1、NOWNEXTWhat to do Now, What to do NextCovid-19: THEPLATFORM FOUNDATION Laying the groundwork now for future business recovery The world has been turned upside-down by the COVID-19 crisis. Billions of people around the world are in lock-down, and the global economy has largely halted. Over the course
2、 of just a few days, business, education, and social activities have been forced into virtual spaces. The reach and importance of platforms at this time cannot be understated. Platform companies are enabling video conferencing, food, grocery and essential supplies delivery, AI-driven virus tracking,
3、 social connectivity, and entertainment content to an increasingly restless population. Platforms are the connective tissue that enables some semblance of normalcy amidst this historic disruption and must act now upon imperatives that come with this critical role, while laying the groundwork for fut
4、ure growth. 2COVID-19 - The Platform Foundation Copyright 2020 Accenture. All rights reserved. Based on our unique work in major platform hubs, from Silicon Valley to Seattle, and Shenzhen to Hangzhou, we believe platform executives should focus on five opportunity areas for short-term continuity an
5、d long-term success: 1.Ensure uninterrupted platform access to businesses and users around the world. 2. Enable changing user behaviors, and provide a seamless on- ramp for new users to quickly adapt to life while sheltering in place. 3. Form or rebuild long-term relationships with users and busines
6、ses. 4. Redouble efforts to provide trusted information, particularly about COVID-19. 5. Position to provide a rapid return to growth for customers and the global economy as a whole. The COVID-19 crisis is a human tragedy that will have a lasting impact on our lives. Platforms are in a unique positi
7、on to help resolve cross-industry challenges and will likely experience increased adoption with new digital behaviors that are expected to continue long after the crisis is over. The time to act is now. This document outlines the practical steps you should take to help ensure your platform is ready.
8、 3COVID-19 - The Platform Foundation Platforms are the backbone of the digital society and have the ability and responsibility to ensure uninterrupted platform access. The crisis has brought to the forefront the critically important role of platforms as the mainstay of the digital society. The last
9、decade of investment in fiber and data centers $250B in capex by the top 7 from 2018 to 2020 alone -and experience in serving massive scale have created globally resilient service infrastructures. Platform services dominate internet traffic: on a typical evening, streaming video makes up more than 1
10、/3 of traffic. This has been magnified during the COVID-19 crisis, so much so that the EU Commissioner directly asked Netflix and other streaming providers to downgrade to SD video to protect the regions critical communications infrastructure. The system has largely coped, despite unparalleled and u
11、npredictable demand. As home broadband use in the US grew 25% at peak time, and by up to 2x in the daytime, internet speeds across ten top US cities largely held steady. New load largely comes from increased use of streaming services, video conferencing and social networking. Platforms have taken th
12、e weight of societys need for information, to stay connected, work, operate businesses, and stay entertained. Platform availability and services must be sustainable from a human and system perspective and allocating resources to maintaining access is job number one. Capacity is neither unlimited nor
13、 free, and prioritization is becoming increasingly important. Hard decisions around protected capacity and tiered service levels are being made: For example, Microsoft adjusted feature availability in Microsoft 365 as Teams growth accelerated, and Amazon is prioritizing essential item and Prime memb
14、er shipments. Ensure uninterrupted access 4COVID-19 - The Platform Foundation Copyright 2020 Accenture. All rights reserved. Sources: europe-due-to-covid-19/ Open Vault, Moffett Nathanson analysis NOWNEXT Next Steps Help accelerate the journey to the cloud for organizations that have seen the vulner
15、ability of their business and the resiliency of platforms globally redundant networks. Shift from crisis management to risk management and forward planning to prepare for future crises. Review end-to-end points of failure and mitigate effects onsustainable practices and impact on the front-line work
16、ers of the digital society (SREs, Live Site, DevOps, content operations) and mitigate. Accelerate use of AI in key tasks by more aggressively investing to forecast and manage capacity and carry out mission-critical tasks without reliance on heroic human efforts. Critically review tiered service offe
17、rings and product designs to optimize use of resources for priority audiences. 5COVID-19 - The Platform Foundation Copyright 2020 Accenture. All rights reserved. Enable changing behaviors COVID-19 is driving rapid digital behavior change as offline activities have been forced to become online in a s
18、hort span of time. Behavioral changes that have historically taken years to manifest broadly have occurred in a matter of days. Despite a 10 x increase in video conferencing, 40% of workers experience minimal impact to work. In parallel, pockets of free time are being unlocked: the average working A
19、merican spends 12% of their waking hours commuting and is now devoting that time to work, spending time with family, and leisure activities. These new behaviors have been forced due to mandatory work from home and shelter-in-place policies, but it is likely that some new digital behaviors will stick
20、 when life returns to normal. Nearly 1/4 of Americans will continue their increased video conferencing behavior after COVID-19, while nearly 1/3 will continue increased levels of online shopping . Platforms must lead with humility during this time of crisis, as these magnified digital behaviors will
21、 almost certainly benefit platforms over the longer term. It is imperative that platforms convert this energy to the enablement of products that aid large portions of the population. 6COVID-19 - The Platform Foundation Copyright 2020 Accenture. All rights reserved. Sources: App Annie Data Accenture
22、/ Google Surveys N=500 US General Population, 3/23 https:/www.bls.gov/charts/american-time-use/activity-by-work.htm Accenture / Google Surveys N=500 US General Population, 3/23 NOWNEXT Platforms have an opportunity to rekindle trust across broad segments of the population by enabling normalcy during
23、 a time of calamity and demonstrating responsible behavior toward information and people. Provide tools and holistic services such as training, tailored IT support, proactive notifications for feature changes and updates to rapidly equip new users with necessary knowledge to easily utilize each tool
24、. Educate newcomers through intuitive product education and onboarding combined with proactive support. Rekindle goodwill by providing SMBs assistance, empowering users, and collaborating in public health efforts. Infuse creative and innovative methods of working and social engagement into existing
25、products. Virtual breakout rooms, group chat and other little-used features have become accelerants to growth and helped drive healthy, inclusive ways of working. Proactively identify and address user challenges across tools, features, and services to sustain engagement and ensure reliability. Next
26、Steps 7COVID-19 - The Platform Foundation Copyright 2020 Accenture. All rights reserved. Build long term customer relationships Business success or failure will be determined during the COVID-19 crisis. Some companies products will accelerate to scale. Others who fail to properly serve customers dur
27、ing the crisis will burn critical bridges. New unicorns will be created, and customer preferences will be solidified. COVID-19 is creating many firsts. Zoom Video had 768% growth in new installs in one week. 41% of online grocery orders in early March were from first time users . Even dating apps ha
28、ve seen increased first time usage . In parallel, consumers (77% of Americans) are worried about the impact that COVID-19 will have on themselves and their family. Platform consumers are experiencing a mix of service-related issues as companies scrabble to respond to the COVID-19 crisis. Consumers a
29、re closely watching how companies navigate issues and how they are treated. Encouragingly, less than a third of consumers feel that companies they regularly interact with are doing a poor job of providing support. COVID-19 is an opportunity for platforms to develop positive and lasting relationships
30、 with users. Success is dependent on how platforms respond to and serve users during this crisis. 8COVID-19 - The Platform Foundation Copyright 2020 Accenture. All rights reserved. Sources: zooms-rise-the-zoom-app-is-dominating-the-charts-for-both-iphone-and-android-users-2 Accenture / Google Survey
31、s N=500 US General Population, 3/23 NOWNEXT Provide elastic and empathetic support that proactively addresses challenges, accelerates onboarding, and enables normalcy. Accelerate to scale to meet growing usage and evolving expectations those who fail to properly serve customers may damage long- term
32、 customer relationships. Critically evaluate product and support roadmaps to address market and consumer changes, identify new opportunities, and ensure user success. Work to develop positive relationships with consumers to help foster ongoing business. Next Steps 9COVID-19 - The Platform Foundation
33、 Copyright 2020 Accenture. All rights reserved. Provide trusted information and combat bad actors In an Accenture survey, Americans said they turned to news websites, television, and government websites ahead of social and search for information on the crisis. Nevertheless, American adults are expos
34、ed to information in social and search every day. Platforms have responded by actively promoting official sources. In China, Tencents anti-fake news platform Jiaozhen shows posted content alongside expert and official sources. Misinformation has always pushed up against broad free speech arguments w
35、hen forming policy. The tension is very significant in a scenario with broad-reaching public health consequences. Twitter created a policy for COVID-19, but designing for specific scenarios is simpler than universal policy. The scale, speed, and seriousness of information dissemination has tested th
36、e ability of operations to keep pace. But information is just one target for bad actors. Amazon has deactivated thousands of price gougers and more than a million fake products and fake reviews . The opportunity for AI to help meet demand and adapt quickly to new threats has never been clearer. 10CO
37、VID-19 - The Platform Foundation Copyright 2020 Accenture. All rights reserved. Sources: NOWNEXT Critically review policiesand encourage open conversations to develop greater collaboration across the platform industry. Refine the balance between human and machine, and accelerate investment in AI- su
38、pported operations. Review policies, AI, and operations to address price gouging, fake products, fake reviews, and general commercial exploitation. “Fake news spreads faster and more easily than this virus and is just as dangerous.” -WHO Director General, Jane Ellison https:/www.who.int/dg/speeches/
39、detail/munich-security-conference Next Steps 11COVID-19 - The Platform Foundation Copyright 2020 Accenture. All rights reserved. Enable rapid return to growth The crisis has hit industries hard and fast. Many are deep in response mode and need help now to survive. As they emerge from the crisis, man
40、y will reflect on the imperative and opportunity to adapt to thrive. Those late to optimize supply chains, move to the cloud or omni-channel strategies, and those overly reliant on specific audiences or channels, will see competitors come out faster and stronger. Companies on the brink of failure wi
41、ll turn to platforms for their resiliency, scale, cost effectiveness, enterprise services, and audience. Platforms are helping stand up eCommerce, shift advertising online, and access new audiences. Studios were quickly able to reach home audiences with new releases via new channels like Amazon Prim
42、e Cinema as the US weekend box office fell from $75M to zero in a month . Restaurants pivoted to delivery; Uber Eats self-service sign-ups grew 10-fold in a week . Advertising platforms can help buyers adapt to new behaviors and budgets. As consumer confidence returns and new normal behaviors are es
43、tablished, platforms will see early signals in their data and be able to guide customers to focus their spend and maximize ROI. Platform companies have applied resources towards their ecosystems, supporting SMBs, merchants, restaurants, and gig and hourly workers, directly through funding or indirec
44、tly by changing policy often with mutually beneficial outcomes or motives: Uber Eats suspended fees for independent restaurants - while signups grew 10 x Amazon waived some storage fees for merchants - repurposing logistics capacity away from returns Apple eliminated some fees for Apple Card holders
45、 provided they enroll in their Customer Assistance Program. 12COVID-19 - The Platform Foundation Copyright 2020 Accenture. All rights reserved. Sources: afloat/ar-BB11GXrh NOWNEXT Help companies across industries transition to the cloud and AI. Scale up go-to-market programs, support, and implementa
46、tion services. Help access new audiences via digital channels as legacy policies come under review, from the exclusive cinema release window to car dealerships. Help identify the role for AI, including customer support and service where major issues with call centers and service give new impetus to
47、conversational AI. Ensure platforms are built global (support localization, licensing, payments, local data centers) to help recovering industries in specific regions. Provide continued support to ecosystem partners as the economy recovers, and review fees to compensate for volume. Support will tran
48、slate to loyalty. Engage and educate advertisers early to bring ad budgets back online quickly, and demonstrate continued ROI for new customers that shifted spend to digital in the crisis. Next Steps 13COVID-19 - The Platform Foundation Copyright 2020 Accenture. All rights reserved. 1.Develop robust
49、 programs to support employees and other workers as they return to full productivity, and carry forward positive new ways of working which provide a healthy, sustainable environment long-term. 2. Scale and elevate the support experience to the same standard as product experience with elasticity to quickly anticipate and resolve customer challenges in times of crisis. 3. Revisit product roadmaps and portfolios in light of changing consumer demand for digital products in order to stay relevant after the crisis. 4. Build a plan f
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