Developing Digital Disruption and embracing Digital ... - Forrester

Developing Digital Disruption 

a Forum for application Development & Delivery professionals 

and embracing Digital Disruption 

a Forum for business architecture & business process professionals 

October 18–19, 2012 � JW Marriott Orlando, Grande Lakes � Orlando, Fla. 

Register before September 8 and save $200! 

Visit www.forrester.com/appdevforum2012 and www.forrester.com/babpforum2012 or call +1 888.343.6786.

Welcome 

“Your customers and employees 

today hold an unprecedented level 

of power and choice made possible 

by mobile, social, and cloud-based 

software services and the devices 

they run on.” 

Dear colleague, 

2 Forrester’s Developing Digital Disruption Forum 2012 | www.forrester.com/appdevforum2012 

We face a constant onslaught of software-fueled, consumer-led digital disruption. Your 

customers and employees today hold an unprecedented level of power and choice made 

possible by mobile, social, and cloud-based software services and the devices they run 

on. Digital disruption shows no signs of slowing down. By 2016, 1 billion smartphones 

and tablets will be in people’s hands, including those of your firm's customers 

and employees. 

Digital disruption affects all industries and geographies as firms must consider new 

competitive threats, new customer relationships, and new ways to support empowered 

employees. Increasingly, your executives recognize that one true source of defensible 

advantage is customer obsession, powered by your firm’s ability to address big data challenges, 

build customer knowledge, and then use it to drive engagement across channels, 

touchpoints, and business processes. 

Are you ready to embrace digital disruption? 

Through a combination of industry speakers, best practices, case studies, analyst briefings, 

group discussions, peer-to-peer networking events, and analyst One-On-One 

Meetings, you will leave these two Forums better equipped to compete and thrive in 

the face of digital disruption. 

We look forward to seeing you in orlando! 

alex Cullen 

Vice President, Research 

Director, Serving Enterprise 

Architecture Professionals 

Kyle mcnabb 

Vice President, Practice 

Leader, Serving Application 

Development & Delivery 

Professionals and Sourcing 

& Vendor Management 

Professionals 

leslie owens 

Principal Analyst, Research 

Director, Serving Enterprise 

Architecture Professionals


A Forum For Application Development & Delivery Professionals 

Application Development & Delivery Professionals will learn how to help your firm 

compete and thrive in the face of constant disruption by answering the following questions: 

� What must you understand to align your efforts to support your executives’ changing 

competitive strategies? 

� What open web tools, technologies, architectures, and skills do you need to design and 

deliver innovative digital experiences? 

� What role do big data, analytics, business intelligence, bpm, social, and mobile play 

in helping design and deliver customer and employee engagement via Crm systems 

and processes? 

� How can you integrate disruptive software technologies such as mobile, social, and cloud 

to help you meet and exceed business expectations? 

� How can you overcome challenges with development and delivery methods and processes 

to meet business agility expectations? 

eric adams 

Enterprise Architecture Professional 

Forrester uses personas like these to 

represent clients in their professional 

roles and deliver a uniquely relevant and 

solution-oriented experience. 

andrea Davies 

Application Development & Delivery 

Professional 

embracing Digital Disruption 

A Forum For Business Architecture & Business Process 

Professionals 

Business Architecture, Business Process & Enterprise Architecture Professionals will 

learn how to play a productive role in helping your firm compete and thrive in the face 

of constant digital disruption. Forrester analysts and industry executives will answer 

questions that include: 

� What must you understand to align your efforts to support your executives’ changing 

competitive strategies? 

� How can you ensure your business architecture, business process, and information 

architecture practices are key enablers for constant change and innovation? 

� What roles do business process management, content management, big data, and analytics 

play in creating digital innovations? 

� What technologies, architectures, processes, and skills do you need to introduce digital 

disruption into your organization? 

� How can you sustain digital innovation while managing within the realities of your 

current business? 

www.forrester.com/babpforum2012 | Forrester’s embraCing Digital Disruption Forum 2012 3

Keynote sessions 

Powerful Content. Exceptional Industry Speakers. 

inDustry Keynote speaKers 

Jim Highsmith, Executive 

Consultant, ThoughtWorks 

Jim Highsmith has 30-plus 

years experience as an IT 

manager, product manager, project manager, 

consultant, and software developer. 

He is a well respected author, co-founder 

and first president of the Agile Project 

Leadership Network, and he received 

the 2005 international Stevens Award 

for outstanding contributions to systems 

development. 

Dennis Kirlin, Vice President 

– Applications Development, 

Farm Credit Services Of America 

Dennis Kirlin is a 16-year 

veteran of the software 

development industry and is responsible 

for the software development, enterprise 

architecture, and user experience design 

activities of the largest agricultural lender 

in the United States. He has been instrumental 

in creating innovation strategies 

for his team and in shaping an Agile program 

office for the organization. 

anthony Franco, President, 

Co-founder, EffectiveUI 

A self-described, “usability 

fanatic,” Anthony Franco 

co-founded his company in 2005 under 

the core belief that people deserve better 

software. He is responsible for building 

and strengthening business relationships, 

identifying new business opportunities 

and market solutions for clients, and communicating 

the value and importance of 

user experience-driven business strategies. 


Forrester Keynotes 

the Disruptor's Handbook: How to make the most of Digital 

Disruption 

James l. mcQuivey, ph.D., Vice President, Principal Analyst 

We are in the midst of an era of digital disruption — one that can bring 

you closer to your customers, reshape your offerings, and help your organization work 

better, smarter, and faster. By adopting the principles of Forrester’s Disruptor’s Handbook, 

you can play a role in this change and lead your organization to embrace disruptive 

technology changes. This keynote will help you adopt the skills and policies that 

accelerate your organization’s embrace of digital disruption. 

implementing the Different in the age of Digital Disruption 

Craig le Clair, Vice President, Principal Analyst 

Digital disruption is about fundamental differentiation — from the 

customer value proposition to the go-to-market approach to the business 

operating model. The most successful enterprises in the age of digital disruption will 

be those that produce a striking difference with reinvented processes enabled by “smart 

technologies.” This keynote will explore how breakthrough companies dared to be different, 

prepared for the next stage of invention, and leveraged “smart technologies” to 

do so. 

Driving revolutionary change in your business 

Derek miers, Principal Analyst 

While the archetypal “digital disruptors” have no legacy to worry about, 

this doesn’t apply to you. New opportunities — and the strategic change 

initiatives they engender — proliferate within most large organizations, often leading to 

a mire of disconnected initiatives. This keynote and panel explores how business architecture 

and target operating models help you plan and manage revolutionary change. 

use mobile Disruption to Drive Digital process transformation 

Clay richardson, Senior Analyst 

In the face of digital disruption, BPM programs face the possibility of 

becoming irrelevant — or, even worse, extinct — if they don’t upgrade 

their capabilities and target delivering digital processes that can be deployed, reconfigured, 

and consumed across constantly splintering channels and engagement models. 

This keynote will provide a 21st-century blueprint for enabling BPM programs not only 

to respond to disruption but also to become a driving disruptive force for the business. 

the importance of cross-channel Design in the age of the 

customer 

stephen powers, Vice President, Research Director 

ron rogowski, Vice President, Principal Analyst 

As interactions move beyond the Web to an array of devices, companies 

need to design and deliver cohesive experiences across multiple touchpoints 

that deliver on target users’ needs in ways that support business 

and brand objectives. This keynote will address the importance of considering 

the entire ecosystem at play in delivering cross-channel excellence. 

understanding and embracing the Future of software 

Development 

Jeffrey s. Hammond, Principal Analyst 

In this panel session leaders from disruptive technology firms and leaders of 

application development and delivery organizations will help you understand the future 

of software development and the challenges you’ll face in arming your firm with the 

skills, tools, and techniques needed to meet stakeholder needs and ever-changing digital 

experience expectations.

agenDa 

10:00 a.m.–5:00 p.m. 

Meetings With Forrester Analysts 

10:00 a.m.–2:30 p.m. 

Meetings With Forrester Analysts 

DEVELOPING DIGITAL DISRUPTION: 

A Forum For Application Development 

& Delivery Professionals 

tHursDay, october 18 , 2012 

EMBRACING DIGITAL DISRUPTION: 

A Forum For Business Architecture 

& Business Process Professionals 

7:30–8:30 a.m. registration and Continental breakfast 

8:30–8:45 a.m. Welcome And Setting The Stage: Kyle mcnabb, VP, Practice Leader 

8:45–9:15 a.m. Forrester Keynote: James mcQuivey, VP, Principal Analyst 

9:15–9:55 a.m. Premier Sponsor Keynote: TBA 

9:55–10:00 a.m. Forrester Remarks: Kyle mcnabb, VP, Practice Leader 

10:00–10:45 a.m. networking break in the solutions showcase 

10:45–10:55 a.m. Opening Remarks: Developing Digital 

Disruption Forum 

Kyle mcnabb, VP, Practice Leader 

10:55–11:25 p.m. Forrester Keynote 

stephen powers, VP, Research Director 

ron rogowski, VP, Principal Analyst 

11:25 a.m.–12:00 p.m. Industry Keynote 

TBA 

Opening Remarks: 

Embracing Digital Disruption Forum 

alex Cullen, VP, Research Director 

leslie owens, Principal Analyst, Research Director 

Enterprise Architecture Award Winner 

Announcement 


Forrester Keynote 

Craig le Clair, VP, Principal Analyst 

12:00–1:15 p.m. networking lunch and Dessert in the solutions showcase 

1:15–1:50 p.m. Industry Keynote 

Jim Highsmith, Executive Consultant, ThoughtWorks 



1:50–2:00 p.m. intermission 

2:00–2:30 p.m. Guest Executive Forum Sessions 

2:30–3:15 p.m. networking break in the solutions showcase 

3:15–3:45 p.m. Track A Track B Track C Track D Track E 





5:00–6:30 p.m. networking Cocktail reception in the solutions showcase 

FriDay, october 19 , 2012 

7:30–8:45 a.m. registration and Continental breakfast 

8:45–8:50 a.m. 

Opening Remarks: Developing Digital 



* event agenda is confirmed as of the date of 

this publication. 

Opening Remarks: Embracing Digital 




Industry Keynote Panel 

Moderator: Clay richardson, Senior Analyst 

8:50–9:20 a.m. 

Industry Keynote: Dennis Kirlin, VP – Applications 

Development, Farm Credit Services Of America 

9:20–10:00 a.m. Platinum Sponsor Keynote: TBA Platinum Sponsor Keynote: TBA 

10:00–10:45 a.m. networking break in the solutions showcase 

10:45–10:55 a.m. 

Forrester Remarks 


Forrester Remarks 



10:55–11:25 a.m. 

11:25–11:55 a.m. 


Panelist: anthony Franco, President, Co-Founder, 

EffectiveUI 




Moderator: Derek miers, Principal Analyst 

11:55 a.m.–12:00 p.m. 

Forrester Closing Remarks 


Forrester Closing Remarks 

alex Cullen, Vice President, Research Director 


12:00–1:15 p.m. networking lunch and Dessert in the solutions showcase 




2:30 p.m. 

event ends 


in-DeptH tracKs 

Select And Attend Value-Rich Sessions. 

TRACK A: The Digital 

Customer Experience 

Imperative 

For Application 


Professionals 

TRACK B: Integrating 

Disruption Into Your 

Business 



Professionals 

The sudden rise of mobile as a serious channel for customer interactions demands that firms 

create a comprehensive digital customer experience strategy. Without a strategy, firms risk 

creating disconnected, poorly measured mobile projects that conflict with their websites 

and other customer channels, waste precious resources, and damage their brands. With 

a strategy, firms will be able to take full advantage of the power of their digital customer 

channels in a consistent and efficient way. Application Development & Delivery (AD&D) 

Professionals are crucial to creating and implementing comprehensive digital experience 

strategies. Indeed, digital customer experience is the next frontier for enterprise AD&D. 

creating an aD&D Digital experience strategy 

stephen powers, Vice President, Research Director 

John r. rymer, Vice President, Principal Analyst 

anjali Yakkundi, Researcher 

This session outlines the essential elements of a digital experience strategy for AD&D pros, 

including alignment with customer experience leadership, technology reference architecture, the 

road map, talents and organizations, and future vision. 

bridging the Divide: organizing marketing, aD&D, and agencies For success 

William band, Vice President, Principal Analyst 

John r. rymer, Vice President, Principal Analyst 

Great digital customer experiences require pros working on AD&D, marketing, and agency teams 

to work together. This session outlines the emerging models for cooperative action by AD&D, 

marketing, and agencies to drive great digital customer experiences. 

mobile application Development promise and realities 


michael Facemire, Senior Analyst 

Join analysts Michael Facemire and Jeffrey S. Hammond for a spirited debate about how to best 

build mobile apps and how new technologies like MBaas and mixed-mode middleware factor into 

the decision-making process. 

other track sessions include: 

Digital Experience Design Principles: Unleash Your Creativity 

mike gualtieri, Principal Analyst 

Harnessing Customer Information: The Role Of Data And Predictive Analytics In Delivering 

Engaging Digital Experiences 

noel Yuhanna, Principal Analyst 


Part of surviving disruption is what happens after the initial shock has hit. Anyone can write 

an iPhone app or deploy a stage one cloud application — but it's the survivors who figure 

out how to turn tactical experiments into strategic business opportunities. A key part of 

moving from experimentation to exploitation is mapping out a strategy for integrating dis- 

ruption into your ongoing business. Linking systems of record to systems of engagement, 

adapting enterprise applications and architecture, updating security and governance — 

it's all part of your recovery plan. This track will focus on the changes you need to make 

to your existing systems to survive, and even thrive, in the disruptive world you’re facing. 


* Check www.forrester.com/events for 

updated session information.

TRACK C: 

Executing Disruptive 

Opportunities 



Professionals 

And Business Architecture 

& Business Process 

Professionals 

Digital Disruption and the Future of your business, product, and technology 

architectures 

randy Heffner, Vice President, Principal Analyst 

This session will outline a business-technology architecture that blends product design, systems 

of engagement, and systems of record into a foundation for continuous digital disruption. 

point of service Disruption: Dealing With “straight-through engagement” 

george lawrie, Vice President, Principal Analyst 

In some industries, we’re witnessing the direct exposure of core systems and data to customers. 

In other industries, humans are being better supported with tools to provide smarter human and 

personalized engagement. How can you do it too, and what do you need to watch out for? 

enterprise and application security in the age of the open Web 


eve maler, Principal Analyst 

How do application developers reconcile the evolving consumer models for authentication, authorization, 

and access with traditional single sign-on investments? 


Bridging Support Into Digital Channels 

Kate leggett, Senior Analyst 

art schoeller, Principal Analyst 

adapting enterprise application strategy to exploit Disruption 

paul D. Hamerman, Vice President, Principal Analyst 

george lawrie, Vice President, Principal Analyst 

Digital-upstart competitors are looming threats to every industry — whether you are the 

source or the victim of digital disruption, business agility is key. True business agility 

requires firms to execute differently — planning for continuous business change, allowing 

governance flexibility rather than control, and increasing the velocity of business solutions 

delivery. Agile development will help increase the velocity of business-solutions delivery, 

but somewhat counterintuitively, firms need to also limit work in progress. Firms must 

start less, but finish more, so that when business conditions change, they are fleet-footed 

enough to react with agility. This track will examine how business architects, business 

process professionals, and software development professionals can execute with agility 

to battle the forces of digital disruption. 

re-sourcing For agility 

Diego lo giudice, Vice President, Principal Analyst 

stephanie moore, Vice President, Principal Analyst 

This session will explore the implications of adopting Agile practices on existing sourcing 

(outsourcing staff augmentation) relationships, and how to optimally re-source Agile efforts. 

bringing agility to planning and governance 

Henry peyret, Principal Analyst 

This session will present new research on the methods and models that business and enterprise 

architects can use to distribute planning and governance — with control — which will help you 

lead your organization to sustainable business agility. 


TRACK D: Architecting 

Your Digital Future 

For Business Architecture 


Professionals 

managing emerging tech Disruptions 

brian Hopkins, Principal Analyst 

This session will present new research on agile emerging technology management that will enable 

enterprise architects to shift from being participants in an ineffective process to being leaders and 

a source of disruptive business innovations. 


beyond agile: orchestrate your operations and Development (part 1 of 2) 

tom grant, ph.D., Senior Analyst 

glenn o'Donnell, Principal Analyst 

beyond agile: lean portfolio management processes (part 2 of 2) 

phil murphy, Vice President, Research Director 

margo visitacion, Vice President 

Your firm is on a path toward a digital business. But will it be an agile and optimized one 

that’s ready for digital disruption, or one with unclear goals and fragmented execution 

that’s unable to capitalize on its assets and continually misses disruptive opportunities? 

This track will help business, information, and enterprise architects embrace, plan, and 

manage change on the way toward your digital future. 

target operating models: a Framework to reinvent your business 


This session will describe how target operating models provide a multilayered set of perspectives 

that all participants can rally around and agree upon. 

using business capabilities to understand, plan, and manage continuous and 

Disruptive change 


This session will describe how organizations of all types are using business capability maps as a tool 

for analysis, program design, and coordination. 

the top emerging tech trends you should Watch 


This session will present the results of our annual look at the emerging technology landscape, 

and plot the technologies out in terms of their maturity and potential for changing how you 

do business. 

innovating For Disruption 

TBA 

The challenge of innovation isn't inventing something — it’s matching innovations with 

opportunities, and then turning innovation into business change. This is an area where business 

architecture can help, and this session describes how. 

the six-step approach to craft an enterprise information strategy 


gene leganza, Vice President, Principal Analyst 

This session will cover the pillars of enterprise information strategy, enabling you to define 

exactly how your enterprise will improve its information architecture, information management 

technology, and information-related organizational structures and processes to attain specific 

business goals. 

8 Forrester’s Developing Digital Disruption Forum 2012 | www.forrester.com/appdevforum2012

TRACK E: Exploiting 

Digital Process And 

Information 

For Business Architecture 


Professionals 

“Wonderful conference - nice mix of topics 

represented by both industry research/thought 

leaders and customer/practitioners who have 

had success.” 

brian s. 

IT Business Analyst 

Your organization’s approach to managing processes and information must change to 

meet a customer-centered agenda. Investments in business process management, infor- 

mation management, and analytics are crucial to support changing competitive strate- 

gies. In fact, these tools can serve as catalysts to disruption by providing insight into the 

strengths and weaknesses of your operations. In these sessions, attendees will get practi- 

cal, specific guidance on how to successfully introduce and support disruption through 

new use of technologies, revised architectures, and dynamic processes. 

Help employees engage With information anytime, anywhere 

alan Weintraub, Principal Analyst 

This session will explore the best ways to mix and match on-premises and cloud-based content 

services to meet today’s mobile, social workforce. 

Don’t let Digital Disruption cause information corruption 

michele goetz, Senior Analyst 

In this session, we’ll discuss a framework for data quality to ensure that your customers can rely 

on the information they use on any device from laptops to mobile. 

Digital Disruption With enterprise social platforms and Dynamic case management 

Craig le Clair, Vice President, Principal Analyst 

This discussion will review recent case studies where DCM and enterprise social platforms have 

provided new business capabilities that apply mature content management ideas like versioning 

and life-cycle management to social communications, maintain human connections across 

a disparate workforce, and help modernize systems to meet new workforce demands. 

tap Disruptive trends to Drive bpm to Higher value 


Connie moore, Vice President, Principal Analyst 

This session will discuss how to balance the value and risk around these new technology 

capabilities in your journey toward a strategic, well-integrated BPM implementation that delivers 

value and better business outcomes to the business. 

big Data analytics in the age of the customer 

boris evelson, Vice President, Principal Analyst 

This session will examine how big data and advanced analytics are taking business customer 

intelligence to the next level by combining multiple sources of customer information and creating 

useful insights in the face of challenges faced at extremes of scale. 

revieWs From Forrester’s appliCation Development & DeliverY anD business proCess Forum 2011 attenDees: 

“I'd like to thank Forrester so much for putting on 

such a fantastic event. I enjoyed almost every session 

[...] and learned a great deal and got a vast amount 

of insight from this conference. The vendor set-up 

was well done. The analysts were invaluable. Loved 

it. Thank you again. ” 

Josh C. 

IT Strategy Analyst 


expert aDvice 

Meet With Forrester Analysts. 

Consistently rated as one of the most popular features of Forrester Events, 

Forrester Analyst Meetings give you the opportunity to discuss the unique 

issues facing your organization. Work one-on-one with the analyst of your 

choice, subject to availability. 

participating Forrester analysts: 

serving application Development 

& Delivery professionals 

William band, Vice President, Principal Analyst 

boris evelson, Vice President, Principal 

Analyst 

michael Facemire, Senior Analyst 

tom grant, ph.D., Senior Analyst 


paul D. Hammerman, Vice President, Principal 

Analyst 


randy Heffner, Vice President, Principal 

Analyst 

Diego lo giudice, Vice President, Principal 

Analyst 

george lawrie, Vice President, Principal 

Analyst 

Kate leggett, Senior Analyst 

phil murphy, Vice President, Principal Analyst 

stephen powers, Vice President, Research 

Director 

John r. rymer, Vice President, Principal 

Analyst 

art schoeller, Principal Analyst 

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Silver Sponsors 

margo visitacion, Vice President 

anjali Yakkundi, Researcher 

noel Yuhanna, Principal Analyst 

serving cios 

Connie moore, Vice President, Principal 

Analyst 

serving consumer product strategy 

professionals 

James l. mcQuivey, ph.D., Vice President, 

Principal Analyst 

serving customer experience 

professionals 

ron rogowski, Vice President, Principal 

Analyst 

serving enterprise architecture 

professionals 


michele goetz, Senior Analyst 


business process management Jumpstart 

october 17, 2012 � 8:30 a.m.–5:00 p.m. 

alexander peters, ph.D., Principal Analyst 


Platinum Sponsor 

Gold Sponsors 


* Analyst participation is confirmed as of the date 

of this publication. 

Craig le Clair, Vice President, Principal 

Analyst 

gene leganza, Vice President, Principal 

Analyst 


leslie owens, Principal Analyst, Research 

Director 

Henry peyret, Principal Analyst 


alan Weintraub, Principal Analyst 

serving infrastructure & operations 

professionals 

glenn o’Donnell, Principal Analyst 

serving security & risk 

professionals 

eve maler, Principal Analyst 

serving sourcing & vendor 

management professionals 

stephanie moore, Vice President, Principal 

Analyst

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a Forum for application Development & Delivery professionals 

and embracing Digital Disruption 

a Forum for business architecture & business process professionals 

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