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Internet of Everything for Marketers
1.
Digital Future Prediction
and Connected Internet of Everything Rashish Pandey Director, Marketing, Asia Pacific - Cisco Systems @rashishp
2.
Cisco Confidential 2©
2014 Cisco and/or its affiliates. All rights reserved. #TomorrowStartsHere Video http://www.youtube.com/watch?v=BJSjbttGaVM&index=17&list=PLFT-9JpKjRTBUHKODoxHdGhV2GlaMBru5
3.
© 2011 Cisco
and/or its affiliates. All rights reserved. Cisco Confidential 3 • What is the Internet of Everything? • Why does it matter? • How does it impact marketing?
4.
© 2014 Cisco
and/or its affiliates. All rights reserved. Cisco Confidential 4 Networked Connection of People, Process, Data, Things Technology powers 80% of Business processes Process 13bn connected things Things 39% the world is connected People More data in one year than In previous 5000 Data IoE
5.
© 2014 Cisco
and/or its affiliates. All rights reserved. Cisco Confidential 5
6.
© 2014 Cisco
and/or its affiliates. All rights reserved. Cisco Confidential 6 Networked Connection of People, Process, Data, Things Delivering the right information to the right person (or machine) at the right time Process Physical devices and objects connected to the Internet and each other for intelligent decision making; often called Internet of Things (IoT) Things Connecting people in more relevant, valuable ways People Leveraging data into more useful information for decision making Data IoE
7.
C97-730476-00 © 2013
Cisco and/or its affiliates. All rights reserved. Cisco Confidential 7 Machine-to-Machine (M2M) • Data sent and received from one machine (thing) to another • Often called the Internet of Things (IoT) Machine-to-People (M2P) • Data sent and received from a machine (thing) to a person • Often called data and analytics People-to-People (P2P) • Data sent and received from one person to another • Often called collaboration Connection Type Greater Strategic Value from Adding More Connections
8.
© 2014 Cisco
and/or its affiliates. All rights reserved. Cisco Confidential 8 M2P Connections (Data and Analytics) P2P Connections (Collaboration) Highest-Value IoE Business Models and Innovations M2M Connections (IoT) IoE
9.
© 2014 Cisco
and/or its affiliates. All rights reserved. Cisco Confidential 9 http://www.youtube.com/watch?v=Kt5VulFqBm4
10.
© 2014 Cisco
and/or its affiliates. All rights reserved. Cisco Confidential 10 Value at Stake Trillion Private Sector Includes both industry-specific and horizontal use cases. • Customer Experience • Innovation • Employee Productivity • Supply Chain • Asset Utilization • Increased Revenue • Reduced Cost • Employee Productivity • Connected Militarized Defense • Citizen Experience Public Sector Includes cities, agencies, and verticals such as healthcare, education, defense Estimate is based on bottom-up analysis of 61 use cases, including 21 for private sector and 40 in public sector * 2013-2022
11.
© 2014 Cisco
and/or its affiliates. All rights reserved. Cisco Confidential 11 Industry Segment Type of Savings Estimated Value Over 15 Years (Billion nominal USD) Aviation Commercial 1% fuel savings $30B Power Gas-fired Generation 1% fuel savings $66B Healthcare System-wide 1% Reduction in System Inefficiency $63B Rail Freight 1% Reduction in System Inefficiency $27B Oil & Gas Exploration & Development 1% Reduction in Capital Expenditures $90B Total $276B Source: “Industrial Internet: Pushing the Boundaries of Minds and Machines,” GE, November 26, 2012
12.
© 2014 Cisco
and/or its affiliates. All rights reserved. Cisco Confidential 12 • Shelf sensors • Parking-space sensors • IR motion sensors • Weight mats • Environmental (light, temp) sensors • Door sensors • Mobile payments • Digital signage • Connected shopping carts • Video cameras / analytics • Wi-Fi badges • Gesture recignition • Point-of-sale • Kiosks • Shopper mobile devices • Store associate mobile devices • Immersive video • Social media • Contact center • E-commerce site Connections Impacts Flexible Payment Options Automated Ordering Process Inventory Visibility Energy Optimization Personal-SoLoMo ContentUnderstand Shopper Behavior Endless Aisle Omnichannel Collaborative Product Development On-Demand Expert Advice On-Demand Training M2M M2P P2P Optimized Retail Operations
13.
© 2014 Cisco
and/or its affiliates. All rights reserved. Cisco Confidential 13 Omnichannel retailer brings the online experience into stores with Cisco StyleMe—a life-size mirror that overlays customer’s image with pictures of clothing selected using gesture-based interface Shopper becomes virtual model for “trying on” clothes and accessories New inventory/order fulfillment processes to integrate channels Inventory data increases selection customers can purchase in-store Cameras and motion sensors detect customer and movement Machine People
14.
© 2014 Cisco
and/or its affiliates. All rights reserved. Cisco Confidential 14 http://www.youtube.com/watch?v=IeUi0VfLIV4
15.
© 2014 Cisco
and/or its affiliates. All rights reserved. Cisco Confidential 15 MagicBands enhance the guest experience by interacting with park characters who know your name, purchasing items from any location, and finding personal pictures taken by Disney photographers Guest wears band on wrist; manages services via My Disney website New processes let guests reserve seats, pass through lines, avoid ticketing issues Bands contain code that securely links to encrypted database that stores all data RFID bands send/receive signals to new Mickey-themed kiosks People Machine People
16.
© 2014 Cisco
and/or its affiliates. All rights reserved. Cisco Confidential 16 Remote Expertise Flexible Production Real-Time Supply Chain Operations Analytics Collaborative Product Development IT and Physical Security Predictive Maintenance Mobile Collaboration on Factory Floor • Converged IP factory network • Wireless sensors (vibration, temperature) • Wireless I/O machines • Wireless process operation controls • Energy usage analytics • Supply chain analytics • Video cameras and analytics • Network security analytics • Hardened mobile video devices • Active collaboration rooms • Connected factory video • Contact center • B2B e-commerce site Remote Asset Monitoring Connections Impacts M2M M2P P2P
17.
© 2013 Cisco
and/or its affiliates. All rights reserved. Cisco Confidential 17 Terabytes of data from embedded sensors in cars provide real-time information to Volvo that allows engineers to improve product safety, increasing brand equity and customer satisfaction Machine Machine Engineers use information from sensors to improve car safety New processes ensure information results in improved products Data analysis yields predictive information (defects yet to occur) Sensors placed in critical locations (i.e., brakes) to gather critical data
18.
© 2013 Cisco
and/or its affiliates. All rights reserved. Cisco Confidential 18 http://www.youtube.com/watch?v=PIQd6ZFMaTk
19.
© 2013 Cisco
and/or its affiliates. All rights reserved. Cisco Confidential 19 Virtual concierge offers tour of bank where customers can chat with available online tellers to complete banking transactions Customers use Facebook page to pick real tellers to complete banking tasks New processes ensure tellers available during times of peak demand Two-way chat system is both private and secure Webcams allow customers to see and interact with online tellers People Machine People
20.
© 2013 Cisco
and/or its affiliates. All rights reserved. Cisco Confidential 20 Always-on skin patch tracks fertility status, sends data wirelessly to DuoFertility reader; customers know when they can get pregnant; specialists monitor data via online service for customer counseling Customers wear flexible/comfortable patch; view key data on DuoFertility reader New processes let specialists monitor data via online service for customer counseling Data sent wirelessly to reader, uploaded to site, analyzed by fertility specialists Flexible patch collects and sends information wirelessly to DuoFertility reader People Machine People
21.
© 2013 Cisco
and/or its affiliates. All rights reserved. Cisco Confidential 21 People ingest pills that send alerts to doctors Doctors change processes to communicate with patients about medicine intake Signal from chip sent to patch, then to smartphone; doctors email patients with feedback Sand-sized chip powered by body fluids produces voltage read by wireless skin patch FDA-approved ingestible sand-sized chip integrated into pills uses body fluids to activate and send signal to smartphone alerting doctors that medicine has been taken People Machine People
22.
© 2013 Cisco
and/or its affiliates. All rights reserved. Cisco Confidential 22 http://www.youtube.com/watch?v=Wvl6HalipMs
23.
© 2013 Cisco
and/or its affiliates. All rights reserved. Cisco Confidential 23 Connected Home Connected Car Wearables Connected Factory Connected Utility Connected Cities Connected Rail
24.
© 2013 Cisco
and/or its affiliates. All rights reserved. Cisco Confidential 24 Asia Pacific IOE Momentum • 199 ASEAN respondents • >85% responses at C-level / BU head • 86% respondents said it was important / very important to adapt its people, processes and technologies to take advantage of the potential value increased connectedness brings • 45% responses said that “Greater access to customer data and better understanding of customer habits” is the biggest expected benefit at their organization • 51% of respondents said they will increase budgets in Marketing / Sales & IT over the next three years in order to prepare for greater connectedness
25.
Cisco Confidential 25©
2014 Cisco and/or its affiliates. All rights reserved. IOE: The Road Ahead for Marketing Hyper-aware Predictive Agile Accelerating Innovation
26.
Cisco Confidential 26©
2014 Cisco and/or its affiliates. All rights reserved. IOE: The Road Ahead for Marketing Hyper-aware Sense the location, status, sentiment and context of company assets, products & customers Billboards / Print PC/Phablet Fabric of screens, sensors, apps Combine physical and virtual data streams Trust is the new attention Transactions Relationship
27.
Cisco Confidential 27©
2014 Cisco and/or its affiliates. All rights reserved. IOE: The Road Ahead for Marketing Predictive Anticipate market transitions & optimize performance of assets, operations Lagging indicators (Market share, Cust Sat) Leading indicators Contextualized offerings, dynamic pricing and advertising Creepy Pleasantly Surprised Magical Analytics makes it possible Creativity makes it magical 10x Engagement rate with advertising
28.
Cisco Confidential 28©
2014 Cisco and/or its affiliates. All rights reserved. IOE: The Road Ahead for Marketing Agile Achieve competitive differentiation by responding faster than rivals; Build new business models Data driven Product Development; Reduced time to market Extending product lifecycle Systems, Processes, Organization and Talent to handle Big-er Data (x100) Partnering within & outside the organization
29.
© 2011 Cisco
and/or its affiliates. All rights reserved. Cisco Confidential 29 • IOE will redefine business & marketing in the next 10 years • Organizations across the globe including ASEAN are gearing up to take advantage of the $19Tn value at stake • CMO / CIO partnership will be critical in realizing IOE value • The technology & economics are ready • Innovation & early adoption will determine the winners
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