In Other Words - SAS Senior VP and CMO Jim Davis talks about business, analytics and technology

My flight to Moscow was full. Perhaps an indication that there is significant business opportunity? As we exited the plane there was a very grim woman who looked to be about 4’10” pointing a glass gun at each passenger. If you show up the wrong color on her infrared meter, you get quarantined. When I got past her, I was definitely happy to have arrived.

So here’s my top travel tip for Russia: Don’t go if you have a fever. You may never return.

I was in Moscow for SAS Forum Russia, as well as press interviews. There were close to 500 people at the conference, and a lot of interest. I had fascinating conversations and saw lots of areas of opportunity.

From a technology perspective they’re where we were ten years ago. They equate technology more to a vendor than a process. For instance they might ask, “Are you an IBM customer or an Oracle customer?”

The exceptions would be the banks and the telecommunications companies, who were no different than their counterparts in mature markets. I continue to find that the US is behind compared to the world’s telcos. We’re still worrying about churn, and they’re thinking of new ways to deliver content.

Don’t assume Russia is behind in their desire to advance key industries. The prime examples are banking, telco, and oil and gas. Those executives know as much and potentially more than their counterparts in Europe, the US and mature Asia Pacific markets. Jump right in if you deal in those industries.

Across the board in general, there’s a real opportunity to help organizations understand that the value of data goes well beyond operational systems. They view IT as brand rather than process, but I found people very open, if not eager, to expand their knowledge in that area. I would classify it as an emerging market but one that is hungry to compete.

One key point: The economy is defintely in a slump and the people I spoke to don’t expect it to get much better next year.