{"id":57316,"date":"2023-03-06T07:48:21","date_gmt":"2023-03-06T10:48:21","guid":{"rendered":"https:\/\/abes.org.br\/?p=57316"},"modified":"2023-02-12T18:54:41","modified_gmt":"2023-02-12T21:54:41","slug":"gartner-identifica-as-principais-tendencias-que-impactarao-os-fornecedores-de-tecnologia-ate-2025","status":"publish","type":"post","link":"https:\/\/abes.org.br\/en\/gartner-identifica-as-principais-tendencias-que-impactarao-os-fornecedores-de-tecnologia-ate-2025\/","title":{"rendered":"Gartner identifies key trends that will impact technology vendors through 2025"},"content":{"rendered":"<p><i>Key trends reflect greater reliance on technology and creation of opportunities through the impact of external forces\u00a0<\/i><\/p>\n<div>\n<p class=\"m_-4159082611859169845paragraph\"><span class=\"m_-4159082611859169845normaltextrun\">O\u00a0<\/span><span class=\"m_-4159082611859169845normaltextrun\"><b>Gartner<\/b><\/span><span class=\"m_-4159082611859169845normaltextrun\">, a world leader in business research and advice, announces key trends that will impact\u00a0<\/span><span class=\"m_-4159082611859169845normaltextrun\">technology providers by 2025<\/span><span class=\"m_-4159082611859169845normaltextrun\">. These innovations reflect three overarching themes: companies increasing their reliance on technology, new opportunities from emerging technology solutions, and the impact of external macro forces.<\/span><span class=\"m_-4159082611859169845eop\">\u00a0<\/span><u><\/u><u><\/u><\/p>\n<\/div>\n<div>\n<div id=\"attachment_57317\" style=\"width: 237px\" class=\"wp-caption alignleft\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-57317\" class=\"wp-image-57317 size-full\" src=\"https:\/\/abes.org.br\/wp-content\/uploads\/2023\/02\/Rajesh-Gartner.jpg\" alt=\"\" width=\"227\" height=\"231\" srcset=\"https:\/\/abes.org.br\/wp-content\/uploads\/2023\/02\/Rajesh-Gartner.jpg 227w, https:\/\/abes.org.br\/wp-content\/uploads\/2023\/02\/Rajesh-Gartner-12x12.jpg 12w\" sizes=\"(max-width: 227px) 100vw, 227px\" \/><p id=\"caption-attachment-57317\" class=\"wp-caption-text\">Rajesh Kandaswamy, Vice President and Analyst at Gartner<\/p><\/div>\n<p class=\"m_-4159082611859169845paragraph\"><span class=\"m_-4159082611859169845normaltextrun\">\u201cThe march of digitization continues even amid disruption, and technology providers have a leadership role to play,\u201d he says.\u00a0<\/span><span class=\"m_-4159082611859169845normaltextrun\">Rajesh Kandaswamy<\/span><span class=\"m_-4159082611859169845normaltextrun\">, Vice President and Analyst at Gartner. \u201cIn 2023, product leaders and technology executives must balance short-term planning with long-term strategy to stay ahead of the curve.\u00a0<\/span><span class=\"m_-4159082611859169845normaltextrun\">immediate shocks to the economy<\/span><span class=\"m_-4159082611859169845normaltextrun\">\u00a0and the underlying forces in macroeconomics and society that shape business.\u201d<\/span><span class=\"m_-4159082611859169845eop\">\u00a0<\/span><u><\/u><u><\/u><\/p>\n<\/div>\n<div>\n<p class=\"m_-4159082611859169845paragraph\"><span class=\"m_-4159082611859169845normaltextrun\">The trends identified by Gartner will impact technology customers, buyers, products, ecosystems, business models and operating models around the world for at least the next three years. Gartner research indicates the following trends:\u00a0<\/span><\/p>\n<\/div>\n<div>\n<p class=\"m_-4159082611859169845paragraph\">\n<\/div>\n<div>\n<p class=\"m_-4159082611859169845paragraph\"><span class=\"m_-4159082611859169845normaltextrun\"><b>Democratization of Technology \u2014<\/b><\/span><span class=\"m_-4159082611859169845normaltextrun\">\u00a0The democratization of technology empowers non-IT workers to source, select, deploy, and customize their systems. This trend offers opportunities to meet the needs of a new set of\u00a0<\/span><span class=\"m_-4159082611859169845normaltextrun\">citizen developers<\/span><span class=\"m_-4159082611859169845normaltextrun\">\u00a0and business technologists. Gartner predicts that, by 2025, 55% of all successful emerging technology solutions will be delivered to \u201cnon-traditional\u201d buyers\u2014for example, outside of IT\u2014in enterprises, allowing vendors to expand into other markets and establish new relationships with customers.<\/span><\/p>\n<\/div>\n<div>\n<p class=\"m_-4159082611859169845paragraph\">\n<\/div>\n<div>\n<p class=\"m_-4159082611859169845paragraph\"><span class=\"m_-4159082611859169845normaltextrun\"><b>Corporate technology federated purchase \u2014\u00a0<\/b><\/span><span class=\"m_-4159082611859169845normaltextrun\">In a federated purchasing process, decisions are made by representatives from across the enterprise. Driven by the democratization of technology, this type of investment is accelerating, with just 26% of technology buyers reporting in a<\/span><a href=\"https:\/\/bra01.safelinks.protection.outlook.com\/?url=https%3A%2F%2Fwww.gartner.com%2Fen%2Fnewsroom%2Fpress-releases%2F2022-07-12-gartner-finds-that-majority-of-technology-purchases-come-with-high-degree-of-regret&amp;data=05%7C01%7C%7C84075a60d07c46cd33aa08db08598480%7C84df9e7fe9f640afb435aaaaaaaaaaaa%7C1%7C0%7C638112952850881605%7CUnknown%7CTWFpbGZsb3d8eyJWIjoiMC4wLjAwMDAiLCJQIjoiV2luMzIiLCJBTiI6Ik1haWwiLCJXVCI6Mn0%3D%7C3000%7C%7C%7C&amp;sdata=4LGKSeXf%2FuUgSQaD6gI%2B1NWs3LEJQcp%2BMsU8z7p%2BqmA%3D&amp;reserved=0\" target=\"_blank\" rel=\"noopener\" data-saferedirecturl=\"https:\/\/www.google.com\/url?q=https:\/\/bra01.safelinks.protection.outlook.com\/?url%3Dhttps%253A%252F%252Fwww.gartner.com%252Fen%252Fnewsroom%252Fpress-releases%252F2022-07-12-gartner-finds-that-majority-of-technology-purchases-come-with-high-degree-of-regret%26data%3D05%257C01%257C%257C84075a60d07c46cd33aa08db08598480%257C84df9e7fe9f640afb435aaaaaaaaaaaa%257C1%257C0%257C638112952850881605%257CUnknown%257CTWFpbGZsb3d8eyJWIjoiMC4wLjAwMDAiLCJQIjoiV2luMzIiLCJBTiI6Ik1haWwiLCJXVCI6Mn0%253D%257C3000%257C%257C%257C%26sdata%3D4LGKSeXf%252FuUgSQaD6gI%252B1NWs3LEJQcp%252BMsU8z7p%252BqmA%253D%26reserved%3D0&amp;source=gmail&amp;ust=1676323485176000&amp;usg=AOvVaw2tTGkmj_9jpi_4cKlM4YoT\"><span class=\"m_-4159082611859169845normaltextrun\">\u00a0recent Gartner research<\/span><\/a><span class=\"m_-4159082611859169845normaltextrun\">\u00a0 that its acquisitions are mainly financed by the IT area. \u201cFederated purchasing creates opportunities for product leaders, as it allows a focus on higher value-added services for corporate customers,\u201d he says.\u00a0<\/span><a href=\"https:\/\/bra01.safelinks.protection.outlook.com\/?url=https%3A%2F%2Fwww.gartner.com%2Fen%2Fexperts%2Femil-berthelsen&amp;data=05%7C01%7C%7C84075a60d07c46cd33aa08db08598480%7C84df9e7fe9f640afb435aaaaaaaaaaaa%7C1%7C0%7C638112952850881605%7CUnknown%7CTWFpbGZsb3d8eyJWIjoiMC4wLjAwMDAiLCJQIjoiV2luMzIiLCJBTiI6Ik1haWwiLCJXVCI6Mn0%3D%7C3000%7C%7C%7C&amp;sdata=dzUQnuIc%2FVd1DNBB1RcFagygAeCi%2BpSyLfSoLx6Tb64%3D&amp;reserved=0\" target=\"_blank\" rel=\"noopener\" data-saferedirecturl=\"https:\/\/www.google.com\/url?q=https:\/\/bra01.safelinks.protection.outlook.com\/?url%3Dhttps%253A%252F%252Fwww.gartner.com%252Fen%252Fexperts%252Femil-berthelsen%26data%3D05%257C01%257C%257C84075a60d07c46cd33aa08db08598480%257C84df9e7fe9f640afb435aaaaaaaaaaaa%257C1%257C0%257C638112952850881605%257CUnknown%257CTWFpbGZsb3d8eyJWIjoiMC4wLjAwMDAiLCJQIjoiV2luMzIiLCJBTiI6Ik1haWwiLCJXVCI6Mn0%253D%257C3000%257C%257C%257C%26sdata%3DdzUQnuIc%252FVd1DNBB1RcFagygAeCi%252BpSyLfSoLx6Tb64%253D%26reserved%3D0&amp;source=gmail&amp;ust=1676323485176000&amp;usg=AOvVaw0fPGntCJOJhLPivF0d9NmU\"><span class=\"m_-4159082611859169845normaltextrun\">Emil Berthelsen<\/span><\/a><span class=\"m_-4159082611859169845normaltextrun\">, Vice President and Analyst at Gartner. \u201cHowever, it also adds complexity, forcing changes to go-to-market models and requiring greater focus on value and outcome scenarios.\u201d<\/span><\/p>\n<\/div>\n<div>\n<p class=\"m_-4159082611859169845paragraph\">\n<\/div>\n<div>\n<p class=\"m_-4159082611859169845paragraph\"><span class=\"m_-4159082611859169845normaltextrun\"><b>Product-led growth \u2014<\/b><\/span><span class=\"m_-4159082611859169845normaltextrun\">\u00a0Product-led growth (PLG)\u00a0<i>Product-Led Growth<\/i>) is a go-to-market strategy in which users experience value through free product offerings as well as interactive or automated demonstrations. Then converting that experience into paid accounts or your advocacy and influence helps drive purchases. By 2025, 95% of Software as a Service (SaaS) Services will employ a form of self-service PLG for new customer acquisition.<\/span><span class=\"m_-4159082611859169845eop\">\u00a0<\/span><u><\/u><u><\/u><\/p>\n<\/div>\n<div>\n<p class=\"m_-4159082611859169845paragraph\"><span class=\"m_-4159082611859169845normaltextrun\">\u201cPLG is moving forward in B2B after much praise in the B2C technology world,\u201d points out Kandaswamy. \u201cThis approach can lower the cost of customer acquisition and lead to shorter sales cycles versus traditional buyer-oriented top-down sales and marketing strategies.\u201d<\/span><\/p>\n<\/div>\n<div>\n<p class=\"m_-4159082611859169845paragraph\">\n<\/div>\n<div>\n<p class=\"m_-4159082611859169845paragraph\"><span class=\"m_-4159082611859169845normaltextrun\"><b>Co-innovation ecosystems \u2014\u00a0<\/b><\/span><span class=\"m_-4159082611859169845normaltextrun\">The co-innovation ecosystem approach is an emerging practice that enables the convergence of internal, external, collaborative and creative ideas to create value. Companies are actively using technology to differentiate and succeed, so they are increasingly innovating with technology vendors. &quot;With an ecosystem of co-innovation partners, technology providers can address pressing customer needs through the use of shared skills, experience, investment and incentives,&quot; adds the Gartner analyst.<\/span><\/p>\n<\/div>\n<div>\n<p class=\"m_-4159082611859169845paragraph\">\n<\/div>\n<div>\n<p class=\"m_-4159082611859169845paragraph\"><span class=\"m_-4159082611859169845normaltextrun\"><b>Digital Markets \u2014\u00a0<\/b><\/span><span class=\"m_-4159082611859169845normaltextrun\">Technology buyers are embracing digital marketplaces to easily find, acquire, deploy, and integrate technology solutions. Non-technical buyers are also increasingly looking to other sectors to meet their needs for composable and easily consumable resources. \u201cTechnology and service providers are increasing their investments in market channels as they look for opportunities for growth and competitive advantage,\u201d says Kandaswamy. \u201cA digital marketplace accelerates time to market, extends reach to target segments, expands partner ecosystems and accelerates the sales cycle.\u201d<\/span><\/p>\n<\/div>\n<div>\n<p class=\"m_-4159082611859169845paragraph\">\n<\/div>\n<div>\n<p class=\"m_-4159082611859169845paragraph\"><span class=\"m_-4159082611859169845normaltextrun\"><b>Smart Applications \u2014\u00a0<\/b><\/span><span class=\"m_-4159082611859169845normaltextrun\">Intelligent applications will create value and transform markets by learning, adapting and generating new ideas and results. For example, the\u00a0<\/span><span class=\"m_-4159082611859169845normaltextrun\">Generative Artificial Intelligence<\/span><span class=\"m_-4159082611859169845normaltextrun\">\u00a0it is an emerging technology rapidly gaining traction for commercial use in smart applications. Generative Artificial Intelligence can produce media content (including text, image, video and audio), synthetic data and models of physical objects. &quot;Product leaders should expect Generative Artificial Intelligence capabilities that empower workforces with augmented and creative skills to be a new competitive front in intelligent applications,&quot; says the Gartner analyst.<\/span><\/p>\n<\/div>\n<div>\n<p class=\"m_-4159082611859169845paragraph\">\n<\/div>\n<div>\n<p class=\"m_-4159082611859169845paragraph\"><span class=\"m_-4159082611859169845normaltextrun\"><b>Metaverse Technologies for Marketing and Customer Experience \u2014\u00a0<\/b><\/span><span class=\"m_-4159082611859169845normaltextrun\">At\u00a0<\/span><span class=\"m_-4159082611859169845normaltextrun\">metaverse technologies<\/span><span class=\"m_-4159082611859169845normaltextrun\">\u00a0are rapidly gaining traction in marketing to create unique experiences, impactful interactions and new engagements. By 2027, over 40%&#039;s from large organizations around the world will be using a combination of\u00a0<\/span><span class=\"m_-4159082611859169845normaltextrun\"><i>web3<\/i><\/span><span class=\"m_-4159082611859169845normaltextrun\">, spatial computing and Digital Twins (<i>Digital Twins,<\/i>\u00a0in English) in metaverse-based projects aimed at increasing revenue.<\/span><span class=\"m_-4159082611859169845eop\">\u00a0<\/span><u><\/u><u><\/u><\/p>\n<\/div>\n<div>\n<p class=\"m_-4159082611859169845paragraph\"><span class=\"m_-4159082611859169845normaltextrun\">\u201cB2B marketers have the opportunity to apply metaverse technologies and the immersive experiences they provide to expand customer reach and engagement and improve the consumer experience,\u201d highlights Kandaswamy. \u201cEarly adopters are using metaverse technologies to host events in virtual spaces, conduct internal and external sales meetings, showcase products and much more.\u201d<\/span><\/p>\n<\/div>\n<div>\n<p class=\"m_-4159082611859169845paragraph\">\n<\/div>\n<div>\n<p class=\"m_-4159082611859169845paragraph\"><span class=\"m_-4159082611859169845normaltextrun\"><b>Sustainable business \u2014\u00a0<\/b><\/span><span class=\"m_-4159082611859169845normaltextrun\">\u201cSustainable business has become something mandatory rather than just a differentiator\u201d, highlights Kandaswamy. According to analysts, in an increasingly technology-driven world, sustainable business is supported by sustainable technology. Technology vendors must improve the sustainability of their products that enable sustainable business outcomes.\u00a0<\/span><span class=\"m_-4159082611859169845normaltextrun\">Search<\/span><span class=\"m_-4159082611859169845normaltextrun\">\u00a0from Gartner indicates that 42% of leaders are currently leveraging sustainability activities to drive innovation, differentiation and business growth through sustainable products. Gartner predicts that, by 2025, technology vendors who quantify their offerings&#039; positive contribution to customers&#039; sustainability goals will increase their success rate by 20%.<\/span><\/p>\n<\/div>\n<div>\n<p class=\"m_-4159082611859169845paragraph\">\n<\/div>\n<div>\n<p class=\"m_-4159082611859169845paragraph\"><span class=\"m_-4159082611859169845normaltextrun\"><b>Techno nationalism \u2013<\/b><\/span><span class=\"m_-4159082611859169845normaltextrun\">\u00a0A trend away from globalization and towards commercialism is causing global markets to become increasingly local, impacting global technology ecosystems. Political decisions are driving countries to implement digital sovereignty regulations, causing a divergence in technology infrastructures. In response to this trend, product leaders must balance meeting country-level localization-specific needs against product profitability.<\/span><span class=\"m_-4159082611859169845eop\">\u00a0<\/span><\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>Principais tend\u00eancias refletem maior depend\u00eancia de\u00a0tecnologia\u00a0e cria\u00e7\u00e3o de oportunidades por meio do impacto de\u00a0for\u00e7as externas\u00a0 O\u00a0Gartner, l\u00edder mundial em pesquisa e aconselhamento para empresas, anuncia\u00a0as principais tend\u00eancias que impactar\u00e3o os\u00a0fornecedores de tecnologia at\u00e9 2025. Essas inova\u00e7\u00f5es refletem tr\u00eas temas abrangentes: empresas aumentando sua depend\u00eancia da tecnologia, novas oportunidades a partir de\u00a0solu\u00e7\u00f5es tecnol\u00f3gicas\u00a0emergentes e o impacto [&hellip;]<\/p>\n","protected":false},"author":10,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[39,19],"tags":[3700,3699,3701],"class_list":["post-57316","post","type-post","status-publish","format-standard","hentry","category-coluna-4","category-ultimas-noticias","tag-ecossistemas-globais-de-tecnologia","tag-inteligencia-artificial-generativa","tag-tecnologias-de-metaverso"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Gartner identifica as principais tend\u00eancias que impactar\u00e3o os fornecedores de tecnologia at\u00e9 2025 - ABES<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/abes.org.br\/en\/gartner-identifica-as-principais-tendencias-que-impactarao-os-fornecedores-de-tecnologia-ate-2025\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Gartner identifica as principais tend\u00eancias que impactar\u00e3o os fornecedores de tecnologia at\u00e9 2025 - ABES\" \/>\n<meta property=\"og:description\" content=\"Principais tend\u00eancias refletem maior depend\u00eancia de\u00a0tecnologia\u00a0e cria\u00e7\u00e3o de oportunidades por meio do impacto de\u00a0for\u00e7as externas\u00a0 O\u00a0Gartner, l\u00edder mundial em pesquisa e aconselhamento para empresas, anuncia\u00a0as principais tend\u00eancias que impactar\u00e3o os\u00a0fornecedores de tecnologia at\u00e9 2025. 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