Digital consumerism to create more technology convergence: KPMG India

A rise in digital adoption by consumers would lead to the convergence of new-age technologies, according to a report by KPMG India. It also said IT vendors need to work closely with their customers and come up with platforms that can take advantage of the convergence of the technologies.

''A rapid increase in digital consumerism will be seen in the coming decade and we are already witnessing micro-segmentation of customers and product and services being tailored at the individual level,'' said Pradeep Udhas, Head IT/ITes, KPMG India.

''IT vendors really need to listen to the end customers while innovating or developing solutions and products. The emphasis needs to be on tapping inputs from various channels, mediums and devices and using these as critical inputs for new solutions and incremental innovations. Industry bodies can also play a vital role in this, and increase awareness about convergence of technological trends,'' he said.

Digitally active consumers have embraced the internet, telecom, media, and social space; changing the way they communicate, transact and make purchase decisions, thus leading to the birth of an era of digital consumerism, says the KPMG report. The rise in the number consumers who shop online, seek recommendations and interact with brands presents a tremendous opportunity for companies.

Technologies like embedded systems, augmented reality, mobility, social media, cloud computing and big data were identified by KPMG as disruptive technologies that would lead to the next wave of innovations.

While technologies such as big data and cloud have been dominating the imagination of enterprises for the past couple of years, new disruptive trends like augmented reality and social media have only now started having a tangible presence.