We invited Datum’s leaderships to comment on 5 tech trends that you will hear a lot about in 2023. The result is a conversation full of insights and a vision of the future in the best tech lover style.
“Identifying megatrends is more than just pointing out innovative technologies that may develop in the future. The future is what you want it to be, so I believe in the importance of analyzing and understanding the behavior of people, companies, and society”. That is how our executive vice-president, Carine Bruxel, started the conversation.
The trends we chose dialogue with a constant search for experiences in a digital, hyper connected and multi-screen world. Curious? We will talk about supper apps, hyper-personalization, anywhere office, zero trust at scale, and, of course, Metaverse.
First tech trend: Super Apps
To Carine, the use of mobile apps to supply different needs is increasingly evident, even more so when we talk about super apps. Known for being robust platforms, that concentrate a series of tools and services, super apps have, as its main differential, uniting these experiences in one place and acquiring users due to convenience, simplicity, and agility when it comes to finding solutions to the users’ social and commercial needs. The number of users that an organization can obtain by utilizing this technology is huge, allied to other market strategies in relation to opportunities of brand exposure, establishing partnerships and strengthening the entire business ecosystem. “Like every other good market trend, Supper Apps face challenges in which the focus is maintaining user adhesion to remain interesting and tending to the public’s needs, giving that this platform can contain many categories, such as e-commerce, communications, delivery, financial transactions, health etc.”
Hyper-personalization
With the advance of technology, users seek for personalized content. From that, hyper-personalization offers a customized buying journey experience in real time. This trend is one of the great bets of our Head of Technology, Claupe Oliveira. Through AI, this strategy uses behavioral data and history obtained from different contact channels to build highly personalized experiences, aligned to the prospective client’s needs. This trend promises to demand more organization from organizational processes, considering it will build fluid journeys, starting with support on the physical channel and migrating to the digital without facing difficulties, with synchronized data.
Anywhere office
A survey from startup Revelo indicated that 79,1% of tech professionals would consider changing jobs in case the company they work for demanded them to return to the office. Observing this behavior, our Head of Customer Success, Jéssica Pessoa, believes that anywhere office is one of the main 2023 tech trends. To her, it indicates how much organizations must be prepared to hire people that live in different regions, in addition to having tools that adequate to their needs. “This anywhere office movement implies, even, in increasing the adaptation of online platforms and of companies. An example of that is Microsoft, that seeks to increase accessibility of their meeting tools, adding a sign language view resource.
Zero Trust at scale
According to our Business Executive Luciana Volpi, 2023 is the year of zero trust at scale. “Considering the number of cybernetic attacks that companies and society, as a whole, have been facing, I believe this will be a hot topic.” The security model zero trust at scale is based on a philosophy where no person or device outside the network of an organization must receive access to connect to systems or IT services until authentication. Treated as a basic architectural principal, the security model requires a rigorous identity verification of users and devices that try to access a private network.
Metaverse
Gartner predicts that by 2027, more than 40% of big global organizations are going to use a combination of Web3, cloud, augmented reality and digital twin in projects based on Metaverse, destined to increase revenue. The Metaverse is capable of providing immersive and enhanced experiences, therefore, Gartner hopes that a complete Metaverse will be independent of devices and won’t belong to an only supplier. He also promises reductions in carbon emissions, be it through the substitution of physical assets and meetings by digital version, with virtual interactions or digital twin. Datum’s CEO, Alexandre Zanetti also bets on Metaverse as a tech trend for 2023. “As a parallel and independent experience, it is normal that when leaving the metaverse, people feel like they are missing out on what is still going on over there, generating the need to go back and experience the resource, in case real life experiences are not as good as virtual ones – even more so when we talk about games and social activities”, he explains.
By 2030, the Metaverse should move around US$ 13 trillion, according to a Citi Bank report. “This behavior is the result of a technology that allows creating experiences that coexist. Also known as the future of internet, we will experiment beyond smartphones and screens, but in a tridimensional way, mixing up physical and virtual worlds. From the idea that technology is the strength that transforms shortage in abundance, Metaverse is unavoidable. Knowing that the future belongs to the first digital native generations, gen Z and its successors, we can predict that soon they will represent the majority of our clients, as decision makers. They prioritize relating to brands, products, and services in a private and personalized universe, but, at the same time, collective and highly collaborative”, says our CEO.
According to Alain Sylvain, it is the generation addicted to experience, where 80% of them choose brands for their purpose and impact. Today there are about 2.6 million people with about 30% of the consumption power. In 2030, it is estimated that they will have 50%. For this generation, the means of relating to the world is digital (it should be noted that not only them, as this phenomenon has spread from the youngest to the oldest) in a digital life of multi-screen that gradually begins to migrate to multi lives, that is, simultaneously digital, physical, hybrid, hyper-connected, and fluid.
Immersive platforms, which will enable avatars to transit between them transparently, allowing each one to be unique in all metaverse worlds. OMA3 (Open Metaverse Alliance) has just released interoperability standards in Metaverse, for decentralized worlds, which allows an avatar to jump, for example, from Sandblox to Decentraland, in a fluid way, increasing data security and traceability.
“It seems that we are leaving the world of physical and digital experiences, to enter a world where experiences coexist, and the possession, or the temporary use of goods, makes sense in both “real” and digital life. Particularly, I believe that nothing will replace human contact, we have lived and learned this in recent years. But we also know that it is not always possible to be together, in these cases, Metaverse introduces experiences that try to make the time we spend online even better, in an immersive, rich and meaningful way”, adds Alexandre.
