Uploaded for my 2015 intake application. To be viewed only by the IE Admissions Committee.

1. 1
Social communication after 10 years
1. The evolution of communication methods
and technologies will pick up pace.
2. Human communication will move to a
higher plane of maturity.
3. Social technologies themselves will
undergo transformation and become more
interactive.
4. Global integration will become stronger;
cultural and language barriers will become
weaker.
5. Communication will affect business too.
Sairama Raju, IE international MBA application, 2015 intake

2. 2
The evolution of social technologies and methods themselves
will pick up pace and lead to large changes in the future
The evolution of social communication
1990s – now
The internet, email, and now social
media have made communication an
everyday, integrated part of our lives,
recording not just significant events but
almost all of our actions and thoughts.
10,000 Before 20,000 BC 5000 BC 1850-1980
BC
Now
The future
5000 BC – 1700 AD
Writing revolutionized communication,
and made it much more formal. Much
later, the invention of the printing press
allowed thoughts to be recorded and
communicated en masse.
Early ages
Social communication began
through preliminary human
gestures as a form of
communicating basic well-understood
actions and
emotions.
1850 – 1980s
The invention of wireless, radio,
television, and the telephone
revolutionized communication once
again and made it an on-demand
medium – anytime, anywhere
communication.
10,000 BC
Language began to evolve and
emerge as a set of spoken words
and phrases. It evolved differently
within different regions but the
overall actions and emotions
communicated were common.
The future??
Social communication becomes
effortless as social media and
technology become an inalienable part
of our lives and thoughts and ideas are
shared on an unprecedented scale
between not just humans but also
devices.
1
Sairama Raju, IE international MBA application, 2015 intake

3. 3
As technology evolves, social technology itself will become
more complex, and come to include much more than just
communication or interchange of thoughts and words
The maturity of communication technology and what it manages
10 years later
l Devices, communication, and
internal emotions and health
become completely integrated
l Availability and time available to
communicate with anyone
publicly available so
communication is timed
appropriately at all times
l Personal preferences,
communication styles, and
personalities part of a person’s
public digital identify
l Technology enables the
communication and the
chronicling of thoughts
l Devices manage
communication in different
forms (words, emails,
letters, audio) but limited
capability to act on the
emotions in these
messages
Genesis Rapid growth
and evolution
Stage of evolution/ time
Reaching maturity
Evolution of
communication
5 years
later
Now
l Communication
analytics evolves to also
include full emotion
detection and analysis
l Besides thoughts,
emotions and health
states also analyzed
2
Sairama Raju, IE international MBA application, 2015 intake

4. 4
In 10 years, social technologies themselves will undergo
transformation and become integrated with our lives
Device independent
l Phones and other devices will
become redundant
l Ubiquitously placed sensors
will detect gestures and act as
coordination devices
Social
Communication
In 10 years
Fully globally integrated
l Cultural and language barriers
break down as translation
becomes automatic
l International telephone rates
plunge to near-free status
Completely human integrated
l Thinking and communicating
become completely integrated
l Communication technology also
starts including emotional state
management and health monitoring
Information at your fingertips
l All information on every topic in
the world available for instant
recall and reference
l All human experiences
recorded at all times and
available for instant playback
3
Sairama Raju, IE international MBA application, 2015 intake

5. 5
A globally integrated world: when distances stop mattering,
and communicating with someone thousands of miles away is
as easy as communicating with someone next to you 4
Instant communication experiences
Communication becomes not just an
event, but an experience. Instant
holographic projections allow for
communication that feels real in every
way except for physical touch (which too
might get integrated over the next 15
years)
Social media rules
Social opinions, and the ideas and
thoughts of common people, will be
instantly available, ubiquitous, and will
strongly affect governance and public
policy
A different business model
Changing social communication will also
change global communication models –
services will become truly global and
businesses will sell to global customers
Sairama Raju, IE international MBA application, 2015 intake

6. 6
Social Media, Mobility, Analytics, and Cloud services (SMAC)
will be a key factor impacting customer engagement, insight
generation, and service delivery in the future 5
Big data
Multiple
customer
channels
Customer
centricity
Social
Communication
in the
future
Cloud
Sairama Raju, IE international MBA application, 2015 intake

7. 7
In 10 years, changing social communication will also cause
businesses to re-evaluate how they utilize the wealth of data
they have about customer preferences
l Social media helps in better listening to the voice of the customer
and in addressing customer pain points.
l Social media helps businesses to create quick resolution for
customer issues before they become negative feedback for other
customers.
l Providing multi-channel customer experiences becomes
important for businesses to improve customer access
through anytime, anywhere services. Businesses have
already started investing in this direction.
Customer
engagement
l Social media channels become an important tool for
marketing outreach, and a key driver of revenue
growth with most customers making banking
decisions online.
5
Sairama Raju, IE international MBA application, 2015 intake

8. ~2.3 billion
8
Proliferation of smart devices and access to a variety of
customer data, combined with the analytics expertise, will
allow businesses to target specific customer preferences
l
l
l
Social
media
updates + + =
Proliferation of smart devices will provide access to
location data, social media updates, and personal
data, such as buyer preferences.
Constant connectivity by smart phones will provide
businesses access to real-time activity of the
customers. All of these when combined together
can lead to powerful insight generation.
Business will leverage the location data of
customers to offer discounts on their favorite
brand whenever in proximity of an outlet is
already a common “targeted marketing” technique.
Smartphone units sold
Millions
299 472
688
885 1,050 1,176
2010 2011 2012E 2013E 2014E 2015E
Global smartphone subscribers
15+ years 3 years
~1.1 billion
A few
Late 1990's 2012 2015E
Powerful
customer
insights
Location
data
Spend
data
5
Sairama Raju, IE international MBA application, 2015 intake

9. 9
Conclusion
THANK YOU
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