Prediction of Digital Marketing, Life and Business in the Next 10 Years

There are many phenomena of life and business that we have lived up to now, but sometimes we cannot explain or understand. That is also what has been experienced by established business actors, which are finally eroded by the phenomenon of disruption.

One of the academics and management teachers in the country who is able to explain in agile language about the changes is Rhenald Kasali. This Professor of Economics and Business at the University of Indonesia is widely known for his insightful comments on disruption, a phenomenon that changes the landscape of people`s daily lives.

Rhenald recently launched the book The Great Shifting, which is part of the ‘Disruption’ series. This book explains various phenomena of recent changes driven by technology and are changing various aspects of life.

The book, which is more than 500 pages thick, is written in language that is easy for laymen to understand, in the style of speaking by Rhenald who is a lecturer, and lulls him through the insertions of unique stories from various parts of the world, of course related to the topics discussed right now.
One of the interesting things is about 10 predictions of life and business in the next 10 years which is a kind of important conclusion from the book. Here are 10 Rhenald predictions:

  • Life and business will move massively into the platform. Platforms are an important point for understanding disruption and adapting to change. “Through this book, we hope for new ideas to build a nation based on a platform,” Rhenald wrote in the prologue, which Bisnis quoted on Monday (30/7/2018).
  • According to Rhenald, the impact of moving life from the old world to the platform is not only limited to the aspects that are often discussed, but also the ways and methods of doing business (from owning economy to sharing, from product-based to platform, from single approach to ambidextrous), and extends to to be multi-industry. This change will force nations to be more active in rejuvenating old regulations, making new regulations, as well as changing the perspective on industrial clustering and creating new jobs.
  • Various jobs that we know in the 20th century will slowly be replaced by new jobs that are more technology-based. Old jobs will still be needed as long as the perpetrators can enrich themselves with the application of technology.
  • Whoever the leader is, the state will continue to face pressure, both from old economic ideas (inkamben) and newcomers, until the emergence of new actors who manage to emerge as the main players.
  • There will no longer be a place (in the world of work) for the mediocre group who are less demanding of themselves to re-learn or have a passenger mentality. In fact, a diploma from the best university is not enough to take oneself to a higher level if mental self-training is not carried out.
  • Education will experience great pressure from changes in the way of teaching, technology, and quality standards. Algorithms and artificial intelligence will have a significant effect on the learning process.
  • The “what to learn” approach will become obsolete and be replaced by “how to learn.”
  • One of the technologies that will greatly influence economic activities is 3D printing, which will enter all areas of life.
  • Data and information have become an important base in the economy and become a strategic weapon in competition when the world’s population is increasingly shifting to cities and forming megacities, Indonesia will turn to villages. Villages will become the main pillar of life with a different economic and technological face from what we see today.

The platform era has hit the world, but in Indonesia it has not been well anticipated. Not many large national companies, writes Rhenald, are called upon to develop platform-capable software. One of the reasons is that the idea of ​​the platform itself is not really understood and acted upon.

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