Guy Cranswick was an IBRS advisor between 2002 - 2017 who covered Google (Apps and Search), broadband/NBN, Web 2.0 technology, government and channel strategy, including areas of business productivity. Guy had worked in the UK and France as Strategy Manager for Initiative Media and director of European operations for Modem Media (Poppe Tyson), the first online marketing and development company. In Australia, Guy was Senior Analyst at both Jupiter Communications and GartnerG2 covering online technologies and strategy in Asia-Pacific. He has published analytical articles in business and technology media, including the AFR, and was the winner of the Australian Institute of Management 2003 essay prize on the topic of corporate communications.
Conclusion: Since the inception of Bitcoin, the blockchain is now viewed as a potential technology improvement to many ordinary transaction and data storage functions. The financial sector has led the way, from investment banks to stock exchanges, but deployment of the blockchain has application in other industries. Its clear advantages may yield much efficiency leading to reduced costs. Organisations should examine how and when they might adopt the technology.
01 April 2016
Conclusion: Return on investment is the touchstone of business investment success. Within marketing and in practice its use and definition is imprecise. The lack of precision is a challenge for marketing to the degree that it is difficult to assess its value in various dimensions.
Marketing and IT business case managers need to establish the baseline rules for return on investment and put them into practice for the long term.
- Governance & Planning
01 March 2016
Conclusion:Within the ICT industry new technology is deferred to as the catalyst of innovation. While this is partially true at the current time and over the next 3-5 years, the shifting structure of the wider economy is the more likely agent of transformation, and even perhaps of disruption, which will be seen through the adoption of various technologies.
- Governance & Planning
01 February 2016
Conclusion: The standard method to assess the future is through the type and function of technologies. The starting point is the way new technologies modify processes and thereby rebalance requirements and outputs. An alternative approach is to examine how executive management will adapt to technological innovation because management maintains longstanding principles and objectives which are noteworthy in the implementation of technologies.
Conclusion: The term ‘digital disruption’ exerts a powerful cocktail of possibilities. While the term has limited application in specific cases, its general use has diluted its meaning. Whether this is significant may be judged individually but the general use of digital disruption to any and all events coinciding with the introduction of new technologies is misleading.
For the most part executives and strategists can understand technologies and their implementation as progressive evolution. This is especially true for buyers of technology. For some technology vendors and industries the effect of digital technologies may be disruptive, even destructive, insofar as markets, capital and stock value are lost.
- Governance & Planning
05 November 2015
Conclusion: The return on investment in big data and associated analytics projects has been generally positive. It is more likely that returns over the longer term will grow too, provided strategic aims are established. The promise of big data hinges on information analysis, and therefore organisations must be clear as to use and application of the insight.
Conclusion: The Australian market presents serious problems to marketers. The situation has been foreseeable for the last two years. The situation is likely to soften further, which will constrain their capacity to seek growth.
Solutions are available and require reappraisal of strategies and objectives. Applying intelligence and the right tools should help organisations steer through the variety of conditions ahead.
In the search for a competitive edge more organisations are looking to activity-based working (ABW). It is not a quick or low-cost option. Some of the apparent benefits and merits may also lack demonstrable certainty. However, the workplace is changing rapidly for some types of information workers. IT should understand ABW, its potential and pitfalls, and be prepared to engage the rest of the organisation.
In this IBRS Master Advisory Presentation (MAP), IBRS outlines the high-level issues, surrounding ABW from both business and technology viewpoints. This MAP is designed to guide and stimulate discussions between business and technology groups and point the way for more detailed activity. It also provides links to further reading to support these follow-up activities.
The MAP is provided as a set of presentation slides, and as a script and executive briefing document.
- Workplace Innovation
11 August 2015
Conclusion: A high dependence on a small range of technologies can reveal and extend weaknesses in marketing strategies. Coupled with the development of mobile applications to enhance their brands, marketers have moved to one-to-one communications which entails relatively increasing marginal costs because the efficiencies of scale are discounted. The focus on metrics and CRM in order to gain a comprehensive view of customers should aim to improve marketing activity efficiency, which also includes investments.
01 August 2015