Context-based services are part of a wave of emerging technology trends that will impact enterprise IT, according to a leading Accenture executive.
One example of context-based services is the mobile marketing and rewards app shopkick, said Gavin Michael, chief technology innovation officer, Accenture. Michael was speaking at the CIO Workshop organised by Accenture and Information Technology Management Association (ITMA) on Tuesday 17 July in Singapore.
Installed in a mobile device, shopkick's location technology can detect if the user has stepped into a departmental store and forward shopping promotions belonging to the retailer into the gadget.
Real world and digital data are merged to understand "who you are, where you are, and what you are doing, to give a highly customised technology service," said Michael. He was quoting major trends that were identified in Accenture's Technology Vision 2012 published earlier this year.
Social-driven IT is another major trend identified under the Technology Vision. Accenture believes social media will no long be just a marketing channel but become a platform for customers, employees and partners to interact.
Michael lists Toyota's social platform project which brings together drivers, customer service and maintenance, as well as Wal-Mart's shopping cart system with its product recommendations, as examples that can help transform companies' operating models.
The Technology Vision predicts that companies are looking to manage and gain value from unstructured and structured data. Information can be shared more freely and easily to generate business opportunities. "You can share risk and customer data to better build finance products," said Michael.
The report envisages that PaaS providers will provide better PaaS-enabled agility, offering components such as reusable business services, integration capabilities, and extension capabilities.
The final trend is the emergence of orchestrated analytical security. A data-centric view towards security could actually make responses faster and more efficient. It is how security experts can react to breaches that matter, said Michael. "By analysing the data, we can have a better clue on how breaches happen and act," he added.
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