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Delivering personalized realities and experiences in a post-digital world

  • The Accenture Technology Vision 2019 identifies five emerging technology trends that companies must address to succeed in today’s rapidly evolving landscape.
  • “A post-digital world doesn’t mean that digital is over,” says Paul Daugherty, Accenture’s chief technology and innovation officer.

According to Accenture Technology Vision 2019, the enterprise is entering a new ‘post-digital’ era, where success will be based on an organisation’s ability to master a set of new technologies that can deliver personalised realities and experiences for customers, employees and business partners. The annual report from Accenture that predicts key technology trends that will redefine businesses over the next three years asks the pertinent question, “Are You Ready for What’s Next?" In fact, 79% of the more than 6,600 business and IT executives worldwide that Accenture surveyed for the report believe that digital technologies — specifically social, mobile, analytics and cloud — have moved beyond adoption silos to become part of the core technology foundation for their organisations.

“A post-digital world doesn’t mean that digital is over," says Paul Daugherty, Accenture’s chief technology and innovation officer. “On the contrary — we’re posing a new question: as all organisations develop their digital competency, what will set you apart? In this era, simply doing digital isn’t enough. Accenture’s Technology Vision highlights the ways in which organisations must use powerful new technologies to innovate in their business models and personalise experiences for their customers. At the same time, leaders must recognise that human values, such as trust and responsibility, are not just buzzwords but critical enablers of their success."

The Accenture Technology Vision 2019 identifies five emerging technology trends that companies must address to succeed in today’s rapidly evolving landscape:

DARQ Power: Understanding the DNA of DARQ. The technologies of distributed ledgers, artificial intelligence, extended reality and quantum computing (DARQ) are catalysts for change enabling businesses to reimagine entire industries. When asked to rank which of these will have the greatest impact on their organisation over the next three years, 41% of executives ranked AI number one — more than twice the number of any other DARQ technologies.

Get to Know Me: Unlock unique consumers and unique opportunities. More than four in five executives (83%) said that digital demographics give their organisations a new way to identify market opportunities for unmet customer needs.

Human+ Worker: Change your workplace or hinder your workforce. With workers empowered by their capabilities made possible through technology — companies must support a new way of working in the post-digital age. More than 71% of executives believe that their employees are more digitally mature than their organisation.

Secure Us to Secure Me: Enterprises are not victims, they’re vectors. Only 29% of executives said they know their ecosystem partners are working diligently to be compliant and resilient with regard to security.

MyMarkets: Meet consumers at the speed of now. Six in seven executives (85%) said that the integration of customisation and real-time delivery is the next big wave of competitive advantage.

According to the report, innovation for organisations in the post-digital era involves figuring out how to shape the world around people and pick the right time to offer their products and services. One such company is Zozotown, Japan’s biggest e-commerce company. Its skintight spandex Zozosuits pair with the Zozotown app to take customers’ exact measurements; custom tailored pieces from the company’s in-house clothing line arrive in as few as 10 days.

The report notes that post-digital companies are out to surpass the competition by combining innovative service, higher efficiency and more personalisation to change the way the market works — from one market to many custom markets — on-demand, just as Chinese e-retail platform JD.com is doing with its ‘Toplife’ platform. The service helps third parties sell through JD by setting up customised stores, providing access to its supply chain with cutting-edge robotics and drone delivery. In partnership with Walmart, a physical store in Shenzhen will offer more than 8,000 products available in person or delivered from the store in under 30 minutes. By offering unprecedented customisation and speed, JD is empowering other companies while creating a new market for itself.

Successful businesses will take advantage of new set of these technologies but prioritise trust, responsibility, privacy and security.

For more information, visit www.accenture.com/technologyvision or follow the conversation on Twitter with #TechVision2019.

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