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5disruptiveforceshappeningrightnowW3Digital

5 disruptive
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happening
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16th, Jul 2015

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RecentlyIwasaskedtopredict
whatforces,industriesor

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businesseswouldbecausingthe
mostbusinessdisruption.Whileit

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article

5disruptiveforceshappeningrightnowW3Digital
mostbusinessdisruption.Whileit

isishardtoreallypredictwhat
thenextbigdisruptionwilllook
likeitispossibletoseeforcesat
playrightnowthataregoingto
haveamajorimpactontheway

MARK
CAMERON
Chief Executive
Officer

businessesarerun.

1 VRM
When your
data becomes
your data

Published in
Insights,
Technology

Whatishappeningwiththevast
amountsofdatawearecreating
onadailybasis?Theaverage
personhasbankcards,credit
cards,socialmediaaccounts,
loyaltycards,andsmartphones
allofwhichcancreateadetailed
pictureofthatpersonapicture
thatshouldbeabletomakeour
livesbetter.
Imagineaworldwhereallofyour
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5disruptiveforceshappeningrightnowW3Digital

datawasinoneplaceanditwas
usedtohelpyou.Arrivein
hospitalwithafeverandthe
doctorscouldinstantlyseeevery
placeyouhavebeen,everything
youhaveeatenandeveryperson
youhaveinteractedwith.Not
onlycouldtheydiagnoseyou
quicklyandaccuratelybutthey
maybeabletostopapandemic
beforeitstarted.
Currentlycompaniesviewthe
datatheyhaveaboutyouastheir
property.Andthismeansthatall
thedatayoucreatecantwork
togethereffectively.Thereisa
newtypeoftechnologycompany
emergingthatisaddressingthis
issue.Itisbeinglooselytied
togetherbythetermVRM,which
standsforVendorRelationship
Managementtheoppositeof
CRM.VRMtechnologiesworkon
theprinciplethatallthedataa
consumercreatesisfarmore
valuableifitisheldinonespot,
andthatspotshouldbe
controlledbytheconsumerthat
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controlledbytheconsumerthat

created.Ithastakenawhileto
arriveatthispoint,buttheworld
isnowpoisedforamassiveleap
forwardandmanyofthe
companiesplayinginthisspace
willbetheonesleadingthe
charge.

2 Software
writing
software
Artificial
Intelligence
starts to
automate the
knowledge
economy
Thedifferentdisciplineswithin
thefieldofArtificialIntelligence
(includingMachineLearning

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(includingMachineLearning
wheresoftwareadaptstonew
situationsandrecognises
patterns,andAutomated
Reasoningwheresoftwareuses
storedknowledgetodraw
conclusions)arequicklymaturing
andevolving.Intheverynear
futurethesesystemswillbeable
towritesoftwareprogramsof
theirown,andthatwillenable
themtoevolvetoapointwhere
theycantakeonmanyoftodays
knowledgebasedjobs.
ResearchconductedbyOxford
Universitysuggeststhat45%of
allcurrentjobswillbeautomated
inthenext1520years.This
willincludeprofessionslike
medicine,marketing,finance,
softwaredevelopmentandmany
others.Thatsameresearchalso
suggeststhatitisveryunlikely
thatthecreationofnewjobswill
matchtheerosionofoldjobs.
Whatwillpeopledowithallofthis
newsparetimetheyhaveon
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theirhands?Whatwillhappento
theworldwhensomanyjobsthat
compriserepetitivetasksareable
tobeautomated?Howwill
businessevolvewhenittakesfar
lesshumanandfinancialcapital
tomeettheneedsoftheir
marketsandcustomers?
Basedonourexperienceofthe
lastdecade,asreceptivetasks
becomeautomatedmoretime
canbespentoncreativejobs.
Wecanexpectthepaceof
innovationtoexplodeandwhole
newindustriestobedeveloped.

3 Data
utilisation
When data
stops being
about
analytics and
becomes the

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becomes the
product

5disruptiveforceshappeningrightnowW3Digital

Overthenexttwotofouryears
companieswillstarttoreally
examinethemassivevolumesof
datatheyhavebeenstoringover
thelastdecadeorso.Currently
thetoolsfordatastorageand
analysis(commonlygrouped
togetherwithinthetermbig
data)arebecomingfarcheaper
andmorecommonplace.As
companiesgetmorecomfortable
withviewingtheinsightsthat
comefrommassivedatasetsthe
nextstageindatautilisationwill
pickupsteam.
Thedatathatorganisationsare
storingabouttheircustomersand
networksiscurrentlybeingused
todevelopcustomerinsights.It
willsoonmovetobecomingthe
rawmaterialforgenerating
revenue.Thisdoesntmeansuch
organisationsbesellingthedata,
asthiswoulddegradeitsvalue
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5disruptiveforceshappeningrightnowW3Digital

almostimmediately.Instead
companieswilldesignnew
productsandservicesthatallow
theircustomerstomakeuseof
thedatatheyhavecreated.
Thebankingandfinanceindustry
isanexampleofanindustrythat
isalreadywelldownthis
pathway.Insurancecompanies
cannowusedatatoprovidea
moretailoredpackage.Track
yourdrivingbehaviourandauto
insurerscanofferyouapackage
thatsuitsyourexactriskprofile.
Healthinsurerscannowoffer
incentivesforhealthier
behaviourstrackedthrough
mobilephonesandfitness
trackerslikeFitBit.Itsnotagreat
leaptoexpectabankingappthat
helpsyousticktoabudgetby
helpingyoumakebetterfinancial
decisionsinrealtime.
Expectthenextgenerationof
digitalexperiencesthatbrands
offeruptotheircustomerstobe
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comemuch,muchsmarter.

4 The all
indigital
company
new business
models that
will eat the
world
InFebruary2015Gartner
publishedtheresultsofsurvey
thatanalysedtheeffectsofthe
connectEconomy.Thesurvey
showedthat89%ofthe
companiessurveyedbyGartner
believethatcustomerexperience
willbetheirprimarybasisfor
competitionby2016.
Althoughmanycompanieshave
beenslowtoadapttothe
changingenvironment,theperiod
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ofbeingnervouslyimmobilehas
cometoandend.Therearea
numberofcompanieswhichare
alreadygoingallinintegrating
thecustomerexperiencethrough
scalable,digitalsolutions.
Thepaceofchangeismaking
manybusinessleadersnervous
thattheywillbeunabletokeep
up.Butthemorecourageous
companiesarereformingtheir
companiestomakethemostof
newopportunities.These
companiesaredoingmorethan
justreplacingoneformof
marketingwithdigitaltechniques.
Theyarelookingforcompletely
newwaysofinteractingwiththeir
customers,anddevelopingnew
businessmodelsintheprocess.
Thefirstwaveofdigital
disruptionwasownedbythe
siliconvalleystartup.Thenext
wavemaywellbeownedbybig
brandswhostartactingmorelike
venturecapitaliststhan
monolithicorganisationslooking
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forinvestmentswithintheir
market.

5 Chief
Digital
Officers The
role that is
changing
every aspect
of business
Thedigitalrevolutionisalready
generatinginternaldisruption
withinmanyfirmsandwillsoon
produceorganisationalchange.It
willtaketheshapeofanew
seniormanagementpositionwith
anentirelynewroleand
dedicatedresources..That
personwillbetheChiefDigital
Officer(CDO).
LastyearForresterresearchtold
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usthat39%ofCEOsbelievethat
theypersonallysetdigital
strategyfortheirfirms,butonly
26%oftheirdirectreportsfrom
withintheexecutiveteambelieve
thatisso(thattheirCEOactually
doesowndigitalstrategy).With
theeverincreasingimportanceof
digitalineveryoneslivesitis
clearthatmanyorganisationswill
requiresomeoneatthesenior
managementleveltoleadthe
chargeondigital.
ItispossiblethatthecurrentCIO
orCMOrolesevolveintothe
CDO.Butitisequallylikelythat
thiswillnothappen.Companies
arerapidlyshiftingawayfrom
maintainingoperationalsystems
toimplementingthedigital
capabilitiesthatattract,convert,
serve,andretaincustomers.This
suggeststhattheroleofCDOwill
needtohaveinfluenceover
marketing,technology,strategy,
customerinsightsandproduct
development.Inshorttheywillbe
atthepointyendoftotalbusiness
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5disruptiveforceshappeningrightnowW3Digital
atthepointyendoftotalbusiness

transformation.
Writtenby:MarkCameronCEO

Published in Insights,
Technology
16th, Jul 2015

DESIGNING
YOUR
CUSTOMER
ENGAGEM
ENT
PLATFORM
16th,Jul2015in
Insights,Technology

Recently I was
asked to predict
what forces,
industriesor
businesses would
be causing the
most business
disruption. While
it is is hard to
http://workingthree.com/insights/5disruptiveforceshappeningrightnow/

THE
TRANSFOR
MATIVE
POWER OF
TELLING
THE
CUSTOMER
S STORY
16th,Jul2015in
Insights,Technology

Recently I was
asked to predict
what forces,
industriesor
businesses would
be causing the
most business

MORE
THAN JUST
A LIKE
16th,Jul2015in
Insights,Technology

Recently I was
asked to predict
what forces,
industriesor
businesses would
be causing the
most business
disruption. While
it is is hard to
really predict
what the next big
disruption...
13/15

3/13/2016

5disruptiveforceshappeningrightnowW3Digital

really predict
what the next big
disruption...

disruption. While
it is is hard to
really predict
what the next big
disruption...

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