UM MENA, through its innovation and technology division UM Labs, is launching three playbooks covering wearables, proximity marketing and the creation of dynamic content in the MENA region. Currently, Empowered by Wearables is available online, while Proximity Matters and When Technology Pilots Content will be available in October and November respectively.

The playbooks are the result of a collaboration between UM Labs and Trendwatching; one of the world’s leading trend firms, and Planet Retail, that provides expertise in retail research.

Highlights of each playbook:

• Empowered by Wearables: How creating connected content ecosystems for the wearable consumer is an unmistakable proposition

• Proximity Matters: Featuring four key trends businesses and retailers should be preparing for by zooming into consumer connected experiences and understanding how location matters

• When Technology Pilots Content: Technology is steering creativity in a cluttered pool of branded social content. Today we witness the evolution of other video and photography gadgets such as GoPro and drones, in many experiential forms.

“UM Labs have crafted these innovation playbooks as conscious parameters to build larger ideas by collaborating with movements across social, mobile and mainstream media. We believe that the more intimate technology becomes, the greater responsibility we have for how we use it to our brands’ audience; accelerating and incubating media firsts exclusively for our clients,” says Rasha Rteil, head of innovation and labs, UM MENA, in a press statement.

The trend reports will be distributed to UM clients and publishing partners in the MENA region and will also be available to download through UM MENA’s website. Copies can also be requested directly by calling the regional headquarters of UM in Dubai.