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Advances in the smart home, virtual reality, and artificially intelligent assistants will be part of a step-change in consumer technologies that will enhance, automate, and generally "augment" people's lives in an ever-growing number of ways.


  • This report is intended to help consumer service providers, content providers, and technology vendors harness the forces that will start to shape this new world of the Augmented Customer in 2017 and beyond.

Features and Benefits

  • Analyzes why the rise of the "Augmented Customers" will pose huge opportunities and challenges for an array of service providers, enterprises, and technology vendors.
  • Identify which emerging digital, social, and mobile technologies and services will shape the Augmented Customer's world.

Key questions answered

  • Which five trends will drive the rise of the Augmented Customer?
  • Which nine technologies will have the most influence in changing consumer expectations?
  • How can service providers, content providers, and vendors prepare for this shift?

Table of contents


  • In brief
  • Ovum view
  • Key messages
  • Recommendations

The "magic" is back in consumer tech

  • Digital services will become more immersive, personal, and human

Big questions will need big answers

  • AI will play a central, transformational role

The home: The crucible of digital innovation

  • The most valuable consumer commodities: Time and space
  • The single most important and influential smart home device

With growing power comes growing responsibility

  • The rise and rise of super-sized service platforms
  • Abuse, editorial, AI, and accountability
  • Protecting customers is a business model


  • Methodology
  • Further reading
  • Author

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