Gartner Research

Market Trends: Application Investment Will Drive New Value in the Digital Business

Published: 21 July 2014

ID: G00263354

Analyst(s): Bianca Granetto , Susan Cournoyer , Kurt Potter


As companies become digital, how they value and buy applications will change as they phase in digital initiatives and assess these alongside traditional approaches. Providers' executives must adapt to changing requirements, help their customers transition and target business decision makers.

Table Of Contents

Market Trend

  • IT Spending as a Digital Business Strategy
    • The Move Toward Digital Business Buying Centers
    • Evaluating the Real "Cost" of Applications
    • A Shifting View of Value
  • Market Structure Trend
  • Buyer Trend
    • Buyers Differ by Industry, but Patterns Are Consistent
    • A Shift Toward Decentralized, Vertical, Subscription-Based Buying
  • Regional Trend
    • The Leapfrog Opportunity
  • Technology Trend
    • Ease, Speed, Integration and Best Fit to Desired Business Outcomes

Contrarian View

  • Failure to Work With the Business on Digital Initiatives Could Lead to Missed Profit Opportunities

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