Just as customers will want technology that is simpler in its features and easier to use, they will also respond well to technology products that express their identity in smart design. Design itself will be a crucial differentiator: The era of generic look and feel in devices is over. The style of a machine is part of a company’s brand, and as the boundary between software devices and consumer products increasingly blurs, distinctively designed, technology-driven goods will have an edge around the world.
How these seven trends affect us will depend in large part on whether the business world recognizes them and how it responds. Where some see dangers and difficulties, others will find opportunities to unlock value and drive change. At Booz Allen, we look forward to helping our clients navigate this uncertain environment and build enduring capabilities for the future. 
Dan Lewis (lewis_dan@bah.com) is senior vice president and managing director of Booz Allen Hamilton’s global commercial markets. Based in New York, he leads the firm’s commercial market management consulting business, which provides services in strategy, operations, and systems to the world’s major international corporations.
