Emerging “Post-Digital” World Provides New Opportunities for Businesses to Deliver Personalized Realities and Experiences, According to Accenture Technology Vision 2019
Today, digital technology is a strategic priority for every business. In the Accenture Technology Vision 2019 survey of more than 6,600 business and IT executives, 94 percent of respondents said the pace of technology innovation in their organizations had either accelerated or significantly accelerated over the past three years.
Given their collective prioritization of digital technology, every company will eventually converge on the same turning point—one where digital-era technology, which began as a differentiating advantage, is something expected from every business. In other words: The digital playing field will eventually even out.
Digital transformation grants companies exceptional capabilities. But it also creates enormous expectations.
So, what will this new, “post-digital” world look like? It will be characterized by companies looking for the next competitive edge.
Companies already face a new level of expectations from consumers, employees and business partners. Businesses have used the power of digitally driven mass customization to sell two different options of a good or service, then 10 different options, then 100 different options. Companies’ success with this approach has fostered for them the illusion that they can meet any need, no matter how personal or custom.
Amid these rising expectations, every business is investing in digital technologies, raising the question of how leaders will set themselves apart.
Businesses will need to turn that illusion into reality if they want to meet rising expectations. The coming era will be characterized by massive pressure as customers, employees and society make their demands known. But it will also provide tremendous opportunities for those companies that can deliver the appropriate experience at just the right time.
The Technology Vi