Tuesday, April 28, 2020

Overrated and Underrated Tech Trends

The premise of digital transformation—integrating digital technology in all areas of business—includes fundamentally changing how a business operates and presents to users or customers. As the theory goes, digital transformation also requires a culture change to businesses to constantly evolve, assess, and experiment, and yes, sometimes fail. The concept has been touted as a radical new way of thinking about business operations. But Sobel argues it is redundant to even mention at this point.

“I look at it and say, digital transformation is a way of packaging consulting services to people that want to buy things. Digital transformation is like, oh wow, the use of technology to change your business. Isn’t that every implementation of technology ever? Isn’t that what we’ve been talking about the whole time?”

April argues that perhaps it’s not so much calling out the concept but the naming of it that Sobel disagrees with. “We’re the buzzword industry,” says April. “I think digital transformation is meaningful in a sense. It’s just in the next iteration of what we’re doing with technology, but it’s basically just a name.”

Robinson agrees with the prevalence of jargon in the industry but also notes that ideas like digital transformation are teaching old businesses that technology isn’t simply about replacing older models with new, but instead about assessing and changing processes and embracing how technology can better their business and interactions with customers.

Still, Sobel thinks relabeling lessons from business 101 is unnecessary. “Business moves on technology. This is part of doing business now. Customer expectations have changed. They’ve elevated, but I just think of this branding and this naming as super overrated.”
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