The technology sector has the greatest amount of competition, speed of product evolution (and obsolescence) and the highest marketing and sales spend as a percentage of revenues of any industry in the world. This creates a vocabulary of new terms, re-alignment of old terms and death-by three-letter-acronyms (TLAs). The latest – and one of the biggest – is the term digital transformation. With it comes a set of terms like ‘disruption’, ‘customer experience’ and ‘cloud’ that bring a SCRAMBLE board of words that are filling presentations, articles, blogs and entire trade shows in discussing the topic.
This research is meant to shed light on the business and technology perspectives and bring a stabilizing view and theme. One can become quickly lost in current discussions as they become heavily technical or so abstract the intent or definition is lost.