Over het nieuwe werken

"In 2020 zijn kantoren passé, de vaste baan ook"

Over tien jaar werken we niet meer in kantoren, maar in de wolken, de digitale cloud. Niet alleen kantoren verdwijnen, ook de traditionele vaste baan wordt een uitzondering.

Intuit, een adviesbureau voor het Amerikaanse mkb doet deze voorspellingen op basis van onderzoek van Emergent Research. De voorspelling over het verdwijnen van kantoren heeft al tot ongelovige reacties uit de vastgoedwereld in Nederland geleid. Maar volgens Intuit is de huidige leegstand nog maar het begin.

Nooit meer op kantoor

Een boude bewering, maar volgens Intuit is de trend onmiskenbaar. Het werken in de cloud, waarbij alle software en documenten overal zijn opgeslagen, behalve op de eigen computer, betekent dat het traditionele werken op kantoor kan plaats maken voor het overal kunnen werken, en op elk gewenst moment. In de komende tien jaar worden de traditonele pc's in rap tempo vervangen door mobiele apparatuur: smartphones, tablet pc's en allerhande andere mobiele apparatuur.  Er komt een tijd dat werknemers nooit meer een stap in het kantoor van de werkgever zullen zetten. Samenwerking met collega's, waar ook ter wereld,  gaat via videoconferencing.

Geen vast dienstverband

Bovendien: het begrip werkgever is ook onderhevig aan een drastische verandering. De meerderheid van de werknemers heeft geen vast dienstverband. Tachtig procent van de grote bedrijven zal een substantieel deel van de vaste werknemers vervangen door freelancers.
Die trend krijgt extra voeding door de eenvoud waarmee een bedrijf kan worden opgericht. Cash is nauwelijks nodig. Investeringen zijn laag, omdat de prijs voor apparatuur daalt.  Producten hoeven niet meer bedoeld te zijn voor massamarkten, maar voor nichemarkten. Wie een uniek product of dienst biedt bereikt de markt - van Manhattan tot een dorp in Afrika -  via (mobiel) internet en social media.
Twintig trends signaleren de onderzoekers. Een greep: de generatie Y groeit op, de generatie die nieuwe technolgie snel heeft opgepakt. Maar generatie Z worden nu tieners - voor hen zijn mobiele en sociale media niet iets nieuws, ze zijn ermee opgegroeid. Ondertussen blijven de babyboomers niet stilzitten. Geen retiterement, maar unretirement. Consumenten krijgen meer en meer de macht - van push- naar pullmarketing. Producenten gaan niet zoek naar consumenten, zij worden gevonden.

Optimistisch

De optimistische conclusie van Intuit: De komende tien jaar zien we een verschuiving  naar sociale en mobiele handel, waarbij nieuwe technologieën consumenten in staat stellen grote invloed uit te oefenen op de vormgeving van hun leefomgeving, tegen de achtergrond van een economie zonder grenzen.  Des te meer consumenten gewend raken aan ‘social commerce' des te groter worden de kansen voor kleine bedrijven. Die kunnen dankzij mobiele media, de markt bereiken en bedienen op een manier die tot nog toe was voorbehouden aan het grote bedrijfsleven. Grote bedrijven worden steeds afhankelijker van kleine bedrijven - samenwerking in plaats van concurrentie.
De samenvatting van het onderzoek is te vinden op intuit.com.

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