This Business Scenario describes the business and technical environment of and identifies the fundamental requirements for Open Platform 3.0. The convergence and mutual reinforcement of technical phenomena such as social media, mobility, cloud computing, big data analysis, and the Internet of Things (IoT) is predicted to drive growth in spending on Information Technology (IT) in the years through to 2020. Enterprises will use these technologies in new business models, but they are disruptive of established IT practices. A standard platform will enable users to use the combination of these technologies effectively and at low cost, and will give vendors a worthwhile market. Open Platform 3.0 will enable enterprises to create, evolve, adopt, and use solutions based on current and future emerging technologies to achieve business value.