B2C & B2B Emerging Technologies have been identified by Forrester in their recently published report, Top Emerging Technologies To Watch: 2017-2021.
These emerging trends should impact how B2B & B2C vendors position their offerings and how B2B & B2C buyers allocate their budgets to attract, engage, acquire, retain and upsell customers.
Forrester identifies three categories for emerging technologies: system of engagement technologies, system of insight technologies and supporting technologies – there are five sub categories within each.
B2C & B2B Emerging Technologies – Systems of Engagement Technologies
B2C & B2B Emerging Technologies – Internet of Things (IoT) Software & Solutions
IoT is generically referred to as the network of physical devices, vehicles, home appliances, and other items embedded with electronics, software, sensors, actuators, and network connectivity. It is the connectivity that enables these devices or objects to connect and exchange data with virtually anything.
Examples of IoT Software & Solutions include: Internet of Things (IoT) platforms and packages, IoT management and security tools
B2C & B2B Emerging Technologies – Intelligent Agents
In artificial intelligence (AI), an intelligent agent (IA) is an autonomous entity that observes through sensors and acts upon an environment using actuators to direct its activity towards achieving a specific outcome or goal.
Examples of Intelligent Agents include: Chatbots, digital assistants, robotic process automation
B2C & B2B Emerging Technologies – Personal Identity & Data Management (PIDM)
Personal identity and data management is an emerging market that is growing due to concerns about data security and privacy. As a result, individuals increasingly want to know when data about them is being collected, what data is being collected, where and how is the data being stored and by whom, and how that data is being used. And, if there are data breaches. The promise of PIDM is to give individuals control over their own data.
Examples of Personal Identity & Data Management include: Personal data lockers, authorization management tools
B2C & B2B Emerging Technologies – Real-time Interaction Management (RTIM)
Real-time interaction management is an umbrella term that Forrester uses to describe the phenomenon of delivering contextually relevant marketing to users across devices.
Examples of Real-time Interaction Management include: Customer recognition, offer arbitration and delivery, measurement / optimization
B2C & B2B Emerging Technologies – Augmented & Virtual Reality
Augmented reality (AR) is usually referred to as a live direct or indirect view of a physical, real-world environment whose elements are augmented by computer-generated or extracted real-world sensory input such as sound, video, graphics or GPS data.
Virtual Reality is the computer-generated simulation of a three-dimensional image or environment that can be interacted with in a seemingly real or physical way by a person using special electronic equipment, such as a helmet with a screen inside or gloves fitted with sensors. AR can be a live direct or indirect view of a physical, real-world environment whose elements are augmented by computer-generated or extracted real-world sensory input such as sound, video, graphics or GPS data.
Examples of Augmented & Virtual Reality include: Image processing, 3D software, specialized chis, headsets, HUDs, mobile apps
B2C & B2B Emerging Technologies – System of Insight Technologies
B2C & B2B Emerging Technologies – Artificial Intelligence (AI) / Cognitive
Basically, artificial Intelligence is a collection of advanced technologies that allows machines to sense, comprehend, act and learn.
Artificial intelligence is often referred to as a technology that appears to emulate human performance typically by learning, coming to its own conclusions, appearing to understand complex content, engaging in natural dialogs with people, enhancing human cognitive or replacing people on execution of non-routine tasks.
Examples of Artificial Intelligence (AI) / Cognitive include: Deep learning, cognitive, natural language processing (NLP), semantics, automatic speech recognition and generation and detecting novel concepts and abstractions
B2C & B2B Emerging Technologies – Customer Journey Analytics
Journey Analytics combines big data technology, advanced analytics, and functional expertise to help companies perfect customer journeys so that they can find new customers, retain customers and sell more to existing customers.
Examples of Customer Journey Analytics include: Journey analytics tools, analytics built into marketing and customer management
B2C & B2B Emerging Technologies – Insight Platforms
Insight platforms integrate technologies to manage and analyze data, test and integrate the derived insights into business action, capture feedback for continuous improvement and positively impact business outcomes.
Examples of Insight Platforms include Enterprise, business analytics, and insight, application platforms; big data fabrics
B2C & B2B Emerging Technologies – IoT Analytics
Internet of Things analytics frequently refers to analyzing and examining the data obtained by the Internet of Things. Sensors, network end devices and other data storing and transmitting equipment are the key components of collection of IoT data, upon which analysis is performed.
Examples of IoT Analytics include: IoT databases, streaming, CEP, real-time optimized spatial and visual analytics
B2C & B2B Emerging Technologies – Spatial Analytics
In short, spatial analysis is a set of techniques for analyzing spatial data. The results of spatial analysis are primarily dependent on the locations of the objects being analyzed. Software that implements spatial analysis techniques requires access to both the locations of objects and their attributes to produce true insights.
Examples of Spatial Analytics include: In-store analytics, location intelligence, sensors, machine learning
B2C & B2B Emerging Technologies – Supporting Technologies
B2C & B2B Emerging Technologies – Security Automation & Orchestration
Security automation refers to the automatic management of a task in a machine-based security application that would otherwise be performed manually by a human being – a cybersecurity professional. Security orchestration adds in the layer of complexity that is required to connect and integrate the various security applications and processes together.
Examples of Security Automation & Orchestration include: Security analytics and workflow management, incident response, link analysis, threat intelligence
B2C & B2B Emerging Technologies – Containers & Container Management
Containers are a method of OS virtualization that allows an application to run and its dependencies to be fulfilled in resource-isolated processes.
Containers allow an application’s code, configurations, and dependencies to be easily packages into easy to use building blocks that deliver environmental consistent, operational efficient applications that increase developer productivity and provide an effective way to manage version control.
A container management platform is usually referred to as a solution that is used to deploy containers. These container management platforms often include orchestration, scheduling and storage functionality along with a Web-based UI to easily manage several aspects of container deployment.
Examples of Containers & Container Management include: Docker, CoreOS, Kubermetes, Mesos, cloud container management
B2C & B2B Emerging Technologies – Edge Computing
Edge computing is a method of optimizing cloud computing systems by performing data processing at the edge of the network-close to the data sources.
Examples of Edge Computing include: Mobile edge computing, cloudlets, fog computing, industrial intent
B2C & B2B Emerging Technologies – Cloud Native Application Platforms
Cloud native application platforms is an approach to building and running applications that fully exploit the advantages of the cloud computing delivery model – both public and private clouds. Cloud native application platforms provide nearly limitless computing power, on-demand, along with modern data and application services for developers.
Examples of Cloud Native Application Platforms include: Platform-as-a-Service (PaaS), micro services tools, API management, CDCI tool chains
B2C & B2B Emerging Technologies – Hybrid Wireless
Hybrid Wireless Mesh Protocol (HWMP) is a basic routing protocol for a wireless mesh network. It relies on a Peer Link Management protocol by which each Mesh Point discovers and tracks neighboring nodes. A hybrid wireless network is the combination of a mobile ad hoc network and an infrastructure network.
Examples of Hybrid Wireless include: Chips and software that translate between wireless protocols on the same device
B2C & B2B Emerging Technologies – Net
The technologies listed above are expected to impact your B2C and B2B sales and marketing organizations ability to engage, acquire, retain and upsell customers. The technologies outlined are those that are predicted to be discussed at the board and executive levels as they should have the most significant impact on business business outcomes in the next five years.