Welcome!

@BigDataExpo Authors: Elizabeth White, Liz McMillan, Scott Allen, Pat Romanski, Ed Featherston

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
SYS-CON Events announced today that MangoApps will exhibit at SYS-CON's 18th International Cloud Expo®, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. MangoApps provides modern company intranets and team collaboration software, allowing workers to stay connected and productive from anywhere in the world and from any device. For more information, please visit https://www.mangoapps.com/.
The cloud market growth today is largely in public clouds. While there is a lot of spend in IT departments in virtualization, these aren’t yet translating into a true “cloud” experience within the enterprise. What is stopping the growth of the “private cloud” market? In his general session at 18th Cloud Expo, Nara Rajagopalan, CEO of Accelerite, will explore the challenges in deploying, managing, and getting adoption for a private cloud within an enterprise. What are the key differences betwee...
SYS-CON Events announced today that Super Micro Computer, Inc., a global leader in Embedded and IoT solutions, will exhibit at SYS-CON's 18th International Cloud Expo®, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. Supermicro (NASDAQ: SMCI), the leading innovator in high-performance, high-efficiency server technology, is a premier provider of advanced server Building Block Solutions® for Data Center, Cloud Computing, Enterprise IT, Hadoop/Big Data, HPC and ...
The IoT is changing the way enterprises conduct business. In his session at @ThingsExpo, Eric Hoffman, Vice President at EastBanc Technologies, discuss how businesses can gain an edge over competitors by empowering consumers to take control through IoT. We'll cite examples such as a Washington, D.C.-based sports club that leveraged IoT and the cloud to develop a comprehensive booking system. He'll also highlight how IoT can revitalize and restore outdated business models, making them profitable...
In his session at 18th Cloud Expo, Bruce Swann, Senior Product Marketing Manager at Adobe, will discuss how the Adobe Marketing Cloud can help marketers embrace opportunities for personalized, relevant and real-time customer engagement across offline (direct mail, point of sale, call center) and digital (email, website, SMS, mobile apps, social networks, connected objects). Bruce Swann has more than 15 years of experience working with digital marketing disciplines like web analytics, social med...
IoT generates lots of temporal data. But how do you unlock its value? How do you coordinate the diverse moving parts that must come together when developing your IoT product? What are the key challenges addressed by Data as a Service? How does cloud computing underlie and connect the notions of Digital and DevOps What is the impact of the API economy? What is the business imperative for Cognitive Computing? Get all these questions and hundreds more like them answered at the 18th Cloud Expo...
How will your company move to the cloud while ensuring a solid security posture? Organizations from small to large are increasingly adopting cloud solutions to deliver essential business services at a much lower cost. According to cyber security experts, the frequency and severity of cyber-attacks are on the rise, causing alarm to businesses and customers across a variety of industries. To defend against exploits like these, a company must adopt a comprehensive security defense strategy that is ...
SYS-CON Events announced today that ContentMX, the marketing technology and services company with a singular mission to increase engagement and drive more conversations for enterprise, channel and SMB technology marketers, has been named “Sponsor & Exhibitor Lounge Sponsor” of SYS-CON's 18th Cloud Expo, which will take place on June 7-9, 2016, at the Javits Center in New York City, New York. “CloudExpo is a great opportunity to start a conversation with new prospects, but what happens after the...
In his session at 18th Cloud Expo, Andrew Cole, Director of Solutions Engineering at Peak 10, will discuss how the newest technology advances are reducing the cost and complexity of traditional business continuity and disaster recovery solutions. Attendees will: Learn why having a full disaster recovery strategy is more important now than ever before Explore the key drivers of a successful disaster recovery solution Achieve measurable operational and business value from a disaster recovery ...
SYS-CON Events announced today that Hanu Software will exhibit at SYS-CON's 18th International Cloud Expo®, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. Leveraging best-in-class people, processes, and technologies, Hanu provides high-quality, high-value software development and business process outsourcing services to independent software vendors (ISVs) and enterprises.
The cloud era has reached the stage where it is no longer a question of whether a company should migrate, but when. Enterprises have embraced the outsourcing of where their various applications are stored and who manages them, saving significant investment along the way. Plus, the cloud has become a defining competitive edge. Companies that fail to successfully adapt risk failure. The media, of course, continues to extol the virtues of the cloud, including how easy it is to get there. Migrating...
SYS-CON Events announced today that BMC Software has been named "Siver Sponsor" of SYS-CON's 18th Cloud Expo, which will take place on June 7-9, 2015 at the Javits Center in New York, New York. BMC is a global leader in innovative software solutions that help businesses transform into digital enterprises for the ultimate competitive advantage. BMC Digital Enterprise Management is a set of innovative IT solutions designed to make digital business fast, seamless, and optimized from mainframe to mo...
As organizations shift towards IT-as-a-service models, the need for managing and protecting data residing across physical, virtual, and now cloud environments grows with it. Commvault can ensure protection, access and E-Discovery of your data – whether in a private cloud, a Service Provider delivered public cloud, or a hybrid cloud environment – across the heterogeneous enterprise. In his general session at 18th Cloud Expo, Randy De Meno, Chief Technologist - Windows Products and Microsoft Part...
What a difference a year makes. Organizations aren’t just talking about IoT possibilities, it is now baked into their core business strategy. With IoT, billions of devices generating data from different companies on different networks around the globe need to interact. From efficiency to better customer insights to completely new business models, IoT will turn traditional business models upside down. In the new customer-centric age, the key to success is delivering critical services and apps wit...
Join us at Cloud Expo | @ThingsExpo 2016 – June 7-9 at the Javits Center in New York City and November 1-3 at the Santa Clara Convention Center in Santa Clara, CA – and deliver your unique message in a way that is striking and unforgettable by taking advantage of SYS-CON's unmatched high-impact, result-driven event / media packages.
In his keynote at 18th Cloud Expo, Andrew Keys, Co-Founder of ConsenSys Enterprise, will provide an overview of the evolution of the Internet and the Database and the future of their combination – the Blockchain. Andrew Keys is Co-Founder of ConsenSys Enterprise. He comes to ConsenSys Enterprise with capital markets, technology and entrepreneurial experience. Previously, he worked for UBS investment bank in equities analysis. Later, he was responsible for the creation and distribution of life ...
In the rush to compete in the digital age, a successful digital transformation is essential, but many organizations are setting themselves up for failure. There’s a common misconception that the process is just about technology, but it’s not. It’s about your business. It shouldn’t be treated as an isolated IT project; it should be driven by business needs with the committed involvement of a range of stakeholders.
SYS-CON Events announced today that MobiDev will exhibit at SYS-CON's 18th International Cloud Expo®, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. MobiDev is a software company that develops and delivers turn-key mobile apps, websites, web services, and complex software systems for startups and enterprises. Since 2009 it has grown from a small group of passionate engineers and business managers to a full-scale mobile software company with over 200 develope...
SoftLayer operates a global cloud infrastructure platform built for Internet scale. With a global footprint of data centers and network points of presence, SoftLayer provides infrastructure as a service to leading-edge customers ranging from Web startups to global enterprises. SoftLayer's modular architecture, full-featured API, and sophisticated automation provide unparalleled performance and control. Its flexible unified platform seamlessly spans physical and virtual devices linked via a world...
Companies can harness IoT and predictive analytics to sustain business continuity; predict and manage site performance during emergencies; minimize expensive reactive maintenance; and forecast equipment and maintenance budgets and expenditures. Providing cost-effective, uninterrupted service is challenging, particularly for organizations with geographically dispersed operations.