Business 2025: The Rise of Dynamic Marketplaces

February 26th, 2019   |     |  product & technology

I’ve been involved in many “futures” discussions over my 20+ years of marketing in Silicon Valley, and no two approaches to predicting what’s next have ever been the same.

I’m proud to outline where OneLogin sees the future of business going because the methodology we’ve used has been so authentic. What follows is a perspective we’ve honed over the last few months through discussions with hundreds of the brightest customers, prospects, partners, analysts, and futurists on what they think is next.

The Whole Picture: Workforce, Workplace, Technology
We live in an incredibly dynamic age with an unprecedented rate of innovation - and technology continues to play a central role.

But technology alone does not drive commerce forward. Rather, the developments across the three primary domains of business - the workforce, the workplace, and technology - will define the next chapter of business.

Statistics that stand out include the fact that 60% of CIOs believe their business will operate at more than 2x the current pace. Another is that 63% of CIOs expect a rise in the work done by bots and 57% expect growth in remote workers.

The Evolving Role of the CIO
Part of the conversation revolves around the evolving role of the CIO, moving away from defining the technological resources that teams use and shifting to a curation role.

An overwhelming 97% of CIOs are of the opinion that the most successful professionals in their role will have made the transition from delivering technology to driving business value across their organizations.

Business 2025: Dynamic Marketplaces
The most interesting conclusion of our research centers around the emergence of a new commercial ecosystem as a result of all the shifts across the workforce, the workplace, and the technology that fuels it all.

An overwhelming 92% of CIOs envision a dynamic marketplace will arise where a human and digital workforce using increasingly complex technology will conduct business in a blend of physical and virtual workplaces.

New Opportunities - and Challenges
While dynamic marketplaces present an opportunity to capitalize on the growing pace and scale of business, they also introduce a new bottleneck: our ability to facilitate the relationships between all of the fragmented elements.

It is the relationships between these nodes that is critical - and facilitating access for the billions of people, bots, applications, and devices across innumerable locations that will be the primary inhibitor for dynamic marketplaces.

In fact, 85% of Chief Information Officers believe managing access for the billions of relationships between people, bots, data, applications, and infrastructure may be the primary bottleneck for business productivity in 2025.

CIOs on Access Management as the primary bottleneck in the Dynamic Future

Access Management in the Age of the Dynamic Marketplace
Our vision is that dynamic access is critical to allow dynamic marketplaces, with all of their fluidity, speed, and complexity, to flourish.

Businesses must be capable of mapping all aspects of the workforce, including not only full-time employees, but increasingly partners, contractors, customers, and even machine identities, to all the corresponding digital resources, including devices and applications - both SaaS and on-prem, regardless of the location, including corporate headquarters, satellite offices, and remote locations. This access must be unified, resilient, secure, and simple.

Don’t Take My Word For It
Without a doubt, the best part of this project has been the chance to speak to countless experts and listen to their feedback and thoughts on the future of business.

What developments do you see across the workforce, workplace, or technology? How do you see the role of the CIO changing over time? I invite you to read the white paper we’ve put together and share your thoughts with us.

Download The Rise of Dynamic Marketplaces whitepaper

About the Author

Miles is the Chief Marketing Officer at OneLogin. Most recently Miles spent nearly five years leading Global Product and Industry marketing efforts at DocuSign, solidifying the company’s position as a global SaaS standard. Over the past 20+ years Miles has built and led hyper-growth marketing teams for a broad spectrum of successful Silicon Valley companies focused on both B2B and B2C customers spanning infrastructure, software, and security.

View all posts by Miles Kelly

About the Author

Miles is the Chief Marketing Officer at OneLogin. Most recently Miles spent nearly five years leading Global Product and Industry marketing efforts at DocuSign, solidifying the company’s position as a global SaaS standard. Over the past 20+ years Miles has built and led hyper-growth marketing teams for a broad spectrum of successful Silicon Valley companies focused on both B2B and B2C customers spanning infrastructure, software, and security.

View all posts by Miles Kelly

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