04 Dec Apple and Google at work: The enterprise challenge
With Apple and Google pushing products into the enterprise, businesses need to rethink how they invest in new technology.
Tech companies that made their fortunes in the consumer market have shifted their focus to what was once considered an archaic target — the enterprise.
This shift means that CIOs must be aware of the potential tradeoffs that come with the various services offered by different enterprise providers. For example, enterprise CIOs could unknowingly pursue a less expensive technology option while increasing their data security risk. They must take specific steps to make sure their security needs are met.
Recently, developments in the enterprise tech space among consumer market leaders Apple and Google have brought these issues to the forefront.
Apple-IBM partnership and “Google for Work”
Three of the largest technology providers moved offensively this year to buffer flattening consumer revenues by diversifying their strengths in areas where they have traditionally lagged. Apple and IBM announced a new “Mobile First” partnership last July that will put Apple’s consumer devices like the iPad and iPhone in the hands of the legendary IBM sales force. Two months later, Google rebranded its enterprise offerings as “Google for Work,” which allows the company to leverage Google brands that are already strong in the consumer market.
Hampered by increased competition and consumer market saturation, Apple aims to put its devices in the hands of more enterprise users. While widely adopted by consumers, Apple products are not well accepted in the C-suite. With the partnership, IBM gained a “trendier” suite of products to sell to its enterprise customers, while equipping Apple devices with its data analytics capabilities. The arrangement gives IBM more opportunities to penetrate its customers’ senior executive levels.