4Trend

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Mobility:

In 2014, the mobile world will officially surpass the tethered world as far as usage goes. With 91% of people sleeping within arms reach of their mobile device it is safe to say that we are both addicted to our mobile device and dependent on it. Mobile has also become the most popular content consumption platform as it has now passed up newspaper and magazine readership (combined) and with more than 1 billion smart mobile devices sold in 2013, mobile disruption has already taken flight. Beyond just our access to mobile devices we have also become quite productive with them. More than half of mobile users access search on a daily basis and a staggering 99% use their mobile browser each day. This trend has driven marketers to take notice as Mobility has shown strong conversion metrics since 9 out of 10 mobile searches lead to an in-store visit or a purchase.

 

Big Data and Analytics:

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The word big data has been tossed around more in the last year than most people would like, but the reason people are talking about it is because it is such a big opportunity for improved marketing. Especially 1:1 messaging. For anyone using Facebook or Gmail they have probably noticed an eery correlation between what they have searched or talked about online and the advertisements they see in their stream. Am I right? This is a great example of Big Data disrupting the way brands can market to consumers. The trend however is much bigger than just advertising, it is an opportunity for brands to completely customize the human experience. With90% of the worlds data being created in the past 2 years it is without question that the information will continue to be managed, parsed and utilized by companies to better target and manage consumer interactions. With the rapid proliferation of wearable technologies the ability for us to create data in our offline lives is becoming completely intertwined with our online experience. Pretty soon our entire existence will be one big stream of data. Both interesting and scary!

Cloud:

cloud-computing

 

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Last, but by no means least, the cloud has completely changed how accessible everything in our digital lives can be. Think about how our files, data, applications and security are all managed by the cloud? Whether we are talking about a corporate deployed private cloud or an individuals use of Office 365 and Dropbox, the cloud has made us a lighter world as we can carry tablets or light appliance type PC’s and never be without our “Stuff.” This also invades our more traditional digital media assets such as our music, movies and photos. Anyone still have a big CD collection? Other than the collectors and hoarders, most of us would say we haven’t bought a CD in years, but our music is still with us each and every day. On the business side our CRM solutions (SAP , Salesforce) and accounting packages (Quickbooks) have found their way to the cloud and our public application providers like those “Big Social Platforms” utilize cloud infrastructure as a service from companies likeSoftlayer and Amazon to deliver your applications on your mobile devices.

Risk-Based Security and Self-Protection:

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All roads to the digital future lead through security. However, in a digital business world, security cannot be a roadblock that stops all progress. Organizations will increasingly recognize that it is not possible to provide a 100 percent secured environment. Once organizations acknowledge that, they can begin to apply more-sophisticated risk assessment and mitigation tools. On the technical side, recognition that perimeter defense is inadequate and applications need to take a more active role in security gives rise to a new multifaceted approach. Security-aware application design, dynamic and static application security testing, and runtime application self-protection combined with active context-aware and adaptive access controls are all needed in today’s dangerous digital world. This will lead to new models of building security directly into applications. Perimeters and firewalls are no longer enough; every app needs to be self-aware and self-protecting.

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