SomoLo - the new big data multimillion dollar market

SoMoLo - the new Big Data billion-$-market - © 2012 Skilltower Institute - www.skilltower.com 1

Joerg Osarek, CEOJoerg Osarek, CEO

Stock: © #37591807 Kirill Kedrinski - fotolia.comStock: © #37591807 Kirill Kedrinski - fotolia.com


About: Joerg Osarek

The world's firstThe world's firstIT AvantgardeIT Avantgarde

NetworkNetworkgame game

changing changing technologies technologies

IT &BusinessStrategy

ITManage-

ment

IT Archi-tecture

Cloud Cloud ComputingComputing

www.its-people.deCo-Founder & Partner

www.skilltower.comFounder & CEO

http://www.its-people.de/

http://www.skilltower.com/


Prequel: Who invented SoMoLo?

Who invented SoMoLo?



Foto: httpcommons.wikimedia.orgwiki_File_Sputnik_asmSputnik_asm PublicDomain NASA

1957: the USSR launched sputnik

William Guier andGeorge Weiffenbach develop a method for calculating the satellite position and course from the Sputnik radio signals.



Foto: UGM-27C_Polaris_A3_launch__PublicDomain_ID DF-SC-84-07332 Service Depicted Navy

Transit → GPSTransit → GPS

1958: APL deputy director Frank T. McClure, William Guier and George Weiffenbach develop a reverse approach – the GPS predecessor Transit – to calculate the position of nuclear submarines helping them to launch Polaris nuclear missiles.



Foto: httpcommons.wikimedia.orgwiki_File_Sputnik_asmSputnik_asm PublicDomain NASA undhttp://openclipart.org/people/rg1024/rg1024_fork_and_spoon.svg, License: http://creativecommons.org/publicdomain/zero/1.0/

real world example in 2012real world example in 2012Restaurant, USA, BostonRestaurant, USA, Boston■ mobile: twitter 140 characters - review of soup (GPS automatically collected)mobile: twitter 140 characters - review of soup (GPS automatically collected)

■ pushed to all twitter followers, in some cases directly to their mobiles.pushed to all twitter followers, in some cases directly to their mobiles.

■ foursquarefoursquare collects based on GPS the review and links it. collects based on GPS the review and links it.

■ Outside.inOutside.in parses geo-data and detects restaurant name in tweet, attaches it to pages, discussing the restaurant. parses geo-data and detects restaurant name in tweet, attaches it to pages, discussing the restaurant.

■ A A Boston newspaperBoston newspaper runs that tweet in their "Gossip in the Back Bay" category runs that tweet in their "Gossip in the Back Bay" category (neighbourhood specific news pages)(neighbourhood specific news pages)

■ Google adsGoogle ads appear that are near that restaurant location. appear that are near that restaurant location.

■ GoogleGoogle detects link to the restaurant and registers it as a " detects link to the restaurant and registers it as a "votevote""

■ By a By a Google alertGoogle alert the restaurant owner is informed the restaurant owner is informed about the new post regarding his restaurant.about the new post regarding his restaurant.



"When Guier, Weiffenbach and McClure were designing their system to help American submarines launch Polaris missiles against the Soviet Union, it never occurred to them that someday someone would use their platform to rave about a bowl of potato and leek soup to nearby strangers. Stacked platforms are like that: you think you're fighting the Cold War, and it turns out you're actually helping people figure out where to have lunch."

Steven JohnsonWhere good ideas come from

Kindle Version, Pos. 2439, New York, 2010

Foto: httpcommons.wikimedia.orgwiki_File_Sputnik_asmSputnik_asm PublicDomain NASA

http://www.amazon.de/gp/product/B007SD5JGC/ref=as_li_ss_tl?ie=UTF8&camp=1638&creative=19454&creativeASIN=B007SD5JGC&linkCode=as2&tag=beraterexzell-21


© Fotolia.com #2446638 Marc Dietrich

© Fotolia.com #8345964 i love images

The SoMoLo Road

SoMoLoSoMoLo

Usage modelsUsage models

SoMoLoSoMoLo

BusinessBusinessmodelsmodels

SoMoLoSoMoLoIT Archi-IT Archi-tecturestectures


(Intro) SoMoLo: The next hype?

SoMoLo builds on

1990s: mobile phones1990s: mobile phones 1990s: the internet1990s: the internet

2006+ location 2006+ location based servicesbased services

2008+ mobile2008+ mobileinternetinternet

2010+2010+social mediasocial media

2005+ cloud2005+ cloudcomputingcomputing

SoMoLo – SOcial MObile LOcalSoMoLo – SOcial MObile LOcal


(Intro) SoMoLo? CRM? What for?

technology replaces personal relationship with customer

cost reduction using CRM and customer self service. Loss of customer proximity

solutions: BI, neuromarketing, ...

reduced loyalty, customers writing critical reviews.

SoMoLo = everywhere, immediate, to all: catastrophy or panacea?

Both is wrong. But SoMoLo offers the chance to win back customer proximity by acting honestly.

CRMCRM

+ BI+ BI

+ neuro-+ neuro-marke-marke-

tingting

+ SoMoLo?+ SoMoLo?

© #46343729 Deklofenak – Fotolia.com

© #34369996 Hakan KIzIltan – Fotolia.com



The SoMoLo Road

SoMoLoSoMoLo

Usage modelsUsage models


SoMoLo usage models

SoMoLo drama:

SoMoLo Spam

customer without secrets

Crowd Turfing

SoMoLo Nigeria Connection

politicians mindset from past millenium

less planning neccessary; leads to drifting without achieving goals.


SoMoLo usage models

SoMoLo happiness:

IT helps us regarding our location, demands and situation.

more power + spontaneity to customers

magical possibilities for all

Pads are only the beginning. augmented reality (AR) + vBots, gesture control, MS Kinect, speech control. Today I am accompanied by my device; tomorrow I am accompanied by my vDevice and the web itself.

Ubiquitious Cyberspace = Multiple interacting vLayers on top of the world


SoMoLo usage models:computer aided AR based sentinel negotiations

Year: 2017Year: 2017

AR-negotiation-assistantAR-negotiation-assistant

global database: Dr. Ewald Steinglobal database: Dr. Ewald SteinInfrared: high blood pressureInfrared: high blood pressureUltraviolet: fluctuationsUltraviolet: fluctuationsFacial expression: Facial expression: distresseddistressedVoice: Voice: nervous tonenervous tone

Analysis: Analysis: under pressure.under pressure.Recommendation: Recommendation: Offer 20% less!Offer 20% less!

© #46612278 auremar – Fotolia.com

FF


© Fotolia.com #2446638 Marc Dietrich

The SoMoLo Road

SoMoLoSoMoLo

BusinessBusinessmodelsmodels

© #41784102 fotomek - Fotolia.com


today with SoMoLo: Realtime campaigns ; flowing data structures; intelligent

agents with big data pool in background; automatic offerings to customers in real time.

On Demand concepts; FlyBy services;

frontiers dissapear like „on premise“ or „opening hours“ e.g. mobile apps to call you a taxi

LongTail reloaded: Direct-to-direct-Business; losersare dealers, winners are SoMoLo platform providers.

New models: e.g. try local, buy in the web (the dealer gets a provision for a test ride of the product (e.g. not for directly selling. The producer sells himself.)

Auto-adaptive, elastic, fluid business models; - use the blue ocean strategy to figure out, how SoMoLo changes the strategy canvas of your industry.

SoMoLo Business models

© #41784102 fotomek - Fotolia.com

past:reactive BI (business

intelligence)(past data reporting)

yesterday:Near Realtime

data warehouse,decision support

for management

FF

http://www.amazon.de/gp/product/1591396190/ref=as_li_ss_tl?ie=UTF8&camp=1638&creative=19454&creativeASIN=1591396190&linkCode=as2&tag=beraterexzell-21


The SoMoLo Road

SoMoLoSoMoLoIT Archi-IT Archi-tecturestectures

PlatformsPlatforms

IntegrationIntegration

situativesituativefunctionalityfunctionality

BigDataBigData


SoMoLo IT Architectures

SoMoLo as a service on platforms(standardization has to happen in the future)

integration concepts forsocial media platforms (e.g. HootSuite)

situation based functionality: AppFonds replace manual Apps+ + dynamic - - securityHTML5 is candidate for client architecture(Adobe edge instead of flash,Microsoft stops silverlight,Yoc: HTML5 instead of apps)

© #10419740 crimson – Fotolia.com


SoMoLo IT Architectures

Big Data: silver bullet or wrong track?Big Data: silver bullet or wrong track?

autonomous local agent based intelligence autonomous local agent based intelligence + filter out irrelevant stuff+ filter out irrelevant stuff+ central big data pool for targeted queries+ central big data pool for targeted queries

Back to the roots:Back to the roots: Don't look only from today Don't look only from today to tomorrow. Ask yourself: Why do we to tomorrow. Ask yourself: Why do we think we need what? What was our think we need what? What was our primary business goal?primary business goal?(customer proximity?)(customer proximity?)

compare the total cost of ownershipcompare the total cost of ownership((TCO)TCO) of the SoMoLo-BigData-SuperSystem of the SoMoLo-BigData-SuperSystem with a personal client manager.with a personal client manager.

© #39128366 photobank.kiev.ua – Fotolia.com


Conclusion for SoMoLo

SoMoLo: after the hype follows standardizes productive usage

observe technologies and platforms now

use the blue ocean strategy to developauto-adaptive fluid business models!How does SoMoLo change the strategic canvas of your industry?

changes need expertise in: business, people (social media), technology and legal

SoMoLo forces enterprises to return to real honesty or produces massive pressure from the market.



SoMoLo reading tip

The SoMoLo Dossier of the Skilltower Institutesoon available for Kindle, in bookstores and online(also in english)with articles from:

Social media Guru Ossi Urchs: SoMoLo challenges

Attorney Joerg Alexander Paul: legal conditions for SoMoLo services (keep local focus in mind)

Bernhard Steimel – Future Management Group (The changing customer journey)

Alexander Scholz (Does SoMoLo increase public participation?)

Joerg Osarek: SoMoLo usage models, busines models, IT architectures

Chuck Ian Gordon: AR based Negotiations

Nutzungsmodelle: Nutzungsmodelle: Wie SoMoLo die Wie SoMoLo die Gesellschaft und Gesellschaft und unser Leben unser Leben verändertverändert

Rechtliche Rechtliche Rahmenbe-Rahmenbe-dingungen für dingungen für SoMoLo-DiensteSoMoLo-Dienste

SoMoLo Geschäfts-SoMoLo Geschäfts-modelle: Wo neue modelle: Wo neue

Marktplätze Marktplätze entstehenentstehen

SoMoLo IT SoMoLo IT Architectures: Architectures:

Plattformen, App- Plattformen, App- Fonds und BigDataFonds und BigData


Contact

Skilltower Institute

Joerg OsarekFounder and CEO

Triftstr. 30D-61350 Bad HomburgGermany

mailto:[email protected].: +49(0)151-23 0 24 333

www.skilltower.com

mailto:[email protected]

http://www.skilltower.com/

SomoLo - the new big data multimillion dollar market

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