This slide deck was used for the keynote address delivered by Dr.Rajeev Srinivasa at Texavi's IMAGINEERING - INDIA, 2013 Conference. The event was successfully hosted in Hyderabad and Mumbai in Aug, 2013.

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Technology trends, challenges & opportunities

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Technology Trends, Opportunities and
Challenges
in the times of
Digital, Mobile, Agile & Social
Texavi’s IMAGINEERING Conference, 2013
Dr.Rajeev Sreenivasa
Experience Commerce, Mumbai

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The Information Technology Trends

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Mobile Device Battles
Mobile devices will
overtake PCs to be the
most common for web
BY 2015, over 80% of
handsets in mature
markets will be smart
phones

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Mobile Applications and HTML5
Javascript performance will
push HTML5 and browser as
mainstream app
development environment

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Personal Cloud
Cloud will be center of
digital lives, apps,
content and preferences

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Internet Of Things
Over 50% internet
connections are
going to be things.

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Strategic Big Data
Non Traditional data
types and external data
sources
Social Graph
Intent Graph
Consumption
Graph
Interest Graph
Mobile Graph
Hadoop and NoSQL gain
momentum

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Actionable Analytics
Cloud packaged
analytics, Big data
accelerators
Analytics and simulation
on every action
Mobile businesses to
have access to big data

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Integrated Ecosystems
Appliances and gadgets
with delivered as
hardware
Virtual appliances will
gain popularity

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Enterprise App Stores
More than 70 billion
mobile app downloads
from app stores every
year
Most organizations will
deliver mobile apps to
workers via private
clouds

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Shift in Technology Spend Landscape
Big drivers for IT spend: Big
data, analytics, mobility,
cloud computing and
collaboration
By 2017, CMO’s spend
would overtake that by
CIO’s in acquiring
technology centric assets
Emergence of “Digital” as a major force is
leading to marketing departments acquiring
more technology tools and services

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CIO CMOvs

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Speed
Brand New Ideas Implemented
Measure-ability & Metrics
Customization
To Win!!!
Process and Standards
IP Protection
Dependable Code
Superb Documentation
Problem Solver!
CMO
CIO

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CMOs vs. CIOs: The Myth Of ‘Zero Sum’
These executives have had a complete rewrite
of their jobs in recent years, and as marketing
becomes more of a technology game and IT
becomes more consumerized, the two camps
sometimes battle for both authority and
budget.
ROI, Not TCO, Drives OpEx Spending.
Just as CIOs have been forced to become more
customer-experience savvy, CMOs must step
up their tech prowess.
CMOs and CIOs must be able to work together to merge market vision and
technology opportunity to deliver innovation and growth.

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Digital?

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Digital Consumer
Digital Consumer

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Digital Consumer

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Understanding
of Brands
Marketing Strategies
Consumer
behaviour &
Insights
Creative (Visual
& Copy) skills
Technology Knowledge
Understanding
Devices
Tech
Skills
Solution Deployment
Strategy

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Understanding
of Brands
Marketing Strategies
Consumer
behaviour &
Insights
Creative (Visual
& Copy) skills
Technology Knowledge
Understanding
Devices
Tech
Skills
Solution Deployment
Strategy
Digital
Agency

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Opportunities

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• Large number of new problems where technology
forms core of consumer experience solutions
• Huge demand for technology tools for different
aspects of Digital, Mobile and Social
• As the spend in digital marketing increases, huge
opportunity for services, where core is technology,
but realization is integrated digital experience
• Huge demand for analytics and insights (consumer
/ brand / assets / campaigns)

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Opportunities
• Large number of new problems where technology forms core
of consumer experience solutions
• Huge demand for technology tools for different aspects of
Digital, Mobile and Social
• As the spend in digital marketing increases, huge opportunity
for services, where core is technology, but realization is
integrated digital experience
• Huge demand for analytics and insights (consumer / brand /
assets / campaigns)
Challenges are very different
compared to those in traditional IT
products and services space

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Challenges

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Biggest Challenge

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How to address Change?
BE

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• Understand “Consumer”
• Appreciate “Creative”
• Expand “Skills”
• Be “Technology Agnostic”
• Be “Platform Agnostic”
• Be on top of “Metrics”
• Change “Lingo”
Other Challenges

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• One who thinks of “value to consumer” and not “feature sets”
• One who takes end-to-end ownership of strategic success
factors and delivers innovative solutions
• One who comes out of the shells of “just knowledge of tools”
• One who thinks about “experience across devices”
• One who builds adaptive solutions that can address “ever
changing eco system”
• One who has an eye on “metrics” of goals and performance
• One who is “agile” to be successful in this ever changing eco
system
Who is the Digital Technologist?

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Summary
• Major shift in world-wide technology spend [moving towards ROI
driven rather than TCO driven]
• Emerging digital landscape [emphasis on consumer-centric from process
automation centric]
• Major shift in digital touch points [mobiles, tablets and other devices]
• Busy social networks
• Convergence of Creative, Brand, Social and Technology defines
“Digital”
• The “New Digital World” brings in immense opportunities and
associated challenges for IT professionals

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Thank you!
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