|By Kevin Benedict||
|July 28, 2014 09:00 AM EDT||
Tactics without strategy are dangerous. ~ Robert Leonhard
If you believe as the authors of the new book Code Halos do, that data is the new competitive arena for businesses, then you will want to develop a strategy in order to compete. What might that strategy look like? It may be as simple as, "We believe the better we understand the needs and preferences of our individual prospects and customers, the more convenient and personalized we can make their experiences which leads to happier and more loyal customers that promote our business and help us grow."
Streaming music stations provide us with a useful example of this kind of strategy. They enable me to personalize my music stations so I conveniently hear what I want, and as a result I listen to it more often. Amazon Prime knows my family intimately. They use this knowledge to enhance our shopping experience daily. Netflix knows our history and preferences and enhances our experience as a result.
Do you have a Code Halos strategy? Does your competition? Do the new digital start-ups in your industry?
Let's assume for today - you are convinced there is a need for a Code Halos strategy. Now let's consider tactics.
- What data would help you offer your prospects and customers an enhanced user experience on their smartphones or tablets?
- How can the data be used to enable a more personalized user experience?
- What is the best way to collect it?
- How do you ensure the data is collected in an honest and transparent manner with opt-in?
- How do you find business meaning in the data?
- How can new and different business meanings be discovered by aggregating seemingly unrelated data sources together?
- How can data from machines (M2M or the Internet of Things) add value to your other data sources?
- How can public and private databases be aggregated with "patterns of life" analysis and demographic data to discover new consumer insights?
- How can I collect data in real-time, analyze it and respond quick enough to be useful in a mobile first world?
- How can discovered real-time business meaning impact my real-time business tactics when interacting with prospects, customers, partners and employees?
These are just a few discussion starters for your next internal strategy session. By the way, we (Cognizant's Center for the Future of Work) lead these workshops all the time. Contact me if your organization would benefit from this discussion.
As identified earlier, one of the first questions to ask yourself is, "What data is useful?" What data, if you had it, would provide insight that would enable you to provide a better and more personalized user experience? If knowing your prospect is a male or female enables you to provide a better user experience, then how can you collect that data in an open, transparent and appropriate manner? Sometimes insight can be derived, while other times it just needs to be asked. If customer X shops only for fashionable clothes popular with young ladies, then there is a pretty good chance the buyer fits that description.
Did you know that mobile phone usage patterns differ between males and females? With a high degree of accuracy usage patterns can identify the sex of the user. Also, having preferences for particular kinds of music and artists closely correlates with particular political leanings. These are examples of derived insight.
Different data collection tactics provide different kinds of insights. Insights can be derived from historic data, or real-time GPS tracking for example. One is historic, the other is NOW! LBS (Location based services) and geo-fenced apps can trigger real-time product and services notifications, alerts, advertisements, discounts, etc., relevant to your immediate location.
Historic and real-time analysis may involve different systems, or the data can be combined in real-time to provide even greater business insights. For example, historic data might provide insight into a "pattern-of-life" that reflects a white collar business commuter, getting off of work at 5 PM every day, picking up the kids from daycare, collecting their dry cleaning, grocery shopping, filling up the Tahoe with gas every 10 days, and getting take-out Chinese food five days a week. Add in real-time LBS data and you can start looking for ways to add convenience and enhance this person's life through personalized products and services at just the right time and place.
Once you have identified the data you need to collect in order to derive business meaning, the next thing to consider is how that data can be used to personalize your user's experience. What does the collected data trigger that enhances the user's experience?
Stay tuned for Part 2.
Writer, Speaker, Editor
Senior Analyst, Digital Transformation, EBA, Center for the Future of Work Cognizant
View my profile on LinkedIn
Learn about mobile strategies at MobileEnterpriseStrategies.com
Follow me on Twitter @krbenedict
Browse the Mobile Solution Directory
Join the Linkedin Group Strategic Enterprise Mobility
Join the Google+ Community Mobile Enterprise Strategies
Recommended Strategy Book Code Halos
Recommended iPad App Code Halos for iPads
SYS-CON Events announced today that Cisco, the worldwide leader in IT that transforms how people connect, communicate and collaborate, has been named “Gold Sponsor” of SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. Cisco makes amazing things happen by connecting the unconnected. Cisco has shaped the future of the Internet by becoming the worldwide leader in transforming how people connect, communicate and collaborate. Cisco and our partners are building the platform for the Internet of Everything by connecting the...
Mar. 26, 2015 07:00 PM EDT Reads: 4,980
The WebRTC Summit 2014 New York, to be held June 9-11, 2015, at the Javits Center in New York, NY, announces that its Call for Papers is open. Topics include all aspects of improving IT delivery by eliminating waste through automated business models leveraging cloud technologies. WebRTC Summit is co-located with 16th International Cloud Expo, @ThingsExpo, Big Data Expo, and DevOps Summit.
Mar. 26, 2015 06:45 PM EDT Reads: 1,014
15th Cloud Expo, which took place Nov. 4-6, 2014, at the Santa Clara Convention Center in Santa Clara, CA, expanded the conference content of @ThingsExpo, Big Data Expo, and DevOps Summit to include two developer events. IBM held a Bluemix Developer Playground on November 5 and ElasticBox held a Hackathon on November 6. Both events took place on the expo floor. The Bluemix Developer Playground, for developers of all levels, highlighted the ease of use of Bluemix, its services and functionality and provide short-term introductory projects that developers can complete between sessions.
Mar. 26, 2015 06:30 PM EDT Reads: 4,581
Temasys has announced senior management additions to its team. Joining are David Holloway as Vice President of Commercial and Nadine Yap as Vice President of Product. Over the past 12 months Temasys has doubled in size as it adds new customers and expands the development of its Skylink platform. Skylink leads the charge to move WebRTC, traditionally seen as a desktop, browser based technology, to become a ubiquitous web communications technology on web and mobile, as well as Internet of Things compatible devices.
Mar. 26, 2015 06:00 PM EDT Reads: 1,625
SYS-CON Events announced today that robomq.io will exhibit at SYS-CON's @ThingsExpo, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. robomq.io is an interoperable and composable platform that connects any device to any application. It helps systems integrators and the solution providers build new and innovative products and service for industries requiring monitoring or intelligence from devices and sensors.
Mar. 26, 2015 06:00 PM EDT Reads: 1,191
The list of ‘new paradigm’ technologies that now surrounds us appears to be at an all time high. From cloud computing and Big Data analytics to Bring Your Own Device (BYOD) and the Internet of Things (IoT), today we have to deal with what the industry likes to call ‘paradigm shifts’ at every level of IT. This is disruption; of course, we understand that – change is almost always disruptive.
Mar. 26, 2015 05:15 PM EDT Reads: 778
WebRTC is an up-and-coming standard that enables real-time voice and video to be directly embedded into browsers making the browser a primary user interface for communications and collaboration. WebRTC runs in a number of browsers today and is currently supported in over a billion installed browsers globally, across a range of platform OS and devices. Today, organizations that choose to deploy WebRTC applications and use a host machine that supports audio through USB or Bluetooth can use Plantronics products to connect and transit or receive the audio associated with the WebRTC session.
Mar. 26, 2015 05:00 PM EDT Reads: 1,454
Docker is an excellent platform for organizations interested in running microservices. It offers portability and consistency between development and production environments, quick provisioning times, and a simple way to isolate services. In his session at DevOps Summit at 16th Cloud Expo, Shannon Williams, co-founder of Rancher Labs, will walk through these and other benefits of using Docker to run microservices, and provide an overview of RancherOS, a minimalist distribution of Linux designed expressly to run Docker. He will also discuss Rancher, an orchestration and service discovery platf...
Mar. 26, 2015 04:15 PM EDT Reads: 2,269
Sonus Networks introduced the Sonus WebRTC Services Solution, a virtualized Web Real-Time Communications (WebRTC) offer, purpose-built for the Cloud. The WebRTC Services Solution provides signaling from WebRTC-to-WebRTC applications and interworking from WebRTC-to-Session Initiation Protocol (SIP), delivering advanced real-time communications capabilities on mobile applications and on websites, which are accessible via a browser.
Mar. 26, 2015 04:00 PM EDT Reads: 1,593
SYS-CON Events announced today that Aria Systems, the leading innovator in recurring revenue, has been named “Bronze Sponsor” of SYS-CON's @ThingsExpo, which will take place on June 9–11, 2015, at the Javits Center in New York, NY. Proven by the world’s most demanding enterprises, including AAA NCNU, Constant Contact, Falck, Hootsuite, Pitney Bowes, Telekom Denmark, and VMware, Aria helps enterprises grow their recurring revenue businesses. With Aria’s end-to-end active monetization platform, global brands can get to market faster with a wider variety of products and services, while maximizin...
Mar. 26, 2015 04:00 PM EDT Reads: 1,435
SYS-CON Media announced today that @WebRTCSummit Blog, the largest WebRTC resource in the world, has been launched. @WebRTCSummit Blog offers top articles, news stories, and blog posts from the world's well-known experts and guarantees better exposure for its authors than any other publication. @WebRTCSummit Blog can be bookmarked ▸ Here @WebRTCSummit conference site can be bookmarked ▸ Here
Mar. 26, 2015 04:00 PM EDT Reads: 1,541
SYS-CON Events announced today that Alert Logic, the leading provider of Security-as-a-Service solutions for the cloud, has been named “Bronze Sponsor” of SYS-CON's 16th International Cloud Expo® and DevOps Summit 2015 New York, which will take place June 9-11, 2015, at the Javits Center in New York City, NY, and the 17th International Cloud Expo® and DevOps Summit 2015 Silicon Valley, which will take place November 3–5, 2015, at the Santa Clara Convention Center in Santa Clara, CA.
Mar. 26, 2015 04:00 PM EDT Reads: 1,443
Wearable technology was dominant at this year’s International Consumer Electronics Show (CES) , and MWC was no exception to this trend. New versions of favorites, such as the Samsung Gear (three new products were released: the Gear 2, the Gear 2 Neo and the Gear Fit), shared the limelight with new wearables like Pebble Time Steel (the new premium version of the company’s previously released smartwatch) and the LG Watch Urbane. The most dramatic difference at MWC was an emphasis on presenting wearables as fashion accessories and moving away from the original clunky technology associated with t...
Mar. 26, 2015 03:30 PM EDT Reads: 869
SYS-CON Events announced today that Vitria Technology, Inc. will exhibit at SYS-CON’s @ThingsExpo, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. Vitria will showcase the company’s new IoT Analytics Platform through live demonstrations at booth #330. Vitria’s IoT Analytics Platform, fully integrated and powered by an operational intelligence engine, enables customers to rapidly build and operationalize advanced analytics to deliver timely business outcomes for use cases across the industrial, enterprise, and consumer segments.
Mar. 26, 2015 03:30 PM EDT Reads: 2,030
SYS-CON Events announced today that Solgenia will exhibit at SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY, and the 17th International Cloud Expo®, which will take place on November 3–5, 2015, at the Santa Clara Convention Center in Santa Clara, CA. Solgenia is the global market leader in Cloud Collaboration and Cloud Infrastructure software solutions. Designed to “Bridge the Gap” between Personal and Professional Social, Mobile and Cloud user experiences, our solutions help large and medium-sized organizations dr...
Mar. 26, 2015 03:00 PM EDT Reads: 2,508
SYS-CON Events announced today that Liaison Technologies, a leading provider of data management and integration cloud services and solutions, has been named "Silver Sponsor" of SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York, NY. Liaison Technologies is a recognized market leader in providing cloud-enabled data integration and data management solutions to break down complex information barriers, enabling enterprises to make smarter decisions, faster.
Mar. 26, 2015 03:00 PM EDT Reads: 3,294
Connected devices and the Internet of Things are getting significant momentum in 2014. In his session at Internet of @ThingsExpo, Jim Hunter, Chief Scientist & Technology Evangelist at Greenwave Systems, examined three key elements that together will drive mass adoption of the IoT before the end of 2015. The first element is the recent advent of robust open source protocols (like AllJoyn and WebRTC) that facilitate M2M communication. The second is broad availability of flexible, cost-effective storage designed to handle the massive surge in back-end data in a world where timely analytics is e...
Mar. 26, 2015 02:45 PM EDT Reads: 4,624
SYS-CON Events announced today that Akana, formerly SOA Software, has been named “Bronze Sponsor” of SYS-CON's 16th International Cloud Expo® New York, which will take place June 9-11, 2015, at the Javits Center in New York City, NY. Akana’s comprehensive suite of API Management, API Security, Integrated SOA Governance, and Cloud Integration solutions helps businesses accelerate digital transformation by securely extending their reach across multiple channels – mobile, cloud and Internet of Things. Akana enables enterprises to share data as APIs, connect and integrate applications, drive part...
Mar. 26, 2015 02:15 PM EDT Reads: 1,299
SYS-CON Events announced today that CommVault has been named “Bronze Sponsor” of SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY, and the 17th International Cloud Expo®, which will take place on November 3–5, 2015, at the Santa Clara Convention Center in Santa Clara, CA. A singular vision – a belief in a better way to address current and future data management needs – guides CommVault in the development of Singular Information Management® solutions for high-performance data protection, universal availability and sim...
Mar. 26, 2015 02:00 PM EDT Reads: 1,382
Cloud is not a commodity. And no matter what you call it, computing doesn’t come out of the sky. It comes from physical hardware inside brick and mortar facilities connected by hundreds of miles of networking cable. And no two clouds are built the same way. SoftLayer gives you the highest performing cloud infrastructure available. One platform that takes data centers around the world that are full of the widest range of cloud computing options, and then integrates and automates everything. Join SoftLayer on June 9 at 16th Cloud Expo to learn about IBM Cloud's SoftLayer platform, explore se...
Mar. 26, 2015 02:00 PM EDT Reads: 1,461