June 15, 2015

Ground-Breaking Report From Accenture Interactive Finds Internet of Things Driving New Era of “Living Services”

Advances in design, cloud, connected devices, real-time data and analytics will enable new digital services that can learn and evolve to meet consumer expectations

NEW YORK; June 15, 2015 – Organizations will soon be creating a new wave of transformative digital services driven by the convergence of the Internet of Things (IoT) and shifting consumer expectations, finds a new report from Accenture (NYSE: ACN). The report, titled “The Era of Living Services,” predicts a new era of highly sophisticated “living services” that can learn and tailor themselves in real-time to meet the changing needs of consumers, workers, patients and citizens.

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Watch Mark Curtis, chief client officer of Fjord,

introduce the concept of Living Services

Their emergence will create change in every industry while presenting brands with tremendous opportunities for growth and differentiation, and marking a radical departure from today’s dominant approach of companies creating generic and static services designed for mass consumption, according to the report from Fjord, which is the design and innovation group within Accenture Interactive.


Living Services at a Glance
(Download the Infographic)

The concept of intelligent services that adapt and change based on consumer preference isn’t new, but the technology that enables living services has recently matured enough for brands to create and deliver them at scale, the report finds. The services will start to grow on a new layer of connected intelligence formed by sensors, the cloud, connected smart devices and real-time analytics, also known as the Internet of Things.

“We call them ‘Living Services’ for three reasons,” said Brian Whipple, senior managing director, Accenture Interactive. “They will change consumer experiences such as travel booking and shopping in real time around us. They will be driven by things that are very proximate to us such as wearables and nearables. And, at the human level, living services will affect our lives in a much deeper and more positive way than mobile and web services have. In effect, living services breathe life into what is rapidly becoming a vast network of connected machines and objects, enabling branded services to flow through and utilize this connected environment.”

Giving rise to Living Services
“The emergence of living services is being driven not only by the digitization of everything but also by ‘liquid expectations,’” said Mark Curtis, chief client officer at Fjord, Design and Innovation from Accenture Interactive. “When consumers engage with a brand today, such as an airline or a bank, they compare their experience not only with other airlines or banks but also with any service company, such as ride-sharing providers. Take the seamless and largely invisible payment systems these providers offer. Now consumers want payment experiences like this in every industry, consciously or subconsciously. We call these expectations that bleed from one industry to another ‘liquid expectations.’ In effect, expectations will rise across every industry as innovation increases in any industry.”

The impact of living services on brands and the enterprise
Living services will profoundly affect design and brands and unleash new competitive forces in business and the public sector, requiring all organizations to rethink their business structures and practices in the same way they did at the introduction of desktop web and mobile services.

According to the report, enterprises and their marketing leaders will need to strengthen their understanding of customers through data and analytics; maintain a services platform and technology that is flexible enough to recombine products, services and information in many different contexts, experiences and situations; and concentrate on one or two aspects of user experience delivery and make these as “living” as possible. Design too will be impacted as organizations seek to deliver impactful yet consistent services using challenging new interaction types such as voice, gesture and location across a range of new devices.

The impact of living services on consumers
According to the report, living services will affect people in almost all areas of their lives, including their health, home, shopping, travel and money:

More examples of living services and their impact on business and society can be found in “The Era of Living Services” report.

About Accenture
Accenture is a global management consulting, technology services and outsourcing company, with more than 323,000 people serving clients in more than 120 countries. Combining unparalleled experience, comprehensive capabilities across all industries and business functions, and extensive research on the world’s most successful companies, Accenture collaborates with clients to help them become high-performance businesses and governments. The company generated net revenues of US$30.0 billion for the fiscal year ended Aug. 31, 2014. Its home page is www.accenture.com.

Accenture Interactive, part of Accenture Digital, helps the world’s leading brands drive superior marketing performance across the full multichannel customer experience. Accenture Interactive offers integrated, industrialized and industry-driven digital transformation and marketing solutions. To learn more follow us @AccentureSocial and visit www.accenture.com/interactive.

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Jens R. Derksen
+ 49 175 57 61393