Digitalization causes major changes in each industry, affecting our personal and professional lives. As this is a phenomenon of global magnitude with a major impact on companies and consumers alike, herewith are explained the trends of digitalization in 2017.

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Constantin Măgdălina,
Emerging Trends and
Technologies Expert
Point of view
18 January 2017
Digital trends in 2017
Author: Constantin Măgdălina, Emerging Trends & Tehnologies Expert
Digitalization causes major changes in each industry, affecting our personal and professional lives. As this is a
phenomenon of global magnitude with a major impact on companies and consumers alike, herewith are explained the
trends of digitalization in 2017.
Trend 1 - User experience is paramount
The large number of products and services will make the user to prioritize based on two criteria: the consumer experience
andthe allocated time. 74% of global retailers believe that improving overall in store experience will be decisive, given that more
than half of sales are generated online: mobile, social networks and e-commerce. Using these channels acquisition highlights the
importance of digitalization for the second criterion: the allocated time. On a global scale, 50% of consumers want products and
services that save the shopping time. Consumerslook for tools and services to optimize personal time or minimize the time
involved with any acquisition and / or activity.
Trend 2 - Big Data and Small Data
In 2016 the volume of data grew considerably due mainly to cloud services. This trend will continue in 2017 and will be extended
through projects such Machine Learning, Cognitive Computing and Predictive Analytics. The job market will surface positions of
Chief Data Officer / Architect which will become more and more required and clearly structured. Data streaming, real-time plans
and increasingly sophisticated data transfer will redefine Big Data in categories such as fast data and actionable data. But in
2017 the volume of data will count more than the relevant tools.
Meanwhile, Small Data appears as a complementary trend to Big Data and will be capitalized on increasingly. For example Small
Data allows, via a smart tag, to identify the location and quantity of the existing products in stock, their expiration date, if the
packaging has been opened and if the temperature is optimal for keeping in deposit. This information is integrated into a
database and becomes the raw material for Big Data, in order to identify the root cause ofproducts’ expiration or damage (if
applicable).
Trend 3 - Internet of things
Global e-commerce market will record an annualgrowth rate of 17% until 2018, while trade in physical stores will increase by 6%
per year. Traditional commerce has the challenge of integrating technology into the shopping experience they offer. Internet of
things comes as a lifesaving solution to this challenge. With the progress in displaying synchronized information on various
devices - from television sets, laptops and tablets, to espresso and washing machines displays - that connect to the Internet
automatically, the number of contact points between a company and the end-consumers is growing steadily. For example, with
the help of the espresso machine connected to the Internet in your favorite café, you will be able to order coffee on-the-go from
the car, 5km away from the coffeeshop, using a custom interface and digital access. Thus, by deleveraging, the processes of
goods and services purchasing will become shorter and cheaper.
Trend 4 –Augmented reality (AR) and virtual reality (VR)
Augmented Reality (AR) enjoyed a remarkable hype in 2016, particularly due to the Pokemon Go game. But AR’s functionality
goes beyond just gaming and provides support for various forms of digital information transmission - from glasses that provide
traffic information relevant to a cyclist to virtually redecorating the entire house without a drop of paint. In 2017, we can expect to

2. 2
Constantin Măgdălina,
Emerging Trends and
Technologies Expert
use augmented reality to read our emails, to post on Facebook or find the best route to drive through a crowded place. All this
content we can have right before our eyes using Google Glasses.
Virtual reality (VR) demonstrated its commercial viability in 2016, through the specific products that were launched such as: HTC
Vive, Oculus Rift VR or PlayStation. In terms of media hype cycle, which draws technology’s maturity levels, VR is very high in
consumer expectations. The hype exceeds the reality and quality comes second to novelty. At this stage, for consumers virtual
reality means games, entertainment and video, and not so much functional applications or social media interface. Most likely,
virtual mobile phone-based VR platforms will reinforce the use of virtual reality in 2017 thanks to easy use and low cost.
Trend 5 –Artificial intelligence
Forthe consumer time has become a value, while for the companies it has become a commodity they sell and for which the
consumer is willing to pay. Thus, fast access to goods and services of interest to consumers becomes a source of competitive
advantage for companies. We meet quite often the phrase "save time with us." In other words you buy more time from us.
Artificial intelligence leads consumer experience to another level and saves time. For example, through voice command a tourist
can communicate with computer terminals and request information on the weather conditions atdestination. Such computer
terminals, capable of understanding and responding to costumers requests,are called chatbots and can be found in some
airports. They are the evidence of progress and practical usage of artificial intelligence that will continue to manifest in 2017.
Bringing it all together
The pace of technology development is so fast that employees can’t keep up. Reformatting of the technological enviroment leads
to certain jobsdisappearance and the set up of new ones, attractschallenges and opportunities alike. According to the World
Economic Forum, 10 years from now, 65% of children in primary school will have jobs that do not exist today. The same source
states that by 2025, 30% of financial audits of large companies will be carried out using Artificial Intelligence, taxes will be
collected by Blockchain, and in some countries the census will be done with the help of Big Data.
The next stage of Internet development will further strengthen the link between reality and the virtual environment. Internet will be
used through more devices and sensors, and will include completely new functions and features. Therefore, the type of activities,
the used tools, the response times and the working environment will be decisively influenced by the Internet and IT infrastructure
and communications. The world as we know it will no longer exist in a few years, and the "silent" revolution we are witnessing
has only one name - digitalization.
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About Constantin Măgdălina
Constantin Magdalina has a 8 years working experience, while he performed in multinationals both in Romania and abroad. Constantin owns a Master in
Marketing and Business Communication at the Academy of Economic Studies Bucharest. He is certified Lean Six Sigma and ITIL which provide him a good
understanding of processes and transformations within organizations. The Chartered Institute of Marketing and Hubspot certifications furthered on complemented
his expertise and knowledge in business. In those over 4 years working activity at EY he initiated and conducted studies which analyzed different aspects related
to the business environment in Romania such as the economic growth predictions of companies in 2013-2016, knowledge management, the buying experience
in the age of digital consumers, social media 2013-2015, the utilization of mobile devices in Romania. He is the author of numerous articles on topics related to
innovation, the efficiency of business processes, social media, the consumers’ buying experience in the age of digital, trends and emergent technologies. He is
invited as speaker at numerous events and business conferences.