Keynote at Where Conference, April 3, 2012 by Charlene Li. Description: Our personal devices provide endless streams of data set in context of who we are, where we are, who we know, and what we do. But what can we realistically expect the future to look like, and how soon will it be before it gets here? The key is to understand what new opportunities are unleashed through the combination of these different contextual data – and overlay what is probably given business model, social, technology, and political constraints. We’ll also look at what this brave new world means in terms of actions you must take today.

1. 1
A Brave New World
Providing Context for What is
Possible and Probable
Charlene Li
Altimeter Group
April 3, 2012
@charleneli

2. 2
How Time Flies
iPhone Facebook Nexus One Facebook
Debut Connect Android Debut Timeline
Jan 2007 July 2008 January 2010 Sept 2011
Facebook iPhone App iPad Debut
Platform Store April 2010
May 2007 July 2008
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3. The Dynamic Customer Journey
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4. The connected customer sees the world differently, uniting the
online and offline world for others to see & experience
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5. Tesco installed QR-enabled virtual stores in subways
In one year, registered users
increased 76%, online sales
increased 130%
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6. RFID enables social interactions
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7. 7
How well do you know your customers?
25-55 years old, married, kids, working,
graduate degree, travels a lot
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8. 8
What the future will bring
I walk into my local
grocery store
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9. 9
The store knows it’s me
• Social check-ins (Four Square, Yelp, Facebook Places)
• Near Field Communications
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10. 10
I get coupons to use right away
Today Coupons sent based on shopping list
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And get directed to my product
Today Future: in-store GPS maps my route
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12. The Sentient World
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13. 13
Devices and apps are getting smarter
Pace adjusted for
time not moving
My Fitbit
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14. 14
My smartphone needs to get smarter
Who do I talk with most Prioritize my Add travel time
Respond to quickly contacts based based on my
Or ignore completely on behavior locations
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16. Image by iandavid used with Attribution as directed by Creative Commons http://www.flickr.com/photos/iandavid/3532086917
Adaptive Organizations
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17. 17
B2B & Enterprise Apps Change Work
GE’s MyEngine App
Yammer Mobile
Box OneCloud
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18. 18
Enterprise Social Networks Provide Context
Consider how the
entire workforce
will access ESNs
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19. 19
Enterprise Mobility Takes Various Forms
Corporate Field Complex
Information Collaboration Computing
Access
Goal: Goal: Goal:
On the go access to Gathering, collection Access to a full
common information. and collaboration of computing experience,
information gathered from anywhere.
in the field.
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20. How to Prepare
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21. Map out the Customer Journey
3. Commerce
Evaluation
2. Pre-Commerce
Purchase
Consideration
Experience
Influence Loop
Awareness
Loyalty
1. Formulation
Bond 4. Post-Commerce
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22. 22
Beware the Big Data Elephant
Everyone touching
“Big Data” will
describe it differently
Start by asking the
right questions first
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23. 23
Establish your Enterprise Mobile Control Plane
Mobile
Business Case Governance Technology
Workforce
Control Plane
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24. © 2012 Altimeter Group
2011