Why All Businesses Should Become Software Companies: SapientRazorfish

Why All Businesses Should Become Software Companies: SapientRazorfish
SHARE
THIS



Businesses no longer face the challenge of digitising retailing, but rather they face the challenge of retailing in the digital age, according to one marketing technology expert.

Speaking yesterday at Sitecore Trendspot 2017 in Sydney, SapientRazorfish director of technology Tom Beeby argued why brands and retailers need to move from “channels” to “eco-systems” as new consumer behaviours, new competitors, new business models, and new technologies change the nature of how they need to deliver customer experience.

Tom Beeby

Tom Beeby

Referring to a recent study by SapientRazorfish titled Global retailing in the digital age, Beeby identified five fundamental challenges retailers face going forward:

  • Becoming more flexible, immersive and fit for purpose.
  • Thinking experience-led and mobile first (using mobile as a gateway to the brand).
  • Focusing on the full customer journey.
  • Moving from data and reports to intelligence about performance and their customers.
  • Understanding that stores are far from irrelevant.

Beeby then outlined three strategies businesses can use to overcome these challenges, the first being what he called “adaptable architectures”.

“I would define an adaptable architecture as one that enables and promotes change and agility, rather than acting as an impediment,” he said.

“One of the key enablers of adaptable architectures is the cloud. It’s increasingly becoming the default way of going to market. It drives cost, flexibility, scalability – it’s hard to imagine any real reason in this day and age to invest in an on-premise data centre.”

Beeby said there are four steps to achieve the Holy Grail in adaptable architectures:

  1. A robust services layer.
  2. Headless architecture.
  3. Deeply integrated commerce and content platforms.
  4. True adaptability via microservices.

The second strategy Beeby noted was speed.

“Speed is the imperative. You need to be flexible, agile and adaptive to enable fast execution,” he said.

Beeby said there are a number of ingredients that go into helping generate speed, including the cloud, microservices, fit-for-purpose delivery, decoding devops, and creating a next-generation operating model.

However, Beeby saved his most radical strategy for last – all businesses should become software companies.

“Software is integral in everything we do. It’s not just a digital thing – it’s in how we optimise back-office processes, it’s in how we connect the journeys people have between touch points, it’s a key competitive differentiator for our businesses,” he said.

“Having ownership of the [software] core code base, and having a solid understanding of how the idea fits together is critical for any business.

“You can always come back to the idea that if anyone can go out and buy a solution, then how are you going to differentiate around that? It’s in the magic of how you customise the solution or build something that’s truly unique that will set you apart from your competitors.”

Please login with linkedin to comment

Latest News

Fairfax Appoints Philippa Walker As Head Of Travel
  • Media

Fairfax Appoints Philippa Walker As Head Of Travel

Following the recent restructure of its commercial division, Fairfax Media has appointed Philippa Walker to oversee the Travel vertical within Australian Metro Publishing (AMP) business which includes The Sydney Morning Herald, The Age, The Australian Financial Review, Brisbane Times, WAtoday and more.  In late 2017, the commercial teams were reshaped with a vertical focus under […]

Australia’s OOH Industry Grows Revenue For Eighth Consecutive Year
  • Advertising
  • Media

Australia’s OOH Industry Grows Revenue For Eighth Consecutive Year

The local out-of-home (OOH) industry increased its net media revenue by 6.03 per cent in 2017 to $837.1 million, signifying its eighth consecutive year of growth. According to figures released by the Outdoor Media Association (OMA), net revenue for the OOH industry grew 4.5 per cent in the final quarter of 2017 to $252.7 million. Digital […]

SpotX Appoints Gavin Buxton As Asia MD
  • Advertising

SpotX Appoints Gavin Buxton As Asia MD

Video advertising platform SpotX has announced it has appointed Gavin Buxton as managing director of Asia to lead the company’s expansion in the region. Buxton has over 17 years’ global experience in the digital advertising space, having worked in leadership roles at tech and publishing companies, including Microsoft, Turner Broadcasting, and LinkedIn, with the last […]

Big Mobile Doubles Down On Ad Tech & Rebrands
  • Advertising
  • Technology

Big Mobile Doubles Down On Ad Tech & Rebrands

B&T Awards 2017 finalist Big Mobile has unveiled a fresh look to reflect its new ad tech credentials. The company successfully pivoted its business from ad network to mobile ad tech vendor when it announced a joint venture (JV) with Widespace in October last year. As a result of the business changes, Big Mobile wanted […]

March One Appoints New Senior Account Manager
  • Advertising

March One Appoints New Senior Account Manager

Independent ad agency March One has appointed a fresh face to the team, with Melanie Tozer to reinforce its mission to put humans first as a senior account manager. Tozer (pictured above), an up-and-coming talent from New Zealand, will align her extensive experience in FMCG marketing with March One, having worked on accounts for Bunnings […]

What To Expect From The App Economy In 2018
  • Opinion
  • Technology

What To Expect From The App Economy In 2018

Here's an insightful, authoritative synopsis of the app economy. So, you're right, it wasn't written by a B&T journo.

Opinion

by B&T Magazine

B&T Magazine