IntroductionTo Survive, Every Company Must Become a Tech Company
Innovate—or die.
This business maxim has never been truer than it is today. Consumers are demanding and fickle. Their expectations are set by the best and most recent experiences they've had. They have no tolerance for companies that skate by and that don't constantly strive for excellence. Consumers expect brands not only to deliver, but surprise. There is a massive and rapidly widening gulf between the capabilities of companies that invest in technology and those that don't.
It is a time of reckoning. Emerging technologies will empower brave innovators to make giant leaps forward, while those without vision, courage, and agility will wither and perish. Winners will change the world.
The Innovation Ultimatum
It's no coincidence that most of the companies on the Brand Z list of the top 100 most valuable global brands invest heavily in technology to drive innovation into every aspect of their business: product development, operations, marketing, and customer service.
In the next decade, a suite of six strategic technologies—artificial intelligence (AI), Blockchain, the Internet of Things (IoT), augmented reality, autonomous machines, and 5G networks—will drive unprecedented innovation into products and services, creating entirely new business models along the way. Investment in information technology (IT) will be a strategic imperative for every company. Every company will become a technology company, and every ...
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