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Apropos is an IT analyst and technology marketing firm for the computer industry. We analyze how technologies help organizations solve problems, such as boosting productivity, reducing costs, accelerating processes, delivering better products and services, and improving quality of life. Then we communicate that value through our white papers, case studies, reports and other content. The mission of Apropos is to help technology vendors communicate their true value, and to help technology consumers use IT effectively in achieving their goals.

The word "apropos" means timely and relevant. "Apropos" embodies our promise to provide timely and relevant analysis, ideas and content.

Apropos is based in Boise, Idaho.


Mike Fisch is Managing Director of Apropos. He brings over fifteen years of experience as an analyst and marketer in the computer industry. He has held positions in marketing at EMC and Extended Systems (later acquired by Sybase), and as an industry analyst and consultant has worked for clients such as IBM, Dell, Hitachi and EMC. Mike earned an MBA from Babson College, ranked #1 for studies in entrepreneurship, and a bachelor’s degree in electrical engineering from the University of Idaho.