"Stop and rethink everything," is the call to action by keynote speaker Robert Lloyd at this year's Cisco Live conference in Melbourne.
Lloyd, executive vice president for worldwide operations at Cisco, says a confluence of economic and business technology trends - ranging from the pervasive internet to the demand for BYOD in the workplace - are impetus for enterprises to act.
This means allowing users and customers to leverage innovation, have a choice in the consumer device they will use and at the same time deliver compliance and security.
The new growth will come from emerging markets - that is the new set of rules for today's economy, says Lloyd.
An area that should be in the sights is the new middle class emerging in the Asia Pacific, specifically India and China. They are the new consumers of the 21st century.
Governments around the wold, meanwhile, are "deleveraging" - balancing their budgets and reducing their spending. The global economy is shifting East. They are looking at East for new markets and consumers.
This situation calls for a "productivity imperative".
Doing things the way we are doing is not good enough for the government, your company the economy, he says.
He says there will be more innovation and change than at any other point in our lifetime. He points out six devices for every person in the planet is a likely scenario.
He points out that in the 60 minutes he is on stage there would have been around 8000 tablets sold. When the new iPad was launched, within 24 hours he says he had over 100 employees in Cisco Australia using it to access apps at work.
Social networks, exemplified by the billion people on Facebook, are changing how we think and work.
In the US, workers are the ones interviewing their employers. "They pick companies that allow them to work in a social way," he says.
Gone are the days of big monolithic projects that take three years to complete, he says. Users and executives are looking for apps on demand, an SaaS (software as a service) model.
We need to rethink the fundamentals," he says. "How you work depends on where you are. We want the experience to be the same whether on desktop or mobile."
Lloyd recalls the lessons imparted by Apple when it launched the Mac in 1984. He was then working as an Apple dealer in Canada. "This is gonna change everything...the user experience came first."
He says 28 years later, with pervasive internet, broadband, the primacy of the user experience still holds true.
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