open networks, trusted clouds: peter coffee at cloud expo 7 nov 2011
DESCRIPTION
Beyond cloud as IT replacement, to cloud as assumed environment for radical acceleration of business process and global expansion of customer communityTRANSCRIPT
Open Networks,
Trusted Clouds
The Road Map to „Social‟ Security
Peter Coffee
VP / Head of Platform Research
salesforce.com inc.
@petercoffee
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In Other Words:
Everything That You See Here
is Real
Culture & Education Political Campaigns & Advocacy
Economic Development
Defense & Public Safety
Health & Human Services
General Government
Transportation
Science &
Environment
Public Clouds of Public Trust:
The End of „Forbidden Zones‟
The „Power Lines‟ are Cloud Connections (Arcs Represent Number • Distance of Facebook „Friend‟ Links)
Pop quiz: where is Beijing?
Because…Peter Drucker Had It Right
“The typical large organization, twenty years hence,
will be composed largely of specialists who direct and
discipline their own performance through organized
feedback from colleagues and customers.”
“It will be a knowledge-based organization.”
Peter F. Drucker, in The New Realities
…in 1989
Complex legacy IT portfolios make the simplest data
integrations an overwhelming task
Cumbersome, brittle integrations demote end users to
information consumers
Path of least resistance
then over-emphasizes
rear-view mirror views of
historical data – or deep
inspection of recent past
Old IT Models Don’t Liberate Knowledge
The Critical New Role of „Cloud‟
Old Cloud: Centralization + Automation Cost Reduction
– Distant resources: considered to be a tolerable nuisance
– Security: assumed to be a challenge, and compliance a barrier
– „Cloudwashing‟ of legacy products: tempting and easy
New Cloud: Connection + Simplification Acceleration
– Data and process in cloud are closer to everything else you need
– Security is part of the service; audit trails are easy to provide
– You can‟t „connectwash‟ a server, no matter how much
virtualization you apply or how many „private clouds‟ you proclaim
– In false clouds, you pay for resources…
…in true clouds, you pay for opportunities
‟60s Mainframe Computing
‟90s Desktop Cloud
Computing
‟00s Mobile Cloud
Computing
‟10s Social Revolution
‟70s Mini Computing
‟80s Client/Server Computing
Ten Year Computing Cycles 10X more users with each cycle
Data Management
Apps
Business Logic Apps
Process Automation
Apps
Web Apps
Mobile Apps
Social
Apps
“Whereas earlier entrepreneurs looked at
the Internet and saw a network of
computers, Zuckerberg saw a network
of people.” – Time, 15 Dec. 2010
Social Revolution:
Social Networking Surpasses Email
Source: Comscore, June 2011
Social Users
Email Users
2007 2008 2009 2010 2011
1.1 billion
social
users
2010
2011
Social Revolution:
The WAWKI* is Shrinking
Sources: Ben Elowitz, Wetpaint / comScore
Where are key players already having conversations?
What facilities exist for tapping that stream?
What are the cultural norms of that community?
When should you be present?
How should you participate?
Who will represent you?
How will that process scale?
What will you learn?
How will you change?
Beyond Just „Being Social‟
Whose Knowledge Is It, Anyway?
Innovation “goes rogue” when:
– Products are open-source and/or
highly configurable/customizable
– Some users have incentive to innovate
– Some innovators have incentive to share
– Diffusion of innovations is inexpensive
The user conversation will take place
– Users can readily find each other
– Users turn to each other for affirmation
as well as for assistance
– You can host the conversation
The Customer Redefines the Product
Ideas has been an unbelievable home run. We are loving
it―the voice of the customer is totally present at Starbucks
in a brand new way, thanks to the Force.com platform.
“
” Chris Bruzzo
CTO, Starbucks
Sift more dirt, find more gold
– Gold mines are viable at 1 g. Au / ton of ore
– Costs of mining crowdstreams continue to fall
The oddly opposite models:
– Consensus surpassing the sum of the parts
– Individual contributions, appropriately incented
Can the crowd survive its success?
– “Even mild social influence can undermine…wisdom of crowd…” Proceedings of the National Academy of Sciences, 16 May 2011
wired.com/wiredscience/2011/05/wisdom-of-crowds-decline
– Vital elements:
Diversity, Independence, Decentralization, Aggregation
What Role for „The Crowd‟?
Collaborative
process creation
Best practice
sharing
Integration with
social channels
Social process
monitoring
Steve Wood. Great I can help with the case escalation by linking in the Apple Escalation Process.
New process created: iPad Tier 1 Support Process (Goals: Run time, 5 min)
Andrew Leigh. I need to create a new customer service process for the iPad, can you guys help?
Varadarajan Rajaram. Yes, I know this product well there are a bunch of solutions I can build into this process.
„Social‟ is a model, not an application
Dealers/Distributo
rs
Chatter for 320,000
Employees
Toyota Friend
Website 1-800-4-My-
Toyota
Toyota Friend
on Youtube
Toyota Friend
on Twitter
Toyota Friend
on mixi
Manufacturing/
Finance
Toyota Friend on
Toyota Friend
Mobile
Toyota Vehicles Social Customer
Profile
Products Become Participants
Instant updates, not
limited by human
speed or attention
Effective integration
of hardware speed
& human judgment
The next new
application
opportunity
public String CloudThoughts{ get; set;}
Mike Leach, www.embracingthecloud.com
Facebook, Twitter, and
Chatter notifications
Users receive alarms
and alerts
Enables rapid
response
Reduces system
downtime
Network
congestion
in Asia.
Enterasys Devices Are Now Social
Cloud leverage empowers innovators Rapid iPad Deployment for Patient Prescreening
One developer with no prior
training built a mobile app in just 4
days
Deploying to Medical Directors,
Program Directors in hospitals on
iPhones and iPads
Eliminates paper forms, workflow
cuts response time by more than
60%
Cut processing time from 18 hrs to
less than 60 min
“We‟re blown away by how we built a mobile
healthcare application on Force.com with one
person in just 4 days…
The same app built in .NET would have taken
over 3 months”
Cloud Connection
Margin Growth and Brand Differentiation
“One automaker‟s chief financial officer
told Sun COO Jonathan Schwartz that
his company could give a car away for
free, if it could charge a customer $220
per month for a subscription.”
www.zdnet.com/news/sun-puts-java-into-gear-for-cars/136886
“CE device margins are razor thin, and the
promise of maintaining an always-on
connection to the customer after the point of
sale is mighty enticing… Simply put,
connected devices make connected
customers.” Richard Schwartz, President and CEO, Macheen
Cloud Concerns Are Being Addressed
Security: American Bankers Association blog says an enterprise
should “verify that any outsourcing partner meets its standards.
However, once verified, a cloud partner can actually provide
greater security.”
Availability:
– Salesforce.com now routinely exceeding 500M transactions/day
– In June 2011, achieved 100% of planned availability
Compliance: United States‟ National Institute of Standards and
Technology says cloud-resident data “can be more available, faster
to restore, and more reliable… [and] less of a risk than having data
dispersed on portable computers or removable media.”
Data protection regulations
– Where can it be stored?
– Who‟s allowed to see it?
Peel the onion of „compliance‟
– Anonymize/encrypt/partition specific fields
– Cloud disciplines can enhance auditability
• Role-based privilege assignment
• Actions taken using granted privileges
Looking at the laws is not enough
– USA PATRIOT Act inspires concern from global
collaborators who may fear a multi-tenant „dragnet‟…but…
– Court rulings already encourage escrow/isolation of
targeted data when a multi-tenant system is involved
Data Stewardship is a Practice, not a Technology
What is the organization‟s mission?
What information supports that mission?
Where does it originate?
Who holds it?
Who can see it?
What events change it?
When is that important?
How do people know?
How can people act?
Becoming „Securely Social‟
Robust infrastructure security
Rigorous operational security
Granular customer controls
– Role-based privilege sets
– Convenient access control & audit
“Sum of all fears” scrutiny and response
– Multi-tenancy reduces opportunities for error
– The most demanding customer sets the bar
Trust is Essential to Cloud Adoption
“Do it yourself” vs. “Who you gonna call?”
Potential benefits from
transitioning to a public
cloud computing
environment:
• Staff Specialization
• Platform Strength
• Resource Availability
• Backup and Recovery
• Mobile Endpoints
• Data Concentration
The Future Has Already Happened
When a bomb explodes, it takes some time before you see
anything happen…but the energy has been released
Three fundamental energies
are in play:
– Connectivity
• Capacity in place
• Protocols and power management
– Mobility
• Devices drive cloud demands
– Social interaction model
• Already more popular than email
„Cloud‟ is the things that you want someone else to do, but:
– „Social‟ describes what your workers and customers want
– „Mobile‟ describes what they need
– „Open‟ describes the freedom to do it the way that works for them
Cost reduction is not the path to leadership
– Cloud models make it easier to match IT costs against business tasks
– Superior ROI, and compelling improvement in time-to-market, change
the terms of debate surrounding IT investments and resources
The job of the „IT professional‟ is changing
– Integrator of services, rather than buyer and operator of technologies
– Instigator and manager of innovative tools and processes
– Enabler and custodian of relationships and insights
In Conclusion
If you want a radical improvement…
…you can‟t settle for incremental change
Peter Coffee VP & Head of Platform Research
facebook.com/peter.coffee
twitter.com/petercoffee
cloudblog.salesforce.com
Q&A?