I recently had the chance to catch up with Paul Papas, Global Leader of Smarter Commerce at IBM, to understand what impact the transition to agile commerce is having on IBM, its business strategy, and its organizational structure.
Forrester: Paul, thanks for taking some time out to talk to us about agile commerce. We have been continuing to talk to clients about the evolution of their business from channels to touchpoints that span mobile devices, social networks, advertising, marketing, traditional channels, and various places online. How are you looking at this and what does it mean for your business?
Mr. Papas: Our view is that there’s a very strong and consequential change taking place as the result of the huge surge in the use of social networks and mobile devices. It’s this, customers expect to do business on their own terms, and most organizations are unprepared for this today. This is not only changing how companies and their customers interact, it is thoroughly changing what customers value and expect from companies. One example is this notion of immediacy. People are turning to their smartphones, tablets, and online communities for instant satisfaction -- finding discounts and recommendations, based on their current location -- all available to them at the instant they decide to buy. This is adding intense pressure for businesses to adapt to provide value, personalized and sensitive to the moment or instant, anywhere -- and to do so continuously.