Welcome IdaRose!

It is with great pleasure that we announce the recruitment of IdaRose Sylvester to Team Freeform, as our first US-based analyst. IdaRose was until recently with IDC, where she was covering the Digital Connected Home. However, she has plenty more strings to her bow, notably (from a deep tech perspective) in networking/ telecommunications, electronics and video technologies such as transcoding. Those who know IdaRose from her blog and twitter feed will also be aware of her interests in sustainability and in social networking: she will be bringing all of these coverage areas to bear in her role as program director at Freeform Dynamics.

At the core of IdaRose’s coverage will be what we term ‘the humanisation of IT’. We know from repeated research studies as well as from our own experience that corporate IT decision making is often influenced by the human factor – for example we have seen this in the adoption of the Blackberry as the de facto email device in many organisations, which has been driven as much by personal recommendation as anything more strategic. We see it also in the impact social tools are having on both internal and external collaborations, with suppliers and customers alike. IdaRose’s remit is to get to the bottom of how individual behaviour influences corporate behaviour – and in consequence, on how IT is procured and deployed.

IdaRose will be working closely with Dale Vile, Josie Sephton and David Tebbutt in the ‘people and process’ team (a.k.a. the Peep Squad). It’s important to stress that we have no intention of re-creating the silos of expertise so often used as the foundation for team structures in larger firms. Just as David makes sure the team as a whole remains social media savvy and Josie drives our collective understanding of the service provider beat for example, so IdaRose will keep us all up to speed in her areas of in-depth expertise. It is the big picture insight that arises from this approach, which differentiates our research and analysis from most of the competition.

A well as operating as an analyst, we’re very happy that IdaRose will be representing the interests of Freeform Dynamics in the United States. With IdaRose’s proven track record as a project and relationship manager, along with her high degree of commercial awareness, she fits the bill comfortably. We hope therefore that you will join us in welcoming IdaRose to the independent analyst community in general and to the Freeform family in particular, and we look forward to extending our coverage and deepening our relationships with our clients and analyst contacts as a result.

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Dale is a co-founder of Freeform Dynamics, and today runs the company. As part of this, he oversees the organisation’s industry coverage and research agenda, which tracks technology trends and developments, along with IT-related buying behaviour among mainstream enterprises, SMBs and public sector organisations.