Aviva 2014 Annual Report Download - page 18

The power of
communities
The economic power of
governments will have declined
further and the power of
‘communities’ of mutual interests,
both virtual and local, will have
increased
Shifting wealth
Developing markets will
have a much larger share
of the world’s savings and
assets pool
Older and healthier
The emergence of a generation
aged 50 plus who will live longer
and who are healthier. Markets
will be driven increasingly by this
group’s attitudes andneeds
The age of
disruption
New agile competitors
will act faster to disrupt
established businesses
My life, my way
Customers will be much more
in control, expecting to self-serve
and self-solve. They will want
to be able to access data and
insight, and use it to guide their
own decisions
Where the
world is going
We have identied six long-term
‘horizons’ which will impact our industry
over the next few years
These trends will provide both challenges
and opportunities for Aviva.
The rapid pace of technological change
is expected to continue and customer
expectations will continue to evolve,
reinforcing the importance of the Digital First
and True Customer Composite elements of
our strategy.
Personal wealth is highly concentrated
within the 50+ population and there are
signicant opportunities for businesses
who can meet their developing needs both
in helping them save and then manage
their retirement.
Faster growing, developing markets
provide opportunities for Aviva to help
new customers to accumulate assets and
to protect themselves and their families
against unforeseen events.
As part of the Not Everywhere
component of our strategy, we will
continue to allocate capital selectively to
businesses where we can compete with
scale and provide differentiated value
and service to our customers, including
our growth businesses in Poland, Turkey
and Asia.
Winning
through data
Those who interpret data quickly
and intuitively to inform the
development of products and
services that provide real value for
customers will lead the way
14 | Aviva plc Annual report and accounts 2014
The horizon