Gartner Says Nexus of Forces Demands a Fundamental, but Necessary, Shift in Perspective

  Gartner Says Nexus of Forces Demands a Fundamental, but Necessary, Shift in

 Special Report Shows Enterprises Must Rise to the Challenges of Emerging and
                        Accelerating Consumer Behavior

Gartner Symposium/ITxpo 2012

Business Wire

STAMFORD, Conn. -- October 18, 2012

Organizations of all types can harness the power of the Nexus of Forces to
engage with their customers and staff, learn through the observation of
behavior and interaction patterns, and create compelling experiences,
according to Gartner, Inc. These same organizations must disrupt many of their
long-held positions and structures, all of which give way in the face of
consumer-driven extreme collaboration.

In the Gartner Special Report, "Engage, Learn, Create and Disrupt With the
Nexus of Forces," Gartner analysts describe the Nexus of Forces as the
convergence and mutual reinforcement of four interdependent trends: social
interaction, mobility, cloud and information. The forces combine to empower
individuals as the forces interact with one another and their information
through well-designed ubiquitous technology.

"The Nexus of Forces is a platform for engagement, the dissemination,
collection and analysis of data, value creation and creative disruption," said
Chris Howard, managing vice president at Gartner. "As such, the transformative
nature of the Nexus will be felt across a multitude of industries and use
cases — from new retail techniques to the democratization of money."

Engage — The Nexus of Forces Is a Platform for Engagement

An engaged customer is a loyal customer, whereas a disengaged customer
discards or circumvents quickly. The "customer" may actually be a customer,
but may also be an employee, a partner, a citizen, a patient or a line of
business. Traditional approaches to IT delivery, product development and
marketing emphasize creating and "pushing" products to users. However, modern
approaches to the same disciplines require deeper engagement with and "pull"
from the user as consumer. Through deeper engagement, more valuable
information can be targeted through a smarter push mechanism.

The Nexus of Forces enables reach, but does not guarantee engagement. That is
because "reach" is primarily a technical challenge, whereas "engagement"
requires design skills rooted in human-computer interaction (HCI), psychology,
anthropology and related disciplines. Mobile devices and applications, cloud
delivery mechanisms, and presence in social media create reach. The design,
portability and usability of mobile applications; the contextually relevant
delivery of information; and the integration with related user actions all
create engagement. As such, the Nexus of Forces is a platform for engagement,
and new skills are required to build on that platform.

The Nexus enables extreme collaboration in which collectives cluster around
shared purposes and where reputations are won and lost. Networks of people
consume and produce information that is contextually relevant and analytically
useful. Increasingly, nonhumans (for example, sensors) are contributing data
to networks that aid real-time response and insight. In the Nexus of Forces,
the human is not replicated by machinery (as depicted in early
artificial-intelligence scenarios) but rather augmented by technology.

Learn — The Nexus of Forces Is a Platform for the Dissemination, Collection
and Analysis of Data

As people engage with one another and their information, their patterns of
behavior are useful input for business decisions and deeper engagement. The
Nexus of Forces is a platform for the dissemination, collection and analysis
of data that brings value to all participants. Emergent tools and techniques
can assist the organization wanting to capitalize on this rich and complex
information exchange.

Create — The Nexus of Forces Is a Platform for Value Creation

Leading organizations will use the Nexus of Forces to create compelling
experiences that engage users and provide autonomy for information workers. As
businesses foster engagement and observe patterns of behavior within the Nexus
of Forces, they will adapt to accommodate new opportunities. Through that
accommodation, those businesses will deepen relationships with users while
finding new ways to monetize those opportunities. Thus, the Nexus of Forces
becomes a platform for value creation. The challenge for enterprise IT and
vendors is that the hyperflexible nature of the Nexus of Forces makes
traditional IT delivery and architecture increasingly obsolete. It also places
stress on the IT workforce and skill set.

Disrupt — The Nexus of Forces Is a Platform for Creative Disruption

The Nexus of Forces is highly disruptive, not only to IT delivery, but also to
many of the fundamentals of traditional business. These forces, driven by the
consumer, threaten to disintermediate longstanding, previously unquestioned
services and structures. Empowered with sophisticated devices and access to
data and social networks, people are finding creative — if not wholly
subversive — ways to reach their goals. These people are able to specify what
they value in an exchange — for example, using mobile phone minutes as
currency. They are able to build new applications on the platforms in their
hands. They congregate around shared purposes and overthrow entrenched
dictators. They capture global attention through the amplification of
individual acts.

"The Nexus of Forces demands a fundamental shift in enterprise perspective,"
said Mr. Howard. "This is not a simple shift, but it is essential for success
in the technology-immersed world of the Nexus of Forces. Leading organizations
use the Nexus of Forces to engage with their users and partners, learn from
observing interactions, create compelling experiences and new sources of
value, and embrace disruption."

Additional information is available in the Gartner Special Report "Engage,
Learn, Create and Disrupt With the Nexus of Forces." The report is available
on Gartner's website at

Mr. Howard will provide additional analysis at the upcoming Gartner

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