Every strong trend experiences some kind of backlash sooner or later. Recent years have seen an exponential growth in the number of people seemingly hooked on the internet and mobile communication devices.

A recent worldwide experiment called World Unplugged found that 1,000 young people reported symptoms similar to drug withdrawal when they were forced to go without the internet and mobile devices for 24 hours.

I don’t think we can expect a mass exodus away from the internet and mobile communications, but there is likely to be a backlash of some kind. It will probably take the form of devices being banned from certain establishments – restaurants for example.

It’s also likely that bars, restaurants and hotels will boast that they have ‘no Wi-Fi’ to attract a particular group of customers who are either averse to the new technology, or simply want a break from it.

It also seems likely that parents, becoming increasingly worried by the level of their children’s mobile and internet use, will become open to more basic child-centred activities, with the focus on fresh air and exercise.

The difficult task for entrepreneurs is to get the timing right. I’m not sure that the UK is ready for Wi-Fi free zones yet, but the time will come soon. Definitely a situation to keep monitoring. As with any backlash, there will be a lot of money to be made when the time is right.

A Cut Above 

It’s not unusual to get offered a cup of coffee and a chocolate digestive while you’re having your haircut, but London salon Percy & Reeds have taken the refreshments concept to a whole new level.

When you book a morning appointment online, you’re invited to order in advance from a breakfast menu that includes hot sandwiches, porridge, croissants and cereals. A choice of hot and cold beverages and newspaper completes the picture. Everything is outsourced and simply added to the client’s bill.

In a competitive environment, anything that gives you an edge over the competition can be extremely valuable. Is there an add-on service you can bolt on to your business which will differentiate you from all your me- to competitors?

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P.S This method works best in times of economic uncertainty and volatility. In other words, it’s absolutely perfect for what’s going on right now.