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The Naked Chief Blog

Peter is the managing director of Longhaus and the primary voice of The Naked Chief blog. He founded Longhaus in 2006 following over a decade in international market research and publishing with Forrester Research and META Group (now Gartner). Over the last decade, and after personally participating in several thousand business and sales meetings, public and private presentations and research projects, and writing a few hundred articles, he has come to the conclusion that the profession of ICT analyst research is largely undervalued by the industry he serves. In the decade before starting Longhaus he was only ever asked to explain the research process (how he knew what he knew) once to a journalist and twice to a client. They just never asked. Since starting the company he and his team have been asked twice more in two years. Things are definitely improving, ICT analyst research in Asia Pacific is on the up, and Longhaus is somewhere amongst it all. Peter has also worked for international publishing conglomerates Pearson LLC., and Time Warner Inc., as a staff-writer and book reviewer as well as a strategy advisor to various CIOs of organisations rated within MIS magazine’s Australian Top 50 IT operations.

Oct 25
2009

Longhaus four years on

Posted by: peter.carr

Tagged in: Untagged 

As I recounted 3 years ago in an entry called One Year On, our start-up phase was based on a 4-year plan which ends in a few weeks time. It was at that stage that the plan was to sit down and evaluate our options regarding the company and whether or not to push on. While we wished ourselves every success I am also sure that we could not have foreseen all that lay ahead when in 2005 I begged of my wife to give me four years to screw up, threw in the towel at Forrester and called my old friend Sam Higgins with a bold plan. So how are we going and where to?

Well we have gone about our first four years rather quietly. Our location in Queensland away from the central activity of the other firms has been a tremendous success factor for us. Not only have we established a remarkable beach-head with significant milestones like the 5-year commercialisation arrangement struck with the Queensland government earlier this year, but I heard rather quietly on the grapevine this week that our annuity business has probably just surpassed that of Forrester's in Australia. Regardless of Forrester's performance in the region, that is a mark of success for us given the respect we hold for that company (well known in these parts to be our last place of employment).

Within Australia Longhaus now have clients across Queensland, New South Wales, the ACT, Victoria and South Australia, as well as in the United States, Singapore and New Zealand. Approximately half our web traffic comes from outside Australia which is also a testament to the honey pot we continue to build for geo-targeted tech research and analysis within the region. More and more companies that want to know what impact global technology is having on Australia are now making Longhaus a part of that discovery and decision process.

What lies ahead are the next three very exciting years. That period will begin with an office relocation and upgrade in December this year. The move is to secure for us more space for growth as well as accommodating the studio for Longhaus Television (LTV). Over the last month the pending launch of LTV has been met with unbridled enthusiasm from many companies within the Australian ICT market. It will provide us with the capability to deliver even more of the local data and insights over which simple business as usual timing and traditional reporting impose limits. It will also provide a wonderful platform to bring even greater transparency, regional context, and tactility to tech research. One of our founding principles was to allow our customers to be able to see and touch the research that impacted their business lives and LTV will provide that in spades.

Our increasing presence in the main stream media also continues to bolster awareness for us right across the region. We have also been industry judges for awards ranging from the MIS 100 both in Australia and New Zealand, the Brisbane Lord Mayor's Business Awards, the Pearcey Awards, and Young Achievers Australia. Just this year I was also asked to join the organising committee for the 2010 World Computer Congress which is being held in Australia in September next year. Our research will even appear in a high-profile SME business book that will hit the shelves next year.

One of the greatest pleasures for us has been the increasing recognition afforded us by local technology companies. Many of the regions best performing suppliers of ICT hardware, software and services have for too long been overlooked by the global tech research machines. Seeing firsthand the dynamism within the Australian and near-shore ICT industry, and then being able to accurately compare it to the global juggernauts of our industry at international events is a rewarding daily experience and one greatly sought after by local companies.

Despite the economic hiccups of 2009, we are taking confidence in the application of our own research in the form of the Australian Tech Index. So in 2010 there will be more analysts at Longhaus. There will also be another Australian office. But above all there will be more of the same trusted analysis and high quality brand strategy support that has allowed us to break through that important start-up phase and confidently look forward to the next 3 solid years of growth.  At that point I would be confident the world will know about Longhaus. But let's wait and see. We hope that you will join us on our ongoing journey.

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