#TECHVISION2019 the relationship between businesses and society, and As the playing field evens out, companies will need to the expectations of individual people. acknowledge a shift in their reality too—around the level of expectations they face from digitally mature Digital-born companies and those completing their customers, employees, and business partners. transformations have showered consumers with Businesses have used technology-driven mass digital products and services. Facebook, Twitter, customization to get more granular with consumers Snapchat, and a constant rotation of new social through a top-down approach: selling two different media brands have become go-to destinations for options, then 10 different options, then 100 different finding and sharing information. Smart home devices options. Companies’ success with this approach has enable contextual interactions between the digital fostered the illusion that they can meet any need, no and physical world (Hey Google, remind me to talk to matter how personal or custom. Now, to meet the accounting staff when I get to the office), direct expectations in the post-digital world, they need to requests for physical products and services (Alexa, turn that illusion into reality. That means order more dish soap), and even digitally driven understanding people at a holistic level and social interactions from wherever people choose (Siri, recognizing that their outlooks and needs change at call Mom with FaceTime). a moment’s notice. The digital saturation of reality has granted companies In the post-digital world, every moment will represent In the post-digital world, with exceptional capabilities. They can understand a potential new market of one. It’s where demand is their customers with a new depth of granularity. They communicated instantly and gratification is expected every moment will have more channels than ever to reach those immediately. What’s more, both are constantly represent a potential consumers. And with every company finally changing, creating an infinite and never-ending converging on the same digital footing, there are stream of opportunities to be met through business- new market of one. more digital ecosystems and more potential partners to-business (B2B) and business-to-consumer (B2C) to help companies create holistic experiences. engagement, as well as in the public sector. The post- digital world is one where technology is the fabric of But as we move collectively into the post-digital era, reality, and companies can use it to meet people these capabilities and advantages are now available wherever they are, at any moment in time—if they rise to every organization. Digital itself is no longer to the challenge. differentiating. With every business heavily investing in digital technologies, how will leaders set themselves apart? 44 TECHNOLOGY VISION 2019 THE POST-DIGITAL ERA IS UPON US