Our seasoned analysts couple their industry-leading B2B research with in-depth buyer intent data for unparalleled insights about critical technology markets.
Clients trust us across their GTMs—from strategy and product development to competitive insights and content creation—because we deliver high-quality, actionable support.
Browse our extensive library of research reports, research-based content, and blogs for actionable data and expert analysis of the latest B2B technology trends, market dynamics, and business opportunities.
Our seasoned analysts couple their industry-leading B2B research with in-depth buyer intent data for unparalleled insights about critical technology markets.
Clients trust us across their GTMs—from strategy and product development to competitive insights and content creation—because we deliver high-quality, actionable support.
Browse our extensive library of research reports, research-based content, and blogs for actionable data and expert analysis of the latest B2B technology trends, market dynamics, and business opportunities.
Principal Analyst Gabe Knuth uses his experience as a practitioner, analyst, product marketer, and end-user computing (EUC) community leader to help organizations build successful go-to-market strategies.
The role of EUC and UCC has taken center stage for most organizations, and the influx of technology coupled with disruption among traditional EUC vendors has created a hyper-competitive market with lots of opportunities.
Over a career spanning 25+ years, Gabe has been an IT practitioner working with complex organizational structures on large-scale projects, and he has been involved with the EUC community as a respected blogger and speaker at industry events, user groups, and advisory board meetings. This background serves as the foundation for his analyst role at Enterprise Strategy Group, where he focuses on helping vendors take their products to market through multi-faceted campaigns that effectively communicate solutions to the increasingly complex challenges their customers face.
Prior to joining Enterprise Strategy Group, Gabe held marketing roles at prominent vendors such as FSLogix, Microsoft, and most recently VMware, where he led the GTM for VMware’s flagship desktop-as-a-service platform, Horizon Cloud on Microsoft Azure. He has spoken at industry events such as Citrix Synergy, VMworld, VMware Explore, Microsoft Ignite, Igel Disrupt, XenAppBlog VirtualExpo, and EUC Masters Retreat. His writing has appeared on the VMware blog and the TechTarget network of sites (including BrianMadden.com).
End-user devices such as laptops and smartphones connect workers to the critical digital infrastructure that they need to access to get their jobs done. But users’ device preferences can vary by factors such as role, comfort level with certain technologies, and more. Recent research by TechTarget’s Enterprise Strategy Group asked IT decision-makers about their organizations’ […]
As Enterprise Strategy Group’s regional director of analyst services for APAC, Aaron Tan helps clients identify and quantify key market trends on a wide range of technology topics, including cloud infrastructure, DevOps, business applications, and cybersecurity in the Asia-Pacific region.
Aaron also serves as Editor in Chief, APAC at ESG’s parent company, TechTarget.
Aaron is a seasoned media and information professional who has been involved in technology implementations in the public sector and has nearly two decades of experience covering B2B technology for leading media companies. He has held various managerial roles in the Singapore public sector, including the National Library Board of Singapore and the Infocomm Media Development Authority.
Aaron holds a bachelor’s degree in Communications from Nanyang Technological University Singapore and a master’s degree in Information Science from Syracuse University in Syracuse, New York.
The growing use of public cloud services in Asia-Pacific has not only drawn cloud suppliers to the region but also integration platform players who provide the glue that ties cloud services together in a multi- cloud and hybrid IT environment.”
Aaron Tan Regional Director Analyst Services, APAC
Customer experience is the sum of a customer’s digital interactions with a company throughout the customer lifecycle, from early online research of a product or service to active use and repeat business such as subscriptions. Most customer experience programs include the measurement of customer satisfaction and sentiment analysis. These processes aggregate and analyze customers’ perceptions and feelings resulting from interactions with a brand’s products and services, most often through short surveys collected throughout an engagement. Customer loyalty and retention are the desired results from the thoughtful execution and continuous improvement of CX.
In order to gain insights into the technologies that power customer experience, TechTarget’s Enterprise Strategy Group surveyed 400 IT and business professionals at organizations in North America (US and Canada) with knowledge of and participation in their organization’s customer experience initiatives.
As the hybrid workforce expands, employee communication and collaboration has become one of the highest priorities for organizations. This attention has led to an increase in the number of tools used to support UCC efforts and achieve business objectives. Because of this, customer environments are ripe for optimization through the use of cloud-based services and platform consolidation.
Modern organizations are demanding more and faster results from their digital transformation investments, especially around the customer experience (CX). At the same time, they’re looking to digital experience platforms (DXPs) to enhance the end-to-end customer journey in response to today’s dynamic market and technology landscape.
Learn more about these trends with the infographic, Digital Experience Platform Trends.
Today’s businesses are evolving rapidly to meet new customer expectations. This includes leveraging digital experience platforms to help deliver strategic digital transformation initiatives. Modern organizations are demanding more and faster results from their digital transformation investments, especially around the customer experience (CX). Measuring the impact of these initiatives is important as organizations seek to identify what is working and what needs adjusting. Additionally, it is imperative to understand how organizations are using DXPs to enhance the end-to-end customer journey in response to today’s dynamic market and technology landscape.
Gauge the current state and maturity of customer experience strategies and the technology frameworks supporting them. Understand the top barriers that are preventing organizations from improving customer experience. Establish how CX buying teams are structured and their involvement in the purchase cycle. Determine investment priorities and future plans for CX-related platforms and technologies.
Hybrid and multi-cloud usage in organizations continues to be pervasive as more organizations turn to a cloud-first strategy, but organizations still plan on hosting business apps on-premises for the foreseeable future. Though this trend is larger than just end-user computing and desktop virtualization, it signals the need for flexibility when it comes to delivering workloads to support the digital workspace.
Determine the extent to which organizations are pursuing a UCaaS solution to help consolidate communication channels and aggregate collaboration applications. Understand the common tipping point for stakeholders to consolidate the multiple existing communication and collaboration platforms into a UCaaS solution. Gain insights into what matters most for IT operations, LoB executives, and end-users, as well as what may be slowing down UCaaS investment. Gauge buyer preferences for the capabilities, economics, and business value of a UCaaS solution.
