IBM Systems Magazine, Mainframe Edition - November/December 2012 - S24

VIEWPOINT

Embracing Change
THE CONSUMERIZATION OF I.T. ALTERS CUSTOMER ENGAGEMENT, SAYS GEOFFREY MOORE
BY DOUG ROCK Geoffrey Moore

S

marter Computing Magazine recently sat down with author and world-renowned IT consultant Geoffrey Moore to discuss his views on the evolution and integration of IT and business. Moore, who is the author of six books, including “Crossing the Chasm” and his most recent work, “Escape Velocity,” shared some perspectives on why it’s critical for organizations to embrace the profound technology opportunities suddenly confronting them.

ers who are already in the game. There’s a little bit of time to be an early adopter, but not much. In some segments it’s already crossed the chasm. The truth is it’s going to be like PCs and cellphones. It’s going to be imperative.
Q: When it comes to adopting mobile and social systems of engagement, organizations are concerned about security. Will you elaborate on that concern?

Q: Organizations are also concerned about effectively integrating systems of record (the traditional data center) with these new systems of engagement. What are your thoughts on that?

Q. In a recent whitepaper you addressed the consumerization of IT. Would you elaborate on that concept and why businesses should be viewing that as necessary?

A. I do think it’s hugely transformative. Basically, all of a sudden, with the advent of mobile and social technology, the enterprise has been handed this incredible, new, free resource that is internally its work force and externally its consumer population, which have digitally enabled themselves at no expense to the enterprise. There was no training involved, no support costs to the enterprise. It’s a new condition of engagement. Adopting mobile and social solutions for your employees and customers is not a choice. It’s a when. You’re going to have the classic adoption lifecycle of the early adopt-

A: We used to guard the data center; we used to guard ports on a network. Wireless networks don’t have ports, so now what? The data center is not where this is happening. This is happening in some café in Trinidad. I’m on an iPad, so now what? But the productivity that is increased by quickly communicating with the customer has overwhelming impact on competitive advantage and productivity, because if you think about a complex business system, every day that you’re idle is a very expensive day. And every day that a supply chain is producing the wrong parts is a very bad day. We used to say it took three or four days of cycle time to get back to the supply chain. If you can speed that up, if you can customize and get the voice of the customer into the project proposal, think about how that speeds up a sales cycle.

A: The dynamics of a system of record are designed to be conservative and the dynamics of a system of engagement are designed to be very loosely coupled and very experimental and experiential. It’s a little bit like radical meeting reactionary. There’s a big mismatch between those two things. Organizations want to know how much data they can access and in what ways? How fast? How flexibly? How quickly can I manipulate it on my iPad? How do I deal with not only the security problems, but also how do I maintain the dynamic of the iPad while I’m interacting with SAP or Oracle or DB2* or whatever is handling data in the back office? Right now I would argue it’s an architecture issue. It’s not yet a product issue. The CIOs are saying, “Give me the reference architecture. Maybe I’ll go out and buy it or maybe I’ll build it myself or maybe you’ll build it for me. But man, this horse is out of the barn and we need to get a corral up as fast as we can.” b Doug Rock is publisher of Smarter Computing Magazine.

24 // Smarter Computing Magazine // October 2012

Read Geoffrey Moore’s full interview online at http://ibm.co/sc-geoffrey-moore.


http://ibm.co/sc-geoffrey-moore

IBM Systems Magazine, Mainframe Edition - November/December 2012

Table of Contents for the Digital Edition of IBM Systems Magazine, Mainframe Edition - November/December 2012

IBM Systems Magazine, Mainframe Edition - November/December 2012
Table of Contents
Editor's Desk: Been There, Done That
IBM Perspective: Not All Clouds Are Designed Equal
Insider: What's Really Driving Peak CPU Usage?
Focus on Storage: The DS8870 Provides up to Three Times the Performance of Its Predecessor
Case Study: A Capital Investment: DTCC implements tools to ensure its networking infrastructure is ready for anything
Cover Story: A Clear Vision for Cloud: System z GM Doug Balog on why zEnterprise provides a firm foundation for a secure cloud
Feature: Overcoming Cloud Obstacles: The benefits far outweigh the challenges associated with cloud integration
Tech Corner: From Silicon to Architecture, zEC12 Innovations Push the Envelope
Administrator: IBM zAware Extends z/OS Resilience to Another Level
Solutions: Attach Facility; DataSniff; AutoPilot; Eclipse; Correlog Enterprise Server 5.1
Advertisers Index
Stop Run: IBM Distinguished Engineer Joe Temple Reflects on His Juggling Past
Reference Point - Global Events, Education, Resources for Power Systems
Smarter Computing
2013 Mainframe Buyer's Guide Index
IBM Systems Magazine, Mainframe Edition - November/December 2012 - Intro
IBM Systems Magazine, Mainframe Edition - November/December 2012 - IBM Systems Magazine, Mainframe Edition - November/December 2012
IBM Systems Magazine, Mainframe Edition - November/December 2012 - Cover2
IBM Systems Magazine, Mainframe Edition - November/December 2012 - 1
IBM Systems Magazine, Mainframe Edition - November/December 2012 - Table of Contents
IBM Systems Magazine, Mainframe Edition - November/December 2012 - 3
IBM Systems Magazine, Mainframe Edition - November/December 2012 - 4
IBM Systems Magazine, Mainframe Edition - November/December 2012 - 5
IBM Systems Magazine, Mainframe Edition - November/December 2012 - Editor's Desk: Been There, Done That
IBM Systems Magazine, Mainframe Edition - November/December 2012 - IBM Perspective: Not All Clouds Are Designed Equal
IBM Systems Magazine, Mainframe Edition - November/December 2012 - Insider: What's Really Driving Peak CPU Usage?
IBM Systems Magazine, Mainframe Edition - November/December 2012 - BB1
IBM Systems Magazine, Mainframe Edition - November/December 2012 - BB2
IBM Systems Magazine, Mainframe Edition - November/December 2012 - 9
IBM Systems Magazine, Mainframe Edition - November/December 2012 - 10
IBM Systems Magazine, Mainframe Edition - November/December 2012 - Focus on Storage: The DS8870 Provides up to Three Times the Performance of Its Predecessor
IBM Systems Magazine, Mainframe Edition - November/December 2012 - 12
IBM Systems Magazine, Mainframe Edition - November/December 2012 - 13
IBM Systems Magazine, Mainframe Edition - November/December 2012 - Case Study: A Capital Investment: DTCC implements tools to ensure its networking infrastructure is ready for anything
IBM Systems Magazine, Mainframe Edition - November/December 2012 - 15
IBM Systems Magazine, Mainframe Edition - November/December 2012 - 16
IBM Systems Magazine, Mainframe Edition - November/December 2012 - 17
IBM Systems Magazine, Mainframe Edition - November/December 2012 - 18
IBM Systems Magazine, Mainframe Edition - November/December 2012 - 19
IBM Systems Magazine, Mainframe Edition - November/December 2012 - Cover Story: A Clear Vision for Cloud: System z GM Doug Balog on why zEnterprise provides a firm foundation for a secure cloud
IBM Systems Magazine, Mainframe Edition - November/December 2012 - 21
IBM Systems Magazine, Mainframe Edition - November/December 2012 - 22
IBM Systems Magazine, Mainframe Edition - November/December 2012 - 23
IBM Systems Magazine, Mainframe Edition - November/December 2012 - 24
IBM Systems Magazine, Mainframe Edition - November/December 2012 - 25
IBM Systems Magazine, Mainframe Edition - November/December 2012 - Feature: Overcoming Cloud Obstacles: The benefits far outweigh the challenges associated with cloud integration
IBM Systems Magazine, Mainframe Edition - November/December 2012 - 27
IBM Systems Magazine, Mainframe Edition - November/December 2012 - 28
IBM Systems Magazine, Mainframe Edition - November/December 2012 - 29
IBM Systems Magazine, Mainframe Edition - November/December 2012 - Tech Corner: From Silicon to Architecture, zEC12 Innovations Push the Envelope
IBM Systems Magazine, Mainframe Edition - November/December 2012 - 31
IBM Systems Magazine, Mainframe Edition - November/December 2012 - 32
IBM Systems Magazine, Mainframe Edition - November/December 2012 - 33
IBM Systems Magazine, Mainframe Edition - November/December 2012 - Administrator: IBM zAware Extends z/OS Resilience to Another Level
IBM Systems Magazine, Mainframe Edition - November/December 2012 - 35
IBM Systems Magazine, Mainframe Edition - November/December 2012 - 36
IBM Systems Magazine, Mainframe Edition - November/December 2012 - 37
IBM Systems Magazine, Mainframe Edition - November/December 2012 - Solutions: Attach Facility; DataSniff; AutoPilot; Eclipse; Correlog Enterprise Server 5.1
IBM Systems Magazine, Mainframe Edition - November/December 2012 - Advertisers Index
IBM Systems Magazine, Mainframe Edition - November/December 2012 - Stop Run: IBM Distinguished Engineer Joe Temple Reflects on His Juggling Past
IBM Systems Magazine, Mainframe Edition - November/December 2012 - Cover3
IBM Systems Magazine, Mainframe Edition - November/December 2012 - Cover4
IBM Systems Magazine, Mainframe Edition - November/December 2012 - Reference Point - Global Events, Education, Resources for Power Systems
IBM Systems Magazine, Mainframe Edition - November/December 2012 - RF2
IBM Systems Magazine, Mainframe Edition - November/December 2012 - Smarter Computing
IBM Systems Magazine, Mainframe Edition - November/December 2012 - SC2
IBM Systems Magazine, Mainframe Edition - November/December 2012 - S1
IBM Systems Magazine, Mainframe Edition - November/December 2012 - S2
IBM Systems Magazine, Mainframe Edition - November/December 2012 - S3
IBM Systems Magazine, Mainframe Edition - November/December 2012 - S4
IBM Systems Magazine, Mainframe Edition - November/December 2012 - S5
IBM Systems Magazine, Mainframe Edition - November/December 2012 - S6
IBM Systems Magazine, Mainframe Edition - November/December 2012 - S7
IBM Systems Magazine, Mainframe Edition - November/December 2012 - S8
IBM Systems Magazine, Mainframe Edition - November/December 2012 - S9
IBM Systems Magazine, Mainframe Edition - November/December 2012 - S10
IBM Systems Magazine, Mainframe Edition - November/December 2012 - S11
IBM Systems Magazine, Mainframe Edition - November/December 2012 - S12
IBM Systems Magazine, Mainframe Edition - November/December 2012 - S13
IBM Systems Magazine, Mainframe Edition - November/December 2012 - S14
IBM Systems Magazine, Mainframe Edition - November/December 2012 - S15
IBM Systems Magazine, Mainframe Edition - November/December 2012 - S16
IBM Systems Magazine, Mainframe Edition - November/December 2012 - S17
IBM Systems Magazine, Mainframe Edition - November/December 2012 - S18
IBM Systems Magazine, Mainframe Edition - November/December 2012 - S19
IBM Systems Magazine, Mainframe Edition - November/December 2012 - S20
IBM Systems Magazine, Mainframe Edition - November/December 2012 - S21
IBM Systems Magazine, Mainframe Edition - November/December 2012 - S22
IBM Systems Magazine, Mainframe Edition - November/December 2012 - S23
IBM Systems Magazine, Mainframe Edition - November/December 2012 - S24
IBM Systems Magazine, Mainframe Edition - November/December 2012 - SC3
IBM Systems Magazine, Mainframe Edition - November/December 2012 - SC4
IBM Systems Magazine, Mainframe Edition - November/December 2012 - 2013 Mainframe Buyer's Guide Index
IBM Systems Magazine, Mainframe Edition - November/December 2012 - BG2
IBM Systems Magazine, Mainframe Edition - November/December 2012 - BG3
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