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IT & the New C-Suite

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IT & the New C-Suite. CEOs are from Mars;IT professionals are from Venus. It’s not this: Don’t get intimidated. CEOs are from Mars; IT developers are from Venus. Existential question is when will people from Mars understand people from Venus?

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IT & the New C-Suite

CEOs are from Mars;IT professionals are from Venus

slide3

CEOs are from Mars; IT developers are from Venus

  • Existential question is when will people from Mars understand people from Venus?
    • Some parodies of what the famous author John Gray had said (with due apologies):“When CEOs and IT professionals are able to respect and accept their differences then love has a chance to blossom”.
    • “Just as a CEO is fulfilled through working out the intricate details of solving a problem, an IT professional is fulfilled through talking about the details of his/her problems”.
slide4

What are the tools/weapons that IT developers possess?

and what should be used to build a strong infrastructure?

    • INTERNAL TECHNOLOGY ISSUES:Internet, Intranet, WAN – the wire infrastructure
    • Workflow solution that rides on a CMS
    • Sales and Marketing effort that rides on a CRMERP
        • Costs
    • GNU / Open source / Freeware EXTERNAL TECHNOLOGY ISSUES:Provide interface to
    • Design studios, freelancers, advt agencies, advertisers, subscribers, subscription/distribution agents, printing press, readers and companiesApplications to engage all of the above
  • Monetise: Text, photos, videos, audio
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D

D

A

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U

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A CEO’s blueprint

Internal

D

D

D

O

O

A

A

A

A

External / Website

O

O

O

You can have multiple websites too.

External User – Reader/Advertiser/Vendor/Partner

The issue is NOT what technology to use, THE ISSUE IS WHAT DO

YOU WANT TECHNOLOGY TO DO FOR YOUR TARGET AUDIENCE.

slide6

U

U

A

A

A

A

A

U

U

U

D

D

D

D

D

O

O

A

A

A

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External / Website

O

O

O

You can have multiple websites too.

A CEO’s BIGGER blueprint

Print

Events

External User – Reader/Advertiser/Vendor/Partner

Mobile

The issue is NOT what technology to use, THE ISSUE IS WHAT DO

YOU WANT TECHNOLOGY TO DO FOR YOUR TARGET AUDIENCE.

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What does the reader want?

  • If I use Google News RSS/XML feeds and mobile alerts, I don’t need any of you. Google even delivers all power-point presentation files, data files in xls, document files in pdf files that you would have stored in the open areas on your websites. Everything through “search”!
  • YES, AS A READER, I DON’T NEED ANYONE OF YOU.
    • A reader like me is actually v. confused, let’s help:Provide content hot & crispScreen/filter what is delivered – value additionProvide in all formats, in all media optionsGo One Step Beyond Google
  • Use technology to the fullest
slide8

The Onus is on the CEO

The buck CERTAINLY stops here.

      • In traditional print publishing business,A CEO didn’t expect paper supplier to understand what readers wanted;How can you expect your IT professional to understand what your readers / advertisers want today? Your IT professional is your internal customer whom you sell your company’s business plan.
  • A CEO could just touch paper and say what is its quality; could smell paper and even ink and say a lot about the MEDIUM. We could understand the language spoken on the shop floor of the press.Today, the MEDIUM IS TECHNOLOGY.
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The Onus is on the CEO

The buck CERTAINLY stops here.

  • A CEO needs to learn technology, do hands-on development, to understandFront-end, back-end, multi-tier technology, languages, databasesWhat goes behind CMS, CRM, ERP solutionsSpeak the language the people from Venus, IT Professionals, speak.DO NOT EXPECT IT professionals to come mid-way and understand your needs/readers needs/company’s goals. You go the full-length.
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Our own case study:

IndianBusinessObserver.com group of 16 B2B news and biz networking websites:

  • I became a software developer; I don’t expect you all to become one. Just learn and understand the jargon.Google is content aggregator, I am filterer of aggregated contentContent has shifted to Internet, even business networking (at the cost of events) is shifting to Internet. Networking costs brought down from US$ 1200 to US 25 per eventTarget audience spends 30 minutes with print, 1 hour with television, but at least 8 hours with computers/Internet. Most engaging medium. Provide more tools to play around with.The new omni-present medium is mobile. Still exploring.Regular newsletters – the biggest tools to drive traffic to websites.No.1 requirement of online target audience is jobs, 2 is jobs, 3 is content.Business networking is for jobs and content (gossip).
slide12

Our own case study:

IndianBusinessObserver.com group of 16 B2B news and biz networking websites:

  • Sectoral blogs and community forums cut out the crap; provide more avenues of “reader engagement”.Several more applications/solutions are under development.We claim, in our USP, “You don’t need anything else!”Once we own these communities through technology, my company takes a huge lead ahead of all possible competitors. Once such an engaged audience is built, advertisers/competitors will queue up to Observer websites.
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Thank you!

  • Bhupesh TrivediCEO, Chronosphere, publishing consultancy & servicesPublisher, 16 B2B news and biz networking websitesMobile: +91-9324246639Email: [email protected]
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