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埃森哲2017年Fjord科技趋势预测报告英文版_49页

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文本描述
FJORD TRENDS 2017
Twelve months of research, 1000-plus+cups of
coffee,and probably an entire forest worth of
Post-its (don’t worry -we recycle). That’s what it
took for us to compile our Trends 2017 report,
which offers an in-depth look at the eight most
important developments we believe will influence
and impact design and innovation for business,
government and society in the coming year.
After the seismic political shockwaves of 2016 –
a tumultuous twelve months in which many long-
held assumptions, practices and rules were
challenged–it’s easy to question the role and
value of predictions. However, we believe that
now more than ever there is a need for Trends
and the sparks of insight and innovation they
can ignite.
When we produced our first Trends report in
2008, Fjord consisted of 80 designers in four
European studios. We’ve since grown to 800-
plus designers and developers across 22 studios,
spanning five continents, which offers us a truly
unique perspective and the ability to view the
world and the way it’s changing from every
angle.
We still apply the same process to creating and
curating our trends -by running workshops in all
of our studios -and now we’re more perfectly
positioned than ever to explore and explain
emerging technologies and to identify and tackle
important issues. We hope our annual report is a
guide to the challenges, experiences and
opportunities your organization, employees,
customers and stakeholders are likely to face in
2017 and beyond.
Already, a number of emerging meta themes for the new year are clear:
FROM DESIGNING FOR DEVICE TO DESIGNING FOR ENVIRONMENT
For a decade, the smartphone has been the centerof our digital universe. In 2017 and beyond, the
focus will start to shift from mobile technology (which remains the key) to the environmentsin
which we spend our time, and how best technology canbe used tomake them supercharged.
THE WAY WE INTERACT WITH BUSINESS IS CHANGING YET AGAIN
Live stories and short, raw content are how consumers want to communicate with each other, and
it’s how they will increasingly want to communicate with brands. Forget flashy billboards, intrusive
direct marketing and repetitive TV commercials. Think online messaging platforms where broadcast
messaging is replaced by chat.Reliance on technology to drive communications with consumers
will increase. Yet, as AI becomes widely adopted, the needfor human intervention is still required.
Furthermore, the new technology will create new jobs, whether it’s bot designers, algorithm
auditors,or customer fallback specialists.
THE TRUST PENDULUM IS SWINGING
Post-truth –the Oxford Dictionaries’ word of 2016–reflects the information overload now affecting
us all. With simple facts no longer sufficient to communicate and convince, individuals,
organizations and brands will have tobuild trust bychanginghow they operate and communicate,
to build trust bydemonstrating authenticity and building emotionally–driven
relationshipsanizations must extend their attentionbeyond the customer and employee
experienceas organizations mustmasterthesocial experience.
That’s the background, then.So let’s now cut to the chase. In the sections that follow, we explore
eight of the key trends we believe will be most important to your organization over the months
ahead. Happy reading! We hope, you will find (at least some of) the answers to the question of
“What is next” for your organization.
CONTENTS
EPHEMERAL STORIES
WHERE NEXT, NOW EVERYONE’S
A STORYTELLER
SHINY API PEOPLE
REWIRING FOR INNOVATION
BLURRED REALITY
BEYOND AR VS. VR VS. MR
WORLD ON WHEELS
GO SLOW TO GO FAST
HOMES WITHOUT BOUNDARIES
DOMESTIC HELP FINDS ITS VOICE
HOURGLASS BRANDS
DON’T GET STUCK IN THE MIDDLE
ME, MYSELF AND AI
HUMANIZING CHATBOTS
UNINTENDED CONSEQUENCES
CUSTOMER-CENTRIC CANNIBALS
01
02
03
04
05
06
07
08
EPHEMERAL
STORIES
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