Five Technologies that Will Change Your Business by Razorfish

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Five Technologies that Will Change Your Business by Razorfish

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  • 1. tweet this now! The Razorfish 5 Five Technologies That Will Change Your Business
  • 2. 2010 Razorfish LLC. All rights reserved
  • 3. Technology IS your customer experience in 2010 As technology continues to become more of a force in our everyday lives, it is clear that technology is your customer experience. Leveraging that knowledge can help you innovate in ways youve never dreamed of 2010 is the year many technologies weve been watching move from science fiction to reality. The adoption of cloud services and cloud infrastructure will allow us to do more faster. It used to take six weeks to provision a server; now it will take 15 minutes. Scaling on demand used to mean having servers sitting around wasting money. Bringing a social network to your site used to mean months of coding; now you can do it in hours using Facebook Connect. These cloud services are enabling applications like never before, whether its for your HP printer or new Chrome OS- based device. Application innovation will come at a blistering pace. In 2010 we are finally going to see the reality of experiences like those in Minority Report. The gap between science fiction and reality has significantly decreased. With the release of Windows 7 having multi-touch built in and the Wii leading the way on new experiences, imagine new ways to delight your consumers with these technologies in your stores and on their personal computers and other devices. With the exciting competition going on in mobile brought about from the success of the iPhone and the introduction of Android, we are going to see mobile be a standard part of your Web application development. The days of it being nice to have budget for such efforts are gone. Not only will a cool iPhone application bring marketing value, itll bring power usersjust the zeitgeist you want to tap. Lastly, Agile makes a comeback in 2010. I know weve been talking about iterative and Agile practices for years, but moving from traditional slow-moving waterfall, fixed-time contracts has been difficult. People have convinced themselves they can get it all right even before they start using the product. Not only will Agile help you innovate faster, but it will also help you deliver by leveraging better communi- cation practices for distributed and offshore development. Technology can transform your business and this report explores the technologies that are making that possible. From the opportunities cloud computing presents, to the innovation Agile processes can produce, these technologies will shape the business landscape in 2010 and beyond. 1
  • 4. Social brands are enabled through cloud services and distributed application technologies Shiv Singh @shivsingh & Ray Velez @rvelez pg 5 Why the Cloud Infrastructure Is Crucial to Your Experience Tobias Klauder @tklauder & john cunningham @j_j_cunningham pg 11 Multi-Touch Transforms Retail in 2010 Steve Dawson @stevedawson & Luke Hamilton @lhamilton pg15 Mobile: You Say You Want A Revolution? You got one Paul Gelb @paulgelb & Michael Scafidi @mdscafidi pg 19 Feeling Agile: in 2010, Its time has finally come for good John Ewen @johndewen & Ray Velez pg 25 Key trends in 2010 that will change your business pg 32 3
  • 5. Social Brands are enabled through cloud services and distributed application technologies Shiv Singh, VP & Global social media lead, New York & Ray velez, Chief techonology officer, New York We know for a fact that the most successful brands in 2010 will be the social brands with social voices operating in real-time. The notion of social voices implies real people participating, talking and guiding consumers on behalf of their compa- nies in an engaging and conversational manner across every consumer touchpoint, digital or traditional. But a social voice alone is not going to be enough. A key ingredient will be working in real-time across the spectrum. That means real-time in terms of the campaigns that are launched and executed, the mini- applications that are developed and pushed out, the products launched in response to changing needs, the targeted consumers and the customer services offered. Cloud services are a necessity to deliver on the promise of social brands. You simply cannot launch a digital product, run an online marketing campaign cost effectively or reach new users quickly unless you are using cloud services. Nor can you integrate your own marketing efforts into the broader social Web without leveraging cloud services in the same way as Facebook, Twitter and LinkedIn. Why? Because once integrated, these social applications can drive immense traffic to your digital product, Website or microsite when you least expect it, resulting in you needing to scale your infrastructure up quickly and roll out new features to capitalize on the increased attention. Social brands will know how to leverage technologies like Facebook Connect to drive traffic and eyeballs to the brands. Open APIs will help brands get their word out on platforms like Twitter. Building small distributed applications will make sure people interact with your brand anywhere they are, whether its on an iPhone, Android or HP Printer. While these social cloud services are broad and far reaching, you do need to proceed with caution. 5
  • 6. Cloud services power social brands At its heart, cloud services are made for real time social applications. The cloud has all the necessary capabilities, its open and highly available, and built to handle unexpected peaks and valleys of traffic. We define cloud services as open capabilities available through open APIs or direct access. Everything from Salesforce.com to Twitters open APIs to Google maps fall in the realm of cloud services. One of the earliest and most powerful examples of cloud services are authentication services like Windows Live ID or Facebook Connect. These services enable users to log in and register to any site, without having to re-register. Leveraging their open APIs, we can integrate them to our site automatically, providing a way for people to start sharing the brand. Just years ago, your brand would have had to build this functionality for each of your sites and ask users to register. Those days are long gone and with even broader open standards like Open ID and OAuth growing, locking in to one vendor will potentially go away as well. Moving past authentication services are the incredibly powerful portable social graph services. Think of portable social graph services as the ability to pull your social graph (sometimes called a network) to any branded site that integrates that API. Facebook, LinkedIn, and MySpace are all great examples of cloud services that let you pull your social identity and social graph to a participating site. For example, a user logs into your site, posts back to their Facebook wall about your site, and drives three more unique visitors to your site. It can literally put your brand on the map. People dont have to search to find your brand when they can trust their friends to sell your brand. Following and responding in real-time helps get your message out instantly. It creates a mechanism to drive traffic to your site without depending only on people searching for your keywords or happening upon your display ads.
  • 7. Without the cloud, real-time interactions would not be available. Twitters open API enables your content to travel across followers social graphs instantly. Tapping into real-time cloud services through open APIs is becoming easier and easier as standards and capabilities evolve with impressive results. There are even cloud services to aggregate other cloud services. For example, Yahoos Yahoo Query Language (YQL), allows you to pull together multiple Web services.. That service can power your application or designed to power any application. For example, imagine a mashup that pulls from a Twitter list and combines it with another cloud service from Google Maps. We are just beginning to tap the possibilities. Even enterprises that are more tentative than consumers are adopting cloud services to enable better collaboration across their base. Salesforce.com will likely launch Chatter, which will better share data with Twitter and Facebook. We use Yammer a bunch internally, its at the point where we need one place to go with better filtering on microblogging social technologies. Applications like Tweetdeck will help as well. Lastly, theres a key factor that will keep cloud services ahead of the curve. Thats the ease of change. Since these cloud services are accessed remotely, upgrading and changing the technology behind the services doesnt require reaching into peoples computersit all happens in one place at one time. This is a strength, but also a caution for people taking advantage of cloud services. 7
  • 8. Social brands demand the power of open API