Talking SMAC: Social, Mobile, Analytics & Cloud @ Mariner's Executive Roundtable
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This presentation was given to Mariner's Executive Roundtable participants in March, 2014 and highlights the business value of a SMAC (social, mobile, analytics and cloud) platform. Intended to for business leaders, this presentation details how SMAC can positively impact an organization.
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Talking SMAC: Social, Mobile, Analytics & Cloud @ Mariner's Executive Roundtable
- 1. © 2014 Executive Roundtable: Talking SMAC Shash.Hegde@mariner-usa.com @DataCzar
- 2. © 2014 • SMAC Stack and its impact on business • Additional topics in queue: • Decision Management • Modern Data Architectures Agenda
- 4. © 2014
- 5. © 2014
- 7. © 2014 The laws of disruption (Exponential vs Incremental change) Source: The Laws of Disruption: Harnessing the New Forces that Govern Life and Business in the Digital Age http://www.amazon.com/dp/0465018645
- 8. © 2014 “Jump to the next curve” Guy Kawasaki
- 9. © 2014 Source: Don’t Get SMACked: How Social, Mobile, Analytics and Cloud Technologies are Reshaping the Enterprise http://www.cognizant.com/smac
- 11. © 2014 Social Analytics Mobile Cloud SMAC Convergence into a stack – a digital platform
- 12. © 2014 Multiplicative effect Source: http://www.cognizant.com/InsightsWhitepapers/dont-get-smacked.pdf
- 13. © 2014
- 14. © 2014
- 15. © 2014 Focus on customer experiences and outcomes. SMAC: Business Perspective Not products and services. Deliver “mass personalization at scale”
- 16. © 2014 SMAC Example Cloud: Content streamed from the cloud Mobile: Delivered on all devices Analytics: Big data analytics to provide recommendations and understand user behavior for creating new content Social: Facebook integration. Uses social algorithms for recommendations.
- 17. © 2014 Current State of SMAC adoption • All “web native” companies have it. • Facebook, Google, Amazon • Older technology companies have bought their way in • Microsoft, Apple, IBM, SAP, Oracle
- 18. © 2014 Microsoft Devices & Services = Mobile & Cloud
- 19. © 2014 MS Office gets SMAC„d
- 20. © 2014 Office goes social with Yammer
- 21. © 2014 Apple tries to SMAC iTunes
- 22. © 2014 It didn‟t work out
- 23. © 2014 They are still working on Social..
- 24. Why?
- 25. © 2014 “The guy with the most data wins.” - Tim O’Reilly (Founder, O'Reilly Media)
- 26. © 2014 “We don’t have better algorithms. We just have more data.” – Peter Norvig (Director of Research, Google)
- 27. © 2014 Data Gravity Source: http://blog.mccrory.me/2010/12/07/data-gravity-in-the-clouds/
- 28. © 2014 “SMAC trends are the strongest signal yet that business ecosystems are becoming more digitized, Value Source: http://www.pwc.com/en_US/us/technology-forecast/2012/issue2/features/feature-creating-openeing- apis.jhtml where information content accounts for a rising proportion of the entire value of any product or service. -PwC “Datafication”
- 30. © 2014 What about “traditional” companies? Current State of SMAC adoption
- 31. © 2014 Industrial Internet Source: https://www.ge.com/sites/default/files/GE_IndustrialInternetatWork_WhitePaper_20131028.pdf
- 32. © 2014 • Existing examples • How do you start? • Should you? Discussion
Notas del editor
- Kawasaki noted how in the days before refrigeration, the ice industry consisted of ice harvesters in cold climates using horses, sleighs and saws to collect ice outdoors during winter months. Ten million pounds of ice were shipped in 1900 that way, he said. Then came “Ice 2.0″ — factories that could freeze ice anywhere and an ice man who would deliver it to establishments and homes. Finally came “Ice 3.0″: home refrigerators.Of course, none of the ice harvesters got into the ice factory business, and none of the factories got into the refrigerator business. That’s because “most organizations define themselves in terms of what they do,” he said, “instead of thinking ‘what benefit do we provide the customer?’ True innovation comes when you jump curves, not when you duke it out for 10% or 15% better.”Great companies aren't created when a book retailer says, "We're going to change the way books are sold. Instead of carrying 250,000 titles, we're going to carry 275,000." Great companies are created when you say, "Instead of 250,000 titles, we're going to carry 2.5 million." Then you have Amazon.
- Social: Not just about social media“Linked data”Metcalfe’s lawMobileMobile apps are the most common customer touchpointDigital trail, locational awarenessDelivers “Mass personalization at scale”Analytics/Big data: Data is the raw material. The content.Cloud:Mobile is the edge – cloud is the coreCloud is the mothership
- SMAC a product -> Get a better customer experienceSMAC a process -> Get a better outcomeBehind any purchase is a customer goal or desired outcome. Customers buy insurance to cover unpredictable losses; they buy running shoes to lose weight; or they use new golf clubs to improve their golf scores. In light of the emerging technologies discussed in this article, the challenge to enterprises is to rethink their relationship to their customers’ goals. By selling customers smart things rather than dumb things, enterprises can surface information that guides their customers to more successful outcomes.Amazon knows you better than your neighboring retail store.Netflix knows you better than the cable company.Internet advertising: Google knows you so much better than TV/Newspapers. They can deliver mass personalization at scale