Joerg Osarek, CEOSoMoLo - the new Big Data billion-$-market - © 2012 Skilltower Institute - www.skilltower.com            ...
About: Joerg Osarek                                                                                                   IT  ...
Prequel: Who invented SoMoLo?                                           Who invented SoMoLo? SoMoLo - the new Big Data bil...
Prequel: Who invented SoMoLo?                                                                                             ...
Prequel: Who invented SoMoLo?                                                                                         195...
Prequel: Who invented SoMoLo? real world example in 2012 Restaurant, USA, Boston ■ mobile: twitter 140 characters - review...
Prequel: Who invented SoMoLo?                                               "When Guier, Weiffenbach and McClure were desi...
The SoMoLo Road                                                                      SoMoLo                               ...
(Intro) SoMoLo: The next hype? SoMoLo builds on                               SoMoLo – SOcial MObile LOcal     2006+ locat...
(Intro) SoMoLo? CRM? What for?    technology replaces personal      relationship with customer    cost reduction using C...
The SoMoLo Road           SoMoLo           Usage models             © Fotolia.com #8345964 i love images SoMoLo - the new ...
SoMoLo usage models SoMoLo drama:    SoMoLo Spam    customer without secrets    Crowd Turfing    SoMoLo Nigeria Connec...
SoMoLo usage models                                                                           SoMoLo happiness:           ...
SoMoLo usage models:computer aided AR based sentinel negotiations               AR-negotiation-assistant               glo...
The SoMoLo Road SoMoLo Business models © Fotolia.com #2446638 Marc Dietrich                                               ...
SoMoLo Business models     past:                   yesterday:                       today with SoMoLo:  reactive BI       ...
The SoMoLo Road                                                                                                           ...
SoMoLo IT Architectures    SoMoLo as a service on platforms      (standardization has to happen in the future)    integr...
SoMoLo IT Architectures Big Data: silver bullet or wrong track?    autonomous local agent based intelligence      + filte...
Conclusion for SoMoLo    SoMoLo: after the hype follows standardizes productive usage    observe technologies and platfo...
SoMoLo reading tip The SoMoLo Dossier of the Skilltower Institute soon available for Kindle, in bookstores and online (als...
Contact                     Skilltower Institute                     Joerg Osarek                     Founder and CEO     ...
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SomoLo - the new big data multimillion dollar market

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based on the social media revolution comes the next hype - SoMoLo - social, mobile, local. This presentation gives insights on the subject, published as speeches in November 2012 on the DOAG Conference, Nuremberg, Germany and the CloudConf, Munich, Germany.

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SomoLo - the new big data multimillion dollar market

  1. 1. Joerg Osarek, CEOSoMoLo - the new Big Data billion-$-market - © 2012 Skilltower Institute - www.skilltower.com 1 Stock: © #37591807 Kirill Kedrinski - fotolia.com
  2. 2. About: Joerg Osarek IT Manage- The worlds first ment IT Avantgarde game Network changing Cloud technologies Computing IT & www.skilltower.com Business Founder & CEO Strategy IT Archi- tecture www.its-people.de Co-Founder & Partner SoMoLo - the new Big Data billion-$-market - © 2012 Skilltower Institute - www.skilltower.com 2
  3. 3. Prequel: Who invented SoMoLo? Who invented SoMoLo? SoMoLo - the new Big Data billion-$-market - © 2012 Skilltower Institute - www.skilltower.com 3
  4. 4. Prequel: Who invented SoMoLo?  1957: the USSR launched sputnik  William Guier and George Weiffenbach develop a method for calculating the satellite position and course from the Sputnik radio signals. Foto: httpcommons.wikimedia.orgwiki_File_Sputnik_asmSputnik_asm PublicDomain NASA SoMoLo - the new Big Data billion-$-market - © 2012 Skilltower Institute - www.skilltower.com 4
  5. 5. Prequel: Who invented SoMoLo?  1958: APL deputy director Frank T. McClure, William Guier and George Weiffenbach develop a Transit → GPS reverse approach – the GPS predecessor Transit – to calculate the position of nuclear submarines helping them to launch Polaris nuclear missiles. Foto: UGM-27C_Polaris_A3_launch__PublicDomain_ID DF-SC-84-07332 Service Depicted Navy SoMoLo - the new Big Data billion-$-market - © 2012 Skilltower Institute - www.skilltower.com 5
  6. 6. Prequel: Who invented SoMoLo? real world example in 2012 Restaurant, USA, Boston ■ mobile: twitter 140 characters - review of soup (GPS automatically collected) ■ pushed to all twitter followers, in some cases directly to their mobiles. ■ foursquare collects based on GPS the review and links it. ■ Outside.in parses geo-data and detects restaurant name in tweet, attaches it to pages, discussing the restaurant. ■ A Boston newspaper runs that tweet in their "Gossip in the Back Bay" category (neighbourhood specific news pages) ■ Google ads appear that are near that restaurant location. ■ Google detects link to the restaurant and registers it as a " vote" ■ By a Google alert the restaurant owner is informed about the new post regarding his restaurant. SoMoLo - the new Big Data billion-$-market - © 2012 Skilltower Institute - www.skilltower.com Foto: httpcommons.wikimedia.orgwiki_File_Sputnik_asmSputnik_asm PublicDomain NASA und 6 http://openclipart.org/people/rg1024/rg1024_fork_and_spoon.svg, License: http://creativecommons.org/publicdomain/zero/1.0/
  7. 7. Prequel: Who invented SoMoLo? "When Guier, Weiffenbach and McClure were designing their system to help American submarines launch Polaris missiles against the Soviet Union, it never occurred to them that someday someone would use their platform to rave about a bowl of potato and leek soup to nearby strangers. Stacked platforms are like that: you think youre fighting the Cold War, and it turns out youre actually helping people figure out where to have lunch." Steven Johnson Where good ideas come from Kindle Version, Pos. 2439, New York, 2010 Foto: httpcommons.wikimedia.orgwiki_File_Sputnik_asmSputnik_asm PublicDomain NASA SoMoLo - the new Big Data billion-$-market - © 2012 Skilltower Institute - www.skilltower.com 7
  8. 8. The SoMoLo Road SoMoLo SoMoLo IT Archi- tectures Business SoMoLo models © Fotolia.com #2446638 Marc Dietrich Usage models © Fotolia.com #8345964 i love images SoMoLo - the new Big Data billion-$-market - © 2012 Skilltower Institute - www.skilltower.com 8
  9. 9. (Intro) SoMoLo: The next hype? SoMoLo builds on SoMoLo – SOcial MObile LOcal 2006+ location 2008+ mobile 2010+ 2005+ cloud based services internet social media computing 1990s: mobile phones 1990s: the internet SoMoLo - the new Big Data billion-$-market - © 2012 Skilltower Institute - www.skilltower.com 9
  10. 10. (Intro) SoMoLo? CRM? What for?  technology replaces personal relationship with customer  cost reduction using CRM and customer self service. Loss of customer proximity  solutions: BI, neuromarketing, ...  reduced loyalty, customers writing CRM critical reviews. + BI  SoMoLo = everywhere, immediate, © #46343729 Deklofenak – Fotolia.com to all: catastrophy or panacea? + neuro- marke-  Both is wrong. But SoMoLo offers ting the chance to win back customer proximity by acting honestly. + SoMoLo? © #34369996 Hakan KIzIltan – Fotolia.com SoMoLo - the new Big Data billion-$-market - © 2012 Skilltower Institute - www.skilltower.com 10
  11. 11. The SoMoLo Road SoMoLo Usage models © Fotolia.com #8345964 i love images SoMoLo - the new Big Data billion-$-market - © 2012 Skilltower Institute - www.skilltower.com 11
  12. 12. SoMoLo usage models SoMoLo drama:  SoMoLo Spam  customer without secrets  Crowd Turfing  SoMoLo Nigeria Connection  politicians mindset from past millenium  less planning neccessary; leads to drifting without achieving goals. SoMoLo - the new Big Data billion-$-market - © 2012 Skilltower Institute - www.skilltower.com 12
  13. 13. SoMoLo usage models SoMoLo happiness:  IT helps us regarding our location, demands and situation.  more power + spontaneity to customers  magical possibilities for all  Pads are only the beginning. augmented reality (AR) + vBots, gesture control, MS Kinect, speech control. Today I am accompanied by my device; tomorrow I am accompanied by my vDevice and the web itself.  Ubiquitious Cyberspace = Multiple interacting vLayers on top of the world SoMoLo - the new Big Data billion-$-market - © 2012 Skilltower Institute - www.skilltower.com 13
  14. 14. SoMoLo usage models:computer aided AR based sentinel negotiations AR-negotiation-assistant global database: Dr. Ewald Stein Infrared: high blood pressure Ultraviolet: fluctuations Facial expression: distressed Voice: nervous tone Analysis: under pressure. Recommendation: Offer 20% less! Year: 2017 © #46612278 auremar – Fotolia.com F SoMoLo - the new Big Data billion-$-market - © 2012 Skilltower Institute - www.skilltower.com 14
  15. 15. The SoMoLo Road SoMoLo Business models © Fotolia.com #2446638 Marc Dietrich © #41784102 fotomek - Fotolia.com SoMoLo - the new Big Data billion-$-market - © 2012 Skilltower Institute - www.skilltower.com 15
  16. 16. SoMoLo Business models past: yesterday: today with SoMoLo: reactive BI Near Realtime  Realtime campaigns ; flowing data structures; intelligent (business data warehouse, agents with big data pool in background; automatic offerings intelligence) decision support to customers in real time. (past data for  On Demand concepts; FlyBy services; reporting) management  frontiers dissapear like „on premise“ or „opening hours“ e.g. mobile apps to call you a taxi  LongTail reloaded: Direct-to-direct-Business; losers are dealers, winners are SoMoLo platform providers.  New models: e.g. try local, buy in the web (the dealer gets a provision for a test ride of the product (e.g. not for directly selling. The producer sells himself.)  Auto-adaptive, elastic, fluid business models; - use the blue ocean strategy to figure out, how SoMoLo changes the strategy canvas of your industry. F © #41784102 fotomek - Fotolia.com SoMoLo - the new Big Data billion-$-market - © 2012 Skilltower Institute - www.skilltower.com 16
  17. 17. The SoMoLo Road BigData SoMoLo situative functionality IT Archi- Integration tectures Platforms SoMoLo - the new Big Data billion-$-market - © 2012 Skilltower Institute - www.skilltower.com 17
  18. 18. SoMoLo IT Architectures  SoMoLo as a service on platforms (standardization has to happen in the future)  integration concepts for social media platforms (e.g. HootSuite)  situation based functionality: AppFonds replace manual Apps + + dynamic - - security HTML5 is candidate for client architecture (Adobe edge instead of flash, Microsoft stops silverlight, Yoc: HTML5 instead of apps) © #10419740 crimson – Fotolia.com SoMoLo - the new Big Data billion-$-market - © 2012 Skilltower Institute - www.skilltower.com 18
  19. 19. SoMoLo IT Architectures Big Data: silver bullet or wrong track?  autonomous local agent based intelligence + filter out irrelevant stuff + central big data pool for targeted queries  Back to the roots: Dont look only from today to tomorrow. Ask yourself: Why do we think we need what? What was our primary business goal? (customer proximity?)  compare the total cost of ownership (TCO) of the SoMoLo-BigData-SuperSystem with a personal client manager. SoMoLo - the new Big Data billion-$-market - © 2012 Skilltower Institute - www.skilltower.com © #39128366 photobank.kiev.ua – Fotolia.com 19
  20. 20. Conclusion for SoMoLo  SoMoLo: after the hype follows standardizes productive usage  observe technologies and platforms now  use the blue ocean strategy to develop auto-adaptive fluid business models! How does SoMoLo change the strategic canvas of your industry?  changes need expertise in: business, people (social media), technology and legal © Fotolia.com #8345964 i love images  SoMoLo forces enterprises to return to real honesty or produces massive pressure from the market. SoMoLo - the new Big Data billion-$-market - © 2012 Skilltower Institute - www.skilltower.com 20
  21. 21. SoMoLo reading tip The SoMoLo Dossier of the Skilltower Institute soon available for Kindle, in bookstores and online (also in english) with articles from:  Social media Guru Ossi Urchs: SoMoLo challenges  Attorney Joerg Alexander Paul: legal conditions for SoMoLo services (keep local focus in mind)  Bernhard Steimel – Future Management Group (The changing customer journey) Nutzungsmodelle: SoMoLo Geschäfts- Wie SoMoLo die modelle: Wo neue  Alexander Scholz Gesellschaft und Marktplätze unser Leben entstehen (Does SoMoLo increase public participation?) verändert  Joerg Osarek: SoMoLo usage models, busines models, IT architectures Rechtliche SoMoLo IT Rahmenbe- Architectures: dingungen für Plattformen, App-  Chuck Ian Gordon: AR based Negotiations SoMoLo-Dienste Fonds und BigData SoMoLo - the new Big Data billion-$-market - © 2012 Skilltower Institute - www.skilltower.com 21
  22. 22. Contact Skilltower Institute Joerg Osarek Founder and CEO Triftstr. 30 D-61350 Bad Homburg Germany mailto:joerg.osarek@skilltower.com Tel.: +49(0)151-23 0 24 333 www.skilltower.com SoMoLo - the new Big Data billion-$-market - © 2012 Skilltower Institute - www.skilltower.com 22

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