Why CIOs Are Quickly Prioritizing Analytics, Cloud and Mobile

 

Customers are quickly reinventing how they choose to learn about new products, keep current on existing ones, and stay loyal to those brands they most value.  The best-run companies are all over this, orchestrating their IT strategies to be as responsive as possible.

The luxury of long technology evaluation cycles, introspective analysis of systems, and long deployment timeframes are giving way to rapid deployments and systems designed for accuracy and speed.

CIOs need to be just as strong at strategic planning and execution as they are at technology.  Many are quickly prioritizing analytics, cloud and mobile strategies to stay in step with their rapidly changing customer bases.  This is especially true for those companies with less than $1B in sales, as analytics, cloud computing and mobility can be combined to compete very effectively against their much bigger rivals.

What’s Driving CIOs – A Look At Technology Priorities

Gartner’s annual survey of CIOs includes 2,300 respondents located in 44 countries, competing in all major industries.  As of the last annual survey, the three-highest rated priorities for investment from 2012 to 2015 included Analytics and Business Intelligence (BI), Mobile Technologies and Cloud Computing.

Source: From the Gartner Report Market Insight: Technology Opens Up Opportunities in SMB Vertical Markets September 6, 2012 by Christine Arcaris, Jeffrey Roster

How Industries Prioritize Analytics, Cloud and Mobile 

When  these priorities are analyzed across eight key industries, patterns emerge showing how the  communications, media and services (CMS) and manufacturing industries have the highest immediate growth potential for mobility (Next 2 years).  In Big Data/BI, Financial Services is projected to be the fastest-developing industry and in Cloud computing, CMS and Government.

In analyzing this and related data, a profile of early adopter enterprises emerges.  These are companies who are based on knowledge-intensive business models, have created and excel at running virtual organization structures, rely on mobility to connect with and build relationships with customers, and have deep analytics expertise.  In short, their business models take the best of what mobility, Big Data/BI and cloud computing have to offer and align it to their strategic plans and programs.  The following figure, Vertical Industry Growth by Technology Over the Next Five Years, shows the prioritization and relative growth by industry.

Source: From the Gartner Report Market Insight: Technology Opens Up Opportunities in SMB Vertical Markets September 6, 2012 by Christine Arcaris, Jeffrey Roster

How Mobility Could Emerge As the Trojan Horse of Enterprise Software

Bring Your Own Device (BYOD), the rapid ascent of enterprise application stores, and the high expectations customers have of continual mobile app usability and performance improvements are just three of many factors driving mobility growth.

Just as significant is the success many mid-tier companies are having in competing with their larger, more globally known rivals using mobile-based Customer Relationship Management (CRM), warranty management, service and spare parts procurement strategies.  What smaller competitors lack in breadth they are more than making up for in speed and responsiveness.   Gartner’s IT Market Clock for Enterprise Mobility, 2012 captures how mobility is changing the nature of competition.

Source: IT Market Clock for Enterprise Mobility, 2012 Published: 10 September 2012 Analyst(s): Monica Basso

Bottom Line – By excelling at the orchestration of analytics, cloud and mobile, enterprises can differentiate where it matters most – by delivering an excellent customer experience.  Mobility can emerge as an enterprise Trojan Horse because it unleashes accuracy, precision and speed into customer-facing processes that larger, complacent competitors may have overlooked.

Courtesy – Louis Columbus

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How Google is Driving Mobile Video Market Growth

Google’s top advertising customers are pushing for convergence of mobile and video quickly, which is turning into a strong catalyst of growth of the global mobile video market.  With their largest advertising customers wanting greater flexibility in bringing video to mobile devices, Google will make significant strides this year to make that happen.

During their latest earnings call, Google execs said that Android, Chrome and YouTube are the highest priority areas of their business. I’ve been following the last year of earnings calls closely, and it’s clear that Google’s largest advertising customers are pushing the company to bring video to mobile at a level of performance and usability not accomplished yet.  The Q2, 2012 earnings call transcript makes this point clear which can be accessed here Google’s Management Discusses Q2 2012 Results – Earnings Call Transcript.

Mobile and Video: Transforming Convergence Into Cash

Over the last year, Google executives have mentioned the growth of YouTube and its quick evolution from a content management system to a profitable advertising platform.   During the Q1, 2012 earnings call held on April 12, 2012 the following points were made:

• Google reported they had over 800 million monthly users uploading over an hour of video per second

• U.K. mobile operator O2 used YouTube as the foundation of a brand launch that year with support for 100 new original channels completed and launched

• Global product launch plans from GM, Toyota and Unilever and several other large advertising accounts are also underway

During the Q2, 2012 earnings call, Nikesh Arora, Senior Vice President and Chief Business Officer started his comments regarding the YouTube business with the statement “I think in 2007 it was when newspapers frequently said YouTube is groping for an effective business model. I think we can declare we found our model.” Immediately after making this statement, Mr. Arora mentioned that yearly account signups have doubled year-over-year and users are uploading over 72 hours of video every minute.  He also mentioned that “thousands of partners are making six figures and we’re proud to work with major record labels in Hollywood studios on this platform.”

The call continued with the points made of Danish advertisers shifting their television advertising dollars to YouTube and other Google branding solutions.  Additional companies mentioned on the call using YouTube-based advertising include Denon, Shire, and Intel.  Clearly these companies have major product introductions coming up and see mobile video as perfect for reaching more potential customers than ever before.

Google’s Challenge: Keep Content Quality and User Experience Constantly Improving

If Google is going to attain the full revenue potential of YouTube as an advertising platform, they’ll need to focus on the following factors:

• Create Application Programmer Interfaces (APIs) and easy-to-use programming tools for quickly creating mobile-optimized sites. As Gartner studies have shown, video on telephones is most often used as a time-filler, with a median length of 2 minutes, 46 seconds.

• YouTube will need to support more optimized mobile-based video browsers that can support contextual search. This will be a core requirement for the enterprise, specifically in the areas of mobile customer care, mobile commerce and mobile health.

• More extensive analytics in YouTube than are available today, specifically tying into to major marketing strategies including product introductions. It is becoming common knowledge that videos improve viewer engagement and prospects attribute a more positive shopping experience when they are used.  Luxury brands are investing heavily in this technology including BMW, Burberry, Channel, Louis Vuitton and many others.

• A Google/Ipsos OTX MediaCT smartphone users study completed in April, 2011 shows that 77% of smartphone users said that their most visited site was a mobile search engine.

Mobile Video: The Market YouTube Built

The size of the worldwide mobile video market was comprised of 429 million mobile video users in 2011, projected to grow exponentially to 2.4 billion users by 2016.  Smartphones and tablet sales will contribute 440 million new mobile video users during the forecast period.  These market estimates are from the recently published Gartner report, Market Trends: Worldwide, the State of Mobile Video, 2012.

Additional take-aways from this report include the following:

• Allot Communication’s reports that mobile streaming grew 93% in the first half of 2011; Allot also reports that the usage of YouTube’s mobile channel grew by 152% and YouTube generated 22% of all mobile video traffic in the first half of 2011.  YouTube reports getting 400 million video views a month globally.

• Gartner reports from a survey completed in the 4^th quarter of 2010 that 32% of mobile enterprise users watch short videos from YouTube and other sites optimized for video streaming.

• The fastest growth for mobile video will be in Latin America as smartphone adoption continues to accelerate, replacing traditional cell phones in these markets. Asia/Pacific will have the highest number of mobile video users at 541 million by 2016.  Both of these markets will benefit from low-cost smartphones being produced by contract manufacturers who are becoming the dominant production strategy of brand leaders globally. The following graphic shows the Mobile Video User Forecast by Region, Worldwide, 2008 – 2016.

• By 2016, close to 60% of professionally developed mobile video content will be delivered via mobile-optimized websites that also have enhanced contextual search functionality included in the content management systems.

• Mobile customer care, mobile commerce and mobile health will be the three primary industry drivers in the near-term of mobile video market, emerging as growth catalysts of this emerging market.

• Cisco’s Visual Networking Index study reports that last year, mobile video accounted for 56% of all mobile data traffic.

• 3G/4G connections are emerging as a powerful catalyst of mobile video growth.  Gartner is forecasting that the worldwide share of mobile video connections on 3G/4G will increase from 18% in 2011 to 43% in 2015.  In more established markets incouding North America and Western Europe, the percentage of 3G/4G connections is expected to be as high as 80% and 96% respectively.

• Gartner projects that 70% of mobile video users will use only Wi-Fi to view mobile video, with the remainder of the market relying on a mix of cellular and Wi-Fi networks to gain access and also upload content.   The following figure shows the Mobile Video User Forecast by Network Type, Worldwide, 2008 – 2016.

Source: Market Trends: Worldwide, the State of Mobile Video, 2012. Gartner Group. Published: 10 February 2012 ID:G00223693 Author: Shalini Verma.   Link: http://www.gartner.com/id=1920315

Courtesy – Louis Columbus

ROI–Return on {Infographics}

The World Is Your Mirror

The good you find in others,is in you too.The faults you find in others,are your faults as well.After all,to recognize something you must know it.

The possibilities you see in others,are possible for you as well.The beauty you see around you,is your beauty.The world around you is a reflection,a mirror showing you the person you are.

To change your world,you must change yourself.See the best in others,and you will be your best. Give to others,and you will give to yourself.

Appreciate beauty,and you will be beautiful.Admire creativity,and you will be creative.Love, and you will be loved.Seek to understand,and you will be understood.Listen, and your voice will be heard.Teach, and you will learn.:)

A Bird sitting on a tree is never afraid of breaking of the branch Because her trust is not on the branch but on her own wings.

"BELIEVE IN YOURSELF”

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