IT service management (ITSM) solutions are no longer of use only to the IT department. As their capabilities evolve they are also becoming valuable to HR, facilities management, product lifecycle management, and finance, among other business units. For vendors offering these solutions, the greatest marketing challenge will lie in communicating the broader business value they can deliver.
There are big opportunities for enterprise service management, but vendors must better market their solutions
Ovum’s Enterprise Application Software Market Forecast data shows major opportunities for enterprise service management solutions vendors, especially in rapidly evolving economies such as China and India. Developing software to satisfy the needs of HR departments has been of particular interest to vendors, which is hardly surprising given the interface between HR and IT and the global growth expected in this market over the next three years.
Enterprise service management vendors such as ServiceNow provide the ability to deliver solutions that offer value across multiple business units. Adopting an enterprise service management solution to build an integrated technology layer across various business units benefits an organization in many ways. For example, work and activities become more transparent, better defined, and more effectively automated and reported upon.
The opportunity is evident, but capitalizing on it represents a key challenge for vendors offering enterprise service management solutions. In Ovum’s experience, the greatest challenge lies in communicating the value proposition to a broader market. Many executives in the wider business still perceive ITSM solutions as tools to support break/fix and request fulfillment. The ways in which ITSM solutions have evolved, and the wider value they can now deliver, need to be better communicated by vendors. At present, this message is often conveyed to the wider organization by IT, and although this approach is fine, it will be important for vendors to market their value proposition directly to the broader enterprise.
Extending ITSM Technology and Practices Beyond IT, IT0022-000191 (October 2014)
Adam Holtby, Research Analyst, Infrastructure Solutions