Consumerisation of IT (CoIT) has many implications affecting the business and the way that the business uses technology, but the most important implication is the change of role for the IT manager and the new skills they will need to develop and incorporate.
Lets first look at why,
IT departments are used to being prescriptive and precise, this culture has served them well as the data security implications of getting this wrong have deep impact on the business, so we are used to this function playing the command and control role. However, due to factors out of any of our control the stage is set for a momentous change and that is the CoIT phenomenon. This will directly impact on the IT Manger in a personal way. It directly affects the role of the IT manager and the whole IT department. To ignore this would put the organisation in a risky position.
You see we know that the IT manager will need to address this problem by being less prescriptive and autocratic, but there needs to be a change in attitude towards the customer. In Paul Gainham’s blog on Autocracy to Democracy: No way to treat an IT department?He talks about the future CIO who will be measured more on ‘processes’ and less on ‘product’ – the ‘Why’ and the ‘How’ and less so on the ‘What’. It is easy to see the IT manager will need to offer a suite/menu of services to the internal customer, but, that is easier said than done. This is where IT can learn from marketing.
So, what do we know about our customers?
In marketing it is essential to know who the customer is and therefore it is imperative that IT takes on a more customer centric approach. The individual needs of the customers have changed hugely in the last five years, we can speculate as to whether its generation Y, the proliferation of new technology, easy to use free software or cloud based services and mobility, but what we can be sure of is that it’s a trend that is building and we will not return to the world where autocracy rules. The implications for the IT manager are a change of role from making policy and policing this policy to a far more customer centred approach – starting with a dialogue with those customers about how they work, what they want and need from IT services. There will be some similarities in these needs, but also major differences – how do we provide services for this diverse population?
Enter the marketing world. Marketers are used to dealing with a customer base (market) made up of diverse and complex needs and know that if you can address all of these simultaneously and efficiently you will have a successfully business. Who does this well – let’s take Tesco’s as an example: Fundamentally they took the UK retail FMCG market and segmented it into Tesco’s value, Tesco’s finest and ordinary Tesco’s customers. Some were prepared to pay more for quality, some wanted low cost and others were somewhere in the middle. This broke the mould as most supermarkets at the time only catered for a certain type of customer and their proposition only addressed a subset of the market. Tesco’s did this by knowing the different needs of the market, grouping these needs into logical groups (segments) and then delivering each segment what they want at the right price and level of quality. Have you segmented your internal customers or are you using a one size fits all approach?
How can you do this in your organisation?
Step 1 is to understand the customer. What IT needs do they have? What frustrates them? What’s missing? What would delight them? How many IT managers know this? How many IT managers care?
Step 2 is to understand how they need to change both in terms of organisation, teams, resources, infrastructure in order to provide these capabilities. This is where a well architected and scalable approach is key. There is no use looking a year ahead; you need to design a solution for 5+ years time (we know CoIT won’t go away).
Finally deliver the solutions with flexibility in mind as they only thing we know is that the demand for greater bandwidth, mobile apps and the next big thing is round the corner.
Easier said than done, but enormously satisfying if you get it right. Unfortunately failure is not getting this wrong, but not attempting it at all. The result of not attempting this change is what all marketing departments fear......being outsourced, because there is always someone getting it right! So beware IT dept, you are not indispensible! The person who has knowledge and good customer service will be the victor in this environment.
Do you think IT can learn from marketing? Or is the CoIT problem more complex than this? Do you think CoIT is a flash in the pan, a one hit wonder rather than a theme that will span a decade – let me know.....
Alan is the Head of EMEA Field Marketing at Juniper Networks with over 10 years of Information Technology marketing experience to his credit. Delivering excellence in marketing for international corporate business and in-country local business. Alan has a strong understanding and passion for ensuring that marketing can deliver growth and success to any size of organisation.
A Marketing and Business Development professional with 24 years extensive Sales/Business Development, Marketing and Technical experience in the Networking/Telecoms/Datacomms and Mobile market segments, focused on selling to Service Providers.
Fomerly VP Marketing at the Metro Ethernet Forum (MEF)
David Noguer Bau is the Service Provider Solutions Marketing Manager for Juniper Networks EMEA. He has extensive experience in Carrier Data Services with special emphasis on next generation Multiplay services and network architectures. Prior to joining Juniper Networks, Mr. Noguer Bau spent seven years at Nortel where he was a Business Development Manager specializing in Carrier Ethernet and Broadband areas. Before Nortel he worked at Eicon-Dialogic as Technical Manager in Spain. David is the Country Marketing Chair at Metro Ethernet Forum for Spain.
Mr. Noguer has wide experience speaking at international Conferences. He holds an IT engineering degree from Universitat Autonoma de Barcelona (UAB) and has an executive MBA from EADA Barcelona.
The views expressed here are my personal opinions , have not been reviewed or authorized by Juniper Networks and do not necessarily represent the views of Juniper Networks.
I’ve been 29 years in the industry, first as a trainee IBM operator at Barclays Bank, later starting my own business which was ultimately acquired by French listed company EasyVista – [giving me great insight into working as part of an internationally focused company alongside organisations like Reuters, UBS Warburg, GlaxoSmithKline and London Electricity].
I am Sales & Marketing Director at Netutils – a specialist IT Networking and Security solutions provider. My passion continues to be making enterprise more efficient via the intelligent deployment of technology, with a view to delivering real value for my clients.
Based on the East Coast of the United States, Dean is the Global Managing Director for Juniper’s Cloud Networking Solutions. In this role, he is responsible for the development of Juniper’s business efforts in the Cloud Computing industry, specifically to increase revenue growth, field productivity, SP and Enterprise relevance and market share. It is a key business leadership position inside both the Service Provider and Enterprise Sector and through this role, Dean has the charter to establish and execute a thought leadership agenda for Juniper Cloud Networking.
Dean has been with Juniper for over eight years and has previously held various Senior Strategy and Planning and Solutions Marketing roles. In these roles he has been responsible identifying business opportunities in new areas, markets, and disruptions that increase Juniper’s competitive position and take them to both the Service Provider and Enterprise market.
Prior to Juniper Networks, Dean was with Uecomm (a Singtel company) as the Australian Sales Manager for Major Bids. Significant wins led to Fiber based Ethernet services being delivered to hundred of Schools, Government agencies and large Enterprises across Australia.
Dean has held several senior Sales and Marketing roles including that of Solutions Marketing Manager for Nortel Networks Asia Pacific region.
Dean has also been with Novell as a Systems Engineer and Channel Business Development Manager, facilitating and promoting Novell’s business and technology strategies to the reseller and distributor community throughout the Southern region of Australia.
In his early career, Dean ran Com Tech’s Southern Region (now Dimension Data’s) Education Services Business where he personally educated hundreds of networking professionals.
With 20 years experience in the IT and technical services industries, Dean holds a Bachelor of Science (Physics) degree and a graduate diploma in Education from the University of Melbourne. He also holds a certificate in Strategic Marketing from the Harvard Business School and is a regular presenter at Industry forums.
Donyel Jones-Williams is Senior Product Marketing Manager overseeing SDN and Core Service Provider Product line for Juniper Networks. In this role, he leads all of the internal and external marketing activities for T-Series, PTX, IP/MPLSView and NorthStar SDN Controller.
Prior to joining Juniper Networks in January 2014, Donyel was a Senior Product Line Manager for Cisco Systems with in the High End Optical Routing Group managing product lifecycle for multiple products lines helping telecom providers operate efficiently and effectively including; ONS 155xx Product Family, ONS 15216, ONS 15454 MSTP, Carrier Packet Transport Product Family, ME 2600x, & ASR 9000v. He also negotiated favorable agreements with 3rd-party vendors furnishing components and parts and conducted both outbound and inbound marketing (webinars, case study-development, developed and delivered both business & technical at Cisco Live 2005-2012).
Donyel graduated from California Polytechnic State University-San Luis Obispo with a Bachelor of Science in Computer Science. While attending Cal Poly SLO he was a collegiate student athlete playing football as a wide receiver and a key member of the National Society of Black Engineers. Donyel is now an active volunteer for V Foundation.
With 20+ years of global IT management experience, Gary Clark oversees all technology services to support 9,600 employees at Juniper Networks, a $4.5 billion networking innovator with operations spanning 123 offices in 47 countries. Prior to Juniper, Gary held senior IT management roles at BlackRock/Barclays Global Investors and Deutsche Post/DHL.
ISP Network Engineer currently enjoying the security side of the Juniper product range. Busy studying for the JNCIP-SP and ENT.
Outside of work I enjoy the great outdoors: Mountaineering, Bouldering, Rock or Ice climbing, Tramping (hiking to non-Kiwis) and Snowboarding. I'm also a member of the Alpine Cliff Rescue Team in Christchurch, assisting is vertical rescues or those requiring specialist access or extraction techniques, crevasse rescue etc.
I have spent my entire career in the networking industry, and have been with different networking vendors since 1999. I'm currently responsible for selling Juniper Campus & Branch solutions (mainly wireless LAN) in the Nordic & Baltic region.
I have been in the networking industry for over 30 years: PBXs, SNA, Muxes, ATM, routers, switches, optical - I've seen it all. Eleven years in the US, over 20 in Europe, at companies like AT&T, IBM, Bay Networks, Nortel Networks and Dimension Data. Since 2007 my focus has been on services at Juniper: support services, professional services, service automation. Our market is characterized by amazing technological innovations, but technology is no use if you cannot get it to work and keep it working. That is why services are so exciting: this is where the technology moves out of the glossy brochures and into the real world!
For more about me, go to my LinkedIn profile: http://fr.linkedin.com/pub/joe-robertson/0/4a/34a
John is an experienced IT professional with over 25 years in the Industry. He is the UKI security lead for Juniper Networks and previous to this has held various sales in sales management positions with Mimecast, Proofpoint, Cisco, EMC and PCS. He started his career with Siemens and Sun Microsystems as a Systems Engineer.
Jon joined Fujitsu UK&I as Chief Technology Officer in January 2011 from the public sector, where he was Chief Information Officer, Transformation Director and SIRO at the Valuation Office Agency. Prior to this he was Her Majesty’s Revenue and Customs’ first Chief Technology Officer, leading the integration of the former Inland Revenue and Customs & Excise organizations.
His roles in both organizations drove out savings in excess of £600m, as well as bringing about significant technology transformation, building high performing teams in the process.
Jon was a founding and core member of the UK Government Chief Technology Officer Council and recruited and led a team creating Public Services Network, XBRL mandation and cross government channel strategy.
Jon’s client side board level experience is built on 11 years at Accenture, with clients including Barclaycard, Legal & General, BP, Castrol and BG Group.
Jon now leads the UK & Irelands 1,200 strong Architecture Community, driving standard solutions, reinforcing rigorous re-use and a collegiate collaborative community and culture, leading with courage and conviction.
Jon is a firm believer in the 4Ps – Pace, Passion, Pride and Professionalism. He is a Chartered Engineer, Fellow of the British Computer Society, founding Fujitsu Fellow and a member of the Advisory Board for AppDynamics.
Marcel Wiget is Consulting Engineer Specialist and member of the Advanced Technology team for EMEA. His career within Juniper started back in 2009 as a Senior Systems Engineer driving one of the first MX based Broadband Edge deployment to success. Prior to Juniper, Marcel held various positions in pre-sales, professional services and development at Chantry Networks, Spring Tide, Nortel Networks and Wellfleet.
I love the intracacy and intimacy of succesful communications. Why and how people engage with each other is fascinating. I am also consumed with the way IT changes behaviours, values and expectations in society.
I bring this sense of wonder to my role in EMEA Service Provider Marketing Programs at Juniper Networks.
Down time: My passions are music, reading, politics, Derby County and playing the guitar (and the harmonica).
You can follow me elsewhere:
my personal blog: http://neilpound.tumblr.com/
my LinkedIn account: Neil Pound
I am one of a small team of Network Engineers working for Lumison Ltd, a UK ISP/MSP based in Edinburgh, Scotland. I have been with the company for almost 6 years moving from frontline support to the Managed Services team dealing with customer network design and implementation before talking up the role of Network Engineer. As well as the JNCIE-ENT certification.
An inspirational marketing leader working across the entire marketing mix to transform brand into business value, activity into results and thought leadership into measurable pipeline. You can follow me on Twitter at @PaulGainham
I have been at Juniper Networks since 2004, focused on Corporate Communications (media relations, analyst relations, customer reference progam) for the Europe, Middle East & Africa region.
I have worked in the networking industry since 1988.
Raghu Subramanian is VP of Sales Engineering for Asia-Pacific at Juniper Networks. Prior to this, he has served Juniper as chief strategist for the security business, product evangelist to channel partners, and product manager for M-series routers.
In past lives, Raghu was a chip designer at Hewlett Packard, and an R&D manager at a start-up acquired by PMC-Sierra.
Raghu has an MBA from the MIT Sloan School of Management, Ph.D. in Computer Science from the University of California at Irvine, and a B.Tech.in Electrical Engineering from the Indian Institute of Technology at Kanpur. In his spare time, he enjoys reading non-fiction, coaching kids for the Math Olympiad, and traveling with his family to other countries to learn about their ways.
Russell is the global leader of the Advanced Technologies team specializing in Data Center Virtualization and Automation. Russell leads the team that provides Juniper’s major customers with solutions to provide the network underpinnings for highly virtualized and automated data centers.
Stephen is currently a Partner Acccount manager at Juniper Networks, and has held this role for 3 years. Prior to Juniper, he worked at Extreme Networks for 11 years in a variety of roles.
Stephen is a Father of 3 children, a keen cricket fan and enjoys cooking, reading and theatre in his free time.
Stephen Liu is Senior Director of Product Marketing for Juniper Networks. In this role, he leads product marketing for Juniper’s industry-leading service provider portfolio of high-performance routing and switching products. These products include Juniper PTX Series, T Series, MX Series, and ACX Series platforms along with software and security.
Prior to joining Juniper in 2013, Stephen served as Director of Service Provider Marketing at Cisco Systems. In that role, he led product and solution marketing worldwide for the service provider routing, switching, optical, and software portfolio. Products included NCS, CRS, ASR, and ONS platforms.
Stephen attended the University of California, San Diego, where he received a bachelor’s of science degree electrical engineering – communication systems.
Hobbies include restoring old Volkswagens and coaching competitive youth soccer. He is based in Sunnyvale, California.
Stuart Borgman is a Senior Director responsible for the Advanced Technology Technical specialists for Europe, Middle East and Africa (EMEA). The goal of Advanced Technology is to provide Architectural and Technical specialisation to ensure Juniper is building industry leading solutions for its customers. Stuart Initially joined Juniper Networks in 2000 after spending six years at Cisco. From 2009 to 2012, Stuart was the CTO of MLL Telecom in UK, who is a Managed Service Provider for fixed line and mobile backhaul services in the UK.
I'm currently working on a number of Service Provider projects focusing on Identity Management. These range from Mobile Operator WiFi offload projects & 3G SCADA device management to broadband authentication encompassing quota and service management for P2P and video traffic control.
I have over 15 years progressive experience designing complex RADIUS platforms to meet the demands of the most multifaceted businesses. One of the most successful projects focused on the consolidation of 22 separate RADIUS platforms spread over a large estate onto a single pair of RADIUS servers, offering the same functionality and business logic as the prior estate.
In addition I have spent a number of years observing and implementing solutions for the enterprise space in the BYOD and NAC market. It's a keen area of interest for me as it combines the whole concept of identity management and business needs together. My largest project in this space was for a UK company with global offices providing a NAC solution for over 200 sites, with over 150,000 staff.
Over the last 10 years Netutils have invested heavily in developing a technical team to support me and the business on these key areas. I strongly believe that a solution designed by Network Utilities should be the right solution technically and commercially for the customer, so my over-riding focus is on customer satisfaction. This follows on in the technical support service the Netutils team offer post implementation.
Not making tea, NAC, RADIUS, Quota Management, Diameter, full life cycle of the subscriber management. Working with large organisations taking a concept through to delivery around identity management whether authentication or Quality of Service.
An accomplished network engineer with 14+ years’ experience, and a Juniper employee since 2004, Tony leads the IT team focused on deploying “Juniper on Juniper”, using Juniper technology to run the business and deliver core business services across the enterprise. Tony holds a double JNCIS certification in Enterprise Routing, Security (JNCIS-ER, JNCIS-SEC) and a BS degree from California Polytechnic State University. Outside of work, Tony serves on a School Advisory Council, loves biking and good coffee.
Zoe Sands is Head of Digital Marketing at Juniper Networks and is responsible for digital marketing and social media across EMEA. She is an experienced Digital Marketer since 1997 with PRINCE2 practitioner status, during this period Zoe has successfully launched many new online innovations for Juniper Networks, Cisco, Dialogic, the Chartered Institute of Marketing (CIM) and Hyundai, including content managed and e-commerce based websites to integrated social media programmes. She has International exposure running projects globally, regionally and at a country level.
Zoe’s approach is to create an environment where those around her can share her passion for the Internet and the opportunities it presents. She says sharing knowledge, championing and communicating the benefits of digital capabilities enhances both the user experience and offers additional online communication channels and business opportunities. Zoe has a blog ‘Learning and sharing...’ to share her experience of all things online marketing, social media, chat online, SEO, SEM and mobile related content. You connect with Zoe via LinkedIn or find her on Twitter: @zoe9 and @ZoeSands.