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Women in IT

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UK electronics suppliers and retailers missed out on £600 million in 2007 because they failed to connect with female customers, according to a survey from the ad agency Saatchi & Saatchi.

This missed opportunity is happening all over the world, as women begin to have more influence over the spending decisions in the technology sector.

Understanding how to communicate to women in this market is not simple. Most companies, with the exception of some pioneers such as Apple, continue to think that it is all about the ‘geeky’ details.

Women want technology just as much as men but don’t need to know the RAM size. This section is devoted to articles about how to market to women in this sector as well as keeping an eye on the women influencing things in the world of technology.

Philippa Roberts and Jane Cunningham, founders of Pretty Little Head – a strategic consultancy which helps clients market to women provide their view of the new world of feminised brands.

On a mission to bring women back into IT

“Women represent a huge potential market for technology producers. So far however, few companies attempt to speak to women through their products. The few attempts that have been made to attract women, such as the pinked up mobile phones and gadgets, are not met with much support.”

In her inaugural column, Elisabeth Kelan, the editor of this section, sets out the debate and the challenge companies face to get more women into IT.

Six reasons IT needs women

Director of a UK career and networking portal, Maggie Berry provides six good reasons why more women in IT would be very good for business.

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Julie Gilbert, Vice-President, Best Buy

“Women are outspending men in our industry $55 billion to $45 billion. Not only that, they are actually influencing 90% of the purchases. It is a new day in consumer electronics.”

Avivah Wittenberg-Cox and Alison Maitland, authors of Why Women Mean Business

“All the characteristics of [Apple’s] female-friendly brands are present – attention to design, both in product development and marketing communications, well-thought-out simplicity of use without any deviation into technology for technology’s sake, extreme attention to detail and packaging.”

Gartner

“Women influence or control over 80% of consumer spending decisions; men design 90% of IT products and services. If men only are designing IT it’s a ‘going out of business’ sale. Diversity is not the issue, survival is.”