Right-Time Experiences: Driving Revenue with Mobile and Big Data

Chapter 11Closing Thoughts

We've seen how technology is changing possibilities for consumers, employees, and partners. In fact, we need to assume that there will continue to be rapid change. In 10 years, business will look different than it does today. What's happening right now is similar to the transition we went through with the development of the personal computer and again with the Internet. The only certainty is that it is impossible to know exactly the shape of business in the future. Some well-known organizations will be gone and others—either tiny or yet to be established—will be in their place.

If we look back 25 years, few companies have been able to maintain a ranking in the Fortune 500. In 1990, the 10 largest U.S. corporations were, in order, General Motors, Ford Motor, Exxon Mobil, IBM, General Electric, Mobil, Altria Group, Chrysler, DuPont, and Texaco. Three car companies and three oil companies took six of the top 10 spots.

In 2013, the top 10 were Walmart Stores, Exxon Mobil, Chevron, Phillips 66, Berkshire Hathaway, Apple, General Motors, General Electric, Vallero Energy, and Ford Motor. Two car companies, four oil companies, and Apple were bigger than GM, GE, and Ford. Of course, it's unfair to compare Walmart's rise to GM's bankruptcy and government bailout. Nevertheless, the handwriting on the wall should be clear. If companies don't respond rapidly and effectively to the constantly changing environment, they will be in serious trouble.

No one can predict ...