For any Cloud company used to selling into the IT department, enterprise Digital Transformation initiatives can present a unique set of challenges. The focus of such Digital Transformation efforts typically centers on adding mobile and social touchpoints to an enterprise's existing Web efforts. However, such initiatives are frequently driven by marketers or other non-technical people, and often intentionally bypass IT. The Digital professional may have some awareness of how their initiatives can leverage the Cloud, but often at a superficial level. Once the discussion turns to the complexities of Hybrid Cloud and integration with legacy assets, however, confusion often sets in. This session will help to connect the dots for Cloud-centric firms who want to sell to the Chief Digital Officer or other Digital professional. Attendees of this session will: * Learn what "Digital Transformation" means to enterprise business buyers * Understand the challenges Digital professionals have when considering Cloud-based products and services * Hear practical advice for presenting Cloud-based offerings that support Digital Transformation initiatives.

1. How to Build a Cloud-
Copyright © 2014, Intellyx, LLC
1
Based Digital
Transformation Offering
Jason Bloomberg
President
jason@intellyx.com
@theebizwizard

2. About Jason Bloomberg
• President of Intellyx
• Advise companies on their digital
transformation initiatives & help vendors
communicate their agility stories
• Write for Forbes, Wired, &
DevX on Digital Transformation
• Buy my latest book,
The Agile Architecture
Revolution
Copyright 2 © 2014, Intellyx, LLC

3. What is Digital?
Customer preferences & behavior
driving technology choices
Range of technology touchpoints is exploding
Copyright 3 © 2014, Intellyx, LLC
Photo Credit: Revol Web https://www.flickr.com/photos/revolweb/

4. The Importance of the
Consumer
• Consumer behavior &
preferences driving
digital
– Even for B2B providers
• The Facebook effect
– Everybody expects
personalization,
asynchronous
interaction, & high
performance
The Buck Stops with the Consumer
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5. Democratization of
Technology
• People at work have
same preferences &
behaviors as when
they’re at home
• Drives BYOD (Bring-
Your-Own-Device)
• Millennials require
consumer-centric tech
App Store Model for Enterprise Software
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Photo Credit: Rob Boudon https://www.flickr.com/photos/robboudon/

6. What is Digital
Transformation?
• Customer pressures
driving technological and
organizational change in
companies
• Enterprises rethinking:
– How they serve
customers
– The role IT plays
– How they build & manage
teams
– How they innovate
Copyright 6 © 2014, Intellyx, LLC
Photo Credit: Louis K. https://www.flickr.com/photos/bonaparty/

7. Who is the Digital
Professional?
• Old days:
– Web programmers, graphic
designers, UI/UX people,
information architects
• Today:
– All of the above, plus
marketing/product people,
Agile teams, operations
people, enterprise
architects, etc.
If you touch something your customer
touches, you’re a digital professional
Copyright 7 © 2014, Intellyx, LLC
Photo Credit: Trev Grant https://www.flickr.com/photos/trevgrant/

8. Who is the Digital
Executive?
CIO
VP of Ecommerce
Chief Digital Officer
CMO
Your customer!
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VP Marketing
VP Interactive
VP Customer/User Experience

9. Shifting the Center of
Gravity
Center of gravity is
the IT infrastructure
Center of gravity
is the customer
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Photo Credit: seanfonelli https://www.flickr.com/photos/seanoneill/
The Cloud World
The Digital World

10. The AWS Value Chain
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11. The End-to-End Digital
Challenge
• Digital technology begins at the customer touchpoint
• Web & mobile apps include numerous third-party
services
– Generally run in cloud
– May be your offering
• Apps connect to back end databases & systems of
record
– In cloud & on premise
Copyright 11 © 2014, Intellyx, LLC
Photo Credit: Robert Clemens https://www.flickr.com/photos/robert_clemens/

12. The Transformative Role
of Automation
• Cloud automates
operational
environment
• DevOps as
automation-driven
organizational
change
Copyright 12 © 2014, Intellyx, LLC
Photo Credit: wiredforlego https://www.flickr.com/photos/wiredforsound23/6813264988/sizes/l
DevOps as Model for
Organizational Transformation

13. From DevOps to “BizOps”
• Before: dev chucking code to test, then over wall
to ops
• Now: continuous test, continuous deployment
• In progress: responsiveness to continuous
requirements change & variation
Copyright 13 © 2014, Intellyx, LLC
Photo Credit: fdecomite https://www.flickr.com/photos/fdecomite/12598505695/sizes/l

14. The Legacy Challenge
• Complex hybrid scenarios
• Legacy
integration/middleware
issues
• Legacy performance
issues
• IT driving security &
governance policies
Copyright 14 © 2014, Intellyx, LLC
Photo Credit: Adam Selwood https://www.flickr.com/photos/adselwood/

15. The Dangers of
Bimodal IT
Organizations who separate traditional IT
• Digital
from the digital effort
– Fast
– Customer-focused
– Self-organizing
– Innovative
– Marketing-driven
• IT
– Slow
– Technology-focused
– Laborious
governance policies
& procedures
– Cost center
Who’s the cloud buyer?
Who’s responsible for cloud?
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16. Omnichannel: Retail’s
Digital Challenge
The customer sees only one channel
Copyright 16 © 2014, Intellyx, LLC
Photo Credit: Mike Mozart https://www.flickr.com/photos/jeepersmedia/

17. Omnichannel: Beyond
Retail
• Healthcare
– Phone/tablet/desktop/medical device integration
for physicians
• Utilities, logistics,
etc.
– Field technicians
• Manufacturing
– Factory controls
• Too many others to
list!
Copyright 17 © 2014, Intellyx, LLC
Photo Credit: Bakbone iPad Holder https://www.flickr.com/photos/ipad_accessories_holder/

18. Digital & the Internet of
Things
• Consumer IoT
– Struggling with
privacy & security
• Industrial Internet
– Big Data challenge
Cloud is everywhere &
everything is part of the cloud!
Copyright 18 © 2014, Intellyx, LLC
Photo Credit: Bob Adams https://www.flickr.com/photos/satransport/

19. There is no Shortcut!
Remember,
Digital
Transformation
isn’t about the
Digital, it’s
about the
Transformation!
Copyright 19 © 2014, Intellyx, LLC
Photo Credit: Joseph Bremson https://www.flickr.com/photos/excitingsounds/9908052865/sizes/l

20. Thank You!
Jason Bloomberg
President, Intellyx
jason@intellyx.com
@theebizwizard
Send email NOW to nextgen@intellyx.com
to download this presentation