About Forrester Research Maxim Tambiev Country Manager Russia

About Forrester Research Maxim Tambiev, Country Manager, Russia 2015

We entered the “Age of the Customer” Age of manufacturing Mass manufacturing makes industrial powerhouses successful Age of distribution Top retail banks succeed with extensive branch networks, thousands of advisors and agents, mergers for scale, and mass advertising. • Ford • Boeing • GE • RCA • Wal-Mart • Toyota • P&G • Allianze Age of information Connected PCs and supply chains mean those that control information flow dominate Age of the customer Customer-obsessed firms grow faster by spending more on customer experience and service. • Amazon • Google • HSBC • ING Direct • Visa • Capital One • Salesforce. com • USAA • Amazon • m. Bank • RBC Royal Bank • Vanguard The age of the customer is a 20 -year business cycle in which the most successful enterprises will reinvent themselves to systematically understand serve increasingly powerful customers. © 2015 Forrester Research, Inc. Reproduction Prohibited

Empowered customers have given rise to a new era – Age of the Customer Informatio n Institution s Technolog y Price Location Customers Forrester defines this era as a 20 -year business cycle in which the most successful enterprises will reinvent themselves to systematically understand serve increasingly powerful customers. © 2015 Forrester Research, Inc. Reproduction Prohibited

Four market imperatives Turn big data into business insights Transform the customer experience Age of the customer Embrace the mobile mind shift © 2015 Forrester Research, Inc. Reproduction Prohibited Accelerate your digital business

We challenge our clients and each other with provocative and original ideas. We offer a path forward to improve business results. Change beliefs. Change behaviors. Forrester works with our clients to develop customer obsessed strategies that drive growth. © 2015 Forrester Research, Inc. Reproduction Prohibited 6

Who Forrester works for We work with business and technology leaders to help them understand their changing customers and create strategies to win, serve, and retain those customers Customers Marketing & Strategy CMO B 2 B B 2 C CX CI e. Biz Business Technology Agenda CIO AD&D EA Technology Management © 2015 Forrester Research, Inc. Reproduction Prohibited I&O SRM SVM Information Technology Agenda

What it means to our clients Marketing & Strategy Business Technology (BT) Information Technology (IT) Customer experience Digital Forrester Operations © 2015 Forrester Research, Inc. Reproduction Prohibited 8

Spend is shifting from IT to BT at a rapid pace 13% growth 62% growth Growth in total technology purchases (2010 to 2016*) *Forrester forecast Source: January 17, 2015, “The Global Tech Market Outlook For 2015 To 2016” Forrester report © 2015 Forrester Research, Inc. Reproduction Prohibited

Buyers are prioritizing a new wave of customer life-cycle technologies Example technologies › Marketing automation › Loyalty technologies › Email marketing › B 2 B/B 2 C commerce › Mobile point of sale › Customer chat › Case management › Social listening › Smartphones and tablets › Mobile management › Data and API security › Cloud services › Software-defined infrastructure Source: July 29, 2014, “Top Technologies For Your BT Agenda” Forrester report © 2015 Forrester Research, Inc. Reproduction Prohibited 10

Forrester’s value Events Our clients are looking to hear from and meet with industryleading speakers and peers who will inspire them to embrace change. Research Our clients want research that forces them to think outside the box, that can rally their teams, and that spark initiatives to drive improvement. Events Consulting Our clients are looking for access to best practices in the market and experts who can accelerate changes for their business. Consulting Analyst engagement Our clients want help putting research into practice, and guidance as they and their leadership team dig deeper into strategy. © 2015 Forrester Research, Inc. Reproduction Prohibited Research Data Our clients want insights into customer behavior, and tools to ensure they best serve and retain those customers. Data Peer collaboration Our clients are looking to share best practices, experiences, and ideas that can help their business. Peer collaboration

Most of the Forrester research come in the form of Playbooks › Advance your critical initiatives faster with a step-by-step approach. › 60+ Playbooks tailored to key marketing and technology roles. › Playbooks include customer experience, digital business, mobile apps, business intelligence, cloud, security, infrastructure and more. View all Forrester’s Playbooks © 2015 Forrester Research, Inc. Reproduction Prohibited 13

Application Development Strategy, Structure, And Sourcing Playbook For 2015 APPLICATION DEVELOPMENT & DELIVERY PROFESSIONALS Executive Overview: The Age Of The Customer Changes Everything For AD&D Leaders DISCOVER PLAN ACT OPTIMIZE Vision: Accelerating App Development And Delivery To Formula 1 Speeds Assessment: Map The Gaps In Your BT Apps Organization: Reforming AD&D Organizations For Customer Obsession: The Three Models Performance Management: Manage The Performance Of Your Apps Portfolio Landscape: How Customer Obsession Is Remaking The AD&D Landscape Strategic Plan: Enable A Customer. Centric BT Agenda With These Four Application Strategies Processes: Link Application Processes To Business Processes Benchmarks: Manage The Performance Of Your Apps Portfolio Business Case: Transform Application Delivery To Improve Business Agility Road Map: Planning The Approach To Structuring App Dev Tools And Technology: Customer Obsession Will Remake AD&D Tools And Supporting Technologies Continuous Improvement: Improving Application Capabilities © 2015 Forrester Research, Inc. Reproduction Prohibited 14

Peer collaboration: Forrester Leadership Boards © 2015 Forrester Research, Inc. Reproduction Prohibited 18

Exclusive peer groups for exchanging best and next practices to win in a disruptive marketplace. Powerful peer network Dedicated advisor Prepare for rapid change. Increase confidence in your decisions. Improve your effectiveness. © 2015 Forrester Research, Inc. Reproduction Prohibited Exclusive content

CIO Group member profile SAMPLE MEMBER TITLES Typically CIO or CTO, as well as senior vice president, or director of: › Information systems/technology › Information management › Information systems and processes › Corporate systems and technology SAMPLE MEMBERS © 2015 Forrester Research, Inc. Reproduction Prohibited 22

Top member challenges addressed within the CIO Group “What are your top challenges for 2015? ” Defining a global security strategy Moving from IT services to business services Strategic planning: BT and IT agendas Managing the hybrid technology stack Which skills will the CIO need for the next three to five years? Data management for agility Human capital management in an Agile world Enterprise architecture Predictive analytics Workplace strategy Source: member survey of 79 CIOs globally © 2015 Forrester Research, Inc. Reproduction Prohibited

Example: Enterprise Architecture Council SAMPLE MEMBER TITLES Chief enterprise architect, chief architect, or senior-most VP or director of: › Application architecture › Enterprise architecture › Infrastructure architecture › Business architecture › Information architecture SAMPLE MEMBERS © 2015 Forrester Research, Inc. Reproduction Prohibited 25

Top 10 Member Challenges Addressed Within the EA Council Advancing Strategic Decision-Making With Biz Arch Transforming Your Architecture To Support Digital Business Tech Org Of The Future: Emerging Roles And Org Models Embedding Process Innovation Within The Business Designing Tomorrow's Data Governance For Agility Strategic Planning And Portfolio Execution Architecture, Development, & Deployment Of Modern Apps Measuring The Effectiveness Of Your EA Function Systemic Design: Designing Flexible Architectures Governing Emerging And Rapidly Evolving Technologies Base: Member survey of 170 EA leaders globally, “What are your top challenges for 2015? ” © 2015 Forrester Research, Inc. Reproduction Prohibited

Thank you Maxim Tambiev +7 903 743 -3842 mtambiev@forrester. com