emerging
Unevenly Distributed Future
The digital landscape is becoming increasingly fragmented and unequal due to varying regulations, technological advancements, and access to resources.
Timeframe
near-term
Impact areas
Detailed Analysis
Despite the global reach of technology, access to digital services is becoming increasingly uneven. Varying regulations, technological advancements like AI requiring high-end devices, and the rise of paywalls contribute to this digital divide. Brands must navigate this fragmented landscape to achieve growth, considering local contexts and potential hurdles.
Context Signals
Different app store regulations exist in Japan, South Korea, the US, and the EU.
Apple Intelligence features may have limited availability based on device capabilities.
Paywalls for content like news articles and podcasts are increasing.
Edge
Technology is becoming a political issue, further fragmenting the digital landscape.
Advertisers may play a greater role in supporting access to news for those who cannot afford it.
Brands will need to prioritize local expertise and insights to navigate the unevenly distributed future.
