Webinar EA Trends In The Age Of The

Webinar EA Trends In The Age Of The Customer Henry Peyret, Principal Analyst Alex Cullen, Vice President, Researcher Director January 14, 2015. Call in at 10: 55 a. m. Eastern time

Agenda › The state of EA in 2014 › EA in the age of the customer › How enterprise architects engage with four business imperatives › New EA roles and practices © 2015 Forrester Research, Inc. Reproduction Prohibited 2

Key business themes drive enterprise architecture d ch an oa ity m r pr de atu ap g en ng riv sin gm a d gi in taan cre riv D In Ch Da Source: Q 3 2014 Global State Of Strategic Planning, Enterprise Architecture And PMO Online Survey © 2015 Forrester Research, Inc. Reproduction Prohibited 4

Priorities have shifted — sometimes the wrong way Base: Enterprise architecture professionals; Source: September 2009 Global State Of Enterprise Architecture Online Survey; September 2010 Global State Of Enterprise Architecture Online Survey; September 2011 Global State Of Enterprise Architecture Online Survey; Q 3 2012 Global State Of Enterprise Architecture Online Survey; Q 3 2013 Global State Of Enterprise Architecture Online Survey; and Q 3 2014 Global State Of Strategic Planning, Enterprise Architecture And PMO Online Survey © 2015 Forrester Research, Inc. Reproduction Prohibited 5

In most firms, enterprise architecture is “sort of strategic” “Where does the enterprise architecture function report? ” 1% 3% CIO 4% IT head responsible for several of these functions Head of business unit 4% 5% 6% Head of business shared service 51% 26% Head of IT application development Head of IT infrastructure/ operations CEO We don't have this function © 2015 Forrester Research, Inc. Reproduction Prohibited 6

But EA remains in a technology management box Source: Q 3 2014 Global State Of Strategic Planning, Enterprise Architecture And PMO Online Survey © 2015 Forrester Research, Inc. Reproduction Prohibited 7

Planning and governance are weak in most areas and are strong only around regulatory and security Base: 134 business and enterprise architecture professionals; Source: Q 3 2014 Global State Of Strategic Planning, Enterprise Architecture And PMO Online Survey Note: Percentages may not total 100 because of rounding. © 2015 Forrester Research, Inc. Reproduction Prohibited 8

Agenda › The state of EA in 2014 › EA in the age of the customer › How enterprise architects engage with four business imperatives › New EA roles and practices © 2015 Forrester Research, Inc. Reproduction Prohibited 9

Your business priorities are shifting © 2015 Forrester Research, Inc. Reproduction Prohibited

Your business priorities are shifting © 2015 Forrester Research, Inc. Reproduction Prohibited 11

EA’s focus must shift from “boxes” to the customer life cycle Growth and retention strategies Customer insights Technology decisions DISCOVER ENGAGE EXPLORE ASK BUY USE © 2015 Forrester Research, Inc. Reproduction Prohibited 12

Enterprise architects are a key resource for the age of customer Embrace the mobile mind shift. Transform the customer experience. Age of the customer Turn big data into business insights. Become a digital disruptor. Source: October 21, 2013, “Linking Customer Engagement To Business Capabilities In The Age Of The Customer” Forrester report © 2015 Forrester Research, Inc. Reproduction Prohibited 13

Agenda › The state of EA in 2014 › EA in the age of the customer › How enterprise architects engage with four business imperatives › New EA roles and practices © 2015 Forrester Research, Inc. Reproduction Prohibited 14

Enterprise architects are a key resource for the age of customer Transform the customer experience. Embrace the mobile mind shift. › Customer-facing › So. E architecture › Digital platform business processes › Outside-in architecture practices Turn big data into business insights. › Data governance 2. 0 › Systems of insight › Renewed integration architecture © 2015 Forrester Research, Inc. Reproduction Prohibited strategy Age of the customer Become a digital disruptor. › Innovation › Ecosystem orientation › EA operating model 15

Dynamic ecosystems of value require architectural investments Customers Partners Systems of design Systems of insight Sensors Systems of operations/ automation © 2015 Forrester Research, Inc. Reproduction Prohibited Systems of engagement Systems of record Regulators 16

EA and BPM link mobile moments in the customer journey to business processes › Are processes aligned for mobile engagement? › Are platforms ready to support mobile engagement? © 2015 Forrester Research, Inc. Reproduction Prohibited 17

Agenda › The state of EA in 2014 › EA in the age of the customer › How enterprise architects engage with four business imperatives › New EA roles and practices © 2015 Forrester Research, Inc. Reproduction Prohibited 18

Digital business will lead to the rise of two new architect roles © 2015

Digital customer experience architects bridge worlds Source: November 14, 2014, “Predictions 2015: Customer Experience And Digital Business Rise In EA’s Agenda” Forrester report © 2015 Forrester Research, Inc. Reproduction Prohibited 20

EA leaders will struggle to meet new business demands with the same old approach to EA Yesterday’s EA High-performance EA Inside-out approach Outside-in approach Technology-focused Business-oriented Artifact production Project-driven Stakeholder (customers) satisfaction Strategy-driven Innovation Standardization Business agility Cost Value Support project execution © 2015 Forrester Research, Inc. Reproduction Prohibited Value Align business impact of technology decisions, and enable focus on business strategy to execution. 21

Some EA programs break out of the box. . . “Driving Innovation with Enterprise Architecture” “Our Customers and our Digital Future” “Shifting Dell from hardware to solutions” “Business Capability Management” “Re-chartering EA for business outcomes” “Delivering Remarkable Customer Experience with Enterprise Architecture” © 2015 Forrester Research, Inc. Reproduction Prohibited 22

Thank you Henry Peyret +33 (0)6. 8482. 9551 hpeyret@forrester. com Alex Cullen +1 617. 613. 6373 acullen@forrester. com