In the age of the customer, companies need to drive a new business agenda around customer engagement- and to achieve that level of engagement, software becomes critical. Software has become a strategic asset which sits at the intersection between companies and their customers and has become vital in enriching companies’ brands. For example, how you interact with a travel agency or retailer today is often through their mobile app – and the experience of using that app has a direct impact on how you perceive the company.
However, developing software-enabled products requires sophisticated technology and architectural design skills which presents tremendous challenges — even more so for companies for whom technology is not in their DNA. Reflective of this, already in 2012, 38% of the business budget decision-makers who indicated that improving their firm's ability to innovate was a top priority, expressed an increasing willingness to partner with other firms to address their innovation challenges.
The recently published Forrester Wave on software product development services (PDS) evaluated the leading providers who can partner with companies to help develop these software-enabled products (EPAM Systems, GlobalLogic, HCL, Infosys, Mindtree, Ness Technologies, Pactera, Persistent Systems, Symphony Teleca, TCS, and Wipro).
The next generation of product development will require wholesale change to the types of skills companies need. As my colleague James Staten recently wrote, an earthquake in Silicon Valley is turning every company into a software vendor. It is this notion, that every company becomes an ISV, that will profoundly change the nature of business, and in particular product development:
Software, and customers interaction with that software, now defines companies and their brands.
Developing software-enabled products requires sophisticated technology and architectural design skills. This presents tremendous challenges — even more so for companies for whom technology is not in their DNA.
Companies must look in the mirror and evaluate if they currently have the skills and expertise to navigate this new environment. In this new world where customers interact with you through software, do you have the skills to develop products and services which will create intense and enjoyable customer experiences?