Welcome!

Java IoT Authors: Elizabeth White, SmartBear Blog, Scott Allen, Jason Bloomberg, Liz McMillan

Related Topics: @CloudExpo, Microservices Expo, Containers Expo Blog, Agile Computing, @BigDataExpo, SDN Journal, @ThingsExpo

@CloudExpo: Article

2014: Customers Rejoice in the Year of Service Personalization

In 2014, we will see more service providers resolve to add more personalization in enterprise technology

As we enter a new year, it is time to look back over the past year and resolve to improve upon it. In 2014, we will see more service providers resolve to add more personalization in enterprise technology. Below are seven predictions about what will drive this trend toward personalization.

The Internet of Things turns into the Internet of Agents. M2M connections and multi-agent systems will result in an increasing number of highly personalized, value-added branded services. The latest Gartner forecast for the Internet of Things (IoT) predicts that by 2020, there will be $309 billion in incremental revenue opportunity for IoT suppliers, mostly in services. Everything-as-a service (XaaS) will lead us toward more complex services, more bundles and more options. Individual users will use agents whose sole job is to create functional services for individuals, out of everything available in the connected service universe. As we move closer toward XaaS, we will become familiar with the concept of "agents" in the delivery of those everything services via SaaS, PaaS and IaaS. Agents can reside as modules within SaaS service offerings or they can be tools embedded in the service provider infrastructure or operating systems. Agents can exist in cloud-connected devices, or in the management software within the evolving smart device ecosystem. Any service delivery platform (SDP) can contain agents that add functionality to the supported services by collaborating with other agents on other platforms.

Everything-as-a service does not tolerate mediocrity. Services will increasingly be decomposed, repositioned and resold or bundled with other services. Many common products will transition to being sold as a service, resulting in creative combinations of services that have never been thought of previously. Services will become encapsulated within other services and service components extracted from one service will be built into multiple others. In 2014, the gap between products that support the evolution to completely new business models and those that deliver simple efficiency gains will increase, creating a new crop of leaders and leaving many others behind.

Incomplete projects and unfulfilled promises reveal that the emperor has no clothes for many SaaS vendors. It sounded too good be true, and after the last couple of years of hype, enterprises will demand to see results before handing the keys to the kingdom to companies that promise to deliver business transformation. The requirements of Internet merchants and simple commerce do not easily translate to the enterprise, unless you are willing to start walking the path to commoditization. Enterprises will demand to see transformation results for a single line of business, in addition to scalability and performance proof points, before they agree to enterprise-wide deployments.

Cloud-as-we'd-like-it-to-be is not your father's cloud. 2014 will usher in entirely new business models for a uniquely cloud world that goes beyond today's primary use as a cost-reduction tool. We will see the start of the transition from cloud-as-it-is to cloud-as-we'd-like-it-to-be. Not the same old commodity cloud of the past, this cloud makes it possible for service providers to mash up offerings with third-party applications to tap into new markets. In formulating a new strategy for cloud adoption, the question will no longer be, "Should we?" but rather, "How far should we go, and how fast?"

The new cloud world will, when we get there, be dominated by ubiquitous, easily accessible and globally connected computing power available on-demand as shared resources to support computing services for those who want to use them.

Three paradigm shifts will occur in the world of cloud computing:

  • Connectedness instead of insularity
  • On-demand services instead of products
  • Access to shared resources instead of individual ownership

The move to this new cloud means we will be more connected rather than less connected; we will consume more computer-driven services and buy fewer computer hardware and software products; and we will benefit from the economies of scale and improved utilization by sharing more computing resources instead of building out our own. The cloud will bring ubiquitous access to immense software choices for users, at prices held low by the twin drivers of visible competition and a base cost minimized by the effective shared use of infrastructure and platform resources.

Software-defined networks (SDN) and network functions virtualization (NFV) become mainstream. With companies such as Google and Facebook already taking advantage of SDN for their networks, it is not a question of if, but when service providers begin to transition costly, proprietary networks that inhibit new service rollouts and revenue streams. We will see a radical change to commodity hardware populated by different kinds of software. Software will be where the differentiation is, while hardware will earn its living by being inexpensive, reliable and plentiful.

SDN and NFV signal the end of bad vendor behavior. Decades-long mistreatment by vendors will lead to the removal of "strategic vendors" from the preferred vendor list and replacement with new vendors that put the customers' needs first. In 2013, the first steps were taken as service providers realized that promises would remain unfulfilled for re-architected platforms desperately needed to support new services and revenue streams. In 2014 the death wish will begin to be fulfilled for traditional OSS/BSS suppliers and proprietary hardware vendors.

Monetizing the new cloud means survival, but only for the prepared. If you are an individual or a company consuming cloud services, you will, of course, be charged, and you will pay your bills. But if you are a cloud service provider, then life is likely to become more complicated. Simplistic cloud services are easy to copy, and with ever-decreasing barriers to entry, increasingly commoditized. Providers will take advantage of interconnectedness to work with multiple other providers to create new and sometimes unique services consisting of bundles of other services and service components. To do this requires more sophisticated pricing, bundling and partner settlement capabilities to take advantage of the cloud opportunity. For those who are prepared, they might just take on the market leaders to reshape the market as we know it.

What trends do you expect for 2014?

More Stories By Esmeralda Swartz

Esmeralda Swartz is VP, Marketing Enterprise and Cloud, BUSS. She has spent 15 years as a marketing, product management, and business development technology executive bringing disruptive technologies and companies to market. Esmeralda was CMO of MetraTech, now part of Ericsson. At MetraTech, Esmeralda was responsible for go-to-market strategy and execution for enterprise and SaaS products, 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 resource and service control software, now part of Extreme Networks.

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
The Quantified Economy represents the total global addressable market (TAM) for IoT that, according to a recent IDC report, will grow to an unprecedented $1.3 trillion by 2019. With this the third wave of the Internet-global proliferation of connected devices, appliances and sensors is poised to take off in 2016. In his session at @ThingsExpo, David McLauchlan, CEO and co-founder of Buddy Platform, will discuss how the ability to access and analyze the massive volume of streaming data from mil...
WebSocket is effectively a persistent and fat pipe that is compatible with a standard web infrastructure; a "TCP for the Web." If you think of WebSocket in this light, there are other more hugely interesting applications of WebSocket than just simply sending data to a browser. In his session at 18th Cloud Expo, Frank Greco, Director of Technology for Kaazing Corporation, will compare other modern web connectivity methods such as HTTP/2, HTTP Streaming, Server-Sent Events and new W3C event APIs ...
SYS-CON Events announced today that Men & Mice, the leading global provider of DNS, DHCP and IP address management overlay solutions, will exhibit at SYS-CON's 18th International Cloud Expo®, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. The Men & Mice Suite overlay solution is already known for its powerful application in heterogeneous operating environments, enabling enterprises to scale without fuss. Building on a solid range of diverse platform support,...
Eighty percent of a data scientist’s time is spent gathering and cleaning up data, and 80% of all data is unstructured and almost never analyzed. Cognitive computing, in combination with Big Data, is changing the equation by creating data reservoirs and using natural language processing to enable analysis of unstructured data sources. This is impacting every aspect of the analytics profession from how data is mined (and by whom) to how it is delivered. This is not some futuristic vision: it's ha...
Silver Spring Networks, Inc. (NYSE: SSNI) extended its Internet of Things technology platform with performance enhancements to Gen5 – its fifth generation critical infrastructure networking platform. Already delivering nearly 23 million devices on five continents as one of the leading networking providers in the market, Silver Spring announced it is doubling the maximum speed of its Gen5 network to up to 2.4 Mbps, increasing computational performance by 10x, supporting simultaneous mesh communic...
The cloud promises new levels of agility and cost-savings for Big Data, data warehousing and analytics. But it’s challenging to understand all the options – from IaaS and PaaS to newer services like HaaS (Hadoop as a Service) and BDaaS (Big Data as a Service). In her session at @BigDataExpo at @ThingsExpo, Hannah Smalltree, a director at Cazena, will provide an educational overview of emerging “as-a-service” options for Big Data in the cloud. This is critical background for IT and data profes...
With the Apple Watch making its way onto wrists all over the world, it’s only a matter of time before it becomes a staple in the workplace. In fact, Forrester reported that 68 percent of technology and business decision-makers characterize wearables as a top priority for 2015. Recognizing their business value early on, FinancialForce.com was the first to bring ERP to wearables, helping streamline communication across front and back office functions. In his session at @ThingsExpo, Kevin Roberts...
Cognitive Computing is becoming the foundation for a new generation of solutions that have the potential to transform business. Unlike traditional approaches to building solutions, a cognitive computing approach allows the data to help determine the way applications are designed. This contrasts with conventional software development that begins with defining logic based on the current way a business operates. In her session at 18th Cloud Expo, Judith S. Hurwitz, President and CEO of Hurwitz & ...
One of the bewildering things about DevOps is integrating the massive toolchain including the dozens of new tools that seem to crop up every year. Part of DevOps is Continuous Delivery and having a complex toolchain can add additional integration and setup to your developer environment. In his session at @DevOpsSummit at 18th Cloud Expo, Miko Matsumura, Chief Marketing Officer of Gradle Inc., will discuss which tools to use in a developer stack, how to provision the toolchain to minimize onboa...
SYS-CON Events announced today that Interoute, owner-operator of one of Europe's largest networks and a global cloud services platform, has been named “Bronze Sponsor” of SYS-CON's 18th Cloud Expo, which will take place on June 7-9, 2015 at the Javits Center in New York, New York. Interoute is the owner-operator of one of Europe's largest networks and a global cloud services platform which encompasses 12 data centers, 14 virtual data centers and 31 colocation centers, with connections to 195 ad...
SYS-CON Events announced today that Alert Logic, Inc., the leading provider of Security-as-a-Service solutions for the cloud, will exhibit at SYS-CON's 18th International Cloud Expo®, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. Alert Logic, Inc., provides Security-as-a-Service for on-premises, cloud, and hybrid infrastructures, delivering deep security insight and continuous protection for customers at a lower cost than traditional security solutions. Ful...
Join us at Cloud Expo | @ThingsExpo 2016 – June 7-9 at the Javits Center in New York City and November 1-3 at the Santa Clara Convention Center in Santa Clara, CA – and deliver your unique message in a way that is striking and unforgettable by taking advantage of SYS-CON's unmatched high-impact, result-driven event / media packages.
SYS-CON Events announced today that Commvault, a global leader in enterprise data protection and information management, has been named “Bronze Sponsor” of SYS-CON's 18th International Cloud Expo, which will take place on June 7–9, 2016, at the Javits Center in New York City, NY, and the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Commvault is a leading provider of data protection and information management...
With an estimated 50 billion devices connected to the Internet by 2020, several industries will begin to expand their capabilities for retaining end point data at the edge to better utilize the range of data types and sheer volume of M2M data generated by the Internet of Things. In his session at @ThingsExpo, Don DeLoach, CEO and President of Infobright, will discuss the infrastructures businesses will need to implement to handle this explosion of data by providing specific use cases for filte...
SYS-CON Events announced today that Pythian, a global IT services company specializing in helping companies adopt disruptive technologies to optimize revenue-generating systems, has been named “Bronze Sponsor” of SYS-CON's 18th Cloud Expo, which will take place on June 7-9, 2015 at the Javits Center in New York, New York. Founded in 1997, Pythian is a global IT services company that helps companies compete by adopting disruptive technologies such as cloud, Big Data, advanced analytics, and DevO...
SYS-CON Events announced today that Avere Systems, a leading provider of enterprise storage for the hybrid cloud, will exhibit at SYS-CON's 18th International Cloud Expo®, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. 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 overbuilding of data centers ...
Fortunately, meaningful and tangible business cases for IoT are plentiful in a broad array of industries and vertical markets. These range from simple warranty cost reduction for capital intensive assets, to minimizing downtime for vital business tools, to creating feedback loops improving product design, to improving and enhancing enterprise customer experiences. All of these business cases, which will be briefly explored in this session, hinge on cost effectively extracting relevant data from ...
Companies can harness IoT and predictive analytics to sustain business continuity; predict and manage site performance during emergencies; minimize expensive reactive maintenance; and forecast equipment and maintenance budgets and expenditures. Providing cost-effective, uninterrupted service is challenging, particularly for organizations with geographically dispersed operations.
As enterprises work to take advantage of Big Data technologies, they frequently become distracted by product-level decisions. In most new Big Data builds this approach is completely counter-productive: it presupposes tools that may not be a fit for development teams, forces IT to take on the burden of evaluating and maintaining unfamiliar technology, and represents a major up-front expense. In his session at @BigDataExpo at @ThingsExpo, Andrew Warfield, CTO and Co-Founder of Coho Data, will dis...
SYS-CON Events announced today that iDevices®, the preeminent brand in the connected home industry, will exhibit at SYS-CON's 18th International Cloud Expo®, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. iDevices, the preeminent brand in the connected home industry, has a growing line of HomeKit-enabled products available at the largest retailers worldwide. Through the “Designed with iDevices” co-development program and its custom-built IoT Cloud Infrastruc...