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Software Assets -- Not Financial Assets -- Will Determine Business Success Over The Next 10 Years
January 23, 2014


Software assets — not financial assets — will be most critical to your brand in the age of the customer, a 20-year business cycle in which the most successful companies will reinvent themselves to systematically understand and serve increasingly powerful customers, according to a Forrester report published today.

Mobile, big data, the Internet of Things, and digitization have changed the ways customers interact with brands: Customers expect to be able to interact with brands through software. Digital business in this era will be akin in scale and complexity to the ERP re-engineering that took place in the '90s to address Y2K issues. Why? In the age of customer, a good software experience can build trust, capture consumer attention, create unique customer experiences, and make a brand essential.

A bad software experience? "The next 10 years will see more change than any time since Great Depression in the makeup of the Fortune 1000 as some companies figure out the power of software and others do not. Increasing customer expectations fueled by an accelerated pace of technology will increase the delta between the haves and have-nots in term of overall financial performance," writes John McCarthy, author of the report.

“In the age of the customer, all companies will be software companies. Your most important assets will not be financial assets, they will be software assets. Software will allow brands to become customer-obsessed: to know what their customers want — and how, when, and where they can meet (and exceed) that expectation," said George Colony, Forrester CEO, in the lead up to a panel he moderated this week at Davos that included Marc Benioff (salesforce.com), John Chambers (Cisco Systems), Marissa Mayer (Yahoo), Gavin Patterson (BT), and Randall Stephenson (AT&T) talking about digital context in this era of business. 

You can read the full report here.


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Forrester Research (Nasdaq: FORR) is a global research and advisory firm serving professionals in 13 key roles across three distinct client segments. Our clients face progressively complex business and technology decisions every day. To help them understand, strategize, and act upon opportunities brought by change, Forrester provides proprietary research, consumer and business data, custom consulting, events and online communities, and peer-to-peer executive programs. We guide leaders in business technology, marketing and strategy, and the technology industry through independent fact-based insight, ensuring their business success today and tomorrow. For more information, visit www.forrester.com.


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