Rapid technological advancements, growing competition and increased customer expectations have made a marketer’s job tougher than ever before. Stefan Metzger has over 20 years of experience in the IT industry with in-depth knowledge of the market in the areas of sales, business development, IT and process management, outsourcing and the insurance industry. He sits on the board of the Swiss Association of ICT providers (SWICO) and ICT Switzerland, the umbrella organization of the Swiss ICT-associations. Through this engagement, he shows his commitment to Switzerland as an important ICT location. He studied business economics at the ZHAW and holds an MBA from Henley Management College (UK).
Additionally, newer technologies such as service-oriented architectures (SOA), virtualization , cloud computing , portal frameworks , grid architectures , and mashups within an organization make troubleshooting and monitoring of business services very difficult. 5 A single business process or service may be supported by a number of composite applications, all of which could be dependent on a diverse set of distributed computing and communications elements. 6 An isolated issue anywhere in this complex web may impact one or more tasks in the business process. Traditional network management systems and technology-centric monitoring approaches are incapable of determining the business impact of an issue in such a complicated infrastructure environment. This has given rise to application performance management and the real user monitoring (RUM) technology that now monitors the end user experience (EUE) in real-time.
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A BSM approach is most commonly applied in an Information and communications technology (ICT) environment, positioned above IT Service Management (ITSM) (which is often exercised according to guidance such as the Information Technology Infrastructure Library – ITIL ). BSM is distinctive in ensuring that business and customer objectives provide an input which is considered when defining the IT Service Management approach and the business services to be offered by the IT Service Provider (whether an internal IT department or an external service provider ).