Digital is better! In fact, in 1995 the band Tocotronic’s debut album made that claim with their album name. Kind of ironic, considering that at the time, cell phones were as big and heavy as bricks. Just a few years later, Boris found his way to the internet. “Am I already in it or what?” He asked naively, pointing the way to the digital future. Then the dotcom era, during which network pioneers were sure that digitisation would go quickly.
But that couldn’t be further from what happened because technical innovations were geared towards an exponential growth of computing power through computer chips. It was only a matter of time before we could only remember the analogue, grey past. Unfortunately, it’s often said that in desperate times, reality doesn’t keep up with our visions. In the broad spectrum of digital transformation, for example, you move between a lot of hot air and not enough visionary best practices.
Handelskraft celebrated its eleventh anniversary and we proudly looked back on a productive 2017 full of experiments and innovations. But more important than the past is the future. Especially in digital business, interactive retail, time passes twice as fast and one can hardly believe that the times in which a webshop was the ultimate solution of the digital transformation, are hardly a decade old. In the meantime, digitisation means the seamless interaction of people and machines in marketing, sales, and services across all channels – online and offline.
In order to meet the demands of networked customers, whether as consumers in B2C or business customers in the B2B sector, entrepreneurs need to think outside the box. What brought enthusiasm a few years ago is now expected by customers, partners, and employees alike. The quality of the digital user experience decides more and more about the entrepreneurial success. Their excellent implementation requires know-how!
The changes are immense and the challenges for retailers and manufacturers are technically, organisationally, and culturally diverse. So we are all the happier and proud to publish our sixth Trend Book in a row, with this edition also being the first also available in English, with Handelskraft 2018 »Moving Towards Digital Excellence« we are happy to provide leaders from business, e-commerce, sales, marketing, IT, and digital decision makers with a free compass for their digital business, that gives them a concrete overview of the most important digital trends, innovations and industry developments, without getting lost in the buzzword jungle.
Mobility is progressing. People and data flow together on the way. New technological developments and changing digital lifestyles allow global society to be mobile and not stand still. The car has lost its traditional meaning and has turned into a rolling data vehicle, which offers more and more possible experiences. Meanwhile bikes are getting popular again.
Biking is trendy and offers many benefits for users and business. Established companies and start-ups from various industries are currently competing with smart solutions to open up new business opportunities for e-bikes and freight bike fleets.
We just published some thoughts in the difference in internet and TV use with adults from different socio-economic backgrounds, but what about the teens? About ¾ of teens these days (yes, I do feel old) have a smart phone and 91% of these go online with their mobile. We already noted that mobile internet access increases in the lower income bracket, and the situation is similar for teenagers. Nearly all African American youth – those statically most likely to belong to a low income household – access the internet via mobile vs. 91% and 90% of Hispanic and white teens respectively.
Strangely, considering the B2B market is decidedly larger than the B2C market, there are comparatively few statistics for B2B e-commerce. Strictly speaking, B2B e-commerce accounts for over 95 percent of the entire e-commerce market volume and generates 870 billion euros turn over. This becomes less surprising, when one realises that B2B generate only one percent of this turnover online.