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Podcast Listeners Grow by 23 Percent … Does it Make Sense for your Marketing Strategy?

Podcast Listeners Grow by 23 Percent … Does it Make Sense for your Marketing Strategy FI Podcast Listeners Grow by 23 Percent … Does it Make Sense for your Marketing Strategy?

Key takeaways. Thought leader interviews are an effective way to amplify your content and build authority. Best of all, these leaders will likely share your content with their audience, which is also your target audience.

Tips for Success

Are you considering launching a podcast but unsure where to start? If so, here are a few tips that successful brands use to launch and sustain successful podcasts.

1. Start with your audience.

Ask yourself about the types of content that are most important to them. Here are a few places to uncover these hot topics.

  • Twitter. Check out what’s trending. For example, companies like IBM might check what conversations are happening around analytics or cognitive computing on Twitter and look for trends.
  • Tap into LinkedIn groups. Find the LinkedIn groups where your target market is spending time and listen to what conversations are happening. If you find topics with large amounts of engagement, then you know it might be worth a podcast.
  • Use frequently asked questions. Oftentimes, these questions reveal topics that are confusing to your audience but they want to learn more about. Make your brand more approachable and helpful by addressing these topics.

2. Repurpose content.

Podcasts require a large amount of time and resources. Get the most from those resources by repurposing content into other formats, such as blog posts or SlideShares.

3. Research those companies doing well in the podcasting space.

What podcasts serve a similar audience? Are they developing a following and doing well? If so, take notes on their strategy. For example, what format do they use, what topics do they cover and how long are the podcasts? You can use these elements to inspire your efforts.

4. Set your podcast length.

Having a set podcast length ensures that your target audience knows what to expect. When they see a new episode, they know they need 30 minutes (or whatever your typical length) to listen to the content. There is no perfect podcast length, but generally content ranges from 15 to 90 minutes. (Remember that TED talks are all under 18 minutes; you don’t have to go long to be perceived as valuable.)

5. Select a format.

Select a format for your podcast and stick to it. For example, the format may include a discussion about current industry events and have a quick advice section. Or you may focus on interviews with industry thought leaders. Test different types of content to discover what resonates best with your target audience. Remember that two voices are usually more interesting to listen to than one.

6. Promote your podcast.

In addition to setting up a website and publishing platform, such as iTunes, you also need to actively promote each podcast. For example, you might push out new content through Twitter, post on LinkedIn or tap your network to promote the content. Ask listeners to subscribe and leave reviews, which will also expand the reach of your content.

Podcasting with Success

The decision to create a podcast is a large commitment of resources. But doing so can help you establish yourself as an expert and thought leader in your niche.

However, it’s important to understand the value and long-term payoff before launching this type of strategy. You don’t want podcasting to transform into something you simply check off your list each month. Each episode should have purpose and drive brand loyalty and long-term engagement.

Has your brand tried publishing a podcast? If so, please share your results.

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Emma & Tom's achieves 30 percent revenue since implementing NetSuite

og image Emma & Tom's achieves 30 percent revenue since implementing NetSuite

Health food start-up gains scalability to support rapid growth

Sydney—September 29, 2016—NetSuite Inc. (NYSE: N), the industry’s leading provider of cloud financials / ERP and omnichannel commerce software suites, today announced that Emma & Tom’s, a leading Australian producer of healthy drinks and snacks, has replaced its previous MYOB system and implemented the JCurve edition* of NetSuite to manage its mission critical business operations across its entire distribution supply chain, financials, financial reporting, customer relationship management (CRM), sales and marketing, order management and warehouse and inventory management. Since going live on NetSuite, Emma and Tom’s has achieved 30 percent revenue growth year-over-year and has been able to gain the scalability needed to manage its fast growing business, which today has 40 distribution vans delivering to more than 3,000 café and retail customers around Australia.

Established in 2004, Emma & Tom’s adopted the names of its founders as part of its start-up mentality and ethos around genuinely personal customer service. That same ethos informed Emma & Tom’s decision to take its entire distribution process in-house, ensuring utmost quality control for its healthy products—including smoothies, juices, and snack bars—while also building stronger relationships with its over 3,000 customers around Australia. Doing so, however, required a business and supply chain management platform that could not only track and monitor these high-volume, high-complexity operations in real-time, but also scale up to accommodate Emma & Tom’s ambitions to expand operations. Emma & Tom’s chose NetSuite based on its breadth of functionality and scalability—both of which exceeded those of other platforms while remaining extremely affordable.

Emma Welsh, CEO of Emma & Tom’s, said, “NetSuite differs from other cloud-based ERP and accounting platforms because its performance simply overshadows the rest. The platform not only gives us extremely high flexibility in how we optimise, integrate, and expand our operations nationally, but does so with a finesse that ensures the quality of our personal customer service. We have gone from small start-up to now having 60 people—and we’re excited to fuel further growth through NetSuite.”

Graeme Burt, Channel Sales Director, Asia Pacific and Japan, NetSuite commented, “Given the current political focus on innovation, there has never been a better time for Australian businesses of all sizes to rethink about how they can effectively scale their business through technology. Cloud ERP solutions enable local brands like Emma & Tom’s to scale and expand rapidly to stay ahead of the competition, whilst also staying true to their core values and strengths.”

NetSuite can deliver the following features and benefits to Emma and Tom’s:

  • Track sales and inventory in real-time, minimising delays and ensuring customers receive the freshest products available. Via an Android app, drivers of Emma & Tom’s 40 mobile distribution vans input fulfilment updates at every delivery, which NetSuite then converts into real-time updates of inventory, stock movements, and profit and loss visibility. These updates can be viewed by Emma & Tom’s five-person management team via any device—particularly useful given the team’s frequent movements between their four distribution centres in Melbourne, Perth, Brisbane, and Sydney.
  • Expand product range without increasing operational complexity. NetSuite tracks multiple inventory locations and stock lines through a single, integrated viewpoint for Emma & Tom’s staff. As a result, Emma & Tom’s has experienced year-on-year revenue growth of 30 percent since 2013—a strong result that has given the company the ability to dedicate more resources to plan the company’s national and global expansion.
  • Multiple warehouse management. NetSuite allows Emma and Tom’s to seamlessly track not just its fleet of mobile distribution vans, but also consolidate and monitor inventory levels across multiple warehouse locations across Australia.
  • Real-time financial reporting speeds up the financial close.
  • Built-in business intelligence that provides real-time insights into key business performance indicators for a unified view of the organisation and delivers a single version of truth.
  • A flexible and agile platform. The NetSuite platform enables Emma and Tom’s to customise their requirements by easily capturing data from new resources like vans and warehouses as and when these are added to the distribution network.

Stephen Canning, Chief Executive Officer for JCurve, said, “The JCurve edition of NetSuite lends itself uniquely to emerging and growing businesses that have high growth potential and whose operations might otherwise suffer from added complexity as they expand. For Emma & Tom’s, the quality of those operations directly correlates to how customers experience the brand. Thanks to NetSuite, Emma & Tom’s steadfast commitment to personal customer service can effectively scale across new product lines and markets, without any compromise whatsoever to the product quality that the business has built its reputation on.”

*JCurve edition of NetSuite—allows emerging and growing businesses to run their entire business on an all-in-one cloud ERP, bringing together inventory management, financials, CRM, sales and more.

About NetSuite
In 1998, NetSuite pioneered the Cloud Computing revolution, establishing the world’s first company dedicated to delivering business applications over the Internet. Today, NetSuite provides a suite of cloud-based financials / Enterprise Resource Planning (ERP) and omnichannel commerce software that runs the business of more than 30,000 companies, organisations, and subsidiaries in more than 100 countries.

For more information about NetSuite, please visit www.netsuite.com.

Follow NetSuite’s Cloud blog, NetSuite’s Facebook page and @NetSuite Twitter handle for real-time updates.

NOTE: NetSuite and the NetSuite logo are service marks of NetSuite Inc. Third-party trademarks mentioned are the property of their respective owners.

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Adobe’s Q2 solid as revenue climbs 20 percent

Adobe just reported its ninth straight quarter of revenue growth as part of its second quarter financial results.

User-Generated Content: Why It’s Driving 28 Percent Higher Engagement

user generated content User Generated Content: Why It’s Driving 28 Percent Higher Engagement

So for brands looking to create more meaningful engagement with customers, user-generated content holds a promising solution.

In fact, comScore found that brand engagement rose by 28 percent when consumers are exposed to both professional content and user-generated product videos. But what exactly does UGC include, and how are brands using it for greater impact?

Creating effective user-generated content

User-generated content seems to be everywhere today – but surprisingly, it has been around for years. We just didn’t have a name for it. For example, “America’s Funniest Home Videos,” created decades ago, leveraged user content to entertain and reach millions of viewers. With social media platforms — such as Twitter, YouTube, and LinkedIn — you can reach an expanded audience that you might not otherwise.

But here’s the catch: Content is generated by users, so how do we motivate our savvy business customers to participate, create that content, and help us connect at a much higher degree? Here are a few strategies for getting started.

1. Fuel sharing through contests

Some customers willingly share reviews because they are just that excited about your products. But an effective UGC strategy shouldn’t rely on the goodwill of customers alone. Customers need incentives to share their ideas; they need to feel inspired and motivated to take action. Contests are an effective way to reach this goal.

Take, for example, SketchUp, which is 3-D modeling software. The company asked designers to submit ideas for building a radically low-cost house (participants had a budget of only $ 300) for use in developing countries. The company used social platforms, such as Facebook, to spread the word and share the design ideas.

Think about your target audience — their pain points and their goals. Then create fun and innovative contests that allow them to share their ideas, using your brand as a platform. Publicize the results.

2. Leverage surveys

Customers are interested in trends. They want to understand the answers to important questions such as: What will the future look like in 10 years? What roles will change? And how will this impact my industry? Surveys are effective tools for gathering insights, identifying trends, and sharing the results.

For example, you could distribute a survey via email or social media and ask specific questions about your client’s most pressing concerns. Then you could take the results and compile them in a variety of assets such as eBooks, infographics, or a blog post series. With permission, you can also pull specific quotes from survey results, sharing these valuable nuggets of information through social media or other content marketing efforts. This content is then read and shared by survey participants and their networks.

3. Create B2B communities

Foster UGC by creating a forum that connects users to let them troubleshoot their problems. A side benefit is that you can listen in, uncover new customer pain points, and leverage that information to make improvements.

AmEx’s OPEN forum uses this strategy with great success. The forum allows business owners to share ideas, discuss trends and ask for advice from peers.

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Intel projects data center revenue to grow 15 percent a year

SANTA CLARA, California — As cloud computing becomes pervasive, Intel is getting a big benefit. The world’s biggest chip maker said today that it expects its data center revenue to grow 15 percent a year from 2015 to 2019.

Intel’s forecasts are a bellwether for the tech industry, and its projections for data center growth reflect the overall growth of the Internet and cloud infrastructure throughout most of today’s tech businesses.

Diane Bryant, head of the data center group at Intel, said at the company’s Intel investor day in Santa Clara, California, that the fundamental drivers of the data center business are strong, adoption of cloud computing is growing and transforming all segments, and non-processor products are contributing meaningful growth.

From VentureBeat

Customers don’t just get irritated when you screw up cross-channel personalization. They jump ship. Find out how to save your bacon on this free research-based webinar with Insight’s Andrew Jones.

A big part of the growth is the “Super 7,” or the dominant Internet companies: Alibaba, Amazon, Baidu, Google, Facebook, Microsoft, and Tencent. Those companies account for 30 percent of the compound annual growth rate in Intel’s data center revenue. And all of the Super 7 will grow average selling prices in their purchases from Intel by 10 percent, or two times the rate of growth in the rest of the market.

Five of seven use their own custom CPUs (central processing units) from Intel.

 Intel projects data center revenue to grow 15 percent a year

Above: The Super 7 are driving demand for Intel server chips.

Image Credit: Dean Takahashi/Intel

But the market is diversifying beyond the Super 7 as more Internet-based companies grow. The next 50 providers will provide about 40 percent of the CAGR in data center revenue, Bryant said.

For Intel, about 12 percent of the CAGR growth comes from CPU sales, while the remaining 3 percent comes from non-CPU products such as Ethernet controllers, boards, and systems.

Overall communications service provider revenue is expected to grow over 20 percent a year from 2015 to 2019, Bryant said. Cloud service providers will grow over 20 percent a year, and government, academia, and science customers will grow over 20 percent a year. But enterprise information technology spending will grow a more moderate 5 percent a year.

“Cloud computing is growing as an architecture,” Bryant said, thanks to customer adoption of on-demand computing that it offers. The cloud offers self-serve solutions and fully automated data center computing, she said.

And the cloud grows as the number of devices and services pulls data from that infrastructure, Bryant said.

The change in server chips has been dramatic over time. In 1997, Intel had no presence in the market. Now, it is about 96 percent of the business, as custom server chip makers have faded away.

In data centers, Intel is delivering three new product lines in the future. It is creating silicon photonics, which comibines laser tech and chips on a single chip. The potential market is about $ 5 bilion by 2020, Bryant said. Intel is shipping a high-performance data pathway, or fabric, for data centers dubbed Omni-Path. Intel is taking on Infiniband provider Mellanox in that market, which could be $ 1.6 billion by 2020.

And Intel is also working on its 3D XPoint memory technology, which is set for sampling in 2016. Intel believes it can get four times the memory capacity in the same space at half the cost of dynamic random access memory. The potential market is $ 34 billion in 2020.

Much has been made about potential competition from ARM-based servers, but initial demand for those is week. Bryant said that the ARM server chip shipments are at about “one half of a tenth of 1 percent” of the server chip market so far.

David Kanter, analyst at the Linley Group, and Linley Gwennap, principal analyst at the Linley Group, agreed with that assessment.

“Intel has a huge advantage with the x86 architecture,” Kanter said. “Things will get more interesting in 2017 and 2018. But there’s not much happening now.”

 Intel projects data center revenue to grow 15 percent a year

Above: Intel data center revenue growth will be 15% CAGR from 2015 to 2019.

Image Credit: Dean Takahashi/Intel

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VentureBeat » Big Data News | VentureBeat

Over 90 Percent Of High-Performing Chinese Companies Have This In Common

275705 l srgb s gl 300x200 Over 90 Percent Of High Performing Chinese Companies Have This In CommonStudy findings reveal that 91 percent of high-revenue-growth companies in China have an execution plan for achieving a workforce management vision. An exclusive data cut from respondents to the SAP-supported Oxford Economics Workforce 2020 survey offers a look at how high-performers and companies with below-average profit margins in China prioritize human resources (HR), build leaders, and approach technology skills training.

High performers are progressing, but not enough

According to the Workforce 2020 study, high-performing Chinese companies may be more proactive when it comes to longer-term workforce goals. Nearly three-quarters have made progress toward meeting their strategic goals in the five years, compared with just 66 percent of underperformers.
91percentwf202china Over 90 Percent Of High Performing Chinese Companies Have This In Common

Major leadership gaps roadblock underperformers

Chinese executives and employees agree that leadership is lacking and companies aren’t focused enough on developing future leaders. The leadership problem is more acute across underperforming companies. Almost 60 percent of executives at low-profit-margin-growth companies say a lack of leadership is an impediment to meeting workforce goals. Some 27 percent of executives at high-profit-margin-growth companies agree with this. Most telling, 83 percent of high-performers say their leaders know how to inspire employees, compared to 63 percent of underperformers.

All companies need to bridge the skills gap

More than half of high-revenue-growth companies in China say workforce development is a key differentiator for their firm in terms of growth and bottom-line results, versus just 21 percent of underperformers. High-performing companies are also more likely to have a formal mentoring program (78 percent vs. 62 percent of underperformers). A greater percentage of underperformers (62 percent) say job-specific technology skills are well-represented at their organization compared to high-performers (48 percent), indicating the latter are more aware of shortcomings.

Chineseskillsforbes Over 90 Percent Of High Performing Chinese Companies Have This In Common

These findings show that high-performing companies in China have an edge in some areas of HR, leadership development, and employee training. However, high-performers are actually less likely than underperformers to say workforce issues are driving strategy, both now and in three years. Regardless of current performance levels, companies in China may not be prioritizing HR to help drive strategy at the board level. After all, strategic HR is one of the cornerstones of company growth.

Follow me on Twitter, SCN Business Trends, or Facebook. Read all of my Forbes articles here.

For more on how HR boosts business, see EIU – How HR leaders are reinventing their roles and transforming business.

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Digitalist Magazine » future of business

Teradata Global Survey 90 Percent of Marketers Say Individualized Marketing is the Future

News Release

Twice as many companies now have strategic data-driven marketing initiatives than in 2013

ATLANTA, GeorgiaTeradata Corp. (NYSE: TDC), the big data analytics and marketing applications company, today published the Teradata 2015 Global Data-Driven Marketing Survey, an international study into trends surrounding data-driven marketing adoption and enterprise business value. The new study is a sequel to similar research Teradata Marketing Applications conducted in mid-2013, and reveals dramatic shifts since that time in how companies and marketers are deriving business value from data, integrated marketing platforms, and customer-centric data-driven marketing strategies.

The 28-page survey and accompanying infographic are available at no cost from the Teradata website and contain valuable information that will benefit marketers and C-suite decision makers alike. Key findings of the Teradata 2015 Global Data-Driven Marketing Survey include:


  • 90 percent of marketers say making marketing individualized is a priority. They want to move beyond segmentation to true one-to-one personalization in a real-time context. 
  • Faster, more accurate decisions are key benefits of using data for nearly two-thirds of respondents. 
  • 38 percent say their biggest challenge is improving customer acquisition and retention. Marketers’ second-biggest challenge is proving support of corporate objectives (29 percent) and meeting regulatory compliance was third (26 percent). 


  • Marketers have more than doubled their use of data-driven marketing in the past 18 months. 78 percent of marketers now use data systematically, versus 36 percent in 2013. 
  • Data-driven marketing is viewed as the means to the end of gaining individualized insights, and integrated marketing platforms like the Teradata Integrated Marketing Cloud are in high demand. 
  • Marketers however still struggle with individualizing offers and communication. Only 50 percent routinely apply data to engage consumers. 44 percent admit a lack of consistency in omni-channel marketing. And 80 percent say that silos within Marketing prevent them from knowing how campaigns are performing across different channels.


  • 43 percent of marketers say they now control their company’s customer data (up from 34 percent in 2013). And a vast majority (83 percent) say they take an omni-channel approach to reaching customers. 
  • 84 percent agree that making marketing and IT into strategic partners is vital. 
  • 92 percent agree that integrating data across teams can improve customer service.

“It is clear from these survey results that the future of marketing is all about meeting the expectations of the individual consumer. Today, more than anything else, marketers want access to trustworthy, individualized insights based on credible data, so the expectations of every customer can be known, respected and met on a personal level,” said Darryl McDonald, president, Teradata Marketing Applications. “Today’s digital marketing platforms make this possible. We encourage marketers throughout the world to implement and improve their data-driven marketing strategies to create business value through individualized insights.”

Teradata’s research was conducted in late 2014 by Forbes Insights, which surveyed 1,506 marketers in enterprises around the world, across all industries. The report is available at no cost via the Teradata website.


About Teradata

Teradata (NYSE: TDC) helps companies get more value from data than any other company. Teradata’s leading portfolio of big data analytic solutions, integrated marketing applications, and services can help organizations gain a sustainable competitive advantage with data. Visit teradata.com.

Teradata and the Teradata logo are trademarks or registered trademarks of Teradata Corporation and/or its affiliates in the U.S. and worldwide.

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’70 percent of CRM installs fail’ and other crappy stats you should ignore

Now and then, you’ll hear a statistic or fact that is so striking, it’s hard to ignore.

“As many as 70 percent of CRM implementations fail,” one Butler Group analyst said, according to analyst Michael Krigsman, who quizzed The Butler Group about this very stat back in 2009.

The media grabbed hold of those words like a bulldog on a new bone and, without checking the quoted report (or even checking if the quoted report existed) ran with it. You know the sort of thing … like when John Lennon was asked whether he considered Ringo Starr to be the best drummer in the world and he supposedly answered: “he’s not even the best drummer in the Beatles.”

The problem is this: Lennon never dissed Ringo, and the Butler Group never reported that statistic.

You won’t find it in any report. The closest we can get is a study in July 2001 (Real CRM: Pitfalls and Potential), and that doesn’t state anything of the sort. But it is the kind of statistic CRM consultants love to quote, as it aids their case when selling services.

In a new report launched today, we’ve discovered — with high accuracy and confidence — that this oft-quoted number couldn’t be further from the truth.

logo placeholder ’70 percent of CRM installs fail’ and other crappy stats you should ignore

sneak peek SoMT 160x140 ’70 percent of CRM installs fail’ and other crappy stats you should ignore

New from VB Insight: The State of Marketing Technology Winter 2015
 — the most complete report on cost, payback, and ROI for marketing tech

Before revealing the results, allow me to explain how we got where we are now.

The State of Marketing Technology report from VentureBeat’s research arm, VB Insight, is our view on the entire martech landscape — all 1,800+ products. With updates four times per year, we are keen to ensure that we approach the industry from a number of new perspectives, because much of the existing research in the space left us wanting.

With some reports, for example, the focus is on one type of marketing technology, such as marketing automation, or conversion rate optimization. With others, the focus is on looking at survey responses or interview data conducted with just a few of the largest companies in the world.

These types of reports produce massively skewed results.

If you believe one of the “Big 4″ analyst firms, nearly 70 percent of businesses are either using a marketing automation platform or currently implementing one. The fact that this study takes in data from 199 respondents that are employed by “best-in-class” companies (read “Fortune 500″) is lost on most people that choose to quote the stat.

In contrast we know that, by looking at data from 3 million businesses in our Fall 2014 report, that the truth — a statistically significant number across all sizes of business, and 151 industries — is much harsher. Marketing technology (as a whole) only has 4.1% penetration, let alone marketing automation.

logo placeholder ’70 percent of CRM installs fail’ and other crappy stats you should ignore

Slide07 300x225 ’70 percent of CRM installs fail’ and other crappy stats you should ignore

It seems that if you want to get your crappy stat some attention, set it to 70 percent.

In our Winter 2015 report, available today, we have again taken data and responses at both ends of the spectrum. We combine big data from partners such as G2 CrowdDashlaneAOL Platforms/ConvertroGlassdoorPayScaleRazorSocial, and Skimlinks with respondents to our own surveys that represent what we call the ‘Fortune 30 million,’ and we look at the entire industry instead of just a sector.

In the process of analyzing all this data, we discovered that the failure rates were much lower than those typically quoted.

Of 2,119 respondents from G2 Crowd’s data, only 77 (3.6 percent) stated that they had received no payback on their technology investment. A lack of payback could be for a variety of reasons. Maybe the technology isn’t working for them. Maybe it isn’t implemented properly. Maybe it was installed recently, and while it will gain a return, it is too soon to tell.

Without going into all the math (I do that in the report), it means that we can state the following: With a high level of confidence, between 1.47 percent and 5.73 percent of marketing technology implementations fail to provide a return on investment over a 3.5-year life cycle. It might not sound as sexy and compelling as “70 percent fail” … but at least it is the reality.

Getting payback on an investment is critical in marketing. If everything you do as a marketer, including buying technology to help you do it, doesn’t add to your organization’s profitability, you should probably not count it as a success.

So what we’re seeing is a far cry from the 70 percent CRM failure everyone loves to quote, and note that the “failures” we did find are in Marketing Automation, CRM, Email Marketing, Social Media Management, Customer Support, Content Marketing, Analytics, and ecommerce. Not just CRM.

You can find out more about VB Insight’s State of Marketing Technology: Winter 2015 report here.

More information:

Glassdoor, the world’s most transparent jobs and career community, has a mission to help people everywhere find jobs and companies they love, by offering an inside look into what it’s really like to work at 325,000 companies in 190 cou… read more »

G2 Crowd is the trusted site for enterprise software ratings and reviews. Our mission is to disrupt the traditional technology analysts by aggregating wisdom from real IT and business users along with social data signals. Compare CRM, … read more »

Convertro’s prototype was built as an in-house marketing tool for the e-commerce company YLighting. The founders were frustrated with the inability to correctly credit the sales among various media and meet their ROI goal. They decid… read more »

Dashlane allows you to easily keep track of your logins, passwords, credit cards, IDs, notes and more! Use Dashlane to safely manage your personal data. Then, sit back and let Dashlane automatically log you in to your accounts and auto… read more »

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Recommended article: Chomsky: We Are All – Fill in the Blank.
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81 Percent of US Businesses Cite Cloud Computing as a Competitive Advantage Over Rivals

NetSuite Study Reveals the Top Drivers Motivating Organizations to Transform Their Businesses

US Businesses Must Respond Faster to Disruptive Competitors, Digitalization, New Business Models and Productization/Servitization to Remain Viable

SAN MATEO, Calif.—November 18, 2014—NetSuite Inc. (NYSE: N), the industry’s leading provider of cloud-based financials / ERP and omnichannel commerce software suites, today announced the results of a study titled, ‘Disrupt, Collapse, Transform: The Role of the Cloud in Industry Transformation’, sponsored by NetSuite and conducted by global industry analyst firm Frost & Sullivan. The study, completed in October 2014, surveyed 1,500 senior executives across multiple industry sectors in seven countries—the US, Australia, Singapore, the UK, Japan, Hong Kong, and the Philippines. Two-hundred of the surveyed participants were from the US.

The study was conducted to examine the drivers for disruption across all industries and how modern businesses are responding to that disruption. Among respondents, 81 percent of US cloud-based software users told Frost & Sullivan that the cloud has provided them with a competitive advantage over their rivals—particularly with regard to entering new markets—and has helped them react more quickly and effectively to change.

“The pace of transformation in US industry is accelerating,” said Lynda Stadtmueller, Vice President, Cloud Services Program at Frost & Sullivan. “Widespread cloud adoption has helped US companies stay ahead of competition and make the most of the new business models that emerged as a result of the digital revolution. Coupled with shifting economic conditions, the need to constantly innovate and to accelerate time to value, organizations simply need to be more efficient and adaptable in order to survive.”

Drivers for industry transformation

Survey respondents in the US and around the world identified four significant disruptive drivers that are impacting their businesses and motivating them to transform. The four drivers are:

  • New disruptive competitors (cited by 46 percent of US survey respondents)
  • Digitalization (cited by 37 percent of US survey respondents)
  • New business models (cited by 24 percent of US survey respondents)
  • Productization/Servitization (cited by 24 percent of US survey respondents)

Companies are keenly aware that the advent of cloud computing has significantly contributed to the advancement of these disruptive drivers by enabling industry transformation. Survey respondents also highlighted other factors for change including evolving customer needs, new regulations impacting their specific industry and the increasing costs of doing business.

Companies need to respond to the emergence of new disruptive competitors

New market competitors have shaken up many US industries. In many instances, these new entrants are using cloud computing to quickly establish operations, scale up those businesses, and build out their geographic reach. Market incumbents need to be able to respond at similar lightning speeds to compete effectively with fast-moving cloud-powered startups.

  • 59 percent of US survey respondents have experienced the entry of a new disruptive competitor into their industry in the past five years.

Companies need to make effective use of digitalization

Digitalization is the use of digital channels to do business, sell to customers, or transact with suppliers. According to Frost & Sullivan, all survey respondents believe their businesses are being, or will be, impacted by digitalization. So far, media and entertainment, IT and telecommunications, and retail are the sectors most impacted by digitalization. But surveyed executives in healthcare, manufacturing, and education also believe that a total digital transformation will occur within their own industry sectors. Among those surveyed in the US, 35 percent are selling directly to consumers (B2C), 29 percent are selling directly to other businesses (B2B), and 27 percent are selling to customers via wholesalers, retailers, and distributors (B2B2C).

  • 22 percent of US survey respondents do not currently sell online to customers but plan to do so in future.
  • 31 percent of US survey respondents expect to change their distribution channels within the next 12 months.
  • Of those planning to change their distribution channels, 50 percent are likely to sell directly to end-users, 66 percent are likely to use new distributors or wholesalers, and 58 percent are likely to sell online.
  • 64 percent of US survey respondents believe the impact of digital change is very significant on their industry.

Companies need to embrace new business models

New business models continue to emerge, often enabled by cloud and other technologies including mobile broadband, 3D printing, and low-cost data sensors. These business models represent a significant competitive threat to established industries driving them to change the way in which they operate their businesses.

  • Frost & Sullivan identifies mass customization within the manufacturing sector as a good example of a new business model set to impact the entire industry. The cost-effective customization of goods and services for individual customers is being enabled by 3D printing as well as digitalization, enabling customers and manufacturers to work more closely together.

Companies need to adopt productization and/or servitization to compete more effectively

Productization occurs when service companies package their services in a similar way to how many products are presented. Servitization is where product manufacturers also provide services and solutions that supplement their traditional product offerings. According to the survey:

  • Servitization is a rapidly growing trend in the US with 58 percent of US manufacturing respondents now providing services and solutions that supplement their traditional product offerings. This puts the US manufacturers ahead of their peers in the UK where 40 percent of manufacturers are using servitization as well as Japan (31 percent) and China (20 percent).
  • 59 percent of US product businesses surveyed either provide services now or think they will need to do so in the future.
  • 47 percent of US services businesses surveyed either provide products now or think they will need to do so in the future.

The cloud enables companies to transform their businesses and adapt to change

Frost & Sullivan believes that cloud computing is both a contributor to industry transformation, as well as a necessary response for organizations to survive. According to the research, greater adaptability to industry change is now a main driver of cloud adoption in the US.

  • 62 percent of those surveyed in the US describe cloud computing as representing an opportunity for their business as compared with their peers in the UK (68 percent), Japan (59 percent), and Australia (48 percent).
  • 51 percent of US respondents said they are leveraging the cloud to access elements of their business management software, with customer relationship management (CRM) and ecommerce being the cloud-based business applications they most commonly use.

“Given industries are changing so quickly in such an unpredictable way, companies need to have the ability to adapt quickly to launch new products and services, develop new revenue or business models and access new geographical markets,” commented Frost & Sullivan’s Stadtmueller. “That adaptability is being enabled by cloud computing—it has become a necessary response to the rapid pace of transformation.”

“The reality of fast-changing market conditions is that businesses need to stay ahead to generate future revenue and remain relevant,” said Andy Lloyd, NetSuite General Manager of Commerce Products. “We continue to see a big shift in cloud computing in the US, as more businesses of all sizes move beyond initial adoption to using cloud solutions to better recognize and deliver on the needs of their customers and emerging opportunities. Cloud provides greater flexibility, speed and agility for businesses to move quickly as the market changes, enabling them to achieve their broader growth strategies.”

NetSuite cloud provides the valuable tools to enable businesses to adapt
NetSuite’s cloud-based business management software solutions play a crucial role in helping businesses expand more easily and cost effectively, by giving them the agility, flexibility, and speed to set up new business operations or change business models. NetSuite’s leading solutions remove the hassle and weighty costs of traditional on-premise software that cramp business growth. CRM, enterprise resource planning (ERP), financials, ecommerce, human resources, manufacturing, inventory, distribution, supply chains and more can be managed from one NetSuite cloud-based business management solution. This single unified solution provides deep, and up to the minute visibility of every interaction, transaction, and relationship occurring within a business in every market, anywhere in the world.

Today, more than 20,000 companies and subsidiaries depend on NetSuite to run complex, mission-critical business processes globally in the cloud. Since its inception in 1998, NetSuite has established itself as the leading provider of enterprise-class cloud ERP suites for divisions of large enterprises and mid-sized organizations seeking to upgrade their antiquated client/server ERP systems. NetSuite excels at streamlining business operations, as demonstrated by a recent Gartner study naming NetSuite as the fastest growing top 10 financial management systems vendor in the world. NetSuite continues its success in delivering the best cloud ERP/financial suites to businesses around the world, enabling them to lower IT costs significantly while increasing productivity, as the global adoption of the cloud accelerates.

For more information about NetSuite, please visit www.netsuite.com.

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