What's Next Technology Presentation on Cloud Computing, Mobile / Mobile Commerce for Enterprise and Geo Location Services. Presented at the Innovator's Studio Chicago for National Health Care CMOs at the Catalyst Ranch.

1. TECHNOLOGY AND THE TRANSFORMATION OF THE MARKETING PRACTICE
Douglas Pollei
TECHNOLOGY AND THE TRANSFORMATION OF THE
MARKETING PRACTICE
November 8th Chicago, Illinois @ Catalyst Ranch

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Sharing Time
1. The Innovative Organization
2. The Lone Nut
3. Absorption and the Artist/Scientist
4. It is About How Your Start Your Day
5. New Technologies Review
6. Sometimes We Need to Be Kicked Into Shape
7. Short Term Cynicism Hampers Us

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Hello
Pleased to meet you.
Douglas Pollei. VP Internet Strategy and Corporate
Development at IKANO Communications Inc. portfolio
company of Insight Venture Partners NYC. Currently leading
partnership with Google and assisting companies globally
with cloud computing services. Strategic advisor on multi-
channel digital strategy for mobile, social, and cloud based
services.

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Steven Johnson – Author of “Where Good Ideas Come From.”
1. The adjacent possible. 2. Liquid networks. 3. The slow hunch. 4. Serendipity. 5. Error. 6. Exaptation.
7. Platforms. http://www.youtube.com/watch?v=NugRZGDbPFU
The Innovative Organization

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Kevin Kelly – “What
Technology Wants
What Technology Wants" is
his book-long argument for
the existence of a realm he
calls the "technium," a sort of
intellectual ecosystem that
operates as if it were a
sentient being.”
The Innovative Organization

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Derek Sivers: The first follower transforms a lone nut into a
leader. If the leader is the flint, the first follower is the spark that
makes the fire.
http://www.youtube.com/watch?v=fW8amMCVAJQ&feature=player_embedded
The Lone Nut

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Absorption
Authors Conferences Mags and Rags
Internet History Coworkers
How do you
assimilate ideas?
What is your
current
absorption rate
of new
technologies and
information?

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Art Science

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Tony Hsieh
In 1999, at the age of 24, Tony Hsieh (pronounced Shay) sold LinkExchange, the company he co-founded,
to Microsoft for $265 million. He then joined Zappos as an advisor and investor, and eventually became
CEO, where he helped Zappos grow from almost no sales to over $1 billion in gross merchandise sales
annually.

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Example: Core Values
1. Deliver WOW Through Service
2. Embrace and Drive Change
3. Create Fun and a Little Weirdness
4. Be Adventurous, Creative, and Open-Minded
5. Pursue Growth and Learning
6. Build Open and Honest Relationships With Communication
7. Build a Positive Team and Family Spirit
8. Do More with Less
9. Be Passionate and Determined
10. Be Humble
DELIVERING HAPPINESS
A PATH TO PROFITS, PASSION, AND PURPOSE
Tony Hsieh - Gas Pedal Super Genius July 2010

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Chip and Dan Heath
co-authors of the book
Made to Stick: Why
Some Ideas Survive and
Others Die, which has
been a New York Times,
Wall Street Journal, and
Business Week
bestseller.

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Chip and Dan Heath
co-authors of the book
Made to Stick: Why
Some Ideas Survive and
Others Die, which has
been a New York Times,
Wall Street Journal, and
Business Week
bestseller.

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Chip and Dan Heath
co-authors of the book
Made to Stick: Why
Some Ideas Survive and
Others Die, which has
been a New York Times,
Wall Street Journal, and
Business Week
bestseller.
DIRECT THE RIDER
FOLLOW THE BRIGHT SPOTS.
SCRIPT THE CRITICAL MOVES.
POINT TO THE DESTINATION.
MOTIVATE THE ELEPHANT
FIND THE FEELING.
SHRINK THE CHANGE.
GROW YOUR PEOPLE.
SHAPE THE PATH
TWEAK THE ENVIRONMENT.
RALLY THE HERD.

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Internet analyst Mary
Meeker from Morgan
Stanley

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Technology
Advances
Driving the forces
of change

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Emerging
Technology
Discussion
Digital technologies are changing the consumer, the small
business and the enterprise.

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• Geo-location services
• Online security – how safe is the data
• Cloud computing – the new cloud hosting trends
• Crowd sourcing services and trends
• Mobile Apps
• The cloud OS
• Digital Activism
• Touch and wireless devices
• Augmented Reality
• The worth of data – data collection and data exhaust
• Data overload – services helping to fix
Emerging Technologies

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The big story is not the
technology but how it
transforms individuals
and organizations

22. TECHNOLOGY AND THE TRANSFORMATION OF THE MARKETING PRACTICE http://en.wikipedia.org/wiki/Hype_cycle
Hype Cycle - Gartner

23. TECHNOLOGY AND THE TRANSFORMATION OF THE MARKETING PRACTICE http://en.wikipedia.org/wiki/Hype_cycle
Hype Cycle - Gartner
http://www.gartner.com/it/page.jsp?id=1447613

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Cloud Computing
Mobile
Geo Location
Discussion Topics

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Cloud Flavors
SaaS – Software as a
service
PaaS – Platform as a
service
IaaS – Infrastructure as a
service

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Hybrid Clouds
Public Clouds
Federation & Choice
Private Clouds
Virtacore Cloud Vision
vCore Infrastructure
Virtacore developing
unique Cloud services in
partnership with VMware
Cloud Solutions for
Enterprise

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What made the
cloud evolution
possible?

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Change #1
Redefining IT for Consumers
• Internet changes everything
• Broadband changes everything
• Mobile changes everything
• Geoffrey Moore – Google Atmosphere 2010

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Change #2
The Recession
• Companies wanting to save money
• Companies looking to do more with less
• Companies seeking to focus on revenue
related projects

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Today “The Cloud” Lives
Inside Here
Massive data centers host social media services inside “clouds” powered by the
following vendors.

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Server Capacity
20% Utilized
80% Wasted
Storage Capacity Labor
35% Utilized
65% Wasted
30% Business
70% Upkeep
The Old Data Center

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Nicholas Carr
Nicholas Carr writes on the
social, economic, and business
implications of technology. He
is the author of the 2008 Wall
Street Journal bestseller The
Big Switch: Rewiring the World,
from Edison to Google, which
is "widely considered to be the
most influential book so far on
the cloud computing
movement,"

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Cloud Computing
Mobile
Geo Location
Discussion Topics

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MIMA
Digital
Technology
Discussions

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MOBILE
SERVER
Gender
Year of Birth
Income
Zip Code
Language Option
Email (optional)
or
The Mobile Apps

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“The online health-information environment is
going mobile. 17% of cell phone users have
used their phone to look up health or medical
information and 9% have software applications
or "apps" on their phones that help them track
or manage their health.”
http://pewinternet.org/Reports/2010/Mobile-Health-2010.aspx
Mobile and Health Care

45. TECHNOLOGY AND THE TRANSFORMATION OF THE MARKETING PRACTICE
Cloud Computing
Mobile
Geo Location
Discussion Topics

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Geo Location Services

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Mobile and Geo-Location
Altimeter Group: http://www.slideshare.net/loracecere/rise-of-socialcommercefinal

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• 7% of adults who go online with their mobile phone use
a location-based service.
• 8% of online adults ages 18-29 use location-based
services, significantly more than online adults in any
other age group.
• 10% of online Hispanics use these services –
significantly more than online whites (3%) or online
blacks (5%).
• 6% of online men use a location-based service such as
Foursquare or Gowalla, compared with 3% of online
women.
http://www.pewinternet.org/Reports/2010/Location-based-services.aspx
Mobile and Geo-Location

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•Compared with a similar point in 2009, cell phone owners are now
more likely to use their mobile phones to:
•Take pictures—76% now do this, up from 66% in April 2009
•Send or receive text messages—72% vs. 65%
•Access the internet—38% vs. 25%
•Play games—34% vs. 27%
•Send or receive email—34% vs. 25%
•Record a video—34% vs. 19%
•Play music—33% vs. 21%
•Send or receive instant messages—30% vs. 20%
http://www.pewinternet.org/Reports/2010/Mobile-Access-2010.aspx
Mobile and Geo-Location

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Sometimes We Need to Be Kicked
Into Shape

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Short Term Cynicism Hampers Us
Let’s sample some of the early
reaction:
• Christopher Dawson asks what’s in it
for Google?
• MG Siegler at TechCrunch asks how
will Google’s robot car make money?
• Silicon Alley Insider’s Henry Blodget
is a bit more direct. Why is Google
goofing around with robot cars in the
first place?
• Michael Arrington rants that Google
did the robot car because it can.
• Robert Scoble notes the same thing.
Given the perilous state of R&D in the
U.S. we need to flip our thinking.
http://m.zdnet.com/blog/btl/r-d-short-term-focus-cynicism-hampers-
us/40224

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Feedback
Breakout Session: What do you think
of the topics discussed so far this
morning?
Where are your organization’s
opportunities?