based on the social media revolution comes the next hype - SoMoLo - social, mobile, local. This presentation gives insights on the subject, published as speeches in November 2012 on the DOAG Conference, Nuremberg, Germany and the CloudConf, Munich, Germany.

1. Joerg Osarek, CEO
SoMoLo - the new Big Data billion-$-market - © 2012 Skilltower Institute - www.skilltower.com 1
Stock: © #37591807 Kirill Kedrinski - fotolia.com

2. About: Joerg Osarek
IT
Manage-
The world's first ment
IT Avantgarde game
Network changing Cloud
technologies Computing
IT &
www.skilltower.com Business
Founder & CEO Strategy
IT Archi-
tecture
www.its-people.de
Co-Founder & Partner
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3. Prequel: Who invented SoMoLo?
Who invented SoMoLo?
SoMoLo - the new Big Data billion-$-market - © 2012 Skilltower Institute - www.skilltower.com 3

4. Prequel: Who invented SoMoLo?
 1957: the USSR launched
sputnik
 William Guier and
George Weiffenbach
develop a method for
calculating the satellite
position and course from the
Sputnik radio signals.
Foto: httpcommons.wikimedia.orgwiki_File_Sputnik_asmSputnik_asm PublicDomain NASA
SoMoLo - the new Big Data billion-$-market - © 2012 Skilltower Institute - www.skilltower.com 4

5. Prequel: Who invented SoMoLo?
 1958: APL deputy director
Frank T. McClure,
William Guier and
George Weiffenbach develop a
Transit → GPS reverse approach – the GPS
predecessor Transit – to
calculate the position of
nuclear submarines helping
them to launch Polaris nuclear
missiles.
Foto: UGM-27C_Polaris_A3_launch__PublicDomain_ID DF-SC-84-07332 Service Depicted Navy
SoMoLo - the new Big Data billion-$-market - © 2012 Skilltower Institute - www.skilltower.com 5

6. Prequel: Who invented SoMoLo?
real world example in 2012
Restaurant, USA, Boston
■ mobile: twitter 140 characters - review of soup (GPS automatically collected)
■ pushed to all twitter followers, in some cases directly to their mobiles.
■ foursquare collects based on GPS the review and links it.
■ Outside.in parses geo-data and detects restaurant name in tweet, attaches it to pages, discussing the restaurant.
■ A Boston newspaper runs that tweet in their "Gossip in the Back Bay" category
(neighbourhood specific news pages)
■ Google ads appear that are near that restaurant location.
■ Google detects link to the restaurant and registers it as a " vote"
■ By a Google alert the restaurant owner is informed
about the new post regarding his restaurant.
SoMoLo - the new Big Data billion-$-market - © 2012 Skilltower Institute - www.skilltower.com Foto: httpcommons.wikimedia.orgwiki_File_Sputnik_asmSputnik_asm PublicDomain NASA und 6
http://openclipart.org/people/rg1024/rg1024_fork_and_spoon.svg, License: http://creativecommons.org/publicdomain/zero/1.0/

7. Prequel: Who invented SoMoLo?
"When Guier, Weiffenbach and McClure were designing
their system to help American submarines launch Polaris
missiles against the Soviet Union, it never occurred to
them that someday someone would use their platform to
rave about a bowl of potato and leek soup to nearby
strangers. Stacked platforms are like that: you think you're
fighting the Cold War, and it turns out you're actually
helping people figure out where to have lunch."
Steven Johnson
Where good ideas come from
Kindle Version, Pos. 2439, New York, 2010
Foto: httpcommons.wikimedia.orgwiki_File_Sputnik_asmSputnik_asm PublicDomain NASA
SoMoLo - the new Big Data billion-$-market - © 2012 Skilltower Institute - www.skilltower.com 7

8. The SoMoLo Road
SoMoLo SoMoLo
IT Archi-
tectures
Business
SoMoLo models
© Fotolia.com #2446638 Marc Dietrich
Usage models
© Fotolia.com #8345964 i love images
SoMoLo - the new Big Data billion-$-market - © 2012 Skilltower Institute - www.skilltower.com 8

9. (Intro) SoMoLo: The next hype?
SoMoLo builds on
SoMoLo – SOcial MObile LOcal
2006+ location 2008+ mobile 2010+ 2005+ cloud
based services internet social media computing
1990s: mobile phones 1990s: the internet
SoMoLo - the new Big Data billion-$-market - © 2012 Skilltower Institute - www.skilltower.com 9

10. (Intro) SoMoLo? CRM? What for?
 technology replaces personal
relationship with customer
 cost reduction using CRM and
customer self service. Loss of
customer proximity
 solutions: BI, neuromarketing, ...
 reduced loyalty, customers writing CRM
critical reviews.
+ BI
 SoMoLo = everywhere, immediate, © #46343729 Deklofenak – Fotolia.com
to all: catastrophy or panacea? + neuro-
marke-
 Both is wrong. But SoMoLo offers ting
the chance to win back customer
proximity by acting honestly. + SoMoLo?
© #34369996 Hakan KIzIltan – Fotolia.com
SoMoLo - the new Big Data billion-$-market - © 2012 Skilltower Institute - www.skilltower.com 10

11. The SoMoLo Road
SoMoLo
Usage models
© Fotolia.com #8345964 i love images
SoMoLo - the new Big Data billion-$-market - © 2012 Skilltower Institute - www.skilltower.com 11

12. SoMoLo usage models
SoMoLo drama:
 SoMoLo Spam
 customer without secrets
 Crowd Turfing
 SoMoLo Nigeria Connection
 politicians mindset from past
millenium
 less planning neccessary;
leads to drifting without
achieving goals.
SoMoLo - the new Big Data billion-$-market - © 2012 Skilltower Institute - www.skilltower.com 12

13. SoMoLo usage models
SoMoLo happiness:
 IT helps us regarding our location,
demands and situation.
 more power + spontaneity to customers
 magical possibilities for all
 Pads are only the beginning.
augmented reality (AR) + vBots, gesture
control, MS Kinect, speech control.
Today I am accompanied by my device;
tomorrow I am accompanied by my
vDevice and the web itself.
 Ubiquitious Cyberspace = Multiple
interacting vLayers on top of the world
SoMoLo - the new Big Data billion-$-market - © 2012 Skilltower Institute - www.skilltower.com 13

14. SoMoLo usage models:
computer aided AR based sentinel negotiations
AR-negotiation-assistant
global database: Dr. Ewald Stein
Infrared: high blood pressure
Ultraviolet: fluctuations
Facial expression: distressed
Voice: nervous tone
Analysis: under pressure.
Recommendation: Offer 20% less!
Year: 2017 © #46612278 auremar – Fotolia.com
F
SoMoLo - the new Big Data billion-$-market - © 2012 Skilltower Institute - www.skilltower.com 14

15. The SoMoLo Road
SoMoLo
Business
models
© Fotolia.com #2446638 Marc Dietrich
© #41784102 fotomek - Fotolia.com
SoMoLo - the new Big Data billion-$-market - © 2012 Skilltower Institute - www.skilltower.com 15

16. SoMoLo Business models
past: yesterday: today with SoMoLo:
reactive BI Near Realtime  Realtime campaigns ; flowing data structures; intelligent
(business data warehouse, agents with big data pool in background; automatic offerings
intelligence) decision support to customers in real time.
(past data for  On Demand concepts; FlyBy services;
reporting) management  frontiers dissapear like „on premise“
or „opening hours“
e.g. mobile apps to call you a taxi
 LongTail reloaded: Direct-to-direct-Business; losers
are dealers, winners are SoMoLo platform providers.
 New models: e.g. try local, buy in the web (the dealer gets a
provision for a test ride of the product (e.g. not for directly
selling. The producer sells himself.)
 Auto-adaptive, elastic, fluid business models; - use the
blue ocean strategy to figure out, how SoMoLo changes
the strategy canvas of your industry.
F
© #41784102 fotomek - Fotolia.com
SoMoLo - the new Big Data billion-$-market - © 2012 Skilltower Institute - www.skilltower.com 16

17. The SoMoLo Road
BigData
SoMoLo situative
functionality
IT Archi- Integration
tectures
Platforms
SoMoLo - the new Big Data billion-$-market - © 2012 Skilltower Institute - www.skilltower.com 17

18. SoMoLo IT Architectures
 SoMoLo as a service on platforms
(standardization has to happen in the future)
 integration concepts for
social media platforms (e.g. HootSuite)
 situation based functionality:
AppFonds replace manual Apps
+ + dynamic - - security
HTML5 is candidate for client architecture
(Adobe edge instead of flash,
Microsoft stops silverlight,
Yoc: HTML5 instead of apps)
© #10419740 crimson – Fotolia.com
SoMoLo - the new Big Data billion-$-market - © 2012 Skilltower Institute - www.skilltower.com 18

19. SoMoLo IT Architectures
Big Data: silver bullet or wrong track?
 autonomous local agent based intelligence
+ filter out irrelevant stuff
+ central big data pool for targeted queries
 Back to the roots: Don't look only from today
to tomorrow. Ask yourself: Why do we
think we need what? What was our
primary business goal?
(customer proximity?)
 compare the total cost of ownership
(TCO) of the SoMoLo-BigData-SuperSystem
with a personal client manager.
SoMoLo - the new Big Data billion-$-market - © 2012 Skilltower Institute - www.skilltower.com © #39128366 photobank.kiev.ua – Fotolia.com 19

20. Conclusion for SoMoLo
 SoMoLo: after the hype follows standardizes productive usage
 observe technologies and platforms now
 use the blue ocean strategy to develop
auto-adaptive fluid business models!
How does SoMoLo change
the strategic canvas of your industry?
 changes need expertise in: business,
people (social media), technology and legal
© Fotolia.com #8345964 i love images
 SoMoLo forces enterprises to return to
real honesty or produces massive pressure from the market.
SoMoLo - the new Big Data billion-$-market - © 2012 Skilltower Institute - www.skilltower.com 20

21. SoMoLo reading tip
The SoMoLo Dossier of the Skilltower Institute
soon available for Kindle, in bookstores and online
(also in english)
with articles from:
 Social media Guru Ossi Urchs: SoMoLo challenges
 Attorney Joerg Alexander Paul: legal conditions for
SoMoLo services (keep local focus in mind)
 Bernhard Steimel – Future Management Group (The
changing customer journey)
Nutzungsmodelle: SoMoLo Geschäfts-
Wie SoMoLo die modelle: Wo neue
 Alexander Scholz Gesellschaft und Marktplätze
unser Leben entstehen
(Does SoMoLo increase public participation?) verändert
 Joerg Osarek: SoMoLo usage models, busines
models, IT architectures Rechtliche SoMoLo IT
Rahmenbe- Architectures:
dingungen für Plattformen, App-
 Chuck Ian Gordon: AR based Negotiations SoMoLo-Dienste Fonds und BigData
SoMoLo - the new Big Data billion-$-market - © 2012 Skilltower Institute - www.skilltower.com 21

22. Contact
Skilltower Institute
Joerg Osarek
Founder and CEO
Triftstr. 30
D-61350 Bad Homburg
Germany
mailto:joerg.osarek@skilltower.com
Tel.: +49(0)151-23 0 24 333
www.skilltower.com
SoMoLo - the new Big Data billion-$-market - © 2012 Skilltower Institute - www.skilltower.com 22