2016 ~2017년 글로벌 it 이슈 및 cio¬럼 1월...the age of the customer is a 20-year business...

2016 ~2017년 글로벌 IT 이슈 및 CIO Agenda

김 영진

포레스터 한국지사장

2016.1.27

The Age of the Customer is a 20-year business cycle in which the most

successful enterprises will reinvent themselves to systematically understand and

serve increasingly powerful customers.

The Age of the Customer(고객위주시대 비지니스)

고객위주 시대의 4가지 중요 비지니스분야

Transform

the customer

experience

Embrace

the mobile

mind shift

Become

a digital

disruptor

Age of the

Customer

Turn big data

into business

insights

© 2015 Forrester Research, Inc. Reproduction Prohibited 4

DISCOVER

EXPLORE

BUY

USE

ASK

ENGAGE

Customer insights

Growth and retention strategies

Technology decisions

고객 라이프싸이클 위주의 마켓전략수립


2016년의 글로벌 IT 마켓 및 비지니스

1. 글로벌 IT 마켓의 지속적인 성장

2. 수익창출을 위한 비지니스 테크놀로지 분야(BT)에 의한 투자활성화

3. Cloud와 Analytic이 소프트웨어와 서비스분야에 서 IT기술투자활성화 의촉매제

4. 시장전체는 긍정적인 면이 많이 존재한다 (모바일, IOT등)


글로벌 IT 마켓 트랜드

글로벌 IT 마켓의 지속적인 성장은 하지만 큰성장요인은 없다


$372 $375 $381 $385 $356 $364 $384

$346 $352 $354 $361 $341 $343 $351

$534 $549 $557 $579 $565 $597 $640

$489 $490 $507 $533 $515 $541 $571

$436 $448 $462 $473 $457 $473

$495

$606 $610 $609 $619 $604

$625 $647

$0

$500

$1,000

$1,500

$2,000

$2,500

$3,000

$3,500

2011 2012 2013 2014 2015* 2016* 2017*

Telecom services

Tech outsourcing andhardware maintenance

Tech consulting andsystems integrationservices

Software

Communicationsequipment

Computer equipment

*Forrester forecast

1.6% 1.5% 3.8%

4.9%

$2,783 $2,825 $2,870 $2,950

$2,826

$3,088

2.8% -3.8

$2,943

US

$ b

illi

on

s

전세계 IT 분야별 시장 변화( 2011 ~ 2017)


*Forrester forecast

2016년 미국 IT 시장의 성장세 가속

2011 to 2017 regional tech purchases forecast

(Percentage change in exchange-rate-adjusted US dollars)

4.4% 4.6%

3.0%

4.6% 4.2% 4.5% 4.7%

-6%

-4%

-2%

0%

2%

4%

6%

8%

10%

12%

14%

16%

2011 2012 2013 2014 2015* 2016* 2017*

Total tech purchases

United States

Canada

Latin America

Western and CentralEurope

Eastern Europe, theMiddle East, and Africa

Asia Pacific


25개국의 2016 IT 시장 성장예측

8.2%

7.6%

7.4%

6.9%

6.7%

6.2%

5.6%

5.1%

4.8%

4.1%

3.8%

3.8%

3.7%

3.5%

3.1%

3.1%

2.8%

2.6%

2.1%

1.7%

1.2%

1.1%

1.0%

0.6%

-4.9%

India

Mexico

Sweden

China

Poland

Israel

UK

US

Spain

Denmark

South Korea

Netherlands

Canada

Germany

Italy

Switzerland

Brazil

Turkey

Australia

South Africa

Japan†

France

Belgium

Saudi Arabia

Russia

2016 percentage change in tech purchases in local currencies

$1,132

$224

$203

$179

$133

$101

$70

$68

$63

$57

$50

$47

$48

$45

$41

$29

$25

$23

$22

$17

$15

$15

$13

$11

$10

US

China

Japan

UK

Germany

France

Canada

Spain

Italy

India

South Korea

Australia

Brazil

Switzerland

Netherlands

Sweden

Mexico

Belgium

Poland

Denmark

Turkey

Russia

Saudi Arabia

Israel

South Africa

2016 tech purchases in US dollars


₩5.1 ₩5.2 ₩5.5 ₩5.7 ₩5.9 ₩6.0 ₩6.3

₩9.4 ₩9.7 ₩9.9 ₩10.0 ₩10.2 ₩10.3 ₩10.7

₩7.8 ₩7.9 ₩8.5 ₩9.3 ₩10.2 ₩11.2 ₩11.8 ₩4.5 ₩4.6 ₩4.9 ₩5.3 ₩5.6 ₩6.0 ₩6.5 ₩2.1 ₩2.2 ₩2.4 ₩2.5 ₩2.6

₩2.8 ₩2.9

₩0.8 ₩0.8 ₩0.8 ₩0.8

₩0.8 ₩0.7

₩0.7 ₩17.2 ₩17.7 ₩17.7 ₩17.7

₩18.1 ₩18.3

₩18.8

₩0

₩10

₩20

₩30

₩40

₩50

₩60

₩70

2011 2012 2013 2014 2015* 2016* 2017*

Telecommunications

Hardware maintenance

Tech outsourcing

Tech consulting services

Software

Communicationsequipment

Computers andperipheral equipment

(단위:조원)

*Forrester forecast

한국의 IT 분야별 시장예측(2011 ~ 2017)

2.9% 2.7%

3.4% 4.1%

₩46.9 ₩48.2 ₩49.6 ₩51.3

₩53.4

₩57.7 3.4% 4.11%

₩55.4

Wo

n t

rill

ion

s

2.7% 2.9% 3.4% 4.1% 3.8% 4.1%


글로벌 IT 마켓 트랜드수익창출을 위한 비지니스 테크놀로지 분야(BT)에 의한 투자활성화


2016 BT 분야 투자율이 전체 기술투자의 26% 상회

*Forrester forecast

$2,232 $2,242 $2,247 $2,268 $2,137 $2,187 $2,261

$551 $583 $623 $682 $699

$756 $827

$0

$500

$1,000

$1,500

$2,000

$2,500

$3,000

$3,500

2011 2012 2013 2014 2015* 2016* 2017*

Businesstechnology

InformationtechnologyU

S$ b

illio

ns

*Forrester forecast

1.6% 1.5%

4.9%

$2,783 $2,825 $2,870 $2,950

$2,826

$3,088

2.8% -3.8%

$2,943

3.8%


Business Technology 는 고객 라이프 사이클 솔루션을 제공 해야한다.


BT를 위한 주요 기술전망: 2015 ~ 2020

Innovation Group Type Emerging technology innovation categories

Business solution

innovations

• Customer analytics

• Digital experience solutions

• Customer-driven design

• Internet of Things

Interaction platform

innovations

• Next-generation connectivity

• Wearable technology

• Natural computer interfaces

Digital delivery and

aggregation platform

innovations

• Real-time data sourcing and delivery

• Advanced analytics

• Digital identity management

• Software acceleration platform and tools

Infrastructure and

context platform

innovations

• Advanced silicon devices

• Software-defined infrastructure

• Cloud integration

• Big data management


2018년까지의 Top 10 기술 트랜드

1. Smart connected world

2. Systems of insight

3. APIs as strategy

4. Digital CX limitations

5. Security and risk rethink

6. Hyperconnected hyperadopters

7. BT acceleration

8. Infrastructure snowballs

9. Software as part of the brand

10. Workforce technology

Covered in today’s session


Cloud와 Analytic이 소프트웨어와 서비스분야에 서 IT기술투자활성화 의촉매제 역활


2016년 11가지 Cloud 예측 1. Size matters: Top vendors gain and others retreat or refocus

2. Hyperscale clouds report true cloud revenue with impressive profits.

3. Many providers adapt to offer managed services for the megaclouds.

4. Demand for hybrid cloud management solutions spikes.

5. Automation finally chips away at cloud security fears.

6. Hyperconverged solutions with containers become commonplace.

7. Networking becomes the linchpin of hybrid cloud.

8. Systems of record drive new growth.

9. Geopolitical dynamics create opportunities for local competition.

10. Cloud brokering recedes as a distinct category in favor of broader cloud

governance.

11. OpenStack leaders attempt an OpenStack public cloud system.


$34 $34 $33 $32 $30 $31 $31 $12 $11 $12 $13 $13 $14 $14 $33 $32 $33 $34 $32 $33 $34

$29 $30 $31 $34 $33 $34 $38 $20 $22 $22 $24 $23 $24 $26 $26 $27 $28 $29 $28 $29 $30 $10 $10 $10 $10 $10 $10 $11 $31 $33 $34 $33 $34 $35 $36 $22 $23 $25 $27 $28 $31 $34

$107 $115 $124 $136 $141

$158 $172

$71 $75

$80 $87 $85

$92 $96

$1 $3

$6 $10 $14

$18

$23

$138 $135

$117 $111 $94

$88

$96

2011 2012 2013 2014 2015* 2016* 2017*

Other custom applications built bycontractors and consultants

Mobile applications built by contractorsand consultants

Enterprise vertical applications

Enterprise process applications

Information management applications

Desktop and collaboration applications

Application development

Integration

Security

IT management

Database management systems

Storage management

Subtotal, operating systems

Global software by major product

(US$ billions)

$597

$640

$534 $549 $557

$579

*Forrester forecast

글로벌 SW분야별 시장규모, 2011 to 2017

$565


$28 $29 $29 $30 $29 $30 $30

$37 $39 $41 $43 $42 $44 $44

$18 $23

$28 $36 $43

$53 $67

$1 $1

$1

$1 $1

$1

$1

$23

$24

$24

$25 $26

$30

$30

2011 2012 2013 2014 2015* 2016* 2017*

Vendor-provided servicesrevenues

Single-instance subscriptionsrevenues

SaaS subscriptions revenues

Maintenance revenues

License revenues

$158

$172

$107 $115

$136 $141

Global business applications

by type of revenue

(US$ billions)

*Forrester forecast

2017년 중 비지니스 App 중 SaaS가 License 매출 도달

$124


디지털 및 모바일의 비지니스 활성화 Mobile Mind Shift, Digital Transformation _. e-Commerce


대부분의 기업이 아직 디지털비지니스 환경변화에 준비가 미비하다

80% • Digital technologies will disrupt our

business in next 12 months

26% • Our CEO sets a clear vision for

digital in our business*

16% • We have the necessary people and

skills to execute our digital strategy Base: 387 executives in companies with 250+ employees. * Note: CEOs did not answer this question


세계2위의 스마트폰 사용국의 한국

South Korea

South Korea

US

US

UK

UK

Smartphone subscribers

as % of total population*

Consumer-Owned Tablet

Installed Base As A

Percentage Of Total

Population**

Tablet and Smartphone Adop: South Korea, US and UK 2010 – 2018/9 (F = Forecast)

*Source: Forrester Research World Mobile and Smartphone Adoption Forecast, 2015 to 2020

**Source: Forrester Research World Tablet Adoption Forecast, 2013 to 2018 (Global), Q4 2014 Update

84.46%


Source: Forrester Research Online Retail Forecast, 2014 to 2019 (Asia Pacific)

e-Commerce 시장이 성숙한 한국

Forecast: Online Retail Spending In South Korea (B2C), 2014 To 2019


소비자는 필요한 App만 사용한다

Apps

Content Services

TBD Coupons

Flash sales

Contests

Games

Apps


디지털 및 모바일의 비지니스 활성화 Mobile Mind Shift, Digital Transformation _. IoT(connected Home 예


IoT 투자 형태

Say implementing an IoT strategy is top or critical business priority

Have a defined IoT strategy that we are executing

Are working with our business partners to help design our IoT effort

Have a separate software group from IT to implement our IoT strategy

Are already seeing business returns from our IoT strategy

53%

35%

35%

33%

32%


전세계 IOT 예상 시장규모(mUS$)

$96 $154 $276

$581

$1,452

$3,338

$-

$1,000

$2,000

$3,000

$4,000

2015 2016 2017 2018 2019 2020


Image Source: http://usatoday30.usatoday.com/money/economy/story/2011-10-19/housing-starts-consumer-price-index/50822734/1

스마트홈의 기하급수적인 증가

› One mobile moment at a time

› Bottoms up

› Gradual light integration

› Free or low fee services

› Driven by brands

› Clumped into natural groups


Automation Engagement

Resource Consumption

Access

Control

Lighting

Optimization

Climate &

Comfort Control

Monitor Home

Safety

Improve Home

Security Improve Family

Care

Aid Wellness

Care

Enhance Toys

Augment

Gardening

Guide Meal Planning

Whole-House

Speakers

Boost TV & Gaming

스마트홈 활용범위의 다양성

› See the “The Smart Home Finally Blossoms” Forrester Report


스마트홈은 파트너와 협력으로 서비스제공이 가능하다

› See the “The Smart Home Finally Blossoms” Forrester Report


Connection

Uniqueness Consciously

Serve long-term

motivation

Threats Opportunities

Needs optimized to prepare us for

Comfort

(oxytocin,

serotonin)

Variety

(dopamine,

epinephrine)

Subconsciously

Serve short-term

motivation

Ho

w n

eed

s a

re e

xp

ressed

The four things consumers really need

• Everybody has the

same needs.

• We may be biased

towards some needs

more than others.

• These needs

compete for our

attention based on

circumstances and

opportunities

고객의 성향을 만족하기위한 4가지기본사항


Effectiveness

Ease

Emotion

Customer Experience 의 중요성

Customers get value from the

experience.

Customers get that value

without difficulty.

Customers feel good about the

experience.


CX Index가 높은 회사가 성공을 한다.

-3%

51%

78%

-20%

0%

20%

40%

60%

80%

100%

Customer experienceindex laggards

Overall S&Pperformance

Customer experienceindex leaders

Forrester’s Customer Experience Index mapped to S&P stock performance over last 7 years

Leaders

outperformed the

market by 27% and

laggards by 81%

Source: Forrester Research, Watermark Consulting


스마트홈 제품 및 서비스 제공업체(예)- 유럽

Smart Grids Distribution

Partnerships

Startups

Platforms

Products from Established

Companies

Sources and details in slide notes


CIO 수행과제 › Should prioritize BT agenda and cost saving of IT MOOSE

› Cloud computing and mobility create opportunities to change the economics and agility of tech management

› Technologies of analytics, big data, and smart process apps create opportunities for CIOs’ organizations to help transform the business.

› Work together CMO team to increase Customer Experience

› Establish company Digital strategy with Cxx levels to rapid transform to leading AOC

› Build joint teams with product managers and business process owners.

› Engage with CISO on mapping Mobile and IoT security challenges.

› Evolve cross-functional skill sets and planning for BT and IoT

› Map the role of IoT Data across the customer journey.

감사합니다. 문의 사항 연락 주십시요

김 영진/포레스터 한국지사

02 555 7090

[email protected]

WWW.forrester.com

mailto:[email protected]

2016 ~2017년 글로벌 it 이슈 및 cio¬럼 1월...the age of the customer is a 20-year business...

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