That increased market has been in the news, if you know where to look for it, for years. Unfortunately most people, corporate executives are guilty as well, tend not to look at these things. They’re all about the here and now, and don’t focus on the next at all.
Those people will probably be intimidated, shocked, and in awe of what Salzman and Matathia write about in their book. As a primer for the uneducated, Next Now is a great little book that should jumpstart questions and interest. However, those who are fairly fluent in these emerging technologies and trends are going to be disappointed because they don’t get anything really new.
In fact, the book has more focus on the recent past that it does on the next few years it claims it will cover. It’s valuable to a degree in interpreting what is happened and offers some insight into what may be right around the corner.
The writing is workmanlike, though it gets a little clunky at times. Also, the authors have a habit of switching topics too quickly. Some of the material begs to be discussed in more depth and doesn’t receive the attention it deserves.
Furthermore, I would have liked to have seen more source material available beyond the book. I want to know where the authors got their information, what books or magazines they referenced, and who they talked to in order to get the knowledge, so that I might have been able to follow up on some of the information myself.
I’m self-educated in these areas. You almost have to be. By the time a professor puts together a curriculum that will serve to teach you these things, it will be too late to act upon them. I like thinkers. They encourage me to think for myself and to wonder what if.
Next Now is a great book for the uninitiated, but not so much for the professional working in a field that requires glimpses of the coming years.
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