May 12, 2021

Microsoft: Inspiring women in tech

Microsoft
Tella
3 min
Microsoft in Finland’s CMO Janina Backlund understands the value of diverse teams that represent the customers served and reflect audience needs

Microsoft is partnering with Telia in Finland to deliver an evolving customer experience; one made up of rich H2H (human-to-human) interactions. “We need to stay relevant with our customers with the right message on the right channel and at the right moment,” says Microsoft Finland’s CMO Janina Backlund. “The values a company represents are having a growing impact on this scenario.”

Value-Based Marketing

How those values are communicated is very important, believes Backlund. “You can't simply copy/paste value messages on top of something. They need to be authentic so you go to market in a way that matters to the audience you want to engage with. And those values need to be lived upon in the company’s everyday life; we really need to walk the walk, not just talk the talk.”

Surface the Women

Microsoft has been running its #SurfaceTheWomen campaign for three years now; in tune with Telia’s aim to have 40% of its leadership roles allocated to women by 2023. “Gender equality is a conversation that needs to progress. Diversity and inclusion are written into our DNA at Microsoft,” explains Backlund. “These are core values grounding the way we develop our technology which needs to be accessible for everybody. Microsoft’s offering needs to represent the diverse audiences we aim to serve. This extends all the way to the teams we recruit; which must represent those same customers. It's difficult to create innovations that are actually meaningful for our end users if we don't make sure the teams developing them are diverse and value inclusion.”

Women in Tech

“#SurfaceTheWomen has given women in tech a platform and a voice to tell their stories,” adds Backlund. “It can open the industry for other women. For example, this year, we were very much focusing on the different myths that are related to the industry from a female perspective. We’re tackling the misconception that you need to have a certain kind of background to be able to build a career in tech. Women can come from all walks of life and #SurfaceTheWomen provides the opportunity to tell that story, share the backgrounds they have and talk about their career in technology. Ultimately, we aim to inspire other women to make that leap forward with their careers in tech.”

Testimonial:

“Our partnership with Microsoft is very important to us. They offer us a strong foundation for digital services and modern, digital workplace solutions and to our customers. Customer expectations in this kind of environment (the global pandemic) are all about employee productivity and satisfaction. We are also very focused on data security and our IT assets. Microsoft workplace solutions combined with our offering enables us to offer customers services that help them improve employee productivity and customer satisfaction.”

Kirsi Kantele, HR Director, Telia

 

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Jun 18, 2021

GfK and VMware: Innovating together on hybrid cloud

GfK
VMware
3 min
VMware has been walking GfK along its path through digital transformation to the cloud for over a decade.

GfK has been the global leader in data and analytics for more than 85 years, supplying its clients with optimised decision inputs.  

In its capacity as a strategic and technical partner, VMware has been walking GfK along its digital transformation path for over a decade. 

“We are a demanding and singularly dynamic customer, which is why a close partnership with VMware is integral to the success of everyone involved,” said Joerg Hesselink, Global Head of Infrastructure, GfK IT Services.

Four years ago, the Nuremberg-based researcher expanded its on-premises infrastructure by introducing VMware vRealize Automation. In doing so, it laid a solid foundation, resulting in a self-service hybrid-cloud environment.

By expanding on the basis of VMware Cloud on AWS and VMware Cloud Foundation with vRealize Cloud Management, GfK has given itself a secure infrastructure and reliable operations by efficiently operating processes, policies, people and tools in both private and public cloud environments.

One important step for GfK involved migrating from multiple cloud providers to just a single one. The team chose VMware.

“VMware is the market leader for on-premises virtualisation and hybrid-cloud solutions, so it was only logical to tackle the next project for the future together,” says Hesselink.

Migration to the VMware-based environment was integrated into existing hardware simply and smoothly in April 2020. Going forward, GfK’s new hybrid cloud model will establish a harmonised core system complete with VMware Cloud on AWS, VMware Cloud Foundation with vRealize Cloud Management and a volume rising from an initial 500 VMs to a total of 4,000 VMs. 

“We are modernising, protecting and scaling our applications with the world’s leading hybrid cloud solution: VMware Cloud on AWS, following VMware on Google Cloud Platform,” adds Hesselink.

The hybrid cloud-based infrastructure also empowers GfK to respond to new and future projects with astonishing agility: Resources can now be shifted quickly and easily from the private to the public cloud – without modifying the nature of interaction with the environment. 

The gfknewron project is a good example – the company’s latest AI-powered product is based exclusively on public cloud technology. The consistency guaranteed by VMware Cloud on AWS eases the burden on both regular staff and the IT team. Better still, since the teams are already familiar with the VMware environment, the learning curve for upskilling is short.

One very important factor for the GfK was that VMware Cloud on AWS constituted an investment in future-proof technology that will stay relevant.

“The new cloud-based infrastructure comprising VMware Cloud on AWS and VMware Cloud Foundation forges a successful link between on-premises and cloud-based solutions,” says Hesselink. “That in turn enables GfK to efficiently develop its own modern applications and solutions.

“In market research, everything is data-driven. So, we need the best technological basis to efficiently process large volumes of data and consistently distill them into logical insights that genuinely benefit the client. 

“We transform data and information into actionable knowledge that serves as a sustainable driver of business growth. VMware Cloud on AWS is an investment in a platform that helps us be well prepared for whatever the future may hold.”

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