Freeform Dynamics Analysts

Dale Vile, Research Director & CEO

Call: +44 (0) 7773 777995 Email: dale@freeformdynamics.com


Dale is a co-founder of the business, who today looks after Freeform Dynamics’ core primary research program. This tracks IT-related buying behaviour and the impact of technology investments among mainstream enterprises, SMBs and public sector organisations.

In addition to his comprehensive insight into how the IT industry hangs together overall, Dale has a strong and practical understanding of IT decision-making from both sides of the fence. During his 30 year career, he has worked in enterprise IT delivery with companies such as Heineken and Glaxo, and has held sales, channel management and international market development roles within major IT vendors such as SAP, Oracle, Sybase and Nortel Networks. He even spent a couple of years managing an IT reseller business for Admiral Software.

Dale has been involved in IT industry research since the year 2000 and has a strong reputation for original thinking and alternative perspectives on the latest technology trends and developments. He is a widely published author of books, reports and articles, and is an authoritative and provocative speaker.

Notable areas of expertise:

• IT strategy, planning and investment
• IT governance, delivery and management
• Market and channel development
• Primary research design and analysis
• Influence and decision-making
• High impact writing and speaking

Tony Lock, Distinguished Analyst

Call: +44 (0) 7711 719113 Email: tony@freeformdynamics.com


Tony is an IT operations guru. As an ex-IT manager with an insatiable thirst for knowledge, his extensive vendor briefing agenda makes him one of the most well informed analysts in the industry, particularly on the diversity of solutions and approaches available to tackle key operational requirements. If you are a vendor talking about a new offering, be very careful about describing it to Tony as ‘unique’, because if it isn’t, he’ll probably know.

To keep everything balanced and grounded, Tony is intimately involved in Freeform Dynamics’ Community Research Programme, through which he stays in close touch with how needs are evolving within the IT and business community around IT service delivery. This includes all aspects of systems infrastructure and management, from desktop, through servers, storage and network, to mainframe, with particular attention paid to alternative delivery models – cloud computing, managed services, IT financing, etc.

From an advisory perspective, Tony’s comprehensive knowledge of the solution and best practice landscape makes him ideal for those who want help in understanding their options rather than having a canned set of recommendations thrust at them. His focus on core principles and his forthright but open-minded views on technology also make Tony one of the most sought after speakers in the industry for keynotes, roundtables, webinars, and so on.

Tony has a strong IT practitioner background, having held IT management positions at companies such as BP and BT, and has also worked on the vendor side of equation at Amdahl. He became an industry analyst in 2000, has been with Freeform Dynamics since 2007, and is currently based in Germany, but also spends significant time in London and other locations around the world.

Notable areas of expertise:

• IT delivery and operations
• Datacentre infrastructure and management
• Information management and protection
• Security, privacy and compliance strategy
• IT related strategy and decision-making
• High impact speaking

Bryan Betts, Principal Analyst

Call: +44 7753 863242 Email: bryan@freeformdynamics.com


Bryan is a technology enthusiast and industry veteran. He has been analysing, explaining and writing about IT and business in a highly engaging manner for around three decades. His experience spans the early days of minicomputers and PC technology, through the emergence of cellular data and smart mobile devices, to the latest developments of the software-defined age in which we all live today. Over his career, Bryan has seen at first-hand how IT changes the world – and how the world changes IT – and he brings that extensive insight to his role as an industry analyst.

Bryan originally trained and worked as an electronics and production engineer, then moved into journalism and quickly found his place as an editor/analyst. He has written for daily, weekly and monthly publications, on paper and the web, and has appeared on TV and radio. His background also includes starting up The Register’s storage channel and co-writing Dataquest’s inaugural European Mobile Computing and European Data Storage Market reports.

Immediately prior to joining Freeform Dynamics in mid-2016, Bryan was operating as a freelance writer and commentator. Within the Freeform team, he now covers a emerging trends and developments in IT infrastructure, information management and mobile technology, with a particularly keen eye on the role of open source platforms and tools.

Notable areas of expertise:

• Emerging storage, converged and hyper-converged architectures
• The evolving role of cloud computing in IT service delivery
• Effective use of open source in an enterprise IT environment
• Information management, security and governance
• Mobile technology, security and governance
• High impact writing

Jack Vile, Graphic Design / Data Visualisation

Call: +44 7873 118045 Email: jack@freeformdynamics.com


Jack is the youngest member of the Freeform Dynamics team. Born in 1995, it is debatable whether he falls into the Generation-Y/Millennial or Generation-Z/Post-Millennial category. Either way, he is a definitely a ‘digital native’ that has never known a world without the internet or mobile phones. This gives Jack a unique perspective on the IT industry, which is invaluable when providing input into research design, interpretation and presentation.

In his role as a graphic designer and data visualisation specialist, Jack combines creative skills with a knowledge of IT research to ensure that Freeform Dynamics’ output is both appealing and engaging. Since joining the company, Jack has helped to transform the way the team thinks about communicating information and ideas more effectively, and our clients really appreciated this aspect of our output in today’s digital world.

During his education, Jack has majored heavily on a combination of technical and creative disciplines, and brings this powerful blend of skills to bear on his work at Freeform Dynamics.

Notable areas of expertise:

• Data analysis and visualisation
• Graphic design and web/desktop publishing
• Effective writing

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