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Gaining Entry to the Enterprise via the Consumer Trojan Horse

In just the past few years, we’ve seen an uptick in the impact of Consumerization of IT (CoIT) in the enterprise space

Ok, so you’re selling technology products, solutions or services. You’re looking for the largest buyers and typically look to the enterprise market. You develop the strategy and start going to work. You setup a sales team, check. You setup a channel and partner program, check. Then you start leveraging the relationships, check. But how do you cover the consumer angle? Huh? Yes. Using consumers as a sort of ‘Trojan Horse’ into the enterprise space.

In just the past few years, we’ve seen an uptick in the impact of Consumerization of IT (CoIT) in the enterprise space. The movement shifts the power pendulum away from IT and toward users. BYOD is also making an impact on the movement too. For more info on BYOD vs. CoIT, read here.

In the case of Apple, they’ve attempted entry into the enterprise market a few times. Each time, they’ve been unsuccessful in creating a beachhead and establishing momentum. In the past two years, their attempt to enter the enterprise has largely succeeded. According to Apple’s latest quarterly earnings call, “94% of the Fortune 500 and 75% of the global 500 are testing or deploying iPads”. Others are also in the testing phase (see link below). And that doesn’t take into account the number of devices already in play via the consumer angle. So, is Apple changing their strategy to enter the enterprise environment? Regardless of the specific answer, they are progressing. The move gives Apple an interesting beachhead into the enterprise space…whether they intended to or not.

Interestingly, if consumers are used to using a given technology, they’re more supportive of using it in their professional life too. And that is a good thing for IT organizations from an adoption standpoint. The question is how providers can help enable this process. Apple is a good use-case of a different approach.

The point is: If you’re a provider looking to make a beachhead, there are options to sell into enterprises beyond the traditional approaches. Consumers is one way...but doesn’t fit every company’s solution. If your solution does fit, it might be an interesting model to consider. And this doesn’t cover the other targets open to most providers. But more on that later...

Read the original blog entry...

More Stories By Tim Crawford

Tim Crawford is ranked as one of the Top 100 Most Influential Chief Information Technology Officers (#4), Top 100 Most Social CIOs (#7), Top 20 People Most Retweeted by IT Leaders (#5) and Top 100 Cloud Experts and Influencers. Tim is a strategic CIO & advisor to CIOs, large global enterprise organizations across a number of industries including financial services, healthcare, high-tech and major airlines. Tim’s work differentiates and catapults organizations in transformative ways through the use of technology as a strategic lever. Tim is an internationally renowned CIO thought leader in the areas of IT transformation, Cloud Computing, Data Analytics and Internet of Things (IoT). Tim has served as CIO and other senior IT roles with global organizations such as Konica Minolta/ All Covered, Stanford University, Knight-Ridder, Philips Electronics and National Semiconductor. Tim’s extensive experience includes strategic planning, organizational development, governance, program and portfolio management that aligns with business strategy. Additional experience includes mergers and acquisitions, business development, strategic sourcing, compliance, information security and risk management. Tim serves on the Board of Directors for Modius and on the Advisory Board for CloudVelox. Tim holds an MBA in International Business with Honors and a Bachelor of Science degree in Computer Information Systems both from Golden Gate University.

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