Modern Architectures need to be framed by a true API-first approach -- one that adds chapters to the lexicon of Enterprise services, rather than adding silos to the portfolio (or even micro-silos to the mobile device). Come and expand your thinking about Salesforce's API-first commitment, and explore the future of value creation in heterogeneous enterprise environments. Watch the video now: https://www.youtube.com/watch?v=fobptwuaaa0

2. Modern Architectures – Dreamforce 2015
Raising the Platform
and Opening “the App”
Peter Coffee
VP for Strategic Research, Salesforce
@PeterCoffee
in/PeterCoffee

3. Safe Harbor
Safe harbor statement under the Private Securities Litigation Reform Act of 1995:
This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties
materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or
implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking,
including any projections of product or service availability, subscriber growth, earnings, revenues, or other financial items and any statements
regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded
services or technology developments and customer contracts or use of our services.
The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality
for our service, new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and
rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of any litigation, risks associated with
completed and any possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our
ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer
deployment, our limited history reselling non-salesforce.com products, and utilization and selling to larger enterprise customers. Further
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the most recent fiscal year and in our quarterly report on Form 10-Q for the most recent fiscal quarter. These documents and others containing
important disclosures are available on the SEC Filings section of the Investor Information section of our Web site.
Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available and
may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are
currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.

4. “Platform” Is In the Mind of the Customer
Platform
Compe&tors
Customer
Components
U&li&es
Value
Added:
Innova&on
Differen&a&on
Fric&on
Reduced:
Abstrac&on
Commodifica&on

5. If You’re Used to Schematic Diagrams, This is a “Platform”

6. When Components Become µscopic, This is a “Platform”

7. When Code Adds the Value…

8. When Coders Are Too Valuable, This is a “Platform”

9. Connection → Expectation; “Every Desk” → Inadequate

10. “A
study
commissioned
by
salesforce.com
suggests
that
60%
of
Bri&sh
employees
now
use
apps
on
mobile
devices
for
work-­‐related
ac&vity
and
nearly
a
quarter
(21%)
use
dedicated
department-­‐
specific
business
apps…
Enterprise apps
boost worker productivity by more
than 34%.”
Mobile Apps Have Become the Dominant Medium

11. Mobile Apps Have Become the Dominant Medium

12. Mobile Apps Become a Recognized Salesforce Strength
“Salesforce
offers
a
robust
and
mature
cloud-­‐centric
plaSorm
that
can
support
a
porSolio
of
apps
that
leverages
an
integrated
data
model,
with
no
separate
silo
for
mobile.
These
apps
can
incorporate
social
compu&ng
(ChaVer),
analy&cs,
workflow
and
other
capabili&es.”
“The
Salesforce1
PlaSorm
enables
developers
to
work
at
different
levels
of
the
technology
stack,
from
metadata
to
hybrid
container
to
na&ve
code
to
component-­‐centric
mobile
Web
apps.”

13. Even Today’s Hottest Devices Are Tomorrow’s Legacies

14. Even Today’s Hottest Devices Are Tomorrow’s Legacies

15. Ultimately, We’ll Expect Environment to Obviate Device

16. The Challenge: Think Through “Device”…to “Experience”

17. Increasingly, The Experience Is The Product
In two years, 90% of companies expect to compete almost entirely
on the basis of customer experience up from 36% two years ago.
– Laura McLellan, Gartner, quoted in Ad Age Sept. 2014
“We’re not in the basketball business.” - Mark Cuban
“Do what you do so well
that they will want to see it
again and bring their friends.”
- Walt Disney

18. Modern
Customer
Service
January
2015
We
can’t
all
be
above
average
But Most Companies Overestimate Their UX Leadership

19. A Silo in Your Hand…is Still a Silo
The
“Search”
feature
tells
you
something’s
wrong
Tomorrow’s
“app”
is
an
add-­‐on
to
a
lexicon
of
APIs
Its
dedicated
UI
is
just
a
“serving
sugges&on”

20. Mobile Platforms are Evolving → Service Brokers
blog.xamarin.com/expand-­‐your-­‐apps-­‐reach-­‐with-­‐googles-­‐app-­‐invites/
dzone.com/ar&cles/android-­‐60-­‐marshmallow-­‐and-­‐ios-­‐9

21.
• UI
built
on
top
of
public
API
• API
is
func&onally
complete
with
UI
• Each
of
our
named
clouds
is
therefore
more
than
a
“product”:
more
like
a
“pre-­‐integra&on”
API-First: Enabler for Silo-Free, Device-Neutral Systems
Redefining “Ready For Release”

22. Lightning Components: Packaging APIs for Non-Coders

23. Intelligence Turns Multiple Devices Into Unified Experiences
“Taking the connected
devices curve, and
subtracting the one for
A.I., we see…the point
where A.I. becomes so
capable that this friction
flips around and quickly
disappears.”
– “How Artificial Intelligence Will
Make Technology Disappear”
(Rand Hindi, June 2015)

24. A Connection Platform for Extreme Innovation
Not a Migration of Legacy Stacks – but Integration by Default
APIs
2,700+ Partner Apps
Open Ecosystem
Workflow
Data &
Objects IdentityAnalyticsCollaborationMobile UI
Scalable Metadata Platform
Complete CRM
AnalyticsCommunityMarketingServiceSales Apps
Trusted Multitenant Cloud
Fast App Dev & Customization

25. modern architectures
enterprise architecture
is being rebooted
modern architectures:
trends & reality
• ivory tower = kaput
• business won’t wait for
diagrams (or data) to be
perfect
• outcomes and verbs rule
• hybrid
• true agile
• metadata, model-driven,
elastic
• pull-focused à event-driven

26. share your feedback, and win a GoPro!
3
earn a GoPro prize entry
for each completed
survey
tap the bell to take a
survey
2enroll in a session1

27. thank y u
Peter
Coffee
VP
for
Strategic
Research
pcoffee@salesforce.com
@petercoffee
in/petercoffee
Crea&ve
Commons
AVribu&on-­‐NoDeriva&ves
4.0
Interna&onal