innovation in an open world
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Presentación para leTRANSCRIPT
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© 2012 IBM Corporation
Innovación tecnológica para un mundo abiertoIII Foro InnovAcción, Tenerife 26 de Abril, 2012
Marco Laucelli MeanaTM & Strategy Consultant
mlaucelli
es.linkedin.com/in/mlaucelli
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El legado de Mike May
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El planeta Visible
Tenemos la capacidad de medir, sentir y ver las condiciones exactas de prácticamente cualquier cosa
Las personas, objetos y los sistemas pueden comunicarse e interactuar de una forma completamente nueva
Podemos responder rápidamente a los cambios, prediciendo y ajustándonos a eventos futuros
�30.000 M de RFIDs�2.000 M de personas�1.000 M de cámaras
�85% coches eventos�1Km2 predicción meteo
�4.000 M de líneas de móvil�1 Billón de devices IOT
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El entorno como Sistema
Nivel de agua deseado
Diferencia percibida
Posición del grifo
Flujo de agua
Nivel del agua
� Elementos
� Interconexiones
� PropósitosSistema =
Edificio
Sistema de gestión del agua
Ciudad
+ IT =Sistema
inteligente =
� Visible
� Medible
� Gestionable
� Mejorable
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Un sistema de Sistemas
IT
Fabricantes Telecomunicaciones
Energía
Logística
Transporte
Salud
Seguridad
Recursos
Acción Efecto
secs años
In/eficiencia
KPIs
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Una economía de SistemasThe world’s 4 trillion dollar challengeIBM Institute of Business Value, 2010
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Desentrañando al Sistema
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El mundo es más
Pequeño.
El mundo es más
Plano.
El mundo está a punto de ser
SMARTER.
IBM & Smarter Planet
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Los retros del Cambio
85% of companies believe that there are business benefits
to encouraging customers to talk publicly – whether positive
or negative
The EconomistIntelligence Unit, marzo 2012
Transparency promotes accountability, which can
improve performance. It enables people to find information that they can readily find and use.
Barak Obama, OpenGov Partnership, Septiembre 2011
"It is not the strongest of the species that survive, nor the most intelligent, but the one most responsive to
change”
Charles Darwin (?) o Clarence Darrow,
Involucrado Transparente Ágil
Cualquier sonido que hiciera Winston superior a un susurro, era captado por el aparato[…] Incluso
se concebía que los vigilaban todos a la vez.
Big freedom: The acceptance of being tracked
by your mobile is accelerated by successful location-based services.
The social graph: if you mapped out all the connections between people and the things they care
about, it would form a graph that connects everyone together.
Mark ZuckembergF8 event, marzo 2011
Vodafone futureAgenda, 2012George Orwell, 1984
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Tecnologías para el CambioT
en
de
nci
as
Ca
pa
cita
do
res
Vis
ión
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Estudiando historia en los libros
5M de libros~4% de los
libros
( )
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+ variedad de datos
Datos en movimiento
+ volumen de datos
Big, fast and new data
“Big Data: The next frontier for innovation, competition and productivity”
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BigData y la sensorizacion del entorno
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BigData y la visión completa del entorno
SensoresWork
orders
Planificación
Estado de recursos
Incidentes
Sensor technologies, citizen reports,
public safety reports, and other
sources of information are fed into
IBM's operations center — where
patterns are analyzed.
Estado del tráfico
Impacto
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BigData y la Visión de un Subsistema
Información de ventas en tiendas concesionarias
Información de parkings y tráfico
Incidentes de seguridad, conexión agencias externas
Información de recursos (agua, luz…) del edificio, flujos de personas
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Average transaction per street
Sensorizando el Consumo
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Las personas como sensores pasivos
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Las personas como sensores activos
Los Angeles Schools: Crowdsourcing de
mantenimiento
Creek Watch: Crowdsourcing
información hidrográfica
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Big Data y el Turismo
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Los hecho son Sagrados
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MeteringSensing
Real Time
Data Integration
Real Time
+ Historical Data
Data Modeling
+ Analytics
Visualization
+ Decisions
� Modelado y análisis de los datos
para crear conocimientos a partir de los datos y alimentar el soporte a la decisión y la toma de acciones
Feed-back al usuario o la
fuente de información
Incentivos para cambiar
el comportamiento o
la acción
� Comparación con datos históricos
� Recolección de datos
� Integración de datos
Source: IBM Corporate Strategy
Historias de Negocio
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Historias vacaciones y viajes
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Historias vacaciones y viajes
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Most Power topics are heavily interconnected. Server performance, cost and affordability are key
drivers of positivity
IBM CORE Assessment Power7 launchIBM Power | Theme Relationships
Historias de amores y odios
Cost/
Affordability
Virtualization
Industry News Installation/
Configuration
Support
Microprocessor
Comparison
Operability/User
Preference
Product
Documentation
Server
Performance
Software
Interoperability
Energy Efficiency
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Desde la prensa al BAO: Visual Analytics
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Tendencias de valor: Analytics
2010
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La ciudad transparente Major’s dashboard
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Personas: sensores y actuadoresSocially Synergistic Solutions
New top-line opportunities, greater
effectiveness, better relationships with
customers and partners, enhanced talent
pool, increased resiliency and efficiency
800.000 peticiones/año
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Involucrado
Transparente
Ágil
El precio de la Conexión
Oportunidad Requisito
Colaboración
Consecuencia
Compromiso Nivel de servicio
Inteligencia Transparencia Visibilidad
Adaptación Flexibilidad Apertura
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Esta dinámica está
cambiando la forma
en que se fabrican
los productos, se
distribuyen y venden,
haciéndolo más
complejo que nunca.
Las expectativas de
los clientes sobre el
servicio, precio y la
entrega están
creciendo
Los clientes tienen
acceso ilimitado a
información que
pueden compartir en
tiempo real con el
mundo
Las redes sociales y el
móvil están
cambiando
dramáticamente las
dinámicas entre
vendedor y
comprador
Los prestadores de servicios
turísticos deben servir a segmentos más específicos con sus
propias preferencias
El conocimiento único de los usuarios
permite ofrecer
servicios diferenciadores
frente a la comoditización
El nuevo rey: user driven innovation
La complejidad derivada requiere
estandarización e integración de la
cadena
Hotel 2020: The personalization paradoxDriving intimacy, consistency and efficiency for profitable growth
~ 20% viajeros
usan + 5h en
Internet planificando
sus viajes
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Sourcing, controlling
and procurement of
goods and services
Targeted and
personalized
marketing across all
customer interactions
Selling and fulfillment
of products and
services across
all channels
Servicing
customer needs
across all
interaction
channels
MarketBuy
Service Sell
Customer
El sistema del comercio
SellPosibilita a clientes y
socio comprar lo
que quieren
BuyCadena de suministro
optimizada, relación
con proveedores
ServiceAnticipación del
comportamiento del
cliente, fidelización
MarketContenido
personalizado y ofertas
únicas multicanal
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El negocio se hace social
Una start-up es social cuando nace…
… pero cuando creceinvolucra más personas, que ocupan
trabajos más formales, con cometidos
específicos, menos comprometidos con
el proyecto…
Business gets social, 2001
The Social Organization
By Anthony J. Bradley and Mark P. McDonald
Get Bold: Using Social
Media to Create a New
Type of Social Business
By Sandy Carter, IBM
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Current &
Prospective
Customers
Prospective
Employees
Suppliers
Partners
…todas las funciones se hacen sociales
Social Media
Social
Business
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FICO™ Credit Score
Permiso del Gob para la web
myFICO Forums
From B2B to B2C
+1 M fans 2009
#1 consumer brand
Política de páginas de Facebook
Meetings @ Coca-Cola
Contract with Mtking
Dos experiencias en social business
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38
Social Biz @ IBM
18,000 blogs; 86,655 bloggers
240,000 files; 5.4 million downloads
285,000 wiki pages; 15.2 million views
12 million instant messages per day
150,000 meetings; 1M participants
20,000 communities; 345,000 members
�+ 2,700 people
from 80
countries in
2011
�+ 600.000 Profiles
�4M visitors/month
�30.000 articles
�~$100M Saving in
support
�Evangelists
�1,600
ambassadors
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Social significa abierto
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OpenInnovation @ IBM
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Variación de Demanda
Agilidad de Servicio
Los capacitadores: Cuando quiera, donde quiera
AccessOpenIndustryEngagement
Industria
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Los otros capacitadores: skills
Big Data
Data volumes are doubling every year in most areas of modern science
Analytics
“flexibility to incorporate new types of data and
navigate across
tiers and domains of knowledge."
Collaboration
Researchers bring
the right expertise to projects through collaboration
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1. El mundo es más visible y también más complejo
2. Los sistemas y las redes sociales han estado siempre ahí
3. El conocimiento crea redes, las redes posibilitan la colaboración y la colaboración acelera nuevo
conocimiento y nuevas redes
4. Es necesario abordarlo con apertura y optimismo
Algunas conclusiones
There’s always a way. Believing is the absolute critical bridge you need
to cross. I decided I had to be more analytical. I had to think of vision as
a tool and to use it in conjunction with my other tools.
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© 2012 IBM Corporation
Marco Laucelli MeanaTM & Strategy Consultant
mlaucelli
es.linkedin.com/in/mlaucelli
Gracias