Digital Transformation and the New Rules for Start-Ups

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I have had the opportunity to work for and around a good many start-ups during the course of my career.  Often the start-up founders would simply define a problem, develop a solution and launch a company.  The marketing department would then do their very best to identify the individuals in each target company that experienced the problem and had a budget to fix it.  This was always a challenging task, that has become even harder today.

Today, start-ups must not only identify a problem that needs solved, but they must compete against “digital transformation” initiatives in both the business and IT organizations that are trying to reduce complexity through the elimination of applications, customized software solutions, IT systems, multiple instances of ERPs and vendors.

The goal of many organizations today is to simplify the IT environment, and to make business processes much faster and agile.  I see many companies seeking to standardize on a handful of platforms like Salesforce.com, SAP, Adobe, Ariba, SuccessFactor, etc. Too many systems in an IT inventory, means too much complexity and the increased risk that data will be compromised, and that systems will be too expensive to maintain, secure and upgrade.  In this age of fast changing digital consumer behaviors, flexibility and simplicity equal organizational speed to keep up with their markets.

What is the answer for start-ups?  Start-up solutions must appeal to the digital transformation goals of their target customers.  It means their solution must be cloud based and automatically upgraded to stay aligned with customer’s core platforms and systems.  It means offering artificial intelligence enabled robotic process automation, chatbots and machine learning that can improve predictability, simplify complexity and eliminate troublesome areas of service and performance.  It must not result in any additional layers of complexity, rather new solutions need to solve big problems, while at the same time reducing complexity, and increasing agility and the operational tempo of the business.

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Kevin Benedict
President, Principal Analyst, Futurist, the Center for Digital Intelligence™
Website C4DIGI.com
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Kevin Benedict

Kevin Benedict is an opinionated Senior Analyst at Cognizant's Center for the Future of Work, where he analyzes emerging technology trends. He has worked with enterprise IT systems and ERPs for over 30 years, rising from an IT business analyst to the CEO of a mobile platform company. Today he is a popular technology analyst, Futurist, keynote speaker and lecturer. He is also an SAP Mentor Alumnus, Digital Transformation Influencer, and continues to write on mobile and digital strategies for publications around the world. In the past four years he has shared his insights and research with companies in 17 different countries, and has over 10,000 followers on Twitter that read his weekly technology and business insights. Profile Summary: -Founder/Principal Consultant, Independent Mobility Analyst, Netcentric Strategies LLC -Veteran Mobile Industry Executive -SAP/Crossgate Product Evangelist and SAP Relationship Manager -Eight years experience in leading-edge mobile and enterprise software technologies -Twenty years of successful enterprise software sales and marketing experience -Eleven years of international business sales experience -Author of many product and mobile solutions datasheets, whitepapers, technology papers and press releases on customer wins and software solutions -In-depth experience with Web 2.0 and online marketing strategies and initiatives -Seminar leader, trainer and conference speaker on many subjects related to field services automation, mobile business technologies and B2B E-Commerce -Management experience includes operating a start-up mobile technologies company, international sales teams, global marketing, business plan development, product management and sales channel development -Featured speaker at Psion Teklogix’s 2008 Mobile Technology Leadership Series -Recipient of SAP's Top Contributor Award in 2009, 2010 and 2011 Specialties: Mobile and digital transformation strategies, writing, keynote speaker

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