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INSIGHT: Software everywhere: Managing and licensing the new application economy

INSIGHT: Software everywhere: Managing and licensing the new application economy

Research has shown that over 40 percent of mobile users resort to a competing service after just one bad customer experience.

Digital industry transformation is at the heart of Ovum’s 2015 super themes, a term encompassing the evolutionary challenges facing all enterprises.

Failure to do so is to risk eradication in the private sector, or poor citizen satisfaction and loss of funding or even autonomy in the public sector.

The key stake in this transformation is the deployment of technology solutions direct to organisations’ stakeholder and/or customer population.

The applications that constitute this touch-point are in many cases a critical and differentiating factor for enterprise success.

Research has shown that over 40 percent of mobile users resort to a competing service after just one bad customer experience, with many having no allegiance to make them likely to return.

In the airline industry, this is just one factor driving 95 percent of all operators to invest in improving their mobile app capability. However, managing application performance in the new, highly varied, and widely devolved “live environment” is complex.

The performance of enterprise software has to be understood and assured throughout the “stack” that constitutes the workings of a service.

Today’s application and performance testing/management tools reflect the complexity of a mobile service environment by being able to simulate and diagnose problems in the handset environment, the mobile network, the application architecture itself, and the cloud environment.

IT managers soon face more flavours of the same problems as enterprises seek advantage by deploying software in even more diverse environments within the Internet of things (IoT).

Business models in next-step technology environments such as IoT have sometimes yet to be conceived and are certainly not universally understood, but managing and monetising the enterprise software presence there could be a key capability.

Planning for software management across these new landscapes will also require a licensing focus, and software asset management (SAM) solutions will have to adapt to assure continued compliance and a return on the investment in transformational capabilities.

By Alan Rodger - Research Analyst, Ovum


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