Welcome!

Linux Authors: Sematext Blog, Plutora Blog, Carmen Gonzalez, Pat Romanski, Elizabeth White

Related Topics: @ThingsExpo, Java, Linux, Virtualization, Cloud Expo, Big Data Journal

@ThingsExpo: Article

‘Business as Usual’ Not an Option

Consumer experience meets enterprise utility and function

This month, we released our latest MetraNet® 8.0 software. What makes this release particularly exciting is that it bridges the gap between the complex business models and customer and partner empowerment that is unique to MetraTech with the user experience typically found in consumer software. In other words, form meets utility and function without compromise.

Enterprises across all industries are being forced to adapt to unprecedented levels of change. If there is one phrase that needs to be removed from the enterprise vernacular, it is "business as usual." Today business is messy and anything but usual. Enterprises are under pressure to evolve at a pace unlike anything we have seen before, and in a competitive environment that demands innovation and does not tolerate ‘me too' mediocrity or services.

The evolution of Internet of Things (IoT), Cloud, and Everything-as-a-Service (XaaS) is creating a fundamental transformation in the world of enterprise software. One of the greatest impacts is on billing software, the heart pacer for any company - after all without billing it is just a hobby.

Enterprises must be able to embrace change and exploit market opportunities as they arise and their billing platforms cannot get in the way. A static position is a commodity position and those companies that cannot adapt services and business models to evolving market conditions will not grow or worse yet, cease to exist. Billing systems have to support changing business models not simple price changes. The entire approach to pricing, introducing products and services to market, collecting revenue and compensating partners must be rethought, but adapting to this new environment can be challenging across the following fronts:

Business complexity
Today's enterprises are global and serve local markets where the brand, product and pricing strategy are often unique to a region and partner. While it is imperative to support regional requirements, corporate needs visibility and adherence to policies for brand control and pricing. In addition, the dual forces of increasing business model complexity and the need to provide a consumerized user experience are colliding.

Traditional enterprise software powerhouse companies are under attack as a result of Cloud, digital and XaaS. The standard no-risk decision to simply select a familiar supplier can now mean death for a business. For far too long, enterprise software lagged behind that of consumer in usability and ease of use. But now business users are bringing their consumer devices and apps to the office, and expect business apps to have the look, feel and usability of their mobile devices or social platforms. The new modern approach for building enterprise software is to focus on helping business users perform their daily routines and access the information they need to be empowered and successful - in a user friendly way.

Flexibility to adapt at the pace of business
The new competitive landscape rewards companies with a deep understanding of their customers and markets. Information that is intuitive and readily accessible enables enterprises to respond to changing business requirements with agility. The ability to easily decode complex data and turn it into information that is relevant to stakeholders across the organization is critical. But what do you do with the information once you've attained it and want to adjust and act?

Having the ability to quickly adjust and make changes is the equivalent of enterprise gold. The inevitable evolution path, driven by user demand, is in the direction of user-driven configuration. The next level of user-empowerment is here: by manipulating metadata and generating XML scripts, expert users can readily adjust process flows, create new processes, create new fields, and develop more and more complex decision criteria that profoundly determine the way the application can be used to support a business. The best enterprise applications have already moved the balance towards user-driven configuration. This not only makes business users very happy but also reduces the turnaround time for changes, accelerates time to market for services and reduces costs.

Products become services
The as-a-service movement is having a profound impact in every vertical market. Products are transitioning to services (actions supported by things), and they differ in several important ways from products (things supported by actions). While product options are generally well-defined up front by the manufacturer, customers want to mix and match pieces of different services and essentially create their own unique offerings. The definition of the service can easily become fuzzier as you serve more customers. Customers know that customizing a mass-produced product is a challenge, but they think it's easy to fine-tune a service. It doesn't come pre-formed in a box, after all.

But, unlike products, services tend to be fuzzy around the edges, and they can be shape-shifters. The world of XaaS will enable a lot of shape-shifting through customization, bundling and mash-ups. Some service providers will embrace this, while others will struggle to keep up.

Embracing the inherent flexibility of services means using software that is inherently flexible enough to do the job.

Addressing multiple vertical industries
Services and applications are all software components that are interconnected and increasingly cross-vertical as Cloud and IoT breakdown silos. These days it seems as if every company wants to develop an industry vertical strategy. Companies are building entire partner ecosystems and recruiting talent from companies in financial services/insurance, health-care/life sciences, retail/consumer products, communications/media, automotive industries to address these markets. The charter is clear: grow revenues across vertical industries and recruit Independent Software Vendors (ISVs), System Integrators and application developers to build solutions to take on old guard software vendors. This requires software platforms that are adaptable enough to support the unique requirements of multiple vertical markets through extensions on top of core software.

Turning data into actionable information
Business stakeholders across the enterprise must be empowered to make decisions that support revenue and profitability objectives. The ability to derive meaningful information from data is critical, as is being able to adjust and quickly make changes. The overwhelming amount of data available makes the process all the more difficult.

Anyone that is interacting with customers and partners need to be empowered to drive personalized interactions and proactive upselling. As a result, the greatest impact on enterprise software is the user experience. Companies that embrace the strengths of consumer apps from a usability perspective will unlock value across the entire enterprise. A well designed enterprise UI is intuitive and shows that thought was put into the function and it is tailored to specific business processes. Of course it should also be visually impressive.

However, what you often see these days are lightweight consumer applications more suited for Internet merchants being targeted at enterprises. Sure, there are high-quality visual elements in the user interface that make these glossy and slick, but here is the problem: if the application compromises the ability for a business to differentiate and compete in the market; the product soon loses its luster.

The modern enterprise is upon us
We must embrace the challenge of an expanding service universe with a limitless number of possibilities and service combinations. Making a dynamic portfolio of services available and usable, monetizing that portfolio - as well as ensuring that each contributor to these increasingly complex value chains is compensated is exciting. There is no doubt that to be successful in this evolving environment, organizations will have to change many aspects of the way in which they run their businesses. Not all of the traditional business models, tools, relationships or ways of working will survive. That's evolution.

More Stories By Esmeralda Swartz

Esmeralda Swartz is CMO of MetraTech, now part of Ericsson. She has spent 15 years as a marketing, product management, and business development technology executive bringing disruptive technologies and companies to market. Esmeralda is responsible for go-to-market strategy and execution, product marketing, product management, business development and partner programs. Prior to MetraTech, Esmeralda was co-founder, Vice President of Marketing and Business Development at Lightwolf Technologies, a big data management startup. She was previously co-founder and Senior Vice President of Marketing and Business Development of Soapstone Networks, a developer of OSS software, now part of Extreme Networks (Nasdaq:EXTR). At Avici Systems (Nasdaq:AVCI), Esmeralda was Vice President of Marketing for the networking pioneer from startup through its successful IPO. Early in her career, she was a Director at IDC, where she led the network consulting practice and worked with startup and leading software and hardware companies, and Wall Street clients on product and market strategies. Esmeralda holds a Bachelor of Science with a concentration in Marketing and International Business from Northeastern University.

You can view her other blogs at www.metratech.com/blog.

Comments (0)

Share your thoughts on this story.

Add your comment
You must be signed in to add a comment. Sign-in | Register

In accordance with our Comment Policy, we encourage comments that are on topic, relevant and to-the-point. We will remove comments that include profanity, personal attacks, racial slurs, threats of violence, or other inappropriate material that violates our Terms and Conditions, and will block users who make repeated violations. We ask all readers to expect diversity of opinion and to treat one another with dignity and respect.


@ThingsExpo Stories
IoT is still a vague buzzword for many people. In his session at @ThingsExpo, Mike Kavis, Vice President & Principal Cloud Architect at Cloud Technology Partners, discussed the business value of IoT that goes far beyond the general public's perception that IoT is all about wearables and home consumer services. He also discussed how IoT is perceived by investors and how venture capitalist access this space. Other topics discussed were barriers to success, what is new, what is old, and what the future may hold. Mike Kavis is Vice President & Principal Cloud Architect at Cloud Technology Pa...
Dale Kim is the Director of Industry Solutions at MapR. His background includes a variety of technical and management roles at information technology companies. While his experience includes work with relational databases, much of his career pertains to non-relational data in the areas of search, content management, and NoSQL, and includes senior roles in technical marketing, sales engineering, and support engineering. Dale holds an MBA from Santa Clara University, and a BA in Computer Science from the University of California, Berkeley.
The Internet of Things (IoT) is rapidly in the process of breaking from its heretofore relatively obscure enterprise applications (such as plant floor control and supply chain management) and going mainstream into the consumer space. More and more creative folks are interconnecting everyday products such as household items, mobile devices, appliances and cars, and unleashing new and imaginative scenarios. We are seeing a lot of excitement around applications in home automation, personal fitness, and in-car entertainment and this excitement will bleed into other areas. On the commercial side, m...
Almost everyone sees the potential of Internet of Things but how can businesses truly unlock that potential. The key will be in the ability to discover business insight in the midst of an ocean of Big Data generated from billions of embedded devices via Systems of Discover. Businesses will also need to ensure that they can sustain that insight by leveraging the cloud for global reach, scale and elasticity.
The 3rd International Internet of @ThingsExpo, co-located with the 16th International Cloud Expo - to be held June 9-11, 2015, at the Javits Center in New York City, NY - announces that its Call for Papers is now open. The Internet of Things (IoT) is the biggest idea since the creation of the Worldwide Web more than 20 years ago.
"People are a lot more knowledgeable about APIs now. There are two types of people who work with APIs - IT people who want to use APIs for something internal and the product managers who want to do something outside APIs for people to connect to them," explained Roberto Medrano, Executive Vice President at SOA Software, in this SYS-CON.tv interview at Cloud Expo, held Nov 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA.
Performance is the intersection of power, agility, control, and choice. If you value performance, and more specifically consistent performance, you need to look beyond simple virtualized compute. Many factors need to be considered to create a truly performant environment. In his General Session at 15th Cloud Expo, Harold Hannon, Sr. Software Architect at SoftLayer, discussed how to take advantage of a multitude of compute options and platform features to make cloud the cornerstone of your online presence.
SYS-CON Media announced that Splunk, a provider of the leading software platform for real-time Operational Intelligence, has launched an ad campaign on Big Data Journal. Splunk software and cloud services enable organizations to search, monitor, analyze and visualize machine-generated big data coming from websites, applications, servers, networks, sensors and mobile devices. The ads focus on delivering ROI - how improved uptime delivered $6M in annual ROI, improving customer operations by mining large volumes of unstructured data, and how data tracking delivers uptime when it matters most.
Cultural, regulatory, environmental, political and economic (CREPE) conditions over the past decade are creating cross-industry solution spaces that require processes and technologies from both the Internet of Things (IoT), and Data Management and Analytics (DMA). These solution spaces are evolving into Sensor Analytics Ecosystems (SAE) that represent significant new opportunities for organizations of all types. Public Utilities throughout the world, providing electricity, natural gas and water, are pursuing SmartGrid initiatives that represent one of the more mature examples of SAE. We have s...
Since 2008 and for the first time in history, more than half of humans live in urban areas, urging cities to become “smart.” Today, cities can leverage the wide availability of smartphones combined with new technologies such as Beacons or NFC to connect their urban furniture and environment to create citizen-first services that improve transportation, way-finding and information delivery. In her session at @ThingsExpo, Laetitia Gazel-Anthoine, CEO of Connecthings, will focus on successful use cases.
The Internet of Things will greatly expand the opportunities for data collection and new business models driven off of that data. In her session at @ThingsExpo, Esmeralda Swartz, CMO of MetraTech, discussed how for this to be effective you not only need to have infrastructure and operational models capable of utilizing this new phenomenon, but increasingly service providers will need to convince a skeptical public to participate. Get ready to show them the money!
DevOps Summit 2015 New York, co-located with the 16th International Cloud Expo - to be held June 9-11, 2015, at the Javits Center in New York City, NY - announces that it is now accepting Keynote Proposals. The widespread success of cloud computing is driving the DevOps revolution in enterprise IT. Now as never before, development teams must communicate and collaborate in a dynamic, 24/7/365 environment. There is no time to wait for long development cycles that produce software that is obsolete at launch. DevOps may be disruptive, but it is essential.
“With easy-to-use SDKs for Atmel’s platforms, IoT developers can now reap the benefits of realtime communication, and bypass the security pitfalls and configuration complexities that put IoT deployments at risk,” said Todd Greene, founder & CEO of PubNub. PubNub will team with Atmel at CES 2015 to launch full SDK support for Atmel’s MCU, MPU, and Wireless SoC platforms. Atmel developers now have access to PubNub’s secure Publish/Subscribe messaging with guaranteed ¼ second latencies across PubNub’s 14 global points-of-presence. PubNub delivers secure communication through firewalls, proxy ser...
The industrial software market has treated data with the mentality of “collect everything now, worry about how to use it later.” We now find ourselves buried in data, with the pervasive connectivity of the (Industrial) Internet of Things only piling on more numbers. There’s too much data and not enough information. In his session at @ThingsExpo, Bob Gates, Global Marketing Director, GE’s Intelligent Platforms business, to discuss how realizing the power of IoT, software developers are now focused on understanding how industrial data can create intelligence for industrial operations. Imagine ...
The true value of the Internet of Things (IoT) lies not just in the data, but through the services that protect the data, perform the analysis and present findings in a usable way. With many IoT elements rooted in traditional IT components, Big Data and IoT isn’t just a play for enterprise. In fact, the IoT presents SMBs with the prospect of launching entirely new activities and exploring innovative areas. CompTIA research identifies several areas where IoT is expected to have the greatest impact.
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...
The 3rd International Internet of @ThingsExpo, co-located with the 16th International Cloud Expo - to be held June 9-11, 2015, at the Javits Center in New York City, NY - announces that its Call for Papers is now open. The Internet of Things (IoT) is the biggest idea since the creation of the Worldwide Web more than 20 years ago.
The Internet of Things promises to transform businesses (and lives), but navigating the business and technical path to success can be difficult to understand. In his session at @ThingsExpo, Sean Lorenz, Technical Product Manager for Xively at LogMeIn, demonstrated how to approach creating broadly successful connected customer solutions using real world business transformation studies including New England BioLabs and more.
"There is a natural synchronization between the business models, the IoT is there to support ,” explained Brendan O'Brien, Co-founder and Chief Architect of Aria Systems, in this SYS-CON.tv interview at the 15th International Cloud Expo®, held Nov 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA.
The Internet of Things will put IT to its ultimate test by creating infinite new opportunities to digitize products and services, generate and analyze new data to improve customer satisfaction, and discover new ways to gain a competitive advantage across nearly every industry. In order to help corporate business units to capitalize on the rapidly evolving IoT opportunities, IT must stand up to a new set of challenges. In his session at @ThingsExpo, Jeff Kaplan, Managing Director of THINKstrategies, will examine why IT must finally fulfill its role in support of its SBUs or face a new round of...