Marketing-Börse PLUS - Fachbeiträge zu Marketing und Digitalisierung
print logo

Business leaders: "We're not ready for the digital future"

Business leaders cite 5 make or break attributes to cope with "Information Generation". Research reveals few can keep up with digital demands.
EMC2 | 13.07.2015
Whether we’re working, keeping fit, learning, playing, purchasing online or watching TV, we are making new digital demands of the businesses with which we deal.

A new study, The Information Generation: Transforming The Future, Today, explores the impact of a growing global community of digital citizens. These individuals are always connected and engaged online, and have the world’s information at their fingertips. They also view the world very differently. Based on input from 3,600 Director-to-C-Suite business leaders across 18 countries, the study reveals new expectations of these individuals and identifies the fundamental business attributes critical for organizations to successfully compete and thrive in this new landscape.

Not surprisingly, nearly every business leader surveyed (96%) believes new technologies have forever changed the rules of business. In addition, 93% reported that recent technology advancements are resetting customer expectations, and nearly all say this will accelerate over the next decade. The top reported customer expectations are faster access to services, 24/7 and “everywhere” access and connectivity, access on more devices, and a more unique personalized experience.

To be a disruptor – and not disrupted –business leaders have identified five “make-or-break” business attributes, all of which have information at their core:

1. Predictive spotting of new opportunities in markets
2. Demonstrating transparency and trust
3. Innovation in agile ways
4. Delivering unique and personalized experiences
5. Operating in real time

While business leaders agree these attributes are high priority, they admitted that very few have thoroughly embodied them. Specifically, when asked whether they address these attributes both very well and company-wide, only 12% said they can spot new opportunities, 9% innovate in agile ways, 14% demonstrate transparency and trust, 11% deliver personalized experience, and 12% operate in real-time.

In addition, by 2020 more than 7 billion people on at least 30 billion devices will have created44 zettabytes of data (or 44 trillion gigabytes), according to Gartner and IDC respectively. This is rapidly leading to a world in which nearly every element of life will be data-driven. While businesses know they can get value from this data, 49% admit to not knowing how to turn all of their data into actionable information. This includes:

• Even though 70% say they can gain insights from data, only 30% are always on and able to act upon their information in real time, and are unable to achieve this very well and company-wide
• 52% admit they do not use their data effectively or are drowning in information overload
• Only 24% consider themselves “very good” at turning data into useful insights and information

While companies brace and prepare to meet evolving customer expectations, the world is evolving at an equally rapid pace. Institute For The Future has forecast major macro shifts in how technology will continue transforming the world by 2024.

There are strong signals of a move toward a world in which nearly every element of life will be data-driven. Individuals and corporations will sell, donate and trade information on open exchanges. Inanimate objects will spring to life all around us, becoming more aware, responsive and connected. Decision-making will be enhanced by artificial intelligence in ways never seen before. Information will be communicated and absorbed through multiple human senses.

Customers will be able to better control their own privacy through new tools. In this new world order, value will shift from products and services to the information they generate.

To view the full report click here: