The greatest contribution of this shift is that it will force every entity to become an authentic organization.
Virginia Rometty. CEO IBM. Forbes “Three Ways Technology Will Transform the Future of Business”
Technology shifts will also change the way businesses deliver value. “What you will see with rapid data and social sharing is the death of the average and the era of you,” Rometty said. Rather than meeting the needs of different consumer segments—geographic, age or income segmentation, for example—businesses will be able to truly serve the individual. “If you have a call center, it’s no longer about a script,” she said. “It’s about a dialogue.”
What Rometty calls “the third wave of technology” may contribute to this individualized approach. In the first era of computing, computers counted. In the second, they could be programmed to perform instructions. In the next era, computers will learn by themselves, she said. “That’s the wave that starts now.”