Gartner Research

User Survey Analysis: What Drives Buyer Behavior for Applications in Digital Business Initiatives, 2016

Published: 18 May 2016

ID: G00298802

Analyst(s): Katriina Valli, Bianca Granetto

Summary

Digital business initiatives require new application investments. Gartner's survey data can help marketing leaders discover organizations' plans for 2016 and answer two critical questions: Who are the key decision makers in buying digital business apps, and what are the critical success factors?

Table Of Contents

Survey Objective

Data Insights

  • Applications Are the Nexus of Digital Business Value — Their Role Is Crucial to Success
    • Fulfilling Digital Business Initiatives Is a Shared Corporate Responsibility, but the CIO and IT Still Lead on Application Selection, Procurement and Implementation
  • Digital Business Initiatives Will Drive Investment in Both Established and Emerging Application Markets
    • Investments Will Increase for Every Existing Application Category — Top of the List: Mobile Apps, Business Analytic Apps and Smart Machines
    • Leading Greenfield Opportunities Come From Investment in Smart Machines, IoT, Digital Marketing and Digital Platform Apps
    • Internal Teams Are Leading Digital Business Initiatives, Creating New Market Structures for Application Software
    • Buyers Look for the Best Fit Between Technology and Business Relevance, but Are They Ready to Single Out What That Is?
    • What Buyers Currently Single Out as Effective Is What They Know as Effective in Their Predigital Transformation World
    • Midsize Organizations Aim for Growth With Digital Business
    • Supply Gap Exists in Business Intelligence and Analytics Apps for Midsize Organizations
    • Differences in Business Strategies Reveal Digital Business Initiatives Will Focus on Different Areas for 2016
    • Regional Differences on App Importance Reflect Different Maturity Phases Along the Digital Journey
    • Digital Business Values Technology in a Very Different Way
  • Methodology

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