In the book The Life of Reason, the American philosopher George Santayana states that “those who cannot remember the past are condemned to repeat it.” Those of us who want IT to be viewed as something more than a “utility” need to hearken to these words, for many IT groups are on the verge of repeating the past and being condemned to the role of “commodity”.
In 2001 I wrote a column for Network World stating the strategic role of IT was in jeopardy because IT groups were not understanding the business uses of new technologies. Prior to this IT had started to gain a seat at the strategic table as companies implemented new technologies at a feverish pace. However, with the dot-com bust and the slowdown in new implementations, that role was at risk. In addition, IT departments weren’t helping matters by continuing to focus solely on how technologies worked and not understanding how companies could technology to increase profits, reduce costs, or gain competitive advantages.
In my column, I used the Web as an example. IT knew how the Web worked, but they failed to understand the strategic value the Web could bring. Instead of being viewed as the leaders in Web strategy, the IT groups were relegated to a support role with non-IT departments such as Marketing assuming the lead in defining Web strategy.
Fast forward seven years and the IT department in many companies is on the verge of making the same mistake with Web 2.0. Web 2.0 applications can provide a “richer” user experience which will create new ways for companies to use technology; yet how many people in IT really understand the business value of Web 2.0?
Most developers probably know how mash-ups, RSS, Wikis, and Blogs work; but how many IT departments are working to understand how these applications can bring value to the company? How many IT groups are actively leading the discussions with Sales, Marketing, HR, Training, and Legal on how these technologies can provide competitive advantage, reduce costs, or create operational efficiencies?
Now don’t get me wrong. I know there are IT groups out there taking the lead in Web 2.0. However, I also know that there are just as many – if not more – IT departments that are not involved in those conversations. As with Web 1.0, many of the Web 2.0 business strategies are being developed by non-IT departments. In many companies IT has already lost its seat at the strategic table and is viewed as a utility that “powers” the business strategy. The primary involvement of these departments in Web 2.0 is to provide the hardware, infrastructure and computing services to support the business strategies set by others.
Before I get a rash of comments, let me state that I agree wholeheartedly with the service/support component of IT. The provisioning and support of computing services is an integral part of any IT department and I am a proponent of ITIL, COBIT, and other disciplines that will enhance the service and support that IT provides.
But IT can be more than just a utility. As technologists, the IT group can and should be driving the adoption of new technologies and not just supporting them. CIOs and CTOs should have a seat in both the computer room and in the boardroom. And they can, if they remember the past and not repeat it.
(This is an update to a column I originally wrote for Network World. The original article is copyright 2008 by Network World, Inc., 118 Turnpike Road, Southboro, MA 01772. Reprinted from Network World.)
