Trend 2 GET TO KNOW ME #T#TEECCHHVVIISSIIOONN22001199 B2B organizations have already started to adopt this technology has come to dominate the way people thinking. Companies like Datanyze and the HG Data engage with the world. app on Salesforce AppExchange will mine websites to identify what technology stack a target company is Success for companies, then, is about seamlessly using, or if they have recently changed providers.5,6 integrating into each individual’s technology Vendors can then leverage that information to choices—drawing insights not only from which generate leads and refine sales pitches that both technologies a person has adopted, but also how meet the target company’s specific needs and fit they’re used. Look at the difference in the ways within its existing sets of technology products and people use voice technology: among US adults, 70 services. percent use voice services to play music, 31 percent use them for smart home commands, and just 17 10 For B2C companies, the logic is the same. If percent use them for food delivery or takeout. consumer-facing businesses are betting big on experiences fundamentally driven by technology, Technology identities not only reflect overall they will need to better understand how that consumer identities, they also define new aspects of experience fits into the technology that already exists people’s lives in an era where everything is digital. in a customer’s daily life. Companies that disregard technology identities will inevitably create offerings out of sync with what their The technology that consumers have integrated into customers are able or willing to use. But those that their lives may not be as clearly defined as an successfully grasp technology identities will achieve a enterprise technology stack, but it is just as critical. living, individualized view of each consumer—one People entrust digital services to pay bills, shop, that’s needed to deliver rich, continuous, experience- catch up with friends, get the news, control the lights based relationships in the post-digital age. in their homes, work, and entertain themselves; even social movements like #MeToo are inherently born through technology. More than half of the global population are internet users, and in the US, consumers across generations already spend more 7,8,9 than three hours per day on their mobile devices. Even when it is operating silently in the background, 32 TECHNOLOGY VISION 2019 THE POST-DIGITAL ERA IS UPON US