Welcome!

Related Topics: @DevOpsSummit, Java IoT, Linux Containers, @CloudExpo, @BigDataExpo, @ThingsExpo

@DevOpsSummit: Article

IPOs, IT, and the Future of the Product Development Services Market

Why would companies like Google and Expedia rely on product development partners to bring their software products to life?

For a number of years, analysts at Forrester, Gartner, and other research firms have heralded the growing importance of the product development services (PDS) market in helping companies accelerate time-to-market and product innovation. Forrester analysts John McCarthy and Charles Green published a report last year on a growing trend - that of non-tech companies becoming more and more reliant on software products to connect with consumers.

In 2013, IPOs from PDS companies like Globant and Epam brought the growth of the relatively nascent PDS market further into the public spotlight. Globant, which provides outsourced software development services for companies like Google, LinkedIn, and Orbitz, filed for an $86 million IPO in August of last year. Epam, the subject of a Bloomberg article on the proliferation of "Eastern bloc" software development companies, builds software products for companies like Expedia, Sephora, Coca-Cola, and Adidas.

Why would companies like Google and Expedia, either of which could surely attract some of the world's most talented engineers and developers, rely on product development partners to bring their software products to life? For one, the competition for development and engineering talent has never been greater. Product development partners can provide a steady flow of on-demand talent to help companies turn their product visions into reality, without those companies needing to continually hire talent that possesses the latest and greatest technological expertise.

Another contributing factor toward the rise of product development services has been the acceleration of consumer technology. The massive impact of technology on our lives that started with the PC era has become even more pronounced in the era of the smartphone and the tablet. The consumerization of IT has led to increased expectations for the user experience of software products at work and at home. This means that the most successful software development partners will possess expertise in a wide array of disciplines, including creative/UX, product engineering, quality assurance testing, and long-term support. One-stop shops for PDS will soon become the norm rather than the exception to the rule.

The Innovation Age we live in today requires companies to demonstrate agility in adapting to the changing shifts in technology. Customers no longer pledge allegiance to any brand when superior competition comes along. Look no further than BlackBerry's long, slow march toward obsolescence for indisputable evidence of this fact. If your company is not leveraging emerging technologies to drive business results, chances are your competition is. To truly succeed in the business marketplace today, companies need to look not just 12 or 24 months ahead, but 84 months into the future. A recent HBR article on Bally Technologies' Innovation Lab supports this point exactly.

Some important questions to ask include: Where do you want to be in 5 years, and what will technology look like at that time? How will consumers be interacting with their devices by that point? Or will they be interacting with them at all? How can you start planning for that now?

The growing trend of established companies forming strategic partnerships with outside vendors for core product and technology development services is a telltale sign of things to come. I predict it won't be long before we find ourselves in a world where the PDS space mirrors the world of "traditional" advertising and its agency model. When it comes to advertising, Nike doesn't "Just Do It" - Wieden & Kennedy does. I envision a world where in 5-10 years, many major corporations will have "agencies of record" that are focused on continual improvements in the software development space and are as essential to a company's success as their "brand" agencies of record in decades past.

More Stories By David DeWolf

David DeWolf is the founder and CEO of 3Pillar Global, one of the Mid-Atlantic’s fastest growing technology companies. In this role he has guided 3Pillar to a leadership position within the Product Development Services sector, establishing 3Pillar as the go-to innovator for content, information, and data-rich companies looking to grow revenue through software.

In 2012, David was named one of SmartCEO Magazine’s “Future 50.” In 2011, he was recognized by the Washington Business Journal as one of “40 Under 40” who are Washington, D.C.’s brightest young business leaders. In 2010, he was selected a winner of the Franciscan University of Steubenville’s Outstanding Young Alumni Award.

David earned a Bachelor of Arts from the Franciscan University of Steubenville, where he studied Communications and Theology. He and his wife, Teresa, have six children.

Comments (0)

Share your thoughts on this story.

Add your comment
You must be signed in to add a comment. Sign-in | Register

In accordance with our Comment Policy, we encourage comments that are on topic, relevant and to-the-point. We will remove comments that include profanity, personal attacks, racial slurs, threats of violence, or other inappropriate material that violates our Terms and Conditions, and will block users who make repeated violations. We ask all readers to expect diversity of opinion and to treat one another with dignity and respect.


Latest Stories
Businesses and business units of all sizes can benefit from cloud computing, but many don't want the cost, performance and security concerns of public cloud nor the complexity of building their own private clouds. Today, some cloud vendors are using artificial intelligence (AI) to simplify cloud deployment and management. In his session at 20th Cloud Expo, Ajay Gulati, Co-founder and CEO of ZeroStack, will discuss how AI can simplify cloud operations. He will cover the following topics: why clou...
In this strange new world where more and more power is drawn from business technology, companies are effectively straddling two paths on the road to innovation and transformation into digital enterprises. The first path is the heritage trail – with “legacy” technology forming the background. Here, extant technologies are transformed by core IT teams to provide more API-driven approaches. Legacy systems can restrict companies that are transitioning into digital enterprises. To truly become a lead...
"Qosmos has launched L7Viewer, a network traffic analysis tool, so it analyzes all the traffic between the virtual machine and the data center and the virtual machine and the external world," stated Sebastien Synold, Product Line Manager at Qosmos, in this SYS-CON.tv interview at 19th Cloud Expo, held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA.
Internet-of-Things discussions can end up either going down the consumer gadget rabbit hole or focused on the sort of data logging that industrial manufacturers have been doing forever. However, in fact, companies today are already using IoT data both to optimize their operational technology and to improve the experience of customer interactions in novel ways. In his session at @ThingsExpo, Gordon Haff, Red Hat Technology Evangelist, will share examples from a wide range of industries – includin...
Kubernetes is a new and revolutionary open-sourced system for managing containers across multiple hosts in a cluster. Ansible is a simple IT automation tool for just about any requirement for reproducible environments. In his session at @DevOpsSummit at 18th Cloud Expo, Patrick Galbraith, a principal engineer at HPE, discussed how to build a fully functional Kubernetes cluster on a number of virtual machines or bare-metal hosts. Also included will be a brief demonstration of running a Galera MyS...
The WebRTC Summit New York, to be held June 6-8, 2017, at the Javits Center in New York City, NY, announces that its Call for Papers is now open. Topics include all aspects of improving IT delivery by eliminating waste through automated business models leveraging cloud technologies. WebRTC Summit is co-located with 20th International Cloud Expo and @ThingsExpo. WebRTC is the future of browser-to-browser communications, and continues to make inroads into the traditional, difficult, plug-in web co...
"We build IoT infrastructure products - when you have to integrate different devices, different systems and cloud you have to build an application to do that but we eliminate the need to build an application. Our products can integrate any device, any system, any cloud regardless of protocol," explained Peter Jung, Chief Product Officer at Pulzze Systems, in this SYS-CON.tv interview at @ThingsExpo, held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA.
"We analyze the video streaming experience. We are gathering the user behavior in real time from the user devices and we analyze how users experience the video streaming," explained Eric Kim, Founder and CEO at Streamlyzer, in this SYS-CON.tv interview at 19th Cloud Expo, held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA.
"This is specifically designed to accommodate some of the needs for high availability and failover in a network managed system for the major Korean corporations," stated Thomas Masters, Managing Director at InfranicsUSA, in this SYS-CON.tv interview at 19th Cloud Expo, held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA.
Enterprise IT has been in the era of Hybrid Cloud for some time now. But it seems most conversations about Hybrid are focused on integrating AWS, Microsoft Azure, or Google ECM into existing on-premises systems. Where is all the Private Cloud? What do technology providers need to do to make their offerings more compelling? How should enterprise IT executives and buyers define their focus, needs, and roadmap, and communicate that clearly to the providers?
"We are an all-flash array storage provider but our focus has been on VM-aware storage specifically for virtualized applications," stated Dhiraj Sehgal of Tintri in this SYS-CON.tv interview at 19th Cloud Expo, held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA.
"We are a leader in the market space called network visibility solutions - it enables monitoring tools and Big Data analysis to access the data and be able to see the performance," explained Shay Morag, VP of Sales and Marketing at Niagara Networks, in this SYS-CON.tv interview at 19th Cloud Expo, held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA.
Amazon has gradually rolled out parts of its IoT offerings in the last year, but these are just the tip of the iceberg. In addition to optimizing their back-end AWS offerings, Amazon is laying the ground work to be a major force in IoT – especially in the connected home and office. Amazon is extending its reach by building on its dominant Cloud IoT platform, its Dash Button strategy, recently announced Replenishment Services, the Echo/Alexa voice recognition control platform, the 6-7 strategic...
According to Forrester Research, every business will become either a digital predator or digital prey by 2020. To avoid demise, organizations must rapidly create new sources of value in their end-to-end customer experiences. True digital predators also must break down information and process silos and extend digital transformation initiatives to empower employees with the digital resources needed to win, serve, and retain customers.
Organizations planning enterprise data center consolidation and modernization projects are faced with a challenging, costly reality. Requirements to deploy modern, cloud-native applications simultaneously with traditional client/server applications are almost impossible to achieve with hardware-centric enterprise infrastructure. Compute and network infrastructure are fast moving down a software-defined path, but storage has been a laggard. Until now.