Marketing and the Growing BYOD Movement

By Michael Grodin – ETMG President


Here’s a question: When are you not connected to the Internet?
Michael Grodin ETMG President

Michael Grodin, ETMG President

Between home, work, your smartphone and even in your car, chances are you are online at almost any given moment in the day.
Along with the mobility that cloud computing affords, it’s little wonder that the BYOD trend – as in Bring Your Own Device – has become such a big hit in the workplace. Companies save money, employees use the machines they want and nobody has to keep switching computers and devices all day long.


14 years of BYOD at ETMG
It may surprise you to know that Envision Technology Marketing Group has been on top of the BYOD trend for over a decade. In fact it was 14 years ago when ETMG instituted a Bring Your Own Computer (BYOC) policy for all employees and contractors, which allowed the company to stay technologically current without having to foot the bill for a huge IT infrastructure.
Over the years, ETMG maintained the policy while using new equipment purchases as employee rewards and incentives, allowing employees to retain title to the equipment when they left the company. Because employees are financially responsible for their own equipment, they treat their computers with greater respect, which reduces hardware abuse. They also tend to spend the money as if it was their own, and are very frugal when making purchases. And having such a policy allows the company to require that all workers – whether full- or part-time – are using the most current technology available.


The result is ETMG’s ability to scale extremely fast while maintaining lower operating costs.
Our clients want quality, speed, and price. Staying technologically current provides our workforce with the ability to execute the top quality services our clients demand. At the same time, it reduces our operating costs and allows us to keep our prices below market.


Other companies are discovering that BYOD saves money.
ETMG isn’t alone. Recently, Forrester Research found BYOD policies actually save moneythat over half of all IT employees are now using their own devices in the workplace and over three-quarters of all senior executives are doing so. The average employee spends an equivalent of $1,200 on their device, which equals money saved for organizations with BYOD/BYOC policies.
Cisco, an ETMG client, did a similar survey and found per-employee cost savings was about $2,500. Cisco noted some challenges with BYOD, however, specifically concern for data security and the ability to provide support for multiple IT platforms used by employees. Yet it also found that BYOD policies made employees more productive and happy.


What does this trend mean for marketers?
Many jobs involve teamwork, but marketing is inherently collaborative – on a daily basis, we connect with product developers, vendors, designers, salespeople, senior executives and many others. Many of us telecommute and/or work on projects during off-hours, when we are away from our offices or desks, or perhaps when Asia-Pacific markets are open. We work on laptops, bringing them everywhere we go and using them for everything from customer demos to Internet meetings. So it makes sense to us that if you are using your own device you may be working more often and more efficiently.
It’s only natural for us to keep the devices that connect us to our paychecks – whether they are laptops, tablets or smartphones – close at hand. Particularly when many companies are watching marketing dollars carefully, BYOD/BYOC policies seem to make a lot of sense. But what do you think?


References


5 thoughts on “Marketing and the Growing BYOD Movement

  1. I think that’s spot on! BYOD is definitely the trending wave of today–and the future–for companies that are looking to be innovative, save money, and remain competitive.

    It’s interesting that a company like ETMG can have the foresight and ingenuity to be an early BYOD adopter (14 years, cool!), but even more so that there are still companies large and small that haven’t caught on to the wisdom of implementing a BYOD policy in their own environment. When cost savings, the need for greater flexibility, and competitive pressure for hiring young talent who want to use their own devices hits the tipping point, I’m sure the late majority and laggards will be joining the party.

    The BYOD genie is definitely out of the bottle… and that’s a good thing.

  2. Jocelyn Baxter says:

    Genius. I say! To be on the game board, you have to move with the trends, and one of the HOT trends is mobile accessibility. It’s admirable that ETMG and other companies (start-ups to global-based orgs) are adopting this method of doing business. It definitely has it’s place in any organization, or whether you’re just a sole-proprietor or small business. Savings are key! Doing business when you need/have to is key! Generally, staying competitive is key. BYOD is a forward movement altogether!

  3. Worth mentioning, #BYOD is not an invitation to cut corners. Employees need to get devices that work inside the company infrastructure, solve their specific technology need, and by all means they should not forget virus protection for all their devices.

  4. Janice Avellar says:

    While BYOD is definitely cool and convenient for some, I don’t want to see companies overplay the “cost savings” angle…at a time when salaries are static, health benefits are costing employees more, and unemployment is still high, I think it would be crazy for most companies to *require* employees to BYOD. Not only would an employee have to bring a skillset to the table, but the equipment to do the job, too? What’s next – pay a daily admission fee to come to work everyday? Sorry, but I’m tired of the business community being so concerned with profits (usually for Wall Street) at the expense of the average worker.

  5. Julee Klein says:

    Janice makes a really good point here. In fact, just today Steven J. Vaughan-Nichols wrote about The perils of BYOD for Computerworld and he shares the same concerns for the folks doing the bringing – not the corporations providing the policy. So yes, agree that a BYOD policy should be structured in such a way as to be beneficial for both the organization and the average worker – with reimbursements and incentives to bring the latest device as opposed to there being an unspoken threat if you do not – such as being passed over for a position. You can view the Computerworld article here: http://www.computerworld.com/s/article/9228960/Steven_J._Vaughan_Nichols_The_perils_of_BYOD

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