1. Digitizing the World
The Driving Force Behind
Hadoop’s Adoption Life Cycle
Hadoop Summit
2012

2. Digital Innovation
Decades of Disruption to Business as Usual
• 1980s: Digital Office Work
• Personal Computing, Office Automation
20th Century
• B2E – documents, office mail, presentations, financial analysis
• 1990s: Digital Value Chains
• Internet, ERP, Worldwide Web, e-Commerce
• B2B – outsourcing, globalization, business networks
• 2000s: Digital Consumption
• eTail, Broadband, Mobile, Social Media, Self-Service
21st Century
• B2C – media, entertainment, advertizing, entertainment, retail, travel
• 2010s: Digital Engagement
• Marketing, Customer Service & Support, Account Management
• B2B2C – business, health care, education, local government
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3. Enterprise IT: Pre-Disruption
Focus was on Systems of Record
• Transaction systems for global commerce . . .
• Financials, Order Processing, Inventory, HR, CRM, Supply Chain
• Mainframes, minis, client-server, PC, Internet-enabled, SaaS
• Drove three decades of investment
• Data centers everywhere
• OLTP and Business Intelligence were the key drivers
• Y2K put the capstone on this trend
• Pulled forward a half decade of investment for effectiveness
• Focus in past decade has been on investment for efficiency

4. IT Disruption: For the Past Decade
Enterprise IT Consumer IT
On Hold On Fire

5. Consumer IT Redefines Human Experience
The Digitization of Culture Across the Globe
• Access - Universal
• Information, opinion, searchable, interactive
• Communications are globally democratized
• Microsoft, Google, Wikipedia
• Broadband - Emotional
• Pictures, music, video, voice, shopping
• IT touches both the mind and the heart
• Facebook, iTunes, YouTube, Skype, Zappos
• Mobile - Ubiquitous
• Anywhere, anytime, any income
• Culture becomes pervasive in all dimensions
• iPod, iPhone, iPad, Android, RIM, Windows8
How will this impact enterprise IT?

6. Enterprise IT – 21st Century
Systems of Engagement for B2C
• Collaborative filtering
• Behavioral targeting
• Personalized transactions
• Location-based services
• Predictive analytics
• Machine learning
• Fraud detection
• Multi-channel communications
• Near-field transaction processing
• And lots more to come . . .
Big Data, Analytics, Real-Time

7. Enterprise IT – 21st Century
Systems of Engagement for B2B
• Enterprise Facebook
• Enterprise YouTube
• Enterprise Search
• Enterprise App Store
• Enterprise Twitter
• Enterprise Facetime
• Enterprise OpenTable
• Enterprise Dropbox
• Enterprise Foursquare
• And lots more to come . . . .
Social, Mobile, Global

8. The Evolution in IT Infrastructure
Driving the Next $1Trillion of Spend in B2B2C
Analytics
Big Data Real-Time
Morphing the Stack
Social Global
Mobile
Clearly Hadoop has a very big role to play here
The question is: When?

9. Seeking the Tipping Point
The Technology Adoption Life Cycle
MAIN
STREET
TORNADO
EARLY
MARKET
BOWLING
CHASM ALLEY
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10. Getting to Tipping Points
Different Playbooks for Each Phase
Early Bowling Main
Tornado
Market Alley Street
Visionary LOB
Target Customer
Executive
Compelling Competitive
Reason to Buy Advantage
Whole
Bespoke
Product
Projects
Model
Systems
Partners & Allies
Integrators
• Media
• Intelligence
• Investing
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11. Getting to Tipping Points
Different Playbooks for Each Phase
Early Bowling Main
Tornado
Market Alley Street
Visionary LOB Pragmatist Business
Target Customer
Executive Manager
Broken Mission-
Compelling Competitive
Critical Business
Reason to Buy Advantage
Process
Whole
Bespoke Solutions for
Product
Projects Use Cases
Model
Systems Vertical Application
Partners & Allies
Integrators Vendors
• Media • Travel
• Intelligence • Fraud
• Investing • Retail
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12. Getting to Tipping Points
Different Playbooks for Each Phase
Early Bowling Main
Tornado
Market Alley Street
Pragmatist
Visionary LOB Pragmatist Business
Target Customer Infrastructure
Executive Manager
Manager
Broken Mission- Keep up with the
Compelling Competitive
Critical Business Current
Reason to Buy Advantage
Process Standards
Whole
Bespoke Solutions for Products &
Product
Projects Use Cases Support
Model
Horizontal
Systems Vertical Application
Partners & Allies Application
Integrators Vendors
Vendors
• Media • Travel • Advertising
• Intelligence • Fraud • Wholesale
• Investing • Retail • Manufacturing
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13. Getting to Tipping Points
Different Playbooks for Each Phase
Early Bowling Main
Tornado
Market Alley Street
Pragmatist Conservative
Visionary LOB Pragmatist Business
Target Customer Infrastructure Technology
Executive Manager
Manager Specialists
Broken Mission- Keep up with the
Compelling Competitive Better Value with
Critical Business Current
Reason to Buy Advantage No Risk
Process Standards
Whole
Bespoke Solutions for Products & Systems &
Product
Projects Use Cases Support Outsourcing
Model
Horizontal Administrative
Systems Vertical Application
Partners & Allies Application Application
Integrators Vendors
Vendors Vendors
• Media • Travel • Advertising • Health Care
• Intelligence • Fraud • Wholesale • Education
• Investing • Retail • Manufacturing • Government
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14. Final Thoughts for Hadoop Developers
Common Theme: Optimizing Outcomes at Scale
• Media Content
• Intelligence Detection
• Investment Algorithms
• Advertising Performance
Key Takeaway
• Fraud Prevention
For the foreseeable future
• Regulation Compliance
DOMAIN EXPERTISE
• Retail/Wholesale Inventory Turns
is core to competitive advantage
• Manufacturing Supply Chain
• Health Care Patient Outcomes
• Education Learning Outcomes
• Government Citizen Services
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15. Final Thoughts for Hadoop Developers
Common Tactic is Big Data Analytics
• Systems of Record are one foundation
• Log files are the other foundation
• Batch analysis Key Takeaway
drives pattern detection
This should provide at least
• Algorithms approximate detected patterns
• Real-time a decade of entertainment into processes
computing inserts algorithms
for everyone present!
• Processes are optimized through real-time adjustments
• Outcomes are captured in log files
• Rinse and repeat
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16. gmoore@geoffreyamoore.com
twitter.com/geoffreyamoore
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