The mobile revolution is just getting started

Thomas Husson

I just presented the latest findings of a new research published "Mobile Technographics in Europe" to Forrester clients at our London Consumer Forum.

This report looks at the state of the European mobile market and at how consumers are using mobile services. We have created different profiles looking at how consumers are using their mobile phones in the different countries.

Over the past two years, the introduction of the iPhone has changed the way consumers and brands perceive mobile phones. It acted as a marketing catalyst, raising awareness of smarter devices and conveying the idea that there are as many mobile services as there are consumers. Consumers will continue to shift their attitudes toward mobile phones — perceiving them not only as communication tools but also increasingly as entertaining and productive devices that can help them in their daily lives. More than 40% of European consumers are beginning to demonstrate sophisticated usage of mobile services.

We expect this to grow over time led by the two most sophisticated group of users (SuperConnecteds and Entertainers). They will change the general perception of mobile phones:

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On to day 2 of Forrester’s Marketing Forum EMEA

Zia Daniell Wigder

By Zia Daniell Wigder

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Our events are well underway in London: We spent Monday with Forrester Leadership Board’s eBusiness Council, then on Tuesday the official Marketing Forum EMEA kicked off. You can follow some of the conversation live on our other blogs - I’ve also
summarized a few of the keynotes below.

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Are IT Benchmarks Useful?

Marc Cecere

by Marc Cecere

Recently, Forrester surveyed a number of CIOs to collect benchmark data on staffing ratios and spending. This is a new initiative within Forrester and one that is not yet complete. We did this for three reasons:

 

  1. Benchmark questions (called inquiries at Forrester) on staffing have become relatively common. Examples are “Can you tell us the average share of IT Staff as a % of total staff by organization size” and “Would you have specific spending figures for IT infrastructure?”. 
  2. This kind of data in conjunction with other data and analysis can identify problem areas. 
  3. Staffing benchmark data along with spending and other data are objective measures of IT organizations. 

Though our initial sample size is small a preliminary view of the data shows that:

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The Madoff Scandal Widens to Include IT

Chris McClean

The SEC announced on Friday that it is charging two computer programmers for their alleged participation in the Ponzi scheme for which Bernard Madoff pleaded guilty and headed off to jail last March.

In its complaint, the SEC alleges that, “Madoff and his lieutenant Frank DiPascali, Jr., routinely asked (Jerome) O'Hara and (George) Perez for their help in creating records that, among other things, combined actual positions and activity from... market-making and proprietary trading businesses with the fictional balances maintained in investor accounts.”

The SEC further alleges that O’Hara and Perez tried to cover their tracks by deleting hundreds of files, withdrew hundreds of thousands of dollars from their investments through the company, told Madoff they wanted to stop helping him, and then accepted larger salaries and substantial bonuses for their promise to keep quiet.

It will be interesting to watch this case unfold. I was hoping it would get into issues of whether the IT professionals were considered just uninvolved support staff or key participants in the scheme. Considering the evidence SEC claims to have, I don’t think we’ll hear those arguments in this case, but keep an eye out for how the defense comes together. Fraud prevention is a growing area of concern for government, health care, insurance, financial services, and other industries... which means we could be seeing more cases questioning the responsibility of IT to identify and/or prevent such issues.

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Measuring Disaster Recovery Maturity

Stephanie Balaouras

Each year for the past three years I've analyzed and written on the state of enterprise disaster recovery preparedness. I've seen a definite improvement in overall DR preparedness during these past three years. Most enterprises do have some kind of recovery data center, enterprises often use an internal or colocated recovery data center to support advanced DR solutions such as replication and more "active-active" data center configurations and finally, the distance between data centers is increasing. As much as things have improved, there is still a lot more room for improvement not just in advanced technology adoption but also in DR process management. I typically find that very few enterprises are both technically sophisticated and good at managing DR as an on-going process.

When it comes to DR planning and process management, there are a number of standards including the British Standard for IT Service Continuity Management (BS 25777), other country standards and even industry specific standards. British Standards have a history of evolving into ISO standards and there has already been widespread acceptance of BS 25777 as well as BS 25999 (the business continuity version). No matter which standard you follow, I don’t think you can go drastically wrong. DR planning best practices have been well defined for years and there is a lot of commonality in these standards. They will all recommend:

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Online Measurement: Taking The Debate To The Next Level

Reineke Reitsma

Reineke Reitsma [Posted by Reineke Reitsma]

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At the end of October I hosted a Consumer Market Research Track Session at the Forrester Consumer Forum in Chicago, and one of the speakers was Gian Fulgoni, CEO from Comscore.

For years, a debate has raged in the online space about the merits of panel-centric versus site-centric measurement, and with companies now trying to get a grip on the behavior of consumers across multiple channels, measurement complexity will only increase. Gian showed a slide that nicely summarizes the debate between site measurement (Web analytics) and audience measurement (panel based):

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What Makes BI SaaS Architecture Multitenant?

Boris Evelson

Boris Evelson By Boris Evelson

I'd like to drill into some more details on my BI SaaS blog from September 2009. A key critical point to "what differentiates one BI SaaS vendor from another" discussion is what really constitutes multi-tenant architecture. Here are some initiall thoughts to stimulate the discussion:

  • DBMS. There's got to be back end, DBMS architecture that allows for one of the following:
    • Automatically generate a separate DBMS instance for each client  
    • Use same DBMS instance for multiple clients, but automatically generate a set of unique tables for each client  
    • Use same DBMS instance and tables for multiple clients, but automatically assign unique keys to to each client so that they can only update and retrieve their own rows  
  • Application. Similar functionality has to exist in the application tier:
    • Automatically connect to the appropriate, client specific DBMS instance, or 
    • Automatically use views that only point to client specific tables, or
    • Append "where" clause to each SQL statement to only retrieve client specific rows  
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The leading innovation management firms understand the need to generate business value

Christopher Andrews

Everyone seems to understand that social computing is a hot technology these days, and at Forrester we get plenty of questions from companies trying to understand how they can access the power and benefits of social computing into their own companies.

But before companies consider which technology platforms they should use, they should be carefully considering for what business purpose they need social computing tools. In my view, technology is a powerful lever in solving business problems, but it is not a solution in itself. For example, I know a lot of people who spend a lot of time on Facebook, but I can’t see much business value in it (unless looking up former high school classmates counts as business development). The same is true for far too many (but not all) of the social technology tools hitting the market today. <

This is where innovation management tools come in. While many community platforms are great at providing technology for internal collaboration, the best innovation management companies are taking the power of technology one step further -   they are using social technologies, to help companies generate a response to specific business problems.

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The Enterprise Server Impact Of Intel/AMD Settlement Remains To Be Seen

Social Media Transforms Customer Service

In this podcast, Natalie reveals why it is important for customer service professionals to incorporate social media into the customer experience, and the impact of social media on customer service.

http://www.forrester.com/role_based/images/author/imported/forresterDotCom/Podcasts/BPA/Natalie_Petouhoff_Social_Media_Transforms_Customer_Service_113009.mp3

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