"Business Technology" Spending In The US Will Grow Faster Three To Four Times Faster Than Classic "Information Technology"

Andrew Bartels

In our research over the past two years or so, Forrester has drawn a distinction between "business technology" and "information technology".  Information technology or IT represents the spending on technology goods and services that businesses and governments have been making over the past six decades to run their operations more efficiently and lower business costs.  Business technology or BT in contrast is the technology spending to grow revenues by winning, serving, and retaining customers.  In earlier reports, we identified the leading technologies that are part of what Forrester has called the BT Agenda (see "Top Technologies For Your BT Agenda").  Today, we have published our report that sizes US spending on BT (see "Sizing The US CIO's Business Technology Agenda -- Business Technologies Will Grow Faster Than Information Technologies And Will Exceed Half of New Project Spending").

Here are our key findings from this exercise:

  • BT technologies are more than just the front-office systems for sales and marketing.  They also include software and services for developing new products, handling and fulfilling orders, serving customers, and acquiring the human and partner resources for doing this effectively.  
  • IT technologies will continue to be over 70% of total tech spending through 2017.  Spending on information technology over decades has created a legacy of tech maintenance and operations spending, and firms still need to keep these core systems running. 
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Oracle Open World 2014: Focus on Cloud CRM

Kate Leggett

This is my fifth time attending Oracle OpenWorld in as many years. The show, held on September 28-October 2 in San Francisco, drew a large crowd this year, topping 60,000 attendees from over 145 countries. I spent my time at the CX Central conference-within-a-conference, dedicated to Oracle's Sales, Service and Marketing cloud. I went to high-level vision sessions, road map sessions, and customer testimonials. I also spent a lot of time talking to systems integrators that have recently deployed these solutions. My impressions of this year are mixed. Here is why:

  • Oracle has deeply solidified its customer experience messaging. The vendor explains the importance on being focused on customer experiences that are in-line with customer expectations through the entire customer engagement journey, from researching to buying to using, and how few companies are doing a good job at delivering on expectations — a point that Forrester backs with a tremendous amount of research and data. Each session I attended led with a quick recap on the importance and value of delivering good CX, and this consistency was much appreciated.
  • There was an over-emphasis on technology as opposed to the business value that Oracle’s CRM solutions deliver. The banners and posters were about infrastructure, platform, cloud. Customer case studies were about “30% less customization; “20% greater efficiency; 40% faster.” What I found missing was the business value for the customer, articulated in better experiences that impacted top-line revenue.
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Symantec No Longer Wants To Be The Company Where Good Software Goes To Live A Life Of Quiet Desperation

Stephanie Balaouras

Yesterday, Symantec announced that it too was ordering up a bowl of the organizational strategy du jour and splitting itself into two independent, publicly traded companies, one focusing on security and the other on information management.

I have doubts whether simply splitting in two can spark innovation after nine years of gobbling up gargantuan (I still miss you, Veritas) and small vendors alike with little to show for it but operational indigestion. But I suppose anything is better than changing CEOs as frequently as I change the oil in my car and standing by and watching CISOs turn to completely new security brands as their trusted advisor. And there is this little matter of how mobile, social, cloud, and big data are completely transforming not only the way digital businesses compete and serve their customers but how technology vendors themselves deliver their own solutions and engage with their clients -- and Symantec isn't leading the charge in any of those market shifts.

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Q&A with Olivier Mourrieras, Vice President, Customer Experience Centre of Competence, E.On -- Part 1

Harley Manning

Here’s an objection I sometimes hear when I talk to people about how improving  customer experience can boost business performance: “Sure, it sounds great for glam industries like automotive or fashion.  But I sell widgets.”

Okay, it’s fair to say that the business value of CX is more obvious for industries that advertise in magazines with slick, glossy paper. But the reality is that focusing on CX can also do a lot for less sexy industries.

That’s why we invited Olivier Mourrieras of E.On to speak at Forrester’s Forum for Customer Experience Professionals EMEA in London on November 17 and 18, 2014. E.On is one of the world's largest investor-owned electric utility service providers. And even though utilities don’t exactly captivate their customers, E.On has made huge, measured advances in the customer experience it provides, resulting in corresponding improvements to business results.

Olivier recently responded to our questions about what E.On has been doing and how it’s evolved. He gave us such amazingly detailed insight that I’ve broken his answers into two parts, with Part 1 appearing below.

I hope you enjoy what he has to say and I look forward to seeing some of you in London!

Q: When did your company first begin focusing on customer experience? Why?

Prior to 2009, customer focus had not been a crucial part of E.ON’s strategy. Customer satisfaction scores were often lower than market average scores across the group resulting in high customer churn.

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Security & Risk Analyst Spotlight Podcast With Heidi Shey

Stephanie Balaouras

October has arrived and it's time for what is becoming a fan-favorite series here at Forrester: the Security & Risk Analyst Spotlight Podcast featured in our bimonthly newsletter.  This month, we're featuring 8-year Forrester veteran and analyst Heidi Shey, one of our leading analysts on data security and privacy. You'll hear some great insights from Heidi on clients' top challenges, surprising research findings, and upcoming research and vendors to watch. To download the MP3 version of the podcast, please click Read more

The Data Digest: Align Technology Investments To Thrive In The Age Of The Customer

Marc Jacobson

Forrester is helping its clients better understand the Age of the Customer, a tectonic business shift characterized by technology innovations that have empowered customers in new and disruptive ways. With computing power we could only have dreamed of just a generation ago now in the hands of well over a billion individuals, businesses are scrambling to keep up with relentlessly growing customer expectations and demands.

A recent Forrester report, called ‘The CIO's Blueprint For Strategy In The Age Of The Customer’, provides CIOs with a strategy to help their companies thrive in these new times. In addition to transforming customer experience with a measurable approach, the authors argue that customer obsessed organizations must:

1.       Accelerate digital business to deliver greater agility and customer value

2.       Embrace the mobile mind shift to serve customers in their moments of need

3.       Turn big data into business insights for continuous improvement

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Weebly Gives Digital Professionals The Freedom Of An iPad

Ted Schadler
I recently gave a speech about the impact of mobile on (all) commerce at a national retailer. To 450 terribly enthusiastic and mostly millennial employees celebrating a great eCommerce month. When I looked out at this horde of digital professionals -- merchandisers and marketers, designers and developers, writers and editors, testers and analyzers, the list goes on -- I realized that they are the operators of our digital experiences.
 
They are passionate about great digital experiences. But they have mostly crappy browser tools to do their job. In fact, every one of our planet's one billion websites is managed by someone using mostly crappy tools.
 
When I looked at at the throng of digital professionals, I suddenly realized they deserved some digital experience love, too. They deserved better digital tools. On any device. After all, they live out their working weeks in front of screens so that we, their customers, get great digital experiences. But today, the state of the art in browser design tools looks like scaffolding on a building where the result is unveiled at the end. It's anything but fun.
 
Weebly, supplier and hoster of 25 million content and commerce websites serving 200 million unique visitors monthly, decided to unshackle its digital professional customers from the tyrany of the browser and desktop. It built a native iPad app on iOS 8 to help them build and manage websites from anywhere at anytime. Weebly's digital professionals are now mobile. And that will lead them to be more in touch with the mobile moments of their customers, hence more able to serve them in their moments of need.
 
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Introducing The Enterprise Mobile Management (EMM) Wave

Christian Kane

Last week we published the new Forrester Wave™: Enterprise Mobile Management, Q3 2014, evaluating 15 of the vendors emerging to help organizations transform and enable their workforce with a greater set of mobile tools. 

 

Why now

We're witnessing the mobile mind shift — an expectation that workers can be productive whenever, wherever they are. There's a surge of innovation in mobile technology as a part of broader business transformation to ensure that employees have access to the information they need to better serve customers during these critical mobile moments. Technology leaders have quickly seen the value of EMM solutions to ensure that employees have safe and reliable access to mobile devices and apps.

 

Beyond MDM

Mobile device management (MDM) is the common technology used by enterprises to enable their workforce to obtain the right access on their mobile devices. However, early solutions were only able to meet companies' very basic security and management needs for mobility. As business needs mature and employees demand more data access and mobile applications, vendors are adding mobile application management (MAM), secure containers and collaboration apps, secure network gateways, and more to their MDM solutions to create more comprehensive EMM suites to address these needs. 

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Disruption Coming For MDM - The Hub of Context

Michele Goetz

Spending time at the MDM/DG Summit in NYC this week demonstrated the wide spectrum of MDM implementations and stories out in the market.  It certainly coincides with our upcoming MDM inquriry analysis where:

  • Big data is influencing MDM strategies and plans
  • Moving from MDM silos to enterprise MDM hubs
  • Linking MDM to business outcomes and initiatives
  • Cloud, cloud, cloud
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Big Billion Day Exposes The Opportunities And Weaknesses Of eCommerce In India

October 6, 2014 — “Big Billion Day” — was marketed by Flipkart extensively, both online and offline. The founders of Flipkart, Sachin and Binny Bansal, sent a personalized email to registered users announcing the date and mentioning their emotional connection with the number 610 (the number of the apartment from which they launched Flipkart in 2007). October 6 falls in the festive season of Diwali, a period that accounts for 40% of the total sales of key brands in India. Online and offline retailers are competing for a major share of sales during this year’s Diwali.

2014 was a year of massive eCommerce investment in India. Flipkart raised $1 billion; Amazon announced it would invest $2 billion in its Indian subsidiary; and Snapdeal raised $234 million from private equity firms and an undisclosed additional sum from private investors. These three players are spending approximately 2 billion rupees ($33 million) this season on marketing — and a lot more on improving last-mile delivery and adding fulfillment centers to get a bigger piece of the sales pie.

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