mercados revolucionados por la disrupción del cloud forbes
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22/4/2015 Which Industries Are UberVulnerable for Cloud Disruption? Forbes
http://www.forbes.com/sites/valleyvoices/2015/03/13/whichindustriesareubervulnerableforclouddisruption/print/ 1/3
http://onforb.es/1FYleSp
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Which Industries Are UberVulnerable for CloudDisruption?
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POST WRITTEN BY
Gordon RitterRitter is cofounder and general partner of Emergence Capital.
Uber, Lending Club, and Airbnb have all upended longstanding, traditionalbusiness models, replacing them with cloudenabled marketplaces, andmaking headlines in the process. Industryfocused cloud applications, theengines driving the upheaval in those industries, have only begun to realizetheir potential. What other industries are Ubervulnerable for industry clouddisruption, and what do the disruptors have in common?
We’d recently seen the sizable impact that industryfocused vertical cloudapplications (“industry cloud”) can have, as companies like Veeva Systems,Opower and Guidewire have become some of the fastest growing technologycompanies in the last decade. They sell cloud applications to industryleaders and enable sales and process improvements in life sciences, energyand insurance, respectively.
At the same time, new companies are emerging with the intention ofdisrupting an entire industry. Disruptors are a new breed of industrycloud, with a different set of ambitions and skills relative to the enablers.They don’t work within current organizational structures, but instead, buildentirely new ones. Think Uber for transportation, AirBnB for hospitality,Lending Club in fintech, and Zillow in real estate. These companiesleapfrogged existing industry constructs and built direct consumertoprovider marketplaces where none previously existed. The new marketplacesgive consumers a straight, nonstop, path to goods or services, and bydirectly connecting consumers with providers, creating greater customerintimacy.
When combining enablers and disruptors, the opportunity forindustry cloud growth is even bigger than we first thought.
Valley Voices Contributor
Voices on technology and change
Opinions expressed by Forbes Contributors are their own.
22/4/2015 Which Industries Are UberVulnerable for Cloud Disruption? Forbes
http://www.forbes.com/sites/valleyvoices/2015/03/13/whichindustriesareubervulnerableforclouddisruption/print/ 2/3
Last year at Emergence Capital, we looked at the five hallmarks of industrycloud enablers – a category where we continue to see tremendous growth. Do disruptors have similar hallmarks? We think so.
Here are six common elements shared by industry cloud disruptors:
1. Build Managed Marketplaces – The most successful disruptors to datehave been those which have built wellmanaged marketplaces in which bothsuppliers and consumers have been motivated to participate. For example,Lending Club is a peer to peer lending network that bypasses traditionalbanks, and LendingHome is building a disruptive network for mortgagefinancing.
2. Create Customer Empowerment. Disruptors empower consumers byallowing them to choose how/when to engage with suppliers/sellers. Thesemodels provide the transparency that many digitalsavvy consumersdemand. Airbnb hosts forums where suppliers and renters can providefeedback, share photos and see reviews from other renters.
3. Offer Suppliers Direct Consumer Relationships – In someindustries, disruptors are giving suppliers a direct line to customers withoutgoing through a middleman. For example, on the real estate site, Zillow,sellers can set a “Make me Move” price to let potential buyers know thatthey might be interested in selling, representing a company that is both anenabler and a disruptor.
4. Dismantling High Margins High margins are always vulnerable, andparticularly so for industry cloud applications. Disruptive companiescreating customer marketplaces can cut out the middleman, and theassociated margin. Insurance companies such as Zenefits and Oscar arereducing the fees charged by brokers.
5. Leveraging Mobile Interfaces Industry cloud disruptors have builttheir user interface for consumers from the get go, typically with mobileuser interfaces at the core. In industries such as transportation andhospitality, well designed mobile user interfaces are compelling for allusers. Uber and Lyft are great examples of effective mobile applications thathave reimagined how consumers order taxis.
6. Operating in Lessregulated industries – Organizations without tightregulation are vulnerable to disruption because the suppliers have moreflexibility to engage directly with consumers. Industries with moreregulation, such as life science, insurance and energy, have seen moreindustry cloud enablers instead of disruptors. Interestingly, in theseindustries, the leading enablers are becoming the disruptors by workingwithin the system to provide a totally new experience for consumers. Forexample, athenahealth is developing a groundbreaking industry cloudplatform that connects hospitals to doctors to patients, all in a HIPAAcompliant manner.
Following is overview of selected industries that are being disrupted and/orenabled by industry cloud applications.
22/4/2015 Which Industries Are UberVulnerable for Cloud Disruption? Forbes
http://www.forbes.com/sites/valleyvoices/2015/03/13/whichindustriesareubervulnerableforclouddisruption/print/ 3/3
This article is available online at: http://onforb.es/1FYleSp 2015 Forbes.com LLC™ All Rights Reserved
Can
today’s industry leaders prevent the entrance of disruptors?
With so many disruptors on the horizon, it’s important to ask if today’sleaders will be marginalized. We believe that accepting the status quo justwon’t cut it for most industries. Within 25 years the current leaders willneed to choose between being disrupted or enabled. They can work with theenablers to build a better offering for customers, or they run the risk thatindustryspecific technology companies bypass the incumbents and godirectly to consumers. While disruptors might get quick traction in someindustries, in other industries, particularly with regulatory barriers, enablersmay actually allow the incumbents to create enduser marketplaces fromwithin.
Customer Intimacy Matters
All successful industry cloud companies share a core value of usingtechnology to truly understand the customer. We see this “customerintimacy” as one of the most compelling reasons that industry focusedsolutions can outperform allpurpose horizontal solutions in the market. Disruptors build intimacy through a direct connection between buyers andsellers, supplemented with ratings and reviews. Enablers create customerintimacy by employing user data from verticalspecific inputs and behavioralanalysis, and often building a direct link to their customer’s customers viamobile technology. Regardless of the methodology, as industry cloudcompanies permeate an increasing number of verticals, we will be usheringin a new era of direct interaction between industry leaders and their end usercustomers.