Most of us are attached to technology from the moment we wake up in the morning. We turn and grab our phones, anxious to discover what was missed in the few hours we spent unconscious. Heading out on your daily commute, you will find trains and buses packed with people just trying to stay connected to each other – the irony is that they have never seemed so far away.


The World Wide Web was just a proposal three decades ago, the world seemed large and communication was difficult. As it has blossomed into what we are familiar with today, we’ve found that actually, from one side of the globe to the other doesn’t seem that far away anymore.

In his best-selling book, New York Times columnist Thomas Friedman declared that the world was now flat. Meaning that every corner of the globe was now connected for communication. Selling products built in China to companies in the USA had never been easier.


The same columnist now claims that the next stage is to be connected psychically. Friedman claims that he already knows what you buy, what you use, what you like and what you want from the information you enter into your phones. The next stage will be that companies just push your orders to you as and when you’ll need them.

You won’t even need to interact with them in a physical way. Placing your food shopping order online is a thing of the past. In the future, your food will just show up at your door when you run out of something.

Online Shopping

Perfect for those of us that are constantly making last-minute trips to the shops because they forgot the milk.

Is this convenience though, or is it just laziness? Will it be successful because it is so lazy?

Friedman says that companies can’t just sit back and wait until the world begins to change around them. He says that the predictive power is already available to us, the data is there and ready for the taking.

We wonder what this means for our privacy.

Some stores have already implemented small examples of this. They look at where users click and why.


Currys, for example, come up with a text box if you go to copy one of their model numbers. It tells you that you won’t find it cheaper and they will price match all large retailers. (Hint: they don’t price match us and we can often sell it to you for cheaper than they do!)