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Accenture Technology Vision 2020: From Tech-Clash to Trust, the Focus Must Be on People

February 12, 2020 GMT
Accenture Technology Vision 2020: From Tech-Clash to Trust, the Focus Must Be on People
Accenture Technology Vision 2020: From Tech-Clash to Trust, the Focus Must Be on People

NEW YORK--(BUSINESS WIRE)--Feb 12, 2020--

To compete and succeed in a world where digital is everywhere, companies need a new focus on balancing “value” with “values,” aligning their drive to create business value with their customers’ and employees’ values and expectations, according to Accenture Technology Vision 2020. The 20th edition of Accenture’s (NYSE: ACN) annual report predicts the key technology trends that will redefine businesses over the next three years.

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Technology Vision 2020: We, the Post-Digital People (Graphic: Business Wire)

According to the 2020 report, We, The Post-Digital People: Can your enterprise survive the ’tech-clash?,” even though people are embedding technology into their lives more than ever before, organizations’ attempts to meet their needs and expectations can fall short. As companies enter the decade of delivering on their digital promises — and in a world where digital technology is everywhere — a new mindset and approach is required.

While some have referred to today’s environment as a “tech-lash,” or backlash against technology, that term fails to acknowledge the extent to which society is using and benefitting from technology. Rather, it’s a tech- clash — a clash between business and technology models that are incongruous with people’s needs and expectations.

Of the more than 6,000 business and IT executives worldwide that Accenture surveyed for the Technology Vision report, 83% acknowledge that technology has become an inextricable part of the human experience. As part of the research this year, Accenture also surveyed 2,000 consumers — 70% of whom expect their relationship with technology to be more or significantly more prominent over the next three years.

“Dazzled by the promise of technology, many organizations created digital products and services just because they could, without fully considering the human, organizational and societal consequences,” said Paul Daugherty, Accenture’s chief technology & innovation officer. “Today we’re seeing a tech-clash caused by the tension between consumer expectations, the potential of technology, and business ambitions — and are now at an important leadership inflection point. We must shift our mindset from ‘just because’ to ‘trust because’ — reexamining our fundamental business and technology models and creating a new basis for competition and growth.”

According to the report, continuing with existing models doesn’t just risk irritating customers or disengaging employees, but could permanently limit the potential for future innovation and growth. But tech-clash is a challenge that can be solved. The Technology Vision identifies five key trends that companies must address over next three years to defuse tech-clash and realize new forms of business value that will be driven in part by stronger, more trusting relationships with stakeholders:

Disrupters are already taking steps to address the gap between people’s expectations and today’s standards. For example, startup Inrupt is working on a data-linking architecture called Solid, which is designed to give people more control over their personal information by allowing them to store and use their data across the web through “pods.” People could decide where their pods are hosted and determine which companies or machines can access them — revoking or deleting their information at any time, catalyzing Inrupt co-founder Tim Berners-Lee’s original vision of a web of opportunity for everyone. This is precisely the kind of human-centered approach that will define leading organizations in the future.

For 20 years, Accenture has taken a systematic look across the enterprise landscape to identify emerging technology trends that hold the greatest potential to disrupt businesses and industries. For more information on this year’s report, visit www.accenture.com/technologyvision or follow the conversation on Twitter with #TechVision2020.

About the Methodology

For the 2020 report, the research process included gathering input from the Technology Vision External Advisory Board, a group comprising more than two dozen experienced individuals from the public and private sectors, academia, venture capital firms and entrepreneurial companies. In addition, the Technology Vision team conducted interviews with technology luminaries and industry experts, as well as with nearly 100 Accenture business leaders. In parallel, Accenture Research conducted a global online survey of 6,074 business and IT executives to capture insights into the adoption of emerging technologies. The survey helped identify the key issues and priorities for technology adoption and investment. Respondents were C-level executives and directors at companies across 25 countries and 21 industries, with the majority having annual revenues greater than US$5 billion. This year the research also included an Accenture consumer survey of 2,000 people in China, India, United Kingdom and United States.

About Accenture

Accenture is a leading global professional services company, providing a broad range of services and solutions in strategy, consulting, digital, technology and operations. Combining unmatched experience and specialized skills across more than 40 industries and all business functions — underpinned by the world’s largest delivery network — Accenture works at the intersection of business and technology to help clients improve their performance and create sustainable value for their stakeholders. With 505,000 people serving clients in more than 120 countries, Accenture drives innovation to improve the way the world works and lives. Visit us at www.accenture.com.

Copyright © 2020 Accenture. All rights reserved. Accenture and its logo are trademarks of Accenture.

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CONTACT: Hannah Unkefer

Accenture

+1 206 839 2172

hannah.m.unkefer@accenture.com

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SOURCE: Accenture

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