Introducing 4SIGHT Part 1: Contextual Experience

At our 14th annual Hosting Cloud & Transformation Summit last month, 451 Research CEO Martin McCarthy unveiled 4SIGHT, a new extensive report detailing the major forces of innovation reshaping the digital enterprise landscape. Serving as a framework for our clients to help plan for the future – as well as underpinning our research agenda – the report describes four major categories that will drive the industry over the next decade: Invisible Infrastructure, Pervasive Intelligence, Contextual Experience and Universal Risk. In this post, we provide an overview of our thinking around Contextual Experience.

We define Contextual Experience as the interactions between a customer, worker or citizen and an organization that are augmented by rich sources of real-time information, delivered in the right way at the right time for a friction-free experience.

As technology becomes central to how individuals experience the world around them, it shifts the center of gravity from businesses to individuals in an unprecedented way. Business is being redefined from a transactional relationship between people into a more nuanced, tangled relationship between humans and the automated systems and devices they use to engage with the world. With it, the balance of power between organizations and their customers changes dramatically across virtually all industries. Prices and products are no longer enough to influence decisions. Instead, customers place a higher value on experiences. Employees will also value experiences and will need more motivation than compensation, benefits and an appealing corporate mission statement from their workplace.

With the explosion in new types of physical, digital and blended experiences, the battleground is moving beyond businesses providing ‘omni-channel’ strategies. Users will soon be expecting intelligent, immersive, pervasive and seamless experiences, all personalized to their own changing context.

For example, think about your relationship with your smartphone and how you use it. We found that 80% of online purchases in 2017 were influenced by mobile and that the average person will have more conversations with machine-learning-enabled bots than with other humans each day within a decade. It will behoove organizations to work toward delivering such contextual experiences to their consumers to avoid being passed over in the future.

From an enterprise perspective, successful organizations will adapt their technology stacks and utilize new inputs to create the Liquid Enterprise – enabling them to organize more fluidly around their customers and their workers. Businesses that can quickly and easily marshal and manage human resources to organize responsively around users’ ever-changing requirements will be on top in the future.

In short, technology will become central to how individuals experience the world around them, and enterprises will be expected to cater to the users’ preferred ways of consuming information, engaging the brand and completing work. We are starting to see these changes today, but these developments will increase over the next decade.

There is much more to learn about the long-term effects and predictions within the 4SIGHT report. Current customers can contact their sales rep; otherwise, apply for a trial to learn more.
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