Tech Trends: Stepping into 2022
Predicting the future is difficult and risky. Due to tremendous changes in technology and the endless challenges and innovations, predicting the future of the tech industry has become more difficult and riskier. Only a small number of innovations have really disrupted existing technology. Some are not practical or profitable, some are ahead of their time, and some have no market application at all.
There is no doubt that 2021 and 2022 will be challenging times in the world. The pandemic has completely changed the company’s daily work routines, promoted telecommuting, and thus promoted the use of technological tools capable of responding to this new reality.
Remote work requires remote access by employees. Strategic shortcomings, however, in the use of technology and available resources become obvious in less digital organizations.
To make up for past mistakes, companies are integrating new habits and combining them with new technologies to ensure market growth, improved competitiveness, attract customers, and produce results.
We have curated a list pointing out the top tech trends that will boost productivity in the years ahead.
AI Edge Learning Machine without Cloud
Algorithms based on machine learning are the basic form of artificial intelligence. In many cases, these algorithms are based on analyzing as much data as possible in the cloud system. However, depending on the application, this is not always the best way to achieve your goals. This is where the technology trends of 2022 come into play, called AI Edge, AIoT or AIxIoT, depending on the company’s needs.
This means that machine learning should no longer be carried out in the Cloud, but in the local network (AI Edge), or even better, in the sensor itself responsible for data collection. The advantage is obvious: the data remains in the hands of the person who generated it. For the end customer, this means that personal data is better protected. At the same time, the industry certainly cannot share its own measurement data with machine learning competitors.
At the same time, due to their architecture, big data machine learning systems tend to find the lowest common denominator rather than the best individual solutions for tasks. If the data is calculated exactly where it is generated, the solution will fit the application more precisely. In smartphones, some manufacturers have used these artificial intelligence solutions for some time. For example, Apple’s FaceID facial recognition is specifically implemented in the AI chip built into the iPhone itself.
At the same time, the cost, size, power consumption, and development workload of artificial intelligence chipsets are rapidly decreasing. This will allow new smart home applications to be rolled out from 2021. For example, at digital CES, the integrated smart shower head proved capable of optimizing water and energy consumption.
At the same time, the first 5G-based campus network is emerging, supporting local simultaneous use of data from thousands of IoT devices, such as in logistic centers or factories.
Digitized Data: Those Who Wait Will Lose
Last year, the trend in 2021 was not only to digitize customers, but also to digitize internal processes. This has been done to some extent. However, what is often underestimated is the data required and the data available. That is why the topic of “data” will become more important in 2022.
Companies that not only use data for marketing (customer-facing) but also for internal operations have been strengthened during the pandemic. However, it is important to know what processes can be digitized profitably and, more importantly, the data quality required to be able to achieve this digitization.
Usually, the necessary data is already available, but in many cases, there is a lack of knowledge, time or technology to use the data. Therefore, the relevance of trends in data usage will continue to grow. Those who do not use the current time limit for internal digitization will be left behind when the pandemic ends.
Esports has been critically observed in recent years, but how esports has set its own trend and coped with the current challenge of the corona crisis. At the same time, the total global turnover of the industry has reached approximately 1 trillion euros.
The market is not only interested in Fortune 500 or local companies (directly related to esports), but it is also increasingly attractive to non-local companies. The eSports sponsorship portfolio now includes almost 50% of unpopular companies. Even in German professional football, which was initially cautious on this issue, 26 of the 36 professional clubs in the Bundesliga’s first and second divisions now participate in the so-called virtual Bundesliga (VBL).
The problem facing companies today is no longer whether to participate in esports, but how to do it. After all, esports opens a wide range of possibilities to participate in to achieve your goals. Brand reputation and brand management are, of course, the most important. Especially young target groups can be addressed directly to show your brand better. From sponsoring a team, event, or league to marketing in-game items (such as so-called loot boxes), there are many creative and effective options in attracting attention. E-sports here provides an open platform for sponsors, partners, and investors. However, at the same time, e-sports can also be used as a tool to establish its position in new or additional channels or expansion to the international market.
Whether it’s a platform like Twitch or an entrance to influencer marketing, like TikTok, these specific activities can facilitate market entry, because esports can now be classified as a global phenomenon. If these activities are intelligently integrated into the overall marketing or e-commerce strategy, in addition to brand management, sales can definitely be increased. However, given that many companies are increasingly pushing the esports market, there is a need to be strategic, creative, and to take timely action to ensure that the most profitable choices are no longer completely replaced by competition.
Sustainability, Responsibility and Brand Value
A company’s clear, credible, and positive position in social values supports brand value. This is not a new concept. But 2021 has greatly accelerated this trend. A company’s attitude towards climate change, resource conservation, diversity and social inequality will increasingly become a survival issue in 2022, especially in the North American market.
In the 2020 Brand Value Index, the biggest losers are brands that have not yet embraced climate change trends. German companies in some key industries have also been ignored. The Brand Equity Index is calculated from two main data sets: on the one hand, it is about how the end customer perceives the brand, but on the other hand, it is also about how analysts evaluate the company’s future viability.
The analyst valuation logic describes the following system: The best current and future results–-no longer just technical positions—have a basic attitude driven by value. This is in sharp contrast with the financial-driven thinking that was common in the previous generation. The best performing companies will prefer an employer that respects and represents these values. Only the best performing companies have a chance to survive in this rapidly changing world. As they say: If there are no values, there is no value.
Technology tends to provide a dark mirror for society, reflecting the greatness and evil of its creators. It is important to remember that technology is usually value neutral; we are the ones who use it day after day to define if and when we face the “next big thing”.
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