This document is a presentation by Gartner discussing digital business in an era of innovation. It covers topics such as what is happening in the digital business arena, why it is difficult for large "elephant" companies to change, and opportunities for both companies and start-ups. The presentation provides analysis on digital transformation and the priorities and challenges for organizations in developing digital capabilities. It also discusses emerging technologies and their impact on digital business models and customer relationships.

1. This presentation, including any supporting materials, is owned by Gartner, Inc. and/or its affiliates and is for the sole use of the intended Gartner audience or other
authorized recipients. This presentation may contain information that is confidential, proprietary or otherwise legally protected, and it may not be further copied,
distributed or publicly displayed without the express written permission of Gartner, Inc. or its affiliates.
© 2013 Gartner, Inc. and/or its affiliates. All rights reserved.
Negócios Digitais na Era da
Inovação
Álvaro Mello
VP Research

2. © 2014 Gartner, Inc. and/or its affiliates. All rights reserved.
#GartnerSYM
© 2014 Gartner, Inc. and/or its affiliates. All rights reserved.
#GartnerSYM
"We believe that most large companies
are noninnovative and think too old
school, and these legacy systems that
they have can be company killers.
There is hope for them, it's just harder."
— Scott Petersen, Managing Director
The Rollins Center for Entrepreneurship and
Technology at Brigham Young University (BYU)

3. © 2014 Gartner, Inc. and/or its affiliates. All rights reserved.
#GartnerSYM
Key Issues
1. What is happening in the digital business
arena?
2. Why is it difficult for “elephants” to move?
3. What are the priorities for companies and
opportunities for start-ups?

4. © 2013 Gartner, Inc. and/or its affiliates. All
rights reserved.
© 2013 Gartner, Inc. and/or its affiliates. All
rights reserved.

5. © 2013 Gartner, Inc. and/or its affiliates. All
rights reserved.
© 2013 Gartner, Inc. and/or its affiliates. All
rights reserved.

6. © 2013 Gartner, Inc. and/or its affiliates. All
rights reserved.
Analog Web E-Business D-Marketing D-Business Autonomous
Focus
Build
relationships that
drive business
or lower cost
Extend
relationships into
new markets/
geographies
Transform sales channel
into a
global medium to drive
efficiencies
Exploit Nexus
to drive greater
efficiency
Extend potential
customers from people
to things
Smart, semi-
autonomous things
become the
primary ‘customer’
Outcomes Optimize
relationships
Extend
relationships
Optimize
channels.
Optimize
interactions
Build new
business models
Maximize retention
of and relationships
with things
Entities
Disruptions Emerging technologies
Internet
and digital
technologies
Automation
of business
operations
Deeper customer
relationships, analytics
Creation of
new value and
new nonhuman
customers
Smart machines
and things
as customers
Technologies CRM
CRM
Web
EDI
Mobile
BI
Big Data
Social
Sensors
3D printing
Smart machines
Robotics
Smarter machines
Automation
The Journey to Digital Business
Post
Nexus
Pre NexusPre Web
Business
People
Business
People
Business
PeoplePeople
Business
People
Things
Business
People
Things
Change of Kind Change of Degree

7. © 2013 Gartner, Inc. and/or its affiliates. All
rights reserved.
© 2013 Gartner, Inc. and/or its affiliates. All
rights reserved.
Many Markets Will Be Created in this $1.9T

8. © 2014 Gartner, Inc. and/or its affiliates. All rights reserved.
Expect Many Types of Things; Highly
Fragmented Market
• Expect 10 billion shipments in 2020
• Many smart versions of existing product markets
• Key challenge: where to focus?
Connected LED Lamps
Smart meters
Smoke alarms
Point of sale
terminals
Security
cameras
Smart household
appliances
Toys
Digital
signage
Consumer
door and
window locks
Vending
machines
Parking
meters
Smart
weighing
scales
Hotel door
locks
Digital set top box
The Internet of (Very Different) Things
Bluetooth peripherals
Anti-theft
tags
Wearables
Selected items for illustration
By 2017, 50% of Internet of Things solutions will originate in
startups less than three years old.

9. © 2014 Gartner, Inc. and/or its affiliates. All rights reserved.
Many Technologies Play a Role in the
IoT Ecosystem
Management
Analytics
Services
Application SW
Mobile Apps
Comms/
Networking
Connectivity
Things
Components
Security
Embedded SW
M2M
Services
Middleware
Cloud based
platforms
Standards

10. © 2014 Gartner, Inc. and/or its affiliates. All rights reserved.
#GartnerSYM
Key Issues
1. What is happening in the digital business
arena?
2. Why is it difficult for “elephants” to move?
3. What are the priorities for companies and
opportunities for start-ups?

11. © 2014 Gartner, Inc. and/or its affiliates. All rights reserved.
#GartnerSYM
10 Indicators That Companies are Not
Ready for Digital Business (Opportunities!)
1. Monolithic ERP and back-office solutions
2. Siloed digital channels
3. Business only receives traditional IT services
4. Long and expensive IT projects are a rule
5. Think SOA is not for their organization
6. Only have basic analytics
7. Not ready to integrate with IoT
8. Sourcing strategy only accommodates traditional vendors
9. On-premises solutions are always preferred over the cloud
10. They don't think you need to change your digital governance

12. IT Craftsmanship IT Industrialization
ADOPT IDEATE
ENGAGE
CREATE
OFFER
MONETIZE
Recalling the 2014 CIO Agenda
“Taming the Digital Dragon”
We Were
Here
Digitalization

13. IT Craftsmanship IT Industrialization
ADOPT IDEATE
ENGAGE
CREATE
OFFER
MONETIZE
Where We Are Today (2015)
Digital is Determining the Winners and the Losers
We Are
Here
Digitalization

14. +0.4%
Latin
America
+0.9%
EMEA
+3.0%
APAC
+0.8%
North
America
Global Weighted Average +1.0% (2015/2014)
+11.7%
India
Note: (blue) = Brazil!

15. 15

16. 16

17. On Premise / Licensed Software Future
17

18. Personnel Distribution (“Old” x Digital)
18

19. Gartner Predicts
• By 2017, digital
business incompetence
will cause a quarter of
businesses to lose their
market position
19
Gartner
Predicts

20. © 2014 Gartner, Inc. and/or its affiliates. All rights reserved.
#GartnerSYM
Key Issues
1. What is happening in the digital business
arena?
2. Why is it difficult for “elephants” to move?
3. What are the priorities for companies and
opportunities for start-ups?

21. Top Technology Spending Priorities –
The Nexus Has Taken Up Residence
Source: Gartner 2015 CIO Survey
Rank Technology
1. BI/Analytics
2. Infrastructure and Datacenter
3. Cloud
4. ERP
5. Mobile
6. Digitalization/Digital Marketing
7. Security
8. Networking, Voice and Data Communications
9. Customer Relationships
10.Industry Specific Applications
(Brazil: 8= APPDEV 10 = IT Services/Automation)
3
1
4
2
6
7
9
5
12
17
Brazil

22. 22
CEO Priorities

23. © 2014 Gartner, Inc. and/or its affiliates. All rights reserved.
#GartnerSYM
Opportunity: The Digital Core Renovation
• Advanced Analytics
Solutions to Deal With
New Data Types
• Look Into the Future
and Make Better
Decisions
(Prescriptive/
Predictive Analytics)
• New Digital Business
Architecture
• New Culture for
Collaboration,
Cooperation and
Sharing
• Renovated ERP and
Front-Office Applications
• Open APIs and Services
to the Outside World
Postmodern
ERP and
Enterprise
Applications
Open
Service-Oriented
Architecture
(SOA)
Advanced
Analytics
Solutions

24. Gartner Predicts
• By 2017, 75% of IT
organizations will have
a bimodal capability
24
Gartner
Predicts

25. © 2014 Gartner, Inc. and/or its affiliates. All rights reserved.
#GartnerSYM
Bimodal IT = Marathon Runners + Sprinters
Deeply Different, Both Essential
Reliability Goal Agility
Price for
performance
Value
Revenue, brand,
customer experience
Waterfall, V-model,
high-ceremony IID
Approach
Agile, Kanban, low
ceremony IID
Plan driven,
approval based
Governance
Empirical, continuous,
process based
Enterprise
suppliers, long-term
deals
Sourcing
Small, new vendors,
short-term deals
Good at
conventional
process, projects
Talent
Good at new and
uncertain projects
IT-centric, removed
from customer
Culture
Business-centric, close
to customer
Long (months) Cycle times Short (days, weeks)
Think
Marathon
Runner
.
Think
Sprinter
Mode 1 Mode 2

26. © 2014 Gartner, Inc. and/or its affiliates. All rights reserved.
#GartnerSYM
D-core smart:
• Able to
continuously
deliver innovative
products and
services trough
bimodal, DevOps
and
multidisciplinary
and agile teams
• Able to fully
support
negotiations for
Internet of Things
• Able to master the
analytics
component
Level 5
D-core mature:
• Main renovation
is in place
• Fully renovated
relevant front
offices
• Culture of
sharing, agility,
openness is
developing
Level 4
D-core
developing:
• Full SOA is on
the way
• Have started
experimenting
with bimodal
Level 3
Opportunity: Target your products
according to Digital Business Maturity
D-core entrant:
• Have a clear
digital business
strategy
• Initial
renovation
experimenting
with services
Level 2
D-core
excluded:
• Don't really
have a clear
digital strategy
• Fully depends
on "old" core
Level 1

27. Gartner advice for traditional companies:
Expose Three Types Of Investment
FACT
Extending
Within the
Known
ROI
FEAR
Keeping the
Business in
Business
Risk Cost
Quality
FAITH
Transforming
Beyond the
Known
Experiments
Platforms

28. Culture Eats Strategy
for Breakfast
– Peter Drucker

29. Disruptive Digital Strategies
Risk Averse Cultures Are Devouring

30. Garter Hype Cycle
Innovation
Trigger
Peak of Inflated
Expectations
Trough of
Disillusionment
Slope of
Enlightenment
Plateau of
Productivity
Expectations
Time
Type A Activity Zone
Type B Activity Zone
Type C Activity Zone
Type B Danger Zone

31. The Hype Cycle of Innovation: Key
QuestionsExpectations
Time
What's here that we're
not using? Was that a
deliberate decision?
What's here that we
could be using?

32. Emerging Technologies Hype Cycle, 2014
Innovation
Trigger
Peak of
Inflated
Expectations
Trough of
Disillusionment
Slope of Enlightenment
Plateau of
Productivity
time
expectations
Plateau will be reached in:
less than 2 years 2 to 5 years 5 to 10 years more than 10 years
obsolete
before plateau
As of July 2014
Bioacoustic Sensing
Digital Security
Virtual Personal Assistants
Quantified Self
Brain-Computer Interface
Human Augmentation
Quantum Computing
Software-Defined Anything
Volumetric and Holographic Displays
Connected Home
3D Bioprinting Systems
Smart Robots
Affective Computing
Biochips
Neurobusiness
Prescriptive Analytics
Smart Advisors
Autonomous Vehicles
Speech-to-Speech Translation
Internet of Things
Natural-Language Question Answering
Wearable User Interfaces
Consumer 3D Printing
Complex-Event Processing
Big Data
In-Memory Database Management Systems
Content Analytics
Hybrid Cloud Computing
Gamification
Augmented Reality
Machine-to-Machine
Communication
Services
Cloud Computing
NFC
Virtual Reality
Gesture Control
In-Memory Analytics
Activity Streams
Enterprise 3D Printing
3D Scanners
Consumer Telematics
Speech Recognition
Mobile Health
Monitoring
Smart Workspace
Data Science
Cryptocurrencies

33. 20 Years of Hype Cycles
33
Hype Cycle for Emerging Technologies, January 1995
Peak of Inflated
Expectations
Trough of
Disillusionment
Slope of
Enlightenment
Plateau of
Productivity
Technology
Trigger
Time
Visibility
Information
Superhighway
Handwriting
Recognition
Speech
Recognition
Virtual
Reality
Object-oriented
Programming
Knowledge-based
Systems
Emergent
Computation
Video
Conferencing
Wireless
Communications
Intelligent
Agents

34. Gartner's Magic Quadrant Research
abilitytoexecute
completeness of vision
challengers leaders
niche players visionaries

35. 35
Magic Quadrant for Cloud Infrastructure
as a Service

36. This presentation, including any supporting materials, is owned by Gartner, Inc. and/or its affiliates and is for the sole use of the intended Gartner audience or other
authorized recipients. This presentation may contain information that is confidential, proprietary or otherwise legally protected, and it may not be further copied,
distributed or publicly displayed without the express written permission of Gartner, Inc. or its affiliates.
© 2013 Gartner, Inc. and/or its affiliates. All rights reserved.
Negócios Digitais na Era da
Inovação
Álvaro Mello
VP Research