The Global Information Technology Report 2008-2009 states that there are over one and a half billion internet users in the world today. A survey conducted on the business networking site, LinkedIn by Eric Brown, a technological consultant, showed that there are four core challenges that worry business leaders today – talent acquisition and retention, business and IT alignment, lack of a roadmap in terms of IT strategy and outsourcing. A study by Computer Economics in 2007 listed problems such as a growing shortage of experienced IT professionals due in part to the pending retirement of baby boomers in and declining student enrollment in computer science courses. A survey conducted by the Stevens Institute of Technology in 2006 warned that technology and business were still not properly integrated – excessive focus was on technology and not on management and alignment. In 2006, Yankee Group stated that 50% of small businesses felt their greatest IT problem was integrating different applications and systems. Aside from these, technological companies also face another challenge of a short product life-cycle due to the ever-increasing speed of innovation in the industry.
The current economic climate poses a challenge to the IT industry, with bad news all around as revenues fall. Globally, technological spending increased by 2.9% in 2009, falling short of the previously forecasted 4.9%. The state of the IT industry is one that has been affected by the economic crisis, but is also recognised as having much to contribute to the development and growth of organisations through the provision of technological infrastructure, connectivity and innovation.
From the shortage of talent to short product lifecycles, StrategiCom has an innate understanding of the challenges of facing companies in the IT industry. With conglomerates like Microsoft being firmly entrenched in the minds of target audiences as the dominating player in operating systems, companies have had to find new ways of differentiating themselves.
For example, ACT! found its niche in contact software, Siebel in CRM software, Oracle in database software, SAP in ERP software, Intuit in financial software and Metastock in stock analysis software. These companies have made a name for themselves by capitalising on uncontested ‘white space’ to build their brand. The White Space strategy involves identifying the possible spheres to dominate, naming the white space, naming the brand that is to dominate the white space, differentiating the brand and finally communicating this brand and white space to the relevant stakeholders.
StrategiCom works closely with clients to understand their present position in the industry, identify white space where they can be the dominant player and help them to capitalise on these white areas and establish themselves as the number one brand in this area.
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