Thought Leader Series

The Impact on Marketing of a Move to Cloud

November 18, 2010
5–7:30pm GMT
Fujitsu, London

Overview

Being hosted by Fujitsu in London, the event will run from 5pm to 7.30pm, and during that time you will hear different views on how marketers within technology organisations will need to adapt as their offerings move further towards the cloud, including: new business models; the changing buying process; the shift towards business decision makers; and the impact on relationship building and loyalty.

During this session we will hear from a number of speakers who will share their own perspectives on the impact a move to cloud has on marketing. Speakers include:

Dr Katy Ring, Director of K2 Advisory. Katy will share some of her research and analysis on the buying and customer relationship management changes induced by a move to the cloud;
Calum Murray, Global Head of Cloud Strategy, Capgemini. Using examples from his recent experience leading Capgemini’s team responsible for their contract with Royal Mail Group, Calum Murray will share his own understanding of the new business models brought about by the move to cloud and how this is changing the way we need to relate to and engage with customers;
Dr Will Venters, London School of Economics. Following a recent research project on the use of Cloud Computing, Will will share some early insight on the changes he sees happening within business processes and relationships, together with the impact on those relationships of distributed work practices.

Attendees to this event will get an understanding of the impact a move to cloud will have on marketing, and in particular on the buying process and relationships.

This session is being hosted by Fujitsu in their offices at 22 Baker Street, London.

Speakers

Dr Katy Ring
Director K2 Advisory

A renowned analyst, Katy was previously a Principal of Bathwick Group before founding K2 Advisory. Katy also set up NelsonHall’s ITO research capability. Prior to that she spent 12 years at Ovum leading research into the opportunities for emerging software and services markets as well as developing the company’s Outsourcing Practice. Before her tenure as a Principle Analyst and Practice Leader at Ovum, Katy was a journalist with publications such as Computer Weekly and Computergram, and was a founding editor of Software Futures.

Over the years Katy has developed a specialist research capability focusing on areas where the global IT service delivery model is changing. These areas include: Cloud services, industrialisation and automation, innovation, sustainability and world sourcing of labour. Dr Ring holds two degrees: an Honours degree in politics, philosophy and history from the London School of Economics; and a PhD in the popularisation of science from the University of Kent in Canterbury.

Calum Murray
Global Head of Cloud Strategy, Capgemini

Calum Murray is Capgemini’s Global Head of Cloud Strategy. He has been working with leading consultancy companies for over 12 years, and for the past 3 years has developed and led Capgemini’s transition to providing on-demand (Cloud) solutions to its clients. More recently, he has been appointed to assist Capgemini in developing its global Cloud strategy and services, enabling clients to deploy and exploit on-demand IT services as part of their overall IT strategy.

Dr Will Venters
London School of Economics

Will is a member of faculty within the Information Systems and Innovation Group, part of the Department of Management at the London School of Economics. His main research interests include Utility, Cloud and Grid Computing; Distributed Work Practices; and Knowledge Management and Communities of Practice. Will is currently researching various Cloud Computing issues, and runs a blog on Utility, Cloud and Grid Computing http://utilitycomputing.wordpress.com/

How to Register

The event is limited to 40 attendees so please register early to ensure you are allocated a place by contacting us at marketinguk@itsma.com

European Members:

ITSMA Europe members can attend this event for 1 membership credit. If you would like to attend, or would like to discuss the attendance of someone else, please contact Barbara Dadak on +44 (0)118 903 6117 or at marketinguk@itsma.com

Other Attendees:

If your organisation is not a member of ITSMA Europe, the fee to attend this event is €700. If you would like to attend, or would like to discuss the attendance of someone else, please contact Barbara Dadak on +44 (0)118 903 6117 or at marketinguk@itsma.com

ITSMA specializes in helping companies market and sell services and solutions. As part of our annual client program we work with the world's leading technology, communications, and professional services firms to generate new business, strengthen customer loyalty, and increase brand differentiation. Through research, consulting, training, and community we provide the insight companies need to improve marketing impact, sales performance, and business results. ITSMA is based in Lexington, Massachusetts, and has offices in the United States, the United Kingdom, and Japan. Learn more at www.itsma.com.

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