The document discusses ways for companies to optimize their use of IT during an economic downturn. It recommends 3 ways to optimize the IT infrastructure, 3 ways to optimize how IT is used in the business, and 3 ways to enable the business to be more efficient. Some specific recommendations include server virtualization, desktop management, systems management, application training, mobile access, unified communications, and making smarter use of data through business intelligence. The overall message is that during tough economic times, companies should take a balanced approach to IT and focus on using IT to help drive revenue and business objectives.

1. Optimising the use of IT in an economic downturn Martin Atherton Research Director Freeform Dynamics Ltd +44 208 943 5324 [email_address] www.freeformdynamics.com

2. Topics Review of recent research IT imperatives in a tight economy 3 ways optimise the IT infrastructure and operations 3 ways to optimise the way IT is used in the business 3 ways to enable the business to be more efficient Helping the business drive the top line Q&A

3. Has the ‘credit crunch’ had a specific impact on IT investment in your company or do you expect it to? 1125 Respondents

4. Has the ‘credit crunch’ had a specific impact on IT investment in your company or do you expect it to?

5. Has the ‘credit crunch’ had a specific impact on IT investment in your company or do you expect it to?

6. If you are expecting an impact in 2009, how great do you think it will be?

7. Summing it up Few have yet been hit by the downturn But the majority in IT are preparing themselves View seems to be consistent across segments Little difference between geographies Little difference by company size Everyone ultimately likely to be affected However, we are from widespread panic Most anticipating a selective/limited impact on IT So how can we maintain this controlled view?

8. Maintaining control Not just about cost cutting within IT Need for a more balanced approach Economic pressure IT DEPT RESPONSE

9. 3 ways of optimising IT Server virtualisation Underutilisation = excessive overhead & power consumption Solutions now mature, costs coming down (e.g. MS option) Desktop management Desktops account for significant IT related costs and overhead Asset and licence management can have a quick ROI Challenge/qualify proposed upgrades very hard Consider desktop virtualisation Systems management Prevention is cheaper than cure Integration is cheaper than fragmentation Efficiencies reduce costs and free up resource

10. 3 ways of optimising the way IT is used Application training From office tools to core business systems Make users more self sufficient (and productive) Reduce support costs Defer investments (learn to use what you have!) Power and waste management Configuration/user behaviour re desktop PCs, printers, etc Define and implement end user policies Implement basic IT governance Make all IT related activity count in business terms Review of existing systems and projects (and shoot the dogs!) Prioritise proposed projects via objective cost/value criteria

11. 3 ways of enabling business efficiency Get people better connected Mobile access: hand-held devices, data cards, etc Unified communications: telephony, conferencing, messaging Remote access: home working, branch office working Reduce travel costs, reduce dead time, boost productivity Make smarter use of the Web End user driven content management/maintenance Extranets and collaboration portals Unlock the value in your information assets Most businesses capture lots of data but don’t use it Business intelligence is no longer a black art Work with users to understand what drives performance

12. Help the business drive the top line Generating income is fundamental Nothing happens without it Looking after the top line is even important in a downturn Need to improve, just to stand still Sales and marketing activity is: Information intensive Communication intensive Time sensitive Repetitive and formula driven IT can make big difference

13. Focus on business objectives Enable maximum individual productivity Get people working together as effectively as possible Present the best possible image to the market Operate in an intelligent, informed and joined up manner Time to market Time to competitive response Lead generation efficiency Sales conversion rates Level of repeat business Overall cost of sales

14. 1. Make smarter use of office tools Templates and process Re-use of content Re-use of formatting Lever talent/experience End user training Tools Processes Basic collaboration Document shares Team sites Simple workflow Search Individual productivity Effective team working Image/presentation Intelligent execution

15. 2. Get your people better connected Mobile access Hand-held devices Notebook data cards Email, diary, contacts Other apps via browser Unified communications Telephony integration Messaging integration Multi-media conferencing Remote access Home working Branch office working Individual productivity Effective team working Image/presentation Intelligent execution

16. 3. Make smarter use of the Web Revisit your Website Image, clarity, accessibility Use of rich media Interactivity, rich interfaces User generated content Consider and extranet Partner/channel Customers Investigate social media Blogs, wikis, networking Your own and others Sales, marketing and competitive Individual productivity Effective team working Image/presentation Intelligent execution

17. 4. Unlock your data and put it to work Improve business understanding Customer segmentation Performance analysis Affinity analysis Focus development Market gaps/opportunities Optimise marketing More effective messaging Smarter targeting Optimise sales Better qualification Propagate best practice Individual productivity Effective team working Image/presentation Intelligent execution

18. 5. Close the loop with integrated CRM Support CRM holistically Business planning Product development Marketing campaigns Sales force automation Transaction execution Customer service Integrated BI Sales perspective Financial perspective Operational perspective Exploit single view of customer Individual productivity Effective team working Image/presentation Intelligent execution

19. Maintaining control QUESTIONS? Economic pressure IT DEPT RESPONSE