1、Contents CONTENTS 04 THE VIEW FROM GP BULLHOUND 06 RECAP OF 2020 PREDICTIONS 08 TECHNOLOGY PREDICTIONS 2021 10 PREDICTION 1 Education in the 21st century 12 PREDICTION 2 The new patient-doctor relationship 14 PREDICTION 3 I want it NOW e-commerce 16 EXPERT VIEW Ruslan Fazlyev, Ecwid 18 PREDICTION 4
2、The next social network 20 PREDICTION 5 Consumers taking control of privacy 22 PREDICTION 6 Survival of the fittest 24 EXPERT VIEW Lindsay Cook, FitOn 26 PREDICTION 7 Cash is no longer king 28 PREDICTION 8 The future of work 30 PREDICTION 9 Martech all-in on customer experience 32 EXPERT VIEW Lindsa
3、y Willott, Customer Thermometer 34 PREDICTION 10 Epics ultimate battle royalewith Apple 36 A LOOK BACK AT PAST PREDICTIONS 40 METHODOLOGY 45 DISCLAIMER 3 THE VIEW FROM GP BULLHOUND In its fourteenth year, our Technology Predictions report analyses how the latest trends and the leading visionaries in
4、 these ecosystems are shaping our future. Our methodology in selecting the coming years predictions is shaped directly by our experience in working with the worlds leading entrepreneurs and cutting-edge technologies, balanced with unique market insight gathered across our global network. Perhaps dif
5、ferent than in recent years, given that we have not experienced this type of market volatility since 2008- 2009, we expect the predictions we feature for 2021 to accelerate at an even more rapid pace due to the nature of the drivers around public health risk and societal shifts emanating from the CO
6、VID-19 pandemic. The ultimate winner today is the consumer. From online shopping, payments and fitness, to how companies are fighting to understand and retain us, technology is keeping companies alive and perhaps permanently changing our behaviour patterns. We expect sustained and even increasing de
7、mand in each of these spaces next year and beyond as more consumers become comfortable with operating online. Expect tough competition among those aiming to provide easy-to-use platforms and services. As consumers and software lovers, however, one big question that many are trying to solve is how we
8、 can keep our data safe. Rather than a differentiator for technology companies, privacy controls will become standard in the future. This issue is even more important given how many work remotely today and our dependence on technology to communicate and collaborate. The office is certainly not a thi
9、ng of the past, but it may look a little different in the future. We expect employers to restructure their work models to include more remote options or a hybrid of remote and office. While communication in general is ever-improving with technology, how we socialise has seen the most radical change.
10、 Enter the next social network: gaming. Think less phone calls and instead more unique universes where you can spend time with friends and family on an island in Animal Crossing. Now enjoyed by the masses, with gaming you only need one device to access the world. Two previously stagnant sectors, edu
11、cation and healthcare, are also undergoing much needed transformations as a result of the world being forced to move further online. Everyone in the world needs access to both, and tech is finally modernising these systems. Again, companies providing easy-to-use platforms will continue to redesign t
12、hese crucial services. The last trend featured for 2021 is Epics battle with Apple. Developers, who build the software we enjoy and rely on, are challenging the leverage of tech giant ecosystems and fighting for equal rights, such as payment rakes. Time will tell what the future brings to maintain h
13、armony between the two, but needless to say that Apple will need to zero in on a better middle ground. Core to our mission at GP Bullhound, in this years report we also feature three interviews with true trendsetters using tech for good in their fields to help shape the future of technology: Ruslan
14、Fazlyev, CEO of Ecwid; Lindsay Cook, Co-founder and Lindsay Willott, Founder of Customer Thermometer. The world has come to learn just how much we rely on technology to help traverse one of the most difficult periods in history. At GP Bullhound we are proud to work with innovative, world-leading com
15、panies and their visionaries transforming innovative ideas into reality. We hope our 2021 tech predictions help you to navigate the opportunities and challenges to come. 5 THE PREDICTIONS RELATIONAL DATABASES MAKE WAY FOR DATA LAKES COMPANIES TURNING TO VERTICALISED AI SOLUTIONS TO SOLVE REAL BUSINE
16、SS CHALLENGES AI/ML SHOWING QUANTIFIABLE RESULTS IN MARKETING Source: (1) Rayome, A. (2019, 20 June) Why 85% of AI projects fail. TechRepublic. Retrieved from ; (2) Maximize Market Research. (2020, 2 November) Artificial intelligence (AI) in marketing market: Industry analysis (2) Hamilton, J. (2020
17、, 21 September) Xbox Game Pass Subscriptions Have Shot Up By 50% Over The Past 6 Months. Screen Rant. Retrieved from ; (3) Pratt, M. (2020, 9 October) 4 edge computing trends to watch in 2020 and future. TechTarget, SearchCIO. Retrieved from GAMING EMBRACES THE ERA OF SUBSCRIPTION AND STREAMIN
18、G CORPORATE SOCIAL RESPONSIBILITY TAKES CENTRE STAGE 5G LANDGRAB: THE RACE FOR COMMERCIAL DEPLOYMENT OF 5G THE EDGE OF TOMORROW APPLE A13 BIONIC SETS THE PRECEDENT FOR ON-DEVICE AI/ MACHINE LEARNING TECHNOLOGY EVERYTHING AS A SERVICE While there are still some technical limitations preventing the ma
19、ss adoption of game streaming, particularly on mobile (now close to half of the $152bn global gaming market (1), console gaming and PC gaming has fully embraced streaming and subscription models. Xbox Game Pass reached 15m subscribers as of September 2020, ahead of Sony, Nvidia and other competitors
20、, helped by the addition of new games and expansion onto multiple platforms (2). As these trends continue (boosted by COVID) we expect streaming and subscriptions to become the default way games are consumed and purchased. Customers of B2B and B2C brands are demanding corporate social responsibility
21、. Technology is empowering organisations to unify their CSR efforts and simplify these initiatives, leading to greater transparency and a more efficient supply chain. We are seeing fast growth in the market for CSR software, and we believe this will be boosted by increasing awareness and greater ado
22、ption of CSR initiatives and technology in the APAC region. 5G touches virtually every aspect of the communication ecosystem and is still in its infancy with regards to adoption. However, the rollout continues apace with increasingly more devices enabled for 5G and the networks expanding their 5G ca
23、pabilities as quickly as possible to as much of the population as they can to establish leadership in the space. Huaweis global 5G hardware dominance has been dented by geopolitical priorities, yet tower companies are forging ahead with their chosen partners to upgrade our current telecoms infrastru
24、cture. It remains to be seen who will be the winners in each category, but there is no doubt the race for 5G is in full swing. The edge computing software market is growing very rapidly, and it is no surprise as to why. By 2025, 55.9bn connected devices will generate more than 79 ZB of data (up from
25、 13 ZB in 2019) (3), signifying the increasing importance of running data-intensive processes on devices and how that can have significant business outcomes. With edge computing receiving a significant boost from widespread availability of 5G networks, we are seeing existing and new businesses incre
26、asingly building solutions to serve this growing need and adoption. Apples A13-Bionic chip represented an unprecedented incremental leap in on-device mobile compute capability, allowing the tech giant to shape the feature set of the next-gen smartphone with machine learning. Not only has Apple follo
27、wed up with an even more powerful A14 Bionic using an industry-first 5nm manufacturing process, but 2020 also saw the release of Samsungs substantially upgraded Exynos 990 chip, Huaweis latest Kirin 820, and Qualcomms powerful Snapdragon 865 Plus variant, which is found in a variety of Android devic
28、es. While Apple continues to rule the roost in terms of compute power and graphical capabilities, the competitive gap has somewhat narrowed for 2021. There is no greater proof that this prediction has become reality than the fact that pet owners can now buy grass for pets to relieve themselves, as-a
29、-service. While this is one of the more amusing examples, it is true that the benefits of an as-a-service model are clear and becoming widely adopted. Dell recently announced it is moving all products to as-a-service models, in recognition that IT spending is transitioning from CAPEX to OPEX and bus
30、inesses ever changing needs are better addressed by agile solution delivery and packages. 7 Note: (1) 2020, July. Education Technology Market Size Report, 2020-2027. Grand View Research. Retrieved from Technology Predictions 2021 EDUCATION IN THE 21ST CENTURY I WANT IT NOW E-COMMERCE THE NEW P
31、ATIENT-DOCTOR RELATIONSHIP THE NEXT SOCIAL NETWORK Over the course of more than a decade, GP Bullhounds Technology Predictions report has established a reputation as an industry-leading analysis of the trends and innovations shaping the global technology sector. What follows are the 10 trends we bel
32、ieve will define tech in 2021. The pandemic has revealed the escalating need for smarter education, everywhere, as well as how students, teachers and parents can benefit from the solutions technology can provide. With the tech education market slated to surge by 18% each year (1), there will be endl
33、ess advancements and adoption of education tech worldwide. There is a paradigm shift in e-commerce, despite todays macroeconomic challenges, with more diverse demographics embracing the ease of shopping online. We expect sustained demand into the future as more diverse demographics and geographies a
34、re increasingly accustomed to easy buying and faster delivery or pickup for everything from groceries, medication, and consumer staples, to discretionary products. Healthcare is undergoing a much needed revolution the world over. As patients continue to shift away from traditional in-person medical
35、visits to telemedicine and virtual care, we will see increased investments in health systems that utilise telehealth tools and rapid growth for companies providing easy-to-use platforms for patients and doctors. Video games have significantly evolved since PAC-MAN graced our screens, as has the soci
36、al dynamic of gaming. The multitude of platforms means better access, connecting the masses. worldwide. Visiting and speaking with friends can all be done through gaming all that is needed is one console, PC or phone, to access the world. 1 3 2 4 THE PREDICTIONS 8 SURVIVAL OF THE FITTEST MARTECH ALL
37、-IN ON CUSTOMER EXPERIENCE CONSUMERS TAKING CONTROL OF PRIVACY EPICS ULTIMATE BATTLE ROYALE WITH APPLE Digital fitness is a new star in the global consumer subscription software ecosystem. Traditional gyms and fitness centres had to move online to survive when the pandemic hit, and while some may se
38、e this as a temporary business glitch, online fitness will be a permanent diversification as individuals have quickly adapted to at-home fitness. The personalised digital customer experience is setting brands apart globally, and customer data is key. This is a rapidly transforming space, with increa
39、sing demand and likely future consolidation, as the convergence of marketing, customer experience and cloud communications gains momentum. As consumers we have enjoyed our personalised experiences from software tools for some time, but is our data safe? Many are asking this question and some are eve
40、n opting out of the personalisation benefits in favour of more privacy. Not only will products offering privacy controls be a differentiator for tech companies, they will be the new standard for consumers in the future. App developers have taken a stand against Apple and its payment rake, one of its
41、 more significant revenue streams, and the list of developers fighting for equal opportunity is growing. While Apple has slashed its fee by 50% for its small- developer base a move we expected for some time will it be enough? Is this more fuel for Epics fire? We expect the tech giant to further chan
42、ge its app developer approach as more companies challenge its immense ecosystem leverage. 5 9 6 10 THE PREDICTIONS CASH IS NO LONGER KINGTHE FUTURE OF WORK No longer just for techies, digital wallets and payments are now mainstream. Moreover, it is no longer a space just for start-ups. Major tech pl
43、ayers are entering the race for the rapid advancement in digital banking across geographies in developed and emerging markets. Expect more countries to join Sweden on its path to be the worlds first cashless nation. Employers are rethinking the future of the office with the ever-increasing reliance
44、on collaboration tools as well as rapid, successful adoption of communication and collaboration tools within their organisations for optimal productivity. The future of work is bright, and we expect more remote and hybrid models post-pandemic. 78 9 PREDICTION 1 10 Source: HolonIQ (as of 8 October 20
45、20) Note: (1) 2020, August. COVID-19: Are children able to continue learning during school closures? A global analysis of the potential reach of remote learning policies. Unicef. Retrieved from www.data.unicef.org; (2) 2020, July. Education Technology Market Size Report, 2020-2027. Grand View Resear
46、ch. Retrieved from www. ; (3) Bursztynsky, J. (2020, 31 July) The coronavirus pandemic helped boost Apples iPad and Mac sales. CNBC. Retrieved from . PREDICTION 1 Education in the 21st century ONLINE EDUCATION / E-LEARNING RAPIDLY EVOLVING Over 90% of countries have implemented remote learning polic
47、ies due to the pandemic, but at least 463m students worldwide remain cut off from education, mainly due to a lack of such policies or equipment (1). Online education and e-learning platforms aim to provide stable groundwork for students, teachers and parents to be taught and teach outside of the tra
48、ditional classroom. As each generation becomes more technologically savvy, adapting to technology-based learning platforms has come at an opportune time as different countries globally grapple with the correct way to bring students back in person, while continuing online education. Many students lea
49、rn at different paces, and companies such as BYJU, based in India, create personalised learning programmes for children, based on their proficiency. For younger students, Boddle Learning and Vooks integrate gaming and education, motivating academics through online entertainment while teaching critic
50、al skills. In 2019, the global education technology market was valued at $76.4bn, with a CAGR of 18.1% from 2020 to 2027 (2). Google Classroom facilitates and streamlines student and teacher organisation with an easy-to-use application, accessible from all devices. The dog ate my homework! is no longer an exc
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