Designing in the "New" Digital Economy


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Presentation from Douglas Kenbeek at the 2013 STS Annual Conference in Boston, MA.

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Designing in the "New" Digital Economy

  1. 1. Designing in the “New” Digital Economy Douglas Kenbeek EMC Corporation CTO, Customer Engagement © Copyright 2013 All rights reserved. 1
  2. 2. Learning from Data “In God we trust. All others must bring data.” – W. Edwards Deming “Not everything that can be counted counts, and not everything that counts can be counted.” – Albert Einstein “True genius resides in the capacity for evaluation of uncertain, hazardous, and conflicting information.” – Winston Churchill © Copyright 2013 All rights reserved. 2
  3. 3. Data – The “new” digital economy Big Data Fast Data Sentiment Analysis Social Data “BAD” “Big Data” Is Transforming Business Machine generated data Telemetry, Geospatial Data… © Copyright 2013 All rights reserved. 3
  4. 4. Big Data: Not your fathers BI Business Intelligence Internal Data – Data warehouse – Transaction data Historical Reporting – Dashboards – Master Data Management – Trending © Copyright 2013 All rights reserved. Big Data External Data Sources – Social data – Mobile data – Machine generated data Predictive Analysis New use cases 4
  5. 5. The Business Drivers Increase Revenue New business models Increase agility and pace Meet customers in new ways Drive cost out of the organization and processes © Copyright 2013 All rights reserved. 5
  6. 6. Barriers Scale of Data Sources of Data Speed to ingest and analyze data Skills to build these new computational models – What is a Data Scientist Organizational Design and Structure Governance and Risk – Legal Risk – Retention and maintaining the data – Government Regulations: Patriots Act © Copyright 2013 All rights reserved. 6
  7. 7. Location & Types Of Big Data (& Fast!) Data Enterprise Partner Public Unstructured Data Credit Data Shipping Data Forecast Data Location Data Structured Data 10101010100101010 011001010101110010 1101010100101011111 © Copyright 2013 All rights reserved. Telemetry Data Social, Video Data 7
  8. 8. GE: Industrial Internet © Copyright 2013 All rights reserved. 8
  9. 9. Manufacturing GE Aircraft Engine Division – Investing in analytic technology – Manufacturer becomes Service Provider ▪ Ingest sensor data ▪ Analyze for fuel consumption efficiency ▪ Tune airframe in flight – Impacts ▪ Organizational ▪ Legal (Data Governance, Liability) ▪ Business Model © Copyright 2013 All rights reserved. 9
  10. 10. Entertainment Disney – Strategic Initiative: The Next Customer Experience – Drivers ▪ Continue to be the leading entertainment brand in industry ▪ Understand and service the consumer in the new world – Impact ▪ Focused on new sources of data: Social, Sentiment ▪ Organizational: TBD (51 Business Units) © Copyright 2013 All rights reserved. 10
  11. 11. Healthcare Population Management – Integrate public health data into EHR for a holistic view of patient Payer, Insurance, Metrics Clinical Analytic Solutions – Foundation Medicine – PointRight Social Data strategies – Latin America health initiatives Accountable Care Act and Regulatory Impacts © Copyright 2013 All rights reserved. 11
  12. 12. Financial Services Regional Banks – Analyzing your social data with your telemetry information – Marketing a home improvement store sale to the person is who has been tweeting about remodeling and is close to the store Investment Banking – Sentiment Analysis being incorporated into market modeling © Copyright 2013 All rights reserved. 12
  13. 13. Other Examples Horizontal Impact – Organizational Process change – EMC: 15 Work Streams (MFG Process, HR, Finance, Marketing, Customer Sentiment, Sales Operations, R&D / Engineering…) Retail – Consumer Trending Telco – Data source at creation (mobile switch) Farming – FDA Research © Copyright 2013 All rights reserved. 13
  14. 14. Observations Ingesting and Analyzing data at this scale will have a profound impact in the “New Digital Economy” The application of these technologies and use cases are in their infancy Organization Impact – – – – Major shifts in business models New organization structures, positions Major skills gap and shortage exists Organizational design impacts Universities capitalizing on Big Data Analytics Legal Impacts Leadership and vision to drive this transformation is critical © Copyright 2013 All rights reserved. 14
  15. 15. : A Unique Federation Of Businesses Focused and Free to Execute on their Mission, Strategically Aligned Paul Maritz Pat Gelsinger SOFTWARE-DEFINED DATA CENTER HYBRID CLOUD END USER COMPUTING David Goulden © Copyright 2013 All rights reserved. PLATFORM FOR CLOUD & BIG / FAST DATA APPLICATIONS INFORMATION STORAGE & PROTECTION INFORMATION SECURITY INFORMATION INTELLIGENCE 16
  16. 16. The Pivotal Initiative: 3rd Family Member A Platform For Next Gen Cloud & Big / Fast Data Applications Next Generation Cloud & Big / Fast Data Apps $$$ © Copyright 2013 All rights reserved. 17