Trend 5 MYMARKETS #TECHVISION2019 Technology is at the backbone of how Paper Boats new product or service designed not just for a executes these granular strategies. The company specific customer, but for their needs at a specific solicits localized feedback from customers by point in time. surveying them on WhatsApp, using the aggregated data to continuously gain new insight with a Mastering momentary markets will be both an art and proprietary analytics platform. Its factory, fully a science. Delivering for every moment is impractical equipped with Internet of Things (IoT) sensors, is and unnecessary; the art lies in picking the right extremely flexible: changing recipes takes at most opportunities to be both effective and welcomed by two to three minutes, is transacted through consumers. The science is in building a company that computers, and even factors in external variables like can create context-aware, customized products and weather and air pressure to ensure the finished services on demand. 85 percent beverage tastes exactly as intended. Leading businesses are already preparing for a future of executives agree the integration A company like Paper Boats offers a glimpse of how of living in the moment, on both sides of the leaders will capture the opportunity of individual equation. of customization and real/near time moments. As people’s lives become more and more personalized through technology, creating a world Take General Motors. The company installed a 3D delivery is the next big wave of with a multiverse of realities and moments, printer in one of its manufacturing plants, allowing competitive advantage. companies must reinvent their organizations to assembly line workers to print replacements for 2 capture those opportunities as they come. That broken tools on-site the moment they need them. means viewing each moment as if it is an individual This lowered the cost for replacing tools market—a momentary market. significantly—one commonly-used tool cost $3,000 to buy but just $3 to 3D print—and kept lines moving. With direct digital access to customers and increasingly powerful analytics capabilities, For consumers, Zume Pizza rises to moments of companies can understand their current and opportunity through an app that forwards custom potential markets better than ever before. And with orders directly to an assembly line of pizza-making 3 sophisticated backend technology that can reorient robots. The machines roll dough, add sauce, and the business quickly, they can deliver for those cook the pie, letting the company deliver just what markets faster than ever before. Put those capabilities the customer wants up to 20 minutes faster than together and every moment is a chance to deliver a competitors. 75 TECHNOLOGY VISION 2019 THE POST-DIGITAL ERA IS UPON US