Gartner’s 10 Strategic Forecasts for 2022 and Beyond

By Daryl Plummer, Senior Vice President Analyst, Gartner

It’s time to break up with your bad customers.

Organizations often try to keep their customers at all costs, even when they don’t fit perfectly. But trying to market your product to the wrong audience is costly, emotionally and financially. Growing frustrations will prompt organizations to recognize that saying goodbye is okay, making the move one of Gartner’s best predictions for this year.

Gartner’s main forecasts for 2022 and beyond reflect three main themes in the era of the pandemic: human-centricity, resilience, and the ability to go beyond our expectations. Use them as assumptions for scenarios and strategic plans for the next three to five years.

Prediction n ° 1: Synthetic data for better confidentiality

By 2025, synthetic data will reduce the collection of personal data from customers, avoiding 70% of penalties for breach of privacy.

As synthetic data, generated using AI techniques, gains in popularity, it can act as a proxy for real data, reducing or eliminating the risk of exposing private information or sensitive data to people. consumers. Since this is not real data, it alleviates regulatory concerns and can actually provide more accurate information, as AI can better model the often unpredictable behavior of customers. Synthetic data can be used to train and test AI models to manage unplanned disruption, unexpected events, and scenario planning, creating a more resilient organization.

Prediction # 2: Consumers Struggle With Data Collection

By 2024, 40% of consumers will trick behavioral tracking metrics to intentionally devalue personal data collected about them, making it difficult to monetize.

Consumers are now hyper-aware of the amount of data organizations collect, and to avoid becoming “the product” they actively try to devalue and manipulate the data collected. As a result, consumers increasingly use tactics such as VPNs, fake news, or opting out of data collection altogether.

Prediction # 3: Harnessing Brain Data

By 2027, a quarter of Fortune 20 companies will be overtaken by companies that neurominate and influence subconscious behavior on a large scale.

Neuromining (the application of behavioral intelligence and related technologies to analyze, understand and influence human behavior on a large scale) will enable organizations to gain a better understanding of consumers. This will promote better relationships with customers and increase employee engagement. As neuroscience continues to evolve, this technique will become more and more sophisticated and precise.

Prediction n ° 4: Agile in; managers

By 2024, 30% of corporate teams will be bossless due to the agile and hybrid nature of work.

With 30% agile adoption and 50% hybrid work of an organization, around a third of teams can function without a traditional manager role. The pandemic has resulted in an increased need for organizational resilience, resulting in more integrated agility within companies. By definition, agile requires an environment of trust that does not lend itself to traditional hierarchies. Increase in hybrid workforce reveals that a large portion of managers lack the skills to manage employees in remote or hybrid situations, and only 47% of employees believe their manager can lead the team to success in the future.

Prediction # 5: Africa: The Next Big Startup Hub

By 2026, a 30% increase in developer talent across Africa will help transform it into a leading startup ecosystem, rivaling Asia in the growth of venture capital funds.

Over the past decade, venture capital flowing to Africa has continued to grow from local and foreign investors. Kenya’s thriving tech scene has been dubbed East Africa’s ‘Silicon Savannah’ and is home to the continent’s most forward-thinking startups. At the same time, the rise of information education channels for developers is making software development more accessible on a large scale. In addition to increasing opportunities for startups, other countries are starting to tap into the talent resources available in Africa.

Prediction # 6: Modular or bust business

By 2024, 80% of CIOs surveyed will list the modular overhaul of the activity, via composability, as one of the top five reasons for accelerating business performance.

Disruption is the new normal. Even before the pandemic, organizations faced trade wars, Brexit, climate change and a host of other internal and external challenges. Right now, 74% of organizations have some kind of modular or component-based technology implementation underway. Typically, organizations will focus on flexibility and adaptability rather than stability in order to counter market volatility.

Prediction # 7: The War Against Cyber ​​Attacks

By 2024, a cyber attack will damage critical infrastructure so badly that a member of the G20 will return the favor with an overt physical attack.

While recent large-scale cybersecurity attacks on hospitals, governments and energy facilities have been viewed as crimes, the increasingly devastating fallout means they will soon be viewed as acts of war. An increase in regulation at the national level will make it clear that companies cannot be solely responsible for limiting the extent of damage. Cyber ​​attacks by non-state actors on critical infrastructure will eventually decrease in frequency and intensity as cybercriminals adjust to the reality of kinetic retaliation from the military and intelligence agencies.

Prediction # 8: Breaking Up With Bad Customers

By 2025, 75% of businesses will “break up” with less well-suited customers, as the cost of their loyalty overshadows the costs of acquiring the right customers.

Organizations often accept ill-suited customers into the sales pipeline and attempt to retain them without adequately considering the cost of those customers to the organization. It costs time and money to satisfy ill-suited customers: for example, personalizing offers or designing solutions that suit them. As leaders understand these costs better, they will become more comfortable with dropping out unproductive customers, given the drain on the brand and long-term profits, not to mention the emotional strain on employees. .

Prediction # 9: Hyper-fixation over hyper-tokenization

By 2026, gamification of non-fungible tokens will propel a company into the top 10 most valued companies.

Companies are quickly recognizing the potential of non-fungible tokens (NFTs) to develop their business models and generate new sources of revenue. Public blockchains are exponentially increasing the ability to digitally connect the value represented by tokens, bringing a new wave of seemingly limitless opportunities to the digital world. Both fungible and non-fungible tokens are behind a segment of this new phenomenon – called “hyper-tokenization”.

Prediction # 10: More internet for less

By 2027, low orbit satellites will extend internet coverage to an additional 1 billion of the world’s poorest people, lifting 50% of them out of poverty.

Establishing cell bases in rural areas is expensive and inefficient. Low Earth Orbit satellites offer a cheaper and more flexible solution. They are able to provide islands of connectivity, so that networks can deploy directly to where customers are located, rather than deploying across a county in a linear fashion. In addition, the launch of new satellites can be initiated to meet an increased need. As the Internet becomes more widely available, it will add billions of newly connected “netizens”, changing the Internet in terms of content and culture.

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