资源描述
C2 GeneralYoursuccessintimesofchangeOurGlobalTrendsBarometer20191IrisMeijerChiefMarketingOfficer,VodafoneBusiness“Creatingasharedfutureinafracturedworld.”ThiswasthetitleoftheannualmeetingatDavos,acongregationofglobalandbusinessleadershostedbytheWorldEconomicForum.Atfirstglanceafracturedworldmightsoundaccurate,asconfidenceintraditionalorganisationsdropsandtechnologychallengesbusinessmodelsacrosstheworld.Yetamongstthisuncertainty,weatVodafonebelievethatthereisimmenseopportunityforourpeopleandourcustomers.Thatthisshared,connectedfutureissomethingtobeexcitedabout.ThatiswhywehavepublishedtheGlobalTrendsBarometer2019,whichprimarilyallowsustobetterunderstandourcustomersneedsandthechallengestheyface.Ourmarketinsightprofessionalsreachedouttoover1,700businesses,industryanalysts,globalconsultancies,futurologistsandmoretoestablishwhatisreallydrivingdecisionmakinginthedigitalage.Thestudyhasidentifiedfourtrendswhichwillshapethenarrativeofthecomingyear.Bycombiningexpertinsightwithpolitical,businessandeconomicthoughtleaders,italsorecommendssomewaysinwhichyoucanembracethesechangestothebenefitofyourbusiness.Weinviteyoutoconsiderhowthesetrendsareunfoldinginyourarea,andwherewecanworkwithyoutoco-createthissharedfuture;movingaheadtogether.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 inVodafones study think that understanding andresponding to new trends is vital to theirorganisations 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%).21. Inadigitalworld,trustisking Inanuncertainworldofshiftingloyalties,trustworthinesshasbecomeavaluablecommodity.Inthiscontext,trustworthinessisdefinedbykeepingdatasafeandbeingtransparentwiththeuseofdata.2.3.4.Prioritisingethicsiscentraltowinningthecompetitiverace Theworldisstartingtorecognisethecorrelationbetweenprofitandpurpose.Abalanceisbeingstruckbetweenhumansandmachines BusinessmanagementislearningtobalancetheskillsprovidedbyhumansversusefficienciesprovidedbyAI.Disruptionisplacingarenewedfocusoncustomercentricity Businessesneedtopushthemselvestostayaheadofchangingcustomerneedsinavolatilemarket.VodafoneTrendsBarometer2019ExecutiveSummaryBasedonextensiveprimarymarketresearchofbusinesscustomers,thoughtleadershipreportsfromindustryanalysts,globalconsultancies,vendors,futurologistsandmore,Vodafonehasproducedthe2019VodafoneTrendsBarometer.Vodafonehasidentifiedthefollowingfourkeytrendsforbusinesses:GlobalconsultanciesBusinessschoolleadersPolitical 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 Vodafones own thought leaders,each of who carry decades of business experienceVodafones Customer and Market Insight teamanalysed these many sources, drawing andextrapolating themes and business needs toproduce the 2019 Vodafone Trends Barometer.* See Appendix for full detailsefficienciesprovidedbyAI.44Disruptionisputtingpeoplecustomersandemployeesattheheartofthebusiness.Businessesneedtopushthemselvestostayaheadofchangingcustomerneedsinavolatilemarket.1Inadigitalworld,trustiskingInanuncertainworldofshiftingloyalties,trustworthinesshasbecomeavaluablecommodity.2PrioritisingethicsiscentraltowinningthecompetitiveraceTheworldisstartingtorecognisethecorrelationbetweenprofitandpurpose.3AbalanceisbeingstruckbetweenhumansandmachinesBusinessmanagementislearningtobalancetheskillsprovidedbyhumansversusVodafoneTrendsBarometer2019Thebusinesslandscapeischangingand4keytrendshavebeenidentified.5NOW SHORT TERM FUTURE MEDIUM TERM FUTURE3VodafoneTrendsBarometer2019Theimpactofeachtrendwillbefeltatdifferenttimesbutbusinessesshouldconsider all now to take advantage of opportunities and avoid risk.1Inadigitalworld,trustisking2PrioritisingethicsiscentraltowinningthecompetitiveraceAbalanceisbeingstruckbetween humans and machines4Disruptionisplacingarenewedfocusoncustomercentricity1Inadigitalworld,trustisking 67 Inanuncertainworldofshiftingloyalties,trustworthinesshasbecomeavaluablecommodity. Inthiscontexttrustworthinessisdefinedbykeepingdatasafeandbeingtransparentwiththeuseofdata.Dataanddigitalservicesnowunderpinbusinessdecisionsandbusinessmodels.Butsecuritythreatsandstricterregulationmakesthisachallengingenvironmentforbusiness.Inanuncertainworldofchangingthreats,constantrisksandchangingloyalties,trusthasbecomeavaluablecommodity.Consumersandbusinessesunderstandtheserisksandwillpaymoreforpeaceofmind.Consumersaremoreawarethaneverofthevalueoftheirpersonaldataatatimewhereenterprisesareunderpressuretotakecareofit.Theremaycomeatimewherebusinessmodelsreliantoncustomerdatamaybeunworkableanisationsarebeingforcedtothinkaboutthedatatheyhaveanduseandwhethertheyneedit.Tonavigatethisnewlandscapeenterprisesmust:buildrelationshipsandimprovetrustthroughPRandsocialmedia.keepingdatasafeInadigitalworld,trustiskingTrustisavaluablecommodityandintimesofuncertaintybecomesmoreso.Change8EconomicsandFinance86%SocialFactors73%85%80%79%78% More important innext five yearsTheneedsofmycustomersarechangingrapidlyMycountryischangingfasterthaneverbeforeThefutureisuncertainOldbusinessmodelsarebeingradicallydisruptedImportanceofchangetotheorganisationPolitics/Government73%Environment(inclclimate)63%Lawsandregulations83%Technology87%Inadigitalworld,trustiskingBusinessesareveryconsciousofthepaceofchangeandconcernsarewideranging.Change Businesses perceive the pace and volume ofchange to be increasing, making it more challengingto keep up before they can even consider gettingahead.Over four in five see the needs of their customerschanging (85%), and a similar proportion recognisethat the country around them is changing faster thanever before (80%).Uncertainty of the future is high and organisations areseeing that old business models are being radicallydisrupted (78%).Changes in technology and economics andfinance are of key importance to businesses andmost likely to become more so in the next five years.Conversely changes in politics / government andsocial factors, which may have been considered ascentral to the business landscape in the past, remainimportant but less so. In addition, their relativeimportance is perceived to be slipping with fewerthinking these factors will be more important in thefuture.92%Managingriskisimportantformybusiness9agreethefutureisexcitingbusinessesintheTechandMediaindustriesareparticularlyexcited81%65%57%agreetheyknowwhototurnto,tounderstandhowtheworldischangingagreethattechnologycanhelpthemtoconquertheirbusinesschallenges92% 86%Inadigitalworld,trustiskingChangeanduncertaintybringriskthatmustbemanaged. Howeverwhiletechnologyisadriverofchangemosthavepositivefeelingsaboutthefutureknowingitcansolvetheirproblems.Almost all businesses recognise that it isimportant to manage risk. This is considered moreimportant by larger businesses, and those that aregrowing.Four in five feel that their colleagues manage risk well,but many also feel they need help with riskmanagement (65%) and that their organisationwould pay to transfer risk (57%).Businesses are generally positive about the role oftechnology in the future. Around nine in ten areexcited by the future (86%) and agree thattechnology will help them conquer their businesschallenges (92%).Technology can reduce risk in a number of ways, forexample: IoT can enable predictive modelling ensuringproduction is not interrupted by manufacturing linebreakdowns. Cyber Security products and services protectagainst crime and keep data safe. This isincreasingly important as customer privacybecomes ever more important.ChangeRiskMycolleaguesaregoodatmanagingriskMyorganisationneedshelpmanagingriskMyorganisationwouldpaytotransferrisktoanotherorganisationChange&Technology80%
展开阅读全文