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January 26, 2017

All About Apps: AppDynamics, Button, Accenture Technology Vision

Cisco Buys Application Analytics Developer AppDynamics for $3.7 Billion

Ars Technica

Yesterday’s big news, at least in some circles, was networking tech giant Cisco’s agreement to pay $3.7 billion for application analytics vendor AppDynamics, just a day before AppDynamics’ scheduled initial public stock offering. AppDynamics monitors performance on all kinds of software applications, not just the ones that sit on your iPhone. It’s relevant to Customer Data Platforms because it’s a source of customer data and, more broadly, because it illustrates how much attention people are paying to customer analytics. The days are long gone when marketers complained they had no data for measurement. Now, their challenge is picking the right data and using it wisely.

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Mobile App Integrator Button Adds $20 Million Funding


Button does work with the type of apps that run on your phone. It connects them to each other, for example so people looking for restaurants on Foursquare can call an Uber within the Foursquare app. It’s interesting because it gives a direct connection between the apps without the usual detour through the underlying platform to get from one to the other. I suspect the technical challenges are mind-boggling but from a marketing standpoint what matters is a seamless customer experience based on ever-closer connections (and data sharing!) among customer-facing systems. Button just raised $20 million, bringing total funding to more than $36.5 million.

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Accenture Technology Vision 2017: Platforms Are Eating the World (and Your Business)


Since we’re talking tech today, let’s finish with Accenture’s Technology Vision 2017 report. They identify five trends. One is a super-sized version of Button’s app-to-app integrations, which Accenture calls “ecosystems as macrocosms”. Their key point is “platform companies that provide a single point of access to multiple services have completely broken the rules for how companies operate and compete.” In other words, you must join the platform ecosystem or you’ll be blocked from reaching your customers. Kind of a big deal. It’s another way of describing a society splintered into platform-based tribes, which I mentioned yesterday and have discussed at more length here. That’s an even bigger deal.

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