This IDC study, written for senior IT executives, discusses the IDC FutureScape CIO Agenda Prediction 10: "By 2017, 40% of services managed by IT will be business services oriented to augmented experience and smart products." Most businesses are engaged in "digital transformation arms races" empowered by digital technologies, new business models, and rapidly changing social and business environments. Two areas of DX focus are that of augmented customer experiences and smart products — both are quickly becoming competitive imperatives. The rapidly changing landscape of digital products and experiences will require brokering and management of business and technology services rather than traditional "build or buy and integrate" approaches. IT organizations can play key roles in orchestrating those services, but only if they have made a shift from focusing on traditional IT services to business-oriented services. This study discusses the following:
"The shift in focus from traditional IT services to business-oriented services, especially those services that are focused on customer experience and digitally enabled products, will require substantive changes in IT organizations. But organizations that can rise to the occasion will become strategic contributors to the success of their businesses," says Marc Strohlein, adjunct research advisor with IDC's Research Network.