AN ESOMAR WORLD RESEARCH FORUM
The future of work
Keith BaileyAbstract
Technology has revolutionised the way we work. Personal computing freed us from the restraints of the mainframe. Mobile phones have made the iconic British red phone box a rarity. The Mobile Internet means we are no longer tied to our desks to access the information vital to our day-to-day work. Nokia is the world leader in mobility, driving the transformation and growth of the converging Internet and communications industries. In this presentation we look at Mobility and how anytime, anywhere access to all the Web has to offer is shaping ‘The Future of Work’.
Keith Bailey
Keith embarked on his market research career in 1976 when, as a post-graduate student, he undertook a tour of Germany interviewing can-makers about the lacquers they spray on the inside of their cans to prevent the rhubarb, cola, or whatever, from eating its way through the tinplate… For some reason, the discipline appealed to him and he subsequently joined Metal Box Packaging and then Wiggins Teape Paper as a client-side business-to-business researcher.
Switching to the agency-side (Communication Research Limited [CRL], GfK, Marketing Sciences) he found himself chasing business from Motorola. At this time mobile phones were still a business tool and hadn’t yet crossed into the mass consumer market. However, as the work on mobile phones grew, Keith found himself refining his consumer research skills and business-to-business took a back seat for a time.
Having developed an expertise in the mobile communications sector, he re-joined the client-side with Nokia some eight years ago - still mainly in a consumer rôle. More recently Keith has moved to a rôle supporting Nokia’s Eseries range of business-oriented mobile devices and solutions and so finds himself once more facing all the old B-to-B challenges - albeit now in a world revolutionised by the Internet, e-mail and Web 2.0…
Keith is the proud owner of a good, old-fashioned 80 column punch card and fondly remembers taking the train to London to send a questionnaire to Italy by fax from Rank Xerox’ headquarters in the days before e-mail… (The fax was illegible when it arrived and the questionnaire had to be re-sent by telex…!)
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