Navigating Digital Convergence in Your BusinessBy Samuel Greengard | Posted 2014-08-27 Print
The rapid advance of digital technology is changing the stakes for business and IT leaders, who need a strategy to conquer challenges and exploit opportunities.
- Mobility is the sun around which other IT planets orbit. It's no secret that mobility is a critical business and IT component. but many IT leaders continue to underestimate the power and reach of mobility. "Every site should be optimized for a mobile experience, and organizations should be thinking about apps as a key part of their digital strategy," Klein says.
In addition, executives must view mobility as more than a monolithic entity. "It's critical to think about how different functions and features lend themselves to different form factors and devices," he adds.
- Context is everything. Organizations should approach both B2C and B2B interactions with an understanding that a personalized experience is critical. This means plugging in clickstream data, geolocation information, social listening data, log files and structured database records to understand relationships at a broader and deeper level than ever before.
However, delivering on context awareness also means building IT systems that can sort through the big data and deliver the right Web page, app content, and other information at the right time and place.
- IT no longer pulls the strings. IT executives must think about enterprise technology in a broader context, says Capgemini Global CTO Lanny Cohen. "There's a need to look at big data and analytics, consumer electronics, cloud computing, social media and multimedia content in a more integrated and end-to-end way," he says.
"These technologies now touch every part of the enterprise, and they cross departments, including marketing, engineering, operations and human resources." IT systems must provide a conduit for data, information and knowledge. "Different parts of the enterprise must be involved in designing and using systems, as well as determining how content and data is used," Cohen adds.
- Agility is everything. "You can't just launch a site or app and think it's a one—and-done proposition," says Jeff Ross, an associate partner at Rosetta. "A more comprehensive strategy and tactical framework must exist." Although an agile development approach and specific initiatives such as DevOps are natural offshoots of this thinking, Ross says that it's really only the starting point. "Needs and expectations are constantly changing," he points out.
The upshot? Organizations must harness social listening, big data analytics and other tools to understand trends, but they also must build a business and IT framework that is more entrepreneurial and dynamic. At the same time, it's crucial to use cloud computing to dial capacity up and down as needed.—S.G.
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