Finding customers in the changing landscape of the IT world can be a real challenge for businesses. Understanding the needs of these potential clients has become just as important as the technology a company offers.

To find some insight into the nature of the customer market, John Furrier and Dave Vellante of theCUBE, SiliconANGLE’s Media production team, joined Maribel Lopez, founder of Lopez Research, at the HP Big Data Conference.

The first question took a page from the conference itself, considering what HP was doing with its new announcements and portfolio of technologies. Lopez explained that enterprise companies across the spectrum were looking for partners, and HP was moving itself to be that partner. Many businesses are paralyzed by the size of the task; they know change is coming, but they don’t know where to start. HP is in a position to help them.

Customer sentiments

The IT world is in constant flux with new methods and technologies coming out constantly. Companies have done what they can to rotate through these trends. Most customers are simply concerned with cost savings, and many want to know how they can use their current infrastructure to meet the future.

Unfortunately, many companies don’t have the ability to use their data in meaningful ways. They’re creating isolated silos of data between departments instead of sharing it. The companies need to have the right frameworks in place to benefit from the data they collect.

Organizing for success

New businesses face a considerable challenge in growing up during these ever-changing times. However, there are some things they can do to manage their digital strategy. Lopez pointed out that not every company needs a mobile app. Mobile apps can create silos that force workers to bounce between apps just to get their work done.

It’s also a good thing to start small and grow fast. Many companies run by figuring out one specific thing that must be done, and focusing on that. Once a company has a core, they can add value and other services over time in order to grow.

Watch the full interview below, and be sure to check out more of SiliconANGLE and theCUBE’s coverage of the HP Big Data Conference 2015.

Photo by SiliconANGLE