Is South Africa ready for the workplace of the future? #IABDigitalSummit @iab

#iabdigitalsummit IAB Digital Summit Edward Chamberlain-Bell Digital

Is South Africa ready for the workplace of the future?

Digital will change the way South African businesses operate on a profound, cellular level. It is not a superficial layer to an existing strategy or an added extra. It is a force that will change the very DNA of a business and impact how it engages with its customers and staff. This year’s IAB Digital Summit, powered by Accenture Interactive, will explore the full spectrum of opportunities that digital brings to South African businesses.

No business can build a powerful brand or attract today’s consumer if it doesn’t turn its gaze inward first. Game-changing, fast-growing brands have all experienced radical change on the inside in order to make the most of the digital marketplace.

The dramatic shift in digital communication is changing the way the South African public engages with businesses, brands and government. This is the age of dynamic customer expectations, where the customer has a say in defining their experience. They expect service delivery to be consistent across all channels that governments and businesses offer.

Lee Naik | CEO of TransUnion Africa

How can businesses adapt their internal processes to serve today’s consumer? The 2017 Fjord Trends Report, compiled in collaboration with Accenture Interactive, has some profound insights on the businesses of the future.

Thebe Ikalafeng, Trustee of Brand South Africa and another speaker at the Summit says, “On a continent in which 70% of employees are under the age of 30 who are mobile and tech-savvy, a business must begin to adapt to and embrace the remote workforce. Young professionals now view flexibility as a key contributor to job satisfaction.”

While team communication platforms such as Slack, Jabber and Yammer exist, South Africans still need affordable and fast connectivity to enable the mobile workforce to stay connected anywhere, anytime. The evolution of LTE and Fibre in the country in addition to more affordable devices should drive data costs down, making it easier for businesses and their employees to connect.

Access to data and technology also comes with a new set of responsibilities. Businesses need to invest in proper, respectful data practices. As outlined in the 2017 Fjord Trends report, businesses also need to interrogate the social impact of the technology and innovation they create. As we have witnessed with big businesses such as Uber and Air BnB, consumers and media are unafraid to challenge the ethics and unintended consequences of revolutionary digital businesses.

The IAB Digital Summit will be held at The Galleria, Sandton on Thursday 16th March from 9am until 3pm.


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