Recently in Business Strategy Category

Every once in awhile, something nice happens.  I was referred to Jeff Cerny of TechRepublic for an interview re: my passion and background for business service management.  Jeff did a great job of capturing the core of why I believe the time for BSM has arrived, and why it is a critical consideration in moving IT out of the geek house and into the business partner role.  He's added a few things associated with high tech marketing and presentation skills, but the essence of this interview deals with the importance of BSM moving forward.

For those of you who live on another planet, e.g. Venus, or in another country, which has no interest in what goes on here in the UK, e.g. most of you, we are going to have a General Election soon. This means we get to choose who is going to make a complete hash of running the place for the next five years, whilst they line their pockets with our hard-earned cash. (If you think that's cynical, you should have seen my initial version!)

I recently had the pleasure of interviewing Robert Urwiler, the SVP and CIO at Vail Resorts Inc.  Yes, this is the Vail ski resport in Colorado. They also own and manage 5 other mountains, resort hotels and more. It is rougly a $1 billion business. As a side note, I would highly recommend visiting a few of their websites for the experience alone -- I wouldn't be surprised if they win a few design awards. In particular, drop by the Keystone Resort site and check out the immersive video of Prospector run.

I wanted to share a project that was driven by IT initially which resulted in a BSM initiative that has become a significant differentiator for their highly competitive business. The approach landed Vail Reports on the list of CIO's 22nd annual CIO Awards and resulted with Robert on the cover of CIO Magazine.

Tactically Vail Inc. needed to replace an old fleet of bar code scanners that are used to validate guests at lift gates on the mountain. RFID was the natural replacement technology for bar codes and had been used successfully in Europe. It would have been easy to just use what others had already done. But the leadership at Vail wanted to differentiate the guest experience and learn more about guest patterns on the mountain.

The CIO made the case for investing in UHF RFID, which was higher risk and more costly, but met the requirements of the business. What looked like a tactical move to replace older technology resulted in a strategic decision for the business. This is a great example of how BSM principles lead to strategic business advantage. 

Utilizing UHF RFID and Wi-Fi infrastructure, Vail has been able to deliver a unique guest experience at the lift gate and can track guest patterns across the mountain which was not possible before. Knowing where the guests are skiing allows them to execute highly targeted marketing programs to promote offers on and off the mountain. 

For the details on the story see the article in the RFID Journal. 

A February 2nd 8-K filing by BMC http://tinyurl.com/yax23u3 indicates the Dev Ittycheria is out. Bob Beauchamp will again take up the task of leading the Enterprise Service Management (ESM) side of the business, i.e. all non-mainframe-focused products. We're assuming Dev will return to the entrepreneurial roots where he performed so well.

There are a number of conclusions that could be drawn from this change ranging from the fate of the Cisco partnership to, well, just think of the rumors that have swirled around BMC over the last 2 years. Speculation on internal politics is risky and ultimately pointless. We'll stick to conclusions based on our own experiences with and knowledge of the company.

For our part, we anticipate a return to aggressive support and advancement of BSM. We think that BMC will move away from concentrating on BSM as strictly a marketing concept. It presages a return to the aggressive thought and product leadership in defining and implementing BSM that has been historically demonstrated by BMC. The result will be increased competition that will benefit both customers and IT.

Personally, we're happy to see this change. We think the coming year will prove to be much more interesting and action filled as a result. 

Register for our monthly newsletter, and download "Creating Strategic Differentiation with Information Technology" - a diagnostic for IT executives - by John Hagel III.

Here's what John says to frame the discussion:

IT alone cannot create strategic differentiation - it is only an enabler. IT creates options that must be effectively exploited through focused business initiatives.

Nick Carr is right: competitors can copy virtually any individual business initiative leveraging information technology. This has three implications:

1. Companies must aggressively measure return on IT investment - companies often over-estimate the differentiation available from IT investment and under-estimate the investment
required

2. Building institutional capability for continued initiatives is the only real source of sustainable advantage

3. Since individual initiatives provide only fleeting advantage at best, it is helpful to define a longer-term strategic direction that can provide a context for waves of initiatives that reinforce each other and accelerate movement towards longer-term areas of opportunity

The document is made up of diagnostic questions in four key sections, to help you think through how to create strategic differentiation with IT:

I. Do you know where you are going?

II. Are you achieving as much impact as possible?

III. How do you define success?

IV. What is required to move even faster?

Don't just sit there - sign up for our newsletter, and download your copy now. >>

By Bill Keyworth and Annie Shum

A fantastic BSM article appeared last week (1/18) in InfoWorld entitled "Run IT As a Business - Why That's a Train Wreck Waiting to Happen."  The author, Bob Lewis, identified the futility of IT organizations continuing down the same broken path that is not connecting IT with their business counterparts ...yet he sees too few IT executives who are willing to initiate the necessary BSM changes.  One of Bob's central messages to IT is that "no one inside your company is your customer."  Fairly basic principle ...but highly compelling to initiate change in the way IT performs their labors.

Bob provides some outstanding examples of IT executives that struggle with providing the "same old ...same old" IT services to business people who can't see the benefit of paying what they perceive as premium prices for products and services that they see advertised elsewhere for a fraction of the cost; or who fixate on short term deliverables that are "good enough" but don't address the company's strategic business opportunity for the longer term; or who won't document requirements in a way that ensures IT can deliver on expectations.   In these cases, IT consistently finds itself in a defeatist catch-up mode.

The article provides some common-sense advocacy that running "IT as a business" ensures that IT doesn't satisfy corporate business needs.  It's an interesting twist to the dichotomy of how BSM is perceived by IT versus how BSM should be positioned and executed by IT.  Bob concludes with a vision on what an IT organization actually does and looks like when it is integral to the business community, and not an add-on cost center that depletes profits.  Again... great BSM article!

With the British economy haemorrhaging £180 billion this year, mostly caused by the banking bailout, but not just the Banks are causing the problem. The National Health Service (NHS), the 3rd largest employer on the planet and an annual spend of £100 billion (that is 100 thousand million pounds to you and I, or £1,666 per Man, women and child in the UK per annum !). Just to add to this budget the UK government decided back in 2002 (and it's not due to complete until 2014) to create a "central spine" of IT for the entire NHS for:

• Patients' records to be electronically available to any GP or hospital in England, thereby replacing local NHS computer systems
• Other services include electronic prescriptions, an e-mail and directory service for all NHS staff, computer accessible X-rays and a facility for patients to book outpatient appointments online
• It is the largest single IT investment in UK - costs are expected to hit £12.4bn over 10 years to 2013-14
  

Can you a) believe the costs involved here, and b) believe that the 3rd largest employer on the planet does not have email services across all its employees?

I'm sure Microsoft or Google would have provided a stand-alone secure service to them if they'd asked! Tell me one other major business that does not have their employees reachable via Email? No wonder changes in policy and efficiencies are rare if they cannot quickly communicate to their staff. But just this week they have announced that because of the budget deficit they will need to cut this £12.4 billion budget down by £600 million.

My view is that no commercial business could afford this kind of project and more importantly if they did, it would have to be delivered well within 12 years. Now the saying goes that a week is a long time in politics, but 12 years is a really long time for an IT project, especially considering how quickly this industry evolves and progresses. I imagine that if this plan were to be considered today, cloud computing would be considered, which, again in my opinion, would speed the roll out and connectivity of all the major suppliers and NHS divisions.
 
Whilst I agree all this access to connected data across the NH Service makes sense to avoid the slow paper trial and minimise errors in typing and re-tying, it also raises the issue of privacy of data. Abuse of this information could be rife, with pharmaceutical companies willing to pay vast sums to access the data for analysis to determine which drugs they sell should be targeted at what audience. Insurance companies wanting access to determine risk and exclusions whereas today most people are entitled to medical insurance without even a check-up.

Would the Police Service  gain access for DNA matching, thus circumventing the debate over a central Police DNA database? The list goes on.

Some "selling" of the data if approved by the NHS client (the public) could actually go some way to recovering the cost of the project, a business (nasty word in Government circles!) plan.

Now, I believe, that we in the IT Service industry should get involved in these debates, perhaps through bodies like the ITSMF, British Computer Society etc . we have a lot to offer in terms of experience and insight. These large multi-year projects need to be reviewed and revised annually to ensure that they keep up with technological advances and prevent the completed project being outdated and almost inoperable.  IBM's market capitisation today on the Nasdaq is around $166billion, approximately the size of the NHS annual budget and with less employees. Perhaps they could provide infrastructure and service advise based on their own internal connectivity and I'm sure they did not spend 12years to obtain it at a cost of £12.4 billion!

Government really do live in a world of their own with no concept of business acumen or reality, if only they were held accountable by the people to the same extent that shareholders hold businesses accountable, we may actually achieve value for money, in a timely, cost effective manner. Look out America, if you go for Health reforms, consider who will run it, and those hidden costs and data debates!

Is your company’s IT department passionate about their work?

If not, then perhaps you’re not letting them solve problems…  Passionate IT solves problems - not just for IT, but for the business.

More from John Hagel on pursuing passion »