Director at e-co consulting
11 September 2001 11:42am
The proliferation of the Internet, and the dramatic decline in its hype have created yet another problem for the taxonomists and marketers of this world!
The first movers in taking a position to ’segment’ technologies into semi-comprehensive jargon, such as the Gartner Group and IDC, set the stage for IT directors all over the world to start talking the “business IT language” (packaging IT themes into a sense that business people could start to dream about how to focus business around the technology – rather than the other way around!). Suddenly IT was at the centre stage, and any technology newcomer to the game needed to be validated by the guru companies to be qualified to play.
Terms such as e-Marketplaces took the headlines, grabbing mind-share, and cash on its way. Thousands of companies appeared, only to change their appellation to ‘suppliers of technology’ after reality sunk home (I did a survey at the start of this year on e-Marketplaces – within 2 months of completing the interviews with many of the top players over 60% had changed their positioning!).
In reality any realistic tech savvy person knew all along that the segmentation was a little bit too simplistic – giving the impression that IT is easy, and can be packaged into discrete parcels, to be ‘plugged and played’. This does not mean that we now need to relegate IT to the basement. On the contrary, we need more IT savvy people at the director level of companies (still sorely underrepresented today) for there are clear strategic advantages that can be integrated into the fabric of companies in a sustainable manner through understanding how the myriad of solutions possible can be aptly used.
The trend for simplifying IT into user friendly terminology will not go away. The big question that I am leading up to, that I would gladly like your comments on is “What is the next trendy terminology that will be used to promote IT”?
Many thanks in advance for your thoughts.
Director at Skywire
12 September 2001 09:29am
From a technologists point of view, I'm never quite sure how effective the package and tagging of technical concepts is - either to the software development process or to the clients buying them - I'll explain a little further my hesitance.
Over the last 2 years that my last company ran (1.5 with me on board) , they went through the following cycle of technical concepts.
B2C -> B2B -> ASP -> Co-Location -> Enterprise Solutions -> (and discussions of OEM)
One hell of a technical journey not just from a customer and business development understanding and view point (what are we today?) but also from a product development point of view - the requirements of producing managed solutions versus software, services and hardware combined are suitably different.
Most of the reason for this technical marketing rebranding is that the markets and our VCs decided that this was going to be the next big technology to have and we as a portfolio company had to remarket ouselves to start supplying it.
Therefore to answer the question of what will be next weeks new sexy IT terminology? I'm personally hoping it's the same as this weeks.
>The trend for simplifying IT into user friendly
>terminology will not go away. The big question that I am
>leading up to, that I would gladly like your comments on
>is “What is the next trendy terminology that will be
>used to promote IT”?
Web consultant at Tecfoto S.L
02 October 2001 09:52am
Could be you will find interesting the article appeared at http://www.forrester.com/ER/Press/Release/0,1769,567,00.html, where the end of the net as we know it is discussed. You have a very nice article appeared a year ago from Deustche Bank talking about the net under a finantial point of view. You will find it at http://www.netmarketmakers.com/documents/DBNewEconomy_report.pdf.
In both articles different approach is used but a goog understanding of what is going on and how will the future probably be.
The underlying message is distribution through the net and process oriented business, all through the use of standarts.
Would like to hear your comments about.
05 October 2001 10:40am
Nice articles, good to look back and think about how far visions became reality. It should be noted though that the articles are written in such a way that the concrete information given could be applied to nearly any outcome!
On 09:52:14 2 October 2001 campus77 wrote:
>Could be you will find interesting the article appeared at
>ml, where the end of the net as we know it is discussed.
>You have a very nice article appeared a year ago from
>Deustche Bank talking about the net under a finantial
>point of view. You will find it at
>In both articles different approach is used but a goog
>understanding of what is going on and how will the future
>The underlying message is distribution through the net and
>process oriented business, all through the use of
>Would like to hear your comments about.
Free market research on digital marketing
Daily Pulse: award winning newsletter
It takes 30 seconds to register