Trend Monitor 2017: The Most Important Technology Trends

Friday, 24. February 2017

Trend Monitor 2017:
The Most Important Technology Trends of the Year

Attention strategists and chief executives! We have searched the web and found the most important tech trends of the year so that you are fully prepared for the range of services and product worlds of the future.

  • Artificial Intelligence (AI) as a Booster for Marketing and Service

    Digital assistance systems get more and more popular, i.e. Amazon, Alexa, Siri, Google or Microsoft Cortana. The result being that artificial intelligence knows more and more about our preferences and behaviour patterns and can therefore intelligently support our daily life. The consultancy experts Heiko Henkes and Louis Praxmarer of Experton Group regard artificial intelligence the top trend of 2017: “Data is our raw material and artificial intelligence, built on that, is the fuel or rather the electricity for the modern world.”

    Especially marketing departments can profit from this trend. At last, an even more personal brand experience can be generated and at the same time, scatter losses can be avoided at marketing campaigns. Very interesting for companies right now are chatbots, which are used to significantly reduce costs for customer service. Technology group Gartner, for instance, expect that in the year 2020, more than 85 per cent of all customer interaction will be processed by intelligent automation.


  • Augmented Reality (AR) Becomes Reality

    Virtual Reality (VR) and Augmented Reality (AR) count as ultimate growth markets in 2017. Since the first products such as HTC Vive, Oculus, Samsung Gear and Microsoft Hololens were established, detailed application scenarios are slowly emerging for these new technologies. Technology expert and managing director Robert Gögele of Avanade can see the advance of AR technologies. He advises companies to develop individual implementation options for these new technologies as fast as possible: “AR experiences became known last year not least with Pokemon – now, they change the possibilities a company has, to interact with their customers and work much more efficiently in the service area.”

    Already today, the operating range for AR applications is versatile: With the help of the Google app Goggles, it is possible to get additional information about products, paintings or sights. Furniture manufacturers use the new technology so that their customers can virtually place the furniture in their sitting room. Also, AR is used by industrial manufacturing or medicine, to show, for example, 3D x-ray images to locate a patient’s blood vessel in an operation. Kaan Karaca of the marketing and technology agency DigitasLBi thinks this new technology is indispensable not only for the future but also for the B2B area: “A new business potential opens up, in particular for B2B brands, which will create the right application and technologies, away from the customer being focused on VR applications in AR scenarios, and therefore generate its presence in the user’s brains.“


  • Multi-Channel Communication in B2B is Inevitable

    Wake up now! Before new technologies can be established, a lot of B2B companies have to use the first months of 2017 mainly to catch up on their backlog of their B2B segment in the digital market, thinks digital business expert Olaf Kleidorn of business consultancy ARITHNEA. “Online dealers of the B2B sector have set new standards with their service and targeted sales pitches because, still today, B2B companies get measured by these standards.”

    That means that in 2017 a customer focused user experience and a consistent customer journey take centre stage in the B2B sector. Important key words are data availability, process automation, cross channel communication and analytical intelligence. Also, Henrik Salzgeber of agency Moog emphasises: “Let’s not regard online as an island and not only think in channels – online and offline ought to be linked. Our future is called dialog management.” This also means that prêt-à-porter products without added value are getting out of fashion in 2017; more important than ever are creation, innovation, visualisation and content.