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Opinions expressed on this blog reflect the writer’s views and not the position of the Capgemini Group

Stop undifferentiated, bland marketing messages!

You may have caught an (as always) astute publication from Gartner called, “Gartner Says Service-Led Solutions Will Displace Traditional Sourcing Approaches Through 2015”. On the face of it, this headline may seem to be stating the obvious but analysts like Gartner and service providers like Capgemini have recognised that, behind the headline, a significant change of corporate mindset is required. I’ve written about this before when I asked if we were witnessing the end of traditional IT outsourcing.
However, I wanted to concentrate on one particular directive by Gartner. In their recommendations to IT service providers, they instruct us to “Stop undifferentiated bland marketing messages” (so, just to warn you, the rest of this blog will be about marketing).
I’m hoping regular readers of the CTO Blog will agree that I have been advocating this message for some time. For too long, outsourcers have focussed on the ‘cost out’ message and, frankly, that has become tiresome, even irritating, to those buying an IT service.
In my experience, the canny CIO wants to know how an IT service provider can provide business value and help her business to differentiate themselves in their market-place. Certainly, cost reduction is important but not at any price. Cost reduction is not an excuse for poor service and should certainly not inhibit a business from innovating and deriving real business value from its IT suppliers. This is a key tenet of our Service Integration & Orchestration value propositions and will continue as we help our clients towards, what Gartner terms, service-led solutions.

About the author

Adam Lewis
Adam Lewis
Adam Lewis is an internationally experienced CTO, Technology Strategist and Enterprise Architect, with a passion for technology. Adam has the responsibility for developing the 'next generation' Infrastructure business and services strategy, including 'Cloud'. As part of Capgemini's Infrastructure Service leadership team he drives the development of strategies that enable and accelerate sustainable profitable growth. Adam has spent over fifteen years in senior business technology advisory, consulting and IT development roles across many sectors including financial services (banking & insurance), central government, healthcare, transport and manufacturing. He is a recognised thought leader and technology evangelist who enjoys helping organisations transform their businesses from old-world models into highly competitive, agile organisations using technologies as an enabler. Apart from his passion for all things technical, Adam loves to travel and play his guitars.
1 Comment Leave a comment
"Cost reduction is not an excuse for poor service and should certainly not inhibit a business from innovating and deriving real business value from its IT suppliers." ---- Customers always look upon how a certain company extends their services. Cost-cutting is important but it should not wholly affect the company's services.

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