Empowered Users Will Change How Business Software Is Served

The face of business software applications is changing dramatically as new-generation users drive for a Web 2.0 intuitive user interface. User expectations with respect to service will also be changing as the use of social media increases, IT becomes more consumer-driven, and new cloud delivery models acquire market traction. These trends meet as a perfect storm in the IT management software (ITMS) market: ITMS products are used by business applications users and application vendors as well as by enterprise IT organizations, which also exhibit the same behaviors as business application users. The ITMS market is, therefore, being shaken up with the rise of several more-adaptive new ITMS entrants, some product innovation from incumbent ITMS vendors, and a new list of pure-play cloud providers that will provide their own service and may even want to subsume the ITMS vendors into their ecosystems. Tech marketers in all software markets must consider how their customer service processes and facilities must shift in response to these changes. ITMS tech marketers must consider it urgently.