The Razorfish 5: Five Technologies that will change your business

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Transcript of The Razorfish 5: Five Technologies that will change your business

  • 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 customerexperience in 2010As technology continues to become more of a force in our everyday lives, it is clearthat technology is your customer experience. Leveraging that knowledge can helpyou innovate in ways youve never dreamed of 2010 is the year many technologiesweve been watching move from science fiction to reality.The adoption of cloud services and cloud infrastructure will allow us to do morefaster. 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 youcan do it in hours using Facebook Connect. These cloud services are enablingapplications 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 MinorityReport. 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 theway on new experiences, imagine new ways to delight your consumers with thesetechnologies in your stores and on their personal computers and other devices.With the exciting competition going on in mobile brought about from the success ofthe iPhone and the introduction of Android, we are going to see mobile be a standardpart of your Web application development. The days of it being nice to have budgetfor such efforts are gone. Not only will a cool iPhone application bring marketingvalue, itll bring power usersjust the zeitgeist you want to tap.Lastly, Agile makes a comeback in 2010. I know weve been talking about iterativeand Agile practices for years, but moving from traditional slow-moving waterfall,fixed-time contracts has been difficult. People have convinced themselves theycan get it all right even before they start using the product. Not only will Agile helpyou 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 technologiesthat are making that possible. From the opportunities cloud computing presents,to the innovation Agile processes can produce, these technologies will shape thebusiness landscape in 2010 and beyond. 1
  • 4. Social brands are enabled through cloud services anddistributed application technologiesShiv Singh @shivsingh & Ray Velez @rvelezpg 5Why the Cloud Infrastructure Is Crucial to Your ExperienceTobias Klauder @tklauder & john cunningham @j_j_cunninghampg 11Multi-Touch Transforms Retail in 2010Steve Dawson @stevedawson & Luke Hamilton @lhamiltonpg15Mobile: You Say You Want A Revolution? You got onePaul Gelb @paulgelb & Michael Scafidi @mdscafidipg 19Feeling Agile: in 2010, Its time has finally come for goodJohn Ewen @johndewen & Ray Velezpg 25Key trends in 2010 that will change your businesspg 32 3
  • 5. Social Brands are enabledthrough cloud services anddistributed applicationtechnologiesShiv Singh, VP & Global social media lead, New York &Ray velez, Chief techonology officer, New YorkWe know for a fact that the most successful brands in 2010 will be the socialbrands with social voices operating in real-time. The notion of social voices impliesreal 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 meansreal-time in terms of the campaigns that are launched and executed, the mini-applications that are developed and pushed out, the products launched in responseto changing needs, the targeted consumers and the customer services offered.Cloud services are a necessity to deliver on the promise of social brands. You simplycannot launch a digital product, run an online marketing campaign cost effectivelyor reach new users quickly unless you are using cloud services. Nor can youintegrate your own marketing efforts into the broader social Web without leveragingcloud services in the same way as Facebook, Twitter and LinkedIn. Why? Becauseonce integrated, these social applications can drive immense traffic to your digitalproduct, Website or microsite when you least expect it, resulting in you needing toscale your infrastructure up quickly and roll out new features to capitalize on theincreased attention.Social brands will know how to leverage technologies like Facebook Connect todrive traffic and eyeballs to the brands. Open APIs will help brands get their wordout on platforms like Twitter. Building small distributed applications will make surepeople 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 brandsAt its heart, cloud services are made for real time social applications. The cloudhas all the necessary capabilities, its open and highly available, and built to handleunexpected peaks and valleys of traffic. We define cloud services as open capabilitiesavailable through open APIs or direct access. Everything from Salesforce.com toTwitters open APIs to Google maps fall in the realm of cloud services.One of the earliest and most powerful examples of cloud services are authenticationservices like Windows Live ID or Facebook Connect. These services enable usersto log in and register to any site, without having to re-register. Leveraging their openAPIs, we can integrate them to our site automatically, providing a way for peopleto start sharing the brand. Just years ago, your brand would have had to build thisfunctionality for each of your sites and ask users to register. Those days are longgone 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 socialgraph services. Think of portable social graph services as the ability to pull yoursocial graph (sometimes called a network) to any branded site that integrates thatAPI. Facebook, LinkedIn, and MySpace are all great examples of cloud servicesthat 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 aboutyour site, and drives three more unique visitors to your site. It can literally put yourbrand on the map. People dont have to search to find your brand when they cantrust their friends to sell your brand.Following and responding in real-time helps get your message out instantly. Itcreates a mechanism to drive traffic to your site without depending only on peoplesearching for your keywords or happening upon your display ads.
  • 7. Without the cloud, real-time interactions would not be available. Twitters open APIenables your content to travel across followers social graphs instantly. Tappinginto real-time cloud services through open APIs is becoming easier and easier asstandards 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 Webservices.. That service can power your application or designed to power anyapplication. For example, imagine a mashup that pulls from a Twitter list andcombines it with another cloud service from Google Maps. We are just beginningto tap the possibilities.Even enterprises that are more tentative than consumers are adopting cloudservices to enable better collaboration across their base. Salesforce.com will likelylaunch Chatter, which will better share data with Twitter and Facebook. We useYammer a bunch internally, its at the point where we need one place to go withbetter filtering on microblogging social technologies. Applications like Tweetdeckwill help as well.Lastly, theres a key factor that will keep cloud services ahead of the curve. Thatsthe ease of change. Since these cloud services are accessed remotely, upgradingand changing the technology behind the services doesnt require reaching intopeoples computersit all happens in one place at one time. This is a strength, butalso a caution for people taking advantage of cloud services. 7
  • 8. Social brands demand the power of open APIsOpen APIs are catalysts for amazing growth. It may seem like eons ago, butremember this little phenomenon called blogging. What helped growth to skyrocketwas a very simple idea