The Future for Information Management Andrew Browning, managing director of Microgen, looks at the emerging role of the service bureau
It has been estimated that by the time 1989 has ended, the information processing business will be the largest industry in the world. Of course, that may be good news for those of us who work in that particular line, but with it comes the need to provide the very best service for those many companies who use our expertise. There is no doubt that paper will continue to be the most used source of storing, distributing and retieving the vast quantities of information. But as an increasing number of organisations come to see that there are other — and we believe, better — forms of information processing, so the role of COM bureaux and similar service companies will change. Indeed, it is the fact that there are a number of perfectly good information processing mediums which will cause that role to take on a new look. Look at the options
Consider, for a moment, the options open to those who wish to store, distribute and retrieve data. Apart from paper, there is, for example, microfilm, Computer Output Microfilm, optical discs, Computer Aided Retrieval, optical cards and digital paper. Every one of these methods of information processing has its merits. And because of that, it seems likely that a combination of these various disciplines provides the answer to most companies’ needs. For that reason, few companies can afford to provide the mixture of processes needed to serve their own needs. And that, of course, is where service bureaux come into their own. But with so many different ways of processing information currently available — and with others doubtless on the horizon — the role of the traditional service bureaux will change. No longer will a bureau be able to say ‘we offer a COM service’ or ‘we offer microfilming’, rather the claim must be ‘we offer a complete management information service’. The new role
In other words, the bureau must take on the role of consultant — recommending to its clients which process — or more likely, processes — suit the applications under consideration. For some clients that may be COM and optical disc. For others, COM and CAR. And within such combinations other related processes such as laser printing must be considered. It means that bureaux representatives will no longer be interesting clients in process. These respresentatives will be going into the marketplace to sell solutions to problems. Clearly, that means that they must understand the technologies which are available. And be able to sell them all.
price list for distribution. Previously, a salesman from our COM operation would have visited the man and convinced him of the need for a COM system — which, indeed, was just right for this application. Later, another salesman would have appeared to sell the concept of laser printing — an equally suitable process. Now with just one well-educated salesman, the whole information management package can be sold as one unit. By offering a total package based on the final needs of the clients, the service bureau can release those customers from a great many work functions. Work which, while crucial to their organisations, is not the reason they are in business. Beyond that, the clients need only deal with one supplier. All of which means they can save time and, almost certainly, cash. And that’s the kind of news that every client wants to hear. Contact: Mr. A. Browning, Microgen Ltd., Watling Street, Radlett, Herts. WD7 7HZ. U.K. Tel: (0923) 852233. Telex: 923040 M ICRGN G. Fax: (0923) 855075.
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