Gartner Go to Market Strategy – Gartner has unveiled their top 10 predictions for IT and users. Now, savvy B2B sales and marketers will embrace that wisdom into their go to market strategies and tactics.
The digital innovation wave continues to gather momentum and is redefining markets and entire industries. Below are the top 10 predictions from Gartner analysts.
Gartner Go to Market Strategy – IT Predictions #1 – Augmented Reality
Gartner expects that by 2020, 100M consumers will shop in an augmented reality (AR) world. AR is the layering of digital information (text, images, video and audio) on top of the physical world. Because AR is expected to provide deeper engagement both in-store and online, retailers will increasingly incorporate augmented reality to enhance the shopping experience.
Specifically, Gartner predicts that by the end of 2017, one in five leading global retail brands will be using augmented reality as an integral technology to provide a more engaging and relevant shopping experience, leading to revenue growth.
Gartner Go to Market Strategy – IT Predictions #2 -Web Browsing
By 2020, 30 percent of web browsing sessions will occur without a traditional screen.
Amazon’s Echo use of audio-centric technologies is an example of how companies will make access to dialogue-based information pervasive. It’s believed that by disrupting conventional browsing (fingers on a keyboard) that even more hours can be available to online access.
Gartner predicts that room-based screen-less devices such as Amazon Echo and Google Home will be in more than one hundred million homes.
Gartner Go to Market Strategy – IT Predictions #3 – Mobile Apps
By 2019, Gartner predicts that 20% of brands will abandon their mobile apps.
Gartner communicated that many brands have been disappointed by the ROI on their mobile applications. Mobile apps are expected to go under the microscope to be evaluated against new emerging approaches with a lower barrier to discovery and installation.
Gartner communicated that many clients are asking for guidance about abandoning their mobile app and continuing their investments in mobile application development.
In addition, Gartner predicts that by the end of 2017, the number of branded applications realizing growth in average monthly usage will begin a steady decline.
Gartner Go to Market Strategy – IT Predictions #4 – Algorithms
By 2020, algorithms (artificial intelligence) will positively alter the behavior of more than a billion global workers.
Contextualization algorithms (unlike human beings who are emotionally charged, factually drained and sometimes irrational) have advanced exponentially to include a variety of behavioral interventions such as psychology, social neuroscience and cognitive science.
By the end of 2017, Gartner predicts that at least one commercial organization will report significant increases in profit margins because it utilized algorithms to positively alter its employees’ behaviors.
Gartner Go to Market Strategy – IT Predictions #5 – Blockchain
By 2022, Gartner believes that a blockchain-based business will be worth $10B.
A blockchain is a distributed database that maintains a secured, continuously growing list of records called blocks. By providing an immutable, shared view of all transactions between engaging parties, a blockchain ledger is expected to be the next revolution in transaction recording.
Gartner communicated that the benefits of blockchain applications include the potential to free up cash, create new forms of value, reduce transaction costs and accelerate business processes.
Gartner predicts that multimode blockchains and distributed ledger POCs will be deployed across industries and government agencies, through 2017.
Gartner Go to Market Strategy – IT Predictions #6 – Digital Giants
By 2021, Gartner predicts that one in five activities an individual engages in each day will be the technology from at least one of the top seven digital giants.
The top seven digital giants, by revenue and market capitalization are Google, Apple, Facebook, Amazon, Baidu, Alibaba and Tencent.
Gartner predicts that by 2018, more than 10B sensor-based devices will be connected in the combined consumer and business worlds.
And by 2020, 20% of homes are expected to be “connected homes” containing more than 25 things accessing the internet. 85% of users’ connected home solutions are expected to be linked to a certified ecosystem.
Gartner Go to Market Strategy – IT Predictions #7 – Innovation & Execution
Through 2019, every dollar an enterprise invests in innovation will require an additional seven dollars spent in core execution.
By 2018, Gartner predicts that IT service providers’ modernization engagements to support digital innovation deployments will increase by at least 30%, year over year.
Gartner Go to Market Strategy – IT Predictions #8 – Data Center Storage
Through 2020, Gartner predicts that the Internet of Things (IoT) will increase data center storage demand by less than 3 percent.
IoT has enormous potential for data generation across the roughly 21B endpoints expected to be in use by the year 2020. IoT is expected to scale and deliver important data-driven business value and insight without creating a significant impact on storage.
IoT discrete sensor storage is expected to represent less than 1% (only 0.4%), with storage from multimedia sensors consuming another 2%, totaling 2.3%
Gartner Go to Market Strategy – IT Predictions #9 – IoT Savings
By 2022, Gartner predicts that the IoT will save consumers and businesses $1T a year in maintenance, services and consumables.
The total IoT market is estimated to grow from $157B in 2016 to $662B by 2021.
Gartner Go to Market Strategy – IT Predictions #10 – Wearables
By 2020, Gartner predicts that 40% of employees can reduce their healthcare costs by wearing and acting on a fitness tracker.
Wearables can provide a wealth of data to be analyzed either in real-time or in retrospect. This data is a potential knowledge pool for doctors and other healthcare professionals to access both contextual and historical information (if the patient agrees to share it) in order to treat a patient and learn from the data.
Gartner believes that enterprises will increasingly appoint fitness program managers to work closely with HR leaders to include fitness trackers in wellness programs.
The benefit of wearables to healthcare providers is that they have the potential to reduce costs and to save lives.
Gartner predicts that by 2017, 70% of global enterprises will sponsor the use of wearable fitness tracking devices.