Organisations should now be looking at how they can exploit technology to grow their top line and move to the 'Next Frontier', rather than continue using IT to increase profitability.
This was the message from Charles Wang, president of Computer Associates, in his keynote speech today at the Comdex show in Las Vegas.
?The top line is where the action should be and technology should be used for a more fundamental purpose," he said. "In the past, it?s been used to increase the bottom line, and to save money in the business makes sense. But you can do more with technology than save money - you can make money."
He continued: ?In the Next Frontier, you?ll have to think outside the box in business. The digital economy has turned traditional notions upside down and blurred the difference between products and services and processes and structure. For the past 40 years, we?ve focused on process, but now we can transform the infrastructure.?
As an example of how to do this, Wang cited a French public relations executive, Bernais, who had resisted introducing the usual book promotions and marketing campaigns to increase book sales during a slump in the 1920s.
In an innovative twist, he encouraged builders and architects to build book shelves in new homes, thus changing cultural norms and the way consumers thought of books. The move led to a sales boom as buyers scrambled to fill their empty shelves and has left the legacy of bookshelves still being built into houses today.
Wang continued: ?A lot of technology from the last five years won?t be applied any more, but a lot of the vision is still the same. Physical theories have been devised to rationalise a complicated, messy and chaotic world and the same applies to IT. We shouldn?t try and change our heterogeneous world to fit in with our own ideas, but we need to enable business to get the most out of the Next Frontier.?
One way of doing this is to make applications more representative of the real world by adding three dimensional user interfaces, such as those deployed at the front end of CA?s Unicenter systems management software, he added. He expects such 3D interfaces to be pervasive within 10 years.
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