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Strategy

The Future Face of Digital

4 Mar , 2013  

The Future Face of Digital

 

Is your organisation still reeling with the many constructs and options offered through media and platform? There is an every growing myriad of diversifying key issues from the digital markets that are making strategy setting almost impossible on a 3 year basis? And guess what? Behold another extreme game changer in how customers will interact and how organisations need to step up and monetise new digital channels?

1. Pace – The rate of change is getting faster as more and brighter minds explore and feed into the digital chain and add unique value, making decision buying processes harder for some consumers and businesses.

2. Connectivity – The building blocks of sharing for all of us. What do we need, when, how, what will it cost, what is its value?

3. Web Humanity – Digital has to become a people’s web across, e commerce, tablet and mobile in order to take advantage of the many software applications, exciting rich content and customers preferred choice of portable hardware.

Situational Analysis (March 2013: Source Google/IBM Data)

  • There are 2.4 Billion internet users worldwide
  • 60% of those purchase online last month
  • Every 18 months computing power doubles in strength
  • Every year digital storage becomes 50% cheaper to purchase
  • 79% of customers, who have a bad website experience, WON’T GO BACK!
  • Currently there are 1.1 Billion 3G subscriptions, a 37% rise year on year
  • Current there are 0.9% of UK with 4G subscriptions but drive 14% of all data downloaded
  • 33.3% of all website visits are from a mobile
  • Over 40% of the top 250 FTSE companies do not have a mobile strategy
  • PC world sells a tablet, every 4 seconds
  • 8 Million automobiles have connectivity, by 2016 this will be 40 Million (70% of new car purchases were significantly influenced to purchase due to connectivity in the automobile)
  • 50% of all digital users wanted to received more personalised content

Setting expectations here, it is clearly evident that digital growth and its business implications are firmly in their digital infancy. The galaxy of far far away from the cult fictional work of Star Wars and the famous Han Solo’s ‘jump to hyperspace’ moto has truly begun. So, what does it mean for you?

More bespoke, more personalised content driven by software, analytics and digital systems that quickly identify and inform of emerging correlations between search, purchase and general activity to enhance engagement and expansion. The old systems should be used as an indicative reference point to demonstrate what ‘change looks like’:

  • The Telephone to 75 years to reach 150 million users
  • Television took 15 years to reach 150 million users
  • Websites took 7 years to reach 150 million users
  • The Iphone took 4 years to reach 150 million users
  • Google + took less than 1 year to reach 150 million users

One of the latest app’s to redefine user engagement is Google Now. Its sole purpose is to make every software complaint handset into a personal assistant. The app will learn about consumers lifestyle in less than 24 hours and will start to help with daily life. Some of the handset features are:

  • It will speak to the user if they want the time read out when waking up so that they know they have not overslept
  • It will work out where users are in the world and provide the most up to date weather outlook within one of the screens displayed
  • The regular train that users will be due to catch will now bring you notifications if it delayed or cancelled
  • Traffic reports will be continually updated and fed without logging on traffic websites
  • The app will know what breakfast stores you like and locate your nearest one should users be busy across cities for different meetings

The words of content is king have taken a new lease of life. Content is also going to be given to users intelligently and accurately and will continue to grow like a second brain, a PA. This leaves businesses with tremendous options and opportunities when designing new market and product development.

Ironically then technology is demonstrating that strategy itself really can come down to five basic principles and ground roots as concepts. These concepts and principles can be defined as sight, smell, taste, touch, and hearing. They have been there the whole time, it’s just a race of how developers can re-invent the wheel in new and existing ways that absolutely captivate consumers to grow ideas into sustainable profits.

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