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Five Reasons to Attend the Digital Disruption Tour #cxotour

Five Reasons to Attend the Digital Disruption Tour #cxotour

Join Constellation's Digital Disruption Tour
Constellation in the middle of our Digital Disruption Tour, and we'd like you to join us. 

The Digital Disruption Tour is a series of executive-level seminars where attendees learn how to effectively conquer disruptive forces in the era of digital business. 

Think about this: Since 2000, 52% of the Fortune 500 has fallen off the list as a result of mergers, acquisitions, bankruptcies, or replacements. Success in the digital era requires a new business education and a new skill set that enables executives to create business models that take advantage of the digital economy. Join the Digital Disruption Tour to learn how to identify the trends governing business in the digital era. Constellation analysts will also equip attendees with strategies to excel in digital business.

Five Reasons to Attend the Digital Disruption Tour

1. Learn how to identify disruptive trends and harness the power of disruption before your peers

2. Constellation Analysts and thought leaders will share their visions of the future of enterpise technology

3. Receive a copy of my new book, Disrupting Digital Business

4. Network over cocktails with leaders in disruptive technology and other executives who 'get it' 

5. No admission fee!

REGISTER

Remember: Digital Darwinism is unkind to those who wait!

Digital Disruption Tour Dates:


May 14, 2015 - Atlanta, Georgia
June 18, 2015 - London, United Kingdom
June 22, 2015 - Amsterdam, Netherlands

REGISTER

Data to Decisions Digital Safety, Privacy & Cybersecurity Future of Work Marketing Transformation Matrix Commerce New C-Suite Next-Generation Customer Experience Tech Optimization Innovation & Product-led Growth AI ML Machine Learning LLMs Agentic AI Generative AI Analytics Automation B2B B2C CX EX Employee Experience HR HCM business Marketing Metaverse developer SaaS PaaS IaaS Supply Chain Quantum Computing Growth Cloud Digital Transformation Disruptive Technology eCommerce Enterprise IT Enterprise Acceleration Enterprise Software Next Gen Apps IoT Blockchain CRM ERP Leadership finance Social Healthcare VR CCaaS UCaaS Customer Service Content Management Collaboration M&A Enterprise Service Chief Customer Officer Chief Digital Officer Chief Executive Officer Chief Financial Officer Chief Information Officer Chief Marketing Officer Chief People Officer Chief Procurement Officer Chief Supply Chain Officer Chief Technology Officer Chief Data Officer Chief Analytics Officer Chief Information Security Officer Chief Operating Officer Chief Experience Officer

Networked Economy Models Emerge Should Verizon Gain Approval To Acquire AOL

Networked Economy Models Emerge Should Verizon Gain Approval To Acquire AOL

Verizon Buys AOL

The Content, Network, And, Arms Dealer Come Together With Merger

The planned acquisition of AOL by Verizon for $4.4B is more than just the acquisition of the programmatic ad platform.  Verizon is making the big shift to disrupting digital businesses for a few reasons:

  1. Shift from selling products and services to delivering brand promises.  In order to deliver on their brand promise they need to deliver at the smallest increment of an ad. This requires new programmatic ad technology that Verizon doesn’t have nor can they scale up on their own.
  2.  Enter the battle for mass personalization at scale. The goal – deliver continuity of experience across ubiquitous channels.  Using context from location data, role, relationship, time, sentiment, and business process.  The additional context signals improve the ability to deliver on right time relevancy.
  3. Build on the content strategy at Huffpo.  Use content and context to improve audience segmentation and targeting.

Bottom Line: Verizon Wants To Build A Verticalized Network Economy

This is the new future where the content (Huffpo), network (Verizon) and arms dealer/ technology (AOL) come together.

The Complete 10 Lessons Learned From Disrupting Digital Business

For those attending the full keynotes and book tours, you’ll get the complete session and in many cases a copied of a signed booked.   For those following virtually, I’ve provided the slimmed down slide share deck for your use.

You now have the 10 lessons learned to disrupt digital business in your hands. You can take this information and change the world in front of you or choose to sit on the knowledge as the world passes you by and digital darwinism consumes your organization.

I trust you will do the right thing. And when you want some company, come join us as a client at Constellation Research where we’re not afraid of the future and the art of the possible.


Get The Book Now. Digital Darwinism Is Unkind to Those Who Wait

Purchase on Amazon
Bulk Orders: contact [email protected]
About Disrupting Digital Business

Join the Digital Disruption Tour. Events in San Francisco, Atlanta, London, and Amsterdam!

Your POV.

Are you ready for new network economies?  Have you ordered the book?

Add your comments to the blog or reach me via email: R (at) ConstellationR (dot) com or R (at) SoftwareInsider (dot) org.

Please let us know if you need help with your Digital Business transformation efforts. Here’s how we can assist:

  • Developing your digital business strategy
  • Connecting with other pioneers
  • Sharing best practices
  • Vendor selection
  • Implementation partner selection
  • Providing contract negotiations and software licensing support
  • Demystifying software licensing

Resources

Reprints

Reprints can be purchased through Constellation Research, Inc. To request official reprints in PDF format, please contact Sales .

Disclosure

Although we work closely with many mega software vendors, we want you to trust us. For the full disclosure policy,stay tuned for the full client list on the Constellation Research website.

* Not responsible for any factual errors or omissions.  However, happy to correct any errors upon email receipt.

Copyright © 2001 -2015 R Wang and Insider Associates, LLC All rights reserved.
Contact the Sales team to purchase this report on a a la carte basis or join the Constellation Customer Experience

The post Quips: Networked Economy Models Emerge Should Verizon Gain Approval To Acquire AOL appeared first on A Software Insider's Point of View.


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Data to Decisions Marketing Transformation Next-Generation Customer Experience Innovation & Product-led Growth Tech Optimization Future of Work New C-Suite SoftwareInsider ML Machine Learning LLMs Agentic AI Generative AI Robotics AI Analytics Automation B2B B2C CX EX Employee Experience HR HCM business Marketing Metaverse developer SaaS PaaS IaaS Supply Chain Quantum Computing Growth Cloud Digital Transformation Disruptive Technology eCommerce Enterprise IT Enterprise Acceleration Enterprise Software Next Gen Apps IoT Blockchain CRM ERP Leadership finance Social Healthcare VR CCaaS UCaaS Customer Service Content Management Collaboration M&A Enterprise Service Chief Customer Officer Chief Information Officer Chief Marketing Officer Chief Digital Officer Chief Technology Officer Chief Data Officer Chief Analytics Officer Chief Information Security Officer Chief Executive Officer Chief Operating Officer Chief Financial Officer Chief Revenue Officer Chief Experience Officer

Informatica Showcases Innovations For The Age of Engagement at Informatica World

Informatica Showcases Innovations For The Age of Engagement at Informatica World

At this morning’s keynote Informatica CEO Sohaib Abbasi made a number of key product announcements, which all have an impact on Informatica’s customers, partners and the vendor itself.
 
I've dissected the press release my customary style (the press release can be found here):

Informatica World, Las Vegas, May 12, 2015 – Informatica Corporation (Nasdaq:INFA), the world’s number one independent provider of data integration software, today showcased key innovations in the Informatica Intelligent Data Platform (IDP) to integrate, prepare, master and secure data. In the new computing age of engagement, the world of data expands beyond transaction data in database applications and in cloud services to include interaction data in social media, in mobile apps and in the Internet of Things (IoT). Speaking at the 16th annual Informatica World conference in Las Vegas, chairman and chief executive officer, Sohaib Abbasi, outlined the product innovation strategy to power the Data Ready Enterprise in the new age of engagement.

MyPOV – Wow it’s the 16th edition already? And good to see Informatica is building out on the IDP – no need to start a new platform, make the exiting one more powerful. Less excitement for press and analysts, but more value for customers and partners.

“As the purpose of computing evolves from the age of productivity to the age of engagement, four technology trends are disrupting the computing platform,” said Abbasi. “First, the economics of cloud is disrupting the computing infrastructure; second, the diversity of social media and the Internet of Things are disrupting the data infrastructure; third, the richness of big data is disrupting the analytics infrastructure; and fourth, the perimeter-less world of pervasive computing is disrupting the security infrastructure. Each disruptive trend opens up an exciting new opportunity: hybrid cloud integration, next-generation data integration, Internet of master data and data security visualization.”

MyPOV – Abbasi is right on all four disruption areas, but in my view we are not on the age of engagement… we are in the age of infinite computing, which changes business best practices and customer / people engagement is one key trend and driver. But good to see a CEO cover four disruption areas. 


Abbasi showcased key innovations, including: Project Atlantic for cloud integration, Project Sonoma and Rev for next-generation data integration and preparation, Social360 for the Internet of master data and Secure@Source for data security intelligence and analytics.

MyPOV – Ok here we go – these are the four product names to remember and watch in the next quarters as Informatica rolls them out and drives for adoption in the customer base.

Informatica Project Atlantic for Cloud Integration. In the new age of engagement, more machine interaction data is being captured by mobile apps, websites and the IoT. Project Atlantic uses genetic algorithms to automatically infer the structure and semantics of machine interaction data, and integrate such data with structured transaction data. Project Atlantic will be integrated with Informatica Cloud and IDP to integrate data – transaction and machine interaction – in the cloud or on-premise.

MyPOV – Making sense and determining what to do with data has always been a human domain, but with the benefits of the cloud era, software can not only make sense of data, but also determine what to do with the data. A key value for customers looking less manual work and complexity in the process of trying to domesticate the ‘wild zoo’ of data out there. Atlantic will stand and fall with the power and quality of its analytic algorithms – so will be an interesting area to see grow.

Informatica Project Sonoma for Big Data Integration. Designed for big data projects, Project Sonoma will improve the agility of data scientists while enabling better governance by IT. For big data projects, with growing volumes and varieties of interaction data, organizations are increasingly adopting Hadoop-based data lakes. Using Project Sonoma, developers will be able to productively find, ingest, prepare, provision, secure and govern data – transaction and interaction – managed in Hadoop data lakes.

MyPOV – Good to see Informatica tackle the BigData domain with an aspect of governance, too, though we see enterprises still in the early days of BigData driven insights. In this phase insight will trump everything, even governance. But it will be up to products like Project Sonoma to not only offer data manipulation capabilities, but also enable vital governance best practices. But these are only evolving, so a flexible product architecture will be key and we will try to catch up more in detail at InformaticaWorld later this week.

Informatica Rev for Business User Data Preparation. Designed for self-service by business users, Informatica Rev simplifies data preparation with guided recommendations for tasks such as curating, combining and enriching data. Using Rev, business users simply merge data from multiple sources and standardize and prepare the data for analysis in visualization tools. To operationalize data preparation tasks by business users, Informatica Rev will automatically generate mappings for IT developers to administer.

MyPOV – The end user / business user enablement it the biggest disruptor the enterprise software industry faces. Those vendors who get this right will disrupt those who won’t or will be slow at productizing on this trend. The driver for end user enablement is simply that business users do not have the time to deal with IT, implementation teams, consultants and RfPs for IT tasks. Rev is a good step towards that goal. Feel free to checkout our first review of ‘Springbok’ here.

Social360 for Internet of Master Data. Informatica MDM now offers Social360 to view master data, relationships and associated interactions, including social media feeds and media mentions. By matching transactions with social relationships, Informatica MDM can identify the top influencers among the most valuable customers. Designed to run natively on Hadoop, Informatica Big Data Relationship Management identifies household and social relationships across billions of records representing millions of people.

MyPOV – Good move by Informatica to enrich MDM data with social data. Even surprised it is only happening now. But certainly a key product to watch, as there have been a number of social tools, but tying them back to the enterprise information backbone of transactional applications has always been a challenge. Bringing together social data and Informatica’s proven MDM products is a good move.

Informatica Secure@Source. Designed to mitigate the risk of data breaches in traditional databases and Hadoop, Secure@Source defines a new category, Data Security Intelligence and Analytics. Secure@Source mitigates the risks of breaches by detecting, classifying and monitoring the risks associated with proliferation and usage of sensitive data. Last month, Secure@Source won the gold award for the best new security product at the security industry’s premier event, the RSA conference.

MyPOV – Security remains a top concern for enterprises… just mention Target. So it’s good to see that Informatica is tackling the process at the root, with the data. But it remains a major undertaking for both vendors and enterprises, and we are only at the very early (though) encouraging stages.


 

Overall MyPOV

A good start for Informatica’s user conference, with key product announcements. Good to see the IDP being leveraged and extended. Informatica has a unique opportunity around governance and data level security, that we will be keen to see how the vendor will leverage and capitalize that in the next quarters. That all plays hand in hand with end user enablement products such as Rev – which have the greatest disruption potential in enterprise software. The Social360 addition to MDM is also a good innovation, adoption will be key, as social savvy enterprises have already their social infrastructure in place and Informatica needs to capture these accounts. Partnerships with Social vendors would be an area to execute on and to watch.

More on Informatica:

 
  • Future of Work - One spreadsheet at a time, Informatica Springbok - read here
  • Informatica pushes the cloud integration stakes - read here.

Subscribe to Constellation's Digital Business Newsletter

Social Business Vendor Acquisitions And Funding

Social Business Vendor Acquisitions And Funding

The following list contains news about funding rounds and company acquisitions from the vendors I cover under The Future of Work research theme.


Subscribe to Constellation's Digital Business Newsletter

NetSuite brings full retail experience to a tablet near you

NetSuite brings full retail experience to a tablet near you

Last week was a tad crazy when it comes to conference season, there were at least 4 conferences I could have and should have attended. However until I can figure out how to be in two places at the same time I had to pick which events I could attend. One of those events was NetSuite’s SuiteWorld in San Jose. Unfortunately I was only able to attend the first full day, but what I took away from the time I spent was their new offering for retail.

IMG_0907

They announced SuiteCommerce InStore – a next generation POS (point of sale) and retail reporting tool that bridges the online and brick & mortar experience. Click here for press release. This new offering from NetSuite, which builds on their existing solutions, follows the mantra launched from main stage. Is it an ERP or a web site? At the core of this statement is the belief that you must treat your business from a unified view. There is no longer a view of inventory that is for the eCommerce engine versus one for the traditional brick and mortar world. There is only one view – one that takes a view at ALL inventory, regardless of what channel it is destined for. What this means for retailers:

  • Retailers, by providing a more complete view of customers, can now empower their stores to better satisfy customer needs. For example, if Lawrence Williams walks into a Williams- Sonoma store to purchase a new Cuisinart mixer, if equipped with this solution, the store manager and associates will have access to all the data associated with Lawrence. Did he search the web site for the mixer? What color? Which model? Did he look for other products? The store associate can now anticipate and deal with Mr. Williams’ needs more effectively.
  • Much better coordination between the online and physical world. One of the most frustrating issues retailers face is have a promotion for a product in a store that could also be fulfilled online, but not having that full view of the inventory. Companies that leverage SuiteCommerce InStore, will be able to react with much more flexibility to fluctuations in demand or inventory, regardless of where the drivers are coming from. This unified view of inventory and customer is key when it comes to meeting the demands of consumers.
  • A greater understanding of what is happening on the ground. Retailers have always struggled with gaining a richer sense of what is happening within their stores. POS (point of sale) data is nice, so are orders and even advanced video technology. But what if you could add a rich layer of information that tied in the online and in store experience of the consumer? Retailers will not only be able to empower their stores to better manage the customer experience, but they will also be able to collect behaviors of those customers.

It will be interesting to observe how this solution progresses. It fits into our Matrix Commerce model that looks at the places where digital has allowed the customer and the supply chain to converge. This, edge of the retail network, at the store level, is one of these intersection points. NetSuite retail customers should see this as a positive evolution of the retail solution. Over the past few months, many of the retail executives we have met with expressed the desire to provide their store locations with a complete view of the customer. NetSuite’s SuiteCommerce InStore solution addresses the needs of the retailer to gain greater channel agnostic insights.

Learn More

Retail: Prepare for the IoT Revolution

DOWNLOAD SNAPSHOT

The State of Retail in 2015 and Beyond

DOWNLOAD SNAPSHOT


New C-Suite Matrix Commerce Next-Generation Customer Experience Marketing Transformation Revenue & Growth Effectiveness Innovation & Product-led Growth Tech Optimization Data to Decisions netsuite B2B B2C CX Customer Experience EX Employee Experience business Marketing eCommerce Supply Chain Growth Cloud Digital Transformation Disruptive Technology Enterprise IT Enterprise Acceleration Enterprise Software Next Gen Apps IoT Blockchain CRM ERP Leadership finance Social Customer Service Content Management Collaboration M&A Enterprise Service AI Analytics Automation Machine Learning Generative AI Chief Information Officer Chief Supply Chain Officer Chief Customer Officer Chief Data Officer Chief Digital Officer Chief Executive Officer Chief Financial Officer Chief Growth Officer Chief Marketing Officer Chief Product Officer Chief Revenue Officer Chief Technology Officer

Embrace the BYOD Revolution: Effectively Manage a Multi-Device, Multi-Generational Workforce

Embrace the BYOD Revolution: Effectively Manage a Multi-Device, Multi-Generational Workforce

1

A major business transformation is brewing in the enterprise today. Mobile technologies, business velocity, geographically dispersed and multi-generational workforce are converging to deliver the promise of responsive organizations. Organizations that miss this paradigm shift will face dire consequences. How can you effectively manage this shift, ensure that it will be sustainable and reap the benefits of being a responsive organization?

In this Microsoft Ignite 2015 session that I presented, let me share  practical steps and effective techniques to manage your multi-device and multi-generational workforce.

What do you think of the presentation? Any feedback/comment will be greatly appreciated!


New C-Suite Future of Work Data to Decisions Innovation & Product-led Growth Marketing Transformation Next-Generation Customer Experience Digital Safety, Privacy & Cybersecurity Microsoft Chief People Officer Chief Information Officer

Cornerstone OnDemand Announces The First PaaS Solution for the Talent Management Industry

Cornerstone OnDemand Announces The First PaaS Solution for the Talent Management Industry

In the early hours before its yearly user conference Convergence in downtown Los Angeles, Cornerstone made an important announcement on its product capability, announcing a PaaS.
 

 
So let’s dissect the press release in our customary style – it can be found here:
 
SANTA MONICA, Calif., May 12, 2015 – Cornerstone OnDemand (NASDAQ: CSOD), a global leader in cloud-based talent management software solutions, today announced the launch of Cornerstone Edge, a new cloud computing architecture and Platform-as-a-Service (PaaS) solution that provides clients, partners and third-party developers with new, easy-to-use tools and services for quickly creating and deploying new and existing applications within the Cornerstone suite of applications.
 
MyPOV – HR Professionals keep mentioning ‘integration’ as one of the key problems and concerns that are on their minds. A part of the problem is that enterprises need to integrate solutions that are built on separate platforms and enterprises need to integrate them. With the advent of modern platforms, vendors with enough ecosystem power can attract third parties to their platforms and create a platform integrated offering. Moreover, a PaaS will give enterprises the opportunities to customize their HCM solution further, without breaking their capability to consume regular upgrades.
 
Companies today require the flexibility to build applications specific to their particular needs. Cornerstone Edge enables clients to extend their investment in Cornerstone and fit their unique necessities by allowing the creation of web and mobile applications that leverage talent management data, drastically lowering the cost and complexity of application development and management.
 
MyPOV – Good to see Cornerstone hit the standard PaaS messages. Especially in the mobile field we see the high desire and demand to build enterprise specific applications – or to significantly expand vendor offered one.
 
The platform is designed to meet the complex needs of developers and simple demands of power users. Streamlining the app development process, Cornerstone Edge rapidly integrates with Cornerstone’s cloud applications, shifts specific aspects of systems management to Cornerstone, the service provider, and provides tools to build an application.
 
Available for preview in July, Cornerstone Edge enables users to:
 
?          Learn. With Cornerstone Developer, users can leverage Cornerstone’s developer community to learn and access key resources for Cornerstone Edge.
 
?          Integrate. Cornerstone API Services provide access to Cornerstone’s library of APIs and services, built on the OData framework, as well as documentation, sample entities and tutorials.
 
?          Build. Using Cornerstone App Builder, clients and partners can create applications using Cornerstone APIs, drag-and-drop development tools and Cornerstone’s proprietary Shelby programming language.
 
?          Market. The Cornerstone Marketplace helps clients to easily access and configure third-party applications that are integrated with or built on Cornerstone Edge.
 
MyPOV – These four capabilities that are key to the success of PaaS. Naturally Build and Integrate are inherent capabilities, but it is good to see that Learn and Market are equally part of it (Cornerstone launched its Marketplace at Convergence a year ago – read more here).
 
Cornerstone’s independent software vendors (ISVs) now have access to the tools and resources they need for easily building integrations with Cornerstone and embedding functionality directly within the Cornerstone suite of applications. Cornerstone has more than 25 ISV applications and integrations available in the Cornerstone Marketplace, including applications for background screening, tuition reimbursement, content management and continuous professional development.
 
MyPOV – It’s a good start for Cornerstone, but it will have to accelerate ISV, partner and developer uptake.
 
Comments on the News
 
“Over the last 15 years, we have been singularly focused on building the most robust, organically built talent management suite in the industry. While our mission to help people realize their potential has not changed, we believe what clients want and need out of talent management solutions is changing. Cornerstone clients don’t just want robust application functionality to manage their people. They are increasingly demanding more flexibility and extensibility of their investments,” said Adam Miller, founder and CEO of Cornerstone OnDemand. “With the launch of the Cornerstone Edge platform, we now have the unmatched ability to deliver development tools and services that put the power of cloud computing in the hands of our clients.”
 
MyPOV – Well said by Adam Miller, and a logical step for Cornerstone. After completing the coverage of the full Talent Management scope last year, announcing a marketplace a year ago, the next logical step is a PaaS.
 
“The future success of enterprise application vendors will be dependent on the ecosystem they create, and by transforming an application into a platform based on powerful data is the best way to rally customers, solution providers and developers to drive innovation in an industry,” said Holger Mueller, vice president and principal analyst at Constellation Research. “Until now, the HCM space has not benefitted from PaaS technology, and, as with all platforms, having first-mover advantage is important to set the standards and encourage usage.”
 
MyPOV – Mueller after Miller, wait Mueller who? It’s early days for PaaS in HCM, and Cornerstone has hit a first for the Talent Management space, well done.
 
“What makes Cornerstone and Cornerstone Edge distinct is our reach,” commented Jason Corsello, vice president of corporate strategy for Cornerstone OnDemand. “While many of our SaaS peers deploy their solutions to specific teams within an organization, we deploy to every employee at nearly every company we work with, which makes our platform opportunity unique and potentially game-changing.”
 
MyPOV – Fair enough from Corsello to see broader reach by Cornerstone than other vendors. What is clear is that a successful Marketplace and Paas product will do that for Cornerstone.
 

Overall MyPOV

The age of end user enablement is coming quickly, also to the HCM space. PaaS is the first step towards it, allowing (savvy) enterprise users to select from a larger ecosystem of solutions, that ideally can be taken live with no substantial implementation effort. An earlier effort in the PaaS space was done by Oracle at OpenWorld 2014 (here is the HCM take), but that was an overall push for PaaS across its SaaS portfolio. Cornerstone has the chance to tune its SaaS offering to HCM needs and more specifically even Talent Management needs. So congrats to Cornerstone to be early with that trend, now it needs to accelerate uptake and usage of the PaaS, which will be available in July this year. 
 
 

Future of Work Data to Decisions Innovation & Product-led Growth New C-Suite Marketing Transformation Next-Generation Customer Experience Digital Safety, Privacy & Cybersecurity Tech Optimization User Conference AI Analytics Automation CX EX Employee Experience HCM Machine Learning ML SaaS PaaS Cloud Digital Transformation Enterprise Software Enterprise IT Leadership HR Chief People Officer Chief Information Officer Chief Customer Officer Chief Human Resources Officer

Beyond Deployment: How to Inspire, Motivate & Drive Sustainable Adoption #msignite #resources

Beyond Deployment: How to Inspire, Motivate & Drive Sustainable Adoption #msignite #resources

1

Today, IT departments have an unprecedented opportunity to transform their business by providing solutions that help people get things done more efficiently, from anywhere and with anyone. As IT, how do you proceed to define these scenarios and ensure people can take full advantage of them?

In this Microsoft Ignite 2015 session that I had the privilege to co-present with Lindsay Gardner and Katie Larson, we discuss the common use cases and best practices coming from successful customers, experienced partners, and focus groups that led to sustainable user adoption. Specifically, we discuss top use cases to be solved and the capabilities in Office 365 to address these specific challenges; best practices for achieving successful adoption; and the role enterprise social can play in successful adoption.

 

What do you think of the presentation? Your feedback/comments is greatly appreciated!

Related Resources:

New C-Suite Tech Optimization Microsoft Chief Information Officer

Next Generation Collaboration and Microsoft's Vision for Dynamic Teamwork

Next Generation Collaboration and Microsoft's Vision for Dynamic Teamwork

Below is the presentation Microsoft Senior Director Bryan Goode and I gave at Microsoft Ignite 2015 about the state of collaboration and the rise of more dynamic and automated tools and teams.

My key themes included: the challenges and solutions to input overload, suites/platforms vs. best of breed solutions, and intelligent collaboration leveraging analytics.  Bryan talked about Microsoft's view how the workforce is changing into a giant network, and how Microsoft's portfolio including Office 365, Yammer, Delve and other tools support this vision.

Click here to watch the Ignite keynotes and sessions.

Future of Work Marketing Transformation Next-Generation Customer Experience Revenue & Growth Effectiveness Data to Decisions Innovation & Product-led Growth New C-Suite Digital Safety, Privacy & Cybersecurity Microsoft Chief Marketing Officer Chief People Officer Chief Revenue Officer

Lesson 2 From Disrupting Digital Business - Keep Brand Promises In An Attention Economy

Lesson 2 From Disrupting Digital Business - Keep Brand Promises In An Attention Economy

Get All 10 Lessons Learned From Disrupting Digital Business

As with the beginning of every revolution, those in the midst of it can feel it, sense it, and realize that something big is happening. Yet it’s hard to quantify the shift. The data isn’t clear. It’s hard to measure. Pace of change is accelerating. Old rules seem not to apply.

Sometimes when you are in the thick of it, it’s hard to describe what’s happening.  In the case of digital business, these models have progressed over the past 20 years.  However, non-traditional competitors have each exploited a few patterns with massive success. However, as the models evolved, winners realize there are more than a handful of patterns.

Lesson 1 – Transform Business Models And Engagement

Lesson 2 – Keep The Brand Promise

In fact, the impact is significant and now quantifiable with 52% of the Fortune 500 gone since 2000 and the average age of the S&P 500 company in 1960 is down from 60 years to a little more than 12 projected in 2020.  That is a 500% compression that has changed the market landscape forever in almost every industry.

Over the course of the next 10 weeks, I’ll be sharing one lesson per week.  For traditional businesses to succeed, they will have to apply all 10 lessons from Disrupting Digital Business in order to not only survive, but also relearn how to thrive.

We Move From Selling Products And Services To Keeping Brand Promises

Lesson 2: From selling products to keeping brand promises

Have you noticed that products companies no longer just sell products?  In many cases they are willing to trade off product margins for services revenue.  Take the mobile industry, we often see phones given away for free for a commitment to 2 to 3 year annual contracts. Well, that’s just the beginning.  Services companies are giving way services for experiences.   Access to free services often trigger additional offers.  The freemium to premium conversion is an example of how this works.  If you want to access more advance features or use a service more often you then pay for a premium offering.

So where does this all go? Experience based companies are now giving away experiences for business outcomes.  In the medical imaging equipment industry, they started out by selling an imaging machine for $1M US dollars.  Then they used financing plans to drive additional revenue and lower the capital outlays.  From there they sold support and service packages.  And after 5 to 7 years, they would convince customers to upgrade.  Now the metric in the medical imaging equipment industry comes down to revenue per patient scan per day.  The business model depends on how many profitable patients can be sent through the machine each day.  The experience shifts to a business outcome of up time.  So the sales model shifts as well.  Now you can get the machine for an 80% up time guarantee for $3M US dollars or if you want 95% up time, that will cost $4.5M US dollars.  As you can see this is about optimizing business models.  Once this happens, the manufacturer wants to put sensors and analytics on every device for remote monitoring.  By predicting when a part will fail, or when to send a tech, the manufacture reduces their risk in meeting their promise to deliver on up time.  Future business models can come from comparing machine performance and selling the insights, benchmarking data, and consulting.

Now, one more shift – business model companies are giving away their business models and focusing on brand promise.  Disney is a great example of this. Whether you watch a movie, enjoy a theme park, participate in a cruise, or even retire in a Disney retirement community, you know it’s going to be more expensive.  You know you’ll have a controlled experience where Disney tells you where to go, what to do, when to do it.  But most folks are happy with the outcome as they look to Disney to put together a high quality experience.  The expect it to be wholesome and family oriented and they are willing to pay for it.

But what Disney is doing is it’s not necessarily competing with another theme park, nor a movie studio, nor a cruise company.  What Disney is competing for is not just a business model.  In fact, you could choose to read another book, have dinner at another restaurant, watch a live musical act, or go to sleep.  In this attention economy, Disney is competing for your time.  Once you realize that we live in an attention economy, you realize that the goal is to captures someone’s time or reduces the time to get something done.   The battle for time is paramount in delivering a brand promise.

Homework

Now for this week, think about how you shift from selling products and services to delivering on experiences and outcomes.  This is not an easy exercise.  But in order to get to your brand promise, you’ll also have to ask yourself:

  1. How do you grab a customer’s attention?
  2. How can you reduce the time it takes to get something done?
  3. What does your brand ultimately stand for?

When you have thought through this lesson, we’ll be ready to apply the business model shift conversation with the attention economy as we get to what we are selling.

The Complete 10 Lessons Learned From Disrupting Digital Business

For those attending the full keynotes and book tours, you’ll get the complete session and in many cases a copied of a signed booked.   For those following virtually, I’ve provided the slimmed down slide share deck for your use.

You now have the 10 lessons learned to disrupt digital business in your hands. You can take this information and change the world in front of you or choose to sit on the knowledge as the world passes you by and digital darwinism consumes your organization.

I trust you will do the right thing. And when you want some company, come join us as a client at Constellation Research where we’re not afraid of the future and the art of the possible.

Get The Book Now. Digital Disruption is Unkind to Those Who Wait.  

Purchase on Amazon
Bulk Orders: contact [email protected]
About Disrupting Digital Business

Join the Digital Disruption Tour. Events in San Francisco, Atlanta, London, and Amsterdam!

Your POV.

Are you ready to disrupt digital business?  Have you ordered the book?

Add your comments to the blog or reach me via email: R (at) ConstellationR (dot) com or R (at) SoftwareInsider (dot) org.

Please let us know if you need help with your Digital Business transformation efforts. Here’s how we can assist:

  • Developing your digital business strategy
  • Connecting with other pioneers
  • Sharing best practices
  • Vendor selection
  • Implementation partner selection
  • Providing contract negotiations and software licensing support
  • Demystifying software licensing

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