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Digital Transformation: Are you the 99%?

Jun 21, 2013

The app economy is changing the basis of competition for every enterprise. One of our goals for the Apigee Institute is to equip business leaders with cross-industry empirical data.

With publication of our third report (Three ROI Criteria to Drive Digital Success) under our belt, we thought it would be a good time to share a little bit about why we started the Institute and set this as a goal.

We are passionate about APIs, apps, and data.  We believe we are squarely in the midst of changes in technology that will have transformative effects on work, play and life.  Our conviction is reinforced daily as we interact with customers who are using technology not for its own sake, but rather to change the way their company does business.

But sometimes those customer interactions raise questions.  The pace of change lately has been so fast that there is little if any data available with which to help answer those questions.

Or we may see something fascinating and wonder whether it is unique to a single company or one industry or more broadly relevant. 

Context in a time of change

Each time this happened it built our appreciation of the value of context during a time of change.  It struck us there was a role to be filled not only listening and sharing our best current thinking, but also being systematic about surfacing ambiguity and uncertainty and executing a research agenda to help everybody—our customers, ourselves, and the whole ecosystem—make better sense of where they stand, what’s happening in the market, and what to do about it.

That led us to conduct our first survey of executive opinion—two hundred IT and Marketing leaders in companies with $500M or more in annual revenue, across more than three dozen industries.  We’ll share a bit of context that helped us better understand what’s happening in the market—and you can decide where you stand.

The 99%

Ninety-nine percent of IT and Marketing executives in large companies expect technology-enabled capabilities such as "big data" and analytics, digital marketing, apps, or APIs to have an impact on overall enterprise results in the next 12 months.




Likewise, ninety-nine percent expect the level of impact to continue or increase over the next five years.



As technologists, it’s fair to say that we were gratified but not surprised that today digital capabilities are as close as can be to universally seen as relevant to business results.

Tipping Point

What gave us a markedly richer context on where we stand and a new point of reference for our customers as they do their corporate strategic planning (which typically looks at a 3-5 time frame) was how executives responded to a forward-looking statement.

Their expectations over the next five years, across many industries, provide a benchmark for how rigorously to challenge old assumptions, how boldly to envision the scope of digital transformation, and how urgently to act. Here’s what we asked, and here’s what they said:

Survey takers were asked to rate on a scale of 1 to 5 (where 1 is not at all relevant and 5 is extremely relevant) how relevant they think the following statement is to their company's competitive position over the next five years.


The number of connected devices - from smartphones to smart cars and even wearable computing devices - is heading for a tipping point at which most work, play, and commerce will have a digital dimension. As a result, software will touch nearly all social interactions or commercial transactions, with the potential to generate data of unprecedented scope.


For our part, we’re enthusiastically part of the 99%.  If you are too—or if you feel you need more context on what to do to succeed among the 99% in order to be feel the same enthusiasm—take advantage of everything the Institute has to offer.

See our recent webcast on the subject : Driving Digital Success: 3 ROI Criteria for Competitive Advantage
Sam Ramji and I took a deep dive into patterns and practices for digital ROI that drive more confident decision making and stronger results.

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