Defining The Business Technology Agenda
 

Defining The Business Technology Agenda

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Forrester Research CEO George Colony's presentation at ICT CIO Day, November 26, 2013. In a climate where power has shifted to the customer, CIOs and their technology management organizations must ...

Forrester Research CEO George Colony's presentation at ICT CIO Day, November 26, 2013. In a climate where power has shifted to the customer, CIOs and their technology management organizations must focus on the business technology agenda those: the technology, systems, and processes to win, serve, and retain customers.

Learn more about succeeding with empowered customers: http://forr.com/1lK9zw5

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Defining The Business Technology Agenda Defining The Business Technology Agenda Presentation Transcript

  • Defining The Business Technology Agenda George F. Colony CEO, Forrester Research, Inc. November 26, 2013 ICT CIO Day
  • © 2013 Forrester Research, Inc. Reproduction Prohibited 2 Agenda › The new age › What you should do
  • © 2013 Forrester Research, Inc. Reproduction Prohibited 3 The age of the customer A 20-year business cycle in which the most successful enterprises will reinvent themselves to systematically understand and serve increasingly powerful customers View slide
  • © 2013 Forrester Research, Inc. Reproduction Prohibited 4 Customer power › Pricing › Shared critiques › The ability to buy anything, anytime, anywhere, from anyone View slide
  • © 2013 Forrester Research, Inc. Reproduction Prohibited 5 Pricing
  • © 2013 Forrester Research, Inc. Reproduction Prohibited 6 Critiques › 17% were influenced by consumer ratings and reviews › 13% by recommendations from friends and family › 5% by online forums or blogs
  • © 2013 Forrester Research, Inc. Reproduction Prohibited 7 Buy anywhere 22% of European online adults have ordered products from a website outside of their home country in the last three months.
  • © 2013 Forrester Research, Inc. Reproduction Prohibited 8 Gen Y Gen X 9.4 11.4 11.2 9.0 4.8 6.1 2.3 0.7 1.5 2.4 The changing customer Watching TV Base: European online adults (18+) Source: European Technographics® Online Benchmark Survey, Q3 2012 (hours per week) Using the Internet Listening to the radio Playing video games Reading newspapers 18% less 25% more 21% less 219% more 37% less
  • © 2013 Forrester Research, Inc. Reproduction Prohibited 9 Source: NBC News and The Associated Press (http://photoblog.nbcnews.com/)
  • © 2013 Forrester Research, Inc. Reproduction Prohibited 10 The mobile mind shift The expectation that any desired information or service is available, on any appropriate device, in context, at your moment of need
  • © 2013 Forrester Research, Inc. Reproduction Prohibited 11 Computing the Mobile Mind Shift Index 40 + Access Base: 30,549 US online adults (18+) Source: North American Technographics® Online Benchmark Survey (Part 2), Q3 2012 (US, Canada) US online adults 18+ 20 Devices 40 + Locations MMSI 100= 100 50 0 MMSI 9.6 20 13.2 40 5.1 40 27.9 100 27.9 US avg.
  • © 2013 Forrester Research, Inc. Reproduction Prohibited 12 The Mobile Mind Shift Index by gender Devices Access Locations 20 30 40 MMSI 27.9 US avg. 30.0 Men 10.3 Men 14.0 5.7+ + = 30.0 8.9 Women 12.4 4.5 25.9 Women + + = 25.9 MMSI Base: 30,549 US online adults (18+) Source: North American Technographics® Online Benchmark Survey (Part 2), Q3 2012 (US, Canada)
  • © 2013 Forrester Research, Inc. Reproduction Prohibited 13 20 30 40 Not all smartphone owners are equal MMSI 27.9 US average 22% US average Proportion of smartphone owners in shifted segments 43.5 iPhone 58% iPhone 37.7 BlackBerry 40% BlackBerry 30.5 Windows Phone 24% Windows Phone 38.8 Android 44% Android Base: 30,549 US online adults (18+) Source: North American Technographics® Online Benchmark Survey (Part 2), Q3 2012 (US, Canada)
  • © 2013 Forrester Research, Inc. Reproduction Prohibited 14 Image source: The New Yorker (cartoonbank.com)
  • © 2013 Forrester Research, Inc. Reproduction Prohibited 15 Winning in the age of the customer › Widen the technology management agenda › Build systems of engagement
  • © 2013 Forrester Research, Inc. Reproduction Prohibited 16
  • © 2013 Forrester Research, Inc. Reproduction Prohibited 17 Widening the tech management agenda Tech management c. 1998 Tech management c. 2008 Tech management c. 2018
  • © 2013 Forrester Research, Inc. Reproduction Prohibited 18 A projected path for IT and BT budgets Percentage of total technology management budget 2014 2016 2018 2020 BT budgets increase due to: • Mobility • Maintenance of big customer data • Customer experience demands • Systems of engagement build-out IT costs decrease due to: • Application modernization • Moving resources into cloud • Increased standardization
  • © 2013 Forrester Research, Inc. Reproduction Prohibited 19 Measuring the IT agenda IT budget Revenue
  • © 2013 Forrester Research, Inc. Reproduction Prohibited 20 Measuring the BT agenda BT budget Customers created
  • © 2013 Forrester Research, Inc. Reproduction Prohibited 21 First up on the BT agenda › Building mobile engagement
  • © 2013 Forrester Research, Inc. Reproduction Prohibited 23 The result: Context-rich mobile engagement Better customer experiences Architecting for mobile engagement Insight from devices and sensors Social Smart products Public as-a-service capabilities Big customer data Systems of record engagement
  • © 2013 Forrester Research, Inc. Reproduction Prohibited 24 Systems of engagement • Tablets in the hands of field service reps • GPS in app knows which windmill you are standing in front of • Full content integration includes all tools needed • And a video link back to experts for tough problems • Empowers distributors to upsell and close deals faster • iPad app delivers content, sales materials, and documents • The close rate is 20% faster, 31%+ in revenue • Analytics are built into the platform to monitor, refine, and reward • Replacing 250 apps with SAP for core banking functionality • Embarked on “touch” strategy and redesign of branches to better engage clients around financial planning • Using Microsoft Surface technology and iPads to better visualize results in customer conversations
  • © 2013 Forrester Research, Inc. Reproduction Prohibited 25 To conclude › The age of the customer approaches › The CIO and team must be involved › First step: building mobile engagement
  • © 2013 Forrester Research, Inc. Reproduction Prohibited 26 › In the future, all companies will be software companies.
  • © 2013 Forrester Research, Inc. Reproduction Prohibited 27 › Learn more about succeeding with empowered customers http://solutions.forrester.com/empowered- customers
  • Thank you