Global Study: Business Leaders Admit “We’re Not Ready For The Digital Future”
Research Reveals Make-or-Break Business Attributes To Keep Pace With the Up and Coming “Information Generation”
- New global research from Institute For The Future peers into the psyche and impact of the Information Generation
- Leaders (96%) believe new technologies have forever-changed the rules of business, democratizing information and rewiring customer expectations
- Business leaders agree on Top 5 “make-or-break” business attributes essential to keep pace with the Information Generation
- Research shows very few organizations doing the following extremely well and organization-wide: 9% innovate in an agile way; 12% can predictively spot new opportunities; 11% deliver personalized experience; 12% operate in real-time, and 14% demonstrate transparency and trust
- Leaders admit to limits on current ability to make use of data: 30% are able to act upon their information in real time; nearly 50% admit to not knowing how to get value from their data; 24% consider themselves “very good” at turning data into useful insights and information
- Forecasts major economic, technology, information consumption and privacy shifts of an entirely data-driven future by 2024
Whether we’re working, keeping fit, learning, playing, purchasing online or watching TV, we are making new digital demands of the businesses with which we deal. A new study, The Information Generation: Transforming The Future, Today, explores the impact of a growing global community of digital citizens. These individuals are always connected and engaged online, and have the world’s information at their fingertips. They also view the world very differently. Based on input from 3,600 Director-to-C-Suite business leaders across 18 countries, the study reveals new expectations of these individuals and identifies the fundamental business attributes critical for organizations to successfully compete and thrive in this new landscape.
Not surprisingly, nearly every (96%) business leader surveyed believes new technologies have forever changed the rules of business. In addition, 93% reported that recent technology advancements are resetting customer expectations, and nearly all say this will accelerate over the next decade. The top reported customer expectations are faster access to services, 24/7 and “everywhere” access and connectivity, access on more devices, and a more unique personalized experience.
The Quest To Redefine: Fundamental Business Attributes For The Future
Due to new Information Generation-driven demands, businesses agree that transformation is critical. To be a disruptor – and not disrupted – business leaders have identified five “make-or-break” business attributes, all of which have information at their core:
- Predictively spot new opportunities in markets
- Demonstrate transparency and trust
- Innovate in agile ways
- Deliver unique and personalized experiences
- Operate in real time
While business leaders agree these attributes are high priority, they admitted that very few have thoroughly embodied them. Specifically, when asked whether they address these attributes both very well and company-wide, only 12% said they can predictively spot new opportunities, 9% innovate in agile ways, 14% demonstrate transparency and trust, 11% deliver personalized experience, and 12% operate in real-time.
In addition, by 2020 more than 7 billion people on at least 30 billion devices will have created 44 zettabytes of data (or 44 trillion gigabytes), according to Gartner and IDC respectively. This is rapidly leading to a world in which nearly every element of life will be data-driven. While businesses know they can get value from this data, 49% admit to not knowing how to turn all of their data into actionable information. This includes:
- Even though 70% say they can gain insights from data, only 30% are always on and able to act upon their information in real time, and are unable to achieve this very well and company-wide
- 52% admit they do not use their data effectively or are drowning in information overload
- Only 24% consider themselves “very good” at turning data into useful insights and information
While companies brace and prepare to meet evolving customer expectations, the world is evolving at an equally rapid pace. Institute For The Future has forecasted major macro shifts in how technology will continue transforming the world by 2024. There are strong signals of a move toward a world in which nearly every element of life will be data-driven. Individuals and corporations will sell, donate and trade information on open exchanges. Inanimate objects will spring to life all around us, becoming more aware, responsive and connected. Decision-making will be enhanced by artificial intelligence in ways never seen before. Information will be communicated and absorbed through multiple human senses.
Customers will be able to better control their own privacy through new tools. In this new world order, value will shift from products and services to the information they generate.
“The Information Generation is demanding more from the organizations they interact with,” said David Goulden, CEO of EMC Information Infrastructure. “Businesses ‘born of the cloud’ are driving this shift in expectations, and mature businesses must redefine themselves to adapt and remain relevant.”
“Our mission is to provide practical foresight for a world undergoing rapid change – and to help turn insights into action,” said Rachel Maguire, Research Director at Institute for the Future. “It’s critical that we systematically explore the longer-term implications of an age in which information is at the center of everything we do, continually re-conditioning us in ways we still have yet to imagine. The world’s most information-savvy organizations – if they ready themselves – will lead one of the most significant transformations in history.”
The research was conducted by Institute for the Future and Vanson Bourne on behalf of EMC. Vanson Bourne surveyed 3,600 business leaders across 18 countries from mid-size to large enterprises in nine industries to determine top business imperatives required for success today and over the next decade. Institute for the Future led the creation of the study to identify and forecast the imperatives and shifts in the new digital world. The research questionnaire and imperatives are based upon in-depth interviews and workshops with 40+ influential global decision-makers and experts across multiple industries, with a diverse mix of academic, industry, nonprofit, and think-tank leaders.
EMC Corporation (NYSE:EMC) is a global leader in enabling businesses and service providers to transform their operations and deliver IT as a service. Fundamental to this transformation is cloud computing. Through innovative products and services, EMC accelerates the journey to cloud computing, helping IT departments to store, manage, protect and analyze their most valuable asset – information – in a more agile, trusted and cost-efficient way. Additional information about EMC can be found at www.EMC.com.
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