Key market disruptors and business drivers
We are all aware of the wave of digital disruption washing over businesses. While many cite Uber as the prime example of a revolutionary application-based service undermining traditional business models, such examples are merely the tip of the iceberg. Enterprise IT leaders are telling Ovum that they face intense pressure to:
- Serve customers better – Ovum predicts that within the next three years, the majority of inbound calls into businesses will be from customers using smartphones, yet only a few companies (such as Uber) are taking full advantage of this trend. Selling to and serving customers in an “application economy” means that enterprises need to be in a position to launch and maintain a series of customer-facing apps across multiple platforms.
- Support business growth – As enterprises expand into new markets, the need to support users in new locations, or for specific campaigns, implies quickly scaling business applications up and down to meet requirements, which may change hour to hour, or day to day.
- Deliver in new ways – Applications delivered from the cloud have the potential to allow more of the organisation to focus on strategic projects (30% of respondents to Ovum’s Enterprise Insights survey indicate this is the top benefit of cloud applications).
It is clear that how customers interact with your organisation, and how business is done between and within organisations, is becoming increasingly both mobile- and application-based. These trends are forcing businesses to find new ways to be closer to their customers and new ways to enable their employees to get their jobs done.