NILF 2014: Deciphering the 5 generation of digital workers and customers: R “Ray” Wang,...

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Deciphering the 5 generation of digital workers and customers

February 2014

A Futurist View Ahead On Digital Disruption

R “Ray” Wang Chairman & Principal Analyst(@rwang0)

© 2010 - 2014 Constellation Research, Inc. All rights reserved. 2

52% of the Fortune 500 firms since 2000 are gone


Where will your business be in 2015?


1. Macro trends

2. Dynamic work force

3. Disruptive tech adoption

4. New digital business models


The answers to these questions have massively changed

Where you work?

When you work?

What you work on?

How you work?

Why you work?

5


Tech convergence powers digital disruption

Mobile Social Cloud Big Data Video

Design Thinking Inspired User Experience

6


More power in your handset than there was to send a man to the moon

7

© 2011 - 2013 R Wang & Insider Associates, LLC. All rights reserved.


How customers use social media is one indication of digital proficiency.

Twitter – I need to pee

Facebook – I pee’d

Google+ - More pee in circles

FourSquare – I’m peeing here

Pinterest – My pee scrapbook

Instagram – My pee in sepia

8


LinkedIn – hire me to pee

Path – watch me pee privately

You Tube – Watch me pee

Vine – Watch my pee loop

SnapChat – I have no proof I pee’d

Jelly – Does this look like pee?


Richer user experience and

user productivity

Rapid IT implementation

and optional higher quality deployment

More frequent cycles of

innovation

Minimal upgrade hassles

Access to the “always-on” SaaS tools regardless

of location Subscription pricingAnytime

scalability and dynamic capacity

The Cloud Is The Innovation Platform


Signals from social, mobile, location, payments, network intelligence drive context Volume

Velocity

Variety

Veracity

Viscosity

ViralityBig Data


Digital disruption is more than just a technology shift. It’s about business

models


Incremental innovation is normal


Transformational innovation is breakthrough


Pace of change is fierce as business models converge


Those that fail will fall far behind


Five Generations Of Digital


Age is not the factor. Digital proficiency brings different expectations and values

Digital Natives

Digital Immigrants

Digital Voyeurs

Digital Holdouts

Digital Disengaged

17


Digital natives grew up with the internet


Digital immigrants bridge the analog and digital worlds with ease


Digital voyeurs peer in from the outside


Digital holdouts will begrudgingly be forced


Digitally disengaged worry about digital exhaust


The Battle For Experiences And Outcomes

23


Transform business models


Siemens doesn’t sell imaging systems


Disney doesn’t sell theme park tickets


The business model shift is here and cloud plays a key role• Product companies give

away product for service revenues.

• Service based businesses sell experiences at varying price points and service levels.

• Experience based businesses selling business models

• Business model companies sell peace of mind.

27


Customers seek outcomes not products

Improve relevancy

Influence buying behavior Generate referrals Drive conversion

rates

Increase attach rates

Grow lifetime value Reduce churn Improve customer

satisfaction

Improve overall engagement

Optimize acquisition costs

Deliver a 360 view of the customer

Support end to end outcomes



Big data plays a key role in driving context and right time relevancy

© 2013 R Wang & Insider Associates, LLC. All rights reserved.

Data Sources

Information & Orchestration

Insight

Decisions & Actions

Tech

nolo

gy

Driv

en

Line

of

Busi

ness

Driv

en

• Structured• Semi-structured• Unstructured• Streams

• Physical• Virtual• Machine• Contextual

• Performance• Deduction• Inference• Prediction

• Next best action• Prevention• Suggestion• No action


ContextRoles

Relation-ships

TimeLocation

Business process

Sentiment

Intent

Context provides relevancy from real time to right time

© 2012 R Wang & Insider Associates, LLC. All rights reserved.


The Rise of Big Data Business

Models


Big data business models emerge

Information based differentiation

Drive demand

Create new service offerings

Improve c-sat

Drive lower cost models

Information brokering

Raw information

Analysis and insights

Benchmarking

Information based business platforms

Marketplaces

Deal making

Advertising

32



Connected worlds and collaboration rely on big data and context


Proactive maintenance is all contextual

34

Source: GE


Augmented reality opens up possibilities


Matrix Commerce describes a buyer centric world

BuyerCentricity

Channels

Demand signals

Supply chains

Payment options

Enablers

Big data



Applying the Futurist Framework


2014 Outlook: A Futurist FramworkPolitical

Economic

Societal

Technology

Environment

Legislative


Political (P) Pressures Point to a Lack of Digital Proficiency in the Political Class

Existing policy lags the pace of

change in technology and new business

models

Pay-to-play legislative influence hinders

disruptive business models

Technology ignorance

plagues the political class in

the West


Economic (E) Trends Exacerbate Digital Business Disruption

An improving economic

outlook leads to tightening

of cheap money

Investment in the United

States remains attractive

Population dynamics play a key role in

growth strategies

Cost of human-based employment drives a push

to technology.

Manufacturing returns to

being locally based.


Societal (S) Shifts Showcase the Digital Divide Ahead

Access trumps ownership in a

sharing economy.

Five generations of customers and workers

driven by digital proficiency, not

age

Sacrificing privacy for

convenience in a post-NSA/Snow

den world

Generational and class

warfare favor redistribution

programs

Resentment and backlash emerge

toward Silicon Valley for disruptive

technologies and business

models


Technological (T) Trends Boost Digital Opportunities

Systems of engagement to

systems of mass personalization

at scale that deliver relevancy

Isolated networks to a

connected world of sensor-based and analytical

ecosystems that harness Big Data

Powerful yet static systems to

cognitive systems that

augment humanity


Environmental (E) Factors Frame Long-Term Scenarios

Reduction of consumption and push for conservation

continues

Sustainable manufacturing processes are now vogue.


Legislative (L) Lethargy Drives Knee Jerk Reactions

Individual freedoms and privacy take center stage

Scarcity of governmental revenue drives

excuses to create taxation opportunities

Expect more legislation to

address digital divide


Next Steps


“Begin with the end in mind”


Progress from catalyst to co-creator

Inspires game changing transformation, conceives and designs innovation; applies disruptive forces; leads and evangelizes

Advises and recommends areas for business impact; delivers the larger perspective; delivers trusted advice

Initiates achievement of business and IT operational improvements; proven experiences; proactive approach to solution development

Enables improvement via broad portfolio of IT services; deep specializations in select areas; reactive response to new project requests

Provides commodity IT services; executes across a limited scope; project oriented

GREATESTVALUE

LOWESTVALUE

47


Develops IP for the marketplace. IP can be software, products, or even information services

47

Co-creator

Innovator

Advisor

Catalyst

Enabler

Provider


Opportunities abound for owning the entire value chain

TransferSale of IP assets Share of IP asset

MaintainOwned IP Leased IP Assumed IP

OperateCost plus Gain share Rev share

BuildMobile Cloud On-premises Resold

DesignProducts Services Outcomes

48



New business models should be considered across these 3 axes

Com

plex

ity o

f Wor

k

Level of Differentiation

Degree of Control

Business Model

Process

Task

Decision making

Complex algorithms

Simple rules

Inno

vatio

n Ce

nter

Indu

stry

Sta

ndar

ds

Cent

er o

f Exc

elle

nce

49


Questions And Answers

50


Thank you

R “Ray” Wang

650.918.6619

[email protected]

Twitter: @rwang0

http://

blog.softwareinsider.org

www.ConstellationR.com

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Date post:	21-Sep-2014
Category:	Technology
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