BTL Mark: Resolve interoperability issues & increase buyer confidence
EMAIL INTERVIEW – Nicolas Windpassinger and Ken Sinclair
Windpassinger is the Global Vice President of the EcoXpert
Partner Program for Schneider Electric.
He has been recognized as one of the Top Midmarket IT Executives in 2017 as well as 100 People You Don’t Know But Should list by The Channel Company.
You are about to publish a book on
the Internet of Things in a context of digital transformation. What
audience do you have in mind with the book? Business executives, IT
managers, and CIOs, more technology-oriented readers, others?
book is written for the CEOs, CDOs, and employees of companies that
have built a performing analog business and that are asking questions
about what the IoT holds in store, good or bad, for their business.
In particular, this book is intended to
be used by senior leaders in manufacturing companies, resellers,
software vendors, and associated channels, in particular—CDOs, CTOs,
and CIO/CDIOs, who are at the forefront of leading the digital
transformation of the company.
We address both the
threats and the opportunities presented by the Internet of Things.
We balance actual company cases and market studies to form a strategy that gives companies the tools and methods needed to adapt and thrive through their digital transformation journey.
address how the IoT will impact current analog companies, what
strategies are applicable to transform a risk into an opportunity, and
how to focus on specific areas of IoT implications.
Sinclair: Why did you write a book?
Windpassinger: Initially, I did not set out to write a book. I had merely wanted to find such a book, but instead discovered it did not exist:
The big purpose of this book is to
explain the new rules of the game and give simple and pragmatic steps
to not only survive but succeed with digital transformation, to provide
you with the essential knowledge to understand these new rules.
Sinclair: Why Digitize or Die?
the title of a book is always one of the most important and challenging
tasks—as it was most certainly for me. My dilemma was: How to impart
the urgency and the significance of this technological era, so
critical, demanding, and fast-moving?
Digitize or Die: It may sound overly
dramatic or cliché, however, it is simply the reality.
Sinclair: There certainly have been major evolutions in recent times…
IoT is at its inflection point. The window of opportunity to take
advantage of the digital revolution is rapidly closing. The
Internet of Things will disrupt all businesses, including the leaders,
and you can take full advantage of this transformation to your enormous
benefit. Do you want your company to be a future case study for
failure? The choice is entirely yours to make. The IoT is already
transforming numerous markets and companies. Making sense of these
changes and more importantly, understanding how to leverage them in
order to grow head and shoulders above your competition is one of the
objectives of this book.
Sinclair: On your blog, you recently wrote about false IoT beliefs. Can you elaborate and add some undeniable IoT truths?
BELIEF #1: YOU NEED TO BE THE FIRST ONE TO SUCCEED IN ANY IoT-RELATED
There is a common belief that the first in are always the winners, that to leverage digital transformation and innovation the first is the one that takes it all. This can be a belief in IoT as well.
Bill Gross, IdeaLab’s CEO, did a research study (available on http://www.idealab.com) on what made startups successful among five essential elements: ideas, team, business model, funding and finally timing. The results show that timing is, by 42%, the number one success factor across more than 200 companies. This should be no different for the IoT Market. Indeed, continuous innovation in the IoT market, as well as others, enables pioneers to defend their market share against new entrants.
Peter N. Golder and Gerard J. Tellis in
their research Pioneer Advantage: Marketing Logic or Marketing Legend
highlight that market pioneers are de facto market leaders upon
entry. However, and importantly, this leadership does not appear
to last very long – 12 years on average before being leap-frogged by
Their results suggest that “being first in a new market may not confer automatic long-term rewards. An alternative strategy worth considering may be to let other firms pioneer and explore markets and enter after learning more about the structure and dynamics of the market. Indeed, early leaders who entered an average of 13 years after the pioneer are more likely than pioneers to lead market today”.
FALSE BELIEF #2: YOU NEED TO BE A DIGITAL STARTUP TO SUCCEED IN IoT
Another common belief is that startups have all the cards in their hands to beat the well-established analog companies. In fact, analog companies have great weapons to fight back and even lead the digital transformation; especially if they leverage their considerable resources to fight off the attacks including:
• Investment capitals
• Production capabilities
• Strong brands & demand generation
• Strong channels
• In-depth relationships with global accounts
• Salesforce on the ground
• Influence power: Standardization, market price, specifiers, etc.
you add those two elements – time and assets – it’s not too late for
incumbents/analog companies to adapt; they, in fact, have what is
needed to lead and beat competition leveraging and adapting to the new
rules of the digital-analog marketing game.
Sinclair: You say that IoT is at its inflection point and that it's a start for businesses to educate themselves now. What did you mean by that?
Technologies are evolving laser fast,
but have not yet established their “rules of the game.”
That which happened to digital cameras in the 1990s and with the
internet at the beginning of 2000 is what is happening to the IoT right
now. It is indeed an exciting and important time, because you
have a unique opportunity to change and adapt the game rules to suit
your needs and preferences, and in so doing, outperform your
In a non-technical way, as well, this
• help point to what is going on in the industry,
• helping to transform potential risks into opportunities.
There is a new paradigm that is building
up which will transform our economic, social, and political world. It’s
going to happen whether we like it or not. If your company is not
already planning to take part in this new world, you might be losing
the opportunity to lead the pack in your marketplace.
Sinclair: Why should people buy your book?
My commitment here is to be your coach,
to guide you and help you understand what the IoT may hold for you, as
well as define a digitization strategy so you can put together an
action plan to adapt and succeed.
If you commit to staying with me throughout this book, I promise to give you the knowledge to understand what lies behind the fancy acronyms and digital mirage.
If you don’t know the rules of the game, if you don’t spend time learning them, how can you expect to win?
If you don’t think about adapting, forget about succeeding. Your worry is going to be about surviving.
All benefits of the book will be donated to Alzheimer's Association
(www.alz.org) and Fondation de France (www.fondationdefrance.org).
To benefit from the launch promo visit: www.nicolaswindpassinger.com
For more information:
• You can check my latest blogs on: www.nicolaswindpassinger.com
• You can check my linkedin profile on: https://www.linkedin.com/in/nicolaswindpassinger/
• Amazon Link: https://www.amazon.com/dp/B077HP8V4P
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