Click here to close now.




















Welcome!

@BigDataExpo Authors: Liz McMillan, Pat Romanski, Roger Strukhoff, Jim Kaskade, Dana Gardner

Related Topics: @ThingsExpo, Java IoT, Linux Containers, Containers Expo Blog, @CloudExpo, @BigDataExpo

@ThingsExpo: Article

‘Business as Usual’ Not an Option

Consumer experience meets enterprise utility and function

This month, we released our latest MetraNet® 8.0 software. What makes this release particularly exciting is that it bridges the gap between the complex business models and customer and partner empowerment that is unique to MetraTech with the user experience typically found in consumer software. In other words, form meets utility and function without compromise.

Enterprises across all industries are being forced to adapt to unprecedented levels of change. If there is one phrase that needs to be removed from the enterprise vernacular, it is "business as usual." Today business is messy and anything but usual. Enterprises are under pressure to evolve at a pace unlike anything we have seen before, and in a competitive environment that demands innovation and does not tolerate ‘me too' mediocrity or services.

The evolution of Internet of Things (IoT), Cloud, and Everything-as-a-Service (XaaS) is creating a fundamental transformation in the world of enterprise software. One of the greatest impacts is on billing software, the heart pacer for any company - after all without billing it is just a hobby.

Enterprises must be able to embrace change and exploit market opportunities as they arise and their billing platforms cannot get in the way. A static position is a commodity position and those companies that cannot adapt services and business models to evolving market conditions will not grow or worse yet, cease to exist. Billing systems have to support changing business models not simple price changes. The entire approach to pricing, introducing products and services to market, collecting revenue and compensating partners must be rethought, but adapting to this new environment can be challenging across the following fronts:

Business complexity
Today's enterprises are global and serve local markets where the brand, product and pricing strategy are often unique to a region and partner. While it is imperative to support regional requirements, corporate needs visibility and adherence to policies for brand control and pricing. In addition, the dual forces of increasing business model complexity and the need to provide a consumerized user experience are colliding.

Traditional enterprise software powerhouse companies are under attack as a result of Cloud, digital and XaaS. The standard no-risk decision to simply select a familiar supplier can now mean death for a business. For far too long, enterprise software lagged behind that of consumer in usability and ease of use. But now business users are bringing their consumer devices and apps to the office, and expect business apps to have the look, feel and usability of their mobile devices or social platforms. The new modern approach for building enterprise software is to focus on helping business users perform their daily routines and access the information they need to be empowered and successful - in a user friendly way.

Flexibility to adapt at the pace of business
The new competitive landscape rewards companies with a deep understanding of their customers and markets. Information that is intuitive and readily accessible enables enterprises to respond to changing business requirements with agility. The ability to easily decode complex data and turn it into information that is relevant to stakeholders across the organization is critical. But what do you do with the information once you've attained it and want to adjust and act?

Having the ability to quickly adjust and make changes is the equivalent of enterprise gold. The inevitable evolution path, driven by user demand, is in the direction of user-driven configuration. The next level of user-empowerment is here: by manipulating metadata and generating XML scripts, expert users can readily adjust process flows, create new processes, create new fields, and develop more and more complex decision criteria that profoundly determine the way the application can be used to support a business. The best enterprise applications have already moved the balance towards user-driven configuration. This not only makes business users very happy but also reduces the turnaround time for changes, accelerates time to market for services and reduces costs.

Products become services
The as-a-service movement is having a profound impact in every vertical market. Products are transitioning to services (actions supported by things), and they differ in several important ways from products (things supported by actions). While product options are generally well-defined up front by the manufacturer, customers want to mix and match pieces of different services and essentially create their own unique offerings. The definition of the service can easily become fuzzier as you serve more customers. Customers know that customizing a mass-produced product is a challenge, but they think it's easy to fine-tune a service. It doesn't come pre-formed in a box, after all.

But, unlike products, services tend to be fuzzy around the edges, and they can be shape-shifters. The world of XaaS will enable a lot of shape-shifting through customization, bundling and mash-ups. Some service providers will embrace this, while others will struggle to keep up.

Embracing the inherent flexibility of services means using software that is inherently flexible enough to do the job.

Addressing multiple vertical industries
Services and applications are all software components that are interconnected and increasingly cross-vertical as Cloud and IoT breakdown silos. These days it seems as if every company wants to develop an industry vertical strategy. Companies are building entire partner ecosystems and recruiting talent from companies in financial services/insurance, health-care/life sciences, retail/consumer products, communications/media, automotive industries to address these markets. The charter is clear: grow revenues across vertical industries and recruit Independent Software Vendors (ISVs), System Integrators and application developers to build solutions to take on old guard software vendors. This requires software platforms that are adaptable enough to support the unique requirements of multiple vertical markets through extensions on top of core software.

Turning data into actionable information
Business stakeholders across the enterprise must be empowered to make decisions that support revenue and profitability objectives. The ability to derive meaningful information from data is critical, as is being able to adjust and quickly make changes. The overwhelming amount of data available makes the process all the more difficult.

Anyone that is interacting with customers and partners need to be empowered to drive personalized interactions and proactive upselling. As a result, the greatest impact on enterprise software is the user experience. Companies that embrace the strengths of consumer apps from a usability perspective will unlock value across the entire enterprise. A well designed enterprise UI is intuitive and shows that thought was put into the function and it is tailored to specific business processes. Of course it should also be visually impressive.

However, what you often see these days are lightweight consumer applications more suited for Internet merchants being targeted at enterprises. Sure, there are high-quality visual elements in the user interface that make these glossy and slick, but here is the problem: if the application compromises the ability for a business to differentiate and compete in the market; the product soon loses its luster.

The modern enterprise is upon us
We must embrace the challenge of an expanding service universe with a limitless number of possibilities and service combinations. Making a dynamic portfolio of services available and usable, monetizing that portfolio - as well as ensuring that each contributor to these increasingly complex value chains is compensated is exciting. There is no doubt that to be successful in this evolving environment, organizations will have to change many aspects of the way in which they run their businesses. Not all of the traditional business models, tools, relationships or ways of working will survive. That's evolution.

More Stories By Esmeralda Swartz

Esmeralda Swartz is CMO of MetraTech, now part of Ericsson. She has spent 15 years as a marketing, product management, and business development technology executive bringing disruptive technologies and companies to market. Esmeralda is responsible for go-to-market strategy and execution, product marketing, 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 OSS software, now part of Extreme Networks (Nasdaq:EXTR). At Avici Systems (Nasdaq:AVCI), Esmeralda was Vice President of Marketing for the networking pioneer from startup through its successful IPO. Early in her career, she was a Director at IDC, where she led the network consulting practice and worked with startup and leading software and hardware companies, and Wall Street clients on product and market strategies. Esmeralda holds a Bachelor of Science with a concentration in Marketing and International Business from Northeastern University.

You can view her other blogs at www.metratech.com/blog.

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 just seen a huge influx of new partners coming into our ecosystem, and partners building unique offerings on top of our API set," explained Seth Bostock, Chief Executive Officer at IndependenceIT, in this SYS-CON.tv interview at 16th Cloud Expo, held June 9-11, 2015, at the Javits Center in New York City.
SYS-CON Events announced today that HPM Networks will exhibit at the 17th International Cloud Expo®, which will take place on November 3–5, 2015, at the Santa Clara Convention Center in Santa Clara, CA. For 20 years, HPM Networks has been integrating technology solutions that solve complex business challenges. HPM Networks has designed solutions for both SMB and enterprise customers throughout the San Francisco Bay Area.
With SaaS use rampant across organizations, how can IT departments track company data and maintain security? More and more departments are commissioning their own solutions and bypassing IT. A cloud environment is amorphous and powerful, allowing you to set up solutions for all of your user needs: document sharing and collaboration, mobile access, e-mail, even industry-specific applications. In his session at 16th Cloud Expo, Shawn Mills, President and a founder of Green House Data, discussed h...
For IoT to grow as quickly as analyst firms’ project, a lot is going to fall on developers to quickly bring applications to market. But the lack of a standard development platform threatens to slow growth and make application development more time consuming and costly, much like we’ve seen in the mobile space. In his session at @ThingsExpo, Mike Weiner, Product Manager of the Omega DevCloud with KORE Telematics Inc., discussed the evolving requirements for developers as IoT matures and conducte...
There are many considerations when moving applications from on-premise to cloud. It is critical to understand the benefits and also challenges of this migration. A successful migration will result in lower Total Cost of Ownership, yet offer the same or higher level of robustness. In his session at 15th Cloud Expo, Michael Meiner, an Engineering Director at Oracle, Corporation, analyzed a range of cloud offerings (IaaS, PaaS, SaaS) and discussed the benefits/challenges of migrating to each offe...
One of the hottest areas in cloud right now is DRaaS and related offerings. In his session at 16th Cloud Expo, Dale Levesque, Disaster Recovery Product Manager with Windstream's Cloud and Data Center Marketing team, will discuss the benefits of the cloud model, which far outweigh the traditional approach, and how enterprises need to ensure that their needs are properly being met.
Malicious agents are moving faster than the speed of business. Even more worrisome, most companies are relying on legacy approaches to security that are no longer capable of meeting current threats. In the modern cloud, threat diversity is rapidly expanding, necessitating more sophisticated security protocols than those used in the past or in desktop environments. Yet companies are falling for cloud security myths that were truths at one time but have evolved out of existence.
Public Cloud IaaS started its life in the developer and startup communities and has grown rapidly to a $20B+ industry, but it still pales in comparison to how much is spent worldwide on IT: $3.6 trillion. In fact, there are 8.6 million data centers worldwide, the reality is many small and medium sized business have server closets and colocation footprints filled with servers and storage gear. While on-premise environment virtualization may have peaked at 75%, the Public Cloud has lagged in adop...
The Cloud industry has moved from being more than just being able to provide infrastructure and management services on the Cloud. Enter a new era of Cloud computing where monetization’s services through the Cloud are an essential piece of strategy to feed your organizations bottom-line, your revenue and Profitability. In their session at 16th Cloud Expo, Ermanno Bonifazi, CEO & Founder of Solgenia, and Ian Khan, Global Strategic Positioning & Brand Manager at Solgenia, discussed how to easily o...
Growth hacking is common for startups to make unheard-of progress in building their business. Career Hacks can help Geek Girls and those who support them (yes, that's you too, Dad!) to excel in this typically male-dominated world. Get ready to learn the facts: Is there a bias against women in the tech / developer communities? Why are women 50% of the workforce, but hold only 24% of the STEM or IT positions? Some beginnings of what to do about it! In her Opening Keynote at 16th Cloud Expo, S...
In his keynote at 16th Cloud Expo, Rodney Rogers, CEO of Virtustream, discussed the evolution of the company from inception to its recent acquisition by EMC – including personal insights, lessons learned (and some WTF moments) along the way. Learn how Virtustream’s unique approach of combining the economics and elasticity of the consumer cloud model with proper performance, application automation and security into a platform became a breakout success with enterprise customers and a natural fit f...
"We have been in business for 21 years and have been building many enterprise solutions, all IT plumbing - server, storage, interconnects," stated Alex Gorbachev, President of Intelligent Systems Services, in this SYS-CON.tv interview at 16th Cloud Expo, held June 9-11, 2015, at the Javits Center in New York City.
The essence of cloud computing is that all consumable IT resources are delivered as services. In his session at 15th Cloud Expo, Yung Chou, Technology Evangelist at Microsoft, demonstrated the concepts and implementations of two important cloud computing deliveries: Infrastructure as a Service (IaaS) and Platform as a Service (PaaS). He discussed from business and technical viewpoints what exactly they are, why we care, how they are different and in what ways, and the strategies for IT to tran...
Discussions about cloud computing are evolving into discussions about enterprise IT in general. As enterprises increasingly migrate toward their own unique clouds, new issues such as the use of containers and microservices emerge to keep things interesting. In this Power Panel at 16th Cloud Expo, moderated by Conference Chair Roger Strukhoff, panelists addressed the state of cloud computing today, and what enterprise IT professionals need to know about how the latest topics and trends affect t...
"Our biggest growth area has been the security services, the managed services - the things that differentiate us in the market that there is no client that's too small and there's no client that's too big," explained Paul Mazzucco, Chief Security Officer at TierPoint, in this SYS-CON.tv interview at 16th Cloud Expo, held June 9-11, 2015, at the Javits Center in New York City.
"We do data integration for B2B also application to application, and we do data management and enable Big Data," explained Pat Adamiak, Vice President, Product Marketing at Liaison Technologies, in this SYS-CON.tv interview at 16th Cloud Expo, held June 9-11, 2015, at the Javits Center in New York City.
It is one thing to build single industrial IoT applications, but what will it take to build the Smart Cities and truly society-changing applications of the future? The technology won’t be the problem, it will be the number of parties that need to work together and be aligned in their motivation to succeed. In his session at @ThingsExpo, Jason Mondanaro, Director, Product Management at Metanga, discussed how you can plan to cooperate, partner, and form lasting all-star teams to change the world...
SYS-CON Events announced today that Agema Systems will exhibit at the 17th International Cloud Expo®, which will take place on November 3–5, 2015, at the Santa Clara Convention Center in Santa Clara, CA. Agema Systems is the leading provider of critical white-box rack solutions to data centers through the major integrators and value added distribution channels.
Converging digital disruptions is creating a major sea change - Cisco calls this the Internet of Everything (IoE). IoE is the network connection of People, Process, Data and Things, fueled by Cloud, Mobile, Social, Analytics and Security, and it represents a $19Trillion value-at-stake over the next 10 years. In her keynote at @ThingsExpo, Manjula Talreja, VP of Cisco Consulting Services, discussed IoE and the enormous opportunities it provides to public and private firms alike. She will share w...
In the midst of the widespread popularity and adoption of cloud computing, it seems like everything is being offered “as a Service” these days: Infrastructure? Check. Platform? You bet. Software? Absolutely. Toaster? It’s only a matter of time. With service providers positioning vastly differing offerings under a generic “cloud” umbrella, it’s all too easy to get confused about what’s actually being offered. In his session at 16th Cloud Expo, Kevin Hazard, Director of Digital Content for SoftL...