The 3 U’s of Business Technology

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I attended yesterday the annual customer event of Creativ Software, and was dazed to see Business Technology at the down-to-earth level.

Creativ is a small ISV with a big part of the Swiss market for non-profit organization management software. Their customers are non-nonsense people who do not care much about technology, and the nature of their business forces them to run a lean operation with a very compelling and personalized attention to their constituencies.

Yesterday, I witnessed some 100 such users express “wows” and “aha!” and wide smiles when the Creativ team showed them their new “OM V10” product. It was not about the visual design, which is great. It was about the small things that you wish every day were done with more insight into your work. It starts with context persistence across the board, and reaches as far as automated background updates of the contact addresses via third party services. All of that, of course, without having to install anything on your workstation or device…

You may ask at this point where Business Technology comes into this. In my view, that IS Business Technology. It is the intimate and extended use of technology that performs parts of the business. Creativ’s solution is a useful and usable part of the NPO business environment and it is also used – in personalized and fit for the purpose variations – not only by a few subject matter specialists but by the broad community of stakeholders.

How did Creativ achieve such a feat?

About two years ago, when I worked with Magic Software on the elaboration of
the uniPaaS RIA platform, I met with Andy Schwengeler – Creativ’s CEO – to get his reaction to Magic’s new offering. Andy was adamant about usability and architecture. He told me that he was willing to go as far as to redevelop his entire solution if he could achieve a rich user experience as well as the latest flashy and intuitive designs, with zero Client management (or in other words a Cloud based RIA architecture) and a SaaS capability. He finally chose to work with uniPaaS RIA and the Extreme Programming methodology, and brought into the loop one of his most demanding customers as a watchdog. I heard very little from him until a few weeks ago, when he surfaced and invited me to the event.

I had the opportunity to chat a bit with some of the developers and get their take about this achievement. What they said further confirmed the blurring of the distinction between business and technology. In fact, technological advancement further challenges solution vendors for line-of-business expertise.

So there are some things that stay the same even in this age of accelerating change. The well-known recipe for success is still a valid one. If you want to be a successful solution vendor, you must know the relevant business practices better than most of your target customers. Because in order to achieve Usefulness, Usability and Usage, you will have to deliver a solution that embeds and abstracts much of the particular processes and practices which are the fundamentals of their business.

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