Providing perspective for today’s technology leaders

Rob Enderle

The Enderle Group provides an unparalleled look inside breaking technology events to identify the core reasons that buyers and builders of technology should care.

Rob’s Articles

  • Apple vs. Dell: Choosing Which Company to Work For techspective | May 14 Someone I’ve known for years moved from Dell to Cisco to Apple. Nine months after her move to Apple, she’s jumping ship to HP. She left Dell because of the opportunity at Cisco, which was a step up if you wanted more control and less aggravation (Dell is a far more complex company than Cisco, and both companies treat their customers and employees very well). She left Cisco because Apple paid better but Apple, in contrast, is a lock-in company and puts financial performance ahead of everything else. This makes it a very difficult company to work for, partner with, or even be an ex-employee from (if you leave the company, they strip your title from your employment record, destroying much of the value of using it as a job reference). HP is far more like Dell and Cisco than it is Apple and tends to treat its customers and employees very well (I’m particularly impressed with HP’s partner effort).
  • IBM Think: Reflecting A Changing World TG Daily | May 13 IBM Think is one of the oldest customer communications events in the technology segment. The name “Think” goes all the way back to Thomas Watson Sr. when he was a sales manager for the National Cash Register (NCR) company. He used it to advise his employees that, to be successful, they needed to use their heads, not their feet, so they optimized their time, effectiveness, and increased their sales close rates. It became the tag line for the then new, and now over a century old, company.
  • Dell, Cisco, and HP vs. Apple and the hybrid-work test Computerworld | May 12 Apple's under fire from employees who don't like its hybrid return-to-the-office plans. Maybe it could learn something from some of its tech rivals.
  • The 5 Coolest Things at Dell World Almost No One Saw TechNewsWorld | May 9 I was at Dell Technologies World 2022 last week. Often, I’m not very excited about anything on the showcase floor at events like this, but DTW has been the exception. One year they had robotic baristas that made better coffee than Starbucks, and they’ve had cars from customers that I’ve wanted to buy. Which leads me to the one thing that should have been on the floor this year and wasn’t, especially considering GM was on the main stage with Michael Dell, which was the Cadillac Lyriq — an amazing electric SUV that I hear looks awesome in person.

More articles »

Rob Enderle on…

Elon Musk’s successful Twitter takeover bid

“I expect Twitter will bleed a lot of users and advertisers, and the resulting controversy will bleed over and damage Musk’s other companies over time, especially Tesla, which primarily sells to a liberal audience.”

Musk Masterminds Private Twitter Takeover for $44 Billion
E-Commerce Times

Netflix losing subscribers

“With inflation taking hold, people are starting to watch their pennies. You get a situation where people are thinking through the subscriptions they have." [Netflix will find it hard to grow in that kind of economic environment, especially in a market like the United States where it is deeply penetrated.]

Streaming TV platform Netflix loses subscribers for first time in decade

Higher Ground, the Obamas’ production company, and Spotify not renewing their exclusive partnership

“They are incredibly savvy with regard to their social media presence, and wherever they go, they will undoubtedly be a king maker for whatever service picks them up.”

Obamas’ production company won’t renew exclusive deal with Spotify
Los Angeles Times

Elon Musk’s new "gigafactory" Tesla plant in Texas

"I think he is having a bit of an identity crisis and forgotten who his customer is, and it is going to come back to bite him. He is drifting to the right; what he doesn't seem to remember is that most of the people who buy electric cars are the liberals."

'Cyber Rodeo' bash fetes new Tesla plant in Texas

Wing launching drone deliveries in the Dallas-Fort Worth Metroplex area

“If the people are too far apart, you have range problems with the drones, and if people are too close together, like in a city setting, where do you land the drones? So suburban is the target.”

Wing Picks DFW for First Commercial Drone Deliveries in Major US Metro Area

Advising Services

The Enderle Group delivers customized advisory services to businesses based on their unique needs. Those services include:

  • Business operations review, assessment and guidance
  • Market and competitive evaluation and recommendations
  • Customer and vendor insight and market strategy
  • Marketing and product introduction counseling
  • New hardware and software testing and review


Rob Enderle

An Internet search of media quotes validates Rob Enderle as one of the most influential technology pundits in the world. Leveraging world-class IT industry analysis skills honed at DataQuest, Giga Information Group, and Forrester Research, Rob seized upon the power of the information channel as a conduit to reach business strategists and deliver valuable, experienced-based insight on how to leverage industry advances for maximum business advantage.

As President and Principal Analyst of the Enderle Group, he provides regional and global companies with guidance in how to create credible dialogue with the market, target customer needs, create new business opportunities, anticipate technology changes, select vendors and products, and practice zero dollar marketing. For over 20 years Rob has worked for and with companies like Microsoft, HP, IBM, Dell, Toshiba, Gateway, Sony, USAA, Texas Instruments, AMD, Intel, Credit Suisse First Boston, ROLM, and Siemens.

Mary Enderle

Mary EnderleAs Enderle Group’s Branding and Web Design Consultant, Mary brings a depth of knowledge regarding brand-driven design, creation of brand management tools, creative direction and agency management. Mary was the worldwide corporate brand identity manager at Intel® Corporation, one of the top ten brands in the world. Under Mary’s leadership, her team was responsible for ensuring that all communications were consistent and reflected Intel’s values, to make sure that Intel would continue to rank among the top ten recognized brands worldwide. Mary also spent nine years managing the look and feel for, consulting across many divisions on both creative and site usability.

After leaving Intel, Mary consulted with top tier companies on branding and web design including Dolby Laboratories, Gateway Computers, Advanced Micro Devices, Intel and Kodak Gallery.

Mary was the Brand Director and Affiliate Manager for CafeGive® for 1½ years, a startup that is focused on building a thriving community of nonprofit organizations and their advocates consumers and merchants dedicated to grassroots fundraising through ecommerce. CafeGive has evolved their focus to help nonprofits create social media campaigns for their causes. CafeGive Social is the easy to use platform that helps organizations and teams of all sizes create successful cause marketing campaigns.


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Brand & Web Design Consultation

Mary Enderle
Brand Identity/Web Design Consultant
63081 Casey Place
Bend, OR 97703-9008
(408) 272 8554 Office
(408) 839 6296 Cell