Internet of Everything for Marketers

Digital Future Prediction and Connected Internet of Everything

Rashish Pandey Director, Marketing, Asia Pacific - Cisco Systems

@rashishp

Cisco Confidential 2 © 2014 Cisco and/or its affiliates. All rights reserved.

#TomorrowStartsHere Video http://www.youtube.com/watch?v=BJSjbttGaVM&index=17&list=PLFT-9JpKjRTBUHKODoxHdGhV2GlaMBru5

http://www.youtube.com/watch?v=BJSjbttGaVM&index=17&list=PLFT-9JpKjRTBUHKODoxHdGhV2GlaMBru5



© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 3

• What is the Internet of Everything?

• Why does it matter?

• How does it impact marketing?


Networked Connection of People, Process, Data, Things

Technology powers 80% of

Business processes

Process

13bn connected things

Things

39% the world is

connected

People

More data in

one year than

In previous

5000

Data

IoE


Networked Connection of People, Process, Data, Things

Delivering the right information to

the right person (or machine)

at the right time

Process

Physical devices and objects

connected to the Internet and

each other for intelligent decision

making; often called Internet of

Things (IoT)

Things

Connecting people in

more relevant,

valuable ways

People

Leveraging data into more

useful information for

decision making

Data

IoE

C97-730476-00 © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 7

Machine-to-Machine (M2M)

• Data sent and received from one machine (thing) to another

• Often called the Internet of Things (IoT)

Machine-to-People (M2P)

• Data sent and received from a machine (thing) to a person

• Often called data and analytics

People-to-People (P2P)

• Data sent and received from one person to another

• Often called collaboration

Connection Type

Greater

Strategic

Value from

Adding More

Connections


M2P Connections

(Data and Analytics)

P2P Connections

(Collaboration)

Highest-Value IoE Business

Models and Innovations

M2M

Connections (IoT)

IoE


http://www.youtube.com/watch?v=Kt5VulFqBm4

http://www.youtube.com/watch?v=Kt5VulFqBm4


Value at Stake

Trillion

Private Sector

Includes both industry-specific and horizontal use

cases. • Customer Experience

• Innovation

• Employee Productivity

• Supply Chain

• Asset Utilization

• Increased Revenue

• Reduced Cost

• Employee Productivity

• Connected Militarized Defense

• Citizen Experience

Public Sector

Includes cities, agencies, and verticals such as

healthcare, education, defense

Estimate is based on bottom-up analysis of 61 use cases, including 21 for private sector

and 40 in public sector * 2013-2022


Industry Segment Type of Savings Estimated Value Over

15 Years (Billion nominal USD)

Aviation Commercial 1% fuel savings $30B

Power Gas-fired Generation 1% fuel savings $66B

Healthcare System-wide 1% Reduction in System

Inefficiency $63B

Rail Freight 1% Reduction in System

Inefficiency $27B

Oil & Gas Exploration &

Development

1% Reduction in Capital

Expenditures $90B

Total $276B

Source: “Industrial Internet: Pushing the Boundaries of Minds and Machines,” GE, November 26, 2012


• Shelf sensors

• Parking-space sensors

• IR motion sensors

• Weight mats

• Environmental (light, temp) sensors

• Door sensors

• Mobile payments

• Digital signage

• Connected shopping carts

• Video cameras / analytics

• Wi-Fi badges

• Gesture recignition

• Point-of-sale

• Kiosks

• Shopper mobile devices

• Store associate mobile devices

• Immersive video

• Social media

• Contact center

• E-commerce site

Connections Impacts

Flexible

Payment Options

Automated

Ordering Process Inventory Visibility Energy Optimization

Personal-SoLoMo Content Understand Shopper

Behavior

Endless Aisle

Omnichannel

Collaborative Product

Development

On-Demand

Expert Advice

On-Demand Training

M2M

M2P

P2P

Optimized

Retail Operations


Omnichannel retailer brings the online experience into stores with Cisco StyleMe—a life-size mirror that overlays customer’s image with pictures of clothing

selected using gesture-based interface Shopper becomes virtual model for

“trying on” clothes and accessories

New inventory/order fulfillment

processes to integrate channels

Inventory data increases selection

customers can purchase in-store

Cameras and motion sensors detect

customer and movement

Machine People


http://www.youtube.com/watch?v=IeUi0VfLIV4




MagicBands enhance the guest experience by interacting with park characters who know your name, purchasing

items from any location, and finding personal pictures taken by Disney photographers Guest wears band on wrist;

manages services via My Disney

website

New processes let guests reserve seats, pass through lines, avoid ticketing issues

Bands contain code that securely links to

encrypted database that stores all data

RFID bands send/receive signals to

new Mickey-themed kiosks

People Machine People


Remote Expertise

Flexible

Production

Real-Time Supply

Chain

Operations

Analytics

Collaborative Product

Development

IT and Physical

Security

Predictive Maintenance

Mobile Collaboration on

Factory Floor

• Converged IP factory network

• Wireless sensors (vibration, temperature)

• Wireless I/O machines

• Wireless process operation controls

• Energy usage analytics

• Supply chain analytics

• Video cameras and analytics

• Network security analytics

• Hardened mobile video devices

• Active collaboration rooms

• Connected factory video

• Contact center

• B2B e-commerce site

Remote Asset Monitoring

Connections Impacts

M2M

M2P

P2P


Terabytes of data from embedded sensors in cars provide real-time information to Volvo that allows

engineers to improve product safety, increasing brand equity and customer satisfaction

Machine Machine

Engineers use information from

sensors to improve car safety

New processes ensure information

results in improved products

Data analysis yields predictive

information (defects yet to occur)

Sensors placed in critical locations

(i.e., brakes) to gather critical data


http://www.youtube.com/watch?v=PIQd6ZFMaTk




Virtual concierge offers tour of bank where customers can chat with available online tellers to complete banking

transactions

Customers use Facebook page to pick

real tellers to complete banking tasks

New processes ensure tellers available

during times of peak demand

Two-way chat system is both private

and secure

Webcams allow customers to see and

interact with online tellers



Always-on skin patch tracks fertility status, sends data wirelessly to DuoFertility reader; customers know when

they can get pregnant; specialists monitor data via online service for customer counseling

Customers wear flexible/comfortable

patch; view key data on DuoFertility

reader

New processes let specialists monitor

data via online service for customer

counseling

Data sent wirelessly to reader, uploaded to

site, analyzed by fertility specialists

Flexible patch collects and sends

information wirelessly to DuoFertility

reader



People ingest pills that send alerts to

doctors

Doctors change processes to

communicate with patients about

medicine intake

Signal from chip sent to patch, then to

smartphone; doctors email patients with

feedback

Sand-sized chip powered by body

fluids produces voltage read by

wireless skin patch

FDA-approved ingestible sand-sized chip integrated into pills uses body fluids to activate and send signal

to smartphone alerting doctors that medicine has been taken



http://www.youtube.com/watch?v=Wvl6HalipMs




Connected Home

Connected Car

Wearables

Connected Factory

Connected Utility

Connected Cities

Connected Rail


Asia Pacific IOE Momentum

• 199 ASEAN respondents

• >85% responses at C-level / BU head

• 86% respondents said it was important / very important to adapt its people, processes and technologies to take advantage of the potential value increased connectedness brings

• 45% responses said that “Greater access to customer data and better understanding of customer habits” is the biggest expected benefit at their organization

• 51% of respondents said they will increase budgets in Marketing / Sales & IT over the next three years in order to prepare for greater connectedness


IOE: The Road Ahead for Marketing

Hyper-aware Predictive Agile

Accelerating Innovation



Hyper-aware

Sense the location, status, sentiment and context of company assets, products & customers

Billboards / Print PC/Phablet Fabric of screens, sensors, apps

Combine physical and virtual data streams Trust is the new attention Transactions Relationship



Predictive

Anticipate market transitions & optimize performance of assets, operations

Lagging indicators (Market share, Cust Sat) Leading indicators

Contextualized offerings, dynamic pricing and advertising

Creepy Pleasantly Surprised Magical

Analytics makes it possible Creativity makes it magical

10x Engagement rate with advertising



Agile

Achieve competitive differentiation by responding faster than rivals; Build new business models

Data driven Product Development; Reduced time to market

Extending product lifecycle Systems, Processes, Organization and Talent

to handle Big-er Data (x100) Partnering within & outside the organization


• IOE will redefine business & marketing in the next 10 years

• Organizations across the globe including ASEAN are gearing up to take advantage of the $19Tn value at stake

• CMO / CIO partnership will be critical in realizing IOE value

• The technology & economics are ready

• Innovation & early adoption will determine the winners

Internet of Everything for Marketers

Marketing

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