Media and Consumer Tech Trend #1 - Know your profile

Last week the analyst firm Gartner issued an interesting press release sharing their '10 consumer macro trends shaping the technology, media and service provider markets over the next 10 years'. The piece is worth taking a look through, even if you are (probably rightly), skeptical of any person or firm's ability to accurately or even semi-accurately being able to predict where consumer or even enterprise technologies are heading in the next decade. While we all know (or should know), that while the future of technology is likely to be dramatically different than today, we tend to plan for it in ways that are more like simple extension of the present.

But still, one trend that seems to be holding truer and truer with each passing day is the tendency and emphasis that consumer and public technologies will increasingly influence, shape, and create expectations for ease of use and flexibility for the next generation of enterprise technologies.  We have all heard the story by now - employees want enterprise solutions as fast, fun, nice to look at, and that can run on all their preferred devices, just like the solutions they use in their private and social lives. So if nothing else but for some awareness, designers and implementers of enterprise technologies should be aware of developments in the consumer technology space, as these drivers will have more and more impact on the solutions that are eventually deployed in the workplace.

So while certainly understanding that the Gartner predictions like any predictions, should be taken only at face value, I wanted to call a couple of them out this week on the blog, and offer a take or two of my own about how they might or should influence what happens in the workplace, either with the technologies themselves, or with the talent management processes surrounding the people that build these technologies.

Today, I call your attention to Gartner consumer tech and media trend #3: (below is from the Gartner release, and text in bold is my emphasis)):

Women Wanted: Unlocking Gender Opportunities

The consumer technology market is trending toward the production and marketing of more female-friendly technology products targeted at the market's single biggest demographic: women. Women are underrepresented in key job roles within the technology and media sectors. This is clearly a missed opportunity given that women typically control from 70 to 80 percent of household spending, including big-ticket items such as computers, cars and houses. T&SPs should conduct a gender audit and invest, if necessary, in recruiting suitable talent to redress underrepresentation of genders in key decision-making and creative roles

I thought this prediction was really interesting for two reasons. One, the more obvious observation that in certain markets, women drive the purchase and decision making processes to a significant extent. And two, and more compelling to HR and Talent professionals, that often women (and I think this angle can be extrapolated to any other demographic that dominates in a customer segment), do not have equal or even adequate representation in the companies and in the job roles meant to be making the decisions about what products and services to offer these customers, many or most of which are women.

From the talent management perspective this observation raises some important questions. How much does the talent inside the company need to look, think, and relate to its customers in order to build products that really resonate? And does an element of 'does this candidate understand our customers', (or at least is he/she likely to be able to understand them?),  need to be factored in to the more classic screening processes that focus on hard and more demonstrable skills and experiences.

I mean, upon closer inspection it seems kind of obvious - if you are building a product aimed at a particular market, (or at least one that is adopted by a specific market), how much do the people you hire to make the important decisions about that product need to be able to identify and relate?

Or is this just another example of a 10-year prediction we will all forget about in a years time?