hec digital business. digital transformation. global platform

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Digital Business2015-2016

1st Master HEC-UlgAndré Blavier

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@ [email protected] …needs to be updated :-(

@ School ;-) Affiliate [email protected]

@ WorkWeb & Communication [email protected] linkedin.com/in/andreblavier

facebook.com/unpeudeblabla

@unpeudeblabla

andre.blavier

unpeudeblabla.tumblr.com

slideshare.net/unpeudeblabla

scoop.it/t/unpeudeblabla

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1. Introduction to the course.Tools for your technology watch.

2. Introduction to the digital transformation.Data, Cloud, Social, mobile, GAFA, NATU, Giga economy, …

3. The digital platform.Web standards, API, apps, cloud based, (big) (open) data, …

4. E-business & digital marketing.SEM & content, permission, social, mobile, …

5. Digital business.Your company facing the digital disruption, …

6. Perspectives from the algorithmic world.Focus on the media sector and the industry 4.0, …

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Table of content (subject to changes …)

Introduction for the Digital Marketing Chair in 2nd

master.

• Introduction to the digital transformation through the 4 main axes that are driving this transformation. (Big/Smart/Open) Data, Cloud computing, Mobile technologies (including IoT) and Social Empowerment. From a Web platform and classic computing to a global digital platform.

• Digital Business as it is. E-business, e-commerceand digital marketing. State of the art (standards,e-business models, content strategies, display,SMM, permission marketing, social, mobile, ...).

• Digital Business as it will be. The digital age and the Internet of Everything. How digital will reshape all economic sectors, including the industry (industry 4.0) and all aspects of our life ? What are the challenges to transform successfully a “classic business company” into a “digital business company” ?

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Main goals of the course

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Infobesity

Technology watch is a critical issue for enterprises in the context of a globalized economy. Their challenge is to :

• find relevant information,

• identify relevant actors and contributors. What’s the strategy of major players?

• share and disseminate information.

In the new world of “Big Data” (high volumes of information, increasingly fragmented, coming from more and more channels and devices) … it’s impossible to make a good technology watch without e-tools.

Strongly related to Business Intelligence.

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Technology watch

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• People. Build a community … made up of people. You have to know the audience and what the members are interested in.

• Commitment. Just like any social media effort, curation implies to be a “real” resource for the readers … or it will be damaging to your brand and its reputation.

• In and Out. It is not possible to include everything online in a curation platform. The nature and quality of the content included (and excluded) gives a “point of view” about a particular topic. Content must be consistent with the overall message and the brand strategy.

• Niche. Focusing on a niche topic specific to your (or your client's) industry can be a good strategy.

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Content curation

• Search engines (Google, Bing, Yahoo!). Use Google Alerts to follow a specific topic on a “push” model and a personalized rhythm (specific market, product, trend, your company, competitors, …).

• Twitter. Bidirectional model : the quality of your tweets will attract interesting followers and vice-versa. Use @accountnames, #hashtags, lists, … with Tweetdeck.

• Newsletters. Specialized sites and magazines.

• Feeds aggregators. Feedly and Flipboard (tablets and phones).

• Podcasts and Webinars. Optimize your “free” time by listening to information, instead of reading it.

• Curation and edition. Use Evernote to capture anything, anywhere in any format. Scoop.it is great to organize online contents.

• Socials networks (Facebook, Pinterest, Snapchat, …).

… and 10 X more !

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Tools

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Content curation. Process of collecting, organizing and displaying information relevant to a particular topic or area of interest. Curation services can be used by businesses as well as end users.

http://en.wikipedia.org/wiki/Content_curation

RSS (Rich Site Summary / Really Simple Syndication).Standard Web feed based on XML used to publish frequently updated information: blog entries, news headlines, audio, video. An “RSS feed” includes full or summarized text and metadata (publishing date, author's name, …).


2. Introduction to the digital transformation.Data, Cloud, Social, mobile, GAFA, NATU, Giga Economy, …





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http://en.wikipedia.org/wiki/Content_curation

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7+ BillionPeople Living Longer

Constrained Resources

Technology Ubiquity

Social ReformEnd of capitalism?

Adapted from Gartner

GlobalcontextDigital threats or

digital solutions ?

Automation

End of death ?

End of social care ?

End of employment contracts ?

Smart machines

Robots

Climate wars

Revolution Anarchy

Pollution

Singularity

End of privacy ? Multinationals power

Algorithms

Artificial intelligence

New business opportunities ?Try to tackle at least one of these problems

through solutions based on the collective intelligence… and the infinite power of digital transformation !

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Changes

Changes that occurat a pace and magnitude

that disrupt and/or interruptestablished models : added value,

social interactions, business, …

Threat

Digital is of course a threatto traditional organizationsthat currently hold market sharein an industry readyfor transformation.

ExpectationsCustomers will benefit most from digital transformationas both traditional organizations and new entrants try

to engage, attract and retain more customers by offering products, services and customer experiences

that meet and exceed their expectations.

OpportunitiesNew opportunities for entrepreneurs and startups that are leveraging technology and building business models that challenge the status quo and present opportunities to acquire customers, market share and revenue at rates never seen before.

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“Every single step that you put between the customer and the

actual function is friction. Today, people don’t live with friction.

People see friction for what it is.”Konstantin Peric,

Bill & Melinda Gates Foundations

Digitaltransformation

Innovation and speed.Set up a business strategy will depend

increasingly on the ability of companiesto understand and anticipate digital trends and innovation.With the continuous acceleration of the digital revolution,

"time to market" will be a matter of life or deathfor any company.

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Mobile

Smartphones, tablets, IoT, Internet of Everything, … Permanent connectivity and interactivity blur the boundaries between

real and virtual worlds.Mobile technologies are the medium of

the digital transformation

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16http://www.businessinsider.com/decoding-smartphone-industry-jargon-2013-11?IR=T

Global Internet Devices installed

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https://www.youtube.com/watch?v=wW4oRGySqsc

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Mitchells & Butlers boosts service with managed mobile platform

18Source : www.bigbellysolar.co.uk

Solar-powered. Wireless. Data-driven. Solar-powered trash can reduces carbon footprint, cuts costs. Big Belly trash cans compact the trash they receive and call

for pickup when they are full. Fewer pickups means savings on truck fuel and

maintenance staff time.

https://www.youtube.com/watch?v=wW4oRGySqsc

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Mobile




Cloud

Unlimited development and storage capacities “As a Service” unlock the creation and deployment of digital projects on an unprecedented scale .Cloud computing is the platformof the digital transformation

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https://www.youtube.com/watch?v=piVHidJq65o

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Open Source Cloud

https://www.youtube.com/watch?v=piVHidJq65o

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Cloud computing. A model for delivering IT services in which resources are retrieved from the internet through web-based tools and applications, rather than a direct connection to a server.

http://www.investopedia.com/terms/c/cloud-computing.asp

API (Application Programming Interface). An API specifies how some software components should interact with each other. It comes in the form of a library that includes specifications for routines, data structures, object classes, and variables.

http://en.wikipedia.org/wiki/Application_programming_interface

Mobile




Cloud


DataGlobal, customizable, open, ... Their activation allows to consider the world from a complete new algorithmic and predictive point of view.Data are the fuel of thedigital transformation

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http://en.wikipedia.org/wiki/Application_programming_interface

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https://www.youtube.com/watch?v=-wVeHZNn8aU

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Dartmouth-Hitchcock revolutionizesthe US healthcare system

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Analytics to boost conversion rate

Source : business.lesechos.fr

The behavior of the consumers is a business

opportunity. Web Analytics can be used to

optimize a website, analyzing and decoding the data traffic. That’s how Lacoste improved the user’s experience on its Website, with

24.000 additional commands over a year.

https://www.youtube.com/watch?v=-wVeHZNn8aU

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Quantified self

Fitbit.com : to empower and inspire you to live a healthier, more active life. We design products and experiences

that fit seamlessly into your life so you can achieve your health and fitness

goals, whatever they may be.

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Big Data. Collection of data sets so large and complex that it becomes difficult to process using on-hand database management tools or traditional data processing applications. The challenges include capture, curation, storage, search, sharing, transfer, analysis and visualization.

http://en.wikipedia.org/wiki/Big_data

Analytics. Discovery and communication of meaningful patterns in data. Especially valuable in areas rich with recorded information, analytics relies on the simultaneous application of statistics, computer programming and operations research to quantify performance. Analytics often favors data visualization to communicate insight.

http://en.wikipedia.org/wiki/Analytics

http://en.wikipedia.org/wiki/Big_data

http://en.wikipedia.org/wiki/Analytics

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Mobile




Cloud


EmpowermentSocial technologies disrupt the traditional relationships and pyramidal organization of our society. They enable

the disintermediation of organizations.Empowerment is the crowd driving



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https://www.youtube.com/watch?v=aRD2ueUyTr0

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Enterprise Social : work like a network

https://www.youtube.com/watch?v=aRD2ueUyTr0

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General Electric on Pinterest

#Pinning things that inspire us to build,

power, move and cure the world. Welcome to the official GE Pinterest

page!

30http://images.allocine.fr/pictures/14/09/04/23/15/121035.jpg

Empowerment … live !

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Mobile




Cloud


EmpowermentSocial technologies disrupt the traditional relationships and pyramidal organization of our society. They enable

the disintermediation of organizations.Empowerment is the crowd driving



The interaction of these 4 technological trends are driving

the digital transformation. Gartner calls it the

“Nexus of forces” (*)


The materialization of digital.We enter the third digital revolution.The first has digitalized information.

The second has digitalized relationships.The third will digitalize … our life.

We will no longer go ON the Internet... We are IN the Internet.

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https://www.youtube.com/watch?v=Z7GzCjT77Po

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Create the Internet of Your Things

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Internet of everything

Internetof things

Internetof industry

Internetof energy

Internetof data

Internetof you

Internetof health

50 billions of connected

things by 2020 (Cisco)

Internet of …

https://www.youtube.com/watch?v=Z7GzCjT77Po

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Internet of health

Source : Propellerhealth.com

Propellerhealth.com. Mobile platform for respiratory health management. Through sensors, mobile apps and services, Propeller helps reduce the cost of care while delivering better quality of

life for individuals with chronic respiratory disease.

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Internet of Everything (IoE). Every[thing][body] is a computer and is connected into a more and more seamless global network. For Cisco, it means bringing together people, process, data and things to make networked connections more relevant and valuable than ever before, by turning information into actions that create new capabilities, richer experiences, and unprecedented economic opportunity for businesses, individuals, and countries.

Adapted from http://www.investopedia.com/terms/c/cloud-computing.asp


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Mobile Cloud

Empowerment

DataOf course, it is not that simple ;-)

Google is active in the mobile world. Facebook makes big data,

Apple offers Cloud services, ...

The “GAFA” model is essentially based on a technological disruption powered by big platforms. It has created “new” markets : search, e-commerce, social media, smartphones, app stores, …

From GAFA …


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Mobile Cloud

Empowerment

Data

Smartphone. Apps. Cloud. Apple has disrupted different markets by combining the 4 majors axes of the Digital Transformation. But Storify and YouTube

forced them to shift to a streaming model.

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Apple Amazon

Facebook

Google

What they brought & changed …

Mobile Cloud

Social networks

Data

iPhone E-commerce

Search engine

Empowerment

Crowdsourcing

Apps

Algorithms

Big Data

Audience & communities

Wearables

Software As a Service

API & Web servicesOnline media Streaming

Web as a platform

Sharing economy

AdWords

Internet of things

Drones

Chrome

iTunes

AWS

Social graph

Mobile first

Desintermediation

Marketplace

WhatsApp

iOS

YouTube

iPad

Local

Local

Mobile first Digital assistant

Digital assistant

Autonomous cars

Mobile first

Mobile first

Personalization

Personalization

Wearables

Ecosystem

Mobile payment

Personalization

Domotic

Quantified self

Digital democracy

Quantified self

Messenger

API


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Mobile Cloud

Empowerment

DataToday’s digital major trends are first of all a consumer’s choice

You !

Consumer’schoice

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Multichannel Personalization

User experience

Content

DigitalCustomer

Expectations

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I want my content to be accessible on

the screen of my choice. Multi-

channel / mobile strategy with

uniform and flexible content across all

channels.

I want to be able to access my content whenever I want. Focus on features, functionalities, quick response time and flexible content availability.

I want all my channels of content consumption to have an

awesome UI. Uniform and engaging UX across all channels.

I want to read interesting content.Content based on the past viewing history of the customer to ensure that the content is non-repetitive.

I want you to remember my preferences. Gather and analyze consumer data and preferences to provide personalized content.

I want you to send me exclusive offers based on my check-ins. What’s in in for me ? Personalized offers and recommendations saves customers time and reduces time for decision making.

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Mobile Cloud

Empowerment

DataDigital

transformationOf course, it is not that simple ;-) Tesla is highly technological, …

The NATU model is “essentially” based on a disruption of existing uses and markets. It is mainly powered by (at the beginning) lightweight platforms combining cloud, mobile, social and data.

… to NATU

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Shift from “distribution” to “flow”.Manage the digital relationship with consumersthrough sharing and “superdistribution” (OTT).

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Pay within a social network directly from your bank account

Cash Forecasting Made Easy, Quick and Accurate

Helping institutions connect their clients with the private markets

The face of mobile identity

Smart Mobile Ticketing For Public Transit

Pay your invoices in one click

We are looking for technology-driven startups that offer solutions relevant for financial institutions

and/or which can help us provide superior financial services to our customers. Target startups are close

to the proof of concept stage, with the intention that they can conduct a proof of concept with ING

and/or FinTech Village Partners upon successful graduation from the programme.

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45Source : www.axaseedfactory.com

AXA Seed Factory is a seed fund specialized in digital services related to insurance and banking businesses. For the first

time, an insurer will directly collect data, which will be provided on a voluntary basis, for the health of its customers.

Beyond the fun aspect of such a partnership, changes are already possible with the establishment of fee schedules may

take into account the physical or dietary habits of each activity. There is also the problem of security of personal

data, even if Withings says guarantee privacy.

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Who is this man ?

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47Source : https://www.youtube.com/user/MSCloudOS

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Mobile Cloud

Empowerment

DataSensing homes

Streaming Natives

Virtual Gets Real

AI Ends The Screen Age

Lifestyle Network Effect

Internables

Emergency Chat

Consumertrends

Smart Commuters

Everything Gets Hacked

Netizen Journalists

Source: Ericsson ConsumerLab, The Networked Life, 2015

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• With diversifying online use, social effects like crowd intelligence and the sharing economy multiply.

• More people are benefitting from a wider network of consumers, with 4 out of 5 experiencing a lifestyle network effect when using the internet.

• Almost 1 in 2 uses multiple social networks and 1 in 3 participates in the sharing economy.

49Source: Ericsson ConsumerLab, The Networked Life, 2015

1. The Lifestyle Network Effect

• Teenagers watch more YouTube video content daily than other age groups.

• Video viewing habits vary between generations.

• In 2011, only 7 percent of 16-19 year olds said they watched more than 3 hours of YouTube every day, compared to 20 percent in 2015.

• 46 percent of this age group now spend an hour or more on YouTube every day.


2. Streaming Natives

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• Artificial Intelligence will enable interaction with objects without the need for a smartphone screen.

• Artificial intelligence will allow consumers to interact with objects around them without having to use a smartphone screen.

• Half of smartphone owners think they will be able to talk to household appliances.


3. AI Ends The Screen Age

• Consumers want virtual technology for everyday activities such as sports, and 3D food printing.

• People are interested in using virtual technology for everything from watching sports to taking 3D selfies for online shopping.

• 44 percent even want to print their own food.


4. Virtual Gets Real

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• Bricks used to build homes could include sensors that monitor mold, leaks and electricity issues.

• Within the next 5 years the internet could connect the bricks and mortar that we use to build our homes

• 55 percent of smartphone users believe sensors will be embedded into building materials to detect construction errors, mold and electricity issues


5. Sensing homes

• Commuters want to use their time meaningfully and not feel like passive objects in transit.

• Commuters want to use their time in a meaningful way and not just be transported from A to B.

• 86 percent would use personalized commuting services if they were available. However, over 50 percent are unsatisfied with current internet access.


6. Smart Commuters

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• Social networks may become the preferred way to contact emergency services.

• Half of all smartphone users believe that social networks will be the preferred method to contact emergency services within 3 years.

• 6 out of 10 are interested in a disaster app that provides reliable, verified information.


7. Emergency Chat

• Internal sensors in our bodies that measure wellbeing may

• become the new wearables.

• Half of all smartphone owners believe that internal sensors will update us on our wellbeing within 3 years.

• 8 out of 10 would like to use technology to enhance abilities such as vision and hearing.


8. Internables

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• Most smartphone users believe hacking and viruses will continue to be an issue.

• A majority of smartphone users believe hacking and viruses will continue to be an issue.

• However, 1 in 5 says they have greater trust in an organization that was hacked but was then able to solve the problem.


9. Everything Gets Hacked

• Consumers share more information than ever and believe it increases their influence on society.

• Consumers share more information than ever before, and believe it increases their influence.

• More than a third believe blowing the whistle on a corrupt company online has greater impact than going to the police.


10. Netizen Journalists

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Quality of Service (QoS) No latency

Bandwidth

SymmetryGiga

economy

The “Giga” as game changer

The “giga” as a disruptive technologychanging digital uses.

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Relocating companiesin our territories

Giving its full powerto the Cloud Economy.

Digital inclusion.Bridging the digital divide

(Empowerment).

Attractiveness for young and creativepeople

Gigaeconomy

Services. All applications with

low latency.

Health. HD teleconsultations, remote surgery, ...

Industry 4.0. Massive data exchange for prototyping and design of complex

products, 3D printing, ...

Culture & media. 4K & 8K contents, immersive games, …

Education. Includingscientific disciplines ...

Energy. Smart grids and real-time flow

management systems.

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The Web … yesterday, today and tomorrow in 5 steps …

• Static Web 1.0

• Dynamic Web 1.5

• Web 2.0

• Programmable Web

• Global computing platform

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A global computing platform


2. Introduction to the digital transformation.Data, Cloud, Social, mobile, GAFA, NATU, Giga economy, …





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User Web serverWebsite

Static Web 1.0Static HTML pages, (bad) JavaScript, Yahoo!, first browsers

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HTML (Hypertext Markup Language). Markup language used to create a Web page. XHTML (structure and content) and HTML5 (interactivity and multimedia features) are the current standards.

Web Server. The software in charge of “serving” Web pages. Apache (Open Source world) and IIS (Microsoft) are the most popular. Often a confusion with the computer on which the software is running … also called … “Web server”.

Javascript. Programming language used inside a Web page (directly or through a .js file). Javascript code is executed on the client side. After years of compatibility issues with some browsers, Javascript is now a true reliable and powerful standard (Web 2.0).

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Amazon in 1995 ;-)

User Web serverWebsite


Dynamic Web 1.5Dynamic pages, Google, e-commerce, Ads, CMS, Flash, CSS, Firefox

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CMS (Content Management system). Software (classic or Cloud) that allows editing and modifying Websites. The most popular are Wordpress and Drupal (PHP), Joomla (Java) or Sitecore (.Net).

Dynamic Web pages. Web pages are mostly produced “on the fly” or “on demand”, based on specific parameters (URL, cookies,CRM, …). The most popular frameworks are based on PHP and Java (Open Source). Microsoft has also a powerful platform : ASP.Net

Flash. Programming language created by Macromedia and now owned by Adobe. Flash allows to build powerful animations (games, Websites, video, …). Flash is not compatible with Apple mobile devices is now (partly) in competition with HTML5.

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Amazon in 1999 …

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Amazon in 2002 …



User Web server

Website & blogs

Web 2.0Co-creation, social, mobile, AJAX, CSS, XML, RSS, tags, blogs, Wiki

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CSS (Cascading Style Sheet). Style sheet language (text file) used for describing the look and formatting of a document written in a markup language (HTML). Used today for responsive design.

AJAX (Asynchronous Javascript and XML). Web techniques used on the client-side. With Ajax, web applications can send data to, and retrieve data from, a server asynchronously (in the background) without interfering with the behavior of the page.

http://en.wikipedia.org/wiki/Ajax_(programming)

Web 2.0. Concept invented by Tim O’Reilly to define a “new” Web where users can interact and collaborate with each other, provide (user-generated), … in contrast to Web 1.0 (passive viewing of content). Examples : blogs, wikis, social networks, tags, …

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Amazon in 2009 …

Customized homepage for a registered user

with suggestions fitting his profile.

http://en.wikipedia.org/wiki/Ajax_(programming)

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API

User

Web serverWeb platform

API

API

API

API

API



Web 2.0Co-creation, social, mobile, AJAX, CSS, XML, RSS, tags, blogs, Wiki

Programmable WebCloud, API, apps, Open/Big Data, Chrome, HTML5, Responsive Design, IOT

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Responsive Web Design. A way to develop Websites ready to provide an optimal viewing experience across a wide range of devices (smartphones, tablets, laptops, TV, …).

Open Data. Concept that data owned by public services (essentially) should be freely available in a machine readable format to everyone to (re)use and republish as they wish, without restrictions or mechanisms of control. Highly promoted by UE.

HTML 5. HTML5 is a technology markup language used for structuring and presenting content for the Web. After HTML 4.01 and XHTML 1.1, HTML5 includes detailed processing models for more interoperable implementations. It also introduces markup and application programming interfaces (APIs) for complex Web applications and cross-platform mobile applications.

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Amazon in 2014 …

Customizedfor the consumer

Offers based on your profile

Call to action. Don’t miss the train ;-)

Social Media

Big menus

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A Web of apps … and Web OS ?

A vision of the future ? On the road to a Web of Apps, and non

more a Web of Sites ?

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Amazon Windowshop

Immersive way to discover what's new and bestselling in the world of media. Bestseller music list as a favorite.

Recommendations. Trailers for bestselling TV shows and movies. Insight into the top video games. Song samples. Books to read. Amazon Windowshop lets you get a taste of many titles, in one place. If you like what you see or hear, buy it right away or save it to your Amazon Wish

List. Everything has a direct link to Amazon.com, where you can complete your shopping experience with ease.

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Amazon Windowshop

360° full screen navigation, with zoom on each product and direct link (call to action) to buy it.

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“Classic” devices

Industry

{ }{ }{ }

ChipsCars

SQL / NO SQLDatabases

Servers & Applications

ModernBrower AppAppAppAPI / JSON{ }{ }{ } Data Social

Smart HomeSmartcities

Wearables

Hybrid Cloud

Global computing platformHybrid Cloud, industry 4.0, no sql, REST, JSON, jQuery, Backbone JS, …

Programmable WebCloud, API, apps, Open/Big Data, Chrome, HTML5, Responsive Design, IOT

Mobile Cloud

Empowerment

Data

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DigitalTransformation

Pervasive AccessGlobal Class Delivery

Extreme Behavior

“Big” context

Source : Gartner

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@ [email protected] …needs to be updated :-(

@ School ;-) Affiliate [email protected]

@ WorkWeb & Communication [email protected] linkedin.com/in/andreblavier

facebook.com/unpeudeblabla

@unpeudeblabla

andre.blavier

unpeudeblabla.tumblr.com

slideshare.net/unpeudeblabla

scoop.it/t/unpeudeblabla