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TECHN OLOGY BUSI NESS RESEARCH, I NC.

18k CCMMLN1Ak


AccenLure ls beLLlng on lnnovaLlon
belng Lhe name of Lhe new game

AuLhor
Allson Crawford S8C Senlor AnalysL/LngagemenL Manager
(AllsonCrawford[Lbrlcom)
LllLsa 8akalova S8C AnalysL
(LllLsa8akalova[Lbrlcom)


!une 13 2011

A techno|ogy revo|ut|on |s upon us and ||ke nerac|es conquer|ng the
nydra Accenture must tame C|oud Comput|ng Mob|||ty and 8|g Data
ln Lhe pasL several weeks AccenLure hosLed analysL evenLs on Lwo conLlnenLs and made some blg publlc
sLaLemenLs abouL Lhelr moblllLy road map aL Lhe SA conference SAPl8L 1he message Lhey are
dellverlng ls clear AccenLure ls lnvesLlng ln Lhe brand Lechnology and people Lo conLlnue lLs pursulL of
global buslness model LransformaLlon pro[ecLs
1he message Lhe flrm ls poslLlonlng around ls as LhaL Lechnology ls cycllcal and undergoes a revoluLlon
approxlmaLely every 10 years 1he servlces lndusLry ls now slLLlng ln Lhe mldsL of such a perlod feaLurlng
noL one buL Lhree Lechnology lnnovaLlons Cloud CompuLlng MoblllLy and 8lg uaLa/AnalyLlcs ln 188's
oplnlon each of Lhese Lrends ls enough Lo keep a blg flrm occupled for monLhs lf noL years buL
AccenLure ls Lackllng Lhem slmulLaneously Lo answer cllenL needs Whlle each ls sLlll aL Lhe fronL end of
adopLlon AccenLure has Laken Lhe followlng approaches Lo anLlclpaLe how Lhelr cllenLs wlll use
Lechnology Lo run Lhelr buslnesses
1 Cloud CompuLlng AdopLlon wlll be gradual and cllenLs won'L replace currenL sLrucLures
overnlghL or even move core sysLems en masse Lo Lhe cloud ln Lhe foreseeable fuLure
Powever AccenLure ls beLLlng LhaL Lhey converslon wlll happen evenLually and ls maklng Lhe
lnvesLmenLs ln consulLanLs and sysLems Lo preempLlvely prepare LhaL dellvery model as lL
becomes an lndusLry sLandard
2 MoblllLy As a naLural ouLcome of buslness slmulLaneously becomlng more global and
consolldaLlng Lhe ablllLy Lo access Lools and lnformaLlon anywhere on Lhe planeL ls becomlng a
requlremenL noL an advanLage AccenLure ls lnvesLlng ln Lhe moblllLy space Laklng over
Symblan developmenL from nokla a move LhaL wlll glve AccenLure a blgger play ln moblllLy and
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as a wln wln help Lhe sLruggllng Lelecom sLay relevanL as Lhe smarLphone lnvaslon conLlnues
AddlLlonally AccenLure announced a deepenlng parLnershlp wlLh SA Lo develop enLerprlse
soluLlons on Lhe Sybase plaLform Lhereby creaLlng addlLlonal funcLlonallLy ln Lhe L8 space As
AccenLure ls Lhe largesL lmplemenLor of L8 soluLlons sLaylng on Lhe bleedlng edge of Lhls Lrend
ls vlLal for Lhem Lo malnLaln Lhls poslLlon ln Lhe markeL
3 AnalyLlcs/8lg uaLa 1hls ls a Loplc LhaL ls Lop of mlnd for anyone wlshlng Lo Lease ouL lnslghLs
and ulLlmaLely opporLunlLles generaLed from dolng buslness as usual" AccenLure has lnvesLed
ln creaLlng lndusLry speclflc models whlch when applled Lo seLs of daLa can ldenLlfy weakness
and poLenLlal opporLunlLles wlLh end user cllenLs AddlLlonally AccenLure has lnvesLed 4
cenLers of lnnovaLlon ln analyLlcs ln lreland lLaly Spaln and Lhe uS wlLh plans for a 3
Lh
ln AAC

A trend requ|r|ng consu|t|ng expert|se has some vendors scramb||ng
Lucky for Accenture they a|ready made that |nvestment
188 has been hlghllghLlng Lhe Lrend LhaL low hanglng pro[ecLs LhaL don'L requlre lnslghLs marrylng
Lechnology and buslness are drylng up 1here are Lwo Lypes of pro[ecLs 188 predlcLs wlll become Lhe
norm Cne wlll requlre an end Lo end hardware Lo servlces capablllLy and resonaLe well ln emerglng geos
LhaL need Lo bulld lnfrasLrucLure as well as processes 1he second Lype are LransformaLlonal
lmprovemenL engagemenLs LhaL wlll leverage exlsLlng lnfrasLrucLures Lo dellver buslness beneflLs Lo
exlsLlng operaLlons Powever Lo wln such pro[ecLs cllenLs wlll requlre sysLems lnLegraLors Lo have
experlenced personnel a Lrack record ln Lhe verLlcal and Lhe undersLandlng of how Lechnology can
lnnovaLe buslness process
AccenLure has lnvesLed ln Lhelr consulLlng capablllLles over Lhe pasL 23 years and now employs over
16000 verLlcal speclflc experLs 1hey belleve Lhelr flve compeLlLlve dlfferenLlaLors are
1 1hey know how Lo do managemenL consulLlng
2 1hey have deep lndusLry and funcLlonal skllls
3 1hey lnnovaLe
4 1hey dellver end Lo end wlLh skln ln Lhe game
3 1hey do Lhe above acLlvlLles on a global scale
Clven Lhe slze of AccenLure and Lhe Lypes of deals Lhey are wlnnlng of laLe 188 belleves Lhey do have
Lhe ablllLy Lo dellver on Lhe 3 dlfferenLlaLors buL as Lhe company aLLacks Lhe new Lrends menLloned
above Lhey wlll have Lo furLher clarlfy how Lo use Lhls model ln emerglng Lechnologles and dellvery
plaLforms

8rand|ng can be a bearor a 1|ger
ln Lhe wake of Lhe dlsconLlnuaLlon of Lhe markeLlng relaLlonshlp wlLh 1lger Woods AccenLure needed Lo
make some Lough declslons Lo move forward and proLecL Lhelr brand 1he new markeLlng campalgn
seems Lo be worklng however as AccenLure reporLed Lhelr brand recognlLlon and value ls ln Lhe Lop 30
globally 1hey acLlvely research whaL ls assoclaLed wlLh Lhe brand and Lallor messaglng LhaL emphaslzes
Lhe hallmark hlgh performance dellvered" Lagllne
AccenLure ls dellverlng resulLs and measurlng performance ln all areas even managemenL consulLlng
whlch Lends Lo be hard Lo quanLlfy and uses Lhls benchmarked performance as Lhe framework of Lhe
brand
lurLher AccenLure's brand ls lLs people and lLs people are lLs brand AccenLure relles heavlly on Lhe
lnvesLmenLs made ln Lhe global dellvery neLwork (213000 people sLrong ln 120 counLrles) LhaL leverages
ln house experLlse and knowledge Lo provlde Lhese quanLlflable resulLs across Lhe lndusLrles lL serves
1he brand and people are lnLerchangeable yeL noL separable 1hls brand enables AccenLure Lo aLLracL
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LalenL Lo conducL Lhe work aL Lhe LransformaLlonal engagemenLs menLloned above ln Lhe currenL
envlronmenL and 188 belleves wlll be a recrulLlng asseL ln Lhe comlng years as Lhe predlcLed war for
LalenL heaLs up globally

Accenture's Greek Lore Is the|r future wr|tten |n the stars?
AccenLure ls laylng a sLraLeglc foundaLlon Lo caplLallze on lnnovaLlon emerglng Lechnologles and Lop
noLch employees now LhaL end users are lnvesLlng ln LransformaLlonal pro[ecLs agaln ln 188's oplnlon
Lhese lnvesLmenLs are boLh asLuLe and lf lmplemenLed well wlll herald success for Lhe organlzaLlon
Whlle we see poLenLlal challenges as oLher muLllnaLlonals lnvesL ln creaLlng end Lo end hollsLlc soluLlons
and lndlan vendors play caLch up Lo bulld consulLlng ablllLles we belleve AccenLure ls ln a poslLlon only
Zeus hlmself wlll be able Lo alLer



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