Abandon fear, embrace technology
Instead of leaving technologies to their kids — or secretaries — business leaders should use it to their advantage, says Sue Swart, Gordon Institute of Business Science marketing manager.
“There’s a real need for the older generation to start embracing technology and using it to our advantage,” Swart says.
Apple marketing manager Linda de Klerk says many executives do not realise just how helpful some gadgets and their applications are.
Instead, they bumble along with just a cellphone, basic text messages and a laptop that they treat as a substitute typewriter.
“In Africa we use technology to substitute something we used to do another way,” De Klerk says.
“We need to get to a stage where technology completely transforms what we do — and the tools are out there.”
One major way in which technology is changing working lives is blogging, where consumers publish their opinions on the internet to a global audience.
“These consumer forums are talking about your products or services,” De Klerk says, so executives must tap into them and respond.
A variation is when workers collaborate with counterparts abroad on a project or hire the input of external experts.
Doing that well needs video conferencing and the ability to share huge files of information quickly. Preventing people from sending large files over a network kills that collaboration.
Businesses can also capitalise on popular websites such as Facebook, which has abandoned a previous ban on commercial campaigns on its pages. “It’s a brilliant tool for someone in marketing to find out what people are thinking,” says De Klerk.
“You can have business pages on Facebook and create a campaign. It’s a key tool for customer service.” She also recommends Zoomerang, an online survey tool for companies seeking customer feedback.
People older than 30 often struggle with technology or are hesitant about security issues, says David Reynders, MD of local software company Pocit.
“Students just get it,” he says. “They have an inherent passion and ability for mobile technology.”
While laptops have made life and work much easier, even a laptop cannot compete with a cellphone’s potential, Reynders says.
Students use their phones more than any other demographic group for calls, text messages, surfing or games. The ability to connect with friends and family at any time from anywhere is taken for granted.
Older executives also need to explore mobile devices to access all their data and applications as well as the internet, with exactly the same quality they get on an office PC.
Another useful tool yet to see much serious use is podcasting, where you download an audio broadcast to play back on a phone or music player.
Companies could use podcasts to let staff hear important messages or save the expense of travelling by podcasting a video of an event.
Other useful tools are websites such as Urbandaddy.com, which lets travellers enter their location and have the details of local hotels and restaurants fed through to their smartphones.
Technology and the older generation – give your views
Business Day
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