The academic technology units support the process of using of technology and pedagogy in teaching and learning and so occupy an important position in higher education, as their functions impact the instructional mission of institutions. Similarly, the administrators who lead this important function area and who manage the resources that the institutions have heavily invested in hold an important position, as their leadership can contribute to the effective utilization of instructional technologies, leading to the realization of the potential of technology in educational institutions. This paper examines administration of instructional technology as a support service and the position of directors of academic technology in higher education and discusses ways institutions can support the position.