Ride the Storm: Navigating Through Unstable Periods / Katerina Rudko (Belka G...
GBSH Consult brand market pulse edition 1
1. GBSH BRAND MARKET PULSE www.gbshconsult.com
Inside Roster TM by International Brand and Strategic Foresight Expert Tal
Edgars
9 TRENDS THAT WILL DEFINE 2011 FOR MOST BUSINESSES and their
OPPORTUNITIES
1. Yes, the Recovery is Real
Nobody denies that times are still hard ‐‐ often very hard ‐‐ for millions of
business people. But it's equally foolish to ignore the long and growing list of economic indicators that
point toward a slow but steady economic recovery through 2011 and beyond.
Retail sales are strong and confidence among small business owners is climbing. Exports are up, the
trade deficit is down, and very few experts now consider a double‐dip recession to be a serious risk.
Of course, the only numbers that really matter for small businesses are the ones they rack up at the cash
register. But when it comes to planning for the future, it's important to get a good grip on what's ahead
and how best to prepare for it. Back in 2007 and 2008, that meant plotting a survival strategy. In 2011, it
means charting a course for growth, expansion, and even a bit of optimism ‐‐ all without sacrificing
efficiency or a realistic attitude.
2. Mobile Commerce goes Mainstream
Mobile and online shopping revenue more than doubled between 2009
and 2010. That growth rate will accelerate during 2011 as even more shoppers use smart phones ‐‐ the
single most important technology driving this trend. As mobile payment schemes and near – field
communication technology gain traction, more consumers will also use their smart phones as virtual
wallets, allowing brick‐and‐mortar retailers to offer new cashless (and card less) payment options.
3. 4. Consumer Tech becomes Business Tech
More employees than ever before use their own smart phones, laptops,
tablets, and other devices to conduct business. Millions of workers also use cloud‐based e‐mail, social
networking, online storage, and other services in addition to ‐‐ or instead of ‐‐ official work‐sanctioned
functions.
This trend is referred to as the "consumerization" of IT, and it's a hotly debated issue. Some companies
see it as a security and liability risk, and they fight it at every turn. Others see it as inevitable and
efficient, and do their best to adapt to the changing times.
We're betting that second group is getting this right: Consumerization is here to stay, and it's almost
impossible to fight. Just as important, supporting employee‐owned devices in the workplace is a great
way to keep your staff happy, productive, and engaged with innovative new business technologies.
The key is to give employees choices in the technologies they use without throwing away your ability to
manage and protect sensitive data and vital business systems. It's a delicate balancing act, but 2011 will
be the year when businesses of every size will have to figure out how to pull it off. There's an additional
benefit here for small businesses, many of which lack a full‐time tech staff: A "consumerized"
technology policy can make employees responsible for providing their own technical support, service,
and device repairs, reducing your internal tech support burden in the process.
5. Restless – Employee Syndrome
There are lots of statistics that claim to capture the state of the economy.
But here's an especially interesting one: According to the Wall Street Journal, in February 2010 the
number of employees who quit voluntarily once again exceeded the number getting fired or laid off.
As the economic recovery takes hold in 2011, restless‐employee syndrome will become a real problem
for more and more small businesses. The same folks who helped you hunker down, work smart, and