plan for the “new normal”: project considerations for cloud, mobile, big data, and social
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Presentation I gave at the SAPinsider Projects 2014 event in Atlanta GA at the CNN Center in the Strategy track of the conference.TRANSCRIPT
Plan for the “New Normal”: Project Considerations for Cloud, Mobile, Big Data, and Social Fred Isbell
SAP SE
Plan for the “New Normal”: Project
Considerations for Cloud, Mobile, Big Data, and
Social There are three kind of people: those that make it happen,
those that watch it happen, and those that say “what the heck just
happened?”
Which will you be?
2 © 2014 SAP SE or an SAP affiliate company. All rights reserved.
Agenda
The “New Normal”: Third Platform, Nexus of Forces, and Perspectives
on Navigating Technological Change
Background, customer examples, and Project Considerations: Cloud,
Mobile, Social, and Big Data
How Technology is Impacting Marketing and the Marketing Technology
Landscape and Opportunity
Wrap-up
Navigating the “New Normal”
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The “New Normal”: The Third Platform
1st – Mainframe and
terminals
2nd – LAN/Internet and
Client/Server and PCs, fueled
last 25 years of growth
3rd – Mobile, Social, Big
Data, and Cloud
New solutions will be built
upon this – and this is the
source of most of the new
growth we will experience
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My Information Technology (IT) Evolution
IBM 3270
Terminal
Compaq
“Portable”
My Tech
Stack
c.2013
Desktop
Laptop
iPAQ PDA
Yale Duke IBM Digital Compaq
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The Third Platform Is All About Scale: From Thousands to
Millions to Trillions!
Dimensions:
Users
Devices
Applications
Data &
Content
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The “New Normal” and Gartner Perspective: The Nexus of
Forces
“The Nexus of Forces is
the convergence and
mutual reinforcement of
social, mobility, cloud,
and information patterns
that drive new business
scenarios. Although
these forces are
innovative and
disruptive on their own;
together they are
revolutionizing business
and society, disrupting
old business models and
creating new leaders.
The Nexus is the basis
of the technology
platform of the future.”
Source: Gartner 2013
© 2014 SAP SE. All rights reserved. 8
Cloud
Abundance of cost-
effective computational
power and storage
Mobile
The new de facto
standard in business
interaction
Social
Connected business
and social networks
Big
Data
Real-time analytics
for behavioral and
predictive insights
More than 60% of CEOs expect 15-50% of their
earnings growth in the next 5 years to come from
technology-enabled business innovations.
– McKinsey study, 2013
” “
Transformational Technologies Offer Significant Potential
to Drive Business Innovation
Background, Customer Examples, and Project
Considerations: Cloud, Mobile, Social, and Big Data
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The “New Normal”: Cloud Computing
Software as a Service (SaaS)
Platform as a Service (Paas)
Infrastructure as a Service (IaaS)
Public Cloud and Private Clouds
Collaboration & Business
Networks
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NFL: Picking Fantasy Football Winners with SAP®
Lumira™ Cloud and SAP HANA® Cloud Platform
Organization
National Football League
(NFL)
Headquarters
New York
Industry
Sports and entertainment
Products and Services
Professional American football
league composed of 32 teams
divided equally between the
National Football Conference
(NFC) and the American
Football Conference (AFC)
Website
www.nfl.com
Partner
SAP® Services organization
Top objectives
Make NFL.com the go-to place for the ultimate fantasy football experience
Meet the high expectations of the most avid and engaged football fans
Monetize fantasy football and drive new business across the website
Expand to mobile devices for anytime, anywhere fantasy football
Evolve the user experience to give confidence to players of any level and keep them coming back
Why SAP?
Unmatched solution scalability, plus the technical skill and industry expertise of the SAP Services organization
SAP HANA® Cloud Platform stores Big Data and delivers it in real-time through the user-friendly interface of the SAP Lumira™ Cloud platform
Key benefits
Increase in sales of other products via NFL.com, making fantasy football one of the biggest drivers in overall fan-base growth
Real-time, reliable, and actionable player comparison data and customized recommendations, helping users quickly make the best picks
Ability to handle spikes in usage on game day without disruption to users
“America is our fan base, but fans are not all the same. With SAP
HANA Cloud Platform and SAP Lumira Cloud, we are creating a
personalized fantasy football experience by providing detailed
player comparisons and user-specific recommendations. Our
fans are passionate and loyal – and we want to help them win.”
Brian Rolapp, Chief Operating Officer of NFL Media, National Football League
45% Approximate growth of fantasy football platform since 2010
7X More content consumption on NFL.com by fantasy football users, increasing the value of fantasy football overall
24X7 Engages fans from Monday through Sunday, helping prepare for a game-day win
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Opportunities & Project Considerations: Cloud Computing
Utilize or build upon cloud technologies to
create business-relevant functionality
Collaboration tools and integration are key to
simplifying processes
Mobility is a key argument for and a driver of
cloud solutions
Big data is synergistic with the cloud – much
of the use of big data originates in the cloud
Digital marketing & Cloud integration is key
to making this happen
Cloud computing is transforming the way
that application testing is performed –
testing as a service (TaaS?)
Think about the business need and stress
how cloud helps you deliver against those
needs more effectively Source: PAC 2013
“Cloud computing is a game-
changing concept (and) is
really a way of provisioning
and using technology, not a
technology in itself!”
Cloud
readiness
varies by
region
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The “New Normal”: Mobile
Where’s the growth?
Not in Laptops and
PCs – in Tablets and
Mobile Devices
Consumerization of IT
“Bring Your Own
Device” (BYOD)
Huge and Amazing
Growth Opportunity
14 © 2014 SAP SE or an SAP affiliate company. All rights reserved.
15 © 2014 SAP SE or an SAP affiliate company. All rights reserved.
Opportunities & Project Considerations: Mobile Solutions
Develop a mobility strategy across your
company and the organization
Address the three critical components: the
mobile workplace, device management, and
processes and the integration with back-end
systems
Embrace enterprise Mobility solutions that
are strongly influenced by consumer trends:
consumer-like usability, rapid speed of
innovation, and quick time-to-market
Invest in and focus upon unified mobility
projects
Source: PAC 2013
“Enterprise Mobility Has Become a
Highly Competitive Market”
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The “New Normal”: Social Media and Social Marketing
Metcalfe’s Law: the value of a
network is proportional to the square
of the number of connected users (a
network’s value grows exponentially)
A variation known as Reed’s Law speaks specifically to the utility
obtained from scaling social
networks
Pull Marketing versus Push
Best Practices: Learn, Observe,
Listen, Jump in, and Actively
Participate
Blurs the line between work and
private life; get used to it, it’s not
going away!
“Chief Marketing Officers say social media
spending as a percentage of marketing
budgets will more than double over the
next 5 years”
Duke CMO Study February 2013
17 © 2014 SAP SE or an SAP affiliate company. All rights reserved.
Best Practices in Marketing Transformation
Jonathan Becher SAP CMO
blogs.sap.com/jonathanbecher/
Twitter: @jbecher
www.linkedin.com/in/jbecher
SAP Marketing Pillars
Jonathan Becher
Chief Marketing Officer at SAP Duke MS Computer Science
UVA BS Computer Science
Three Must-Dos For The
Modern Marketer:
1. Embrace Next-Generation Skills
2. Measure What Matters
3. Walk A Mile In Your Customers’ Shoes
#22 Social Media Magazine
Top CMOs on Twitter
How Technology Is Impacting Marketing and the Marketing
Technology Landscape and Opportunity
19 © 2014 SAP SE or an SAP affiliate company. All rights reserved.
Making Sense of Marketing Technology and the
Rise of the Digital CMO
“The CMO is expected to
spend more on technology
than the CIO by 2017”
– Gartner 2013
“Gartner predicted that by
2017, the CMO’s technology
budget will exceed the
CIO’s. Why? Because more
often than not, it’s the CMO
who is expected to drive this
digital transformation, which
is deeply dependent on
technology.”
– Harvard Business Review
2013
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Navigating the Marketing Technology Landscape
My recommendations to
focus your Learning
upon:
Customer
Relationship
Management (CRM)
Marketing Automation
Marketing
Dashboards
Digital Media
Big Data, Business
Analytics, & Reporting
Marketing Technology Landscape
Source: Scott Brinker @chiefmartec
www.chiefmartec.com and Lumascape
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Opportunities & Project Considerations: Social Media and
Digital Transformation
Embrace key enabling technologies: Cloud,
Big Data/Analytics, Mobility, Social Media,
and the ubiquitous Internet
Enable the user/customer experience: Digital
products & services, digital sales and
marketing, and Digital customer Interaction
Drive a transformation of your Business &
Technology Strategy and build a culture of
innovation, participation, and collaboration
Enable collaboration across the enterprise
and beyond traditional enterprise borders
Become a strategic partner for the digital
transformation process and maintain
relevance by jumping in & supporting it
“Successful digital transformation
comes not from implementing new
technologies, but from transforming
your organization to take
advantage of the possibilities that
new technologies provide.”
MIT Center for Digital Business
Source: PAC 2013
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The “New Normal”: Big Data and Analytics
Navigating the Data and
Information Explosion
Business Intelligence
Rise of the Information
Worker
Real-Time Information
Access
Big Data on top of Next-
Generation Database
Technology is the new “Killer
App”
Dashboards
Predictive Analytics
Mr. Data
Brent Spiner
“Father of BI”
Howard Dresner
NFL’s Player Comparison Tool is
powered by the SAP HANA Cloud
Platform and visualized by SAP
Lumira
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Germany Wins 2014 World Cup – Assisted by Big Data
German soccer team partnered
with SAP to create custom match
analysis tool to collect & analyze
massive amounts of player
performance data
Match Insights analyzes video
data from on-field cameras
capable of capturing thousands of
data points per second, including
player position and speed
Data then goes into an SAP
database that runs analytics and
allows coaches to target
performance metrics for specific
players and give them feedback
via their mobile devices
http://blogs.wsj.com/cio/2014/07/10/germanys-12th-man-at-the-world-cup-big-data/
SAP Match Insights
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Analytics and Big Data: Norwegian Cruise Line
Business Goals:
• Eliminate wasteful spending & reinvest savings in passenger experience
• Consolidate silos of heterogeneous data & provide company-wide
analytics
• Unify data & enable real-time, self-serve analytics capabilities with SAP
BusinessObjects Business Intelligence BI Suite & SAP HANA
Solution Implemented:
With assistance from SAP Services, implement SAP BusinessObjects BI
Suite & SAP HANA
Provide integrated data analysis tools and anytime/anywhere data access
with SAP BusinessObjects Web Intelligence and SAP BusinessObjects
Explorer
Key Benefits:
Rank vendors by spending and renegotiate contracts, reinvest savings in
passenger benefits
Enabled real-time, self-service data analysis capabilities – decreased
expenses, improved worker efficiency, & increase revenue
Eliminated time-consuming manual data processes requiring IT assistance
Metrics/KPIs:
$700,000 saved via merging one vendor’s contracts
167x more data – now processing 250 million rows
Sub-second response time – Report generation cut from 5 days to real-
time
“With SAP HANA, we’re going from a narrow
view of customers to a 360-degree view. The
exciting part is we will soon be able to use
predictive analytics to understand today and
then prepare for the trends we’ll face in six
months.”
– Chad Berkshire, Vice-president of
Operations, Finance, Norwegian Cruise
Line
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Opportunities & Project Considerations: Big Data and
Business Analytics
Add social media monitoring as new types of
data are becoming available (including Web
user statistics, social media, etc.)
Major opportunity for real-time data analytics
Prepare for your Big Data deployments –
start by being in a “look-and-learn” mode
Include business-oriented expertise in your
skill development
Customer behavior analysis for the next
wave of e-commerce and social and digital
transformation
“Ultimately, companies
are not looking for Big
Data solutions. They are
looking for business
outcomes. Service and
technology providers
need to solve business
problems.”
Source: PAC 2013
26 © 2014 SAP SE or an SAP affiliate company. All rights reserved.
Best Practices in Technology Adoption & the Third
Platform: SAP Runs SAP
SAP HANA
Cloud Mobile Analytics Database/
Technology Applications
SAP Runs
“We are the
second
largest user
of iPads
globally”
• SAP Business
Suite
powered by
SAP HANA
• SAP CRM on
HANA
• In-Memory
Analytics with
SAP HANA
• BI & Visual
Intelligence
• SAP Data
Services
• Global Foundation
for Innovation
• Best Practices
• Rapid Deployment
with SAP RDS
• Access to SAP
Consulting bench
27 © 2014 SAP SE or an SAP affiliate company. All rights reserved.
SAP and SAP RDS Solutions and the Transition to the
Third Platform
SAP and the
Transition to the Third Platform
“SAP, in its 40-year history, has made the journey
from the 1st Platform (mainframes) to the 2nd
Platform (client/server) and is laying the groundwork
to shift to the 3rd Platform. SAP now delivers a
growing portfolio of 3rd Platform applications. In
support of these offerings, SAP also provides a set of
targeted, fixed-priced, and scoped packages called
SAP Rapid Deployment Solutions to address the
challenges for organizations in transitioning to the 3rd
Platform.”
– Henry Morris
Senior VP, Worldwide Software and
Services Research, IDC
28 © 2014 SAP SE or an SAP affiliate company. All rights reserved.
Solution Deployment and the New Normal: The Best of
SAP, Fast & Simple
Outcome-Based Services
and SAP Assemble to Order
(A2O)
Assembly of multiple SAP
Rapid Deployment Solutions
+ a comprehensive
methodology = ability to
implement faster than
traditional implementations
Enable project success,
mitigate risks, deliver
projects in weeks with
reduced timeframe & at
lower total cost of
implementation
29 © 2014 SAP SE or an SAP affiliate company. All rights reserved.
Assemble to Order (A2O) – The New Normal
Cloud Solutions Mobility
Database &
Technology –
SAP HANA
Applications
Pre-assembly (HEC)
• Assembly of multiple Rapid Deployment Solutions surrounded by a
comprehensive methodology
• Enables you to implement faster than traditional implementations
• Establishes standard baseline that facilitates innovation moving
forward
• Modular Best Practice content to harmonize your processes
• Prescriptive approach to ensure success and mitigate risks
29 © 2014 SAP SE. All rights reserved. 29
30 © 2014 SAP SE or an SAP affiliate company. All rights reserved.
Customer Successes What Customers Are Saying About Pre-Assembly Services
“ This is an outstanding example of execution and innovation in the midst of extreme financial pressures. Not only
did SAP Value Prototyping innovate with a great new product, but you also innovated the ‘How’ it gets done. ”
Executive Board Member, Hewlett Packard, USA
“ I thought achieving a common purchasing process was impossible, and the biggest challenge was to change the
minds of our business users. SAP Value Prototyping succeeded in doing so and therefore did what we couldn‘t achieve ourselves. ”
IT Executive, Sumitomo Metal, Japan
“ What we achieve typically in 7 to 12 months during our classical approach, we were able to realize during a 2-day
Envision Workshop in Walldorf. ”
IT Senior Executive, Diageo, UK
“ With the Value Prototyping approach, the project was 3 times faster and 5 times cheaper than with the
classical approach. ”
Supply Chain Executive, Lego, Denmark
“ A pre-assembled rapid-deployment solution gave us a very good head start for adopting the SAP solutions we
needed … Based on our requirements, we were able to get our hands on a tried, tested, and well-documented
solution that will now help finalizing our implementation project. This rapid-deployment solution saved as quite some time right from the beginning. ”
Carsten Trapp, CIO and member of the Management Board, SICK AG
“ No time is needed to prepare the environment, and templates are ready to use. No waste. Also, by showing the
solution to end users, the business is clear about what it will get, and this reduces risks. ”
Mr. Hayashi, General Manager, Technology Planning Office at Mitsui & Co
31 © 2014 SAP SE or an SAP affiliate company. All rights reserved.
SAP HANA RDS Solutions Show How Financial
Processes Can Be Accelerated
Company or Organization ConAgra Foods Headquarters or Location Omaha, Nebraska Industry Consumer Products Company Revenue 13B USD
About ConAgra Foods
ConAgra Foods fills the refrigerators, freezers, and pantries of most
US households. The company produces name-brand packaged and
frozen foods. Sold in retail outlets of all kind. It is also one of the
larger manufacturers of ingredients for the US foodservice, food
manufacturing, and industrial markets.
Project Scope
RDS Financial Acceleration with SAP HANA
RDS Profit Analysis with SAP HANA
Dramatically improved the finance end user experience using HANA.
The aim was to accelerate the provision of data in finance,
controlling, material ledger, production cost analysis, and COPA.
ConAgra saw the fixed scope of the RDS as a way to prove the
technology and deliver value while also keeping the project and risk
manageable
The fixed fee nature of the engagement showed SAP was invested in
the customer’s success and was confident it could be done
Team of 8: 90% local consultants working on site 57%
Worked with an extended team to resolve issues: MaxAttention,
HANA COE, HANA Ambassador, RDS package teams and HANA
development
4 and 8 weeks
Implementations of profitability analysis and finance and controlling solutions (respectively)
92.9% Faster transfer of material ledger data (7 hours to 30 minutes)
3 days Reduction to month-end forecasting cycle
Wrap-Up
33 © 2014 SAP SE or an SAP affiliate company. All rights reserved.
Where to Find More Information
SAP Services Hub:
www.sapserviceshub.com/h/
SAP Services on SAP Community
Network (SCN):
scn.sap.com/community/services
Marketing Technology:
www.chiefmartec.com
34 © 2014 SAP SE or an SAP affiliate company. All rights reserved.
7 Key Points to Take Home
The “New Normal” and Innovations and the overall combination of these
innovations is the foundation for the future
You must think differently and address a new scale of users, devices,
applications, and data & content in a whole new way
The Line of Business (LOB) is key to the future – witness the growth in
technology for marketing
Look to SAP for key examples and attend key events such as SAPinsider,
SAPPHIRE NOW/ASUG, and TechED to learn and experience more
Address the confluence of business and technology outcomes in your
projects and key initiatives
Live next generation solutions, embrace mobility, experience big data
through one of the many “sandbox” environments, and grow team
collaboration with cloud-based tools/solutions
It’s a great time in the industry and our careers to work with SAP solutions
Thank You! Fred Isbell Senior Director,
SAP Services Marketing
www.sap.com/services
Twitter: Fmisbell
Facebook: Fred M Isbell
Linked In: www.linkedin.com/pub/fred-
isbell/0/827/903Edit
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© 2014 SAP SE or an SAP affiliate company.
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