What CYOD means for PLM?

May 28, 2013

mobile-apps.jpgDo you like acronyms and buzzwords? Not much, I guess. You probably familiar with that one – BYOD (Bring Your Own Device). For the last couple of years, BYOD trend transformed and disrupted IT policies in many enterprise organizations by permitting employees to bring personally own mobile devices (laptops, tablets and smartphones) to their workspace and use them to access corporate information as well as use corporate enterprise systems.

Earlier this week, I’ve learned a new one – CYOD (Choose Your Own Device). Navigate to the following link to learn about what Gartner defines as one of the hot enterprise trends in 2013 – Evolving communications: hot enterprise technology trends for 2013. Here is an interesting passage:

This year, Gartner has predicted that mobile phones will overtake PCs as the most common web access device worldwide. As a consequence, increasingly connected consumers and professionals are instinctively evolving the way they communicate and operate. Amidst this surge in mobility, the most strategic enterprises are also proactively evolving their communications, recognizing key trends such as bring your own device (BYOD) and choose your own device (CYOD) as an enabler for business growth, rather than a problem that must be dealt with.

Here, speed could be a critical factor. More specifically, businesses that are swift and agile in the way they use and further the deployment of technologies within the organisation are more likely to realise important opportunities to improve internal productivity and efficiency, as well as seize the potential to further competitive advantage.

It made me think about some potential impact it will create on enterprise software vendors strategies. To increased role of mobile devices and mobile application will create a need to develop a diverse set of PLM apps independently running on mobile platforms leveraging corporate and/or cloud infrastructure. I shared some of the ideas of mobile communication and OTT application in my blog earlier this week – Will PLM pickup OTT mobile communication strategy.

What is my conclusion? The influence of mobile development in PLM will increase coming years. This is a good time for PLM vendors to move from "the same, but mobile" strategy new way to provide customers with new type of mobile applications. Speed will be indeed a very critical factor here. Just my thoughts…

Best, Oleg


5 Overused Buzzwords in PLM marketing

May 28, 2013

Technology field is deeply surrounded with different type of buzzwords. The terminology is a complicated part of enterprise software and PLM marketing is probably one of the most confusing zones. In general, buzzwords don’t mean something bad. However, when overused can lost their meaning for customers.

As part of having fun and blogging process, I’m following lots of other blogs and social media channels about PLM. I decided to come with a list representing the most overused PLM marketing buzzwords. This is not statistical research, so don’t blame me for accuracy. Also, these buzzwords are not unique for PLM and you can meet them in other fields as well. Here is here is my top 5 list – 1/ Value proposition; 2/ OOTB; 3/ Experience; 4/ Community; 5/ ROI.

1. Value Proposition – a promise of value as a result of specific product, component or technology usage. Value proposition is usually comes as a result of analyzes of benefits, cost and values of product/ technology to organization. The biggest problem of value prop definition in PLM is related to the cost. It is usually missing. The term is overused without specific characteristics applied to an organization.

2. OOTB (Out-of-the-box) – represents an ability of software and/or components to be implemented without specific customization and/or development services. Usually assumes features that can be used immediately after the installation. The problem of OOTB is over-promise of OOTB features with following consulting and service agreements.

3. Experience. The original concept of "experience" is coming from the ability of user to know how to use a particular software. For the last few years, "experience" became a powerful, but unfortunately very overused term claiming practically everything in terms of how to improve use of software including sales process and end user interface.

4. Community. The term comes from outside and not specifically related to software world. Usually, it is group of people sharing common interest. During the last 10 years, community term transformed into a measurable characteristic representing the group of people using your software. The problem of the term is the absence of a precise way to measure "community value" in enterprise software. It is different from Facebook and other social networks.

5. ROI (Return of Investment). Another very general term used to calculate the efficiency of investment measured as proportion of benefits of investment and cost of investment. The higher is better. The problem of PLM ROI is to be calculated on very long period of time without specific tangible benefits.

What is my conclusion? People are tired of overused expressions and buzzwords. Count all marketing buzzwords in the marketing campaign you plan to run next week – probably you need to review the content to make your marketing more human and meaningful. Just my thoughts…

Best, Oleg


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