#MobileMonday – Know Your Stakeholders Part II: The End Users

March 2, 2015


This is part two of our series “Know Your Stakeholders” in which we explore the various groups within an organization that need to be considered when implementing a mobility strategy.

The largest group of stakeholders is the end users. They’re the ones responsible for consumerization of IT – introducing “consumer” technologies to the enterprise. Technologies include both electronic hardware and online services. Employees installed applications and accessed online services such as social media and networking sites, personal email, and online data storage services on their corporate devices. Alternatively, they were connecting to the company network on their personal devices, accessing email and downloading potentially sensitive data. Gartner described this as an unstoppable trend, one that can be embraced and dealt with.

With the lines between work and life becoming increasingly blurred, so too has the line between work and personal devices and services. From the employee perspective, they appreciate freedom and flexibility, devices that offer the newest technology, access to their online services, and the ability to work from anywhere and at any time.

On the enterprise side, concerns include balancing costs, maintaining security of corporate networks and data, and ensuring employees have the technology they need to be productive.

Although some of the End User desires can seem frivolous, it’s important that decision makers not dismiss them. For example, it may seem counterintuitive to allow Facebook access; however a 2011 report showed that 56% of employeeswill not work for a company that prevents them from accessing social networks … or they’ll find a way around the prohibition. With 50% of CEOs prohibiting use of social media at work, these means missing out on employees who choose not to work at organizations banning social media, or even worse, having employees who undermine corporate policy by finding another way to get to the blocked sites.

The optimal solution will weigh the needs of the end users with the concerns of the enterprise. Gaining buy in is critical, otherwise adoption of the policies can prove to be challenging.

Meet our management team

Audrey Bio image

Prior to joining vCom, Audrey was the Chief Marketing Officer of Energy Recovery Inc (NASDAQ: ERII) from 2012-2015 and its VP of Marketing, joining the company as a small start-up organization in 2005. During her tenure, she led the global marketing strategies, built a disruptive global brand by growing revenue 5-fold from $10M to $50M, increased market share from 20% to 90% and completed an IPO. Audrey positioned the company for further growth by uncovering new applications – taking the company from $50M to $5B worth of addressable markets. She has championed product development in cross-functional teams with R&D, engineering and production to successfully launch new products globally.

As a result of building a strong brand, communications and culture, her work received 4 global industry awards in single year by Institute of Engineering and Innovation (IET). She was also recognized as an Innovation Finalist of the Year. Audrey served as a Board member of a non-profit, developed and promoted STEM programs and led philanthropic efforts for low-income families. She holds an MBA from Pepperdine University and a bachelor’s degree in Social Sciences from Michigan State University.

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