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How End-User Segmentation Drives IT Decisions

End-user segmentation is the process of organizing employees based on their job descriptions, work habits and technology needs to better define the tools and solutions they require. The concept is not new. In fact, we’ve used it at MCPc for years when configuring and imaging machines during our PC refresh process.

However, today’s technology innovations—including virtualization, cloud computing and mobile devices—make it increasingly more important for end-user segmentation to be applied across the board. These solutions positively impact user experience, accessibility, productivity and more. Finding the right technology mix for each user segment is key to creating your organization’s optimal workforce.

In this post, we provide an overview of end-user segmentation, and how it can be used to make more informed IT—and business—decisions.   

How Do You Segment Users?

To guarantee that the right technologies go to the right people, first divide users into groups based on established criteria, such as:

• Job title (executive, manager, architect, sales rep)
• Job function (programming, word processing, data entry)
• Location (in office, home office, job site)
• Programs and applications used (Office suite, Salesforce, Sharepoint, WebEx)
• Data accessibility required (consider data type and sensitivity)
• Mobility (consider frequency and distance of travel)
• Technology preferences (Mac/PC, laptop/desktop, Droid/iPhone/Blackberry, iPad/Xoom)
• Required service levels

From here, you can make intelligent decisions on the types of technology each segment should receive, based on the frequency, and how and from where information is accessed.

For a highly simplified example, let’s examine an Executive User Segment. These users require high-level access to data and shared applications from multiple devices, and from varying locations during regular travel across the U.S. and abroad. They primarily rely on their systems for email, and do not need heavy computing power or great amounts of internal memory, processing speed, etc. They also require a high service level.

This example suggests a need for laptops, a secure, cloud-based approach to application delivery (providing anywhere, anytime access to corporate services and content), and apps that are compatible with multiple devices and operating systems, as some of your executives will likely prefer iPhones, others Androids. Though the organization may not supply iPads, if an executive should choose to purchase one, it could be supported and secured by IT. A concierge support program is also a likely feature for this user segment.

When is End-User Segmentation Important?

End-user segmentation is about more than technology; it’s about how people live and work, and the tools they need to perform their jobs to the best of their abilities. This process should be employed anytime there are decisions to be made regarding how people will use and access information. Some areas we’ve found it helpful in the decision-making process include:

Desktop and Application Virtualization

Determine which end-user segments can benefit from virtualization and where it may be beneficial to workflow, productivity and end-point management. For complete details and a step-by-step approach, read MCPc’s post, The Best Approach to Desktop & Application Virtualization.

Procurement

By segmenting employees, you gain a better idea of what hardware, software and service levels are actually necessary for them to do their jobs. This allows you to make smarter procurement decisions. For example, you’ll be able to identify which end-user segments should get desktops versus laptops or iPads, or desktop applications versus cloud-based offerings.

You also gain insight into the types of warranties needed. While the manufacturer’s warranty may be fine for some, other users may require an extended warranty when the technology is critical to their job responsibilities, or when they are harder on equipment because of their location or level of mobility. You might also consider a depot program whichs makes spare equipment readily available thereby maintaining user productivity.

Cloud Computing

There are many factors that can influence whether cloud computing is a viable solution for your organization, or for particular user groups within it. Some to consider include: required data accessibility, programs and applications; businesses processes; and device and mobility preferences.

Using end-user segmentation, you can better understand how cloud computing may affect end-point access, devices, data delivery and security, and user experience. With this information, you can better determine where the cloud makes sense within your organization and ensure a smooth transition.

Mobile Device Management

When it comes to mobile devices, such as smartphones and tablets, many users have strong device preferences, and often want to use the same device for personal and professional use. Understanding these preferences can help guide corporate polices on mobile device management and purchasing.

Knowing the type of data accessed by each user segment, and the security limitations of their preferred devices, you can better manage mobile security across the organization. For instance, stricter security measures may be put in place for users that access financial or confidential information on a regular basis. Or for those organizations in highly regulated industries.

Configuration and Imaging

As mentioned previously, end-user segmentation also plays a key role when configuring and imaging machines, as it allows you to identify core applications and software programs that need to be installed on an individual’s hardware.

Your Thoughts?

How do you leverage end-user segmentation to make more informed IT and business decisions? Share your thoughts in the comments section below.

Ira Grossman, VP, Personal Systems Group, has more than 15 years of technology project management experience and is an expert in lifecycle management and mobile device management for the enterprise. Connect with Ira on LinkedIn.

 

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