Thoughts on 2013


Another year is coming to a close, and that means it’s time for 2013 predictions. Blog posts and articles will focus on the possibilities that lie ahead in the coming year. With so much uncertainty in the global community, people predict at their own peril. So this year, I am focusing my thoughts on the journey that I believe will dominate the rest of the decade. That journey will span three very broad categories: the accelerated movement towards systems of engagement, operating model change, and Digital innovation.

So here it goes – my thoughts for 2013:

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From an Extended Enterprise to a Digital Enterprise


I find myself reflecting on a common phrase as I watch the digital enterprise unfold: “history is repeating itself”. So much of what is happening today, feels like a second and more attainable version of what was happening about eleven years ago. Back then, I remember developing a framework for the extended enterprise – a popular way to describe the inclusion of other value chain members in end-to-end business process. The Internet was going to change the game by providing the infrastructure required to extend a company’s inward-focused business processes to the value chain. It was to become the catalyst for value chain optimization.

I thought back then about the delivery of innovative product and services comprised of differentiated internal services and value-added external services. The Enterprise would in effect be a functional specialist within their value chain, focused on connecting with partners to gain access to information and services. There would be a divestment of assets, as companies focused on their core competency, making external optimization, synchronization and integration critical success factors. Companies would realize that the ability to adapt to market change was inversely proportional to investment in fixed assets.

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Systems of Engagement


Geoffrey Moore, Managing Director, TCG Advisors recently authored a white paper titled: A Sea Change in Enterprise IT. Mr. Moore – and more recently Forrester – has used the phrase “systems of engagement” to capture the shift from a transactional focus to an experiential one. I believe this phrase captures the required response to this phenomenon and addresses what Mr. Moore describes as a shift in the axis of IT innovation from large enterprise to consumers, students, and children. As stated in the paper, systems of record are no longer a source of competitive differentiation for organizations, but a necessary condition of doing business – enterprises are forced to sharpen their competitive advantage or risk being commoditized. 

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Forrester: Mobile Is the New Face of Engagement


Ted Schadler and John McCarthy of Forrester just completed a report titled “Mobile Is the New Face of Engagement”. I had the pleasure of moderating a panel discussion at a TCS Innovation Forum last week, where Ted served as part of the panel. Prior to the panel discussion, Ted used a 45 minute presentation to effectively summarize the content of the new report. He provided a written summary via his Blog yesterday.

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Disruption


In a recent presentation, Forrester describes the uniqueness of our current business environment as a perfect storm of technology innovation. In the past, technology cycles were driven by one major innovation (mainframe computing, personal computing, networked computing). The current environment sees a perfect storm of cloud computing, social business, mobile computing, advanced analytics and smart computing. This latest cycle begins a period of accelerated innovation, and introduces a larger potential for disruption than in past cycles.

Disruption in many different forms is not just possible, but likely. Business models across many industries are already under attack. The Information Technology (IT) function itself will see considerable change over the next several years. As the workforce and business leaders play a bigger role in technology selection, the role of IT will evolve. What IT looks like in the future is anyone’s guess, but change is almost certain. The current outsourcing model that so many companies have embraced over the years, will change as cloud computing widens its footprint. The way companies build and deploy applications will change, as mobile apps and app stores shift from the consumer world to the enterprise. The way companies interact and communicate with all stakeholders will change, as social media evolves to social business.

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Google Plus Making Noise


Update 8/3: This Article  by Jay Greene summarizes the results of a recent survey of mobile application developers. This quote captures the key message from these results: “The new quarterly survey of mobile application developers by Web development tool maker by Appcelerator and market research firm IDC found that two-thirds of the 1,621 respondents to the question “Can Google+ catch up to Facebook?” replied yes. The reason: more than 68 percent of the respondents believe Google’s other assets–search, YouTube, and maps, among others–trump Facebook’s social graph lead”.

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Social CRM in the Insurance Industry


I recently participated in the writing of an article on Social CRM for the Insurance industry. The piece is now available online via the Insurance Networking News. The Insurance industry is showing a great deal of interest in social business – and I hear it in most discussions with industry executives. It is clear that the industry is beginning to understand that insight from social channels can drive better decision making. Companies like Farmers Insurance are driving new growth, new product development, and customer retention by sharing information from Twitter, FaceBook and LinkedIn with their network of Agents.

A recent study indicates that 56% of companies are planning future Social CRM initiatives, while Gartner indicates that 30% of companies will extend their Social Networking efforts to Social CRM processes within the next two years. As I note in the article, social computing will enable a powerful sales, marketing and customer service platform that improves the customer experience and elevates brand identity. The full article is a worthwhile read, and provides some insight into the future use of Social CRM in the Insurance industry.