Today I have the privilege to introduce Claus Egge whom I’ve known for quite some time now as he was the lead storage analyst in EMEA for IDC. They’ve let some talents go recently and he’s now working as an independent analyst: check his site here.
- What are your coverage areas?
Storage, content, hardware, software, cloud, backup, protection, DR, BC. The industry has been to make these disciplines as invisible as possible. IT professionals want to take all this for granted, but with an increased focus on how to make use of the information. It is not so much that there is an awful lot of information, it is about finding out the way to deliver the information and add value. There is plenty of scope to help customers and industry being successful.
- What are your opinions of the IT Analysis Marketplace and where do you see it going?
Insight: there is more free information available, so it presents a dilemma: it actually makes it harder to search and digest for industry and customers. But good intelligence is always worth having. Spotting customer behaviour before it changes is cool. Opinion: quantity does not equal quality. Marketing support: The industry needs to be smarter about it’s spending as it attempts to grab the attention of customers and prospects.
- What’s your typical day like?
Depends: meeting contacts is different from managing data models, so every task has got its place. It is about discipline, looking after customers of course, but also freeing up time to experiment with ideas.
- Now, c’mon, tell me an AR horror story?
The best relationships are based on mutual respect and understanding each other’s goals and reality. So back to the question about things to avoid: pretending solutions are already perfect, pretending customers are blissfully happy, pretending competition is beneath contempt. Lots of time has been wasted that way. The best repeatable encounters are the ones you always look forward to and all parties get value from them.
- How do you position your firm? What is your business model? (where are your revenues coming from, mix between users and vendors?)
Currently enjoying the freedom of running my own business. Mostly vendor business but exploring IT professionals too.
- What is your research methodology, in 255 characters or less? (primary research, F2F or phone, secondary only, etc…)
Finding the information a customer is looking for in order to help make smarter decisions.
- Tell us about one good AR practice you’ve experienced or one good AR event you’ve attended.
Good AR practice balances the need to get in touch and the flow of information by importance. Once events are planned the good ones are a mixture of plenaries about new strategy, one-on-ones with the right execs and not least a chance to socialise. Some companies consistently put on solid gatherings and everybody benefits. Others dither and change their approach frequently. It is not so much that the paranoid may survive as much as not letting paranoia rule.
- What are your offerings and key deliverables?
Varied: from strategic advice over bespoke data cuts, customer surveys, white papers, speaking at events and workshops.
- Any hobbies or favourite restaurant / food that you’d like to share?
I’ll volunteer a pub in West London. Great choice of beers as you would expect from me, but also a good restaurant. Its name is The White Horse, it is on Parson’s Green in SW6. Worth travelling across London for and also worth finding if you live abroad on a trip to London.
- What is your biggest challenges for the upcoming 6 months? And for the next 30 mn?
My challenge is clearly increasing my business. But also about articulating successfully how industry and customers need to work smarter and better together. I am still excited that there are a lot great solutions available to IT customers; let us help more customers exploiting them.
- Is there another analyst (a peer in your firm or with another firm) whose work you rate highly?
I would like to make a plug for Martin Hingley at ITCandor. Great insight, great integrity and his energy is a source of inspiration. We worked together for many years