Meeting Market Trends and Customer Demands​: Analyst Guidance for Tech Providers

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2024 has started cautiously for organisations, with many choosing to continue with tech projects that have already initiated, while waiting for clearer market conditions before starting newer transformation projects. This means that tech providers must continue to refine their market messaging and enhance their service/product offerings to strengthen their market presence in the latter part of the year. Ecosystm analysts present five key considerations for tech providers as they navigate evolving market and customer trends, this year.

Navigating Market Dynamics

As organisations refine their AI approaches, tech providers must adjust their market strategies - Sash Mukherjee

Continuing Economic Uncertainties​. Organisations will focus on ongoing projects and consider expanding initiatives in the latter part of the year.​ This means that tech providers should maintain visibility and trust with existing clients. They also need to help their customers meet multiple KPIs. 

Popularity of Generative AI​. For organisations, this will be the time to go beyond the novelty factor and assess practical business outcomes, allied costs, and change management.​ Tech providers need to include ROI discussions for short-term and mid-term perspectives as organisations move beyond pilots.​

Infrastructure Market Disruption​. Tech leaders will keep an eye out for advancements and disruptions in the market (likely to originate from the semiconductor sector)​. The disruptions might require tech vendors to re-assess the infrastructure partner ecosystem.

Need for New Tech Skills. Tech leaders will evaluate Generative AI’s impact on AIOps and IT Architecture; invest in upskilling for talent retention.​ Tech providers must prioritise creating user-friendly experiences to make technology accessible to business users. Training and partner enablement will also need a higher focus.

​Increased Focus on Governance​. Tech leaders will consult tech vendors on how to implement safeguards for data usage, sharing, and cybersecurity.​ This opens up opportunities in offering governance-related services.​

5 Key Considerations for Tech Vendors

Click here to download ‘Meeting Market Trends and Customer Demands​: Analyst Guidance for Tech Providers’ as a PDF.

#1 Get Ready for the Year of the AI Startup

Get Ready for the Year of the AI Startup - Tim Sheedy

While many AI companies have been around for years, this will be the year that many of them make a significant play into enterprises in Asia Pacific. This comes at a time when many organisations are attempting to reduce tech debt and simplify their tech architecture. ​

For these AI startups to succeed, they will need to create watertight business cases, and do a lot of the hard work in pre-integrating their solutions with the larger platforms to reduce the time to value and simplify the systems integration work.​

To respond to these emerging threats, existing tech providers will need to not only accelerate their own use of AI in their platforms, but also ramp up the education and promotion of these capabilities. 

#2 Lead With Data, Not AI Capabilities 

Lead With Data, Not AI Capabilities - Darian Bird

Organisations recognise the need for AI to enhance their workforce, improve customer experience, and automate processes. However, the initial challenge lies in improving data quality, as trust in early AI models hinges on high-quality training data for long-term success.​

Tech vendors that can help with data source discovery, metadata analysis, and seamless data pipeline creation will emerge as trusted AI partners. Transformation tools that automate deduplication and quality assurance tasks empower data scientists to focus on high-value work. Automation models like Segment Anything enhance unstructured data labeling, particularly for images. Finally synthetic data will gain importance as quality sources become scarce.​

Tech vendors will be tempted to capitalise on the Generative AI hype but for sake of positive early experiences, they should begin with data quality.​

​​#3 Prepare Thoroughly for AI-driven Business Demand 

Prepare Thoroughly for AI-driven Business Demand - Achim Granzen

Besides pureplay AI opportunities, AI will drive a renewed and increased interest in data and data management. Tech and service providers can capitalise on this by understanding the larger picture around their clients’ data maturity and governance. Initial conversations around AI can be door openers to bigger, transformational engagements.​

Tech vendors should avoid the pitfall of downplaying AI risks. Instead, they should make all efforts to own and drive the conversation with their clients. They need to be forthcoming about their in-house responsible AI guidelines and understand what is happening in AI legislation world-wide (hint: a lot!) ​

Tech providers must establish strong client partnerships for AI initiatives to succeed. They must address risk and benefit equally to reap the benefits of larger AI-driven transformation engagements. ​

#4 Converge Network & Security Capabilities 

Converge Network & Security Capabilities- Darian Bird

Networking and security vendors will need to develop converged offerings as these two technologies increasingly overlap in the hybrid working era. Organisations are now entering a new phase of maturity as they evolve their remote working policies and invest in tools to regain control. They will require simplified management, increased visibility, and to provide a consistent user experience, wherever employees are located.​

There has already been a widespread adoption of SD-WAN and now organisations are starting to explore next generation SSE technologies. Procuring these capabilities from a single provider will help to remove complexity from networks as the number of endpoints continue to grow. ​

Tech providers should take a land and expand approach, getting a foothold with SASE modules that offer rapid ROI. They should focus on SWG and ZTNA deals with an eye to expanding in CASB and FWaaSas customers gain experience.

#5 Double Down on Your Partner Ecosystem

Double Down on Your Partner Ecosystem - Tim Sheedy

The IT services market, particularly in Asia Pacific, is poised for significant growth. Factors, including the imperative to cut IT operational costs, the growing complexity of cloud migrations and transformations, change management for Generative AI capabilities, and rising security and data governance needs, will drive increased spending on IT services.​

Tech services providers – consultants, SIs, managed services providers, and VARs – will help drive organisations’ tech spend and strategy. This is a good time to review partners, evaluating whether they can take the business forward, or whether there is a need to expand or change the partner mix.​

Partner reviews should start with an evaluation of processes and incentives to ensure they foster desired behaviour from customers and partners. Tech vendors should develop a 21st century partner program to improve chances of success.  ​

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Anticipating Tech Advances and Disruptions​: Strategic Guidance for Technology Leaders

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2024 will be another crucial year for tech leaders – through the continuing economic uncertainties, they will have to embrace transformative technologies and keep an eye on market disruptors such as infrastructure providers and AI startups. Ecosystm analysts outline the key considerations for leaders shaping their organisations’ tech landscape in 2024.​

Navigating Market Dynamics

Market Trends that will impact organisations' tech investments and roadmap in 2024 - Sash Mukherjee

Continuing Economic Uncertainties​. Organisations will focus on ongoing projects and consider expanding initiatives in the latter part of the year.​

Popularity of Generative AI​. This will be the time to go beyond the novelty factor and assess practical business outcomes, allied costs, and change management.​

Infrastructure Market Disruption​. Keeping an eye out for advancements and disruptions in the market (likely to originate from the semiconductor sector)​ will define vendor conversations.

Need for New Tech Skills​. Generative AI will influence multiple tech roles, including AIOps and IT Architecture. Retaining talent will depend on upskilling and reskilling. ​

Increased Focus on Governance​. Tech vendors are guide tech leaders on how to implement safeguards for data usage, sharing, and cybersecurity.​

5 Key Considerations for Tech Leaders​

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Click here to download ‘Anticipating ​ Tech Advances and Disruptions​: Strategic Guidance for Technology Leaders’ as a PDF.

#1 Accelerate and Adapt: Streamline IT with a DevOps Culture 

Over the next 12-18 months, advancements in AI, machine learning, automation, and cloud-native technologies will be vital in leveraging scalability and efficiency. Modernisation is imperative to boost responsiveness, efficiency, and competitiveness in today’s dynamic business landscape.​

The continued pace of disruption demands that organisations modernise their applications portfolios with agility and purpose. Legacy systems constrained by technical debt drag down velocity, impairing the ability to deliver new innovative offerings and experiences customers have grown to expect. ​

Prioritising modernisation initiatives that align with key value drivers is critical. Technology leaders should empower development teams to move beyond outdated constraints and swiftly deploy enhanced applications, microservices, and platforms. ​

Accelerate and Adapt: Streamline IT with a DevOps Culture - Clay Miller

#2 Empowering Tomorrow: Spring Clean Your Tech Legacy for New Leaders

Modernising legacy systems is a strategic and inter-generational shift that goes beyond simple technical upgrades. It requires transformation through the process of decomposing and replatforming systems – developed by previous generations – into contemporary services and signifies a fundamental realignment of your business with the evolving digital landscape of the 21st century.​

The essence of this modernisation effort is multifaceted. It not only facilitates the integration of advanced technologies but also significantly enhances business agility and drives innovation. It is an approach that prepares your organisation for impending skill gaps, particularly as the older workforce begins to retire over the next decade. Additionally, it provides a valuable opportunity to thoroughly document, reevaluate, and improve business processes. This ensures that operations are not only efficient but also aligned with current market demands, contemporary regulatory standards, and the changing expectations of customers.​

Empowering Tomorrow: Spring Clean Your Tech Legacy for New Leaders - Peter Carr

#3 Employee Retention: Consider the Strategic Role of Skills Acquisition

The agile, resilient organisation needs to be able to respond at pace to any threat or opportunity it faces. Some of this ability to respond will be related to technology platforms and architectures, but it will be the skills of employees that will dictate the pace of reform. While employee attrition rates will continue to decline in 2024 – but it will be driven by skills acquisition, not location of work.  ​

Organisations who offer ongoing staff training – recognising that their business needs new skills to become a 21st century organisation – are the ones who will see increasing rates of employee retention and happier employees. They will also be the ones who offer better customer experiences, driven by motivated employees who are committed to their personal success, knowing that the organisation values their performance and achievements. ​

Employee Retention: Consider the Strategic Role of Skills Acquisition - Tim Sheedy

#4 Next-Gen IT Operations: Explore Gen AI for Incident Avoidance and Predictive Analysis

The integration of Generative AI in IT Operations signifies a transformative shift from the automation of basic tasks, to advanced functions like incident avoidance and predictive analysis. Initially automating routine tasks, Generative AI has evolved to proactively avoiding incidents by analysing historical data and current metrics. This shift from proactive to reactive management will be crucial for maintaining uninterrupted business operations and enhancing application reliability. ​

Predictive analysis provides insight into system performance and user interaction patterns, empowering IT teams to optimise applications pre-emptively, enhancing efficiency and user experience. This also helps organisations meet sustainability goals through accurate capacity planning and resource allocation, also ensuring effective scaling of business applications to meet demands. ​

Next-Gen IT Operations: Explore Gen AI for Incident Avoidance and Predictive Analysis - Richard Wilkins

#5 Expanding Possibilities: Incorporate AI Startups into Your Portfolio

While many of the AI startups have been around for over five years, this will be the year they come into your consciousness and emerge as legitimate solutions providers to your organisation. And it comes at a difficult time for you! ​

Most tech leaders are looking to reduce technical debt – looking to consolidate their suppliers and simplify their tech architecture. Considering AI startups will mean a shift back to more rather than fewer tech suppliers; a different sourcing strategy; more focus on integration and ongoing management of the solutions; and a more complex tech architecture. ​

To meet business requirements will mean that business cases will need to be watertight – often the value will need to be delivered before a contract has been signed. ​

Expanding Possibilities: Incorporate AI Startups into Your Portfolio - Tim Sheedy
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