Technological Breakthroughs

Technology breakthroughs by Bob Moritz

• The First Digital Wave: we’ll see more and more companies adopt ‘e-commerce’ or add a web channel to their existing portfolio. In this wave, even fairly traditional organisations will make this move.
• The Second Digital Wave: digital will move beyond a channel to an ‘economy of outcomes’. That means we’ll see businesses teaming up with the consumer to find an outcome. A good example would be that a number of companies today are involved in helping us live healthier lifestyles.
• The Third Digital Wave: this will be driven by consumers taking back their digital identity and extracting value from it. You’ll see consumers owning their digital brand and expecting organisations to know what they want and to really deal with them as individuals.