Category Archives: Branded Software

Posted on Thu, Aug 11, 2016 @ 7:00 am

With the multitude of devices owned by consumers today and the large amount of time they spend using them daily, businesses are realizing the powerful impact that good software can have on driving revenue. Software provides a personalized, direct way for businesses to reach their customers, and it is continually being used by forward-thinking firms to come up with new and original ways to accomplish business goals.

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Posted on Tue, Jun 10, 2014 @ 11:36 am

OFS invites you to enjoy a complimentary copy of Forrester ResearForrester_Paper_Tumbnail_0.1ch, Inc.’s report Software Must Enrich Your Brand! Learn how software is driving your 21st century brand and how it has become core to your business success!

 

 

 

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Posted on Mon, Nov 11, 2013 @ 1:55 pm

Software is Now Your Brand – an Event Featuring Independent Research Firm Analyst John McCarthy

Sponsored by ObjectFrontier Inc. (OFS) for the New Jersey Technology Council (NJTC)

software_brand_eventTomorrow, Tuesday, November 12, 2013

8am-12pm

Eatontown, NJ

Click Here For More Information!

For all companies now, regardless of whether they make cars or appliances, sell insurance or rent apartments, software is driving more and more of their revenue.  Whether through innovative mobile apps, responsive social media, gamified websites, embedded software or sophisticated back-end transaction engines, businesses now must leverage all these tools to compete for market share.  For companies that have never thought of themselves as being in the software business, it’s time to think again.

Guest Speaker John McCarthy, a VP & Principal Analyst from Forrester Research, Inc., will provide major insights on how the software assets of a company represent a key part of the brand experience and the firm’s differentiation.

Whether its mobile banking apps on phones, infotainment systems in cars, or the proactive diagnostics running in wind turbines or washing machines in homes, the user experience determines how the customer perceives the product and the brand.  This change creates huge new requirements around how software products are developed, how mobile apps are built and how IT systems are designed. The session will look at the services and business implications and opportunities behind the software-as-the-brand dynamic. This program will be a wake-up call for many organizations and a warning to IT departments who wish to avoid being banished to the back office forever. 

With 27 years of experience at Forrester, John McCarthy is a key contributor to Forrester’s work on predicting the business impact of technology. John has more than 12 years of insight into the development of a global delivery model for IT services and product development.

OFS, a premier Product Development Services Company, helps software vendors and forward-thinking corporations to innovate using software in a more strategic way to drive and increase market share.

Date: Tuesday, November 12, 2013

Location: Yorktel, 61 Corbett Way, Eatontown, NJ 07724

Time: 8:00 am – 12:00 pm

 

About OFS

OFS provides software-enabled businesses with product engineering skills to help build web-based and mobile software products (iOS, Android, Blackberry, Windows) that drive revenue for their business.  In 2009, OFS (www.objectfrontier.com) began executing a strategy for growth by hiring sales and delivery experts, putting new processes and infrastructure in place, and growing its offshore team substantially to prepare for new business.  As a result, OFS has expanded rapidly in the North American market, adding several multi-billion dollar companies to its client list.  OFS has tripled in size since then and now has a team of over 400 professionals spread across its US offices in New Jersey, Philadelphia, Washington DC, Atlanta, and its offshore facility in Chennai, India.

 

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Posted on Wed, Oct 23, 2013 @ 7:00 am

For those who think they’re not in the software business, it’s time to think again…

Going through your daily routine at home and at work, if you stop and notice, you will find Banner_Article_Software_Brand_(6)-resized-600that software is playing an ever larger role in your everyday activities. No longer is software confined to your computer. It is spreading to meet your needs wherever you are and whenever you need it. Software is on your phone, your car dashboard, your refrigerator door, your home security system, even your athletic shoes! It’s replacing the need for books, televisions, GPS’s, checkbooks, and other standalone items. With the combination of mobile, smart products, social media, data visualization and analytics, software is starting to invade every aspect of our lives as businesses realize the incredible opportunity it offers them to provide their products and services in a new way.

With this pervasion of software in today’s world, even though your firm may not be in the tech business per se, you are starting to see that software is becoming a daily means by which your customers engage with your business. Software that gives your customers new, easier, faster access to your products and services is becoming a major way to differentiate yourself from your competitors, regardless of what you make or do. Having innovative features and a compelling design that engages your customers actually gets you new business in today’s fast-paced, mobile world. That’s because no one has time today to tolerate anything less than the convenience that good software brings.

For example, a bank that provides a mobile app with the ability to deposit checks while on-the-go, or an auto insurer with an easy-to-use mobile app for capturing photos and data at a collision scene will now drive new customers to their business based primarily on the ease and accessibility that their company’s software innovation provides. This is especially true with the millennial generation, who only interact with companies that let them conduct their entire relationship through a mobile device. Therefore, software must now be considered an integral part of a company’s brand regardless of what their underlying product or service actually is.

In effect, because of this new reality, software is now what defines your brand.

Forrester Research has used the phrase “software-is-the-brand” to describe such non-tech companies who are finding that more and more of their business value is coming from software-based products and services:

It is the software that operates at key mobile customer touchpoints, defines the interaction with the consumer, and, ultimately, acts as the main product differentiator.

(Forrester Research, Inc., Non-Tech Companies Become The New Market For Software Product
Development Services
, August 2013).

Forrester names the following four industries especially as becoming “increasingly software-centric”:

  • Information Services
  • Retail and eCommerce
  • Financial Services
  • Media and Entertainment

Look out for OFS’s next blog article which will highlight the software endeavors required of companies in in each industry in order to stay competitive in today’s tech world.

Also check out the upcoming event:

SOFTWARE IS NOW YOUR BRAND

Tuesday, November 12, 2013

8:00 am – 12:00 pm

Yorktel, 61 Corbett Way, Eatontown, NJ 07724

Sponsored by OFS for the New Jersey Technology Council (NJTC)

Click Here for Information and Registration

Guest Speaker John McCarthy, a VP & Principal Analyst from Forrester Research, Inc., will provide major insights on how the software assets of a company represent a key part of the brand experience and the firm’s differentiation.

The session will look at the services and business implications and opportunities behind the software-as-the-brand dynamic. This program will be a wake-up call for many organizations and a warning to IT departments who wish to avoid being banished to the back office forever. 

With 27 years of experience at Forrester, John McCarthy is a key contributor to Forrester’s work on predicting the business impact of technology. John has more than 12 years of insight into the development of a global delivery model for IT services and product development.

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Posted on Tue, Aug 20, 2013 @ 9:37 am

shutterstock_79450045_(3)-resized-600

Even though you may not be a tech company, in today’s world software has become a daily means by which your customers engage with your business.  With mobile devices, your brand is now wherever your customers are.  They need not be physically in your store, at your branch, or in your office to buy your product or receive your services.  Interacting with your brand is as quick as the tap of a screen, anywhere.

This software that ties in with your products and services has become a major way to differentiate yourself from your competitors.  Having innovative features and a compelling design actually gets you new business in today’s fast-paced, mobile world.  That’s because no one has time today to tolerate anything less than the convenience that good software brings.  For example, a bank that provides a mobile app with the ability to deposit checks while on-the-go, or an auto insurer with an easy-to-use mobile app for documenting a collision at the scene will both get new business because customers are making decisions with their money based on the ease and accessibility that a company’s software innovation provides.  Therefore, software must now be considered an integral part of a company’s brand regardless of what their underlying product or service actually is.

In effect, because of this new reality, software now is your brand.

Forrester’s John McCarthy and Charles Green have coined the phrase “software-is-the-brand” to describe such non-tech companies who are finding that their reputation increasingly relies upon the quality of the software they put forth to engage and service their customers:

It is the software that operates at key mobile customer touchpoints, defines the interaction with the consumer, and, ultimately, acts as the main product differentiator.

(Forrester Research, Inc., Non-Tech Companies Become The New Market For Software Product Development Services, August 2013).

Optimize UX/UI to Strengthen your Brand

Because software is now your brand, you must invest in it as a competitive differentiator for your business.  This means much more than just another project for your IT department.  You must consider software like one of your products and put the same innovation and design into it as you do your underlying offerings.  A great place to start is by examining the user experience (UX) your software provides.  Companies like Disney, Apple, and Starbucks are known for valuing customer experience above all else, realizing that creating a positive experience for their customer in turn creates a lasting relationship with their brand.

Indeed, because of the way Apple revolutionized UX with the iPhone several years ago by introducing a clean, simple, attractive, and ─ most importantly ─ intuitive UI, there’s now an expectation for today’s technology to provide a similar experience.  An older, clunky UI that’s not user-friendly or innovative can actually drive users to reject your brand.  It’s 2013 and mobile users no longer have the patience to struggle through inadequately designed apps and interfaces.  If your software is frustrating, they can easily turn to another brand that gets it right.

Consider the following when deciding if it’s time to redesign your UI to optimize UX:

1. Does my UI appeal to my user’s persona and needs?

Conduct surveys and interviews to assemble information on your users, and use it to evaluate whether your UI connects with this audience.  It must feel natural and intuitive to your customer base and it must delight them with unexpected features and clever design.

2. Does my UI help accomplish my business objectives?

What do you want your users to get out of their experience with your software?  Your UI should guide them through the steps you’d like them to take in interacting with your brand.

3. Does my UI embrace the concept of less is more?

Designing a UI that’s attractive but simple is often more complex, but it will allow users to easily engage with your brand without having to stop and think, “How does this work?”  Their time can instead be focused on your brand, your products, and your services, rather than spent in frustration that they’ll forever associate with your name. 

4. Does my UI reflect the results of usability testing?

Consult the results of usability testing on your software to see how your users actually interact with what you’ve built, and then use your findings to direct your improvements. 

Make software your ally in differentiating your brand from your competition.  Investing in a well-designed, intuitive UI for software that provides a desired convenience will allow your users to have a positive UX when engaging with your software, reflecting positively on your brand.

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