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The digital consumer revolution is here, marked by the arrival of the Augmented Customer – consumers who are using and benefiting from technology in ways never seen before. As new devices offer more personalized and immersive services it’s no surprise that the industry is reaching beyond the smartphone and mobile first strategies. The number of connected smart devices is expected to double from 7.6 billion in 2016 to 15.3 billion in 2021.
The Augmented Customer is rapidly adopting new technologies to enhance their lives. This includes digital assistants, artificial intelligence, and even virtual and augmented reality. Immersive and personal, these will totally redefine their reality - and yours.
Whether you work for a service provider, content provider, or technology enabler, these changes are set to have a profound commercial impact on your business and its opportunities.

At Ovum, our team has been analyzing the Augmented Customer phenomenon for some time. We understand the market’s complexities and know that it’s not an easy one to tackle alone. That’s why we have developed new datasets that explore the trend, and actionable intelligence that addresses the implications. Our robust insights will help you formulate a market strategy
Ovum offers you comprehensive intelligence on the following
Augmented Customer themes:
  • The “magic” is back in tech.
    How will your business harness it?
Slowing smartphone sales are driving innovation in the device market. This in turn is enabling new services and experiences that provide you with new opportunities to engage with customers.
  • Nine technologies are shaping the Augmented Customer’s world.
    Which ones will you capitalise on?
These include:
  • The home will become the crucible of digital innovation.
    Do you have the right strategy to occupy this space?
Not only is it the place where people spend most of their time, the home is the perfect sandpit for testing new consumer device and service strategies.
  • Artificial Intelligence will play a transformational role.
    Can you master the new enablers?
With customer expectations changing, success will belong to those who can command an intelligent mesh of complex technologies, particularly AI, to create a simple yet powerful experience.
  • With super-sized platforms come increased responsibility.
    Can you navigate the data privacy minefield?
As consumers entrust more and more personal data to increasingly large service providers and their technology platforms, companies will need to pay heed to questions about their role and responsibilities.
  • Virtual and Augmented Realities are changing the game.
    How do they feature in your business model?
The Augmented Customer is embracing digital enhancement and alien worlds. Service providers must create fun and engaging experiences or risk losing their audience.
Ovum’s Director of Consumer Services research, Rob Gallagher introduces the Augmented Customer, Ovum’s growth forecasts, and how your business could turn this era’s challenges into opportunities.
Sign up to get our latest insights into the world of the Augmented Customer. This includes our experts’ views on the big questions that service providers and their technology partners will need to address to succeed in this new era:
Register your details to reserve your copy of Ovum’s “Guide to the Augmented Customer”.
Guide to the Augmented Customer
We provide a 360-degree perspective on the Augmented Customers’ world so that you can navigate it.

Only Ovum has a deep understanding of consumer behavior, service markets, and emerging tech. With more than 150 expert analysts and consultants, we’re able to provide a balanced and integrated view across telecoms, media, and technology.

Our proprietary data sets enable us to quantify the world of the Augmented Customer for an unprecedented number of market segments and geographies.

Learn more about how Ovum helps organizations like yours thrive in a connected digital economy.
Learn More