Enterprise architects face more exciting — and greater — challenges as the age of the customer takes off. But technology invention, innovation, and spending are notoriously cyclical. In fact, our first tech trends report in 2009 predicted a boom cycle through 2016. And we have seen this — with social, mobile, cloud, analytics, and big data, to name just the obvious ones. A big finding of our research however is this: The Age Of The Customer has changed the classic technology investment cycle. For example, technology management’s spend will grow about 5% in North America in 2016. This is a decent pace. However, spend on business technology — the things that let firms win, serve, and retain customers — will be double that!
All this new money will shift the focus of investment from point solution inventions toward “end-to-end innovation” by 2018. And by end-to-end, we mean across the customer life-cycle and customer journeys as opposed to classic 'enterprise integration'. This shift will happen in three phases: