Special Edition: Trends Shaping the Future of Business
More than ever it is important to understand the major shifts -- call them Revolutions-- occurring today driven by technological and societal change. Successsful businesses will take advantage of the opportunities presented by this new connected economy of social, mobile, local and cloud computing. What are these trends? How will these shifts challenge you? Your business? And how are they changing the behavior and expectations of the customers you seek to attract? This presentation takes a look at some of the major revolutions happening now with an eye towards 2020. Take a look and tell us: What will you do differently in 2020?
Special Edition: Trends Shaping the Future of Business
TRENDSSHAPING THE FUTURE OF BUSINESS
g! in BUILD IT.THE FUT U RE I S com LETʼSToday mobile devices, their customers andsocial media, network employees driven byconnectivity and both technology andcloud-based storage are societal trends. In thechanging how we connect future, successfulto each other, consume businesses willinformation and conduct understand these trendsour everyday lives. and lead by boldBusinesses are challenged innovation, notto keep pace with the constantchanging behaviors of incrementalism.
Were in... “The future is nothing like the past. Our a social revolution companies have to change. We have to change. We have to transform. We have to evolve. Get a mobile revolution excited for this incredible new world that is un- a local revolution folding before us. The world is changing and new a cloud revolution technology is creating this change. The compa- a trust revolution nies of tomorrow will be ‘Customer Companies’ —companies that connect their customers,a customer revolution partners, employees and products in ways that will shape our future.” —Marc Benioff chairman and CEO, salesforce.com
THE SOCIALR E V O LU T I O N 56% of CEOs use Web sites and social mediafor customer relationships today compared to 70% of students who believe businesses should do so. - Global CEO Study, IBM“ Disruptive technologies are storming the halls of business,with social media among the most aggressive. Customersgain a platform for self-expression; networks organizedcustomer sentiment and created active communities aroundinterests and experiences. This genre of connectedconsumerism has given rise to a not so quiet consumerrevolution. Perhaps more importantly, businesses were giventhe gift of feedback and an opportunity to listen and equallyengage. Social media represents the great bridging ofcustomer expectations and business assumptions.”—Brian Solis Altimeter Group
TRENDS Shaping Our Lives! GENERATIONAL SHIFTS: BOOMERS MOVING ON; MILLENNIALS STEPPING UP By 2020, one in six Americans At the same time, the Millennial —”Baby Boomers” born between Generation—a wave of tech-savvy 1950 and 1964—will be over 65, “digital natives” born after 1980—will the majority working beyond represent 20% of the population by traditional retirement. They will 2020. Millennial employees have control ½ the expendable income different expectations from in the U.S., and will be looking for Boomers—more feedback, responsibility, products and services to make life and involvement in decision making. easier—healthcare leading the charge. Millennials will be spending more time on the job, but less time in the traditional workplace. For these employees, where they are will be less important than what they do.“Every Generation Needs a New Revolution”—THOMAS JEFFERSON
WE’RE MOBILE AND Connected.SMART MOBILE’SSOFTWARE METEORIC RISEIntelligent software assistants will Mobile communication overall is abe “smart”—able to learn and disruptive phenomenon on a globaladapt. Expect to see them scale. Just three years ago, mobile trafficregulate our electrical power, accounted for 1% of Internet traffic.adjust our heating and cooling Today it’s 13%, and by 2020 is expectedneeds, monitor the state of our to reach 127 exabytes, up 33% over thehealth, tell us when to leave for decade.the airport in time for our flight,and make restaurant reservations. “Before 2020, cars will drive on their own on highways, even park on their ownin airport lots. Your car, through a funny little robot, will be your intimate friend. It will guide you, anticipate your needs, propose music for your mood, choose when and where to refuel, and select your news. Your professional and leisure environments will be completely seamless.” —Patrick Pelata, executive VP and chief automotive officer, salesforce.com
Democratizing Government Data rom the beginning of this decade, Washington has begun to operate on the principle that the default setting of the government should be Open. The vision of Data.gov, a government initiative, is to become a repository of all the information the government collects that is not private or restricted for national security reasons. Since the beginning of the decade, it has"We are moving toward a more grown to over 250,000 datasets. participatory democracy. The Across the board, this data is now federal government does not being used to do things like drive have a monopoly on the best innovation and improve lives. ideas. It does not have a monopoly on how to approach How will transparency in our toughest problems. The government change democracy? government is returning to its rightful place—’We the People’ —rather than just a few people making decisions, to insure that a healthy democracy flourishes.”—Vivek Kundra The first national CIO and now executive VP of emerging markets, salesforce.com
THE TRUSTCollaborative, Social Future of BusinessT he Transparent, REVOLUTION:Driven by generational preferences, technology advancements,and social media, there will be a shift to a participatory businessmodel using networks, forums, and communities—with aresulting power shift toward people and away from institutions.FROM “Similar to the character of a person, how a• Secretive company responds in social determines their• Opaque character, and if they are to be trusted.• Siloed• Hierarchical Leading companies know they have a• Proprietar y responsibility to be good corporate citizens• Slow Moving and, well, to be good. When they are, the• Ivor y Tower rewards are exponential."• War y of Customer• Company-Oriented — Rosie Pongracz• Interruption Marketing Director, Salesforce Platform Product Marketing• Opinion-DrivenTO• Open Revolution• Transparent "Were entering the socially connected world. This does not just mean people to people connections, but a world• Crowd and Peer Driven where everything is connected. We are connected to• No Walls the products and services we use every day, and it• Incremental Change makes our lives better. In order to truly connect, you need to be vulnerable. In order to be vulnerable, you• Continuous Improvement need to be honest and transparent. Being honest and• Collaborative Engagement transparent is not easy for businesses, but it is essential.• Customer-Oriented If you live without fear, anything is possible. Is fear holding you back?"• Shared Responsibility• Permission Marketing —Michael Lazerow• Data-Driven CMO, salesforce.com marketing cloud
“ The BIG Impact of Big DataAt the end of the last decade,information technology set the ” “By 2020, there will be 50 billion devices with Internetstage for a dramatic increase connections. Let’s not let themin computing capacity, and the overwhelm us with raw data;term "big data" was born. rather, let’s filter that flowAdvances will enable through social algorithms that tellcompanies to do bigger and us things we’d actually like tofaster things with know, in a way that lets us makeinformation—and make better decisions and pursue morecorrelations that traditional opportunities.”databases can’t—in order to —Peter Coffeeinnovate and compete. head of platform research salesforce.comBy 2020, big data solutions willbe the new normal—businessas usual.Challenges Benefits• Protecting intellectual property. • Information will be more transparent and usable.• Collecting bad (or useless) data through flawed processes. • Better analytics will make decisions more accurate and informed.
Technology and Emerging Markets:changing business, changing the worldhow $20 mini-tabletsare changing the worldA disruptive $20 Web- government will sooncapable mini-tablet promise provide 220 million (mostlyto transform education and rural) Indian students with achange computing as tablet for about $20, the costwe know it. of a pair of shoes. The tablet, made by DataWind, will beAround 100 million the lowest-cost tablet PC on6-year-old children in the the planet, and will make itworld lack access to possible for school-agedorganized education. But Indian children to bethere is hope. The Indian connected and learn. “Mobile is the future computing platform, especially in developing nations where mobile devices are often the only access to a larger world. It is incredible to watch how mobile cloud applications are rapidly advancing the missions of the nonprofit organizations that support these regions, whether it is getting crops to market, feeding families in refugee camps, or caring for children in local clinics.” —Suzanne DiBianca, president, salesforce.com foundation
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