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Monthly Archives: June 2012

BYOD – How Devices Can Drive Your Digital Strategy

Your company’s digital strategy may now have to include a BYOD policy for employees who work across your on-line presence or else risk having a sub-standard response to the latest trends. Agencies and their clients alike who wish to stay at the cutting-edge of the digital frontier should be accommodating their tech-savvy employees who want to bring their own devices (BYOD) to work.
It’s a trend that’s becoming more prevalent overseas but is catching on fast in the UK. According to a recent report from technology research company Gartner, the trend is being fuelled by tech-savvy Gen Y workers keen to embrace the mobility of new devices, collaboration and cloud.
‘If companies have invested a lot in their digital strategy they need to have in place the devices to implement it,’ Dave Jabbie explains. ‘It used to be when someone new joined the company the IT department would just configure a PC and that would be it. But now with digital strategies encompassing multiple devices, there’s an argument for letting the employee – and their job, determine whose device it is that does that job. Often employees – especially those whose job it is to design and run that strategy, will be in possession of better technology than their employers. Allowing employees to bring their own devices into work and connect to the network environment especially remotely, just makes sense.’
For those companies terrified that allowing employees to bring their own devices is carte blanche for them to spend all day on Facebook and Twitter, many adopt a hybrid policy where they will either contribute to the cost or buy the device but set the limits for authentication levels and access.
‘Obviously this should be determined by the individual and their position,’ Jabbie says. ‘Your social media content manager obviously needs access to Facebook, YouTube, Twitter and the like. But most companies and their marketing creatives now use cloud-easy products such as Dropbox and Google docs and other consumer-friendly products all of which are fuelling the BYOD evolution.’
But why should companies think about a BYOD policy? Surely it can be said that if their employees are that tech-savvy they can adapt to use whatever technology infrastructure the company supports?
‘BYOD is based on the device – not the IT infrastructure and the creativity of the human who has a preference for it. On a non-creative level it provides a company with mobility. Mobility is the new bonus scheme – the tax-free incentive that attracts the best people,’ Jabbie explains. ‘It says you’re innovating and also that you want to remain productive. Mobility and happy employees translates into happy customers as your digital strategy content can be updated constantly no matter where your employees are.’
“Companies that embrace BYOD will get more productivity, more interaction, have happy customers, and happier employees. They also get better creative – that goes for agencies as well as their clients. This is a trend both sides need to embrace.’