Transcript Presentation Title - Emaketing Team

Reading the Tea Leaves
State of the Market
Tiffani Bova
Gartner
VP Research
Indirect Channel Programs & Sales Strategies WW
[email protected]
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.
© 2012 Gartner, Inc. and/or its affiliates. All rights reserved.
Channel Trends
Voice of the Customer
IT Spend Still Focused on “Run”
What is Driving Business Leaders?
CIO-Identified Top Business Priorities
Ranking of Business Priorities for CIOs
All
APAC
EMEA
NA
Increasing enterprise growth
1
1
1
1
Attracting and retaining customers
2
2
2
2
Reducing enterprise costs
3
9
3
4
Creating new products and services (innovation)
4
3
5
3
Increasing profitability (margins)
5
7
4
5
Improving efficiency
6
4
6
7
Improving marketing and sales effectiveness
7
-
7
8
Improve governance, compliance, risk and security
8
-
-
6
Creating or improving customer channels
9
-
10
9
Implementing finance and controls
10
-
8
-
2012 CIO Regional Strategic Priorities
CIO-Identified Top Strategic Priorities
Ranking of Business Priorities for CIOs
All
APAC
EMEA
NA
Delivering projects and enabling business growth
1
1
2
1
Reducing the cost of IT
2
6
1
-
Developing/managing a flexible infrastructure
3
3
8
6
Expanding the use of information and analytics
4
2
-
2
Implementing mobility solutions
5
-
-
3
Implementing business process improvements
6
10
-
4
Improving the business/IT relationship
7
5
4
9
Consolidating IT operations and resources
8
-
3
-
Improving IT operations
9
-
9
7
Implementing e-commerce and channel solutions
10
4
5
-
Technology Priorities Call for Strengthening the Customer
Experience
Strategic Technologies
Ranking of the Technologies That CIOs Selected as
One of Their Top Five Priorities in 2012 by Region
All
APAC
EMEA
NA
Business Intelligence/Analytics
1
2
2
1
Mobility
2
1
3
2
Legacy Modernization
3
6
1
4
Clouds
4
4
7
3
SOA
5
-
4
-
CRM
6
8
6
5
Virtualization
7
10
8
8
Collaboration
8
5
5
7
BPM
9
-
10
9
IT Management
10
-
9
10
Notes:
Asia/Pacific: third = other, seventh = security, ninth = customer sales and service
North America: sixth = security
Up to three responses allowed
$100
allocation
2013investment
IT Priorities
- Total
Q26. What do you consider your organization/subsidiary/region/country's top three IT project priorities for 2013?
Brazil
IT modernization
Customer Experience Management
Cloud Computing (SaaS, PaaS, IaaS)
IT Governance
Enterprise software implementation or…
Resource efficiency management tools
Data center consolidation
SOA and application architecture
Big Data, Information Management
Bring Your Own Device to work (BYOD)
N = 108
Mexico
31%
IT modernization
23%
20%
Enterprise software modernization
20%
19%
VoIP, Unified Communications and…
19%
18% Virtualization (server, desktop, storage)
18%
14%
Analytics and Business Intelligence
13%
13%
SOA and application architecture
12%
10%
Customer Experience Management
10%
9%
Business Continuity Management
9%
7%
Sustainability reporting applications
6%
5%
Video
N = 112
28%
23%
23%
22%
20%
19%
18%
16%
16%
13%
13%
12%
11%
10%
9%
9%
8%
4%
4%
Communication and Collaboration Trends
UC Enables a Stronger Mobility Experience With Handset
Replacement
Wireline Handset
Penetration
100%
80%
60%
40%
20%
0%
2010
2012
2014
2016
2018
* Illustrative of trend, not an actual forecast
• Slow, multidecade trend away from wired handsets
• Emphasis on smartphones and tablets
- Investment in iPhones and Androids
• Enhanced mobile upsell opportunities
- Single-number reach, unified messaging, speech to text
- Location-based services
- Mobile device management
Mobile
substitution
happening now
2020
The Pace of UCC Evolution Is Accelerating:
Comms and Collab Drives Competitiveness
Business Value
Gen 1
Communicate
Productivity
Cost avoidance
E-mail
Calendar
Audio conferencing
Voice/Telephony
Discussion forums
Video conferencing
1980-2000
Gen 2
Share
Effectiveness
Process consistency
Resource optimization
Productivity
Shared workspaces
Web conferencing
Instant messaging
Presence
Documents
Reporting
2000-2007
Gen 3
Network
Gen 4
Aggregate
Tap broader audiences
Competitiveness
Agility
Responsiveness
Decentralized decisions
Self-organization
Trust/social capital
Blogs, wikis
Ecosystem engagement
User-generated content
Activity streams
Social profiles
Microblogging
Work with more context
2007-2012
2010-2015
Locate experts
Facilitate swarming
Expertise location
Universal dashboard
Social analytics
Co-editing
Location awareness
UCC: Junction of 2+ Markets
"UCC"
Communications
Collaboration
Telephony
E-mail
Team/shared workspaces
Voice mail
Web conferencing
Wikis, blogs, filtering
Audio conferencing
Instant messaging
Unified Messaging
Presence
Social software and
analytics
Videoconferencing
Directory
Call center
"UC"
Communicate
•
Share
Expert location and context-aware
applications
Collaborative/real-time
authoring
Other collaboration tools
Network
Aggregate
UCC represents a broad set of functions. Growing, evolving, changing, adapting.
•
Few companies have the same requirements.
Factors Driving Change and Trends in UCC
Consumerization
Multitasking
Multimodal
Social Software
Mobility
New User
Comm & Collab
Paradigms
Cloud
Contextual Deployment
IT related actions over the next 12 months (Midmarket)
Multiple responses allowed n= n 720
Channel Eco-System Evolution
The Channel Company Evolution
Key Attributes of Key Business Models – Value Close to
Product
Supplier to Trusted Partner
Channel Playing Specific Roles in Cloud
Source: Gartner (April 2012) n=313
Product and Services Mix
Partner Services Evolution
Amount of Partner Investment 
Service Delivery Options
Resale Partner
MSP Partner
Services Partner
Provider
Consulting Services
Provider
Professional Services
Customer Value Stacks
Infrastructure Management
Provider
Delivered
Provider
Partner
Delivered
Partner
Partner
Business Services
Delivered
Delivered
Application and IT Management
Supporting Services
Outsourcing Partner
Delivered
Partner
Delivered
Delivered
Delivered
Service Assets
Product Support Services
Plan – Build, Reactive, Proactive, Preemptive, Operate
Technical Services
Provider Does More
Managed Services
Advanced Services
Partner Does More 
Right Skills for Same Type of Business
Lack of Skills for Advanced Offerings
Source: Gartner (April 2012) n=313
Without Sales Aligned – New Offerings Stall
Source: Gartner (April 2012) n=313
Marketing Yourself in Today’s Market
You’re Selling Solutions
Differentiation
Marketing is a Discretionary Expense
Final Thoughts and Recommendations
Recommendations
 Distance buyer from technology and marry them to the outcome
 If you miss a shift you are at risk
 Prepare your company for success
 New era of computing
 New buyers of technology
 New partner types
 Always reinvent your business, there is no ‘end game’
 Growth requires leadership
 Create differentiated value
 Meet market demand
 Make IT relevant
 Moving from tactical ‘supplier’ to strategic ‘partner’ doesn’t happen overnight
Reading the Tea Leaves
State of the Market
Tiffani Bova
Tiffani_Bova
Gartner
VP Research
Indirect Channel Programs & Sales Strategies WW
[email protected]
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.
© 2012 Gartner, Inc. and/or its affiliates. All rights reserved.