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Posted by Bruce Guptill
Bruce Guptill
Most research firms can explain what happened; some can explain what is happening. Saugatuck Technology excels...
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on Friday, 28 October 2011
in Lens360

HP Takes the Accountability Path Toward a Clear(er) Vision

An important thought is being under-emphasized lost amid the general media and pundit “I told you so” follow-on to HP CEO Meg Whitman’s announcement Wednesday that the company would, after all, retain its PC business – i.e., the Personal Systems Group, or PSG.

HP is keeping one of its core businesses, yes, and plans to invest in it in order to become a meaningful player in tablets as well as find more ways to profit from the upcoming Microsoft Windows 8 operating system.

But what’s most important to Saugatuck is that company management made that decision based on an examination and consideration of real business value, and then explained it in those terms - a concept that had been absent from various business vision and strategy pronouncements for almost a year.

HP leaders sat down and considered the current and future costs and benefits of retaining and selling of the Personal Systems Group; they built a business case and reviewed it; and they made their decision based on what should be done for the good of the company. And then they explained the decision to investors, analysts, partners and customers in clear and simple terms. In a conference call late Wednesday (US time), HP, CFO Cathie Lesjak explained that their business case indicated that the cost of spinning off PSG would cost $1.5 billion and reduce HP’s operating profit by $1 billion annually. Lesjak further explained HP’s significant supply-chain economies of scale, and how these improve company margins to an extent that competitors cannot equal.

Following Lesjak, CEO Whitman simplified the explanation and decision even further, saying, “At the end of the day, the cost and the risk of a separation are simply greater than any value we could create otherwise."

Saugatuck’s net take: Whitman, with other senior HP leadership, is working to make certain that HP’s constituent investors, customers, partners – the entire ecosystem – are not only aware of what the company is doing, but why, and is basing the why on clearly-articulated business rationales. It’s a great step forward for a company that may not have lost its way, but certainly wasn’t seen as knowing where it was going. 

Most research firms can explain what happened; some can explain what is happening. Saugatuck Technology excels at understanding both in order to explain what else is likely to occur, and to guide its clients toward the actions that deliver them the greatest business value while enabling the safest business path.

To accomplish this, and to continually improve the value of Saugatuck’s work to clients in a Cloud-obscured marketplace, Saugatuck SVP and Head of Research Bruce Guptill pushes his team to continually re-examine and re-invent the company’s research programs to focus more on the costs, benefits, effects, and value of an ever-changing mix of technologies and providers in different markets.

Guptill’s own technology and business background laid a solid foundation for such a flexible, yet stable, approach to IT research value for clients. His technology research work includes mobility, collaborative IT, telecom, data networking, web commerce, and electronic marketplaces; his research work for enterprise IT and business clients includes return on IT investment, total cost of IT ownership, and business planning for IT. His research and guidance on vendor channel management, market identification and development, and buyer behavior analysis has enabled hundreds of established and startup IT providers to find, enter, and profit from new and traditional markets, while helping to guide user enterprise leaders toward optimal IT procurement and vendor management.

Guptill’s research background includes several years as a VP and research director with Gartner, senior positions with TeleChoice and Robert Frances Group, and editorial work within the IDG companies, including four years as a writer and editor with NetworkWorld. His marketing business focus was honed as VP of marketing for firms ranging from custom development providers to non-IT firms in aviation and other industries. His sales and channel experience started by traveling with a sample bag, then working for IT VARs, then advising telecom and wireless carriers on partner choices, to developing partner programs for traditional and Cloud-based software development firms and ISVs.

Guptill holds an MBA in marketing and finance, and a BA in the psychology and business of mass media communication. He is licensed to fly airplanes, drive boats, and sell houses; he is also a certified baseball coach, serves on the boards of regional civic groups, and is a serial home renovator. Married with three children, Guptill resides on Cape Cod in southeastern Massachusetts, and is a lifelong fan of the Red Sox, Patriots, Celtics, and the University of Connecticut Huskies.
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