。C2 General1 Iris Meijer Chief Marketing Officer, Vodafone Business “Creating a shared future in a fractured world.”This was the title of the annual meeting at Davos, a congregation of global and business leaders hosted by the World EconomicForum. At first glance afractured world might sound accurate, as confidence in traditional organisations drops and technology challenges business modelsacross the world. Yet amongst this uncertainty, we at Vodafone believe that there is immense opportunity for our people and our customers. Thatthis shared, connected futureis something to be excited about. That is why we have published the Global Trends Barometer 2019, which primarily allows us to better understand our customers’needs and the challengesthey face. Our market insight professionals reached out to over 1,700 businesses, industry analysts, global consultancies, futurologists and more to establishwhat is really driving decision making in the digital age. The study has identified four trends which will shape the narrative of the coming year. By combining expert insight with political, business and economicthought leaders, it also recommends some ways in which you can embrace these changes to the benefit of your business. We invite you to consider how these trends are unfolding in your area, and where we can work with you to co-create this shared future; moving ahead together. Vodafone Trends Barometer 2019 C2 General Understanding the opportunities and threats thatthe future will bring is of great importance tobusinesses. In research carried out by Vodafone the importance offuture trends was clear: Almost all businesses (93%)which took part inVodafone’s study think that understanding andresponding to new trends is vital to theirorganisation’s future success. Businesses told Vodafone that an understandingof trends allows them to better meet customerneeds(67%), make the right business decisions(62%) and react quicker to change (60%). 2 Based on extensive primary market research of business customers, thoughtleadership reports from industry analysts, global consultancies, vendors,futurologists and more, Vodafone has produced the2019 Vodafone Trends Barometer.Vodafone has identified the following four key trends for businesses:1.In a digital world, trust is king In an uncertain world of shifting loyalties, trustworthiness has become a valuable commodity. In thiscontext, trustworthiness is defined by keeping data safe and being transparent with the use of data.2.Prioritising ethics is central to winning the competitive race The world is starting to recognise the correlation between profit and purpose. 3.A balance is being struck between humans and machines Business management is learning to balance the skills provided by humans versusefficiencies provided by AI. 4.Disruption is placing a renewed focus on customer centricity Businesses need to push themselves to stay ahead of changing customer needs in a volatile market. Vodafone Trends Barometer 2019 Executive Summary C2 General Globalconsultancies Businessschoolleaders Political& economicthought leaders Deskresearch Journalists Social media Industryanalysts Technology subjectexperts TrendsspecialistsThinktanks Primarybusinessresearch Vodafone’s thoughtleaders3Vodafone TrendsBarometerVodafone Trends Barometer 2019 Building the Barometer The Vodafone Trends Barometer is founded onindustry-wide research, expert opinion and data.The trends in this document are based on: Vodafone’s extensive primary market research ofbusiness customers; 1,733 online surveys across 10 markets* withbusiness of many shapes, sizes and verticalswere covered. 20 qualitative depth interviews with businessleaders representing SoHo, SMEs andCorporates. Thought leadership reports from industry analysts,global consultancies, vendors, business schoolleaders, thinktanks and more; and Interviews of Vodafone’s own thought leaders,each of who carry decades of business experience Vodafone’s Customer and Market Insight teamanalysed these many sources, drawing andextrapolating themes and business needs toproduce the 2019 Vodafone Trends Barometer. * See Appendix for full details 。。。。。。