“Thanks to hyperadoption, your customers will eagerly adopt new behaviours that you previously would have had difficulty imagining,” he states.
In a new report for Forrester, McQuivey calls on business leaders, in particular CMOs, to “get ready for hyperadoption now”.
The report says four technologies - ubiquitous connectivity, cloud architecture, big data analytics and artificial intelligence - are enabling a dramatic expansion of digital capabilities in these areas:
Produce and control the physical: Digital home, self-driving cars, 3d printing and manufacturing, and drones, both commercial and personal.
Interact with technology: Robotics, voice interfaces, computer vision, virtual and mixed reality.
Maintain wellbeing: Smart headphones/earbuds, internal biosensors, fitness trackers, smartwatches
Connect with each other: One-to-one connection (WhatsApp), one-to-many communication (Meerkat), many-to-many connection (Altspace)
He sees these technologies already in common use - in many cases, by the millions or even by the billions - by 2025.
“The next 10 years will be the first ‘hyperadoptive decade’ on record.”
Read more: From fail fast – to fail forward
For each ‘hyperadoptive thing’ coming, enterprises have two choices: initiate it or participate in it.
Regardless of the specific innovations consumers will adopt in each category, for each 'hyperadoptive' thing coming, enterprises have two choices: initiate it or participate in it, writes McQuivey.
Read more: Primed for change
Looking for the next hyperadopted thing
McQuivey recommends the CMO to assign someone who can check out innovations that may soon require "a rapid initiate or participate response".
This person should keep on asking these five questions:
• What does my customer need next?
• What would this change about our customer relationship?
• Can we develop this in a way that reduces the perception of loss?
• Do our policies permit us to do this quickly?
• Can our brand help us do this in a way that accelerates attention, intention or action?
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