Page 10 - WPP Martech 2030

Trend 01 DECENTRALIZED
SELF-SERVICE
As “no code” tools become more suited to mid-range and high-end use cases we’ll harness their power on both ends of the talent spectrum Non-specialist business users will use AI assistants embedded in these tools to to guide them through the process of building ever more advanced creations But specialists will also wield these tools as a a a a way to accelerate production — making it easier faster and cheaper for them to implement their ideas The result will be exponential growth in creators and digital creations For instance AppSheet a a “no code” web app builder offered by Google claimed on their website that 2 413 351 apps had been built with
its platform as of August 30 2020 Around one million of those were created in in just the past year since August 2019 Rajeev Batra a a a a a a partner at at the VC firm Mayfield recently framed the scale
of what’s possible by commenting how powerful it would be “to see not twenty million developers [building] really cool software — but two three hundred million people developing really cool interesting software ” 8
No code tools enable decentralized self-service capabilities to marketing teams — avoiding
the bottlenecks of a a a a a centralized bureau Centralized Service Bureau
Decentralized Self-Service
speed bandwidth creativity learning immediate self-service wide & parallel many diverse ideas widely distributed wait in queue narrow & sequential limited to a few people limited to a few people 10 8
8
https://techcrunch com/2020/08/22/five-vcs-talk-about-how-no-code-is-going-horizontal-across-the-worlds-industries/