|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
Dave will share his insights on how Internet of Things for Enterprises are transforming and making more productive and efficient operations and maintenance (O&M) procedures in the cleantech industry and beyond. Speaker Bio: Dave Landa is chief operating officer of Cybozu Corp (kintone US). Based in the San Francisco Bay Area, Dave has been on the forefront of the Cloud revolution driving strategic business development on the executive teams of multiple leading Software as a Services (SaaS) application providers dating back to 2004. Cybozu's kintone.com is a leading global BYOA (Build Your O...
Apr. 19, 2015 06:30 PM EDT Reads: 702
Health care systems across the globe are under enormous strain, as facilities reach capacity and costs continue to rise. M2M and the Internet of Things have the potential to transform the industry through connected health solutions that can make care more efficient while reducing costs. In fact, Vodafone's annual M2M Barometer Report forecasts M2M applications rising to 57 percent in health care and life sciences by 2016. Lively is one of Vodafone's health care partners, whose solutions enable older adults to live independent lives while staying connected to loved ones. M2M will continue to gr...
Apr. 19, 2015 06:00 PM EDT Reads: 745
With IoT exploding, massive data will transform businesses with opportunities to monetize almost anything that can be measured. In this C-Level Roundtable Discussion at @ThingsExpo, Brendan O’Brien, Aria Systems Co-founder and Chief Evangelist, will lead an expert panel of consultants, thought leaders and practitioners who will look at these new monetization trends, discuss the implications, and detail lessons learned from their collective experience. Finally, the panel will point the way forward for enterprises who wish to leverage the resulting complex recurring revenue models, adding valu...
Apr. 19, 2015 05:00 PM EDT Reads: 1,457
How is unified communications transforming the way businesses operate? In his session at WebRTC Summit, Arvind Rangarajan, Director of Product Marketing at BroadSoft, will discuss how to extend unified communications experience outside the enterprise through WebRTC. He will also review use cases across different industry verticals. Arvind Rangarajan is Director, Product Marketing at BroadSoft. He has over 19 years of experience in the telecommunications industry in various roles such as Software Development, Product Management and Product Marketing, applied across Wireless, Unified Communic...
Apr. 19, 2015 04:00 PM EDT Reads: 1,605
SYS-CON Events announced today that Vicom Computer Services, Inc., a provider of technology and service solutions, 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. They are located at booth #427. Vicom Computer Services, Inc. is a progressive leader in the technology industry for over 30 years. Headquartered in the NY Metropolitan area. Vicom provides products and services based on today’s requirements around Unified Networks, Cloud Computing strategies, Virtualization around Software defined Data Ce...
Apr. 19, 2015 02:00 PM EDT Reads: 1,434
The 17th International Cloud Expo has announced that its Call for Papers is open. 17th International Cloud Expo, to be held November 3-5, 2015, at the Santa Clara Convention Center in Santa Clara, CA, brings together Cloud Computing, APM, APIs, Microservices, Security, Big Data, Internet of Things, DevOps and WebRTC to one location. With cloud computing driving a higher percentage of enterprise IT budgets every year, it becomes increasingly important to plant your flag in this fast-expanding business opportunity. Submit your speaking proposal today!
Apr. 19, 2015 12:00 PM EDT Reads: 2,098
What exactly is a cognitive application? In her session at 16th Cloud Expo, Ashley Hathaway, Product Manager at IBM Watson, will look at the services being offered by the IBM Watson Developer Cloud and what that means for developers and Big Data. She'll explore how IBM Watson and its partnerships will continue to grow and help define what it means to be a cognitive service, as well as take a look at the offerings on Bluemix. She will also check out how Watson and the Alchemy API team up to offer disruptive APIs to developers.
Apr. 19, 2015 12:00 PM EDT Reads: 1,502
The IoT Bootcamp is coming to Cloud Expo | @ThingsExpo on June 9-10 at the Javits Center in New York. Instructor. Registration is now available at http://iotbootcamp.sys-con.com/ Instructor Janakiram MSV previously taught the famously successful Multi-Cloud Bootcamp at Cloud Expo | @ThingsExpo in November in Santa Clara. Now he is expanding the focus to Janakiram is the founder and CTO of Get Cloud Ready Consulting, a niche Cloud Migration and Cloud Operations firm that recently got acquired by Aditi Technologies. He is a Microsoft Regional Director for Hyderabad, India, and one of the f...
Apr. 19, 2015 12:00 PM EDT Reads: 1,119
SYS-CON Events announced today that SoftLayer, an IBM company, has been named “Gold Sponsor” of SYS-CON's 16th International Cloud Expo®, which will take place June 9-11, 2015 at the Javits Center in New York City, NY, and the 17th International Cloud Expo®, which will take place November 3–5, 2015 at the Santa Clara Convention Center in Santa Clara, CA. SoftLayer operates a global cloud infrastructure platform built for Internet scale. With a global footprint of data centers and network points of presence, SoftLayer provides infrastructure as a service to leading-edge customers ranging from ...
Apr. 19, 2015 08:45 AM EDT Reads: 2,424
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...
Apr. 19, 2015 08:30 AM EDT Reads: 5,636
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.
Apr. 19, 2015 08:15 AM EDT Reads: 3,717
SYS-CON Events announced today that Windstream, a leading provider of advanced network and cloud communications, 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. Windstream (Nasdaq: WIN), a FORTUNE 500 and S&P 500 company, is a leading provider of advanced network communications, including cloud computing and managed services, to businesses nationwide. The company also offers broadband, phone and digital TV services to consumers primarily in rural areas.
Apr. 19, 2015 08:00 AM EDT Reads: 4,899
SYS-CON Events announced today that Ciqada 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. Ciqada™ makes it easy to connect your products to the Internet. By integrating key components - hardware, servers, dashboards, and mobile apps - into an easy-to-use, configurable system, your products can quickly and securely join the internet of things. With remote monitoring, control, and alert messaging capability, you will meet your customers' needs of tomorrow - today! Ciqada. Let your products take flight. For more inform...
Apr. 19, 2015 08:00 AM EDT Reads: 1,640
SYS-CON Events announced today that ProfitBricks, the provider of painless cloud infrastructure, 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. ProfitBricks is the IaaS provider that offers a painless cloud experience for all IT users, with no learning curve. ProfitBricks boasts flexible cloud servers and networking, an integrated Data Center Designer tool f...
Apr. 19, 2015 07:30 AM EDT Reads: 1,514
SYS-CON Events announced today that Dyn, the worldwide leader in Internet Performance, 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. Dyn is a cloud-based Internet Performance company. Dyn helps companies monitor, control, and optimize online infrastructure for an exceptional end-user experience. Through a world-class network and unrivaled, objective intelligence into Internet conditions, Dyn ensures traffic gets delivered faster, safer, and more reliably than ever.
Apr. 19, 2015 07:00 AM EDT Reads: 2,339
SYS-CON Events announced today that GENBAND, a leading developer of real time communications software solutions, has been named “Silver Sponsor” of SYS-CON's WebRTC Summit, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. The GENBAND team will be on hand to demonstrate their newest product, Kandy. Kandy is a communications Platform-as-a-Service (PaaS) that enables companies to seamlessly integrate more human communications into their Web and mobile applications - creating more engaging experiences for their customers and boosting collaboration and productiv...
Apr. 19, 2015 07:00 AM EDT Reads: 2,308
SYS-CON Events announced today that Open Data Centers (ODC), a carrier-neutral colocation provider, will exhibit at SYS-CON's 16th International Cloud Expo®, which will take place June 9-11, 2015, at the Javits Center in New York City, NY. Open Data Centers is a carrier-neutral data center operator in New Jersey and New York City offering alternative connectivity options for carriers, service providers and enterprise customers.
Apr. 19, 2015 06:45 AM EDT Reads: 2,557
SYS-CON Events announced today that On the Avenue Marketing Group, a sales and marketing firm that utilizes events to market and sell products to consumers, 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. On the Avenue Marketing Group (OTA) is a sales and marketing firm that utilizes events to market and sell products to consumers. On behalf of our clients, we attend thousands of fairs, festivals, expos, concerts, conferences, and sporting events annually, helping them reach millions of individuals ...
Apr. 19, 2015 06:30 AM EDT Reads: 3,187
SYS-CON Events announced today that BroadSoft, the leading global provider of Unified Communications and Collaboration (UCC) services to operators worldwide, has been named “Gold Sponsor” of SYS-CON's WebRTC Summit, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. BroadSoft is the leading provider of software and services that enable mobile, fixed-line and cable service providers to offer Unified Communications over their Internet Protocol networks. The Company’s core communications platform enables the delivery of a range of enterprise and consumer calling...
Apr. 19, 2015 06:30 AM EDT Reads: 2,214
SYS-CON Events announced today that ActiveState, the leading independent Cloud Foundry and Docker-based PaaS provider, has been named “Silver Sponsor” of SYS-CON's DevOps Summit New York, which will take place June 9-11, 2015, at the Javits Center in New York City, NY. ActiveState believes that enterprises gain a competitive advantage when they are able to quickly create, deploy and efficiently manage software solutions that immediately create business value, but they face many challenges that prevent them from doing so. The Company is uniquely positioned to help address these challenges thro...
Apr. 19, 2015 06:15 AM EDT Reads: 2,804