Ovum IT
Research Agenda 2013
1
© Copyright Ovum. All rights reserved. Ovum is a subsidiary of Informa plc.
Welcome
Welcome to the Ovum IT 2013 Research Agenda. This year we
have continued to invest further in primary research and datadriven tools to help you, our customers, gain the insights you need
to take business-critical technology decisions.
Whether you are an enterprise buyer or a technology or services
supplier, Ovum helps to save you time, save money, and reduce
your business risk. We speak to over 5,000 CIOs, CEOs, and
senior decision-makers every year, providing advice on
technology strategy, product selection and procurement, and
managing technology investments for business value.
Ian Charlesworth
Director, Ovum IT
We have launched a new, simplified web portal, and invested
heavily in customer support to provide you with the best quality of
service, whether through written reports, analyst advisory, or
custom engagement. Thank you for your continued business, and
we look forward to serving you in 2013.
2
Value
Proposition
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Services
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Tools
Super
Themes
Industry
Industry
Technology
Technology
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Practices
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Topics
Index
Ovum Value Proposition
Industry Practice
Overviews
Ovum Services
Industry Research
Topic Descriptions
Ovum Tools
Technology Practice
Overviews
2013 Super Themes
Technology Research
Topic Descriptions
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3
Value
Proposition
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Tools
Super
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Technology
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Ovum at a glance

A global IT and telecoms advisory firm serving enterprises, the public
sector, and industry technology vendors.
Our mission: Helping enterprises make better technology decisions
4
Value
Proposition
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Services
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Tools
Super
Themes
Industry
Industry
Technology
Technology
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Why Ovum? Global reach, collaboration, data-driven
5

What distinguishes Ovum is our methodologies, collaborative culture,
tools, and focus on data-driven research

Ovum’s data is not just product shipment numbers, but hard data on
what enterprise and public sector organizations think and plan to do

Ovum is large enough to have a global reach, a broad portfolio of
coverage, and the ability to invest in data and research

Yet Ovum is also small enough to permit effective
collaboration between analysts and practices, so
that we provide integrated analysis and
recommendations

Ovum has been jointly named Global Analyst Firm
of the Year 2012 by the Institute of Industry Analyst
Relations (IIAR)
Value
Proposition
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Services
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Tools
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Industry
Technology
Technology
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Ovum has a 360°
view of the market ....
6
Value
Proposition
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Tools
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Technology
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… supported by datadriven insight and
tools …
…. at all points
in the value
chain
Macro consumer
trends
Consumer technology
impact on supply side
Consumer impact
on demand
Strategic
market
outlook
Need
awareness
Business-case
generation
Market
opportunities
& segmentation
IT spend
metrics
Business &
technology
priorities
RFP
shortlisting
Opportunitylevel insight
Product
selection
7
Value
Proposition
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Services
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Tools
Super
Themes
Competitive
positioning
Industry
Industry
Technology
Technology
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Social media monitoring
market will grow at 16% CAGR
over next 5 years
2013
2011
24% of mobile workplace
devices are employee-owned
2012
Hardware
72% of enterprises rate
improving customer experience
as a top priority
SaaS is already deployed
in 54% of organizations
Software
8
Comms
© Copyright Ovum. All rights reserved. Ovum is an Informa business.
Ovum IT’s research coverage
Horizontal Technology Streams
Consumer Impact
Technology
IT Services
Information
Management
Enterprise
Applications
Software Lifecycle
& Integration
Enterprise
Communications
Infrastructure and
Security
Enterprise IT
Management
Vertical Industry Technology Streams
Retail Banking
Government
Financial Markets
Education
Insurance
Energy & Utilities
Life Sciences
Media & Broadcast
Healthcare
Telecoms
Oil & Gas *
Market Intelligence (Primary Research, Market Forecasts, Data-Driven Tools)
* Note: Oil and Gas is a provisionally planned research stream for 2013
9
Value
Proposition
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Services
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Tools
Super
Themes
Industry
Industry
Technology
Technology
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Practices
Topics
Ovum’s advantage in a converging ICT industry
Once distinct, the IT and telecoms domains are rapidly converging around key areas of the ICT
supply chain. This provides opportunities and challenges for the varied players involved in
delivery and consumption of ICT services. Ovum is uniquely positioned to provide
comprehensive research and analysis of these topics across IT and telco perspectives through
a collaborative, topic-led research agenda.
Topic
10
Client Imperative
Cloud Computing
Already an accepted part of the ICT landscape, cloud is also the catalyst for a
longer-term transformation in the delivery of ICT services and capabilities
Mobility
Mobility is at the top of the business and ICT agenda, as organizations look to
support increasingly virtual workforces, and mobile becomes a primary
channel for customer engagement
Unified Communications
Combining data, fixed, and wireless infrastructure for the provision of IP-based
services, including voice, data, and video, is fundamentally altering the
deployment and delivery of communications
Customer Experience
Optimizing the customer experience has become a business priority across all
sectors, requiring both tactical and transformational approaches to deliver
superior value to clients, consumers, or citizens
Machine-to-Machine (M2M)
Ubiquitous sensors and connectivity in the physical and built environment are
creating new opportunities for digital business processes and for the
communications services to enable them
Value
Proposition
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Technology
Technology
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OVUM SERVICES
11
Value
Proposition
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Services
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Tools
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Industry
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Technology
Technology
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Ovum Knowledge Center
A subscription to the Ovum Knowledge Center will revolutionize the way you research, with
intuitive features, unparalleled content, and ease of use.
Simple navigation
Create saved searches
Open file formats
Powerful search
Receive research alerts
Ask an analyst
12
Value
Proposition
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Tools
Super
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Technology
Technology
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Analyst enquiries and engagement
13

Ovum’s expert analysts are
always available to respond to
your enquiries

An Ovum subscription is
inclusive of questions relating to
existing research

Premium analyst support
enables you to use analyst time
for a wide range of enquiries and
support

We encourage you to think of
Ovum analysts as an expert
business partner and an
extension to your own team
Value
Proposition
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Services
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Tools
Super
Themes
Industry
Industry
Technology
Technology
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Practices
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Practices
Topics
Fact-based consulting services for enterprises
Create
Strategic Insight and
Briefings
Organizational and Design
Reviews
Value Assessment and Value
Realization
Vendor and Technology
Selection and Bid Support
Manage
•Strategic briefings
•Tech opportunities
•Disruptive technologies
•Vendor landscapes
•IT spending trends
•IT strategy briefings
•IT governance
•IT architecture review
•Retained organization
review
•IT effectiveness review
•IT risk assessment
•Value assessment
•Sourcing strategy
•Benchmarking
•Value realization
•Benchmarking
•Vendor capabilities
•Vendor cultural fit
•Savings predictor
•Commercial support
•M&A support
•Selection support
•Relationship checks
•Technology trends
•Product evaluations
•Vendor analysis
•Technology analysis
•Market trackers
Bespoke Market, Vendor, and
Technology Analysis
14
Select
Value
Proposition
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Tools
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Technology
Technology
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Fact-based consulting services for vendors
Assess
Strategic Insight and
Briefings
Organizational and Design
Reviews
Value Assessment and Value
Realization
Vendor and Technology
Selection and Bid Support
Compete
•Scenario planning
•Market trends
•Strategic briefings
•Competitor
messaging
•Competitor trends
•M&A support
•Go-to-market
assessment
•Capability assessment
•Competitor
weaknesses
•Benchmarking
•ROI analysis
•Benchmarking
•Due diligence
•Win-loss analysis
•Relationship
healthcheck
•Partner assessment
•Bid support
•Market segmentation
•Market forecasting
•Market sizing
•Market positioning
•White papers
•Market trackers
•White papers
•Webinars
Bespoke Market, Vendor, and
Technology Analysis
15
Target
Value
Proposition
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Services
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Tools
Super
Themes
Industry
Industry
Technology
Technology
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Ovum Events
Ovum run a range of leading industry events for the IT and telecoms sectors that are specifically designed to
keep CIOs and senior IT management appraised of the latest developments in technology. Through a mix of
conferences, dinner debates, webinars, and our annual Ovum Industry Congress, we bring leading IT and
telecoms suppliers and solution providers together with senior-level decision-makers from end-user
organizations.
16
2013 Events Schedule
Date
Location
Ovum IT Development & Operations Conference
19 Mar
London
Ovum Industry Congress
14/15 May
London
The Enterprise Mobility Forum
5 Jun
London
Smart Cities Europe
11/12 Jun
London
The Banking Technology Forum
18 Jun
London
The BI, Big Data and Analytics Forum
10 Sep
London
The Ovum Cloud Forum
11 Sep
London
The European Ovum Industry Congress
17 Sep
Amsterdam
The Customer Experience Management Forum
8 Oct
London
The Annual Banking Technology Forum & Awards
7 Nov
London
The Business Process Management Forum
14 Nov
London
The Identity and Access Management Forum
3 Dec
London
Value
Proposition
Ovum
Services
Ovum
Tools
Super
Themes
Expert opinion
Practical advice
Industry insight
Interactive discussions
Networking opportunities
Complimentary attendance
Industry
Industry
Technology
Technology
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OVUM TOOLS
17
Value
Proposition
Ovum
Services
Ovum
Tools
Super
Themes
Industry
Industry
Technology
Technology
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Practices
Topics
Practices
Topics
ICT Sales Prospector
Revolutionize your approach to lead generation, with information on more than 750,000
companies, including 250,000 with ICT spending data; industry information for over 700
sectors; data on over 20,000 IT services contracts; and geographic coverage that focuses on
growth markets as well as more mature regions.
1. ASSESS
2. IDENTIFY
3. CONNECT
18
Industry Analyzer
Assess the potential of your target markets
With data on over 700 industries, seeing and comparing the whole landscape just
became easier
Company List Builder
Identify companies that match your target profile
With 20 filters and 30 company fields to download, building your custom target list is
quicker than ever
Company Analyzer
Connect using realtime profiles and data on your target companies
With comprehensive information for thousands of companies, be assured that you will
know your prospects better than your competition
Value
Proposition
Ovum
Services
Ovum
Tools
Super
Themes
Industry
Industry
Technology
Technology
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Practices
Topics
Practices
Topics
CIO Executive Insights
Understand the business issues driving technology spending and priorities. Capitalize on
insight from over 3,000 interviews per year with CIO/IT decision-makers: interrogate the
results online, chart, extract, and then analyze.
Addresses key issues including:
Unrivalled coverage:
•
How does propensity to purchase
specific technologies vary by
vertical market, country, and
size of enterprise?
•
•
Which technologies will IT
decision-makers be
purchasing in 2013 and 2014?
60 technology areas, including
mobility, cloud, CRM, security,
business intelligence (BI),
systems management, and
network
•
13 vertical markets, including
financial services, telecoms,
utilities, media, life sciences,
manufacturing, government, oil
& gas, and logistics
•
Asia-Pacific, Europe, and Latin
America, with country-specific
breakdown
•
19
What are strategic priorities
at major enterprises, and how
are these translated to IT
imperatives?
Value
Proposition
Ovum
Services
Ovum
Tools
Super
Themes
Industry
Industry
Technology
Technology
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business.
Practices
Topics
Practices
Topics
Technology Trends
Get deep insight into your customers’ technology spending, priorities, perceptions, and
influencers. View customer sentiment for eight geographical markets, 10 vertical markets, and
five enterprise size bands; compare findings across datasets and extract your results directly
to Excel or PowerPoint.
Expected technology investments
Spending on external IT budget
Vendor Selection Criteria
20
Average Rating
Specific functionality expertise/depth
3.26
Leading-edge technology
3.19
Financial stability
3.16
Breadth of solution offerings
3.03
Expertise in your industry
3.01
Value
Proposition
Ovum
Services
Ovum
Tools
Super
Themes
Industry
Industry
Technology
Technology
© Copyright Ovum.
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Ovum is an Informa
business.
Practices
Topics
Practices
Topics
IT Services Contracts Analytics
The most comprehensive, up-to-date guide to outsourcing contracts signed within the global
IT services market. The database tracks every publicly announced outsourcing deal worth
over $1m signed in the marketplace, and contains over 20,000 IT services and BPO deals.
+
Map Analysis of Deals
Identify trends in outsourcing across
vertical markets and geographies
Detailed Results View
+
+
21
Plan where best to allocate resources
based on accurate information around
contract expiry dates
Discover which vendors
are winning major deals
Value
Proposition
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Services
Ovum
Tools
Super
Themes
Industry
Industry
Technology
Technology
© Copyright Ovum.
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Ovum is an Informa
business.
Practices
Topics
Practices
Topics
ICT Spending Predictor
The ICT Spending Predictor offers unique insight into estimated IT expenditure for over 30,000
organizations in Europe, the Middle East & Africa, and Asia-Pacific. The tool leverages the wealth of
information that Ovum has collected around the IT spending patterns of enterprises and generates an
informed picture of demand in the form of IT spending estimates based on company demographic
information.
Key metrics
IT Spend Segment
Sub-Category
ICT budget estimate for current year
Hardware
Server & storage infrastructure
ICT budget estimate for next year
Networking infrastructure
Internal : external spend ratio
End-user computing
Spend by IT segment
Software
Spend by channel segment
Support and maintenance
Services
22
Software licenses
Infrastructure services
+
Understand the IT budget breakdown by
category in various organization types
+
Build lists of organizations with top IT
expenditure estimates in your target markets.
+
Leverage IT spending pattern information to
tailor account targeting based on demographics.
+
Generate IT budget and spending forecasts
on the basis of demographic characteristics.
Value
Proposition
Application services
Helpdesk & support
Communications
Enterprise voice services
Enterprise data services
Converged services
Consulting
System design & architecture
DR & business continuity
Training & education
Ovum
Services
Ovum
Tools
Super
Themes
Industry
Industry
Technology
Technology
© Copyright Ovum.
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Ovum is an Informa
business.
Practices
Topics
Practices
Topics
Enterprise IT Spend and Staffing Metrics
Ovum’s Enterprise IT Spend & Staffing Metrics tool offers a unique insight into estimated IT expenditure and
staffing levels for organizations of all types across the globe. The tool leverages the wealth of information
that Ovum has collected around the IT spending patterns of enterprises and generates an informed picture
of demand in the form of IT spend and staffing estimates based on company demographic information.
+
Benchmark your IT spend by category
+
Benchmark your IT staffing by category
IT Spend Segment
Sub-Category
Staffing Segment
Sub-Category
Hardware
Server & storage infrastructure
IT Infrastructure
Data center related
Software
Networking infrastructure
Network related
End-user computing
Telecoms related
Software licenses
End-user computing related
Support and maintenance
Services
Applications
Application services
Application support
Infrastructure services
Application development
Helpdesk & support
Communications
Service Support
Enterprise voice services
IT Management
Converged services
System design & architecture
Business relationship
management
Training & education
Value
Proposition
Strategy and architecture
IT procurement and contract
management
Project management
DR & business continuity
23
First-line support
Second- and third-line support
Enterprise data services
Consulting
Application management
Ovum
Services
Ovum
Tools
Super
Themes
Industry
Industry
Technology
Technology
© Copyright Ovum.
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business.
Practices
Topics
Practices
Topics
Industry Profiles
Ovum’s industry profile reports provide a comprehensive formal analysis of a vertical industry
that helps technology vendors and service providers to assess market potential, target their offer
towards customer needs and business drivers, and understand the competitive landscape.
Industry coverage
Profile format
Financial services
Industry overview
Retail banking
Industry structure
Insurance
Financial markets
Current developments
Healthcare providers
Five-year spending forecast
Pharmaceuticals
Spend by sub-segment
Biotechnology
Spending outlook
Telecoms
Mobile broadband services
Market opportunity analysis
Media
Leading vendors
Energy
Oil & Gas
Major IT deals
Utilities
Top-of-mind IT issues
Transportation
24
Value
Proposition
Ovum
Services
Ovum
Tools
Super
Themes
Industry
Industry
Technology
Technology
© Copyright Ovum.
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Ovum is an Informa
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Practices
Topics
Practices
Topics
Ovum Decision Matrix
The Ovum Decision Matrix compares the
leading solutions in major enterprise and
industry-specific technology categories and
greatly reduces the time and risk involved
in product and service procurement.
Selecting the wrong product or taking too
long to procure a critical piece of
infrastructure can open the CIO up to
criticism from across the organization. That
is why IT needs to have research, tools,
and advice on markets and vendors
available during procurement projects.
Ovum has a tested and proven set of
deliverables that help IT managers make
the right decision in a timely manner. The
Ovum Decision Matrix is complemented by
an interactive tool that enables you to
personalize the comparison for your own
organization.
25
Value
Proposition
Ovum
Services
Ovum
Tools
Super
Themes
Industry
Industry
Technology
Technology
© Copyright Ovum.
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Ovum is an Informa
business.
Practices
Topics
Practices
Topics
Ovum Decision Matrix for enterprise technologies
Ovum currently provides a Decision Matrix for the following enterprise technologies,
refreshed on an 18-month cycle. (* indicates those due for update during 2013)
26

Business Intelligence *

Information Security *

Business Process Management *

Infrastructure Management *

Content Management *

Integration and Middleware *

Customer Relationship Management

IT Service Management

Data Warehousing *

Software Lifecycle Management

Enterprise Collaboration *

Unified Communications

Identity and Access Management

Enterprise Social Networking *

Mobile Device Management *

Mobile Application Management
Platforms *
Value
Proposition
Ovum
Services
Ovum
Tools
Super
Themes
Industry
Industry
Technology
Technology
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Topics
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Topics
Ovum Decision Matrix for industry technologies
Ovum is scheduled to produce a Decision Matrix for the following industry
technologies during 2013:
27

Core administration platforms for non-life
insurance

Energy distribution management
systems

Global international core banking
platforms

CRM for utilities

Clinical trial management systems

Online banking platforms

CRM for government

Home telemonitoring solutions in
healthcare

Marketing automation management
platforms

Asset management solutions for oilfield
operations

Traffic and scheduling systems for
broadcast

Advanced CRM solutions for telcos

Online video platforms for broadcast

Institutional performance management
solutions for higher education

Media asset management

Social analytics for broadcast
Value
Proposition
Ovum
Services
Ovum
Tools
Super
Themes
Industry
Industry
Technology
Technology
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Topics
2013 SUPER THEMES
28
Value
Proposition
Ovum
Services
Ovum
Tools
Super
Themes
Industry
Industry
Technology
Technology
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Practices
Topics
Practices
Topics
Ovum IT
Research Agenda
2013
Evolving IT
governance
Managing performance,
risk, and compliance
Game-changing
business analytics
Security in and
for the cloud
Adaptive
analytics
architectures
Information
governance and
compliance
Managed
mobility
in the enterprise
Delivery
model
innovation
Enterprise
services in
the cloud Managing a servicecentric approach
PaaS: innovating
software delivery
Ovum IT
Research Agenda
2013
Managing social
communities
and interactions
Strategies for a
customer-adaptive Customer Contact center
experience
technologies
enterprise
management
Exploiting the
M2M opportunity
Delivering business
value from data
integration
Big Data adoption
challenges &
opportunities
Protecting assets
outside the firewall
Redefining digital
marketing planning
and buying
Nextgeneration
enterprise
applications
Mobile
application
development
Next-generation
collaboration
and info worker
tools
BYOD strategies
in a dynamic
market
Evolving IT
organization and
service models
Transitioning to
a virtual IT
environment
Managing the
innovation
process
Reference
architectures for
emerging technologies
Established and emerging
styles of integration
Intelligent and ondemand networks
Infrastructure
consolidation through
integrated systems
Software development
in and on the cloud
Agile projects
and platforms
Embracing the consumerized
workforce to drive innovation
Adding business value
through outsourced
services
Life Sciences
& Healthcare
•
Telecoms
•
•
•
Telcos connect the dots to
turn data into insight
Can IT vendors push telcos
into the cloud?
Customer experience management:
telcos’ new frontier
•
•
•
•
Big Data in healthcare, from genomics to
RFID
Mobilizing healthcare
Security, identity, and access to healthcare
Life sciences applications migrate to the
cloud
Unlocking the potential of emerging
markets
•
•
Big Data, small data, and
everything in between
Next-generation online
learning and transformation
Slaying the BYOD and
student experience dragons
•
•
Sourcing and managing ICT in the
public sector
The frontiers of ICT-enabled
innovation in public services
The smart city as a catalyst for
transforming economies, urban
environments, and public services
•
•
•
Ovum
Ovum IT IT
Research Agenda
Research
Agenda
2013
2013
Government &
Public Sector
•
•
•
•
Education
•
Energy, Utilities
& Sustainability
Media &
Broadcast
•
•
•
•
•
Managing the migration from linear to hybrid linear
and on-demand operations
Rights and royalties management systems
Social media exploitation strategies and tools for media
CRM and e-commerce for broadcast
Digital asset management for broadcast and publishing
Mobile applications and
communications in the energy
industry
Smart grids and smart oilfields
Renewable energy: planning and
controlling distributed generation
Next-generation analytics
IT in the age of unconventional
fuels
Energy management in
buildings, industries, and
logistics
Financial
Services
Retail Banking
• Creating the modern banking platform
• Delivering innovation in payments
• Securing the retail bank
• Enhancing customer experience in the
digital channel age
Insurance
• Making better decisions through
analytics
• Optimizing insurance core
administration
• Strengthening channel management
Financial Markets
• Managing risk and regulation after
Dodd-Frank and Basel III
• Creating a multi-asset trading platform
• Buy-side technology: enabling client
growth
Super Theme: Managing enterprise risk, security, and
compliance
Description of topic
With ICT an integral part of today’s digital business,
organizations must manage the associated risk as a
business issue, rather than seeing it as purely an IT
concern. Changing delivery models are increasing the
complexity of the security landscape, but top-performing
organizations treat effective security and risk management
as a core capability for managing business performance,
and as a competitive differentiator, rather than as a burden.
For the CIO and Chief Information Security Officer, cloud
and mobility are adding to the complexity of the landscape,
and are requiring new approaches to extend security
outside of the firewall, and to provide rapid risk intelligence
and response. This theme focuses on a joined-up approach
to governance, risk, and compliance, which can provide
effective insight at operational and strategic levels.
32
Value
Proposition
Ovum
Services
Ovum
Tools
Ovum IT
Research Agenda
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Super
Themes
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Industry
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Topics
Super Theme: Managing enterprise risk, security, and
compliance
33
Signature research
Related industry topics
•
Information governance and compliance
•
•
Security in and for the cloud
Securing the retail bank: tackling
financial crime and IT security
•
Protecting assets outside the firewall
•
Privacy and security in healthcare: the
battle to keep pace
•
Managing performance, risk, and
compliance
•
Managing risk and regulation in financial
markets after Dodd-Frank and Basel III
•
Evolving IT governance
•
Remaining in regulatory compliance in
insurance
•
Privacy and security: consentmanagement technologies help telcos
forge new roles as trusted identity
brokers
Value
Proposition
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Tools
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Themes
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Industry
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Practices
Topics
Super Theme: Exploiting information for business
insight
Description of topic
New sources of data and advances in technologies for
analytics are providing organizations with improved
strategic insights, helping to optimize processes, and
informing operational decisions, all at a speed that has
hitherto been unachievable. However, exploiting these
opportunities does require some significant effort on three
fronts. Culturally, the organization must promote and
enable information sharing, collaboration, and fact-based
decision making. Secondly, effective data management
processes and strong information governance are essential
to provide a consistent view across the organization.
Finally, incorporating new capabilities such as Big Data
analysis requires architectural change including the
definition of a broader analytics platform, and the provision
of end-user tools for analysing and visualizing trends in
large data sets. This theme focuses on managing the
information assets of the business, and applying analytics
to create business value and insight.
34
Value
Proposition
Ovum
Services
Ovum
Tools
Ovum IT
Research Agenda
2013
Super
Themes
Industry
Industry
Technology
Technology
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Topics
Practices
Topics
Super Theme: Exploiting information for business
insight
Signature research
Related industry topics
•
Game-changing technologies for
analytics
•
Making better decisions in insurance
through analytics
•
Competing with Big Data
•
•
Big Data adoption challenges and
opportunities
Applying more powerful analytics to
institutional data in higher education
•
Dealing with the data tsunami in
healthcare: BI and analytics come to the
fore
•
Next-generation analytics in exploration
and production
•
Unlocking business value with analytics
•
Next-generation enterprise applications
•
35
Delivering business value from data
integration
Value
Proposition
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Super Theme: Transforming service delivery
Description of topic
Providing the high-quality services that underpin business
processes is a priority for most organizations, but requires
a move beyond a purely IT-centric approach to delivery.
Cloud, shared services, and more flexible outsourcing
arrangements provide a wider range of options for the CIO,
but must be successfully orchestrated into a business
service platform that can react quickly to changing
business requirements, and to disruptive trends such as
bring your own device (BYOD), social networking, and
consumerization. This will in turn impact both the operation
of the IT organization, as more emphasis is put on software
development and deployment in the cloud, and the go-tomarket strategies of service providers looking to remain
competitive in this changing environment.
36
Value
Proposition
Ovum
Services
Ovum
Tools
Ovum IT
Research Agenda
2013
Super
Themes
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Industry
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Technology
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Practices
Topics
Super Theme: Transforming service delivery
37
Signature research
Related industry topics
•
Transformation and modernization in
outsourced services
•
Optimizing insurance core administration
•
Go-to-market strategies and partner
ecosystems for IT services
•
Cloud computing in life sciences: not just
for data
•
Enterprise services in the cloud
•
Can IT vendors push telcos into the
cloud?
•
Managing a service-centric approach
•
•
Platform-as-a-service: innovating
software delivery
Sourcing and managing ICT in the public
sector
•
Software development in and on the
cloud
•
Verticalization of IT services
Value
Proposition
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Services
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Tools
Super
Themes
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Industry
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Technology
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Practices
Topics
Super Theme: Promoting ICT-enabled business
innovation
Description of topic
In a digital world, technology is seen by business leaders
as a primary source of innovation and competitive
advantage, but the most successful companies are better
able to build a pipeline of innovation, and to systematically
translate this into business improvement and reinvention.
This theme focuses on the innovation process, and on
aligning the IT organization and service delivery model to
support it. It discusses how organizations can adopt a more
agile platform and project approach that enables a faster
response to new business requirements and opportunities,
It also explores how a wider range of inputs from
employees, consumers, and suppliers can be leveraged as
sources of innovation, and explains the opportunities for
service providers and vendors to partner with their
customers to support this process.
38
Value
Proposition
Ovum
Services
Ovum
Tools
Ovum IT
Research Agenda
2013
Super
Themes
Industry
Industry
Technology
Technology
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Practices
Topics
Super Theme: Promoting ICT-enabled business
innovation
39
Signature research
Related industry topics
•
Evolving IT organization and service
models
•
The frontiers of ICT-enabled innovation
in public services
•
Managing the innovation process
•
•
Agile projects and platforms
Consumerization of IT: what it means for
healthcare
•
Managing requirements to meet
expectations and exploit an agile
approach
•
IT meets tough oil & gas environments
and unconventional fuels
•
Next-generation online learning and
transformation in higher education
•
Embracing the consumerized workforce
to drive innovation
•
Adding business value through
outsourced services
Value
Proposition
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Tools
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Super Theme: Modernizing ICT and
operational platforms
Description of topic
Organizations must balance the adoption of new
technologies while continuing to modernize and extract
value from their existing IT investments. From an
infrastructure perspective, this involves further virtualization
and automation that leads towards a private or hybrid cloud
environment, and the adoption of standardized integrated
systems to support consolidation and reduce management
complexity. For the application portfolio, consolidation is
also a key objective with an expanding range of
deployment options, but also requires an integration
approach that can support both on-premise and public
cloud-based applications. However, the convergence of
operational and information technology means that IT
systems are as likely to be found embedded in a business
asset or process as they are to sit in a data center, so
modernization is often explicitly linked with business
change, and an enterprise architecture is a vital part of
managing these in tandem.
40
Value
Proposition
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Services
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Tools
Ovum IT
Research Agenda
2013
Super
Themes
Industry
Industry
Technology
Technology
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Topics
Super Theme: Modernizing ICT and
operational platforms
41
Signature research
Related industry topics
•
Transitioning to a virtual IT environment
•
Creating the modern banking platform
•
Reference architectures for emerging
technologies
•
Managing the migration to on-demand
broadcast operations
•
Established and emerging styles of
integration
•
•
Intelligent and on-demand networks
The impact of cloud and multi-platform
disruption on the architecture of
broadcast
•
Infrastructure consolidation through
integrated systems
Value
Proposition
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Topics
Super Theme: Succeeding in a mobile, social, and
connected world
Description of topic
The highly mobile, social, and always-on connected world
in which we now live has had a profound effect on
business, extending the reach of IT systems to interact
directly with the human and physical environments. The
impact of consumerization has been hugely disruptive from
employee, customer, and citizen perspectives, and is
requiring organizations to adopt new channels for
engagement at a frenzied pace. However, disjointed
solutions will not stand the test of time, so this theme
focuses on the strategies that enterprises must adopt to
support mobile and social working, and interaction with
customers and citizens over these same channels. It also
explores the longer-term impact of machine-to-machine
communications, and how this context can enable
operational and strategic business change.
42
Value
Proposition
Ovum
Services
Ovum
Tools
Ovum IT
Research Agenda
2013
Super
Themes
Industry
Industry
Technology
Technology
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Topics
Practices
Topics
Super Theme: Succeeding in a mobile, social, and
connected world
Signature research
Related industry topics
•
Mobile application development
•
•
Building and managing customer-facing
native and mobile apps
Social media exploitation strategies and
tools for media
•
Adopting a long-term mobile strategy in
higher education
•
Delivering innovation in payments:
operational models and the impact of
mobile and contactless payments
•
The smart city as a catalyst for
transforming economies, urban
environments, and public services
•
Can mobile applications for utilities be
made more appealing and effective?
•
•
BYOD strategies in a dynamic market
•
Managed mobility in the enterprise
•
43
Next-generation collaboration and
information worker tools
Exploiting the M2M opportunity
Value
Proposition
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Tools
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Themes
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Industry
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Super Theme: Building the customer-adaptive
enterprise
Description of topic
Understanding customers and engaging with them to
provide a personalized, responsive experience is the top
priority for business leaders. However, with customers
seizing the balance of power in these relationships, and
new technologies further disrupting the status quo,
engagement is more complex to manage. It is therefore
imperative for organizations not only to deliver a seamless
multi-channel customer experience, but to manage the
customer relationship as a fundamental business strategy,
and to align cultural change and enabling technology
behind this goal. This theme focuses on customer
experience, customer insight and analytics, CRM, and
customer lifecycle management, as well as on the
supporting capabilities such as workforce optimization,
social business, and digital marketing automation that form
part of a customer-adaptive strategy.
44
Value
Proposition
Ovum
Services
Ovum
Tools
Ovum IT
Research Agenda
2013
Super
Themes
Industry
Industry
Technology
Technology
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Practices
Topics
Practices
Topics
Super Theme: Building the customer-adaptive
enterprise
45
Signature research
Related industry topics
•
Customer experience management
•
•
Contact center technologies
Enhancing the banking customer
experience in the digital channel age
•
The customer adaptive enterprise:
transformational CRM
•
Telco CEM: a new battleground for IT
vendors
•
Managing social communities and
interactions
•
Strengthening channel management in
insurance
•
Reaching the connected consumer:
redefining digital marketing, planning,
and buying
•
Crossing the ratings divide: CRM and ecommerce for broadcast
Value
Proposition
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INDUSTRY PRACTICE
OVERVIEWS
46
Value
Proposition
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Practice Overview: Retail Banking Technology
47
Description of practice
Analysts
Rather than follow a smooth road to full recovery, 2013
looks set to provide a rough and uneven path for the retail
banking industry. Lacklustre economic growth prospects in
most developed markets create an uphill setting for income
growth, while the impact of political and regulatory
demands will congest core revenue lines and drive
additional operational costs. While compliance will remain
dominant on the executive agenda, with data privacy and
tackling financial crime key demands, banks will be forced
to address the customer satisfaction issue to improve the
revenue growth trajectory. This will drive a focus on
enhancing the customer experience, with the need to
effectively work across the online and mobile channels, and
increasingly social media, in a consistent, user-friendly and
integrated manner. In turn, this will demand investment not
just in the front office but in the wider banking platform to
streamline customer-facing business processes to improve
performance and deliver efficiency.
Daniel Mayo
Practice Leader
Value
Proposition
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Practice Coverage: Retail Banking Technology
48
Core Coverage
2013 Signature Research
Ovum’s Retail Banking research stream looks at
the industry trends and drivers that influence banks’
technology strategies. Aside from general IT
investment trends, coverage includes:
•
Delivering innovation in
payments: operational
models and the impact of
mobile and contactless
payments
•
Creating the modern banking
platform: examining the
benefits, and best practice in
deployment
•
Securing the retail bank:
tackling financial crime and
IT security
•
Enhancing customer
experience in the digital
channel age
•
The impact of new regulations
•
Renovating the banking platform
•
Enhancing online banking
•
Developments in mobile banking
•
Innovation in retail payments
•
The impact of social media
•
Data protection and privacy
•
Managing risk and compliance
Value
Proposition
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Tools
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Practice Overview: Financial Markets Technology
49
Description of practice
Analysts
The capital markets are in the eye of a perfect storm,
resulting from the combination of a sharp increase in
regulatory scrutiny in the wake of the global financial crisis,
trading volumes depressed by the worldwide economic
slowdown, market volatility in response to major problems
such as the sovereign debt crisis in the eurozone, and a
general lack of investor confidence. The likelihood of a
regulated end to proprietary trading on the part of
investment banks increases their reliance on fees from
buy-side customers as their primary source of revenue, but
the buy side has become less faithful to its brokers. It is
thus the corporate banking side of major financial
institutions that must make up any shortfall in revenue from
the investment bank. Wealth management too faces a
challenging environment in which return on investment
from its customers' portfolios is no longer so easy to
guarantee. As a result, the customers are more fickle, so
there is a need to demonstrate better service to keep them.
Daniel Mayo
Practice Leader
Value
Proposition
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Practice Coverage: Financial Markets Technology
50
Core Coverage
2013 Signature Research
The Financial Markets research stream looks at the
industry trends and drivers that influence market
participants' technology strategies. As well as
general IT investment trends, coverage includes the
following topics:
•
Managing risk and regulation
after Dodd-Frank and Basel
III
•
Creating a multi-asset
trading platform
•
Buy-side technology:
enabling client growth
•
Regulation and compliance
•
Automated trading strategies
•
Enhancing alpha generation
•
Liquidity risk management
•
Cash management and treasury
•
Cost optimization
Value
Proposition
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Practice Overview: Insurance Technology
51
Description of practice
Analysts
The global insurance industry is facing unprecedented
challenges as growth in the mature markets stalls while
significant opportunities exist for those insurers that can
respond rapidly to the emerging needs of the developing
markets in the Asia-Pacific region. In 2013 and beyond,
insurers will find themselves competing in a dramatically
changed landscape where success will require a significant
redesign of strategies, business models, customer
engagement, products, distribution channels, and the
requisite supporting business operations. The
transformation of the landscape of risk is being driven by
stricter regulations, continuing economic uncertainty within
major markets, more demanding customers, and a
seemingly never-ending expansion of the digital domain
which exerts pressure on insurers’ go-to-market strategies,
business operations, and risk-management practices. As
an industry whose essence is entirely information,
insurance companies must effectively and efficiently apply
current and emerging technologies to best compete in the
ever-changing landscape of risk.
Barry Rabkin
Principal Analyst
Value
Proposition
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Practice Coverage: Insurance Technology
Core Coverage
2013 Signature Research
The insurance technology research encompasses
the key industry segments of:
•
Making better decisions
through analytics
•
Individual and group life insurance
•
•
Personal and commercial non-life insurance
Optimizing insurance core
administration
•
Strengthening channel
management
•
Remaining in regulatory
compliance
Major coverage areas include:
52
•
Marketing and distribution
•
Customer engagement and channels
•
Optimizing operational performance
•
Technology and operational sourcing strategies
•
The implications of industry dynamics on IT
adoption
•
Strategies of technology vendors operating in
the global insurance industry
Value
Proposition
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Practice Overview: Media & Broadcast Technology
53
Description of practice
Analysts
Ovum’s Media & Broadcast Technology research practice
delivers actionable, value-enhancing advice along the
premium video and digital publishing value chains. Ovum is
an established advisor to studios, broadcasters, pay-TV
providers, and digital entertainment retailers on commercial
strategy, next-generation enterprise architecture, and
vendor selection. We are positioned to be a facilitator to
both the buy side and the sell side of the broadcast
technology market to enable complex transition from an
audience relationship to a customer relationship. Ovum is
also generating unique data sets that are of paramount
importance in this rapidly evolving market, such as
mapping of 455 OTT players worldwide, including pricing,
distribution platform, and technology architecture
intelligence.
Adrian Drury
Practice Leader
Value
Proposition
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Practice Coverage: Media & Broadcast Technology
54
Core Coverage
2013 Signature Research
Ovum’s Media & Broadcast Technology research
covers topics including, but not restricted to:
•
Managing the migration to ondemand broadcast operations
•
Next-generation digital asset management for
multichannel publishing
•
•
Media asset management for broadcast
The impact of cloud and multiplatform disruption on the
architecture of broadcast
•
The evolution of traffic, scheduling, and air-time
sales systems
•
Rights and royalties
management for an on-demand
broadcast market
•
The integration of social and broadcast, ecommerce and CRM for multi-screen video
services
•
Getting the marriage right: social
media exploitation strategies and
tools for media
•
Best-practice design configurations for secondscreen companion applications.
•
Crossing the ratings divide: CRM
and e-commerce for broadcast
•
Digital asset management for
news and magazine publishers
Value
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Practice Overview: Government Technology
55
Description of practice
Analysts
Governments and agencies around the world face
increasing challenges as they seek to adapt to slowing
economies, global population dynamics, and the everincreasing expectations of citizens and businesses for
more effective policy interventions and more innovative
public services. The rapidly evolving technology landscape
creates additional challenges but is also a source of
opportunities for smarter approaches to solving old
problems. While ICT is sometimes seen as a cost to be
contained, it has never been more important as an enabler
of reform and transformation in government. ICT is now so
deeply embedded in service delivery that both the day-today operations of government and the ability to implement
reforms depend on effective and efficient management of
public sector ICT capabilities. Sound decisions about ICT
are now essential for better government. Ovum’s goal is to
provide the relevant and impactful research necessary to
enable executives to understand trends and leading
practices and to make these sound decisions.
Joe Dignan
Chief Analyst
Value
Proposition
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Tools
Steve Hodgkinson
Research Director
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Practice Coverage: Government Technology
56
Core Coverage
2013 Signature Research
•
Central/federal government technology
•
•
Local/state government technology
The frontiers of ICT-enabled
innovation in public services
•
Strategy, selection, and deployment of ICT
solutions in government
•
•
Agency ICT strategies in Europe and AsiaPacific
The smart city as a catalyst for
transforming economies, urban
environments, and public
services
•
Sourcing and managing ICT in
the public sector
Value
Proposition
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Practice Overview: Education Technology
57
Description of practice
Analysts
The rapid pace of change in the education industry coupled
with accelerating technological innovation and end-user
preferences is requiring education institutions to plan for a
future where the only certainty will be increased demand
for services and fewer resources with which to deliver
them. The campus and classroom experiences will be
radically transformed, changing everything from how and
where instruction is delivered, to what methods are used to
conduct research, and even in what ways faculty, staff, and
students engage with one another over the course of the
entire student lifecycle. In response to these demands,
institutions are reconsidering their strategies for buying,
maintaining, and delivering IT services. In the near to
medium term, even the most entrenched beliefs and
established approaches, such as solution customization
and on-premise delivery, will be under review in order to
transform the institutional IT landscape into one capable of
far more flexibility, agility, and even efficiency.
Nicole Engelbert
Practice Leader
Value
Proposition
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Practice Coverage: Education Technology
Core Coverage
2013 Signature Research
•
IT adoption and utilization among education
institutions at the primary, secondary, and
tertiary levels, with a particular focus on
universities and colleges
•
•
The impact of important technology-enabled
trends such as increased mobility, customer
experience (CX), and leveraging analytics to
improve institutional performance
Big Data, small data, and
everything in between: the
potential and practicalities of
applying more powerful analytics
to institutional data
•
Slaying the BYOD and student
experience dragons: adopting a
long-term mobile strategy in
higher education
•
More of the same or substantive
change? Next-generation online
learning and transformation in
higher education
•
•
58
Strategy, selection, and deployment of ICT
products and solutions at education institutions
in the North America, Europe, and Asia-Pacific
regions
Analysis of education-specific technologies,
including SIS, CRM, IPM, and academic
technologies such as LMS, digital textbook, and
lecture capture solutions
Value
Proposition
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Practice Overview: Healthcare Technology
59
Description of practice
Analysts
The pressure on healthcare systems and budgets is
growing. In developed countries, ageing populations and
lifestyle changes have resulted in rising levels of chronic
diseases in citizens who also have higher expectations for
the quality of healthcare. In developing nations, population
growth – combined with an expanding middle class – is
resulting in greater demand for better and more equitable
health services. These developments far outpace the
resources, both professional and financial, of most
healthcare systems around the world. Consequently,
healthcare reform is at the top of the political agenda in
nearly every country from North America to Europe and
Asia-Pacific. Technology will increasingly underpin the
transformation of healthcare as governments, providers,
and users all press for change. The effective use of
innovative technology and services, ranging from electronic
health records (EHRs) to remote monitoring, from data
analytics to mobile health applications, is crucial to
ensuring the sustainability of healthcare.
Charlotte Davies
Lead Analyst
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Practice Coverage: Healthcare Technology
Core Coverage
2013 Signature Research
•
IT adoption and utilization among healthcare
providers, payers, and patients
•
•
The impact of important technology-enabled
trends such as increased mobility, personalized
data, and collaborative working on the
healthcare sector
Dealing with the data tsunami:
business intelligence and
analytics come to the fore
•
Privacy and security: the battle to
keep pace
•
Consumerization of IT: what it
means for healthcare
•
EHRs: no longer if but when?
•
60
Strategy, selection, and deployment of ICT
products and solutions in healthcare in North
America, Europe, and Asia-Pacific regions
•
Analysis of healthcare-specific technologies,
including EHRs, PHRs, telehealth, and PACS
•
The integration of healthcare technology and
solutions into wider ecosystems such as smart
cities and drug discovery
Value
Proposition
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Practice Overview: Life Sciences Technology
61
Description of practice
Analysts
The challenges facing the life science industry have never
been greater. Healthcare payers are demanding greater
value for their money, at a time when pharmaceutical
companies are facing a period of diminishing expectations
due to loss of patent protection for many blockbuster drugs
and poor pipeline productivity. To meet these challenges,
the life science industry is undergoing a transformation,
exploring new markets, sourcing more R&D externally, and
entering into collaborations with academic, government,
and other stakeholders, all of which has led to a
fragmentation of the value chain. To support these
structural changes within the industry, drive innovation, and
optimize efficiency, life science companies are increasingly
turning to advances in technology. The expectation is that
new technologies will cut cycle times to market, implement
new commercial models, facilitate collaboration with
diverse partners, and further the promise of personalized
medicine.
Andrew Brosnan
Senior Analyst
Value
Proposition
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Practice Coverage: Life Sciences Technology
Core Coverage
2013 Signature Research
•
•
Dealing with the health sciences
data deluge
•
Personalized medicine is the
ultimate goal
•
Cloud computing is not just for
data
•
Big pharma is turning to
emerging markets for growth
•
•
62
Strategy, selection, and deployment of IT
products and solutions in the life sciences in
North America, Europe, and Asia-Pacific regions
Analysis of enterprise technologies such BI and
analytics, CRM, ERP, and SCM
Analysis of pharma-specific technologies such
as lab informatics, e-clinical IT, drug safety
solutions, detailing solutions
•
Analysis of regulatory compliance programs
such as EHR and track and trace
•
The impact of trends such as cloud and Big Data
on the healthcare ecosystem
•
The contribution of new technologies to drug
discovery programs and the advent of
personalized medicine
Value
Proposition
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Practice Overview: Utilities Technology
63
Description of practice
Analysts
While utilities have traditionally been slow-moving beasts
when it comes to adoption of technology, unprecedented
change in the industry is forcing utilities’ hands, with
pressures at the top of the agenda including the aging
workforce, aging infrastructure, operational inefficiencies,
fuel price volatility, market liberalization, and technological
advancements through smart metering and smart grid
projects. Of these pressures, smart metering and smart
grids are the principal drivers for technology investment in
the utilities industry, and will remain so for the next decade
at least. This research stream assists both utilities and
technology vendors to better understand the wider
business context and benefits of and barriers to investment
in new technologies.
Stuart Ravens
Principal Analyst
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Practice Coverage: Utilities Technology
64
Core Coverage
2013 Signature Research
•
Advanced distribution management systems and
the smart grid
•
•
Distributed generation
Managing the smart grid: the
applications vital to the operation
of a smart grid, or the option to
outsource
•
Mobile applications in the utilities industry
•
•
Big Data in the utilities industry
Renewable energy: planning and
controlling distributed generation
•
Energy management
•
Can mobile applications for
utilities be made more appealing
and effective?
•
Big Data, big challenge
•
Energy management – huge
opportunities, huge threats
Value
Proposition
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Practice Overview: Upstream Oil and Gas Technology*
Description of practice
Analysts
The oil & gas industry is among the world’s wealthiest, but
its upstream segment – exploration and production, known
as E&P – has not been a leader in the use of information
technology. IT evolves at a lightning pace, while E&P
companies, with their extensive fixed assets and deeply
embedded processes, are slower to change. The result is a
gap that creates an attractive market opportunity for IT
providers, and a chance for forward-thinking oil and gas
producers to exploit IT more effectively as a strategic
advantage. These opportunities form the basis of a new
research stream focused on the ways in which innovative
IT can help E&P companies improve efficiency, safety,
production, and overall competitiveness.
Warren Wilson
Lead Analyst
* Note: Oil and Gas is a provisionally planned
research stream for 2013
65
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Practice Coverage: Upstream Oil and Gas Technology
Core Coverage
2013 Signature Research
•
Next-generation IT solutions for asset
management and production management
•
Creating the “smart" oilfield:
closing the IT gap
•
Competitive dynamics in the oil & gas industry
as IT vendors challenge – and partner with –
entrenched incumbents
•
Oilfield communications poised
for change
•
Next-generation analytics in
exploration and production
•
IT meets tough oil & gas
environments and
unconventional fuels
•
66
How IT can help reduce injuries and fatalities in
a highly dangerous industry
•
New integration and analytics solutions that can
help oil & gas companies derive new levels of
insight from massive amounts of operations data
•
New communications technologies and data
standards that can unify formerly isolated
domains within oil & gas exploration and
production
Value
Proposition
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Practice Overview: Telecoms Technology
67
Description of practice
Analysts
Telecommunications operators face huge challenges in an
increasingly saturated and competitive market where their
services are being commoditized and their margins are
shrinking. Telcos are under pressure to reduce operating
costs, differentiate service, enhance customer experience,
and generate new revenue streams. Telco-focused IT
vendors are vying to help their customers manage these
thorny issues. They are building next-generation solutions
that analyze customers’ usage patterns and future needs
so that telcos can optimize their customers’ experience and
rapidly roll out profitable new services. Ovum expects
telcos will spend substantially on customer experience
management and related technologies to secure
operations. They will also invest in data management
technologies to create new revenue streams by making
better use of network assets and customer data they
already own.
Warren Wilson
Lead Analyst
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Practice Coverage: Telecoms Technology
68
Core Coverage
2013 Signature Research
•
•
IT vendors jump on the Big Data
bandwagon
•
Privacy and security: consent
management technologies help
telcos forge new roles as trusted
identity brokers
•
Can IT vendors push telcos into
the cloud?
•
Telco CEM: a new battleground
for IT vendors
Reliable data management and analytics
technologies for telcos to monetize network
operations and customers' data
•
The impact of technology-enabled trends such
as increased mobility, personalized data, and
cloud-based models
•
Strategy, selection, and deployment of ICT
solutions in the telecoms industry across North
America, Europe, and Asia-Pacific regions
•
Analysis of telecoms-specific technologies,
including subscriber data management (SDM),
customer experience management (CEM),
proximity marketing, and social media analytics
•
Exploring new business models for the telecoms
industry
Value
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INDUSTRY RESEARCH
TOPICS
69
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Delivering innovation in payments: operational models
and the impact of mobile and contactless payments
Description of topic
The threat of disintermediation in the payment value chain
due to the potential of new players entering the market
through the mobile channel has awakened innovation in the
payments space. While developing a profitable business
model remains an ongoing challenge, banks are being
required to invest in m-payment capability regardless to
stay ahead of the game, with banks needing to decide
whether to leverage m-banking platforms and customer
bases or lead with new offerings. They also need to keep
abreast of new technology and market development to
ensure they retain a position in the end-game value chain.
Retail
Banking
Technology
Analysts
Dan Mayo
Denise Montgomery
Jaroslaw Knapik
70
Value
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Creating the modern banking platform: examining the
benefits, and best practice in deployment
Description of topic
Business mindsets around the need for banking platform
consolidation and modernization have shifted from denial
and deferment to intent for many banks. While this makes it
easier to create the business case for modernization, the
next stage is for the bank to understand how successful
transformation can be achieved. New platforms allow
banks to develop improved operating models. Considering
best practice here in respect to multi-entity and multi-region
structures, while driving business process standardization
and consolidation, is essential to maximize value
realization.
Retail
Banking
Technology
Analysts
Daniel Mayo
Denise Montgomery
Jaroslaw Knapik
71
Value
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Securing the retail bank: tackling financial crime and
IT security
Description of topic
The post-financial-crisis regulatory wave continues
unabated, with regulators keen to demonstrate their
toughness through record fines for compliance breaches.
At an operational level, this is driving an ongoing focus on
tackling financial crime and ensuring compliance, with the
need to strengthen anti-money laundering controls, prevent
and investigate fraud, and maintain data security and
privacy. Technology is becoming an ever-important enabler
in these across the compliance lifecycle, enabling control,
automation, and reporting. However, firms must also
manage the increasing cost of the required investment to
drive synergies and broader business benefits.
Retail
Banking
Technology
Analysts
Daniel Mayo
Denise Montgomery
Jaroslaw Knapik
72
Value
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Enhancing customer experience in the digital channel
age
Description of topic
Banks are slowly realizing that the quality of the end-to-end
customer experience, through marketing to sales to
origination to servicing, is a key factor in driving up- and
cross-sell levels. However, with customer expectations
around the interaction experience rising, particularly with
the mobile, social world heightening demands around
responsiveness, immediacy, and the user experience,
banks need to genuinely move into the realtime world,
effectively incorporating analytical intelligence into
customer communications and interaction.
Retail
Banking
Technology
Analysts
Daniel Mayo
Denise Montgomery
Jaroslaw Knapik
73
Value
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Managing risk and regulation after Dodd-Frank and
Basel III
Description of topic
The regulatory tsunami shows no sign of letting up, with
Dodd-Frank still requiring two-thirds of its provisions to be
transposed into regulation, while in Europe MiFID II is
edging towards a 2015 implementation, with a host of other
rules and regulations heading for the statute books in both
geographies. Basel II, meanwhile, is set to impact banks
globally. Compliance with a multitude of regulations across
the globe requires a rational approach that lays the
common foundations, regardless of geography and specific
rule. Risk in all its multiple flavors (credit, market, liquidity,
and operational) is very much the order of the day and will
remain so, requiring investment to derive enterprise-wide
views of exposure and actionable intelligence on how to
adjust positions in a timely fashion.
Financial
Markets
Technology
Analysts
Rik Turner
Daniel Mayo
74
Value
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Creating a multi-asset trading platform
Description of topic
Trading on the cash equities market, particularly in the
most mature economies, has been automated to such a
degree that margins have become paper-thin, forcing
market participants to look elsewhere for profitability. In part
the answer is geographical – hence the interest in markets
such as Moscow, Toronto, Hong Kong, and São Paulo –
but there is also a diversification dimension, whereby the
disciplines already applied to exhaustion in cash equities
are extended to new asset classes such as FX, bonds, and
even exchange-traded derivatives. This requires the
development of multi-asset trading platforms, the ultimate
goal being one that can handle so-called multi-leg
operations in which several asset classes are traded as
part of a single order.
Financial
Markets
Technology
Analysts
Rik Turner
Daniel Mayo
75
Value
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Buy-side technology: enabling client growth
Description of topic
While the sell side is characterized by a small number of
relatively large institutions whose huge IT budgets have
come under pressure as a result of the global financial
crisis, the buy side is made up of hundreds of smaller firms
whose budgets were already tighter to begin with. In such a
scenario, outsourcing of functions such as trade execution
has become increasingly attractive, leaving buy-side firms
to focus on where they can achieve competitive
differentiation for their clients, i.e. in overall trading strategy.
They are also becoming less faithful to their sell-side
brokers since the Lehman debacle, so managing multibroker relationships is a further technological challenge.
Financial
Markets
Technology
Analysts
Rik Turner
Daniel Mayo
76
Value
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Making better decisions through analytics
Description of topic
The more informed insurers have a competitive advantage
over their competitors. Insurers must be able to use a wide
spectrum of analytical capabilities from business analytics
to location intelligence to unstructured data analysis to
identify profitable growth areas, develop products faster
than their competitors, provide better service to customers
and channels, and remain in regulatory compliance. Our
research will encompass the analytical capabilities that
insurers should use or are using to become better
informed.
Insurance
Technology
Analysts
Barry Rabkin
Charles Juniper
77
Value
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Optimizing insurance core administration
Description of topic
The insurance industry faces huge challenges as insurers
look to dramatically improve the effectiveness of their core
administration function. Many insurers continue to operate
with multiple legacy systems that prevent them from
delivering the flexibility, responsiveness, and efficiency
demanded by today’s customers, intermediaries, and
regulators. Our research will investigate the key
transformational and sourcing strategies that are emerging
as insurers seek to overcome these challenges and how
technology vendors are responding to support the
insurance industry.
Insurance
Technology
Analysts
Charles Juniper
Barry Rabkin
78
Value
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Strengthening channel management
Description of topic
Channels, whether they are face-to-face or indirect, need to
become increasingly more technology-enabled to make it
easier for insurance agents, brokers, and financial advisors
to conduct business with the insurance industry. Our
research will investigate how insurers should be or are
identifying and implementing a widening (and more socialmedia-enabled) range of technology solutions to strengthen
their channel management portfolio.
Insurance
Technology
Analysts
Barry Rabkin
Charles Juniper
79
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Remaining in regulatory compliance
Description of topic
The insurance industry is one of the most regulated
industries in the world. Whether from governments (at
national level or state level in the case of the US) or from
the insurance industry itself, insurers must comply with
increasingly more stringent regulations relating to capital
adequacy, transparency, product filings, and rates. Our
research will delve into the changing regulatory
environment and what insurers should be or are doing with
technology to comply with all levels of regulation.
Insurance
Technology
Analysts
Charles Juniper
Barry Rabkin
80
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Managing the migration from linear to personalized,
on-demand broadcast operations
Description of topic
The broadcast industry is now unequivocally in transition to
a model where a connected audience is increasingly in
control of a multi-platform viewing experience. This creates
opportunities to grow audiences, e-commerce, and ad
revenues, but it is inverting the traditional service model of
broadcast as it shifts from delivering a single stream of
curated content to a large number of viewers to delivering a
large number of contiguous, personalized streams based
on viewer preferences and behaviour. This is requiring new
approaches to media management, automation workflow
orchestration, and service delivery. Ovum will be examining
best practice for IT and broadcast engineering in 2013.
Media and
Broadcast
Technology
Analysts
Adrian Drury
81
Value
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The impact of cloud and multi-platform disruption on
the systems and architecture of broadcast
Description of topic
The cloud and high-speed IP-based networking are
impacting or will impact all stages of the production and
distribution model for professionally produced video
content. Whether new models of collaboration between
freelance teams working out of virtualized broadcast
facilities or restructuring play-out services to encompass
VOD media management, this is a value chain in transition.
Ovum will be mapping the evolving players, new service
strategies, and technical, operational, and commercial
requirements to exploit this new world.
Media and
Broadcast
Technology
Analysts
Adrian Drury
82
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Rights and royalties management, and traffic and
scheduling systems for an on-demand broadcast market
Description of topic
As the broadcast industry moves into a multi-platform
future, it is exposing the weaknesses in the rights and
royalties management systems used by many in the
content supply chain. The lack of standardization is also
creating massive complexity and risk for any rights and
royalties management systems project. Similarly, traffic and
scheduling systems are geared to linear operations rather
than acting as an integrated linear and multi-platform
business management system hub. In 2013, Ovum will be
assessing developments in rights and royalties
management as well as how next-generation broadcast
business management systems are bringing nextgeneration analytics into home entertainment operations.
83
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Media and
Broadcast
Technology
Analysts
Adrian Drury
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Getting the marriage right: social media exploitation
strategies and tools for media
Description of topic
Social media is proving to be a highly valuable tool for
broadcasters, producers, and pay-TV operators as a way to
build brand, acquire audience cheaply, and move beyond
the ratings divide to develop a direct dialog with the
audience and understand exactly who they are. Companion
screen usage has opened up this talk channel it is proving
effective. Ovum will explore best practice, the tools
available to manage the social communications stream and
integrate into live video services while maintaining
regulatory compliance, and how this can exploited for
programming decisioning and ad spot innovation.
Media and
Broadcast
Technology
Analysts
Adrian Drury
Richard Edwards
84
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Crossing the ratings divide: CRM and e-commerce for
broadcast
Description of topic
As broadcast becomes personal, so broadcast has to move
from an audience relationship to a customer relationship.
This is the reality of successfully deploying tVOD and
sVOD services to a catch-up platform audience. However,
in the past CRM has never been a required system in
broadcast. This function has been fulfilled by audience
panels. This is creating a new set of requirements for CRM
and e-commerce systems for broadcast. Ovum will be
examining deployment and implementation case studies,
and a range of offerings from vendors in the market.
Media and
Broadcast
Technology
Analysts
Adrian Drury
85
Value
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Digital asset management for news and magazine
publishers
Description of topic
As news and magazine publishing adapts to a market in
which digital is increasingly the dominant distribution
channel, there is a growing need for centralized digital
asset management systems that enable assets to be
exploited via different publication brands, portals and
devices. As analytics and CRM enable service
personalization and syndication of digital audiences, in
2013 Ovum will explore best-practice digital asset
management for news and magazine publishing.
Media and
Broadcast
Technology
Analysts
Adrian Drury
86
Value
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Sourcing and managing ICT in the public sector
Description of topic
Approaches to sourcing and managing ICT capabilities are
rapidly evolving in response to budget pressures,
technology trends, and the emergence of new sourcing
strategies based on cloud services. Governments and their
agencies have an increasing range of ICT options and
need better frameworks for understanding the benefits and
risks of in-house ICT, internal shared services, traditional
outsourcing, and cloud services. Ovum’s research will
focus on cloud services trends, exemplars, and leading
practices in cloud services, including case studies,
catalysts for adoption, and major risk issues such as data
sovereignty. Trends in shared services strategies and their
implementation will be examined, along with the evolution
of the CIO role, the ICT function, and approaches to ICTenabled business transformation projects.
Government
Technology
Analysts
Steve Hodgkinson
Joe Dignan
Jessica Hawkins
Nishant Shah
87
Value
Proposition
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The frontiers of ICT-enabled innovation in public
services
Description of topic
Technology is driving and enabling far-reaching
transformations in public services. Mobile devices are
becoming important new catalysts for service innovation.
Social networking and collaboration technologies are being
used in new ways to engage citizens and agency staff in
policy and service innovation. Data analytics is emerging
as an important enabler of better evidence-based policy
programs and more responsive services. Ovum’s research
will explore leading practices in the adoption of these
technologies and the implications for ICT management in
agencies.
Government
Technology
Analysts
Steve Hodgkinson
Joe Dignan
Jessica Hawkins
Nishant Shah
88
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The smart city as a catalyst for transforming
economies, urban environments, and public services
Description of topic
ICT is emerging as an increasingly important ingredient of
all cities as both government services and society itself
become more technology-intensive. Smarter use of ICT
enables cities to become better places to live, work, learn,
and play as well as more economically, socially, and
environmentally sustainable. Ovum’s research will explore
trends in the evolution of smarter cities and highlight
exemplars and leading practices. Smart city enablers such
as technologies, funding models, and regulation will be
examined, along with trends in co-production of smarter
city initiatives and programs.
Government
Technology
Analysts
Joe Dignan
Steve Hodgkinson
Jessica Hawkins
Nishant Shah
Jeremy Green
89
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Big Data, small data, and everything in between:
applying more powerful analytics to institutional data
Description of topic
An increasingly turbulent operating environment is driving
higher education to consider mining institutional data as a
strategy for improving performance and finding efficiencies.
While BI and analytics solutions have a long history in the
business office, only now are innovative leaders applying
these and other powerful tools to core elements such as
recruitment, retention, and academic performance.
Although early results are promising, more pervasive
uptake is tentative as institutions struggle to determine best
practice and which solutions are most effective. Answering
these questions will be an important step forward towards
the future of education.
Education
Technology
Analysts
Nicole Engelbert
Navneet Johal
90
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Slaying the BYOD and student experience dragons:
adopting a long-term mobile strategy in higher education
Description of topic
Creating a sustainable mobile strategy is a top-of-mind
issue across every industry, but with a customer base
comprised of highly mobile students and decentralized
faculty it is especially nettlesome for higher education.
Students and faculty have always brought their own
devices to campus, and thus contending with BYOD is
hardly a new phenomenon. However, with massive device
proliferation and a growing preference to use these devices
for core institutional activities, colleges and universities are
scrambling to find long-term and sustainable approaches to
delivering services on whatever device a faculty member or
student might choose.
Education
Technology
Analysts
Nicole Engelbert
Navneet Johal
91
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More of the same or substantive change? Next-generation
online learning and transformation in higher education
Description of topic
In response to a myriad of factors, the role of online
learning is rapidly moving from an attractive but ancillary
part of the educational mission to a core component. As a
result, institutions are reconsidering their online learning
programs, identifying best practice under new delivery
models, and determining the necessary technological
capabilities. These new models and requirements are liable
to have a significant impact on the competitive landscape
for learning management solutions as they will broaden the
array of compulsory capabilities and services, not least of
which being greater scalability, enhanced collaboration
tools, and better content management.
Education
Technology
Analysts
Nicole Engelbert
Navneet Johal
92
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Dealing with the data tsunami in healthcare: business
intelligence and analytics come to the fore
Description of topic
Healthcare organizations retain increasing amounts and
types of unstructured and structured medical,
administrative, and financial data stored electronically and
on paper. This needs to be turned into actionable
knowledge. Analytics and BI tools can leverage this data to
help organizations perform more effectively. Examples of
benefits include payer evaluation of health plan members,
ensuring superior hospital care, greater personalization of
treatment, and enhancement of research practices and
results.
Healthcare
Technology
Analysts
Charlotte Davies
Cornelia Wels-Maug
93
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Privacy and security in healthcare remain at the top of
the CIO and patient agenda
Description of topic
The security and privacy of medical and personal data has
always been a key concern within the healthcare sector.
Today, three key technology trends are raising the stakes
even further. The phenomenon of Big Data, combined with
the growing adoption of cloud-based solutions and the rise
in connected/mobile devices is creating new threats and
challenges. At the same time, patients and advocacy
groups are pushing vigorously to ensure that data is
protected in a secure way. This inevitably raises the bar for
companies helping healthcare organizations to develop and
implement measures and solutions in this domain that are
flexible enough to accommodate both the need for
increased transparency and the need for robust protection.
Healthcare
Technology
Analysts
Charlotte Davies
Cornelia Wels-Maug
94
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Consumerization of IT: what it means for healthcare
Description of topic
The growth in the number and capability of connected
devices, combined with the rapidly evolving ecosystem of
applications and user-centric forums/social-networking
channels presents new challenges and opportunities for the
healthcare industry. These developments open the door to
a raft of new services and much richer patient insights and
interactions, but have ramifications along the supply chain,
particularly in terms of integration, security, and
personalization. Healthcare organizations must develop
effective strategies for incorporating and exploiting this
“consumerization of IT.”
Healthcare
Technology
Analysts
Charlotte Davies
Cornelia Wels-Maug
95
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EHR evolution: the foundation for seamless healthcare
Description of topic
Electronic health records (EHRs) form the key foundation
in the drive to record, consolidate, and effectively share
comprehensive patient datasets. Adoption rates vary
between countries, but initiatives ranging from grant
funding to incentive programs, implemented by government
and healthcare organizations, are starting to pay off.
Healthcare providers are now focusing more attention on
incorporating EHR functionality into newer services such as
telehealth.
Healthcare
Technology
Analysts
Charlotte Davies
Cornelia Wels-Maug
96
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Dealing with the health sciences data deluge
Description of topic
Advances in technology across the drug lifecycle and
connected health sciences ecosystem networks are
generating increasing amounts and types of unstructured
and structured scientific, clinical, and commercial data. This
avalanche of data is creating challenges for the life science
industry. New frameworks for storing, managing, and
mining these large datasets are evolving, empowering the
next generation of data-driven, more personalized
medicine. Vendors are racing to embrace these new
technologies to enable life science companies to leverage
diverse data types from multiple sources and translate
them into actionable insights.
Life Sciences
Technology
Analysts
Andrew Brosnan
97
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Personalized medicine is the ultimate goal
Description of topic
One of the most eagerly anticipated advances in modern
medicine is the development of a therapeutic regimen that
is tailor-made to meet the needs of each individual patient.
As such, personalized medicine is expected to provide
greatly improved medical care at significantly reduced
costs. In order to understand these complex systems,
biologists need to aggregate large amounts of data from
many diverse sources that cut across different scientific
disciplines such as genomics, proteomics, transcriptomics,
and metabolomics – collectively referred to as “Omics”.
The volumes of data being generated are staggering, and
assembling and analyzing these data will require added
computer processing capabilities.
98
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Life Sciences
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Analysts
Andrew Brosnan
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Cloud computing not just for data
Description of topic
The Big Data and computing horsepower challenge is
compounded by the industry’s intellectual property and
privacy concerns. Many companies have established
cloud-based services specifically for the life science
industry, and many companies are beginning to leverage
these resources. Such advances are democratizing highperformance computing, enabling lesser financed
organizations to perform complex analysis that was
previously reserved for those with deep pockets or access
to supercomputers. Furthermore, cloud-based online
communities are fostering greater collaboration and
innovation among the different stakeholders within the
industry.
99
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Life Sciences
Technology
Analysts
Andrew Brosnan
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Big pharma is turning to emerging markets for growth
Description of topic
It is Ovum’s view that CRM and BI analytic solutions will
continue to play an important and increasing role in helping
life science companies navigate the continually evolving
marketplace. The latest generation of business solutions
will assist pharma to address market share preservation in
mature markets, support expansion strategies into the
emerging markets, and tackle the increase in
communication channels brought about by technological
advances.
Life Sciences
Technology
Analysts
Andrew Brosnan
100
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Managing the smart grid: the applications vital to the
operation of a smart grid, or the option to outsource
Description of topic
This research theme looks at developments in the
applications that run utility networks: advanced distribution
management systems and their interoperation with control
systems, outage management, and the proliferation of
sensors and other devices that comprise the smart grid.
Utilities
Technology
Analysts
Stuart Ravens
Alaa Owaineh
101
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Renewable energy: planning and controlling
distributed generation
Description of topic
It is easy for policymakers to make bold statements about
the development of renewable generation. Ensuring the
grid can cope with large-scale distributed and intermittent
generation is more difficult. This theme examines barriers
to ubiquitous renewable generation and some of the
technological and regulatory hurdles that must be
overcome.
Utilities
Technology
Analysts
Stuart Ravens
Alaa Owaineh
102
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Can mobile applications for utilities be made more
appealing and effective?
Description of topic
Mobile applications for the remote utility field force have not
developed at quite the same speed as consumer
applications. However, advances in underlying
technologies, device proliferation, the requirement to
improve field-force efficiency, and demands for improved
user friendliness could force utilities to rethink their mobile
strategies. This theme takes a forward look at what could
prove to be a second wave of mobile in utilities.
Utilities
Technology
Analysts
Stuart Ravens
103
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Big Data, big challenge
Description of topic
Smart metering and smart grid promise to cause an
exponential growth in data within a utility. This theme looks
at the problems, challenges, and benefits of analyzing this
data and the technological upheaval required to extract full
value from smart data. Utilities will have to revisit their
application architectures and information and data
governance strategies, and take a cultural leap of faith
where IT and different business lines work together
towards common goals.
Utilities
Technology
Analysts
Stuart Ravens
104
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Energy Management – huge opportunities, huge
threats
Description of topic
"The old utility business model is dead." As utilities migrate
from energy suppliers to energy service providers, the
battleground for customers will extend well beyond the
delivery of electrons or molecules of water and gas. While
there is a potential goldmine for utilities seeking to deliver
home energy management services, the entire model is at
risk from competitive encroachment: high-street retailers,
telcos, and media companies are all eyeing the space as
well. Meanwhile, a significant market is developing for tools
that can reduce the large amounts of energy wasted in
buildings of all types through inefficient systems for
managing heating, cooling, lighting, ventilation, and office
equipment.
Utilities
Technology
Analysts
Stuart Ravens
Alaa Owaineh
Surupa Mahto
105
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Creating the “smart" oilfield: closing the IT gap
Description of topic
The IT industry evolves at lightning speed; the assetintensive oil & gas industry is slower to change. The result
is an "IT gap" that creates a rich market opportunity for IT
vendors that successfully tailor their applications for this
industry, and for forward-thinking oil & gas producers to use
IT for greater strategic advantage.
Oil & Gas
Technology
Analysts
Warren Wilson
Stuart Ravens
106
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Oilfield communications: poised for change
Description of topic
The exploration and production industry has become
steadily more data-intensive over the years, but has had to
rely on communications technologies with relatively low
bandwidth and high latency. In addition, various segments
within exploration and production have developed separate
markup languages for managing their own data. Now the
push is on to unify those languages and adopt nextgeneration communications technologies that can transmit
data quickly enough, and in sufficient volumes, that
exploration and production companies can optimize its
value.
Oil & Gas
Technology
Analysts
Warren Wilson
Stuart Ravens
107
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Next-generation analytics for exploration and
production
Description of topic
Many exploration and production companies struggle with
siloed exploration, drilling, and production data.
Technologies such as data warehousing, integration,
analytics, and performance optimization tools can deliver
greater business insight, but the providers of such
technologies face challenges conveying their value to
those that could benefit most.
Oil & Gas
Technology
Analysts
Warren Wilson
Stuart Ravens
108
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IT meets tough oil & gas environments and
unconventional fuels
Description of topic
Oil and gas fields are inherently hazardous to individual
health and safety, and can cause significant environmental
harm if not properly managed. IT can help address these
challenges by linking sensors, mobile devices, wireless
networks and software in safety and environmental
management solutions that minimize injuries, downtime,
and environmental risks.
Oil & Gas
Technology
Analysts
Warren Wilson
Stuart Ravens
109
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IT vendors jump on the Big Data bandwagon
Description of topic
Vendors in the telco space are well aware that operators
today face a quandary: data is more important than ever,
but exponential data growth has outpaced operators' ability
to manage and monetize it. As a result, vendors are
working to deliver data-management applications, BI tools,
and advanced analytics applications that perform well
enough to meet telcos' growing needs for information on
demand and realtime decision-making – and that deliver a
demonstrable ROI. The market is witnessing an explosion
in vendors offering unique ways to analyze large sets of
structured and unstructured data. In additional to large
established software providers, small startups are also
delivering compelling technologies that telcos must
consider.
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Telecoms
Technology
Analysts
Shagun Bali
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Privacy and security: consent management technologies
help telcos forge new roles as trusted identity brokers
Description of topic
Privacy and security concerns are a constant challenge for
vendors and end users alike. The explosion in e-commerce
transactions has increased concerns regarding online fraud
and information privacy for service providers and end
users. Telcos are rightly placed to take advantage of their
trusted relationship with subscribers, and turn identity
services into a new revenue stream with consent
management technologies. At the same time, subscribers
and advocacy groups are pushing vigorously to ensure that
data is protected in a secure way. This raises the bar for
achieving the right measures and standards to ensure the
appropriate privacy and security parameters are in place.
The onus is on vendors to generate new solutions to
combat potential threats.
111
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Analysts
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Can IT vendors push telcos into the cloud?
Description of topic
Vendors are working to introduce data management and
analytics technologies in cloud-based models to overcome
scalability and cost challenges, and leading vendors have
defined roadmaps to introduce subscriber data
management (SDM) to the cloud in the next few years.
Cloud-based technologies will provide operators with the
ability to scale up or down as their needs change. They will
also help vendors to accommodate broader uses and
enable them to provide data management functions as
software-as-a-service (SaaS). Although vendors are aware
that security and privacy considerations may sometimes
limit the use of cloud solutions, overall cloud-based data
management will help operators minimize the number of
isolated information silos that they have to deal with. Due
to a strong regulatory environment, telcos fear any security
or privacy breach could have a long-term negative impact
on their reputation. so IT vendors need to weigh the options
and approach telcos with solutions that can overcome their
fears.
112
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Technology
Analysts
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Telco CEM: a new battleground for IT vendors
Description of topic
In today's highly competitive telecoms industry, customer
satisfaction has become the key to success. Telcos must
focus on the quality of their customers' overall experience,
rather than the quality of service of separate applications.
Accordingly, they are turning towards customer experience
management (CEM) solutions to manage subscribers'
experience at each touch point. The CEM market is at a
very nascent stage; vendors are launching products,
forging partnerships, and developing advanced analytics
tools to analyze network performance along with customer
behavior, preferences, and sentiments. Vendors have
ample opportunity to develop technologies such as social
media analytics, speech analytics, and behavioral analytics
to become integral parts of CEM solutions. One of the most
critical capabilities that CEM solutions must have, in order
to analyze the customer experience in its totality, is the
ability to bridge the gap between IT and network data.
113
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Technology
Analysts
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TECHNOLOGY PRACTICE
OVERVIEWS
114
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Practice Overview: Enterprise IT Management
115
Description of practice
Analysts
Ovum’s Enterprise IT Management research stream
addresses both strategic and operational aspects of an
organization’s IT function. Coverage reflects the full IT
investment lifecycle, from strategy development, enterprise
architecture, and portfolio management, through service
design and operation, to benefits realization and
measurement. This is complemented by research into IT
governance, including IT organization structures, risk
management, change management, and standards. This
area of Ovum’s research includes in-depth reports on
topics in IT management and strategy, best-practice
insights and case studies on deployment and operational
issues, and powerful tools to help compare IT expenditure
against industry norms.
Tim Jennings
Chief Analyst
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Practice Coverage: Enterprise IT Management
116
Core Coverage
2013 Signature Research
•
Enterprise architecture
•
Evolving IT governance
•
IT governance
•
•
IT risk management
Information governance and
compliance
•
IT strategic planning
•
Evolving IT organization and
service models
•
IT investment and value
•
•
Portfolio management
Managing the innovation
process
•
Reference architectures for
emerging technologies
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Practice Overview: IT Services
117
Description of practice
Analysts
2013 presents not just challenges but opportunities for
services vendors and their clients. In order to profit from the
start of an economic rebound in the world’s developed
economies (coupled with ongoing growth in many emerging
countries), enterprises need to find commercially focused
outsourcing partners to help them manage new business
opportunities. Based around primary research, quantitative
modeling, and expert analysis, Ovum’s 2013 Services
research themes help both outsourcers and enterprises
determine the major trends in how to optimally engage with
a delivery partner from the standpoint of an enterprise.
This coverage will be instrumental in explaining to
outsourcers in clear detail what they need to know in order
to win business in their respective horizontal markets.
Peter Ryan
Practice Leader
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Practice Coverage: IT Services
118
Core Coverage
2013 Signature Research
•
Business process outsourcing
•
•
Application-led outsourcing
Transformation and
modernization in outsourced
services
•
Infrastructure-led outsourcing
•
•
Service delivery models
Client engagement models in
BPO and IT services
•
Verticalization of IT services
•
Go-to-market strategies and
partner ecosystems for IT
services
•
Adding business value
through outsourced services
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Practice Overview: Information Management
119
Description of practice
Analysts
The traditional corporate practice of using lagging financial
indicators to guide business decisions is giving way to a
more proactive, forward-looking approach guided by agile
and quick analysis of all of their business data.
Organizations are gathering, managing, and analyzing not
only more information about their business but more types
of data – in structured, semi-structured, and unstructured
formats and flowing at various speeds. This presents
numerous IT challenges and business opportunities for
information management, which Ovum’s 2013 research
focuses on. The evolution of Big Data changes the rules for
traditional data management practices, raises the bar for
providing quicker and more sophisticated analytic insights,
and puts a sharper spotlight on regulatory data compliance.
Visual self-service BI tools, specialized analytic platforms,
mobile accessibility, and predictive analytics techniques are
combining to help organizations improve their internal
business operations to get closer to customers, market
products more effectively across physical and digital
commerce channels, and outperform competition.
Madan Sheina
Lead Analyst
Value
Proposition
Ovum
Services
Ovum
Tools
Super
Themes
Industry
Industry
Technology
Technology
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Practice Coverage: Information Management
120
Core Coverage
2013 Signature Research
•
Business intelligence
•
•
Data warehousing
Managing performance, risk,
and compliance
•
Analytics
•
Game-changing
technologies for analytics
•
Data management
•
Competing with big data
•
Big data
•
•
Content management
Big data adoption challenges
and opportunities
•
Unlocking business value
with analytics
•
Managing the content
explosion
•
Information governance and
compliance
Value
Proposition
Ovum
Services
Ovum
Tools
Super
Themes
Industry
Industry
Technology
Technology
© Copyright Ovum.
All rights reserved.
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business.
Practices
Topics
Practices
Topics
Practice Overview: Enterprise Applications
121
Description of practice
Analysts
Organizations of all sizes are reliant on their enterprise
applications, and indeed these applications influence the
way in which an organization is run. However, consumers
are having an ever-greater impact on how they want to
interact with businesses, and these disruptive technologies,
alongside aggressive new and existing players, are having
a real influence on the development of enterprise
applications. Ovum’s in-depth research encompasses the
specific enterprise application areas of customer
relationship management, business process management,
human capital management, and integration of the data
across these systems. Furthermore, across the spectrum of
enterprise applications we look at those changes taking
place at the edge, and how these changes are influencing
an evolution from a series of discrete applications to a
vendor ecosystem that leverages web services, disruptive
technologies, and broad partner portfolios, to deliver new
capabilities and business value to organizations.
Maxine Holt
Practice Leader
Value
Proposition
Ovum
Services
Ovum
Tools
Super
Themes
Industry
Industry
Technology
Technology
© Copyright Ovum.
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Topics
Practices
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Practice Coverage: Enterprise Applications
122
Core Coverage
2013 Signature Research
•
Customer relationship management
•
•
Business process management
Next-generation enterprise
applications
•
Business integration
•
•
Enterprise applications ecosystem
The customer-adaptive
enterprise – transformational
CRM
•
BPM and the cloud: closing
the functional gap
•
Social media monitoring and
analytics
Value
Proposition
Ovum
Services
Ovum
Tools
Super
Themes
Industry
Industry
Technology
Technology
© Copyright Ovum.
All rights reserved.
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business.
Practices
Topics
Practices
Topics
Practice Overview: Software Lifecycle and Integration
123
Description of practice
Analysts
A software lifecycle management approach, coupled with
the use of Agile methodologies throughout the lifecycle, is
considered the best way to keep projects closely in touch
with the business objectives, as well as exploit the cloud
computing and mobile paradigms. Ovum’s research in this
area provides insight into the software lifecycle process
and philosophy, along with software solutions supporting
the process. The goal of end-to-end-integration is a flexible
IT architecture that can respond quickly to business needs.
Ovum believes that integration is a high priority for
organizations as they strive to create an agile environment.
However, despite the arrival of new technologies and
services many integration projects fail to meet the needs of
the enterprise and the IT function. Integration research
coverage includes the use of service-oriented architecture,
as well as integration middleware and modernization
techniques.
Mark Blowers
Practice Leader
Value
Proposition
Ovum
Services
Ovum
Tools
Super
Themes
Industry
Industry
Technology
Technology
© Copyright Ovum.
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Practices
Topics
Practices
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Practice Coverage: Software Lifecycle and Integration
124
Core Coverage
2013 Signature Research
•
Software development
•
•
Requirements management
Software development in and
on the cloud
•
Quality assurance and testing
•
•
Software lifecycle management
Managing requirements to
meet expectations and
exploit an agile approach
•
Integration and middleware
•
•
Service-oriented architecture
Integration architecture:
combining established and
emerging technologies with
SOA
•
Mobile application
development: catering for
diverse endpoints
Value
Proposition
Ovum
Services
Ovum
Tools
Super
Themes
Industry
Industry
Technology
Technology
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Practice Overview: Infrastructure and Security
125
Description of practice
Analysts
The IT infrastructure is becoming increasingly servicecentric, virtualized, and abstracted from the workloads it
supports, so the challenge of managing and securing the IT
environment has been brought into sharper focus. Ovum’s
research encompasses all aspects of end-to-end security
required by organizations to protect against an increasing
number of threats and ensure the secure use of new
technologies and approaches. The complexity of enterprise
IT, coupled with the need for the organization to reduce
costs and also take advantage of new opportunities, has
created an unmanaged plethora of equipment, services,
data sources, and endpoints that support business
services. IT management software research looks at
desktop, network, and systems management, as well as
the use of IT service management. At the infrastructure
software layer, research coverage includes virtualization,
cloud computing, and integrated systems.
Mark Blowers
Practice Leader
Value
Proposition
Ovum
Services
Ovum
Tools
Super
Themes
Industry
Industry
Technology
Technology
© Copyright Ovum.
All rights reserved.
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business.
Practices
Topics
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Practice Coverage: Infrastructure and Security
126
Core Coverage
2013 Signature Research
•
Infrastructure management
•
•
IT service management
Protecting assets outside the
firewall
•
Information security
•
Security in and for the cloud
•
Identity and access management
•
Enterprise services in the
cloud
•
Virtualization
•
•
Cloud computing
Managing a service-centric
approach
•
Storage
•
Platform-as-a-service:
innovating software delivery
•
Transitioning to a virtual IT
environment
•
Infrastructure consolidation
through integrated systems
Value
Proposition
Ovum
Services
Ovum
Tools
Super
Themes
Industry
Industry
Technology
Technology
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Practice Overview: Consumer Impact Technology
127
Description of practice
Analysts
The mission of Ovum’s Consumer Impact Technology
practice is to help CIOs as they adapt to the people,
process, and technology challenges of the global
phenomenon of consumerization and what this means for
how businesses engage with both their connected
employees and connected customers. In the past 18
months, Ovum has established itself as the industry
thought leader in fields such as BYOD and next-generation
enterprise collaboration and enterprise social networking.
No other firm is investing so deeply in helping the CIO
understand exactly the behaviour of consumerized
employees and how they will respond to the enterprise
social and mobility strategies of the future. In 2013, Ovum
moves into the next phase of its connected customer
research as it moves to helping both CMO and CIO to
collaborate to exploit the new generation of marketing
automation and customer experience optimization
platforms and services that are enabling enterprises to
harness the power of Big Data and the mobile, social
connected customer.
Adrian Drury
Practice Leader
Value
Proposition
Ovum
Services
Ovum
Tools
Super
Themes
Industry
Industry
Technology
Technology
© Copyright Ovum.
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Practice Coverage: Consumer Impact Technology
128
Core Coverage
2013 Signature Research
•
Strategies for the connected employee
•
•
Strategies for the connected customer
Best-practice BYOD, nextgeneration employee mobility,
and enterprise app stores.
•
Bring your own device (BYOD)
•
•
Enterprise social networking
BYOD strategies in a dynamic
market
•
Next-generation collaboration tools
•
•
Marketing automation
Next-generation collaboration,
knowledge management, and
enterprise social networks
•
Customer experience optimization
•
Embracing the consumerized
workforce to drive IT and
business innovation
•
Reaching the connected
consumer: algorithmic marketing
automation and media
procurement optimization
Value
Proposition
Ovum
Services
Ovum
Tools
Super
Themes
Industry
Industry
Technology
Technology
© Copyright Ovum.
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Practice Overview: Enterprise Communications
129
Description of practice
Analysts
Enterprise networking and communications remains a
market in flux: traditional suppliers face challenges ranging
from new delivery models such as cloud, to increasing
competition from both new upstarts and established service
providers with an IT heritage. Unified communications has
evolved to include immersive video, and service providers
are moving up the value chain to provide application
services on top of the networks they already manage.
Ovum’s Enterprise team covers how businesses interact
with each other, with their employees, and with customers.
This includes managed and cloud communications
services, evolving network services, and enabling
technologies. With this as our remit, in 2013 we will focus
on unified communications, customer experience,
enterprise mobility, machine to-machine, global ICT
services, evolving network (WAN) services, and telcos’ role
in providing enterprise with cloud infrastructure, software,
and communications.
Evan Kirchheimer
Practice Leader
Value
Proposition
Ovum
Services
Ovum
Tools
Super
Themes
Industry
Industry
Technology
Technology
© Copyright Ovum.
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Practice Coverage: Enterprise Communications
130
Core Coverage
2013 Signature Research
•
Unified communications
•
•
Customer experience
Managed and intelligent
networks
•
Enterprise mobility
•
Managing mobility and
BYOD in the enterprise
•
Machine-to-machine
•
•
Global ICT services
Unified communications and
collaboration
•
Network (WAN) services
•
•
Communication services
Customer experience
management
•
Cloud services
•
Cloud services
•
Contact center technologies
Value
Proposition
Ovum
Services
Ovum
Tools
Super
Themes
Industry
Industry
Technology
Technology
© Copyright Ovum.
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TECHNOLOGY RESEARCH
TOPICS
131
Value
Proposition
Ovum
Services
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Tools
Super
Themes
Industry
Industry
Technology
Technology
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Evolving IT governance
Description of topic
In today’s complex environments, the governance of
enterprise IT must ensure that the appropriate policies and
controls are in place for effective service delivery, informed
decision-making, management of risk, and optimization of
value. Increased business dependency and disruptive
technology trends will require changes to IT governance so
that aspects such as risk management, IT strategic
planning, and portfolio management are developed as
business capabilities rather than remaining siloed within
the IT organization.
Ovum IT
Research Agenda
2013
Analysts
Tim Jennings
Alan Rodger
Roy Illsley
132
Value
Proposition
Ovum
Services
Ovum
Tools
Super
Themes
Industry
Industry
Technology
Technology
© Copyright Ovum.
All rights reserved.
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Managing performance, risk, and compliance
Description of topic
Traditional enterprise performance management (EPM)
systems are adapting to a new set of requirements that
demand quick analytic insights at critical decision points of
business planning processes aligned both within and
outside of the office of finance. EPM systems are tapping
into cloud and in-memory technologies for greater agility
and more accurate forecasting, and increasingly
converging with governance, risk, and compliance
programs to mitigate performance risks in an environment
of tightening regulatory scrutiny.
Ovum IT
Research Agenda
2013
Analysts
Madan Sheina
Fredrik Tunvall
Surya Mukherjee
133
Value
Proposition
Ovum
Services
Ovum
Tools
Super
Themes
Industry
Industry
Technology
Technology
© Copyright Ovum.
All rights reserved.
Ovum is an Informa
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Practices
Topics
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Protecting assets outside the firewall
Description of topic
BYOD and the availability of new-generation mobile
devices demands new approaches to user, device, and
data protection. Looking beyond basic MDM demands, the
security industry needs to push forward on its application
control initiatives, its approach to device separation (secure
container) controls, and its ability to develop professional
security services that align user and business protection
requirements.
Ovum IT
Research Agenda
2013
Analysts
Andy Kellett
134
Value
Proposition
Ovum
Services
Ovum
Tools
Super
Themes
Industry
Industry
Technology
Technology
© Copyright Ovum.
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Security in and for the cloud
Description of topic
The use of cloud-based services continues to be a key
theme. In the security space there are two particular
reasons: the need for security as an infrastructure service
in support of service providers, and efficiencies associated
with delivering security from the cloud. Lack of security and
trust has consistently been positioned as an inhibitor of
cloud take-up. However, there is a growing recognition that
cloud-based service providers are better at security than
the average organization.
Ovum IT
Research Agenda
2013
Analysts
Andy Kellett
Laurent Lachal
135
Value
Proposition
Ovum
Services
Ovum
Tools
Super
Themes
Industry
Industry
Technology
Technology
© Copyright Ovum.
All rights reserved.
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Practices
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Information governance and compliance
Description of topic
Making effective use of information within the business
requires managing that information as an asset, with regard
to aspects such as usage, quality, privacy and security, and
storage. At the same time, organizations also struggle to
adhere to a growing number of regulations that affect this
information for compliance purposes. They therefore must
implement a suitable framework for information
management and governance that meets both these
objectives and that can apply policies across all information
systems and processes.
Ovum IT
Research Agenda
2013
Analysts
Sue Clarke
Tim Jennings
136
Value
Proposition
Ovum
Services
Ovum
Tools
Super
Themes
Industry
Industry
Technology
Technology
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The role of ECM in compliance
Description of topic
Regulations demand that organizations retain the same
information for different periods of time. Furthermore,
deleting information to ensure compliance with one
regulation while retaining it for another is a difficult
proposition for organizations to address. Today’s content
management strategies must include compliance as part of
the agenda to ensure that the Chief Compliance Officer’s
responsibilities are fully aligned with geographic and
industry-specific regulations as well as corporate
governance guidelines. An appropriate content
management platform, supported by services if required,
can help achieve this strategy.
Ovum IT
Research Agenda
2013
Analysts
Sue Clarke
137
Value
Proposition
Ovum
Services
Ovum
Tools
Super
Themes
Industry
Industry
Technology
Technology
© Copyright Ovum.
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Practices
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Adaptive analytics architectures
Description of topic
Organizations face a bewildering array of options for how
they build and deploy their BI and analytic infrastructure.
Technological advancements such as cloud, in-memory,
and purpose-built appliances have encouraged a rethink in
strategies. Organizations are driven to explore these
alternative models and approaches in order to reconcile the
pressing need to deliver necessary levels of high
performance and scale that modern business analytic
requirements demand without sacrificing expectations of
rapid, easy, and cost-effective implementation.
Ovum IT
Research Agenda
2013
Analysts
Madan Sheina
Fredrik Tunvall
Surya Mukherjee
138
Value
Proposition
Ovum
Services
Ovum
Tools
Super
Themes
Industry
Industry
Technology
Technology
© Copyright Ovum.
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Practices
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Competing with Big Data
Description of topic
Big Data is not just an IT challenge but a new business
opportunity. Organizations are continuing to search for the
best way to harness a new wave of social media, web data,
and mobile/location and sensor data for better insights and
decision-making. Robust analytics and reliable data
management is key to unlocking business value, but
organizations will need to evolve traditional BI and data
management processes if they are to achieve this cost
effectively and grasp the benefits of deeper and richer
analytics insights into their business.
Ovum IT
Research Agenda
2013
Analysts
Tony Baer
Madan Sheina
139
Value
Proposition
Ovum
Services
Ovum
Tools
Super
Themes
Industry
Industry
Technology
Technology
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Big Data adoption challenges and opportunities
Description of topic
Behind all the hype, enterprises are challenged to
understand the opportunity that Big Data presents, and
how they can accommodate it within the data center and
the skills and roles required within their IT organizations.
The core themes of Ovum’s 2013 Big Data research will
focus on making Big Data a first-class citizen in the data
center and analyzing the business cases for the sectors
addressed by Ovum Industries.
Ovum IT
Research Agenda
2013
Analysts
Tony Baer
140
Value
Proposition
Ovum
Services
Ovum
Tools
Super
Themes
Industry
Industry
Technology
Technology
© Copyright Ovum.
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Practices
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Game-changing business analytics
Description of topic
Enterprises are constantly looking for new ways to gain
competitive advantage from their data, leading BI vendors
to evolve and develop new analytics technologies and
techniques to stay on top. Demand for quicker, accurate,
and more pervasive business decision-making, coupled
with the increased volume and velocity of business data, is
ushering in a new generation of BI solutions. With
increased speed, agility, and ease of use, these enable
faster and more relevant insight for highly informed
decision-making.
Ovum IT
Research Agenda
2013
Analysts
Madan Sheina
Fredrik Tunvall
Surya Mukherjee
141
Value
Proposition
Ovum
Services
Ovum
Tools
Super
Themes
Industry
Industry
Technology
Technology
© Copyright Ovum.
All rights reserved.
Ovum is an Informa
business.
Practices
Topics
Practices
Topics
Next-generation enterprise applications
Description of topic
Enterprise applications are undergoing significant changes
as the boundaries between back-office transactional
systems and front-office systems of engagement become
increasingly blurred. Embedded analytics, collaborative,
and social capabilities are changing the user experience,
while new delivery models including cloud and mobile
enable new styles of working. Businesses are now seeking
to define a more flexible software foundation on which to
deploy digital business processes and engage more
closely with both employees and customers.
Ovum IT
Research Agenda
2013
Analysts
Somak Roy
Carter Lusher
Jeremy Cox
142
Value
Proposition
Ovum
Services
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Tools
Super
Themes
Industry
Industry
Technology
Technology
© Copyright Ovum.
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Delivering business value from data integration
Description of topic
A company’s data is its most valuable business asset. High
costs and inefficiencies in a business often stem from poorquality data, even if business users are not aware of it. As
such, it can no longer be relegated to an IT plumbing
function, but is an imperative for the success of any
business-driven IT initiative that demands complete,
consistent, clean, and current data flows in the organization
in order to ensure efficient business processes and create
a single or 360-degree view of the business to drive
accurate business transactions and decisions.
Ovum IT
Research Agenda
2013
Analysts
Madan Sheina
143
Value
Proposition
Ovum
Services
Ovum
Tools
Super
Themes
Industry
Industry
Technology
Technology
© Copyright Ovum.
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Practices
Topics
Practices
Topics
Transformation and modernization in outsourced
services
Description of topic
Outsourcing has undergone significant changes in the past
decade, both in delivery model evolution and client
requirements. This theme will evaluate the need for IT and
BPO vendors to modernize their service-provision
platforms in a dynamic economy for enterprises that are
more discerning than ever. Part of this research will also
cover discussion of services commoditization and its
impact on vendor revenue models.
Ovum IT
Research Agenda
2013
Analysts
Tom Reuner
Ian Brown
John Madden
Jens Butler
Margaret Goldberg
144
Value
Proposition
Ovum
Services
Ovum
Tools
Super
Themes
Industry
Industry
Technology
Technology
© Copyright Ovum.
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business.
Practices
Topics
Practices
Topics
Client engagement models in BPO and IT services
Description of topic
This research examines how BPO and IT services vendors
can reinforce existing contracts with clients, and grow
these engagements both in terms of profitability and
duration. Part of this research will be analyzing the breakup of traditional outsourcing segments and the resulting
approaches to bundling. Equally important is to describe
how innovative delivery models such as cloud services will
impact engagement models and whether these really help
enterprises in achieving the desired cost efficiencies.
Ovum IT
Research Agenda
2013
Analysts
Jens Butler
Tom Reuner
Peter Ryan
Ed Thomas
145
Value
Proposition
Ovum
Services
Ovum
Tools
Super
Themes
Industry
Industry
Technology
Technology
© Copyright Ovum.
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Practices
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Verticalization of IT services
Description of topic
Understanding an enterprise’s vertical market and knowing
how best to deliver value-added services in that industry
has long been an important differentiator for successful
outsourcers. This research theme will explain how to
manage ever-complex relationships using industry
knowledge as a differentiator. Critical in this assessment
will be to understand the level of verticalization and
whether vendors have the sufficient scale to deliver these
services across their organization (or whether
verticalization could prove counterproductive).
Ovum IT
Research Agenda
2013
Analysts
Margaret Goldberg
146
Value
Proposition
Ovum
Services
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Tools
Super
Themes
Industry
Industry
Technology
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Practices
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Go-to-market strategies and partner ecosystems for IT
services
Description of topic
This theme will discuss how service providers need to
reposition themselves (and their partner relationships) in
order to stay competitive and profitable. This includes
technical, operational, and locational aspects. Innovative
propositions such as cloud services will lead to
fundamentally revised partner ecosystems that need to be
understood and evaluated. The articulation of how both goto-market and channel partnerships are being addressed
will become a critical differentiator for successful vendor
organizations.
Ovum IT
Research Agenda
2013
Analysts
Tom Reuner
John Madden
Jens Butler
Ian Brown
Peter Ryan, Ed Thomas
147
Value
Proposition
Ovum
Services
Ovum
Tools
Super
Themes
Industry
Industry
Technology
Technology
© Copyright Ovum.
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Practices
Topics
Practices
Topics
Enterprise services in the cloud
Description of topic
The debate over whether cloud services will play a role in
enterprise IT is settled. However, customers have many
lingering questions on just how extensively and for what
functions cloud services should be deployed. Such
decisions will be influenced by trends such as the growing
connection between cloud, mobility, and data; cloud
services governance and integration; and continuing
development of cloud ecosystems among vendors. Some
businesses are also beginning to consider cloud more
strategically, in terms of what it could mean for improving
business processes, entering new markets and
geographies, and increasing overall business efficiency.
Ovum IT
Research Agenda
2013
Analysts
John Madden
Laurent Lachal
Ian Brown
Steve Hodgkinson
Tom Reuner
148
Value
Proposition
Ovum
Services
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Tools
Super
Themes
Industry
Industry
Technology
Technology
© Copyright Ovum.
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Practices
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BPM and the cloud: closing the functional gap
Description of topic
Cloud technology is set to impact the BPM market in 2013
and beyond. The key aspects of this will see organizations
consider a buy-versus-build model for processes, as has
happened in a larger way with the outsourcing of backoffice functions. The cloud will also impact the development
as well as the deployment aspect of process creation, with
a greater emphasis on ad-hoc collaborative development.
Ovum IT
Research Agenda
2013
Analysts
Somak Roy
149
Value
Proposition
Ovum
Services
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Tools
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Themes
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Practices
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Managing a service-centric approach
Description of topic
ITSM continues to be a pivotal capability for IT
organizations, especially as they move to a more servicecentric approach and DevOps gains more traction. The
impact of disruptive trends such as BYOD, social IT, and
gamification will also continue to be at the forefront of both
enterprise and vendor strategies. Best-practice frameworks
such as ITIL and COBIT 5 and how they can help IT in
better enabling business value will also be a key focus.
Ovum IT
Research Agenda
2013
Analysts
Adam Holtby
Roy Illsley
150
Value
Proposition
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Platform-as-a-service: innovating software delivery
Description of topic
Platform-as-a-service (PaaS) will redefine the way
companies develop, deploy, and manage their applications.
It will increasingly impact ICT market segments such as
mobile application development. It is becoming multilanguage and less open to criticism of lock-in than it used
to be. Database-as-a-service and integration-as-a-service
are currently the most important PaaS sub-segments.
Ovum IT
Research Agenda
2013
Analysts
Laurent Lachal
Michael Azoff
Saurabh Sharma
151
Value
Proposition
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Software development in and on the cloud
Description of topic
The initial sweep of hype over cloud computing has passed
and we are now witnessing the substance of what cloud
services can offer. For application developers, public cloud
services can offer quickly procured and self-managed build
and test environments. Developers also have a greater
choice of developer tools and frameworks offered as SaaS
for building a range of applications, including those
destined to be deployed on clouds (private, public, or
hybrid).
Ovum IT
Research Agenda
2013
Analysts
Michael Azoff
Chandranshu Singh
152
Value
Proposition
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Evolving IT organization and service models
Description of topic
Cloud services, shared service arrangements, and
extended value chains are all challenging the traditional
structure of the IT organization, which is in danger of losing
its monopoly over the provision of ICT services. This will be
a significant test of leadership for the CIO, and requires a
strategic, outward-looking, organizational response rather
than a rigid, inward-looking defence of the enterprise ICT
perimeter. CIOs must be proactive in evolving the role and
structure of the IT organization and the nature of service
delivery, to be a value creator for the enterprise.
Ovum IT
Research Agenda
2013
Analysts
Roy Illsley
Tim Jennings
Steve Hodgkinson
153
Value
Proposition
Ovum
Services
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Managing the innovation process
Description of topic
Innovation is one of the big hot topics for today's industry
leaders and CEOs, but each enterprise must confront the
need for innovation within the context of its own business
realities. The most successful organizations have
established a strong pipeline of ideas from internal and
external sources, and can effectively transform this into
innovation within their business models, processes,
products, and services. Technology-led innovation and the
CIO are playing an increasingly important part in this
process, and can help to define and manage the innovation
process as a business capability.
Ovum IT
Research Agenda
2013
Analysts
Steve Hodgkinson
Kevin Noonan
Michael Azoff
154
Value
Proposition
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Agile projects and platforms
Description of topic
The elements of more agile thinking revolve around a
growing recognition that for many solutions "good enough,
delivered quickly, and iteratively evolving" is better than
"perfect, delivered late." It can also be better, faster, and
cheaper to adapt internal processes and systems to
standard application functionality and services than it is to
persist with the old paradigm of customized applications
installed and operated in-house. Modern platforms (either
on-premise or in-cloud) enhance agility by enabling efficient
reuse and assembly of applications and components and
the speedy deployment of systems into production.
Ovum IT
Research Agenda
2013
Analysts
Michael Azoff
Steve Hodgkinson
155
Value
Proposition
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Services
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Managing requirements to meet expectations and
exploit an agile approach
Description of topic
Well-defined requirements are the foundation of quality for
any software development or modernization project.
Requirements need to be managed throughout the lifecycle
to ensure that delivered software conforms to quality
standards, as well as meets business expectations. The
focus of software requirements management will be on
industry practices and tool support provided by vendors, in
the context of development methodologies such as Agile
and Lean.
Ovum IT
Research Agenda
2013
Analysts
Chandranshu Singh
Michael Azoff
156
Value
Proposition
Ovum
Services
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Embracing the consumerized workforce to drive IT
and business innovation
Description of topic
In the mobile, social, consumerized workforce, rigid
process-led hierarchies are becoming increasingly
irrelevant. New collaboration tools and agile modes of
working mean that employees can be assigned to deliver
business outcomes, not constrained by the parameters of a
process. This newly empowered workforce is far from
homogenous. Generation XYZA are behaving differently
from the Boomers. However, they are redefining the
relationship between the technology they use and
enterprise IT. This demands a new approach and new set
of methods for IT resource allocation more akin to a micro
venture capitalist model than traditional ITIL.
Ovum IT
Research Agenda
2013
Analysts
Adrian Drury
Richard Edwards
Richard Absalom
157
Value
Proposition
Ovum
Services
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Tools
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Adding business value through outsourced services
Description of topic
Cost savings have long been the main driver for the
adoption of outsourced services, but enterprises are now
looking for vendors that can also add to the overall value of
their IT and business processes. This theme examines how
outsourcing vendors can move beyond a simple cost play
and emerge as the client’s business partner. Potential
levers for these new kinds of partnerships include ways to
capture and manage innovation, introduce more agile
contractual arrangements, and increasingly provide
additional commitment beyond the contract.
Ovum IT
Research Agenda
2013
Analysts
Jens Butler
Tom Reuner
Ian Brown
John Madden
158
Value
Proposition
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Services
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Transitioning to a virtual IT environment
Description of topic
Virtualization has become an all-encompassing technology
and now covers everything from data center server
virtualization to endpoint virtualization, and all the different
layers in between. More production-grade workloads are
moving to server and storage virtualized environments,
which will require new thinking on how the data center is
managed. The question will be how virtualization affects
the organization and how the IT department can be ready
for the transition.
Ovum IT
Research Agenda
2013
Analysts
Roy Illsley
Tim Stammers
159
Value
Proposition
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Services
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Tools
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Reference architectures for emerging technologies
Description of topic
The adoption of emerging technologies within the
enterprise is increasingly driven by employees, consumers,
and business users, rather than in a closely controlled
fashion by the IT department. If organizations are to avoid
the problems of piecemeal, disconnected solutions then it
is important for CIOs to act as an influencer in these
decisions and set a pragmatic framework for adoption.
Reference architectures are a useful way to highlight the
opportunities and challenges that arise from new
technologies and guide their incorporation into the existing
IT and business environment.
Ovum IT
Research Agenda
2013
Analysts
Tim Jennings
Mark Blowers
160
Value
Proposition
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Services
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Established and emerging styles of integration
Description of topic
Cloud computing and consumerization of IT are driving
changes in the integration architecture landscape, and the
boundaries between application, B2B, cloud services, and
data integration paradigms are starting to blur. As
organizations look for suitable alternatives to traditional
approaches, cloud-based integration platforms are starting
to gain traction. Meanwhile, SOA remains a solution to a
wide range of complex integration needs, including cloud
service and mobile application integration.
Ovum IT
Research Agenda
2013
Analysts
Saurabh Sharma
161
Value
Proposition
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Intelligent and on-demand networks
Description of topic
Several telcos are beginning to see their network as “a
platform.” What this means may not always be crystal
clear, but we expect to see more network services offerings
featuring application acceleration, application-aware
networks, and dynamic bandwidth allocation, self-managed
through portals or managed by providers. Essentially, this
is a manifestation of the cloud model applied to enterprise
network access itself.
Ovum IT
Research Agenda
2013
Analysts
David Molony
Mike Sapien
Peter Hall
Claudio Castelli
162
Value
Proposition
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Infrastructure consolidation through integrated
systems
Description of topic
Integrated systems address complexity by delivering
technology with prescribed capability in an easy-to-deploy
solution. The cost of implementing and managing
increasingly complex infrastructure required by modern
applications is moving the balance in favor of integrated
systems. Different types of integrated systems are being
created to make it easier to attain the benefits of new
architectures such as virtualization, cloud, mobile, and
SOA.
Ovum IT
Research Agenda
2013
Analysts
Roy Illsley
Tim Jennings
Saurabh Sharma
163
Value
Proposition
Ovum
Services
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Tools
Super
Themes
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Mobile application development
Description of topic
The rise in adoption of smart mobile devices, from phones
to tablets, within the enterprise is the result of the revolution
in consumer choice sparked by Apple's iconic devices. The
more advanced technology choice available to consumers
has left enterprise-owned employee machines looking
antiquated. The wave of BYOD and adaptation of
enterprise applications to include diverse edge devices, as
well as the need to build and test on mobile devices, has
raised the prominence of enterprise mobile development.
Ovum IT
Research Agenda
2013
Analysts
Michael Azoff
Chandranshu Singh
164
Value
Proposition
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Services
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Tools
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Building and managing customer-facing native and
mobile apps
Description of topic
The mobile connected employee is increasingly engaging
with businesses online and offline via Android and iOS
smart devices. Location-based notifications, integrated
mobile payment, ticketing and voucher platforms, and
augmented reality are creating opportunities for new
customer experiences and to guide the customer to
transaction. However, platform fragmentation, the ongoing
native versus hybrid versus web app debate, and the
challenges of managing a native application mean that it is
not a risk-free process to exploit the mobile channel.
Ovum IT
Research Agenda
2013
Analysts
Richard Edwards
Adrian Drury
Richard Absalom
165
Value
Proposition
Ovum
Services
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Tools
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Next-generation collaboration, knowledge
management, and enterprise social networks
Description of topic
SaaS enterprise social networking tools are revolutionizing
how businesses share knowledge, communicate, and
collaborate, but this just the beginning of the journey to the
social enterprise and social supply chain. Ovum will cover
best-practice implementation approaches in a rapidly
evolving market place, examine the impact on the
collaboration, knowledge management, and human capital
management markets, and map the spectrum of vendors
competing to offer the enterprise the next generation of
business cloud platforms that they will be using in 2020.
Ovum IT
Research Agenda
2013
Analysts
Richard Edwards
166
Value
Proposition
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Services
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BYOD strategies in a dynamic market
Description of topic
The growing role of iOS and Android in the enterprise is
shaping approaches to device, application, expense, and
service desk management. It is also shaping role-based
approaches for tablet deployment beyond the c-suite as a
laptop-replacement strategy. Windows 8 is vital for
Microsoft adapting to a consumerized IT market, and it
comes accompanied by Office 2013 and future integration
of Yammer and SharePoint. Ovum will be exploring the
impact on the consumerized workplace, Microsoft's role
within it, and best-practice transition to the market
alternatives.
Ovum IT
Research Agenda
2013
Analysts
Richard Edwards
Pauline Trotter
Richard Absalom
167
Value
Proposition
Ovum
Services
Ovum
Tools
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Best-practice BYOD, next-generation employee
mobility, and enterprise app stores
Description of topic
The connected employee is self-selecting both devices and
apps, bypassing the traditional device fleet and enterprise
app portfolio. Prohibition is an unpopular and unwinnable
strategy. This is not only creating new demands for the
service desk but is also defining the parameters of mobile
enterprise application development and management.
Building on Ovum's market-leading employee behavior
research, as well as analysis of the vendors delivering tools
for device and enterprise application management, we will
deliver the guidance that today's CIO needs to create
business value from a consumerized, mobile workforce.
Ovum IT
Research Agenda
2013
Analysts
Richard Absalom
168
Value
Proposition
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Managed mobility in the enterprise
Description of topic
Managed mobility may have got off to a rocky start a few
years ago, but bring-your-own-device (BYOD) has created
the catalyst for enterprises to grapple with mobility on a
strategic level which simply didn’t exist before. Operators
are now developing more complete managed mobility
strategies that include BYOD, with the goal of supporting
multiple enterprises’ mobility deployment and management
models.
Ovum IT
Research Agenda
2013
Analysts
Pauline Trotter
Evan Kirchheimer
Claudio Castelli
169
Value
Proposition
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Exploiting the M2M opportunity
Description of topic
Telecoms operators have embraced the M2M opportunity
with vigor. There has been a stream of announcements
about new partnerships, centers of excellence, and
customer wins. Forecasts of very large numbers of
connected devices have been quoted widely. Ovum
believes there is a new approach being taken by operators:
while their appetite for M2M has not diminished, most now
have a realistic appreciation of their position in the M2M
value chain.
Ovum IT
Research Agenda
2013
Analysts
Pauline Trotter
Evan Kirchheimer
Jeremy Green
170
Value
Proposition
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Contact center technologies
Description of topic
Competing in today's highly competitive environment
requires enterprises to have an agile technology
infrastructure to support customer service effectively and
efficiently and to improve the overall customer experience.
The contact center is at the heart of customer care for
enterprises and therefore it is prudent for them to adopt a
systematic approach to enhancements in performance,
channel support and engagement, self-service, and
reporting and analytics to successfully support a customer
base where customer preferences keep changing.
Ovum IT
Research Agenda
2013
Analysts
Daniel Hong
Aphrodite Brinsmead
Keith Dawson
171
Value
Proposition
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Customer experience management
Description of topic
Customer experience management (CEM) is the process of
tracking a customer’s path through the experience lifecycle;
integrating data from all interaction channels encountered
across that lifecycle; integrating the view of that data
across internal departments; using this holistic view to
improve the revenues derived from customers; and
measuring the results of business processes that attempt
to monetize the customer experience. The emergence of
social, mobile, cloud, and Big Data are directly impacting
how customers engage with businesses and how
businesses service customers.
Ovum IT
Research Agenda
2013
Analysts
Daniel Hong
Aphrodite Brinsmead
Keith Dawson
Adrian Drury
Jeremy Cox, Carter Lusher
172
Value
Proposition
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The customer-adaptive enterprise: transformational
CRM
Description of topic
The increasing volatility of markets and the rise in customer
power are driving organizations to rethink CRM – moving
from a nearly static approach focused on internal activities
to one of continuous and fast adaptation to customer
expectations. In this topic we will define the customeradaptive enterprise concept, implementation, and how
CRM applications have to evolve.
Ovum IT
Research Agenda
2013
Analysts
Jeremy Cox
Carter Lusher
Somak Roy
173
Value
Proposition
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Managing social communities and interactions
Description of topic
Enterprises are leveraging social media networks as a
source of information on customer opinion and as a new
customer experience management channel. Applications
providing analysis of social media data will increasingly
inform a wide range of processes within the enterprise,
including marketing, competitive intelligence, strategic
planning, and new product development. As consumers
spend ever-more time using social media, not being
present on the networks to listen and engage is
increasingly not an option.
Ovum IT
Research Agenda
2013
Analysts
Somak Roy
Adrian Drury
Richard Edwards
Margaret Goldberg
174
Value
Proposition
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Reaching the connected consumer: redefining digital
marketing, planning, and buying
Description of topic
Digital media and smart devices present new ways to
reach the connected customer with unique, engaging,
personalized cross-channel customer experiences. The
fragmented digital marketing landscape is consolidating as
the major IT vendors position to arm the CMO with the
systems to reach this new customer. This is creating microrevolutions in the sales and marketing process. In 2013,
Ovum will be examining the impact on the process and
value chain of media planning, campaign management,
and procurement. Who will be the trusted technology and
data services partner of the marketing organization: IT
vendor, systems integrator, or media holding company?
Ovum IT
Research Agenda
2013
Analysts
Adrian Drury
175
Value
Proposition
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Ovum IT Research Agenda 2013