TRENDSSHAPING THE

FUTUREOF

BUSINESS

their customers and employees driven by both technology and societal trends. In the future, successful businesses will understand these trends and lead by bold innovation, not constant incrementalism.

coming!THE FUTURE I S

LETʼS BUILD IT.

Today mobile devices, social media, network connectivity and cloud-based storage are changing how we connect to each other, consume information and conduct our everyday lives. Businesses are challenged to keep pace with the changing behaviors of

We're in...

a social revolution

a mobile revolution

a local revolution

a cloud revolution

a trust revolution

a customer revolution

“The future is nothing like the past. Our companies have to change. We have to change. We have to transform. We have to evolve. Get excited for this incredible new world that is un-folding before us. The world is changing and new technology is creating this change. The compa-nies of tomorrow will be ‘Customer Companies’ —companies that connect their customers, partners, employees and products in ways that will shape our future.”

—Marc Benioff chairman and CEO, salesforce.com

THE SOCIAL

R E V O L U T I O N

Disruptive technologies are storming the halls of business, with social media among the most aggressive. Customersgain a platform for self-expression; networks organizedcustomer sentiment and created active communities aroundinterests and experiences. This genre of connectedconsumerism has given rise to a not so quiet consumerrevolution. Perhaps more importantly, businesses were giventhe gift of feedback and an opportunity to listen and equallyengage. Social media represents the great bridging ofcustomer expectations and business assumptions.

—Brian Solis Altimeter Group

56% of CEOs use Web sites and social mediafor customer relationships today compared to 70%of students who believe businesses should do so.

- Global CEO Study, IBM

“

”

—T HOM A S JEF F ERS ON

“Every Generation Needs a New Revolution”

By 2020, one in six Americans—”Baby Boomers” born between 1950 and 1964—will be over 65, the majority working beyond traditional retirement. They will control ½ the expendable income in the U.S., and will be looking for products and services to make life easier—healthcare leading the charge.

At the same time, the Millennial Generation—a wave of tech-savvy “digital natives” born after 1980—will represent 20% of the population by 2020. Millennial employees have different expectations from Boomers—more feedback, responsibility, and involvement in decision making.

Millennials will be spending more time on the job, but less time in the traditional workplace. For these employees, where they are will be less important than what they do.

GENERATIONAL SHIFTS: BOOMERS MOVING ON; MILLENNIALS STEPPING UP

TRENDS Shaping Our Lives!

SMARTSOFTWARE

Intelligent software assistants will be “smart”—able to learn and adapt. Expect to see them regulate our electrical power, adjust our heating and cooling needs, monitor the state of our health, tell us when to leave for the airport in time for our flight, and make restaurant reservations.

MOBILE’S METEORIC RISE

Mobile communication overall is a disruptive phenomenon on a global scale. Just three years ago, mobile traffic accounted for 1% of Internet traffic. Today it’s 13%, and by 2020 is expected to reach 127 exabytes, up 33% over the decade.

WE’RE MOBILE AND Connected.

“Before 2020, cars will dr ive on their own on highways, even park on their ownin airport lots. Your car, through a funny little robot, will be your intimate fr iend.

It will guide you, anticipate your needs, propose music for your mood, choosewhen and where to refuel, and select your news. Your professional

and leisure environments will be completely seamless.”

—Patrick Pelata, executive VP and chief automotive officer, salesforce.com

Democratizing Government Data

"We are moving toward a more participatory democracy. The federal government does not have a monopoly on the best ideas. It does not have a monopoly on how to approach our toughest problems. The government is returning to its rightful place—’We the People’ —rather than just a few people making decisions, to insure that a healthy democracy flourishes.”

—Vivek Kundra The first national CIO and now executive VP of emerging markets, salesforce.com

rom the beginning of this decade, Washington has begun to operate on the principle that the default setting of the government should be Open.

The vision of Data.gov, a government initiative, is to become a repository of all the information the government collects that is not private or restricted for national security reasons. Since the beginning of the decade, it has grown to over 250,000 datasets. Across the board, this data is now being used to do things like drive innovation and improve lives.

How will transparency in government change democracy?

TO• Open• Transparent• Crowd and Peer Driven• No Walls• Incremental Change• Continuous Improvement• Collaborative Engagement• Customer-Oriented• Shared Responsibility• Permission Marketing• Data-Driven

FROM• Secretive• Opaque• Siloed• Hierarchical• Proprietar y• Slow Moving• Ivory Tower• Wary of Customer• Company-Oriented• Interruption Marketing• Opinion-Driven

Revolution"We're entering the socially connected world. This does not just mean people to people connections, but a world where everything is connected. We are connected to the products and services we use every day, and it makes our lives better. In order to truly connect, you need to be vulnerable. In order to be vulnerable, you need to be honest and transparent. Being honest and transparent is not easy for businesses, but it is essential. If you live without fear, anything is possible. Is fear holding you back?"

—Michael Lazerow CMO, salesforce.com marketing cloud

THE TRUST REVOLUTION: The Transparent, Collaborative, Social Future of Business

“Similar to the character of a person, how a company responds in social determines their character, and if they are to be trusted. Leading companies know they have a responsibility to be good corporate citizens and, well, to be good. When they are, the rewards are exponential."

— Rosie Pongracz Director, Salesforce Platform Product Marketing

Driven by generational preferences, technology advancements, and social media, there will be a shift to a participatory business model using networks, forums, and communities—with a resulting power shift toward people and away from institutions.

Challenges

• Protecting intellectual property.

• Collecting bad (or useless) data through flawed processes.

Benefits

• Information will be more transparent and usable.

• Better analytics will make decisions more accurate and informed.

“By 2020, there will be 50 billion devices with Internet connections. Let’s not let them overwhelm us with raw data; rather, let’s filter that flow through social algorithms that tell us things we’d actually like to know, in a way that lets us make better decisions and pursue more opportunities.”

—Peter Coffee head of platform research salesforce.com

At the end of the last decade, information technology set the stage for a dramatic increase in computing capacity, and the term "big data" was born. Advances will enable companies to do bigger and faster things with information—and make correlations that traditional databases can’t—in order to innovate and compete.

By 2020, big data solutions will be the new normal—business as usual.

”“The BIG Impact

of Big Data

“Mobile is the future computing platform, especially in developing nations where mobile devices are often the only access to a larger world. It is incredible to watch how mobile cloud applications are rapidly advancing the missions of the nonprofit organizations that support these regions, whether it is getting crops to market, feeding families in refugee camps, or caring for children in local clinics.”

—Suzanne DiBianca, president, salesforce.com foundation

government will soon provide 220 million (mostly rural) Indian students with a tablet for about $20, the cost of a pair of shoes. The tablet, made by DataWind, will be the lowest-cost tablet PC on the planet, and will make it possible for school-aged Indian children to be connected and learn.

A disruptive $20 Web-capable mini-tablet promise to transform education and change computing as we know it.

Around 100 million 6-year-old children in the world lack access to organized education. But there is hope. The Indian

how $20 mini-tablets are changing the world

Technology and Emerging Markets:c h a n g i n g b u s i n e s s , c h a n g i n g t h e w o r l d

WHAT ARE YOURPREDICTIONS FOR THE

FUTUREOF BUSINESS?

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