Trend 2 GET TO KNOW ME #TECHVISION2019 UNDERSTAND CHOICE TO BUILD TRUST With every future offering poised to be individualized for the market of one, companies must master the granular understanding that technology identities make possible� It’s the difference between creating a tailored, seamless experience that neatly integrates into a specific customer’s life, or losing a consumer’s trust and a potentially lifelong relationship by creating an experience that is out of sync with their needs and expectations� Mastering the use of technology identities begins with understanding their key value: they rely on the power of consumer choice. No one chooses their age, ethnicity, or other characteristics commonly used to categorize people into demographic buckets. But having a Facebook account or a smart home device is a choice. Which brand of smartphone a person carries, or if they carry one at all, is a choice. Whether or not to turn on location tracking, use a wearable fitness device, or let an insurance company monitor driving activity in exchange for a discount—all of these are choices, driven by convenience, accessibility or the trust a person has in a particular company. Choices around technology 35 TECHNOLOGY VISION 2019 THE POST-DIGITAL ERA IS UPON US