While this Chapter ushered in the major 3rd Platform technologies; Cloud, Big Data, Social, and Mobile; it was also a time of siloed information and workstyles. These innovative technologies were not highly integrated, and single-point products forced customers to be system integrators.
While major technologies emerged in this chapter, the rate of change for platforms and solutions happened slowly and separately from one another.
Most products and platforms were siloed, making it difficult if not impossible to move data across platforms, creating narrow, specialized workstyles.
Platform silos meant that customers had to become system integrators, but this experimentation also led to new avenues of customer empowerment.
An increased ease in sharing data and information triggered a tectonic shift; new Innovation Accelerator technologies appeared to enhance existing 3rd Platform solutions, and data itself became valuable in its own right.
Advances in technology meant silos started breaking down, and technologies could be combined and recombined to create new value at a much faster pace than before.
Expanding Use Cases
The 4 Pillar technologies from the first chapter have matured, and platforms and new technologies were built around them to expand their use cases and value.
Data as a Service
The ease of sharing and analyzing data and information fostered the creation of Data as a Service (DaaS), which has created new ways for data to be utilized and monetized.
Looking ahead, products, services, and experiences will all become more autonomous, with advanced optics, voice recognition, robotics, automated blockchain, and large-scale tech miniaturization becoming distinctive traits of 3rd Chapter technology.
The nature of innovation is more autonomous, self-learning and self-iterative. This leads to shorter product development cycles assisted by intelligent systems.
Technology will be integrated into and across experiences. Tomorrow's consumer technology will be highly intelligent and anticipative of consumer preferences.
Markets can now offer mass personalization at scale, giving "super powers" to a significant number of new trades. Technology plays a heavy influence in these roles, and skills start to migrate away from workers.
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