One of the many roles of a modern IT organization is finding and
introducing new technology that enhances its parent organization's
business objectives. When properly executed, this role enables IT to bring
real bottom-line value to its parent by enabling breakthroughs in
products, services, operational effectiveness, and/or competitive
differentiation. To be successful in this role, the IT organization must
have:
- A strong understanding of its business, to recognize opportunities
that could be served by advances in technology
- A working knowledge of available and developing technologies
- An ability to think "outside the box" to apply technology
ideas in new, creative ways
Unfortunately, with some notable exceptions, most IT organizations
perform unremarkably in this important assignment. A combination of
conservatism, lack of research capabilities, and incremental thinking
serves to limit IT's ability to extract the full value of new advances. In
addition, when they do invest in technology research, IT organizations
tend to focus on the "nuts and bolts" of new technology (for
instance, should Java be the standard for new development?) rather than
the application of that technology to specific business opportunities. As
a result, innovation is left to startups and technology companies, and IT
organizations play a perpetual game of technology catch-up.
Given the potential business benefits offered by new technology, IT
organizations can significantly raise their value and standing in their
companies by enhancing their technology evaluation capabilities.
Gain a New Perspective on Technology Evaluation
View new technology from a business perspective rather than an IT
delivery perspective. For example, each breakthrough in wireless
capabilities provides mobility to a new range of business functions. Which
functions would benefit most from this mobility? In addition to monitoring
new, unforeseen advances, proactively seek ideas that will become possible
in the future through expected advances. For instance, when
third-generation wireless technology arrives, its greater bandwidth will
allow a company to offer its sales force real-time access to customer
information during sales calls. Planning for that capability in advance
allows faster rollout when increased bandwidth becomes available and
enables a company to realize benefits well ahead of its competition.
Create an Applied Technology Research Group
Capitalizing on the business capabilities offered by new technology is
too important to be a part-time assignment. Although IT organizations
already have resources dedicated to examining the implications of
technology on standards, formal architectures, and development processes,
these groups are IT focused and technically driven. Launch a separate
group focused on researching the business implications of the technology.
Staff the Group with Open-Minded Business and Technical People
To be successful, the group must be unafraid of challenging the status
quo. Mixing deep business skills with technical expertise increases the
likelihood of identifying major value-adding opportunities. Make sure to
select individuals capable of high-level thinking.
Develop Breakthrough Thinking Skills
Although many great ideas arise from fortuitous realizations, learning
and applying "breakthrough thinking" techniques will increase
the odds of having these realizations. Overexposure to corporate politics
and societal limitations leads people to unconsciously apply artificial
constraints to problem solving. As shown by the recent Internet
revolution, breakthroughs come from individuals willing to think outside
the box.
Invest in Research
In an era of high-technology complexity coupled with information
overload, it is increasingly difficult to sift through an overwhelming
volume of articles, brochures, and vendor presentations to identify
promising advances. All too frequently, hype exceeds actual capabilities,
challenging the group to find technologies that will work in practice.
Although information is freely available over the Internet, quality and
(unbiased) analysis are not. To ensure all bases are covered, the research
group must invest in a combination of analyst research, conference
attendance, and development of its own analysis skills. Techniques for
effectively conducting research will be a topic for a future Advisor.
The potential business value of an applied technology research group is
almost impossible to overstate. Imagine if Barnes and Noble had launched
online book sales ahead of Amazon.com, the *New York Times* had developed
a portal before Yahoo, or Christy's had decided to offer online auctions
ahead of eBay? Technology advances will create many more opportunities in
the future. Will your organization be ready to capitalize on them?
