Larks, Tony

A-LIST 2005

Company: Trend Micro (UK).

Job title: UK marketing manager.

Place of birth: Brighton.

Year of birth: 1972.

Marital status: Married.

Career highlights: Sales manager. at distributor Software Compatibility from 1989 to 1995. Managing director of Webventures from 1995 to 1996. Sales and marketing director of research and user group company, The Research Group, 1996 to 2003. Business development manager at internet security VAR, Peapod UK, 2003 to 2005. Currently UK marketing manager for anti-virus and content security company, Trend Micro, and loving it.

What do you love most about the IT industry? The dynamic and rapid pace of evolution that drives us creative types.

Which company do you most admire or respect in the IT business? IBM. I wish my gran was as fit at her age.

Which individual do you most admire or respect in the IT business? Not really IT, but Tony Neate at the National Hi-Tech Crime Unit, who is almost a member of the family and a great connection between IT and law enforcement.

What is the biggest technology trend you anticipate in the next 12 months? Further consolidation of networking, telecommunications and security.

What is the one thing working in the technology industry has taught you? Rise with humility, fall with dignity. It's a very small industry.

Where do you think the channel will be in five years time? The promise of the total solutions provider (or VAR as we know it today) will continue to evolve. They will adapt in the coming years to offer more value and to fend off the broader internet-based resellers. It's the holy grail that many will be grasping for and a chosen few will find. Through vendor and channel consolidation we will be looking at a more focused, slimmer and more segmented channel.

Which do you think is the most influential vendor in the UK? Cisco.

Which do you think is the most influential ISV in the UK? That's a really hard one. Trend Micro, of course. I'm a company man.

Which vendor's technology do you think has changed the face of IT? Intel or Sun.

How do you unwind or spend your spare time? I would like to say competitive sports such as tennis or squash, but in fact it is normally hanging out with Stella and Artois.

Where is your favourite place to eat? The Hong Kong Restaurant in Windsor for the best chilli beef. Or the Wolsey, London.

What is your favourite drink? Stella Artois, of course.

What is your favourite TV programme or film? Spooks (security themed).

Who is your favourite musician, band, artist or genre? To listen to, The Libertines or Coldplay. To look at, Rachel Stevens and Kylie.

What is your favourite book? Can CRN be classed as a book? Anything by Dan Brown at the moment, Digital Fortress or Deception Point.

What career would you have pursued if you hadn't worked in the channel? Banker (though some people say that I am).

What has been your greatest business achievement? Apart from lasting in the industry for 15 years, it has to be surviving in a very competitive world that changes daily.

What is your personal ambition? To help my young family grow up and mature in a world of teenage pregnancies, hoodies and ASBOs, then take a couple of weeks off.