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LIFE AS A SERVICE 
Aman Narain 
November 2014 
@amanwhotweets 
&
Revolution or Evolution? 
THE AGRICULTURAL REVOLUTION 
17th CENTURY 
UK 
FOOD 
TRADE 
SUBSISTENCE 
WHEN 
WHERE 
WHAT 
CONSUMPTION 
PATTERN: 
CODEBLU.COM / AMAN NARAIN 2014
What we learned from 
THE INDUSTRIAL REVOLUTION 
WHERE 
WHEN 
WHAT 
CONSUMPTION 
PATTERN: 
Phase I Phase II 
UK, US, DE, JP 
19th CENTURY 
ENERGY 
RESOURCES 
MASS PRODUCTION 
HYPER 
UK 
18th CENTURY 
TEXTILE 
TRANSPORT 
EFFICIENCY 
SURPLUS 
CODEBLU.COM / AMAN NARAIN 2014
We are at the end of the beginning of 
THE DIGITAL REVOLUTION 
WHERE 
WHEN 
WHAT 
CONSUMPTION 
PATTERN: 
US + GLOCAL 
21th CENTURY 
MAKER 
MOVEMENT 
CRYPTO 
CURRENCIES 
COLLABORATIVE 
US 
20th CENTURY 
PROCESSING 
POWER 
SOFTWARE/HARD 
WARE 
HYPER 
CODEBLU.COM / AMAN NARAIN 2014 
Phase I Phase II
With new realities created by a value shift 
IN WHAT CUSTOMERS EXPECT 
Transparency 
Participation 
Networked 
Governance 
Do-it- 
Ourselves 
Collaboration 
Speed 
More 
Afflictive 
Source : J. Heimans: What new power looks like 
Fickle 
CODEBLU.COM / AMAN NARAIN 2014
A Revolution powered by 
TECHNOLOGY STANDARDS 
Source : John Maeda, WSJ: 25 Dec, 2012 
CODEBLU.COM / AMAN NARAIN 2014
A Revolution powered by 
TECHNOLOGY INNOVATION 
BIG DATA 
CLOUD 
LOW COST 
HIGH FIDELITY 
INTERNET OF THINGS 
CODEBLU.COM / AMAN NARAIN 2014
A Revolution powered by 
PLUNGING TECHNOLOGY COST 
Average Global 
Smartphone 
Pricing Trends 
Global Bandwidth 
Cost Trends 
Global Storage 
Cost Trends 
Source : @KPCB CODEBLU.COM / AMAN NARAIN 2014
The Digital Revolution is forcing a shift from 
PRODUCT TO CUSTOMER CENTRIC 
PRODUCT 
PRICE 
PROMOTION 
PLACE 
NEW POWER 
MASS CUSTOMIZED 
INCREASE 
RESERVATION PRICE 
DEMAND DRIVEN 
GLOCAL 
OLD POWER 
MASS PRODUCED 
LOW PRICE HIGH 
VOLUME 
SUPPLY DRIVEN 
LOCAL 
“ 
The difference is 
due entirely to 
the “how” and not 
the “what,” which 
the customer is 
willing to pay 
more for. 
” 
Niraj Dawar 
Author TILT 
CODEBLU.COM / AMAN NARAIN 2014
Most companies are tinkering not transforming 
BUSINESS MODELS 
(e.g. Banking Industry) 
Playground for banks 
Source : A.T. Kearney analysis 
Degree of Disruption 
Organization 
and 
governance 
realignment 
Price and 
revenue 
model 
Culture and 
people 
Big data and 
systems 
integration 
Straight – 
through 
processing 
Seamless 
channel 
integration 
Branch 
restructuring 
PFM 
tool 
Wallet 
solution 
Video 
Advisory 
App 
Suite 
CODEBLU.COM / AMAN NARAIN 2014
Some companies are taking the plunge and 
offering LIFE AS A SERVICE 
“Forward looking 
companies will redefine 
themselves and move 
from being just car and 
truck manufacturers to 
become personal-mobility 
companies” 
“We are no longer sell 
light bulbs we are in the 
business of offering 
lighting as a service” 
Meike De Schepper 
Phillips 
Bill Ford 
Ford Motor Company 
CODEBLU.COM / AMAN NARAIN 2014
LaaS companies are pivoting to 
NEW MODELS & NEW VALUES 
Source : Jeremy Heimans: What new power looks like 
LaaS 
Obama Campaign Kickstarter 
LinkedIn 
Obama in Office 
Apple 
The Economist Patagonia 
OLD POWER VALUES NEW POWER VALUES 
OLD POWER MODEL NEW POWER MODEL 
XPriz 
e 
Huff Post 
Wikipedia 
Bitcoin 
Nobel Prize Hilary’08 Guardian 
IRS 
Monsanto 
NEA 
Unilever 
NRA 
Google 
Facebook 
CODEBLU.COM / AMAN NARAIN 2014
LaaS firm are innovating around the 
AXIS’ OF DISRUPTION 
COMPLEX 
SIMPLE 
BUNDLED 
CHOICE 
UNBUNDLED 
EXPERIENCE 
SECRECY 
TRUST 
PRIVACY 
POST PAID 
PRICING 
SUBSCRIPTION 
INFORMATION 
DATA 
INSIGHT 
OLD POWER MODEL 
NEW POWER MODEL
LaaS firm are innovating around the 
AXIS’ OF DISRUPTION 
LOYALTY 
PRODUCTS 
CODEBLU.COM / AMAN NARAIN 2014 
OLD POWER MODEL 
INTERMEDIATES 
MARKETING DISTRIBUTION SEGMENTATION 
NEW POWER MODEL 
DIRECT 
CAMPAIGNS 
COMMUNITY 
WALLET 
KLOUT 
TENURE 
USAGE 
MASS PRODUCE 
MASS CUSTOMIZE
OLD POWER VALUES NEW POWER VALUES 
HELD BY FEW 
Source : Jeremy Heimans: What new power looks like 
MADE BY MANY 
DOWNLOADS UPLOADS 
COMMANDS SHARES 
LEADER-DRIVEN PEER-DRIVEN 
CLOSED OPEN 
CODEBLU.COM / AMAN NARAIN 2014
Why do you want to be a 
LaaS COMPANY 
AVOID COMMODITIZATION 
EMPOWERED STAFF 
SUSTAIN PROFITABILITY 
NEW REVENUE SOURCES 
SAVE THE PLANET 
1 
2 
3 
4 
5 
Source :Graphic by Vladimir Mirkovic, http://bit.ly/ColEcoDay 
CODEBLU.COM / AMAN NARAIN 2014
THANKS 
@amanwhotweets 
Opinions: amanwhoblogs.com 
Website: codeblu.com 
Lab: aleph-labs.com

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Life as a Service

  • 1. LIFE AS A SERVICE Aman Narain November 2014 @amanwhotweets &
  • 2. Revolution or Evolution? THE AGRICULTURAL REVOLUTION 17th CENTURY UK FOOD TRADE SUBSISTENCE WHEN WHERE WHAT CONSUMPTION PATTERN: CODEBLU.COM / AMAN NARAIN 2014
  • 3. What we learned from THE INDUSTRIAL REVOLUTION WHERE WHEN WHAT CONSUMPTION PATTERN: Phase I Phase II UK, US, DE, JP 19th CENTURY ENERGY RESOURCES MASS PRODUCTION HYPER UK 18th CENTURY TEXTILE TRANSPORT EFFICIENCY SURPLUS CODEBLU.COM / AMAN NARAIN 2014
  • 4. We are at the end of the beginning of THE DIGITAL REVOLUTION WHERE WHEN WHAT CONSUMPTION PATTERN: US + GLOCAL 21th CENTURY MAKER MOVEMENT CRYPTO CURRENCIES COLLABORATIVE US 20th CENTURY PROCESSING POWER SOFTWARE/HARD WARE HYPER CODEBLU.COM / AMAN NARAIN 2014 Phase I Phase II
  • 5. With new realities created by a value shift IN WHAT CUSTOMERS EXPECT Transparency Participation Networked Governance Do-it- Ourselves Collaboration Speed More Afflictive Source : J. Heimans: What new power looks like Fickle CODEBLU.COM / AMAN NARAIN 2014
  • 6. A Revolution powered by TECHNOLOGY STANDARDS Source : John Maeda, WSJ: 25 Dec, 2012 CODEBLU.COM / AMAN NARAIN 2014
  • 7. A Revolution powered by TECHNOLOGY INNOVATION BIG DATA CLOUD LOW COST HIGH FIDELITY INTERNET OF THINGS CODEBLU.COM / AMAN NARAIN 2014
  • 8. A Revolution powered by PLUNGING TECHNOLOGY COST Average Global Smartphone Pricing Trends Global Bandwidth Cost Trends Global Storage Cost Trends Source : @KPCB CODEBLU.COM / AMAN NARAIN 2014
  • 9. The Digital Revolution is forcing a shift from PRODUCT TO CUSTOMER CENTRIC PRODUCT PRICE PROMOTION PLACE NEW POWER MASS CUSTOMIZED INCREASE RESERVATION PRICE DEMAND DRIVEN GLOCAL OLD POWER MASS PRODUCED LOW PRICE HIGH VOLUME SUPPLY DRIVEN LOCAL “ The difference is due entirely to the “how” and not the “what,” which the customer is willing to pay more for. ” Niraj Dawar Author TILT CODEBLU.COM / AMAN NARAIN 2014
  • 10. Most companies are tinkering not transforming BUSINESS MODELS (e.g. Banking Industry) Playground for banks Source : A.T. Kearney analysis Degree of Disruption Organization and governance realignment Price and revenue model Culture and people Big data and systems integration Straight – through processing Seamless channel integration Branch restructuring PFM tool Wallet solution Video Advisory App Suite CODEBLU.COM / AMAN NARAIN 2014
  • 11. Some companies are taking the plunge and offering LIFE AS A SERVICE “Forward looking companies will redefine themselves and move from being just car and truck manufacturers to become personal-mobility companies” “We are no longer sell light bulbs we are in the business of offering lighting as a service” Meike De Schepper Phillips Bill Ford Ford Motor Company CODEBLU.COM / AMAN NARAIN 2014
  • 12. LaaS companies are pivoting to NEW MODELS & NEW VALUES Source : Jeremy Heimans: What new power looks like LaaS Obama Campaign Kickstarter LinkedIn Obama in Office Apple The Economist Patagonia OLD POWER VALUES NEW POWER VALUES OLD POWER MODEL NEW POWER MODEL XPriz e Huff Post Wikipedia Bitcoin Nobel Prize Hilary’08 Guardian IRS Monsanto NEA Unilever NRA Google Facebook CODEBLU.COM / AMAN NARAIN 2014
  • 13. LaaS firm are innovating around the AXIS’ OF DISRUPTION COMPLEX SIMPLE BUNDLED CHOICE UNBUNDLED EXPERIENCE SECRECY TRUST PRIVACY POST PAID PRICING SUBSCRIPTION INFORMATION DATA INSIGHT OLD POWER MODEL NEW POWER MODEL
  • 14. LaaS firm are innovating around the AXIS’ OF DISRUPTION LOYALTY PRODUCTS CODEBLU.COM / AMAN NARAIN 2014 OLD POWER MODEL INTERMEDIATES MARKETING DISTRIBUTION SEGMENTATION NEW POWER MODEL DIRECT CAMPAIGNS COMMUNITY WALLET KLOUT TENURE USAGE MASS PRODUCE MASS CUSTOMIZE
  • 15. OLD POWER VALUES NEW POWER VALUES HELD BY FEW Source : Jeremy Heimans: What new power looks like MADE BY MANY DOWNLOADS UPLOADS COMMANDS SHARES LEADER-DRIVEN PEER-DRIVEN CLOSED OPEN CODEBLU.COM / AMAN NARAIN 2014
  • 16. Why do you want to be a LaaS COMPANY AVOID COMMODITIZATION EMPOWERED STAFF SUSTAIN PROFITABILITY NEW REVENUE SOURCES SAVE THE PLANET 1 2 3 4 5 Source :Graphic by Vladimir Mirkovic, http://bit.ly/ColEcoDay CODEBLU.COM / AMAN NARAIN 2014
  • 17. THANKS @amanwhotweets Opinions: amanwhoblogs.com Website: codeblu.com Lab: aleph-labs.com

Notes de l'éditeur

  1. ALL STAGES LED TO WAR AGRO - CROP ROTATION / FERTILIZER / COLONIAL EXPANSION SURPLUS PRODUCTIVITY OF ONE HAS SPURNED THE OTHER AND WAR
  2. ALL STAGES LED TO WAR AGRO - CROP ROTATION / FERTILIZER / COLONIAL EXPANSION SURPLUS PRODUCTIVITY OF ONE HAS SPURNED THE OTHER
  3. SATYA NADELLA FOCUS ON PRODUCTIVITY IS POWERFUL UK JOKE JONY IVE TIM BERNERS LEE OWNERSHIP HAS CHANGED FROM
  4. AS WE MOVED FROM SUBSISTENCE TO SURPLUS TO HYPER CONSUMPTION NOW COLLABORATIVE word of mouth always been there unbundling for 3 (flights / car insurance)-----choice (mass customization)
  5. Standards > UX / APIs
  6. GIVE ONE DOLLAR SHAVING CLUB UPSTREAM TO DOWNSTREAM SHOW R&D ETC VS ACQUISITION
  7. culture can be in a part of the company does not have to be the whole company yet
  8. culture can be in a part of the company does not have to be the whole company yet
  9. GIVE EXAMPLE OF PHILLIPS OR FORD PROFIT POOL