Simon Piff is Vice President for IDC's Asia/Pacific region based in Singapore.  He advises both technology and business leaders, as well as IT suppliers on Digital Transformation, the CIO Agenda and Digital Trust, as they relate to the ability of organisations to gain improved returns on their IT investments around hybrid cloud infrastructure, mobile productivity, the value of analytics and Artificial Intelligence (AI). Simon has been working in the Asia Pacific region since 1989, mostly within the IT industry, serving in various sales and marketing management roles for hardware, software, services and online businesses. 

Since joining IDC in 2008 he has undertaken numerous technology research roles, focused on identifying business value, business risk and the positive impact a broad range of technologies have on organizations within Asia pacific. Most recently he leads the Asia/Pacific Future of Work research and thought leadership, focusing on the areas that empower employees with technology augmentation to be able to excel more effectively in their roles. His background and experiences provide him with a unique understanding of the issues and challenges facing end-users and vendors with regards to their IT aspirations within the Asia Pacific markets. He earned his MBA in 2004 whilst working at a large software company, so fully empathizes with the workload most CIO's and IT professionals have to deal with in today's fast-moving business environment