The Next Big Thing
Posts about next generation technologies and their effect on business.

Marketing in 2020

marketing.pngThere have been a number of industry specific version of HP’s 20/20 effort but I just saw the most recent one focused on marketing. The subtitle for the release is Welcome to a new reality of split-second decisions and marketing by the numbers.

 

When they were pulling together this release, they took a number of subject matter experts and allowed them to discuss the key issues they see in the marketing space. It has a number of articles and perspectives such as:

  • An overview of marketing macro trends
  • Real-time marketing
  • Buyers in control
  • Insights from information
  • Too much information
  • Challenges of marketing in 2020
  • The CMO of 2020

In any case one thing that is clear – as marketing becomes more information and context rich, it will become measured by actual and modeled performance more than ever before.

Collaboration between humans and automation

Human Automation.pngFor a long time I have been expressing the need to look at and understand human augmented automation and concepts like attention engineering. Here is an article titled Human-Agent Collectives that recognizes:

 

“People's activities and collaborations are becoming ever more dependent upon and intertwined with this ubiquitous information substrate.”

 

And then discusses the issues from a number of perspectives.

Fluid.IT – turning BYOD inside out, to focus on me

fluid.jpgOne of the issues with efforts like BYOD and IoT is that it can easily add more complexity for the individual. Attention is one of the scarcest resources we have and these new approaches need to demand less from users not more and more. They need to recognize the context of what’s happening and filter or even act upon it – rather than cry out for attention.

 

There is quite a bit of press related to various approaches recently to shift how email is used, but most of these efforts still remain focused on email. Frankly, email is a conduit and most of us have many of these conduits feeding into our lives. Also, it is just one of many conduits, depending on your role. What I want is a digital butler on steroids that works on any device and makes sense of your e-life, e-work and e-history. It hides the complexities of the systems and provides a unified experience around me.

 

This is exactly the kind of research some of the individuals in HP Labs and PPS showed me the other day. A tool called Fluid.IT that shifts your focus from the various sources (e-mail, CRM systems…) to focusing your attention on what you’re really like to get done – no matter where it needs to happen. With Fluid.IT you don’t need to know where your services are (after the initial setup), you just know it’s doing what you need done. This is sort of like when you put your money in the bank. You know something is happening there with it, but you don’t really care. You just want to be sure you can take it out when you need it. Fluid.IT derives the context and aggregates what is important to me, providing more about what I need and less about the plumbing of addressing that need.

 

It includes concepts like liquid-talk that facilitates collaboration in the ideal method of the receiver not just the sender and allow for both enterprise-level and individual customization. The whole approach is delivered using platform independent techniques that allow you to consume wherever and whenever you need to. It is an examples of providing a customized approach in a standard way leveraging the tools that already exist in your personal and enterprise life.

 

Are there systems where you can see this approach applied? I can see it for sales (as I mentioned with CRM) or in the healthcare provider space where you’re pulling together information from a variety of systems and would like to have situational awareness with minimal distractions. They have implemented gamification techniques to facilitate the behavioral understanding and improvement from across a range of systems.

 

I see these kinds of systems as a stake in the ground for what we’ll all be expecting in the near future for our interactions.

Enterprise Automation: a cure for matrix management woes?

 

automated decisions.pngMatrix management came about to increase communications, flexibility and collaboration between the various parts of an organization. In the process, some people view that it has increased the latency in decision making and the ability of organizations to respond quickly to situations.

In a recent HBR article, Tom Peters wrote about moving Beyond the matrix organization. In the article, he talked about the issues matrix organization structures are trying to address and the various unintended consequences.

 

We have new tools today that can address communications, flexibility and collaboration (among other characteristics) that didn’t exist when the concept of matrix management was formed. The article states:

 

“Under the time-honored principle of management by exception, the organization runs itself until divergence from plan triggers off a warning signal. However, in today’s complex organizations, equipped with overly elaborate planning and control systems, warning signals are constantly being triggered. Giving the attention of top management to each (the implicit consequence of matrix structure) means dissipating the company’s sense of direction.”

 

These seems to be exactly the kind of issue that cognitive computing techniques and automation could be applied, sifting through these triggers and handling the ones that are understood and focusing our creativity on those that actually could benefit – we have the compute power. The alerts coming from these systems would not be distractions, but opportunities. We’re seeing exactly these techniques enabling cloud computing, enabling leveraging of large arrays of resources. Now it just needs to be expanded into the rest of the enterprise.

 

 

World quality month

36796-125x125-WQM-14.gifDuring the month of November, organizations around the globe join together to celebrate World Quality Month. The hash tag on twitter is: #wqm14. The goal of WQM is to: “promote the use of quality tools in businesses and communities. Quality tools, such as flowcharts and checklists, reduce mistakes and help produce superior products. Quality principles could reduce headline-making errors, like food safety, toy recalls, and financial disruptions.”

 

Quality is one of those words that the definition is dependent on an individual’s context. Sure you can have SLAs in a contract, but if you’re still not happy at the end of the day, the definition of quality wasn’t quite right.

 

When I talk to technical leaders about their role one of the statements I commonly make about their role and quality is: “Quality is what you’ll put up with.”, since that demonstrates what you’ll accept to others.

 

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About the Author(s)
  • Steve Simske is an HP Fellow and Director in the Printing and Content Delivery Lab in Hewlett-Packard Labs, and is the Director and Chief Technologist for the HP Labs Security Printing and Imaging program.
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