Wednesday, October 19, 2011

Forrester Application Development & Deployment Forum 2011

Eyal Pfeifel, CTO of Magic Software, recently attended the annual Forrester Application Development & Deployment Forum in Boston, MA. Following are some of his impressions from the event.

The Forrester forum was an excellent opportunity to hear some of the industry’s leading experts presenting their analysis of the current and future IT trends in the global market. As with all
Forrester events, the forum was well-organized and conducted in a very warm and friendly atmosphere. The presentations were professional and interesting, with an emphasis on providing practical and useful information in a no-nonsense, down-to-earth way.

The keynote presentation by Mike Gilpin, Forrester VP, Research Director, highlighted the current shift away from the traditional operations-oriented IT approach towards a customer experience-focused business strategy. The aim is not only to streamline enterprise IT operations, but also to provide customers with the best possible experience when interacting with the enterprise—hence the title of this year’s ADD Forum: Delivering the New World of Customer Engagement.

Jeffrey Hammond, in his excellent presentation: A Winning Mobile Applications Strategy, described why mobile is one of the most important channels for customer engagement. Enterprises, he explained, need to develop a broad-perspective and comprehensive approach to mobility as part of their strategic business design. This means addressing the need for an effective, future-proof strategy for multi-platform deployment in the face of fast-shifting trends and rapid technological advancements. As a well-known leading expert in his field, Jeffrey gave a methodical and in-depth breakdown of the key elements in the decision-making process for developing and implementing such a mobile strategy.

John Rymer’s fascinating presentation on How Cloud Computing Changes Application Development and Delivery described how cloud computing architectures open great new opportunities to speed up application and information delivery, align costs to resource usage, and easily scale up and down in response to opportunities and threats as they occur. John’s concluding recommendations that we should recognize cloud for what it is—the next platform shift and crucial to the new world of the customer—and orient our ‘next-generation’ thinking to cloud and the changes it represents were of particular interest as we continue to develop our new cloud-based offering for application development and deployment.

I am very much looking forward to co-presenting with Jeffrey Hammond the upcoming webinar: The Best Way to Mobilize your Business Applications, in which we will be sharing technology updates, best practices, and important insights that will help businesses prepare effectively for the exciting new opportunities presented by the fast-growing mobile market.

The live webinar, co-hosted by Forrester and Magic Software, will be presented on November 8, 2011 at 16:00 GMT. For more information and registration details, visit: