Dell Technology Camp 2012 - The Evolution of Consumerization

Dell Technology Camp 2012
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Dell Technology Camp 2012 - The Evolution of ConsumerizationThis was the first of two Dell Technology Camps planned for 2012. Part I: The Evolution of Consumerization focused on Dell’s End User Computing products and solutions and further cemented Dell’s position as an industry leader in recognizing the impact of IT Consumerization and how we are responding not only in our product development, but also in the critical services and solutions required to fully support our customers.

To provide tangible proof of our strategy, end-user solutions and products were packaged in interactive, hands-on environments that chronicled how our offerings are customized and developed for customers in all facets of their lives – a family in the home, a student at university, an entrepreneur growing a business and employees and IT departments in established organizations.

Dell product and solutions experts, including representatives from recently acquired companies Wyse and SonicWALL, customers and third party spokespeople were present at the event to share insights, expertise and attest to our vision and strategy.

The event began with a welcome address from Aongus Hegarty, President EMEA, Dell, who introduced the day and provided an overview of key market trends and regional context.

He was joined by Erik Dithmer, VP, End User Computing GTM Organization, who outlined Dell’s multi-device and solutions focused strategy and vision for end-user computing and Arthur Lewis, VP PC Product Management, who introduced 12 new commercial products officially announced at the event and 11 consumer and small business products to be announced in June (showcased under NDA).

Lifecycle Experience - Dell Tach Camp 2012Lifecycle Experience - Dell Tach Camp 2012Lifecycle Experience - Dell Tach Camp 2012

Attendees were escorted in groups by Dell representatives through the Lifecycle Experience, where product, solution and subject matter experts, customers and third party spokespeople provided overviews of four themed zones.

  • Home Lifecycle Experience: James Griffiths, CSB Marketing Director UKI, along with technology journalist and parenting blogger Leila Mackie and product reviews expert Niamh O’Connor defined the role of technology in the home – including how parents and children ‘co-exist’ in a ‘new age’ home environment to have fun and stay connected. Featured product lines and solutions included: Inspiron, XPS, Latitude and Vostro.
  • University: Peter Winkle, Director, CSB Systems and Solutions, EMEA, as well as product reviews expert Vincent Baijot and Luke Mitchell, Head of Youth Marketing at Studentbeans, discussed the importance of technology and student life – including how technology can make students successful as well as entertained and connected to family and friends. Featured product lines and solutions included: Alienware and Inspiron.
  • Growing Business: Charlie Tebbs, executive director, EMEA marketing, outlined how technology is an essential building block for success for start-ups and small businesses, and in particular how Dell’s offerings are scaled to support businesses at every stage of growth. Emma Jones from Start Up Britain discussed small business needs and customer Warrant Bennett from A Suit That Fits also shared his experiences with attendees. Featured product lines and solutions included: XPS, Vostro, Latitude, OptiPlex, Dell Precision, KACE and SonicWALL.
  • The Evolving Workforce: Bryan Jones, executive director, EMEA marketing, outlined the evolution of today’s workplace and the subsequent demands placed on employers and IT as a result of the IT consumerization phenomenon – in particular how to motivate the workforce and provide the right technologies to enhance productivity while balancing the critical need for IT control. Bryan was joined by experts from Wyse, DVS, SonicWALL, SecureWorks, KACE and ImageDirect to highlight Dell’s desktop virtualization, security and systems management solutions. Featured product lines and solutions included: Latitude, OptiPlex, Dell Precision, Wyse, DVS, SonicWALL, SecureWorks, KACE and ImageDirect.
Design lab - Dell Technology Camp 2012Design lab - Dell Technology Camp 2012Design lab - Dell Technology Camp 2012

Attendees were introduced to Ken Musgrave and Frank Tyneski from the design team in Austin, Texas. Ken and Frank shared insight into Dell’s design process and ethos. As with last year, influencers found the insight and opportunity to meet with members of the design team extremely compelling and it demonstrated how committed Dell is to continual, purposeful design invention, with the XPS 13 design story seen as a real highlight.

We also opened the Hands-on Product Showcase for opportunities to conduct first looks product reviews where more than 40 reviews took place on the day.

Think Tank - Dell Technology Camp 2012Think Tank - Dell Technology Camp 2012Think Tank - Dell Technology Camp 2012
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Join the conversation. #workforce

The Think Tank concept is a global one for Dell, which brings together leading industry thinking in an independent forum to discuss the hottest trends and help position Dell as an industry visionary and thought leader.

We facilitated this real-time / Live Streamed discussion with a group of high profile industry experts around the Evolution of Consumerization, including topics from the Evolving Workforce study. The 10 Think Tank participants included:

  • Steve O’Donnell, (Chairperson) Consultant and former BT Head of Operations
  • PJ Dwyer, Executive Director, End User Computing, Dell
  • Bryan Jones, Executive Director, Public Large Enterprise Medium Business, Dell
  • Tim Weber, Business Editor, BBC Online
  • Mark Wilson, IT Blogger
  • Stephen Yap, Group Director, TNS
  • Alexis Lane, Partner and employment law specialist, The Head Partnership
  • Stuart Collingwood, President EMEA, Nivio
  • Mathias Knoefel, analyst, CONTEXT
  • Marie-Christine Pygott, analyst, CONTEXT

The overall discussion considered how new generations continuing to flow into the workforce coupled with the rapid development of technology is affecting significant change in IT infrastructures, cultures, processes and workplace environments. The ability to recognize and harness the changes and developments in an effective, controlled and secure way is a growing challenge for businesses.

A wide virtual audience was engaged during the debate with Tweeted questions and comments shared during the discussing using the event and #workforce hashtags. The Live Cast of the full debate is online and available to watch on the Tech Camp 2012 website here: The Evolving Workforce Think Tank.

“I would categorise it as being the single most germane and well structured session of its kind I have seen. I would not be surprised if it were to win some awards and would strongly recommend that you pursue this. I know that I speak for the whole panel in thanking you all for your input and hard work in bringing this off.” - Stephen O’Donnell

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Join the conversation. #DellLiveLounge

The Dell Live Lounge evening event exclusively for lifestyle media positioned Dell as a stylish innovator and provided an opportunity to see the forthcoming consumer products in the right setting. The cocktail event featured up and coming musicians Life in Film and Gabrielle Aplin, played alongside the Radio 1 and Radio 2 ‘Record of the Week’ winner Josh Osho.

Charlie Tebbs, Executive Director of Marketing, introduced the event to the more than 40 attendees including titles like T3, Wired, TechRadar and YinYang represented. Members of Dell’s Influencer campaign - Ernie Doto (music blogger), Cass Gowing (fashion blogger) and Claire Webber (small business blogger) - also attended.

Twitter Review Competition - Dell Technology camp 2012Twitter Review Competition - Dell Technology camp 2012Twitter Review Competition - Dell Technology camp 2012

This year, in line with the more relaxed setting of the event, we ran a competition on site during the day for attendees to publish 140 character reviews of our recently announced products. To take part in the competition, attendees needed to post a Twitter review of one or more products during the day using the #DellTechCamp hashtag. All reviews were entered into a draw to win a Dell XPS 13 Ultrabook.

The aim of the competition was to drive positive review coverage in a fun and inspiring way. There were 25 entries overall with a few samples below:

  • @feveraardt Ah, we gaan straks de XPS One 27 zien, de nieuwe 2560x1440 allinone van #Dell #DellTechCamp
  • @aedney Dell’s XPS 13 brilliant ultrabook! Sleek with beautiful 13" screen fantastic battery life. Smaller than competitors. From £949 #delltechcamp
  • @cahlo Deseando ponerle las manos encima al XPS 13. Lo haré dentro de un rato... y a otros once equipos :) #DellTechCamp
  • @xataka De momento estamos viendo la Dell Optiplex 9010, una workstation de diseño con una pinta estupenda #DellTechCamp

Dell Technology Camp 2012 Sponsors

Technology Camp Sponsors

Tech Camp EMEA Contacts

Emma Ferns
EMEA Communications
Bracknell, UK

Anna Loftin
EMEA LE Communications
United Kingdom

Melanie Derome
EMEA Consumer PR
Bracknell, UK

The Evolving Workforce

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