Future Workshop


Both digitalisation and the globalisation of competition are profoundly altering the business-to-business (B2B) value chain. How far have these changes been impacted or even determined by new demands of end-consumers? Although becoming steadily more important, this question has only seldom been raised.

Since 2012, 23 partners are working on the MÜNCHNER KREIS Future Study, Volume V “Wachstumsfelder der digitalen Welt. Bedürfnisse von übermorgen“ („Growth areas in a digital world. Needs of tomorrow and beyond”). As in the previous study, the end-consumers interests and desires are adressed. Employing an international user survey, the study will show the needs of tomorrow and the day after. What prospect demands will users have regarding the areas of work, mobility, media and e-government in the future? And how are current and future innovations to be assessed against this background and, if necessary, be adjusted or require new solutions?

Following the invitation of the Federal Ministry of Economics and Technology, the MÜNCHNER KREIS and the State Secretary IT Representative of the Bavarian State Government applied fields experts, including representatives of EICT, attended a workshop for the Future Study, Volume V on 31st October 2012 in Berlin.

The topics related to the results of the preceding Future Studies, Volume I-IV that were co-published by EICT.

To what extent are these developments relevant to cross-industry B2B value creation processes and how are these value creation processes influenced? Can end customer-related data be helpful for their steering? These questions were discussed and possible solutions were offered.

“Technically it could be shown, that the end-consumer in all core areas in the past years got more importance, and that this situation will continue to expand”, so Prof. Arnold Picot, Chairman of the  board of MÜNCHNER KREIS. The end-consumer is characterized as being quite volatile from a psychological point of view. Through several mechanisms, the customer should be integrated and engaged with various funds. For such matters, we need to prepare a ground with openness, transparency and where individual offers and products play a role. An example of these links would be the insertion of an “event character” to the different topics, like traveling as an adventure, active modification of media content or giving a bonus to the nicest community of individuals. Consequently stated Picot “the actual value added network has to develop new non-industry-related partnerships in order to offer completely new solutions to certain problems.”

The results of the Future Workshop were published in an additional report and presented at the IT Summit in Essen on November 13, 2012. The report is available for download at the MÜNCHNER KREIS Future Study website (www.zukunft-ikt.de).

The final MÜNCHNER KREIS Future Study, Volume V will be presented at the conference taking place on April 12, 2013 in Berlin. Within this context, workshop groups in the areas of work, mobility, media and e-government will discuss the opportunities from a business perspective and what innovation and developments might ensue.

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