Coming off IBM's IOD conference, I've been trying to figure out how to position the breadth of the platform so that our partners (ISVs, SaaS companies, BPOs or consulting firms) can build product strategy around the next wave of analytic applications. The potential value of these applications is a hot topic, but how can we capitalize on it? While the breadth of the IBM platform is unmatched, it's tough to figure out where to start.
So, here we go. Use the Analytic Applications Quadrant below in your product strategy sessions, with your investors, or even your clients. And, of course, work with your IBM team to define and build your solutions across these different domains. Leave a comment, or shoot me an email with your thoughts...
X-Axis: Customer Awareness
The x axis of customer awareness is an indication of how much your customers have heard about these particular solutions. It's largely a factor of industry trends and marketing, media coverage, and focus by major technology providers, including IBM.
Y-Axis: Market Expectation
The y axis of market expectation measures the expectation that your solution(s) include the analytics categories. It's generally an indication of the maturity and adoption of the category in the enterprise.
The categorical representation breaks down as follows:
Core Functionality
Solutions that are generally expected to be delivered as part of your solution. They represent technologies that are generally pervasive in the enterprise across most, if not all, domains and industries.
While there may be business models that monetize solutions in this category, we believe the majority of solutions will be incorporated "out-of-the-box" in business software with no additional line item cost or surcharge.
Thought Leadership
These solutions generally have maturity in specific domains or industries, but have the potential to be applied more broadly. Customer awareness may be limited outside specific business units, but there are identified applications that improve business processes or user experience.
A common example is scenario planning. While planning using advanced technologies has been standard practice in Finance for many years, there are many identified applications for the technology outside financial processes that improve business decisions.
The business potential of these application is mixed. It may be a small component of an application or business process. In some cases, it may represent a potential up charge or micro application that can be sold.
Point Solutions
These analytic technologies satisfy specific use cases or industries. They haven't proven to have general applicability, but can be critical for certain business processes. As a result, these solutions can generally be sold to solve a specific problem.
A common example would be operational monitoring in a call center application measuring call volumes and wait times.
Strategic Differentiation
The next wave of widely deployed analytic applications will likely include these technologies, and they will give your products and your firm measurable ROI. While these solutions have substantial media attention and marketing from leading technology companies, their practical implementations are still small in number at the enterprise level -- they represent substantial opportunity for your company to build high margin businesses.
