Welcome!

@ThingsExpo Authors: Elizabeth White, Pat Romanski, Yeshim Deniz, Liz McMillan, William Schmarzo

Related Topics: @ThingsExpo, @CloudExpo, @BigDataExpo

@ThingsExpo: Article

Business #DigitalTransformation | @ThingsExpo #IoT #BigData #DigitalMarketing

How effective is your organization at leveraging data and analytics to power the business?

How effective is your organization at leveraging data and analytics to power the business?

This is the question that we pose at the beginning of our client conversations.  Gaining intimate insights about your customer, product, and operational behaviors, tendencies, trends and propensities is critical if organizations want to drive digital business transformation; optimizing key business processes, uncovering new monetization opportunities and creating a more compelling customer experience.

Unfortunately, organizations are struggling to leverage big data to drive their digital business transformation.  They have fallen into the “Digital Business Transformation Chasm” where technology investments and proof of concept exercises are failing to yield the promised digital business transformation. These organizations have not adopted a customer-centric, business-driven “collaborative value creation” process for leveraging the data and analytics to achieve digital business transformation. Instead, they see Big Data (and the Cloud) as cost reduction vehicles (see Figure 1).

Figure 1: The Digital Business Transformation Chasm

Today, many digital business transformation mandates are being driven by IT, which tend to focus on what IT does best – cost reduction initiatives related to cloud, application modernization and infrastructure and architecture replacement.

However, to cross the digital business transformation chasm, organizations must change the dialog.  Organizations need to embrace a comprehensive digital business transformation approach, led by Business leadership, that focuses on powering key business initiatives (that’s where the money lays) and providing a more compelling, more engaging customer experience (the source of long-term competitive differentiation).

Leading organizations are taking a different approach to crossing the digital business transformation chasm.  These organizations have chartered the Line of Business (LOB) leadership to co-lead the initiative with IT as the key digital business transformation enabler. LOB leadership focuses on uncovering new monetization opportunities from market developments including the Internet of Things, digital applications that reach new customers and markets, new products and services enabled by data science, and the transformation from “connected” entities to “smart” entities (e.g., smart cities, airports, hospitals, schools, malls, cars, excavators).  To support this digital business transformation, IT needs to focus on providing self-service data and analytics, enabling “fail fast / learn faster” analytics workspaces (sandboxes), analytics “at the edge” of the IoT network, and the data lake (see Figure 2).

Figure 2: Crossing the Digital Business Transformation Chasm

Organizations are figuring out how to exploit the economics of big data to harvest financial value of their data and resulting analytics (see blog “Determining the Economic Value of Data”).  As new sources of data (internet of things, wearable computing, video tracking, extrasensory perception, embedded human, quantum sensors, bionic man) come on board, these organizations are mastering the ability to:

  • Quickly ingest these new data sources (structured, semi-structured, unstructured) into a common data and analytics environment (data lake)
  • Rapidly cleansing, transforming, enriching, normalization, and aligning the data (data munging)
  • Embrace a “fail fast/learn faster” analytic model development, testing and refinement environment (data science)
  • Leveraging new platforms to deliver the analytic results to the “actuators” who act on the analytic results and recommendations (mobile platforms and augmented reality)
  • Creating methodology to help organizations to capture, refine and share data and analytics across multiple organizational use cases (Chief Data Officer Toolkit)
  • Re-tooling the organization to establish technical and cultural environment for collaborative value creation

This is the heart of the digital business model transformation!

Owning the Customer Experience
Owning the customer experience is a key aspect of digital business transformation.  In fact, it’s one of the most impactful first steps organizations can make toward digital business transformation; “Begin with an End in Mind” as Stephen Covey likes to say.  Let’s review a couple of companies who are successfully leveraging data and analytics to transform their customers’ experience and drive digital business transformation.

BusinessWeek recently published an article titled “Will Amazon Kill FedEx?”  BusinessWeek asks the question:  Will Jeff Bezos and Amazon kill FedEx? This is the wrong assessment.  Amazon isn’t after UPS or FedEx.  UPS and FedEx do not need to worry.  However, retailers such as Walmart, Target, Sports Authority, Best Buy and others need to worry because it’s not the overnight delivery business that Amazon wants to own, Amazon wants to leverage data and analytics to own the entire user experience.  Amazon understands that the “last mile” from the distribution center into the hands of their customers is critical to delivering a more compelling and engaging customer experience (plus there are tons of insights to be gathered and mined in that last mile).  Amazon seeks to “own the entire customer experience” including the satisfactory and timely delivery of the product.

Amazon has always had a fanatical focus on delivering a seamless and compelling user experience including easy website and mobile ordering, one-click pay, Prime two day (or even same day) delivery and is now even experimenting with drone deliveries (“Amazon to test drone delivery in the UK”).

Apple Lesson
Apple is another example of a company who is fanatical about the customer experience.  Apple employs a business model that seeks to vertically integrate all aspects of the user experience, gathering data and analytic insights into the customers’ usage of their products (as well as the millions of apps written to run on their products).  Apple decided to control the manufacturing of their iPhones (and their IOS operating system) instead of opening up their environment to enable others to build IOS-based smartphones (like what Google did with their Android operating system).  The results: while Google Android has larger market share (85.5%), “Apple is now inhaling 94 percent of global smartphone profits, selling just 14.5 percent of total volumes” (see Figure 3).

Figure 3: Apple Claims 94% of the Smartphone Industry’s Profits

I don’t know about you, but I think I’d prefer to have 94% of ALL the global smartphone profits instead of 83.5% of the market volumes, you know, just saying.

Dell EMC Example
Dell Technologies has also harnessed the power of data and analytics to drive digital business transformation. Earlier this year, EMC (prior to its acquisition by Dell) introduced MyService360TM, a personalized cloud-based services dashboard.  MyService360 delivers a more transparent, more actionable experience to customers by coupling a wide variety of operational and customer service data sources with data science and advanced analytics to power a more engaging, more proactive customer experience (see Figure 4).

Figure 4: MyService360

The additional data and insights gained from engaging customers in these ways, further enables the digital business transformation efforts – creating the exponential effect shown in Figures 1 and 2. It is a true investment with on-going stream of business dividends.

Digital Business Transformation Summary
To successfully cross the business transformation chasm, it requires that organizations host a different dialog.  This dialog needs to be business-driven, LOB-owned/IT enabled focused on optimizing key business processes and uncovering new monetization opportunities.

One of the critical keys to this digital business transformation success is to own the entire user experience; to leverage data and analytics to gain superior product usage, customer behaviors, market dynamics and operational effectiveness insights to provide a more compelling, differentiated customer experience.


Read how you can leverage data to deliver a better customer experience (CX) by reading other content on InFocus as part of a special thought leadership series: Unlock Customer Intimacy Through Big Data.  You can also learn more about how to invest in the right CX capabilities at the 2016 Dell Technologies “Customer Experience Day” virtual event on October 5 at 2 pm EST.

The post Driving Digital Business Transformation appeared first on InFocus.

More Stories By William Schmarzo

Bill Schmarzo, author of “Big Data: Understanding How Data Powers Big Business”, is responsible for setting the strategy and defining the Big Data service line offerings and capabilities for the EMC Global Services organization. As part of Bill’s CTO charter, he is responsible for working with organizations to help them identify where and how to start their big data journeys. He’s written several white papers, avid blogger and is a frequent speaker on the use of Big Data and advanced analytics to power organization’s key business initiatives. He also teaches the “Big Data MBA” at the University of San Francisco School of Management.

Bill has nearly three decades of experience in data warehousing, BI and analytics. Bill authored EMC’s Vision Workshop methodology that links an organization’s strategic business initiatives with their supporting data and analytic requirements, and co-authored with Ralph Kimball a series of articles on analytic applications. Bill has served on The Data Warehouse Institute’s faculty as the head of the analytic applications curriculum.

Previously, Bill was the Vice President of Advertiser Analytics at Yahoo and the Vice President of Analytic Applications at Business Objects.

@ThingsExpo Stories
SYS-CON Events announced today that MIRAI Inc. will exhibit at the Japan External Trade Organization (JETRO) Pavilion at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. MIRAI Inc. are IT consultants from the public sector whose mission is to solve social issues by technology and innovation and to create a meaningful future for people.
Widespread fragmentation is stalling the growth of the IIoT and making it difficult for partners to work together. The number of software platforms, apps, hardware and connectivity standards is creating paralysis among businesses that are afraid of being locked into a solution. EdgeX Foundry is unifying the community around a common IoT edge framework and an ecosystem of interoperable components.
SYS-CON Events announced today that Dasher Technologies will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 - Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Dasher Technologies, Inc. ® is a premier IT solution provider that delivers expert technical resources along with trusted account executives to architect and deliver complete IT solutions and services to help our clients execute their goals, plans and objectives. Since 1999, we'v...
SYS-CON Events announced today that TidalScale, a leading provider of systems and services, will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 - Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. TidalScale has been involved in shaping the computing landscape. They've designed, developed and deployed some of the most important and successful systems and services in the history of the computing industry - internet, Ethernet, operating s...
SYS-CON Events announced today that Massive Networks, that helps your business operate seamlessly with fast, reliable, and secure internet and network solutions, has been named "Exhibitor" of SYS-CON's 21st International Cloud Expo ®, which will take place on Oct 31 - Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. As a premier telecommunications provider, Massive Networks is headquartered out of Louisville, Colorado. With years of experience under their belt, their team of...
SYS-CON Events announced today that IBM has been named “Diamond Sponsor” of SYS-CON's 21st Cloud Expo, which will take place on October 31 through November 2nd 2017 at the Santa Clara Convention Center in Santa Clara, California.
Infoblox delivers Actionable Network Intelligence to enterprise, government, and service provider customers around the world. They are the industry leader in DNS, DHCP, and IP address management, the category known as DDI. We empower thousands of organizations to control and secure their networks from the core-enabling them to increase efficiency and visibility, improve customer service, and meet compliance requirements.
SYS-CON Events announced today that TidalScale will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. TidalScale is the leading provider of Software-Defined Servers that bring flexibility to modern data centers by right-sizing servers on the fly to fit any data set or workload. TidalScale’s award-winning inverse hypervisor technology combines multiple commodity servers (including their ass...
As hybrid cloud becomes the de-facto standard mode of operation for most enterprises, new challenges arise on how to efficiently and economically share data across environments. In his session at 21st Cloud Expo, Dr. Allon Cohen, VP of Product at Elastifile, will explore new techniques and best practices that help enterprise IT benefit from the advantages of hybrid cloud environments by enabling data availability for both legacy enterprise and cloud-native mission critical applications. By rev...
Join IBM November 1 at 21st Cloud Expo at the Santa Clara Convention Center in Santa Clara, CA, and learn how IBM Watson can bring cognitive services and AI to intelligent, unmanned systems. Cognitive analysis impacts today’s systems with unparalleled ability that were previously available only to manned, back-end operations. Thanks to cloud processing, IBM Watson can bring cognitive services and AI to intelligent, unmanned systems. Imagine a robot vacuum that becomes your personal assistant tha...
As popularity of the smart home is growing and continues to go mainstream, technological factors play a greater role. The IoT protocol houses the interoperability battery consumption, security, and configuration of a smart home device, and it can be difficult for companies to choose the right kind for their product. For both DIY and professionally installed smart homes, developers need to consider each of these elements for their product to be successful in the market and current smart homes.
In his Opening Keynote at 21st Cloud Expo, John Considine, General Manager of IBM Cloud Infrastructure, will lead you through the exciting evolution of the cloud. He'll look at this major disruption from the perspective of technology, business models, and what this means for enterprises of all sizes. John Considine is General Manager of Cloud Infrastructure Services at IBM. In that role he is responsible for leading IBM’s public cloud infrastructure including strategy, development, and offering ...
SYS-CON Events announced today that N3N will exhibit at SYS-CON's @ThingsExpo, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. N3N’s solutions increase the effectiveness of operations and control centers, increase the value of IoT investments, and facilitate real-time operational decision making. N3N enables operations teams with a four dimensional digital “big board” that consolidates real-time live video feeds alongside IoT sensor data a...
In a recent survey, Sumo Logic surveyed 1,500 customers who employ cloud services such as Amazon Web Services (AWS), Microsoft Azure, and Google Cloud Platform (GCP). According to the survey, a quarter of the respondents have already deployed Docker containers and nearly as many (23 percent) are employing the AWS Lambda serverless computing framework. It’s clear: serverless is here to stay. The adoption does come with some needed changes, within both application development and operations. Tha...
SYS-CON Events announced today that Avere Systems, a leading provider of enterprise storage for the hybrid cloud, will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 - Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Avere delivers a more modern architectural approach to storage that doesn't require the overprovisioning of storage capacity to achieve performance, overspending on expensive storage media for inactive data or the overbui...
With major technology companies and startups seriously embracing Cloud strategies, now is the perfect time to attend 21st Cloud Expo October 31 - November 2, 2017, at the Santa Clara Convention Center, CA, and June 12-14, 2018, at the Javits Center in New York City, NY, and learn what is going on, contribute to the discussions, and ensure that your enterprise is on the right path to Digital Transformation.
SYS-CON Events announced today that mruby Forum will exhibit at the Japan External Trade Organization (JETRO) Pavilion at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. mruby is the lightweight implementation of the Ruby language. We introduce mruby and the mruby IoT framework that enhances development productivity. For more information, visit http://forum.mruby.org/.
Digital transformation is changing the face of business. The IDC predicts that enterprises will commit to a massive new scale of digital transformation, to stake out leadership positions in the "digital transformation economy." Accordingly, attendees at the upcoming Cloud Expo | @ThingsExpo at the Santa Clara Convention Center in Santa Clara, CA, Oct 31-Nov 2, will find fresh new content in a new track called Enterprise Cloud & Digital Transformation.
Most technology leaders, contemporary and from the hardware era, are reshaping their businesses to do software. They hope to capture value from emerging technologies such as IoT, SDN, and AI. Ultimately, irrespective of the vertical, it is about deriving value from independent software applications participating in an ecosystem as one comprehensive solution. In his session at @ThingsExpo, Kausik Sridhar, founder and CTO of Pulzze Systems, will discuss how given the magnitude of today's applicati...
SYS-CON Events announced today that NetApp has been named “Bronze Sponsor” of SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. NetApp is the data authority for hybrid cloud. NetApp provides a full range of hybrid cloud data services that simplify management of applications and data across cloud and on-premises environments to accelerate digital transformation. Together with their partners, NetApp emp...