2011 Enterprise Applications Trends

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Einat Shimoni’s work Copyright 2011 @STKI
Do not remove source or attribution from any graphic or portion of graphic 1
http://www.einatstki.blogspot.com/
Einat Shimoni, VP & Senior Analyst
Enterprise Applications
http://www.facebook.com/#!/profile.
php?id=621902640
http://twitter.com/EinatShimoni/
Enterprise Applications,
Analytics & KM Strategies

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SaaS Application
trends
ERP
CRM Social CRM Customeriz
ation
Multi-
Channel
Staffing
ratios
Appliances
Agenda:
Enterprise applications, CRM, ERP

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Scattered IT

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General Trends
General
Trends
• CIOs will try to bring technologies back home!
• “Business – IT” conflict gets worse
• Keep it simple (even if means less functionality)
• Keep it easy to run (but also easy to maintain)
• Today’s CAPEX is tomorrow’s OPEX
• Mobile = another delivery option for applications

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4 types: Enterprise Clouds

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We all know SaaS is great
but...

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SaaS adoption growing but still
“on the edges”
Source: Informationweek
General
Trends
“80% of new software
offerings will be available
as cloud services;
By 2014, over one-third of
software purchases will be
via the cloud”. (IDC)

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Cloud contract issues
• Companies should take caution when
signing SaaS contracts:
Contracts are VERY favorable to the vendor
Check SLA, make sure it is clearly defined
Usually hard to make changes
Establish an exit strategy

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IGT, Israel SaaS Center & STKI
SaaS survey:
Source: SaaS survey – by IGT, Israel SaaS center & STKI

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Compared to 30% in
last year’s study
SaaS survey:

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SaaS survey:
Gov + financial
Industry +
High Tech

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SaaS survey:
(Planned)

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Highest
Lowest
SaaS survey:
Last year main reason
was cost-related

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SaaS survey:

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Applications delivery options
On demand
General
Trends
On deviceOn premise
Orchestration

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Industry in a box
General
Trends
• Search for simplicity leads CIOs back to
centralized architecture (Mainframe?)
• Advantages:
• Simplicity
• Optimized performance
• Disadvantages:
• Dependency on a single vendor – procurement
manager’s nightmare
• Proprietary/closed technology
• Danger to IT’s flexibility
• Change in the ITs structure & status
… as long as you
stay inside the box

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Industry in a box
General
Trends
• Recommendations:
• Establish future terms upon contract
• IT department should start
managing and measuring
performance differently (i.e
compensation based on overall
performance – not on a single
element)

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CRM
Main Theme 2011:
“Customerization”
Mobile & Social CRM
Multi-touchpoint
CRM

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Technologies Maturity Model
CRM
Investment
to make money
Cut costs,
Increase productivity
Investment
for regulations
Commodity IT
Services
Using Implementing Looking
Business Value
Market Maturity
Business
oriented
Project
IT oriented
Project
*Size of figure
= complexity/
cost of project
Social CRM
Analytical
CRM
Multi-
touchpoint
Scattered
IT projectOperational
CRM

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CRM is Passe, new buzzwords:
MCE = Multichannel customer engagement
CEM = Customer Experience Management
SCRM = Social CRM
CEM
CRM

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Your Text hereYour Text here
The “new” CRM is about managing
communities & influencers
CRM 1.0
Managing
Individual
customers
Customer
A Customer
B
Customer
C
CRM 2.0
Managing influencers
& ‘tribes’
Transactions Interactions
CRM 3.0
Engaging
& Influencing
The customer
The focus shift:
Social CRM
CRM

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CRM meets enterprise collaboration
Green Media Opportunity
Amount increased to $50,100.
Competitive Overview
updated with competitors’ latest
pricing.
Livian L. The X5000 router will
solve their problem.
Source: Salesforce.com
CRM

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CRM 2.0 - multi-channel
• Customers are “Multi-touchpoint” by nature
• Customers are the ones deciding on the
channels in which they prefer to work with
the company (Customerization) – not us!
• Multi-touchpoint customers are more loyal
and active than single-channel customers
• eChannels (web, mobile, email) reduce costs
of traditional channels (call center, branch)
CRM

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From Multichannel (internal)
to Multi-touchpoints (internal + external)

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CRM 1.0 versus CRM 2.0 CRM
Source: Fabio Cipeiani

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26Einat Shimoni’s work Copyright 2011 @STKI
Do not remove source or attribution from any graphic or portion of graphic
Customer Center Staffing
in Israeli organizations
Average number of IT FTEs dedicated to
CC operations (including HD, not
including operators of any kind)
7.5
Application related -75%
Telephony/Infrastructure related -25%
CRM
Source: STKI survey

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“Customerization”
• Clients are now defining the ways in which they
want to receive services from their providers
• This is why we will see increase in multi-
touchpoint strategies, especially social media
and mobile
CRM

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From CRM to SCRM: CRM
Source: Chess Media Group

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What is Social CRM (SCRM)?
• An extension of CRM, not replacement
• The customer is at the center of value chain
(but this time we really mean it)
• The customer is not just a purchaser, but is
actively involved in the companies’ business
• The company becomes humanized in the eyes
of the customer
• The company’s strategy is influenced by its
customers. Products are defined accordingly

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The simpler the experience is to the customer –
the more complex it is for IT to manage CRM
Source: Fabio Cipeiani

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SCRM mistakes
• Don’t outsource social activity!
• IT isn’t involved (bring in the sheep), this results in:
 Data silos
 Disconnect from CRM processes
 Customers aren’t really influencing strategy
 Another sheep
CRM
Source: Chess Media Group

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Levels of social media
involvement
1) Create social presence
2) Listen to conversations
3) Analyze/understand
4) React (will become mostly automated!)
5) Personalize services
CRM

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Listen and understand
1) Create online presence
CRM

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Listening platform =
social intelligence
• Cloud based solutions
• CRM integrated solutions
• Leading tools: Converseon, Nielsen, Radian6,
Cymfony, Alterian, evolve24, Dow Jones Insight
• Many many startups…
CRM

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Listening platform example CRM

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React
CRM

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Bank of America real time service CRM

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Engage and Influence
4) React
CRM

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Social banking: an example of
customerization in the banking industry
CRM
… but banks are
missing all the action!

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Social media payments

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Multi touchpoint challenges
• CIO’s headache:
The challenge: address each channel
differently, while establishing a single
platform that can extend services to
each of these channels (to enable cross-
channel interactions, service levels etc.)
• Service manager’s headache:
The Challenge: Understand which
services each customer would like to
receive and in which channel / device
(touch point)
CRM

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CRM - Israeli Market Positioning 1Q2011LocalSupport
Market Presence
SAP
Siebel
Microsoft
Onyx
Pivotal
MEGACenter
This analysis should be used with its
supporting documents
Salesforce
Vendors to Watch:
NetSuite (on-demand)
Worldwide
Leader
Peoplesoft
SugarCRM (open source)
Cemax

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ERP
Main Theme 2011:
ERP 3 – vertical and core business
Controlling costs
of running ERP
ERP

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ERP Life Cycle
ERP 1 ERP 2 ERP 3
Basic modules
HR, Logistics,
Financials Portals, BI, BPM
Upgrades
Stabilizing
the system
Increase efficiency of
ERP operations
“Core” modules
Advanced modules
“smarter”
processes
You are here
Mobility
ERP

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For generic “classic ERP” needs –
international ERP players wins
For vertical/core needs – local packages win
2010 was a good year for local ERP players in
Israel, many vertical/core ERP installations
ERP – local vs. international packages
ERP

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ERP
Investment
to make money
Cut costs,
Investment
for regulations
Commodity IT
Services
Business Value
Market Maturity
*Size of figure
= complexity/
cost of project
Vertical/ Core
modules
GRC
EPM/ CFO
tools
Classic
ERP
modules
Mobile
ERP
Sustainability

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Average size of Israeli ERP department:
15 employees
Clear link between degree of customizations,
nature of implementation and size of ERP staff
(see next slides)
Percent of ERP employees from entire IT
department: 8-10% (ranged from 3%-45%)
Average ratio ERP staff / ERP users: 1: 52 – 1:80
Ratio abroad: 1:31 in multiple versions installations, 1:40 for
single version installation (Source: Computer Economics)
ERP Staffing ratios in Israel

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Size of ERP department
depends on:
‫מעט‬
(10%>)
37%
‫משמעותי‬
(20%<)
38%
‫בינוני‬
(20%-
10%)
25%
‫בחבילה‬ ‫שנעשו‬ ‫השינויים‬ ‫מידת‬
ERP
Source: STKI survey

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And on type of use:
‫ליבתי‬
37%
‫אדמיניסט‬
‫רטיבי‬
50%
‫וגם‬ ‫גם‬
13%
‫היישום‬ ‫אופי‬-
‫ליבתי‬‫אדמיניסטרטיבי‬ ‫או‬
ERP
Source: STKI survey

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SAP staffing in Israel
‫מיישמים‬:
48%
‫מפתחים‬:
16%
‫בייסיס‬:
14%
‫תמיכה‬:
21%
‫הדרכה‬:
4%
‫חלוקת‬‫מחלקות‬ ‫תפקידים‬SAP
50% of ERP SAP department is implementers!
(who perform many of the other tasks)
Source: STKI survey

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Insourcing! Organizations prefer to “go it
alone” and only use outside help in new areas
Even then, they want to gradually train
their own people
Areas in which outside help is wanted:
 New modules (no knowledge)
 ERP Infrastructures (portals, BI, BPM) – Fusion, Netweaver
 Top experts knowledge – but only for a few hours
ERP staffing trends
ERP

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ERP - Israeli Market Positioning 1Q2011
Oracle SAP
Market Presence
Oracle
SAP B1+
All in One
ONE1
ERP
Movex
Oracle
Aviv
Kav
Tafnit
Movex
SAP B1
ONE1
ERP
Priority
QAD
This analysis should be used
with its supporting documents
QAD
Enterprise ERP
>250 users
Medium - Large ERP
100-250 users
SMB ERP
20-100 users
Priority
Tafnit
Comax
MicrosoftMicrosoft
Aviv

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Big Data DW
Appliances
Active BI
IT-user
conflict
Analytics MDM
Mobile BI Future
Trends
Staffing
ratio
Agenda:
BI, Analytics & MDM

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Analytics & BI
Main Theme 2011:
Big data
DW appliances
The BI/Business User conflict
Analytics makes a comeback
Analytics
& BI

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HELP!
Too much information
Analytics
& BI

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 Big Data – exponential database growth (>50% a year).
Mainly due to web, social media and unstructured data
* Source: MIT Sloan management review
 Calls for better data management (move to column-
based, in-memory processing)
 “Small data” problems – Users create their own personal
discovery environments, this phenomenon creates data
governance and security issues. bring in the sheep!
Major BI Trends – Part 1
Eight times the information housed in all
US libraries, is being generated each day
60% of executives say they “have more
information than we can effectively use”*
Analytics
& BI

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 Setting BI standards
 Advanced analytics
 Mobility analytics
 Search-style querying
 Rich dashboards as UI for BI tools powered by RIA such as
AJAX, HTML5, Silverlight, Flash
 Operational BI is a priority but is being held back by data
quality issues
Major BI Trends – Part 2
Analytics
& BI

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Current challenges of BI
… In the eyes of IT
This is a
very IT-
oriented
survey!
Analytics
& BI

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The DW/BI Iceberg
What the business user sees:
BI reports, analysis tool, dashboard
IT/BI staff’s main effort:
Data Layer, data marts, tables and OLAP cubes
Data integration
Data Quality
Analytics
& BI

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The conflict
Easy and “cool” visualization
East interactive analysis
Innovative BI tools
Consolidated data
Single version of the truth
Single integrated BI suite
Analytics
& BI

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Which analytic techniques are
creating most value?
Source: IBM INSTITUTE FOR BUSINESS VALUE • MIT SLOAN MANAGEMENT REVIEW
Analytics
& BI

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So what should IT do?
Advise to IT:
Try to leverage new innovative
options in BI suites while limiting the
use of stand alone visualization tools
(warning: this is a totally “IT-biased” advise)
The good news: next versions of BI suites will focus on ease-of-use:
visualization, search + BI, appliances for better performance, self service
BI and a nice cover of dashboards
Analytics
& BI

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Nothing has changed… Analytics
& BI
Source: http://www.slideshare.net/Timothy212/business-intelligence-
business-intelligence-a-set-of-3917243

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How top-performers use BI
Source: IBM INSTITUTE FOR BUSINESS VALUE • MIT SLOAN MANAGEMENT REVIEW
Analytics
& BI
Strategic
use of BI
Operational
use of BI

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Office of the CFO Analytics
& BI

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BI revenues in Israel
2010 2011 2012 2013
30.0 6.67% 32.0 9.38% 35.0 5.71% 37.0
20.0 30.00% 26.0 7.69% 28.0 14.29% 32.0
45.0 4.44% 47.0 6.38% 50.0 6.00% 53.0
4.0 50.00% 6.0 150.00% 15.0 66.67% 25.0
10.0 20.00% 12.0 16.67% 14.0 14.29% 16.0
90.0 11.11% 100.0 12.00% 112.0 10.71% 124.0
199.0 12.06% 223.0 13.90% 254.0 12.99% 287.0
office productivity
portals, collaboration & social tools
document mgmt & search tools
multimedia mgmt tools (video and others)
output mgmt tools
analytics/BI / MDM/ ETL tools
totals

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BI Generations
Gen. 3:
Active Analytics
Injecting BI into daily
processes
Fraud
detection
DW updated
once a day
Scaling while
controlling costs
Reports for
operational and
strategic needs
Gen. 1:
Passive BI
Predictive
Analytics
Risk KPIs in BSC
“Events” detection
Offer management
(Batch processes)
Gen. 2:
Active BI
Real time
offer
management
Real time
Analytics
& BI
You are here

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Analytics & BI
Investment
to make money
Cut costs,
Investment
for regulations
Commodity IT
Services
Business Value
Market Maturity
Business
oriented
Project
IT oriented
Project
*Size of figure
= complexity/
cost of project
Balanced
Scorecard
Scattered
IT project
Classic
Passive BI
Budget
Planning
Dashboard
Advanced
analytics
2nd wave
Advanced
analytics
1st wave
Active BI
MDM

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Average Israeli ratio: BI/DW is 6% of IT department
(compared to 4.3% abroad – source: Computer Economics)
An average of 8 DW/BI employees in Israeli organizations
Insourcing trend continues
But organizations will look for outside help in analytics
Israel – DW/BI Staffing ratio

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Analytics is BACK!
Conventional BI (query, reporting, OLAP) – TYPE 1
Advanced analytics (data mining, predictive analysis) – TYPE 2
“The sexy job in the next ten
years will be statisticians”
Hal Varian, Google
Analytics
& BI

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 Predictions ------------------ Data Mining/ Predictive Analysis
 Locate and track risk ----- Data Mining/ Alerts
 Optimize operations ------ Operational / Active BI
What are the expectations from BI?
(Analytics is the answer to most)
Analytics
& BI

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Analytics in a box:
10-100 x faster
Oriented towards business-user needs
Packaged analytics
But also:
Closed/proprietary
Creates vendor lock-in
DW appliances is big
Analytics
& BI

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Industry in a Box- Appliances
Analytical Data Warehouse Appliances
NCR Teradata
Oracle Exadata
IBM Netezza
EMC Greenplum
HP + Microsoft
SAP HANA

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LocalSupport
Market Presence
WebFOCUS
Cognos
(IBM)
Microsoft
Front end BI tools:
Positioning in Israel 1Q2011
SAP
Business
Objects
SAS
Oracle
Panorama
This positioning includes only Front End BI tools (reporting, query, analysis, dashboards)
and does NOT take into consideration the depth of analysis with these tools
Qlikview
Worldwide
Leader
Spotfire

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Knowledge Management,
Portals & Enterprise 2.0
Main Theme 2011:
Social networks
Enterprise portals = a commodity
Move to operational unified UI
KM &
Portals

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Social
Networks
ECM Portals
Web Social
commerce
Social
media
Enterprise
2.0
Collaborati
on
Unstructur
ed data
Agenda:
Knowledge management, Portals, Enterprise 2.0

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Knowledge Management & Portals
Investment
to make money
Cut costs,
Investment
for regulations
Commodity IT
Services
Business Value
Market Maturity
Business
oriented
Project
IT oriented
Project
*Size of figure
= complexity/
cost of project
Enterprise 2.0
Scattered
IT project
Enterprise
Portal
ECM
Enterprise
Search
Operational
Portal

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Still “a mess” in most organizations
2-3 different ECM systems
Usually no enterprise search
Confusion between document-centric,
collaboration-centric & social-centric content
Employees are demanding collaboration &
mobility solutions from IT
Unstructured content management
KM &
Portals

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Why isn’t ECM a top priority?
12:54
KM &
Portals

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ECM + search revenues in Israel
2010 2011 2012 2013
30.0 6.67% 32.0 9.38% 35.0 5.71% 37.0
20.0 30.00% 26.0 7.69% 28.0 14.29% 32.0
45.0 4.44% 47.0 6.38% 50.0 6.00% 53.0
4.0 50.00% 6.0 150.00% 15.0 66.67% 25.0
10.0 20.00% 12.0 16.67% 14.0 14.29% 16.0
90.0 11.11% 100.0 12.00% 112.0 10.71% 124.0
199.0 12.06% 223.0 13.90% 254.0 12.99% 287.0
office productivity
output mgmt tools
totals

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How many ECM systems
do we need?
Standards such as CMIS enable interoperability between ECM repositories
KM &
Portals

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Text analytics in its infancy
Only 22% are using text
mining tools
KM &
Portals

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LocalSupport
Market Presence
Documentum
MOSS/MSFT-
based Solutions
FileNet
High-End
Mid-tier
Enterprise Content Management
(ECM) Products in Israel 1Q2011
Interwoven
Open Text
Otzar
Worldwide
Leader
Oracle
Sharedocs
Artis
Omnisys

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LocalSupport
Market Presence
SAP EP
IBM
Websphere
Portal
MOSS
Portals Positioning in Israel 1Q2011
Oracle +
BEA

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Types of portals
Gateway Portal:
“Intranet style” single-gateway to all corporate information
and services. Includes data that is relevant to all employees.
No personalization (corporate phone book, company rules
and regulations, CEO’s announcements etc).
Operational Portal:
Work environment that is tailored to a specific function/ role.
Unifies access to data and processes from enterprise apps:
Personalization is Process-specific or role-specific.
Personal Portal:
A personalized environment (“igoogle” style) tailored to a
specific user’s needs, highest degree of personalization.
KM &
Portals

Second level
Third level
– Fourth level
» Fifth level
Gateway Portals
How to keep it from becoming a white
elephant? How to keep it alive?
Engagement with employees by:
Social media
Enterprise Search
Better measurements, Hatmaa
Enterprise Portals
Current State in Israel
KM &
Portals

Second level
Third level
– Fourth level
» Fifth level
Operational Portals
More and more operational processes will be exposed via
portals – helps increase productivity and usage of
applications
Integration to applications is still a challenge
STKI survey: 75% - Integration done by simple links;
20% - no integration; 5% - integration by web services
Higher ROI and usage than gateway portals !
Enterprise Portals
Current State in Israel
KM &
Portals

Second level
Third level
– Fourth level
» Fifth level
More use of standards
More use of operational portals
Increased usage of analytics and availability
of solutions from vendors (i.e, IBM‟s
acquisition of Coremetrics)
More social media !
Enterprise Portals
What’s next? Near term: 2011-12
KM &
Portals

Second level
Third level
– Fourth level
» Fifth level
Video content (Vlogs) will result in need
for video management and archiving
Everything will be contextual
Applications-like experience (vs. web)
Portals will be much more personalized
KM &
Portals
Enterprise Portals
What’s next? Long term: 2012-14

Second level
Third level
– Fourth level
» Fifth level
Enterprise Portal
Challenges and pitfalls
HATMAA! (not an issue in operational portals)
How to keep it “alive”?
How much social is “too social”?
Should the portal homepage be mandatory?
Measurement methods
KM &
Portals

Second level
Third level
– Fourth level
» Fifth level
Average number of employees dedicated to portals
in Israel: 2.5 employees (~2% of IT department)
In 70% of organizations, portal is under the IT
department
Portal Staffing ratio in Israel
Small departments, also doing other things
(i.e Internet, document management)

Second level
Third level
– Fourth level
» Fifth level
KM revenues in Israel
2010 2011 2012 2013
30.0 6.67% 32.0 9.38% 35.0 5.71% 37.0
20.0 30.00% 26.0 7.69% 28.0 14.29% 32.0
45.0 4.44% 47.0 6.38% 50.0 6.00% 53.0
4.0 50.00% 6.0 150.00% 15.0 66.67% 25.0
10.0 20.00% 12.0 16.67% 14.0 14.29% 16.0
90.0 11.11% 100.0 12.00% 112.0 10.71% 124.0
199.0 12.06% 223.0 13.90% 254.0 12.99% 287.0
office productivity
output mgmt tools
totals

Second level
Third level
– Fourth level
» Fifth level
Social media –
we’re just getting started! Source: Dachis Group
Enterprise
2.0
Source: Dachis Group

Second level
Third level
– Fourth level
» Fifth level
Case study – Amdocs social network
(“Wigloo”) – a network of experts, mapping
expertise areas for employees:
http://bloganke.com/amdocs-wigloo-launch-2009.html
Enterprise Social Networks
Enterprise
2.0

Second level
Third level
– Fourth level
» Fifth level
Social Network example: 888 with Omninet Enterprise
2.0

Second level
Third level
– Fourth level
» Fifth level
Define and track employees “specialties”
Encouraging open communication between
employees, between management to employees,
within teams, across teams
Preserve knowledge
Enabling “potential experts” to express themselves
Real reason: because it‟s cool!
Reasons for adoption
of enterprise social networks
Enterprise
2.0

Second level
Third level
– Fourth level
» Fifth level
Social networks fit into Gen Y needs
Source: www.kellyservices.com

Second level
Third level
– Fourth level
» Fifth level
Measurements and ROI – hard to show
Adding ANOTHER channel of information –
where to search or share the information???
Top executives see it as a waste of time
How much social is too social? (80-20)?
Security concerns (how to prevent information
leakage? Setting standards
Personal and professional life blend
Challenges of
Enterprise Social Networks
Enterprise
2.0

Second level
Third level
– Fourth level
» Fifth level
Wiki example:
Amdocspedia
Source:
http://www.slideshare.net/e2conf/ss10-sharon
Enterprise
2.0

Second level
Third level
– Fourth level
» Fifth level
Stages in the project
& tips for success
• Define short & long term goals (internal wiki = future external wiki)
• Connect to organizational goals (will help persuade executives)
• Communicate value to top-management
• Identify which areas can derive most value (also least suitable ones)
• Combine these initiatives into processes – very important!
• Establish a security and behavioral policy (disclaimer)
• Evaluate tools, adapt tools to the organizations‟ needs
• Decide on an assimilation strategy:
 viral, top-down, “embassadors”, internal marketing
• Make sure you put some preliminary useful information to stimulate
employees to come back for more („one shot for a first impression‟)
• Constantly monitor usage and collect feedback
Enterprise
2.0

Second level
Third level
– Fourth level
» Fifth level
Issues to address
in an Enterprise 2.0 project
• Improve UI of the tools – most are too “technical”
for non-techies to use
• Try to use the enterprise portal to create context
to the worker‟s processes and work environment
• Usage statistics and monitoring
• One way connection to HR systems for social
networks (to pull out basic data)
Enterprise
2.0

Second level
Third level
– Fourth level
» Fifth level
But…
If you don’t build it, employees will
just use whatever tools they want
And you will have another
sheep to bring back home…
Enterprise
2.0

Second level
Third level
– Fourth level
» Fifth level
E-Business and Mobility
Main Theme 2011:
WWW = whatever, whenever, wherever
Social commerce
IT-Marketing conflict
E-business

Second level
Third level
– Fourth level
» Fifth level
The (classic) Web is Dead!
From browser to apps and video rich content
Source: http://www.wired.com/magazine/2010/08/ff_webrip/

Second level
Third level
– Fourth level
» Fifth level
Social media is usually
outsourced by marketing
Social media is typically not integrated with the website
and internal applications
Source: Altimeter

Second level
Third level
– Fourth level
» Fifth level
Social Media - Israeli Trends
The desire to find immediate solution for the changing business
reality, led to markets turning to media &
advertising companies instead of the IT
24%
28%
48%
No one
Marketing together with IT
Media & advertising
companies
Who is in Charge of Social Media in your organization?
STKI Survey 2011

Second level
Third level
– Fourth level
» Fifth level
Social media integration
maturity model
• Source: http://www.web-strategist.com/blog/2010/05/19/slides-roadmap-for-integration-of-social-into-your-
corporate-website/
1. No social integration
2. Link away with no strategy
3. Link away but encourage sharing
4. Brand integrated in social channels
5. Aggregate discussion on site
6. Users stay on site with social
log-in
7. Social log-in triggers
sharing
8. Seamless
integration

Second level
Third level
– Fourth level
» Fifth level
E-business trends :
Social commerce is hot!
Group buying (very hot!): Zynga, Groupon, CrowdStar
Real time shopping: Dell outlet on Twitter
Location based: Foursquare + PepsiCo, FacebookPlaces
Right now social shopping focuses on attracting potential customers more than
transactions & loyalty
Source: GigaOM report: “The Near-Term Evolution of Social Commerce”
E-business

Second level
Third level
– Fourth level
» Fifth level
War of IT versus marketing
• Cool multiple native
applications?
• Single web application
suitable for all devices?
E-business
Source: Unica (Interactive marketing eBook report)

Second level
Third level
– Fourth level
» Fifth level
Source: Informationweek report: “Why IT Must Sort Out App
Mobilization Challenges”
E-business

Second level
Third level
– Fourth level
» Fifth level
Native App vs Mobile Platforms
Most ITOs are looking for solutions which allow them to build &
manage business logic & content in one central place that
automatically support all multiple devices & OS
Which of the following approaches represent how you’ll build mobile apps
for external customers in 2011?
7%
35%
58%
Mobile Web
Native app
Mobile Platform
STKI Survey 2011

Second level
Third level
– Fourth level
» Fifth level
the World Wide Trend is different

Second level
Third level
– Fourth level
» Fifth level
What can IT do?
Work with marketing to integrate social media into
website and applications
Expose marketers to relevant technologies:
 SMMS (Social media management systems):
 CoTweet, HootSuite, Sprinklr, Objective Marketer, Expion, SpredFast, or
Seesmic
 Listening platforms
 Sentiment Analysis tools
 Social media Analysis
 Social CRM tools (check what exists in your current CRM package, you will
be surprised it most likely has some of the capabilities)
 Social should be a parameter in BI
 Help in measuring ROI (survey tools, BI)
 Be active, not passive
E-business

Second level
Third level
– Fourth level
» Fifth level
To summarize…
• Bring back scattered IT projects
• Watch out for potential IT – business conflict (BI, mobile, SaaS)
• Consider delivery channels for each application project
• Industry in a box, cloud and mobile will simplify ease of use but
will require many changes from IT
• Social media will become another dimension on almost all
business apps
• Consumerization & customerization

Second level
Third level
– Fourth level
» Fifth level
Thank you!
Einat Shimoni
Blog: www.einatstki.blogspot.com
Twitter: EinatShimoni

2011 Enterprise Applications Trends

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