the world of mobile, social, and rapidly expanding data

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© Copyright Ovum. All rights reserved. Ovum is a subsidiary of Informa plc. 1 The World of Mobile, Social, and Rapidly Expanding Data Fredrik Tunvall [email protected] @tunvall Sep 10, 2013

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Keynote presentation I gave at Computerworld and SAP's BI seminar in DC, Philadelphia, Dallas, and Costa Mesa; discussing how mobile, social, and Big Data is affecting business intelligence and analytics initiatives in the modern enterprise.

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Page 1: The world of mobile, social, and rapidly expanding data

© Copyright Ovum. All rights reserved. Ovum is a subsidiary of Informa plc. 1

The World of Mobile, Social, and Rapidly

Expanding Data

Fredrik Tunvall

[email protected]

@tunvall

Sep 10, 2013

Page 2: The world of mobile, social, and rapidly expanding data

© Copyright Ovum. All rights reserved. Ovum is an Informa business. 2

IT needs to be ready for continuous disruption

Page 3: The world of mobile, social, and rapidly expanding data

© Copyright Ovum. All rights reserved. Ovum is an Informa business. 3

We all emit data, lots of it.

Data needs to be front and center,

no matter how small or big

Intelligence and analytics are

universal, “Big Data” isn’t

Data are everywhere

Page 4: The world of mobile, social, and rapidly expanding data

© Copyright Ovum. All rights reserved. Ovum is an Informa business. 4

Analytics is central in an intelligent business

Page 5: The world of mobile, social, and rapidly expanding data

© Copyright Ovum. All rights reserved. Ovum is an Informa business. 5

Access here (and there)

Mobile access is nothing new

But tech advancements and

business requirements have

changed the use cases and

opportunities

E.g. mobile BI empowers

business users to make

informed decisions anywhere

Page 6: The world of mobile, social, and rapidly expanding data

© Copyright Ovum. All rights reserved. Ovum is an Informa business. 6

Mobile BI is a growing enterprise trend

Page 7: The world of mobile, social, and rapidly expanding data

© Copyright Ovum. All rights reserved. Ovum is an Informa business. 7

Interactions everywhere

Social is external and internal

Social is (mostly) bidirectional

Social is data

Page 8: The world of mobile, social, and rapidly expanding data

© Copyright Ovum. All rights reserved. Ovum is an Informa business. 8

Store

Research

Shop

Select

Purchase

Use

Support

Recommend

Repurchase

Ads

Word of

Mouth

Store

Web

Mobile

app

Call

SMS

IVR

Call Email

Chat

Web

Forums

Social

Media

Social

Media

Web

Word of

Mouth

Social

Media

Social

Media

Social at each stage of the customer experience

Page 9: The world of mobile, social, and rapidly expanding data

© Copyright Ovum. All rights reserved. Ovum is an Informa business. 9

And social media matters..

Page 10: The world of mobile, social, and rapidly expanding data

© Copyright Ovum. All rights reserved. Ovum is an Informa business. 10

Mix data, mobile, and social together

Smart connected interactions

Data

BI

Analytics

CRM

Web interactions

Devices

Smartphones

Tablets

Web browsers

Social Channels Applications

Email

SMS/Text

Social media

Page 11: The world of mobile, social, and rapidly expanding data

© Copyright Ovum. All rights reserved. Ovum is an Informa business. 11

Use data, mobile, and social to personalize your

products and services

Page 12: The world of mobile, social, and rapidly expanding data

© Copyright Ovum. All rights reserved. Ovum is an Informa business. 12

Recommendations

Page 13: The world of mobile, social, and rapidly expanding data

© Copyright Ovum. All rights reserved. Ovum is an Informa business. 13

Create an information driven business - internal

Analytics is not just for power users – it is for everyone

D-I-Y data access, data exploration, and build (reports, dashboard,

etc.)

Consumerization of IT - “Google fast, Apple simple”

Value add: Ad-hoc data exploration; find diamond in the rough,

wisdom of crowds

Technology Solutions: Most BI and analytics vendors offer self-

service tools for the business user – data visualization, ease-of-

use, and mobile are central functionalities to look for.

Page 14: The world of mobile, social, and rapidly expanding data

© Copyright Ovum. All rights reserved. Ovum is an Informa business. 14

Create an information driven business - external

Listen to the social drum – what are your customers saying?

Analyze interactions and align accordingly

Mobile is becoming a “must-have” rather than “nice-to-have”

Value add: Being platform agnostic and social media savvy can

be differentiators. Using analytics to individualize products and

service can be a game changer.

Technology Solutions:

Tools that allows companies to analyze and integrate external data

with internal.

Tools that allow companies to take action and interact externally in

the now.

Page 15: The world of mobile, social, and rapidly expanding data

© Copyright Ovum. All rights reserved. Ovum is an Informa business. 15

Understand your journey

1. Properly identify end-user demographics and

requirements (both external and internal)

Page 16: The world of mobile, social, and rapidly expanding data

© Copyright Ovum. All rights reserved. Ovum is an Informa business. 16

E.g. what device should we support..?

*Ovum: 'Mobile Phone and Smartphone Forecast 2013–2017

34% 33% 33%

20% 19% 20%

29% 30% 28%

19%

22% 22% 23% 23% 24%

17% 17% 16%

55% 56% 54%

60% 58%

53% 55%

52% 50%

61%

53% 52%

62%

54%

51% 54%

60% 58%

4% 5% 7%

5%

11%

17%

7% 9%

12%

5%

10% 10%

5%

13% 15%

8% 10%

12%

0%

10%

20%

30%

40%

50%

60%

70%

2013 2015 2017 2013 2015 2017 2013 2015 2017 2013 2015 2017 2013 2015 2017 2013 2015 2017

North America South & Central America Western Europe Eastern Europe APAC Middle East &Africa

Apple iOS Google Android Microsoft Windows RT

Page 17: The world of mobile, social, and rapidly expanding data

© Copyright Ovum. All rights reserved. Ovum is an Informa business. 17

But!

*ben-evans.com

Page 18: The world of mobile, social, and rapidly expanding data

© Copyright Ovum. All rights reserved. Ovum is an Informa business. 18

Understand your journey.. continued

2. Information-driven applications

are a joint venture between IT

and business

3. Conduct pilots and POCs

4. (Most) UI and UX need to

resonate with consumer apps

5. Learn from your peers (start right

here!)

Page 19: The world of mobile, social, and rapidly expanding data

© Copyright Ovum. All rights reserved. Ovum is an Informa business. 19

Final thought: Transformation can be painful, but..

Page 20: The world of mobile, social, and rapidly expanding data

© Copyright Ovum. All rights reserved. Ovum is a subsidiary of Informa plc. 20

Thank You

Fredrik Tunvall

[email protected]

@tunvall