My Top Eleven Predictions for 2009 (I bet you thought there would be only ten)

What a difference a year makes. The past year was filled with a lot of interesting innovations and market shifts. For example, Software as a Service went from being something for small companies or departments within large ones to a mainstream option.  Real customers are beginning to solve real business problems with service oriented architecture.  The latest hype is around Cloud Computing – afterall, the software industry seems to need hype to survive. As we look forward into 2009, it is going to be a very different and difficult year but one that will be full of some surprising twists and turns.  Here are my top predictions for the coming year.
One. Software as a Service (SaaS) goes mainstream. It isn’t just for small companies anymore. While this has been happening slowly and steadily, it is rapidly becoming mainstream because with the dramatic cuts in capital budgets companies are going to fulfill their needs with SaaS.  While companies like SalesForce.com have been the successful pioneers, the big guys (like IBM, Oracle, Microsoft, and HP) are going to make a major push for dominance and strong partner ecosystems.
Two. Tough economic times favor the big and stable technology companies. Yes, these companies will trim expenses and cut back like everyone else. However, customers will be less willing to bet the farm on emerging startups with cool technology. The only way emerging companies will survive is to do what I call “follow the pain”. In other words, come up with compelling technology that solves really tough problems that others can’t do. They need to fill the white space that the big vendors have not filled yet. The best option for emerging companies is to use this time when people will be hiding under their beds to get aggressive and show value to customers and prospects. It is best to shout when everyone else is quiet. You will be heard!
Three.  The Service Oriented Architecture market enters the post hype phase. This is actually good news. We have had in-depth discussions with almost 30 companies for the second edition of SOA for Dummies (coming out December 19th). They are all finding business benefit from the transition. They are all view SOA as a journey – not a project.  So, there will be less noise in the market but more good work getting done.
Four. Service Management gets hot. This has long been an important area whether companies were looking at automating data centers or managing process tied to business metrics.  So, what is different? Companies are starting to seriously plan a service management strategy tied both to customer experience and satisfaction. They are tying this objective to their physical assets, their IT environment, and their business process across the company. There will be vendor consolidation and a lot of innovation in this area.
Five. The desktop takes a beating in a tough economy. When times get tough companies look for ways to cut back and I expect that the desktop will be an area where companies will delay replacement of existing PCs. They will make do with what they have or they will expand their virtualization implementation.
Six. The Cloud grows more serious. Cloud computing has actually been around since early time sharing days if we are to be honest with each other.  However, there is a difference is the emerging technologies like multi-tenancy that make this approach to shared resources different. Just as companies are moving to SaaS because of economic reasons, companies will move to Clouds with the same goal – decreasing capital expenditures.  Companies will start to have to gain an understanding of the impact of trusting a third party provider. Performance, scalability, predictability, and security are not guaranteed just because some company offers a cloud. Service management of the cloud will become a key success factors. And there will be plenty of problems to go around next year.
Seven. There will be tech companies that fail in 2009. Not all companies will make it through this financial crisis.  Even large companies with cash will be potentially on the failure list.  I predict that Sun Microsystems, for example, will fail to remain intact.  I expect that company will be broken apart.  It could be that the hardware assets could be sold to its partner Fujitsu while pieces of software could be sold off as well.  It is hard to see how a company without a well-crafted software strategy and execution model can remain financially viable. Similarly, companies without a focus on the consumer market will have a tough time in the coming year.
Eight. Open Source will soar in this tight market. Open Source companies are in a good position in this type of market—with a caveat.  There is a danger for customers to simply adopt an open source solution unless there is a strong commercial support structure behind it. Companies that offer commercial open source will emerge as strong players.
Nine.  Software goes vertical. I am not talking about packaged software. I anticipate that more and more companies will begin to package everything based on a solutions focus. Even middleware, data management, security, and process management will be packaged so that customers will spend less time building and more time configuring. This will have an impact in the next decade on the way systems integrators will make (or not make) money.
Ten. Appliances become a software platform of choice for customers. Hardware appliances have been around for a number of years and are growing in acceptance and capability.  This trend will accelerate in the coming year.  The most common solutions used with appliances include security, storage, and data warehousing. The appliance platform will expand dramatically this coming year.  More software solutions will be sold with prepackaged solutions to make the acceptance rate for complex enterprise software easier.

Eleven. Companies will spend money on anticipation management. Companies must be able to use their information resources to understand where things are going. Being able to anticipate trends and customer needs is critical.  Therefore, one of the bright spots this coming year will be the need to spend money getting a handle on data.  Companies will need to understand not just what happened last year but where they should invest for the future. They cannot do this without understanding their data.

The bottom line is that 2009 will be a complicated year for software.  There will be many companies without a compelling solution to customer pain will and should fail. The market favors safe companies. As in any down market, some companies will focus on avoiding any risk and waiting. The smart companies – both providers and users of software will take advantage of the rough market to plan for innovation and success when things improve – and they always do.

  1. November 18, 2008 at 6:30 pm

    An observation about your selections, which are on the money. More than half (1,3,4,6,8,10) point to an escalating need for fault tolernace, a.k.a. continuous availability. Although many might dismiss hardware as a commodity with no meaningful differentiation (untrue), no software or service runs without it, in the cloud, virtualized environments, or anywhere else. Maybe you should have a twelfth: The pursuit of availability perfection.

  2. December 5, 2008 at 8:39 pm

    On #11. I think the picture for information / data investments is perhaps more nuanced in 2009 – something I have mused about at: –

    http://peterthomas.wordpress.com/2008/12/04/will-the-economic-crisis-actually-be-positive-for-bi/

    I would be interested in your thoughts on this.

    • December 5, 2008 at 10:21 pm

      Your perspective is interesting. I do think that in difficult economic times management wants to deeper understanding of the implication of decision now and particularly for the future. So, I think that correctly architected and positioned products will actually do well.

  3. December 8, 2008 at 5:07 pm

    I certainly agree with you about correctly architected and positioned products.

  4. December 9, 2008 at 8:01 pm

    I have taken the liberty of linking back to this article from my blog at: –

    http://peterthomas.wordpress.com/2008/12/09/anticipation-management/

    • December 9, 2008 at 8:05 pm

      Thanks, Peter. Let’s keep the dialog going!

  5. December 11, 2008 at 7:58 am

    Judith, I would like to add a twelft prediction to your list, if I may. As cost reduction hits companies hard, and as business travel is slashed, collaboration tools take center stage. Being it unified communication, enterprise web 2.0 type tools or telepresence, I believe we will see in 2009 a strong uptake of such tools in enterprises as the business needs to keep moving although people no longer can meet physically. This may actually help some of the web 2.0 companies out at the moment marketing budgets are reducing quickly. I do not believe one tool will be the panacea, but I really see a place for a portfolio of tools to be used within enterprises and across enterprises and their partners.

  6. December 26, 2008 at 8:31 pm

    I agree with number 4 but I think there will be a more ROI based approach to service management. WSM tools that can do what is needed to provide visiblity and enforce policies in a cost effective manner will be more attractive than tools that cost a lot with more bells and whistles.

  7. June 28, 2010 at 4:41 am

    Second point is very informative. I agree with this. “follow the pain”, is a very good point to develop our business. It is important to know the gaps well n fill the them.

  1. February 9, 2009 at 6:43 pm
  2. October 5, 2010 at 9:32 pm

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