Vodafone-2019年全球趋势晴雨表（英文）-2019.1-48页_6mb

Vodafone Trends Barometer 2019 Summary

Core Content

The Vodafone Trends Barometer 2019 is a comprehensive report that outlines four key trends shaping the future of business in the digital age. It is based on extensive market research, including over 1,700 business surveys and 20 qualitative interviews, as well as insights from industry analysts, futurists, and thought leaders. The report aims to help businesses understand and adapt to these trends to remain competitive and resilient.

Main Trends Identified

1. In a Digital World, Trust is King

• Definition: Trustworthiness is defined by data safety and transparency.
• Importance: In an uncertain world, trust is a critical commodity.
• Consumer Behavior: Consumers are increasingly aware of the value of their data and are willing to pay more for trusted services.
• Business Impact: Businesses that are "Advanced Cyber Ready" show higher revenue growth and stakeholder trust.
• Recommendations:
  • Build relationships and improve trust through PR and social media.
  • Communicate on customers' terms using trusted channels.
  • Invest in technologies that enhance organizational robustness to attract and retain customers.

2. Prioritising Ethics is Central to Winning the Competitive Race

• Definition: The world is recognizing the correlation between profit and purpose.
• Consumer Insights: Over a third of consumers choose brands they believe are socially or environmentally responsible.
• Business Perception: 93% of businesses believe they are expected to act ethically by customers, and 83% agree that ethical behavior increases revenue.
• AI Ethics: There is a growing need for ethical governance of AI, with calls for responsibility from businesses, regulators, and experts.
• Recommendations:
  • Incorporate ethical stance into mission statements.
  • Ensure all business activities align with ethical goals.
  • Educate employees on the ethical implications of AI and its benefits.

3. A Balance is Being Struck Between Humans and Machines

• Definition: Businesses are learning to balance human skills with AI efficiencies.
• Adoption Trends: Two-thirds of businesses are already using AI, or plan to do so in the future. Larger businesses are more likely to adopt AI.
• Attitudes: 85% of businesses believe humans will need to work alongside AI, but 78% feel they don’t fully understand its implications.
• Challenges: Concerns about discrimination and outdated technology are significant.
• Recommendations:
  • Develop a strategy that benefits both employees and the business.
  • Focus on attracting talent through targeted recruitment.
  • Prepare employees and infrastructure for an automated future.

4. Disruption is Placing a Renewed Focus on Customer Centricity

• Definition: Businesses must adapt to changing customer needs in a volatile market.
• Business Perception: 85% of businesses see customer needs changing rapidly.
• Technology Role: Technology is seen as a key enabler in meeting these changing needs.
• Recommendations:
  • Stay ahead of changing customer expectations through innovation.
  • Use technology to enhance customer experience and communication.

Key Findings from Research

• Trust: 93% of businesses believe understanding and responding to new trends is vital for future success.
• Risk Management: 92% of businesses consider risk management important, with 57% willing to pay to transfer risk.
• Technology Optimism: 86% of businesses are excited about the future and believe technology can help conquer business challenges.
• AI Adoption: 85% of businesses expect humans to work alongside AI, but many are still uncertain about its full implications.
• Ethical Expectations: 93% of businesses feel they are expected to act ethically by their customers, and 83% believe it generates more revenue.

Vodafone's Role and Recommendations

Vodafone positions itself as a trusted partner for businesses navigating the digital transformation. It offers:

• Reliable Connectivity: Services in 180+ countries, with global MPLS reach and a resilient network.
• Innovative Solutions: Vodafone Ready Network, secure SD-WAN, and IoT integration.
• Ethical Leadership: Commitment to responsible behavior in areas such as tax, digital rights, supply chain, and mobile health.
• Strategic Support: Helps businesses future-proof by focusing on both technological and human elements of transformation.

Conclusion

The Vodafone Trends Barometer 2019 highlights the increasing importance of trust, ethics, and the human-machine balance in the evolving business landscape. It underscores the need for businesses to adapt to these trends proactively to avoid risks and seize opportunities. Vodafone recommends a holistic approach to these changes, emphasizing the importance of ethical practices, transparent communication, and strategic investment in technology and talent.