Crossing the Chasm What’s New? What’s Not? Strata Conference Santa Clara: February 12, 2014

How High-Tech Markets Develop The Technology Adoption Life Cycle 2 Innovators Early Adopters (Visionaries) Early Majority (Pragmatists) Late Majority (Conservatives) Laggards CHASM EARLY MARKET TORNADO BOWLING ALLEY MAIN STREET

Crossing the Chasm Two Key Principles Target a “beachhead” segment Niche market with an intractable problem, not solvable by conventional means Process owner is under pressure to find a solution Pragmatists are willing to consider disruptive approach Commit to provide the “whole product” Complete solution to the intractable problem Typically involves products and services from partners and allies Lead vendor takes responsibility for ensuring customer success 3

Crossing the Chasm What’s New? Consumer IT! 4 Digital Services Light to deploy, focus on user experience The Lean Start-Up Minimum viable product, rapid agile learning Leap to the tornado Critical Success Factors: The Four Gears Acquire Engage Convert Enlist

Crossing the Chasm What’s Not? Enterprise IT! 5 Taking the Enterprise Digital Heavy to deploy, focus on end-to-end systems Crossing the Chasm Whole product, partners and allies Bowling alley strategy Critical Success Factors Pre-chasm ─ Breakthrough projects with top-tier brands Post-chasm ─ High value use cases with compelling reasons to buy

Big Data: 2014 Technology Enthuiasts: Cool Tools!! 6 BlinkDB Go Cassandra Mesos Hive Python Pig Stinger Accumulo Giraph Shark Spark Tachyion GraphX MLbase

Big Data: 2014 Visionaries: Powerful Concepts! Extreme machine learning Collaborative predictive analytics Scale-invariant intelligence Neural networks for machine perception Real-time interactive big data visualization Graph all the things Large scale machine learning cookbooks Collecting massive data via crowd-sourcing 7

Big Data: 2014 Visionaries: Big Opportunities! Data-powered government Creating the digital brain Big industrial internet data Driving the future of smart cities The ocean’s big data platform Big data maps to renewable energy Open source big data for defense Big data for big power: the smart grid 8

Big Data: 2015 Crossing the Chasm: Pragmatists in Pain! 9 Big Data visionaries pose existential threats Amazon and the existence of traditional RETAIL Google and the future of traditional ADVERTISING Cybercriminals and the future of traditional SECURITY The penny drops: “Without big data analytics, companies are blind and deaf, wandering out onto the web like deer onto a freeway.”

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