Into The Toughbook Underground
San Antonio – In his opening remarks at Panasonic’s second annual Thought Leadership Forum, held Jan. 22-24, Rance Poehler, president of Panasonic Computer Solutions Company, referred to Panasonic’s bevy of vocal customers as “the Toughbook Underground.” This could be considered a negative reference, but Panasonic sees things differently. “We really like to think that our customers drive our company,” said Poehler. Throughout the forum, where I was the only press representative in attendance, Panasonic seemed very proud of and solicitous of input from its “underground” in attendance.
The Thought Leadership Forum is comparable to a users’ conference, where current and (hopefully) future customers gather to share their Toughbook experiences, challenges, and triumphs. Last year was the debut of the forum, and apparently attendees found it valuable, as Panasonic had to close this year’s registration early, and still attendees showed up in San Antonio, hoping to attend the sessions. “It’s good to have the increase we had,” said Mike McMahon, director of field force automation for Panasonic. “However, we’re wondering what we’re going to do next year.” Also present at the forum were Panasonic’s business partners, including Verizon Wireless, iAnywhere, @Road, Padcom, MDSI, Pentax, and other peripheral and software vendors.
The numerous presentations and breakout sessions covered topics including wireless security, the evolution of mobile computing, GIS (global information systems) and field automation, and converged mobile solutions. The presentations also included panel discussions, such as the one on insights and lessons learned from mobile deployments, at which representatives from AT&T, Cox Communications, Dominion Resources, PSEG, Sullivan-Schein Dental, and Alltel answered questions from the audience. Some questions posed included how and if the companies were using GPS (global positioning system) technology, what incentives were used by management to ensure end user adoption went smoothly, what wireless networks the companies were using, and what power solutions were used to run the mobile devices and peripherals.
At the conference, Panasonic announced a more agressive wireless strategy, and acknowledged that its message had to be more than just ruggedness. Vicky Obenshain, director of wireless strategy, presented Panasonic’s message for 2006: “Rugged, Reliable, Wireless.” To support that message, she announced Panasonic’s plan to have embedded wireless (local and wide area) support in all models by the end of FY 2006, as well as the intent to expand partnerships with wireless carriers and modem, accessories, and software providers.
Poehler’s presentation was one of the more interactive sessions I’ve seen at the user conferences I’ve attended over the last couple years. He presented the road map for 2006 products, including the aforementioned wireless radio support, brighter display screens, and available fingerprint recognition for security. Poehler spent about an hour fielding questions and concerns with attendees around specific problems their companies were having from their Toughbooks. Poehler seemed devoted to finding the answers – he was concerned when someone reported a 25% failure rate despite Panasonic’s statistics of failure rates of less than 5%. Poehler was also excited when someone mentioned that his company modified its Toughbooks’ stylus holders to reduce the loss of styli by adding intelligence so that the computer couldn’t be shut down until the stylus was firmly placed in the holder. Throughout the session, Panasonic’s National Sales Manager for Field Service Scott Thie wrote the suggestions and concerns on an easel; the feedback will be used to influence design of future generations of Toughbooks.
What struck me most during my attendance of the forum was how open Panasonic seemed to its customers’ input, and I do feel it was genuine. I also think the customers responded to that openness. In fact, there was talk of uniting the underground, so to speak, with the trend sweeping cyberspace: blogging. I’m interested in knowing whether other end users would find that beneficial. As users of mobile solutions, would you welcome an opportunity to communicate with your colleagues using the same products and solutions? Would a Web log or message board be the answer? Finally, does your technology vendor provide such an outlet? E-mail me your thoughts at khristenc@corrypub.com.