Top 5 digital trends for big business in 2015
2015 beckons and with it lots of opportunities for big business to innovate and truly transform themselves with technology. Large corporates will, more than ever, need to keep one eye on the consumer technology world. Consumers are, after all, employees and customers and as 2014 has shown, what consumers like tends to find its way into big business one way or another.
So, with a crystal ball polished to a sparkle, here are our predictions for the top 5 digital trends for big business in 2015:
One screen will no longer be enough. A digital business shift will see businesses present themselves more consistently across all channels. There will be an expectation that people are using a second screen at all times that needs to operate simultaneously with the first screen. TV ads will synchronise with social media or engagement content such as polls and competitions on the mobile web, while sports fans might see content on their second screen relating to the brand promoting the main event on TV, perhaps alongside replays of vital goals at matches taking place elsewhere.
The real and virtual will merge. 2015 will see the demarcation between the online and real world break down. Shoppers will receive special offers by Bluetooth to their phone from iBeacons as they enter a store and may be served by holograms. Cap Gemini research has shown that digital interactions such as store kiosks are already popular among shoppers, suggesting that the introduction of more technology into retail stores would be welcome to the consumer.
The geek will inherit the earth. Big business will become ever more intelligent in 2015, when they will have to address the pressing need for analytics and not just generate yet more data. Research company Gartner says, “Every app now needs to be an analytic app. Organisations need to manage how best to filter the huge amounts of data coming from the internet of things, social media and wearable devices, and then deliver exactly the right information to the right person, at the right time.”
Wearables will be worn in the workplace. So far wearable tech has focused on the consumer health and fitness space. In 2015 it will shift to business use – salesforce.com has launched a development platform for customer relationship solutions based on wearables, for example, and Tesco warehouse staff are using armbands that transmit data about product movement.
The password will be history. Continuous authentication will start to secure big business systems, replacing passwords still all too often stored on a post-it note. Clunky password-based log-in will be replaced by smart context-aware security solutions that know where a user is, and whether their location, actions and even biometrics match expected patterns.