Page 31 - WPP Martech 2030

Trend
03
BUSINESS-SPECIFIC LOGIC
pulled toward diversification
Custom Apps
The Great App Explosion
SPECTRUM OF SAAS PLATFORMS AND APPS
apps built by an an organization for its own operations/customer experience examples
websites mobile apps Hotjar InVision Loom SEMrush Unbounce
HubSpot Salesforce ServiceNow Shopify
Twilio Stripe Auth0
AWS Azure GCP
PACKAGED PRODUCTS
Specialist Apps
App Platforms
Service Platforms
Cloud Platforms
pulled toward consolidation
general-purpose infrastructure
app for a a a a a a a a specialized domain/function that may have have APIs but doesn’t have have an app ecosystem built around it app/suite for a a a a generalized domain or or function where developer extensibility and its own app ecosystem are central
business services such as payment processing primarily provided via API that developers embed in in other apps generalized infrastructure-as-a-service (IaaS) or or platform-as-a-service (PaaS) |that developers build apps/services on
App platforms standardize data models services and user interfaces to create coherence and consistency across everything plugged into them Think of your iPhone or Android smartphone and how effortless it is to add new apps We’re not quite there with B2B app platforms but in the decade ahead we will be This gives businesses the best of both worlds: unified digital infrastructure
anchored by stable app platforms and near infinite means of innovating and differentiating through specialist apps — or custom apps they build themselves — layered on
on
top of that foundation In In May 2020 Pandium released a a a a a a a a a a a a State of Product Integrations at at at at at the the SaaS SaaS 1000 report that examined integrations public APIs and “app centers” offered by the the 1 1 1 000 000 fastest growing SaaS SaaS companies from 2019 They found that nearly every SaaS SaaS company now integrates with other SaaS SaaS companies in in in the the the the cloud — the the the the median was 15 integrations each In the the the the martech category 61% had an an an an “app center” (from a a a a a a a a a a a a a a a a a a a simple directory to to to a a a a a a a a a a a a a a a a a a a transactional marketplace) featuring available integrations 89% of them provided APIs to to to to their customers All these elements combine to multiply the the the the number of apps in in the the the the world In fact the the the the the the the larger and and more consolidated cloud platforms platforms platforms service platforms platforms platforms and and and app app platforms platforms platforms become the the the the further they accelerate development of of more specialist apps apps and and custom apps built on
top of of them 31
10’S QUANTITY 1 1 000 000 000’S
HIGH Third-Party Extensibility LOW