Intelligent Connectivity. Abdulrahman Yarali

interfaces can combine some of the latest human‐centered design techniques with some leading telecommunication technologies. Some of these technologies include computer vision, conversational voices, and auditory analytics, and some also consider the use of virtual reality. It is expected that these interfaces will become too complex and inflexible, while some people argue that some of the interfaces may not change when people's needs change (Arxiv 2019). In some instances, the interfaces do not work with each other. In the business world, an interface is intelligent if it can adapt to different users' needs and learn different concepts and techniques. An interface is also intelligent if it can anticipate the user's needs and initiate and provide different user suggestions (Hazard and Singh 2016). It is also intelligent if it can explain various actions that it may undertake.

      Business‐related intelligent interfaces have a specific architecture that determines their functionalities. They have a particular rule that governs their performance; they have frame descriptions and contain discrimination networks; they also contain sub‐Sumption hierarchies and an inference engine. Other essential entities of the architecture include associative memory, matching, and the presence of autonomous agents. Intelligent interfaces are built with a perspective of human–computer interaction; the interfaces aimed at promoting businesses are designed so that they are clearer and have increased efficiency. Information is presented effectively and they offer better support while undertaking various tasks and goals (Hazard and Singh 2016). In the next two decades, intelligent interfaces will undergo a considerable transformation, making business technology better and easier. The presence of these interfaces is to offer services to the buyer and then provide the buyer with another buying opportunity. It is designed to benefit them in various areas, such as tracking the customer's habits while offline, providing new products and solution sets, and creating real‐time context‐aware and automated feedback loops based on the customer's feedback (Yasar 2019). The technology aims to make business interaction better and increase the revenues of the organizations.

      Therefore, it is expected that more designs will be implemented, which will transform businesses around the globe. The system is meant to enhance efficiency, bandwidth capabilities, and cloud‐edge computing to ensure the services are rendered at an optimum rate (Arxiv 2019). Intelligent interfaces are meant to enhance the functionality of the system and make the user's experience better. The future of technology is still open, and it is expected that complex systems will be developed and will transform the entire business industry. Organizations need to choose the ideal intelligent systems that will suit their objectives and goals. Even though there might be challenges during their implementation, there is a need to equip employees with skills to adapt to changes and support their implementation. In the next two decades, failure to adapt to change will cost many organizations because they will not be able to analyze and implement changes in the business sector (Hazard and Singh 2016).

1.5 Moving Beyond Marketing

Business tech has experienced exceptional growth and it is expected that the same trends will continue in the next decades. It is essential to note that organizations are creating value out of their social business. Therefore, the adoption of social value is an indication that organizations are experiencing business maturity. The world of marketing is becoming personalized and contextualized. This is attributed to teamwork between IT and marketing teams, where they work together and establish tools geared towards emerging technologies. These teams' goal is to guarantee that the organization's marketing strategies are transformed, and the organization can face competition and penetrate their market (Kraus, Harms, and Fink 2010). Moving beyond marketing means that technology has enabled organizations to treat every individual fairly since they understand their preferences and behaviors (Kane, Palmer, and Phillips 2014). As a result, it is possible to create strategic engagements and identify the best methods that they can use to deliver their services.

      Technologies used in marketing have been undergoing a renaissance. Thus, the future is intensive on channel‐focused solutions such as mobile platforms, management of content tools, and social platforms enhancement. The trends in moving beyond marketing are focused on adopting a new generation of marketing strategies and systems meant to deliver an unprecedented level of intimacy to the customers and deliver the ideal goals with precision. It is a process that requires the gathering of data, strategic decision‐making, and enabling organizations to create dynamic, individualized, and personalized experiences for the customers (Kraus, Harms, and Fink 2010). This aims to deepen the customer's emotional connections and drive business growth due to loyalty from the customers. The future of marketing is to ensure that customer expectations are met. Thus, the organizations need to ensure that the needs, wants, and previous interactions with the customers are satisfied and understood. Moving beyond marketing means that organizations must seek long‐standing relationships between them and their service providers in conjunction with the advertisement agencies (Kraus, Harms, and Fink 2010). It is essential to ensure that data management and customer management are done to meet customer's needs and expectations.

      In the future, organizations need to integrate more data and technology in their formal practices since it will help them deploy the ideal consumer experience. In today's digital world, customers are in the driver's seat and determine their financial performance. Since there are endless options and channels in the market, organizations must remain competitive to create a differential experience while delivering their services. Even though moving beyond marketing is one of the best ideas in the ever‐changing technological features, it is essential to consider some of the process risks (Kraus, Harms, and Fink 2010). In this case, some of the threats include fraud and cyber threats presented by scenarios where credentials are stolen, limitations while securing data from various touchpoints, and regulations implemented to control the market force (Kane, Palmer, and Phillips 2014). Even though these challenges may impact the movement beyond marketing, organizations should seek turnaround strategies to overcome the problems to enhance their performance in the market.

Another aspect that promises to impact the movement beyond marketing is that a business is considered social. It is professed as a significant factor in today's world, and it is expected to transform marketing in the future (Kane, Palmer, and Phillips 2014). Statistics indicate that social business will continue to transform various industries since technology has experienced exponential growth where people are seeking services online. Therefore, marketing strategies will continue to change so that organizations can reach as many people as possible. Millions of people are connected to the internet, and thus social business will continue to grow as more people become connected to the internet. As a result, marketing strategies will also change since the traditional marketing modes will soon become outdated. Technology will continue to transform marketing strategies, and, in the future, organizations must develop innovative strategies that will enable them to tap more customers (Kane, Palmer, and Phillips 2014). The presence of social business maturity in an organization is meant to help them achieve their goals. Organizations need to have visionary leaders who will implement innovative ideas to help the organization move beyond marketing.

1.6 Cloud Computing

      Cloud computing technology enables businesses to manage their data resources online. In recent years, the term has been evolving and can depict scenarios where storage and computing needs are done by third parties (Carr 2017). It is a term used to refer to the internet operating in the cloud; it provides a scenario where data can be stored and made accessible through an internet connection. It is a process where businesses can access their information virtually, and creates a flexible and global mode of accessing data at any time from any location. Globally, most businesses have explored and have chosen the cloud as the favorite mode of storage (Samuels 2018). In recent years, the cloud has been used for database backups, software development, and some are using it for end‐to‐end modern computing. Based on current innovations, the future of cloud computing will be based on hybrid cloud options where security benefits will be explored. There is flexibility since virtualized servers are used for scalability and rapid response. Organizations will continue to investigate the hybrid cloud due to the presence of advanced security levels. It is possible to secure sensitive data using high‐level security servers (Chorafas 2012). It is also expected that the multicloud model will continue to develop