Fred IsbellSenior Director, SAP Services MarketingJuly 2014

Navigating the Brave New World: Technology Considerations for the 3rd Platform

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About Fred Isbell

Senior Director, Regional Engagement, Planning and Demand Management for Services Marketing

Joined SAP 2000 as Director North America SMB Channels Marketing 2000-2004

Senior Director NA Marketing Services Marketing 2004-2012

Solutions and Services Marketing Compaq Computer/Digital Equipment Corporation 1988-2000

Senior Consultant, Burke Marketing Services and IRI 1985-2988

BA Economics & Political Science Yale and MBA Marketing Duke; Duke/Fuqua Scholar

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Agenda

Background on SAP: Run Simple & Fast Facts

The Third Platform and Navigating Technology

Case Study: SAP, Germany and World Cup Soccer

How Technology is Impacting Marketing

Preview: my Social Media session next week

Q&A and Discussion

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An Introduction to SAP

Run simple.

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For over 40 years, SAP has helped businesses run better and improve people’s lives everywhere

SAP is Recognizedas an Employer of Choice

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SAP Fast Facts

SAP Impact and FactsSee how SAP helps companies all over the world Run Simple.

SAP strategy

SAP Cloud powered by SAP HANA

Run simple. = Cloud + SAP HANA

Navigating the Brave New World: Technology Considerations for the 3rd Platform

There are three kind of people: those that make it happen, those that watch it happen, and those that say “what the heck just happened”

Which will you be?

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Navigating the Brave New World:The Third Platform

1st -Mainframe and terminals

2nd - LAN/Internet and Client/Server and PCs and fueled last 25 years of growth

3rd - Mobile, Social, Big Data and Cloud

New solutions will be built upon this – and this is the source of most of the new growth we will experience

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My Information Technology (IT) Evolution

IBM 3270Terminal

Compaq“Portable”

My TechStack c.2013

DesktopLaptopiPAQ PDA

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The Third Platform is all about Scale:From thousands to millions to trillions!

Dimensions:

Users

Devices

Applications

Data & Content

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Gartner Perspective: The Nexus of Forces

“The Nexus of Forces is the convergence and mutual reinforcement of social, mobility, cloud and information patterns that drive new business scenarios. Although these forces are innovative and disruptive on their own; together they are revolutionizing business and society, disrupting old business models and creating new leaders. The Nexus is the basis of the technology platform of the future.”

Source: Gartner 2013

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Cloud

Abundance of cost-effective computational

power and storage

Mobile

The new de facto standard in business

interaction

Transformational technologies offer significant potential to drive business innovation

Social

Connected businessand social networks

Big Data

Real-time analyticfor behavioral and predictive insights

More than 60% of CEOs expect 15-50% of their earnings growth in the next 5 years to come from technology-enabled business innovations.– McKinsey study, 2013

”“

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External Insights: Market Opportunity

Source: PAC 2013

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The Third Platform:Cloud Computing

Software as a Service (SaaS)

Platform as a Service (Paas)

Infrastructure as a Service (IaaS)

Public Cloud and Private Clouds

Collaboration & Business Networks

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The Third Platform:Mobile

Where’s the growth? Not in Laptops and PCs -- in Tablets and Mobile Devices

Consumerization of IT

“Bring Your Own Device” (BYOD)

Huge and Amazing Growth Opportunity

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The Third Platform:Social Media and Social Marketing

Metcalfe’s Law: the value of a network is proportional to the square of the number of connected users (a network’s value grows exponentially)

A variation known as Reed’s Law speaks specifically to the utility obtained from scaling social networks

Pull Marketing versus Push

Best Practices: Learn, Observe, Listen, Jump in and Actively Participate

Blurs the line between work and private life, get used to it, it’s not going away!

“Chief Marketing Officers say social media spending as a percentage of marketing budgets will more than double over the next 5 years”Duke CMO Study February 2013

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Best Practices in Marketing TransformationJonathan Becher SAP CMO

blogs.sap.com/jonathanbecher/Twitter: @jbecher www.linkedin.com/in/jbecher

SAP Marketing Pillars

Jonathan BecherChief Marketing Officer at SAP

Duke MS Computer ScienceUVA BS Computer Science

Three Must-Do's For The Modern Marketer:

1. Embrace Next-Generation Skills

2. Measure What Matters

3. Walk A Mile In Your Customers' Shoes

#22 Social Media MagazineTop CMOs on Twitter

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The Third Platform:Big Data and Analytics

Navigating the Data and Information Explosion

Business Intelligence

Rise of the Information Worker

Real-Time Information Access

Big Data on top of Next-Generation Database Technology is the new “Killer App”

Dashboards

Predictive Analytics

Mr. DataBrent Spiner

“Father of BIHoward Dresner

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Best Practices in Technology Adoption & the 3rd Platform:SAP Runs SAP

SAP HANA

Cloud MobileAnalyticsDatabase /TechnologyApplications

SAP Runs

“We are the second largest user of iPads globally”

• SAP Business Suitepowered by SAP HANA

• SAP CRM on HANA

• In-Memory Analytics with SAP HANA

• BI & Visual Intelligence

• SAP Data Services

• Global Foundation for Innovation

• Best Practices• Rapid Deployment

with SAP RDS• Access to SAP

Consulting bench

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SAP and the Transition to the 3rd Platform

SAP and the Transition to the 3rd Platform

“SAP, in its 40-year history, has made the journey from the 1st Platform (mainframes) to the 2nd Platform (client/server) and is laying the groundwork to shift to the 3rd Platform. SAP now delivers a growing portfolio of 3rd Platform applications. In support of these offerings, SAP also provides a set of targeted, fixed-priced, and scoped packages called SAP Rapid Deployment Solutions to address the challenges for organizations in transitioning to the 3rd Platform.”

-- Henry MorrisSenior VP, Worldwide Software and Services Research, IDC

2014 World Cup Soccer:SAP as the 12th Man On the Pitch

SAP MarketingJuly 2014

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The Question of the Day

What is the most popular Sport in the World?Football (NFL, College)

Baseball (MLB, College)

Basketball (NBA, College)

Ice Hockey (NHL, College)

Soccer (MLS, College)

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Soccer (Football to the rest of the world) is by far the most popular sport in the world followed by cricket

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World Cup Soccer and SAP

SAP is a technology partner of the German National Team (DFB)

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Germany Wins 2014 World Cup – Assisted By Big Data

German soccer team partnered with SAP to create custom match analysis tool to collect & analyzes massive amounts of player performance data.

Match Insights analyzes video data from on-field cameras capable of capturing thousands of data points per second, including player position and speed

Data then goes into an SAP database that runs analytics and allows coaches to target performance metrics for specific players and give them feedback via their mobile devices

http://blogs.wsj.com/cio/2014/07/10/germanys-12th-man-at-the-world-cup-big-data/

SAP Match Insights

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Making Sense of Marketing Technology and the Rise of the Digital CMO

“The CMO is expected to spend more on technology than the CIO by 2017” – Gartner 2013

“Gartner predicted that by 2017, the CMO’s technology budget will exceed the CIO’s. Why? Because more often than not, it’s the CMO who is expected to drive this digital transformation, which is deeply dependent on technology “– Harvard Business Review 2013

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Navigating the Marketing Technology Landscape

My recommendations to focus your Learning upon:

Customer Relationship Management (CRM)

Marketing Automation

Marketing Dashboards

Digital Media

Big Data, Business Analytics & Reporting

Marketing Technology Landscape

Source: Scott Brinker @chiefmartechttp://www.chiefmartec.com and Lumascape

Discussion and Q&A

Fred IsbellSenior Director, Field Engagement TeamSAP Services Marketing

An Introduction to Social Media and Maximizing Your Personal Brand

June 2014

Thank You!Fred IsbellSenior Director, SAP Services Marketingfred.isbell@sap.com www.sap.com/services

Twitter: Fmisbell Facebook: Fred M Isbell Linked In: www.linkedin.com/pub/fred-isbell/0/827/903Edit