Spotlight on Success. September Paul Birkett

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1 Spotlight on Success September 2016 Paul Birkett

2 Adapt to Win - The New Era of IoT This month we have the pleasure of talking with Paul Birkett, sales and marketing director for Samsung Electronics Europe. We discuss how technology and the Internet of Things (IOT) will impact IT Businesses, from the way we work, to the shift in talent and expertise needed to be successful. CompTIA: Can you provide readers with an overview of your role at Samsung? Paul: I currently manage the sales, marketing and delivery operations for Samsung s European business. The focus in the role is on multi-country MPS deals, pan EU-partner management and deployment of European cross-border marketing activities. CompTIA: What currently excites you about technology? Get to know the new IT model and understand the challenges it will bring. Paul: For me, it s two distinct things, one is professional, while the other is more personal. From a professional perspective, I find the convergence of the currently distinct IT platforms in business through software to be the biggest opportunity in technology since the clientserver model became the norm. Being able to link data and services from in house systems, commercial services and even supplier platforms gives a unique innovation opportunity. This is being complemented by a dramatic acceleration in the globalisation agenda; meaning companies and the workforces that drive them having to deal with communication and time issues on a scale never seen before. The combination of opportunity and market desire means a major disruption point is now here. At Samsung, I believe we are uniquely positioned through our mobile and cloud heritage to help clients benefit from this. From a personal perspective, I m a bit of a geek with a background in software engineering and I m excited about the democratisation of software development. Previously highly skilled developers were needed for almost all development activity. The advance of new rapid application development tools and visual programming languages has opened the ability to create complex software with minimal experience. For the first time, users have the ability to have exactly what they want by accessing almost unlimited data through public APIs. One of the best current examples of this is IFTTT, which enables complex home automation tasks to be created in seconds using advanced sensors in IoT enabled devices. Imagine even five years ago thinking you would have the ability to create a custom home security, lighting, music and cleaning automation platform for a few hundred euros. CompTIA: Why do you feel Samsung has been so successful in the technology sector? Paul: Samsung as a business has two great strengths. The first is a passion for innovation even if it can look a little out there and the second is a relentless drive for perfection through iteration. This innovate and iterate approach to every market we enter has led to Samsung becoming the number one consumer brand across every line of business. Moving into the B2B market, Samsung is applying the same principals but mixing this with a clearly defined strategy to base our approach on open platforms [that] are constantly connected through IoT technology. This drive to connected workplaces position us well in

3 the end-user workplace market by maximising our full portfolio and how it interconnects. CompTIA: We recently heard you talk about how business is being disrupted by new innovation - what do you think this looks like? Paul: Innovation can occur in two distinct ways that lead to market disruption. Normally for rapid disruption to occur, both are linked to a demographic shift or expectation shift driven by another market experience. 1. Improvement in the business outcome through technical innovation: Perhaps the biggest driver of this is how software-defined workplaces are using IoT platforms to create smarter workflows for common business issues like physical security, lighting, heating, storage and office facilities like waste and refreshments. 2. New commercial models that look to either reduce existing costs dramatically and/or reduce investment risk improving speed of financial return: Examples of this are PaaS, SaaS and even labour arbitrage services for common activity provided by a new breed of BPO firms. One of the areas that hold particular interest for us is the management of legacy documentation and the drive for digitisation. Unlike many print vendors, we believe that digitisation should be driven and designed for a mobile first world with the physical processing of legacy paper documentation fitting into the mobile first cloud first workflows most businesses are striving to adopt. By using open platforms, rapid application development processes and IoT technology, many businesses now have the ability to design their own digitisation agenda without the need for expensive consulting or SI agreements. CompTIA: How is Samsung addressing this? Paul: Samsung is focussed on enabling this change through the following core strategy: We work with open platforms: This means we can connect to everything and with everyone. We IoT enable all of our products: This ensures that everything in Samsung can work together seamlessly. We lead with innovation in mobility solutions: This way we leverage our past and future investments. We foster an environment for people to work with and on our solutions: This puts developers first. As we look to grow, we will place a heavy focus on how we bring our advanced consumer technology to businesses of all sizes. CompTIA: You also believe that IT faces a paradigm shift with IoT. Why is this? Paul: IoT will greatly increase the scale and type of data being collected and made available in the cloud through public platforms. This data will be commercialised and made available to business to expand the range of services they can offer.

4 When the above is combined with the adoption of rapid application development platforms, which means non-technical staff can create software [that] uses these services, it becomes a major security and data-protection risk. Much of this will need to be dealt with through legislation as current data protection laws are based upon a legacy hosted data centre model. However, businesses will also face new challenges on what can and can t be allowed from the application, API and internal data perspective as even data visualisation tools like Qlik and Power BI could potentially expose private data or breach EU law. My hope is a security framework for the IoT platform will begin to evolve, which is based at the API and data level giving data intelligence about its purpose and allowed use. This would mean that the application development platforms could then adhere to this standard building restriction in at the core. This could also be implemented at the OS level to enable securing of specific fixed assets or user personas to access critical data. The first steps of this are already beginning to develop in the advanced MDM arena with technologies like Samsung KNOX providing public and private personas with the ability to geo-fence access to key services based upon location. CompTIA: Do you think the industry faces challenges in terms of available skills and talent in the future? Paul: Yes, the traditional programming skills will begin to reduce in requirement as appdev becomes a visual, low skill activity. The social element of IT architecture design will become increasingly important as knowledge of traditional cultural and legal requirements around acceptable data use and visualisation become increasingly important. In addition to the above, at the core, data management level emerging technologies like containerisation of apps and services will begin to reduce the cross-platform coding requirement and speed multiple cloud deployment. Skills in management of data quality, platform scaling and redundancy will become increasingly valuable. Again, at Samsung, our acquisition of Joyent is a clear indicator of the importance of this shift in cloud technology. CompTIA: What can be done to address this? Paul: This really is at the heart of the role of IT in the future. The traditional skills of servers and database management will still be there but will be less dispersed focussed on core data center hotspots with low cost of power and labour. The major shift to app-dev tools will democratise traditional end-user programming skills for many of the mundane tasks to line-of-business specialist staff; almost making app-dev as simple as developing a macro for Excel. This will require a broad availability of common application design principals and access to the app-dev platform, which is pretty much already there. Finally, at the core business IT level, the value will sit with the people who understand the data requirements and how to manipulate it to get stuff done. Here there needs to be a dedicated shift in IT degrees to focus on cloud, API and data legislation as well as the maths behind data manipulation and management. This will begin to include legal principles and

5 advanced mathematics in IT degrees. It will also open IT to an entirely new group of people who have a passion for this type of work. CompTIA: Where do you see IoT and the channel in the next five years? Paul: IoT will be ubiquitous and largely hidden from the end-user. Most systems will be tracked and report large amounts of data to cloud platforms. A new breed of systems integration will begin to evolve focussed on integration of services to create combined experiences for the workplace. For example security will be linked to power and lighting and access to IT will be linked to wearables and potentially biometrics. A huge opportunity exists in the channel for a business to lead this shift and unlike many other changes over the last 50 years in IT, I firmly believe it will be SMB that will be first to adopt due to high use of consumer IoT technology already being done. CompTIA: What tips would you offer organisations keen to shape their business for the future? Paul: For me it s simple: Listen to your clients. They will already have problems that new IT capabilities like IoT can address and you can deliver. Prepare your business for the coming disruption of traditional desktop server IT outsourcing contracts through the concept of workplace as a service. Build your skills in app-dev and identify the cloud platforms you believe best suit your business model and business opportunity and work the commercial agreements needed to make you competitive. Finally, focus on your people and support their need to learn and evolve with the business. Change is a leadership role, but a personal action in business. Your people will take their tone from your leadership, so they need to be a role model. Get to know the new IT model, understand the challenges it will bring and personally embrace the technology. It may even make you own job that bit easier.

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