For Raskino, many other kinds of information technologies and related capabilities are not considered part of IT.
“Even when new terms do come along they can be terribly clumsy,” he adds. “The IoT for example – how do we say it out loud to each other?
“It is so embarrassing, nobody has dared to start saying “eyot” – so instead we have to half swallow it as we quickly spit it out -“internetofhtings“.
“This kind of language difficulty is making it difficult to discuss important new issues such as the changing nature of industries.”
In the business news world, Raskino believes a ‘tech’ company can be a maker and seller of information technologies such as Cisco or IBM but it is also used to describe Orbitz, Uber, Twitter and Grubhub – none of which make and sell technology.
“On Bloomberg yesterday, I noticed Sir Martin Sorrell, CEO of WPP repeating his view that Google and Facebook are media companies, not technology companies,” Raskino adds.
“We can’t seem to decide. When, one day, Ford or Volvo make and sell their first autonomous cars will they suddenly be re-designated as tech companies? Maybe.
“If Apple does decide to make cars we can be fairly sure it wont be re-designated an automotive company. Tesla? Nobody can agree whether it is automotive or tech.”
The term tech is vague and presumptive anyway, Raskino adds.
“It generally seems to be shorthand for information technology related,” he says. “There are other kinds of technology in the world, but they don’t get a look in anymore.
“Sorry, did I just type information technology? – I didn’t mean to sound like an 80s throwback. I should have said digital.”
Bright spots…
But according to Raskino, there are some bright spots, such as the term “data science”.
“That’s adding a lot and it seems to be sticking,” he adds. “‘Additive manufacturing” is good too ( it’s what manufacturers do with 3D printers).”
Raskino says “Gamification” was another useful addition; “we certainly could use more words for the new emerging technology related competencies.”
“Did you ever wish that you could create just one new term that the whole world picks up and uses?” Raskino asks.
“If so, now would be a good time. We all need your help. Give it a go.”