Trend 2 GET TO KNOW ME #TECHVISION2019 Technology identities are of business and IT executives driven by digital agree that digital demographics, which demographics give their reflect consumers’ organizations a new way to choices across a variety of 83%identify market opportunities devices and services. for unmet customer needs. The transactional interactions of the digital era furniture directly in their physical environment.3 experience, just as it is in daily life. And with every offered snapshots of customers at a single point in Instead of having the customer get home and build a step in those experiences, consumers are leaving time. Now, experiences are beginning to deliver a piece, only to then realize it was not quite what they behind footprints of their technology identity. It’s living, more holistic, and ongoing view of customers’ had hoped, the app revolutionizes the shopping creating a living foundation of knowledge for digital activities, technology capabilities, and experience. People can now make purchasing business, as customers use technology to interact preferences—in addition to their personal needs and decisions by using their very own home as the with them—and other companies they do business goals. It’s the enterprise feedback loop of the post- backdrop of the catalog—and, thanks to Ikea’s with—across multiple points in time. digital era: the more experiences companies deliver, purchase of labor platform TaskRabbit, customers the richer the technology identities that are created. can also seamlessly recruit help to assemble the new The key opportunity for enterprise? Become each The richer the technology identity, the more powerful piece in place.4 individual customer’s ongoing, trusted partner. the experience a company can create. Companies will achieve this by understanding the Other companies have followed suit, replacing dry, technology people use and how they use it, creating The shift toward technology-driven experiences has often frustrating transactions with new technology- the insights needed to integrate seamlessly into the already begun in earnest. Ikea built an augmented driven efforts that bring experience to the forefront of person’s life. reality app that allows customers to browse the the relationship. Look closely at those interactions: company’s catalog and place 3D renderings of technology is an inextricable component of the 31 TECHNOLOGY VISION 2019 THE POST-DIGITAL ERA IS UPON US