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As any meteorologist or sportswriter will attest, there’s little upside in the prediction business. You’re expected to be right. If you’re wrong, however, a legion of followers will never let you forget it. Fortunately, it’s a little bit easier to make predictions in the customer experience space. There’s less variance involved, primarily because a reading of the tea leaves suggests it’s a near certainty that businesses will try to create more and better personalized experiences. The wave of hyper-personalized content is still cresting, and predicting its breadth and depth is more a matter of degree than a binary choice.

Few organisations have adopted full cloud services. Usually, only small companies or new start-ups that don’t have legacy setups or the funds to purchase infrastructures will go fully into the cloud. Most will operate using a hybrid cloud model because they already have existing business critical infrastructure in place, and this architecture is likely to continue for the foreseeable future.