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The razorfish5 report 2011


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The razorfish5 report 2011

  1. 1. Copyright 2011 Razorfish LLC. All rights reserved
  2. 2. ContentsIntroduction: The Pace of Change ................................................................................................... 03Near Field Communications ............................................................................................................ 07The Interface Revolution ................................................................................................................. 13Open Digital Services: Open API Platforms Enabling Consumer-Driven Innovation ........................ 21Marketing in the Age of Big Data ..................................................................................................... 26The Cloud’s Influence On Enterprise Architecture ........................................................................... 35Looking Ahead: Predictions from our Authors ................................................................................. 41 02
  3. 3. 5The Pace of ChangeBob Lord, Chief Executive Officer (@rwlord)Ray Velez, Chief Technology Officer (@rvelez)In his book “The Singularity is Near,” Exponential Growth of Computinginventor and futurist Ray Kurzweil predicts a Twentieth through the twenty first centurypace of technological change that will makeour recent strides feel glacial by comparison. 10 60He sees cures for pollution and poverty, 10 55 10 50aging and illness, even death. Physical Calculations per Second per $1,000 10 45products will be conjured out of thin air – 10 40or, more accurately, out of very expensive 10 35printers. The rise of nanotechnology will 10 30 All human Brains 10 25bring together man and computer in a 10 20way that “will enable us to transcend our 10 15 One human Brainbiological limitations and amplify our 10 10 One Mouse Brain One Insect Braincreativity.” By 2021, computer power will 10 5 1be equal to that of the human brain, a 10 -5state of affairs that will make Watson, the 10 -10IBM-designed supercomputer that recently 1900 1920 1940 1960 1980 2000 2020 2040 2060 2080 2100 Yeartrounced a couple of flesh-and-bloodbrainiacs in a series of “Jeopardy!” matches, squeeze more information into our heads.look like a Commodore 64. In the past it’s been said that most folks only use 10% of our brain. Well, maybe weNot everyone is embracing this trend. The can up that to 12% or 15%.bandwagon of people who believe thatall this information is actually overloading Whether all of these predictions come trueus or rendering us Google-hooked know- by the dates assigned by folks like Kurzweilnothings is getting crowded. We believe doesn’t matter. The point is that change isthat the opposite is true. Our brains have occurring at a more rapid rate than ever.been getting faster and faster at processing Our position here at Razorfish is that weimages, an improvement that helps should simply ride the wave. As businesses,03
  4. 4. 5Brain Scanning some of the key trends that show how theImage Reconstruction Time pace of change is quickening. The most breathtaking is the lightning-fast adoption 1000 Logarithmic Plot of Apple’s tablet, compared even to the 100 other hot products developed by Steve Jobs since 2001. Three months after launch, it’s 10 shipped over 14 million units. At a similarSeconds 1 point in time, only about three million 0.1 iPhones were in circulation. But before 0.01 Apple had a chance to kick back and relax, 0.001 the Google-developed Android platform basically took over the smartphone marketYear 1970 1975 1980 1985 1990 1995 2000 2005 in just 9 months. Think of all the amazing computing power now available to bewe need to be continually innovating and stuffed into the back pocket of a pair ofadopting technologies to keep pace. It’s less jeans. We’ve already seen these devicesabout science fiction than science fact. put mobile application development on the map. That’s only the beginning.Consider the mobile space. iPods grewfast, iPhones even faster, and iPads left For the second year, Razorfish Technology’sthem in the dust. The former Morgan- Group has compiled a list of fiveStanley analyst Mary Meeker, speaking at technologies that will become crucial toGoogle’s Thinkmobile conference, captured your business in the coming year. Our best KP iPods Changed the Media Industry... iPhones Ramped Even Faster... IPad Growth leaves its “Siblings” in the Dust CB First 3 Quarters Cumulative Unit Shipments, iPod vs. iPhone vs. iPad 16,000 ................................................................................ iPad iPhone iPod 14,000 ................................................................................ Global Unit Shipments (1,000) 12,000 ................................................................................ 10,000 ................................................................................ 8,000 ................................................................................ 6,000 ................................................................................ 4,000 ................................................................................ 2,000 ................................................................................ 0 0 1 2 3 Quarters After Launch 04
  5. 5. KP Android has Hit Critical Mass CB First 9 Quarters Cumulative Android Unit Shipments 80 ................................................................................ Global Cumulative Unit Shipments (MM) Android Global Units Shipped 70 ................................................................................ 60 ................................................................................ 50 ................................................................................ 40 ................................................................................ 30 ................................................................................ 20 ................................................................................ 10 ................................................................................ 0 0 1 2 3 4 5 6 7 8 9 Quarters After Launchstrategic and creative minds have come intuitive, attractive and approachable. Ittogether to ensure holistic look at upcoming seems like the days are numbered for thattechnologies, tying them to key business and dynamic duo of the mouse and priorities. The Razorfish Emerging Experiences team takes us through the new interfaces andOne of the most exciting areas of innovation their around Near Field Communications, a setof short-range wireless technologies that Two Razorfish technology leaders, Baselfacilitate the use of contactless payments. Salloum and Salim Hemdani, both groupGoogle has built the capability into its VPs, walk us through Open Digital ServicesSM.Android OS with a production phone in ODS is about organizations opening upDecember 2010. Apple is rumored to follow services in a way that makes them availablesuit. NFC will usher in a whole new way of to any technology at any time, safely andinteracting with our devices and it’s not securely. Building on Open APIs, this is ajust for payment: think of the implications company’s best chance of keeping pace withcouponing, added-value information from changing business models and technologies.merchants, and so forth. Paul Gelb, VP-mobileand Heiko Schweickhardt, technology lead, In the new digital reality, the amount ofwill give us an overview of what’s to come. consumer data available to organizations is colossal. Ignoring it is just as big a missedInterface change is going beyond tablets opportunity. With new cloud-based tools andand touch in 2011 as the ways available to techniques we can finally make sense of theinteract with computers have gotten more trillions of rows of data to have better and05
  6. 6. more targeted conversations with our clients.Whether those conversations are throughdisplay ads or on web sites, you need to makesure you are listening to your customers withdata and analytics. Ray Velez, Razorfish CTO,and Pradeep Ananthapadmanabhan, CTOof Publicis Groupe’s VivaKi, pull togethersome of the innovative technologies andtechniques we have used to help clients suchas Best Buy and others.Lastly, as the cloud infrastructure hasbecome top of mind for most CIOs, it’simportant to understand how your businessand technology architectures change.Technology directors Jibi Scaria and MandhirGidda along with Ray Velez pull togetherbest practices from across the organizationlearned from work we’ve done with clientsincluding O2 and Mercedes.It should be clear by now that we’re notgoing to tell you how to inject nanobots intoyour customers’ bloodstreams. But we’d betthat by the time you’re finished reading thisreport you’re reeling a bit from the sheerspeed with which the business scene ischanging due to technologies like the oneswe’ve identified. We hope we provide someguidance and, of course, we hope you enjoy. 06
  7. 7. 5 Near Field Communications Paul Gelb, VP of Mobile Heiko Schweickhardt, Technology Lead In June 2007, a slide for everyone to learn the ins and outs in a Razorfish client of the technology and what it means for presentation painted a commerce, marketing and privacy. In the bleak picture for near field hands of those companies, NFC yields communications. “Today, a much broader opportunity than what the NFC contactless mobile payment arises from the contact-free nature of solution that is prevalent in Japan and mobile payments and a slice of merchants’ many emerging countries is not a viable transaction fees. Payments aside, NFC solution in the U.S.” We found that the has the potential to ignite billions of growth and impact of NFC had been stifled dollars of incremental revenue from by the competitive situation already in mobile marketing services. This windfall place, not by a lack of infrastructure to would finance countless transformative support it. Because the market for credit applications of NFC technology. It is in this and debit cards in the U.S. is saturated, context that the emergence of NFC in 2011 a new payments system would have to will be a watershed moment for mobile, provide significantly more value to users and impacting every industry. solution providers. NFC technology has been available for years, but it has only attained This new data and integrated service significant adoption in a few markets as a offering could generate billions if contactless payment solution. So, given all not hundreds of billions of dollars in that, near field communication (NFC) may incremental ad revenue. The increase in seem to be an odd selection for this report. inventory would come from the number of mobile users and the amount of time What’s changed in four years? that they spend with their mobile phones. There are over 5 billion mobile phones, Apple, Google and Facebook. NFC figures which is over 4 times the number of TVs. in the immediate plans of these uber- In fact there are more mobile phones disruptors and that means it’s important than people with access to fresh drinking07
  8. 8. 5water. The penetration of smartphones, the system in which they match ad requestsdevices marketers will predominantly be from advertisers with consumer profilesable to target, is growing exponentially. The that reside in a database that they control.device is always with the consumer, creating According to the patent request description,the possibility for it to trigger a targeted an advertiser, using the dynamically-pricedad on nearby digital signage or any other system, may pay a unique price for andigital consumer touch point. Last, and advertisement based on an assessment ofmost importantly, the additional data would characteristics unique to the target recipient.increase ad effectiveness and efficiencyby allowing marketers to target the most A great deal of NFC’s value is in its abilityvaluable consumers with the most effective to replicate ancillary value streams fromad content at the time they would be most credit and debit cards. For example, thereceptive to the message. aggregated data from each user’s purchase behavior creates purchase histories that areNFC’s advertising potential is what is of the integrated into data from various sourcesmost interest to new NFC market entrants by credit report firms to create robustsuch as Google, Microsoft, Apple and consumer profiles. These profiles are usedFacebook. In fact, Apple has submitted a to create highly targeted lists of consumerpatent for a dynamically priced advertising sales leads that can be sold at high prices toApple´s Dynamically - Priced Advertising Systemwww.patentlyapple.comPatently Apple 110 112 112 112 Advertisement Advertisement Advertisement 110 114 Infrastructure Owner/Manager 116 116 116 Advertisement Advertisement Advertisement 124 126 Target Advertisement(s) Marketing Factors 118 118 118 Bill Bill Bill Target User 122 Infrastructure Owner/Manager 114 08
  9. 9. direct marketers. The list of consumers can pattern will allow marketers to reach a wholebe targeted by geography, demographics, new level of analysis and optimization ofbehavior (lifestyle activities like golf or marketing programs.gardening), methods (preference for onlinepurchasing vs. mail order) and life stageevents (new parents or new home owners). PrivacySome banks and credit card companieshave even sold highly targeted ad space on Most readers by now have likely startedaccount statements directly to marketers. to think, if not scream out loud, about privacy issues. A comparison to other similarThis value stream provides an opportunity products and user behavior patterns showsfor NFC to generate exponentially more that privacy concerns will not impedevalue than credit or debit cards. NFC can mass market adoption rates. As previouslyconnect a consumer with the physical world discussed, credit and debit cards providein ways that generate an infinite number of numerous institutions with consumer data,interactions or valuable profile data points. which includes more personal informationConsumer profiles could now include a user’s than any digital property currently collects.current location, where they have been, who Adoption and usage of these cardsthey have been in contact with, who is in their skyrocketed when loyalty point programssocial network, what media content (across emerged. Consumers clearly demonstratedmultiple channels) they have consumed and their willingness to relinquish the anonymityeven how much influence they have on other of cash as long as they were compensated.consumers’ purchase decisions. When Amazon provided productNFC providers can also close the loop recommendations, based upon items thebetween mobile marketing programs and user had viewed but not purchased, manyconversions. Evidence from NFC Pilots, posted were apprehensive. Consumers’ fears werejob descriptions and registered patents has assuaged when Amazon communicatedrevealed the imminent release of several the value of those recommendations.integrated mobile marketing and commerce Netflix and Pandora provide more extremesolutions. These solutions would enable examples. Both companies are able toone service provider to deliver targeted provide and communicate enough productads and promotions (coupons), integration value from information submitted by usersof consumer profiles with product/store that the average user is now submitting alldatabases, promotion redemption, retailer kinds of data in the form of content ratingssupport for enabling m-commerce at the POS and movie account queues. These examplesand consumer NFC contactless payment. The clearly prove that privacy issues areability to see a consumer’s full behavioral removed when a company communicates09
  10. 10. the value the user will get from data NFC touchpoints for consumers. Potentialcollection, there is transparency around the interactions with touch points include virtualdata collection and/or the user is given a check-ins to participate in loyalty programs,choice to opt in. special offerings and related product recommendations or virtual conciergeNFC providers could follow these tactics by services like indoor augmented realityhaving a personal information and loyalty and floor plans. All these services can beprogram management application for mobile consumed with an intuitive wave gesture.devices. Users would be able to opt in to a Touch points like these will likely drive morecollection of their personal information and consumers back into retail stores, providingselect what bits could be used for ad targeting. them a richer, hands-on experience throughtIn exchange for opting in, users would be the integration of services.compensated by mobile wallet dollars.These rewards dollars would be based onevents in which their information was shared Securitywith advertisers and could be redeemedduring any m-commerce / NFC transaction. Security will likely be a greater challengeThese virtual dollars could be financed by than privacy for NFC. The high value ofa nominal percentage of the incremental access to a person’s financial assets andrevenue generated from ads that leverage the personal data will increase the risk ofconsumer’s information for targeting. potential threats. Several NFC providers are planning to offer remote deactivation of the NFC functionality and deletion of profileUser Experience information. Another security protection will be a biometric sensor that can readConsumers would benefit from a highly fingerprints or other anatomical features.improved user experience with NFC as Once again the revenue potential of thiswell. While contactless payments can be opportunity will allow market leaders in thetechnically achieved in different ways, the space to invest in and constantly improveease and swiftness of waving a mobile security protections. While NFC may neverphone in front of a retail register is far more be completely secure , there should belikely to be understood and embraced than the same level of protection as personalis a process where you have to scan visual information data bases and financial servicescodes with an embedded camera app. companies offer on other digital channels. Ultimately, we have witnessed significantHowever, again extending our focus database breaches over the last few years,beyond payment reveals a value that can but there has been a negligible effect onbe significantly increased by providing consumer adoption. 10
  11. 11. The last hurdle for mass implementation of NFC chips, is currently offering businesses NFC is the cost of producing and distributing in pilot cities free NFC receiver hardware hardware to stores that are capable of when they participate in ongoing tests. Even receiving payments from consumers’ governments have begun to invest in the mobile devices. NFC providers and public technology. The French government has institutions have already demonstrated spearheaded the purchase and distribution their willingness to absorb all or at least a of thousands of receivers for businesses in portion of this cost. This is especially true 13 cities that are participating in one of the when mobile devices are leveraged as largest NFC pilot testing programs ever. As the receiver hardware. Google is said to well, public transportation authorities in be poised to distribute as many as eight several U.S. cities have begun to invest in million “custom mobile devices” to small testing and implantation of NFC payment businesses around the U.S. Apple has pilots receivers for rider mobile payments. with several retailers, that includes IOS devices with preloaded m-payment receiver The large number of players investing in accessories, dedicated customer support NFC is evidence that the costs of addressing agents, expedited dispute resolution, challenges presented by privacy concerns, invitations to VIP events and merchant security threats and receiver hardware costs rewards. Bling Nation, an NFC start up are not prohibitive to the NFC business that leverages stickers with embedded model. However, to maximize ROI and Communication Between Controlling & Controllable Devices Patently Apple 90 94 Controllable Device 32 24 25 WAN Wired 1/0 IR Interface 34 24 30 NFC Interface PAN LAN 106 110 102 104 96 98 100 114 116 Internet Web Service 34 28 108 112 30 NFC Interface PAN LAN 32 24 25 WAN Wired 1/0 IR Interface 92 Controlling Device11
  12. 12. profit margins, potential NFC providers for companies that have looked beyondare investing in the development of non- mobile payments to uncover its untappedpayment NFC applications for users. These potential. What will make NFC’s emergenceutility and entertainment applications in 2011 even more exciting are the potentialwill provide non-monetary benefits to revelations from innovative companies thatconsumers and generate additional value are able to take the next step. Applicationsin creating consumer profile data. These and device accessories have explodedinnovative NFC products could be offered alongside the recent rapid growth of smartas part of the compensation for opting into phones and tablets. When we look beyonddata collection. NFC entirely, what new opportunistic industries will be revealed?For example, Apple has already patentedan NFC application that could align withthis strategy. The patent describes mobiledevices that leverage NFC as becominguniversal remotes capable of controlling anyother NFC device, including TVs, DVRs, DVDplayers, gaming consoles and even garage/doors. Data generated from this applicationof NFC technology would include whatcontent and commercials a user had seenacross multiple media channels.NFC powered remotes are just the tip of theiceberg. Numerous executions have beenpatented, prototyped and/or piloted. Socialapplications will enable users to share music,videos, contact information, a social networkconnection request or even an app. Travelapplications will create virtual room keys, IDand ticket submissions and baggage checkin. The list of potential functions is onlylimited by the creativity of the developers.NFC, a technology that is not new orparticularly sexy, will open up nearlyunprecedented opportunities for ad revenueand ground-breaking consumer experiences 12
  13. 13. 5 The Interface Revolution Luke Hamilton, Creative and Experience Lead Contributors Jonathan Hull, Group Director Steve Dawson, Technology Lead James Ashley, Technical Architect Crystal Surrency, Strategy Analyst The Mouse, as We Knew It, is Dead iPad), game consoles like Microsoft Kinect, Nintendo Wii, and Playstation Move, Once revolutionary, the 25-year dominance advanced TVs with built-in cameras and of the mouse and keyboard as the microphones, and touch-enabled monitors, main interface for communicating with all remove mouse and keyboard mediators. computers is nearing the end of its lifecycle. As a result, consumers have begun a mass The mouse, after all, is merely a pointing migration away from GUI experiences device we awkwardly use as a substitute for toward interactive interfaces that are closer the finger. We click a button when we mean to the natural human experience, also to point; we slide a mouse across the table known as natural human interfaces (NUI). when we mean to swipe; we bang away at a keyboard when we mean to simply Consumers are responding to this speak. These mediated input methods are revolution by purchasing devices driving behaviors we have learned because the NUI experiences in record numbers. Brands technology, up until now, has not been must be prepared to adapt to the demand available to allow us to do what comes most by providing experiences that leverage naturally to us - touch, speak and gesture. these interaction metaphors across multiple devices. The mouse and keyboard as input devices will still have their place for some time to By observing the tablet as one of the come –driving graphical user interfaces outcomes of the interface revolution, we see (GUI) that are relegated to more precision how content, natural interfaces, and form and data-oriented niche tasks. However, factors shape the technology of the future. smartphones, tablets (mainly the Apple13
  14. 14. 5Rise of the Tablets 3.3 million iPads sold in three monthsThink of the tablet computing concept this Compare the numbers of days it took these devices toway: it’s an idealized vision of a digital book, reach 1 mln units soldan object that shares the size, weight, andfeel of a book or a clipboard but does so 360+much more. Early tablet devices consistedof laptop computers with convertible 300+screens on a hinge. These devices allowedfor traditional interaction – keyboard andtrackpad or stylus – when in tablet mode. 180The operating system used on these deviceswas often a tablet-friendly version of astandard OS and not optimized for more 74natural human interaction. 13 15 28In the years following the release of the first ii S ne s od ad ry ok D W er ho iP iP bo otablets over two decades ago, the device o kB nd iP nd et ac te N te Bl in inhad failed to find mass adoption until April N N3, 2010, when Apple released the iPad. Likenothing before, the sleek gadget popularized companies such as Intel, ARM, nVidia anda new tablet computing slate form factor: Qualcomm. However, it’s not just theno keyboard, touch-only interaction and a hardware that defines tablets. That job isnew gesture-based operating system. The done by the instant-on, lightweight formcombination of the hardware, software and factor coupled with the robust gesture-the established Apple eco-system helped based interface that simplifies experiences.create a neo-tablet experience which The intuitive discovery of richer content hascaptured the heart of consumers. been the catalyst that brought neo-tablet computing to the masses and created theNine months later, 15.7M tablets have fourth largest consumer electronics channelbeen sold globally. At CES 2011, a wave overnight.of over 100 neo-tablets was announced.Not surprisingly, today’s tablets representa multitude of fragmented form factors, Computing Without Tearsresolutions, and features. From a hardwareperspective, tablets are getting thinner, The various interfaces employed in thelighter and more powerful thanks to tablet category for personal computinginnovation around chip technology from did not exist in the mind of the average 14
  15. 15. Exhibit 1 Print and Video Benefit from the The iPad could potentially become the 4th largest iPad´s Larger Screen CE category next year Content Regularly Accessed 53% 51% $30.0 44% 39% 41% $25.0 U.S. CE Catagory Sales ($B) 33% 32% 25% 21% 22% $20.0 13% 11% 12% 8% $15.0 Book TV show Movie Magazines Radio News Music $10.0 iPad iPhone $5.0 $0.0 hands, or no hands. Because of the larger s es s ad es e as Cs s TV PC er ar on on er sP iP ay dw am k ed Ph Ph Pl op oo ar screen size users have more robust ways to nc lC P3 kt ar ll eb H Ce va es M ita Sm ot g Ad in D N ig interact and explore larger amounts of content. am D G consumer less than a year ago. But the iPad Speed: Responsive, fast-loading, simple and has transformed the computer electronics intuitive apps are winning over users. industry and the way users expect to interact with digital content. In doing so, Intuitive: Tablets have opened up a new Apple has created sustained demand for a way of thinking about how we interact with product that no one knew they wanted until computing devices using inutitive gesture- it was released. based interactions through metaphors that draw from real-world experiences. But in addition to adding to Apple’s ever expanding bottom line, tablet devices are Sized to share: The shape, weight and changing the user’s expectations of what touchscreen interface enables multi-user, computing means in a number of ways. They simultaneous or sequential experiences are not laptops, nor are they mobile devices while sitting or standing. (who is really going to walk around with a tablet in their pocket?); so what makes them Curated Computing: Tablets excel at so unique? delivering more relevant and less complex experiences – consider how its personalized Size: The iPad is smaller than a laptop, but media consumption has been a boon to larger than a pocket-sized phone. Plus, the casual games like Angry Birds. The devices interface can adapt to the device orientation also allow for light productivity experiences allowing users to hold it with one hand, two like document editing and email.15
  16. 16. It just works: The interface and the device One Size Does Not Fit Alloperate together in a way that consumerscan easily learn and master. The tablet is With projections of global sales reachingcloser to an appliance than a computer; +100 million units by 2012 and the plethorausers expect it to work like a TV. When it’s of choices in form factors and operatingon, it’s on. Additionally, you simply tap the systems, the neo-tablet signifies thescreen to do something. next generation in end-user computing. However, one of the driving forces for“The fact that you can’t do everything with creating multi-purpose tablets is the abilitya [tablet] like you can with other PCs - is to create and consume content on the sameexactly what makes it successful” - Forrester, device. After all, the content that’s availableMay 2010 on the tablet is critical to the experience, whether it’s user-generated or not.Clearly, the tablet’s user-friendly touchinterface, convenience, portability and high In these early days, the iPad commandsdegree of usability signifies the beginning of 85% of the tablet marketshare, despite thethe end for a computing experience that had fact that it is often disparagingly viewed asbecome almost painful for consumers. With a device suitable for content consumptionthe release of the iPad and forthcoming rather than content creation.devices from other manufacturers, like theSamsung Galaxy Tab and Motorola Xoom, It can perform some light productivity tasksthe tablet device has finally fulfilled the such as email or word processing, but thepromise of delivering a truly transformative on-screen keyboard is not optimal for datacomputing experience. entry or programming. Additionally, theiPad owners spend a longer amount of time with their contentWeekday Length of Time per Weekday Length of Time perSession by Category - iPad Session by Category - iPhone 78% 49% 44% 40% 40% 37% 34% 35% 32% 31% 32% 27%33% 24% 31% 29% 25% 31% 28% 25% 22% 24% 30% 27% 22% 25% 22% 24% 20% 19% 18% 18% 22% 16% 15% 15%16% 7% 9%9% 8% 10% 10% 14% 11% 9% 8% 4% 7% 2% 5% 5% 3% 3% 5%9% 3% 7% 2%1% Movie TV Book Magazines Music News Movie TV Book Magazines Music News Less than 15 minutes 16-30 minutes 31-60 minutes 1-2 hours More than 2 hours 16
  17. 17. touchscreen interface is not ideal for editing by enabling consumers’ ability to research photos or creating commercial content. It is, products from anytime, anywhere, and however, great for surfing the web, flicking increasingly in-store, tablet devices are through photos and bringing previously becoming not only a research platform, but static experiences to life by connecting your a commerce platform. digital appliances together. For example, Disney has created a new platform that Traffic is up 77% and growth continues. leverages your Blu-ray player, wifi and tablet This is not only attributed to the ease of to create a second screen experience which use (simple, intutive interface), form factor unlocks content that allows you to control and (much better ability to view content vs interact with your movies like never before. mobile) and convenience (portability is great And while smartphones are making a huge when in bed or relaxing on the couch), but impact on pre-purchase research behavior consumers are using their devices during iPad: Is this a device for a weekend? Web browsing activity of iPad users grows significantly on Saturdays and Sundays Sunday, Black Friday, Sunday, Sunday, Sunday, Nov, 19th Nov, 26th Dec, 19th Dec, 26th Jan, 2nd 77% Nov 17 Nov 25 Dec 3 Dec 11 Dec 19 Dec 27 Jan 4 Jan 12 Jan 20 4/15 4/18 4/21 4/24 4/27 4/30 5/3 5/6 5/9 5/12 5/15 5/18 5/21 5/24 5/27 5/3017
  18. 18. consumption hours when they are most • Simplify processes and tasks whilelikely to make purchases (prime time has maintaining rich and powerful content.always been the most expensive slot for “Maybe the new thing that everyonea reason, and now users have a device to recognizes is the unit of economic value issatisfy those sudden urges). the platform, not the device.” - Forrester,As the devices unlock additional capabilities Feb. 2011and flexibility, there will be more producivityoptions for the average user. Some The rapid level of adoption has proven thatcompanies are already working to solve this, these devices are beyond a novelty andproviding peripherals that add keyboards, must be treated as a new channel that offerswhile others are creating dual purpose new and unique opportunities to connecttablet/netbooks still others are working on with consumers.optimizing input and interaction methods likestylus and speech support. There will also becontinued exploration of form factors and To Infinity and Beyondexperiences as the market matures. Thereare some key considerations when it comes Tablet devices are a great example of theto optimizing the end-user´s experiences: way consumers are responding to the interface revolution, but there are many• Design the experience for the particular more devices and platforms emerging inmethod of interaction and for the screen the market that leverage the NUI paradigm.real estate. This should include human input The technologies going beyond the touchfactors, like occlusion (obstructing the user’s experience are so sufficiently advanced theyview of the screen with a hand) and finger can feel like magic.vs. thumb size. Technology like Microsoft’s Xbox Kinect,• Introduce simple interactions at the leverages cameras and infrared to recognizebeginning of an experience, more complex enough of your actions to enable full gestureinteractions later. recognition without needing a controller or touching a screen. With the release and• Make the path to gestural learning success of Xbox Kinect the gesture controlsmooth, clear and direct so as to ensure that market is heating up.users understand how to maximize theirown interactions. Much like the original iPhone brought touch interaction into the mainstream by• Consider the size, orientation and single or putting millions of devices in the hands ofmultitouch capabilities of the device. consumers, Xbox Kinect will do the same for gesture control. Imagine being able to 18
  19. 19. virtually try on clothes from the comfort of Autonomos Labs, they are taking this literally. your own home. Or order a pizza with a flick They have engineered an experience that allows of the wrist while sitting on your couch. you to drive your car with your thoughts alone. (George Lucas would be proud.) Gesture control technology is not just for the living room either. There is a growing All of these will continue to transform the community of developers and designers interface and in turn transform all our experimenting with these technologies in touchpoints, including in-venue retail, retail and digital out-of-home experiences. desktop, tablet, mobile or out-of-home. Gesture-based interaction is great when touch isn’t practical. For instance, on a large screen projected display it is difficult or Delight the Eye Without physically impossible to control the entire Distracting the Mind area using touch. For example, the Discovery Channel recently created an out-of-home In dumping the old mouse-enabled experience that allows users to participate interaction paradigm, the tablet and its in the story as well as share the content with bretheren have opened up a new way of their social networks. interacting with computing devices. Using intuitive actions as metaphors that draw It’s not just Xbox Kinect that’s getting in on from real-world experiences means that the fun, there are people grabbing basic web touch, gestural and voice interfaces provide cameras and creating algorithms to recognize additional opportunites to interact with moods and emotion as well as gender and customers and potential customers in more age. Toshiba has built basic face recognition personalized ways. and tracking into its laptops. Mercedes-Benz has a feature that detects drowsiness and What does this mean for your brand? the warning icon is a cup of coffee. If you’ve sat in any of the new cars hitting the market • Brands must first acknowledge that the most of them have some kind of voice revolution in NUI means that there is no control. And InnerScope Research has been “one size fits all” solution, and they will need using a biometric sensor vest that measures to adapt and interact with consumers on responses in heartbeat, skin conductivity multiple platforms or channels. and perspiration, respiration and physical motion. But wait there’s more. • Brands should not fixate on the devices themselves but rather on how they can best Some really exciting opportunities on the leverage the new interface capabilities to bleeding edge are using mind control, yes mind enhance the user experience. control, to drive experiences. In the case of a19
  20. 20. • Brands should weigh the pros and cons of before possible will usher in the nextnative apps vs. device optimized web-based revolution, not just in computing, but inexperiences, as both are expected to take design and marketing.advantage of cloud computing over the nextfew years. In fact, Google, Microsoft andAmazon are all betting on this as they investeven more heavily in their respective cloudinfrastructures. Because tablets will haveless available storage space than the typicalPC or netbook, storage for tablet-based appsis expected to take place in the cloud.• Brands will need to offer deeper, moreinteractive content. It’s not about a singletask but the customer journey. Theexperiences need to evolve and adapt to theconsumers’ lifestyle and how they want toconsume or create content.• Brands must recognize that ubiquitous,portable content will enable a betterconnection with consumers by being wherethe consumer is, no matter what platformthey are using.• Connected experiences weave brandsinto the consumer’s life. However, ultra-personalization is the key to making thedevices and content invaluable to consumersand transforming them into brand advocates.Brands that can successfully leveragethese new user environments by creatingpersonalized, natural user interfaces willbuild stronger and more lasting relationshipswith their existing customers and opendoors to potential new customers. Tappingconsumer buying power in ways never 20
  21. 21. 5 Open Digital ServicesSM: Open API Platforms Enabling Consumer-Driven Innovation Basel Salloum, Group VP, Technology Salim Hemdani, Group VP, Experiences and Platforms So after more than a few late nights, you’ve Now you’re probably thinking that it’s gotten your branded iPad app out the door. easy for those companies to open up. They It’s moving well, but it’s no, well, iPad. Your were built that way; it’s hardwired into customers seem to like it well enough. A their culture. I don’t work at an Internet few four star ratings, but there are many company. I sell physical items work at a more three and two-star reviews. You can’t large company with a big bureaucracy. It’s help wondering if it was worth the time, like comparing apples and oranges. cost and energy; and if there’s a better way to engage with your consumers, to cut to Wrong! the heart of how they understand your brand in a digital age where new devices For most brands, even the stodgiest among and interfaces are invented on a daily basis. them, there is huge potential in Open API. There is an enormous opportunity for true There is a way, and it’s the path that allow innovation by connecting with consumers companies like Facebook, Google, and and empowering them to transact with Twitter to innovate so rapidly: Open APIs. your brand on their own terms. This is All these companies have been built in no where an Open Digital Services (ODS) small part by their user communities. It’s model is essential. pretty clear by now that there’s no better way to give your consumers the digital Once the brand/consumer connection experiences they want and need than to let is established through an ODS platform, them do the innovating themselves. empowering consumers to innovate opens21
  22. 22. 5up endless possibilities. Best Buy, Amazon, public in a secure and scalable manner, usingeBay and Netflix have also embraced a modular or service oriented architecturethe idea of open platforms. They have (SOA) as the backbone of this platform (e.g.,experimented with this new model for APIs or Web Services). It provides consumersmarketing their products and services at with a highly customizable mechanismalmost no cost. For instance, Best Buy´s for consuming content and executingOpen APIs – BBYOpen-- allows other brands transactions through a set of “digital services”across the world to freely access product available for a wide audience such asinformation, store details and reviews. So developers, publishers and advertisers. ODSa developer can create an app that allows must be designed and built specifically toa purchase from Best Buy to be performed your business, it is not a product that you canright in the app itself. eBay made a similar acquire and customize, although there aremove, with respect to auctions. Netflix, middleware products that could complementas another example, has incentivized its your platform by holding a competition tobuild the next generation recommendation As a technology platform, a typical ODSengine. These brands are tapping into the implementation has a set of public-facingpassion of the developer community to digital services that are inter-linked andfurther enhance their marketing cause. integrated with your existing back-endAnd, bear in mind, they’re all publicly-traded systems and/or third party systems. Thatcompanies for whom there is a lot at stake in integration is managed through a middle-these kinds of programs. tier “broker,” which could be a custom- built engine or a middleware product such as an enterprise service bus, whichWhat is ODS? is primarily responsible for security, transaction integrity, entitlement andAt Razorfish we have been helping clients service deployment. This model promotesbuild these sorts of programs since the many advantages around security, codeadvent of the web. Back in 1999, we helped reusability, rapid application development, build its open video platform that ease of maintenance and much more. Inaggregated all content across the clubs. addition, your legacy systems are expensiveMore recently we helped a large financial to maintain, modify or replace, and theirservices company build open feeds around proprietary APIs should never be opened uplearning content. directly to the outside world.In the simplest terms, Razorfish Open DigitalServicesSM (ODS) is a platform that allowsyou to expose your business services to the 22
  23. 23. Advantages of ODS applications and ideas in the hands of your most loyal advocates—your customers. Lower cost and ease of integration: Having an enterprise-wide ODS platform will eliminate the need for direct integration ROI with each back-end system every time an application or a functionality needs to be Imagine what consumers will be able to built. The separation of existing backend do if the automotive industry provided API systems from consumers through an ODS access to Bill of Material (BOM) for every platform, will lower development cost and single vehicle they ever built? What if the increase the ease of integration. consumer goods industry provided API for nutrition details of every edible product Increased Flexibility and Agility: they market? What if technology companies One of the key benefits of this platform is provided API to a set of unique and cutting it allows companies and/or consumers to edge features of their latest R&D project? transact in a dynamic and agile manner. What if financial services companies opened Whether it’s consuming a content feed up access to product and services they or executing a financial transaction, offer? What if insurance companies allow marketers will have the ability to quickly API access to their claims data? Imagine create experiences that pertain to their the possibilities. Consumers will create consumers and provide a benefit to both meaningful and engaging experiences using parties. Over time, these experiences can these APIs on their own terms. ODS can be greatly enhanced from learning through facilitate and support the process of building iterative development cycles of consumers. a community of brand evangelists with a A framework for flexible experiences lifetime customer value that can beat the ROI ultimately results in a happy customer. of any other campaign! Additional sales and the introduction of new sources of revenue Extensibility: can be recognized through channels that are Extensibility is also a core principle and an re-using API, including suppliers, partners, advantage when users are no longer limited etc. And brand evangelists are happy too. to in-house and on-payroll developers building applications. Suddenly the new ideas landscape is virtually unlimited to all ADVICE audiences; providing extensive variety of media through many digital channels, all of Not every brand or organization is a which revolve around the user´s needs and candidate for ODS. While in most cases ODS behavior´s changes. Open Digital ServicesSM is a solution, you should first go through puts the tools for innovation, new functions, an applicability and feasibility exercise to23
  24. 24. validate whether or not it’s advantageous to conflict situation arises then consider creatingyour business and consumers. Even if there two different services.isn’t a strong business case for it, you’d beamazed by the benefits that it can bring to 2. Loose Coupling of Services: It is inevitableyour consumers. that in some instances, service output will be processed by the client in order to engage inOnce you do get the platform in place, rely further transactions with the platform. Afteron the power of community to help you find the first service call from the client in a givennew methods of marketing and expanding transaction, it is possible that subsequentyour products and services. Some of the calls to other services may be highlymost powerful and most used mobile dependent on values returned in previousapplications are ones that were built by a calls. Despite this dependency scenario yousingle developer who had access to an open must always keep all of your services self-platform through an enterprise. contained and allow loose coupling that will let the client (e.g., developer) manageWhile ODS provides agility and flexibility the transaction integrity. Do not force theand promotes innovation, it can be complex service coupling by making things mandatoryto create, not only from a technology or prescribing specific coupling mechanism.standpoint, but also organizationally. This Each service should maintain awareness ofis why it’s crucial to adhere to the guiding other services offered but shall always beprinciples listed below. Building a true ODS independent. It is tempting to force yourplatform is more than putting together audience to the follow same procedures asa bunch of web services and calling it a your business does and this temptation mustplatform. Definitely prioritize which services be avoided to allow free want to open up, and create a SOAbased architecture utilizing a middleware 3. Industry Compliant Access Model:engine such as an enterprise service bus. Service Oriented Architecture (SOA) is a highly evolved discipline. SOA prescribes various methods, models and guidelinesODS Guiding Principles for authentication, authorization, service contract, payload management, security1. Self-Contained Services: Any service you and service orchestration for developingwish to open up has to be self-contained. Every and deploying interoperable services. Theseservice shall have one and only one response industry standards shall be meticulouslytype for all requests. Service response can be followed to avoid any one-off rules oran array of an object type but service shall practices that are specific to your companynever respond with two different types of and utterly unnecessary.objects irrespective of request parameters. If a 24
  25. 25. 5 4. Start Small and Simple: Your business as turn to cloud computing to address their it exists today has evolved over a period concerns about scalability, high availability, of time. Your business model is no longer upfront hosting cost and time to market. as easy as buying low and selling high, ODS will no longer be optional or a nice- or introducing simple services with high to-have; it’s already becoming an industry ROI. Over the years, one-off exceptions, best practice and a key standard for internal processes, regulatory compliance, organizations. This revolution of connecting promotions, discounts and a myriad of consumers with brands will create more other things have shaped your business service providers specializing in open rules. How can you open-up APIs without architecture platforms as an offering, and considering these business rules? Yes, you it will push existing technology service will get caught-up in these discussions when providers to revisit their capabilities around identifying what products and services shall SOA based architecture and web services. be made public. The solution is to follow the rule: Keep it simple! Identify the minimum set of self-contained services that you can open and roll them out. Let your consumers define what is next. PREDICTION Some organizations will trail behind and some will not survive unless they create an open digital platform based on service or modular based architecture, and give their consumers the ultimate flexibility and agility. We’re going to see more traditional organizations overcoming their fear of certain standards around security and scalability and join the Open Digital Platforms movement. Financial Services brands in particular have been reluctant, although companies such as ETRADE*, PayPal and MasterCard have embraced it. The notion of “private data centers” and “hardware procurement” is on the path to becoming obsolete. Organizations will25
  26. 26. 5 5Marketing in the Age of Big DataRay Velez, Chief Technology OfficerPradeep Ananthapadmanabhan, Chief Technology Officer, VivaKi Nerve CenterMark Taylor, Solutions Director, Global SolutionsWhen we talk about information overload, • Survey-based data available from thewe usually associate it with consumers Nielsens of the worldwho, in the course of going about theirday, are smothered by thousands of bits of • Vast amounts of social data availabledata, branded or otherwise. But these days through open APIs and connections tomarketers, too, can be overwhelmed by Facebook, Twitter and tools like Openthe sheer amount of data pouring in from Socialthe billions of online interactions they havewith their customers on an annual basis. Historically, these data sets have beenConsider just this partial list of data sources: simply too large to allow any meaningful data analysis and processing to take place.• Clickstream data available from tools like Now we have new technologies to help usAtlas and Doubleclick—who have cookied make sense of and use the data. With bigover 90% of the Internet data techniques, all of these touchpoints become usable assets and present an• Site or digital experience data that enormous opportunity for almost anyorganizations track through logs and/or organization that wants to improve theanalytics tools like Omniture, Webtrends dialogue with its consumers. Technologiesand Google Analytics such as MapReduce, noSQL, and cloud- based Massively Parallel Processing (MPP)• Other channel data across various databases have pushed the limits of thetouchpoints (email, call center, mobile, etc.) amount of data that marketers can process without having to blow their entire budgets.• Client data This has enabled us to not just manage• Transactional data big data but to, simply, think big. We have 26
  27. 27. progressed from a technology culture based What to do with all this data? around constraints and managing known parameters to an environment of innovation Here at Razorfish, we have been innovating where we continue to explore the frontiers data-led marketing for years. Our DNA is of what we can do. This changes marketing grounded in data innovation, including the in a major way—not just in the technology creation of the ATLAS platform (a technology organization, but across the whole spun out of Razorfish and acquired by framework of how a company does business Microsoft) and any number of patented with consumers. But this is no cakewalk. techniques that leverage advanced analytics There is a major challenge in the form of against clickstream data. Now that we have consumer privacy, which is shaping us a greater access to big data solutions, we’re cultural issue as well as a legal one. With innovating faster. the influx of data comes great responsibility to respect customers’ information while In the past, the industry process has working to give them and your clients the been very linear: marketers plan their most efficient communications strategy campaign, buy ad space, run the ads and possible. What follows is your guide to measure the results, often with weeks in striking that balance. between each stage. Now, we test multiple Each touchpoint is an identifiable interaction and an opportunity to communicate to your customers intelligently at scale >100M interactions » Categories » Content SITE » Merchandising ~ 35+Million interactions >500M interactions » Email » Display » Billing CUSTOMER » Paid search » Mail COMMS MEDIA » email <5M interactions » Facebook 1 ½M interactions » YouTube » Site service » LinkedIn SOCIAL » Online service SERVICE27
  28. 28. creative executions and media plans, among the growing crowd concerned withand immediately tweak them to deliver privacy matters. Let’s back up and definethe best-performing ads and reach the targeting or, to use a more benign synonym,optimal audiences, even as measurement personalization. At the highest level, it isdata starts to come in. To enable this, our using data that can be gathered from eitheranalytics approach has become advanced anonymous web users or from people whoand sophisticated enough to identify true are identifiable because they’re logged intorelationships across the data that will be a website. This process allows us to createmeaningful for consumers and profitable for consumer segments and those segmentsclients. are used to create relevant experiences. For example, if the data tells us that you are inAmid the vast sets of data, it’s the tiny a particular segment and we know that thatsubsets that have the most significant segment is interested in mountain bikes, weimpact on our customer interactions. We can show you mountain bike experienceshave already altered the way we design our instead of road bike ads. Think about itanalytics and data management solutions by this way—lots of data sources map intoinitiating strong measurement and KPI [key segments, and segments drive experiencesperformance indicator] strategies alongside and messages anywhere you can createour technical solutions to drive our clients’ experiences where experiences are driven?business goals. In our experience, just about every displayThese Razorfish-led innovations ensure ad is somewhat targeted and personalized.sound business logic and measurement Have you ever noticed that when you starttechniques combine with our Business looking for a product, ads for that productIntelligence to drive down latency to a start showing up more often? Combating thenear real-time basis, creating an almost low clickthrough rates challenge of displayimmediate feedback loop. The renaissance ads, advertisers have used targeting datain data-driven display ad planning and for years. However, it is far too rare thatmeasurement is just one example of big data this data and targeting information is usedin action. beyond display ads, and leveraged across multiple channels, from websites, to mobile,Targeting or Personalization to email, to social applications, and beyond. Often times someone will click throughTargeting is one of those hot-button an ad to end up on a web experience, andmarketing terms that means different things all that wonderful information that wasto different people. Its vaguely threatening available in the ad never makes it to thesound doesn’t hold – no one wants a desktop or mobile site, or even in-venuebullseye on them after all – especially kiosk. That is the opportunity we have here. 28
  29. 29. Privacy of communication. You wouldn’t ignore the information from a conversation Since data is so abundant, it’s critical with a customer in the store or on the to ensure that all data practices follow phone, would you? And, quantitatively, privacy laws that govern whether and how we can increase relevant and meaningful personally identifiable information can be engagement time, increase conversation used. Netflix learned during a contest it and increase referrals—all of these metrics created so its community could develop a leading to increasing revenue. It takes a new recommendation engine that even with focused effort and time to correlate metrics, large, highly anonymized data sets it is still but you are creating a framework that possible to identify a unique user. That is enables understanding of the impact of probably the best way to think of personally the targeting updates. Inevitably some will identifiable information: date that can increase and some will decrease. identify a unique person when it is captured. If that person has opted in, you can store Our clients have seen huge benefits within you the data. If there was no opt-in, you’re single channels like display where near out of luck. Most wide-scale segment real-time marketing decisions generate data providers, like ad servers or firms like increase in relevancy and conversion. The Nielsen, enable the capturing and sharing of next phase of benefit realization is being anonymous data in a way that is consistent seen in cross-channel intelligence combined with U.S. legal and general consumer with targeting across multiple touchpoints. guidelines. Often times this is enabled with This provides an incremental return-on- anonymous user cookies. However, it is insight that is in turn leveraged to drive important to note that Europe is looking greater relevancy, while improving delivery at anonymous segment data in a different incrementally across channels that are way than the U.S. The EU Privacy Directive typically working in siloes. may require that users must consent before placing an anonymous cookie. The final interpretation is due out in April. Platform Led Process This is truly historic times for marketing. Where’s the Value? Just a couple of years ago the tools to comb through colossal data numbers were From a customer perspective, a qualitative not available. Trillions of rows of data and benefit comes from the fact that you petabytes of information are created daily are observing and listening to your and in some cases every hour or less. And it is consumers. Every action or piece of only growing. Traditional RDBMS would choke information a customer provides is a form and fail on numbers of these sizes, or would29
  30. 30. Big Marketing: Moving past single channel siloes to drive customer-centricinsights and experiences. From behavior in a single channel or To a holistic view of the customer and session or by product (for example: segment groups over time conversion, visits, orders, etc.)be prohibitively expensive and fragile. But • Google making its MapReduce algorithmhaving the capability is only part of the story. publicly available. This is the algorithm that allows Google to index the vast swaths ofTo do this right, process is key. The data data across the web in a distributed fashionwarehousing technology landscape has using thousands of servers across the world.traditionally been dominated by two typesof solutions: • Yahoo open-sourcing Hadoop—an implementation of the MapReduce1. Traditional databases such as Oracle, SQL algorithm—thereby making the powerServer, Informix etc. These are used when of “MapReduce” and big data processingdata size is on the order of gigabytes available to the world at large.2. Data warehousing appliances such as • Amazon launching a cloud-basedTeradata, Netezza, etc. These are used for data implementation of Hadoop through theirprocessing needs in the terabytes. Elastic MapReduce service, solving theDatawarehouse appliances, with their massively problem of getting access to large amountsparallel processing capabilities, can be quite of hardware on an as-needed basis to runexpensive and so were not unaffordable for Hadoop for large data processing needs.most marketers. However the landscape haschanged dramatically over the last five years These developments provide the ability toprimarily due to a few developments in the data process data in the order of petabytes atprocessing world in general: vastly lower price points than previously 30
  31. 31. available and in a much faster and more jobs were taking more than a day to process flexible manner. For example, at Razorfish and the situation was getting worse with we have been able to bring down the time every passing day. Fast forward to 2009 it takes us to process 90 days’ worth of where the Hive/Hadoop cluster at Facebook Atlas cookie data (a data set that could be stores more than 2PB of uncompressed data 5-10TB in size) from an average of 15-16 and routinely loads 15 TB of data daily! hours to 3-4 hours by using Amazon’s Elastic MapReduce service a roughly 400% increase Finally, new types of Massively Parallel in processing speed, not to mention the Processing or “analytic databases” such cost-savings gained by moving to a pay-per- as Asterdata and Vertica, which leverage use service and the elasticity to increase the MapReduce/Hadoop technologies in the number of servers needed at will! cloud, offer another attractive alternative to marketers. They offer most of the The other important development is the benefits that commercial data warehousing emergence of what are called “noSQL” appliances have traditionally offered but at databases sporting names such as a lower cost and with the flexibility that a Cassandra, membase, CouchDB, etc. These cloud-based architecture can offer. have been developed primarily to meet the massive data storage and processing needs For Best Buy, Razorfish was able to leverage of social media firms such as Facebook, Amazon’s implementation of Hadoop, Digg, and Zynga. In simple terms, noSQL Amazon Elastic MapReduce, and use it to databases offer extremely fast read/write generate amazing results. We created about capabilities at the cost of not guaranteeing 36 different personalization segments for ACID (Atomicity, Consistency, Isolation the retailer. Those segments were able and Durability) properties associated with to drive close to 2 million personalized traditional SQL databases. These databases messages. We would import about .5 offer marketers a solution to scenarios trillion rows of data into 100 machines AWS where speed and volume are more EMR cluster on demand to personalize our important than accuracy. experiences. This all happened in about 8 hours a day and resulted in about 500% To get a sense for the data processing return on advertising spend. Doing this with capabilities that these technologies old world big data technologies would have have ushered in, consider this: Facebook taken weeks to months simply to get the started with a commercial RDBMS-based servers provisioned. And the servers would infrastructure that began to crumble sit around idly between sessions. when it reached around 15TB in size. The infrastructure at that time was so inadequate that some daily data processing31