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Gartner predicts that technology will be democratized and that by 2025, 55% of all successful emerging technology products will be offered to non-enterprise IT “non-traditional” buyers. This provides an opportunity for vendors to expand into new markets and forge new customer relationships, the research firm said.
This democratization empowers business workers to find, choose, implement and custom-fit their own technology, providing an opportunity to enable new citizen developers and business technologists. Year 2023. This report highlights this and other top trends impacting technology providers by 2025.
Top trends impacting technology providers by 2025
These trends reflect three overarching themes: companies increasing their reliance on technology, new opportunities emerging through technology, and the impact of external macro forces.
Gartner Distinguished Vice President Analyst and Gartner Fellow Rajesh Kandaswamy said: “In 2023, product leaders and technology executives will balance short-term planning with long-term strategy to anticipate the impending shocks to the economy and the underlying ‘perma-crisis’ forces shaping their businesses. is needed. ”
Reference: Research: Digital Transformation Initiatives Focused on Collaboration (TechRepublic Premium)
In addition to the democratization of technology, there are several other trends Gartner has identified. These trends will impact technology customers, buyers, products, ecosystems, business models, and operating models around the world for at least the next three years.
Allied Technology Purchase
In a federated buying process, purchasing decisions are made by representatives across the business. The democratization of technology is accelerating the purchase of federated enterprise technology, with a recent Gartner study reporting that just 26% of technology buyers are funded solely by their IT. I’m here.
While federated buying presents opportunities for product leaders, it also adds complexity as it forces changes in go-to-market models and requires a greater focus on value scenarios and outcomes, says vice president analyst at Gartner. Emil Berthelsen says.
Product-led growth
Product-led growth allows users to experience value through free product offers and interactive or automated demonstrations. Users are then converted directly to paid accounts, or their endorsements and influence help drive purchases. By 2025, 95% of software-as-a-service providers will adopt a form of self-service PLG for new customer acquisition.
After being successful in the B2C technology market, PLG is gaining traction in the B2B model, according to Kandaswamy. The benefits are lower customer acquisition costs and shorter sales cycles.
Co-creation ecosystem
A new co-innovation ecosystem approach allows internal, external, collaborative and co-creative ideas to converge to create new value. As companies actively use technology to differentiate themselves, achieve success, and meet customer needs, they are increasingly co-innovating with technology providers.
digital market
Technology buyers use digital marketplaces to easily find, source, implement, and integrate technology products. Non-tech buyers are also increasingly looking to the market to meet their requirements for composable and easily consumable technology products.
“Technology and service providers are increasingly investing in market channels for growth opportunities and competitive advantage,” said Kandaswamy. “Digital marketplaces reduce time to market, increase outreach to target segments, expand partner ecosystems and speed up sales cycles.”
intelligent application
Intelligent applications create value and disrupt markets by learning, adapting and generating new ideas and outcomes. Generative artificial intelligence, for example, is a new technology that is rapidly gaining momentum for commercial use within intelligent applications. Generative AI can generate new media content such as text, images, video, audio, synthetic data, and models of physical objects.
“Product leaders should expect generative AI capabilities that empower their workers with augmented creative capabilities to be at the forefront of the new race for intelligent applications,” said Kandaswamy. .
Metaverse technology to improve customer experience
Metaverse technologies such as virtual spaces and avatars are rapidly gaining momentum in marketing to create unique experiences, impactful interactions, and novel engagement. By 2027, more than 40% of his large organizations worldwide will use a combination of Web3, spatial computing, and digital twins in metaverse-based projects aimed at increasing revenue. increase.
Reference: Metaverse Cheat Sheet: Everything You Need to Know (Free PDF) (TechRepublic)
“B2B marketers have the opportunity to apply metaverse technology and the immersive experiences it provides to expand customer reach and engagement and improve their CX,” said Kandaswamy. “Early adopters are using Metaverse technology to host events in virtual spaces, conduct internal and external sales meetings, showcase products, and more.”
sustainable business
A sustainable business is no longer a nice-to-have, but a must-have.
“In an increasingly technology-driven world, sustainable businesses are underpinned by sustainable technology,” said Kandaswamy.
A recent Gartner survey found that 42% of leaders are currently using sustainability practices to drive innovation, differentiation and company growth through sustainable products. The company predicts that by 2025, technology providers who can quantify the positive contribution of their products to their customers’ sustainability goals will improve their close rate by 20%.
techno nationalism
The globalization movement is now trending towards mercantilism, making global markets increasingly local and impacting global technology ecosystems.
Countries are enforcing digital sovereignty regulations through policy decisions, causing divergence in technology stacks. Product leaders must respond to this trend by balancing meeting specific country-level localization needs with product profitability.
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