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New study reveals why the Greenfield vs. Brownfield debate is the #1 planning mistake in modern data migrations.
MUNICH, June 10, 2026 /PRNewswire/ -- The biggest risk in a large data transformation isn't choosing the wrong starting point: it's choosing a path which can't be changed. Deciding between a greenfield or brownfield approach feels like a strategic milestone. In reality and proved in the recent Natuvion Transformation Study 2026, conducted by the data transformation specialist Natuvion and NTT Data Business Solutions, it is often the first mistake in planning a migration. All too often, it is assumed that transformations can be planned perfectly from day one. In reality, they rarely are. The uncomfortable truth is that plans are very likely to change during the migration process. According to the 2026 Transformation Study 71 percent of companies change their migration approach mid-project.
The Natuvion Transformation Study also shows that 44% of large-scale transformations in the USA take between one and two years. In that window, everything is in motion: business models shift, regulatory requirements evolve, data environments change, and internal priorities pivot.
When the original plan no longer holds, a rigid strategy becomes a liability. Nevertheless, many organizations start with a binary choice: from a US perspective Greenfield (start fresh) was chosen by 17% and Brownfield (lift and shift) by 39%, compared to the global results of 34% for Brownfield and 20% for Greenfield. While this deceptive clarity seems helpful at kickoff, it is a dangerous illusion. Neither approach is natively designed to adapt when missing data, legacy complexities, or new compliance rules appear twelve months into the roadmap.
"When a strategy is too stiff to bend, it breaks. This leads to slipped timelines, budget hemorrhaging, and stalled innovation. The failure isn't a result of poor execution; it is a result of a decision that was too rigid to account for the "moving target" of modern business", says Joanne Lang CEO of Natuvion Americas. "The defining factor of a successful transformation isn't the initial plan. It's the capability to adapt that plan without starting over. This is where Selective Data Transition changes the game. It isn't a compromise; it is a strategic capability that allows companies to change direction during the project, ensure that data remains safe, accessible, and compliant, no matter how the mission changes."
Three rules companies should keep in mind before planning a data migration:
- Prioritize partners, not just paths: Never choose tools or partners that only support one methodology. If the setup isn't capable of meeting tomorrow's demands, the transformation is at risk from the very start.
- The greenfield requirement: If starting from scratch, it must be possible to migrate existing data and processes as soon as they become relevant.
- The brownfield requirement: When migrating data using the "lift-and-shift" method, the process must be carried out with surgical precision to exclude or restructure data without breaking the core.
"Transformation is not a static concept; it is a moving target. The "best" plan isn't the one that looks good on a slide deck today. It's the one that remains viable when reality shifts tomorrow. In 2026, the winners won't be those who committed to a single approach, but those who prioritized the flexibility to keep the lights on and the data moving, regardless of the obstacles", Patric Dahse CEO of Natuvion concluded.
The full 2026 IT Transformation Study will be published in June and can be pre-ordered for free on the Natuvion website at: https://www.natuvion.com/transformation-study-2026/
About Natuvion
Natuvion is a digital moving company that moves business-critical data and processes from one technology platform to another. Natuvion experts are called in when medium-sized and large enterprises want to modernize, optimize, separate, merge, or restructure their IT systems. With its exclusive expertise in technical transformation, Natuvion enables its customers to run their data and processes on the most modern and innovative technologies available. To support data transformations, Natuvion leverages its proprietary software solution, Natuvion DCS. Natuvion is a founding member of the SAP S/4HANA Selective Data Transition Engagement Community and has been part of NTT DATA Business Solutions AG, a leading global SAP consultancy, since 2022.
More information at www.natuvion.com
New study reveals why the Greenfield vs. Brownfield debate is the #1 planning mistake in modern data migrations.
MUNICH, June 10, 2026 /PRNewswire/ -- The biggest risk in a large data transformation isn't choosing the wrong starting point: it's choosing a path which can't be changed. Deciding between a greenfield or brownfield approach feels like a strategic milestone. In reality and proved in the recent Natuvion Transformation Study 2026, conducted by the data transformation specialist Natuvion and NTT Data Business Solutions, it is often the first mistake in planning a migration. All too often, it is assumed that transformations can be planned perfectly from day one. In reality, they rarely are. The uncomfortable truth is that plans are very likely to change during the migration process. According to the 2026 Transformation Study 71 percent of companies change their migration approach mid-project.
The Natuvion Transformation Study also shows that 44% of large-scale transformations in the USA take between one and two years. In that window, everything is in motion: business models shift, regulatory requirements evolve, data environments change, and internal priorities pivot.
When the original plan no longer holds, a rigid strategy becomes a liability. Nevertheless, many organizations start with a binary choice: from a US perspective Greenfield (start fresh) was chosen by 17% and Brownfield (lift and shift) by 39%, compared to the global results of 34% for Brownfield and 20% for Greenfield. While this deceptive clarity seems helpful at kickoff, it is a dangerous illusion. Neither approach is natively designed to adapt when missing data, legacy complexities, or new compliance rules appear twelve months into the roadmap.
"When a strategy is too stiff to bend, it breaks. This leads to slipped timelines, budget hemorrhaging, and stalled innovation. The failure isn't a result of poor execution; it is a result of a decision that was too rigid to account for the "moving target" of modern business", says Joanne Lang CEO of Natuvion Americas. "The defining factor of a successful transformation isn't the initial plan. It's the capability to adapt that plan without starting over. This is where Selective Data Transition changes the game. It isn't a compromise; it is a strategic capability that allows companies to change direction during the project, ensure that data remains safe, accessible, and compliant, no matter how the mission changes."
Three rules companies should keep in mind before planning a data migration:
- Prioritize partners, not just paths: Never choose tools or partners that only support one methodology. If the setup isn't capable of meeting tomorrow's demands, the transformation is at risk from the very start.
- The greenfield requirement: If starting from scratch, it must be possible to migrate existing data and processes as soon as they become relevant.
- The brownfield requirement: When migrating data using the "lift-and-shift" method, the process must be carried out with surgical precision to exclude or restructure data without breaking the core.
"Transformation is not a static concept; it is a moving target. The "best" plan isn't the one that looks good on a slide deck today. It's the one that remains viable when reality shifts tomorrow. In 2026, the winners won't be those who committed to a single approach, but those who prioritized the flexibility to keep the lights on and the data moving, regardless of the obstacles", Patric Dahse CEO of Natuvion concluded.
The full 2026 IT Transformation Study will be published in June and can be pre-ordered for free on the Natuvion website at: https://www.natuvion.com/transformation-study-2026/
About Natuvion
Natuvion is a digital moving company that moves business-critical data and processes from one technology platform to another. Natuvion experts are called in when medium-sized and large enterprises want to modernize, optimize, separate, merge, or restructure their IT systems. With its exclusive expertise in technical transformation, Natuvion enables its customers to run their data and processes on the most modern and innovative technologies available. To support data transformations, Natuvion leverages its proprietary software solution, Natuvion DCS. Natuvion is a founding member of the SAP S/4HANA Selective Data Transition Engagement Community and has been part of NTT DATA Business Solutions AG, a leading global SAP consultancy, since 2022.
More information at www.natuvion.com
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Natuvion study shows 71% of data transformations shift mid-project
Natuvion study shows 71% of data transformations shift mid-project
Natuvion study shows 71% of data transformations shift mid-project
TOKYO, June 10, 2026 /PRNewswire/ -- IRIS Optronics, a pioneer in full-color Cholesteric Liquid Crystal Display (ChLCD) technology, today announced that it has been honored with the 2026 Digital Signage Award, presented by the Digital Signage Consortium (DSC) of Japan.
The award recognizes IRIS Optronics for redefining the role of digital signage through technological innovation, helping shift the industry from conventional attention-grabbing, advertising-focused displays toward information-centric signage designed for effective communication and enhanced user engagement. The recognition also underscores the growing market acceptance and commercial potential of full-color ChLCD e-Paper technology in Japan's digital signage sector.
"IRIS Optronics has been cultivating the Japanese market for many years. Following the opening of our Tokyo office and the launch of our latest B3-size product at the end of May, receiving the DSJ Award in early June is a strong endorsement of both our technology and our long-term commitment to the Japanese market," said Dr. Albert Liao, Chairman and CEO of IRIS Optronics. "The Digital Signage Award is one of the industry's most prestigious annual recognitions in Japan. Beyond technological excellence, the evaluation criteria emphasize user experience and social value creation, reflecting a broader industry transition from focusing solely on hardware specifications to delivering meaningful real-world applications. With its full 16-million-color display capability, ultra-low power consumption, and energy-efficient design, IRIS Optronics' full-color ChLCD e-Paper aligns closely with the evolving needs of Japan's commercial display market. This recognition is particularly meaningful to us."
Organized annually by the Digital Signage Consortium, the Digital Signage Award honors outstanding digital signage projects selected from publicly submitted entries, with the objective of promoting innovation and accelerating the development of the digital signage industry. This year, approximately one hundred submissions from DSC members were evaluated, resulting in the selection of one Grand Prize winner and ten Excellence Award recipients.
IRIS Optronics' proprietary ChLCD technology employs a display mechanism fundamentally different from conventional Electrophoretic Display (EPD) technology. It delivers exceptional durability, vibrant color reproduction, and excellent readability across diverse lighting environments while maintaining ultra-low power consumption. The technology can also be integrated with solar power systems to enable self-powered operation, further enhancing its suitability for sustainable information display applications. These capabilities were highly regarded by the award judging panel and contributed significantly to the company's recognition.
** This press release is distributed by PR Newswire through automated distribution system, for which the client assumes full responsibility. **
IRIS Optronics Receives 2026 Japan Digital Signage Award for Full-Color ChLCD e-Paper Innovation
