http://www.geoffreyamoore.com See the video from this conference: https://www.youtube.com/watch?v=MXzA5ISAim4 Geoffrey Moore is an author, speaker, and advisor who splits his consulting time between start-up companies in the Mohr Davidow portfolio and established high-tech enterprises, most recently including Salesforce, Microsoft, Intel, Box, Aruba, Cognizant, and Rackspace. Moore’s life’s work has focused on the market dynamics surrounding disruptive innovations. His first book, Crossing the Chasm, focuses on the challenges start-up companies face transitioning from early adopting to mainstream customers. It has sold more than a million copies, and its third edition has been revised such that the majority of its examples and case studies reference companies come to prominence from the past decade. Moore’s most recent work, Escape Velocity, addresses the challenge large enterprises face when they seek to add a new line of business to their established portfolio. It has been the basis of much of his recent consulting. Irish by heritage, Moore has yet to meet a microphone he didn’t like and gives between 50 and 80 speeches a year. One theme that has received a lot of attention recently is the transition in enterprise IT investment focus from Systems of Record to Systems of Engagement. This is driving the deployment of a new cloud infrastructure to complement the legacy client-server stack, creating massive markets for a next generation of tech industry leaders. Moore has a bachelors in American literature from Stanford University and a PhD in English literature from the University of Washington. After teaching English for four years at Olivet College, he came back to the Bay Area with his wife and family and began a career in high tech as a training specialist. Over time he transitioned first into sales and then into marketing, finally finding his niche in marketing consulting, working first at Regis McKenna Inc, then with the three firms he helped found: The Chasm Group, Chasm Institute, and TCG Advisors. Today he is chairman emeritus of all three.

1. Getting Digital
Mental Models for
Transforming Your Enterprise
Cap Gemini Spark Conference
Pebble Beach
October 30, 2014

2. Digital Disruption
New Technologies Can Change the Game
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Big Data
Cloud
Smart
Phones
Analytics
Machine
Learning
Internet
of Things
Social
Networks
SaaS, PaaS,
IaaS

3. Harnessing Disruption
Three Potential Targets for Digital Investment
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Infrastructure
Model
Operating
Model
Bus
Model
IT Operations
• Data Centers  Cloud
• Desktops  Mobile
• Wireline  Wireless
Business Processes
• Forms  Apps
• Hierarchical  Collaborative
• Standardized  Personalized
Business Model
• Taxed  Disintermediated
• Queued  Self-Service
• Monetized  Advertised

4. Why Disrupt—Where’s the Payback?
Releasing Trapped Value Creates High Returns
4
Infrastructure
Model
Operating
Model
Bus
Model
IT Operations
• Non-value-adding complexity
• Dedicated resources on stand-by
• Limits imposed by legacy systems
Business Operations
• Inflexible Processes
• Extended Decision Cycles
• Uninformed Campaigns
Value Creation
• Inefficient Markets
• Unmet Demand
• Inelastic Overhead
Sources of Trapped Value

5. Embracing Disruption
How Technology Enters the Mainstream
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CHASM
EARLY
MARKET
TORNADO
BOWLING
ALLEY
MAIN
STREET

6. Four Technology Adoption Strategies
Each One Has Its Own Dynamic
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Buy ahead of the crowd for competitive advantage
Bespoke projects from the experts
Buy ahead of the crowd to address an urgent use case
Proven applications from segment-focused vendors
Buy with the crowd as it transitions to new infrastructure
Next-generation infrastructure from market leaders
Buy after the crowd for less disruption and a lower price
Evolutionary extensions from established vendors
No “right” answers
Adopt the one that fits you best

7. Stairway to Heaven Model
Taking the Measure of Disruptive Technologies
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Cloud
Mobile
Social
Analytics Machine Learning
Business Communities
Systems of Engagement
Software as a Service

8. Cloud
Software as a Service
• Pay by the drink
• Outsource cap ex and maintenance
• Eliminate error-inducing variability
• Avoid “open heart surgery” upgrades
• Use the innovation you are paying for
• Future-proof your architecture
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Salesforce, Workday, NetSuite, Intacct, Concur, etc.

9. Mobile
Systems of Engagement
• Be productive anywhere, any time
• Stay in touch with fast-breaking developments
• Respond to requests in real time
• Streamline review and approval processes
• Extend collaborative workflows
• Let customers and partners access you 24/7
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Apple, Box, Chatter, Lync, Web

10. Social
Business Communities
• Dramatically improve your Customer Support
• Enable ad hoc collaboration
• Detect issues and concerns early
• Foster ecosystem relationships
• Engage and enlist your strongest supporters
• Incorporate feedback earlier in development cycle
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Lithium, Jive, Yammer, Salesforce Communities

11. Analytics
Machine Learning
• Market behavior detection
• Predictive maintenance
• Fraud detection
• Yield optimization
• Task automation
• Consumer personalization
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Google, GE, Palantir, RocketFuel, Amazon, Facebook

12. Stairway to Heaven Model
Targeting Trapped Value
12
Cloud
Mobile
Social
Analytics Machine Learning
Business Communities
Systems of Engagement
Software as a Service
Infrastructure
Model
Operating
Model
Bus
Model

13. Framing the Opportunity
3 Questions to Ask About Your Next Big Thing
1. How mature is the technology today?
• Who has done this already?
• Which adoption stage best captures its current state?
2. How much of a stretch is it from where we are today?
• Which step on the Staircase best reflects our current state?
• Which step represents our desired future state?
• How big a jump are we taking?
3. What kind of return is most important for us to gain?
• Competitive differentiation?
• Operating productivity?
• Infrastructure efficiency?
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14. Panel
Jeffrey Rutherford, CFO, Ferro Group
Rod Russell, VP, Walt Disney Parks & Resorts
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15. Fireside Chat
Aaron Levie, CEO, Box
15

16. Systems Management
Analytics & Machine Learning
Web Application InfrastructureMobile Application Infrastructure
Data Management
Mainframes
High-Performance Microprocessors
Enterprise Document Management
Business Process Consulting
On-Premise Applications
Business Intelligence
Enterprise Directory
Database Management
Storage
Wireline Networks
Desktop Computers
Identity Management
Mobile Devices
Software as a Service
Collaborative Content Management
User Experience Design
Low-Power Microprocessors
Business
Layer
Compute
Processes
Compute
Engines
Servers
Wireless Networks
Security Management
Systems of Record
The Client-Server Stack Is Morphing
Cloud
Computing

17. Systems of Engagement
User Centric IT
USER

18. gmoore@geoffreyamoore.com
twitter.com/geoffreyamoore
http://linkd.in/YnBwig
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