The Topic That’s Lasted the Entire History of Computing - Bundling and Unbundling
Fascinating discussion between Steven Sinofsky and Benedict Evans, particularly for the implications for enterprise apps. Most software to date has suffered from severe bloat. Steven says as much during the beginning of the discussion around how features grow into massive products:
Then what you find is that your idea is sort of related to other ideas, and so you start to add features, and then one day you have someone else’s whole vertical integrated into your product, but it’s never as good as the separate one, but it might be good enough to keep your customers from jumping and using another product.
In mobile, this is an important concept as it relates to worker productivity, data & process integration, and user engagement. Historically, the balance has always been between unbundling and bundling of functionality, with unbundling being the flavor of the moment. This makes sense given that mobile lends itself to quick tasks and lookups.
What we see however is an emerging third path that gives enterprises the ability to customize the software for their needs. The idea of allowing customers to modify the software is nothing new. The difference now is that customization is not an IT project, but something that the business can control, so the concept of enterprise software mass customization is now a reality.
Businesses can weave between the two extremes of bundled and unbundled within Enhatch and see which path works best for their organization. There is not inherent limit within Enhatch, and many of our customers have rolled out several apps based on each groups requirements. For example, one group has more of a relationship, account based sales process whereas another group at our customer has more of the hunter-style sales approach, so each has a different app reflecting that difference.
The question of bundling and unbundling may very well continue. At Enhatch though, we see the idea of mass customization, agile mobile development, and lean build, deploy, and test cycles will make the distinction a moot point. It is pretty exciting creating the future and an entirely new paradigm of enterprise business software deployment.