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Governing The Connected Everything


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Connected things are quickly expanding, beyond their traditional scope of industrial plumbing and their recent emergence as lifestyle novelty, to become a global and everyday norm. After the revolution comes the need for sustainable operation: what's involved in assuring that today's Internet of Factories, Internet of Transactions, and emerging Internet of Personal Devices can scale to the demands of billions of people and tens of billions of everythings? Peter Coffee, VP for Strategic Research at inc., examines the challenges and highlights the opportunities for robust and responsible leadership in the world that's taking shape today.

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Governing The Connected Everything

  1. 1. After the Revolution: Governing the Connected Everything PeterCoffee VPforStrategicResearch,salesforce.cominc. @petercoffee
  2. 2. Safe harborstatementunderthe Private Securities Litigation Reform Act of 1995:This presentation may contain forward-looking statements thatinvolve risks, uncertainties,and assumptions.If any such uncertainties materialize or if any of the assumptionsproves incorrect,the results of,inc.could differmaterially from the results expressed orimplied by the forward-looking statements we make.All statements otherthan statements of historicalfactcould be deemed forward-looking,including any projections of subscribergrowth,earnings,revenues,orother financialitems and any statements regarding strategies orplans of managementforfuture operations,statements of belief,any statements concerning new,planned,or upgraded servicesortechnology developments and customercontractsoruse of our services. The risks and uncertainties referred to above include – but are not limited to – risks associated with developingand delivering new functionality forour service,our new business model,ourpast operating losses,possible fluctuationsin our operating results and rate of growth,interruptions or delays in our Web hosting,breach of our security measures,risks associated with possiblemergers and acquisitions,the immature market in which we operate,our relatively limited operating history, our ability to expand,retain,and motivate ouremployees and manage ourgrowth,new releases of our service and successfulcustomerdeployment,ourlimited history reselling products,and utilization and selling to larger enterprise customers.Furtherinformation on potentialfactors thatcould affectthe financialresults of, included in our annualreport and on our Form 10-Q for the most recentfiscalquarter: these documents and others are available on the SEC Filings section of the InvestorInformation section of our Web site. Any unreleased services orfeatures referenced in this or other press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase ourservices should make the purchase decisions based upon features thatare currently,inc.assumes no obligation and does not intend to update these forward-looking statements. Safe Harbor
  3. 3. The People are Connected
  4. 4. Do They Understand the Implications? • “Withthe rise of the networked device, what people do in their homes, in their cars, in stores, and within their communities will be monitored and analyzed in ever more intrusiveways… In your own well-wired home, there will be no ‘opt out.’ • “You can almost hear the ominous narrator’s voice from an old ‘TwilightZone’ episode saying,‘Soon the net will close around all of us.There will be no escape.’ • “Except it’s no longer science fiction. It’s our barely distant present.”
  5. 5. Are We Prepared to Address Their Concerns? • “Alot of the web services allow unauthenticated or unencrypted communication between the devices, so we’re able to alter the info that gets fed into the medical record … so you would get misdiagnosisor get prescriptionswrong.” • “Thephysician is taught to rely on the information in the medical records … [but] we couldalter the data that was feeding from these systems, due to the vulnerabilitieswe found.”
  6. 6. When GE CMO Beth Comstock asks, “How do we connect customers and employees to our machines?” that’s a technology question. ( can do that for them.) When she asks, “What if my jet engine could talk to me? What would it say?” that’s a much more interesting question. Only GE can answer it. Connection Invites Conversation
  7. 7. • “Look: Spot has the ball! See Spot run!” is impressive compared to “point and grunt,” but… • If you write an application… …break it into modules… …and write an API that documents the modules’ interactions… …who will find it useful for anything else? • If you have a “customer” object, what interactions should it enable? • If you have a “warehouse” object, what interactions must it anticipate? Remember Warehouse 13: When a ‘Warehouse’ class had no API for things getting lost or stolen, users created a new ‘warehouse’ (they could do that) where missing things could be ‘sent.’ Complications followed. What Can Your Vocabulary Say?
  8. 8. We Need to Enable Negotiation… …Not Just Transaction • Language is not just a tool for expressing agreement • Naïve APIs assume that everyone is honest and cooperative • Language can be a tool for deception; APIs must support qualification and verification
  9. 9. We Need to be Able to Trust…(wait for it)… …Software If you think people are touchy about a software update that doesn’t work the first time…or worse yet, makes the machine stop working…wait until that update was automatically pushed to a connected device that they were using at the time. TheApp Store model has raised our expectations. We’re not done.
  10. 10. Trust: Without Which Nothing Else Matters If you think people are touchy about their money, wait ’til you know where they were parked and who else was in the car, with what kind of music playing on the radio. It’s essential to reduce complexity and to narrow the scope of privileges – rather than compounding complexity and enabling more superusers.
  11. 11. We Need to Connect People… …Not Just Devices “I’m not used to GPS at all," Ms. Latshaw says. A former BMW owner, she confesses she “worked on daylight-saving time all year last year” because she couldn’t figure out how to reset the German car's clock. Customers like Ms. Latshaw are why Sewell [Lexus] has Alex Oger, the dealership's first “technology specialist.” “An app for that” can’t become “an app for everything”
  12. 12. We Need to Be Bold About Redefining… …‘the Product’ In a connected world, the very essence of what you’re selling may radicallychange The relationships among ownership, access, control, and cost of many objects are up for disruptive adjustment
  13. 13. Your ‘Product’…May Really Be Just a Data Collector “The addition of BaseSpace eliminates the need for expensive IT infrastructure, simplifying the process of adopting a personal sequencer for labs of any size and experience,” commented Illumina CEO Jay Flatley. Illumina Launches BaseSpace Cloud Platform for MiSeq
  14. 14. •“September was another record month – 31.5 billion transactions, up 50% from September ’12, with average response time of 253 ms” • That was then; this is (closer to) now A Tiny Little Bit About Us
  15. 15. •“September was another record month – 31.5 billion transactions, up 50% from September ’12, with average response time of 253 ms” • Redefining “Done”: GA Criteria for New Functionality UI built on top of public API Thus, the API is functionally complete with the UI A Tiny Little Bit About Us
  16. 16. Salesforce1 PlatformAPIs Salesforce1App Salesforce1 Platform Services Heroku1 ExactTarget Fuel Sales Cloud Service Cloud ExactTarget Marketing Cloud AppExchange What’s Needed is a Customer Platform
  17. 17. Don’t Aim Low • Do not be timid in projecting the future of this transformation: multiple sources agree that by 2020, 50 billion devices may have Internet connections. • Assume global connectivity, infinite bandwidth, and free processing power as a basis for planning None of those goals will ever be fully met… …but any attempt to “be realistic” will undershoot actual progress.
  18. 18. @petercoffee /in/petercoffee / CreativeCommonsAttribution-NoDerivatives4.0International