This presentation was given to Mariner's Executive Roundtable participants in March, 2014 and highlights the business value of a SMAC (social, mobile, analytics and cloud) platform. Intended to for business leaders, this presentation details how SMAC can positively impact an organization.
Kawasaki noted how in the days before refrigeration, the ice industry consisted of ice harvesters in cold climates using horses, sleighs and saws to collect ice outdoors during winter months. Ten million pounds of ice were shipped in 1900 that way, he said. Then came “Ice 2.0″ — factories that could freeze ice anywhere and an ice man who would deliver it to establishments and homes. Finally came “Ice 3.0″: home refrigerators.Of course, none of the ice harvesters got into the ice factory business, and none of the factories got into the refrigerator business. That’s because “most organizations define themselves in terms of what they do,” he said, “instead of thinking ‘what benefit do we provide the customer?’ True innovation comes when you jump curves, not when you duke it out for 10% or 15% better.”Great companies aren't created when a book retailer says, "We're going to change the way books are sold. Instead of carrying 250,000 titles, we're going to carry 275,000." Great companies are created when you say, "Instead of 250,000 titles, we're going to carry 2.5 million." Then you have Amazon.
Social: Not just about social media“Linked data”Metcalfe’s lawMobileMobile apps are the most common customer touchpointDigital trail, locational awarenessDelivers “Mass personalization at scale”Analytics/Big data: Data is the raw material. The content.Cloud:Mobile is the edge – cloud is the coreCloud is the mothership
SMAC a product -> Get a better customer experienceSMAC a process -> Get a better outcomeBehind any purchase is a customer goal or desired outcome. Customers buy insurance to cover unpredictable losses; they buy running shoes to lose weight; or they use new golf clubs to improve their golf scores. In light of the emerging technologies discussed in this article, the challenge to enterprises is to rethink their relationship to their customers’ goals. By selling customers smart things rather than dumb things, enterprises can surface information that guides their customers to more successful outcomes.Amazon knows you better than your neighboring retail store.Netflix knows you better than the cable company.Internet advertising: Google knows you so much better than TV/Newspapers. They can deliver mass personalization at scale