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In the next two years, the number of “Digitally Determined” organizations with a fully integrated
enterprise-wide technology architecture will grow from 46% to over 90%.

Explore the 3 Chapters of 3rd Platform Evolution

While this Chapter ushered in the major 3rd Platform technologies; Cloud, Big Data, Social, and Mobile; it was also a time of siloed information and workstyles. These innovative technologies were not highly integrated, and single-point products forced customers to be system integrators.

Defining characteristics:

Incremental Change

While major technologies emerged in this chapter, the rate of change for platforms and solutions happened slowly and separately from one another.

Low Connectivity

Most products and platforms were siloed, making it difficult, if not impossible, to move data across platforms, creating narrow, specialized workstyles.

Customer Empowerment

Platform silos meant that customers had to become system integrators, but this experimentation also led to new avenues of customer empowerment.

Through massive tech industry growth bolstered by 3rd Platform solutions, digitally motivated businesses are getting more precise in their messaging, targeting customer needs, and bringing new experiences to market through digital transformation (DX).

Defining characteristics:

App Explosion

The availability of the public cloud has enabled an app revolution and explosion, with next generation cloud-native apps being created to support hundreds of DX use cases. Innovation is everywhere and anywhere customers need it.


Intelligent technologies are shaping customer experiences and expectations; businesses are building intelligent enterprises with a suite of applications, digital platforms and technologies that allow them to overtly and covertly interact with customers around the clock.

Data as a Service

The ease of sharing and analyzing data and information fostered the creation of Data as a Service (DaaS) which has created new ways for data to utilized and monetized.

Looking ahead, products, services, and experiences will all become more autonomous, with advanced optics, voice recognition, robotics, automated blockchain, and large-scale tech miniaturization becoming distinctive traits of 3rd Chapter technology.

Defining characteristics:

Exponential Change

The nature of innovation is more autonomous, self-learning and self-iterative. This leads to shorter product development cycles assisted by intelligent systems.

Invisible Technology

Technology will be integrated into and across experiences. Tomorrow's consumer technology will be highly intelligent and anticipative of consumer preferences.

At-Scale Personalization

Markets can now offer mass personalization at scale, giving "super powers" to a significant number of new trades. Technology plays a heavy influence in these roles, and skills start to migrate away from workers.

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