social mobile sensor: real-world business deployment strategies | christopher kaufman
TRANSCRIPT
The Social, Mobile, & Sensor App Eco-System Digital and Business Strategies
Christopher David KaufmanSenior Consultant Mobile, Social and IoT
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The following is intended to outline our general product direction. It is intended for information purposes only, and may not be incorporated into any contract. It is not a commitment to deliver any material, code, or functionality, and should not be relied upon in making purchasing decisions. The development, release, and timing of any features or functionality described for Oracle’s products remains at the sole discretion of Oracle.
You own the Algorithm to your User.
What are the So-Mo-Lo variables
to that equation? 4
Intangible Asset vs. a never ending Expense…
Front-Load the Backend!
5
The Killer App is dead.
Long live the App Eco-System!
6
A simple decision… OwnUser Algorithm
Borrow
Outsource-->Replicate = Expense
Social: “Targets”Identity, Partners, Clients, likes, dislikes, friends, followersPsycho-Demographics
Mobile: “Platform-Timing”Native Device Sensors; Proximity, Motion, Speed, Altitude, Barometer, Usage Patterns…
Locality: “Moment of Truth”Geo-Conquest, Geo-Path, Geo-Fence…
If you share your aggregated data; while customers PII may be protected, your customer’s algorithm is not…
How much do outsource?
Digital Analytics 3rd Party Targeting
How much do you really know about potentialUsers?
How much does your Mobile Experiences bendto personalization? Data Silos?
Objective C? Swift? C# PHP? How about XML?
Who is going to help you
deploy an App Eco-System?
10
Maybe this17 year
old…
11
The HEROES: Your Mobile Middleware Team
“Look Forward and Reason Backward…”
HYPER-CONNECTIVITY? WHAT’S THE BIG DEAL?
SMALL DATA FROM BIG DATA
SITES & SENSORS
UX, CX of Mx, GenX and Zgen
Back to the Future Napkin
13
3 Big Trends Around a “Hyper-Connectivity”
Productivity is no longer just units of work done, but units of Availability"
Connectedness drives Impulse around Context, Content, and Control
We are now living an ”A Day in the
App - Life"
Super Connected?
We now live through Apps, & Your Businesses Must be part of a Multi-App Life-Style
2007
2014
Mobility Changes Everything…
Hyper-Connectivity In ZMOT, Zero Moment of Truth is truly ZERO
Hyper-Connectivity
Accessibility and Availability is Perceived as Work
Forrester Report
“Large companies do not rank higher in the Mobile Maturity Model than small companies.”
Oracle Confidential – Internal/Restricted/Highly Restricted– Urban Airship, Mobile Maturity Benchmarks Report
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
00.2%Provide 1 to 1 Personalization via Mobile Applications
19
Social Mobile and Local Metrics enable 1to1 Mobile Experiences
Agenda
HYPER-CONNECTIVITY? WHAT’S THE BIG DEAL?
SMALL DATA FROM BIG DATA
SITES & SENSORS
UX, CX of Mx, GenX and Zgen
Back to the Future Napkin
The data we leave behind is everything…
n=me?
1) Take Rate: Using Likes to create demographics to buy ads real-time – Facebook + 20% CTR
2) Churn: Brand Advocates push product reviews on e-commerce sites and blogs– Amazon + 40% increase in 5 Stars reviews
3) Mobile SEM /eWoM Engagement: – Google Search + 200% Ad Geo-Impressions
4) Channel Shift: Brand Fans engage and support brand services & support– 40% decrease in Channel Support Costs
Social’s Rich Meta DataIf we knew who N is…
Customer Experience from n = me
How do we Use Social, Mobile, & Local Data Mining
Technology
Enablement
Mix:
• Database
• Middleware
• Analytics
70% of Brand #1 Spend Big Data Marketing– CMO Council 2013
Likes 1,000,000
Telecom Brand X
Their Fans also Like:
30-45 Male
Exurbs
27-37 Female
Older New Mom
12-18 Female
Mid-Up Income
MOBILE AD / NOTIFICATION
One Box or One Cloud
Social, Mobile & Local = ZMOT
Using Data Silos brings in Huge Insights… SoMoLoWeb Logs
30-45 Male
Exurbs
27-37 Female
Older New Mom
12-18 Female
Mid-Up Income
Sales LogsFB UID
42%22%
Over Half of iPad of New Moms convert to Sales
Over 2/3 of iMac of Male Exurbs convert to High End Sales
Over 1/4 of low end Smartphones Late Teens convert to Desktop in Sales
12%37%
11%
57%
25
Personalized Mobile Web Experiencescan increase conversion rates by as much as 70%
-Mobile Ad CTR < 200%
FACT:
0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
Conversion Rates
Conversion…
- Affiliate Window Report Oct 2013
iOS 87%
iOS 68%
When we leverage everything…
n=UX/me26
Agenda
HYPER-CONNECTIVITY? WHAT’S THE BIG DEAL?
SMALL DATA FROM BIG DATA
SITES & SENSORS
UX, CX of Mx, GenX and Zgen
Back of the Future Napkin
The not so general store…
Bells to iBeacons
Retail just got a new variable… (i)
(i)
Geo Fence Targeting
Tracking Behavior
ID
Incentive Design &
Automation
• 6.6B will be spent on Location based US mobile Advertising in 2015
• 1 in 4 FB users geo-tag content –Facebook
• 30% of smartphone users have used apps to find a nearby pharmacy
Location based Trends and Challenges… So-Mo-Location based Marketing Highlights
Cycle: Continuous SoMoLo Improvement Personalization Process
Geo-Conquesting
Path Targeting
BeaconTriggered
HH Match /Path Overlay
Geo-Fencing
Social Segmenting
Reach the Customervisiting a Competitor
Retail spaces
Targeted Messagesvia iBeacon Signal Processing in App
Target specific consumers basedon Social Brand Affinities to create
Social-Psych-Demographics.
Target based on HH to DeviceMatching data and optimize
for time to purchase.
Reach consumers near Retail store via proximity limits
Targeting locations that are seen on a path
to Retail store
Java in the Internet of Things
Java Embedded for Devices
Meters
Smart Appliances
& Electronics
Personal
Devices
Multi-function Printers
VoIP Comm
Industrial controls /
Network Appliances
Sensors /
Microcontrollers
Connected Vehicles
Healthcare
devices
ATM’s
Data Gateways (Hubs)
• Issue over 115,200 permits with an estimated valuation of over $3 billion annually
• Issue over 30,000 online permits annually
• Review and approve plans for over 34,700 projects annually
• Conduct over 667,000 inspections annually
• Complete and close over 55,000 code enforcement cases annually
• Service an estimated 750,000 commercial and residential structures
Native Device Support
Mobile Field Service Applications using IoT and Sensors
Agenda
HYPER-CONNECTIVITY? WHAT’S THE BIG DEAL?
SMALL DATA FROM BIG DATA
SITES & SENSORS
UX, CX of Mx, GenX & Zgen
Back to the Future Napkin
35
Generation Z of 5 Screens
36
Multi-Task across all 5 Screens… Avg. Attention 12 sec. 2001 - Span 8 sec. 2013 -National Center for Biotechnology Information US Library Medicine
37
Version BVersion A
Which Generated the Most Sign-ups?
For New Business?
A or B ?
38
Version A Version B
Which Generated the Most Sign-ups?
For New Business?
A or B ?
Percentages Matter
Empower the Line of Business to
Personalize the UX
Rapid UX / CX Business
Deployment
UXMATTERS.COM
Eco-System Aware
Cloud Based Mobile Developer
Portal
Clear EnterpriseEnabled
Mobility Swim Lanes
Hyper-Connectivity
Browser based – Drag & Drop Data Connectors.
EmpoweredLine Of Business
Rapid Development
WYSIWYG Visual Mobile
Development
Rapid Application
Development
Business Ready
Mobile Cloud Compile and
Deploy
Rapid ApplicationDeployment
Generation Z: Multi-App Universe
Deep Linking App to App Communication Or Partner Revenue Opportunity
Mobile ApplicationManagement:Create a secure container that separates corporate data and apps from personal
How To Secure Corporate Data In A BYOD World?
Mobile Security SuiteEnd State Architecture
/Corporate DMZ Corporate Network
Access Manager
With Mobile & SocialProtected
Resources
HT
TP
/RE
ST
/SO
AP
/OA
UT
H
SOAP/REST and Legacy
Web Services
Mobile Gateway
Identity
Governance with Mobile
Application Mgmt
Apple/Google
Push NotificationMobile Agent Container
Device & Policy
Registry (OID/OUD)
API Gateway
App Tunnel
REST/Mobile Security
Agenda
HYPER-CONNECTIVITY? WHAT’S THE BIG DEAL?
SMALL DATA FROM BIG DATA
SITES & SENSORS
UX, CX of Mx, GenX & Zgen
Back to the Future Napkin
47
Mobile Development
IT / Development Methodology Agile Scrum
Lean Startup
Waterfall Phased
KanbanKaizen
un
kno
wn
un
der
sto
od
understood unknown
How they develop Mobile Apps; Agile, Waterfall, Kanban or Lean … Affects how they solve Mobile Challenges…
Our SOA solution can deliver efficiency at scale…
Get your Post-it Notes Ready
Agile Mobile App User Story Consumer eCommerce App
Secure Transactions
Order Lookup and Edit
Best Customer Discounts
Credit Card Processing
Mobile App User Story
OLTP ODS SAP PeopleSoft SiebelData Warehouse
Mobile Code becomesReusable Business Processes
Business Processes provide standard Interfaces to Mobile / Social Apps
& Provide scalable connections to Backend Systems
eCommerce Application
Mobile App User Story
OLTP ODS SAP PeopleSoft SiebelData Warehouse
eCommerce App :: iOS & Android
E-Business App :: iOS & Android
Mobile Field Sales App :: iOS & Android
SOA
Complete FMW Mobile Reference Architecture
Wireless Network
DMZ
SOA Service Bus
Identity & Access
Management
EnterpriseApp Store
Dir
Client Tier
System of Record(Applications)
Service IntegrationTier
App Server
Secure Access Tier
B2E
AppB2CPublic
App Store
Access GOMAS
Cloud Application Foundation
ON-PREMISEPACKAGED
APPLICATIONS
CUSTOM APPLICATIONS CLOUD
Adaptors
Cache
BrowserContent
Web Gateway
Web Experience
Content Management
ADF Faces
ADF Mobile
Webcenter Tools
EnterpriseManager
SOA Successes can also Speed Mobile Deployment
Let’s do a real quick back of the Napkin::
5 Man Developer TeamAvg. iOS app 5,000 to 150,000 Lines of Code (Depends on Complexity)
Developer writes 10-100 lines of ObjC/Java in a work dayAverage iOS app 10K-40K lines of Objective C
See SOA Reuse Slides:: 20-30K LoC converted to SOA inc.. Transactions, Security, Social, & DB
Developer @ $50 per hour or $10,000 per Team Week = 2,500 LoC with no bumpsSingle iOS App of 50K LoC = 20 Weeks or $200,000 for one iOS app or $400,000 for both Android and iOS
With SOA Reuse, JDeveloper Team @ $43p/hr you get two apps iOS & Android for approx. Total $90KCode Re-Use via SOA based Business Processes, Lower expense on Developers, Shared Code for both iOS and Android…
POTENTIAL SAVINGS of $310,000 per App Deployment
Tweetie2 = 50K LoC
SnappyCam = 50K LoC
Typical simple iOS app can be 20-50K
Lines of Code. Twittie2= 50K
Speed Mobile Deployments but at Lower Cost…?
Indeed.com shows a 12% increase in demand for iOS and Android Developers Nationwide, and Rising.
While Web Developers wages are leveling off..
Single Based IDE requires a HTML5 / Web Skill-set to Deploy an App..
SOA Successes can also Speed Mobile Deployment
Time to Market Development from 6 months to 2 weeks - Choice Hotels
Provision Environment of Databases, Services, in 10 minutes - 7Eleven
Typical New Services Deployment 2 Months reduced to 10-15 days - Celegene
Accelerated business transactions with increased throughput by 30% - Agilent
Reduced integration efforts (time and labor) by 60% - Farmers
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Christopher David Kaufman Senior Consultant Social, Mobile & IoT
•Thank You!
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