Podcast: Top Trends in the IT Research Industry

Looking at the most important trends in the IT research industry, with Duncan Chapple, Lighthouse Analyst Relations and Marius Jost, HFN Analyst Relations.

 

 

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[mp3, ~14 minutes, 15 MB]

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Trends in the IT Research Industry Part 1 of 4

 

We are in the middle of a very cautious economic climate, so it’s an exciting time in the analyst industry.
In this cast, we are looking at the most important trends in the IT research industry.

Duncan Chapple from Lighthouse Analyst Relations and I have identified six important trends that are influencing the analyst business.

 

Questions answered:

-What are the changes on the analysts side?

-How is the use of analyst research changing?

 

For example, there is growing demand for analyst services, while vendors are trying to squeeze analysts down on price.

This happens particularily in the areas where analyst research is critical for business outcomes. 

In this first part, we are also looking at the changing economics of the analyst industry. In times where google might help a business to get "the direction" to a market, many analyst firms find that  they have to demonstrate their added value more clearly. However, we live in a "for free" culture and (especially smaller) anayst houses are increasingly foreced to give away what they can give away for free. 

Where the cost of an additional electronic copy of research is near zero, clients tend to expect a price of zero. As a result, more research notes, alerts or even all of  the research are free. Simultaneously, this can be a vehicle for advertising or pay-for servcices. Free material helps sell other items such as consulting services and other producs.

As an alternative, free research, which is sometimes sponsored by vendors, can help develop the markets for these vendors (see this podcast).

  

(Part one of two)

 

 

 

Podcast: The Institute of Industry Analyst Relations - An interveiw with Peggy O’Neill, part 2 of 2

With Peggy O'Neill, Hill & Knowlton and Marius Jost, HFN Analyst Relations

 

 

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[mp3, ~9 minutes, 11,4 MB]

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The institute of Industry Analyst Relations is one of the most important organizations for analyst relations professionals worldwide.

The IIAR has been established to raise awareness of analyst relations
to promote best practice amongst analyst relations professionals and to
enhance communication between analyst firms and vendors.
It provide opportunities for AR practitioners to network with their industry peers.

In this cast, we are talking to Peggy O'neill about the IIAR and trends in the industry

Peggy startet her career as a journalist, today, she is heading Hill & Knolton's North American AR practice and and she is also a board member of the IIAR.

If you like this cast, you can subscribe to it above or go to iTunes and search for IT Analyst Relations tools.

 

(Part two of two)

 

 

 

Podcast: The Institute of Industry Analyst Relations - An interveiw with Peggy O’Neill, part 1 of 2

With Peggy O'Neill, Hill & Knowlton and Marius Jost, HFN Analyst Relations

 

Play Podcast (right klick to download)
[mp3, ~7 minutes, 11,6 MB]

Subscribe to our cast:

 

The institute of Industry Analyst Relations is one of the most important organizations for analyst relations professionals worldwide.

The IIAR has been established to raise awareness of analyst relations
to promote best practice amongst analyst relations professionals and to
enhance communication between analyst firms and vendors.
It provide opportunities for AR practitioners to network with their industry peers.

In this cast, we are talking to Peggy O'neill about the IIAR and trends in the industry

Peggy startet her career as a journalist, today, she is heading Hill & Knolton's North American AR practice and and she is also a board member of the IIAR.

If you like this cast, you can subscribe to it above or go to iTunes and search for IT Analyst Relations tools.

 

(Part one of two)

 

 

 

 

Podcast: RedMonk - Open Source IT Research, part 4 of 4

Business Models and Usage of Social Media in the IT Research Industry.

With James Governor, RedMonk and Marius Jost, HFN Analyst Relations

 

Play Podcast (right klick to download)
[mp3, 10 minutes, 11,5 MB]

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James Governor about GreenMonk: "Energy is becoming more complicated. We see it as a part of our role that we can have better outcomes in this field. We wouldn't have bothered founding GreenMonk, if didn't think that was the case."


RedMonk is the first analyst firm built on open source. Michael Coté, James Governor, Stephen O'Grady and Tom Raftery are dedicated to providing high quality research at no cost. The basis is the believe that the dialog that follows is beneficial the redmonk analyst team, their community and clients.

William Gibson once said that “the future is already here, it’s just unevenly distributed,”. We are talking with James Governor about the sci-fi author, about the RedMonk business model and the trends in the IT research industry. 

IT Analyst Relations Tools is HFN's podcast. In every cast, we discuss tools for Analyst Relations and Communications Professionals in the high tech, telecomunicatioms and IT industry.

 

Part four of four:

This cast answers the following questions:

• How is GreenMonk performing at the moment?
• Is analyst relations for clean-tech companies an opportunity for analyst relations professionals?
• What is one of the most scary example for estimates about the econimic decline?
• Is there a trend towards direct sales projects - a shift away from "insurance" businesses such as PR and AR?
• Is the word "Invest" scary to industry ? Does AR have to shift towards explaining using products users already have more effectively?

 

 

 

 

 

Podcast: RedMonk - Open Source IT Research, part 3 of 4

Business Models and Usage of Social Media in the IT Research Industry.

With James Governor, RedMonk and Marius Jost, HFN Analyst Relations

 

Play Podcast (right klick to download)
[mp3, 10 minutes, 11,5 MB]

Subscribe to our cast:

James Governor about GreenMonk: "Energy is becoming more complicated. We see it as a part of our role that we can have better outcomes in this field. We wouldn't have bothered founding GreenMonk, if didn't think that was the case."


RedMonk is the first analyst firm built on open source. Michael Coté, James Governor, Stephen O'Grady and Tom Raftery are dedicated to providing high quality research at no cost. The basis is the believe that the dialog that follows is beneficial the redmonk analyst team, their community and clients.

William Gibson once said that “the future is already here, it’s just unevenly distributed,”. We are talking with James Governor about the sci-fi author, about the RedMonk business model and the trends in the IT research industry. 

IT Analyst Relations Tools is HFN's podcast. In every cast, we discuss tools for Analyst Relations and Communications Professionals in the high tech, telecomunicatioms and IT industry.

 

Part three of four:

This cast answers the following questions:

• What is the relevance of the quote "the future is already here, it’s just unevenly distributed" for RedMonk?
• How important are emerging markets for RedMonk today?
• How important is IT, and does IT still matter?
• How important is the energy and water industry for RedMonk and GreenMonk?
• Where is the link between RedMonk and Akvo.org http://www.akvo.org/ ? How does Akvo create and share internet tools that help to provide clean water and proper sanitation to those who today have none?
• We help everyone share knowledge, match more projects to funds, and simplify reporting. We work with people around the world who want to use these tools to improve people's health and living conditions quickly.
• Why was GreenMonk founded, and what are the topics the research brand deals with?

 

 

 

 

 

Podcast: RedMonk - Open Source IT Research, part 2 of 4

Business Models and Usage of Social Media in the IT Research Industry.

With James Governor, RedMonk and Marius Jost, HFN Analyst Relations

 

Play Podcast (right klick to download)
[mp3, 15 minutes, 17,8 MB]

Subscribe to our cast:

RedMonk is the first analyst firm built on open source. Michael Coté, James Governor, Stephen O'Grady and Tom Raftery are dedicated to providing high quality research at no cost. The basis is the believe that the dialog that follows is beneficial the redmonk analyst team, their community and clients.

William Gibson once said that “the future is already here, it’s just unevenly distributed,”. We are talking with James Governor about the sci-fi author, about the Redmonk business model and the trends in the IT research industry. 

IT Analyst Relations Tools is HFN's podcast. In every cast, we discuss tools for Analyst Relations and Communications Professionals in the high tech, telecomunicatioms and IT industry.

 

Part two of four:

This cast answers the following questions:

• Does the "economics of free" change how the IT research industry will do business?
• Does free research deliver lower quality insights?
• In how far is the IT research industry a packaging business?
• Is google a competitor for Redmonk?
• How can Redmonk improve my sales tomorrow?
• How can Redmonk help improve the ecosystem for technology companies?
• Are there some habbits to unlearn for AR professionals today?
• How important are Whitepapers in today's IT business?
• Dialogue-based AR is based on the 'R', not the 'A' - what does this mean?
• How have John Udell and Tim O'Reilly influenced Redmonk?
• Where is the difference between 'telling' vs. 'showing' in the IT industry?

 

 

 

 

 

Podcast: RedMonk - Open Source IT Research, part 1 of 4

Business Model and Usage of Social Media in the IT research industry.

With James Governor, RedMonk and Marius Jost, HFN Analyst Relations

 

Play Podcast (right klick to download)
[mp3, 16 minutes, 18,9 MB]

Subscribe to our cast:

RedMonk is the first analyst firm built on open source. Michael Coté, James Governor, Stephen O'Grady and Tom Raftery are dedicated to providing high quality research at no cost. The basis is the believe that the dialog that follows is beneficial the redmonk analyst team, their community and clients.

William Gibson once said that “the future is already here, it’s just unevenly distributed,”. We are talking with James Governor about the sci-fi author, about the Redmonk business model and the trends in the IT research industry. 

IT Analyst Relations Tools is HFN's podcast. In every cast, we discuss tools for Analyst Relations and Communications Professionals in the high tech, telecomunicatioms and IT industry.

 

Part one of four:

This cast answers the following questions:

• How does the Redmonk business model work, and is it already part of the IT research business model mainstream?
• What is open source analysis?
• Are there further IT research firms which have an open source model?
• Is there a meaning for the company name "Redmonk"?
• How does the use of social software change the game?
• How important is micro-blogging in the IT research industry and how do analysts use twitter?
• How does Redmonk's model compare to ancient patronage models?
• Jeremiah Owyang, John Rymer and George Colony use twitter.
• Should analyst relations professionals pay attention to twitter?
• Why is it important to understand the asymmetry of micro-blogging for AR professionals?
• Is twitter considered to be a research tool for analysts?
• How can we use our time more efficiently with social media applications?
• Should personal aspects be mentioned or discussed when using micro blogging?
• How important are personal relations in the dialogue with IT analysts?
   

 

 

 

Podcast: The perfect or near to perfect one-to-one briefing part 3 of 4

IT Analyst Relations Tools is HFN's podcast. In every cast, we discuss tools for Analyst Relations and Communications Professionals in the high tech, telecomunicatioms and IT industry. This is part three of four.

Delivering relevant content and finding the best speakers

 

With Hans-Jürgen Rehm, IBM
and Marius Jost, HFN Analyst Relations

 

 Play Podcast (right klick to download)
[mp3, 15 minutes, 20,8 MB]

 

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The one-to-one briefing is one of the most important elementary tools in the repertoire of any analyst relations manager. However, time is a valuable asset for IT analysts and analyst relations managers are well advised to minimize the time needed to get information out of the vendor organization, and into the research process of the IT analysts.

 

In this cast, we discuss with Hans-Jürgen Rehm about the perfect or near to perfect one-to-one briefing. Hans has spent many years at IBM Germany and is one of the most experienced professionals in this area. He shares the top eight success factors for making your briefings more effective. Simultaneously, he reminds us in a way to keep Analyst Relations programms sustainable - because there is "always a life after the briefing".

 

 

Part three of four:

 

This cast answers the following questions:

 

• What is the right timing for delivering information considering IT analysts, customers, prospects, journalists and other stakeholders?
• Why should IT analysts receive strategic information before journalists do?
• How can you ensure that analysts are ready to comment for their customers and for journalists after a public announcement?
• How much time in advance can "block your calendar messages" be sent out?
• What are the most appropriate locations for analyst briefings?
• What are the top three mistakes concerning logistical aspects and location?
• What are the characteritics of a convenient briefing location?

 

 

 

 

 

 

 

HFN Analyst Relations expands business activities to the UK

Extending our Analyst Relations business division to the United Kingdom

By Marius Jost

Now that it is official, we are proud to announce the opening of our brand new branch in London. We are extending our Analyst Relations business division to the United Kingdom. I am responsible for the business development in the UK and will head the new office.

 

The decision is based on two reasons: The UK is strategically important because it's one of the major European centers for IT research. Furthermore, companies such as Claranet, Fujitsu Siemens Computers and matrix42 are among our clients, and analyst relations is seldomly restricted to one country. 

 

If you are new to our blog, here's a little background info:

 

Analyst Relations (AR) describes the professional communication with IT analysts. Some companies will understand this under the frame of influencer marketing, others will see it as an extension to PR. However, experience has shown that an active dialogue with relevant IT analysts who are focusing on topics such as software, hardware, IT services and telecommunications can lead to an improvement of the technology company's positioning in the IT market and increase sales.

 

HFN has been a co-founder of the German Analyst Relations Working Group (DARA). It was launched in 2006 and is an association of currently 19 analyst relations professionals from 17 IT companies and communication agencies.

 

 

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Podcast: The perfect or near to perfect one-to-one briefing part 2 of 4

IT Analyst Relations Tools is HFN's podcast. In every cast, we discuss tools for Analyst Relations and Communications Professionals in the high tech, telecomunicatioms and IT industry. This is part two of four.

Delivering relevant content and finding the best speakers

 

With Hans-Jürgen Rehm, IBM
and Marius Jost, HFN Analyst Relations

 

 Play Podcast (right klick to download)
[mp3, 13 minutes, 18,3 MB]

 

Subscribe to our cast:

 

The one-to-one briefing is one of the most important elementary tools in the repertoire of any analyst relations manager. However, time is a valuable asset for IT analysts and analyst relations managers are well advised to minimize the time needed to get information out of the vendor organization, and into the research process of the IT analysts.

 

In this cast, we discuss with Hans-Jürgen Rehm about the perfect or near to perfect one-to-one briefing. Hans has spent many years at IBM Germany and is one of the most experienced professionals in this area. He shares the top eight success factors for making your briefings more effective. Simultaneously, he reminds us in a way to keep Analyst Relations programms sustainable - because there is "always a life after the briefing".

 

 

Part two of four:

 

This cast answers the following questions:

 

• What type of news and messages should be communicated to IT analysts?

• Should IT analyst outreach be product roadmap oriented?

• What are the roles of the contacts I should turn to in my company to gather valuable information for analysts?

• What are the most important, often forgotten topics for analyst briefings. What are the messages we should focus on?

• Do analysts prefer talking to "high ranking" spokespeople?

• What are the roles a team of spokes people can consist of?

• What are the success factors for delivering relevant content and finding the best speakers for one-to-ones?