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1.  The evolution of communication methods and technologies will pick up pace.

2.  Human communication will move to a higher plane of maturity.

3.  Social technologies themselves will undergo transformation and become more interactive.

4.  Global integration will become stronger; cultural and language barriers will become

weaker. 5.  Communication will affect business too.

Social communication after 10 years

Sairama Raju, IE international MBA application, 2015 intake

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The evolution of social technologies and methods themselves will pick up pace and lead to large changes in the future

The evolution of social communication

10,000 BC 5000 BC 1850-1980 Before 20,000 BC

The future

5000 BC – 1700 AD Writing revolutionized communication, and made it much more formal. Much later, the invention of the printing press allowed thoughts to be recorded and communicated en masse.

Early ages Social communication began through preliminary human gestures as a form of communicating basic well- understood actions and emotions.

1850 – 1980s The invention of wireless, radio, television, and the telephone revolutionized communication once again and made it an on-demand medium – anytime, anywhere communication.

10,000 BC Language began to evolve and emerge as a set of spoken words and phrases. It evolved differently within different regions but the overall actions and emotions communicated were common.

The future?? Social communication becomes effortless as social media and technology become an inalienable part of our lives and thoughts and ideas are shared on an unprecedented scale between not just humans but also devices.

1990s – now The internet, email, and now social media have made communication an everyday, integrated part of our lives, recording not just significant events but almost all of our actions and thoughts.

Now

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The maturity of communication technology and what it manages

10 years later

l  Devices, communication, and internal emotions and health become completely integrated

l  Availability and time available to communicate with anyone publicly available so communication is timed appropriately at all times

l  Personal preferences, communication styles, and personalities part of a person’s public digital identify

Stage of evolution/ time

Genesis Rapid growth and evolution

Reaching maturity

Evol

utio

n of

co

mm

unic

atio

n 5 years later

Now

l  Technology enables the communication and the chronicling of thoughts

l  Devices manage communication in different forms (words, emails, letters, audio) but limited capability to act on the emotions in these messages

As technology evolves, social technology itself will become more complex, and come to include much more than just communication or interchange of thoughts and words

l  Communication analytics evolves to also include full emotion detection and analysis

l  Besides thoughts, emotions and health states also analyzed

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In 10 years, social technologies themselves will undergo transformation and become integrated with our lives

Device independent l  Phones and other devices will

become redundant l  Ubiquitously placed sensors

will detect gestures and act as coordination devices

Social Communication

In 10 years

Fully globally integrated l  Cultural and language barriers

break down as translation becomes automatic

l  International telephone rates plunge to near-free status

Completely human integrated l  Thinking and communicating

become completely integrated l  Communication technology also

starts including emotional state management and health monitoring

Information at your fingertips l  All information on every topic in

the world available for instant recall and reference

l  All human experiences recorded at all times and available for instant playback

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A globally integrated world: when distances stop mattering, and communicating with someone thousands of miles away is as easy as communicating with someone next to you 4

Instant communication experiences Communication becomes not just an event, but an experience. Instant holographic projections allow for communication that feels real in every way except for physical touch (which too might get integrated over the next 15 years)

A different business model Changing social communication will also change global communication models – services will become truly global and businesses will sell to global customers

Social media rules Social opinions, and the ideas and thoughts of common people, will be instantly available, ubiquitous, and will strongly affect governance and public policy

Sairama Raju, IE international MBA application, 2015 intake

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Multiple customer channels

Big data

Customer centricity

Social Communication

in the future

Cloud

Social Media, Mobility, Analytics, and Cloud services (SMAC) will be a key factor impacting customer engagement, insight generation, and service delivery in the future 5

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In 10 years, changing social communication will also cause businesses to re-evaluate how they utilize the wealth of data they have about customer preferences

l  Social media helps in better listening to the voice of the customer and in addressing customer pain points.

l  Social media helps businesses to create quick resolution for customer issues before they become negative feedback for other customers.

l  Providing multi-channel customer experiences becomes important for businesses to improve customer access through anytime, anywhere services. Businesses have already started investing in this direction.

l  Social media channels become an important tool for marketing outreach, and a key driver of revenue growth with most customers making banking decisions online.

Customer engagement

5

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Proliferation of smart devices and access to a variety of customer data, combined with the analytics expertise, will allow businesses to target specific customer preferences

l 

l 

l 

Proliferation of smart devices will provide access to location data, social media updates, and personal data, such as buyer preferences.

Constant connectivity by smart phones will provide businesses access to real-time activity of the customers. All of these when combined together can lead to powerful insight generation.

Business will leverage the location data of customers to offer discounts on their favorite brand whenever in proximity of an outlet is already a common “targeted marketing” technique.

299 472 688

885 1,050 1,176

2010 2011 2012E 2013E 2014E 2015E

Smartphone units sold Millions

Global smartphone subscribers

Late 1990's 2012 2015E

15+ years 3 years

~1.1 billion

~2.3 billion

A few

Powerful customer insights

Location data

Spend data

Social media

updates + + =

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Conclusion

• All images used in this presentation have been taken from the internet.   • This presentation has been designed solely for the purpose of   Sai Rama Raju’s application to IE Business School’s International MBA program (2015 intake). It may not be reproduced for any other purpose. • This presentation is henceforth the property of IE Business School  

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