Understanding the market and connecting with customers

Engaging effectively with the market to drive new and sustainable business, while developing profitable longer-term relationships, requires an intimate knowledge of customers and their priorities. We have pulled together materials in this section to help as you look to optimise your go-to-market plans and activities.

Our Content:

VMware’s breadth and depth impresses, but is it still a safe bet?
8 December 2022

At the recent VMware Explore conference in Barcelona[...]

What’s up with Google’s plan to supplant SMS and drive mobile e-commerce?
9 August 2022

Ask most people what RCS stands for, and you’ll probably get a blank look.[...]

HP Inc’s Poly opportunity: look beyond devices and software to a real collaboration strategy
29 June 2022

Could its takeover of workspace collaboration specialist Poly[...]

Got a strong story to tell? Don’t settle for a place in the chorus
6 December 2021

Have you lost your voice? Or is the market just not hearing you?[...]

Is it a Suite, Package, Bundle or Platform?
12 October 2021

People have been selling collections of products and tools for centuries, and with the advent[...]

Photo by Sebastian Herrmann on Unsplash
Where vendors too often go wrong: SMBs need enterprise-grade IT too
5 October 2021

For far too long now, many vendors seem to have assumed that the IT requirements[...]

So many ways to pay for IT
25 June 2021

Which best suits your needs?[...]

EDSFF: a new standard for enterprise SSDs
13 May 2021

Bringing NMVe up to date with the needs of the data center[...]

Remember when cloud was going to kill the IT channel?
18 March 2021

Throwback Thursday: taking a regular stroll in the Freeform Dynamics archives. [...]

Why Slack?
Why I’m uneasy about the Salesforce Slack acquisition
17 December 2020

Analyst Opinion: Most coverage on the Salesforce acquisition of Slack has focused on the industry[...]

Seeking storage flexibility, scalability and automation
10 November 2020

Can Software Defined Storage provide some answers?[...]

It is time to reconsider Server Based Storage
5 November 2020

What you thought you knew about storage has changed[...]

Key factors in the network security buying decision
17 September 2020

How – and why – network security professionals select solutions and suppliers[...]

Lifecycle Management of HCI Systems
30 July 2020

Every element of the solution needs attention[...]

The pain of intermittent problems
10 October 2019

Can data centres handle sporadic faults?[...]

The non-volatile memory opportunity
7 June 2019

Why NVM matters[...]

The truth about software reliability
19 February 2019

Research results: It's not just about quality[...]

Optimizing the software supplier and customer relationship
30 January 2019

Insights and lessons from the sharp-end[...]

Content priorities in the IT decision cycle
10 January 2019

Optimising your digital asset portfolio for maximum impact[...]

Operational Feedback and People
13 November 2018

The overlooked element of DevOps[...]

Disrupting workforce stereotypes through digital transformation
19 February 2018

The workplace has always been the visible face of change, shifting between evolution and revolution[...]

How will Apple increase its market relevance in 2018?
9 January 2018

Belief systems have a time and place[...]

Is Hybrid Computing Taking Place?
21 November 2017

Research reveals the reality of hybrid computing[...]

The politics and practicalities of IT procurement
8 November 2017

Is cloud becoming a strategic disrupter?[...]

Socitm 2017 Annual Conference
13 October 2017

Public sector IT practitioners snatch a few hours to think, listen and learn[...]

Storage modernisation
19 September 2017

An evaluation and decision guide for IT teams[...]

Investing in data storage
19 September 2017

A guide for business executives[...]

A Finance Perspective on Storage Investments
19 September 2017

Getting past ‘No’ with your CFO[...]

Six key questions to ask before buying storage
19 September 2017

Don’t let a pushy sales rep trap you into an unwise purchase[...]

How can you discuss storage with business people without losing their attention?
19 September 2017

Thankfully, the days when IT was seen simply as an unwelcome but necessary cost are[...]

The trouble with business executives…
10 March 2017

When IT teams and their colleagues within the business get along, life is good for[...]

IT pros speak about frustration with AFA vendors
8 March 2017

As part of a recent survey we asked a panel of IT professionals to give[...]

IT Decision-Making in the Digital Age
3 December 2016

Making the right technology investments in today’s fast moving digital age can mean the difference[...]

Desktop budget wrangles
1 December 2016

Whose device is it anyway?[...]

A peek behind the AI bandwagon
10 October 2016

When an important topic or trend gives rise to a marketing and media bandwagon, any[...]

Managed Services in the Data Centre
1 September 2016

From stability to agility Data centres have been around a long time during which various[...]

AMZN, AAPL, GOOGL, FB, and MSFT
12 August 2016

With a combined market capitalization of $2.3 trillion, Amazon, Apple, Google, Facebook, and Microsoft hold[...]

Timeless principles of selling
1 June 2016

When I first moved into software sales about 25 years ago, my then boss gave[...]

A higher impact approach to IT investment
21 March 2016

In a nutshell You may have doubts about the value for money or level of[...]

The dangers of digital smokescreens
21 March 2016

A recent global study (1,442 senior respondents) revealed that those reporting particularly good returns from[...]

The telecom transformation journey
1 March 2016

The services offered by telecom companies provide some of the best examples of digital customer[...]

If you think DevOps is BS, you may be a victim of bandwagon marketing
20 February 2016

I’ve been coming across more DevOps naysayers and sceptics recently. Whether online or face-to-face, I[...]

Stressed Networks Create a Channel Opportunity
17 December 2015

No one needs telling that the pressure on their network infrastructure is growing. In fact[...]

Justifying end user computing investments
10 March 2015

In a nutshell Device proliferation and loss of control over at least some end user[...]

Industry analysts and the IT decision cycle
20 January 2015

By Dale Vile Industry analysts provide information, insights and guidance to help technology buyers and[...]

Taming the procurement elephant
19 December 2012

The cost of supplying IT services inside businesses has never been more visible with considerable[...]