Cloud Computing, Big Data, Consumerization? Market intelligence & prescriptive advice for marketers in 2012

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#TTGTSummit | www.techtarget.com/ForMarketers

Cloud Computing, Big Data,

Consumerization?

Market intelligence & prescriptive advice for marketers in 2012

Jon Brown

Publisher, Strategic Markets TechTarget

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Which of these initiatives are you adopting?

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2012 IT priorities

50% 40% 33% 1 2 3 4 5 7 9 10 2011 rank

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2012 IT priorities—anything missing?

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Which of these initiatives are you adopting?

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Cloud

Computing

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Cloud Computing—what is Google telling us?

● 8 of the top 10 cities for ―cloud computing‖ are in post colonial Asia, followed by San Francisco and Washington, DC

● Y=mx+b

Online ROI Summit | © TechTarget 5

Search Volume index Google Trends 4.00

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Cloud Computing—what is Google telling us?

● 8 of the top 10 cities for ―cloud computing‖ are in post colonial Asia, followed by San Francisco and Washington, DC ● Y=mx+b ● Something happened in 2011 - Inflection point - Category divide - Market sophistication

- Hype cycle over

- Ratio of page views to vendor product research is dropping—a good thing

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Cloud Computing market is maturing into early pre-teens. Marketing tactics and efforts must adapt.

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Prescriptive Advice—Cloud Computing

● Change what you did in 2010–2011

● Market has entered the stage where it is dividing

- IaaS, SaaS, PaaS, StoraaS, Private Cloud, Hybrid Cloud

- You can stop explaining this

● There are at least 20 more immediate priorities—cloud is still a future state for most segments except:

- Cloud providers

● Channel—#1 priority, 60% investing in cloud providing

● Telco‘s

● ―Franchise‖ level IT service providers e.g. 1-800-Radiators

- SMB

- New businesses

- Corporate pilots/Test & dev., non-IT rogues.

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Cloud Computing—what should a marketer

do now?

● If you‘ve got a pure-play cloud product (you are an IaaS

or PaaS provider), you have a new problem to solve in an enterprise sale:

- New, ad hoc buying team of adversaries - Lots of veto power

- Must convince Networking, Storage, Security, Infrastructure, Compliance members

● If you have an incremental cloud product (office365, for

example), you‘ve got to make friends with security/compliance first.

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Cloud Computing—what should a marketer

do now?

● What should a marketer do now?

- Raise awareness that your brand is in cloud computing.

● Roadmap for existing products

● New to market cloud products should have expectations managed

● Systems management & storage management led

● Some call this ―cloudwashing‖. Ignore them completely.

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Why TechTarget?

● Activity Intelligence—we are the only company that can

identify active projects and multi-member buying teams and get that information to your sales team.

● Segmentation/Targeting—we have at least 18 different

identified segments and topics on cloud computing and we cover it from the unique perspective of the silos

- Storage, Networking, Server Infrastructure, Sr. Management, etc.

- Gives you the opportunity to speak in the native language to create a unified buying vision across the team

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Asset types and topics that will work

● Awareness, Positioning, Roadmaps, Consideration

● Thought Leadership addressing most pressing changes

in your traditional space vis a vis ―cloud‖.

● Virtualization, Storage Management, Storage Utilization,

Systems Management, SLA‘s are what the buying

audience is downloading now.

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Asset examples—Intel Cloud Computing

roadmap

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Asset examples

Intel Cloud Computing roadmap

• Roadmap

• Extends brand to Cloud • Every brand needs this • Could work as

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More good assets

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More good assets

• Engage silos • Inserts IBM into

conversation • Best practice • Engage silos • Speaks to pain/benefit • Inserts CA into conversation • Best practice

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Big Data

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Big Data

● Definition 1: A lot of data

● Definition 2: A new way to process and manage large volumes of data (Petabytes)

● An analytics and a storage problem.

● The problem has existed since computing was invented

● Now with unstructured data

● Not the sexiest term ever

Big Data Graph—Google Trends

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Big Data—Google Trends data

● Select Top 10 cities for ―Big Data‖

- Sunnyvale, CA - Bangalore, India - Santa Clara, CA - San Jose, CA - San Francisco, CA - Chennai, India - Austin, TX ● Oracle ● IBM ● Systap ● EMC ● Actian ● Marklogic ● Versant ● SaS ● Cloudera (Hadoop) ● Microsoft ● Dell ● NetApp ● Splunk ● Informatica ● Pervasive ● Others

Hype

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and who reads it

'Big data' analytics fulfilling the

promise of predictive BI8/30/11)

Data scientists helping

businesses navigate 'big data' seas (10/2/11)

Experts sound off on 'big data' technology, Hadoop and data

warehouses/29/11)

'Big data' poses big challenges for traditional analytics

approaches(8/9/11)

Skills shortage, training

present pitfalls for 'big data'

analytics (1/1/12)

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and who reads it

'Big data' analytics fulfilling the

promise of predictive BI8/30/11)

Data scientists helping

businesses navigate 'big data' seas (10/2/11)

Experts sound off on 'big data' technology, Hadoop and data

warehouses/29/11)

'Big data' poses big challenges for traditional analytics

approaches(8/9/11)

Skills shortage, training

present pitfalls for 'big data'

analytics (1/1/12)

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Online ROI Summit | © TechTarget

Marketer‘s Note: Activity

Intelligence tells us that these firms are all active on Big Data topics. TechTarget can put you in front of these firms if they are your target.

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Big Data—current market status

● Hype stage

● By definition it is a niche market. We can‘t all be big.

● This isn‘t exactly new, but the term ‗big data‘ is.

● Marketers (EMC) trying to change this and bring it down

market and try to convince people that this is everyone‘s problem.

● The audience is very curious

● Behaving like ‗early days‘ of cloud computing

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Big Data—marketing into hype

● Prescriptive Advice—

- Answer the following question—What is Big Data?

- Help buyers diagnose—―12 Signs That You May Have a Big Data Problem‖—This will be a winning title

● Avoid the temptation to imply that “everyone” has a big data problem. They don’t.

- Teach data pros how to talk to peers and ―the business‖ about Big Data and vice versa

- Stress IT/Business Alignment—this could be a big win - Target the VP of Informatics—this is her problem.

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Example of Big Data assets that are on target

● Observation: Most assets

on this topic are out of sync with the market stage

● Conclusion: Everyone

interested in selling Big Data solutions needs

more, early stage content

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Why TechTarget for Big Data?

● Audience Targeting

● ―Star Power‖—Wayne Eckerson

● Activity Intelligence

- We can find the real projects and get that information to the sales team

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Big Data—takeaways

● Big Data is a new topic. Introductory content should be

over weighted

● The audience wants lots of content

● Market to the entire ecosystem—technical, business,

existing BI audiences

● Read the Wayne Eckerson e-book ―Big Data Analytics‖

● Rely on Activity Intelligence with your leads to help your

sales team identify actionable projects

● Nurturing is going to be important, especially early

in the game

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Consumerization

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Consumerization—what is it?

● Definition 1 (Wikipedia) ―Consumerization is a stable neologism that describes the trend for new information

technology to emerge first in the consumer market and then spread into business organizations, resulting in the

convergence of the IT and consumer electronics industries, and a shift in IT innovation from large businesses to

the home.‖

● Definition 2 (Brian Madden): ―FUIT‖

● Consumerization began the day that PCs were invented. ● Consumerization got a name in 2002.

● Consumerization as a marketing term—Oct 2011

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Consumerization—Google Trends data

● A ―Consumerization and Cloud: IT isn‘t keeping up‖ ● B ―IT hasn‘t grasped Consumerization trend‖

● C ―The big 5 trends of the next half decade‖

● F ―Dell and Intel research reveal emerging markets

faster to embrace Consumerization of IT‖

● Top City: New York, NY

● Top Countries: US, India, Germany, UK

● Unisys ● Trend Micro ● Microsoft ● Zenprise ● McAfee ● CA ● ArrayNetworks ● PWC ● Dell/KACE ● Intel ● Accenture ● Tripwire ● Desktone ● Cisco ● Verizon ● NTT

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Consumerization of IT

● New

● Early entrants are MDM (Mobile Device Management) vendors

● Paradigm shift that is closely tied to cloud

● Next iteration of the centralized / decentralized pendulum swing

● Mobile devices driving enthusiasm

● BYOD / BYOPC programs

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Consumerization of IT—why TechTarget?

● SearchConsumerization—

mainstream site for IT

● ConsumerizeIT—thought leadership ● TechGuide—prosumer ● Activity Intelligence ● Where consumerization lives (also) - Desktop virtualization - Cloud - Mobile devices - Security software - Identity management

Question: Do you want to know what the key paradigm shift is with consumerization?

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Examples of Consumerization that work now

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Examples of Consumerization that work now

Introductory information (Strategy / 101 level) is the correct approach for now.

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Conclusion—

Internal Advice

Shared

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When is he going to stop talking?

● Consumerization of IT, Big Data, and Cloud Computing are immature topics and the markets are just getting aware of

them and formulating strategies around them.

● Consumerization of IT is most urgent and will probably have the shortest adoption curve because the problem is easy to recognize and the danger is real.

● Big Data represents the fulfillment of what IT was for in the first place—it‘s going to take some time for this to go

downmarket, however, because Excel (small data) is still the top analysis tool on Earth

● Cloud is the longest term and largest trend. The gambler in me says this is a 15-year megatrend.

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Advice I gave to our sales team

and ROI consultants

● Work with marketers to emphasize earliness of markets

- Awareness is what is going to work best, but consideration and decision assets are important.

- Only Activity Intelligence is going to let your sales team know if the project is real and whom to talk to

● Spread the love

- Each of these projects are cross functional, ad hoc

- Different job roles care about different things—this is why we

have sites in the first place!

- Target your message to each job role on the team. Only TTGT can do that for you

● Don‘t forget about existing, established products that pay the bills—suggest joint programs if possible

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Things to keep in mind

● Pay attention to page view data and top stories and

topics on sites

● Marketers—―No hablan el mismo idioma que se habla

por los techies.‖

● Nobody can touch our targeting capabilities.

● Nobody can touch our editorial capabilities.

● Nobody can provide the benefits that Activity Intelligence

provides to our customers.

● Cloud Computing, Big Data, and Consumerization are the

future of IT.

Cloud Computing, Big Data, Consumerization? Market intelligence & prescriptive advice for marketers in 2012