The Accenture Technology Vision 2017 identifies five technology trends that will empower people to achieve more in the era of the intelligent enterprise.

1. MEDIA AND ENTERTAINMENT

2. 2017 VISION TRENDS
The Accenture Technology Vision 2017 identifies five
technology trends that will empower people to achieve
more in the era of the intelligent enterprise.

3. 3www.accenture.com/technologyvision
Technology changes are all around us,
and coming faster than ever. But no
longer are we waiting and wondering how
the latest digital technology advances
will change things; rather, we’re taking
control and shaping technology to fit our
needs, large and small.
TECHNOLOGY FOR PEOPLE

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TREND 1

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ARTIFICIAL INTELLIGENCE (AI)
IS EVERYWHERE
The success of digital assistants, starting with Siri on the iPhone to in-home applications
with Google Home and Amazon Echo, is propagating the use of AI in our everyday lives.
The implications for media companies comes inherently from the companies driving AI –
Amazon, Apple, Google and Microsoft. All four have major investments in media and
entertainment.
AI is being used to solve the age old challenge of simplifying search and discovery. AI
helps consumers access their media with voice control, whether it be playing a favorite
playlist via Alexa on Echo or searching for all movies by Woody Allen on the Apple TV.
AI is what powers the voice search capabilities that have extended beyond the internet
companies to the likes of cable providers like Comcast with its X1 platform.
TREND 1

6. TREND 2

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ECOSYSTEMS ARE BECOMING
INCREASINGLY IMPORTANT FOR
MEDIA COMPANIES AS THEY
SEEK TO KEEP PACE WITH THE
ONGOING DISRUPTION
Successful media companies need to be fluid and flexible with the selection of ecosystem
partners that enable core products or services or help them redefine competition.
For example, AT&T invested in Invidi, an addressable TV platform, to help improve its
ability to optimize advertising revenue. The investment gave AT&T a controlling stake in
Invidi allowing them to help control the direction of platform improvements.
TREND 2

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TREND 3

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WITH CONTINUOUS DISRUPTION,
FORWARD-THINKING MEDIA
COMPANIES WILL NEED TO
CONTINUE TO ALTER THEIR
TRADITIONAL OPERATING MODELS
It will be imperative to hire new talent pools to build additional capabilities that support the branding,
marketing and service launch of new digital experiences.
Winning media companies will optimize the use of workforce marketplaces as a differentiator to ensure
that they have access to talent to build out capabilities needed for emerging modes of entertainment
such as augmented and virtual reality.
TREND 3

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TREND 4

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AS M&E OPTIONS AVAILABLE TO
CONSUMERS MULTIPLY INEXORABLY,
THERE’S A RISK OF OVERWHELMING
THEM WITH CHOICE.
Beyond the various forms of content – be it video, social or videogames – there is increasing complexity in
the availability of content on different services, such as Netflix versus Amazon. While companies manage
their businesses around this complexity, consumers shouldn’t have to think about it. Successful media
companies will design for humans by creating simple, easy to use interfaces that enable consumers to
access their content when, how and where they want.
A great example of this is Comcast’s Xfinity platform, which integrates live TV, video on demand, DVR
content and 3rd party content all within one interface accessible through native voice control. The
integration of Netflix and the announcement of YouTube soon to be available via Xfinity on the set-top-box
eliminates the need for consumers to switch TV inputs from one box to another. This type of design thinking
takes into account activities that consumers were already engaging in but makes it easier and more
intuitive.
TREND 4

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TREND 5

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NEW BUSINESS MODELS AND NEW DELIVERY
MODELS ARE BEING DEFINED IN MEDIA AND
ENTERTAINMENT TODAY AND WILL DEFINE
NEW STANDARDS AND RULES OF
ENGAGEMENT TOMORROW.
For example, the video value chain has seen ongoing disruption since the advent of Netflix and
YouTube. Netflix redefined subscription models to be advertising free while YouTube redefined content
to be user generated and semi-professional. Both companies have broken down geographic barriers
and created a lower cost expectation for access to desirable content. These changes have redefined
the game for content acquisition, from the type of content, the breadth of rights and new creative
freedom.
In the music industry, streaming subscription based music has become the dominant form of
consumption, again changing how labels and artists approach the business. Expect to see more rule
changing and redefinition as the dust settles in the migration to digital and with its ongoing evolution.
TREND 5

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GLOBAL SURVEY DEMOGRAPHICS

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SURVEY DEMOGRAPHICS – CROSS INDUSTRY
Headquarters n=5,466
Argentina 121
Australia 274
Austria 90
Brazil 270
Chile 128
China 275
France 318
Germany 310
India 226
Ireland 99
Italy 241
Japan 300
Portugal 50
Qatar 111
Russia 98
Saudi Arabia 111
Respondent Location
(Continued)
n=5,466
South Africa 249
Spain 273
Switzerland 256
Turkey 101
United Arab Emirates 113
United Kingdom 360
United States 740
Denmark 16
Finland 19
Norway 16
Sweden 14
Indonesia 60
Malaysia 62
Singapore 65
Thailand 61
Respondent Location n=5,466
Argentina 122
Australia 263
Austria 85
Brazil 283
Chile 134
China 286
France 299
Germany 317
India 267
Ireland 106
Italy 246
Japan 273
Portugal 55
Qatar 110
Russia 106
Saudi Arabia 109
Headquarters
(Continued)
n=5,466
South Africa 233
Spain 262
Switzerland 272
Turkey 97
United Arab Emirates 115
United Kingdom 372
United States 777
Denmark 17
Finland 18
Norway 17
Sweden 15
Indonesia 59
Malaysia 59
Singapore 69
Thailand 62

16. THANK YOU
#TECHVISION2017
www.accenture.com/technologyvision