Welcome!

@BigDataExpo Authors: Pat Romanski, ManageEngine IT Matters, Elizabeth White, Liz McMillan, William Schmarzo

Related Topics: @CloudExpo, Microservices Expo, Containers Expo Blog, Agile Computing, @BigDataExpo, SDN Journal, @ThingsExpo

@CloudExpo: Article

2014: Customers Rejoice in the Year of Service Personalization

In 2014, we will see more service providers resolve to add more personalization in enterprise technology

As we enter a new year, it is time to look back over the past year and resolve to improve upon it. In 2014, we will see more service providers resolve to add more personalization in enterprise technology. Below are seven predictions about what will drive this trend toward personalization.

The Internet of Things turns into the Internet of Agents. M2M connections and multi-agent systems will result in an increasing number of highly personalized, value-added branded services. The latest Gartner forecast for the Internet of Things (IoT) predicts that by 2020, there will be $309 billion in incremental revenue opportunity for IoT suppliers, mostly in services. Everything-as-a service (XaaS) will lead us toward more complex services, more bundles and more options. Individual users will use agents whose sole job is to create functional services for individuals, out of everything available in the connected service universe. As we move closer toward XaaS, we will become familiar with the concept of "agents" in the delivery of those everything services via SaaS, PaaS and IaaS. Agents can reside as modules within SaaS service offerings or they can be tools embedded in the service provider infrastructure or operating systems. Agents can exist in cloud-connected devices, or in the management software within the evolving smart device ecosystem. Any service delivery platform (SDP) can contain agents that add functionality to the supported services by collaborating with other agents on other platforms.

Everything-as-a service does not tolerate mediocrity. Services will increasingly be decomposed, repositioned and resold or bundled with other services. Many common products will transition to being sold as a service, resulting in creative combinations of services that have never been thought of previously. Services will become encapsulated within other services and service components extracted from one service will be built into multiple others. In 2014, the gap between products that support the evolution to completely new business models and those that deliver simple efficiency gains will increase, creating a new crop of leaders and leaving many others behind.

Incomplete projects and unfulfilled promises reveal that the emperor has no clothes for many SaaS vendors. It sounded too good be true, and after the last couple of years of hype, enterprises will demand to see results before handing the keys to the kingdom to companies that promise to deliver business transformation. The requirements of Internet merchants and simple commerce do not easily translate to the enterprise, unless you are willing to start walking the path to commoditization. Enterprises will demand to see transformation results for a single line of business, in addition to scalability and performance proof points, before they agree to enterprise-wide deployments.

Cloud-as-we'd-like-it-to-be is not your father's cloud. 2014 will usher in entirely new business models for a uniquely cloud world that goes beyond today's primary use as a cost-reduction tool. We will see the start of the transition from cloud-as-it-is to cloud-as-we'd-like-it-to-be. Not the same old commodity cloud of the past, this cloud makes it possible for service providers to mash up offerings with third-party applications to tap into new markets. In formulating a new strategy for cloud adoption, the question will no longer be, "Should we?" but rather, "How far should we go, and how fast?"

The new cloud world will, when we get there, be dominated by ubiquitous, easily accessible and globally connected computing power available on-demand as shared resources to support computing services for those who want to use them.

Three paradigm shifts will occur in the world of cloud computing:

  • Connectedness instead of insularity
  • On-demand services instead of products
  • Access to shared resources instead of individual ownership

The move to this new cloud means we will be more connected rather than less connected; we will consume more computer-driven services and buy fewer computer hardware and software products; and we will benefit from the economies of scale and improved utilization by sharing more computing resources instead of building out our own. The cloud will bring ubiquitous access to immense software choices for users, at prices held low by the twin drivers of visible competition and a base cost minimized by the effective shared use of infrastructure and platform resources.

Software-defined networks (SDN) and network functions virtualization (NFV) become mainstream. With companies such as Google and Facebook already taking advantage of SDN for their networks, it is not a question of if, but when service providers begin to transition costly, proprietary networks that inhibit new service rollouts and revenue streams. We will see a radical change to commodity hardware populated by different kinds of software. Software will be where the differentiation is, while hardware will earn its living by being inexpensive, reliable and plentiful.

SDN and NFV signal the end of bad vendor behavior. Decades-long mistreatment by vendors will lead to the removal of "strategic vendors" from the preferred vendor list and replacement with new vendors that put the customers' needs first. In 2013, the first steps were taken as service providers realized that promises would remain unfulfilled for re-architected platforms desperately needed to support new services and revenue streams. In 2014 the death wish will begin to be fulfilled for traditional OSS/BSS suppliers and proprietary hardware vendors.

Monetizing the new cloud means survival, but only for the prepared. If you are an individual or a company consuming cloud services, you will, of course, be charged, and you will pay your bills. But if you are a cloud service provider, then life is likely to become more complicated. Simplistic cloud services are easy to copy, and with ever-decreasing barriers to entry, increasingly commoditized. Providers will take advantage of interconnectedness to work with multiple other providers to create new and sometimes unique services consisting of bundles of other services and service components. To do this requires more sophisticated pricing, bundling and partner settlement capabilities to take advantage of the cloud opportunity. For those who are prepared, they might just take on the market leaders to reshape the market as we know it.

What trends do you expect for 2014?

More Stories By Esmeralda Swartz

Esmeralda Swartz is VP, Marketing Enterprise and Cloud, BUSS. She has spent 15 years as a marketing, product management, and business development technology executive bringing disruptive technologies and companies to market. Esmeralda was CMO of MetraTech, now part of Ericsson. At MetraTech, Esmeralda was responsible for go-to-market strategy and execution for enterprise and SaaS products, product management, business development and partner programs. Prior to MetraTech, Esmeralda was co-founder, Vice President of Marketing and Business Development at Lightwolf Technologies, a big data management startup. She was previously co-founder and Senior Vice President of Marketing and Business Development of Soapstone Networks, a developer of resource and service control software, now part of Extreme Networks.

Comments (0)

Share your thoughts on this story.

Add your comment
You must be signed in to add a comment. Sign-in | Register

In accordance with our Comment Policy, we encourage comments that are on topic, relevant and to-the-point. We will remove comments that include profanity, personal attacks, racial slurs, threats of violence, or other inappropriate material that violates our Terms and Conditions, and will block users who make repeated violations. We ask all readers to expect diversity of opinion and to treat one another with dignity and respect.


@BigDataExpo Stories
"We've discovered that after shows 80% if leads that people get, 80% of the conversations end up on the show floor, meaning people forget about it, people forget who they talk to, people forget that there are actual business opportunities to be had here so we try to help out and keep the conversations going," explained Jeff Mesnik, Founder and President of ContentMX, in this SYS-CON.tv interview at 18th Cloud Expo, held June 7-9, 2016, at the Javits Center in New York City, NY.
Let’s face it, embracing new storage technologies, capabilities and upgrading to new hardware often adds complexity and increases costs. In his session at 18th Cloud Expo, Seth Oxenhorn, Vice President of Business Development & Alliances at FalconStor, discussed how a truly heterogeneous software-defined storage approach can add value to legacy platforms and heterogeneous environments. The result reduces complexity, significantly lowers cost, and provides IT organizations with improved efficienc...
"When you think about the data center today, there's constant evolution, The evolution of the data center and the needs of the consumer of technology change, and they change constantly," stated Matt Kalmenson, VP of Sales, Service and Cloud Providers at Veeam Software, in this SYS-CON.tv interview at 18th Cloud Expo, held June 7-9, 2016, at the Javits Center in New York City, NY.
Internet of @ThingsExpo, taking place November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with the 19th International Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world and ThingsExpo Silicon Valley Call for Papers is now open.
The IoT is changing the way enterprises conduct business. In his session at @ThingsExpo, Eric Hoffman, Vice President at EastBanc Technologies, discussed how businesses can gain an edge over competitors by empowering consumers to take control through IoT. He cited examples such as a Washington, D.C.-based sports club that leveraged IoT and the cloud to develop a comprehensive booking system. He also highlighted how IoT can revitalize and restore outdated business models, making them profitable ...
In his session at @DevOpsSummit at 19th Cloud Expo, Yoseph Reuveni, Director of Software Engineering at Jet.com, will discuss Jet.com's journey into containerizing Microsoft-based technologies like C# and F# into Docker. He will talk about lessons learned and challenges faced, the Mono framework tryout and how they deployed everything into Azure cloud. Yoseph Reuveni is a technology leader with unique experience developing and running high throughput (over 1M tps) distributed systems with extre...
We all know the latest numbers: Gartner, Inc. forecasts that 6.4 billion connected things will be in use worldwide in 2016, up 30 percent from last year, and will reach 20.8 billion by 2020. We're rapidly approaching a data production of 40 zettabytes a day – more than we can every physically store, and exabytes and yottabytes are just around the corner. For many that’s a good sign, as data has been proven to equal money – IF it’s ingested, integrated, and analyzed fast enough. Without real-ti...
"There's a growing demand from users for things to be faster. When you think about all the transactions or interactions users will have with your product and everything that is between those transactions and interactions - what drives us at Catchpoint Systems is the idea to measure that and to analyze it," explained Leo Vasiliou, Director of Web Performance Engineering at Catchpoint Systems, in this SYS-CON.tv interview at 18th Cloud Expo, held June 7-9, 2016, at the Javits Center in New York Ci...
As companies gain momentum, the need to maintain high quality products can outstrip their development team’s bandwidth for QA. Building out a large QA team (whether in-house or outsourced) can slow down development and significantly increases costs. This eBook takes QA profiles from 5 companies who successfully scaled up production without building a large QA team and includes: What to consider when choosing CI/CD tools How culture and communication can make or break implementation
Actian Corporation has announced the latest version of the Actian Vector in Hadoop (VectorH) database, generally available at the end of July. VectorH is based on the same query engine that powers Actian Vector, which recently doubled the TPC-H benchmark record for non-clustered systems at the 3000GB scale factor (see tpc.org/3323). The ability to easily ingest information from different data sources and rapidly develop queries to make better business decisions is becoming increasingly importan...
A critical component of any IoT project is what to do with all the data being generated. This data needs to be captured, processed, structured, and stored in a way to facilitate different kinds of queries. Traditional data warehouse and analytical systems are mature technologies that can be used to handle certain kinds of queries, but they are not always well suited to many problems, particularly when there is a need for real-time insights.
You think you know what’s in your data. But do you? Most organizations are now aware of the business intelligence represented by their data. Data science stands to take this to a level you never thought of – literally. The techniques of data science, when used with the capabilities of Big Data technologies, can make connections you had not yet imagined, helping you discover new insights and ask new questions of your data. In his session at @ThingsExpo, Sarbjit Sarkaria, data science team lead ...
Extracting business value from Internet of Things (IoT) data doesn’t happen overnight. There are several requirements that must be satisfied, including IoT device enablement, data analysis, real-time detection of complex events and automated orchestration of actions. Unfortunately, too many companies fall short in achieving their business goals by implementing incomplete solutions or not focusing on tangible use cases. In his general session at @ThingsExpo, Dave McCarthy, Director of Products...
"Software-defined storage is a big problem in this industry because so many people have different definitions as they see fit to use it," stated Peter McCallum, VP of Datacenter Solutions at FalconStor Software, in this SYS-CON.tv interview at 18th Cloud Expo, held June 7-9, 2016, at the Javits Center in New York City, NY.
WebRTC is bringing significant change to the communications landscape that will bridge the worlds of web and telephony, making the Internet the new standard for communications. Cloud9 took the road less traveled and used WebRTC to create a downloadable enterprise-grade communications platform that is changing the communication dynamic in the financial sector. In his session at @ThingsExpo, Leo Papadopoulos, CTO of Cloud9, discussed the importance of WebRTC and how it enables companies to focus...
Using new techniques of information modeling, indexing, and processing, new cloud-based systems can support cloud-based workloads previously not possible for high-throughput insurance, banking, and case-based applications. In his session at 18th Cloud Expo, John Newton, CTO, Founder and Chairman of Alfresco, described how to scale cloud-based content management repositories to store, manage, and retrieve billions of documents and related information with fast and linear scalability. He addres...
Cloud analytics is dramatically altering business intelligence. Some businesses will capitalize on these promising new technologies and gain key insights that’ll help them gain competitive advantage. And others won’t. Whether you’re a business leader, an IT manager, or an analyst, we want to help you and the people you need to influence with a free copy of “Cloud Analytics for Dummies,” the essential guide to this explosive new space for business intelligence.
The competitive landscape of the global cloud computing market in the healthcare industry is crowded due to the presence of a large number of players. The large number of participants has led to the fragmented nature of the market. Some of the major players operating in the global cloud computing market in the healthcare industry are Cisco Systems Inc., Carestream Health Inc., Carecloud Corp., AGFA Healthcare, IBM Corp., Cleardata Networks, Merge Healthcare Inc., Microsoft Corp., Intel Corp., an...
Aspose.Total for .NET is the most complete package of all file format APIs for .NET as offered by Aspose. It empowers developers to create, edit, render, print and convert between a wide range of popular document formats within any .NET, C#, ASP.NET and VB.NET applications. Aspose compiles all .NET APIs on a daily basis to ensure that it contains the most up to date versions of each of Aspose .NET APIs. If a new .NET API or a new version of existing APIs is released during the subscription peri...
SYS-CON Events announced today that LeaseWeb USA, a cloud Infrastructure-as-a-Service (IaaS) provider, will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. LeaseWeb is one of the world's largest hosting brands. The company helps customers define, develop and deploy IT infrastructure tailored to their exact business needs, by combining various kinds cloud solutions.