The 2112 Group is a business strategy firm focused on improving the performance of technology companies’ direct and indirect channels through our portfolio of market-leading products and services. We leverage proprietary intelligence with qualitative research, market analysis, tools, and enablement programs. Our industry experts approach each engagement by applying innovative solutions customized to meet the needs of our clients. By looking at the technology market from the viewpoint of vendors, partners and end users, The 2112 Group is uniquely positioned to develop go-to-market strategies that are beneficial to all parties from both a channel and enterprise perspective.
Building Better Channels
The technology world is in the midst of the single greatest transformative period since the introduction of personal computers. Cloud computing, virtualization, advanced security threats and collaboration mediums are changing the way technology companies sell products and services, and how businesses consume technology. Commoditization and globalization are driving an evolution in technology business models. And economic pressures are forcing a critical rethinking of how technology is deployed and used.
The 2112 Group recognizes how these trends impact the technology community of vendors, distributors, service providers and resellers. We know through our interaction with hundreds of technology companies and professionals that static thinking and inaction simply are not an option. The 2112 Group is dedicated to partnering with our clients to advance the state of the art through our consultative, communication and intelligence services.
The world is moving forward. It’s time to think forward.
What’s the story with ‘2112’?
If you’re wondering what “2112” means, you’re not alone. We get that question a lot. People often ask, “Why 2112? Are you some sort of Rush fanatic?”
The 2112 Group is named after the 1976 Rush concept album “2112.” (Note: For those born before 1990, albums are 12-inch vinyl discs that were the primary music medium. But that’s really not important right now.) Our founder, Larry Walsh, was inspired to become a writer after reading the Ayn Rand book “Anthem.” (Yes, we know “Atlas Shrugged” and “The Foundtainhead” are her classics, but trust us, “Anthem” is a good read). He wanted to name his company in honor of Rand, who was a true critical, objective thinker, but there were already too many companies named “Anthem.” Instead, he did the next best thing: He named his company after the album “2112,” which was actually a musical interpretation of the book “Anthem.”
Ayn Rand is often praised for her utilitarian views and belief in the individual. In the ’70s, Rush received critical praise for its forward-thinking concept album and unique approach to progressive music. Thus, 2112 is perfectly appropriate for this forward-thinking technology consultancy.