identifying technology disruptions

Written by:

Rebecca Dias Strategist and Founder becky@vesselhead.com

Craig Wilson Digital Media Analyst craig@vesselhead.com

www.vesselhead.com

Mobile CoMputing Disruptions for the ConneCteD era A Vesselhead Technology Brief

@Vesselhead

Published January 2011

Section I: Introduction

Disruptions for the ConneCteD era

The close of the last decade brought us closer to mobile nirvana: freedom to communicate, share, and contain all of your information into smaller and smarter connected devices. We will look back and admire the advances of smartphones and tablets, which freed up when and where we engage with family, friends and co-workers. The advances of the past few years have created new, instantaneous ways to socialize, collaborate, purchase goods, stream media and share knowledge on the go. These improvements have written a new page in history and set up the anticipation of a new decade of mobile technology disruptions to improve our lives.

The consumers are the winners, integrating home and work, friends and associ-ates, and household chores and entertainment all in a single mobile computing experience. However, not everyone has benefited from these disruptions. Corporations and governments who missed these sweeping changes now struggle to compete for the digitally advanced consumers in the new economy.

The US economy is expected to grow anywhere from 3.5 to 6% in 2011.1 Companies that keep abreast of new technological advances will benefit because of growing optimism. An almost two-year bull market and positive earnings growth points us toward the beginnings of a new technology bubble centered on mobility, the Cloud and social media. Many companies that have played key roles in the social media portion of this bubble will go public in the next couple of years, most notably, Facebook, Groupon, and LinkedIn.2 In this paper, we will focus on the paradigm shift caused by mobile computing. Who will be the Wintels of the future? The emergence of the personal mobile device (PMD) and the death of the personal computer (PC) are upon us. In the 90’s there was a rush to launch websites and eCommerce platforms. Today, there is a rush to deploy smartphone and tablet applications. This technology brief will expose how various technologies

will render the PC as we know it obsolete.

The Vesselhead Technology Disruptions are early indicators of shifts in technology and the consumer behaviors they respond to or influence. The disruptions benefit start-ups, venture capital, future C-level executives, technology advocates, and private investors for the connected era. While there are hundreds of disruptions, Vesselhead’s charter is to expose the technology disruptions that have sweeping impact on the economics and habits of consumers, government, and enterprises globally in the connected society.

1. Growth numbers from numerous economists. Two sources include: From Deutsche Bank, a More Bullish Scenario for U.S. Growth, by Matthew Scott on DailyFinance.com 1/26/2011 United States Review and Preview by Ted Wieseman on MorganStanley.com 12/14/20102. The IPO Class Of 2011 by Steve Schaffer on Forbes.com 12/21/2010

Mobile Computing Disruptions for the Connected Era | Technology Brief2

Table of Contents

in this Brief

Section I: Introduction ....................................................................................................... 2

Disruptions for the Connected Era ............................................................................... 2

Section II: Assessing Mobile Trends .............................................................................. 4

The Free Cloud, Ubiquitous Access and Flash are Enablers of Increased Mobility ......................................................................................................... 4

Mobile Commerce and the Smartphone Continue to Cannibalize the Wallet ..................................................................................................... 6

Multi-Touch and Gesture Computing Evolve Application Architectures ...............8

Section III: Competitive Landscape ..........................................................................10

Android OS Competes on Carrier Strength, iOS Competes on Vertical Integration .....................................................................................................10

Conclusion: Mobile Computing Outlook ....................................................................14

Appendix A: About Vesselhead .....................................................................................15

Our Charter ......................................................................................................................15

Contact Information ........................................................................................................16

Biographies ........................................................................................................................16

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Section II: Assessing Mobile Trends

the free ClouD, uBiquitous aCCess anD flash are enaBlers of inCreaseD MoBility

Remember where the desktop PC sat, undisturbed, under the desk? If moved, it was treated like a delicate bouquet of flowers to protect the data. In comes the wireless laptop with its compact size, network auto-sensing, sizable hard drive, and perfor-mance like its desktop counterpart. While it freed us from our desks, it still resulted in users losing files with rugged usage. A savvy user carried an external hard drive to backup files for fear of damaging the hard disk and data while in tow. Ask a runner who owned one of the first iPods how it faired in an armband on a long run. The hard disks weren’t so pleased and ultimately, neither were the runners.

Today, walk into any Apple store and you’ll see a child gyrate a 1.5 pound iPad tablet back and forth as she plays games. Your first reaction might be to cringe for the delicate hard disk. But those worries are archaic now; these devices come with non-volatile storage drives. The growth in cloud storage

and Flash are replacing the spinning hard drive. It’s no accident that Apple’s mobile devices (iPad, iPod) use Flash and their latest MacBook Air laptop has a Flash-based State Storage Device (SSD). Flash memory provides the handheld a non-volatile, highly portable, high capacity, energy efficient, and fast storage medium. The data on the device is not likely to become corrupted. Also, with the marriage of free cloud-based storage and applications, users can store personal data in the Cloud and quickly sync it with any device. Users can sync files with Dropbox, share photos on Flickr, collaborate on content with Google Docs or Microsoft SkyDrive, and show presentations on SlideShare. These are only a few of the services that make mobility easier while taking advantage of off-device personal storage. As more apps are downloaded, expect larger gigabyte storage on these devices and increased demand on the Cloud for applications and file synchronization.

Storage that is not SSD or Flash based will be seen as legacy moving into and beyond 2011.

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Section II: Assessing Mobile Trends

Flash is a highly desirable, disruptive technology for more than just mobile devices. SSD’s can have 100x faster seek times, consume less energy, and use less space than their disk-based predecessors. SSD’s have the capacity to enable new types of server architecture and therefore Cloud solutions. Performance of the processor has long outperformed that of the hard disk. SSD’s promise to bridge the gap. The behemoth data centers around the world that serve as the Cloud should already be considering using SSD in place of traditional hard drives to save on energy costs, increase backup times, reduce space, and more. However, according to Seagate,3 SSD growth in 2011 may be stunted by the limited manu-facturing plants in the world. The demand cannot be met by supply and will result in cost barriers in the short term. Despite this fabrication limitation, storage that is not SSD or Flash based will be seen as legacy moving into and beyond 2011.

Along with the demand for storage comes the demand for faster and more universal connectivity. Smartphones and tablets rely on a wireless GPRS or 3G. As 4G networks expand and become faster in more urban cities, and more reliable data cell service increases, the demand to access and sync files, watch streaming video, and make online remittances will increase. The speed of mobile networks provides greater freedom to download content, breaking the dependence on transfer time with available flash memory.

Mobile devices (Smartphones, Tablets, iPods) will replace the lugging of a laptop and become the all-in-one computing device for most tasks. Then again, users who started with the PC have Pavlovian habits associated with using the keyboard and a mouse, and will return to those when it comes to being comfortable or produc-tive. Even in cases where a tactile keyboard is desired, some will opt for an accessory like a Zagg case that snaps to their tablet or a Bluetooth device to provide them a keyboard. Today, tablets are seen as incremental devices providing us new ways to access media and consume information. As these devices obtain more applications and Cloud services evolve to provide equivalent or superior software, the need for a laptop especially for small business owners and enterprise users will abate. The integration of the Cloud, mobile device applications, high-speed internet access, and device storage disrupt the mobility landscape to hyper-adoption.

Mobile devices (smartphones, tablets, ipods) will replace the lugging of a laptop and become the all-in-one computing device for most tasks.

3. NAND Flash: Can It Meet the Growing Storage Capacity Demands of the Laptop PC Market? Seagate Point of View 2011

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Section II: Assessing Mobile Trends

Today we can use our plastic and the square at the neighborhood gourmet taco truck: tomorrow there won’t be any plastic at all.

MoBile CoMMerCe anD the sMartphone Continue to CanniBalize the Wallet

Everyone talks about mobile devices cannibalizing the laptop in much the same way the laptop cannibalized the desktop. What about the wallet? Open up the contents of a wallet and find the following:

- Identification

- Cash

- Credit Cards

- Club Membership

- Frequent flyer/buyer cards

- Checks to deposit

- Coupons

Each of these products and services are in the process of being replaced and going digital. One startup that has been growing like wildfire is Square. The company makes a small device that plugs into the headphone jack of mobile devices (currently iPhone, iPad, Android) that allows the user to process credit card payments. The device was originally designed to easily exchange money with friends—“I don’t have any cash, can you spot me? I’ll swipe my credit card on your square in exchange.” But the use has gone far beyond that as small business owners, entrepreneurs, and even nonprofits utilize the technology. Walk into a craft fair, farmers market, or fundraising auction and you’ll find those using the iPad or iPhone with the Square are profiting from the added consumer convenience.

Today we can use our plastic and the Square at the neighborhood gourmet taco truck: tomorrow there won’t be any plastic at all. Like consumers, small busi-ness owners have one device that tracks their e-commerce during the day and

becomes their media center at night. Verifone, the established vendor in the credit card processing world, has already responded to this disruptive startup with the release of PAYware Mobile early last year. But Verifone’s biggest competi-tors may just be the new Peer to Peer money exchange system offered through NokiaMoney, PayPal’s Send Money and MasterCard’s MoneySend solutions, which provide a way to exchange funds for a limited fee without a credit card. This is the first generation of the non-plastic credit world. Expect some fierce competition and consolidation in this space in 2011. Recently Visa jumped on the bandwagon with its intent to buy PlaySpan for $190 million. This consolidation will extend beyond the US to companies that are already established in other countries, notably Qiwi in Russia.

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Section II: Assessing Mobile Trends

Technology to scan inventory/read barcodes, process payments, accept signatures, and collect customer information has existed for years in embedded devices used by shipping companies, trade show vendors and retailers. What is significant is the ability to easily integrate these technologies into common mobile devices. Apple has already redefined retail by moving to a cashless environment and empowering Apple retailers with mobile devices.

Amazon’s smartphone application lets shoppers take a picture of retail prod-ucts with a barcode and instantaneously receive a comparison price for it from Amazon.com. These types of innovations combined with location-based services are opening up a whole new application market opportunity. PayPal expanded their SDK and encouraged innovation through a $150 thousand developer compe-tition, whose winner was announced last October. The winner, iConcession, is an application to empower any sports fan at an event to order and pay for desired goods from his seat and have those goods delivered.

The big question is, when will the mobile device become the credit card? We can already buy applications from the iStore with our device. We have our phone number, unique phone ID, and our password to uniquely identify us. All of these could add up to being more secure than the traditional credit card imprint. Starbucks recently released their iPhone payment engine to 6,000 stores where they can now scan a barcode on a customer’s smartphone as payment. You don’t need your wallet anymore to for your morning wake-up or to collect points towards free lattes.

These apps will make use of an electronic sig nature, bump, or camera sensing solutions in this arena. We also expect to see more electronic point applications released for savvy retailers.

Also in late 2010, US smartphone users began using their cell phone for check deposits. PayPal, Bank of America, and Chase are early adopters of the MMS check depositing technology. This will spread quickly and become status quo for many banking institutions. In 2011, consumers will begin to look to their banks to provide them with electronic check depositing and credit card processing services. Obviously, security and consumer protection against hackers will have to be a priority for companies facilitating these transactions.

One last item that bears mentioning is coupons. Who uses coupons anymore? Well, coupons aren’t just for Grandma and penny-pinchers anymore. Groupon and LivingSocial revolutionized them and made them popular with hipsters everywhere via high quality, preference-based, electronic coupons on smartphones. Other startups are jumping onto the bandwagon including Yelp, Tippr, Dibspace, Zozi, and Freshsheet. Expect some market consolidation in this space over the course of 2011 as consumers’ email in-boxes get overwhelmed with these offers.

In 2011, we expect to see more applications that replace the traditional plastic in your wallet.

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Section II: Assessing Mobile Trends

MulTi-Touch and GesTure coMpuTinG evolve appliCation arChiteCtures

Throughout its history, Apple has set precedence for rethinking how users engage with applications, resulting in new form factors and development architectures. The 1984 Super Bowl ad to launch the Mac screamed ‘break the mold.’ Steve Jobs didn’t want applications ported to the Mac when he introduced it; he wanted developers to rethink software design and consumers to demand something better than what they had been using. Jobs introduced beautiful typography and brought the true meaning of usability to the personal computer with the introduction of the mouse and a desktop windowing system. Continuing this drive to introduce innovative new form factors, in 1993 Apple introduce pen-based computing on a PDA with the Newton. While widely considered a flop, the Newton set precedence for PDAs and some see it as the grandfather of both the iPhone and the iPad. Also ahead of its time, in 1998 Jobs removed the floppy drive from the Mac and declared the Web would store content. In 2001, when Jobs revealed the iPod to Wall Street, they balked, not understanding that Apple was changing the business model for music acquisition. After every mobile phone added an MP3 player, Wall Street predicted iPod sales would decrease because they didn’t understand the content distribution power of iTunes, or the computing power of the iPod. In 2007, Apple put a stake in the heart of Adobe’s Flash technology by refusing to support it because of security and performance limitations. Prior to this, Adobe’s Flash player had been seen as the industry standard for video-streaming. Instead of harming Apple’s product sales, numerous companies redesigned their websites, either removing flash or creating an iPhone compatible site. Additionally, it accelerated the industry standardization and adoption of HTML5, which has been a critical step in large-scale mobile video streaming.

Users could pinch and spread their finger and thumb to shrink and enlarge the content displayed on the smaller screen. Apple had finally created a truly usable touch screen. Every application that existed has fundamentally been rethought as a result of this change in the application platform. There is no tactile keyboard, no mouse— every software application has been redesigned to think about swipes, touches and

the Cloud. Anywhere access and location-based services have also helped to create a whole new landscape of possibilities. Companies are compelled to build applications that simplify the user’s navigation and access to functionality and information. These applications empower users with touch computing devices. This paradigm shift will go well beyond the mobile devices. The introduction of this technology has created a new marketplace, the Mobile Application Store, which Gartner predicts will surpass $15 Billion in 2011.4

On Jan 9, 2007, Steve Jobs announced the single most disruptive change in technology since the introduction of desktop windowing systems: he introduced the iPhone with multi-touch computing.

4 Gartner Says Worldwide Mobile Application Store Revenue Forecast to Surpass $15 Billion in 2011 Press Release on Gartner.com 1/26/2011

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Section II: Assessing Mobile Trends

In 2011, multi-touch computing will evolve. Today we use two fingers to manipu-late images, to rotate maps, and to change the angle on 3D images. Laptops already use up to four touch points on the control pad to determine what happens on the screen in terms of scrolling, accessing the desktop or viewing the dashboard. The next generation of tablets will use from five to ten points, enabling people to use all of their fingers to interact with applications. Recently the iOS 4.3 beta was released with 5 point computing for the iPad. Expanding Multi-touch will revolutionize how we learn and create. There are already numerous applications to support the medical industry on the iOS devices including 3D brain, CranialNerves, Brain Tutor and more. Imagine how these applications will evolve when more interaction with the hands is possible. More importantly, companies that release applications for smartphones, and iPads will need to rethink design. The recent launch of the hyped Daily App on the iPad is a guide to companies on what not to do. Users who participated in the Daily launch were widely disappointed with the lack of utilization of the iPad’s key features. Applications shouldn’t be modeled after websites, they need to be interactive and leverage the power of multi-touch in ways that make users blissful.

The highlight of Christmas 2010, for kids and adults, was getting the new XBox 360 under the tree. Microsoft introduced the first gesture-based interface game controller free platform with Kinect on the XBox 360, a powerful response to Nintendo’s Wii’s motion remote controller. Microsoft has stated the company will bring the Kinect technology—acquired through a startup, PrimeSense—to Windows Desktop. While Microsoft has the core foundation of this technology, HP recently announced 3D Camera support in the TouchPad tablet with webOS. This sets up the anticipation that Apple will likely try to popularize gesture technology on mobile devices, redefining application architectures yet again. The new paradigm evolves camera-sensing technology to achieve multi-sense gesture computing. The computing

device reads users sign language and interprets an action or task to perform.

Apple will not use the camera sensing technologies with the same depth as Kinect. Kinect’s camera provides at range 3D motion capture (depth sensoring) with facial and voice recognition. We expect the first iteration of this technology

on devices to be more like signing. Apple will introduce the functionality slowly to both educate the user and developer base. By limiting what the camera is tracking, the developer interface will be greatly simplified. Home chefs everywhere will love this technology: no more clean hands required to scroll your recipe! Further specula-tion says why not add it to gaming on Apple TV and Google TV. Kids and adults would enjoy evenings playing Angry Birds on the big screen. Apple may have propelled us into a new era of personal mobile devices with the iPhone and iPad; however, ownership of gesture computing is still up for grabs.

Expect to see the off-shoots of gesture computing on tablets and new home entertainment appliances.

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Section III: Competitive Landscape

android os coMpeTes on carrier sTrenGTh, ios coMpeTes on verTical inTeGraTion

The wine connoisseur would say that Apple has superior mouthfeel, that balance of look, feel, and intuitive functionality. The entire experience from the packaging, to the simplicity of personalizing and updating the device, to the addition of applications, is sheer perfection. Apple set the bar high for what a smartphone and a tablet should look like. Google’s Android (Droid) phones vary based on the handset manufacturer in terms of quality and features. However, Google has duped enough of the iOS features and added enough bells and whistles to fall in the competitive category. This combined with the number of devices on the market and the growing developer population shows the signs of a dominant platform.

We often hear the term Apple versus Google. In 2011, we expect it to be Apple and Google. Figure 1 shows data comparing the peak buying season for smart-phones, Q4, in 2009 and 2010. While this is only data for the smartphone market, we feel it is a good way to think about future potential in the Tablet space. The Tablet OS generally builds on the Smartphone OS. One can speculate future Tablet market share based on market share in the smartphone world. Users will likely purchase a Tablet with the same Operating System as their smartphone or iPod for ease of use and familiarity.

Google 33%

Symbian 31%RIM 14%

Microsoft 3%Others 3%

Apple 16%

Symbian 44%

RIM 20%

Apple 16% Google 9%Microsoft 7%

Others 4%

Figure 1: Worldwide Smartphone Market Q4 year over year Shipment Data6

% Marketshare of 70.2 Million Smartphones Sold in Q4 2010% Marketshare of 29.8 Million Smartphones Sold in Q4 2009

5. Data source: Google’s Android becomes the world’s leading smart phone platform—Canalys reveals smart phone market exceeded 100 million units in Q4 2010, a Canalys Press Release 1/31/2011

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Section III: Competitive Landscape

The smartphone market has had tremendous growth year over year. Sales in Q4 grew by 135% from the previous year. The global market opportunity is still up for grabs because the majority of consumers still own feature phones due to the expense of data plans. All-you-can-eat data plan competition will help smart-phone sales double in Q4 of 2011. This leaves a large opportunity for growth for all players. Up until now, market share ownership in this space has been volatile because it is still an emerging market. One might question if dominance of market share will ever be stable year over year since consumers replace their cell phones every 3–24 months. Symbian led the market in 2009 though they were not seen as the technology leader. Last year Symbian shrunk by 13 basis points while Google grew by more than 24 points, a significant swing in market ownership. Symbian’s loss in market share can be directly tied to lack of innovation on the platform. Google Android sold 28.6 million units Q4 ’10, which is almost equal to the total number of smartphones sold in Q4 2009. What is interesting is that Google cannibalized RIM, Symbian, and Microsoft market share, but not Apple. Apple continued to grow at the same rate as the prior year. Despite the release of a solidly reviewed Windows Phone 7, Microsoft’s share continued to shrink and the Palm Pre didn’t leave a blip on the radar.

Another key factor not represented in the numbers above, but which plays heavily in the Mobile devices landscape is the iPod. The iPod is often used as a compli-ment to a feature phone for those who can’t afford or do not wish to have a data plan. These users run their applications on the iPod and connect to Wi-Fi when available. Some go so far as to use the iPod as their only phone using Google Voice or Skype as their phone number. Apple sold 19.4 million iPods last Q4. Today, the iPod is the only game in town for this market. The iPod has huge growth potential in developing countries.

The ipod is often used as a compliment to a feature phone for those who can’t afford or do not wish to have a data plan.

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Section III: Competitive Landscape

Figure 2: Active App Developer Base Estimates Q4 2010

What should we expect in 2011? HP has already announced its TouchPad tablet, which builds on the Palm webOS and a new release of the Palm Pre. New players will also surface. There are rumors that Amazon is building a Droid application store and could launch their own smartphone device. We believe that innovation will drive adoption of Smartphones in 2011. Who drives innovation? Developers! Figure 2 shows the number of developers per platform. This view of the current market landscape helps to tell the future story.

Apple currently holds the developer audience. However, with the number of Droid phones on the market, and more importantly, the promise to be a more open development platform, we expect that the number of Droid developers will rise. There is an ongoing debate as to how truly open the Android platform is. While it is licensed under Apache, the development process is not transparent.6 Other platforms without the developer base and new entrants into the market like webOS will struggle to gain ground. webOS may find some developer allure since it is first to market with a 3D camera on at tablet.

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Section III: Competitive Landscape

Google’s Android will continue to dominate the majority smartphone market. Apple will become the premium high end, more polished and less flexible option. But with flexibility comes complexity. The Droid is still going to be challenged by the triumvi-rate. Who owns updates to your Droid: the carrier, the device manufacturer, or Google? Additionally,

these devices are at risk of value subtractions where the device manufacturer or carrier installs additional applications that actually make the device less useable or create clutter. Sadly, these questions will plague the Droids through 2011. Nokia, who has been the dominant handset manufacturer for years and traditionally built on Symbian just announced that it will be abandoning its platform and partnering with Microsoft for Windows Phone 7. This new partnership should help bump the Microsoft share up; however, in the end, if Microsoft fails to lure developers to the Windows Phone 7 platform by next Q4, it will continue to be a small piece of the pie competing with RIM in the Enterprise marketplace.

In the long term, brand affinity, ease of use, user familiarity and look and feel will play on consumer appetite. Currently the only vendors with loyal, repeat buyers have been Apple and RIM. Unlike the PC, user dependence on applications is not tied to a device. Today, applications settings are easily transported from phone to phone. The user settings are stored in the Cloud. Often times it is not a matter of if an application is available on a given platform, it is a question of when the applica-tion will be available on a given platform. As users install more applications on a device, the more likely they will want to stay on that platform when they purchase a new phone. They will expect a seamless upgrade experience by the platform provider akin to an iOS iTunes upgrade experience.

The power behind these devices and the plethora of applications make them suffi-cient for everyday computing needs. Consumers will begin to use these devise as their primary and potentially only computing device. The number of mobile devices, smartphones, and tablets, will grow exponentially. In concert with this growth, there will be a decline in replacement PC sales. Rupert Murdoch was right on the money when he said of Steve Jobs, “Here we have the man who invented the personal computer, then the laptop. He’s now destroying them. That is an amazing life.” 7

In 2011, Apple will continue its growth of iPhone sales with new carriers such as Verizon and expansion into growth markets like China.

6. Is Android Open? By Scott Gilbertson 10/22/2010 on Wired.com7. Murdoch Hopes Apple Will Lower Its Share Of ‘The Daily’ Take, by Staci D. Kramer 2/2/2011 on paidContent.org

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Section IV: Wrap Up

conclusion: Mobile coMpuTinG ouTlook

The next time you update your Facebook status or Tweet, review a business report, read a magazine or make dinner reservations on a smartphone or tablet, remember how it used to be. Would you go back? Now, remember when you decided to take the plunge and purchase the smart mobile device. The journey from fascination to envy to necessity is led by the freedom that comes from mobile computing

Remember the desktop PC, now think about docking your laptop. In the future, you will either dock your tablet or your cell phone. Your Personal Mobile Device (PMD) will be your primary computing device for work and for personal pleasure. It is a gold rush all over again. Those companies that bring the most robust and desired software will rule the new application marketplace that marries smart-phones and tablets to the Cloud.

2011 will be a year of proportionate options to connect and create a digital impression. In some ways, it will be overwhelming and in others a distraction. The investments companies make in the new decade to mobile computing for employees and consumers will set the tone for who leads and who follows.

The Vesselhead disruptions for mobile computing provide the tipping points of free Cloud and flash storage, digital wallet transactions, gesture computing, and the herding of developers to the water hole that provides the most opportunity to cash in on mobile apps. Wait not, and be part of the disruption revolution.

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Appendix A: About Vesselhead

our Charter

In today’s market, corporations can’t assume ideas are unique, customer loyalty will last, or by merely having technology you will have long standing competitive differentiators.

To be successful, companies need out of the box thinking about product design, agile development, and marketing execution.

Vesselhead identifies market disruptions and helps companies become the next generation of industry leaders through our market intelligence and product marketing skills.

contact vesselhead to help your strategy successfully reach beyond the fall line.

We Will shoW You The line in chanGinG and MuddY WaTers.

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Appendix A: About Vesselhead

bioGraphies

rebecca Dias—Connected systems analyst, founderRebecca has a passion for river kayaking and applies the metaphors of navigating through whitewater to the rapids of change in the world of technology. She has designed and driven product strategies for numerous emerging and global market changing products and technologies both nationally and internationally. Most recently she built a social networking solution for K-12 school districts to revo-lutionize their learning management systems. Prior to this, she spent five years at Microsoft where she drove strategies that helped establish the Web services market and grow Microsoft’s enterprise management business by a billion dollars. She is more than just a businesswoman; her roots are in application develop-ment. Her understanding of the nuts and bolts of technology contributes to her understanding of the big picture changes in the marketplace. Rebecca has written numerous strategies that have correctly identified business disruptions in the Cloud landscape and the smart mobile devices boom.

about Craig Wilson—Digital Media analyst, Co-founderCraig is a cutting-edge visionary, entertainment producer, and technologist. He has launched innovative television programming reaching 20 million households, produced computer graphic animated theatrical trailers for cinema chains, and directed sports commercials. The explosion of digital media led him to an Internet start-up for artists to sell and auction their artwork. Seeing the media’s impact on telecommunications, he jumped into the software industry to develop markets and position product brands in the enterprise at Microsoft. Craig created global brand marketing programs for OEM, partners and sales of Visio, Office, Server and Education products. He has led plan-ning and strategy solutions for hybrid Cloud enterprises hosted with on-premise data centers, Azure and Office 365. He created the first Microsoft Cloud service e-learning program for educators with digital literacy hosted on Azure for mobile devices. Now focusing his energy on market disruptions in television, mobile media and video streaming, Craig enjoys writing screenplays, developing a social media photo iPhone

App, and relaxing in the sun.

iden�fying technology disrup�ons

conTacT inforMaTion:

Rebecca Dias: becky@vesselhead.com

Craig Wilson: craig@vesselhead.com

More information: info@vesselhead.com

www.vesselhead.com

© Copyright 2011 Vesselhead LLC. All rights reserved. This document is the confidential and proprietary information of Vesselhead. The opinions of Vesselhead hold no guarantee and express only the views and observations of changes in technology and their potential usage.

Design by Danielle Vernelson with Incite Media: www.incite-m.com/marketing