Tech Trends 2015: The Fusion of Business and IT

Tech Trends 2015
The fusion of business and IT
Contents
Introduction|2
CIO as chief integration officer|4
API economy|20
Ambient computing|34
Dimensional marketing|50
Software-defined everything|66
Core renaissance|82
Amplified intelligence|96
IT worker of the future|110
Exponentials|126
Authors, contributors & special thanks|144
Tech Trends 2015:The fusion of business and IT
Introduction
W
E have it on good authority that the only constant in life is change. Yet, given the magnitude
of the change we witness daily and the staggering pace at which it now unfolds, the term
constant seems inadequate as we attempt to define and understand the highly mutable world
around us.
For example, 10 years ago, who could have foreseen that aircraft manufacturers would be
able to print replacement parts onsite in hangars rather than manufacturing them on distant
assembly lines? Or that doctors would harness artificial intelligence to improve cancer diagnosis
and treatments? Or that preventative maintenance systems featuring sensors and robotics would
virtually eliminate unanticipated mechanical breakdowns?
In many cases, such changes are being driven by a confluence of business and technology forces
fueled by innovation. On the business front, globalization continues apace, with new markets and
new customer tiers swollen by billions of people rising out of poverty. Barriers to market entry are
collapsing as entrepreneurs with low capital investment needs challenge established market players.
Meanwhile, on the technology front, five macro forces continue to drive enormous
transformation: digital, analytics, cloud, the renaissance of core systems, and the changing role of
IT within the enterprise. These forces are not just fueling innovation and giving rise to new business
models. They are also enabling historic advances in materials, medical, and manufacturing science,
among many other areas.
To help make sense of it all, we offer Deloittes sixth Technology Trends report, our annual
in-depth examination of eight current technology trends, ranging from the way some organizations
are using application programming interfaces to extend services and create new revenue streams,
to the dramatic impact connectivity and analytics are having on digital marketing; and from the
evolving role of the CIO to changing IT skill sets and delivery models.
Over the next 1824 months, each of these trends could potentially disrupt the way businesses
engage their customers, how work gets done, and how markets and industries evolve.
The theme for this years report is the fusion of business and IT, which is broadly inspired by a
fundamental transformation in the way C-suite leaders and CIOs collaborate to leverage disruptive
change, chart business strategy, and pursue potentially transformative opportunities.
The list of trends we spotlight has been developed using an ongoing process of primary and
secondary research that involves:
Feedback from client executives on current and future priorities
Perspectives from industry and academic luminaries
Research by technology alliances, industry analysts, and competitor positioning
Crowdsourced ideas and examples from our global network of practitioners
Introduction
As in last years report, we have also included a section dedicated to six exponential technologies: innovative disciplines evolving faster than the pace of Moores Law whose eventual impact may
be profound.
Over the next 1824 months, CIOs and other executives will have opportunities to learn more
about these trends and the technologies that could potentially disrupt their IT environments and,
more broadly, their companys strategies and established business models.
In the coming fiscal year or next, how will you apply what you learn to develop a response
plan, and how will you act on your plan? More importantly, how can you leverage these trends and
disruptive technologies to help chart your companys future?
The time to act is now . . . dont be caught unaware or unprepared.
Bill Briggs
Craig Hodgetts
Chief Technology Officer
US National Managing DirectorT
echnology
Deloitte Consulting LLP
Deloitte Consulting LLP
wbriggs@deloitte.com chodgetts@deloitte.com
Twitter: @wdbthree
Twitter: @craig_hodgetts
CIO as chief integration officer
CIO as chief
integration officer
A new charter for IT
As technology transforms existing business models and gives rise to

new ones, the role of the CIO is evolving rapidly, with integration at
the core of its mission. Increasingly, CIOs need to harness emerging
disruptive technologies for the business while balancing future needs
with todays operational realities. They should view their responsibilities
through an enterprise-wide lens to help ensure critical domains such as
digital, analytics, and cloud arent spurring redundant, conflicting, or
compromised investments within departmental or functional silos. In
this shifting landscape of opportunities and challenges, CIOs can be not
only the connective tissue but the driving force for intersecting, IT-heavy
initiativeseven as the C-suite expands to include roles such as chief
digital officer, chief data officer, and chief innovation officer. And what
happens if CIOs dont step up? They could find themselves relegated
to a care and feeding role while others chart a strategic course
toward a future built around increasingly commoditized technologies.
OR many organizations, it is increasingly

difficult to separate business strategy
from technology. In fact, the future of many
industries is inextricably linked to harnessing
emerging technologies and disrupting portions
of their existing business and operating
models. Other macro-level forces such as
globalization, new expectations for customer
engagement, and regulatory and compliance
requirements also share a dependency
on technology.
As a result, CIOs can serve as the critical
link between business strategy and the IT
agenda, while also helping identify, vet,
and apply emerging technologies to the

business roadmap. CIOs are uniquely suited
to balancing actuality with inspiration by
introducing ways to reshape processes and
potentially transform the business without
losing sight of feasibility, complexity, and risk.
But are CIOs ready to rumble? According
to a report by Harvard Business Review
Analytic Services, 57 percent of the business
and technology leaders surveyed view IT as
an investment that drives innovation and
growth.1 But according to a Gartner report,
Currently, 51 percent of CIOs agree that the
torrent of digital opportunities threatens both
Tech Trends 2015: The fusion of business and IT
business success and their IT organizations

credibility. In addition, 42 percent of them
believe their current IT organization lacks the
key skills and capabilities necessary to respond
to a complex digital business landscape.2
To remain relevant and become influential
business leaders, CIOs should build capabilities
in three areas. First, they should put their
internal technology houses in order; second,
they should leverage advances in science and
emerging technologies to drive innovation;
and finally, they need to reimagine their own
roles to focus less on technology management
and more on business strategy.
In most cases, building these capabilities
will not be easy. In fact, the effort will likely
require making fundamental changes to
current organizational structures, perspectives,
and capabilities. The following approaches may
help CIOs overcome political resistance and
organizational inertia along the way:
Work like a venture capitalist. By
borrowing a page from the venture
capitalists playbook and adopting a
portfolio management approach to ITs
balance sheet and investment pool, CIOs
can provide the business with greater
visibility into ITs areas of focus, its risk
profile, and the value IT generates.3 This
approach can also help CIOs develop a
checklist and scorecard for getting ITs
house in order.
Provide visibility into the IT balance
sheet. ITs balance sheet includes programs
and projects, hardware and software
assets, data (internal and external, big
and otherwise), contracts, vendors, and
partners. It also includes political capital,
organizational structure, talent, processes,
and tools for running the business of IT.
Critical to the CIOs integration agenda
is visibility of assets, along with costs,
resource allocations, expected returns,
risks, dependencies, and an understanding
of how they align to strategic priorities.
Organize assets to address business

priorities. How well are core IT functions
supporting the day-to-day needs of
the business? Maintaining reliable
core operations and infrastructure can
establish the credibility CIOs need to
elevate their missions. Likewise, spotty
service and unmet business needs can
quickly undermine any momentum CIOs
have achieved. Thus, it is important to
understand the burning issues end users
face and then organize the IT portfolio and
metrics accordingly. Also, its important to
draw a clear linkage between the balance
sheet, todays operational challenges,
and tomorrows strategic objectives in
language everyone can understand. As Intel
CIO Kim Stevenson says, First, go after
operational excellence; if you do that well,
you earn the right to collaborate with the
business, and give them what they really
need, not just what they ask for. Master that
capability, and you get to shape business
transformation, not just execute pieces of
the plan.
Focus on flexibility and speed. The
business wants agilitynot just in the way
software is developed, but as part of more
responsive, adaptive disciplines for ideating,
planning, delivering, and managing IT.
To meet this need, CIOs can direct some
portions of ITs spend toward fueling
experimentation and innovation, managing
these allocations outside of rigid annual
budgeting or quarterly planning cycles.
Business sponsors serving as product
owners should be embedded in project
efforts, reinforcing integration between
business objectives and IT priorities. Agility
within IT also can come from bridging
the gap between build and runcreating
an integrated set of disciplines under the
banner of DevOps.4
For CIOs to become chief integration
officers, the venture capitalists playbook
New boardroom discussions

With digital now a key boardroom topic, companies are addressing new technology needs in different ways. A recent
Forrester survey found that 37 percent of firms place ownership of digital strategy at the C level, with a further
44 percent looking to a senior vice president (SVP), executive vice president (EVP), or similar role to direct digital plans.
However, less than a fifth of firms have or plan to hire a chief digital officer (CDO), meaning that digital accountability
lives with an incumbent role. a CIOs can either fill these new digital needs themselves or serve as the connective tissue
integrating all tech-related positions.
cio
ceo Shaping business strategy

infused with technology
advising and executing on realities
of existing capabilities, and the
potential of emerging trends.
chief digital officer Collaborating

to define a vision and roadmap,
provide integration, security, and
data services, and drive sustainable
roll-out of digital services.
cfo Framing initiative investments,

operations, delivery, and budget in
terms of risk management and
return on assets.
chief data officer Planning and

execution of new capabilities and
governance of internal, external,
structured, and unstructured data
sources and surrounding tools.
coo Understanding, prioritizing,

and addressing pain points and
inefficiencies in analytics, business
processes, and operations
retooling how work gets done.
chief innovation officer Seeding

technology-based innovation ideas
while complementing the art of
the possible with the realities
of the feasible.
cmo Partnering to implement new

marketing tools with hooks into
back-office data and transactions,
while retooling to offer agile
delivery for new digital solutions.
chief customer officer Defining

customer personas and journeys
and exploring how experiences
can be improved via existing and
emerging technology.
chairperson Elevating technology to the boardroom agenda, represented as a strategic

asset for profitability, effective and efficient operations, and growth.
Source: a Martin Gill, Predictions 2014: The Year Of Digital Business, Forrester Research, Inc., December 19, 2013.
can become part of the foundation of this

transformationsetting up a holistic view of
the IT balance sheet, a common language for
essential conversations with the business, and
a renewed commitment to agile execution of
the newly aligned mission. These capabilities
are necessary given the rapidly evolving
technology landscape.
Harness emerging technologies

and scientific breakthroughs
to spur innovation
One of the most important integration
duties is to link the potential of tomorrow
to the realities of today. Breakthroughs are
happening not just in IT but in the fields of
science: materials science, medical science,
manufacturing science, and others. The
Exponentials at the end of this report shine
a light on some of the advances, describing
potentially profound disruption to business,
government, and society.
Create a deliberate mechanism for
scanning and experimentation. Define
processes for understanding the what,
distilling to the so what, and guiding
the business on the now what. As
Peter Drucker, the founder of modern
management, says, innovation is work
and much more a function of the importing
and exporting of ideas than eureka
moments of new greenfield ideas.5
Build a culture that encourages failure.
Within and outside of IT, projects with
uncharted technologies and unproven
effects inherently involve risk. To think
big, start small, and scale quickly,
development teams need CIO support
and encouragement. The expression
failing fast is not about universal
acceptance and celebrating failure. Rather,
it emphasizes learning through iteration,
with experiments that are designed to yield
measurable resultsas quickly as possible.6
Collaborate to solve tough business

problems. Another manifestation of
integration involves tapping into new
ecosystems for ideas, talent, and potential
solutions. Existing relationships with
vendors and partners are useful on this
front. Also consider exploring opportunities
to collaborate with nontraditional players
such as start-ups, incubators, academia,
and venture capital firms. Salim Ismail,
Singularity Universitys founding executive
director, encourages organizations to try to
scale at exponential speed by leveraging
the world around themtapping into
diverse thinking, assets, and entities.7
An approach for evaluating new technology
might be the most important legacy a CIO
can leave: institutional muscle memory for
sifting opportunities from shiny objects,
rapidly vetting and prototyping new ideas,
and optimizing for return on assets. The
only constant among continual technology
advances is change. Providing focus and clarity
to that turmoil is the final integration CIOs
should aspire tomoving from potential to
confidence, and from possibility to reality.
Become a business leader

The past several years have seen new
leadership roles cropping up across industries:
chief digital officer, chief data officer, chief
growth officer, chief science officer, chief
marketing technology officer, and chief
analytics officer, to name a few. Each role is
deeply informed by technology advances,
and their scope often overlaps not only with
the CIOs role but between their respective
charters. These new positions reflect
burgeoning opportunity and unmet needs.
Sometimes, these needs are unmet because the
CIO hasnt elevated his or her role to take on
new strategic endeavors. The intent to do so
may be there, but progress can be hampered
by credibility gaps rooted in a lack of progress
toward a new vision, or undermined by
historical reputational baggage.
Actively engage with business peers to

influence their view of the CIO role. For
organizations without these new roles,
CIOs should consider explicitly stating their
intent to tackle the additional complexity.
CIOs should recognize that IT may have a
hard time advancing their stations without
a positive track record for delivering core IT
services predictably, reliably, and efficiently.
Serve as the connective tissue to all things
technology. Where new roles have already
been defined and filled, CIOs should
proactively engage with them to understand
what objectives and outcomes are being
framed. IT can be positioned not just as

a delivery center but as a partner in the
companys new journey. IT has a necessarily
cross-discipline, cross-functional, crossbusiness unit purview. CIOs acting as chief
integration officers can serve as the glue
linking the various initiatives together
advocating platforms instead of point
solutions, services instead of brittle pointto-point interfaces, and IT services for
design, architecture, and integrationwhile
also endeavoring to provide solutions that
are ready for prime time through security,
scalability, and reliability.
Lessons from the front lines

Look inside IT
When asked recently about the proliferation
of chiefs in the C-suitechief digital offer,
chief innovation officer, etc.and the idea
that CIOs could assume the role of chief
integration officer by providing the muchneeded connective tissue among many
executives, strategies, and agendas, Intel Corp.s
CIO Kim Stevenson offered the following
opinion: The CIO role is unique in that it
is defined differently across companies and
industries. No two CIOs positions are the
same, as opposed to chief financial officers,
legal officers, and other C-suite roles. I
dont like it when people try to rename the
CIO role. It contributes to a general lack of
understanding about the roleand about what
companies should expect from their CIOs.
Monikers aside, Stevenson occasionally
offers the following advice to CEOs and
boards who are pondering the future amid
tremendous technology-driven disruption: If
you need all those C-suite roles, you probably
dont have the right CIO.
The right CIO is one who first achieves
operational excellence by keeping the lights
on, all critical IT positions filled, and all
systems running at peak performance. At
Intel, operational excellence of core business
processessatisfying day-to-day needshas
earned IT the right to collaborate with business
leaders to identify solutions needed to achieve
their goals.
It is through such collaboration that
CIOs can elevate and broaden their roles.
That means working with business leaders
to not just give them what they ask for but
helping them figure out what they really
need. Your internal customers have to want
what IT is selling, Stevenson notes, and to
achieve this, CIOs should work with business
leaders to create shared objectives and to
10
expand expectations beyond incremental

improvements to helping drive transformation.
In one meeting with a senior vice president
(SVP), Stevenson received the feedback: Were
happy with everything you are doing right
now. When Stevenson and the SVP discussed
where the function was strategically headed,
several critical efforts were identifiednew
capabilities that likely couldnt be delivered
without IT. Because of the trust earned
through more tactical collaboration, a more
ambitious set of priorities was agreed upon.
Intel also tries to measure ITs success not
on its ability to provide a needed solution by
a specific deadline but on the shared outcome
of the initiative. The goal is for IT and its
customer to be held responsible for achieving
the same outcomealigning priorities,
expectations, and incentives.
Finally, through collaboration defined by
shared objectives and outcomes, CIOs earn
the right to influence how their companies
will take advantage of disruptive change.
At Intel, Stevenson recognized such an
opportunity with the companys mobile
system-on-a-chip (SOC). The team looked
at the product life cycle, from requirements
to production, analyzing the entire process
to understand why it took so long to get the
companys SOCs to market compared with
competitors. Working closely with business
units and the organization that oversees
SOC production, Stevenson and her IT team
identified bottlenecks and set their priorities
for increasing throughput. The business units
chose 10 SOCs to focus on, and IT came up
with a number of improvements, ranging from
basic (determining whether there was enough
server space for what needed to be done) to
complex (writing algorithms).
The outcome of this collaborative effort
exceeded expectations. In 2014, the company
Tech Trends 201
The fusion of business and
saw production times for the targeted SOC

products improve for one full quarter, in some
cases for almost two. That was huge for us,
said Stevenson. The SOC organization set
high expectations for us, just as we did for
them. In the wake of our shared success, their
view of IT has gone from one of get out of my
way to I never go anywhere without my IT
guys.
From claims to innovation

Like many of its global peers, AIG faces
complex challenges and opportunities as the
digital economy flexes its muscles. At AIG, IT
is viewed not just as a foundational element
of the organization, but also as a strategic
driver as AIG continues its transformation
to a unified, global business. AIGs CEO,
Peter Hancock, is taking steps to integrate the
companys IT leaders more deeply into how its
businesses are leveraging technology. Shortly
after assuming his post, Hancock appointed
a new corporate CIO who reports directly to
Hancock and chairs the companys innovation
committee. Previously, the top IT role reported
to the chief administration officer.
AIGs claim processing system, OneClaim,
is emblematic of the more integrated role IT
leaders at the company can play. Peter Beyda,
the companys CIO for claims, is replacing
AIGs many independent claims systems with a
centralized one that operates on a global scale.
The mandate is to be as global as possible while
being as local as necessary. Standardized data
and processes yield operational efficiencies
and centralized analytics across products
and geographies. However, IT also responds
to the fast-paced needs of the business. In
China, for example, package solutions were
used to quickly enter the market ahead of the
OneClaim deploymentreconciling data in
the background to maintain global consistency
and visibility. AIG has deployed OneClaim
in 20 countries and anticipates a full global
rollout by 2017. The project is raising the
profile of IT leadership within the company

and the critical role these leaders can play in
driving enterprise innovation efforts.
The OneClaim system also forms the
foundation for digital initiatives, from
mobile member services to the potential
for augmenting adjustors, inspectors, and
underwriters with wearables, cognitive
analytics, or crowdsourcing approaches.
IT is spurring discussions about the art of
the possible with the business. OneClaim
is one example of how AIGs IT leadership
is helping define the businesss vision for
digital, analytics, and emerging technologies,
integrating between business and IT silos,
between lines of business, and between the
operating complexities of today and the
industry dynamics of tomorrow.
Digital mixology
Like many food and beverage companies,
Brown-Forman organizes itself by product
lines. Business units own their respective
global brands. Historically, they worked
with separate creative agencies to drive their
individual marketing strategies. IT supported
corporate systems and sales tools but was not
typically enlisted for customer engagement or
brand positioning activities. But with digital
upending the marketing agenda, BrownFormans CIO and CMO saw an opportunity to
reimagine how their teams worked together.
Over the last decade, the company
recognized a need to transform its IT and
marketing groups to stay ahead of emerging
technologies and shifting consumer patterns.
In the early 2000s, Brown-Formans separate
IT and marketing teams built the companys
initial website but continued to conduct
customer relationship management (CRM)
through snail mail. As social media began
to explode at the turn of the decade, BrownFormans marketing team recognized that
closely collaborating with IT could be the
winning ingredient for high-impact, agile
11
marketing. While the external marketing

agencies that Brown-Forman had contracted
with for years were valuable in delivering
creative assets and designs, marketing now
needed support in new areas such as managing
websites and delivering digital campaigns.
Who better to team with than the IT
organization down the hall?
IT and marketing hit the ground running:
training, learning, and meeting with
companies such as Facebook and Twitter. It
was the beginning of the companys Media
and Digital group, which now reports to
both the CMO and IT leadership. And more
importantly, it was the creation of a single team
that brought together advantages from both
worlds. IT excelled at managing large-scale,
complex initiatives, while marketing brought
customer knowledge and brand depth. Their
collaboration led to the development of new
roles, such as that of digital program manager,
who helped instill structure, consistency, and
scale to drive repeatable processes throughout
the organization.
As the teams worked together, new ideas
were bootstrapped and brought to light. Take,
for example, the Woodford Reserve Twitter
Wall campaign, which originally required
heavy investment dollars each year with a
third party. The close interaction between
marketing and IT led to the question: Why
cant we do this ourselves? Within a week,
a joint IT-marketing team had used a cloud
platform and open-source tools to recreate the

social streaming display, promptly realizing
cost savings and creating a repeatable product
that could be tweaked for other markets
and brands.
Fast-forward to today. Marketing and
IT are teaming to provide Brown-Forman
with a single customer view through a new
CRM platform. Being able to share customer
insight, digital assets, and new engagement
techniques globally across brands is viewed
as a competitive differentiator. The initiatives
accomplishments over the next few years will
be contingent upon business inputs from the
marketing team and innovation from IT to
cover technology gaps.
The one team mentality between IT and
marketing has put Brown-Forman on a path
toward its future-state customer view. Along
the way, the organization has reaped numerous
benefits. For one, assets created by creative
agencies can be reused by Brown-Formans
teams through its scalable and repeatable
platforms. Moreover, smaller brands that
otherwise may not have had the budget to run
their own digital campaign can now piggyback
onto efforts created for the larger brands. The
relationship fostered by IT and marketing
has led to measurable return on investment
(ROI)and a redefined company culture that
is not inhibited by the silos of department or
brand verticals.
Tech Trends 201
12
My take
Pat Gelsinger, CEO
VMware
I meet with CIOs every week, hundreds each year. I
meet with them to learn about their journeys and to
support them as they pursue their goals. The roles
these individuals play in their companies are evolving
rapidly. Though some remain stuck in a keep the
lights on and stick to the budget mind-set, many
now embrace the role of service provider: They build
and support burgeoning portfolios of IT services.
Still others are emerging as strategists and decision
makersa logical step for individuals who, after all,
know more about technology than anyone else on the
CEOs staff. Increasingly, these forward-thinking CIOs
are applying their business and technology acumen to
monetize IT assets, drive innovation, and create value
throughout the enterprise.
CIOs are adopting a variety of tactics to expand and
redefine their roles. Were seeing some establish
distinct teams within IT dedicated solely to innovating,
while others collaborate with internal line-of-business
experts within the confines of existing IT infrastructure
to create business value. Notably, weve also seen
companies set up entirely new organizational
frameworks in which emerging technologybased
leadership roles such as the chief digital officer
report to and collaborate with the CIO, who, in turn,
assumes the role of strategist and integrator.
Whats driving this evolution? Simply put, disruptive
technologies. Mobile, cloud, analytics, and a host of
other solutions are enabling radical changes in the
way companies develop and market new products
and services. Today, the Internet and cloud can
offer start-ups the infrastructure they need to create
new applications and potentially reach billions of
customersall at a low cost.
Moreover, the ability to innovate rapidly and
affordably is not the exclusive purview of tech startups. Most companies with traditional business models
probably already have a few radical developers on
stafftheyre the ones who made the system break
down over the weekend by trying something out.
When organized into small entrepreneurial teams
and given sufficient guidance, CIO sponsorship, and
a few cloud-based development tools, these creative
individuals can focus their energies on projects that
deliver highly disruptive value.
VMware adopted this approach with the development

of EVO:RAIL, VMwares first hyper-converged
infrastructure appliance and a scalable, softwaredefined data-center building block that provides
the infrastructure needed to support a variety of IT
environments. To create this product, we put together
a small team of developers with a highly creative team
leader at the helm. We also provided strong top-down
support throughout the project. The results were, by
any definition, a success: Nine months after the first
line of code was written, we took EVO:RAIL to market.
Clearly, rapid-fire development will not work
with every project. Yet there is a noticeable shift
underway toward the deployment of more
agile development techniques. Likewise,
companies are increasingly using
application program interfaces to drive
new revenue streams. Others are
taking steps to modernize their
cores to fuel the development
of new services and offerings.
Their efforts are driven largely
by the need to keep pace with
innovative competitors. At
VMware, we are working to
enhance the user experience.
Having become accustomed
to the intuitive experiences they
enjoy with smartphones and tablets,
our customers expect us to provide
comparable interfaces and experiences.
To meet this expectation, we are taking a
markedly different approach to development and
design, one that emphasizes both art and technology.
Our CIO has assembled development teams composed
of artists who intuit the experiences and capabilities
users want, and hard-core technologists who translate
the artists designs into interfaces, customer platforms,
and other user experience systems. These two groups
bring different skill sets to the task at hand, but each
is equally critical to our success.
As CIOs redefine and grow their roles to meet the
rapidly evolving demands of business and technology,
unorthodox approaches with strong top-down
support will help fuel the innovation companies need
to succeed in the new competitive landscape.
13
My take
Stephen Gillett
Business and technology C-suite executive
CIOs can play a vital role in any business
transformation, but doing so typically requires that
they first build a solid foundation of IT knowledge
and establish a reputation for dependably keeping
the operation running. Over the course of my career,
Ive held a range of positions within IT, working my
way up the ranks, which helped me gain valuable
experience across many IT fundamentals. As CIO
at Starbucks, I took my first step outside of the
traditional boundaries of IT by launching a digital
ventures unit. In addition to leveraging ongoing digital
efforts, this group nurtured and executed new ideas
that historically fell outside the charters of more
traditional departments. I joined Best Buy in
2012 as the president of digital marketing
and operations, and applied some
of the lessons I had learned about
engaging digital marketing and IT
together to adjust to changing
customer needs.
My past experiences prepared
me for the responsibilities I had
in my most recent role as COO
of Symantec. When we talked
about business transformation at
Symantec, we talked about more
than just developing new product
versions with better features than
those offered by our competitors. True
transformation was about the customer:
We wanted to deliver more rewarding
experiences that reflected the informed, peerinfluenced way the customer was increasingly
making purchasing decisions. Organizational silos can
complicate customer-centric missions by giving rise
to unnecessary technical complexity and misaligned
or overlapping executive charters. Because of this, we
worked to remove existing silos and prevent new ones
from developing. Both the CIO and CMO reported to
me as COO, as did executives who own data, brand,
digital, and other critical domains. Our shared mission
was to bring together whatever strategies, assets,
insights, and technologies were necessary to surpass
our customers expectations and develop integrated
go-to-market systems and customer programs.
14
Acting on lessons I learned in previous roles, we took

a tiger team approach and dedicated resources to
trend sensing, experimentation, and rapid prototyping.
This allowed us to explore what was happening on
the edge of our industryacross processes, tools,
technology, and talentand bring it back to the
core. CIOs can lead similar charges in their respective
organizations as long as their goals and perspectives
remain anchored by business and customer needs.
They should also be prepared to advocate for these
initiatives and educate others on the value such
projects can bring to the business.
My advice to CIOs is to identify where you want to go
and then take incremental steps toward realizing that
vision. If you are the captain of a ship at sea, likely
the worst thing you can do is turn on its center 180
degreesyoull capsize. Making corrections to the
rudder more slightly gives the boat time to adjust
and gives you time to chart new destinations. Pick
one or two projects you know are huge thorns in the
sides of your customers or your employees, and fix
those first. We started out at Symantec by improving
mailbox sizes, creating new IT support experiences,
and fixing cell phone reception on campus. We
moved on to improving VPN quality and refreshing
end-user computing standards by embracing bring
your own device, while simultaneously building
momentum to complete an ERP implementation. By
solving small problems first, we were able to build up
the organizational IT currency we needed to spend on
bigger problems and initiatives.
When CIOs ask me about how they can get a seat at
the table for big transformation efforts, I ask them
about the quality of their IT organizations. Would
your business units rate you an A for the quality of
their IT experience? If you try to skip straight to digital
innovation but arent delivering on the fundamentals,
you shouldnt be surprised at the lack of patience
and support you may find within your company. A
sign that you have built up your currency sufficiently
is when you are pulled into meetings that have
nothing to do with your role as CIO because people
just want your thinking on thiswhich means a
door is opening for you to have a larger stake in
company strategy.
Cyber implications
N many industries, board members, C-suite executives, and line-of-business presidents did not grow
up in the world of IT. The CIO owns a crucial part of the business, albeit one in which the extended
leadership team may not be particularly well versed. But with breaches becoming increasingly frequent
across industries, senior stakeholders are asking pointed questions of their CIOsand expecting that
their organizations be kept safe and secure.
CIOs who emphasize cyber risk and privacy, and those who can explain ITs priorities in terms of
governance and risk management priorities that speak to the boards concerns, can help create strong
linkages between IT, the other functions, and the lines of business. No organization is hacker-proof, and
cyber attacks are inextricably linked to the IT footprint.8 Often, CIOs are considered at least partially to
blame for incidents. Strengthening cyber security is another step CIOs can take toward becoming chief
integration officers in a space where leadership is desperately needed.
Part of the journey is taking a proactive view of information and technology riskparticularly as
it relates to strategic business initiatives. Projects that are important from a growth and performance
perspective may also subject the organization to high levels of cyber risk. In the haste to achieve toplevel goals, timeframes for these projects are often compressed. Unfortunately, many shops treat security
and privacy as compliance tasksrequired hoops to jump through to clear project stage gates. Security
analysts are put in the difficult position of enforcing standards against hypothetical controls and policies,
forcing an antagonistic relationship with developers and business sponsors trying to drive new solutions.
As CIOs look to integrate the business and IT, as well as to integrate the development and operations
teams within IT, they should make the chief information security officer and his or her team active
participants throughout the project life cyclefrom planning and design through implementation,
testing, and deployment.
The CIO and his or her extended IT department are in a rare position to orchestrate awareness of
and appropriate responses to cyber threats. With an integrated view of project objectives and technology
implications, conversations can be rooted in risk and return. Instead of taking extreme positions to
protect against imaginable risk, organizations should aim for probable and acceptable riskwith
the CIO helping business units, legal, finance, sales, marketing, and executive sponsors understand
exposures, trade-offs, and impacts. Organizational mind-sets may need to evolve, as risk tolerance is
rooted in human judgment and perceptions about possible outcomes. Leadership should approach
risk issues as overarching business concerns, not simply as project-level timeline and cost-and-benefit
matters. CIOs can force the discussion and help champion the requisite integrated response.
In doing so, chief integration officers can combat a growing fallacy that having a mature approach
to cyber security is incompatible with rapid innovation and experimentation. That might be true
with a compliance-heavy, reactive mind-set. But by embedding cyber defense as a discipline, and by
continuously orchestrating cyber security decisions as part of a broader risk management competency,
cyber security can become a value driverdirectly linked to shareholder value.
15
Where do you start?

There are concrete steps aspiring chief
integration officers can take to realize their
potential. Start with taking stock of ITs
current political capital, reputation, and
maturity. Stakeholder by stakeholder, reflect
on their priorities, objectives, and outcomes,
and understand how IT is involved in realizing
their mission. Then consider the following:
Line of sight. Visibility into the balance
sheet of IT is a requirementnot just the
inventory but the strategic positioning, risk
profile, and ROI of the asset pool. Consider
budgets, programs, and projects; hardware
and software; vendor relationships and
contracts; the talent pool, organizational
structure, and operating model; and
business partner and other ecosystem
influencers. Compare stakeholder priorities
and the businesss broader goals with where
time and resources are being directed,
and make potentially hard choices to
bring ITs assets into alignment with the
business. Invest in tools and processes to
make this line of sight systemic and not a
point-in-time studyallowing for ongoing
monitoring of balance-sheet performance
to support a living IT strategy.
Mind the store. Invest in the underlying
capabilities of IT so that the lights are
not only kept on but continuously
improving. Many potential areas of
investment live under the DevOps
banner: environment provisioning and
deployment, requirements management
and traceability, continuous integration
and build, testing automation, release
and configuration management, system
monitoring, business activity monitoring,
issue and incident management, and others.
Tools for automating and integrating
individual capabilities continue to mature.
16
But organizational change dynamics will

likely be the biggest challenge. Even so, its
worth itnot only for improving tactical
departmental efficiency and efficacy,
but also to raise the IT departments
performance and reputation.
All together now. Engage directly with
line-of-business and functional leaders
to help direct their priorities, goals, and
dependencies toward IT. Solicit feedback on
how to reimagine your IT vision, operating,
and delivery model. Create a cadence of
scheduled sit-downs to understand evolving
needs, and provide transparency on
progress toward ITs new ambitions.
Ecosystem. Knock down organizational
boundaries wherever you can. Tap into your
employees collective ideas, passions, and
interests. Create crowd-based competitions
to harness external experience for both
bounded and open-ended problems. Foster
new relationships with incubators, startups, and labs with an eye to obtaining not
just ideas but access to talent. Set explicit
expectations with technology vendors
and services partners to bring, shape, and
potentially share risk in new ideas and
offerings. Finally, consider if cross-industry
consortia or intra-industry collaborations
are feasible. Integrate the minds, cycles,
and capital of a broad range of players to
amplify returns.
Show, dont tell. As new ideas are
being explored, thinking should eclipse
constraints based on previous expectations
or legacy technologies. Interactive demos
and prototypes can spark new ways of
thinking, turning explanatory briefings
into hands-on discovery. They also lend
themselves better to helping people grasp

the potential complexities and delivery
implications of new and emerging
techniques. The goal should be to bring the
art of the possible to the business, informed
by the realm of the feasible.
Industrialize innovation. Consider an
innovation funnel with layers of ideation,
prototyping, and incubating that narrow
down the potential field. Ecosystems can
play an important role throughout
especially at the intersections of academia,
start-ups, vendors, partners, government,
and other corporate entities. Align thirdparty incentives with your organizations
goals, helping to identify, shape, and scale
initiatives. Consider coinvestment and risksharing models where outsiders fund and
potentially run some of your endeavors.
Relentlessly drive price concessions for
commoditized services and offerings, but

consider adjusting budgeting, procurement,
and contracting principles to encourage a
subset of strategic partners to put skin in
the game for higher-value, riskier efforts.
Evolve sourcing strategies to consider
innovators of record with a longer-term
commitment to cultivating a living backlog
of projects and initiatives.
Talent. CIOs are only as good as their
teams. The changes required to become
a chief integration officer represent some
seismic shifts from traditional IT: new
skills, new capabilities and disciplines,
new ways of organizing, and new ways of
working. Define the new standard for the
IT workers of the future, and create talent
development programs to recruit, retain,
and develop them.
17
Bottom line
ODAYS CIOs have an opportunity to be the beating heart of change in a world being
reconfigured by technology. Every industry in every geography across every function will likely
be affected. CIOs can drive tomorrows possibilities from todays realities, effectively linking business
strategies to IT priorities. And they can serve as the lynchpin for digital, analytics, and innovation
efforts that affect every corner of the business and are anything but independent, isolated endeavors.
Chief integration officers can look to control the collisions of these potentially competing priorities
and harness their energies for holistic, strategic, and sustainable results.
Authors
Khalid Kark, director, Deloitte LLP
Kark is a director with Deloitte LLP, where he leads the development of

research and insights for the CIO program. Kark has served as a trusted
advisor to large, multinational clients, and has decades of experience
helping technology leaders anticipate and plan for the impacts of
new technology. Previously, Kark led the CIO Research practice at
Forrester Research. His research has been widely featured in media
outlets such as MSNBC, the Boston Globe, and CIO magazine.
Peter Vanderslice, principal, Deloitte Consulting LLP
Vanderslice is a principal in Deloitte Consulting LLP, leads Deloittes

Technology Transformation offering, and co-leads the CIO program.
He has over 25 years of experience in high technology and strategic IT
management consulting, including the alignment of business and IT strategy
and the structuring of large-scale IT transformation programs. Vanderslice
has authored and driven many thought leadership programs globally to
help clients take advantage of changing market forces and trends.
18
Endnotes
1. Harvard Business Review Analytic Services,
The digital dividend: First-mover advantage,
September 2014, http://www.verizonenterprise.com/resources/insights/hbr/.
2. Claudio Da Rold and Frances Karamouzis,
Digital business acceleration elevates the
need for an adaptive, pace-layered sourcing
strategy, Gartner Inc., April 17, 2014.
3. Deloitte Consulting LLP, Tech Trends 2014:
Inspiring disruption, 2014, chapter 1.
Inspiring disruption, 2014, chapter 10.
5. Steve Denning, The best of Peter Drucker,
Forbes, July 29, 2014, http://www.forbes.
com/sites/stevedenning/2014/07/29/
the-best-of-peter-drucker/, accessed January 16, 2015; Peter Drucker, Innovation and

Entrepreneurship (HarperBusiness, 2006).
6. Rachel Gillett, What the hype behind embracing failure is really about, Fast Company,
September 8, 2014, http://www.fastcompany.
com/3035310/hit-the-ground-running/whatthe-hype-behind-embracing-failure-isreally-all-about, accessed January 16, 2015.
7. Salim Ismail, Exponential Organizations: Why
New Organizations Are Ten Times Better, Faster,
and Cheaper Than Yours (and What to Do
About It) (Diversion Books, October 18, 2014).
Elements of postdigital, 2013, chapter 9.
19
API economy
API economy
From systems to business services
Application programming interfaces (APIs) have been elevated from

a development technique to a business model driver and boardroom
consideration. An organizations core assets can be reused, shared,
and monetized through APIs that can extend the reach of existing
services or provide new revenue streams. APIs should be managed
like a productone built on top of a potentially complex technical
footprint that includes legacy and third-party systems and data.
PPLICATIONS and their underlying data

are long-established cornerstones of
many organizations. All too often, however,
they have been the territory of internal R&D
and IT departments. From the earliest days
of computing, systems have had to talk to
each other in order to share information
across physical and logical boundaries and
solve for the interdependencies inherent in
many business scenarios. The trend toward
integration has been steadily accelerating
over the years. It is driven by increasingly
sophisticated ecosystems and business
processes that are supported by complex
interactions across multiple endpoints
in custom software, in-house packaged
applications, and third-party services (cloud or
otherwise).
The growth of APIs stems from an
elementary need: a better way to encapsulate
and share information and enable transaction
processing between elements in the solution
stack. Unfortunately, APIs have often been
treated as tactical assets until relatively
recently. APIs, their offspring of EDI and
SOA,1 and web services were defined within

the context of a project and designed based
on the know-how of small groups or even
individual developers. As the business around
them evolved, APIs and the rest of the legacy
environment were left to accrue technical debt.2
Cut to todays reality of digital disruption
and diverse technology footprints. In many
industries, creating a thriving platform
offering across an ecosystem lies at the heart
of a companys business strategy. Meanwhile,
the adoption of agile delivery models has put
an emphasis on rapid experimentation and
development. In addition, the application
of DevOps3 practices has helped accelerate
technology delivery and improve infrastructure
quality and robustness. But interfaces often
remain the biggest hurdles in a development
lifecycle and the source of much ongoing
maintenance complexity. Leading companies
are answering both callsmaking API
management and productization important
components of not just their technology
roadmaps, but also their business strategies.
Data and services are the currency that will
21
fuel the new API economy. The question is:

Is your organization ready to compete in this
open, vibrant, and Darwinian free market?
Dj vu or brave new world?

The API revolution is upon us. Public APIs
have doubled in the past 18 months, and more
than 10,000 have been published to date.4 The
revolution is also pervasive: Outside of high
tech, we have seen a spectrum of industries
embrace APIsfrom telecommunications
and media to finance, travel and tourism, and
real estate. And its not just in the commercial
sector. States and nations are making
budget, public works, crime, legal, and other
agency data and services available through
initiatives such as the US Food and Drug
Administrations openFDA API program.
What were seeing is disruption and, in

many cases, the democratization of industry.
Entrenched players in financial services
are exploring open banking platforms that
unbundle payment, credit, investment, loyalty,
and loan services to compete with new
entrants such as PayPal, Billtrust, Tilt, and
Amazon that are riding API-driven services
into the payment industry. Netflix receives
more than 5 billion daily requests to its public
APIs.5 The volume is a factor in both the
rise in usage of the companys services and
its valuation.6 Many in the travel industry,
including British Airways, Expedia, TripIt,
and Yahoo Travel, have embraced APIs and
are opening them up to outside developers.7
As Spencer Rascoff, CEO of Zillow, points out:
When data is readily available and free in a
The evolution of APIs

The idea behind APIs has existed since the beginning of computing; however in the last 10 years, they have grown
significantly not only in number, but also in sophistication. They are increasingly scalable, monetized, and ubiquitous,
with more than 12,000 listed on ProgrammableWeb, which manages a global API directory.a
19601980
19801990
19902000
2000today
Basic interoperability
enables the first
programmatic exchanges
of information. Simple
interconnect between
network protocols.
Sessions established to
exchange information.
Creation of interfaces
with function and logic.
Information is shared in
meaningful ways. Object
brokers, procedure calls,
and program calls allow
remote interaction across
a network.
New platforms enhance

exchanges through
middleware. Interfaces
begin to be defined as
services. Tools manage
the sophistication and
reliability of messaging.
Businesses build APIs

to enable and accelerate
new service development
and offerings. API layers
manage the OSS/BSS of
integration.
techniques
ARPANET, ATTP, and
TCP sessions.
techniques
Point-to-point interfaces,
screenscraping, RFCs,
and EDI.
techniques
Message-oriented
middleware, enterprise
service bus, and serviceoriented architecture.
Source: a ProgrammableWeb, http://www.programmableweb.com, accessed January 7, 2015.
22
techniques
Integration as a service,
RESTful services, API
management, and cloud
orchestration.
API economy
particular market, whether it is real estate or

stocks, good things happen for consumers.8
Platforms and standards that orchestrate
connected and/or intelligent devicesfrom
raw materials to shop-room machinery, from
HVACs to transportation fleetsare the early
battlegrounds in the Internet of Things (IoT).9
APIs are the backbone of the opportunity.
Whoever managesand monetizesthe
underlying services of the IoT could be poised
to reshape industries. Raine Bergstrom, general
manager of Intel Services, whose purview
includes IoT services and API management,
believes businesses will either adopt IoT or
likely get left behind. APIs are one of the
fundamental building blocks on which the
Internet of Things will succeed, he says. We
see our customers gaining efficiencies and cost
savings with the Internet of Things by applying
APIs.
Future-looking scenarios involving
smartphones, tablets, social outlets, wearables,
embedded sensors, and connected devices
will have inherent internal and external
dependencies in underlying data and services.
APIs can add features, reach, and context
to new products and services, or become
products and services themselves.
Amid the fervor, a reality remains: APIs
are far from new developments. In fact, they
have been around since the beginning of
structured programming. So whats different
now, and why is there so much industry energy
and investor excitement around APIs? The
conversation has expanded from a technical
need to a business priority. Jyoti Bansal,
founder and CEO of AppDynamics, believes
that APIs can help companies innovate faster
and lead to new products and new customers.
Bansal says, APIs started as enablers for things
companies wanted to do, but their thinking is
now evolving to the next level. APIs themselves
are becoming the product or the service
companies deliver. The innovation agenda
within and across many sectors is rich with
API opportunities. Think of them as indirect
digital channels that provide access to IP,
assets, goods, and services previously untapped

by new business models. And new tools and
disciplines for API management have evolved
to help realize the potential.
Managing the transformation

Openness, agility, flexibility, and scalability
are moving from good hygiene to lifeand-death priorities. Tenets of modern
APIs are becoming enterprise mandates:
Write loosely coupled, stateless, cacheable,
uniform interfaces and expect them to be
reused, potentially by players outside of
the organization.
Technology teams striving for speed
and quality are finally investing in an API
management backbonethat is, a platform to:
Create, govern, and deploy APIs:
versioning, discoverability, and clarity of
scope and purpose
Secure, monitor, and optimize usage:
access control, security policy enforcement,
routing, caching, throttling (rate limits and
quotas), instrumentation, and analytics
Market, support, and monetize assets:
manage sales, pricing, metering, billing, and
key or token provisioning
Many incumbent technology companies
have recognized that API management
has crossed the chasm and acquired the
capabilities to remain competitive in the new
world: Intel acquired Mashery and Aepona;
CA Technologies acquired Layer 7; and SAP
is partnering with Apigee, which has also
received funding from Accenture.
But the value of tools and disciplines is
limited to the extent that the APIs they help
build and manage deliver business value.
IT organizations should have their own
prioritiesimproving interfaces or data
encapsulations that are frequently used today
or that could be reused tomorrow. Technology
leaders should avoid gold-plated plumbing
exercises isolated within IT to avoid flashbacks
23
to well-intentioned but unsuccessful SOA

initiatives from the last decade.
The shift to product management may
pose the biggest hurdle. Tools to manage
pricing, provisioning, metering, and billing
are backbone elementsessential, but only
as good as the strategy being deployed on the
foundation. Developing disciplines for product
marketing and product engineering are likely
uncharted territories. Pricing, positioning,
conversion, and monetization plans are
important elements. Will offerings be la carte
or sold as a bundle? Charged per use, per
subscription window, or on enterprise terms?
Does a freemium model make sense? What is
the roadmap for upgrades and new features,
services, and offerings? These decisions
and others may seem like overkill for early
experimentation, but be prepared to mature
capabilities as your thinking on the API
economy evolves.
Mind the gap

Culture and institutional inertia may also
be hurdles to the API economy. Pushing to
share IP and assets could meet resistance
unless a company has clearly articulated the
business value of APIs. Treating them like
products can help short-circuit the resistance.
By targeting a particular audience with specific
needs, companies can build a business case
and set priorities for and limits to the exercise.
Moreover, this outside-in perspective can
help keep the focus on the customers or
consumers point of view, rather than on
internal complexities and organizational or
technology silos.
Scope should be controlled for far more
than the typical reasons. First, whether meant
for internal or external consumption, APIs may
have the unintended consequence of exposing
24
poorly designed code that was not built for

reuse or scale. Second, security holes may
emerge that were previously lying dormant in
legacy technical debt. Systems were built for
the players on the field; no one expected the
fans to rush the field and start playing as well
or for the folks watching at home to suddenly
be involved. Finally, additional use cases
should be well thought out. API designs and
decisions about whether to refactor or to start
again, which are potentially tough choices,
should be made based on a firm understanding
of the facts in play.
Mitigating potential legal liabilities is
another reason to control scope. Open
source and API usage are the subject of
ongoing litigation in the United States
and other countries. Legal and regulatory
rulings concerning IP protection, copyright
enforcement, and fair use will likely have
a lasting impact on the API economy.
Understanding what you have used to create
APIs, what you are exposing, and how your
data and services will be consumed are
important factors.
One of the most important rationales
for focus is to enable a company to follow
the mantra of Daniel Jacobson, vice
president of Edge Engineering at Netflix
(API and Playback): Act fast, react fast.10
And enable those around you to do the
sameboth external partners and internal
development teams. Investing in the mindset
and foundational elements of APIs can give
a company a competitive edge. However,
there is no inherent value in the underlying
platform or individual services if theyre not
being used. Companies should commit to
building a marketplace to trade and settle
discrete, understandable, and valuable APIs
and to accelerate their reaping the API
economys dividends.
API economy

Fueling the second Web boom
APIs have played an integral role in some
of the biggest cloud and Web success stories of
the past two decades. For example, Salesforce.
com, which launched in 2000, was a pioneer in
the software-as-a-service space, using Webbased APIs to help customers tailor Salesforce
services to their businesses, integrate into their
core systems, and jump-start efforts to develop
new solutions and offerings.11 Moreover,
Salesforce has consistently used platforms
and APIs to fuel innovation and broaden
its portfolio of service offerings, which now
includes, among others, iForce.com, Heroku,
Chatter, Analytics, and Salesforce1.
In 2005, Google introduced the Google
Maps API,12 a free service that made it possible
for developers to embed Google Maps and
create mashups with other data streams. In
2013, the company reported that more than a
million active sites and applications were using
the Maps API.13 Such success not only made
APIs standard for other mapping services,
but helped other Web-based companies
understand how offering an API could
translate into widespread adoption.
In 2007, Facebook introduced the Facebook
Platform, which featured an API at its core
that allowed developers to build third-party
apps. Importantly, it also provided widespread
access to social data.14 The APIs also extended
Facebooks reach by giving rise to thousands
of third-party applications and strategic
integrations with other companies.
By the late 2000s, streamlined API
development processes made it possible for
Web-based start-ups like Flickr, Foursquare,
Instagram, and Twitter to introduce APIs
within six months of their sites launches.
Likewise, as development became increasingly
standardized, public developers were able to
rapidly create innovative ways to use these
API-based services, spawning new services,

acquisitions, and ideas. As some organizations
matured, they revised their API policies to
meet evolving business demands. Twitter, for
example, shifted its focus from acquiring users
to curating and monetizing user experiences.
This shift ultimately led to the shuttering of
some of its public APIs, as the company aimed
to more directly control its content.
APIs on demand
In 2008, Netflix, a media streaming service
with more than 50 million subscribers,15
introduced its first public API. At the time
public, supported APIs were still relatively
raredevelopers were still repurposing RSS
feeds and using more rudimentary methods
for custom development. The Netflix release
provided the company a prime opportunity to
see what public developers would and could
do with a new development tool. Netflix
vice president of Edge Engineering, Daniel
Jacobson, has described the API launch as
a more formal way to broker data between
internal services and public developers.16 The
approach worked: External developers went
on to use the API for many different purposes,
creating applications and services that let
subscribers organize, watch, and review Netflix
offerings in new ways.
In the years since, Netflix has gone from
offering streaming services on a small number
of devices to supporting its growing subscriber
base on more than 1,000 different devices.17 As
the company evolved to meet market demands,
the API became the mechanism by which
it supported growing and varied developer
requests. Though Netflix initially used the API
exclusively for public requests, by mid-2014,
the tool was processing five billion private,
internal requests daily (via devices used to
stream content) versus two million daily public
25
requests.18 During this same period, revenues

from the companys streaming services
eclipsed those of its DVD-by-mail channel, a
shift driven in large part by Netflixs presence
across the wide spectrum of devices, from settop boxes to gaming consoles to smartphones
and tablets.19
Today, roughly 99.97 percent of Netflix
API traffic is between services and devices.
What was once seen as a tool for reaching new
audiences and doing new things is now being
used tactically to enable the overall business
strategy to be better.20
In June 2014, the company announced that
in order to satisfy a growing global member
base and a growing number of devices, it
planned to discontinue its public API program.
Critics have pointed to this decision as another
example of large technology companies
derailing the trend toward increased access
by rebuilding walls and declining external
developer input.21 However, as early as 2012,
Jacobson had stated, The more I talk to people
about APIs, the clearer it is that public APIs are
waning in popularity and business opportunity
and that the internal use case is the wave of
the future.22 Like any other market, the API
economy will continue to evolve with leading
companies taking dynamic, but deliberate
approaches to managing, propagating, and
monetizing their intellectual property.
Empowering the
Beltwayand beyond
On March 23, 2010, President Barack
Obama signed into law the Affordable Care
Act (ACA), which reforms both the US
health care and health insurance industries.
To facilitate ACA implementation, the
government created the Federal Data Services
Hub, a platform that provides a secure way
for IT systems from multiple federal and state
agencies and issuers to exchange verification,
reporting, and enrollment data.
26
The Hub acts as a single common entry

point into federal, state, and third-party data
sources without actually storing any data. As
an example of how the Hub works, under the
ACA, states are required to verify enrollee
eligibility for insurance affordability programs.
The Hub connects the state-based insurance
exchanges to federal systems across almost a
dozen different agencies to provide near-realtime verification services, including Social
Security number validation, income and tax
filing checks, and confirmation of immigration
status, among others. State exchanges also use
the Hub as a single entry point for submitting
enrollment reports to multiple federal agencies.
The intent of the Hubs technical
architecture is to include scalable and secure
Web services that external systems invoke
via APIs. This system is designed to provide
near-real-time exchange of information, which
enables states to make benefits eligibility
determinations in minutes instead of in days
and weeks with the previous batch-based
process and point-to-point connections.
Moreover, with a growing repository of data
and transactional services, the Hub can
accelerate the development of new products,
solutions, and offerings. And with common
APIs, states are able to share and reuse assets,
reducing implementation overhead and
solution cost. The FDSH can also help agencies
pay down technical debt by standardizing and
simplifying integration, which has historically
been one of the most complex factors in both
project execution and ongoing maintenance.
Tech Trends 201
API economy
Our take
Ross Mason, founder and vice president, product strategy
Uri Sarid, chief technology officer
MuleSoft
Over many years, companies have built up masses of
valuable data about their customers, products, supply
chains, operations, and more, but theyre not always
good at making it available in useful ways. Thats a
missed opportunity at best, and a fatal error at worst.
Within todays digital ecosystems, business is driven
by getting information to the right people at the right
time. Staying competitive is not so much about how
many applications you own or how many developers
you employ. Its about how effectively you trade on
the insights and services across your balance sheet.
Until recently, and for some CIOs still today,
integration was seen as a necessary headache. But
by using APIs to drive innovation from the inside
out, CIOs are turning integration into a competitive
advantage. It all comes down to leverage: taking the
things you already do well and bringing them to the
broadest possible audience. Think: Which of your
assets could be reused, repurposed, or revalued
inside your organization or outside? As traditional
business models decline, APIs can be a vehicle to spur
growth, and even create new paths to revenue.
Viewing APIs in this way requires a shift in thinking.
The new integration mindset focuses less on just
connecting applications than on exposing information
within and beyond your organizational boundaries. Its
concerned less with how IT runs, and more with how
the business runs.
The commercial potential of the API economy really
emerges when the CEO champions it and the board
gets involved. Customer experience, global expansion,
omnichannel engagement, and regulatory compliance
are heart-of-the-business issues, and businesses
can do all of them more effectively by exposing,
orchestrating, and monetizing services through APIs.
In the past, technical interfaces dominated discussions
about integration and service-oriented architecture
(SOA). But services, treated as products, are what
really open up a businesss cross-disciplinary, crossenterprise, cross-functional capabilities. Obviously, the
CIO has a critical role to play in all this, potentially

as the evangelist for the new thinking, and certainly
as the caretaker of the architecture, platform, and
governance that should surround APIs.
The first step for CIOs to take toward designing that
next-generation connected ecosystem is to prepare
their talent to think about it in the appropriate way.
Set up a developer program and educate staff about
APIs. Switch the mindset so that IT thinks not just
about building and testing and runtimes, but about
delivering the datathe assets of value. Consider
a new role: the cross-functional project manager
who can weave together various systems into a
compelling new business offering.
We typically see organizations take two
approaches to implementing APIs.
The first is to build a new product
offering and imagine it from the
ground up, with an API serving
data, media, and assets. The
second is to build an internal
discipline for creating APIs
strategically rather than on a
project-by-project basis. Put a
team together to build the initial
APIs, create definitions for what
APIs mean to your organization,
and define common traits so youre
not reinventing the wheel each time.
This method typically requires some
adjustment, since teams are used to
building tactically. But ultimately, it forces an
organization to look at what assets really matter
and creates value by opening up data sets, giving IT an
opportunity to help create new products and services.
In this way, APIs become the essential catalyst for IT
innovation in a digital economy.
27
Cyber implications
PIs expose data, services, and transactionscreating assets to be shared and reused. The upside is
the ability to harness internal and external constituents creative energy to build new products and
offerings. The downside is the expansion of critical channels that need to be protectedchannels that
may provide direct access to sensitive IP that may not otherwise be at risk. Cyber risk considerations
should be at the heart of integration and API strategies. An API built with security in mind can be a
more solid cornerstone of every application it enables; done poorly, it can multiply application risks.
Scope of controlwho is allowed to access an API, what they are allowed to do with it, and how they
are allowed to do itis a leading concern. At the highest level, managing this concern translates into
API-level authentication and access managementcontrolling who can see, manage, and call underlying
services. More tactical concerns focus on the protocol, message structure, and underlying payload
protecting against seemingly valid requests from injected malicious code into underlying core systems.
Routing, throttling, and load balancing have cyber considerations as welldenials of service (where
a server is flooded with empty requests to cripple its capability to conduct normal operations) can be
directed at APIs as easily as they can target websites.
Just like infrastructure and network traffic can be monitored to understand normal operations, API
management tools can be used to baseline typical service calls. System event monitoring should be
extended to the API layer, allowing unexpected interface calls to be flagged for investigation. Depending
on the nature of the underlying business data and transactions, responses may need to be prepared in
case the underlying APIs are compromisedfor example, moving a retailers online order processing to
local backup systems.
Another implication of the API economy is that undiscovered vulnerabilities might be exposed
through the services layer. Some organizations have tiered security protocols that require different
levels of certification depending on the systems usage patterns. An application developed for internal,
offline, back-office operations may not have passed the same rigorous inspections that public-facing
e-commerce solutions are put through. If those back-office systems are exposed via APIs to the front
end, back doors and exploitable design patterns may be inadvertently exposed. Similarly, private
customer, product, or market data could be unintentionally shared, potentially breaching country or
industry regulations.
It raises significant questions: Can you protect what is being opened up? Can you trust whats coming
in? Can you control what is going out? Integration points can become a companys crown jewels,
especially as the API economy takes off and digital becomes central to more business models. Sharing
assets will likely strain cyber responses built around the expectation of a bounded, constrained world.
New controls and tools will likely be needed to protect unbounded potential use cases while providing
end-to-end effectivenessaccording to what may be formal commitments in contractual service-level
agreements. The technical problems are complex but solvableas long as cyber risk is a foundational
consideration when API efforts are launched.
28
API economy
Where do you start?
T first glance, entering the API economy

may seem like an abstract, daunting
endeavor. But there are some concrete steps
that companies can take based on the lessons
learned by early adopters.
Whats in a name? APIs should have the
clarity of a well-positioned producta
clear intention, a clean definition of the
value, and perhaps more important, a
clearly defined audience. Is it a small set of
known developers, a large set of unknown
developers, or both? What is the trust zone?
Public, semi-private, or private? How do
these essential facts inform the scope and
orientation of the service?
Whos on first? Top-down or bottom-up?
Or more to the point: What will drive the
API chargebusiness model innovation or
technical services? The latter may be easier
for an IT executive to champion, especially
if the API is launched as part of a broader
IT delivery transformation, technical debt
reversal, or DevOps program. Placing
the effort under an IT executive can
also simplify the path forward and the
expected outcomes by focusing on service
calls, performance, standard adherence,
shrinking development timelines, and lower
maintenance costs.
Planting the seed of how business services
and APIs could unlock new business
models may be trickier. But the faster
the initiative is linked to growth and
innovation, the better. In the early days
of Amazon, Jeff Bezos reportedly issued
a company-wide mandate requiring all
technical staff, without exception, to
embrace APIs. The mandate served as the
foundation for the EC2 cloud computing
platform, S3 storage cloud, warehouse

management and fulfillment services,
Mechanical Turk, and other initiatives.23
Embrace the bare necessities.
Organizations should consider what
governance model they should establish
based on the intended consumers (internal,
partners, public at large) and whether
the program is being driven by IT or the
business. Tools such as API management
platforms can provide a dashboard-like
view into the inner workings of a solution
landscape. The visibility provides a better
handle on dependencies and performance
of the core services across legacy systems
and data.
Avoid technology holy wars. There
are many decision points, and they can
become distracting. REST or SOAP for the
service protocol? JSON or XML for the
data formatting? Resource or experiencebased design philosophy? Versioning via
path segment, query string, or header
(or none of the above)? Oauth2.0 or
OpenID Connect security? What API
management platform vendor should be
used? These are all good questions that
lack a single good answer. One size likely
wont fit all, and further consolidation and
change in the vendor landscape is likely
to continue. Companies should make
appropriate decisions to guide shorter-term
needs with a focus on pragmatism, not
doctrinaire purity.
Easy does it. Opportunities leveraging
cross-industry cooperation may be
tempting right out of the gate. However,
businesses should decide if the payoff
29
trumps the extra complexity. Companies

should plan big, but start small. Ideally, they
should use open, well-documented services
to accelerate time to prototype. Expecting
constant change and speedy execution
is part of the shift to the API economy.
Enterprises can use their first endeavors to
anchor the new business as usual.
Build it so they will come. If you are
trying to launch external-facing APIs or
platforms for the first time, you should
30
ready yourself for a sustained campaign

to drive awareness, subscriptions, and
support. Beyond readying the core
APIs and surrounding management
services, companies shouldnt forget
about the required ancillary components:
documentation, code samples, testing
and certification tools, support models,
monitoring, maintenance, and upkeep.
Incentives and attempts to influence
stakeholders should be tied to the target
audiences and framed accordingly.
API economy
Bottom line
ERE on the cusp of the API economycoming from the controlled collision of revamped IT
delivery and organizational models, renewed investment around technical debt (to not just
understand it, but actively remedy it), and disruptive technologies such as cognitive computing,24
multidimensional marketing,25 and the Internet of Things. Enterprises can make some concrete
investments to be at the ready. But as important as an API management layer may be, the bigger
opportunity is to help educate, provoke, and harvest how business services and their underlying APIs
may reshape how work gets done and how organizations compete. This opportunity represents the
micro and macro versions of the same vision: moving from systems through data to the new reality
of the API economy.
Authors
George Collins, principal, Deloitte Consulting LLP
Collins is a principal in Deloitte Consulting LLP and Chief

Technology Officer of Deloitte Digital US. He has over 15 years
of experience helping executives shape technology-centric
strategies, optimize business processes, and define product and
platform architectures. Collins has delivered a variety of technology
implementations from eCommerce, CRM, and ERP, to content
management and custom development. With global experience, he
has a broad outlook on the evolving needs of a variety of markets.
David Sisk, director, Deloitte Consulting LLP
Sisk is a director with Deloitte Consulting LLP in the Systems

Integration practice. He has extensive experience in the
architecture, design, development, and deployment of enterprise
applications, focusing on the custom development area.
31
Endnotes
1. Electronic data interchange (EDI);
service-oriented architecture (SOA).
2. Deloitte University Press, Tech Trends 2014:
Inspiring disruption, February 6, 2014,
http://dupress.com/periodical/trends/techtrends-2014/, accessed November 10, 2014.
3. Ibid.
4. See ProgrammableWeb, http://www.
programmableweb.com/category/
all/apis?order=field_popularity.
5. Daniel Jacobson and Sangeeta Narayanan, Netflix API: Top 10 lessons learned (so
far), July 24, 2014, Slideshare, http://
www.slideshare.net/danieljacobson/
top-10-lessons-learned-from-the-netflix-apioscon-2014?utm_content=buffer90883&utm_
medium=social&utm_source=twitter.
com&utm_campaign=buffer, accessed November 10, 2014.
6. Thomas H. Davenport and Bala Iyer, Move
beyond enterprise IT to an API strategy,
Harvard Business Review, August 6, 2013,
https://hbr.org/2013/08/move-beyond-enterprise-it-to-a/, accessed November 10, 2014.
7. See ProgrammableWeb, http://www.
programmableweb.com/category/
travel/apis?category=19965.
8. Alex Howard, Welcome to data transparency in real estate, where possibilities and
challenges await, TechRepublic, April 30,
2014, http://www.techrepublic.com/article/
welcome-to-data-transparency-in-realestate-where-possibilities-and-challengesawait/, accessed November 10, 2014.
The fusion of business and IT, February 3, 2015.
10. Daniel Jacobson and Sangeeta Narayanan,
Netflix API: Top 10 lessons learned (so far).
11. Kin Lane, History of APIs, June
2013, https://s3.amazonaws.com/
kinlane-productions/whitepapers/
API+Evangelist+-+History+of+APis.
pdf, accessed October 6, 2014.
32
12. Google, The world is your JavaScriptenabled oyster, June 29, 2005, http://
googleblog.blogspot.com/2005/06/
world-is-your-javascript-enabled_29.
html, accessed October 6, 2014.
13. Google, A fresh new look for the Maps
API, for all one million sites, May 15, 2013,
http://googlegeodevelopers.blogspot.
com/2013/05/a-fresh-new-look-for-mapsapi-for-all.html, accessed October 6, 2014.
14. Facebook, Facebook Platform launches,
May 27, 2007, http://web.archive.org/
web/20110522075406/http:/developers.
facebook.com/blog/post/21, October 6, 2014.
15. Netflix, Q2 14 letter to shareholders, July 21,
2014, http://files.shareholder.com/downloads/
NFLX/3530109523x0x769749/8bc987c970a3-48af-9339-bdad1393e322/
July2014EarningsLetter_7.21.14_final.
pdf, accessed October 8, 2014.
16. Daniel Jacobson, Top 10 lessons learned from
the Neflix APIOSCON 2014, July 24, 2014,
Slideshare, http://www.slideshare.net/danieljacobson/top-10-lessons-learned-from-the-netflix-api-oscon-2014, accessed October 8, 2014.
17. Ibid.
18. Ibid.
19. Netflix, Form 10-K annual report, February 3, 2014, http://ir.netflix.com/secfiling.
cfm?filingID=1065280-14-6&CIK=1065280,
accessed December 17, 2014.
20. Daniel Jacobson, The evolution of
your API and its value, October 18,
2013, YouTube, https://www.youtube.
com/watch?v=oseed51WcFE, accessed October 8, 2014.
21. Megan Garber, Even non-nerds should
care that Netflix broke up with developers, Atlantic, June 17, 2014, http://www.
theatlantic.com/technology/archive/2014/06/
even-non-nerds-should-care-that-netflixjust-broke-up-with-developers/372926/,
API economy
22. Daniel Jacobson, Why REST keeps me up

at night, ProgrammableWeb, May 5, 2012,
http://www.programmableweb.com/news/
why-rest-keeps-me-night/2012/05/15,
accessed October 8, 2014.
23. The API Economist, Jeff Barrs head is in the
cloud, April 30, 2013, http://apieconomist.
com/blog/2013/4/29/jeff-barrs-head-isin-the-cloud, accessed January 8, 2015.
33
Ambient computing
Ambient computing
Putting the Internet of Things to work
Possibilities abound from the tremendous growth of embedded

sensors and connected devicesin the home, the enterprise, and
the world at large. Translating these possibilities into business
impact requires focuspurposefully bringing smarter things
together with analytics, security, data, and integration platforms
to make the disparate parts work seamlessly with each other.
Ambient computing is the backdrop of sensors, devices, intelligence,
and agents that can put the Internet of Things to work.
HE Internet of Things (IoT) is maturing

from its awkward adolescent phase. More
than 15 years ago, Kevin Ashton purportedly
coined the term he describes as the potential
of machines and other devices to supplant
humans as the primary means of collecting,
processing, and interpreting the data that make
up the Internet. Even in its earliest days, its
potential was grounded in business context;
Ashtons reference to the Internet of Things
was in a presentation to a global consumer
products company pitching RFID-driven
supply chain transformation.1 And the idea of
the IoT has existed for decades in the minds
of science fiction writersfrom the starship
Enterprise to The Jetsons.
Cut to 2015. The Internet of Things is
pulling up alongside cloud and big data as
a rallying cry for looming, seismic IT shifts.
Although rooted more in reality than hype,
these shifts are waiting for simple, compelling
scenarios to turn potential into business
impact. Companies are exploring the IoT, but
some only vaguely understand its full potential.

To realize that potential, organizations should
look beyond physical things and the role of
sensors, machines, and other devices as signals
and actuators. Important developments, no
doubt, but only part of the puzzle. Innovation
comes from bringing together the parts to
do something of value differentlyseeing,
understanding, and reacting to the world
around them on their own or alongside their
human counterparts.
Ambient computing is about embracing
this backdrop of sensing and potential actiontaking with an ecosystem of things that can
respond to whats actually happening in
the businessnot just static, pre-defined
workflows, control scripts, and operating
procedures. That requires capabilities to:
Integrate information flow between varying
types of devices from a wide range of
global manufacturers with proprietary data
and technologies
35
Perform analytics and management of the

physical objects and low-level events to
detect signals and predict impact
Orchestrate those signals and objects
to fulfill complex events or end-to-end
business processes
Secure and monitor the entire
system of devices, connectivity, and
information exchange
Ambient computing happens when
this collection of capabilities is in place
elevating IoT beyond enabling and collecting
information to using the fabric of devices
and signals to do something for the business,
shifting the focus from the novelty of
connected and intelligent objects to business
process and model transformation.
What is the what?

The focus on the things side of the
equation is natural. Manufacturing, materials,
and computer sciences continuously drive
better performance with smaller footprints and
lower costs. Advances in sensors, computing,
and connectivity allow us to embed intelligence
in almost everything around us. From jet
engines to thermostats, ingestible pills to blast
furnaces, electricity grids to self-driving freight
trucksvery few technical constraints remain
to connect the balance sheets of our businesses
and our lives. The data and services available
from any individual thing are also evolving,
ranging from:
Internal state: Heartbeat- and ping-like
broadcasts of health, potentially including
diagnostics and additional status reporting
(for example, battery level, CPU/memory
utilization, strength of network signal,
up-time, or software/platform version)
Location: Communication of physical
location via GPS, GSM, triangulation, or
proximity techniques
36
Physical attributes: Monitoring the

world surrounding the device, including
altitude, orientation, temperature, humidity,
radiation, air quality, noise, and vibration
Functional attributes: Higher-level
intelligence rooted in the devices purpose
for describing business process or
workload attributes
Actuation services: Ability to remotely
trigger, change, or stop physical properties
or actions on the device
New products often embed intelligence as
a competitive necessity. And the revolution is
already well underway. An estimated 11 billion
sensors are currently deployed on production
lines and in power grids, vehicles, containers,
offices, and homes. But many arent connected
to a network, much less the Internet.2 Putting
these sensors to work is the challenge, along
with deciding which of the 1.5 trillion objects
in the world should be connected and for what
purpose.3 The goal should not be the Internet
of Everything; it should be the network of
some things, deliberately chosen and purposely
deployed. Opportunities abound across
industries and geographiesconnected cities
and communities, manufacturing, retail, health
care, insurance, and oil and gas.
Beyond the thing

Deliberate choice and purpose should
be the broader focus of ambient computing.
Analytics is a big part of the focusturning
data into signals and signals into insight. Take
transportation as an example. Embedding
sensors and controls in 24,000 locomotives,
365,000 freight cars, and across 140,000 miles
of track supporting the United States Class
I railroads only creates the backdrop for
improvement. Moving beyond embedding,
companies such as General Electric (GE) are
creating predictive models and tools for trains
and stockyards. The models and tools optimize
trip velocities by accounting for weight, speed,
Ambient computing
From the Internet of Things to ambient computing: A concentric system

The Internet of Things lives through sensors and actuators embedded in devices interacting with the world physically
and functionally. Ambient computing contains this communication at the core, and harnesses the environment for
business processes and insights.
Sensors &
connectivity
sensors Temperature, location, sound, motion,

light, vibration, pressure, torque, electrical current.
actuators Valves, switches, power, embedded
controls, alarms, intra-device settings.
commmunication From near- to far-field: RFID,
NFC, ZigBee, Bluetooth, Wi-Fi, WiMax, cellular, 3G,
LTE, satellite.
Underlying components
allowing intelligence
and communication to
be embedded in objects.
Device
ecosystem
consumer products Smartphones, tablets, watches,

glasses, dishwashers, washing machines, thermostats.
industrial Construction machines, manufacturing
and fabrication equipment, mining equipment,
engines, transmission systems, warehouses, smart
homes, microgrids, mobility and transportation
systems, HVAC systems.
New connected and

intelligent devices across
categories making legacy
objects smart.
Ambient
services
integration Messaging, quality of service, reliability.

orchestration Complex event processing, rules
engines, process management and automation.
analytics Baselining and anomaly monitoring,
signal detection, advanced and predictive modeling.
security Encryption, entitlements management,
user authentication, nonrepudiation.
The building blocks of

ambient computing and
services powered by
sensors and devices.
Business
use casesa
basic Efficiency, cost reduction, monitoring and

tuning, risk and performance management.
advanced Innovation, revenue growth, business
insights, decision making, customer engagement,
product optimization, shift from transactions
to relationships and from goods to outcomes.
Representative scenarios
by industry to harness
the power of ambient
computing.
logistics Inventory
and asset management,
fleet monitoring, route
optimization.
health & wellness

Personalized treatment,
remote patient care.
mechanical Worker
safety, remote troubleshooting, preventative
maintenance.
manufacturing
Connected machinery,
automation.
Source: a Deloitte Development LLC, The Internet of Things Ecosystem: Unlocking the business value of connected devices, 2014,
http://www2.deloitte.com/us/en/pages/technology-media-and-telecommunications/articles/internet-of-things-iot-enterprise-value-report.html,
accessed January 7, 2015.
37
fuel burn, terrain, and other traffic. The gains

include faster-rolling trains, preemptive
maintenance cycles, and the ability to expedite
the staging and loading of cargo.4
The GE example highlights the need for
cooperation and communication among
a wide range of devices, vendors, and
playersfrom partners to competitors, from
customers to adjacent parties (for example,
telecommunication carriers and mobile
providers). The power of ambient computing is
partially driven by Metcalfes Law, which posits
that the value of a network is the square of the
number of participants in it. Many of the more
compelling potential scenarios spill across
organizational boundaries, either between
departments within a company, or through
cooperation with external parties. Blurry
boundaries can fragment sponsorship, diffuse
investment commitments, and constrain
ambitions. They can also lead to isolationism
and incrementalism because the effort is
bounded by what an organization directly
controls rather than by the broader analytics,
integration, and orchestration capabilities
that will be required for more sophisticated
forays into ambient computing. Ecosystems
will likely need to evolve and promote
industry standards, encourage sharing through
consortia, and move away from proprietary
inclinations by mandating open, standardsbased products from third parties.
Ambient computing involves more than
rolling out more complete and automated
ways to collect information about real-world
behavior. It also turns to historical and social
data to detect patterns, predict behaviors,
and drive improvements. Data disciplines
are essential, including master data and core
38
management practices that allow sharing and

provide strategies for sensing and storing the
torrent of new information coming from the
newly connected landscape. Objects can create
terabytes of data every day that then need to
be processed and staged to become the basis
for decision making. Architectural patterns
are emerging with varying philosophies:
embedding intelligence at the edge (on or
near virtually every device), in the network,
using a cloud broker, or back at the enterprise
hub. One size may not fit all for a given
organization. Use cases and expected business
outcomes should anchor the right answer.
The final piece of the puzzle might be the
most important: how to put the intelligent
nodes and derived insights to work. Again,
options vary. Centralized efforts seek to apply
process management engines to automate
sensing, decision making, and responses
across the network. Another approach is
decentralized automation, which embeds rules
engines at the endpoints and allows individual
nodes to take action.
In many cases, though, ambient
computing is a sophisticated enabler of
amplified intelligence5 in which applications
or visualizations empower humans to act
differently. The machine age may be upon
usdecoupling our awareness of the world
from mankinds dependency on consciously
observing and recording what is happening.
But machine automation only sets the stage.
Real impact, business or civic, will come from
combining data and relevant sensors, things,
and people so lives can be lived better, work
can be performed differently, and the rules of
competition can be rewired.
Ambient computing

From meters to networks
ComEd, an Exelon company that provides
electricity to 3.8 million customers in
Northern Illinois,6 is in the midst of a $2.6
billion smart grid project to modernize aging
infrastructure and install smart meters for all
of its customers by 2018.7 The primary goals
of this undertaking are to enhance operational
efficiency and to provide customers with the
information and tools to better manage their
energy consumption and costs. Featuring
advanced meter infrastructure (AMI), the
new meters reduce electricity theft and
consumption on inactive meters, reduce the
number of estimated electric bills, minimize
energy loss, and reduce the need for manual
meter reading. Numerous operational
efficiencies and benefits are emerging. For
example, on Chicagos south side, AMI meter
reading has increased the percentage of meters
read from 60 percent to 98 percent. Last year,
ComEd was given the green light by the Illinois
Commerce Commission to accelerate its smart
meter installation program, thus making it
possible to complete the project three years
ahead of schedule.8
The smart grid effort will also improve
ComEds ability to maintain its overall
infrastructure. Real-time visibility into
transformers, feeders, and meters will help
the company detect, isolate, and resolve
maintenance incidents more efficiently.
Other smart grid components will improve
communications among field services
technicians, operators, and even customers.
Analytics, residing atop integration and
event processing layers, will form an integral
part of the companys ambient computing
platform. Security and privacy capabilities
will help protect against attacks to critical
infrastructure by providing the company
with remote access to individual meters and
visibility into usage for any given residence or

commercial location.
ComEd is also developing a suite of services
that will make it possible for customers to view
their own energy usage (including itemized
energy costs per appliance). The goal of these
services is to help individuals proactively
regulate their own power consumption and
achieve greater efficiency during periods of
peak power usage.
As the smart grid project progresses,
ComEd leaders remain strategic and flexible.
When opportunities to accommodate future
technological advances emerge, they adapt
their approaches accordingly. For example,
when it installed a network of AMI access
points, the company decided to place the
network physically higher than needed at the
time. Why? Because doing so could make it
possible to repurpose the existing residential
mesh network, should the opportunity ever
arise. And one year later, the company is
piloting new LED streetlights powered by the
repurposed mesh network.
With ambient computing advancing more
rapidly each year, ComEds leaders are keeping
their options open and the new smart grid
system as flexible as possible in order to take
advantage of new improvements, devices, and
opportunities that may emerge.
Home sweet conscious home

The makers at Nest Labs view embedded
sensors and connectivity as a means to an end,
not as ends unto themselves. Their vision is
one of a conscious home that emphasizes
comfort, safety, and energy savings. Many
products in the broader Internet of Things
space focus on raw technology features.
However, Maxime Veron, Nests head of
product marketing, downplays the technology
aspects of Nests offerings, noting: The
39
fact that your device is connected does not

automatically make it a better product.
A case in point is the Nest Learning
Thermostata next-generation wall
thermostat that uses occupancy sensors,
on-device learning, cloud-based analytics, and
Web services to learn an occupants schedule
and integrate into his or her life. The company
designs customer experiences that focus on
usability from the point of installation: The
thermostat features snap connectors for wiring,
includes a carpenters level built into the base
of the unit to ease finishing, and comes with
a multi-head screwdriver to help installers
more easily replace legacy hardware. The
thermostats operation similarly evokes the
qualities of ambient computing in that the
complexity of sensing, learning from occupant
behavior, and self-tuning settings remains
largely invisible to the user. Veron notes, We
dont want to give you something to program.
Nest Labs is looking beyond any single
device toward broader platforms and services.
The company launched a partner program to
allow third-party products to interact with
Nest products. The goal is to create more
intuitive ways to learn about and respond
to specific user behavior and preferences.
For example, your car can alert the Nest
Thermostat to begin cooling your home at a
certain point during your evening commute.
Upon your arrival, the house is comfortable,
but you havent wasted energy cooling it all day
long. Nest Labs second product, Nest Protect,
is a smoke and carbon monoxide alarm that
can send a message to a mobile device about
what it has detected, turn off heating by a gas
furnace when it detects a possible CO leak (if
the customer has a Nest Thermostat as well),
and link to the companys Dropcam video
camera to save a clip of what was happening
when the alarm initiated.
These scenarios involve not just
connectivity and interoperability, but also
advanced levels of orchestration and analytics,
as well as sophisticated but simple user
40
experiences. Nest Labs, acquired by Google in

2014, has kept the majority of its development
in-house, believing that applying the same
standards and rigor to its design process
from beginning to endincluding hardware,
software, external data inputs, sensors, and app
developmentwill ultimately result in a more
powerful experience for customers inhabiting a
conscious home.
No more circling the block

Many of us have had a parking experience
so bad that we avoid the area in the future,
opting for restaurants or stores that do not
require a frustrating parking lot tour. And
because parking tickets and meter fees are
often considerable sources of revenue for
cities overseeing public parking and for
organizations that own parking lots and
structures, opportunities to address commuter
frustration, pollution, and lost sales revenue
through better parking regulations may be
mismanaged or ignored altogether. Enter
Streetline, Inc., a San Francisco Bay-area
company that helps to solve parkingrelated challenges from the ground up
(literally) through its mesh networking
technology, real-time data, and platform of
parking applications.
The Streetline approach is composed of
three layers. First, when deploying its platform
in a new location, Streetline installs sensors
which determine space occupancy or vacancy
in individual parking spaces. The second
layer is a middleware learning platform that
merges real-time and historical sensor data
to determine the validity of a parking event
(a true arrival or departure) and relays the
current status of each space to the systems
backend. An inference engine weeds out false
positives such as a garbage can left in a space,
or a driver pulling into a parking spot for a
moment and then leaving. Finally, there is
the application layer that includes a variety
of mobile and Web-based tools that deliver
up-to-the-minute parking information to
Tech Trends 201
Ambient computing
commuters, business owners, city officials, and

parking enforcement officers in or near the
deployment area.
Streetlines Parker app guides motorists
to open parking spaces, which can decrease
driving times, the number of miles traveled,
and motorist frustration. Through integration
with leading mobile payment providers, the
Parker app enables drivers to feed parking
meters electronicallywithout the hassle
of searching for quarters. Furthermore,
motorists can add time to their meter remotely
before time expires to avoid parking tickets.
ParkerMap makes it possible for companies
to create online maps of available parking
spaces in a given area, along with lot hours
and parking rates. Using the ParkerData
Availability API, cities can publish parking
information on dynamic signage, strategically
placed around a city. Combined, these different
methods of way-finding help consumers find
parking more quickly, increasing parking space
turnoverand thereby potentially driving
increases in foot traffic and sales among local
merchants. In fact, studies have revealed
that smart parking systems can improve the
local economy, as evidenced by a 12 percent
increase in merchant sales tax revenue in
one of Streetlines customer cities.9 Moreover,
the cities, universities, and companies that
own parking in a given area can get access to
information about utilization and consumer
trends, as well as recommendations for better
parking policies and pricing. Law enforcement
also has access to similar information, helping
enforcement officers increase their productivity
and efficiency by as much 150 percent.10
Streetlines products are deployed in
40 locations globally, and the company is
currently exploring ways to increase the
pace of adoption through new use cases,
sponsorships, and a monetized API. It is
also exploring the capture of new data types
including ground surface temperature, noise
level, air quality, and water pressure, to name
a few.
What began as a desire to make life a

little easier for motorists in the congested
streets of San Francisco is quickly becoming
a foundational layer for the emergence
of smarter cities and the Internet of
Things worldwide.
Products to platforms
Bosch Group knows a thing or two about
disruptive technologies and their business
potential. As the worlds third-largest private
company, it manufactures a wide range of
products, from consumer goods to industrial
equipment, including some of the building
blocks of ambient computingshipping
roughly 1 billion microelectromechnical
systems (MEMS) sensors in 2014. Recognizing
the potential of the Internet of Things (IoT),
its vision has been embedding connectivity
and intelligence in products across its 350-plus
business units.
In 2008, the company launched Bosch
Software Innovations (Bosch SI), a business
unit dedicated to pioneering IoT and
ambient computing solutions for industrial
environments. We are trying to bring
130 years of manufacturing experience to
connectivity, says Troy Foster, Bosch SI CTO
Americas. Bosch SI approaches its mission
from an enterprise software perspective
looking beyond the device to enable the
kind of business intelligence, processes, and
decision making that drive value from data.
To that end, Bosch SIs IoT platform
is composed of four primary software
components: a machine-to-machine layer,
business process management, business rules
management, and an analytics engine. The
IoT system was designed to accommodate
growing data volumes as sensors get smaller
and cheaper, spurring wider deployment.
Configurable rules allow evolving, actionable
insights to be deployed.
For example, Bosch SI is currently
developing preventative maintenance
41
solutions that leverage IoT predictive analytics

capabilities to analyze system and performance
data generated by sensors embedded in
industrial equipment. The goal is to predict
equipment failures and perform maintenance
proactively to address potential issues. Costs
mount quickly when a manufacturing line
goes down or mining equipment in a remote
location fails; preventing incidents can save
customers considerable sums of money.
Other examples include improved visibility
of deployed equipment in the fieldfrom
factory equipment to vending machines.
Bosch SI also helps automobile manufacturers
and their suppliers refine and improve
their products. To do that, they need data
from cars in operation to understand how
components such as a transmission system,
for example, perform. Traditionally, they only

got that information when the car was in for
maintenance. Now sensors and telematics can
convey that data directly to the manufacturers.
Using similar technology, Bosch helps
insurance companies move to usage-based
coverage models instead of using hypothetical
approximations of risk.
Beyond improving existing products and
processes and helping manufacturers work
more efficiently, the IoT is enabling new
business models. We are looking at many
different pieces including smart homes, micro
grids, and usage-based car insurance, to name
a few, Foster says. Many business ideas and
models that were considered prohibitively
expensive or unrealistic are viable now thanks
to advances in IoT.
Tech Trends 201
42
Ambient computing
My take
Richard Soley, PhD
Chairman and CEO, Object Management Group
Executive director, Industrial Internet Consortium
As head of the Object Management Group, one of the
worlds largest technology standards bodies, Im often
asked when standards will be established around
the Internet of Things (IoT).11 This common question
is shorthand for: When will there be a language to
ease interoperability between the different sensors,
actuators, and connected devices proliferating across
homes, business, and society?
In developing IoT standards, the easy part is getting
bits and bytes from object to object, something weve
largely solved with existing protocols and technologies.
The tricky part relates more to semanticsgetting
everyone to agree on the meaning and context of
the information being shared and the requests being
made. On that front, we are making progress industry
by industry, process area by process area. Were seeing
successes in use cases with bounded scopereal
problems, with a finite number of actors, generating
measurable results.
This same basic approachhelping to coordinate
industrial players, system integrators, start-ups,
academia, and vendors to build prototype test beds to
figure out what works and what doesntis central
to the charter of the Industrial Internet Consortium
(IIC).12 The IIC has found that the more interesting
scenarios often involve an ecosystem of players acting
together to disrupt business models.
Take, for example, todays self-driving cars, which
are not, in and of themselves, IoT solutions. Rather,
they are self-contained, autonomous replacements
for drivers. However, when these cars talk to each
other and to roadway sensors and when they
can use ambient computing services like analytics,
orchestration, and event processing to dynamically
optimize routes and driving behaviors, then they
become headliners in the IoT story.
The implications of self-driving cars talking to each
other are profoundnot only for taxicab drivers and
commuters, but also for logistics and freight transport.
Consider this: Roughly one-third of all food items
produced today are lost or wasted in transit from
farm to table.13 We could potentially make leaps in
sustainability by integrating existing data on crop
harvest schedules, grocery store inventory levels,
and consumer purchasing habits, and analyzing this

information to better match supply with demand.
The example that excites and scares me the most
revolves around maintenance. The IoT makes it
possible to reduceand potentially eliminate
unexpected maintenance costs by sensing and
monitoring everything happening within a working
device, whether it be a jet engine, medical device,
or distribution system. Rather than reacting to
mechanical or system breakdowns, engineers could
work proactively to address problems before they
become full-blown malfunctions. Companies could
deploy systems in which nothing fails. Imagine
the impact on industry. Business models
based on replenishment/replacement
cycles would need to be overhauled.
Manufacturers of spare parts and
providers of repair services might
potentially disappear completely,
as the focus of maintenance
shifts from objects to outcomes.
The list of possible ramifications
is staggering.
When the future-state level of
interconnectivity is realized, who
will own each step along the
supply chain? End-to-end control
affords significant opportunity, but it
is rarely achieved. When the IoT evolves,
I imagine it will resemble the newly
integrated supply chains that emerged in the
1980s and 1990s. While no one controlled the
entire supply chain, it was in everyones interest along
that chain to share and secure information in ways
that benefited all parties.
My advice to companies currently considering IoT
investments is, dont wait. Begin collaborating with
others to build prototypes and create standards.
And be preparedyour IoT initiatives will likely be
tremendously disruptive. We dont know exactly how,
but we do know this: You cant afford to ignore the
Internet of Things.
43
Cyber implications
Enabling the Internet of Things requires a number of logical and physical layers, working seamlessly
together. Device sensors, communication chips, and networks are only the beginning. The additional
services in ambient computing add even more layers: integration, orchestration, analytics, event
processing, and rules engines. Finally, there is the business layerthe people and processes bringing
business scenarios to life. Between each layer is a seam, and there are cyber security risks within each
layer and in each seam.
One of the more obvious cyber security implications is an explosion of potential vulnerabilities,
often in objects that historically lacked connectivity and embedded intelligence. For example,
machinery, facilities, fleets, and employees may now include multiple sensors and signals, all of which
can potentially be compromised. CIOs can take steps to keep assets safe by considering cyber logistics
before placing them in the IT environment. Ideally, manufacturing and distribution processes have
the appropriate controls. Where they dont, securing devices can require risky, potentially disruptive
retrofitting. Such precautionary steps may be complicated by the fact that physical access to connected
devices may be difficult to secure, which leaves the door open to new threat vectors. Whats more,
in order to protect against machines being maliciously prompted to act against the interests of the
organization or its constituencies, IT leaders should be extra cautious when ambient computing
scenarios move from signal detection to actuationa state in which devices automatically make
decisions and take actions on behalf of the company.
Taking a broad approach to securing ambient computing requires moving from compliance to
proactive risk management. Continuously measuring activities against a baseline of expected behavior
can help detect anomalies by providing visibility across layers and into seams. For example, a connected
piece of construction equipment has a fairly exhaustive set of expected behaviors, such as its location,
hours of operation, average speed, and what data it reports. Detecting anything outside of anticipated
norms can trigger a range of responses, from simply logging a potential issue to sending a remote kill
signal that renders the equipment useless.
Over time, security standards will develop, but in the near term we should expect them to be
potentially as effective (or, more fittingly, ineffective) as those surrounding the Web. More elegant
approaches may eventually emerge to manage the interaction points across layers, similar to how
a secured mesh network handles access, interoperability, and monitoring across physical and
logical components.
Meanwhile, privacy concerns over tracking, data ownership, and the creation of derivative data
using advanced analytics persist. There are also a host of unresolved legal questions around liability.
For example, if a self-driving car is involved in an accident, who is at fault? The device manufacturer?
The coder of the algorithm? The human operator? Stifling progress is the wrong answer, but full
transparency will likely be needed while companies and regulators lay the foundation for a safe, secure,
and accepted ambient-computing tomorrow.
Finally, advanced design and engineering of feedback environments will likely be required to
help humans work better with machines, and machines work better with humans. Monitoring the
performance and reliability of ambient systems is likely to be an ongoing challenge requiring the
design of more relevant human and machine interfaces, the implementation of effective automation
algorithms, and the provisioning of helpful decision aids to augment the performance of humans and
machines working togetherin ways that result in hybrid (human and technical) secure, vigilant, and
resilient attributes.
44
Ambient computing
Where do you start?
ANY dont need to be convinced of

ambient computings opportunities. In a
recent survey, nearly 75 percent of executives
said that Internet of Things initiatives were
underway.14 Analysts and companies across
industries are bullish on the opportunities.
Gartner predicts that by 2020, the installed
base of the IoT will exceed 26 billion units
worldwide; therefore, few organizations will
escape the need to make products intelligent
and the need to interface smart objects with
corporate systems.15 Other predictions
measure economic impact at $7.1 trillion
by 2020,16 $15 trillion in the next 20 years,17
and $14 trillion by 2022.18 But moving from
abstract potential to tangible investment is one
of the biggest hurdles stalling progress. Below
are some lessons learned from early adopters.
Beware fragmentation. Compelling
ambient computing use cases will likely
cross organizational boundaries. For
example, retail store of the future
initiatives may cross store management,
merchandising, warehouse, distribution
center, online commerce, and marketing
department responsibilitiesrequiring
political and financial buy-in across
decision-making authorities. Because the
market lacks end-to-end solutions, each
silo may be pursuing its own initiative,
offering at best incremental effect, at worst
redundant or competing priorities.
Stay on target. Starting with a concrete
business outcome will help define scope
by guiding which things should be
considered and what level of intelligence,
automation, and brokering will be required.
Avoid shiny object syndrome, which can
be dangerously tempting given how exciting
and disruptive the underlying technology
can seem.
User first. Even if the solution is largely

automated, usability should guide vision,
design, implementation, and ongoing
maintenance plans. Companies should use
personas and journey maps to guide the
end-to-end experience, highlighting how
the embedded device will take action, or
how a human counterpart will participate
within the layers of automation.
Eyes wide open. Connecting unconnected
things will likely lead to increased costs,
business process challenges, and technical
hurdles. Be thoughtful about funding the
effort and how adoption and coverage will
grow. Will individual organizations have
to shoulder the burden, or can it be shared
within or across industries and ecosystems?
Additionally, can some of the investment be
passed on to consumers? Although business
cases are needed, they should fall on the
defensible side of creative.
Network. With the emphasis on the
objects, dont lose sight of the importance
of connectivity, especially for items
outside of established facilities. Forrester
Research highlights a plethora of network
technologies and protocols that define radio
transmissions including cellular, Wi-Fi,
Bluetooth LE, ZigBee, and Z-Wave.19
Planning should also include IPv6
adoption,20 especially with the public IPv4
address space largely exhausted and the
aforementioned billions of new Internetenabled devices expected in the next
10 years.
Stand by for standards. Standards help
create collaborative and interoperable
ecosystems. We expect that IoT standards
for interoperability, communication,
and security will continue to evolve,
45
with a mix of governmental bodies,

industry players, and vendors solving
some of the challenges inherent in such
a heterogeneous landscape. Several IoTfocused standards bodies and working
groups including the AllSeen Alliance,
Industrial Internet Consortium, Open
Interconnect Consortium, and Thread
Group have formed in the last two years.21
Having preliminary standards is important,
but you shouldnt hold off on investing until
all standards are finalized and approved.
Press forward and help shape the standards
that impact your business.
46
Enterprise enablement. Many

organizations are still wrestling with
smartphone and tablet adoptionhow
to secure, manage, deploy, and monitor
new devices in the workplace. That
challenge is exponentially exacerbated by
ambient computing. Consider launching
complementary efforts to provision,
deploy policies for, monitor, maintain,
and remediate an ever-changing roster of
device types and growing mix of underlying
platforms and operating systems.
Ambient computing
Bottom line
MBIENT computing shouldnt be looked at as just a natural extension of mobile and the initial
focus on the capabilities of smartphones, tablets, and wearablesthough some similarities
hold. In those cases, true business value came from translating technical features into doing
things differentlyor doing fundamentally different things. Since ambient computing is adding
connectivity and intelligence to objects and parts of the world that were previously dark, there is
less of a danger of seeing the opportunities only through the lens of todays existing processes and
problems. However, the expansive possibilities and wide-ranging impact of compelling scenarios in
industries such as retail, manufacturing, health care, and the public sector make realizing tomorrows
potential difficult. But not impossible. Depending on the scenario, the benefits could be in efficiency
or innovation, or even a balance of cost reduction and revenue generation. Business leaders should
elevate discussions from the Internet of Things to the power of ambient computing by finding a
concrete business problem to explore, measurably proving the value, and laying the foundation to
leverage the new machine age for true business disruption.
Authors
Andy Daecher, principal, Deloitte Consulting LLP
Daecher is a principal in Deloitte Consulting LLPs Technology Strategy

& Architecture practice and leads Deloitte Consultings Internet of Things
initiative. He has worked in the high-tech industry for 25 years, advising
clients on the strategic use of technology to optimize their businesses. Daecher
specializes in advising executives on the practical applications of emerging
technologies, effective management of IT organizations, and execution of
complex, transformational, technology-enabled projects.
Tom Galizia, principal, Deloitte Consulting LLP
Galizia focuses on new, innovative, and enabling technologies to help

clients navigate changing market dynamics, deliver transformational
business strategies, and drive efficient IT operations. He has 21 years of
experience across many industries, with a primary focus on technology.
Specific areas of expertise include cloud advisory services, Internet of
Everything applications, smart cities, industry vertical solutions, emerging
markets, project portfolio management, and M&A diligence/integration.
47
Endnotes
1. Kevin Ashton, That Internet of Things
thing, RFID Journal, June 22, 2009,
http://www.rfidjournal.com/articles/
view?4986, accessed November 12, 2014.
2. Karen A. Frenkel, 12 obstacles to the Internet
of Things, CIO Insight, July 30, 2014, http://
www.cioinsight.com/it-strategy/infrastructure/
slideshows/12-obstacles-to-the-internet-ofthings.html, accessed November 12, 2014.
3. Cisco Systems, Inc., Embracing the Internet of
Everything to capture your share of $14.4 trillion, February 12, 2013, http://www.cisco.com/
web/about/ac79/docs/innov/IoE_Economy.
pdf, accessed November 12, 2014.
4. Jon Gertner, Behind GEs vision for
the industrial Internet Of Things, Fast
Company, June 18, 2014, http://www.
fastcompany.com/3031272/can-jeffimmelt-really-make-the-world-1-better,
accessed November 10, 2014.
6. ComEd, Company profile: A company shaped
by customers and employees, https://www.
comed.com/about-us/company-information/
Pages/default.aspx, accessed January 9, 2015.
7. ComEd, Smart grid program supports more
than 2,800 jobs in 2013, press release, April
3, 2014, https://www.comed.com/newsroom/Pages/newsroomreleases_04032014.
pdf, accessed January 9, 2015.
8. ComEd, ComEd receives approval to accelerate smart meter installation, benefits,
press release, June 11, 2014, https://www.
comed.com/newsroom/Pages/newsroomreleases_06112014.pdf, accessed January 9, 2015.
9. Streetline, Success Story: Ellicott City, Maryland,
http://www.streetline.com/success-story-ellicott-city-maryland/, accessed January 13, 2015.
10. Streetline, Becoming a smart city, http://
www.streetline.com/downloads/Smart-CityWhitepaper.pdf, accessed January 9, 2015.
48
11. Object Management Group (OMG), OMG

and the IIOT, http://www.omg.org/hot-topics/
iot-standards.htm, accessed January 9, 2015.
12. Industrial Internet Consortium, http://www.
iiconsortium.org/, accessed January 9, 2015.
13. Food and Agricultural Organization of the
United Nations, Mitigation of food wastage: Societal costs and benefits, 2014, http://www.fao.
org/3/a-i3989e.pdf, accessed January 9, 2015.
14. Clint Witchalls, The Internet of Things
business index, Economist, October 29,
2013, http://www.economistinsights.
com/analysis/internet-things-businessindex, accessed November 12, 2014.
15. Nick Jones, The Internet of Things will
demand new application architectures, skills
and tools, Gartner, Inc., April 1, 2014.
16. Jungah Lee, Samsung hunts for next hit with
Internet push as phones fade Bloomberg,
November 17, 2014, http://www.bloomberg.
com/news/2014-11-16/samsung-huntsnext-hit-with-internet-push-as-phones-fade.
html, accessed December 2, 2014.
17. General Electric (GE), Industrial Internet:
Pushing the boundaries of minds and
machines, November 26, 2012. http://www.
ge.com/docs/chapters/Industrial_Internet.
pdf, accessed November 12, 2014.
18. Including reduced costs, increased revenues,
and changes in market share; Cisco Systems,
Inc., Embracing the Internet of Everything
to capture your share of $14.4 trillion.
19. Rowan Curran, Brief: Bringing interoperability to the Internet Of Things, Forrester Research, Inc., July 24, 2014.
21. Stephen Lawson, Why Internet of Things
standards got more confusing in 2014,
PCWorld, December 24, 2014, http://www.
pcworld.com/article/2863572/iot-groupsare-like-an-orchestra-tuning-up-the-musicstarts-in-2016.html, accessed January 9, 2015.
Ambient computing
49
Dimensional marketing
New rules for the digital age
Marketing has evolved significantly in the last half-decade. The

evolution of digitally connected customers lies at the core, reflecting
the dramatic change in the dynamic between relationships and
transactions. A new vision for marketing is being formed as CMOs
and CIOs invest in technology for marketing automation, nextgeneration omnichannel approaches, content development,
customer analytics, and commerce initiatives. This modern era
for marketing is likely to bring new challenges in the dimensions
of customer engagement, connectivity, data, and insight.
CCORDING to MBA textbooks,

marketing is the art and science of
choosing target markets and getting, keeping,
and growing customers through creating,
delivering, and communicating superior
customer value.1 This core mission hasnt
changed. However, marketing has evolved
significantly in the last five years, driven by the
rapid convergence of customer, digital, and
marketing technologies. Marketers have access
to an unprecedented amount of data to inform
targeted marketing campaigns. Channel
access is ubiquitous, as are touchpoints of all
kindsoffline and on. Consumer messaging
has morphed into social engagement, allowing
companies to view their brands from the
outside in.
The result is a magnification of customer
expectations in terms of relevancy, intimacy,
delight, privacy, and personal connections.
Increasingly, organizations no longer market to
masses. They are marketing to individuals and
their social networks. Indeed, marketing itself
has shifted from the broadcast of messages
to engagement in conversations, and now

to the ability to predict and rapidly respond
to individual requests. Organizations are
increasingly able to engage audiences on their
terms and through their interests, wherever
and whatever they are. And customers are
learning to expect nothing less, from both B2C
and B2B enterprises.
What does all of this mean for the CMO?
And the CIO? To begin with, CIOs and CMOs
should embrace the reality that the marketing
levers of the past no longer work the same
way, if at all. The front office of marketing
has been recast around connectivity and
engagementseamless contextual outreach
tailored to specific individuals based on their
preferences, behaviors, and purchase histories.
At the same time, marketings back office
has been transformed by new technologies
for accelerating and automating campaigns,
content, and positioningfueled by data and
analytics. Together, these new dimensions
are ushering in a new breed of marketing:
dimensional marketing.
51
The four dimensions

In simpler times, linear constructs such
as the four Ps (product, price, promotion
and place) served us well as the foundational
ingredients of marketing strategies. In the era
of dimensional marketing, however, many
companies are adding four new dimensions
to the original marketing mix: engagement,
connectivity, data, and technology. The concept
of dimension is important. It reflects how the
levers are now integrated and interrelated.
Experience is all: The

engagement revolution
Over 86 percent of Americans have
Internet access.2 Fifty-eight percent have
smartphones, and 42 percent have tablets.3
Consumers are now using new technologies
to research products and shop through
a variety of channels. These connected
consumers can buy from retailers regardless
of geography or store opening hours. The
consumer experience now demands a balance
of form and function. Experiences should
be personalized, contextual, and real-time
to me in the environment and with the
method that makes the most sense in the
moment. This is a dramatic shift from the
days of catering to broad demographics
and customer segments. Organizations are
armed with deep, granular knowledge of
individuals; just as importantly, they have
access to multiple channels through which
to conduct personalized outreach. Gartners
2014 Hype Cycle for Web Computing found
that Many big data use cases are focused on
customer experience, and organizations are
leveraging a broad range of information about
an individual to hyperpersonalize the user
experience, creating greater customer intimacy
and generating significant revenue lift.4 Every
experience reflects the brand, transcending
campaigns, products, sales, service, and
support across channels. User experience and
great design should be cornerstones of every
solution, which requires new skill sets, delivery
52
models, and interactions between the business

and IT. Behind the scenes, content and digital
access management are critical to a seamless
integration of campaigns, sales, services,
supply chains, and CRM systems.
Relationships are interactions:

The connectivity revolution
One-way communication with consumers
is a thing of the past. Marketers should build
sustained relationships through a deep and
meaningful understanding of individual
customers. After all, effective relationships
drive loyalty, build communities, and cultivate
influencers. Meaningful relationships also
require dialogue. The shift from omnichannel to omni-directional communication
across channels is giving communities and
individuals the opportunity to create new
levels of engagement. A recent Deloitte
study commissioned by eBay found that
being broadly present across channels, and
enabling each channel to serve the customer
at any point through the purchase journey,
raised brand awareness and drove loyalty.5
The study also found that leading retailers
with a presence across store and non-store
channels succeeded in capturing additional
sales from non-store channels due to increased
awareness of their products, expanded market
share and/or a greater share of sales captured
from competitors, and access to fast-growth
channels. Social (both social technology and
real-world social behavior) plays an important
role by activating audiences and sustaining (or
heightening) their interest through tailored,
relevant content delivered on their own terms
and in their own words.6
Intelligence is targeted: The

information revolution
Deriving meaningful customer, sales,
and product insights requires an appetite for
enormous amounts of data and analytics.
Gartners Hype Cycle for Digital Marketing
found that The hype around data-driven
marketing is largely justified, and data-driven
marketing will help make marketing better,

faster, and more cost-effective while better
aligning marketers with the marketplace, not
to mention enterprise objectives, through
richer, more reliable metrics.7 And a recent
Teradata survey found that 78 percent of
marketers feel pressure to become more datadriven, with 45 percent agreeing that data is
the most underutilized asset in the marketing
organization.8 Real-time analysis can drive
adjustments and improvements to marketing
campaigns and promotions. Intelligence
gives us the technical capability to close the
loop and measure real business results by
providing multiple ways to interpret and make
use of data. Better targeting and visibility
across the full customer life cycle enhances
the use of standalone tools in areas such as

campaign automation and bid management
systemsindicative of the trend to understand
individuals versus broad segments.
Channel orchestration is
multidimensional: The
technology revolution
Channels and customer touchpoints
are constantly multiplying. Marketers now
own or manage the marketing platforms,
architecture, and integration required to
provide a consistent experience across
channels. Although marketing has evolved
from broadcast to interactivity and now finally
to digital, many organizational capabilities
still remain in silos. With dimensional
The evolution of marketing

the traditional model Marketing began as an isolated
step occurring at the end of a linear business process
focused on brand and awareness. Core technology
functions such as ERP, data, and analytics were bolted
on to marketing as needed.
the new model Todays marketing is a multifaceted

entity with hooks into all steps of the business and
product cycle. With the customer as the main actor, the
business aims to integrate engagement, connectivity,
information, and technology in order to create a
personalized, contextualized experience.
brand
rese
arc
h&
ing
pric
manufacturing
de
research & development
manufa
ctu
ent
rin
m
p
g
lo
eting
k
r
e
a
m
v
pricing
ice
sa l
es
se rv
sales
pp
su
marketing
&
fulfillment
or
t
f u lfil l m
e nt
53
marketing, traditional, digital, customer, and

enabling business systems are converging
into one integrated offering that operates
simultaneously in harmony. This harmony
demands platforms that are deliberately
designed to accommodate multiple devices and
touchpoints. Contextual architecture should
provide data, images, video, and transactions
dynamicallyand be based not just on who
the customers are, but where they are, what
theyve done, and what theyre likely to
want next.
A digital platform divided

The stage is set for technology and
analytics to play a more impactful role
in this new worlddelivering seamless,
contextual, and hyper-targeted customer and
prospect experiences, and helping marketing
departments repatriate duties from agencies
through their own capabilities for automation,
precision, and efficiency. CMOs, working in
partnership with CIOs, should command
a richer, data-driven, targeted repertoire
of campaigns, promotions, and properties
across multiple channels for varied customer
types and objectives. Customer awareness,
acquisition, conversion, and retention
are top priorities and require attention
and investment.9
Organization-wide platforms to target,
provision, deploy, and measure digital assets
are needed and should be integrated across:
54
Channels: offline and online and across

paid, earned, and owned media
Context: based on the individuals behavior,
preferences, location, and other cues
Campaigns: pricing, promotions, and offers
tailored to an individual in a specific point
in time
Content: internally and externally sourced,
with increasing focus on social media and
video, and optimized for mobile
CIOs should be prepared for a sizeable
increase in marketing technology initiatives
akin to the wave of automation in the worlds
of finance and supply chain. Marketings
expanded scope will likely require changes
far beyond traditional marketing systems,
with integration into CRM and ERP systems
in areas such as pricing, inventory, order
management, and product R&D. And, as
analytics, mobile, social, and the Web become
marketings digital battleground, CIOs should
expect aggressive pushes in these areas. These
forays could affect the organizations enterprise
strategy in each domain. CIOs should not
settle for being responsive, informed parties as
the revolution unfolds; they should be seen as a
strategist and act as a catalyst.

Consumerized insurance
Amid growing competition in the insurance
industry, some providers in the B2B space are
taking steps to differentiate their brands and
increase market share by adopting a more
consumer-centric approach to marketing.
In contrast to traditional product-centric
strategies, this approachwhich some
industry trend watchers refer to as the
consumerization of B2B marketing10
integrates different aspects of dimensional
marketing such as customer experience,
relationships, analytics, and technology to
deliver seamless, personalized interactions
across a variety of platforms.
One insurer, faced with increasing brand
parity within retirement and insurance
services, determined that it would need to
improve its digital positioning and overall
retention of assets under management to better
differentiate its brand in the marketplace. The
company developed a solution that featured
a redesigned Web experience, a financial
wellness scoring tool for customers, and a new
CRM system. It also stopped trying to focus
solely on educating people about product
offerings and, instead, began emphasizing real
testimonies from other customers. This new
foundation of customer-centric marketing
tools is expected to deliver a 40 percent
increase in retention, as well as improved
brand recall and purchase intent.
Another provider was looking to sell
direct insurance to small businesses, an area
traditionally underserved by large insurance
providers due to the complexity involved
(providing real-time, online quotes for these
businesses requires considerable knowledge
of unique risks and regulations that vary by
geography and industry, as well as advanced
analytics and predictive models to advise
significant underwriting requirements). With
this challenge in mind, the company set about
designing a website with a front end that

would be sufficiently user-friendly to prevent
potential customers from getting turned off
by a complicated, lengthy quote process. The
end result was a responsive, intuitive site
with predictive models as the DNA of the
process; the site also incorporates clean UX
design principles on top of a REST service
layer. Customers are now able to easily and
independently navigate the quote process
in addition to customizing, purchasing, and
managing their policies through this site.
The impact of the trend toward the
consumerization of B2B marketing is
rippling beyond messaging and rebranding.
As B2C companies expand into the enterprise
market, enterprise customers are increasingly
expecting the same highly engaging, intuitive
approach across all interactions. For the
insurance industry in particular, this means
simplifying, streamlining, and humanizing
their messaging and technology platforms in
ways that reduce the frustration customers
can feel when dealing with complicated
financial instruments.
Dimensional platform
Traditionally, marketers focused on
demographics, organizing channels into
silos, and optimizing traditional metrics
such as above- vs. below-the-line spend or
working vs. non-working dollars. Media
buying evolved into a process in which
marketers perform audience analysis, establish
segments, and target each segment with
banner ads, offers, and other tailored content
requiring considerable human involvement
and expertise. With each new channel or
segment, the process complexity and content
permutations increase.
Enter Rocket Fuel Inc., which has
developed a marketing platform featuring
an artificial intelligence (AI) engine for
55
automated, programmatic media buying

and placement. Instead of relying on static,
predefined customer segments, algorithms
make decisions on media buying and
placement based on real-time information
blending audience analysis, campaign
management, pricing optimization, and
dynamic budget allocation.
Rocket Fuel also provides ways to link
channels across a full customer lifecycle.
A telecommunications customer using the
platform can drive placement of banner ads
timed to coincide with delivery of direct mail
offers, or send a text-based offer to speak to a
live customer service representative if a highvalue customer visits the companys website
multiple times in a day.
John Nardone, Rocket Fuel executive vice
president and general manager, says, The goal
needs to be relevance, not personalization.
Consumers may not respond to something
simply addressed to them, but they will
likely respond to something relevant to their
lives, tastes, and desires. In a time of generic
junk mail, spam, and ubiquitous banner ads,
understanding who each consumer is, what
motivates them, and what their unique needs
are matters more than ever. Rocket Fuels
platform helps to drive contextual interactions
across channelsonline and off.
Digital first
Six years ago, Telstra, Australias largest
telecommunications and information services
provider, needed to find a new strategy to
remain competitive. In 2010, Telstra was
facing declining revenues and narrowing profit
margins. The overall market was changing,
with customers dropping fixed-line services.
The internal and external environment was
shifting: the company had completed a multiyear privatization, competition was rising, and
non-traditional competitors in the digital space
were emerging.
The company decided that focusing on
customers should be our number-one priority,
56
and it has been ever since, says Gerd Schenkel,

Executive Director, Telstra Digital. One of
the other changes facing the industry was the
increase of digital channels and service options
for customers. Our customers digital choices
continue to increase, so we needed to make
sure we were offering digital solutions our
customers valued.
Telstras multifaceted approach for creating
a high-quality online experience for customers
leverages data, digital tools, and dimensional
marketing techniques to transform customer
engagement, service, and the traditional
vendor-customer relationship. The first
stepone that is ongoingwas to learn more
about what customers wanted in a digital
experience: specifically, how operational data
can be turned into insights in ways customers
find not just acceptable, but valuable. An
example comes from smartphone users: As
customers continue to consume more and
more data, it is important to be transparent
with customers about their usage to help
prevent bill shock. Through digital channels,
Telstra is in a position to proactively approach
customers with early warnings of potential
billing implications, as well as to trigger offers
tailored to their individual needs. Doing this
yielded a valuable insight: With dimensional
marketing, traditional boundaries between
marketing, sales, and service are disappearing.
Almost every customer touchpoint presents
opportunities to market, sell, and provide
service. When service improves, customer
satisfaction typically rises. Sales will
likely follow.
On the service front, Telstra is taking a
similar proactive, data-centric approach. By
tracking and analyzing customer support data,
Telstra discovered that customers often require
additional support with billing and similar
inquiries that depend on the companys legacy
back-end systems. Telstra is now routinely
measuring current and expected customer
experiences, resolving issues, and proactively
contacting the customer.
Tech Trends 201
In sales, Telstra has launched the ability

to push tailored offers to customers using
the company website. It has also deployed
several algorithms to proactively offer online
customers live chat with a sales representative
if it appears that they need help. The company
plans to extend this capability to its service
pages. A similar focus has been placed on
connectivity. Telstras CrowdSupport11
community and Mobile Insider program are
activating influencers and advocates, soliciting
more than 200,000 pieces of user-created
content for servicing, product demonstrations,
and broader brand promotion.
Telstras most recent initiative, Digital
First, will build a digital ecosystem designed to
elevate customer engagement by empowering
both the customer and the company. The
ecosystem aims to consolidate customer data
into a single, detailed profile available for any
interaction across online and offline channels:
website, call center, retail store, or a service
event. This would allow a Telstra representative

to see a customers history, usage, service
issues, preferences, past interactionsand,
with permission, even social media activity
and a photograph. This broad, detailed view of
the customer should help the company provide
a more consistent experience and better satisfy
customer needs. For example, rather than
greeting customers with a generic How may
I help you?, having such data readily available
could allow employees to greet them and
provide an update on what is being done to
address their specific concerns.
Schenkel says that, though Telstra is still
in the early stages of its digital journey, its
initiatives have already begun to pay off.
Theyve delivered significant value. Whats
more, Telstra customers continue to be
happier with their online experiences, with all
key digital satisfaction measures improving
considerably in 2014.
57
My take
Ann Lewnes, chief marketing officer,
Adobe
Over the past few years, data and visibility into data
have, in large part, transformed virtually everything
about marketing. In this new customer-focused,
data-driven environment, marketing is missioncritical: Adobes overall success is partly contingent on
marketings ability to deliver personalized, engaging
experiences across all channels.
The need to create such experiences has led us
to develop an even deeper understanding of our
customers, and to construct advanced platforms for
creating, deploying, and measuring dynamic content.
Along the way, weve also pursued opportunities to
leverage technology to improve marketings
back office, as well as to evolve our
relationships with traditional agencies.
Roughly 95 percent of Adobes
customers visit our website,
which translates to more than
650 million unique visits each
month. A variety of applications
make it possible for us to know
who these customers are,
what they do during each visit,
andthrough integration with
social channelswhom they are
connected with. We have applied
personalization and behavioral
targeting capabilities, which help us
provide more engaging experiences
based on individual preferences. We have
also layered in predictive and econometric
modeling capabilities, opening the door for assessing
the ROI of our marketing campaigns. Whereas 10
years ago, marketing may have been perceived as
something intangible or unquantifiable, we now
have hard evidence of our contribution to the
companys success.
58
Increasingly, companies are using marketing to drive

digital strategies. Moreover, the expanding scope of
dimensional marketing is driving increased connectivity
among various enterprise groups. For example, at
Adobe, marketing and IT are collaborating in ways
that move the entire company forward. Historically,
these two groups were isolated from each other;
marketing bought its own technology and software
and kept them relatively siloed, apart from the core.
Today, marketings systems integrate into corporate
systems. If you want to develop a comprehensive,
data-driven view of customers, you need access to
customer data in CRM, financial databases, and other
systems. And, while marketing has its own group that
conducts Web analytics and insights, we rely on IT
to provide integration, data platforms, visualization,
and security.
It is critical to team with the CIO and the broader IT
organization. Luckily, Adobes IT organization very
much wants to support marketings strategies and
efforts, which has helped the relationship between our
two groups evolve into one of shared responsibility.
Digital marketing has fundamentally transformed the
way we think about marketings mission and the way
we work to fulfill it. It took us a long time to get to
where we are today, and the journey was not without
challenges. Along the way, we had to retool the
organization and reskill our people. But now weve
arrived at a good place, and we have instilled a strong
sense of confidence and motivation throughout the
marketing organization. Though in the past we may
have been somewhat of an organizational outlier,
today we are proud to have our identity woven
throughout the fabric of the Adobe organization.
Cyber implications
IGITAL has changed the scope, rules, and tools of marketing. At the center are customers and the
digital exhaust they leave as they work, shop, and play. This can be valuable information to drive
the new dimensions of marketing: connectivity, engagement, and insight. But it also creates security and
privacy risks.
Fair and limited use is the starting pointfor data youve collected, for data individuals have
chosen to share, for derived data, and for data acquired from third-party partners or services. There
are questions of what a company has permission to do with data. Laws differ across geographies and
industries, informed by both consumer protection statutes and broader regulatory and compliance laws.
Liability is not dependent on being the source of or retaining data; controls need to extend to feeds
being scanned for analytics purposes and data/services being invoked to augment transactions. This is
especially critical, as creating composites of information may turn what were individually innocuous bits
of data into legally binding personally identifiable information (PII).
Privacy concerns may limit the degree of personalization used for offerings and outreach even
when within the bounds of the law. Even if the information is publicly available, customers may cry
Big Brother if it seems that an inappropriate amount of personal information has been gleaned or
a threshold level of intimacy has been breached. Derived data can provide insights into individual
behavior, preferences, and tendencies, which in the hands of marketers and product managers is
invaluable. In the context of cyber security, these insights can also help organizations identify potential
risks. Organizations should clearly communicate to customers the policies and boundaries that govern
what data is being collected and how it will be used.
Public policies, privacy awareness programs, and end-user license agreements are a good start.
But they need to be joined with explicit governance and controls to guide, monitor, and police usage.
User, system, and data-level credentials and entitlements can be used to manage trust and appropriate
access to raw transactions and data. Security and privacy controls can be embedded within content,
integration, and data layersmoving the mechanics into the background so that CMOs and marketing
departments inherit leading practices. The CISO and CIO can bake cyber security into the fabric of how
new services are delivered, and put some level of policy and controls in place.
Finally, understanding your organizations threat beacon can help direct limited cyber security
resources toward the more likely vectors of attack. Dimensional marketing expands the pool of
potentially valuable customer information. Organizations that are pivoting their core business into
digital assets and offerings only complicate the matter. Core product IP and the digital supply chain
come into play as digital marketing becomes inseparable from ordering, provisioning, fulfillment,
billing, and servicing digital goods and services.
Asset and rights management may be new problems marketing has not traditionally had to deal
with, but the root issues are related to the implications described above. Organizations should get ready
for the radical shift in the digital marketing landscape, or security and privacy concerns may slow or
undermine their efforts.
59
Where do you start?
IMENSIONAL marketing has the potential

to succumb to its own transformational
promise. As with any massive undertaking,
objectives, priorities, and expected outcomes
should be clearly defined. Below are steps
that many leading organizations are taking
to prepare themselves to operate in this
new environment:
Customer-led. Digital agencies can
spend too much time focusing on a single
approach, or even self-serving tactics
such as storytelling. If marketing focuses
on what your company is saying rather
than what customers are asking for, your
organization may not be focused on the
pillars of dimensional marketing: listening,
being personal, and focusing on authentic
engagement. Instead, you should anchor
your efforts on the end-to-end customer
journey by understanding customer needs,
actions, and motivations, from awareness
through retention, across channels. These
insights should carry more weight than the
pursuit of particular tactics. It would be
better to disregard the notion of customer
loyalty to a brand, and embrace the concept
of a brand becoming loyal to the customer.
Data, data, data. Capturing, correlating,
and capitalizing on customer information
is at the heart of dimensional marketing.
Depending on their roots, marketing
technology vendors tend to emphasize
either current customers or the wider
pool of prospects. But both are relevant.
Early efforts should focus clearly on
targets; next should come an analysis of
the history, preferences, and context of
those audiences. Dont limit yourself to
60
todays marketing signals; determine how

ambient computing,12 wearables,13 and
other trends may play into your ability to
collect and interpret signals. Big data and
predictive analytics should play a role in
how you invest in specific audiences and
targeted priorities.
All together now. Marketing automation
should mean much more than email
campaign management. It is almost a
given that a holistic approach requires
Web, mobile, social, broadcast, and
direct mail. Social graphs should source
not just Facebook, Twitter, LinkedIn,
and Instagram, but also specialized
blogs and industry- or domain-focused
communities. Analytics, digital offerings,
and back-office marketing tools (from
lead management to search engine
optimization to pricing engines) should
be geared toward omnichannel and
cross-dimensional capabilities.
(Contextual) content is king. As video,
mobile, and other digital assets emerge
as the building blocks of campaigns and
servicing, content management becomes
central to dimensional marketing. Many
content management systems have a narrow
focus on document management or just
Web content management. This narrow
focus leaves these systems ill-equipped
to deal with the impending explosion
of content types and deployment needs.
Authoring, provisioning, and measuring
usage and effectiveness need to be seamless
processes. These should be combined with
the ability to collaborate with in-house and
contracted professionals, as well as with a
mix of third-party agencies.
Social activation. Social media topped the

list in a recent survey of digital advertisers
spend and priorities.14 Organizations
need to move from passive listening and
impersonal social broadcasting to social
activation:15 Social activation entails precise
targeting of influencers, development of
contextual outreach based on tangible,
measurable outcomes, and cultivation of
a global social content supply chain that
can create meaningful, authentic social

campaigns. In short, social activation
should inspire individuals to carry out
the organizations missions in their own
words, on their own turf, and on their
own terms. Companies should build and
nurture perceptions, instead of focusing on
empty metrics such as volume or unfocused
sentiment.
61
Bottom line
ARTNERS 2014 CEO survey found that CEOs rank digital marketing as the No. 1 most
important tech-enabled capability for investment over the next five years.16 And with
marketings expanded scope likely including the integration of marketing systems with CRM
and ERP systems in areas such as pricing, inventory, order management, and product R&D, ITs
mission, if they choose to accept it, is to help drive the vision, prioritization, and realization of
dimensional marketing. IT can potentially use its mission as a Trojan horse to reinvent delivery
models, technology platforms, and ITs reputation across the business. Who better than the CMO to
help change the brand perception of the CIO? And who else but the CIO can help deliver analytics,
mobile, social, and Web while maintaining the enterprise ilitiessecurity, reliability, scalability,
maintainability, and interoperability? The stage is set. It is time for the next wave of leaders to deliver.
62
Authors
Mike Brinker, Deloitte Digital leader, Deloitte Consulting LLP
Brinkers deep insights and experience enable him to understand

the particular needs of a clients business, develop practical business
solutions, and bring change that can produce results. In his 20-plus
years at Deloitte, he has delivered solutions to clients in a variety of
industries and applications, which has given him a balanced perspective
across the complex technology landscape. He has served dozens of
clients in the retail, hospitality, technology and media sectors.
Nelson Kunkel, director, Deloitte Consulting LLP
Driven by an insatiable sense of curiosity and an obsessive desire to

make things better, Kunkel has spent a career building companies
and brands. He is a director within Deloitte Digital and is responsible
for leading a talented group of creative and design thinkers across
the United States and India, with a collective goal to simplify and
make accessible, to help people, and change how things are done.
Mark Singer, principal, Deloitte Consulting LLP
Singer is a principal at Deloitte Consulting LLP and leads the Digital Agency
offering within Deloitte Digital. With over 18 years of experience, he
brings a powerful combination of creative intuition mixed with marketing
know-how and technological acumen. Singer helps clients transform
their brand into modern multidimensional marketers with an integrated
focus on customer experience, data and insights, design, content creation,
media, production, and technology-based engagement platforms.
63
Endnotes
1. Philip Kotler and Kevin Miller, Marketing Management, 14th Edition (New
Jersey: Prentice Hall, 2014).
2. Internet Live Stats, http://www.internetlivestats.
com/internet-users/, accessed January 6, 2015.
3. Pew Research Internet Project, Mobile
technology fact sheet, http://www.pewinternet.org/fact-sheets/mobile-technologyfact-sheet/, accessed January 6, 2015.
4. Gene Phifer, Hype cycle for Web computing, 2014, Gartner, Inc., July 23, 2014.
5. Deloitte LLP, The omnichannel opportunity:
Unlocking the power of the connected consumer,
February 2014, http://www2.deloitte.com/content/dam/Deloitte/uk/Documents/consumerbusiness/unlocking-the-power-of-the-connected-consumer.pdf, accessed January 6, 2015.
6. Deloitte Consulting LLP, Tech Trends 2014: Inspiring disruption, chapter 7, February 6, 2014,
7. Adam Sarner and Jake Sorofman,
Hype cycle for digital marketing,
2014, Gartner, Inc., July 2, 2014.
8. Teradata, 2013 Teradata data-driven marketing
survey, global, August 5, 2013, http://assets.
teradata.com/resourceCenter/downloads/
TeradataApplications/Survey/Teradata%20
-%20Data-Driven%20Marketing%20
Survey%202013%20Full%20Report%20WP.
pdf?processed=1, accessed January 6, 2015.
64
9. David Card, Whats needed from marketing clouds, part II, Gigaom, August 31,
2014, http://gigaom.com/2014/08/31/
whats-needed-from-marketing-cloudspart-ii/, accessed January 6, 2015.
10. See Anthony Ha, BuzzFeed says new flight
mode campaign shows The consumerization
of B2B marketing, TechCrunch, June 23,
2013, http://techcrunch.com/2013/06/23/
buzzfeed-flight-mode/, and Graham Gillen, The consumerization effect: Is your
company ready for B2C buying in the B2B
world?, Pragmatic Marketing, http://www.
pragmaticmarketing.com/resources/the-consumerization-effect, accessed January 10, 2015.
11. CrowdSupport is a registered trade mark
of Telstra Corporation Limited.
12. Deloitte Consulting LLP, Tech Trends
2015: The fusion of business and IT,
chapter 3, February 3, 2015.
13. Deloitte Consulting LLP, Tech Trends 2014: Inspiring disruption, chapter 5, February 6, 2014,
14. David Card, Sector roadmap: Marketingtechnology platforms, Gigaom, August 27,
2014, http://research.gigaom.com/report/
sector-roadmap-marketing-technologyplatforms/, accessed January 6, 2015.
15. Deloitte Consulting LLP, Tech
Trends 2014, chapter 7.
16. Jennifer S. Beck, 2014 CEO Survey
Points to Digital Marketings Growing
Impact, Gartner, Inc., April 9, 2014.
65
Software-defined everything
Software-defined
everything
Breaking virtualizations final frontier
Amid the fervor surrounding digital, analytics, and cloud, it is easy

to overlook advances currently being made in infrastructure and
operations. The entire operating environmentserver, storage,
and networkcan now be virtualized and automated. The data
center of the future represents the potential for not only lowering
costs, but also dramatically improving speeds and reducing the
complexity of provisioning, deploying, and maintaining technology
footprints. Software-defined everything can elevate infrastructure
investments, from costly plumbing to competitive differentiators.
IRTUALIZATION has been an important

background trend, enabling many
emerging technologies over the past decade.
In fact, we highlighted it in our very first
Technology Trends report six years ago.1
While the overall category is mature, many
adoptions focused primarily on the compute
layer. Servers have been abstracted from
dedicated physical environments to virtual
machines, allowing automated provisioning,
load balancing, and management processes.
Hypervisorsthe software, firmware, or
hardware that control virtual resources
have advanced to a point where they can
individually manage a wide range of virtual
components and coordinate among themselves
to create breakthroughs in performance
and scalability.
Meanwhile, other critical data center
components have not advanced. Network and
storage assets have remained relatively static,
becoming bottlenecks limiting the potential of

infrastructure automation and dynamic scale.
Enter software-defined everything.
Technology advances now allow virtualization
of the entire technology stackcompute,
network, storage, and security layers. The
potential? Beyond cost savings and improved
productivity, software-defined everything can
create a foundation for building agility into the
way companies deliver IT services.
Network building blocks

Software-defined networking (SDN) is
one of the most important building blocks
of software-defined everything. Like the
move from physical to virtual machines for
compute, SDN adds a level of abstraction to
the hardware-defined interconnections of
routers, switches, firewalls, and security gear.
Though communication gear still exists to
67
drive the physical movement of bits, software

drives the data plane (the path along which
bits move) and, more importantly, the control
plane, which routes traffic and manages the
required network configuration to optimize the
path. The physical connectivity layer becomes
programmable, allowing network managers
or, if appropriate, even applicationsto
provision, deploy, and tune network resources
dynamically, based on system needs.
SDN also helps manage changing
connectivity needs for an increasingly complex
collection of applications and end-user devices.
Traditional network design is optimized for
fixed patterns, often in a hierarchical scheme
that assumes predictable volume between
well-defined end points operating on finite
bandwidth. That was acceptable in the early
days of distributed computing and the Web.
Today, however, many organizations must
support real-time integration across multiple
servers, services, clouds, and data stores,
enable mobile devices initiating requests
from anywhere in the world, and process
huge and expanding volumes of internal and
external data, which can cause traffic spikes.
SDN helps manage that complexity by using
micro-segmenting, workload monitoring,
programmable forwarding, and automated
switch configuration for dynamic optimization
and scaling.
The network is not the only thing being
reimagined. Software-defined storage (SDS)
represents logical storage arrays that can be
dynamically defined, provisioned, managed,
optimized, and shared. Coupled with
compute and network virtualization, entire
operating environments can be abstracted and
automated. The software-defined data center
(SDDC) is also becoming a reality. A Forrester
report estimates that static virtual servers,
private clouds, and hosted private clouds will
68
together support 58 percent of all workloads in

2017, more than double the number installed
directly on physical servers.2 This is where
companies should focus their software-defined
everything efforts.
Yet, as you determine scope, it is important
to recognize that SDDC cannot and should not
be extended to all IT assets. Applications may
have deep dependencies on legacy hardware.
Likewise, platforms may have hooks into thirdparty services that will complicate migrations,
or complexities across the stack may turn
remediation efforts into value eroders. Be
deliberate about what is and is not in scope.
Try to link underlying infrastructure activities
to a broader strategy on application and
delivery model modernization.
Show me the value

A recent Computer Economics study found
that data center operations and infrastructure
consume 18 percent of IT spending, on
average.3 Lowering total cost of ownership by
reducing hardware and redeploying supporting
labor is the primary goal for many SDDC
efforts. Savings come from the retirement of
gear (servers, racks, disk and tape, routers
and switches), the shrinking of data center
footprints (lowering power consumption,
cooling, and, potentially, facility costs), and
the subsequent lowering of ongoing recurring
maintenance costs.
Moving beyond pure operational concerns
and cost outlays can deliver additional benefits.
The new solution stack should become the
strategic backbone for new initiatives around
cloud, digital, and analytics. Even without
systemic changes to the way systems are built
and run, projects should see gains through
faster environment readiness, the ability
to engineer advanced scalability, and the
elimination of power/connectivity constraints
that may have traditionally lowered team
ambitions. Leading IT departments are
Software-defined savingsa
A Deloitte analysis of normalized data from software-defined data center
(SDDC) business cases for Fortune 50 clients revealed that moving eligible
systems to an SDDC can reduce spending on those systems by approximately
20 percent. These savings can be realized with current technology offerings
and may increase over time as new products emerge and tools mature. Not
every system is suited for migration; ideal candidates are those without tight
integration to legacy infrastructure or bespoke platforms.
Infrastructure
Application development
Production support
Values in $ millions.
soft
31%
lever 1
38%
20%
lever 2
25%
49%
46%
hard
69%
33%
lever 3
37%
41%
12%
15%
14%
total
tech
spend:
$5,000
spend
in scope
for sddc:
$3,350
reduced
spend due
to sddc:
$2,700
revenue
$25+ billion
technology spend
$5+ billion
employees
150,000+
lever 1: optimize infrastructure
55%
36%
Company profile
sddc
savings
by typeb
Taking advantage of economies of

scale, better aligning demand and
supply to reduce underutilized assets,
and simplifying the environment by
moving to standard platforms.
lever 2: orchestrate
infrastructure labor
Automating labor tasks through
automation and orchestration to
reduce manual work, hand-offs,
errors, and process bottlenecks.
lever 3: automate operations
Automating development operations,
particularly production support-type
activities, to increase productivity
and reduce support costs.
sddc
savings
by lever
Source: a Deloitte Consulting LLP proprietary research.

b
Hard savings are those that result in direct bottom-line savings, and soft savings are those that result in improved productivity and efficiency
and the redirection or redeployment of labor and resources.
reimagining themselves by adopting agile

methodologies to fuel experimentation and
prototyping, creating disciplines around
architecture and design, and embracing
DevOps.4 These efforts, when paired with
platform-as-a-service solutions, provide a
strong foundation for reusing shared services
and resources. They can also help make
the overall operating environment more
responsive and dynamic, which is critical
as organizations launch digital and other
innovative plays and pursue opportunities
related to the API economy, dimensional
marketing, ambient computing, and the other

trends featured in this report.
From IT to profit
Business executives should not dismiss
software-defined everything as a tactical
technical concern. Infrastructure is the supply
chain and logistics network of IT. It can be
a costly, complex, bottleneckor, if done
well, a strategic weapon. SDDC offers ways to
remove recurring costs. Organizations should
consider modernizing their data centers and
69
operating footprints, if for no other reason

than to optimize their total cost of ownership.
They should also pursue opportunities to
build a foundation for tomorrows business
by reimagining how technology is developed
and maintained and by providing the tools
for disruptive digital, cloud, analytics, and
other offerings. Its not just about the cloud;
its about removing constraints and becoming
70
a platform for growth. Initially, first movers

will likely benefit from greater efficiencies. Yet,
soon thereafter, they should be able to use their
virtualized, elastic tools to reshape the ways
their companies work (within IT, and more
importantly, in the field), engage customers,
and perhaps even design core products
and offerings.

Driving tomorrow
Cisco Systems Inc. is currently developing
a suite of products dubbed Application
Centric Infrastructure (ACI), featuring tight
integration between the physical and virtual
elements. The goal is to move softwaredefined everything beyond hardware and
infrastructure into applications and business
operations. Whats more, rather than
only abstracting and automating network
components, ACI provides hooks into
compute and storage components, tools,
service level agreements, and related services
like load balancing, firewalls, and security
policies. According to Ishmael Limkakeng,
Ciscos vice president of sales, ACI will
enable cost efficiency, flexibility, and the rapid
development and implementation of business
apps that drive the bottom line.
As an alpha customer for its own
technology, Cisco is currently in the midst of
a three-year internal ACI roll-out. To date, IT
teams have constructed ACI infrastructure
in a number of data centers and have begun a
multi-year journey of migrating the companys
portfolio of 4,067 production applications.5 In
deploying ACI internally, Cisco CIO Rebecca
Jacoby is looking to achieve productivity gains
by simplifying the provisioning, management,
and movement of resources. At the heart of
this strategy lies an innovative policy model
in which approaches for configuring, using,
reusing, and deploying the companys network
become standardized.
Ciscos ACI deployment teams are working
toward reducing overall IT operating expenses
by 41 percent. This goal includes 58 percent
cost savings in network provisioning and 21
percent cost savings in network operations
and management. Moreover, they expect a
fourfold increase in bandwidth, which, in turn,
could lead to a 25 percent savings in capital

expenditures, a 45 percent reduction in power
usage, and a physical footprint 19 percent
smaller than it was before ACI deployment.
Finally, Cisco aims to improve the flexibility
of the use of those resourcesexpanding
from just productivity in IT, to productivity
for the business. Cisco has already seen
performance gains via its CITEIS private
cloudan implementation of the VCE Vblock
architecture stack. And the ACI business case
includes a potential 12 percent optimization
of compute resources and a 20 percent
improvement in storage capacity.6
Divvying up expertise
with a PaaS7
AmerisourceBergens IntrinsiQ unit is a
leading provider of oncology-focused software.
IntrinsiQs applications automate nearly every
element of oncologyfrom treatment options
to drug prescriptionsand the software is
onsite at more than 700 clinics across the
United States and Canada. These installations
are important for the companys physician
clients, but installing and maintaining software
across hundreds of locations comes with
significant overhead.
To ease the overhead burden, IntrinsiQ
opted to deploy a single-instance, multitenant application to reduce software
development and long-term maintenance
costs. The 80-person company, however,
had no experience in multi-tenancy or in
developing the underlying layers of a cloudbased application. Moreover, in moving to
the cloud, IntrinsiQ had to demonstrate to
its customers that the security of patient data
would continue to be compliant with strict
industry regulations.
71
To reduce costs, bolster innovation, and

accelerate time to market, IntrinsiQ partnered
with PaaS provider Apprenda. Apprendas
platform provided back-end functions
including multi-tenancy, provisioning,
deployment, and, perhaps most importantly,
security. IntrinsiQ continued to focus on
developing oncology applications, as well as
incorporating the new private cloud offering
into its IT delivery and support models.
The division of duties achieved the
needed results. The companys oncology
software specialists were able to work at
high productivity levels by focusing on the
application functionality and leveraging the
PaaS softwares out-of-the-box management
tools. IntrinsiQ was able to collapse its
development schedule and reduce its costs: The
new customer-facing, cloud-based application
hit the market 18 months earlier than planned.
Additionally, the cloud-based solution has
made IntrinsiQ more affordable for smaller
oncology clinicsexpanding the companys
potential market.
The backbone of global

connected commerce
Each day, eBay Inc. enables millions of
commerce and payments transactions. eBay
Marketplaces connects more than 155 million
users around the world who, in 2014 alone,
transacted $83 billion in gross merchandise
volume. And PayPals 162 million users
transacted more than $228 billion in total
payment volume just last year.8 For eBay Inc.,
scale is not optional: It is the foundation of all
its operations and a critical component of the
companys future plans.
Over the last decade, eBay Inc.s platform
and infrastructure group recognized that as
the company grew, its infrastructure needs
were also growing. The companys IT footprint
now included hundreds of thousands of
assets across multiple data centers. Product
72
development teams wanted to get from idea

to release in days, but environments often
took months to procure and rack and stack
via traditional methods. Moreover, the scope
of eBay Inc.s business had grown far beyond
online auctions to include offline commerce,
payment solutions, and mobile commerceall
domains in which reliability and performance
are essential.
The company decided to make
infrastructure a competitive differentiator
by investing in an SDDC to drive agility for
innovation and efficiency throughout its
operations while simultaneously creating a
foundation for future growth. The company
kicked off its SDDC efforts by tackling agility
through the construction of a private cloud.
The first step to this process was one of
standardization. Standardizing network design,
hardware SKUs, and procedures helped create
homogeneity in infrastructure that helped set
the foundation for automation and efficiency.
Historically, the company had procured
servers, storage, and network equipment on
demand when each team or project requested
infrastructure. Cloud solutions, on the
other hand, made it possible to decouple the
acquisition of compute, storage, and network
resources from the provisioning cycles.
This allowed for better partnership with the
vendor ecosystem through disciplined supplychain practices, and enabled on-demand
provisioning for teams and projects that
required infrastructure. Today, engineers are
able to provision a virtual host in less than a
minute and register, provision, and deploy an
application in less than 10 minutes via an easyto-use portal.
The infrastructure team took an end-toend approach to automation, all the way from
hardware arriving at the data center dock to
a developer deploying an application on a
cluster of virtual machines. Automation of
on-boarding, bootstrapping, infrastructure
lifecycle, imaging, resource allocation,
Tech Trends 201
repair, metering, and chargeback were core

to building on-demand infrastructure with
economic efficiency.
Compute on demand was only the
beginning of eBay Inc.s SDDC strategy. Next,
the company tackled higher-order functions
like load balancing, object storage, databasesas-a-service, configuration management,
and application management. By creating a
portfolio of internal cloud computing services,
the company was able to add software-defined
capabilities and automate bigger pieces of
its software development infrastructure. The
infrastructure team now provides product
teams with the software-enabled tools they
need to work more like artists and less
like mechanics.
Beyond creating agility, the softwaredefined initiative has also helped drive
enforceable standards. From hardware
engineering to OS images to control plane
configuration, standardization has become an
essential part of eBay Inc.s strategy to scale.
The development culture has shifted away
from one in which people ask for special kinds
of infrastructure. Now, they are learning how
to build products for standard infrastructure
that comes bundled with all the tools needed
to provision, develop, deploy, and monitor
applications, though all stages of development.
IT still receives (and supports) occasional
special requests, but the use of container
technologies helps it manage these outliers.
These technologies provide engineers with a
developer class of service where they are able
to innovate freely as they would in a start-up
but within components that will easily fit into
the broader environment. Moreover, knowing
beforehand which commodity will be provided
has helped both development and operations
become more efficient.
eBay Inc. is working to bring softwaredefined automation to every aspect of
its infrastructure and operations. In the
companys network operating centers (NOCs),

for example, advanced analytics are now
applied to the 2,000,000 metrics gathered
every second from infrastructure, telemetry,
and application platforms. Traditionally, the
companys mission control was surrounded
by 157 charts displayed on half a dozen large
screens that provided real-time visibility into
that carefully curated subset of metrics and
indicators engineers deemed most critical to
system stability. These same seven screens can
now cover more than 5,000 potential scenarios
by only displaying those signals that deviate
from the norm, thus making the detection of
potential issues much easier than before. And,
with software-defined options to segment,
provision, and deploy new instances, engineers
can take action in less time than it would have
previously taken them to determine which
of the screens to look at. Through its SDDC
initiative, the company is now able to direct its
energy toward prevention rather than reaction,
making it possible for developers to focus
on eBay Inc.s core disciplines rather than on
operational plumbing.
Next-generation infrastructure
Since joining Little Rock-based Acxiom,
a global enterprise data, analytics, and
SaaS company, in 2013, Dennis Self, senior
vice president and CIO, has made it his
mission to lead the organization into the
new world of software-defined everything.
Historically, weve propagated physical,
dedicated infrastructure to support the
marketing databases we provide customers,
he says. With next-gen technologies, there
are opportunities to improve our time
to deliver, increase utilization levels, and
reduce the overall investment required for
implementation and operational activities.
In early 2014, Self s team began working
to virtualize that infrastructureincluding
the network and compute environments. The
73
goal is to build next-generation infrastructureas-a-service and network-as-a-service

capabilities that help create economies of
scale, improve speed of delivery, and increase
overall efficiency through automation. This
effort is helping to drive innovation at the
application level as well. Software engineers
are able to quickly design new solutions to
help customers cleanse and integrate the data
required to enable their marketing strategies
and related activities.
Though there is considerable work still
to be completed, Acxiom is already seeing
benefits. Provisioning, which once took days or
weeks, now takes minutes or hoursallowing

teams to quickly jumpstart new product
offerings and internal projects.
Self sees Acxioms current efforts as part
of a disruptive trend that may transform the
way businesses approach the infrastructure,
databases, and software that they need to
succeed. I can foresee a point in the future
when infrastructure will be commoditized and
offered at market rates by a handful of utility
companies, he says, That will allow IT teams
to focus on other, more strategic IT services
and solutions that will help enable business
strategies and operations.
Tech Trends 201
74
My take
Greg Lavender,
Managing director, Cloud Architecture and Infrastructure Engineering,
Office of the CTO
Citi
At Citi, the IT services we provide to our customers
are built on top of thousands of physical and virtual
systems deployed globally. Citi infrastructure supports
a highly regulated, highly secure, highly demanding
transactional workload. Because of these demands,
performance, scale, and reliabilitydelivered as
efficiently as possibleare essential to our global
business operations. The business organizations also
task IT with supporting innovation by providing the IT
vision, engineering, and operations for new services,
solutions, and offerings. Our investments in softwaredefined data centers are helping on both fronts.
With 21 global data centers and system architectures
ranging from scale-up mainframes and storage
frames to scale-out commodity servers and storage,
dealing effectively with large-scale IT complexity is
mission-critical to our business partners. We became
early adopters of server virtualization by introducing
automation to provisioning several years ago, and
we manage thousands of virtual machines across
our data centers. The next step was to virtualize the
network, which we accomplished by moving to a
new two-tier spine-and-leaf IP network fabric similar
to what public cloud providers have deployed. That
new physical network architecture has enabled our
software-defined virtual networking overlays and
our next generation software-defined commodity
storage fabrics. We still maintain a large traditional
fiber channel storage environment, but many new
services are being deployed on the new architecture,
such as big data, NoSQL and NewSQl data services,
grid computing, virtual desktop infrastructure, and our
private cloud services.
Currently, we are engaged in three key objectives to
create a secure global private cloud. The first objective
focuses on achieving cloud scale services. As we
move beyond IT as separate compute, network, and
storage silos to a scale-out cloud service model, we
are building capabilities for end-to-end systems scaled
horizontally and elastically within our data centers
and potentially in the not-too-distant future, hybrid
cloud services. The second objective is about achieving
cloud speed of delivery by accelerating environment
provisioning, speeding up the deployment of updates
and new capabilities, and delivering productivity gains
to applications teams through streamlined, highly

automated release and lifecycle management
processes. The results so far are measurable in terms
of both client satisfaction and simplifying maintenance
and operations scope. The final objective is to achieve
ongoing cloud economics with respect to the cost
of IT services to our businesses. More aggressive
standardization, re-architecting, and re-platforming
to lower-cost infrastructure and services is helping
reduce technical debt, and will also help lower IT
labor costs. At the same time, the consumption of
IT services is increasing year over year, so keeping
costs under control by adopting more agile services
allows our businesses to grow while keeping IT costs
manageable. Our new CitiCloud platform-as-a-service
capabilitieswhich feature new technologies such
as NoSQL/NewSQL and big data solutions along
with other rapid delivery technology stackshelp
accelerate delivery and time to market advantages.
Packaging higher-level components and providing
them to application teams accelerates the adoption
of new technologies as well. Moreover, because the
new technology components have strict compliance,
security, and DevOps standards to meet, offering more
tech stacks as part of platform-as-a-service provides
stronger reliability and security guarantees.
By introducing commodity infrastructure underneath
our software-defined architectures, we have
been able to incrementally reduce unit costs
without compromising reliability, availability, and
scale. Resiliency standards continue to be met
through tighter controls and automation, and our
responsivenessmeasured by how quickly we realize
new opportunities and deliver new capabilities to the
businessis increasing.
Focusing IT on these three objectivescloud scale,
cloud speed, and cloud economicshas enabled
Citi to meet our biggest challenge thus far: fostering
organizational behavior and cultural changes that go
along with advances in technology. We are confident
that our software-defined data center infrastructure
investments will continue to be a key market
differentiatorfor IT, our businesses, our employees,
our institutional business clients, and our consumer
banking customers.
75
Cyber implications
ISK should be a foundational consideration as servers, storage, networks, and data centers are
replatformed. The new infrastructure stack is becoming software-defined, deeply integrated across
components, and potentially provisioned through the cloud. Traditional security controls, preventive
measures, and compliance initiatives have been challenged from the outset because the technology stack
they sit on top of was inherently designed as an open, insecure platform. To have an effective softwaredefined technology stack, key concepts around things like access, logging and monitoring, encryption,
and asset management need to be reassessed, and, if necessary, enhanced if they are to be relevant. There
are new layers of complexity, new degrees of volatility, and a growing dependence on assets that may not
be fully within your control. The risk profile expands as critical infrastructure and sensitive information
is distributed to new and different players. Though software-defined infrastructure introduces risks, it
also creates opportunity to address some of the more mundane but significant challenges in day-to-day
security operations.
Security components that integrate into the software-defined stack may be different from what
you own todayespecially considering federated ownership, access, and oversight of pieces of the
highly integrated stack. Existing tools may need to be updated or new tools procured that are built
specifically for highly virtual or cloud-based assets. Governance and policy controls will likely need to be
modernized. Trust zones should be considered: envelopes that can manage groups of virtual components
for policy definition and updates across virtual blocks, virtual machines, and hypervisors. Changes
outside of controls can be automatically denied and the extended stack can be continuously monitored
for incident detection and policy enforcement.
Just as importantly, revamped cyber security components should be designed to be consistent with
the broader adoption of real-time DevOps. Moves to software-defined infrastructure are often not
just about cost reduction and efficiency gains; they can set the stage for more streamlined, responsive
IT capabilities, and help address some of todays more mundane but persistent challenges in security
operations. Governance, policy engines, and control points should be designed accordinglypreferably
baked into new delivery models at the point of inception. Security and controls considerations can
be built into automated approaches to building management, configuration management, asset
awareness, deployment, and system automationallowing risk management to become muscle memory.
Requirements and testing automation can also include security and privacy coverage, creating a core
discipline aligned with cyber security strategies.
Similarly, standard policies, security elements, and control points can be embedded into new
environment templates as they are defined. Leading organizations co-opt infrastructure modernization
with a push for highly standardized physical and logical configurations. Standards that are clearly
defined, consistently rolled out, and tightly enforced can be a boon for cyber security. Vulnerabilities
abound in unpatched, noncompliant operating systems, applications, and services. Eliminating variances
and proactively securing newly defined templates can reduce potential threats and provide a more
accurate view of your risk profile.
76
Where do you start?
HE potential scope of a software-defined

everything initiative can be daunting
every data center, server, network device, and
desktop could be affected. Whats more, the
potential risk is high, given that the entire
business depends on the backbone being
overhauled. To round matters out, an initiative
may deliver real long-term business benefits,
yet only have vague immediate impacts on
line-of-business bottom lines (depending on
IT cost models and charge-back policies).
Given the magnitude of such an effort and
its associated cost, is it worth campaigning
for prioritization and budget? If so, where
would you start? The following are some
considerations based on the experiences of
early adopters:
Creative financing. When working within
traditional budgeting channels, many
organizations source efforts around SDDC
as net-new, one-off investments. With
this approach, allocations do not affect
operating unit budgets or individual lineof-business. Increasingly, organizations are
looking at more creative ways to financially
engineer their SDDC/SDI investments.
For example, some vendors are willing to
cover the up-front costs, achieving ROI
from the savings realized over time. Others
pursue more long-term returns by looking
for ways to monetize pieces of the platform
build-out.
Patterns. Software-defined everythings
flexibility makes it possible for each
development team to potentially configure
its own stack of virtual components tailored
to its individual needs and circumstances,
which can undermine efficiency gains.
For this reason, companies should make
standardization a design mandate from day
one and utilize template-based patterns.
Setting a cadence of commonality from

the beginning will help ease maintenance
complexity, allow for better terms in
supplier negotiations for underlying
components (assuming the templates
are geared towards non-differentiated
services), and support the creation of
standard policies around security, controls,
and monitoring that can be automatically
deployed and enforced.
Meeting in the middle. Drive the buildout of SDDC from the infrastructure
organization, with suitably aggressive
goals. In the meantime, engage with
application teams to jointly determine
how best to architect for new platforms
and infrastructure services. New
standards, patterns, and approaches will be
required; by accelerating awareness, new
applications can be compliant as soon as the
environments are ready.
Not as easy as lift and shift. Architecture
and development matter. Beyond the
complexity of standing up and migrating
the operating environment, the assets
that run across the network, storage, and
servers will likely require remediation.
Direct references to network addresses, data
structures, or server components should be
redirected to the backplane. Virtualization
management tools cannot dynamically
scale or failover applications that single
thread, block, or use primitive resource
control constructs. Existing assets should
be analyzed application by application and
workload by workload to determine the
technical considerations needed to support
migration. The business needs should then
be layered onboth the potential benefits
from the new environment, and the longterm viability of the solution.
77
Commoditization and open stacks.

Intelligent controls and management
capabilities in the software layer can also
enable organizations to transition from
large, expensive, feature-rich hardware
components to low-end, standardized
servers deployed in massively parallel
configurations. Independent nodes
at risk of failing can be automatically
detected, decommissioned, and replaced
by another instance from the pool of
available resources. This ability has led to an
explosive growth in the number of relatively
new players in the server marketsuch as
Quanta, which sold one out of every seven
servers in 2013as well as products from
traditional large hardware manufacturers
tailored to the low-end market. Various
standards and implementation patterns
have emerged in support of the movement,
including the Open Compute Project,
OpenStack, Open Rack, and Open Flow.
78
Beyond the data center. Companies

may realize numerous benefits by
coupling SDDC initiatives with a broader
transformation of the IT department.
DevOps is a good place to start: By
introducing automation and integration
across environment management, and
enhancing requirements management,
continuous build, configuration, and release
management approaches, among other
tasks, development and operations teams
can meet business needs more consistently
and drive toward rapid ideation and
deployment. Software-defined everything
doesnt entirely hinge on a robust DevOps
function. But together, they form a
powerful bedrock for reimagining the
business of IT.
Bottom line
N mature IT organizations, moving eligible systems to an SDDC can reduce spending on those
systems by approximately 20 percent, which frees up budget needed to pursue higher-order
endeavors.9 These demonstrated returns can help spur the initial investment required to fulfill
virtualizations potential by jump-starting shifts from physical to logical assets and lowering total
cost of ownership. With operational costs diminishing and efficiencies increasing, companies will be
able to create more scalable, responsive IT organizations that can launch innovative new endeavors
quickly and remove performance barriers from existing business approaches. In doing so, they can
fundamentally reshape the underlying backbone of IT and business.
Authors
Ranjit Bawa, principal, Deloitte Consulting LLP
Bawa is a principal with Deloitte Consulting LLP and leads the US

Technology Infrastructure Strategy, Architecture & Transformation
practice and the global infrastructure community of practice. He has
over 15 years of experience in large-scale, end-to-end infrastructure
transformations across leading global multinationals. He assists clients
with issues around growth and agility, technology innovation, new business
models, service quality, operational efficiency, and risk management.
Rick Clark, director, Deloitte Consulting LLP
Clark is a director with Deloitte Consulting LLP and leads the Cloud
Implementation capability within the Technology Strategy & Architecture
practice. He has more than 30 years of experience assisting clients with
large-scale information technology. His core competencies are IT strategy,
enterprise architecture, and infrastructure and networking. Clark has
pioneered many of Deloittes investments in cloud technologies, including
the development and delivery of Deloittes Cloud ServiceFabric.
79
Endnotes
1. Deloitte Consulting LLP, Depth Perception: A dozen technology trends shaping
business and IT in 2010, June 15, 2010.
2. Dave Bartoletti, Strategic Benchmarks
2014: Server virtualization, Forrester
Research Inc., March 6, 2014.
3. Computer Economics, IT spending and staffing
benchmarks 2014/2015, chapter 2, June 2014.
Inspiring disruption, chapter 10, February 6,
2014, http://dupress.com/periodical/trends/
tech-trends-2014/, accessed January 14, 2015.
5. Matthew Mardin, Cisco preparing its datacenters for the next generation of virtualization and hybrid cloud with its Application
Centric Infrastructure, IDC, May 2014.
80
6. Rob Wilson, Cisco asks, New applications are

knockingis your data center open for business?, SDX Central, October 17, 2014, https://
www.sdncentral.com/companies/featuredvideo-cisco-opflex-data-center/2014/10/.
7. Stephanie Mann, At IntrinsiQ, private PaaS
bolsters software for oncology clinicians,
TechTarget, http://searchcloudapplications.
techtarget.com/feature/At-IntrinsiQ-privatePaaS-bolsters-software-for-oncology-clinicians; Appendra, AmerisourceBergen
Speciality Group: Saving community
oncology, http://apprenda.com/thank-you/
amerisourcebergen-case-study/.
8. All statistics as of Q4 2014.
9. Deloitte Consulting LLP proprietary research, 2014.
81
Core renaissance
Core renaissance
Revitalizing the heart of IT
Organizations have significant investments in their core systems,

both built and bought. Beyond running the heart of the business,
these assets can form the foundation for growth and new service
developmentbuilding upon standardized data and automated
business processes. To this end, many organizations are modernizing
systems to pay down technical debt, replatforming solutions to
remove barriers to scale and performance, and extending their
legacy infrastructures to fuel innovative new services and offerings.
NVESTING in technologies that support the

heart of the business has been ITs emphasis
since its earliest dayspolicy administration,
claims management, and billing in insurance;
order management, resource planning, and
manufacturing for consumer and industrial
products; inventory management, pricing,
and distribution for retail; and universal needs
such as finance and human resources. Core
systems drive process and data automation,
standardization, and intelligence
and represent decades of investment
in buying packages, building custom
solutions, and integrating an increasingly
hybrid environment.
Its not surprising that on average, 80
percent of time, energy, and budgets are
consumed by the care and feeding of the
existing IT stack.1 Within the core, unwanted
technical debt2 and complexity likely exist,
with systems at various stages of health,
maturity, and architectural sophistication. But
the core can also be a strategic foundation
that enables experimentation and growth.
Leading organizations are building a roadmap

for a renaissance of their corefocused not
on painting their legacy as the dark ages,
but on revitalizing the heart of their IT and
business footprint.
Business first
Amid continuously evolving business
pressures and technology trends, several
questions arise: How will the core hold up?
(Consider, first, the business angle.) How
well do existing solutions meet todays needs?
(Consider not just functional completeness,
but increasingly relevant dimensions like
usability, analytics insights, and flexibility
to respond to changing business dynamics.)
Does the core IT stack help or hinder the
achievement of day-to-day goals across users,
departments, processes, and workloads?
Of course, underlying technical concerns
are also important. But their impact should
be quantified in business terms. Translate the
abstract specter of technical debt into business
risks. Technical scalability can be measured in
83
terms of limitations on growththresholds on

the number of customers, orders, or payments
that can be transacted. Reliability concerns
translate into lost revenue or penalties for
missing service level agreements due to
outages or service disruptions. A lack of
integration or data management discipline can
not only delay the backlog of projects aimed
at improving existing services, but also result
in opportunity costs by constraining efforts to
build upon the core for new mobile, analytics,
social, or cloud initiatives.
Most IT leaders understand the looming
importance of addressing issues in the core. In
a Forrester survey of software decision makers,
74 percent listed updating/modernizing
key legacy applications as critical or high
priority.3 But the challenge is shifting from
acknowledging a potential issue to making an
actionable recommendation with a supporting
business case and roadmap.
More broadly, consider the organizations

evolving business strategy, be it organic
growth, new product innovation, mergers and
acquisitions, or efficiency plays. What role does
the core play in seeing that strategy unfold?
Also consider how to revitalize and extend
current investments by using existing assets as
foundational elements in the future.
One size does not fit all

Core renaissance efforts are born from
this combined view of business imperatives
and technical realitiesbalancing
business priorities and opportunities with
implementation complexity. Approaches will
vary from wholesale transformational efforts
to incremental improvements tacked on to
traditional budgets and projects. But regardless
of how systematic or tactical they are, core
renaissance responses typically include a
combination of the following five approaches:
Approaches to core renaissance
Replatform
modernize the
technology footprint
of infrastructure to
improve performance
and ability to scale.
consolidate instances
and environments.
upgrade to current
releases of applications
and underlying
technologies (libraries,
(platforms, databases).
84
Remediate
encapsulate data,
interfaces, and business
logic into reusable,
extendable services.
repair technical debt by
addressing development
issues and architectural
concerns.
cleanse data quality
issues, security, and
compliance risks.
Revitalize
reshape the businesss
transactional layer with
digital extensions (Web,
mobile, social) and usercentric process redesign.
implement visualization
and discovery tools to
improve reporting and
analytics on top of
underlying systems.
innovate new ideas,
products, and offerings,
using core foundation.
Replace
migrate fulfillment of
some functional areas
to custom, best-of-breed
apps or cloud services.
redefine business
processes and core
in the solution footprint,
removing unnecessary
dependencies.
retire superfluous
or aging pieces of the
technology landscape.
Core renaissance
Replatform: Replatforming efforts typically

center on upgrading the core application
or implementing new solutions on the
underlying platform upon which the
application runs. For ERP, replatforming
could involve technical upgrades,
migration to latest software releases, or
instance consolidation. For any software
solution, it might also include moving
to modern operating environments
(server, storage, or network), adoption
of in-memory databases, or shifting to
cloud infrastructure or platform services.
While it may appear less invasive than
other approaches, replatforming is rarely a
simple lift and shift exercise. It typically
requires a workload-by-workload analysis
and surgical intervention to prepare for and
achieve the shift.
Remediate: Similar to replatforming,
remediation shifts attention to the internal
workings of systems. For custom solutions,
this could involve rewriting chunks of
code to reverse technical debt. For ERP, it
might include unwinding customizations
for capabilities now handled by out-ofthe-box software, or updating modules
to better manage master data by pointing
to a common system of record instead
of having everyone maintain a separate
version of customer, product, or supplier
data. For all software, it might involve
rewriting or wrapping interfaces to promote
reuse, making the necessary logical and
architectural changes to allow core data
and transactions to be exposed via mobile,
social, or cloud apps.
Revitalize: In some cases, the internal
business logic and transactional capabilities
are rock solid, but the usability of the
systems causes pain pointsfor instance,
because of poor user experience design,
long response times, or a lack of mobile
versions to support business when and
where it actually occurs. Both analytical
and transactional solutions can benefit
from revitalization. Approaches start with

a user-centric, persona-based focus
understanding customer, employee, and
partner needs by observing them in
the field. Existing processes, reports, or
screens shouldnt constrain new solutions.
Instead, they should be built around how
individuals actually should and could do
their job, empowered by technology. Welldesigned front-end solutions allow existing
back-end services to be hooked into
them without much effort; in many cases,
however, some degree of remediation will
be required to support revitalization goals.
Replace: Sometimes, the right answer is to
recast the solution landscape by replacing
parts of the portfolio with new solutions.
In industries like insurance and public
sector, large-scale custom solutions were
often necessary decades ago because of
a lack of commercially viable packaged
solutions. New entrants and offerings
have closed many of these gaps, giving
institutions a chance to revisit build
versus buy decisions. Similarly, cloud
offerings can be attractive to companies
looking for improved agility and the
potential to reallocate capital expenditure
to operating costs. Importantly, IT needs
to be a part of these discussions; otherwise,
lines of business may make their own
isolated investments.
Retrench: Retrenchment, simply put,
means doing nothing. This is likely a part
of any core renaissance journey, especially
for non-differentiating parts of the
business and IT footprint. Being passive
can be strategic, especially if not taking
action is a deliberate decision made after
careful analysis. This is not the same as
ignoring an issue; it is weighing the risks,
communicating the recommendation
(and potential repercussions) to key
stakeholders, and then deciding to focus on
other priorities.
85
Beyond technology
For any of the techniques described
above, the technology implications are
only part of the renaissance of the core.
Business processes need to evolve in line
with modernized solution stacks, potentially
requiring new talent with new skills as well
as the development of existing staff. Likewise,
IT organization structures and delivery
models may need to change to put in place
mechanisms to support new technologies
and maintain commitments to modernized
solutions. Every new system or bit of code
can either be on-strategy or create the next
generation of technical debt. IT should
invoke a mantra of institutionally doing no
86
harm while also raising its game to help

drive innovation and growth. Adoption
of DevOps,4 agile, and industrialized
approaches to fostering innovation can
help. But just as essential is the alignment to
broader business objectivesfor even nutsand-bolts technology investments to have
some grounding in business priorities and
outcomes. CIOs operating as chief integration
officers5 should have that grounding. They
can use core renaissance as a platform to
manage the IT portfolio with eyes wide open,
revitalizing and extending their existing
assets to not just better meet the needs of
today, but lay the groundwork for tomorrows
breakthrough ideas.
Core renaissance

Delivering the future
Sysco, a leading food marketing and
distribution company, delivers more than a
billion cases of food, equipment, and supplies
each year to restaurants, hospitals, schools,
and other customers. Like many businesses
today, Sysco aims to execute its mission
of providing fast, consistent, and reliable
deliveries while simultaneously pursuing
new growth opportunities made possible by
emerging technologies.
Building upon the companys existing IT
foundation in ways that support growth while
maintaining critical services requires planning
and balance, says Wayne Shurts, Syscos chief
technology officer. Shurts describes Syscos
approach to core revitalization as resembling
a triangle, with core systems forming the base.
Sysco has dozens of systems that support
everything from warehouse operations and
delivery truck logistics to ERP and CRM.
The companys IT organization focuses on
maintaining the reliability of core operations
by minimizing the technical debt within these
core systems through regular upgrades and
routine care and feeding. Reliability and
performance are ITs mantra, given Syscos
mission-critical, high-velocity operations.
Moreover, these core systems yield a plethora
of transactional data that can fuel new,
strategic initiatives.
The second side of the triangle provides
agilitythe ability to react quickly to business
and customer needs. Using a variety of
cloud-based services, Sysco applies iterative
development techniques to rapidly develop and
deliver mobile and social apps to warehouses
or restaurant floors. These apps are created
specifically to add value where the work gets
done. Because of this, speed is important: IT
needs to test concepts quickly, discard those
that dont pan out, and rapidly scale those
that do.
The third side of Shurtss triangle provides

analytics that help generate the insights
needed to improve operationsspanning
the companys warehouses to its customers
kitchens. By combining and analyzing data
sourced from its own systems as well as from
partners, customers, and third parties, Sysco is
able to generate new insights across customers
and markets, sales and marketing, and business
operations. For example, the company helps
restaurant owners better organize their menus,
manage inventories, and run their operations.
A companys ability to deliver value-added
services increases when its core systems are
modernized and revitalized.
To help Sysco employees keep their skills
current amid technological and operational
changes, the company has developed a formal
program that maps out competencies for
current and future positions and helps workers
create personalized development plans. It
also provides training to help them better
execute their current jobs and to prepare for
future roles. Finally, the company emphasizes
college recruiting to introduce new talent with
different approaches into the workforce.
Shurtss triangle strategy for core
revitalization is delivering results. For example,
using the agility side of the triangle, IT has
built solutions used by the shared services
organization to improve credit and dispute
processing across multiple operating entities.
And analytics is helping Sysco improve
transportation logistics by improving fuel use
and the selection of routes its trucks travel.
Engraving, printing, and

modernization
The Bureau of Engraving and Printing
(BEP) is the largest producer of security
documents in the United States, printing
billions of Federal Reserve notes, portions of
US passports, materials for the Department
87
of Homeland Security, and naturalization

certificates. The legacy technology at BEP
resulted in operational inefficiencya
challenge made more difficult by non-unified
systems that provided limited visibility into
end-to-end operations. The bureau also used
manual processes to reduce spoilage and
improve accountability.
In 2009, BEP launched a multi-year,
enterprise-wide transformation initiative,
referred to as the BEP Enterprise Network
(BEN) program, to retire and modernize
its older mainframe technology. Leadership
saw this project as an opportunity to team
with IT to introduce the latest capabilities
in diagnostics, intelligence, and automation
across the manufacturing spectrum at BEP.
The BEN project team took a mixed
approach to modernizing its core systems.
Team members replaced the mainframe
manufacturing and financial systems with a
set of open, tightly integrated, and scalable
commercial off-the-shelf business applications.
They also enhanced printing presses with
embedded intelligence and instrumentation
capabilities. These enhancements provide
a custom front-end application to the
production floor employees that includes
automated dashboards with alarms and
notifications for printing press status.
Additionally, the centralized data warehouse
reduces the time required to collect data across
production areas, and has brought historically
unavailable data online. With better data
coming from these applications, the team was
also able to introduce predictive analytics and
near real-time data analysis.
The BEN project has enabled stronger
collaboration among working teams and
streamlined operations in a number of ways.
For example, BEP has retired 23 disparate
legacy applications while introducing
industry-standard business processes and
tools. The time required to report monthly
financial results has been significantly
reduced. Automated data entry processes
88
and preventative maintenance schedules

have boosted the productivity and reliability
of bureau resources. Finally, new security
measures have improved the overall
accountability and transparency of reports and
production status.
Through what has been a truly
transformative program, BEP has realized
its goal of modernizing its systems while
advancing the vision of becoming a more
information-driven, 21st-century organization.
Moreover, BEP plans to maintain its current
momentum with BEN by introducing more
features that can help uncover hidden data
trends and produce graphically rich analyses.
Filling the gaps with

best-of-breed
A leading semiconductor company
realized recently that its core systems needed
to be modernized in order to meet changing
needs. The companys business had evolved
considerably over the past several years, but
many of its systems and processes relied
on ad-hoc operational environment and
suboptimal solutions.
To create greater consistency and efficiency
across systems and processes, leadership set a
goal of achieving 15 percent more efficiency
and 15 percent less overhead. The company
approached this and other strategic goals by
adopting technologies like cloud, analytics,
and mobile; by streamlining reporting
processes; and, importantly, by revitalizing
infrastructure to create a platform for adopting
future technologies that could drive further
optimization over the next decade.
As the company began drawing up plans
for meeting leaderships targets, it identified
four major areas that could, if upgraded
with new technologies, potentially provide
significant value: operations planning, supply
chain, B2B customer service, and warehouse
operations. Yet planners realized that a single
enterprise solution likely would not meet all
Tech Trends 201
Core renaissance
requirements in these and other critical areas.

Project leaders decided that, rather than be
tied to one vendor, they should deploy several
best-of-breed cloud-based solutions from
boutique vendors to fill ERP functionality gaps
in CRM, distributions, and demand planning,
among others.
To revitalize its existing infrastructure,
the company could easily have spent tens
of millions on servers, databases, and other
infrastructure components. Instead, project
leaders opted to create a private cloud and to
virtualize much of the needed infrastructure

capabilities, which cut the price tag roughly
in half.
When the newly revitalized core and
the other systems become fully operational
later this year, the company expects they will
provide the consistency, optimization, and
efficiency it set out to achieve. Moreover,
these components, working in tandem with
an infrastructure that has been transformed
by virtualization, can serve as a platform for
future innovation efforts.
89
My take
Terry Milholland, chief technology officer,
Internal Revenue Service
2014 saw one of the smoothest filing seasons ever
for the IRS. Its an encouraging sign that our efforts
to turn the agencys IT department into a world-class
organization are paying off. Beyond supporting the
IRSs customer-centric transformation, we wanted
to evolve IT to deal with the complexity of our
operations. Budgeting processes are complicated and
unpredictable. Tax implications of legislation like the
Affordable Care Act need to be codified for the hard
deadlines of the tax season. Decades-old technologies
require modernization. But our team has risen to the
challenge, and were seeing tremendous results.
Weve created a vision for IT to be on a par
with Fortune 100 organizations, and
that affects our people, process, and
technology. At the center of the
technical vision are data and
servicesallowing our core
systems to interact with each
other and keeping teams from
repeating their efforts. We now
have a logical and physical data
model for the full submission
processmore than 30,000
attributes manifested across our
core. Coupled with a serviceoriented architecture, were creating
a repeatable approach to building
on top of our coreto be able to add
new technology in a transformational
way, responsive to mission needs.
Which is where process comes in. Were committed
to an agile methodologyusing our new standards
to modernize and grow. We have selected a set of
technology standards that the organization follows
to increase productivity and quality; were already at
level 3 for CMMI and ITIL.6 The impact on quality has
been very real, and has helped break down barriers
between the different teams and pieces of the
technical stack.
90
But it comes down to our people. I dont lead with

a thou shalt attitude. Instead, we enlist leaders in
the organizationthe men and women who have
influence in the work environment and can pave
the path for others. We solicit their feedback on our
direction, working with them to iron out the details,
and being open about issues, ideas, and concerns.
These guild masters can help convince their teams
to believe in the vision, to do things differently, and to
positively impact the culture. Openness has become
part of our organization. On projects, anyone can raise
an objective. We record it, then we disposition it. Their
opinions are listened to and the Oh, they never ask
attitude doesnt exist.
Whether private or public sector, IT departments face
constraints when it comes to taking on projectslet
alone modernizing legacy systems and tackling their
technical debt. If I look back on the past fiscal year,
we started with a 16-day government shutdown that
meant we had 90 percent of our workforce out and
created uncertainty about our annual budget. But
we continue to push forward with our strategy to
transform our legacy systems. Weve only just begun
our journey toward modernization. We are going to
keep adding new technologies in a transformational
waydespite, and in some cases because of, people
and fiscal constraints. Our focus on technology,
process, and more importantly, people will get
us there.
Core renaissance
Cyber implications
OME organizations treat ownership and control as a proxy for managing risk. Because the core is
often software built on-premises or bought, this approach suffers from a twofold misconception. The
first is that the existing stack is reasonably secure. The second is that moving to new technologies, be
they mobile, social, or cloud, inherently raises the risk profile. Neither is universally true, and both raise
the need for strategic handling of cyber security concerns.
The notion that todays IT footprints are secure enough is a dangerous one. Legacy projects may
not have considered compliance, contractual, or risk-based requirements adequately, if at all. A
lack of strategic focus and budget has relegated many security initiatives to compliance and control
activitiesadding scope or causing rework to address vulnerabilities discovered late in the development
cycle. Reactionary measures are taken when high-profile breaches occur, typically targeting known
threats linked to particular incidents. A more comprehensive approach to cyber security is needed,
acknowledging that it could be exorbitantly costly to protect against every potential attack.
Organizations should identify the cyber beacon that is likely to attract threats. Resources should
then be directed against assets that potential attackers may likely find most valuable, or those that,
if compromised, could cause greatest damage. Beyond securing against attack, organizations should
monitor emerging threats and potentially reallocate resources as their cyber beacons changepracticing
vigilance, not just security. They should prepare for how to detect, contain, and respond to potential
incidents. There may be no such thing as a hacker-proof organization, but you can still be resilient in the
face of an attack. Hope and luck are not strategies; even if the core has not been compromised, that does
not mean it is secure. Building out cyber security capabilities can help close the gap.
The misconception that emerging technologies are inherently riskier than legacy assets is common,
as is the myth that on-premises solutions are always more secure than cloud alternatives. Privacy
concerns typically dominate discussions around socialrequiring policy, training, and monitoring to
guide appropriate behaviors. Mobile concerns fall between security and privacy, especially as enterprises
are embracing bring your own device and bring your own app strategies. The approach described
above can help, with a mindset anchored in probable and acceptable risk. Prepare for strategies to secure
information at the device, application, and, potentially, data level while being sensitive to the overall
user experience. Security tops concerns about public cloud adoption, with the rationale that large
infrastructure-as-a-service, platform-as-a-service, and software-as-a-service providers are obvious and
lucrative targets for cyber criminals. But with the escalated potential bounty, public cloud vendors also
typically have highly sophisticated security tools, procedures, and personnel that can be more effective
than many company and agency in-house cyber defenses. Who is better prepared to win the cyber
arms race? Cloud providers whose livelihood likely depends on their ability to prevent and respond to
incidents? Or organizations that have historically had trouble justifying security and privacy budgets as
a priority? Either way, the obligations of the organization as the acquirer and custodian of data do not
go away. Leverage providers to help outsource risk if cyber isnt a core strength, but recognize that your
organization still retains responsibility for its security.
Again, there is no universal answer. Security and privacy should not be a blanket objection that
curtails core renaissance, but they should be baked into the overall approachsetting the right
foundation for a revitalized core and guiding new investments in areas that will form the core of
tomorrows business.
91
Where do you start?
PARKING a renaissance of your core can be

a daunting pursuit for valuepotentially
expansive in scope and ripe with riskthat will
likely require effort to put in terms the business
will understand. Fearless leaders might savor
the opportunity for legacy-building. But for the
rest, is the payoff worth the strife?
The fact is, CIOs dont have a choice. As
the stewards of the technical footprint, they
are responsible for the cores care and feeding.
Whether expressly labeled as modernization
efforts or responses to unplanned incidents
and outages, or embodied in extra project
cost and complexity due to unforeseen
technical debt, the core will continue to
demand attention. The question becomes how
proactively it will be addressedand whether
it will be enough. Here are some specific areas
in which to potentially undertake initiatives:
So youre saying theres a plan. Core and
legacy concerns are found wherever IT
investments exist. They inspire a sense
of universality and inevitabilitythe
enterprise equivalent of death and taxes.
But they are not irreversibleand they
dont have to be seen as an albatross. Aikido
is a form of martial arts that uses the mass
of the attacker to ones advantage. Core
renaissance can trade off of the magnitude
of existing investments in similar ways, but
it will not come across surreptitiously. It
requires an informed, thoughtful position
that balances business needs with the
limitations of existing systems and the
potential of emerging technology.
Spark a light. Massive investments can
be tough to stomach, especially if the so
what seems limited to behind-the-scenes
machinations. Find a lingering opportunity
or burning platformideally, one that
resonates with a part of your business
92
that is likely to become an advocate for

broader goals. A bottom-up approach to
new organizational structures, processes,
and skill sets is an effective plan of attack
assuming enough of a direction has been
established so that experiments are pointing
toward where you want to go.
Plant the seed. In Deloitte Transition Labs
with newly appointed CIOs, leaders report
that 63 percent of their time is focused
on the care and feeding of the technology
footprint. The complexity embedded
in the core perpetuates the cycle. These
same leaders desire the inverse, believing
they could better serve their companies
by focusing 66 percent of their time on
being a strategist or catalyst for growth
and innovation.7 Deliberate investments
in revitalizing the core can help close this
gap. It may take time, but will likely lead to
lasting effects.
Dont go it alone. Large enterprises have
developed a healthy skepticism around
emerging technologies. Vendor fatigue and
aversion to shiny object syndrome are
partially to blame. The age-old practice of
circumventing IT to sell directly into the
business is also still being felt, leading to
shadow IT organizations and even more
complexity in the core. But resistance to
change is in many ways futile. Hunkering
down will likely just reinforce the shadowy
end run directly into the business. The
cruel irony: New solutions will likely
eventually find themselves back at ITs
doorstep, either for enterprise-level support
or because business processes require
integration with the core. Instead, pick a
few strategic vendors to partner with to
enable core renaissance. This may involve
co-investment (for example, sharing risk or
Core renaissance
product roadmaps), proactively prototyping

new ideas, providing briefings on industry
(and cross-industry) leading practices, or
brokering introductions to interesting new
solutions for specific business scenarios.
Verbs, not just nouns. Technical
components are rightly critical parts of core
revitalization, but pursuing core renaissance
is also an opportunity to transform how you
build and support solutions. Aim to embed
design as a discipline8 into everything
you do, working back from the user
experience, not up from the systems and

data. Look to embrace pieces of DevOps:
automated environment provisioning,
requirements management, continuous
build/configuration management, testing
automation, one-touch deployment, and
systems maintenance and monitoring
solutions. Finally, create a living approach
to architectureguiding not just the
solutions and platforms that are blessed,
but their usability, integration, data, and
security considerations.
93
Bottom line
ISRUPTIVE forces are reshaping industries: globalization, emerging technologies, new customer
engagement requirements, diminishing competitive barriers to entry, evolving regulatory
and compliance requirements, and persistent threats around security and privacy. All of these are
inextricably linked to technology, moving the core to center stage. Some modernization will no
doubt be needed to keep the lights on as the business scales up. But beyond table stakes, a revitalized
core could become a strategic differentiator. A renaissance of the core amid an elevation of IT
to support the heart of the business can lay the foundation for the organization to experiment,
innovate, and grow.
Authors
Scott Buchholz, director, Deloitte Consulting LLP
Buchholz is a director with Deloitte Consulting LLP in the Systems Integration

practice. He is a technology leader with 20 years of experience in the areas
of solution, enterprise, and data architecture; program management; and IT
service management. Buchholz leads technology-enabled business transformations, from optimization efforts to full life cycle implementations.
Abdi Goodarzi, principal, Deloitte Consulting LLP
Goodarzi is a principal with Deloitte Consulting LLP, and leads Deloittes

SAP technology services group in the United States and India, where he
focuses on developing leading practices around innovative and emerging
technologies. Goodarzi has more than 20 years of experience, specializing
in global ERP transformation, process optimization, IT strategy, in-memory
computing, cloud computing, enterprise user experience, and mobility. He
has deep experience in global delivery models. He is also an avid soccer fan.
Tom McAleer, principal, Deloitte Consulting LLP
McAleer is a principal with Deloitte Consulting LLP and leads the Enterprise
Digital Engagement practice within Deloitte Digital, where he manages
the go-to-market relationship with leading technology vendors. He
provides strategy and vision to help clients adopt solutions that improve
business performance. With over 24 years of experience, he specializes
in business transformation, strategic planning and execution, system
integration, custom application development, and enterprise software.
94
Core renaissance
Endnotes
1. Bob Evans, Dear CIO: Is the time bomb in
your IT budget about to explode?, Forbes,
January 22, 2013, http://www.forbes.com/
sites/oracle/2013/01/22/dear-cio-is-thetime-bomb-in-your-it-budget-about-toexplode/, accessed January 14, 2015.


6. Capability Maturity Model Integration (CMMI); Information Technology

Infrastructure Library (ITIL).
3. Paul D. Hamerman, Randy Heffner, and

John R. Rymer, Dont just maintain business
applications, raise business responsiveness,
Forrester Research, Inc., October 17, 2014.

The fusion of business and IT, 2015, chapter 1.
7. Deloitte Consulting LLP proprietary

research based on interviews with 150+
IT executives, November 2014.
95
Amplified intelligence
Power to the people
Analytics techniques are growing in complexity, and companies are

applying machine learning and predictive modeling to increasingly
massive and complex data sets. Artificial intelligence is now a reality.
Its more promising application, however, is not replacing workers but
augmenting their capabilities. When built to enhance an individuals
knowledge and deployed seamlessly at the point of business impact,
advanced analytics can help amplify our intelligence for more effective
decision making.
ODAYS information age could be affectionately called the rise of the machines.
The foundations of data management, business
intelligence, and reporting have created a massive demand for advanced analytics, predictive
modeling, machine learning, and artificial
intelligence. In near real time, we are now
capable of unleashing complex queries and
statistical methods, performed on vast volumes
of heterogeneous information.
But for all of its promise, big data left
unbounded can be a source of financial
and intellectual frustration, confusion, and
exhaustion. The digital universe is expected
to grow to 40 zettabytes by 2020 through a
50x explosion in enterprise data.1 Advanced
techniques can be distracting if they arent
properly focused. Leading companies have
flipped the script; they are focusing on
concrete, bounded questions with meaningful
business implicationsand using those
implications to guide data, tools, and
technique. The potential of the machine is
harnessed around measurable insights. But
true impact comes from putting those insights

to work and changing behavior at the point
where decisions are made and processes are
performed. Thats where amplified intelligence
comes in.
Open the pod bay doors

Debate rages around the ethical and
sociological implications of artificial
intelligence and advanced analytics.2
Entrepreneur and futurist Elon Musk said:
We need to be super careful with AI.
Potentially more dangerous than nukes.3
At a minimum, entire career paths could
be replaced by intelligent automation and
made extinct. As researchers pursue generalpurpose intelligence capable of unsupervised
learning, the long-term implications are
anything but clear. But in the meantime, these
techniques can be used to supplement the
awareness, analysis, and conviction with which
an individual performs his or her dutybe
it an employee, business partner, or even
a customer.
97
The motives arent entirely altruistic . . .

or self-preserving. Albert Einstein famously
pointed out: Not everything that can be
counted counts. And not everything that
counts can be counted.4 Business semantics,
cultural idiosyncrasies, and sparks of creativity
remain difficult to codify. Thus, while the
silicon and iron (machine layer) of advanced
computational horsepower and analytics
techniques evolve, the carbon (human)
element remains critical to discovering new
patterns and identifying the questions that
should be asked. Just as autopilot technologies
havent replaced the need for pilots to fly
planes, the world of amplified intelligence
allows workers to do what they do best:
interpreting and reacting to broader context
versus focusing on applying standard rules that
can be codified and automated by a machine.
This requires a strong commitment to the
usability of analytics. For example, how can
insights be delivered to a specific individual
performing a specific role at a specific time
to increase his or her intelligence, efficiency,
or judgment? Can signals from mobile
devices, wearables, or ambient computing
be incorporated into decision making? And
can the resulting analysis be seamlessly and
contextually delivered to the individual
based on who and where they are, as well as
what they are doing? Can text, speech, and
video analytics offer new ways to interact
with systems? Could virtual or augmented
reality solutions bring insights to life? How
could advanced visualization support data
exploration and pattern discovery when it is
most needed? Where could natural language
processing be used to not just understand
semi-structured and unstructured data
(extracting meaning and forming hypotheses),
but to encourage conversational interaction
with systems instead of via queries, scripts,
algorithms, or report configurators?
Amplified intelligence creates the potential
for significant operational efficiencies and
competitive advantage for an organization.
98
Discovery, scenario planning, and modeling

can be delivered to the front lines, informed
by contextual cues such as location,
historical behavior, and real-time intent. It
moves the purview of analytics away from
a small number of specialists in back-office
functions who act according to theoretical,
approximate models of how business occurs.
Instead, intelligence is put to use in real time,
potentially in the hands of everyone, at the
point where it may matter most. The result
can be a systemic shift from reactive sense
and respond behaviors to predictive and
proactive solutions. The shift could create less
dependency on legacy operating procedures
and instinct. The emphasis becomes fact-based
decisions informed by sophisticated tools and
complex data that are made simple by machine
intelligence that can provide insights.
Bold new heights

Amplified intelligence is in its early days,
but the potential use cases are extensive.
The medical community can now analyze
billions of web links to predict the spread
of a virus. The intelligence community can
now inspect global calls, texts, and emails
to identify possible terrorists. Farmers can
use data collected by their equipment, from
almost every foot of each planting row, to
increase crop yields.5 Companies in fields
such as accounting, law, and health care could
let frontline specialists harness research,
diagnostics, and case histories, which could
arm all practitioners with the knowledge of
their organizations leading practices as well
as with the whole of academic, clinical, and
practical experience. Risk and fraud detection,
preventative maintenance, and productivity
plays across the supply chain are also viable
candidates. Next-generation soldier programs
are being designed for enhanced vision,
hearing, and augmented situational awareness
delivered in real time in the midst of battle
from maps to facial recognition to advanced
weapon system controls.6
The technology behind NLP and conversational interaction

Conversational interaction is the ability to understand and answer a string of questions in a dialogue. Analytics engines
derive the structure of a query, as well as its intent, through parsing, semantic search, synonyms, and most importantly,
contextbuilding upon insight gained through previous queries and cues from behavior, surroundings, and knowledge
of business processes.a
the conversational search process
context
engines
device
original
query
search
results
selected
pairs
synonym
engine
network
original
query
search
results
search
system &
engine
synonym
pairs
ranked
pairs
revised
queries
step 1 The synonym and context engines

receive specific query terms and generate, sort,
and rank potential synonyms for these terms
using database rules and previous queries.
query
terms
query
revision
engine
step 2 The revision engine then selects and

uses the synonyms to create revised queries.b
Using synonyms and context to expand queries
allows the system to offer the most relevant
and useful responses to the conversation.
Sources: a Danny Sullivan, Googles Impressive Conversational Search Goes Live On Chrome, May 22, 2013, http://searchengineland.com/googlesimpressive-conversational-search-goes-live-on-chrome-160445, accessed October 14, 2014. b Abhijit A. Mahabal et al, United States Patent 8,538,984
B1: Synonym Identification Based on Co-occuring Terms, September 17, 2013, http://www.google.com/patents/US8538984, accessed October 14, 2014.
In these and other areas, exciting

opportunities abound. For the IT department,
amplified intelligence offers a chance to
emphasize the role it could play in driving
the broader analytics journey and directing
advances toward use cases with real,
measurable impact. Technically, these advances
require data, tools, and processes to perform
core data management, modeling, and
analysis functions. But it also means moving
beyond historical aggregation to a platform
for learning, prediction, and exploration.
Amplified intelligence allows workers to
focus on the broader context while allowing

technology to address standard rules that can
be codified and executed autonomously.
All together now

The emphasis on usability and deployment
moves the information agenda from isolated
data scientists to multidisciplinary teams. The
agenda should focus on helping end users by
understanding their journey, their context,
and how to enhance and reshape their jobs.
Like the revolution in user engagement
99
that transactional systems have recently

experienced, amplified intelligence solutions
start from the user down, not from the data
model and analytics up. To start the process
with users, organizations should identify a
crunchy question that, if answered, could
significantly improve how a specific individual
does his or her job. The process should also
understand how an answer could affect how
the individual conducts businesswhere he or
she would likely need the information, in what
format, when, and via what channel.
Company leaders interested in improving
their decision making can use machine
learning and other amplified intelligence
approaches to generate new growth ideas for
their organizations. Amplified intelligence
is becoming critical for competitive success
around the world, across industries. US-based
Uber uses big data to match passengers with
car services.7 European grocer Tesco leverages
big data to capture a disproportionate share of
sales from new families and parents.8 Effective
scenarios should be designed to be deployed
for high impact. That impact should inform
scope, solutions, and iterative development,
100
in which incremental solutions are tested in

real-life scenarios.
The best outcomes will likely be from
scenarios where technology or analytics
were seen as infeasible or too difficult to
take advantage of. New opportunities exist
when companies expand information-based
decisions beyond just the executive suites
purview into the field by giving managers,
sales teams, service techs, case workers, and
other frontline employees simple tools that
harness exceptionally complex intelligence.
And, ideally, computational intelligence will be
refined and extended by collective intelligence,
creating a feedback loop where people are also
augmenting the advanced tools and models.
Individual creativity and resourcefulness can
and should continue to flourish. The goal,
however, should be mutual elevation: As
machine analytics are enhanced, users have the
opportunity for more nuanced and valuable
pursuits. As these pursuits become increasingly
nuanced and valuable, they put important
feedback into the system. The overall outcome:
Artificial intelligence amplifies human
intelligence to transform business intelligence.

Moving science from the
lab to the digital age
The University of Minnesota (UMN) has
been driving innovation in health informatics
for over 50 years. As its health informaticsrelated research efforts continued to grow
in response to trends such as the rise of
technology and the growing demand for
higher-quality and lower-cost health care,
UMN realized that it needed a centralized,
enterprise-wide biomedical health informatics
(BMI) platform to more effectively and
efficiently support the growing data needs of
UMNs researchers and its medical and health
science partners.
UMNs goal was to establish informatics
as a bridge to accelerate the application
of discoveries in clinical practice and to
transform the science of health care delivery
for better population health. The BMI platform
could help UMN meet this goal, in part, by
connecting clinical and translational science
researchers to clinical data and biological
samples, and by supplying easy access to
biomedical integrated informatics resources
and tools to conduct their studies.
In 2010, UMNs Institute for Health
Informatics, in conjunction with the UMN
Clinical and Translation Science Institute,
embarked on a multiyear effort to create
a biomedical informatics platform, which
is based on a suite of analytical and data
warehousing solutions that combine clinical,
financial, and research data to enable
observational studies and predictive analytics.
The new platform provides access to acute
and ambulatory information on more than
2.1 million patients from the local health
system electronic medical record. The platform
also offers productivity tools, including
straightforward interfaces to create queries

of de-identified patient records, data capture
tools to enter patient survey data, an integrated
system to better manage clinical trials, and a
secure social networking application for some
4,000 researchers across UMN and its partner
facilities. In essence, the platform is intended
to amplify the intelligence of each stakeholder
by allowing them to work together through
collaborative systems.
As awareness of the enterprise informatics
platform grows, so does the number and
level of sophistication of research requests.
Researchers, non-clinical users, and IT
staff understand data from a much broader
perspective, which helps advance UMNs
research agenda and its ability to improve
health care by partnering with other health
systems and universities.
Visions of the future

Leveraging smart glass hardware,
analytics, and back-office tools, a global oil
and gas company created a pilot platform for
amplifying the effectiveness of rig workers.
The goal of this effort was to deliver handsfree job aids, decision support, and workflow
automation to individuals working in
remote locations.
The platform works as follows: When field
equipment malfunctions on an oil rig, sensors
detect the issue and proactively notify a nearby
field service agent via smart glass. Analytics
then delivers critical diagnostic information
on the issue. This information, augmented
by powerful analytics capabilities applied to
sensor and other relevant back-office data,
includes step-by-step instructions for repair.
Using a laptop or a cumbersome
paper manual to triage and troubleshoot
101
malfunctioning equipment might require

service agents to remove their gloves and step
away as they look for answers. However, smart
glass makes it possible for them to view needed
information in real time and on the spot
thus enhancing worker efficiency, accuracy,
and safety. Moreover, with a simple wave of
the hand, the agent utilizes a gesture control
armband to initiate a video conference with
level-three support back at the home office.
The remote expert can see what the agent sees,
talk to him or her through the procedure,
and even provide annotated instructions that
appear on the agents augmented display.
The agent can also send data to a central
database. With a head nod or tilt, he or she
can maintain a log or checklist of completed
activities and create new notations via voice
as the repair is being made. That repair log
then becomes available to the next technician
who services the field equipment. Critical
information isnt lost in stacks of paperwork; it
becomes digitally organized and accessible to
those who need it.
Use cases for platforms like this are
not limited to oil and gas field workers. At
distribution centers, for example, drivers
often conduct vehicle inspections prior to
turning the ignition. In many instances,
drivers must look for vehicle- and manifestspecific detailsdetails that would be almost
impossible to memorize without years
of training. Virtual instructions accessed
via smart glass can guide drivers through
inspections, accelerating the entire process and
increasing its accuracy and effectiveness.
The combined power of smart glass
technology, analytics, and back-office
systems (knowledge databases or warehouse
management systems) can help organizations
in almost any industry or sector realize the
102
vision of an amplified workforce by offering

information whenever, wherever.
Solving crime in real time

In 2010, the data systems in the Los Angeles
Police Department (LAPD) did not augment
the intelligence of its nearly 10,000-strong
force.9 Data were trapped in organizational
silos, forcing members of the department
to navigate multiple systems with limited
means to quickly integrate and analyze the
information available to them. Leads could
easily become cold.
Crime analysts, for example, used a
mainframe system to retrieve field interview
data and another system for Department of
Motor Vehicles information. A separate team
was responsible for data in the automated
license plate recognition systemLAPD
patrol cars are outfitted with scanners that
snap pictures of cars and their license plates as
they drive byand it could take several days
for detectives to get the results of a search.
The department couldnt aggregate 911 or
police radio calls to create a real-time picture
of crime. Reports had to be printed and
physically delivered.10
To tackle these issues and augment the
capabilities of its force, the LAPD launched an
analytics and visualization effort to integrate
and analyze data from multiple local, state,
and federal sources. The initiative has added
meaningful capability across the board to
the LAPDs analysts, officers, detectives, and
command staffdelivering insights tailored
for their needs on crime scenes, during traffic
stops, or at the station.
In one example, robbery victims could only
remember part of the perpetrators license
plate number and that the car was a grey
Cadillacnot much to go on in a city with
Tech Trends 201
millions of vehicles. Using the new system,

crime analysts narrowed down the number
of possible cars, and the victims were able to
identify the vehicle whose picture was in the
automated license plate recognition system.
Two days later, detectives spotted the car and
followed it to what turned out to be another
robbery attempt. The suspects were arrested
on the spot.11 Because of amplified intelligence
in the field, the lead didnt have a chance to
get cold.
Successes such as these are fueling the

growth of advanced analytics to fortify the
effectiveness of the LAPD. The department is
in the process of rolling out analytics across
the organization and supporting the effort
with rigorous training and ongoing support.
Although the endeavor is not without its
challenges and costs, it is helping the LAPD
meet its mission to safeguard the lives and
property of the citys residents and visitors.12
103
My take
Thomas H. Davenport
Presidents Distinguished Professor at Babson College
Visiting professor at Harvard Business School
Independent senior advisor to Deloitte Analytics
There is little doubt that computers have taken
substantial work away from lower- and middle-skilled
jobs. Bank tellers, airline reservations clerks, and
assembly line workers can all testify to this effect.
Thus far, however, high-end knowledge workers
have been relatively safe from job encroachment.
Computers have certainly changed knowledge work,
but they have largely augmented human labor rather
than replacing it.
Now, however, knowledge workers face a challenge
to their own employment. Analytical and
cognitive computing technologies can make
almost any decision with a high degree of
accuracy and reliability. From Jeopardy!
questions to cancer diagnosis to credit
risk decisions, there seems to be no
decision domain that smart machines
cant conquer.
Thus far, its been rare for a manager,
professional, or highly specialized
worker to lose a job for this reason.
The decisions automated have been
relatively narrow, and only small parts
of knowledge workers roles have been
supplanted. For example, while automated
radiological image analysis can identify certain
cancers, at most their use has been to supply a
second set of eyes for a radiologists diagnosis.
However, if my children were planning to become
lawyers, doctors, accountants, journalists, teachers,
or any of the many other fields for which automated
or semi-automated offerings have already been
developed, I would have some advice for them (which
I am sure they would ignore!). I would advise the
following actions:
104
Closely monitor automation developments in their

chosen field, and monitor which aspects of the
profession are most likely to be automated. For
example, I suspect that in journalismalready a
difficult field because of the decline of printthe
most likely candidates are those involving high levels
of numerical reporting, such as sports and business
journalism. Reporting on elections and political
surveys might also be at risk. More investigative and
human interest reporting is relatively safe, I suspect.
Become an expert in their chosen field as quickly
as possible. Entry-level jobs are most at risk from
automation, but experts are usually still needed to
handle the most difficult cases and to advise and
develop new rules and algorithms.
Develop an understanding of the technologies that
are most likely to become important in the industry.
For highly quantitative fields, machine learning is a
strong candidate; for more textually oriented fields,
Watson-like cognitive computing is more likely to be
the automating technology.
Most of all, Id advise workers in fields where
automation is coming to make friends with their
computers. Learn how they work, what they are
good at, and their areas of weakness. If possible,
learn how to modify and improve them. Understand
the implicit assumptions that underlie their models
and rules, and under what conditions these
assumptions might become invalid.
In the short run, knowledge workers are probably safe
from substantial automation, but taking these steps
will likely make for a more successful career. In the
long run, all bets are off!
Cyber implications
YBER security and data privacy considerations should be a part of analytics conversations, especially
as amplified intelligence moves insights more directly into the heart of how, and where, business
occurs. Information should be monitored and protected when it is at rest, in flight, and in use. These
three scenarios feature different actors using different platforms and that require different cyber security
techniques. Moreover, for each scenario, you must know how to manage misuse, respond to breaches,
and circle back with better security and vigilance.
At rest is the traditional view of information security: How does one protect assets from being
compromised or stolen? Firewalls, antivirus software, intrusion detection, and intrusion prevention
systems are still needed, but are increasingly less effective as attackers rapidly evolve their tools and
move from smash and grab ploys to long-dwell cybercrimes. Instead of an outright offense that may
leave telltale signs, attackers gain access and lie dormantlaunching incremental, almost imperceptible
activities to discover vulnerabilities and gain access to valuable IP.
The additional emphasis on in flight and in use reflects a shift in how organizations put their
underlying data to use. Information is increasingly consumed in the field via mobile, potentially on
personally owned consumer devices. Encryption can help with transmission and data retention. Identity,
access, and entitlement management can help properly control user actions, especially when coupled
with two-factor authentication. Application, data, and/or device-level containers can protect against
attacks on the network, hardware, or other resident apps. Again, though, these demonstrated techniques
may not be enough, given the growing sophistication of criminal products, services, and markets.
Organizations should couple traditional techniques with advanced analytics, amplifying the
intelligence of cyber security personnel. Leading cyber initiatives balance reactionary methods with
advanced techniques to identify the coming threat and proactively respond. They take a fusion of
information from a range of sources with differing conceptual and contextual scope, and combine
it with human-centered signals such as locations, identity, and social interactions of groups and
individuals. This approach has a number of implications. First, it creates the need to adopt a broader
cyber intelligence mindsetone that leverages intel from both internal and external sources. Insight
pulled from new signals of potentially hostile activities in the network can point to areas where security
professionals should focus. Similar to how amplified intelligence informs approaches to business
operations, this raw security data should be analyzed and presented in ways to augment an individuals
ability to take action.
Machine learning and predictive analytics can take cyber security a step farther. If normal at rest,
in flight, and in use behavior can be baselined, advanced analytics can be applied to detect deviations
from the norm. With training to define sensitivities and thresholds, security teams capabilities can be
amplified with real-time visibility into potential risks when or before they occur. At first, this ability is
likely to simply guide manual investigation and response, but eventually it could move to prescriptive
handlingpotentially enabling security systems to automatically respond to threat intelligence and take
action to predict and prevent or promptly detect, isolate, and contain an event when it occurs.
105
Where do you start?
HE information agenda is not without

baggage. But hopefully that baggage
includes the foundations needed for strides in
amplified intelligence. One size likely wont fit
all. Organizations will probably need a variety
of approaches, tools, and techniques suitable to
the question asked and the end users affected.
They should also accommodate each scenarios
requirements around data velocity, structure,
analytics complexity, and user interface/
deployment vehicles. While individual mileage
will vary, some overarching steps can help
guide the journey.
Set priorities by asking business
questions. Organizations can start by
asking business leaders for the wish
list of questions they would love to be
able to answerabout their customers,
products, processes, people, markets,
facilities, or financials. Develop the wish
list independent of constraints on what
is knowable, answerable, or technically
feasible. Use the questions to guide
priorities and reveal what types of data
might be neededinternal and external,
structured and unstructured, information
already captured versus information not
currently measured or stored. Identify
what problem-solving techniques may be
required: in-memory or massively parallel
processing for analyzing huge data volumes,
deterministic or probabilistic modeling for
advanced statistical modeling, visualization
or querying environments for exploration
and discovery, or predictive analytics
and/or machine learning to automate the
formulation of hypotheses.
Check your gut. One of the only things
worse than an unanswered question is
investing in insights your organization
106
is not prepared to act on. Ask the hard

qualifying question up front: If we are able
to answer the high-priority questions, does
the organization have the institutional
fortitude required to drive systematic
changes? Long-standing assumptions
may be challenged and require a different
approach to markets, incentives, or
behaviors. High potential is one thing, but
the focus of early efforts should balance the
opportunity against expected organizational
resistance. It will likely take time to become
a data-driven culture.
Design from the user down. Amplified
intelligence is about putting advanced
analytics in the hands of the individual
when he or she needs it. User experience
should dictate the format, granularity, and
decisiveness of how that insight should
be provided:
Formatthe channel, notification, and
interaction method
Granularityhow much detail is
needed and in what context
Decisivenesswhether responses are
descriptive, predictive, or prescriptive,
which can range from providing passive
supporting detail to aid decision
making to proactively recommending a
response or taking action
Expect resistance (which is not futile).
A recent Gartner report found that by
2020, the majority of knowledge worker
career paths will be disrupted by smart
machines in both positive and negative
ways.13 Investors are aggressively directing
capital toward AI and robotics, and venture
capital investments in AI have increased by
more than 70 percent per year since 2011.14
Unions and labor groups could impede

adoption. Unskilled labor categories
may see greater impact, as robotics and
machine learning continue to disrupt lines
of employment. Transparency of intent
will be important, along with programs
to help retool and redeploy displaced
workers. Prioritizing investments that
live up to the full potential of amplified

intelligence means using the technology
to enhance the value of the end worker.
In a way, amplified intelligence initiatives
are a direct investment in the individual
that makes them even more valuable to the
organization.
107
Bottom line
TS easy to get stuck on the what? of analyticstrying to define conceptual models for the
enterprises wide range of information concerns. Leading companies, however, have aggressively
pursued the so what?prioritizing crunchy questions with measurable value as the focal points
of their endeavors. Amplified intelligence represents the now what? of moving from theoretical
exercises to deploying solutions where business decisions are actually made. Usability and outcomes
should take their rightful place over platforms, tools, and dataimportant ingredients, to be sure,
but only part of the recipe. While the machine continues to rise to impressive new heights, its
immediate potential comes from putting it in the right hands, in the right manner, when it counts.
Authors
Forrest Danson, US Deloitte Analytics leader, Deloitte Consulting LLP
Danson is the US Deloitte Analytics Integrated Market Offering leader,

responsible for coordinating analytics go-to-market activities and capabilitybuilding across each of the functions: Audit, Tax, Consulting, and Financial
Advisory. Danson assumed this role in 2012 and has been focused on
embedding analytics in everything we doour offerings, our industry
sectors, and our alliances.
David Pierce, director, Deloitte Consulting LLP
Pierce is a director in Deloitte Consulting LLPs Information Management

practice with almost 20 years of experience implementing solutions to improve
marketing and finance performance through better access to information.
Pierce advises clients on how to realize value from information management
by utilizing new technologies and more effectively coordinating enterprise
activity. He has worked on all elements of analytic programs, from strategy to
design, implementation, and sustainment.
Mark Shilling, US Information Management

practice leader, Deloitte Consulting LLP
Shilling is a principal at Deloitte Consulting LLP and leads the Digital Agency
offering within Deloitte Digital. He has more than 18 years of experience
helping clients define and implement effective customer experience platforms
for awareness, engagement, acquisition, and loyalty at scale. Shilling brings
a powerful combination of practical creative abilities mixed with marketing
know-how and technological acumen, helping to transform several of todays
brands into modern multidimensional marketers.
108
Endnotes
1. Jeff Bertolucci, 10 powerful facts about
big data, InformationWeek, June 10, 2014,
http://www.informationweek.com/big-data/
big-data-analytics/10-powerful-facts-aboutbig-data/d/d-id/1269522?image_number=4, accessed October 23, 2014.
7. Brad Stone, Invasion of the taxi snatchers: Uber leads an industrys disruption,
Bloomberg BusinessWeek, February 20,
2014, http://www.businessweek.com/
articles/2014-02-20/uber-leads-taxi-industrydisruption-amid-fight-for-riders-drivers
2. AI Topics.org, Ethics & social issues, http://

aitopics.org/topic/ethics-social-issues, accessed
October 23, 2014; Nick Bostrom, Ethical
issues in advanced artificial intelligence,
http://www.nickbostrom.com/ethics/ai.html,
accessed October 23, 2014; Bianca Bosker,
Googles new A.I. ethics board might save
humanity from extinction, Huffington Post,
January 30, 2014, http://www.huffingtonpost.
com/2014/01/29/google-ai_n_4683343.
html, accessed October 23, 2014.
8. Rohan Patil, Supermarket Tesco pioneers

big data, Dataconomy, February 5, 2014,
http://dataconomy.com/tesco-pioneersbig-data/, accessed June 30, 2014.
3. Eliene Augenbraun, Elon Musk: Artificial

intelligence may be more dangerous than
nukes, CBSNews, August 4, 2014, http://www.
cbsnews.com/news/elon-musk-artificialintelligence-may-be-more-dangerous-thannukes/, accessed October 23, 2014.
4. Brent Dykes, 31 essential quotes on
analytics and data, October 25, 2012, http://
www.analyticshero.com/2012/10/25/31essential-quotes-on-analytics-anddata/, accessed October 23, 2014.
5. Deloitte University Press, More growth
options up front, July 17, 2014. http://
dupress.com/articles/more-growth-optionsup-front/, accessed October 23, 2014.
9. Palantir, Responding to crime in real time,

https://www.palantir.com/wp-assets/
wp-content/uploads/2014/03/Impact-StudyLAPD.pdf, accessed January 9, 2015.
10. Ibid.
11. Palantir at the Los Angeles Police Department, YouTube, January 25, 2013,
https://www.youtube.com/watch?v=aJu7yDwC6g, accessed January 9, 2015.
12. Ibid.
13. Tom Austin, Top 10 strategic technologiesThe rise of smart machines,
Gartner, Inc., January 29, 2014.
14. Deloitte University Press, Intelligent
automation: A new era of innovation,
January 22, 2014, http://dupress.com/
articles/intelligent-automation-a-new-eraof-innovation/, accessed October 23, 2014.
6. Mark Prigg, Google Glass for war: The US

military funded smart helmet that can beam
information to soldiers on the battlefield,
DailyMail, May 27, 2014, http://www.dailymail.
co.uk/sciencetech/article-2640869/Googleglass-war-US-military-reveals-augmentedreality-soldiers.html#ixzz3OLyXMeYx,
109
IT worker of the future

A new breed
Scarcity of technical talent is a significant concern across many

industries, with some organizations facing talent gaps along multiple
fronts. The legacy-skilled workforce is retiring, and organizations
are scrambling for needed skills in the latest emerging, disruptive
technologies. To tackle these challenges, companies will likely need
to cultivate a new speciesthe IT worker of the futurewith habits,
incentives, and skills that are inherently different from those in
play today.
ROAD demographic and generational

stereotypes often move to front and center
when talk turns to employment trends and
workforce motivation. Indeed, macro-level
trends, including the aging workforce, will
likely have an impact on the IT workforce
of the future. By 2025, for example, it is
anticipated that 75 percent of employees will
fall under the Millennial bannerthose
born after 1983.1 By 2020, retiring Baby
Boomers are expected to leave 31 million
positions open.2 Gender inequality continues
to plague the technology fieldonly 30
percent of technology positions are currently
filled by women.3 Even though the number of
STEM (science, technology, engineering, and
mathematics) graduates has increased by some
100,000 during the past decade, more than half
of these graduates dont practice their STEM
craft for a living. The trends have led the US
Bureau of Labor Statistics to predict that one
million US programming jobs will go unfilled
by 2020.4
Although these patterns are important, they
are only part of the story.
The new tech frontier

A handful of recent developments are
having a dramatic impact on todays IT
workers. The pace of technological change
has been the subject of our annual Technology
Trends report since its inception. With each
new topic comes the need for education and
new capabilities. The needs, however, are
straining formal learning methods and the
ability to maintain relevant curricula in such a
dynamic landscape.
Moreover, traditional credentials may
not apply in this new world. Certifications
and years of experience are irrelevant in
nascent technologies. Accomplishments
and hands-on capabilities, which may or
may not be developed through traditional
employment or academic avenues, may well
trump credentials. A demonstrated propensity
for and ability to learn new skills may become
as important as ones existing knowledge base.
Most leading organizations will likely create a
culture that supports and rewards continuous
learning and helps direct IT employees toward
emerging trends.
111
At the same time, exposure to and comfort

with technology is reaching unprecedented
levels, regardless of age, geography, or
education level.5 The ubiquity of low- or
no-cost technology coupled with a growing
entrepreneurial spirit has given rise to the
maker movement.6 The movement encourages
hands-on learning with not just software
development, but the blending of coding with
hardware and hard science. One byproduct
of the movement is The Raspberry Pi, a credit
card-sized, all-in-one computer that sells for
$35 and teaches newcomers programming
and product engineering, including the use of
sensors, robotics, and other hardware add-ons.
The maker movement encourages tinkering,
experimentation, and prototyping, ideally in
disciplines adjacent to workers day-to-day
responsibilities. Commercial successes from
the movement include the Pebble Smartwatch,
MakerBots 3D printer, and Oculus Rifts
VR headset.
But democratized innovation isnt just
the domain of start-ups and incubators. Its
also just as important to the war for talent as
it is to the war for growth. Deloittes annual
Millennial Survey found that a companys
reputation for fostering innovation is the single
most important factor driving Millennials
employment decisions: It is a high priority
for 78 percent of all global respondents, and
for more than 90 percent of respondents in
emerging markets such as China and India.7
Finally, the very nature of employment is
changing. Despite a few high-profile bans on
working from home by companies such as
Yahoo,8 companies are increasingly providing
virtual work arrangements that stress flexibility
over traditional incentives. And a recent
survey found that 53 percent of IT workers
would take a 7.9 percent pay cut in exchange
for the ability to work remotely.9 Technology
such as virtual whiteboards, mobile robots, and
video capability built into messaging platforms
connect team members who may be continents
apart. The adoption of crowdsourcing is rising
112
for both those participating in crowd labor

pools and enterprises looking to the crowd for
dynamic, scalable resources. Jobs can be taskoriented, tapping local or global pools of vetted
talent to handle simple, sometimes menial
work. Or they can focus on highly specialized
areas such as software engineering, data
science, creative design, or even management
consulting.10 A Bersin & Associates11 study
found that more than 32 percent of positions
were either part-time or contract-based. A
growing number of these positions are being
filled via crowdsourcing platforms such as
GigWalk, Freelancer, oDesk, Kaggle, Tongal,
and others.12
Design as a discipline
Design lies at the heart of the IT worker
of the future. The emphasis on design may
require new skill sets for the extended
IT teamwhich may include graphic
designers, user experience engineers, cultural
anthropologists, and behavioral psychologists.
IT leaders should add an A for fine arts to
the science, technology, engineering, and
math charterSTEAM, not STEM. Designing
engaging solutions requires creative talent;
creativity is also critical in ideationhelping
to create a vision of reimagined work, or to
develop disruptive technologies deployed via
storyboards, user journeys, wire frames, or
persona maps. Some organizations have gone
so far as to hire science fiction writers to help
imagine and explain moonshot thinking.13
Design can also underpin more agile,
responsive techniques in IT management and
delivery by instilling a culture focused on
usabilitynot just concentrating on the look
and feel of the user interface, but addressing
the underlying architectural layers. Design
can rally Dev and Ops around a shared vision
of improved end-to-end design and enduser experienceresponsiveness, reliability,
scalability, security, and maintainability
in streamlined and automated build and
run capabilities.
STEM occupations in high demand: 20122022 projected growtha

The increasing demand for science, technology engineering, and math (STEM) workers underlines their growing
importance for the businessbetween 2009 and 2012, the ratio of general job seekers to online job postings was 3.8
to 1; for STEM workers, it was 1 to 1.9.b In addition, the Bureau of Labor Statistics projected STEM jobs would grow at
a rate of 17 percent between 20082018, with non-STEM jobs at 9.8 percent.c
Computer
systems
analysts
App
developers
Systems
developers
Computer
user support
specialists
Information
security
analysts
growth rate
growth rate
growth rate
growth rate
growth rate
20%
20%
employment
employment
25%
23%
employment
employment
752,900
648,400
37%
employment
658,500
487,800
102,500
2012
2022
2012
2022
2012
2022
2012
2022
2012
2022
STEAM: Adding arts skill sets to the IT team

The new IT worker is technical, functional, client-ready, and creative, and may have non-traditional skills.
behavioral
psychologist
graphic
designer
user experience
engineer
science fiction
writer
artist
cultural
anthropologist
Sources: a Dennis Vilorio, STEM 101: Intro to tomorrows jobs, Occupational Outlook Quarterly, spring 2014, http://www.bls.gov/careeroutlook/
2014/spring/art01.pdf, accessed January 13, 2015. b Change the Equation, What are your states STEM vital signs?, July 2013,
http://changetheequation.org/sites/default/files/About%20Vital%20Signs.pdf, accessed January 13, 2015. c United States Department
of Commerce, The state of our unions 21st century workforce, February 6, 2012, http://www.commerce.gov/blog/2012/02/06/
state-our-union%E2%80%99s-21st-century-workforce, accessed January 13, 2015.
113
Bringing it home
Many IT organizations are improving their
ability to sense and respond to emerging trends
and modernize legacy systems and delivery
models. Really understanding your workforce
is important: Who do you have, what skills do
they bring, and are they sufficiently forwardthinking in their use of technology to lead
your organization in innovation? Consider
the future IT workers new skill sets and
behaviors. A tactical example is the recent
bring your own device trend. Seventy percent
of Millennials admit to bringing their own
applications from outside their enterprise to
support their work14a trend that will likely
only grow as more cloud, mobile, and analytics
offerings target the workplace. Organizations
need to set policies that guide, govern, and
support workers evolving adoption of external
devices, applications, data, and collaboration.
114
Cross-pollinating teams with both the

young and old helps new hires gain practical
experience with legacy systems and encourages
established employees to broaden their skill
sets into new areas. Isolated, commoditized
skills will likely be outsourced or automated
over time through machine learning, artificial
intelligence, and advanced robotics that
replace blue-collar, white-collar, and so-called
professional jobs.15 With this shift, coders,
architects, and engineers become even more
important, and multiskilled players with deep
institutional knowledge will continue to be
critical. Identify, nurture, and seed the new
breed, and introduce change team by team,
project by project.
Spend your energy attracting, challenging,
and rewarding the right kind of talent instead
of succumbing to legacy organizational
constructs that are no longer relevantunleash
the IT worker of the future on your business.

Insuring the future
AIG realizes that, in todays continually
evolving digital era, leading IT organizations
need to balance supporting the businesss
current operations with bringing in new
perspectives and emerging technologies.
Striking that balance means working and
learning differently and fostering a nextgeneration workforce that can manage the old
and new.
Mark DeBenedictus, SVP and head of
AIG Global Services (AIGGS), is launching
a program to do just that: the Technology
Career Acceleration Program (TCAP). The
program targets high-potential undergraduates
by providing career development and
personal growth through a non-traditional IT
experience. The first program of its kind within
AIG, TCAP has the goal of attracting young
talent, teaching them the business, and creating
a powerful learning and discovery opportunity.
The 28-month program identifies potential
participants through the companys campus
hiring and internship programs. TCAP then
exposes participants to traditional internal
and vendor-led training, self-paced e-learning,
group assignments, simulation exercises, and
multiple rotations to provide exposure to both
the business units and IT. DeBenedictus goal is
to provide a program where learning is broad
and deep, and where hands on development
is emphasized over classroom training.
Working in cohorts, program members
are challenged to develop their skills and
knowledge every day through real-world
experiences and structured coaching. To make
the coaching effective, TCAP brings together
individuals from across the organization,
including AIGGS leadership, human resources,
program advisors, technical capability leads,
and peer-level buddies. Participants also gain
valuable exposure to company leaders.
Since TCAP participants work side by

side with experienced AIGGS employees, the
program also benefits the current workforce,
an integral goal of the effort. TCAPs
predominantly Millennial demographic
acts as a kernel for change that injects
new knowledge and work styles into the
organization, which gives experienced
employees the opportunity to refresh their
skills and explore new technologiesfrom
social media and collaboration tools to cloud
and wearable devices.
DeBenedictus understands that, when
adopting new technologies, businesses can
rarely afford to build all new systems and
completely retire the old. IT organizations
often must support a mix of legacy and
new technologies. The TCAP program is
designed to help AIGGS become a leading IT
organization that can do both and that is also
equipped to adapt to things that havent even
been foreseen yet. The first cohort of AIGGSs
TCAP program launches in 2015setting
the foundation for AIGs IT workforce of
the future.
Evolving the federal foundation

The United States General Services
Administration (GSA) was created in 1949
when six agencies were consolidated into one
large organization tasked with streamlining the
administrative work of the federal government.
Years of increasing responsibilities and
expansion have resulted in an organization
that is divided into bureaus and regions,
each with its own leadership, infrastructure,
and processes. GSA leaders recognize that,
for the agency to fulfill its mission in the
21st century, it will need to operate more
efficiently. Achieving this goal will likely
require rethinking how GSA employees are
organized, how they work and serve their
115
customers, and, equally as important, how

the GSA IT organization can support new
operational strategies.
On the technology front, Sonny Hashmi,
GSAs CIO, developed a roadmap of seemingly
minor investments that formed a new
precedent for consolidation, standardization,
and enhanced usability. Instead of attempting
a sweeping overhaul, Hashmi focused on
initiatives IT could spearhead, often in hightouch commodity areas. Email, document
management, and collaboration suite projects
yielded early wins. Many of these projects
tapped cloud-based solutions that improved
the user experience while also reducing cost
and complexity. They also helped create a
new technology environmentone driven by
innovation and collaborationthat Hashmi
now leverages to cultivate IT workers of the
future. The agency proved to be an early
adopter of cloud, open source, digital, and
agile developmenthelping to lead the way
for emerging technology adoption in the US
federal government.
This groundwork is important as the GSA
continues to modernize its IT footprint. A
massive application modernization initiative,
which includes a tenfold rationalization of
more than 1,000 applications, is currently
underway. Simplifying the core in this way
frees resources that can be directed toward
innovation and emerging technologies.
Hashmi is also investing in retraining and
reinvigorating the talent pool, preparing his
people for not just new tactical skills, but a
new paradigm change in how IT is delivered.
GSA IT teams now sit side by side with
their internal customers, leveraging open
platforms to iterate quickly. They use DevOps,
UX, and cloud computing to build new
capabilities that complement tried-andtrue processes. The GSA has also begun
transforming its office facilities by knocking
down walls, eliminating assigned seating, and
creating open meeting rooms. Rethinking the
organizations workspace approach has led to
116
increased flexibility, agile work techniques,

and cross-team collaboration. Using mobile
technologies, workers can now connect
to critical systems from anywhere at any
time. This capability paid dividends during
Hurricane Sandy, where field workers stayed
operative wherever they could find an Internet
connectionhotel lobbies, office parks, or
public shopping centers. Hashmi also helped
create a digital services agency called 18Fan
internal innovation hubwhich is composed
of Presidential Innovation Fellows.
Finally, Hashmi is changing the GSAs
approach to recruiting and hiring IT talent.
Hashmi has had success recruiting former
Silicon Valley players with the skills and
experience needed to solve some of the
governments toughest problems. His team now
includes a dozen Silicon Valley technologists
who are excited by the challenge, the potential
impact, and the spirit of civic duty they find in
their new roles.
Reorienting the IT organization

Deloitte LLPs information technology
services (ITS) organization provides and
maintains the infrastructure needed to
support Deloittes network of roughly 210,000
professionals. This global footprint comprises a
wide range of applications consumed via a mix
of corporate and employee-owned devices.
Over the last five years, Deloitte, like
many of its clients, has been impacted by
numerous technology trends, including the
consumerization of IT, rising mobile adoption,
cloud, and big data, among others. The rapid
pace of technological change brought about by
these trends has challenged ITS to transform
its organization and operational models in
ways that can help streamline and accelerate
development projects. On the process side,
this has meant adopting agile development
techniques in which large investment programs
are divided into small and mid-size releases,
allowing small teams to work iteratively in
Tech Trends 201
short sprints, making it easier to accommodate

in-process design changes based on real-time
feedback from customers and end users.
Though more traditional waterfall techniques
remain useful for some legacy projects and
maintenance, ITS now approaches new
initiatives from a Why not agile? perspective.
ITS has also shifted its resource mix
from predominantly onshore resources,
formerly organized in competency-based
Centers of Excellence (CoE) and multitasking
across multiple projects, to a new model
in which teams of external, onshore, and
offshore resources collaborate closely within
autonomous delivery unitsa studio model.
Along with adopting the studio model, ITS
has also altered its approach to recruiting new
talent. Traditionally, fluency in English was a
requirement for most offshore development
roles, which limited the pool of potential
candidates. In the studio model, only a small
offshore mirror studio teamwhich regularly
communicates with the onshore delivery
management studio teamneeds English
proficiency. This frees ITS to hire leading
candidates for specialized work, regardless of
their language skills.
Additionally, ITS has begun hiring
employees who bring more to the job than
just technical degrees and IT experience.
Prospective candidates are now expected to
possess three primary traits that can help

teams create more user-centric designs: a focus
on empathy, intellectual curiosity, and mastery
of a particular craft (whatever that may be).
Recent hires now come from a broad variety
of backgrounds spanning 12 nationalities,
22 degrees, and dozens of majors, including
computer science, information systems,
graphic design, psychology, anthropology, art
history, and sociology. Moreover, ITS now
trains employees in non-traditional subjects,
including the art of empathy and designing
from a user-centric point of view, to better
align with the design studio methodology. The
result is a multidisciplinary team that blends
creative, user experience, engineering, and
functional knowledge to enhance creativity
and innovation. Focusing on the end-user
experience, the onshore studio teams conducts
research and brainstorming to gain a deep
understanding of customer needs, talks to end
users to better understand their behaviors and
motivations, looks at processes from end to
end, understands the data involved, and seeks
inspiration from existing paradigms in the
external world.
Post-reorganization, on-time project
delivery has risen from less than 70 percent to
94 percent, with corresponding increases in
user adoption and engagement, and overall ITS
organizational satisfaction.
117
My take
Michael Keller, EVP and chief information officer,
Nationwide Mutual Insurance Company
An important part of Nationwides IT strategy is to
become a learning-driven organization that anticipates
and adapts to changes in business demand and
technology trends. We know that the incredible pace
of technology change means we need to rethink
traditional, incremental approaches to workforce
development and planning. Were committed to
keeping an internal competency in IT, and we realize
that the size and skill sets of our IT workforce will be
substantially different in the future. To get from here
to there, were evaluating a variety of approaches,
including how we recruit and train employees,
manage suppliers, and form vendor alliances.
Nationwide IT has teamed with our
companys human resources and sourcing
and supplier management groups to
take a fresh look at workforce needs,
organizational optimization, and
associate readiness for change.
Together, we are working to
better understand our workforce
acquisition process and the way
we deploy internal and external
resources. Our goal is to become
more efficient at measuring the
success of our vendor partners and
to develop support mechanisms that
help associates and leaders strengthen
their roles in the change process. With
the engagement and involvement of
our associates, we are focusing on career
development opportunities. As a result of many of
these efforts, we are experiencing higher retention,
productivity, and loyalty. Its a two-way street that
works for both our associates and Nationwide. Its
about a commitment to our peoplewhich is a core
value for our organization.
Technology trends are creating significant changes in
the way IT associates approach their jobs. For example,
our move from custom-developed applications to
package and SaaS-based solutions changes the way
our application development teams work. Similarly,
118
the move from traditional server-storage-network

infrastructures to highly virtualized, standardized, and
automated cloud infrastructures is altering the way
Nationwides infrastructure teams design and support
our technology towers.
Planning ahead will smooth the change for both
the company and our associates. We identified the
future skill mix needed in our nine IT professions,
which are organized around technology domains
such as architecture, application development, and
project management. By understanding future IT
needs and skills, we can create a roadmap, plan for
the change, and educate our associates. Our leaders
are refreshing career guides, leading formal training,
facilitating lunch-and-learn sessions, and creating onthe-job opportunities. We also are exploring external
opportunities to augment experiences and accelerate
the ramp-up.
Making Nationwide a learning organization is
central to creating the IT worker of the future. We
are fostering the idea that learning is both an
organizational and individual mandate. Hiring great
people and giving them the right tools for lifelong
learning is important, so we are developing a
multifaceted learning approach that targets real-time
learning across IT disciplines and keeps pace with
technology change.
Managing talent needs isnt restricted to within the
four walls of Nationwide. Here in Columbus, Ohio, I
serve on the board of Columbus 2020, a non-profit
partnership that brings together leaders from local
businesses, academic institutions, and government
entities to drive economic development. We are
working together through the formation of the
Columbus Collaboratory to increase the pipeline of
talent in central Ohio and develop the skills of our
current workforce in areas like cyber security and big
data analytics. While there are many innovative ways
to close IT talent gaps, it is critical to begin with a clear
picture of your future IT workforce needs.
Cyber implications
ECHNOLOGY has entered an era of usability, openness, and convenience. End users expect
solutions to be simple, intuitive, and easy to use, not just for the IT worker of the future, but for the
entire workplace of the future.
At the same time, the stakes around cyber security and data privacy continue to increase, making
cyber risk management a strategic priority across industries. Yet traditional techniques like complex
passwords, containers, key fob two-factor authentication, and CAPTCHA verification can interrupt the
end-user journey. Frustrated users may look for shortcuts or alternative means for carrying out their
business. In doing so, they often bypass controls and introduce new vulnerabilities. Security protocols
can only be effective if users follow them.
Therefore, it is critical to balance the need for security with a focus on user experience (UX) by
creating a well-integrated, unobtrusive risk framework that is anchored around the end users journey.
Superior user experiences will have security attributes so tightly integrated that they are barely
noticeable; they can quietly and unobtrusively guide users toward more vigilant and resilient behaviors.
For example, technical advances in fingerprint authentication, facial recognition, and voice detection
embedded into commonly used consumer devices make it possible to protect without sacrificing user
interface flows.
This marriage of UX and cyber risk management has a dark side. New threat vectors target
weaknesses of specific personas within your employee basespoofing alerts to update mobile apps
with malicious proxies or corrupted links posing as social media interactions. The response cannot
just be more usable, intuitive, risk-managed systemseducation and awareness are critical. Arm your
employees with not only the what, but the why and the so what. Beyond enforcing compliance,
make cyber risk management a strategic organizational pillar and a shared cultural concern embedded
across solution life cycles and operational processes. A broader enterprise governance structure can help,
communicating the intent and importance of cyber security measures. Your employees should be taught
how to identify and handle risk, not just how to comply with the minutiae of policies and controls.
The combination of cyber-aware user experiences and education programs can elevate security and
privacy beyond being reactive and defensive. And IT workers arent just end users. They are also the
creators and managers of the systems and platforms that drive the business. Cyber security and privacy
should be tightly integrated into how software is delivered, how systems are maintained, and how
business processes are executed. As new IT organizational and delivery models emerge, build muscle
memory around modern approaches to security and privacy. The IT workers of the future can become
the new front and back line of defenseinformed, equipped, and empowered.
119
Where do you start?
HANGE can be hard in any organization.

For IT, balancing the demands of
tomorrow with the realities of today can be
daunting, especially given the care and feeding
needed for the existing IT footprint at the core
of the business. Describing the IT worker of
the future may not be easy, but driving the
organizational change needed to realize that
vision can seem impossible. Below are some
ways to embark on the process.
Find your leaders. Establishing a culture
where the IT worker of the future can thrive
starts at the top. What is the reputation
of the IT department in the business and
market at large? Are deep technologists
celebrated or commoditized? Role models
should be put into leadership positions
throughout the organizational chart and
measured partially by how they activate
communities around them. Hewing to
hierarchies and reporting channels is less
important than fostering connectivity,
education, and growth anchored in the
creative, design, and technical skills central
to your strategy.
Recruit differently. Externships can
put candidates quickly to work through
speed dating versions of internships.
They can also be used to vet the transfer
of individuals within and across your
organizationa try before you decide
method that allows both parties to
understand aptitude, fit, and interest.
Similarly, some companies are hosting
internal and external hackathons, dayor weekend-long competitions where
participants rapidly explore, prototype,
and demo ideas. Hackathons are no longer
exclusively the domain of the tech-savvy
startup or tech giant; state and municipal
governments, as well as established
120
companies such as 7-Eleven, Aetna, and

Walgreens, are leveraging hackathons to
unlock innovation.16 Hiring decisions can
be based on demonstrated results instead of
on resume depth and the ability to navigate
a round of interviews. Finally, consider
training employees with no technical
background38 percent of recruiters
are actively doing so to fill IT positions.17
Graphic designers, artists, cultural
anthropologists, behavioral psychologists,
and other backgrounds are fantastic
building blocks for user experience, mobile,
data science, and other desperately needed
skills. Adding A to the STEM priorities
can be a key differentiator, especially as
design rises as an important discipline
needed in IT departments.18
Industrialize innovation. Harness the
energy of your people in previously
untapped ways to give them an outlet and
vehicle for exploring new and exciting
skills. Not every organization can afford
to give employees open-ended time for
continuous innovation, as do Google19 and
Netflix.20 However, companies should have
a mechanism for submitting, exploring,
and potentially developing new ideas. From
ongoing idea competitions to marketplaces
that match interest and need around
new technical skills, enterprises should
encourage people to grow and find ways to
put their passion to work.
Embrace virtual. Create a culture and
provide tools that allow and support
remote workers. Given the global nature of
many teams, productivity, collaboration,
and communication tools are essential.
Companies should provide them to
full- and part-time employees as well as
selected third parties for specific durations.
To retain institutional experience,

organizations should consider contract
arrangements for aging employees that offer
part-time packages at lower compensation
and benefits.
Outside in. To achieve positive results,
organizations will likely need to participate
in external talent ecosystems. Define
a crowdsourcing strategy that guides
the usage of crowd platforms to solve
your organizations problems, and give
employees permission to participate in
crowd contests, on the job or off the clock.
Incubators and start-up collaboration
spaces are looking for corporate sponsors;
they provide a chance to co-locate workers
with inventors and entrepreneurs exploring
new ground. Institutions such as Singularity
University and the MIT Media Lab offer
education programs and opportunities to
collaborate with leading researchers in areas
like advanced manufacturing, artificial
intelligence, medicine, social computing,
and big data. Deliberately seek out briefings
and ideation sessions with your vendor and
partner community to harness software,
hardware, system integrator, and business
partner thinking and research.
Light your talent beacon. Your own people

are critical to attracting the IT workers of
the future. Seventy percent of Millennials
learn about job opportunities from friends;
89 percent of software engineers are
staying put, having applied for fewer than
two jobs in the past five years.21 Leading
organizations need to be a net importer of
talent, and the front lines start with their
people. Communicate your vision for the
organization, commit to the talent strategy,
and invest in incentives to drive retention
and referrals.
Transform HR. Not an insignificant task.
Not every employee is being hired to
retire, and the future worker of IT (and
workers in other departments) will likely
need a different set of services, support,
and development than they receive today.
HR can become a competitive weapon in
the war for talent by shortening the time
needed to develop the IT worker of the
future.22 HR may need to be overhauled
along with your IT organization by
shifting its focus from people and policy
administration to talent attraction and
development. HR transformation initiatives
should consider the IT worker of the
futurenot just the existing employee base.
121
Bottom line
HE IT worker can be the bedrock of an organizations ability to compete in this era of

exponential technologies. But beyond rhetorical remarks about talent scarcity, few organizations
are investing in attracting, retaining, and developing their organizational capabilities. And while
companies will secure commoditized skills through the most efficient means, innovation and growth
will depend on workers with the skills and the vision needed to reimagine the art of the possible
within the bounds of existing constraints such as the realities of existing systems and data and a
limited understanding of emerging, cross-discipline technologies. While future technologies may
not exist today, the need is clear, the potential is immense, and the time is now to start retooling your
people to be the IT workers of the future.
Authors
Catherine Bannister, director, Deloitte Consulting LLP
Bannister is a director in Deloitte Consulting LLP with 20 years of experience

delivering technology solutions to public sector clients. She is the chief
talent officer for the Technology service area, with leadership responsibilities
for 18,000 consultants in the United States, India, and Mexico. Bannister
demonstrates her passion for the professional growth of talent through her
leadership and delivery of innovative learning programs and her commitment
to developing the worlds best leaders.
Judy Pennington, director, Deloitte Consulting LLP
Pennington is a director in Deloitte Consulting LLPs Human Capital practice

with over 25 years of experience working at the intersection of people and
technology. She helps IT clients assess their operating model, organization
structure, processes, and workforce, helping them design solutions to increase
efficiency and employee engagement. She focuses on IT talent management
strategy/implementation, workforce planning, IT governance, organization
structure/strategy, learning strategy, and outsourcing.
John Stefanchik, principal, Deloitte Consulting LLP
Stefanchik is a principal with Deloitte Consulting LLP. As a technologist,

he assists clients in tackling complex custom development and integration
challenges. Stefanchik is the author of Deloittes custom development and agile
methodologies; he played the lead role in revamping metrics and tools for
the Systems Integration practice. Currently, he is helping to develop Deloittes
Innovation Product Ventures, which is Deloittes next generation of products
and hybrid services.
122
Endnotes
1. Dr. Tomas Chamorro-Premuzic, Why
Millennials want to work for themselves,
Fast Company, August 13, 2014, http://www.
fastcompany.com/3034268/the-future-ofwork/why-millennials-want-to-work-forthemselves, accessed November 10, 2014.
2. Allie Bidwell, Report: Economy will face
shortage of 5 million workers in 2020, U.S.
News and World Report, July 8, 2013, http://
www.usnews.com/news/articles/2013/07/08/report-economy-will-face-shortage-of-5-millionworkers-in-2020, accessed November 10, 2014.
3. Sohan Murthy, Revisiting gender
inequality in tech, LinkedIn Today,
July 8, 2014, https://www.linkedin.
com/pulse/article/2014070815110172012765-revisiting-gender-inequalityin-tech, accessed November 10, 2014.
4. Christopher Mims, Computer programming is a trade; lets act like it, Wall Street
Journal, August 3, 2014, http://online.wsj.
com/articles/computer-programmingis-a-trade-lets-act-like-it-1407109947,
5. Aaron Smith, U.S. views of technology and
the future, Pew Research Internet Project,
April 17, 2014, http://www.pewinternet.
org/2014/04/17/us-views-of-technologyand-the-future/, accessed November 10,
2014; Emerging nations embrace Internet, mobile technology, Pew Research
Global Attitudes Project, February 13, 2014,
http://www.pewglobal.org/2014/02/13/
emerging-nations-embrace-internet-mobiletechnology/, accessed November 10, 2014.
6. John Hagel, John Seely Brown, and Duleesha
Kulasooriya, A movement in the making,
Deloitte University Press, January 24, 2014,
http://dupress.com/articles/a-movement-inthe-making/, accessed November 10, 2014.
7. Deloitte, Big demands and high expectations:
The Deloitte Millennial SurveyExecutive
summary, January 2014, http://www2.deloitte.
com/content/dam/Deloitte/global/Documents/
About-Deloitte/gx-dttl-2014-millennial-survey-report.pdf, accessed November 10, 2014.
8. Julianne Pepitone, Marissa Mayer: Yahoos
can no longer work from home, CNN
Money, February 25, 2013, http://money.cnn.
com/2013/02/25/technology/yahoo-workfrom-home/, accessed November 10, 2014.
9. Michael Ventimiglia, Study: Tech employees

willing to take 7.9% pay cut to work from
home, GetVOIP, September 30, 2013, http://
getvoip.com/blog/2013/09/30/study-tech-employees-pay-cut, accessed November 10, 2014.
11. Deloitte Consulting LLP acquired
Bersin & Associates in January 2013.
12. Josh Bersin, Enter the virtual workforce: TaskRabbit and Gigwalk, Forbes,
April 14, 2012, http://www.forbes.com/
sites/joshbersin/2012/04/14/enter-thevirtual-workforce-taskrabbit-and-gigwalk/,
13. Rachael King, Lowes uses science fiction
to innovate, CIO Journal by The Wall Street
Journal, July 20, 2014, http://blogs.wsj.com/
cio/2014/07/20/lowes-uses-science-fictionto-innovate/, accessed November 10, 2014.
14. TrackVia, Rebels with a cause, 2014, http://
www.trackvia.com/overview/resources/
rebels-with-cause-millennials-lead-byodbyoa-trends/, accessed November 10, 2014.
15. James Bessen, Some predict computers will
produce a jobless future. Heres why theyre
wrong, Washington Post, February 18, 2014,
http://www.washingtonpost.com/blogs/theswitch/wp/2014/02/18/some-predict-computers-will-produce-a-jobless-future-heres-whytheyre-wrong/, accessed November 10, 2014.
16. See 7-Eleven, 7-Eleven turns to idea hub,
hackathon for new smartphone app capabilities, March 28, 2013, http://corp.7-eleven.
com/news/03-28-2013-7-eleven-turns-toidea-hub-hackathon-for-new-smartphoneapp-capabilities; Reed Smith, How to
advance health technology?, Social Health
Institute, December 15, 2011, http://www.
socialhealthinstitute.com/2011/12/how-toadvance-health-technology/; Walgreens,
hackathon, https://developer.walgreens.com/
blog-tag/hackathon, accessed January 10, 2015.
17. Lindsay Rothfield, How your company
can attract top tech talent, Mashable, June
28, 2014, http://mashable.com/2014/06/28/
attract-tech-talent-infographic/, accessed November 10, 2014.
123

21. Rothfield, How your company

can attract top tech talent.
19. Soren Kaplan, 6 ways to create a culture

of innovation, Fast Company, December 21, 2013, http://www.fastcodesign.
com/1672718/6-ways-to-create-a-culture-ofinnovation, accessed December 17, 2014.
22. Deloitte Consulting LLP, Global Human

Capital Trends 2014, 2014, http://dupress.
com/periodical/trends/global-human-capitaltrends-2014/, accessed November 10, 2014
20. Netflix, Freedom & responsibility culture

(version 1), June 30, 2011, http://www.
slideshare.net/reed2001/culture-2009,
124
125
Exponentials
Exponentials
Inspiring disruption
In our Technology Trends 2014 report,
we took a look at exponentials for the
first time. In collaboration with faculty at
Singularity University, a leading research
institutionbased in the heart of Silicon
Valley and whose founders include Cisco,
Google, and otherswe explored innovations
that are accelerating faster than the pace
of Moores law, that is, technologies whose
performance relative to cost (and size) doubles
every 12 to 18 months. The rapid growth of
exponentials has significant implications.
Powerful technologiesincluding quantum
computing, artificial intelligence (AI), robotics,
additive manufacturing, and synthetic or
industrial biologyare ushering in new and
disruptive competitive risks and opportunities
for enterprises that have historically enjoyed
dominant positions in their industries. In this
years Technology Trends report, we once again
discuss exponentials to build awareness and
share new knowledge about their trajectory
and potential impact.
Exponentials bring a whole new

meaning to an organizations
ecosystem strategy
There is significant hype surrounding
exponentials, and we caution organizations
not to pursue each exponential as the next new
shiny object. For corporate executives who
are crafting three- to five-year strategic plans,
such a narrow focus could overshadow the
broader issue: Significant change in industry
landscapes will likely need much more than
a technology strategy. The goal should be
as much about developing organizational
capabilities, particularly related to innovation
intent, to navigate the pace of change as
about understanding and determining the
implications of any individual breakthrough.
A totally new type of exponential
entrepreneur is emerging as exponentials
usher in new players and alter market
dynamics. The new breed is using
crowdsourcing, crowdfunding, and cloud
solutions to scale quickly. An army of
127
entrepreneurs enjoying diminishing barriers

to entry and with an appetite for taking on
significant risk pose new competition for
established organizations. At the same time,
they can provide new opportunities for market
partnerships and alliances. The disruption
theory of Singularity Universitys co-founder
Dr. Peter Diamandis is playing out across
industries: As technologies become digitized
and thus able to dematerialize existing
products and solutions, there is potential for
them to become democratized, which could
threaten the market positions and demonetize
the margins of existing players. Exponentials
are not solely the domain of research labs,
start-ups, and incubators. Indeed, large
global organizations can also harness these
forces with dramatic effect. But doing so may
likely require bold and imaginative thinking,
discipline, and a commitment to reshaping
business as usual.
Enough attention has been paid to
innovation to debunk myths of spontaneous,
breakthrough eureka moments. As Peter
Drucker famously said, Innovation is
work rather than genius.1 How do large
enterprises, agencies, and organizations invoke
and harness these forces? By establishing a
deliberate, measurable approach to identifying,
experimenting, and investing, while also
cultivating an environment for organic and
creative entrepreneurial-minded innovation.
Leading companies are crafting effective
innovation strategies that encompass four
dimensions: trend sensing, ecosystems,
experimentation, and edge scaling.
Trend sensing
In trend sensing, organizations find
ways to stay on top of new developments in
technology, and to identify and understand
the exponential forces and sustaining advances
128
affecting established fields. Establishing a

culture of curiosity and learning in your
organization helps, but it likely wont be
enough, considering the pace of change and
the complexity of emerging fields. To scope
and scan, or sense, and then participate in
emerging technology and business trends,
companies should consider several concurrent
approaches. First, companies should leverage
their existing set of partners, vendors, and
alliances in order to get the pulse of their
direct and closest collaborators. This can
include holding joint innovation workshops
to understand the variables directly impacting
a companys organization. This can help CIOs
and other strategists tap into new thinking
and their legacy partners roadmaps that can,
in turn, spur new ideas. This can also start the
process of collaboration within traditional
circles while identifying and launching leading
change agents.
In addition, many organizations are
establishing internal research and development
functions to explicitly monitor advances and
imagine impacts to the business. Scenario
planning techniques are then being used
to turn these due diligence and discovery
activities into potential real-life business
opportunities or threats. For example, one
retail company has hired science fiction
writers to explore the future of retail.2 Other
organizations have incorporated demos,
prototypes, and visual storyboards to bring
R&D-originated concepts to lifeusing show
instead of tell to break out of incremental
thinking. Some leading companies are also
forging new relationships and developing
a broader ecosystem with non-traditional
stakeholderssuch as start-ups, scientists,
incubators, venture investor communities,
academia, and research bodieswhich can
lead to a wide range of fresh perspectives.
Exponentials
Ecosystems
New relationships indicate shifting
ecosystemsthe communal networks in which
companies partner, compete, collaborate, grow,
and survive. Historically, many organizations
have created ecosystems characterized by
traditional relationshipsfor instance,
partnerships with long-standing vendors,
suppliers, and customers. Or they might
have forged alliances with complementary
organizations to collaborate on sales and
marketing efforts. With these partnerships
come well-established operating protocols
that foster consistency and predictability.
For example, long-standing supplier and
manufacturer ecosystems have been prewired
for efficiency, with little margin for error.
When innovation is linearly paced, these
ecosystems are effective. However, as the
pace of change from disruptive technologies
increases exponentially, traditional notions
of an ecosystem may need to be redefined
and, in many cases, flipped on their head.
The mind-set for new ecosystems should be
agile and adaptable instead of prewired and
static. For companies that are accustomed to
linear change but are planning for exponential
change, the requirements gap may prove to
be significant.
Consider an established automotive
manufacturer with an ecosystem evolved from,
and centered on, traditional manufacturing
techniques to produce consistent products
for a fairly constant set of customers. Then
suddenly, due to exponentials such as AI,
robotics, and sensors, the important parts of
the automobile shift from engine performance
to in-car technologies such as self-driving
controls and augmented reality infotainment
systems. Instead of manufacturing techniques,
on-board mini-supercomputers, analytics,

and customer experiences have become
competitive differentiators. At the same
time, crowdsourcing is disrupting the
consumer automobile market, for example,
through services such as Uber, Zipcar,
and Lyft. Combined, this perspective shift
will likely need to be accompanied by the
introduction of a new set of partners working
in collaboration with a companys existing
alliances and strategic partnersplayers from
relevant adjacencies such as a new breed of
entrepreneurs, start-ups, venture capitalists,
scientists, and engineers, that have not been
traditionally on an organizations radar.
Experimentation
In the third dimension, experimentation,
organizations rewire planning, funding, and
delivery models so they can explore new
concepts and ideas. Most large enterprises
have somewhat linear approaches to investing,
predicated on thorough business cases built
around concrete ROI and fixed timelines.
For an exponential organization, a culture
of critical mass experimentation should be
fostered and embedded into the process of
learning and growingfailing fast and cheap,
yet moving forward. Doblin3 has defined 10
distinct types of innovation, many oriented
around organizational structure, business
model, channel, or customer experience.4
Strategies include: Think beyond incremental
impacts. Moreover, dont constrain ideas
to new products and business offerings. In
early stages, forgo exhaustive business cases,
and focus instead on framing scenarios
around impact, feasibility, and risk. Consider
co-investment models for emerging concepts
that allow vendors and partners to more
collectively shoulder the risk.
129
THE EXPONENTIAL ORGANIZATION

Salim Ismail,
Founding executive director, Singularity University;
Lead author, Exponential Organizations: Why New Organizations Are Ten Times
Better, Faster, and Cheaper Than Yours (and What to Do About It)
A new technology that scales quickly from one to a million users has become a common and
straightforward phenomenon. Scaling an organization at exponential speed, however, is quite another
matter. Organizational growth is usually linearincremental and slow. In recent years, however, a new
breed of exponential organizations (ExOs) such as Waze and WhatsApp have experienced dramatic growth
trajectories and achieved multibillion-dollar valuations in just a few years.5
Unlike traditional businesses that combine assets and workforces within organizational boundaries and sell
access to it, ExOs leverage the world around them, such as other peoples cars and spare rooms. In our
benchmarks, they outperform their competitors at least tenfold. A traditional consumer product company,
for example, takes an average of 300 days to move a product from idea to store shelves. Quirky, an ExO
that crowdsources new product ideas, can move products through the same process in 29 days.6
Most of the key drivers of this new breed of ExOs can be boiled down to two acronyms: SCALE and IDEAS.
SCALE comprises the external mechanisms that ExOs use to fuel their growth:
Staff on demand: ExOs leverage external resources instead of maintaining large employee bases.
Community and crowd: ExOs build and join communities to achieve rapid scale.
Algorithms: As the world turns to big data, ExOs excel in the use of algorithms and machine learning.
Leased assets: ExOs access or rent assets to stay nimble. For example, Lyft doesnt own its cars.
Engagement: Techniques such as gamification and incentive prizes are core to ExOs ability to quickly
engage markets.
IDEAS comprises the internal control mechanisms that ExOs use to increase their organizational velocity:
Interfaces: ExOs configure interfaces for their external constituents. Uber, for example, has its own
system to manage its drivers.
Dashboards: To track and monitor performance, ExOs use real-time metrics and performance-tracking
techniques like the Objectives and Key Results methodology.
Experimentation: ExOs use approaches such as lean production for rapid experimentation and process
improvements through fast feedback loops.
Autonomy: ExOs are extremely flat organizations, sometimes with no management layers.
Social: File sharing and activity streams drive real-time, zero-latency conversations across
the organization.
There are currently between 60 and 80 ExOs that are delivering extraordinary results.7 Their rapid rise
portends a new way of how businesses may be built and operate in the future. Established enterprises
should consider these changes sooner rather than later.
130
Exponentials
Figure 1. Design principles
design principles
Focus
Maximize
upside
potential.
levers
Leverage
Minimize the
investment
required.
Accelerate
Compress
lead times.
Start
Organize
Amplify
Perform
How do
you start?
How do you
mobilize the
right resources?
How do you
use disruption
to grow?
How do you
measure success
to improve?
focus on edges,
and not the core,
to find a potential
initiative that can
transform the
business.
staff for passion

before skills to
enable change
with driven
individuals.
break the
dependency on
core IT to enhance
the ability to grow
with minimal
investments.
embrace double
standards to track
metrics that are
meaningful
to the core and
the edge.
look externally,
not internally to
avoid internal
obstacles.
starve the edge

to drive discipline
and creativity.
mobilize the
passionate
outside the firm
to leverage
external expertise.
measure
progress of the
ecosystem to
benchmark
effectiveness.
learn faster to
move faster to
develop a constant
feedback loop
that accelerates
learning.
reflect more
to move faster
to progress new
thinking through
a faster iteration
cycle.
move from dating

to relationships
to encourage
collaboration
amongst the
ecosystem.
focus on
trajectory, not
position, to
evaluate the rate
of learning and
improvement.
Source: Deloitte Development LLP, Scaling edges: A pragmatic pathway to broad internal change, 2012.
Scaling edges
Enterprises should learn to scale at the
edge. Even if they are conscious of looming
disruptive forces, linear biases may cause
company executives to underestimate
exponentials pace of change. In the early years,
exponentials have little discernible impact.
Their positive effect will likely be dwarfed by
the impact of incremental changes to existing
forces. Core businesses will likely continue
to require care and feeding, even if they are
under threat of longer-term disruption. On
top of that, executives who attempt large-scale
internal change and transformation may face a
great wall of resistance. John Seely Brown and

John Hagel have conducted extensive research
on achieving innovation at an institutional
level.8 Their recommendation is to establish
new teams on the fringes, or edges, of the
organization to foster exponential innovation.9
Design principles and strategic levers for the
full life cycle of scaling edges are described in
figure 1.
Exponentials will continue to change
the landscape for many industries in the
next decade. Beyond understanding the
technologies coming online, organizations
particularly those that have been evolving
131
more linearlyneed to understand the broader

context of their industries, markets, and
business models.
A continuum exists across sectors
and geographies. On one extreme is the
unprecedented opportunity for innovation
and growth, as work is being reshaped,
customers are being engaged with different
technologies, and competitive fabrics are being
reimagined. On the other lies the existential
threat of disruption. These are conditions in
which start-ups and entrepreneurial market
makers can thrive. Large enterprises that have
historically dominated their industries can also
thrive in these conditions, but it is necessary to
recognize the opportunities at hand (and their
potential impacts), take deliberate action, and
evolve into exponential organizations.
In this report, we provide a highlevel introduction to six exponentials:
artificial intelligence, robotics, additive
132
manufacturing, quantum computing,

industrial biology, and cyber security. Each
exponential is being propelled by significant
investments and research across the public and
private sectors. Our goal is to drive awareness
by providing a snapshot of what each is, why
it matters, and where it is going. Executives
should consider how to embrace exponentials
to innovate and disrupt their enterprises,
agencies, and organizationsbefore they
themselves are disrupted. Exponentials are
deceptive by nature, as the doubling effect
seems relatively minute in the early phases, but
then the impact appears quite abruptly and
powerfully, as the larger doublings double. By
taking a more proactive stance on innovation
as an organizational competency, companies
have an opportunity to better understand and
harness exponentials as building blocks so as
not to be caught unawareor unprepared.
Exponentials
Artificial intelligence
Although artificial intelligence (AI) may
still conjure up futuristic visions of cyborgs
and androids, it is becoming embedded in
everyday life, and supporting significant
strides in everything from medical systems
to transportation. AI is augmenting human
intelligenceenabling individual and group
decision makers to utilize torrents of data in
evidence-based decisions.
Since the first AI meeting in 1956, the field
has developed along three vectors. The first,
machine learning, emulates the brains ability
to identify patterns. The second, knowledge
engineering, seeks to utilize expert knowledge
in narrow domain and task-specific problem
solving. Reverse engineering of the brain is the
third. Tools such as electroencephalograms
(EEGs) and functional magnetic resonance
imaging are used to identify what parts of the
brain perform specialized tasks. Researchers
then attempt to replicate those tasks in
software and hardware using similar principles
of operation.
Although IBMs Watson has captured
much of the AI attention, it is not the only
recent breakthrough. In 2011, for example,
the DARPA-sponsored Synapse program
developed a neuromorphic, or cognitive
computing, chip that replicates some neural
processes with 262,000 programmable
synapses. In 2014, IBM announced the
True North architecture for neuromorphic
computing and a chip that has 256 million
configurable synapses and uses less power than
a hearing aid. These chips could eventually
outperform todays supercomputers. They also
represent a dramatic increase in the processing
power of a low-power chip and a significant
shift in the architecture that can support AI.
The Deep Learning algorithm is a powerful
general-purpose form of machine learning
that is moving into the mainstream. It uses
a variant of neural networks to perform
high-level abstractions such as voice or

image pattern recognition. Pioneered in
2006 by Geoffrey Hinton, a professor at
the University of Toronto and researcher at
Google, Deep Learning is proving its metal
across a diverse spectrum of challengesfrom
new drug development to translating human
conversations from English to Chinese. Google
is using Deep Learning with its Android phone
to recognize voice commands and on its social
network to identify and tag images. Facebook
is exploring Deep Learning as a means to
target ads and identify faces and objects.
A company called Deep Mind that was
acquired by Google recently announced a
Neural Turing Machine. This computing
architecture utilizes a form of recurrent neural
networks that can do end-to-end processing
from a sensory perception data stream to
interpretation and action. This system has
been used to learn games from scratch, and
in some cases has demonstrated better-thanhuman-level performance.
AI is expected to impact the world of
work significantly. It can augment humans
in complex work requiring creativity and
judgment, and likely will increasingly
substitute for routine labor. We are beginning
to see task assistants and associate systems
that, with the right interface, allow humans to
delegate work to a computer.
Authored in collaboration with Neil
Jacobstein, Artificial Intelligence & Robotics
co-chair, Singularity University
In addition to Jacobsteins role at
Singularity University, he is a distinguished
visiting scholar in the Stanford University
Media X Program and chairman of the
Institute for Molecular Manufacturing.
Jacobstein has served as a technical
consultant on AI research and development
for a variety of industry, nonprofit, and
government organizations.
133
Robotics
Although mankind has been seeking to
create mechanical devices that can perform
simple and complex tasks for millennia, AI and
exponential improvements in technology are
bringing what were once futuristic visions into
the mainstream of business and society.
Replacing menial tasks was the first
foray, and many organizations introduced
robotics into their assembly line, warehouse,
and cargo bay operations. Since those initial
efforts, the use of robotics has been marching
steadily forward. Amazon, for example, has
largely automated its fulfillment centers,
with robots picking, packing, and shipping
products in more than 18 million square feet
of warehouses.10 Traditional knowledge work is
the next frontier, and real-time gathering and
interpretation of data is likely to be replaced by
machines. Essentially, almost every job will be
affected by robotics at some point.
Robotics replacing existing jobs, however,
is only part of the picture. The International
Federation of Robotics estimates that these
devices will create between 900,000 and 1.5
million new jobs between 2012 and 2016.
Between 2017 and 2020, the use of robotics
will generate as many as 2 million additional
positions.11 A major factor in roboticsdriven job growth is the simple fact that the
combination of humans and machines can
often produce better results than can either on
their own.
An example is the 2009 emergency landing
of a US Airways jet in the Hudson River.
Confronted with complete engine failure, the
pilot had to assess several risky options ranging
from gliding to a nearby airstrip to landing in
the river. AI could fly the plane, and one day it
may be able to land one on water. The decision
to do so, however, may always require an
experienced pilot.
134
More prosaic examples are steadily

emerging in business. Marlin Steel, for
example, once employed minimum-wage
workers to perform the dangerous task of
bending long metal wires. Now robots do
the work, which substantially increases the
companys output and ability to grow demand
by reducing its prices. As a result, workers
can now earn more by maintaining and
supervising a growing number of robots.12
Robotics should be on many companies
radar, and businesses should anticipate
workplace tension as they are introduced. To
ease the tension, companies should start by
replacing repetitive, unpleasant work. Business
leaders should then identify jobs that robotics
will replace over the next 10 years and leverage
attrition and training to prepare employees for
new roles. The challenge for businessesand
society as a wholeis to drive job creation
as robotics makes many jobs redundant. It
certainly can be done.
Authored in collaboration with Dan Barry,

Artificial Intelligence & Robotics co-chair,
Singularity University
Dan Barry is a former NASA astronaut
and a veteran of three space flights,
four spacewalks, and two trips to the
International Space Station. He is a
physician and engineer (MD, PhD) and his
research interests include robotics, signal
processing with an emphasis on joint timefrequency methods, and human adaptation
to extreme environments.
Exponentials
Additive manufacturing
The roots of additive manufacturing
(AM) go back to 19th-century experiments
in topography and photosculpture. Centuries
later, the technology, commonly referred to as
3D printing, holds the potential of eliminating
some long-standing trade-offs between
cheap and good by potentially erasing the
cost of complexity. Using AM, whole objects,
including those with moving parts, can be
created layer by layer, significantly lowering
assembly costs. By applying the exact amount
of material required for each layer, AM can
also reduce waste in production processes.
And by virtue of its ability to handle a broad
range of geometric configurations, AM opens
the door to radically new manufacturing
designs. Because of its sweeping potential, AM
is moving from a rapid prototyping tool to
end-product manufacturing: Companies such
as General Electric, Boeing, and Diametal have
used AM to build end-user products, with
positive results such as faster production runs
and more durable products.13
Deloitte research found that many
companies using AM typically travel along
one of four paths based on how much, or
how little, they choose to impact their supply
chains or products.14 The first path, stasis,
is often the entry point as businesses seek
low-risk opportunities to improve current
products and supply chains. For example,
jewelry companies are using AM to create
assembly jigs, and aerospace manufacturers are
printing parts used in chroming and coating
processes.15 Along the second path, enterprises
are turning to AM to transform supply chains.
For example, hearing aid producers are using
the high level of customization available with
AM to reduce the back and forth between the
doctors office and manufacturer.
Product innovation is the third path,

and businesses are increasingly using AM to
customize products. Footwear companies, for
example, are starting to use the technology
to manufacture running shoes based on
customer biomechanics. Along the fourth
path, companies alter both supply chains and
products in pursuit of new business models.
The bathroom fixture manufacturer Symmons
is a case in point. It is interacting directly with
its supply chain customers to design and create
new custom-made fixtures.16
The choice of path should be anchored
on a business case that compares AM against
traditional manufacturing methods from the
perspective of both direct costs and indirect
factors. In terms of direct expense, AM can
significantly reduce the costs of tooling. In one
example, an aircraft manufacturer used AM
to produce brackets that reduced the weight
of an airliner by 22 pounds.17 Although the
reduction may seem slight, it saved customers
more than $400,000 annually in fuel costs per
plane.18 Businesses should consider the value
to their customers when evaluating AM for
their organization.
Authored in collaboration with Mark

Cotteleer, research director, Deloitte
Services LP
Mark Cotteleer is a research director with
Deloitte Services LP. His research focuses
on issues related to performance and
performance improvement and covers a
wide range of topics including advanced
manufacturing, supply chain, distribution,
and business analytics.
135
My take
Peter H. Diamandis, MD,
Cofounder and executive chairman, Singularity University;
Chairman and CEO, XPRIZE Foundation;
Author of Bold: How to Go Big, Create Wealth and Impact the World
With news of 3D printing projects appearing almost

daily, it is easy to assume that the technology is a big
bang disruption with overnight achievements. That is
not the case. Like many disruptions, 3D printing took
decades to develop. It finally stepped center stage
because of Chuck Hulls indefatigable vision.
Hull invented 3D printing in the 1980s and founded
3D Systems to commercialize the technology.
For the first 20 years, development was slow,
extraordinarily expensive, and saddled with
complicated user interface challenges.
In the early 2000s, despite its first
mover advantage, the company
nearly went bankrupt. Today, 3D
Systems market cap is more than
$3 billion19.
Hulls vision girded his
confidence to fight the many
battles encountered on the
road to disruption. Like many
entrepreneurs, Hull had to cope
with investors, board members,
employees, and customers who
continually doubted the new
idea. When a company is creating
something disruptive and new, many
people wont believe it until they can hold it.
And even then, they might be skeptical about
its market potential.
Hulls commitment, courage, and capability helped
him surmount these challenges and execute his
vision. Conviction is needed to endure the experience
of repeatedly failing and learning, and, ultimately,
convincing and disrupting. It arguably underpins what
Apple Inc. famously dubbed as the crazy ones. In
its 1997 television commercial, the company pointed
to Bob Dylan, Martin Luther King Jr., and Thomas
Edison as exemplars whose visions and convictions fell
outside the status quo and ultimately changed it.
136
Vision and conviction arent always enough by

themselves, however. They need fluid organizations to
achieve their impact. Businesses likely wont be able
to keep pace with exponentials, much less disrupt
markets, if they stick to an incremental approach
to innovation that is siloed in many departments.
Exponential technologies, including these six, are
simply too intertwined and advancing too rapidly for
status quo organizations to keep pace.
3D printing, for example, is part of the larger
exponential, robotics. Robots, in turn, are being
endowed with AI, which will likely move them far
beyond stocking shelves to running driverless cars
and even performing surgery. By 2020, the Internet of
Things exponential will connect more than 50 billion
devices to the Internet.20 IoT devices and trillions of
sensors will connect to machines with sophisticated
artificial intelligence. Finally, infinite computing power
will combine with AI to transform the field of synthetic
biology to create everything from new foods to
new vaccines.
Vision breeds confidence, which, in turn, breeds
conviction. Both are crucial to surmounting the
obstacles of introducing the new. In an age of
daunting uncertainty, being the first to disrupt the
status quo should be a top agenda item. If you dont
disrupt yourself, a competitor eventually will.
Exponentials
Quantum computing
Computing, as we typically understand it,
reflects our experience of the physical world
and the mathematics behind it. Beneath
that experience, however, is the complex
and counterintuitive mathematical reality
of quantum mechanics. Some 30 years ago,
Paul Benioff, a scientist at Agronne National
Laboratory, posed the idea that if computing
could be based on quantum physics, it could
gain unimaginable power and capability.21
The potential power of quantum computing
stems from its ability to free computing from
sequential binary operations. Even the most
powerful computers rely on combinations
of 0s and 1s and computations performed
discretely. Quantum computing, on the other
hand, encodes information as quantum bits,
or qubits. Qubits mimic the reality of quantum
physics where subatomic particles can exist in
multiple states concurrently. As a result, qubits
can represent not only 0s and 1s but everything
in between at the same time. Thus, instead
of a sequence of individual calculations,
quantum computing can perform countless
computations simultaneously. The potential
is profound. By some estimates, quantum
computers could solve problems that would
take conventional machines millions of years
to figure out.22 In theory, they could perform
some calculations that conventional computers
would take more than the life of the universe
to complete.
Although no one has created a practical
version of a quantum computer, D-Wave,
in Vancouver, Canada, is researching an
alternate model of quantum computing called
quantum annealing.
Google is also investing in the technology.
Google has been experimenting with D-Waves
computers since 2009 and recently opened
its own labs to build chips similar to those of
D-Wave.23 Whether or not these efforts pan
out is an open question. However, the attention
of technology industry giants underscores

the lure.
Given the mounting volume and
importance of big data, quantum computings
ability to solve complex mathematical
problems opens astonishing vistas in
everything from predicting the weather to
developing new drugs. Nonetheless, the ability
to solve complex mathematical problems is
also a source of angst. Quantum computing
may be able to factor extremely large numbers
quite readily. Factoring, however, lies at
the heart of virtually all public encryption
systems. Current cryptography is deemed
safe because it could take lifetimes for even
the most powerful computers to crack the
code. A quantum computer could conceivably
crack it in minutes. Were that to happen, all
financial transactions and authentications
moving across the Internet could suddenly
become vulnerable.
Authored in collaboration with Brad

Templeton, Networks & Computing chair,
Brad Templeton is a developer of and
commentator on self-driving cars, software
architect, board member of the Electronic
Frontier Foundation, Internet entrepreneur,
futurist lecturer, and writer and observer of
cyberspace issues. He is noted as a speaker
and writer covering copyright law, political
and social issues related to computing and
networks, and the emerging technology of
automated transportation.
137
Industrial biology
Unlocking the complex logic of the genome
has been a quest of scientists and businesses
for decades. In the past, the high cost of
experimentation has prevented organizations
from pursuing industrial-strength genomics.
The budget to first sequence the human
genome, for example, was almost $3 billion.24
Today, however, digital technologies are
fueling the field of industrial and digital
biology, ushering in a renaissance in the ability
to manipulate DNA, splice genes, and control
genomes. Broad access to hardware, data, and
tools is bringing costs down quickly. With
CRISPRs (clustered regularly interspaced short
palindromic repeats), for instance, researchers
can edit a gene for less than $1,000. On the
not-so-distant horizon, desktop applications
may drop that expense to a few dollars.
Costs have not been the sole barrier to
the advancement of genomics, however. The
publics concerns over genetic engineering
have constrained research frontiers despite
the value of many applications. Already in the
1990s, genomics saved Hawaiian papayas from
near extinction. Similar efforts are underway to
protect US orange trees from a deadly parasite
that could turn a staple of American breakfast,
orange juice, into a luxury item. Companies
such as NatureWorks and Calysta are making
notable progress in bioplastics to create
environmentally sound plastics and fibers.
The tide of public opinion may turn as
digital biology drives significant strides
in human health. Such strides are already
underway. Pharmaceutical companies are
increasingly bringing genetically engineered
drugs to market that target previously almost
intractable conditions. Companies are also
making advances in creating and controlling
microbes. Soap, for instance, could be replaced
with a microbial spray that contains good
microbes to control harmful ones. Microbes
can also be ingested to control weight and
improve moods.
138
Digital biologys greatest impact on health

may likely occur at the intersection of medical
science and big data. That intersection holds
the potential of genetic maps of our bodys
systems and wearable devices that sense when
something is wrong in those systems. Google
recently launched a major research project
that will underpin the creation of such maps.
In 2014, the company announced its Baseline
Study that is crowdsourcing a genetic picture
of human health to help medical professionals
identify biomarkers of diseases early in their
development. The project is collecting genetic
and molecular data from 175 people, and
Google plans to expand the research to include
thousands of participants.25
Google is using wearables to capture data
such as how people metabolize food and how
their hearts beatfor example, smart contact
lenses that measure glucose levels. Companies
such as Germanys Bragi are starting to
commercialize wearables with similar
capabilities. Bragi is developing tiny wireless
earphones that not only store 4GB of audio
files, but also monitor heart rate and oxygen
consumption. Bragis goal is to turn earphones
into a platform with an overall sensor system
for the body.
Industrial biologys combination of
individual genetic maps and sensors that
detect what may be amiss will drive vibrant
new ecosystems. Technology, pharmaceutical,
health care, and electronics companies may
find themselves collaborating in new ways to
bring industrial biologys potential to bear on
the publics health.
Authored in collaboration with Raymond
McCauley, Biotechnology & Bioinformatics
chair, Singularity University
Raymond McCauley is a scientist, engineer,
and entrepreneur working at the forefront
of biotechnology. Raymond explores
how applying technology to lifebiology,
genetics, medicine, agricultureis
affecting every one of us. In addition to
his role at SU, McCauley is co-founder and
chief architect of BioCurious.
Exponentials
Cyber security
Cybercrime has traditionally been a twodimensional problem: individuals hiding
behind computer screens and hacking into
the worlds information systems. Thats about
to change as cybercrime goes 3D. Today, the
steady advance of exponential technologies,
including robotics, artificial intelligence,
additive manufacturing, and industrial biology,
is adding a third dimension to the risks we
face: our physical space.
Consider robotics. Drones, or robotically
controlled aircraft, can deliver packages
to our doors but can also carry firearms
and explosives. Indeed, a few years ago,
the FBI arrested an al Qaeda affiliate who
was planning to use remote controlled
drones to drop explosives on American
government buildings.26
Industrial biology is also on the cusp of
becoming a threat. Advances in this field
are moving rapidly with some research
estimating the market will grow at a CAGR of
32.6 percent from 2013 to 2019.27 Biology is
rapidly becoming an information technology
and as a result, genetic engineering will likely
soon become a desktop application. When it
does, bad actors may be able to create their
own bio-viruses such as weaponized flu
strainscomputer-designed viruses that could
permeate our physical world.
Perhaps, the more immediate threat on the
horizon is the growth of the Internet of Things.
As we transition from Internet Protocol
version 4 to version 6,28 the size of our global
information grid is expected to explode in size.
If todays Internet is the metaphorical size of a
golf ball, tomorrows will be the size of the sun.
That means that nearly every car, computer,
appliance, toy, thermostat, and piece of office
equipment could be connected and online
and potentially vulnerable to hacking from
anywhere on the planet.
Recently, for example, researchers and
hackers have claimed that they can access
a planes satellite communications system
during commercial flights via Wi-Fi or

the entertainment console.29 Internetconnected thermostats at the US Chamber
of Commerce were breached.30 Webcams,
insulin pumps, automobiles, and refrigerators
have all been demonstrated as hackable in
certain situations.31
The most effective means to combat cyber
threats remain elusive and any successful
approach will likely require a combination
of technical, legal, entrepreneurial, and
public policy collaboration. Traditional law
enforcement efforts are often closed systems
and siloed in individual countries. These efforts
struggle to achieve global scale, while criminal
networks easily subvert national boundaries
in the Information Age. One development
demonstrating potential is the use of
crowdsourcing for the purposes of public
safety and security. For example, in Latin
America, citizens are helping the government
fight narcotics-related murders by mapping
the activities of drug dealers.32 Ultimately, the
effective fight against cybercrime may well
rest on the efforts of a global crowd helping
to root it out. Organizations should realize
that while no system is hacker-proof, the
good news is, they can take steps to create a
more secure, vigilant, and resilient enterprise
information infrastructure.
Authored in collaboration with Marc
Goodman, chair for Policy, Law, and Ethics,
Marc Goodman is a global strategist,
author, and consultant focused on
the disruptive impact of advancing
technologies on security, business, and
international affairs. Goodmans latest
book on cybercrime, to be released on
February 24, 2015, is Future Crimes:
Everything Is Connected, Everyone Is
Vulnerable and What We Can Do About
It. Over the past 20 years, he has built
his expertise in next-generation security
threats such as cybercrime, cyber terrorism,
and information warfare working with
both industry and government globally.
139
Authors
Bill Briggs, director, US chief technology officer, Deloitte Consulting LLP
Briggs is a strategist with deep implementation experiencehelping clients

anticipate the impact that new and emerging technologies may have on their
business in the future, and getting there from the realities of today. As CTO,
Briggs is responsible for helping to define the vision for Deloitte Consulting
LLPs technology services, identifying and communicating technology trends
affecting clients businesses, and shaping the strategy for Deloitte Consulting
LLPs emerging services and offerings.
Marcus Shingles, principal, Deloitte Consulting LLP
Shingles, a principal for Deloitte Consulting, is a leader for Deloitte Consulting

LLPs innovation group (DCI). In his role, he is responsible for Deloittes
innovation ecosystem. Shingles drives and manages new strategic alliances
and go-to-market strategies. He works with start-ups, entrepreneurs, Fortune
500 businesses, premier innovation firms, and future market-makers focused
on exponential and disruptive technologies. Examples include Singularity
University, XPRIZE, and 3D Systems.
In collaboration with Singularity University faculty and leadership
140
Exponentials
Endnotes
1. Peter F. Drucker, The discipline of innovation, Harvard Business Review, August 2002,
https://hbr.org/2002/08/the-discipline-ofinnovation, accessed January 15, 2015.
2. Rachael King, Lowes uses science fiction
to innovate, CIO Journal by The Wall Street
Journal, July 20, 2014, http://blogs.wsj.com/
cio/2014/07/20/lowes-uses-science-fictionto-innovate/, accessed January 15, 2015.
3. Editors note: In 2013, Deloitte Consulting LLP acquired substantially all of the
business of Monitor, including Doblin.
4. Larry Keeley, Ten Types of Innovation:
The Discipline of Building Breakthroughs (Wiley, April 15, 2013).
5. Reed Albergotti, Oculus and Facebook
close virtual-reality deal, Wall Street Journal
Digits, July 21, 2014, http://blogs.wsj.com/digits/2014/07/21/oculus-facebook-close-virtualreality-deal/, accessed January 14, 2015; Sydney
Ember, Airbnbs huge valuation, New York
Times Dealbook, April 14, 2014, http://dealbook.nytimes.com/2014/04/21/morning-agenda-airbnbs-10-billion-valuation/?_php=true&_
type=blogs&_r=1, accessed January 14, 2015;
Adrian Covert, Facebook buys WhatsApp for
$19 billion, CNN Money, February 19, 2014,
http://money.cnn.com/2014/02/19/technology/
social/facebook-whatsapp/index.html?iid=EL,
accessed January 14, 2015; Douglas MacMillan, Dropbox raises about $250 million at
$10 billion valuation, Wall Street Journal,
January 17, 2015, http://online.wsj.com/news/
articles/SB1000142405270230346500457932
7001976757542, accessed January 14, 2015.
6. Quirky, Forums, https://www.quirky.com/
forums/topic/41864, accessed January 14, 2015.
7. Salim Ismail, Exponential Organizations: Why
New Organizations Are Ten Times Better, Faster,
and Cheaper Than Yours (and What to Do
About It) (Diversion Books, October 18, 2014).
8. Deloitte Development LLP, Scaling edges: A
pragmatic pathway to broad internal change,
2012, http://www2.deloitte.com/us/
en/pages/center-for-the-edge/articles/
scaling-edges-methodology-to-creategrowth.html, accessed January 15, 2015.
9. Ibid.
10. Singularity Hub, An inside look into The Amazon.com warehouses (video), April 28, 2011,
blog, http://singularityhub.com/2011/04/28/
an-inside-look-into-the-amazon-comwarehouses-video/, accessed January 14, 2015.
11. Peter Gorle and Andrew Clive, Positive
impact of industrial robots on employment,
International Federation of Robotics and
Metra Martech Ltd., February 2013.
12. Drew Greenblatt, 6 ways robots create jobs,
Inc., January 22, 3013, http://www.inc.com/
drew-greenblatt/6-ways-robots-create-jobs.
html?utm_campaign=Wire%20Forms&utm_
content=7106573&utm_medium=social&utm_
source=linkedin, accessed January 15, 2015.
13. Deloitte University Press. 3D opportunity for
end-use products, October 16, 2014, http://
dupress.com/articles/3d-printing-end-useproducts/, accessed January 15, 2015.
14. Ibid.
15. Mark Cotteleer and Jim Joyce, 3D opportunity: Additive manufacturing paths
to performance, innovation, and growth,
Deloitte Review issue 14, January 17, 2014,
http://dupress.com/articles/dr14-3dopportunity/, accessed January 15, 2015.
16. Ibid; 3Dsystems, 3D printing is heartbeat
of Symmons Industries Design Studio Live
virtual design studio, http://www.3dsystems.
com/learning-center/case-studies/3d-printingheartbeat-symmons-industries-design-studiolive-virtual, accessed January 15, 2015.
17. EOS, EOS and Airbus group innovations team
on aerospace sustainability study for industrial
3D printing, press release, February 5, 2014,
http://www.eos.info/eos_airbusgroupinnovationteam_aerospace_sustainability_study,
accessed January 15, 2015; Mark Cotteleer,
3D opportunity for production: Additive
manufacturing makes its (business) case,
Deloitte Review issue 15, July 28, 2014, http://
dupress.com/articles/additive-manufacturingbusiness-case/, accessed January 15, 2015.
18. David Churchill, The weighting game, Business Travel World, 2008, pp. 2122.; and Mark
Cotteleer, 3D opportunity for production..
141
19. Bloomberg BusinessWeek, 3d Systems

Corp, http://investing.businessweek.
com/research/stocks/snapshot/snapshot.
asp?ticker=DDD, accessed January 21, 2015.
20. Cisco, The Internet of Things, April
2011, http://www.cisco.com/web/about/
ac79/docs/innov/IoT_IBSG_0411FINAL.
pdf, accessed January 15, 2015.
21. Paul Benioff, Quantum mechanical
hamiltonian models of Turing machines, Journal of Statistical Physics,
vol. 29, no. 3, 1982, pp. 515546.
22. Tom Simonite, Google launches effort to build
its own quantum computer, MIT Technology Review, September 3, 2014, http://www.
technologyreview.com/news/530516/googlelaunches-effort-to-build-its-own-quantumcomputer/, accessed January 15, 2015.
23. Tom Simonite, Microsofts quantum mechanics, MIT Technology Review, October 10,
2014, http://www.technologyreview.com/
featuredstory/531606/microsofts-quantummechanics/, accessed January 15, 2015.
24. The National Human Genome Research
Institute, The Human Genome Project
Completion: Frequently Asked Questions, http://www.genome.gov/11006943,
25. Chloe Albanesius, Google X collecting
genetic data for baseline health project,
PCmag.com, July 25, 2014, http://www.
pcmag.com/article2/0,2817,2461381,00.
asp, accessed January 15, 2015.
142
26. Marc Goodman, Criminals and terrorists can fly drones too, Time, January 31,
2013, http://ideas.time.com/2013/01/31/
criminals-and-terrorists-can-fly-dronestoo/, accessed January 15, 2015.
27. PRNewswire, Global synthetic biology market expected to reach USD13.4
billion in 2019: Transparency Market
Research, press release, April 8, 2014, http://
www.prnewswire.co.uk/news-releases/
global-synthetic-biology-market-expectedto-reach-usd134-billion-in-2019-transparency-market-research-254364051.
html, accessed January 15, 2015.
29. Adam Clark Estes, Researcher can hack airplanes through in-flight entertainment systems,
August 4, 2014, http://gizmodo.com/researcher-hacks-airplanes-through-in-flight-entertainm-1615780083, accessed January 15, 2015.
30. Siobhan Gorman, China hackers hit U.S.
chamber, Wall Street Journal, December
21, 2011, http://www.wsj.com/articles/SB
100014240529702040584045771105415
68535300, accessed January 19, 2015.
31. Neil Webb, Home, hacked home, Economist,
July 12, 2014, http://www.economist.com/
news/special-report/21606420-perilsconnected-devices-home-hacked-home,
32. Rachel Glickhouse, Technology update: A
crowdsourcing guide to Latin America, Americas Society/Council of the Americas, January
12, 2012, http://www.as-coa.org/articles/
technology-update-crowdsourcing-guidelatin-america, accessed January 15, 2015.
Exponentials
143
Authors, contributors, and special thanks
Authors
Bill Briggs
Chief technology officer
Director, Deloitte Consulting LLP
wbriggs@deloitte.com
API economy
Khalid Kark, director, Deloitte LLP

kkark@deloitte.com
George Collins, principal, Deloitte Consulting LLP

georgecollins@deloitte.com
Peter Vanderslice, principal, Deloitte Consulting LLP

pvanderslice@deloitte.com
David Sisk, director, Deloitte Consulting LLP

dasisk@deloitte.com
Ambient computing
Andy Daecher, principal, Deloitte Consulting LLP

adaecher@deloitte.com
Mike Brinker, principal, Deloitte Consulting LLP

mbrinker@deloitte.com
Tom Galizia, principal, Deloitte Consulting LLP

tgalizia@deloitte.com
Nelson Kunkel, director, Deloitte Consulting LLP

nkunkel@deloitte.com
Mark Singer, principal, Deloitte Consulting LLP
marksinger@deloitte.com
Core renaissance
Ranjit Bawa, principal, Deloitte Consulting LLP

rbawa@deloitte.com
Scott Buchholz, director, Deloitte Consulting LLP

sbuchholz@deloitte.com
Rick Clark, director, Deloitte Consulting LLP

riclark@deloitte.com
Abdi Goodarzi, principal, Deloitte Consulting LLP

agoodarzi@deloitte.com
Tom McAleer, principal, Deloitte Consulting LLP
tmcaleer@deloitte.com
Forrest Danson, principal, Deloitte Consulting LLP

fdanson@deloitte.com
Catherine Bannister, director, Deloitte Consulting LLP

cbannister@deloitte.com
David Pierce, director, Deloitte Consulting LLP

dapierce@deloitte.com
Judy Pennington, director, Deloitte Consulting LLP

jupennington@deloitte.com
Mark Shilling, principal, Deloitte Consulting LLP

mshilling@deloitte.com
John Stefanchik, principal, Deloitte Consulting LLP

jstefanchik@deloitte.com
Cyber implications
Kieran Norton, principal, Deloitte & Touche LLP
Irfan Saif, principal, Deloitte & Touche LLP
kinorton@deloitte.com isaif@deloitte.com
Exponentials
Bill Briggs, Chief Technology Officer

Marcus Shingles
Director, Deloitte Consulting LLP
principal, Deloitte Consulting LLP
wbriggs@deloitte.com mshingles@deloitte.com

In collaboration with Singularity University faculty
145
Contributors
Anthony Abbattista, Elizabeth Baggett, Alex Batsuk, Amy Bergstrom, Troy Bishop, Mike Brown,
Kevin Chan, Rajeswari Chandrasekaran, Chris Damato, Larry Danielson, Dan DeArmas, Brooke
Dunnigan, Kelly Ganis, Julie Granof, John Henry, Dan Housman, Lisa Iliff, Anand Jha, Kumar
Kolin, Steven Lemelin, Derek Lindberg, Andrew Luedke, Erin Lynch, Karen Mazer, David Moore,
Diane Murray, Jeoung Oh, James Okane, Turner Roach, Beth Ruck, Christina Rye, Ed See, Srivats
Srinivasan, Pavan Srivastava, Christopher Stevenson, David Strich, Rupinder Sura-Collins, Jim
Thomson, Barb Venneman, Ashok Venugopalan, Unmesh Wankhede, Jon Warshawsky, Vikram
Watave, Randy Whitney, Shelby Williams
Research
Leads: Thomas Carroll, Chris Chang, Brian Cusick, Justin Franks, Ashish Kumar, Karthik Kumar,
Nicole Leung, Paridhi Nadarajan
Team members: Nidhi Arora, Rachel Belzer, Joshua Block, Simeon Bochev, Mark Brindisi, Rachel
Bruns, Valerie Butler, Alex Carlon, Zhijun Chen, Chris Cochet, Adam Corn, Kevin Craig, Michael
Davis, Carolyn Day, Nermin El Taher, Amy Enrione, Zachary Epstein, Inez Foong, Melanie Gin,
Matthew Hannon, Calvin Hawkes, Nathan Holst, Evanny Huang, Shaleen Jain, Abhishek Jain,
Karima Jivani, Ryan Kamauff, Solomon Kassa, Mohin Khushani, Ryo Kondo, Varun Kumar, Alyssa
Long, Nathan Mah, Ryan Malone, Neha Manoj, Simy Matharu, Lea Ann Mawler, David Melnick,
John Menze, Alice Ndikumana, Kashaka Nedd, Carrie Nelson, Akshai Prakash, Lee Reed, Tammara
Ross, Jaclyn Saito, Jinal Shah, Shaleen Shankar, James Shen, Hugh Shepherd, William Shepherdson,
Andrea Shome, Sam Soneja, Gayathri Sreekanth, Kartik Verma, Jonathan Wan, Jordan Weyenberg,
Sridhar Yegnasubramanian, Jenny Zheng, Jennie Zhou
146
Authors, contributors, and special thanks
Special thanks
Mariahna Moore for being the heart, soul, and backbone of our team. Tech Trends takes a village,
but it simply would not happen without your leadership, passion, and drive. Cyndi Switzer for
impossibly exceeding exceptionally high expectationscontinuing to be an indispensable member of our team. Dana Kublin for her creative spark, infographic wizardry, and willingness to dive
in wherever needed. And Maria Gutierrez for her passion and tireless efforts to amplify the Tech
Trends message.
Holly Price, Henry Li, Amy Booth, Mary Thornhill, and Doug McWhirter for the fantastic
impact made in your first year Tech Trendingfrom the phenomenal effort coordinating our
unparalleled volunteer army to your invaluable contributions to researching, writing, marketing,
and refining the content.
Matt Lennert, Junko Kaji, Kevin Weier, and the tremendous DU Press team. Your professionalism,
collaborative spirit, and vision helped us take the report to new heights.
Finally, thanks to Stuart Fano for his years of contribution to Tech Trends. Your brilliance lives on
in this years app; we cant wait to have you back in the trenches for 2016.
147
Learn more
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Tech Trends 2015: The Fusion of Business and IT

Uploaded by

Tech Trends 2015: The Fusion of Business and IT

Uploaded by

Tech Trends 2015

The fusion of business and IT

Tech Trends 2015:The fusion of business and IT

CIO as chief integration officer

As technology transforms existing business models and gives rise to

OR many organizations, it is increasingly

and apply emerging technologies to the

Tech Trends 2015: The fusion of business and IT

business success and their IT organizations

Organize assets to address business

CIO as chief integration officer

New boardroom discussions

ceo Shaping business strategy

chief digital officer Collaborating

cfo Framing initiative investments,

chief data officer Planning and

coo Understanding, prioritizing,

chief innovation officer Seeding

cmo Partnering to implement new

chief customer officer Defining

chairperson Elevating technology to the boardroom agenda, represented as a strategic

Tech Trends 2015: The fusion of business and IT

can become part of the foundation of this

Harness emerging technologies

Collaborate to solve tough business

Become a business leader

CIO as chief integration officer

Actively engage with business peers to

framed. IT can be positioned not just as

Tech Trends 2015: The fusion of business and IT

Lessons from the front lines

expand expectations beyond incremental

Tech Trends 201

The fusion of business and

CIO as chief integration officer

saw production times for the targeted SOC

From claims to innovation

profile of IT leadership within the company

Tech Trends 2015: The fusion of business and IT

marketing. While the external marketing

platform and open-source tools to recreate the

Tech Trends 201

The fusion of business and

CIO as chief integration officer

VMware adopted this approach with the development

Tech Trends 2015: The fusion of business and IT

Acting on lessons I learned in previous roles, we took

CIO as chief integration officer

Tech Trends 2015: The fusion of business and IT

Where do you start?

But organizational change dynamics will

CIO as chief integration officer

themselves better to helping people grasp

commoditized services and offerings, but

Tech Trends 2015: The fusion of business and IT

Kark is a director with Deloitte LLP, where he leads the development of

Peter Vanderslice, principal, Deloitte Consulting LLP

Vanderslice is a principal in Deloitte Consulting LLP, leads Deloittes

CIO as chief integration officer

the-best-of-peter-drucker/, accessed January 16, 2015; Peter Drucker, Innovation and

Application programming interfaces (APIs) have been elevated from

PPLICATIONS and their underlying data

SOA,1 and web services were defined within

Tech Trends 2015: The fusion of business and IT

fuel the new API economy. The question is:

Dj vu or brave new world?

What were seeing is disruption and, in

The evolution of APIs

New platforms enhance

Businesses build APIs

Source: a ProgrammableWeb, http://www.programmableweb.com, accessed January 7, 2015.

particular market, whether it is real estate or

assets, goods, and services previously untapped

Managing the transformation

Tech Trends 2015: The fusion of business and IT

to well-intentioned but unsuccessful SOA