This document discusses how software is becoming increasingly important for companies to differentiate their brands. It notes that since around 2010, non-tech companies have increasingly turned to software product development companies to help them build digital products. As software has moved to mobile devices, it now defines customer interactions and experiences. The document outlines how various industries like healthcare, energy, hospitality, entertainment and insurance are using innovative software in new ways. It stresses that companies now need compelling software to engage customers and that software will account for a growing portion of brands and customer experiences over time.

1. Using Software to Digitize Your
Brand
Rich Napoli
CEO, Object Frontier
Software (OFS) TMSPA-13
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2. 2
OFS – A Shift in Our Market...
Starting in 2010, we started
getting approached by large
corporations
Who needed product development
help for their own software …
Software Product
Companies
1997-2011 2011-Present
Non-Tech Companies
We are Software Product
Engineers:
Build customer-focused, revenue-
generating, innovative, and
compelling software

3. 3
The Digital Disruption
Gained Speed in 2010 with iPad
Every company now needs innovative, compelling software in order to
differentiate themselves in the market
Customers today demand nothing less than full anticipation of their
needs at every moment of their day
A New Era Has Begun!

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Differentiate Through Software
(Forrester Research, Inc., Non-Tech Companies Become The New Market For Software
Product Development Services, August 2013).
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“It is the software that operates at key mobile customer touchpoints, defines the
interaction with the consumer, and, ultimately, acts as the main product differentiator.”

5. Business Software today
must go beyond systems
of record
All businesses today need compelling, innovative software to
engage their 21st century customers!
It’s all about systems
of engagement now
Software is now in the
hands of your customers
24/7 They’re using it to access
your products and services
more than ever before!

6. 6
CONTENT
SYSTEMS:
▪ Content Mgmt
▪ Localized and
Public Content
▪ Rich Media
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“Software Must Enrich Your Brand”, Forrester
Research, Inc., September 23, 2013
Today’s Advanced Tech Capabilities
Create
compelling
software
that
analyzes
customer
activity and
predicts
needs
DEVICE
INSIGHTS:
▪ Location
▪ Identity
▪Preferences
▪ Sensor Data
SOCIAL:
▪ Social Profiles
▪ Tweets and
Updates
▪ Activity Feeds
▪ Social Graphs
ACTIONS
CAPTURED:
▪Transactions
▪ Inventory Levels
▪ Customer
Records
M2M:
▪ Usage
Information
▪ Machine Data
▪ Smart Products
▪ Health Data
PUBLIC
CAPABILITIES:
▪ Location-Based
Services
▪ Network Access
▪Mapping

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Become
irreplaceable in
customers’ lives
Provide tech so
fundamental that
customers can’t
operate w/o you
Unmistakable
Be known as the
one and only at
what you do
Anticipate
customers’
moment of need
w/ data analytics
Software’s Effect on Forrester’s TRUE Brand Dimensions:
How to Differentiate and
Strengthen Your Brand
Essential
TMSPA-13
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“Software Must Enrich Your Brand”, Forrester
Research, Inc., September 23, 2013
Trusted
Build trust being
transparent and
accountable
Provide real-time
updates of
relevant info and
social metrics
Remarkable
Disrupt the
market and
make people talk
Innovate with
technology to do
what used to be
unthinkable

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The value of software as a percentage of the brand/customer
experience is growing by vertical:
Digital is Affecting Every Industry
50%
60%
40%
35%
40%
15% 15%
10% 10%
85%
80% 80%
75%
70%
65%
55%
50%
45%
0%
30%
60%
90%
2012 2016
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9. 9
INDUSTRY EXAMPLES
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10. 10
Healthcare
 BlueStar Diabetes - Prescription-only app to manage diabetes
 Real-time coaching and support of lifestyle and medication changes
 Caterna Vision Therapy – app the treat vision problems
 Eye training exercises through therapeutic light stimuli
 Qloudlab Technology – app to test blood
 Uses touchscreen technology to test variations in blood placed on plastic
film
 Colorimetrix – app to diagnose diseases
 Analyzes photos of colorimetric test strips to determine results that
normally require a doctor or lab equipment
 With less doctors out there, hospitals are using innovative software to
let patients self-treat :
 New ways to test
 New ways to diagnose
 New ways to treat
 All through advanced digital products
 Benefits:
 Fewer doctors needed per patient
 Decreased costs for insurance companies
 Empowered patients who actively manage their health

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Energy
 Wind Turbines - Tablets in the hands of field service reps
 GPS in app knows which windmill you are standing in front of . . . before you
climb 350 steps
 Full content integration includes maintenance history, video repair
instructions, diagnostic tools needed
 And a video link back to experts for tough problems
Using software in new ways to improve efficiency and communication

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Using software to engage customers with their brand and spend more time &
money on their services
 epicMIX app - Gamified ski trip experience – through software
 RFID tags, sensors, and smart, social, gamified apps
Hospitality/Travel

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 Smart TV Apps to accompany broadcast programs – Transforming how people
watch TV!
Entertainment/Media
 Elevate the viewer experience
 Put the control in the viewers' hands
 Engage viewers to spend more time watching their shows
 OFS – major sporting event app
 View in-depth info and stats:
 Player bios and background, performance history stats, comparisons to
other players, photos of past competitions, detailed layouts of the
competition sites

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 Customer Focus –
 What is my customer trying to do?
 Then, how can I help?
USAA Auto Insurance
 Realized their customer’s journey started well before they engaged them
 Customers agonize for 18 months before buying a car
 During that time, someone else can step in to offer insurance
 So USAA partnered with dealers & banks to streamline the process:
 Their software provides “the resources you need to buy, sell, insure and
maintain your vehicle”
 Negotiations, loans/leases, advice, and they offer insurance along the
way
‘Outside–In’ Thinking

15.  Are you Agile enough?
 Do you collect (and incorporate) rapid feedback?
 Can you design useful, usable, desirable experiences?
 Does your infrastructure evolve?
 Can you build high quality, multichannel, 5 star apps?
Building Modern Apps is Not Easy

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 Engage the business—not as a customer but as a colleague. Seek them out:
 Chief Digital Officers, Chief Marketing Officers, Product Managers
 We’ve seen lots of companies reorganize their IT to think and operate differently”
 Northwestern Mutual
 HanesBrands
 Asurion
 Don’t look from the inside out –How can I help with what I have?
 Look at the world from the outside in --What is the customer trying to do and what
do I need to help them?
 Find a reputable product engineering company to partner with since IT often lacks
enough skilled resources and focus these days
What you need to do now to get out
in front

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How Product Engineers can help
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 Product Engineers build applications to be sold as products to customers
Engaging the
customer in
innovative ways
Configurable to
individual tastes
and needs
Well-Architected
for rapid change
and growth
Integrated to, but
not bound by,
internal corporate
systems
Designed for world
markets– multiple
languages,
currencies, etc.
Developed with
Agile for speed and
quality
Scalable to both
large and small
customers
 They are experienced in building commercial products to ensure they are:
These are the very SAME characteristics that companies need today to
create their digital edge through their own software

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Thank You