Closing keynote delivered at SoTeC 2012 in Long Beach, California

1. Possible; Inevitable; Essential
The Social and Mobile Cloud
@PeterCoffee
Peter Coffee
VP/CTO & Head of Platform Research
salesforce.com inc.

2. Safe Harbor
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@PeterCoffee

3. Social Revolution
150M
conversations
per day
2009 2010 2011 2012
Sources: Twitter, Visible Technologies
@PeterCoffee

4. Social Revolution:
Social Networking Surpasses Email
So what?
1.1
Social Users billion
social
users
Email Users
2007 2008 2009 2010 2011
Source: Comscore, June 2011
@PeterCoffee

5. Social Networks: More Than Just ‘Sum of the People’
(Arcs Represent Number • Distance of Facebook ‘Friend’ Links)
@PeterCoffee
Pop quiz: where is Beijing?

6. The New Corporate ‘Home Page’
123%
Fortune 100 Facebook Fan Growth
100 Facebook Activity
growth in social
Fortune
Fortune 100 Web Traffic Activity
customers
Fortune 100 Web Growth
“We analyzed the website
traffic of Fortune 100
websites based on ‘unique
visits’. The study revealed
that 68% of the top 100
companies were
experiencing a negative
Jun 2010 growth in unique visits over
the past year... 40%
Dec 2011
exhibited higher traffic to
Webtrends, “The Effects of Social Networks on the Mobile Web and Website Traffic”;
their Facebook page
Google Social Media Analysis Study compared to their website.”
@PeterCoffee

7. This is Not an Opportunity to Lead
(It’s a Requirement to Catch Up With the Customer)
• Old Customers:
– Prospects get content from Marketing
– Buyers negotiate terms with Sales
– Customers raise issues with Support
• Social Customers:
– Prospects seek insights from customers
– Buyers collaborate on competitor research
– Customers tell the world when they’re not happy
• Companies need new organizations & processes
– Power to address issues pushed to edge of organization
– Collaborative response available on demand
@PeterCoffee

8. The Social Customer and Financial Services
• Old Customers:
– Pension fund managers choose investment vehicles/strategies
– Mainstream publications report non-real-time data, highlight trends
– Brokers identify opportunities / handle transactions / charge fees
• Social Customers:
– Defined-contribution plans: every employee a planner
– Real-time information available to all
– Self-service analysis and trading
• Financial Services differentiate with:
– Timely content and rich planning aids
– Superior data feeds and trading tools
@PeterCoffee

9. The General Case: ‘Connected’ Revolution
Medicine: sensor-equipped
patients & homes reduce
office & hospital visits
Education: students
in external settings
learn by practice
@PeterCoffee

10. ‘Social’ Changes What “IT People” Do
• Old IT departments allocated scarcity:
“In the 1960s, programmers were paid under $10 per hour; computer time was measured in
hundreds of dollars per hour.” - ZDNet
• Tomorrow’s IT departments must orchestrate abundance:
“What happens when cloud services offer nearly unlimited power, essentially on demand, solely
constrained by what we're willing to pay?” - CloudBlog
• Old IT departments strived to achieve control:
“The IBM Tivoli OMEGAMON family provides a comprehensive performance and availability
solution for monitoring, analyzing, and managing mainframe environments” - software.ibm.com
• Tomorrow’s IT departments must exploit (and contain) chaos:
“In more than half the companies surveyed, business leaders other than the CIO control at least
30% of the money spent on IT.” - CIO Insight
@PeterCoffee

11. Soft Environments, Smart Devices
Changing the Balance of Power
Soft displays adaptive to Solo Driver and Driver/Co-pilot modes
urban versus highway, with radically different content delivery
work versus leisure, etc. opportunities and expectations
Integration with
portable devices:
better, and
improving more
quickly, than
built-in systems
@PeterCoffee

12. Deconstructing the Dashboard
Fundamental Trends in Technology, Lifestyle, and Marketplace
• Microsoft has the right trademark: Surface
- “Special-purpose objects…replaced by apps on tablets…”
- “In 1938 Buckminster Fuller coined the term ephemeralization to
describe the increasing tendency of physical machinery to be
replaced by what we would now call software… No one would
want to underestimate that force.” – Paul Graham, “Tablets” (December 2010)
• Corning, not Apple, shows us how it will look
- Don’t think of “tablet” as an iPad-sized device. Think of it as a
model of interaction (See the video at http://www.youtube.com/watch?v=6Cf7IL_eZ38)
 Every surface able to render information
 Every surface able to mediate function
 Every environment connected with resources and relationships
• “It’s not a phone. It replaces your phone.”– Paul Graham
- Who you are: representation of identity
- Where you are: location awareness and environment monitoring
- What you’re doing: motion awareness and calendar connection
@PeterCoffee

13. The Tablet Revolution is Under-Hyped
@PeterCoffee

14. Redefining “Customer”…as Social Actor
Customers are…
• the cars they drive
• the things they do
• the ways they live
• the people they know
@PeterCoffee

15. Business is Social
Enterprise Adoption of Social Networking
70%
adoption
“ $1.3 Trillion in value can
be unlocked through
social technologies.
”
2008
2009 2010 2011 2012
Source: 2012 McKinsey Global Institute Study: “The Social Economy”
@PeterCoffee

16. ‘Social’ ≠ ‘Distracted’
 ‘Social’ is a model, not an app
– Aware of context
– Shaped by interests
– Driven by events
 All Force.com applications are
socially enabled by Chatter
– Old apps added new behaviors
– Social behaviors pervasive,
not isolated in social silo
– Automation  scalability
@PeterCoffee

17. Verbs for Your Nouns: Your Industry Here
@PeterCoffee

18. Verbs for Your Nouns: Your Industry Here
Employee Social Social
Network Profile Public Social
Network
Collaborate Connect
Work SOCIALLY CONNECTED
Engage
ENTERPRISE
Extend Listen
Sell Market
Service
Customer Social Network
@PeterCoffee

19. Social Success – By Every Measure
+32% +29%
Sales Productivity Innovation
+34% +34%
Customer Employee
Satisfaction Satisfaction
Your Team;
Your Customers
+37% +31%
Campaign Employee
Effectiveness Productivity
Source: 2012 Third-party survey of 5,500 salesforce.com customers
@PeterCoffee

20. ‘Social’ Changes What “IT Skills” Are
• Traditional skills remain necessary – but aren’t sufficient
“The old way of looking at IT is gathering requirements, buying the equipment and
turning it on… I’m looking for people who can take us to the next technological level.”
- Senad Hadzic, CIO, KaMin LLC
• Linkage & architecture understanding is key
“While there are still roles requiring deep technical experience, for most corporate IT
workers their role will shift from implementation to architecting.”
- Patrick Gray, President, Prevoyance
• Leadership needs more than technical mastery
“Innovative thinking and leadership abilities are the two top attributes wanted in a CIO
from 362 business executives surveyed... higher than ‘deep experience in running IT
ops’” - Diamond Management “Digital IQ” Survey
@PeterCoffee

21. The social revolution
is a trust revolution
@PeterCoffee

22. Granular Privilege + Ecosystem Options
@PeterCoffee

23. All Assets Secured, All the Time
“When hundreds or even thousands
of other businesses are using
exactly the same operational
infrastructure, all of them…benefit
from the hardening of the
infrastructure after any of them
come in contact with a newly
detected threat.”
@PeterCoffee

24. All Assets Secured, All the Time
“Despite resource sharing,
multitenancy will often improve
security…
“Our research and analysis indicates
that multitenancy is not a less secure
model — quite the opposite!”
@PeterCoffee

25. Trust is Earned by Transparency
@PeterCoffee

26. Cloud Efficiencies Address Governance Demands
• “Boiler rooms in Berlin or Bucharest, a pump-and-dump
scheme out of Parma or the Dordogne…are U.S. concerns”
(Paul Atkins, SEC Commissioner)
• Data-handling laws proliferate
• Notification of Risk to Personal Data Act
• Personal Data Privacy and Security Act
• Data Accountability and Trust Act
• Social Security Number Protection Act
• Prevention of Fraudulent Access to
Phone Records Act
• Technology trends oppose the goals of governance
• Processing: enemy of encryption
• Connectivity: attacker opportunities and tools
• Storage: ever-growing risk of larger losses
@PeterCoffee

27. Continuing Availability Improvement
Spring ’11 Summer ’11 Winter ’12
“Great work reducing the pain of the quarterly upgrade so dramatically.
The difference to our business between 2 or 3 minutes of downtime and
2 or 3 hours can’t be overstated.”
@PeterCoffee

28. Continuing Availability Improvement
5
Winter ’12
4
Index of Availability
(Two 9s = 0)
3
Summer ’11
Spring ’11
2
1
0
Two 9s 2/2011 3/2011 4/2011 Three 9s 5/2011 6/2011 7/2011 Four 9s 8/2011 9/2011 10/2011 Five 9s
“Great work reducing the pain of the quarterly upgrade so dramatically.
The difference to our business between 2 or 3 minutes of downtime and
2 or 3 hours can’t be overstated.”
@PeterCoffee

29. Trust Attainment Enables Cloud Adoption
• Robust infrastructure security
• Rigorous operational security
• Granular customer controls
– Role-based privilege sets
– Convenient access control & audit
• “Sum of all fears” scrutiny
– Multi-tenancy shrinks attack surface; slashes opportunities for error
– The most demanding customer sets the bar
– PCI DSS Compliance Level 1; FIPS 199 LOW and MODERATE
– Comprehensive, continuing audit/certification
@PeterCoffee

30. ‘Social’ Changes How “IT” Leads
– Trust
Dynamic threat environments; rising community awareness and expectations
– Governance
Global markets; narrow perspectives; ‘crown jewel’ data
– Mobility
Productivity improvement; BYOD challenges
– Social Interaction
External communities; internal collaboration; high-velocity operations
– Talent Development and Technology Change
Where will we get tomorrow’s programmers? How will practices change?
“In 2011, there were still five unemployed people for every job available. Yet American
businesses in 2011 reported more than three million job openings they have been
unable to fill because of a skills shortage.” – Edward Luce, Financial Times
@PeterCoffee

31. Let’s Make One Thing Perfectly Clear:
“The Cloud” is not merely “The Web”
This is “Web-enabled”:
• You can find it
• You can use it
• You maintain it…
…or not
@PeterCoffee

32. Let’s Make One Thing Perfectly Clear:
“The Cloud” is not merely “The Web”
This is “Cloud-based”:
• Maintained by others
• Reflective/introspective
• Consistently improving
@PeterCoffee

33. Customer Success in True Clouds
 On spec, on time, on budget deployment of a fully tested, proven
cloud capability: trusted security and global availability
 Modern applications, driven by user feedback for continuing
improvement – with “clicks, not code” customization
 “No Software”: what’s paid for is function, not code. Continuous
scrutiny of operations, maintenance of facilities, and world-class
security are literally “part of the service”
 Multiple upgrades per year: no disruption, shrinking deployment times,
backward compatibility to previous API releases
 “The future is already here – just not evenly distributed”
- William Gibson
@PeterCoffee

34. Thank You
petercoffee
f acebook.com/peter.coffee
pcoffee@salesforce.com
@PeterCoffee