Connecting People

is More Than Connecting Devices The Intersection of Everything

Peter Coffee

VP for Strategic Research, salesforce.com inc.

@petercoffee

Creative Commons Attribution-NoDerivatives 4.0 International

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“Why should we limit

computers to the

lies people tell them

through keyboards?” - Bill Gosper, MIT

Photo by Thane Plambeck

About half a century ago

Connect,

Measure,

Think – and Act pu

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Sensors

We Can Have Better ‘I’ in ‘IT’

Actuators

People

• Reduce costly data entry errors

• Fuse multiple data streams

• Feed algorithms of discovery

• Recognize pre-failure signatures

• Enrich and differentiate products

with services

Do We Need More Fingers and Toes?

Are we ready to scale up from

billions of smartphones…to

tens of billions of devices?

Yeah, we can do this:

“The EPC, a 96 bit number, is

expected to provide an address

space of roughly 30 trillion

trillion unique identifiers.”* - Smart Border Alliance – RFID Feasibility Study Final Report

* Reality check: that’s 58,800 IDs/mm2

of this planet, including oceans

“RFID tags can do more than say, ‘Here I am’;

they can also provide, for example, vital data on

storage and transportation conditions for goods

when combined with sensors and with

infrastructures like GPS.” - www.eweek.com

Can We Count That High, That Quickly?

• There are people who already do

• Industrial and factory automation

providers are already accustomed

to massive scale

• Existing ‘device cloud’ abstractions

already provide the tools to filter

out what’s routine

• Interfaces to Service Cloud

already know how to turn an

anomaly into a case

Well, if it’s that easy:

What’s the Big Deal?

We Need to Re-Think Why We Network

• Today’s networks mostly ask:

• Where are you going?

• What have you got?

• When we’re talking to moving

things, we might really want to

know:

• Where were you when you

sent this?

• Exactly when?

• How long will this be useful?

“In theory, under IPv4, time to live is measured in

seconds, although every host that passes the

datagram must reduce the TTL by at least one

unit. In practice, the TTL field is reduced by one

on every hop. To reflect this practice, the field is

renamed hop limit in IPv6.”

en.wikipedia.org/wiki/Time_to_live

We Need to Re-Think How We Network

• Today’s networks mostly assume:

• Where you are doesn’t matter

• You’re close enough to engage

• When we’re talking to a larger

world—or worlds—then we might

really want to be sure:

• We can communicate across

large distances

• We can communicate on

intermittent links

InterPlanetary Networking Special Interest Group (IPNSIG.org)

Delay & Disruption Tolerant

Networking (DTN) allows the

CubeSat to act as a data

“mule” storing uploaded

“bundles” of data until the

CubeSat’s orbit takes it over a

groundstation connected to

the Internet. The cost of such

an infrastructure would be

about $33M for development,

deployment and maintenance

over the ten-year lifecycle of

such a network.

We Need to Enable Negotiation…

…Not Just Transaction

• Language is not just a tool for

expressing agreement

• Naïve APIs assume that

everyone is honest and

cooperative

• Language can be a tool for

deception; APIs must support

negotiation and verification

We Need to Connect People…

…Not Just Devices

“I’m not used to GPS at all," Ms. Latshaw

says. A former BMW owner, she confesses

she “worked on daylight-saving time all

year last year” because she couldn’t figure

out how to reset the German car's clock.

Customers like Ms. Latshaw are why

Sewell [Lexus] has Alex Oger, the

dealership's first “technology specialist.”

(Will everything need

an app to control it?)

We Need to Be Bold About Redefining…

…‘the Product’

In a connected world,

the very essence of

what you’re selling may

radically change

The relationships

among ownership,

access, control, and

cost of many objects

are up for disruptive

adjustment

Suppose the nav

systems of passing

cars show a bunch of

people heading to the

same sports venue?

Why not see if you can

sell them a pre-game

meal with a dynamic

billboard?

GM has the patent

We Need to Connect Across ‘Products’

We Need to Add Services to Products

What if you could

connect your camera

to a service that

evaluated your

pictures and told you

which lenses could

deliver other effects?

Think you might

sell more glass?

We Really, Really Need to Establish…

…Trust

If you think people are touchy

about their money, wait ’til you

know what kind of pictures you’ve

been taking – and where you took

them – and maybe, who’s in them.

It’s essential to reduce complexity;

to focus the scope of privileges;

and to increase visibility of who did

what, when, and how, with the

privileges they had to be given

We Need to be Able to Trust…(wait for it)…

…Software

If you think people are touchy

about a software update that

doesn’t work the first time…or

worse yet, makes the machine stop

working…wait until that update was

automatically pushed to a

connected device that they were

using at the time.

The App Store model has raised

our expectations. We’re not done.

If You Need to Get Their Attention

• “Decision-makers in key business

sectors who adopt just some of the

developing technologies offered by

the Industrial Internet can increase

their operational efficiencies by 1%.”

• “Early adoption will empower the

world’s oil and gas, power, health

care, aviation and rail industries to

achieve estimated efficiencies

exceeding $250 billion over 15 years.”

- machinetalk.etherios.com, 7 Oct. 2013

Cloud Computing? Indoor Plumbing of the 2010s

• Asking how to “monetize the cloud” is like asking how Hilton

can “monetize indoor plumbing.” You can’t build or run a big

hotel without it…but it certainly isn’t the product.

• What do people want from global, interoperable connection?

Mobile access to data; transaction; function

Social connection and interaction

Access to expertise and services…in executable form

(Physically realized as: devices, networks and apps)

We Need to Create New Value…

• In 2010 • 58% of surveyed U.S. consumers said they’d pay a higher

price if they had a strong expectation of superior service.

• On average, they thought a 9% premium would be OK.

• In 2012, 66% were willing to pay +13%...

…and 75% said they had already spent

more with a company in response to superior

service, up from only 57% in 2010.

• Connected products can elevate service,

from damage control to proactive customer care

Connected

Customers

Connected

Employees

Web Stadium Store Community

Connected

Partners

Email Social Mobile Product

Connected

Experiences

…Using Connection to Enable Conversation…

…Because Everything is Connected

Connected

Customers

Connected

Partners Connected

Products Connected

Devices

cloud social mobile

Connected

Employees

This ‘Future’ Has Already Happened

When a powerful change takes place, it takes time before you see

anything happen…but the energy has already been released

Three fundamental energies are in play:

Connectivity

• Capacity in place

• Protocols and power management

Mobility

• Devices drive cloud demands

Social interaction model

• Raising expectations for useful

assistance and trusted advice

Don’t Aim Low • Do not be timid in projecting the future

of this transformation: multiple sources

agree that by 2020, 50 billion devices

may have Internet connections.

• Assume global connectivity, infinite

bandwidth, and free processing

power as a basis for planning: none

of those goals will ever be fully met…

…but any attempt to “be realistic” in

making projections will undershoot

actual progress.

blogs.salesforce.com/company/2012/11/making-real-the-internet-of-things.html

@petercoffee

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pcoffee@salesforce.com