TBR’s Business Insights

Salesforce vs. ServiceNow in AI Adoption Expectations for 2027

10.24.26

The defining question for ServiceNow and Salesforce in 2027 is no longer whether they can articulate compelling agentic use cases. It is whether those use cases begin driving meaningful consumption on their platforms. Both companies have been messaging that opportunity for months, but 2027 should show whether early momentum can translate to sustainable growth.

Technology Business Research, Inc.

Should Accenture Enter Assurance?

10.16.26

The opportunity is not for Accenture to become the fifth member of the Big Four but rather to challenge their position as trusted enterprise advisers by making independent AI assurance a critical component of enterprise transformation. The strategic risk is that, without credible independence, Accenture Assurance would become another consulting offering wrapped in the language of trust.

Technology Business Research, Inc.

5G’s Next Act Is About Monetization, While 6G Builds on the 5G Foundation

10.09.26

TBR believes the path to 6G runs directly through unfinished 5G work. Operators that expand 5G SA, improve spectrum efficiency, commercialize differentiated connectivity and build programmable, AI-ready networks will be better positioned for an economical 6G migration. FWA will remain the near-term revenue anchor, but longer-term value will increasingly depend on whether CSPs can turn AI, sensing and network capabilities into standardized services that enterprises and governments can easily buy. The transition to 6G is about proving that operators can finally monetize the capabilities 5G was designed to enable.

Technology Business Research, Inc.

Exploring KPMG’s Role in Quantum

10.08.26

KPMG has positioned itself as ready to help clients prepare for when quantum shifts from an expensive idea to an immediate opportunity and threat. Can the firm create near-term revenue as PQC meets its Y2K moment, provide reliable and useful services through hybrid computing, and manage the ecosystem and orchestration layer in quantum? Maybe. At scale with clients? Likely. Are KPMG’s clients really ready for that? Are all of KPMG’s partners, principals and directors?

Technology Business Research, Inc.

Holiday Shopping Is Becoming an AI Story: How Value-conscious Consumers, Rising Memory Costs and Connectivity Are Reshaping Retail

10.07.26

As retailers invest more heavily in AI to capture increasingly value-conscious holiday shoppers, the effectiveness of those investments will depend on the infrastructure supporting them. AI recommendations, computer vision, mobile point-of-sale, real-time inventory and in-store personalization only create value when data can move reliably between devices, stores, edge systems and cloud platforms.

Technology Business Research, Inc.

AI Is Changing Enterprise Networking, but Not All Disruption Looks the Same

10.06.26

Our initial results show an industry in transition. HIRI and operating margins are improving across the peer group, but AI is only one part of the story. Restructuring efforts, revenue growth, subscription adoption and portfolio consolidation continue to strongly influence workforce productivity. Additionally, customer demand for AI-based solutions to support their own AI transformations boosts financial performance independent of the vendors’ internal AI investments.

Technology Business Research, Inc.

Exploring KPMG’s Role in AI

10.03.26

What struck TBR most about KPMG’s frequent evocations of trust was the humility that went with it. Knowing trust has to be earned, maintained and renewed seemed to inform how KPMG leaders spoke about the firm’s capabilities and relationships. And in casual discussions with KPMG clients at the Utah event, trust came up repeatedly as a key reason they were there.

The Midmarket Opportunity: Which GSIs Can — and Should — Pursue It?

09.25.26

Expanding into the midmarket has been a recurring theme for GSIs for many years, and some are dusting off that strategy yet again. This time, platform-led operating models that are less linked to FTE-based pricing may change the game. When looking at Accenture, Atos Group, Capgemini and Deloitte, which company could reasonably enter or expand into the midmarket? More importantly, which should?

The Time to Start Building Your Multiparty Alliance is Now

09.11.26

Every software and technology company should be building multiparty alliances through codeveloped solutions supported by joined-at-the-hip sales teams. Additionally, executives should be thinking about, planning for, acting on and beginning to deliver around outcome-based pricing.

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Smart city solutions have to think outside the trash bin

07.10.18/by admin

The “Connecting Your Business to the Smart Cities We All Live In” panel during PTC’s LiveWorx event included ideas consistent with TBR’s previous views on smart cities. One of the most interesting speakers was Nigel Jacob, the co-founder of the Mayor’s Office of New Urban Mechanics, an R&D organization within Boston’s City Hall. Jacob gave […]

‘Popcorn market’ and ‘shrink-wrapped’ IoT: TBR gets creative with industry terms

07.09.18/by admin

Observers of emerging tech trends often seek the “hockey stick” moment, or that period when the market takes off following an explosion of activity. However, as TBR Principal Analyst Ezra Gottheil explains in his special report ‘Shrink-wrapped’ IoT will drive accelerating growth; an explosion of activity, or huge moment of growth, will likely never occur in the overall […]

Your digital transformation center needs leadership

06.28.18/by Patrick Heffernan, Practice Manager and Principal Analyst

Start with a new space, furnish it with funky chairs, nontraditional work spaces and all the latest technologies. Recruit creative talent, mixed with some data scientists and wonder-tech folks, plus seasoned strategists. Bring in current clients and consult on digital transformation. As companies implement this playbook, a couple of common themes and challenges are emerging, […]

Will digital transformation be the catalyst for adoption of new outcome-based pricing models?

06.27.18/by admin

Every day I find myself reading about the developments happening in business-to-consumer (B2C) pricing. Here’s a sample of those that jumped out recently: Uber announced a feature that would allow more price-sensitive customers to wait longer for rides in exchange for cheaper fares. Disney recently pursued a similar approach, creating a “sneak peek” package of […]

Pricing research is not always about price

06.27.18/by admin

I recently read an article summarizing an onstage interview with Amazon CEO Jeff Bezos at the George Bush President Center. During the interview, Bezos described Amazon’s data mindset: “We have tons of metrics. When you are shipping billions of packages a year, you need good data and metrics: Are you delivering on time? Delivering on […]

Is the IT hardware market ready for Hardware as a Service?

06.27.18/by Angela Lambert, Principal Analyst and Practice Manager

Hardware as a Service — or maybe you call it PCaaS, DaaS or XaaS — is basically referring to bundling some type of hardware (e.g., phones, PCs, servers) with life cycle services and charging a recurring fee over a multiyear contract. The customer never really owns the hardware, and the vendor takes it back at […]

Key findings from TBR’s upcoming HCI customer research

06.27.18/by admin

Hyperconverged infrastructure (HCI) is a growing market ripe with opportunity for vendors. TBR forecasts the market will reach $11.7 billion by 2022. Although TBR research indicates that incumbent vendors with a strong presence in the converged infrastructure (CI) market, such as Dell EMC and Cisco, have an advantage in the space, findings also indicate that […]

Democratization now: It’s good for business

06.27.18/by TBR

Data democratization is a hot topic now. Spokespeople from Google, SAP, Capgemini and other tech companies have spoken and written about how making data available to as many people as possible will both unleash the power of technology and prevent abuse of closely held data. Microsoft CEO Satya Nadella sprinkles his talks and interviews with […]

Critical success factors for successful pricing research

06.13.18/by admin

In my day-to-day life at TBR, I regularly interact with clients seeking to undertake pricing research. Their needs are varied. Some want to understand pricing for a new product or service or sustain their competitive position for an existing offering, while others seek to design an overarching commercial strategy or to increase the effectiveness of […]

PeterSchreiber.Media, Getty Images

The next 5 years: A successful strategy for Infosys

10.13.13/by Patrick Heffernan, Practice Manager and Principal Analyst

Updated available: Click here to read about Infosys’ 2025 strategy in this new TBR blog, Infosys’ Future: Scaling GenAI and SLM Innovation to Drive Growth and Stakeholder Trust. In July, after resuming his role as executive chairman, N.R. Narayana Murthy said the following about Infosys’ future: “The strategy is to focus on opportunities from […]

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