~ CONFERENCE AGENDA for SANTA CLARA ~ [subject to change]
Directions 2014 Transformation Everywhere: Battles for Leadership in the 3rd Platform Era
7:30 am
Registration and Breakfast
7:30 am – 4:00 pm
Pavilions
Join analysts, product specialists, and peers to discuss business practices and experience demos that will help you realize future growth potential. Pavilions are open until 4:00 pm for walk-up service and discussions. All attendees are welcome to stop by without appointment. IDC Custom Solutions Pavilion Visit the IDC Custom Solutions Pavilion anytime throughout the day and meet with experts who can help you harness the power of IDC's global research, thought leadership, and innovative best practices to drive your business forward. Learn how IDC Custom Solutions practice areas can assist you develop and deliver programs designed around your specific business goals using a foundation of research and insights across technologies, geographies, and industries as well as hear from experts who focus on strategy, sales and marketing, buyer behavior, and business measurement and management. IDC Tracker Pavilion Stop by the IDC Tracker Pavilion where our team of experts can introduce you to IDC's new Tracker products and new tools to utilize IDC Tracker data. IDC's Trackers provide accurate and timely market size, vendor share, and forecasts for hundreds of technology markets around the globe. Using proprietary tools and research processes, IDC's Trackers are updated on a semiannual, quarterly, and monthly basis. Trackers are provided to clients in our online Web query tool as well as through user-friendly Excel deliverables. IDC's new online Tracker Query Tool will be previewed in the Tracker Pavilion.
8:00 – 8:45 am
Breakfast Briefings
These early-bird breakouts are open to all. Attendees are welcome to pick up breakfast before proceeding to these sessions. Winning in the Cloud Professional Services Marketplace, Rebecca Segal, Vice President, Global Services Markets and Trends Customers are increasingly relying on IT services firms to help them implement cloud strategies, both public and hybrid, and integrate cloud services with their legacy IT. In this session, Rebecca Segal will examine the opportunities related to building and integrating cloud environments for customers as well as the skills, approaches, and capabilities needed to win in this space. Segal will provide a view of the size and growth opportunity and present some recent survey data, which explores customers' plans to engage IT service providers to help them plan, implement, and integrate a cloud strategy as well as the specific firms with whom they would prefer to partner. Powering Global SMB Productivity: How Vendors Can Meet the Mobile Worker Challenge, Ray Boggs, Vice President, Small/Medium Business and Home Office Research, and Chris Chute, Research Director, SMB Transformative Technology The shift from desktops to mobile devices continues to be the top SMB IT spending priority regardless of geography. This transformation is happening in both developed and developing countries, driven by the rapid uptake of powerful consumer devices brought into the workplace (BYOD). The result is a dramatic increase in the mobile workforce regardless of organizational level and even in industries not well known for leading-edge IT adoption. SMB IT managers and CIOs are now faced with unprecedented employee demand for network access, as well as security issues that did not exist five years ago. The result is a customer base in uncharted territory, wrestling with device security and remote resource management that is directly impacting the bottom line. While the availability of cost-effective, easy-to-implement cloud-based solutions can address these challenges, oftentimes, the SMB channel partner struggles to articulate them to a more cost-conscious SMB audience. Join Ray Boggs and Chris Chute for a prescriptive look at how IT vendors can ease the path for channel partners and SMB customers into this new SMB IT environment. Recommendations will be offered that can enable vendors to assist the SMB channel partner ecosystem effectively to address this more service-oriented IT environment. Enterprise Content Collaboration: How SaaS Is Changing the Game, Vanessa Thompson, Research Manager, Enterprise Social Networks and Collaborative Technologies, and Melissa Webster, Program Vice President, Content and Digital Media Technologies Businesses are under increasing pressure to find new ways of operating to meet changing user expectations and take advantage of all available data and information. The impact of the changing nature of work, the convergence of collaborative tools, and enterprise mobility are all inextricably linked to where end users are getting work done and where business decisions are made. Enabling users' access to data and information in a company repository is centered around a complex model that includes components of enterprise content management, team collaborative applications (workspaces), and other application functionality. A new set of capabilities is emerging to meet the intersection of these traditional enterprise functions, called enterprise cloud content collaboration (eC3) applications.
IDC’s Directions 2014 Santa Clara .j28 :: page 2 of 16
9:00 – 10:25 am
General Sessions
Welcome and Introduction, Kirk Campbell, President and Chief Executive Officer Key Battles — and Strategies — for Dominance on the 3rd Platform, Frank Gens, Senior Vice President and Chief Analyst With all players' eyes now firmly on the 3rd Platform — and leadership of the IT industry for the next two decades so obviously at stake — 2014 will be all about pitched battles in every corner of this emerging marketplace: in mobile devices and platforms, in cloud services, in Big Data and social technologies, in datacenters supporting the 3rd Platform, in a new generation of industry-transforming killer solutions, in the changing profile of the customers driving growth, and around the Internet of Things. In this session, Frank Gens will frame the most critical leadership battles — the players, the positions, and the fastshifting "high ground" — and the common strategies that, together, define 2014's core strategies for winning across virtually all of the battlegrounds of the new marketplace: escalation, innovation, and value migration. Data Formerly Known as Big: Claim Your Place in the Big Data and Analytics Economy, Dan Vesset, Program Vice President, Business Analytics Big Data and analytics has reached and will remain one of the top investment priorities for organizations of all sizes. But, what we consider Big Data today will be insignificant tomorrow. We are only at the very early stages of a data-driven society where it is the ability to analyze and act upon data that creates competitive advantage in the marketplace, enables sustainable management of communities and natural resources, and promotes appropriate delivery of social, healthcare, and educational services. But it's even more than that. Data is no longer just data. Data has become a product, a service, and a medium of exchange and will likely become a measure of value – maybe someday even on balance sheets. The opportunities in the $100 billion worldwide Big Data and analytics market abound. However, claiming your company's place in this market is not a trivial task. The turmoil in the market will increase as we move from the irrational exuberance of the early 2010s to pervasive adoption of Big Data and analytics solutions. This presentation will highlight the current players in the Big Data and analytics market, their role in value creation for their stakeholders, and characteristics of the market that are likely to emerge for the next stages of the 3rd Platform. It will also provide recommendations to help your company benefit from this vast emerging and evolving opportunity.
10:25 – 10:55 am
Networking Break and Pavilions
10:25 – 10:55 am
Analyst One-to-One Meetings
Open to all attendees by appointment. Visit the Analyst Connection Kiosk to schedule your meetings. Visit www.idc.com/directions14 for a list of analysts available for one-to-one meetings.
IDC’s Directions 2014 Santa Clara .j28 :: page 3 of 16
10:55 am – 12:05 pm General Sessions Born on the 3rd Platform: How Shifts in Expectations, Demographics, and Monetization Transform IT, Danielle Levitas, Group Vice President and General Manager, Mobility, Consumer and Digital Media What do you take for granted today that just a few short years ago most people couldn't imagine being a part of their daily lives? Internet access nearly everywhere you go and via just about any device? Using cloud-based applications versus USB drives and emailing everything? Watching streaming TV and movies versus DVDs … on a tablet, no less? Competition to dominate in technology innovation across industries and segments has also dramatically shifted market leadership and profitability. Innovation is evolving at an ever-increasing pace and changing the landscape across devices, applications, services, monetization, and so forth to meet our individual needs. While key companies like Google, Amazon, Facebook, Tencent, and others are defining competition to win on the 3rd Platform, individuals are gaining more and more power and control in defining what is needed for companies to succeed long term. Furthermore, monetization has already evolved from buying point products, services, and software to a blend of up-front purchases, subscriptions, pay as you go, microtransactions, and more. In this session, Danielle Levitas will explore how user expectations and needs, as well as generation and life stage, will impact long-term success in the coming years as we move to innovation via the 3rd Platform, challenging the status quo of discovery, solutions, pricing and payment, and usability as we seek blended experiences across screens. What will be the new normal in just a few short years? Industry Transformation on the 3rd Platform, Scott Lundstrom, Group Vice President and General Manager, IDC Financial, Government and Health Insights Transformation comes in all shapes and sizes for customers of information technology. Disruption and opportunities created by new technologies, new regulatory requirements, and new business models are changing the established buying behavior in the market – disrupting channels and ownership models. Changes in the buyer's model and mission for IT are leading to significant changes within the buyer's IT procurement process, and the broader ownership and service-level options buying organizations are looking for. While most conversations in the market focus on changes in the technology, regulatory, or business model dimensions, the hardest changes we are facing are inside the end-user organizations struggling to consume and apply the best business solutions to their problems. Moving toward the use of all four pillars requires significant changes in how we source, deploy, and manage major systems. Changes in business processes require new capabilities. Changes in the influence and importance in the line-of-business buyer forces in change how we plan and implement major technology investments. Changes in technology require that we reskill our staff, identify a portfolio management approach to grow and sunset roles, and develop programs to grow and retain talent essential to our success. Greater involvement by line of business means that IT needs to expand its horizons, becoming a knowledgeable industry partner with line of business to succeed. Success on the 3rd Platform requires people most of all, and leading organizations will focus on building the right skills to thrive in this emerging market.
12:05 – 1:30 pm
Lunch and Lunchtime Sessions
Pick up a box lunch before your meeting or session.
12:05 – 12:35 pm
Analyst One-to-One Meetings
Open to all attendees by appointment. Visit the Analyst Connection Kiosk to schedule your meetings. Visit www.idc.com/directions14 for a list of analysts available for one-to-one meetings.
IDC’s Directions 2014 Santa Clara .j28 :: page 4 of 16
12:05 – 1:20 pm
Lunch Roundtables
Open to all attendees on a first-come, first-served basis. Note: Numbered roundtables that are not available in this location have been omitted. Table 6: Changing Dynamics of Storage and Related Services in the Media and Entertainment Industry, Amita Potnis, Senior Research Analyst, Storage Systems; Paul Hughes, Program Director, Storage and Data Management Services This roundtable will look at the trends and specifics of storage systems deployments and services in a dynamic segment of the media and entertainment industry – content creation, distribution, and archival as it relates to films and scripted and unscripted television. We'll discuss subsegments of this industry, major drivers for storage growth, and pain points related to storage and data management. Table 7: Cloud and Virtualization System Software, Gary Chen, Research Manager, Cloud and Virtualization System Software; Al Gillen, Program Vice President, System Software This roundtable discussion will explore the trends in the virtualization and cloud system software market and how virtualization deployments are evolving into cloud. Major platforms covered will include ESX, Hyper-V, Xen, KVM, vCloud, OpenStack, and CloudStack. Table 8: Cloud Decision Economics: Public Versus Private Cloud — A Financial Analysis, Randy Perry, Vice President, Business Value Consulting Developing a migration strategy for key workloads continues to be the number 1 challenge for organizations today. IDC has created its Cloud Decision Economics Model (available to organizations via www.IDC.com) to understand the financial implications. Over lunch, we will discuss the key elements of the framework, as well as share aggregated data from the thousands of scenarios loaded into the model. Table 9: The CMO as a Technology Power Broker, Kathleen Schaub, Vice President, CMO Advisory Service Transformative forces are elevating the chief marketing officer (CMO) to become the hottest new technology buying center. Fundamental new masteries are demanded from the CMO driven by Big Data, automation, and an explosion of social and mobile communication channels. We'll discuss the influence the CMO really has over technology purchases and how the relationship between the CMO and the CIO is changing. Table 10: Connected Communities Drive Innovative Organizations — Inside and Out, Vanessa Thompson, Research Manager, Enterprise Social Networks and Collaborative Technologies Communities enable the collection of ideas and feedback — but putting it into action in the business is increasingly complex. Today, organizations can make many smaller changes that add up to much larger changes. Learn how organizations are driving awareness of products and services as well as creating an ongoing conversation with customers, partners, and suppliers through communities and turning that conversation into action. Table 11: Current Trends in Operational Analytics, Tim Grieser, Program Vice President, Enterprise System Management Software IT operational analytics is evolving rapidly as a method for optimizing IT service delivery and improving business application effectiveness. Typical use cases include performance and availability monitoring and alerting, prevention of service interruptions through the use of predictive analytics, and discovery of key relationships between business applications and IT infrastructure events. Rapid processing of high-volume log and event data is enabling real-time discovery, prediction, and analysis of end-user experiences as they occur. In this lunch roundtable, we will discuss current industry and technology trends in IT operational analytics. Table 12: Customer Experience Modeling — Modernizing the Customer Journey Map, Michael Fauscette, Group Vice President, Software Business Solutions The discussion will center on the new concept of CX modeling and how this new process can replace outdated customer journey maps. We'll look in detail at customer buying stages and how sales and marketing can support and interact with prospects. Ultimately, the model process is about identifying potential touch points, potential actions, and strategies to help facilitate building brand advocates.
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Table 14: Datacenter Trends: Future Directions for Datacenter Designs, Kelly Quinn, Research Manager, Datacenter Trends and Strategies Today's leading-edge developments in datacenter design are key indicators of future widespread trends. To properly plan for future success in this industry, both suppliers and users must understand the breadth of technologies being used today in order to plan for how they can leverage these technologies for improved datacenter performance and reduced datacenter costs in the next few years. This lunch roundtable will be centered on what the key emerging trends are today and how they may impact the future of datacenter design. Table 15: Emerging Trends in the PC Industry, Rajani Singh, Senior Research Analyst This lunch roundtable will explore emerging product categories in the PC space and changing dynamics in the PC ecosystem, including operating system, channels, segments, and verticals. Join us for this and a discussion of buying behavior and other trends in the consumer segment, as well as the cannibalization effect of competing devices. Table 17: Evolution of Network Consulting and Integration Services in the 3rd Platform Era, Leslie Rosenberg, Research Manager, Network Life-Cycle Services This roundtable will entail a discussion of current and future investments that services firms will make to address enterprise customer demand, as well as how portfolios will evolve to meet this need and who the winners will be in this new paradigm. Table 18: Financial Services – Leveraging Technology Disruptors, Michael Versace, Research Director, IDC Financial Insights Spending on IT across banking, capital markets, and insurance worldwide will exceed half a trillion dollars by the end of this decade. On the road to 2020, 3rd Platform technology adoption will accelerate to disrupt and transform everything from core financial products and services to the way IT is organized and delivered. Participants at this roundtable will discuss this era of disruption and transformation and what IDC Financial Insights sees as the leading value creation opportunities. Table 19: High-Performance Data Analysis: Big Data Meets HPC, Steve Conway, Research Vice President, High Performance Computing, and Chirag Dekate, Research Manager, High Performance Computing The formative market for HPDA moved forward substantially in 2013. A number of use cases grew large enough to become economically important, and more commercial firms became first-time HPC adopters for Big Data analytics problems that cannot be handled effectively with enterprise technologies alone. Table 21: Impact of Emerging Storage Technologies on the Enterprise: Object Storage and SoftwareDefined Storage, Ashish Nadkarni, Research Director, Storage Systems and Software This roundtable will cover the object-based storage market — one of the fastest-growing storage market segments in 2013. We will discuss the file- and object-based forecast and segmentation and how it fits within IDC's taxonomy of software-based storage. Attendees will benefit from comprehensive coverage of suppliers that have developed innovative next-generation object-based solutions for archiving, private/public cloud buildouts, and virtualization. Finally, complete coverage of open source platforms like OpenStack, Ceph, and CloudStack will be provided. Table 22: Implementing Four Pillar Technologies — IT Buyer Experiences, Insights, and Recommendations, Joseph Pucciarelli, Vice President and IT Executive Advisor Successfully implementing one or more of the four pillar technologies (cloud services, Big Data/analytics, mobility, and social business) is on virtually every IT executive's short list — yet, for many, the implementation is challenging the IT-business relationship, raising questions regarding organizational readiness (to implement new technology) and the changing role of IT and the CIO. Over lunch, we will discuss lessons learned to inform the strategy, selection, and implementation of these four new technologies by sharing the professional experiences and discussing IDC field research into the topic. Table 23: The Internet of Things and Mobile: Key Technologies and Semiconductor Companies to Watch, Mario Morales, Program Vice President, Enabling Technologies and Semiconductors While mobile and IoT are intersecting in terms of applications and opportunity, value chains are shifting to better leverage the market opportunities. This lunch roundtable will explore these areas as well as identify key technologies enabling the realization of IoT and the OEMs and semiconductor companies to watch. IDC’s Directions 2014 Santa Clara .j28 :: page 6 of 16
Table 24: The Internet of Things and Security, Chris Christiansen, Program Vice President, Security Products and Services, and Christina Richmond, Program Director, Infrastructure Security Services This roundtable will focus on security for the Internet of Things. While much of the focus is on industrial control systems (ICS) and supervisory control and data acquisition (SCADA), it will be open to discussion on issues around automotive, healthcare, petro-chem, and consumer privacy (wearable computing). Table 25: M2M: Opportunities and Challenges by Vertical, Les Santiago, Research Director, Mobile and Connectivity, and Nina Turner, Research Manager, Semiconductor Applications Forecaster Machine-to-machine (M2M) systems are transformative technology solutions that are increasingly being adopted by a wide variety of industries, changing both business and consumer products and services. At this roundtable, analysts Les Santiago and Nina Turner will discuss the opportunities and challenges for M2M across eight different verticals including drivers, challenges, and the opportunity for companies targeting the space. Table 26: Mobile Enterprise Applications, Amy Konary, Research Vice President, Software Licensing and Provisioning, and Christine Dover, Research Director, Enterprise Applications and Digital Commerce Does your company offer mobile applications to enterprises? Is your organization extending enterprise application functions with mobile applications? This roundtable will focus on the evolving mobile enterprise applications landscape, as well as the challenges and opportunities for software vendors and customers. Table 27: Mobile Enterprise Management and the SMB, Chris Chute, Research Director, SMB Transformative Technology To date, MEM solutions have been marketed solely to enterprises, as vendors seek scale and pricing power. Now SMBs, particularly midmarket firms, are the fastest-growing MEM customer base. Join Chris Chute to discuss the dynamics in this eclectic market segment. Table 28: Network Virtualization in Telecom Networks: Will SDN and NFV Disrupt the Vendor Ecosystem? Nav Chander, Research Manager, Enterprise Telecoms and Networks With the rapid adoption of consumer and enterprise cloud services, traditional telecom CSPs have to embrace a network virtualization strategy of their own. Will they be able to offer competitive on-demand, pay-per-use services that AWS, Google, Microsoft, IBM, Rackspace, and other cloud providers do today? Network virtualization is becoming a critical requirement for every telecom carrier's evolving network infrastructure strategy. This roundtable discussion will look at how today's service providers can change their hardware-centric, proprietary networking environment to a more open, programmable platform for new services; what roles SDN and NFV play in shaping these CSP strategies; and which networking vendors are best positioned for this disruptive change. Table 30: The Platform-as-a-Service (PaaS) Landscape, Al Hilwa, Program Director, Software Development and Cloud Application Platforms This roundtable will focus on the state of PaaS and cloud application platforms. We will offer guidance and explore the trends we are seeing in the market, the value proposition for the category, and the different styles of technologies available, as well as key areas of pain that CAP technology has emerged to solve. Table 31: Sales Enablement Programs – How Do You Make Sales Conversations More Relevant for Your Buyers? Jason Cunliffe, Vice President, Sales Enablement Practice, Custom Solutions To make sales conversations more relevant for your buyers, you must first understand their needs. Next, your sales staff needs to bring the right information to the right person at the right time in the right format – enabling your buyer along their journey. High-tech companies and their partners are competing fiercely to sell and support the next generation of solutions and evolution to the 3rd Platform. Social, mobile, cloud, and Big Data initiatives and technologies, along with industry-specific business drivers, are reshaping customer buying behaviors. Educating your customers and engaging in meaningful conversations are critical to meeting your sales growth goals. Join us and discuss sales enablement best practices and the successful approaches your peers are using to sell more effectively and work more productively by making sales conversations highly relevant to your buyers’ needs.
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Table 34: SMBs in Transition Worldwide, Ray Boggs, Vice President, Small/Medium Business and Home Office Research SMBs are bouncing back from the global recession in ways that are encouraging technology exploration and innovation. Join Ray Boggs for a discussion of changing SMB attitudes and preferences regarding technology and channel preferences. Table 35: Semiconductor Core Technologies: Cloud and Mobile Infrastructure, Abhi Dugar, Research Manager, Cloud and Mobile Infrastructure Semiconductors, and Shane Rau, Research Vice President, Computing Semiconductors This session will focus on the vendors, technologies, and markets for semiconductors and technologies being sold into server, storage, networking, and security systems that are the major components in the enterprise infrastructure, the datacenters of cloud service providers (Google, Facebook, Amazon, and more) and communications service providers (Verizon, AT&T, and more). We will explore the impact of emerging technology trends, standards, and open ecosystems — such as software-defined networking (SDN), network functions virtualization (NFV), Open Compute Project (OCP), Open Networking Foundation (ONF), OpenDaylight Project, OpenStack Foundation, CloudStack, and OpenFlow — on the value chain of semiconductor providers, ODMs, and OEMs — and ultimately their purchase and adoption. Table 36: A Slice of Life: The Business and Customer Value for Workspace as a Service, Brett Waldman, Research Manager, Client Virtualization Software The proliferation of devices is changing the paradigm of how people use their devices and when. It's about people accessing all of their apps and data from whatever device is most convenient for them at that time. This lunch roundtable will talk about how client virtualization is enabling virtual workspaces that can be securely accessed on any device and the importance of the user experience. Table 38: Targeting Mobile Development for Agility — What About Quality? Melinda Ballou, Program Director, Application Lifecycle Management and Executive Strategies Mobile branding and mobile apps drive business engagement at all levels. Yet poor-quality hygiene for mobile applications across environments that include social systems of engagement, cloud, and data analytics lead to an increasing number of very public application failures. Join Melinda Ballou to talk about key strategies for mobile application success and effective life-cycle management in mobile environments. Table 39: Trends in the Worldwide Services Industry, Rebecca Segal, Vice President, Global Services Markets and Trends The worldwide services industry is changing rapidly as the forces of the four pillars bring disruptive opportunities and challenges. New players and new buyers are emerging that bring a different perspective to solving age-old problems and challenge traditional service firms. What will be the key competencies customers look for, and how will that further transform the industry? Table 40: Uncovering Hidden Value in Big Content, Dave Schubmehl, Research Director, Search and Content Analytics Unstructured information and big content hold hidden value for organizations that are willing to uncover, extract, and utilize the insights available. We will discuss methodologies, technologies, and processes used to facilitate the extraction and use of key information nuggets from unstructured data whether that is social media, corporate repositories, or research. Table 41: Unified Communications and Collaboration (UC&C) Market Adoption and Transitions, Amy Lind, Research Manager, Broadband, Enterprise Voice and IP Communications Services, and Rich Costello, Senior Research Analyst, Unified Communications and Collaboration This lunch roundtable will discuss some of the key transitions happening in the enterprise UC&C market today, including the movement to more software-centric solutions and applications, from premise-based to cloud-based solutions including hybrid options, and mobile endpoints and browser-based communications.
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Table 42: Value Chain in Consumer Semiconductors, Michael Palma, Research Manager, Consumer Semiconductors The value chain for tablets continues to undergo significant evolutions as new form factors emerge, vendors and technology providers enter the market, service offerings evolve, and usage scenarios develop. All of these impact key components, including application processors, modem solutions, GPUs, and memory. In this roundtable, we will discuss the value chain for tablets, from the technology providers through to finished products, including the primary ODM partners.
12:40 – 1:20 pm
Lunch Special-Interest Sessions
Pick up a box lunch before your session. Low Visibility, Big Impact: What Document and Information Management Can Do for Your Organization, Ron Glaz, Program Director, Hardcopy Peripherals: Software and Services Organizations are increasing cost savings, enhancing productivity, driving innovation, and even gaining competitive advantage by streamlining and optimizing print and document infrastructure and by streamlining documentintensive business process workflows. This session will look at how cloud-based applications, mobile devices, the increasing socialization of business applications, and other forces are creating both opportunities and pain points related to document and information management. We consider the document life cycle, document security, and finding, sharing, and managing information, as well as some specific document-intensive business process workflows. The session will present IDC's Print and Document Management (PDM) Maturity Model — what, why, how — and the value of a print and document management initiative for business document workflow automation and optimization. Understanding Google, Scott Strawn, Program Director, Strategic Advisory Services Over the past 15 years, Google has become one of the most disruptive forces in the technology industry. In this session, Scott Strawn will discuss a framework for thinking about Google's business strategy and how its long list of seemingly disparate products and services fit together in a cohesive way. He will talk about how, by understanding the incentives that drive Google, it is possible to see how these services align to form a powerful revenue-generating engine incorporating everything from its Web properties, operating systems, and devices to its fiber buildouts in the United States and abroad, enterprise services, cloud computing and storage platforms, Project Loon, and driverless cars. Strawn will discuss the importance of examining Google holistically and the pitfalls of looking at their efforts in each market in which they operate in isolation. In addition, he will talk about innovation at Google through its internal practices, Google Ventures and Google X, and what to expect to come next from this complex and important company. Signs of Life? Leading, Lagging, and Coincident Macro Indicators of Internet of Things (IoT) Adoption, Denise Lund, Research Director, Mobile Enterprise Services and IoT A strategic review of key macromarket indicators surrounding Internet of Things (IoT) market growth yields actionable insights for the IoT landscape. In this lunchtime session, Denise Lund will draw out the confluence of events that lead, lag, or appear in step with IoT market successes in key areas of the world. Examples of meaningful macrolevel indicators include the level and nature of government support, as seen in U.K. smart meter adoption, as well as regulations, privacy situation, and breadth of wireless coverage. The considerations will be contextualized in terms of what each means for IoT vendors as well as what the macro indicators mean for the ultimate value of a connected world.
IDC’s Directions 2014 Santa Clara .j28 :: page 9 of 16
12:45 – 1:15 pm
Analyst One-to-One Meetings
Open to all attendees by appointment. Visit the Analyst Connection Kiosk to schedule your meetings. Visit www.idc.com/directions14 for a list of analysts available for one-to-one meetings.
1:30 – 2:10 pm
Track Sessions
Track 1: Future of Big Data/Analytics, Henry Morris, Senior Vice President, Worldwide Software, Services, and Executive Advisory Group Research The explosion of interest in Big Data and analytics is transforming the workplace and the critical success factors for technology companies. Each year sees new investment to manage and harness the value of data of all types and forms that could be relevant to drive business value — a sign of continuing interest and increased opportunity. Yet Big Data and analytics is not one thing, so there is not one future or one opportunity. Big Data/analytics is being applied in diverse solution contexts: people (customers, employees), things (products, materials), and money (accounts, investments). And Big Data/analytics is being deployed in various workloads — from real-time operations to offline discovery/exploration to prospective planning and strategy. This session considers the intersection of Big Data/analytics solutions and workloads in investigating the way this multifaceted market will play out. Which opportunities will emerge, and which approaches to the market will be most successful? Track 2: Tech Marketers: Place Your Bets for 2014, Rich Vancil, Group Vice President, Executive Advisory Strategies The marketing transformation continues to rip through the IT vendor community. Why is there so much disruption? More importantly, are you ready to take on the challenges and opportunities of marketing excellence? In this session, Rich Vancil provides the new findings from IDC's 2014 Tech Marketing Barometer Study. Vancil will provide you with the "voice" of the industry's top CMOs on their current initiatives and will offer his own insights and essential guidance for a successful 2014. He will also provide the industry's definitive look at projected marketing budgets, spend decisions, and mix allocations. Track 3: Future of Cloud, Richard Villars, Vice President, Datacenter and Cloud The rapid expansion and continual reinvention of cloud environments is changing the way organizations evaluate, deploy, and pay for IT assets. It is also reshaping the IT and communications supplier landscape with consequences for organizations well beyond the traditional ICT community. This session will assess the near-term and long-term opportunities and challenges that organizations face as they seek to capitalize on the changes in scale, speed, and scope brought on by greater use of cloud-based solutions. Track 4: Battle for the Future of the Datacenter: The Role of Disaggregated Systems, Matt Eastwood, Group Vice President and General Manager, Enterprise Platforms The emergence of the 3rd Platform has accelerated the pace of change in organizations of all types as business leaders pressure CIOs to deliver new IT services quicker, more reliably, and at lower costs than ever before. Over the past 20 years, open system design and standardization has led to independent development paths for hardware and software. The emergence of the software-defined datacenter concept holds great promise by allowing for the development of datacenter fabrics that are poised to become the underpinning for next-generation enterprise IT architectures. New modular architectures are emerging that leverage silicon photonics and fabrics to alter and disrupt physical placement and life cycle of compute, memory, I/O, and storage resources. In this session, Matt Eastwood will look at the advent of datacenter fabrics and the promise they hold for IT organizations looking to leverage new business strategies, which maximize the business value of core enterprise applications and data. The session will look at the impact these new IT architectures will have on both datacenter staffing and datacenter infrastructure needs.
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Track 5: The Future of Mobility, John Jackson, Research Vice President, Mobile and Connected Platforms The emergence of the 3rd Platform has not been kind to the traditional mobile market structure. A struggling Microsoft now owns Nokia's devices business. Amazon briskly sells tablets at cost. Google long ago bought Motorola Mobility, perhaps to take control of its mobile destiny. If BlackBerry mounts a comeback, it will be barely recognizable to those clinging to their QWERTY devices. Yet a "third ecosystem" has failed to materialize. Indeed, for a universe of content, application, and service providers, iOS or Google Play remain the only realistic distribution channels. The mobile sector has given way to the pervasive influence of mobility in society. It is the mobilization of content, applications, and services that will define how, where, and by whom economic value is created. Opportunities abound amid the upheaval and influence of Google and Apple. This session provides IDC's vision for new classes of services and applications and the emergence of new revenue models both within and above the OS and app store fray. Track 6: Future of Social Business, Michael Fauscette, Group Vice President, Software Business Solutions Why is social business so compelling, and why is there an irresistible force pushing businesses down this path? There are several forces at work that create pressure to change. Fundamentally though, the Internet, or more specifically the hyper-connectivity it provides, is at the bottom of all of this. Layer on top of that the proliferation of smart mobile devices that creates an always on/always connected society with the capability to leapfrog infrastructure and remove technology barriers, even in emerging economies. Finally, add in the explosion of data and the growth of systems of decision that can take that data and make sense out of it, in support of real-time, rapid business decision making. In addition to technology pressures for change, there are things that are making the changes necessary and compelling: changing expectations, consumerizing IT, doing more with less, and systemetizing ad hoc work. So what are the changes that a business needs to embrace to be a "social business"? From a business model perspective, companies need to move to a new model that incorporates a "sense and respond" approach leveraging the intersection of systems of relationship and systems of decision. This means that the business runs on real-time data and real-time collaboration, built on top of systems that automate and execute transactions. Underpinning all this change are new and different systems and technology that are embedded into the enterprise workflow and the next-generation enterprise platform. This session will look at social business across three key areas and the systems and technology that are the foundation for the new information-driven business (including enterprise social networks [ESN], community platforms, innovation management, talent management, digital commerce, social sales enablement and intelligence, and social marketing orchestration). The three key areas are customer experience, employee experience, and partner experience. Track 7: The Realities of Internet of Things (IoT), Vernon Turner, Senior Vice President, Mobility, Infrastructure, Consumer, Enterprise, Telecom, Networks, and IoT What is the value of a highly connected economy? Does Metcalfe's Law take on a new meaning when there are 30 billion networked devices "talking"? Who do you partner with? Who is your competition? Who is your customer? Vernon Turner addresses these key issues for the IT industry as IoT emerges from the background of industrial processing to the platform for widespread innovation and business model disruption. Is the value of IoT knowing what analytics need to be performed on the massive amount of new content? What happens if local governments enable a "city/OS" where businesses are encouraged to develop new services on a city's network infrastructure? This session also details a new IoT Maturity Model as a visible road map, a refined IoT forecast, and a segmented view of the IoT opportunity across geographies and industries. Track 8: Future of Work in a Hyper-Connected Business World, Vanessa Thompson, Research Manager, Enterprise Social Networks and Collaborative Technologies Social, mobile, cloud, Big Data/analytics, and the Internet of Things are having a dramatic impact on the way employees get work done. The move to the sense and respond business model and the cultural changes associated with customer experience strategies and the underlying employee changes necessary to execute them are putting pressure on businesses to eliminate organizational, application, and data silos. A growing productivity gap is emerging where traditional automation is reaching its upper limit and employees are seeking new and more effective ways to get work done. Competitive pressures are demanding that innovation be driven into products, services, and business models. All of these changes are leading to a new generation of technologies that can leverage and "mash up" the 3rd Platform in unique ways to close productivity gaps and infuse new sources of innovation.
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2:20 – 3:00 pm
Track Sessions
Track 1: The Skills Gap and the Opportunity for Analytics Services, Cushing Anderson, Program Vice President, Project-Based Services, Consulting, HR, and Learning A global shortage of skilled analytics talent including statisticians, data scientists, data modelers, and business analysts is prompting enterprises of all sizes to reach out to third-party services providers across the entire life cycle of analytics services. According to IDC research, these enterprises are looking for industry-specific analytics competency, experience in a variety of analytic use cases, and change management experience helping organizations achieve an effective analytical orientation. By achieving robust analytical orientation, enterprises of all sizes and industries can best take advantage of the rapidly evolving capabilities of analytics to optimize its business network or structure, innovate its core product or services, or improve its customer service or marketing. Leveraging service providers that have analytical capability, domain expertise, and the understanding of how to harness the benefits through a change management program can maximize the value and minimize the risk of many of these projects. This session will describe the market opportunity for analytics services ranging from strategy, design, implementation, and outsourcing and highlight how service providers are meeting their customers' analytics needs. It will also provide specific guidance to both service providers and enterprise customers to assure a win-win partnership. Track 2: Take the Buyer's Journey: Three Secrets to Making the Buyer's Journey More than a Buzzword, Kathleen Schaub, Vice President, CMO Advisory Service Buyer's journey is a phrase tossed around marketing meetings like rice at a wedding. It contains the word "buyer," so people suppose it's a good thing. But what does the buyer's journey really mean in a practical sense? What common pitfalls must be avoided when devising strategies and content? How can marketers actually use it to generate opportunities for their companies? Supporting this case is new research drawn from IDC's popular Buyer Experience Study. Kathleen Schaub will share insight, research, and best practices about how leading tech marketers are making headway in this critical competency. Track 3: How SaaS Gets Built, Robert Mahowald, Program Vice President, SaaS and Cloud Services In 2014, about 90% of net-new 3rd Platform software coming to market will be built for as-a-service delivery, and the burning question in the minds of new start-ups and executives at the largest software companies is: How do I make smart decisions about how to service operationalize? What are the questions that start-ups face? How can technology suppliers sell to them and influence their decisions as they build their stacks? Where are their sources of funding? How are decisions made at mature software companies about how they build what they build as a service? Companies wishing to service-enable their offerings have a variety of choices, including business enablement services, technical operations, and marketplaces, required to bring their offerings to market. Using vendor interviews and a variety of other data, Robert Mahowald will walk the audience through the landscape for SaaS enablement. Track 4: Infrastructure for the 3rd Platform — Object-Based Architectures and the Role of Software-Defined Storage, Laura DuBois, Program Vice President, Storage Systems, Software, and Solutions Changing business demands, new software development models, and the scale of 3rd Platform applications are driving new approaches to IT infrastructure and storage architectures. Object-based storage is one of several architectures being considered as firms and cloud services providers alike evaluate a software-defined storage strategy. Object-based storage approaches will increasingly be used as the underlying infrastructure for applications built upon the 3rd Platform. However, several critical requirements will enable the proliferation of object-based storage strategies into traditional environments. For environments operating at massive scale, a software-based storage strategy can offer both economic and standardization benefits. IDC believes over the next decade the worldwide storage systems market will be reshaped as enterprise datacenters continue to leverage both cloud services and new storage architectures for existing workloads and new applications. Additionally, cloud service providers will be even more aggressive in reducing cost and complexity in their infrastructure while offering more advanced or granular service levels. These pressures will continue to disrupt the status quo. Laura DuBois will discuss how 3rd Platform applications will drive adoption of object-based storage strategies and why softwaredefined storage is poised to disrupt the traditional storage systems market. The presentation will predict what it will take for incumbent vendors to stay relevant in the era of the 3rd Platform.
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Track 5: Tablets Versus Phablets, Tom Mainelli, Research Director, Tablets Much ink has been spilled about the rise of tablets and the resulting belief that their ascension directly cannibalized shipments within the PC market. So who's to say that tablets themselves are safe from cannibalization from largersized phones, wearables, or even a resurgent PC market? As hardware iteration reaches a peak, lifetimes extend and high-growth markets quickly become slow-growth replacement markets. This took decades in the PC market, but signs point to a much faster progression in tablets and potentially other categories. When "good-enough computing" becomes the norm across the spectrum of gadgets, where does the industry go from there? In this talk, Tom Mainelli explores the future of all hardware, from phones to tablets to PCs and beyond. He'll discuss the growing importance of the services behind each device and the critical expansion of interactions among a consumer's multiple devices to drive a better experience and a happier customer. Track 6: How the 3rd Platform Is Disrupting Partner Ecosystems, Darren Bibby, Program Vice President, Channels and Alliances Cloud computing and the rest of the 3rd Platform technologies are forcing many SIs, VARs, and ISVs to change their business models to effectively compete. We're seeing legacy solution providers struggle for relevance and new companies with lean structures and no baggage stealing business. Altogether new routes to market are emerging as customers are developing killer vertical applications and then selling them to the rest of their industry. Other nontechnical services companies and agencies are becoming important new influencer partners for many IT vendors. We're seeing IT distributors fight for their place in a cloud and mobile world. No company in the IT ecosystem is left unaffected. This session will outline the key issues and challenges that face large IT vendors, distributors, and their business partners in making a successful transition to the 3rd Platform. IDC will share key ideas on what we think the future will look like for IT channels and alliances and also outline successful examples of solution providers that have made the transition early and are reaping the rewards. Track 7: Internet of Things (IoT): Realizing Value Through Intelligent Business Transformation, Mario Morales, Program Vice President, Enabling Technologies and Semiconductors The Internet of Things (IoT) is driving a whole new level of interest and investment in traditional embedded markets as we continue to see a large base of fragmented vertical industries transform into interconnected and vibrant markets that leverage similar technologies, feature sets, and user interfaces of computing systems — all connected by heterogeneous networks, sensors, and a growing appetite for large sets of data. Over the coming years, billions of systems will connect and conduct transactions in the IoT ecosystem, but these "things" must be tied together by a network of intelligent systems, which will drive valuable semiconductor opportunities and help facilitate the monetization of data. Mario Morales will focus on compelling market opportunities where technology plays a key role and semiconductor companies have strategic opportunities to bring innovative technology to IoT and fundamentally change businesses across a wide range of markets. Track 8: 3D Printing — A Transformative Opportunity for Print and Manufacturing, Keith Kmetz, Vice President, Hardcopy Peripherals Solutions and Services, and Bob Parker, Group Vice President, IDC Manufacturing Insights In this session, IDC will share its latest research on 3D printing from both an impact on value chain structures and a market opportunity perspective. Bob Parker will discuss how 3D printing, in conjunction with other emerging trends like advanced robotics and open source electronics, will be the catalyst of a major overhaul of manufacturing value chains — from how products are developed, supply chains are deployed, and customers are served. Keith Kmetz will discuss the business opportunities in 3D printing with IDC's latest worldwide market review and forecast with commentary on the competitive landscape, market growth drivers, key applications, vertical opportunities, and future expectations.
IDC’s Directions 2014 Santa Clara .j28 :: page 13 of 16
3:10 – 3:50 pm
Track Sessions
Track 1: Value-Added Content: A Growing Market for Information, Dave Schubmehl, Research Director, Search and Content Analytics Big Data/analytics solutions are fueling a demand for more and wider varieties of data every day. From wind speed data to data about what people are watching, reading, or listening to, a raft of new companies are emerging to coexist and sometimes replace more traditional data vendors in the information industry. What's more is that organizations in many industries are curating and adding value to that content, in some cases transforming it completely and finding new ways of deriving economic value from the data. Value-added content (VAC) is an emerging market of strategic importance on the 3rd Platform. Social media, blog posts, Web transactions, industrial data, and many other types of data are being aggregated, curated, enhanced, and sold to organizations hungry to understand their customers, products, and the markets in which they exist. This session will describe the market opportunity for value-added content ranging from social media data to data collected from the Internet of Things (IoT) and highlight how Big Data/analytics solutions are using this new content. In addition, we will examine the demands, trends, and catalysts that are driving this market now and in the future. A number of example vendors providing these data services will be discussed. Track 2: Best-in-Class Data-Driven Marketing, Gerry Murray, Research Manager, CMO Advisory Service When multiple companies with comparable offerings compete, the one that makes the most compelling case to the best customers the fastest has a big advantage. For marketers, that requires the ability to identify buyers, understand their context, and deliver the most valuable insights between the time they click on a link and content is displayed on their device. Therefore, data must drive everything marketing does. Data-driven marketing enables the enterprise to most efficiently sense and respond to opportunities and threats in the market, to account for the impact of marketing activities on customer creation, and to continually optimize those capabilities. But what does it really look like? Why is the technology road map so fragmented? Who are the leading suppliers? What skills and processes are needed? This session will dive into IDC's 2014 Data-Driven Maturity Model. Attendees will learn how they can assess and advance their people, process, technology, and data to get to the best customers the fastest. Track 3: Winning in Cloud Infrastructure: What's the Right Operating Model for Service Providers? Melanie Posey, Research Vice President, Hosting/Cloud and Managed Network Services What do organizations want from their cloud infrastructure service providers, and what are some of the key issues driving the evolution of the service provider universe? Service providers will differentiate their offerings on a variety of fronts — platform functionality, vertical focus, target market — but there are three "nonnegotiables" of cloud infrastructure success. Winning cloud operating models must incorporate service portfolio breadth (compute, storage, and network), agile service provisioning featuring software-defined datacenter solutions, and enhanced "service liquidity" via integrated systems to support scalable growth. In this session, IDC will deliver insights on how these factors influence customer decision making and provide guidance on critical service provider considerations as cloud adoption goes mainstream.
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Track 4: Rethinking the Management Software Landscape in the Era of Software-Defined Datacenters: Integration, Automation, and Analytics, Mary Johnston Turner, Research Vice President, Enterprise Systems Management Software Software-defined datacenters are controlled and optimized by advanced management automation, orchestration, and analytics software that enable IT teams to free application and middleware workloads from underlying infrastructure dependencies while shifting from maintaining tightly coupled components to delivering IT as a service (ITaaS) across a broad range of public and private datacenter resources. As use of software-defined datacenter strategies increases, IT leaders are discovering they have a unique opportunity to clear out decades' worth of aging management software tools in favor of more integrated, streamlined, and automated solutions and operational processes. IT decision makers are rethinking what it takes in terms of IT operations, configuration, provisioning, and service delivery policies, standards, and software in order to consistently and affordably deliver mission-critical services to employees, customers, and partners. IDC believes over the next several years the worldwide management software market will be reshaped as enterprise datacenters are managed by fewer, more integrated, and strategic management solutions. Service providers will be even more aggressive about simplifying their management software environments and put additional pressure on this market. Mary Johnston Turner will discuss how changes to delivery methods, standards, automation, and analytics will disrupt the datacenter management software market and predict what it will take for management software vendors to stay relevant in the era of ITaaS operational models and software-defined datacenter architectures. Track 5: Wearable Computing: New Market Opportunities and Challenges, Ramon Llamas, Research Manager, Mobile Phones Multiple vendors have already entered the fray to define wearable computing, which promises to be the next market-altering category in consumer electronics. But as a completely new category, wearable computing suffers from being easy to spot, yet difficult to define. Do all these devices truly count as wearable computing? And if so, what new and unique experiences do they deliver or are they solutions looking for a problem? Still, wearable computing presents an undeniable "cool factor" and stands to be a market changer for consumers and enterprise users alike. This presentation, led by Ramon Llamas, focuses on what counts as wearable computing, what opportunities and experiences lie ahead, and which vendors to watch. Finally, it offers actionable advice for players in the wearable computing ecosystem to thrive in this new market. Track 6: Customer Community as the Foundation of Next-Gen Sales, Marketing, and Customer Service, Mary Wardley, Program Vice President, CRM and Enterprise Applications Customer communities are the foundation for any customer experience strategy. CX is a broad term used to refer to a strategy that is designed to orchestrate a positive experience or interaction for customers at any and all touch points. The definition extends to the systems, processes, and employees that impact that experience as well, which in reality could be all employees and any technology. Customer communities are quickly evolving, and companies are finding that they can be used across many functions very effectively. Many communities are initially deployed as a way to encourage peer-to-peer support and interaction as a means of deflecting some of the customer service calls. These customer support communities are proving very valuable to companies, but that's not the only benefit the community provides. That same community is generating useful content that can be harvested and reused in the company's knowledge base and also for training and documentation, for example. The community also provides a fertile ground for marketing and sales. Word-of-mouth advertising is a very powerful marketing tool and can be driven through the community by providing a positive experience and by nurturing influencers in the community. This session will look broadly at the impact of customer communities and their use across sales, marketing, service, and product development. Track 7: Tipping the Scale: On the Cusp of a Demand-Driven Internet of Things (IoT) Market, Carrie MacGillivray, Program Vice President, Mobile Services, IoT and Network Infrastructure With few exceptions, supply, as opposed to demand, has been the major microeconomic driver of the Internet of Things market to date. Current research reveals the turning point to a demand-driven market is close at hand. This IDC session will outline key offers, messages, and value propositions proposed by IoT vendors and weigh them against IDC's latest demand-side research results. Carrie MacGillivray will share intriguing scales as to how close suppliers are to what potential buyers want, including perceptions versus reality on the value of IoT benefits to the enterprise. Hint: The scales will look very different as enterprises consider IoT benefits that they are less familiar with. Recommendations will be provided on how ICT vendors and service providers can position their solutions to tip the scale and drive valuable adoption among enterprises. IDC’s Directions 2014 Santa Clara .j28 :: page 15 of 16
Track 8: Transformation: IT's 3rd Platform Collides with Enterprise-Class End-User Organizations, Joseph Pucciarelli, Vice President and IT Executive Advisor In this presentation, IDC will deliver insights into the strategies that end users are adopting to manage and thrive in the face of technology transformation driven by 3rd Platform initiatives. It will explore how organizations can remain competitive on a global scale as they cope with constrained financial, technical, and talent resources. This presentation focuses on four critical themes shaping 3rd Platform deployment and consumption models within enterprise-class end-user organizations. First, IDC will explore strategic priorities shaping 3rd Platform technology implementation, including business and enterprise architecture, IT strategy and innovation, and IT talent strategies. Next, we will examine 3rd Platform implementation experiences with Big Data/analytics, infrastructure and cloud services, social business, and mobility technologies focusing on recommended risk mitigation tactics from end-user organizations that have been there. In the next phase of the session, IDC will highlight current and planned service delivery initiatives for application provisioning, enhanced customer experience, and data management, all of which are enabling IT organizations to adapt to new challenges. Finally, IDC reconsiders the foundation practices that are shaping IT delivery, including service management, vendor and sourcing management, and IT security and how they are evolving.
4:00 – 5:00 pm
Featured Keynote
Summary and Comment: Transformation in the 3rd Platform Era, Bob Metcalfe Bob Metcalfe will summarize and comment on the sessions presented at Directions 2014. As the inventor of Ethernet, Bob brings a unique perspective to the IT marketplace, having built one of the key IT innovations of our time. He will use his unique and entertaining presentation style to summarize the day and put into context the dramatic shifts unfolding in the market.
5:00 – 5:15 pm
IDC Closing Remarks
Crawford Del Prete, Executive Vice President, Worldwide Research Products, and Chief Research Officer
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