Paul Daugherty, Chief Technology and Innovation Officer at Accenture, sits down with Jeff Frick at Accenture Tech Vision 2020 in San Francisco, CA.

Value versus values: Accenture identifies growing ‘tech-clash’ between consumers and companies

https://siliconangle.com/2020/....02/17/value-vs-value


There is no “tech-lash” or widespread pushback against technology by consumers. In fact, more than 50% of consumers say tech is ingrained in daily life and nearly 20% believe that it has become an extension of themselves.

Instead, there is a looming “tech-clash,” a situation where businesses continue to rely on old models to deploy new technology while remaining tone-deaf to user concerns around issues like data privacy and information control.

These are two of the key conclusions offered in “Technology Vision 2020: We, The Post-Digital People,” Accenture LLP’s comprehensive report that was released last week. The annual study, which predicts key technology trends likely to define business over the next three years, is based on input from more than 6,000 companies and information-technology executives worldwide.

And if Accenture’s findings are correct, the business world is in for some serious re-evaluation when it comes to the values it follows in the eyes of today’s consumer.

“Value versus values is teeing up what we call a ‘tech-clash,’” said Paul Daugherty (pictured), chief technology and innovation officer of Accenture. “The value that consumers want is sometimes clashing with the values and models that companies have been using to deliver their products and services.”

Daugherty spoke with Jeff Frick, host of theCUBE, SiliconANGLE Media’s mobile livestreaming studio, during the Accenture Technology Vision event in San Francisco. Michael Biltz, managing director of Accenture Technology Vision at Accenture Technology Labs, also spoke with Frick in a separate interview, and they discussed a conflict between consumer expectations of privacy and business zeal for personalization, the need for companies to move closer to the values of its customers, and an evolving partnership between the user and service or product provider.


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