SOURCE: Hubspan


December 07, 2011 10:05 ET

Hubspan Forecasts Top Five IT, Cloud and B2B Integration Predictions for 2012

Leading Provider of Cloud-Based Business Integration Predicts Stronger Focus on the Customer and Greater Demand for Real-Time Visibility

SEATTLE, WA--(Marketwire - Dec 7, 2011) - Hubspan Inc., the leading provider of cloud-based business integration solutions, today announced its top five predictions for 2012 in the area of cloud computing, business integration and enterprise adoption. Based on insights gathered from IT industry thought leaders, analysts and enterprise customers, Hubspan anticipates the increased adoption of cloud computing will shift how companies are implementing solutions, and cloud integration will become a way to boost efficiency and get closer to customers.

Over the past decade, the consumerization of IT has continued to spread across numerous sectors of the industry, from PCs and e-mail to hosting services. As this trend makes its way to the cloud, customers will have greater expectations around real-time visibility into the supply chain and achieving a lower TCO through deploying cloud-based integration solutions. Hubspan believes these changes will drive a disruptive shift for IT over the next year.

Hubspan's top five predictions for 2012 include:

1. Enterprise Resource Planning systems (ERPs) will focus on delivering integration networks targeting vertical industries.
In their ongoing effort to improve collaboration and process automation, both on-premise and cloud-based ERP and CRM vendors will look to the cloud to build their network communities as a way to extend their end-to-end business processes as well as deliver incremental value to customers. In 2012 we will see vertical industry networks increase adoption and drive tighter collaboration across participants particularly in the areas of e-commerce and process visibility.

2. Global economic uncertainty will prevail and drive companies to get even closer to existing customers.
With economic uncertainty extending into next year and a major U.S. presidential election on the horizon, Hubspan predicts that companies will focus on maximizing their relationships with existing customers and partners as a significant contributor to top line financial performance. We will see greater focus on solving customer needs, adapting solutions to fit their requirements, and providing new ways to deliver value without forcing them to change the way they currently do business. Companies are flagging these areas of opportunity by finding ways to leverage existing customer infrastructures with minimal incremental investments.

3. Consumerization of IT drives real-time end user visibility tools.
With nearly two thirds of American adult internet users participating in social networks, according to a survey by the Pew Internet & American Life Project, expectations for how we connect and communicate has evolved. People are accustomed to constant communication in both their personal and professional lives and will often modify old ERP systems with user-friendly tablet and phone applications. Hubspan predicts that companies will need to transition their interactions with customers from a handshake to a conversation, to follow the changing expectations of society. In order to do this, companies will utilize real time commerce technologies to reach not just the customer, but the end user as well.

4. Cloud Total Cost of Ownership (TCO) will remain compelling: Companies will continue to adopt cloud-based solutions primarily to reduce overall IT costs.
Hubspan predicts that TCO will continue to be the primary driver of cloud adoption due to scalable costs and consumption models offered by cloud vendors that simply cannot be matched by on-premise solutions. A close second driver of adoption will be the need to drive costs out of critical business processes through automation and integration throughout the extended enterprise.

5. Enterprises will gain confidence in the cloud and migrate on-premise apps to the cloud.
As cloud computing continues to evolve and security standards are established, Hubspan predicts that during the next year enterprises will see the cloud as a viable option to run business-critical systems. As large and mid-size organizations face significant upgrades with on-premise ERP applications and carefully assess business value vs. upgrade costs, they will find compelling justification to move more holistically to the cloud.

"Across industries and geographies, we will see companies make current customers their number one priority," said Trisha Gross, president and CEO, Hubspan. "In addition, as organizations continue to look for ways to deliver more business value from every IT dollar spent, the compelling TCO of cloud solutions will be a primary driver and justification to move more aggressively to the cloud."

About Hubspan Inc.
Hubspan is the leading global provider of business integration solutions, enabling partners and customers to extend ERP applications and automate B2B business processes throughout their communities. Real time integration of information and processes are increasingly critical as organizations look to drive top line revenue and improve efficiencies. Hubspan offers the ability to achieve these goals rapidly and cost-effectively. The Hubspan B2B cloud platform powers integration for many of the world's leading industry networks, ERP applications, and financial services solutions including Ariba, Visa, NetSuite and many more. Thousands of businesses rely daily on WebSpan, the flagship Hubspan solution, for secure, scalable and flexible business integration. WebSpan is available as pre-packaged integration solutions as well as a comprehensive integration platform. For more information, go to or email