1. The Consumerisation of IT
VMUG Meeting, Leeds, 11th October 2011
Dale Vile
CEO / Managing Director
Freeform Dynamics Ltd
www.freeformdynamics.com
Copyright 2011 Freeform Dynamics Ltd 1 Copyright 2011 Freeform Dynamics Ltd

2. About Freeform Dynamics
Industry analyst firm
Track IT industry developments and offerings
Track the evolution of IT related activity and needs in business
Advise both end user organisations and suppliers
Research approach
IT vendor and service provider briefings
Large scale studies ‐ face to face, telephone and online
Community research programme
Investigate strategy, business case, architecture, best practice
Vendor patronage model allows free distribution
Media partnerships for both input and output
Copyright 2011 Freeform Dynamics Ltd 2

3. Questions we will address
What is consumerisation?
To what degree is it happening, and what
form is it taking?
What’s driving or encouraging activity?
What are the perceived benefits and risks,
and how well are the latter being handled?
How can consumerisation be managed?
Copyright 2011 Freeform Dynamics Ltd 3

4. Research input
Online survey completed September 2011
1,600 respondents, predominantly IT pros, UK/USA/RoW, all org sizes
Self‐selection skew towards those seeing or involved with consumerisation
Full findings published in report:
The Consumerisation of IT
A question of freedom versus control
Available for download from www.freeformdynamics.com
Copyright 2011 Freeform Dynamics Ltd 4

5. Consumerisation in a nutshell
Greater Ease of Unilateral
technology acquisition adoption of
and service and solutions by
usability deployment employees
Personal equipment
e.g. home PCs, laptops, tablets, smartphones
Internet services
e.g. social media, collaboration, storage
Copyright 2011 Freeform Dynamics Ltd 5

6. What is your organisation’s current stance on the
use of personal equipment for work purposes?
Encouraged
Banned 5%
21%
About half
discourage or Accepted
ban use of 28%
personal
equipment
About half
encourage, accept
or tolerate personal
Discouraged kit use
29%
No clear
stance
17%
Copyright 2011 Freeform Dynamics Ltd 6

7. What percentage of your workforce would you estimate is
using personal equipment (of any kind) for work purposes
today?
0% 5% 10% 15% 20% 25% 30%
More that 75% of employees
50% to 75% Approx
85% seeing
use of
25% to 50%
personal
equipment
10% to 25% for work
Less than 10%
Hardly any
Unsure
Copyright 2011 Freeform Dynamics Ltd 7

8. What percentage of your workforce would you estimate is
using personal equipment (of any kind) for work purposes
today?
Percentage of respondents within category
0% 20% 40% 60% 80% 100%
Encouraged
Organisation’s
Accepted
current stance on
the use of personal No clear stance
equipment for work
purposes? Discouraged
Banned
Discouraging or even
banning use of More than three quarters
personal kit for work Proportion of A half to three quarters
reduces but does not overall workforce A quarter to a half
prevent unwanted A tenth to a quarter
using personal Less than one in ten
behaviour equipment Hardly any
Unsure
Copyright 2011 Freeform Dynamics Ltd 8

9. Would you highlight any of the following types of
employee as being particularly keen on using their own
equipment for work? 0% 10% 20% 30% 40% 50% 60% 70%
IT staff
Senior business managers/execs
Creative/Design staff
Middle managers within the business
Field engineers/ technicians/ professionals
Marketing staff
Field sales staff Managers and execs
Temporary/contract staff are frequently setting
the precedent
General office workers
Field based blue collar workers
Factory/shop floor/warehouse workers
Other
Copyright 2011 Freeform Dynamics Ltd 9

10. To what degree are the following used across your workforce?
‘Officially’ used ‘Unofficially’ used
0% 20% 40% 60% 80% 100% 0% 20% 40% 60% 80% 100%
Windows
Desktop Mac OS X
Other
Windows
Notebook Mac OS X
Chrome OS
Other
Windows
iPad
Tablet Android
Blackberry
Windows
iPhone
Smart Android
phone Blackberry
Symbian
Other
5-Extensively 4 3 2
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11. To what degree are the following used across your workforce?
‘Officially’ deployed/endorsed ‘Unofficially’ used for work
0% 20% 40% 60% 80% 100% 0% 20% 40% 60% 80% 100%
Instant
messaging
Web
conferencing
Social
networking
Cloud/hosted
storage
5-Extensively 4 3 2
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12. The business technology lag
LAG PERIOD
Broad
adoption
Early
adoption
Broad
Initial adoption
interest Early
adoption
Consumer
Initial Business
activity interest
activity
Copyright 2011 Freeform Dynamics Ltd 12

13. How would you rate the following benefits (or potential
benefits) of allowing employees to use personally acquired
equipment and/or personal internet service accounts for
work? 0% 20% 40% 60% 80% 100%
Increase in employee satisfaction
Increase in end user productivity
User enthusiasm: Kit better exploited
User access to modern/higher spec kit
No obvious
Reduction in training overhead
‘killer benefit’
Faster intro of new ideas/tech to business
Lowering of capital costs
HR: Easier to recruit/keep ‘talent’
Reduction in support overhead
High benefit Some benefit No benefit Actually a problem
Copyright 2011 Freeform Dynamics Ltd 13

14. Variation in perceived productivity benefit by level of
workforce mobility Percentage of respondents within category
0% 20% 40% 60% 80% 100%
More than three quarters
A half to three quarters
Proportion of
A quarter to a half
mobile employees
in workforce A tenth to a quarter
Less than one in ten
Hardly any
High benefit
Case for consumerisation Perceived level of
Some benefit
stronger for mobile workers, productivity
No benefit
but still not a ‘slam dunk’ benefit
Actually a problem
Copyright 2011 Freeform Dynamics Ltd 14

15. Respondent quotes
“The smartphone on the desk in front of your monitor is a
common distraction, and it takes discipline to ignore chatter
from friends. Yes, the argument is that productivity should
be improved in other ways, but in my experience having
your head down over the smart phone has yet to improve
anyone’s productivity here”.
“Initially the consumerisation of IT seems good for users,
but in the end they almost without fail back themselves into
a corner and need IT to solve their problem. They tend NOT
to think in terms of ‘systems’ or wide-scope solutions, rather
they only want to solve their personal problem-of-the-
moment, and the needs of the organisation are at best
secondary”.
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16. Respondent quotes
“Support is hard enough when everyone is on standardised
kit, if we had to support a rainbow of devices bought from
high street retailers, how on earth would we keep our
SLA's”.
“What about when you can't do any work today because
your hard drive has packed up, you have to take your PC
back to the retailer?”
“Support contracts need to be considered with personal kit.
If someone buys a cheap laptop and it breaks and they've 2
days + to get it resolved, that's a cost to the business.”
Copyright 2011 Freeform Dynamics Ltd 16

17. Do you agree or disagree with the following statements?
0% 20% 40% 60% 80% 100%
Users are great at Users often don’t
selecting the best know what they
technology for their needs don’t know
Users can be trusted to Risks arise from
use technology safely and ignorance and/or
securely carelessness
Strongly agree Agree Neutral Disagree Strongly disagree
Copyright 2011 Freeform Dynamics Ltd 17

18. Understanding of customer requirements
Agree or disagree? Source: Freeform Dynamics 2010, 482 respondents
0% 20% 40% 60% 80% 100%
Apple understands the needs of
consumers extremely well
Apple understands the needs of business
users extremely well
Apple understands the needs of IT
departments very well
Totally agree Agree on balance Neutral/unsure Disagree on balance Totally disagree
Consumer focused suppliers often don’t help
Copyright 2011 Freeform Dynamics Ltd 18

19. How much of a concern are the following in relation to the
use of personally acquired equipment and services for
work purposes? 0% 20% 40% 60% 80% 100%
Security
Clear need for
Data loss
policy and process
Compliance
Ability to support users
Support overhead on IT
User distraction (plus associated hidden costs)
Risk of users reinventing the wheel
Equipment fitness for purpose
Cost of users reinventing the wheel
Loss of productivity
Hidden increase in acquisition costs
Major concern Some concern No concern
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20. Presence of essential policy and process
0% 20% 40% 60% 80% 100%
Who can connect, under what circumstances
Which devices can and can't be used
How business data is secured and protected
What will and won't be supported by IT
How software needs to be licensed
Fully in place Partially in place Ad hoc provision Nothing in place Not important Unsure
Some are well provisioned, some are wide open
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21. Policy on who can connect and under what circumstances
0% 20% 40% 60% 80% 100%
Actually encouraged
Generally accepted
Stance on use of
personal equipment No clear stance
for work purposes
Strongly discouraged
Totally banned
Fully in place
Partially in place
Level to which
Those taking a more policy is in
Ad hoc provision
Nothing in place
passive stance are more place Not important
likely to be exposed Unsure
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22. Presence of recommended policy and process
0% 20% 40% 60% 80% 100%
Standards and guidelines relating to the 'suitability'
of devices for business use (specs, form factors,
operating systems, ability to secure, ability to
manage, etc)
Policies and guidelines relating to personal data
uploaded to the corporate network from a personal
device
Procedures to deal with end of life of personal
devices used for business e.g. data removal,
software removal etc
A mechanism through which personal devices are
vetted by IT before connection to the network
Fully in place Partially in place Ad hoc provision Nothing in place Not important Unsure
Copyright 2011 Freeform Dynamics Ltd 22

23. Real motivations
Adoption of
Interest & solutions based
desire more on personal
want rather than
business need
Image & Personal The primary
status ‘benefit’ driver is
human nature
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24. Presence of end user related policy and process
0% 20% 40% 60% 80% 100%
Clear policy
and guidelines
on the Protecting the
consequences
of abuse or business
neglect against the
powerful
Processes to human forces
educate users in play
on policies in
place
Fully in place Partially in place Ad hoc provision Nothing in place Not important Unsure
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25. Stacking the odds in your favour with the right technology
0% 20% 40% 60% 80% 100%
An access and security infrastructure
that can handle unmanaged personal
devices, e.g. limiting access to certain
apps, data and parts of the network
Desktop virtualisation to ease
application and service access on non-
standard devices
Ability to remote-wipe business data
from personal devices when an
employee leaves or a device is lost
Fully in place Partially in place Ad hoc adoption Nothing in place Not important Unsure
Infrastructure and tools are important
Copyright 2011 Freeform Dynamics Ltd 25

26. User virtualisation
Propagating
policies and
settings across
devices
See Freeform Dynamics Smart
Guide for more on this
Copyright 2011 Freeform Dynamics Ltd 26

27. Freeform Dynamics Smart Guides
Available in
hardcopy form
from sponsors
or in e‐book
format via the
Freeform
Dynamics
website
www.freeformdynamics.com
Copyright 2011 Freeform Dynamics Ltd 27

28. Some tips and imperatives to finish
• Acceptance as primarily a business issue
Senior business • IT can help, but does not have the power to control
awareness raising • Ensure governance processes are consumerisation aware
• Proactive local involvement in planning/prioritisation
Minimisation of ad • Provision of choice, but with appropriate boundaries
hoc adoption • Clear policies/discipline around inappropriate behaviour
• Monitor usage patterns to spot trends early
Identify and deal • Don’t get hung up on transient fads and fashions
with user‐led trends • Embrace, substitute or block more persistent activity
• More of an orchestration approach to IT leadership
Facilitate flexibility • Architect systems with hard core and flexible edges
via core IT • Virtualise the edge to handle diversity and personal use
Copyright 2011 Freeform Dynamics Ltd 28

29. Thank You
Questions?
Comments?
Copyright 2011 Freeform Dynamics Ltd 29

30. The Consumerisation of IT
VMUG Meeting, Leeds, 11th October 2011
Dale Vile
CEO / Managing Director
Freeform Dynamics Ltd
www.freeformdynamics.com
Copyright 2011 Freeform Dynamics Ltd 30 Copyright 2010 Freeform Dynamics Ltd