as we know it.
we carry are all covered. Our predictions on
engagement, subscription models and the
future of app stores, considering how we can
expect them to change and grow in 2019. Each
one shows how technology’s impact can be
laser-focused, laying strong, specific foundations
for future industries.
Meanwhile, we investigate what the next
12 months may hold for developments in AI,
advertising and retail. In each, we unearth
an unrelenting pace of change, which could
bring countless benefits – if pragmatic decisions
To do that, technology must be viewed as friend
not foe, which is one of the macro themes of
the report. Treating tech as a negative force will
limit the good it can do. How to balance fears
of technology with optimism of the better world
it can build looks set to carry on being
a question that defines our time.
Consumers are expecting technology to give
them a lot in return for very little: giving rise to
a second macro theme that emerges. Pressing
questions over what we get for what we give
will continue to be the focus of boardroom
and consumer debates.
The scope and scale of technology means
challenges will inevitably exist, so it is important
that we remain faithful to our belief that
technology is a positive force. This report is
intended to act as a roadmap to readers,
shedding light and expert opinion on the
trends that matter. We hope you find it useful.