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Social, Mobile, Analytics, Cloud:
Convergence and Business Impact
Claude Baudoin
Senior Consultant, Cutter Consortium
7 Nov 2014
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Who Are We?
Claude Baudoin
• Sr. Consultant, Cutter Consortium
• 40 years of experience in IT,
Research, and Consulting
– IT services
– semiconductor industry
– oilfield services
• Consulting specialties
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Enterprise architecture
Knowledge management
Cloud computing
Enterprise social media
Cutter Consortium
• Based in Boston with an
office in Mexico City
• 150 consultants
• Three main activities
– Publications (Executive
Reports, IT Journal, Email
Advisors, Benchmark Review)
– Seminars
– Consulting
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Convergencia
• Convergencia de 4 avances tecnológicos, inicialmente
independientes, desde 2000
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Teléfonos inteligentes (smartphones).
Redes y otros medios sociales.
Almacenes de datos casi gratuitos en la nube
Big Data Analytics (análisis de datos masivos, incluyendo
datos no numéricos).
• Hoy tenemos como resultado la capacidad de analizar
el sentimiento de los consumidores de productos o
servicios de manera totalmente nueva.
• Ahora aparecen varios proveedores de aplicativos (y de
servicios en la nube) para entregar este análisis.
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SunTrust CIO Talks SMAC (as the Foundation for IT Strategy)
What will be the key areas of focus for bank technology groups in the year ahead?
SMAC, says SunTrust CIO Anil Cheriyam — SMAC, as in social, mobile, analytics
and cloud
…
Digital strategy to enable anytime, anywhere, “my way” interactions, is critical to
drive deeper client relationships and market share. How does SunTrust provide
what a customer wants and needs in a clean an unobtrusive manner vs. becoming
just another obstacle the bank’s clients must surmount in their busy day?
Harnessing the value of data. Data is now the most valuable asset or, more
accurately, a competitive weapon that drives ease of implementation and success
in digital channels. That moment SunTrust strives for, of eliciting customer
“delight” with an app, product or service, is often driven from below by data, and
without that moment, in this market, SunTrust says it can’t compete.
…
Source: www.bankinnovation.net, Aug. 2013
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• Bank branches are predicted to see diminishing foot traffic (visits per
branch) at a rate of 8-10% each year for the next 8 years …
• The banks with the smartest and most responsive mobile banking
infrastructure will have a competitive advantage. …
• If banks do not quickly evolve and educate their customer base on the
advantages of mobile banking and digital transformation, other competing
banks will
• Traditional banks are feeling an increasing pressure to transform because
their current size, structure and legacy IT environments prevent them
from adapting rapidly enough …
• Social media impacts the way banks sell and market their
products. People talk about their banks, the service levels they receive
and the price of service fees. …
• Crowd-funding platforms like Crowdcube and KickStarter are offering
higher returns on investments than traditional banks. …
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Explosive
Growth
of
Social
Media
Source:
Search
Engine
Journal
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Dependency Summary
Mobile
Access
Delivers new
functions to
users
Increases
usage of
Maintains
presence
Enterprise
Social
Media
Supports
Cloud
Provide
data for
Allows the
improvement of
products, service,
sales, marketing
Analytics
Supports
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Usos de medios sociales en el negocio
• En un informe de Cutter de 2011, Steve Andriole
y Vince Schiavone clasificaron los usos de medios
sociales en un negocio
1. Estudios “sociales” de mercados
2. Vigilancia sobre mercados y marcas
3. Inteligencia competitiva
4. Innovación
5. Servicio al consumidor
6. Seguimiento de amenazas
• Prueba fácil:
¿cuántos se aplican al sector financiero?
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Otros usos en negocio
• Compartir conocimiento
– Entre organizaciones distintas
– Con el público
• Se acercar al consumidor
– CRM, servicio al consumidor, vigilancia sobre la
reputación
• Cultivar la lealtad
– Ofertas especiales a los seguidores, etc.
• Reclutar nuevos empleados
– Activamente (publicar ofertas de trabajo)
– Pasivamente (responder a solicitudes)
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Escuchar los Medios Sociales
• “El monitoreo de medios sociales es excelente
cuando se trata de agregar una retroalimentación
rica del cliente, porque los consumidores tienden a
elaborar cuando hablan de productos o servicios en
los redes sociales y foros en línea.”
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Do you
watch what
bloggers
write?
People are not shy
about
complaining, but
they no longer
leave their
feedback only
when they visit
their branch or talk
to customer
service
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Análisis global de sentimiento
• Etapas
– Relacionar las palabras utilizadas con conceptos
– Clasificar los textos de acuerdo con diferentes ejes
– Analizar la correlación con sentimientos positivos o negativos
Source: Luminoso, www.lumino.so
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Definitions of Big Data
• The “Four V’s”
– Volume (terabytes, petabytes, exabytes)
– Velocity – data changes by the hour or day
– Variety – text, pictures, audio, video, sensor data,geolocation
– Veracity – data quality problems
• "Big Data" is data which is much. much larger than what you
have been used to – it’s relative!
• "Big Data" is data organized so that it that takes you too long
to get the answers you are looking for!
• “Big Data” is a different kind of data than you are used to!
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The Challenges of Big Data
• Privacy – related to public reaction
• Security
• Availability of people
– Statisticians
– Data managers
– Business Intelligence specialists
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•
•
•
False correlations
Competition for technical staff
Planning the infrastructure
Management commitment
Ubicacion de Claude Baudoin
el 18 de agosto de 2014
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Cloud Computing
Benefits
Challenges
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Rapid deployment
Elasticity
Cost proportional to usage
Self-provisioning
Professional management
and support
• Periodic upgrades
• Applies to many types of
resources
• Decreases IT staff needs
Hyped by vendors
Concerns about availability
Concerns about security
SLAs that guarantee little
Data recovery
Data residency
Vendor lock-in
False business expectations
Integration across systems
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¿Y ahora, dónde empezar?
Dos principios clave:
• Siempre debe considerar la alineación de las TI con el
negocio
• Siempre se encontran los mismos componentes de la
solución, en el mismo orden de prioridad:
–
–
–
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Personas
Procesos
Contenido
Tecnología (necesaria pero no lo más importante)
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SMAC Impact on Architecture
New strategies?
New value chains?
New capabilities?
Changed processes?
New applications?
New data types?
New technology,
security, capacity?
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New Capabilities Related to SMAC
New things the organization needs to be able to do
(regardless of the process or the system used)
• Develop and maintain secure mobile applications
• Publicity on social media
• Sentiment analysis from social media posts
• Manage a Facebook page, a Twitter feed, a
YouTube channel, …
• Geolocation of help center callers
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The Dilemma of Innovation
• Problem
– You want your company to innovate
• Otherwise, it may lose market share, incur excessive costs, miss
new opportunities, make customer dissatisfied, etc.
– Business people may not know enough to ask for a new
capability
– But you don’t want to look like you are pushing for new
technology for technology’s sake
• Approaches
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–
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Make the discussion about innovation explicit
“Teach” what new trends like SMAC mean, but listen too
Keep control of the dialog
Find how much IT spends on “Run / Grow / Transform”
projects, establish an objective, measure the progress
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References
• Five articles in
the February
2013 issue of
the Cutter IT
Journal
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¡Gracias!
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