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From Servers to Soccer Moms: The Consumerization of Technology Bob Williams Senior Manager, Midmarket Segment Marketing. July 23, 2014. Agenda. Background Consumerization of Technology Major Trends How Avaya is Responding. Bob Williams. Multiple Roles in the Technology Field.

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From Servers to Soccer Moms: The Consumerization of TechnologyBob WilliamsSenior Manager,Midmarket Segment Marketing

July 23, 2014

  • Background
  • Consumerizationof Technology
  • Major Trends
  • How Avaya is Responding
bob williams
Bob Williams

Multiple Roles in the Technology Field

  • Education: Stanford & UC Boalt Hall Law School
  • Lawyer, Venture & Public Fin. – Riordan & McKenzie
  • Investment Banker – Fitger & Co.
  • Startup CEO – Conversive, Inc.
  • Midmarket Segment Strategy – Avaya, Inc.

Forrester, Info Workers Will Erase The Boundary Between Enterprise And Consumer Technologies

consumerization of technology1
Consumerization of Technology

Changing Business Technology Acquisition, Deployment & Use

  • Single-Purpose
  • Location-dependent
  • Infrastructure dictates experience
  • IT provisions for all
  • Multi-threaded
  • Mobile, virtual
  • End user customizes experience
  • End user buys



consumerization of technology it managers
Consumerization of Technology – IT Managers
  • Here’s our midmarket tech buyer, courtesy of a thread in the Spiceworks community…

“Myself in particular, I am the sole IT Admin for a medium sized construction contracting business. However, I handle everything from Networking, Security, Help Desk, Application Support , Server Administration dealing with Virtual and non-virtual boxes , Managing exchange servers, Website and FTP development, Print services, pretty much anything you can think of, as-well as Contract work for certain CCTV projects dealing with Juniper switches. I myself, am having trouble putting a label on myself…”

the four major trends
The Four Major Trends

How Consumerization is Taking Place

four important forces are changing the marketplace
Four Important Forces areChanging the Marketplace








Big Data



& Predictive



trend 1 mobility
Trend 1: Mobility

Work, play and communicate

in the palm of your hand

smart phones go mainstream in 4 years
Smart Phones Go Mainstream in 4 Years

Over 50% of US Adults as of 2013

mobility is changing the world
Mobility is Changing the World
  • Mobile phones will exceed world population in 20141
  • 40% of US Information workers regularly work remotely2
  • Info workers typically use at least 3 different mobile devices3
  • 40% identify mobile phone as their primary business device4
  • 60% of Info worker devices are both business & personal5
  • In 2014, sales of smartphones and tablets will exceed PCs by 8:16


2. (Forrsights Workforce Employee Survey, Q2 2012)

3. Avaya Survey of Consumers in US and UK.

4. Frost and Sullivan, Boost the Bottom Line with Mobile UC;

5. Forrester, “Info Workers Using Mobile And Personal Devices For Work Will Transform Personal Tech Markets” February 22, 2012:


byod empowers end users
BYOD Empowers End Users

Information workers move into the driver’s seat

  • Using a growing variety and number of devices to get work done.
  • Bringing their own technology to work or using it for work
  • Blending work and personal tasks and devices
  • Embracing vendors new to enterprise IT, such as Apple and Dropbox
  • Empowering themselves to invent new business tactics and strategies

Forrester, Info Workers Will Erase The Boundary Between Enterprise And Consumer Technologies

trend 2 social networks
Trend 2: Social Networks

Sharing opinions & experiences

social media not just for kids
Social Media not just for Kids

social media changing sales service
Social Media Changing Sales & Service

By 2017, 80% of Fortune 500 companies will have an active customer community, up from 30% today.

  • Buyers are now 50% of the way through the decision process before they ever speak to a salesperson
  • 80% of B2B customers follow social media content
  • 32% of B2B customers create social media content, including ratings, reviews, blogs & tweets
  • Social Media drives new service expectations
trend 3 big data
Trend 3: Big Data

Tracking & Predicting

data analytics
Data & Analytics
  • Big Data spending is exploding, growing by 30% in 2014, to $14+ billion.
  • Big Data is focused on further enabling and monetizing social and commercial interactions
  • Google ads are an example Big Data at work on your click-stream
  • Data is now cloud-enabled
big data transactions interactions observations
Big Data =Transactions + Interactions + Observations

big data powers the net watches you online
Big Data Powers the Net, Watches You Online

Data Powered:

  • Firefox Lightbeam Reveals:


650 million items, predictive


3d party sites

connected to browser when viewing CNN


300 million users


26 million users, predictive

trend 4 cloud computing
Trend 4: Cloud Computing

& Deployment Strategies

where is the cloud
Where is the Cloud?
  • Personal Data & Applications
  • Publicly-Hosted Data & Applications
  • Privately Hosted Company Data & Applications

Corporate cloud spending will exceed $100 billion, growing by 25% in 2014

cloud adoption is slow for small business 100
Cloud Adoption is Slow for Small Business (< 100)
  • Email is most popular
  • Data backup, personal productivity are next
  • 10% is maximum rate of adoption
  • Most apps 5% or less adoption rate
midsize businesses adopt more cloud
Midsize Businesses Adopt More Cloud
  • MSFT Office 365 top application – 27.1%
  • Median adoption 16%
  • Top 10 apps all over 10%
enterprise businesses adopt most cloud
Enterprise Businesses Adopt Most Cloud
  • MSFT Office 365 top application – 28%
  • Median adoption 22%
  • Top 10 apps all over 20%
who else likes cloud
Who Else Likes Cloud?

Growing Vendors

Venture Investors

Lower initial investment

Lower risk

Validate traction

Invest in brand & marketing, not sales

  • Single codebase saves money
  • Lower up-front expense
  • Sell online
  • Minimal sales team
  • Many pricing models
  • Easy to adopt


  • Cutting edge
  • Vision statements
  • Bold stands possible
design goals simplicity completeness a complete solution for midsize companies
Design Goals: Simplicity, CompletenessA Complete Solution for Midsize Companies

Contact Center


UC, Mobility and Voice




Avaya Comprehensive Midmarket SolutionBuilt on IP Office - Power with Simplicity and Value

thank you

Bob Williams