埃森哲技术展望2019.pdf

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1、 The Post-Digital Era is Upon Us ARE YOU READY FOR WHATS NEXT?Accenture Technology Vision 2019Persistent change, challenged assumptions, and disruption are now the norm, rather than the exception, in business and society. And these indicators will only accelerate and multiply as we progress into the

2、 future. The lightning-speed of change, driven by technology, is taking us from the digital age toward a new reality, one we call the post-digital world.The Accenture Technology Vision 2019 lays out the inarguably bold and complex path that businesses will encounter in the coming years, as digital c

3、ontinues to take hold and the next wave of powerful technologies ushers in a new era.First lets look at what is happening today to see where we are headed: everything is becoming digital. Organizations are making enormous strides and realizing the benefits of new digital business models and processe

4、s. We see examples of this everywhere in how people shop, work, learn, communicate, decide, respond and even elect leaders. Now enterprises are at a crucial turning point. Digital is indeed important, but now it is simply the price of admission for doing business, especially as technologies have swi

5、ftly evolved peoples expectations and behaviors. The next epic disruption is coming, and our Tech Vision provides a glimpse of this future, along with insights on how to steer your organization toward continued success.Here is the good news: the post-digital era offers tremendous opportunities and v

6、alue for business if enterprises proceed responsibly and strengthen trust. The power of cloud and artificial intelligence will continue to advance. When combined with technologies such as distributed ledger, extended reality, and quantum computing, they will reshape not only the business sphere, but

7、 also the relationships with individualscustomers, employees and ecosystem partnersthat are critical to future growth.As you explore Accenture Technology Vision 2019, think ahead to this new reality with us, and decide how your organization will get ready for what the post-digital world will bring.T

8、hank you,FOREWORDAs every business does indeed become a digital business what is next?Paul Daugherty, Chief Technology custom-tailored pieces from Zozotowns in-house clothing line in some cases could arrive in as few as 10 days.1Gillette is catering to individual preferences in health and beauty, pa

9、rtnering with 3D printing startup Formlabs to offer customized razor designs.2 Consumers create their personalized product through the companys website; the digitally-personalized design is then physically printed and assembled, to be shipped directly to their door.TECHNOLOGY VISION 2019 THE POST-DI

10、GITAL ERA IS UPON US4#TECHVISION20194And customizing for the individual doesnt necessarily require Zozosuits or direct design input. Sams Club developed an app that uses machine learning and data about customers past purchases to auto-fill their shopping lists, and plans to add a navigation feature,

11、 which will show optimized routes through the store to each item on that list.3,4 Virgin Hotels greets its guests with a cocktail of their choice and a minibar stocked with their favorites, thanks to a digital platform the company uses in place of a rewards program.5Companies like these are figuring

12、 out how they can shape the world around people and pick the right moments to offer their products and services. Looking at these companies individually, there is a story of hyper-personalization and on-demand digital services. But the collective enterprise efforts reveal a fundamental shift in how

13、people will experience the world for generations to come. Soon, each individual will have their own reality, and every moment will represent an opportunity for companies to play a role in shaping it. What is enablingand drivingthis reality-shaping shift? The emergence of a post-digital world. We as

14、a society are nearing a turning point in digital enterprise, where more businesses will have completed their digital transformations than not. Digital-era technology, which began as a differentiating advantage years ago, is now expected from every business. But its impact is still changing Accelerat

15、edSignificantly acceleratedStayed the sameSlowed45%49%6%0%According to our Technology Vision 2019 survey of 6,672 business and IT executives, 45 percent report the pace of innovation in their organizations has significantly accelerated over the past three years due to emerging technologiesTECHNOLOGY

16、 VISION 2019 THE POST-DIGITAL ERA IS UPON US5#TECHVISION20195IntroductionAs the playing field evens out, companies will need to acknowledge a shift in their reality tooaround the level of expectations they face from digitally mature customers, employees, and business partners. Businesses have used t

17、echnology-driven mass customization to get more granular with consumers through a top-down approach: selling two different options, then 10 different options, then 100 different options. Companies success with this approach has fostered the illusion that they can meet any need, no matter how persona

18、l or custom. Now, to meet expectations in the post-digital world, they need to turn that illusion into reality. That means understanding people at a holistic level and recognizing that their outlooks and needs change at a moments notice.In the post-digital world, every moment will represent a potent

19、ial new market of one. Its where demand is communicated instantly and gratification is expected immediately. Whats more, both are constantly changing, creating an infinite and never-ending stream of opportunities to be met through business- to-business (B2B) and business-to-consumer (B2C) engagement

20、, as well as in the public sector. The post- digital world is one where technology is the fabric of reality, and companies can use it to meet people wherever they are, at any moment in timeif they rise to the challenge.the relationship between businesses and society, and the expectations of individu

21、al people. Digital-born companies and those completing their transformations have showered consumers with digital products and services. Facebook, Twitter, Snapchat, and a constant rotation of new social media brands have become go-to destinations for finding and sharing information. Smart home devi

22、ces enable contextual interactions between the digital and physical world (Hey Google, remind me to talk to the accounting staff when I get to the office), direct requests for physical products and services (Alexa, order more dish soap), and even digitally driven social interactions from wherever pe

23、ople choose (Siri, call Mom with FaceTime).The digital saturation of reality has granted companies with exceptional capabilities. They can understand their customers with a new depth of granularity. They have more channels than ever to reach those consumers. And with every company finally converging

24、 on the same digital footing, there are more digital ecosystems and more potential partners to help companies create holistic experiences.But as we move collectively into the post-digital era, these capabilities and advantages are now available to every organization. Digital itself is no longer diff

25、erentiating. With every business heavily investing in digital technologies, how will leaders set themselves apart? In the post-digital world, every moment will represent a potential new market of one.TECHNOLOGY VISION 2019 THE POST-DIGITAL ERA IS UPON US6 6#TECHVISION2019Introductionabout which tech

26、nologies they will or wont adopt to get the experiences they want. Companies must pay close attention not only to the choices themselves, but also to the powerful new insights those choices can provide about their customersand about new market opportunities.Post-digital workers are incorporating tec

27、hnology to complete tasks in new ways, in new types of jobs, but they are still being hired, trained, and managed in pre-digital ways. With the war for talent continuing to rage, companies must adapt their technology strategies to close the divide between themselves and their digitally mature workfo

28、rce.Post-digital threat actors have nearly unlimited points of entry to enterprise. With a global army of connected devices ready to be pressed into service, and an attack surface that includes not only the target company but every partner and vendor in the companys ecosystem, they have the clear ad

29、vantage. Businesses must respond to this post- digital threat with a collaborative approach, recognizing that they are not just potential victims, but someone elses vector.Companies have not been alone on their journey to digital transformation. People have been on a parallel path, incorporating new

30、 technologies at an increasingly rapid rate. When mobile phones were first introduced, they took 12 years to reach 50 million users; the internet took just seven to get to the same point.6 Looking at purely digital technologies, the rates become frantic: Facebook reached 50 million users in four yea

31、rs; WeChat, one year. Pokmon GO, the augmented-reality gaming app from Niantic? Nineteen days. People are adopting new technology both quickly and completely, and whether theyre customers, employees, or even threat actors, they are beginning to outpace enterprises in their digital transformations. T

32、hey are more knowledgeable about technology itself and how companies use it, and are becoming selective and demanding of what they adopt, challenging companies to work with them or adapt to them in different ways. Post-digital consumers are enjoying the results of technology saturation. In a world o

33、f unprecedented technology choice, people have strong sentiments Post-digital markets are made up of consumers, business partners, and governments alike enjoying the spoils of the digital revolution. Fully on- demand or fully customized products are now the standard in practically every industry, an

34、d sooner than later, customers will expect every organization to achieve both. This is not to say digital is old or over. Far from it. Companies have used the power of digital transformation to shape themselves, to shape customers and employees, and then to shape peoples expectations. Whats left is

35、using their ongoing digital efforts to shape the market. Companies face a world of renewed expectations and core digital technologies are more critical than ever. But the time for pilots and experimentation is long past, and leaders must begin to strategize for whats next.A PARALLEL TRANSFORMATIONTE

36、CHNOLOGY VISION 2019 THE POST-DIGITAL ERA IS UPON US7#TECHVISION20197IntroductionLook at JD.com, an e-retail platform and one of the fastest-growing companies in China. JD is radically differentiating itself with its “Toplife” platforma service that helps third parties sell through JD by setting up

37、customized stores for unique shopping experiences.7 Not only do these third parties benefit from the e-retail personalization, they also have access to JDs supply chain with cutting-edge robotics and drone delivery that can reach rural areas. And through a partnership with Walmart, a physical store

38、in Shenzhen will offer more than 8,000 products available in person or delivered from the store in under 30 minutes.8 By offering unprecedented customization and speed, JD is enabling other companies to capture moments, and in doing so creating a new market for itself. It wont be long before the sta

39、ndout examples of today are the norm. Companies are already investigating the next generation of technologies such as artificial intelligence (AI), distributed ledgers like blockchain, extended reality, and quantum computing. The message is clear: “keeping up with the digitals” wont cut it for whats

40、 coming next. Realistically, the world is not yet at the point of everything being instantaneous. But post-digital companies are already playing a different game. Companies still completing their digital transformations are looking for a specific edge, whether its innovative service, higher efficien

41、cy, or more personalization. Post-digital companies are looking for much more. They are out to bypass the competition by changing the way the market itself works. From one market to many custom markets on-demand, in the moment.Industry lines are no longer a boundary to growth, and the disruption tha

42、t came in waves as technology matured in the digital era is now ever-present. Any company can compete with any other or carve out a new market. Take Amazon partnering with Berkshire Hathaway, an insurance and holding company, and JPMorgan Chase, a global financial services firm, to tackle challenges

43、 in healthcare spending. The three have pooled their resources in a joint effort that has companies in entirely different industries preparing for foundational disruption.GETTING TO THE NEW “MOMENT”TECHNOLOGY VISION 2019 THE POST-DIGITAL ERA IS UPON US8#TECHVISION20198Introduction#TECHVISION2019the

44、low altitudes at which drones fly, partnered with Microsoft Azure to create a platform that gives state and local authorities authorization, enforcement, and restriction abilities for drone operation in their areas.10 The platform also lets companies incorporate security and compliance checkpoints i

45、nto drone- related workflows.By positioning themselves as the curators of reality, companies already have a new level of obligation to society. But being able to deliver for specific and constantly changing moments creates challenging additional questions for businesses that are used to one market o

46、f many and long-static circumstances. With limitless opportunities, how do you measure the potential impact of products and services on society? How do you avoid crossing ethical boundaries where there are different lines for every reality and moment? And how does a company responsibly pick the oppo

47、rtunities to target in the first place? When you reach the point of being able to deliver nearly anything instantly, it is critical to remember that “can” doesnt always mean “should.”Its every companys responsibility to understand the impact of its moments at scale.future opportunity. Distributed le

48、dger technology, Artificial intelligence, extended Reality, and Quantum computing (DARQ) are already having an impact in disparate areas of enterprise. DARQ technologies will drive the post-digital wave, but catching that wave will only be possible with the firm foundation of SMAC. Looking even further down the road? DARQ technologies will enable innovation in such core aspects of the business that they will be foundational for whatever comes after that.As companies move to meet these goals, they must also accept a new level of responsibility. As businesses use technologies to reach further