HP Innovation Journal Issue 09: Spring 2018 | Page 63

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TAKING ACTION
So, what do these findings mean for product and service
providers? In a world of ever-increasing personalization,
the bottom line is: Strive to give digital consumers exactly
what they’re looking for:
• Focus on merging digital and physical experiences.
Moving beyond the Artificial Intelligence technol-
ogy built into phones and laptops, digital consumers
now find freestanding voice assistants more useful
for carrying out daily tasks—from listening to music
to scheduling appointments. Expect this trend to
carry over into the workplace, and prepare now with
expanded options, languages, and faster data training.
• Architect new ecosystems that connect consumers in
relevant ways. Autonomous vehicles are no longer a
part of some far-out futuristic landscape; self-driv-
ing cars are here and in active testing. Although
not all riders are ready for a fully-autonomous,
private vehicle experience, take advantage of the
subtle continuum of technology adoption; there’s a
seat for everyone.
• Develop practical, multi-use content and extend shelf
life. AR and VR have been around for years, but con-
sumers now see the vast potential of AR ⁄ VR beyond
gaming. Drive demand for your services with relevant
content that is informative and expertly executed.
• Innovate with new OTT business models that embrace
greater customization. Consumers spend a substan-
tial amount of viewing time on subscription-based,
OTT video content. Providing more titles and ser-
vice customization will provide viewers exactly what
they’re looking for without the hassle of scanning
through multiple devices, subscriptions, and on-
demand content.
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