Taking again the thread of the previous
post, (Competitive Advantage), the questions of law that should solve all of us
which have interest in promoting the use of the BI are:
Is
it or not possibly to generate a differentiated value for customers and users?
Under
what requirements?
Let's imagine a successful BI's application,
present in almost all the sectors and in all the continents that it has as two very
similar customers in the logistic sector. The users of both companies are already
obtaining in time and coherent reports. Hitherto it is business as usual, but
this is the easiest part ;-) Both customers are satisfied, both have improved
in relation to their previous status because of the better quality and
punctuality of the information, but at a first glance it does not seem that any
of them could obtain an additional competitive advantage by using the BI
application, and, in case they had someone, will not the BI developer experience
in the sector be helping to expand the knowledge between both of them and to
equalize them?
This is a key problem, though it seems of an
ethical type: the developers should
state very clearly in his mission up to what point they want to share with his
customers the accumulated experience of several implementations into the same
sector. This aspect is not neutral, since the customers who think that
their own IT systems are providing them with a competitive advantage will look
for BI's companies that guarantee this ethical commitment and may be ready to
pay an extra cost for it. The companies that do not guarantee this to their
customers are less probable also to get access to and to be able to identify competitive
advantage in the sector, and therefore using it as a commercial weapon. This is
why writing down this commitment does not seem either that it could turn out to
be neutral.
In the back, why not should BI's
application improve its presentations and take advantage of the experience of
very different companies and programs of management? Would not it benefit all
the players? How to create value while at the same time settling this lack of
confidence in the customer? Not to take advantage of this knowledge may place
the product of BI's companies as a commodity in a few years’ time.
Under these premises, the market may evolve
naturally towards the coexistence of BI's multiple suppliers, all of them of
considerable size and with market in all the sectors and countries, which
guarantee product maximum quality developments but also at the same time
avoiding this way the problem to appear. If it goes this way, there would be
enough room for new competitors as the market continues developing.
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