return the money: rest assured, the store will use all legal and not so legal mechanisms to delay the process and force you to retreat. At a minimum, you will have to wait for a repeat delivery, which will be scheduled at an inconvenient time.
But it is even more likely that you will first be asked to come to the store to file a claim or complaint, following which a decision will be made. That's why pay after, not before.
These inventions deserve not only our attention, but also success on the world stage. After all, these technologies can dramatically change our way of life. The good news is you don't have to wait for them for many years because they are already here and ready to use!
15. Glowing plants
For a long time, scientists have been looking for cheaper and effective methods artificial lighting. Finally, they succeeded. They managed to create several types of plants that emit light in the dark. Such plants can be used in urban environments to reduce electricity costs. Not to mention that the concrete jungle could use some plants.14. Vertical farms
To ensure that humanity will always be provided with healthy and fresh food, scientists and farmers have teamed up and created an innovative method of farming. It differs from the traditional one in that the plants are grown indoors, with an emphasis on saving space. Thanks to this method, people in cities will be able to grow their own food or buy fresh food in stores at any time of the year.
13. Internet from a balloon
About four billion people in the world still do not have access to the Internet. Large Internet companies regularly come up with new ways to make the Internet accessible in all corners of the Earth. This is how the idea came to launch into the atmosphere balloons, which will “deliver” the Internet to hard-to-reach areas. Such a project will help residents of developing countries become better acquainted with the world around them and find higher-paying jobs.
12. Biotechnology
Biotechnology is a branch of science that seeks to combine technology and living organisms for useful purposes. Healthy Products range from food, including cheese, yogurt and kefir, to drugs and biological sensors. Biotechnology continues to improve and offer new solutions. Currently, the idea of crops that are drought-resistant and contain more vitamins is popular in biotechnology.
11. Virtual reality
Due to the popularity of video games, gaming companies are constantly developing more and more sophisticated ways to provide the player with an unforgettable experience. Their main goal is to make us feel like we are living in the game, and not sitting at home in front of the monitor. To achieve this effect, various companies are releasing a variety of immersive virtual reality products. One of the most interesting options is a mask, which during the game even allows you to smell the aromas of the wild area.
10. Test tube meat
Many people stop eating meat because they don't want to harm animals. To their delight, scientists have come up with a method that allows them to create meat in the laboratory. Not only does it cut down on the resources and energy it takes to raise the animal, the meat is healthier and tastes just like the real thing. Not to mention how much space will be freed up on the planet when animal farms disappear.
9. Exoskeletons
Of course, we are still a long way from the Iron Man suit, but the first steps have already been taken - exoskeletons are no longer an object of fantasy, but a real reality. They give people with spinal injuries the ability to walk and enjoy life to the fullest. Over time, these primitive exoskeletons will only get better - easier to use, more convenient and cheaper.
8. Devices controlled by the power of thought
If you constantly forget where you put your smartphone, you will like this news. Scientists have developed a method that allows you to control devices with the power of thought. This technology was first tested on people who had lost their mobility. It turned out to be so successful that already in 2004 people were playing ping pong with the power of their thoughts. This technology will definitely make our lives easier, not to mention the possibilities it opens up for the video games of the future.
7. High-speed transport
The world continues to expand, and more and more often we feel the need to be in two places at the same time. Therefore, humanity is constantly looking for ways to move faster. One of the best examples of new technologies in this area is Elon Musk's hyperloop. It promises to be so fast that the six-hour journey from Los Angeles to San Francisco will be covered in thirty minutes. And this is not the only such project in development.
6. Genome change
Because more and more people are being born with genes that complicate their lives and increase their risk of mortality, geneticists have created technologies that make it possible to “cut out” harmful genes, add new ones, and “turn on and off” existing ones. And this is not just a way to make people healthy - this technology can help people who, for example, have always dreamed of being athletes, but lack the necessary genes. Of course, such a procedure does not guarantee results 100%, and people will still have to work hard to master the desired skills.
5. Modern desalination
Although people have long learned to extract drinking water using desalination, old methods are too labor-intensive and not efficient enough. Humanity now has a deeper understanding of physics and chemistry, and scientists have created more effective ways water desalination. Now this can be done not only faster and cheaper, but also with additional benefits. Among them are free minerals. Yes, the water is full of them, and desalinated water can become a cheap source of minerals needed for production. Plus, billions of tons of desalinated water can feed the entire planet.
4. Real tricorder
If you're a science fiction fan, you're probably familiar with this device from Star Trek. It was this that the characters in the series used to measure medical indicators. The real version of this device can measure blood pressure, blood oxygen saturation, pulse, temperature, respiration, and also diagnose 12 diseases, including chickenpox and HIV.
3. Drones in agriculture
More and more farmers are asking for help from modern technology. Drones are one of these assistants. Although they look similar to those used in the military and film production, their functionality is very different. Their main task is to take infrared images that allow farmers to determine where seeds are germinating successfully and where problems begin. Some companies are creating agricultural drones that can destroy harmful insects, mold and other things that are unpleasant for the crop.
2. Super materials
With a deeper understanding of chemistry, we have learned to create new, exciting materials. These include graphene, a material that consists of only a single layer of carbon atoms. Thanks to this thickness, it stretches easily, has high thermal conductivity and is 200 times stronger than steel. Graphene can be used to create... anything. Graphene will make armored vehicles, clothing, computers and many other things much better and much more durable.
1. 4D printers
You've probably heard about 3D printers. But you are unlikely to know about the existence of 4D printers. Both perform the same task - printing materials or special objects - but 4D creates objects that can change under external influences. The fact is that living conditions are constantly changing, and what we needed yesterday may no longer be needed in a year. To avoid creating things that will only last short term, researchers have created printers and materials that are amazingly adaptable to all types of environmental changes, damage, and other potential hazards.
December 2014 turned out to be not just nervous, but somehow explosive; each next day heated up the atmosphere more and more, increasing rumors, fears and uncertainty about the future. What will the exchange rate be, how much will the equipment cost tomorrow, how will sellers and buyers behave?This concentration of events and market fluctuations led to the fact that the heads of many of the world's largest companies visited Moscow in November-December. We tried to talk to everyone. Almost everyone willingly shared with us their views on what was happening. Whether it’s a coincidence or not, Italian manufacturers of household appliances have become the most outspoken. Their balanced view of the problem and deep understanding of the ongoing processes allowed us to go through this period of time more calmly and look forward with a certain optimism.
Interviewed by Galina SIZIKOVA.
Paolo LIOY, General Director for Eastern Europe and Central Asia, Whirlpool.
Marco FALASCHETTI, Marketing Director of Indesit Company in Russia.
Marco GARBUGLIA, Marketing Director of Elica in Russia.
Kirill BURMISTROV, head of marketing department at Faber.
Daniel MARTINEZ, Director of Business Development at Smeg.
Tatiana PECHALINA, head of marketing department at Candy HooverGroup.
Ilya KOMARTSOV, director of Zigmund&Shtain.
Vladimir ELISEEV, director of the wholesale department of Mie.
WHAT DOES THIS YEAR TAKE AWAY?
“BT”: What are the results of 2014 in your company: were you able to implement all your plans? Does the volume of equipment sales in the Russian Federation correspond to the expected volume?
P. LIOY, Whirlpool: Globally, the year ended positively for corporations around the world. In North America, Whirlpool is traditionally the #1 brand in the major appliance category. In Europe, the situation is somewhat different for us, the competition is tougher, however, our positions in the TOP-3 have been retained. In Russia, compared to last year, we are seeing an increase in sales volumes. Of course, this does not mean that we have achieved all our goals. But overall the year went well. As before, we rely on the quality and functionality of our products, for which the buyer appreciates our brand.
M. GARBUGLIA, Elica: 2014 was not an easy year for the market, which underwent key changes not without the participation of geopolitical events, which certainly influenced companies that import 100% of their products. In any case, it was a very interesting year for Elica in Russia. We have a team with new business ideas that have already allowed us to achieve positive results, despite the period of instability experienced by the market.
K. BURMISTROV, Faber: At the moment we can say that we have implemented almost all the plans that were outlined. Sales volume is slightly different from our expectations at the beginning of the year. But, firstly, forecasts very rarely coincide 100% with the real situation. And secondly, the result is different for the better.
M. FALASCHETTI,Indesit: 2014 was a transitional stage for us. We have become part of a large corporation - Whirlpool, which undoubtedly opens up new opportunities for us and, it seems to us, will strengthen our position in the market. The company underwent some organizational changes and throughout the year we worked to maintain the profitability of the business, which was under attack due to the unstable economic situation. We achieved our goal and maintained our leading position. Today we are ready for a large-scale launch of new products in 2015. Their development was another ambitious task, which, it seems to us, we accomplished “perfectly.” We are proud of the results of our work and are confident in the success of our new products in the coming year.
T. PECHALINA, Candy: In general, we can say that this year was not bad for us. There are some minor difficulties in some segments, but we are working on them. Considering that in general the market for large household appliances shows negative dynamics, our results against this background allow us to make optimistic forecasts for next year.
I. KOMARTSOV, Zigmund & Shtain: We managed to implement most of the tasks. The range has been significantly expanded, becoming more modern. We expect the full effect of this work in 2015. There are several more interesting projects in the pipeline in certain categories of equipment.
D. MARTINETS, Smeg: Under the circumstances presented, on the whole we are pleased with how things are going. Of course, not everything that was planned has been implemented, but the results are positive. Sometimes we had to change our plans due to changes in the market situation, especially with regard to sales in regions where it became more difficult to work. There is a certain slowdown in growth rates, but in Moscow our sales have increased noticeably.
V. ELISEEV, Mie: We have not yet summed up the final results for the year, but on the whole I can say that they are positive. Firstly, we have significantly expanded our product line, as planned last year. Secondly, we have made improvements to equipment models that have been on sale for a long time, and we have increased the network of service centers. Today, our appliances can be seen in almost all large chain stores of household appliances, and they are presented in a wider range compared to previous years. This year we opened three MIE brand stores, and pre-crisis plans were to open ten more stores next year. Sales volume in 2014 generally met our expectations, which cannot be said about exchange rates.
“BT”: Have prices for equipment changed significantly this year and how has this affected its sales?
T. PECHALINA, Candy: Yes, we adjusted the prices, but not much. We always try to be in the middle price segment with a price index of 100%.
K. BURMISTROV, Faber: Prices for our products, of course, changed throughout the year. I would like to note that not only in the direction of increase. We managed to reduce prices for some models thanks to production optimization and the use of new materials. On average, prices in euros for our equipment have increased by 4% this year. This change did not have a negative effect on sales, which allowed us to achieve our goals.
M. FALASCHETTI,Indesit: Pricing, of course, strongly depends on the economic situation in the country. Due to the instability of exchange rates, we increased prices throughout the year - to a lesser extent for local production, and to a greater extent for imported products.
D. MARTINETS, Smeg: As for prices, they are in euros, so, of course, the price tag in rubles depends on the exchange rate.
P. LIOY, Whirlpool: As a rule, we determine our pricing policy once a year, but in 2014, and this was the same for most players in the market, the price tag was updated several times. The cost of our products depends 60-70% on what is produced outside the Russian market, because all of it (with the exception of microwave ovens) is assembled in Europe. Therefore, in conditions of volatility and instability of exchange rates, we must be more flexible and able to quickly respond to changes in the external environment.
I. KOMARTSOV, Zigmund&Shtain: Prices change in accordance with the euro exchange rate, because... We are a European company that carries out procurement activities abroad and is forced to follow changes in exchange rates.
V. ELISEEV, Mie: We sell Italian equipment, and Italy is the European Union. Of course, the rise in the euro exchange rate cannot but affect the price of our equipment.
WHAT ARE RUSSIANS BUYING?
“BT”: Which equipment from your range was in high demand this year?
What is this connected with, in your opinion?
T. PECHALINA,Candy: Built-in appliances sold well. This year we expanded our model range, improved distribution and made smart price positioning. And this market segment is also showing growth. Washing machines showed negative dynamics at the beginning of the year, but thanks to our efforts, growth in this segment has been observed since August. Sales of vacuum cleaners that we produce under the Hoover brand also showed good results.
P. LIOY, Whirlpool: There are three segments of our products that have seen strong sales growth this year. The first category is washing machines top-loading, where we are the traditional global market leader. The second large segment for which demand is growing in the industry as a whole is built-in technology. And the third segment of Whirlpool products, which sells well in Russia, is a solution for small apartments and young families - compact front-loading washing machines.
K. BURMISTROV, Faber: Considering that our company produces only kitchen hoods, it is not difficult to answer your question. If we delve a little deeper into the details, the most popular were built-in models in the middle price segment. This is due both to the general interest of consumers in built-in household appliances, and to the fact that we offer really interesting solutions for embedding into kitchen furniture at an affordable price.
M. GARBUGLIA, Elica: The best-selling products are still built-in hoods, which are intended mainly for kitchen manufacturers. The Elica brand icon, the OM hood, is undoubtedly popular, but other design innovations do not go unnoticed. Sales volumes of products in the low and mid-price categories have reached good levels this year, while sales of premium segment hoods, in turn, remain stable.
M. FALASCHETTI,Indesit: The balance of sales was maintained among all categories of equipment without serious fluctuations. The only thing worth mentioning separately is the new series of Indesit Innex washing machines. The new product quickly gained recognition among both our partners and customers. We managed to achieve amazing results, exceeding the planned sales targets for this line of washing machines, even without any advertising investments.
D. MARTINETS, Smeg: This year, in the market as a whole, and not only in our country, the market for built-in appliances has grown, but sales of free-standing washing machines, refrigerators, and dishwashers have decreased. Our strong point has always been and remains retro-style technology. Russians especially love this style, as it allows you to create a truly cozy kitchen. In addition, our devices match well with each other in color, style, and fittings. The choice is large. For example, our popular retro-style refrigerators can be combined with built-in or free-standing appliances so that you get a single ensemble from the set of items that you need.
I. KOMARTSOV, Zigmund&Shtain: Firstly, this is the “slimline” line with a width of 45 cm, in which we specialize. We are known as a serious player in this segment. In addition, our “classic” line has a number of unique positions, and accordingly, it is extremely in demand. Next year we expect a surge in demand for other new products that we will introduce at the end of the year.
V. ELISEEV, Mie: We have three clear leaders in sales in each product category. Among steamers, this is definitely the MIE Deluxe; the next “successful” model, I would call the vacuum cleaner with an aqua filter and separator MIE Ecologico. Among ironing systems I would like to highlight MIE Milano. I can’t call it a hit, after all, this is not a product for the general consumer, but in the luxury segment Milano is indeed a very popular ironing system. The demand for multifunctional products has increased sharply. Nowadays, everyone is more willing to buy a steamer with the function of a steam cleaner and a steam generator than just a steamer and a steam cleaner separately. I think this is not only due to the crisis, although buying a multifunctional device will cost much less than two devices separately. This is due to both saving space in the apartment and the reluctance to spend a lot of time searching and purchasing.
AND WHAT WAITS FOR US?
“BT”: Have your company’s plans for the next year been adjusted during 2014? Do you plan to introduce new products to the Russian market next year? What price range will they be in?
M. FALASCHETTI, Indesit: We are planning a large-scale update of products in the Hotpoint-Ariston line of washing machines and refrigerators with the No Frost system. Our company will present innovative products with updated designs and a set of unique characteristics. We believe that this will strengthen the brand image. It is worth noting that the Indesit brand will also introduce new products in the refrigeration category next year.
K. BURMISTROV, Faber: Of course, our plans were adjusted. The situation not only in the world, but also in the consumer goods market is changing quite quickly. We must comply with the changes taking place. The coming year does not promise to be easy. Only active work, including on yourself, can lead to success even in the most difficult conditions. We presented new products this year and are going to launch new models next year. Since our assortment includes all price categories of products, from budget models to premium ones, new products will be presented evenly in all categories.
T. PECHALINA, Candy: Yes, we are planning. There will be many new products. In addition to regular appliance models, next year we plan to sell a new line of large household appliances that can be controlled via Wi-Fi. This is a complete line, and not just one model - washing machine, dishwasher, oven, hob, extractor hood, refrigerator. That is, all kitchen appliances can be controlled remotely. At the same time, the price for these models will be in the middle segment, and, accordingly, the equipment will be accessible to everyone.
D. MARTINETS, Smeg: We plan to present a number of new products, some of which we have already shown at the FURNITURE 2014 exhibition, which was held at the Expocenter in November. Our new models represent not only a retro style, but also a slightly different concept: they fit into lighter kitchens, compared to the Baroque style - kitchens that are more of a Victorian style. And the technology will therefore be more voluminous. At the same time, we will offer our consumers new compact devices in almost all series. In March we will present wine refrigerators 45 and 60 cm wide, made in classic aesthetics. Side-by-side refrigerators with two and four doors, 70 and 90 cm wide will also be available for sale. In April, we plan to enter the market of our premium small appliances: toasters, which are already on sale, will be added to kettles, blenders and planetary mixers.
I. KOMARTSOV, Zigmund&Shtain: We are a flexible company and do not make rigid plans. There is a general line that we follow, adapting to the market. Our strategy has always been adaptive, unlike the clumsy monsters. We plan to present new products both in the mass segment to conquer the market, given the not-so-good market situation, and in the “boutique” segment, which is native to us and shows the level of “advancedness” of the brand.
P. LIOY, Whirlpool: Yes, we are planning a number of new products: an updated line of built-in appliances, a fundamentally new range of refrigerators, as well as the next generation of washing machines and dryers. In addition, since December 2014, the Indesit and Hotpoint-Ariston brands began to belong to Whirlpool. We are now legally one company, although in 2015 new products from all these brands will be on store shelves, which means that the buyer will find the right solution at the right price and functionality.
M. GARBUGLIA, Elica: In April of this year, Elica presented a completely new range of products on the occasion of the Eurocucina exhibition. Today we work in Russia with three catalogues, one of which is presented only in the kitchen segment. You can find all Premium line products there. This approach in the best possible way allows us to control the distribution system and maintain stable margins for our partners.
Elica is already actively working on restyling its product range for next year. The segment of decorative hoods continues to grow, primarily in the mid-low price category. We plan to introduce new models both under the JetAir brand and under the Elica brand. And for the first time in Russia, Elica will launch new induction panels for the kitchen, which will be connected to kitchen hoods via the Wi-Fi system. These products will contribute to a significant expansion of the company’s field of activity and are designed exclusively for the premium consumer segment.
V. ELISEEV, Mie: Now everyone who sells foreign products on the Russian market has taken a wait-and-see attitude. And we are no exception. Some plans may have to be postponed, but it’s too early to talk about it. If the purchasing power of Russians continues to fall, we will be forced to expand the model range in the middle segment, but if the market stabilizes, we will be true to our long-standing strategy and will continue to increase the range in all promising areas with an emphasis on the premium class.
GREAT RUSSIA
“BT”: At the moment, where are sales more active: in Moscow and St. Petersburg or in the regions? Is there a decline in purchasing power among the population?
P. LIOY, Whirlpool: Over the past 20 years, the market in Russia has been developing according to a sinusoid, but nevertheless it is growing every year by an average of 10-15%, the dynamics are positive. Of course, Moscow and St. Petersburg are engines of growth, but the consumer is equally important to us everywhere: both in the center and in the regions of the Russian Federation. And if we talk about the purchasing power of Russians in the current situation, we understand that the overall positive trend may change. But we are optimistic about the future, also thanks to the acquisition of Indesit.
M. GARBUGLIA, Elica: Moscow and St. Petersburg are undoubtedly the key ones, here there are clients not only with higher purchasing power than in the regions, but also with constantly changing tastes and preferences. However, Russia is not only Moscow and million-plus cities. Elica invests in agency and distribution networks through which we are represented in the regions. But this task is not an easy one, especially during periods of fluctuating demand that is observed in the market.
K. BURMISTROV, Faber: Moscow and St. Petersburg are still in first place. At the same time, in some regions there is a noticeable trend towards an increase in the share of sales. For example, the southern federal district may soon emerge, if not in first place, then in the top three. No, there is no decline in purchasing power among the population. On the contrary, people began to spend more. This is due to various factors, ranging from seasonality of demand to high volatility of the ruble exchange rate. This will not last long, and next year purchasing power will decrease, but it is too early to talk about this.
M. FALASCHETTI, Indesit: On average, the purchasing power of the population is the same throughout the country. Russian consumers are demanding and, as a rule, give their preference to modern and high-tech products, and, of course, there is an obvious tendency to develop sales in big cities, but there is also a good indicator in the regions. The structure of our company allows us to cover the entire territory of Russia. If we talk about a decrease in purchasing power, then, as you understand, this very much depends on the situation in the economy. Separately, I would like to say about the growth trend in online sales. We are paying special attention to what we believe is an attractive distribution channel.
D. MARTINETS, Smeg: Our main task is not large sales volumes, but a careful selection of partners. It is important for us that our partners match the quality of their services with the quality of the brand, present our products well and understand our pricing policy well. This applies not only to furniture showrooms, but also to boutiques, as well as chain stores. We are also opening our own mono-brand stores. They are already operating in St. Petersburg, Makhachkala, and Syktyvkar. There are plans to open such outlets in other cities.
T. PECHALINA, Sandy: Moscow and St. Petersburg - a large share in sales. But people are also buying in the regions. Especially now, online sales are growing strongly in the regions. Due to the current economic situation, many are trying to spend money to avoid its depreciation.
I. KOMARTSOV, Zigmund & Shtain: Of course, we do not live on another planet and receive “reports from the front” every day, i.e. feedback from clients and news from partners. Therefore, we are well aware of what is happening in our market and understand what we will have to work with in the near future. We are represented in almost all regions of the Russian Federation, as well as in Belarus and Kazakhstan, so fluctuations in demand in one region are covered by opposite waves in other regions. Essentially, Russia is a set of local markets with its own rules of the game and factors influencing the market, therefore, if you completely cover the territory, the risk is reduced.
V. ELISEEV, Mie: Moscow is still in the lead, but every year the regions are increasingly showing interest in our technology. As a result, we have already opened a number of branded stores in the regions. Regarding the second question, the dilemma is that with the growth of foreign currencies, the salaries of our consumers in rubles remain the same and, accordingly, their purchasing power does not correlate with these changes in the market. The decline in sales is already being felt in comparison with last year, but it is difficult to call it a disaster yet. I think that those who need our equipment will still buy it, especially since tomorrow it will be even more expensive.
WE ARE ALL IN THE ONE BOAT
"BT": Do you plan to increase prices for your products? What will the growth be like? Could it happen that technology will become “unaffordable” for most Russians?
P. LIOY, Whirlpool: I repeat, as for all market participants, a lot now depends on the cost of production and the dynamics of exchange rates. Therefore, objectively, in the current situation, price adjustments occur more often than before, under more stable external conditions. But all equipment manufacturers are now in this situation. We are all in the same boat, including our customers. Just like them, every day we open the news and look at exchange rates. However, we are confident that Russian consumers will always be able to find a solution in our assortment that they can afford.
T. PECHALINA,Candy: We plan to be in the market. PositioningCandy is a middle price segment, so in any case, we will have a price index of 100%. Most likely, the average price of equipment on the market will increase, and prices for our products will rise. But, despite this, our models will always be affordable for most Russians.
M. FALASCHETTI, Indesit: Yes, now all suppliers are increasing prices for products and, starting in January, this will become noticeable for end buyers. In general, this difficult moment opens up interesting opportunities and prospects for us. The Indesit brand will be able to offer best price on the market, while ensuring high standards of quality, and Hotpoint-Ariston will offer the most advanced design solutions and the latest technology, but definitely at very competitive prices.
M. GARBUGLIA, Elica: Elica’s prices in Russia have always been set in rubles, and it will remain so, despite the instability of the ruble against the euro. Over the past 12 months, the ruble exchange rate has weakened significantly against the European currency, but at the same time we have changed our prices once and minimally. Currently, we are planning to increase prices in December 2014 - January 2015, but we are not talking about monthly price changes to cover the fall in the ruble exchange rate.
K. BURMISTROV, Faber: Like most manufacturers, the cost of our products is significantly affected by the euro exchange rate. Therefore, prices will definitely have to increase. For our part, we will try to minimize this increase so that it does not scare away consumers. It is difficult to imagine a situation where technology is “unaffordable” for most Russians. The advantage of a wide range is that a buyer with any income level can choose an option that suits his pocket and suits him functionally and aesthetically.
D. MARTINETS, Smeg: The price in rubles depends on the euro exchange rate in the Russian Federation. As for the development itself, we are definitely not going to make the technology cheaper; on the contrary, we want to make it more technologically advanced and premium. For example, most of our ovens will have a Pizza function.
Our strategy is to go up and produce premium equipment. That's why we add a variety of accessories to our new home appliance models and increase their functionality, while ensuring, of course, an excellent appearance.
I. KOMARTSOV, Zigmund & Shtain: As already mentioned, if the ruble weakens, we are forced to increase prices to ensure uninterrupted supply. Everything will depend on exchange rates. If they fall against the ruble, then the prices for our equipment will go down. The market for household appliances is adjacent to both the real estate market and the kitchen furniture market. We see the situation happening in these markets and can guess what we will face in the near future. Of course, demand may decrease, but it will never drop to zero. The market does not die completely, so there is always the opportunity to fight for your place in it, convincing the buyer.
V. ELISEEV, Mie: Yes, we are forced to increase prices for products, but we are trying to minimize this increase by optimizing work. As I already said, we will adapt to the consumer capabilities of our customers; with our mobility this will not be so difficult.
WILL THE FACTORIES BE BUILT?
BT: Are you going to expand/open production in Russia to minimize costs?
P. LIOY, Whirlpool: Next year we will be ready to talk about localizing production. There are such plans, but we are not disclosing them yet. In addition to this, as I already said, the acquisition of Indesit automatically gives us localization of production in Russia, ready-made operating factories.
M. FALASCHETTI, Indesit: Now is not the best time to invest, especially in production capacity, since the market for household appliances is likely to decline in 2015. But perhaps this will be important to talk about in the future.
T. PECHALINA, Candy: We have our own production of washing machines and refrigerators in Kirov. That's enough for now.
M. GARBUGLIA, Elica: At the moment, Elica sells in Russia hoods produced by our factories in Italy, Germany, Poland and China. We do not plan to change our production structure, but we do not exclude the possibility of cooperation with local enterprises for special product categories.
K. BURMISTROV, Faber: Faber factories are located in eight countries on three continents. We currently have no plans to expand production. Minimizing costs in our company occurs through the use of new materials and new production technologies.
D. MARTINETS, Smeg: We have no plans to open our own production in Russia. Made in Italy is our distinctive feature, our credo. We received offers, for example, to produce washing machines in Russia, but we did not dare. Although it is possible to produce high-quality goods in both China and the Russian Federation, and in these countries many manufacturers make high-quality equipment, we did not change the place of production.
I. KOMARTSOV, Zigmund&Shtain: Local production (as well as production in general) does not always mean minimizing costs. To do this, there are other ways to make the best offer on the market. Therefore, in the near future we are considering Russian production only in the category of kitchen sinks, a project for which started quite recently.
V. ELISEEV, Mie: We are an exclusively trading company. If manufacturers of high-quality modern ironing equipment appear in Russia, we will be happy to consider the possibility of cooperation with them.
ARE DARK TIMES COMING?
“BT”: Do you think that in business terms 2015 will be easier and more fruitful than 2014, or will we face more difficult times?
T. PECHALINA, Candy: 2015 will definitely not be an easier year. The CBT market will not grow, except for certain segments. Accordingly, efforts will have to be made in order to maintain positions, and, moreover, improve them. This is what we will be working on next year.
M. GARBUGLIA, Elica: Now it is difficult to make any forecasts. Of course, we expect demand on the market to decline in the first half of the coming year, but it will recover by the second half. Obviously, much will depend on the economic situation in the country. For Elica, 2014 was a year of great change. Positive Feedback our clients are given hope that 2015 will not only strengthen them, but also increase them.
K. BURMISTROV, Faber: As they say, times are always difficult, and 2015 will be no exception. Given the slowdown in economic growth and the challenging political climate for business, next year will be more difficult. But fruitfulness directly depends on our work with you. It is possible to work unproductively in greenhouse conditions. Difficulties, in turn, encourage more active work, which ultimately leads to a positive result.
M. FALASCHETTI,Indesit: 2015 will be a difficult year for all manufacturers of household appliances. I don’t remember easy times in this industry; usually every year is characterized by certain difficulties and trials. However, as already mentioned, we believe that the main opportunities open up precisely during a crisis, and only for those who know how to act correctly and react quickly.
P. LIOY, Whirlpool: Of course, this will be a difficult and poorly predictable year for the market as a whole. But the challenging macroeconomic environment is the same for all competitors. If we work well and offer solutions that are the best in terms of functional and technical indicators, then they will definitely find their buyer. In each of our new lines, we make sure to show new technological capabilities - not only the discoveries of marketers (which in itself is secondary), but the best-in-class functionality and build quality. All of our products planned for 2015 feature improved technologies compared to previous generations. For more than a hundred years of existence on the market, having survived different times and crises, Whirlpool always relies on itself and its strengths. This is probably why we always look into the future with optimism, because we try to create the necessary prerequisites for it today.
D. MARTINETS, Smeg: Of course, we want and hope that the company's sales plans will be fulfilled and the market situation will be favorable.
I. KOMARTSOV, Zigmund & Shtain: Everything speaks of difficulties. But we are not afraid of them; This is not the first crisis we have experienced, so we know what we need to do. In addition, the Chinese character for “crisis” has two meanings, the second of which means “opportunity.” A crisis is always a time to reassess tactical and strategic plans and search for new development opportunities, which is what we are going to do in the near future. Speed of response to change and adaptability are now at the forefront of achieving success.
V. ELISEEV, Mie: It doesn’t depend on us, but we can already say that this year is unlikely to be easy. You need to be optimistic and believe that every cloud has a silver lining. Difficulties make us stronger and force us to work better and more efficiently.
Incredible but true, the appearance of smartphones was predicted back in the 70s of the last century; in 1982, the influence of the Internet on daily life was rated as “colossal.” Such correct forecasts belong to an expert in matters of globalization and a comprehensive assessment of future changes Ray Hammond- a world-famous futurologist. As part of the project “Experience Intel. Look Inside” Ray explained how our lives will change over the next 20 years.
People find it difficult to find words to name things that they will use decades from now. For example, the “projector” was originally called nothing more than a “magic lantern”, and the “refrigerator” was called an “ice box”. However, this does not prevent us from predicting and anticipating the very essence of technology, as well as what opportunities will be available to people with the invention of new devices, because the main thing is inside, not outside, both for humans and gadgets.
Hammond sees the foreseeable future within the framework of several megatrends that will radically affect human life:
Global population growth (from 7 to 9 billion)
“How will we feed and water so many people?” - the scientist asks. And then he offers a solution: “There will be enough food for everyone, because its production will become low-cost and efficient.” Also, according to the futurologist, earthlings use ordinary sea water to meet their needs, creating numerous high-performance desalination plants.
Renewable Energy
The wind and sun will share their inexhaustible energy with us to provide humanity with electricity. Literally by the end of the 21st century, such methods of generating energy will prevail over existing ones.
Globalism
A word that is viewed with caution by many, Ray predicts that it will significantly reduce the threat of terrorism and violence on Earth. Sounds unusual. Let's try to figure this out.
One of the components of globalism is education - increasingly better and more accessible in recent years. It is thanks to him that people can live a full and high-quality life, creating best conditions for the future of their children. As a result, there will be a dramatic reduction in the number of poor people, as well as wars and unrest.
The main idea is that progressive humanity should take care of countries that are isolated today from the world community, such as Africa and North Korea. According to Ray, the inclusion of these countries in the global life process will make life on the planet safe and comfortable for everyone, and this is precisely the main mission of developed countries. Otherwise, there will be exile countries in the world acting like Samoli.
Healthcare
Next, the speaker moved on to the topic of health, which is relevant at all times. Ray is one of the few people on Earth today whose DNA genome has been deciphered. Truly, a man from the future. In his opinion, medicine in the coming decades will become individual, responding to the needs of each individual person. Stem cells, genome decoding and nano-medicine will very soon have their say in increasing life expectancy. People who are now 20-30 years old, Hammond believes, thanks to innovative technologies, will live 30 years longer than they think.
Robots
The development of microprocessors used in many electronic devices around us is characterized by a periodic doubling of their performance. However, if quite recently it doubled every 2 years, now the process takes less than 12 months. This means that robots, by which Ray means various technical gadgets, can already do much faster, more accurately and efficiently the work on which a person spent so much effort and time. Is there a limit to such perfection and what will such singularity lead to? So far no one knows this. However, answering the question of what the familiar mobile phone or smartphone will turn into by 2030, the scientist pointed to his ear. For what? It is there that the chip will be located, which will not only serve as a telephone, an organizer, it will become a kind of World Brain (Google, as it is called now), which will best friend a person always ready to help, give advice, call and fulfill almost any desire of the owner. The profession of a translator may well sink into oblivion, because Maria (as Hammond named the chip in honor of his wife) will be able to translate from any language in real time. Just imagine how the boundaries and opportunities for every homo sapiens will expand. One glance at a person will be enough to find out almost all the information about him.
In 20 years they will succeed in solving many of humanity's problems, but will not be able to surpass people in the categories of creativity and intelligence.