After the Revolution: Governing the Connected Everything

Peter Coffee

VP for Strategic Research, salesforce.com inc.

@petercoffee

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Safe Harbor

The People are Connected

Do They Understand the Implications?

• “With the rise of the networked device, what

people do in their homes, in their cars, in

stores, and within their communities will be

monitored and analyzed in ever more

intrusive ways… In your own well-wired

home, there will be no ‘opt out.’

• “You can almost hear the ominous narrator’s

voice from an old ‘Twilight Zone’ episode

saying, ‘Soon the net will close around all of

us. There will be no escape.’

• “Except it’s no longer science fiction. It’s our

barely distant present.”

Are We Prepared to Address Their Concerns?

• “A lot of the web services allow unauthenticated

or unencrypted communication between the

devices, so we’re able to alter the info that gets

fed into the medical record … so you would get

misdiagnosis or get prescriptions wrong.”

• “The physician is taught to rely on the

information in the medical records … [but] we

could alter the data that was feeding from these

systems, due to the vulnerabilities we found.”

When GE CMO Beth Comstock asks,

“How do we connect customers and

employees to our machines?” that’s a technology question.

( can do that for them.)

When she asks,

“What if my jet engine could talk to me?

What would it say?” that’s a much more interesting question.

Only GE can answer it.

Connection Invites Conversation

• “Look: Spot has the ball! See Spot run!” is impressive compared to “point and grunt,” but…

• If you write an application…

…break it into modules…

…and write an API that documents

the modules’ interactions…

…who will find it useful for anything else?

• If you have a “customer” object, what interactions should it enable?

• If you have a “warehouse” object, what interactions must it anticipate?

Remember Warehouse 13: When a ‘Warehouse’ class had no API for things

getting lost or stolen, users created a new ‘warehouse’ (they could do that) where

missing things could be ‘sent.’ Complications followed.

What Can Your Vocabulary Say?

We Need to Enable Negotiation… …Not Just Transaction

• Language is not just a tool for

expressing agreement

• Naïve APIs assume that everyone

is honest and cooperative

• Language can be a tool for

deception; APIs must support

qualification and verification

We Need to be Able to Trust…(wait for it)… …Software

If you think people are touchy about

a software update that doesn’t work

the first time…or worse yet, makes

the machine stop working…wait

until that update was automatically

pushed to a connected device that

they were using at the time.

The App Store model has raised our

expectations. We’re not done.

Trust: Without Which Nothing Else Matters

If you think people are touchy

about their money, wait ’til you

know where they were parked

and who else was in the car,

with what kind of music playing

on the radio.

It’s essential to reduce

complexity and to narrow the

scope of privileges – rather

than compounding complexity

and enabling more superusers.

We Need to Connect People… …Not Just Devices

“I’m not used to GPS at all," Ms. Latshaw

says. A former BMW owner, she confesses

she “worked on daylight-saving time all

year last year” because she couldn’t figure

out how to reset the German car's clock.

Customers like Ms. Latshaw are why

Sewell [Lexus] has Alex Oger, the

dealership's first “technology specialist.”

“An app for that”

can’t become

“an app for everything”

We Need to Be Bold About Redefining… …‘the Product’

In a connected world, the very essence of

what you’re selling may

radically change

The relationships

among ownership, access, control, and

cost of many objects are up for disruptive

adjustment

Your ‘Product’…May Really Be Just a Data Collector

“The addition of BaseSpace

eliminates the need for

expensive IT infrastructure,

simplifying the process of

adopting a personal sequencer

for labs of any size and

experience,” commented Illumina

CEO Jay Flatley.

Illumina Launches BaseSpace Cloud Platform for MiSeq

• “September was another record

month – 31.5 billion transactions, up

50% from September ’12, with

average response time of 253 ms”

• That was then; this is (closer to) now

A Tiny Little Bit About Us

• “September was another record

month – 31.5 billion transactions, up

50% from September ’12, with

average response time of 253 ms”

• Redefining “Done”:

GA Criteria for New Functionality

UI built on top of public API

Thus, the API is functionally

complete with the UI

A Tiny Little Bit About Us

Salesforce1 Platform APIs

Salesforce1 App

Salesforce1 Platform Services

Force.com Heroku1 ExactTarget

Fuel

Sales Cloud Service Cloud ExactTarget

Marketing Cloud AppExchange

What’s Needed is a Customer Platform

Don’t Aim Low

• Do not be timid in projecting the future of this

transformation: multiple sources agree that

by 2020, 50 billion devices may have

Internet connections.

• Assume global connectivity, infinite

bandwidth, and free processing power as

a basis for planning

None of those goals will ever be fully met…

…but any attempt to “be realistic” will

undershoot actual progress.

blogs.salesforce.com/company/2012/11/making-real-the-internet-of-things.html

@petercoffee

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