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Adobe experience index (Global)
1.
© 2018 Adobe
Inc. All Rights Reserved. Adobe Confidential. Adobe Experience Index (Global): Consumer Experience Expectations Score & Insights MCI | Taylor Schreiner | April 2019
2.
© 2018 Adobe
Inc. All Rights Reserved. Adobe Confidential. Cross Country Insights 2 • Consumer Expectations Experience Scores: • Consumer Expectations Experience Scores are highest in AU/NZ and the US • Lowest in FR and IN • Scores increase with age in US, UK, DE, AU/NZ and SEA; Decline with age in JP • Pattern of Tenets is Similar Across Markets; Delight Me at Every Turn and Know Me and Respect Me are Higher • Attitudes Towards Technology, Automation and Human Interaction: • Consumers in India most likely to want personal service, Japan least likely • Consumers in all markets other than SEA and Japan prefer to interact with a human vs. computer; 2 in 3 in India, less than 1 in 4 in Japan • Consumers in India and Southeast Asia most optimistic about technology improving lives and are most likely to be delighted by automated interaction • Consumers in AU/NZ most concerned about privacy breaches, Germany and Southeast Asians least concerned • Consumers in India most concerned about automation eliminating jobs; those in US and Germany least concerned • Future Innovations: • For all trended markets other than Japan, Future Innovation scores declined year over year, indicating that these innovations are closer to reality (expected vs. impressed)
3.
© 2018 Adobe
Inc. All Rights Reserved. Adobe Confidential. Overall Consumer Experience Index Scores
4.
© 2018 Adobe
Inc. All Rights Reserved. Adobe Confidential. EXPERIENCE INDEX (GLOBAL): CONSUMER EXPERIENCE EXPECTATIONS OVERALL SCORE France and India have lowest scores; US and AU/NZ highest 4 Data Source: Consumer Experience Expectations Survey 2019. April 2019 n = 1,000/country 219 217 196 210 221 202 212 216 0 50 100 150 200 250 US UK FR DE AU/NZ IN SEA JP 2019 Consumer Experience Index Scores by Market Out of 400 total possible points
5.
© 2018 Adobe
Inc. All Rights Reserved. Adobe Confidential. Generational Differences
6.
© 2018 Adobe
Inc. All Rights Reserved. Adobe Confidential. EXPERIENCE INDEX (GLOBAL): CONSUMER EXPERIENCE EXPECTATIONS OVERALL SCORE BY AGE RANGE Scores increase with age in US, UK, DE, AU/NZ and SEA; Decline with age in JP. 6 Know Me and Respect Me and Delight Me at EveryTurn drive higher scores among those 50+ Out of 400 total possible points 0 50 100 150 200 250 US UK FR DE AU IN SEA JP Consumer Experience Index Score by Age by Market 18 to 24 25 to 34 35 to 49 50 to 64 65+ Data Source: Consumer Experience Expectations Survey 2019. April 2019 n = 1,000/country
7.
© 2018 Adobe
Inc. All Rights Reserved. Adobe Confidential. EXPERIENCE INDEX (GLOBAL): CONSUMER EXPERIENCE EXPECTATIONS – TENETS BY MARKET Pattern of Tenets is Similar Across Markets; Delight Me at Every Turn and Know Me and Respect Me are Higher. 7 Out of 100 total possible points Data Source: Consumer Experience Expectations Survey 2019. April 2019 n = 1,000/country 0 10 20 30 40 50 60 70 US UK FR DE AU/NZ IN SEA JP 2019 Consumer Experience Index Scores by Tenet by Market Delight Me At Every Turn Know Me & Respect Me Make Technology Transparent Speak in One Voice
8.
© 2018 Adobe
Inc. All Rights Reserved. Adobe Confidential. Technology Sentiment
9.
© 2018 Adobe
Inc. All Rights Reserved. Adobe Confidential. Human vs Machine EXPERIENCE INDEX (GLOBAL): TECHNOLOGY INTERACTION OPINIONS Consumers in India most likely to want personal service, Japan least likely 9 76% 76% 76% 72% 79% 82% 76% 57% 0% 20% 40% 60% 80% 100% US UK FR DE AU IN SEA JP % agree "Whether in store or online, businesses should provide personal service" by country Data Source: Consumer Experience Expectations Survey 2019. April 2019 n = 1,000/country
10.
© 2018 Adobe
Inc. All Rights Reserved. Adobe Confidential. Human vs Machine EXPERIENCE INDEX (GLOBAL): TECHNOLOGY INTERACTION OPINIONS Consumers in all markets other than SEA and Japan prefer to interact with a human vs. computer; 2 in 3 in India, less than 1 in 4 in Japan 10 54% 55% 55% 57% 54% 63% 45% 23% 0% 20% 40% 60% 80% 100% US UK FR DE AU IN SEA JP % agree "I prefer to interact with a human rather than a computer" by country Data Source: Consumer Experience Expectations Survey 2019. April 2019 n = 1,000/country
11.
© 2018 Adobe
Inc. All Rights Reserved. Adobe Confidential. EXPERIENCE INDEX (GLOBAL): TECHNOLOGY INTERACTION OPINIONS Consumers in India and Southeast Asia most optimistic about technology improving lives 11 Technology Improving Life 70% 64% 64% 61% 64% 87% 80% 69% 0% 20% 40% 60% 80% 100% US UK FR DE AU IN SEA JP % agree "Technological innovations will improve our lives" by country Data Source: Consumer Experience Expectations Survey 2019. April 2019 n = 1,000/country
12.
© 2018 Adobe
Inc. All Rights Reserved. Adobe Confidential. EXPERIENCE INDEX (GLOBAL): TECHNOLOGY INTERACTION OPINIONS Consumers in India and Southeast Asia most likely to be delighted by automated interaction 12 Technology Improving Life 63% 58% 58% 56% 57% 79% 68% 58% 0% 20% 40% 60% 80% 100% US UK FR DE AU IN SEA JP % agree "If done well, a completely automated interaction with a company can still delight me" by country Data Source: Consumer Experience Expectations Survey 2019. April 2019 n = 1,000/country
13.
© 2018 Adobe
Inc. All Rights Reserved. Adobe Confidential. Technology Risks EXPERIENCE INDEX (GLOBAL): TECHNOLOGY INTERACTION OPINIONS Consumers in AU/NZ most concerned about privacy breaches, Germany and Southeast Asians least concerned 13 ! 69% 64% 64% 43% 72% 67% 55% 69% 0% 20% 40% 60% 80% 100% US UK FR DE AU IN SEA JP % agree "Technology today puts my private information at risk" by country Data Source: Consumer Experience Expectations Survey 2019. April 2019 n = 1,000/country
14.
© 2018 Adobe
Inc. All Rights Reserved. Adobe Confidential. Technology Risks EXPERIENCE INDEX (GLOBAL): TECHNOLOGY INTERACTION OPINIONS Consumers in India most concerned about automation eliminating jobs; those in US and Germany least concerned 14 ! 54% 58% 58% 52% 64% 72% 62% 64% 0% 20% 40% 60% 80% 100% US UK FR DE AU IN SEA JP % agree "Automation is going to eliminate too many jobs" by country Data Source: Consumer Experience Expectations Survey 2019. April 2019 n = 1,000/country
15.
© 2018 Adobe
Inc. All Rights Reserved. Adobe Confidential. Innovation and Experience Makers & Breakers 15
16.
© 2018 Adobe
Inc. All Rights Reserved. Adobe Confidential. EXPERIENCE INDEX (US): CONSUMER EXPERIENCE EXPECTATIONS SCORE BY TYPE Innovations: Consumers less impressed with future innovation (all closer to reality?). 16 Data Source: India Consumer Experience Expectations Survey 2019. April 2019 n = Out of 100 total possible points Expected Impressed Data Source: US Consumer Experience Expectations Survey 2019. April 2019 n = 1,000 45 47 47 53 56 56 49 50 49 55 60 60 0 10 20 30 40 50 60 70 80 90 100 Government interaction automation Bump phones at restaurant to pay share of bills Learning a language adapts to my own progress Smart prescription bottle Synced vehicle touch screens at drive-through Smarrt stores: no check-out lines Futuristic Innovation Experiences: US - Total Score By Year 2018 2019
17.
© 2018 Adobe
Inc. All Rights Reserved. Adobe Confidential. EXPERIENCE INDEX (INDIA): CONSUMER EXPERIENCE EXPECTATIONS SCORE BY TYPE Innovations: Consumers less impressed with future innovation (all closer to reality?). 17 Out of 100 total possible points Expected Impressed Data Source: India Consumer Experience Expectations Survey 2019. April 2019 n = 1,000 43 46 49 50 51 51 52 52 54 59 58 56 0 10 20 30 40 50 60 70 80 90 100 Bump phone at restaurant to pay share of bill Learning a language adapts to my own progress Smart prescription bottle Government interaction automation Smarrt stores: no check-out lines Synced vehicle touch screens at drive-through Futuristic Innovation Experiences: India- Total Score By Year 2018 2019
18.
© 2018 Adobe
Inc. All Rights Reserved. Adobe Confidential. EXPERIENCE INDEX (GERMANY): CONSUMER EXPERIENCE EXPECTATIONS SCORE BY TYPE German consumers less impressed with future innovation year over year (closer to reality?), but government interaction automation is higher 18 Out of 100 total possible points Expected Impressed Data Source: Germany Consumer Experience Expectations Survey 2019. April 2019 n = 1,001 38 47 49 51 55 55 45 49 50 48 59 58 0 10 20 30 40 50 60 70 80 90 100 Bump phones at restaurant to pay share of bill Learning a language adapts to my own progress Smart prescription bottle Government interaction automation Smart stores: no check-out lines Synced vehicle touch screens at drive-through Futuristic Innovation Experiences: Germany - Total Score By Year 2018 2019
19.
© 2018 Adobe
Inc. All Rights Reserved. Adobe Confidential. EXPERIENCE INDEX (UK): CONSUMER EXPERIENCE EXPECTATIONS SCORE BY TYPE Innovations: Consumers less impressed with future innovation (all closer to reality?). 19 Out of 100 total possible points Expected Impressed Data Source: UK Consumer Experience Expectations Survey 2019. April 2019 n = 1,001 44 46 49 54 52 56 43 50 50 56 58 58 0 10 20 30 40 50 60 70 80 90 100 Learning a language adapts to my own progress Bump phones at restaurant to pay share of bill Government interaction automation Smart prescription bottle Smarrt stores: no check-out lines Synced vehicle touch screens at drive-through Futuristic Innovation Experiences: UK- Total Score By Year 2018 2019
20.
© 2018 Adobe
Inc. All Rights Reserved. Adobe Confidential. EXPERIENCE INDEX (FRANCE): CONSUMER EXPERIENCE EXPECTATIONS SCORE BY TYPE Innovations: French consumers less impressed with future innovation year over year (closer to reality?). 20 Out of 100 total possible points Expected Impressed Data Source: France Consumer Experience Expectations Survey 2019. April 2019 n = 1,006 43 46 49 50 51 51 52 52 54 59 58 56 0 10 20 30 40 50 60 70 80 90 100 Bump phones at restaurant to pay share of bill Learning a language adapts to my own progress Smart prescription bottle Government interaction automation Smart stores: no check-out lines Synced vehicle touch screens at drive-through Futuristic Innovation Experiences: France- Total Score By Year 2018 2019
21.
© 2018 Adobe
Inc. All Rights Reserved. Adobe Confidential. EXPERIENCE INDEX (JAPAN): CONSUMER EXPERIENCE EXPECTATIONS SCORE BY TYPE Innovations: Consumers more impressed with future innovation year over year. 21 Out of 100 total possible points Expected Impressed Data Source: Japan Consumer Experience Expectations Survey 2019. April 2019 n = 1,003 37 39 40 42 42 42 33 37 36 40 39 40 0 10 20 30 40 50 60 70 80 90 100 Smart prescription bottle Learning a language adapts to my own progress Government interaction automation Bump phones at restaurant to pay share of bill Smarrt stores: no check-out lines Synced vehicle touch screens at drive-through Futuristic Innovation Experiences: Japan - Total Score By Year 2018 2019
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© 2018 Adobe
Inc. All Rights Reserved. Adobe Confidential. EXPERIENCE INDEX (AU/NZ): CONSUMER EXPERIENCE EXPECTATIONS SCORE BY TYPE Innovations: Future innovation that helps save time is most impressive. 22 Out of 100 total possible points Expected Impressed Data Source: AU/NZ Consumer Experience Expectations Survey 2019. April 2019 n = 1,001 45 46 48 54 54 55 0 10 20 30 40 50 60 70 80 90 100 Studying language Lunch phone bump Government interaction automation Smart prescription bottle Smart stores: no check-out lines Synced vehicle touch screens at drive-through Futuristic Innovation Experiences Scores: AU/NZ
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© 2018 Adobe
Inc. All Rights Reserved. Adobe Confidential. EXPERIENCE INDEX (SOUTHEAST ASIA): CONSUMER EXPERIENCE EXPECTATIONS SCORE BY TYPE Innovations: Future innovation that helps save time is most impressive. 23 Out of 100 total possible points Expected Impressed Data Source: Southeast Asia Consumer Experience Expectations Survey 2019. April 2019 n = 1,003 44 44 47 48 49 49 0 10 20 30 40 50 60 70 80 90 100 Bump phones at restaurant to pay share of bill Learning a language adapts to my own progress Smart prescription bottle Smarrt stores: no check-out lines Synced vehicle touch screens at drive-through Government interaction automation Futuristic Innovation Experiences: Southeast Asia - Total Score
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© 2018 Adobe
Inc. All Rights Reserved. Adobe Confidential. Appendix 24
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© 2018 Adobe
Inc. All Rights Reserved. Adobe Confidential. EXPERIENCE INDEX: CONSUMER EXPERIENCE EXPECTATIONS SURVEY Consumer Experience Expectations Survey 2019 Methodology (GLOBAL) As Internet panel sample was used for this study, the sample was not drawn from the population using probability sampling; thus, a margin of error is not reported (margin of error accounts for sampling error). If the data had been collected using a probability sampling method, the margin of error would be +/- 3.1% 19 times out of 20. Given this sampling approach, the outcomes of the statistical tests reported reflect results as if performed on data collected using probability sampling. Survey Date Range and Countries: Survey Sample: Survey Format: Conducted in April 2019 US UK, DE, FR AU/NZ, JP, SEA, IN 8,000+ adults 18 or older who owned a qualifying device. Online survey regarding preferences and expectations for digital experiences in the Retail, Travel & Hospitality, Media & Entertainment, and Financial Services industries. Respondents answered questions for up to 2 industries
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© 2018 Adobe
Inc. All Rights Reserved. Adobe Confidential. Positive Reaction Negative Reaction EXPERIENCE INDEX: CONSUMER EXPERIENCE EXPECTATIONS SURVEY Consumer Experience Expectations Survey Scoring Methodology 26 Experiential Questions Good Experiences Bad Experiences Response Point Allocation per Question Strong Mild Neutral Neutral Mild Strong • Consumers were given serval possible actions they could take when faced with a number of positive and negative experiences they might face. • There responses were organized in a scale that captured their reaction from strong positive to strong negative. Points given based on strength of response. No points are given for having the least positive response “as expected”. PositivityScale Final Score is a composite of the Positive and Negative Scenario Scores within each Tenet to produce a score out of 100 possible points per tenet, for a total of 400 possible points
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© 2018 Adobe
Inc. All Rights Reserved. Adobe Confidential. Sentiment Question Vertical Negative I visit an online retailer's website from my mobile phone but I can't zoom in on the product to see it very clearly. Retail I try to use voice search on my television set, but the voice search only works with my television, but not with the app. M&E I never intended to go paperless but my financial institution defaulted to not sending me paper statements so I had to make a phone call to get it switched back Finance I pay full price for an item that requires ongoing service from the company, only to find out afterwards that the ongoing service is an extra monthly fee. Retail Positive I arrive at my hotel and the hotel's mobile application which is installed on my phone pops up to ask if I want to check in. I check in, get my room number and an electronic key appears which lets me access the elevator and room without needing to go to the front desk. Travel & Hospitality I visit a museum and download a mobile application. When I point the phone at anything in the museum it will tell me about the artifact using the phone's camera and a superimposed augmented reality tour guide that I can interact with just like a real tour guide. M&E I able to order food at a stadium from my mobile phone and it is delivered directly to my seat. M&E I no longer need to remember a password or set up my fingerprint because my financial institution recognizes my voice automatically. Finance While shopping in a large home improvement store, I use voice technology to ask my phone where to find a product. It gives me a map inside the store with step-by-step directions to find what I was looking for. Retail I use my ski company's mobile application to track all my day's activity, and to consult the map to see where my friends and family are and to alert my friends and family where and when to meet up. Travel & Hospitality I use a wearable device (or smart watch) at a theme park to gain access to shows, attractions, save my place in lines and other park activities of having to identify myself or carry a key. M&E I use the airline mobile application on my phone to check in for my flight and use the electronic boarding pass with security and to board the plane, skipping all the check in lines. Travel & Hospitality I am able to file my taxes entirely from my mobile phone. Finance I am able to have my luggage scanned at the airline and receive frequent updates as to where it's at, when it's been loaded, and when it's arriving at the baggage claim area at my destination. Travel & Hospitality I am able to take a picture of a check and instantly deposit it using my mobile banking application. Finance A friend visits who likes to watch a particular television show and wants to catch the latest episode. I use my Internet connected television to quickly find and play the new episode by talking into the remote controller. M&E I make an unusual purchase and I receive a text asking me to confirm that the purchase was legitimate - rather than the bank suspending my card. Finance EXPERIENCE INDEX: CONSUMER EXPERIENCE EXPECTATIONS SCORE Delight Me at Every Turn 27
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© 2018 Adobe
Inc. All Rights Reserved. Adobe Confidential. EXPERIENCE INDEX: CONSUMER EXPERIENCE EXPECTATIONS SCORE Know Me & Respect Me 28 Sentiment Question Vertical Negative I shop on an online retailer's website on my mobile phone, but the website contained no recommendations for me based on my previous visits. Retail The recommendation engine on a streaming service suggests videos rated as 5 stars and says they are customized to me, but I usually don't like the suggestions. M&E I open my favorite car rental company mobile application and have to remember my frequent traveler number in order to log in. Travel & Hospitality Positive An online retailer recognizes me as a high value, repeat customer and provides a loyalty program that provides custom recommendations and proactively sends me samples to try which II can return whenever I want to simply by putting the return box on my porch. Retail I get faster access to lines and events because the company recognizes me as a loyal customer based on how many events I have attended recently. M&E When I enter my hotel room, my profile preferences on the hotel's mobile app interact with the room to set the alarm, curtains, food preferences and television programming automatically. Travel & Hospitality I receive a yearly video summary with details of all my year's traveling and pictures that I posted through a travel oriented mobile application that I can share with my family and friends on social media. Travel & Hospitality I receive an email at the end of the year with links to a summary file that contains all the paperwork I need to complete my taxes. Finance My travel booking site uses my travel history and a link to my electronic calendar to send me alerts about travel I might want to book - it finds the lowest prices for a flight, hotel or car rental and notifies me if any lower price is available after I’ve already booked. Travel & Hospitality My financial institution proactively recommends investment opportunities that are suited to my income and investment portfolio. Finance As a regular customer, I get access to products in danger of selling out before other buyers do. Retail When I log in to rent a car, the company knows which size and style of car I prefer, and makes recommendations for me. Travel & Hospitality When I log into my bank's website, I am taken to my most visited page right after I log in. Finance My music service proactively introduces me to a great new musician that it used artificial intelligence to determine I'd like. M&E I receive alerts for new content that I might like or for new episodes of a series that I am watching. M&E
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© 2018 Adobe
Inc. All Rights Reserved. Adobe Confidential. Sentiment Question Vertical Negative I have to call my bank to manually reset all of my mobile banking app log-in information when I get a new phone, despite the fact my profile has stayed the same. Finance I order a product online that I thought was coming from the company whose site I was on but it comes from a company outside the United States and takes several weeks to be delivered. Retail I'm unable to transfer money between accounts on my mobile application so I have to call and wait on hold or visit the bank. Finance I stay at a certain hotel chain regularly. My online profile is set up for automatic check out with email of my bill, but the hotel didn't email me my invoice. There is no way online to request an invoice be sent so I have to call the hotel to get it. Travel & Hospitality After paying to rent a movie online, I am unable to watch it because of an unexpectedly slow internet connection. My rental time period expires and there is no way to alert the company that I had a technical problem. M&E I pre-order food using a coffee shop's mobile app but when I arrive they don't have my order ready and I have to wait just as long as everybody else. Travel & Hospitality Positive I complete a car insurance claim entirely from my mobile phone without having to call my insurer or schedule a visit from a claims adjuster. Finance I can ask my smart home device to purchase a product online for me. It arrives at my door with no other effort. Retail I log into insurance accounts and look at all my policies in one spot, view identification cards which I can access on my mobile application if needed, and make changes like adding a new car to the policy without having to ever call or visit an agent. Finance I am able to use an application on my mobile phone to request a private driver to take me anywhere, which automatically bills my credit card on file and sends me an email receipt. Travel & Hospitality I can listen to any song I want, from any device, using simple voice commands. M&E I am able to purchase tickets and select seats for a movie theatre using only my mobile phone. M&E I purchase a product or service online using a one-click format, that automatically ships the product to my address. Retail I am able to set up multiple devices to access my content easily with just a quick email authentication. M&E EXPERIENCE INDEX: CONSUMER EXPERIENCE EXPECTATIONS SCORE Make Technology Transparent 29
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© 2018 Adobe
Inc. All Rights Reserved. Adobe Confidential. Sentiment Question Vertical Negative I input all of my information in my online profile including my mobile phone number but when I call my bank from my mobile phone, they still ask me to repeat all of the information in my profile. Finance I buy a concert ticket online and then realize because of all the extra online service fees it was cheaper to buy it at the gate. M&E I fill in an extensive online loan approval questionnaire and receive approval, but was then told I needed to call a phone number that had a 10 minute hold time to complete the process. Finance I go into the cable company store where I'm told there is a 20 minute wait in order to exchange my cable box for a new one, and there is no way to exchange equipment via the website. M&E I book a travel package (hotel, cruise, etc.) and find out after I've paid that it is non-cancellable, a fact that was not highlighted during the purchase process. Travel & Hospitality I buy an item online at a mass merchant and need to return it. I find out the return policy is different because it was a marketplace seller, and it will cost me more to send it back than to keep it. The fact that there is a different return policy was not highlighted during purchase. Retail Positive There is a problem with my hotel and I use Twitter (social media) to reach the company as soon as I get into my room. The company responds immediately and sends help. Travel & Hospitality A flight was delayed, and before I even land I am rebooked and receive an email apology. Travel & Hospitality I have a question about a bank charge, and am able to resolve it using the self-help system my financial institution created without having to speak to anybody on the phone. Finance When I contact customer service about a problem with my order, I chat with a program called a chatbot that uses artificial intelligence to anticipate my questions and quickly solve the problem. Retail I order a product online and the company informs me via text message when my package is ready for shipping, where it is in the shipping process, and when it has been delivered. Retail EXPERIENCE INDEX: CONSUMER EXPERIENCE EXPECTATIONS SCORE Speak in One Voice 30
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© 2018 Adobe
Inc. All Rights Reserved. Adobe Confidential. EXPERIENCE INDEX: CONSUMER EXPERIENCE EXPECTATIONS SCORE Futuristic Innovation Experiences 31 Sentiment Question Vertical Positive As I enter a drive-through restaurant, the computer in my vehicle automatically syncs with the drive-through and allows me to enter my order through my vehicle's touch screen. All When I change the address on my driver's license, I am asked if I want to update my details on the voter registry and for any other government services I am using. The information is automatically forwarded to all government departments and my new card arrives in the mail All My grocery store doesn't have check out lines. Instead, everything I buy is automatically scanned by my mobile phone and charged to my credit card. When I am done shopping, I can just leave. All My daily pills are contained in a smart bottle. If I forget to take my dosage, I receive a text alert. All A friend and I go out for lunch. She pays, but I can bump phones with her to quickly transfer her my share of the bill. All I'm studying a new language online. The words and phrases I am learning adapt to my progress, reviewing when I need it, or progressing when I have mastered. All Data Source: Southeast Asia Consumer Experience Expectations Survey 2019. April n = 1,003
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© 2018 Adobe
Inc. All Rights Reserved. Adobe Confidential. HEX Codes 33 #160A36 #19A8AD #E98D8B#160A36 #19A8AD #DF5275 #587F9A #9ACFC1 Red 30 Gree n 15 Blue 70 Red 12 Gree n 181 Blue 187 Red 239 Gree n 160 Blue 156 Red 232 Gree n 107 Blue 136 Red 106 Gree n 146 Blue 170 Red 169 Gree n 215 Blue 204
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