Keynote presentation by Peter Coffee of salesforce.com inc. to the Cloud Matters conference of the Canadian Cloud Council, 11 March 2013, Banff

1. Connection Is The Goal
(A View from Above the Cloud)
@PeterCoffee
Peter Coffee
VP & Head of Platform Research
salesforce.com inc.

2. Safe Harbor
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statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions
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@PeterCoffee

3. “Someday, you’ll have to tell your kids about
phones that had wires…and TVs that didn’t”
- Scott McNealy
“Digital” Camera?
“Cellular” Phone?
“Cloud” Computing?
@PeterCoffee

4. This Is How Novelty Ends
“Digital Camera”: every December, it’s still news to someone
“Cloud Computing”: as more use it, fewer ask about it
@PeterCoffee

5. ‘The Cloud’…is now the medium of ‘The Connections’
(Arcs Represent Number • Distance of Facebook ‘Friend’ Links)
@PeterCoffee
Pop quiz: where is Beijing?

6. Your ‘Brand’ is Built On Connection...
…not Control
Fortune 100 Facebook Fan Growth
Fortune
100 Facebook Activity “We analyzed the website
Fortune 100 Web Traffic Activity
Fortune 100 Web Growth traffic of Fortune 100
websites based on ‘unique
visits’. The study revealed
that 68% of the top 100
companies were
experiencing a negative
growth in unique visits over
the past year... 40%
exhibited higher traffic to
their Facebook page
Jun 2010 compared to their website.”
Dec 2011
Webtrends, “The Effects of Social Networks on the Mobile Web and Website Traffic”; Google Social Media Analysis Study
@PeterCoffee

7. Broken Institutions Need ‘Connection’ Revolution
Medicine: sensor-equipped
patients & homes reduce
office & hospital visits
Education: students
in external settings
learn by practice
@PeterCoffee

8. Connection Is Not Rip/Replace
Systems of
Engagement
Mash-ups from Integration Tools
Native Systems of Record
Web and Desktop
AppExchange Connectors
AppExchange Apps Any System
ERP Finance
@PeterCoffee

9. Connecting Machines; Processes; People
• Connecting Machines
– ‘OnStar’ network daily handles 150k human requests…
…and 130k machine-originated requests
– Some are critical, e.g. air-bag deployments
– Others may be infotainment, e.g. mileage ‘leader board’
• Connecting Processes
– General Electric wind-farm management: 123 turbines
– Field-wide speed optimization, anti-icing behaviors
– 3% output increase  US$1.2M/year added revenue
• Connecting People
– Asics delivers RFID-triggered messages to marathoners
@PeterCoffee

10. It’s Happening Today – Not Tomorrow
@PeterCoffee

11. The connection revolution
requires a trust revolution
@PeterCoffee

12. Governance Demands Challenge Legacy Models
• Global cooperation: “One of the reasons legislation is
necessary is to allow Canada to meet its commitments under
the Council of Europe Convention on Cybercrime.” www.privcom.gc.ca
• Data-handling laws proliferate
• Privacy Act (Canada – amended July 2012)
• Notification of Risk to Personal Data Act
• Data Accountability and Trust Act
• Social Security Number Protection Act
• Prevention of Fraudulent Access to
Phone Records Act
• Technology trends oppose the goals of governance
• Processing: enemy of encryption
• Connectivity: attacker opportunities and tools
• Storage: ever-growing risk of larger losses
@PeterCoffee

13. Governance Demands Challenge Legacy Models
“While the Patriot Act continues to be invoked as a kind of shorthand
to express the belief that the United States government has greater
powers of access to personal data in the Cloud than governments
elsewhere, and that ‘local clouds’ are the solution, a recent study we
conducted of the laws of Australia, Canada, Denmark, France,
Germany, Ireland, Japan, Spain, United Kingdom—and the United
States—shows that it is simply incorrect to assume that the United
States government's access to data in the Cloud is greater than that of
the other advanced economies.
“Law enforcement and national security officials have broad access to
data stored locally with Cloud service providers in the countries we
investigated. Our research found that that it is not possible to isolate
data in the Cloud from governmental access based on the physical
location of the Cloud service provider or its facilities, and that
Governments' ability to access data in the Cloud extends across
borders.” - http://www.hoganlovells.com
@PeterCoffee

14. Cloud Efficiencies Rise to the Challenge
“When hundreds or even thousands
of other businesses are using
exactly the same operational
infrastructure, all of them…benefit
from the hardening of the
infrastructure after any of them
come in contact with a newly
detected threat.”
@PeterCoffee

15. All Assets Secured, All the Time
“Despite resource sharing,
multitenancy will often improve
security…
“Our research and analysis indicates
that multitenancy is not a less secure
model — quite the opposite!”
@PeterCoffee

16. ‘Connected IT’: Dep’t of Adult Supervision
– Trust
Dynamic threat environments; rising community awareness and expectations
– Governance
Global markets; narrow perspectives; ‘crown jewel’ data
– Mobility
Productivity improvement; BYOD challenges
– Social Interaction
External communities; internal collaboration; high-velocity operations
– Talent Development and Technology Change
Where will we get tomorrow’s programmers? How will practices change?
“In 2011, there were still five unemployed people for every job available. Yet American
businesses in 2011 reported more than three million job openings they have been
unable to fill because of a skills shortage.” – Edward Luce, Financial Times
@PeterCoffee

17. Agile, Scalable Connection Demands Cloud Platforms
 On spec, on time, on budget deployment of fully tested, proven
connection capability: trusted security and global availability
 Modern applications, driven by user feedback for continuing
improvement – with “clicks, not code” customization
 “No Software”: what’s paid for is function, not code. Continuous
scrutiny of operations, maintenance of facilities, world-class security
and dynamic device support are literally “part of the service”
 Multiple upgrades per year: no disruption, shrinking deployment
times, backward compatibility to previous API releases
 “The future is already here – just not evenly distributed”
- William Gibson
@PeterCoffee

18. Canadian Leaders salesforce.com
Currently used by
– all six national banks
– five major insurance firms
– all three national telco providers
– high-tech leaders
– aerospace manufacturers/operators
– various public-sector agencies
@PeterCoffee

19. Canadian Leaders salesforce.com
Currently used by
– all six national banks
– five major insurance firms
– all three national telco providers
– high-tech leaders
– aerospace manufacturers/operators
– various public-sector agencies
@PeterCoffee

20. Thank You
petercoffee
linkedin.com/in/petercoffee
facebook.com/peter.coffee
pcoffee@salesforce.com
@PeterCoffee