The process of selling products to Enterprise IT is slowly beginning to change. Instead of selling “top-down” to the CIO and a small team of experts its about selling to the consumer with a “bottom up” strategy. I’ve put together
DevOps. Technology platform decisions have been devolved to developers following the rise of open source. Open source is key because no costs are incurred up front and thus do not require management supervisor.
Cisco and Apple. Cisco is investing in an Apple partnership. Apple gets a path to Enteprise customers, Cisco gets its name in front of the people who use their products. (Consumers don’t much know that Cisco exists ).
Microsoft and LinkedIn. Microsoft is losing touch with Enterprise IT as open source dominates the future (Linux, KVM, Docker, OpenStack, Cloud Foundry etc etc etc). And this is a battle that cannot be won. Buying LinkedIn allows Microsoft to reach consumers directly. LinkedIn has personal data about a key market – people who work 9 to 5 in corporate offices. LinkedIn will be integrated into Dynamics CRM for sales people to know more, and into MS Outlook for.
The strategy is that influencing consumers means that Corporate IT is removed from the decision making path or that users have a much larger say in what products are used.
Public Cloud. The early years of public cloud were led by individuals and small teams. Public cloud wasn’t sold to Enterprise, it was targeting individuals. Today, public cluod is trying to reach Enterprise/Corporate sales with some difficulty.
The Etherealmind View
This viewpoint confirms my perspective on:
- Enterprise IT continues to lose relevance in the sales cycle.
- Consumer markets have a growing impact on new technology. Enterprise IT doesn’t drive new technology, it consumes whats available e.g. Cisco using Apple iPhone instead of producing its own hardware/software devices.
- Social media will penetrate the corporate technology stack regardless of need, want or practicality. There is too much competitive opportunity and money on the table for deep tech companies like Facebook, Amazon, Microsoft & Google in terms of tertiary data exploitation. They will force it to happen.
- Networking is about “over the top”. These technologies do not rely, need or want functions in the network. Its all over the top.