Connected things are quickly expanding, beyond their traditional scope of industrial plumbing and their recent emergence as lifestyle novelty, to become a global and everyday norm. After the revolution comes the need for sustainable operation: what's involved in assuring that today's Internet of Factories, Internet of Transactions, and emerging Internet of Personal Devices can scale to the demands of billions of people and tens of billions of everythings? Peter Coffee, VP for Strategic Research at salesforce.com inc., examines the challenges and highlights the opportunities for robust and responsible leadership in the world that's taking shape today.

1. After the Revolution:
Governing the Connected Everything
PeterCoffee
VPforStrategicResearch,salesforce.cominc.
@petercoffee

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3. The People are Connected

4. Do They Understand the Implications?
• “Withthe rise of the networked device, what
people do in their homes, in their cars, in
stores, and within their communities will be
monitored and analyzed in ever more
intrusiveways… In your own well-wired
home, there will be no ‘opt out.’
• “You can almost hear the ominous narrator’s
voice from an old ‘TwilightZone’ episode
saying,‘Soon the net will close around all of
us.There will be no escape.’
• “Except it’s no longer science fiction. It’s our
barely distant present.”

5. Are We Prepared to Address Their Concerns?
• “Alot of the web services allow unauthenticated
or unencrypted communication between the
devices, so we’re able to alter the info that gets
fed into the medical record … so you would get
misdiagnosisor get prescriptionswrong.”
• “Thephysician is taught to rely on the
information in the medical records … [but] we
couldalter the data that was feeding from these
systems, due to the vulnerabilitieswe found.”

6. When GE CMO Beth Comstock asks,
“How do we connect customers and
employees to our machines?”
that’s a technology question.
( can do that for them.)
When she asks,
“What if my jet engine could talk to me?
What would it say?”
that’s a much more interesting question.
Only GE can answer it.
Connection Invites Conversation

7. • “Look: Spot has the ball! See Spot run!”
is impressive compared to “point and grunt,” but…
• If you write an application…
…break it into modules…
…and write an API that documents
the modules’ interactions…
…who will find it useful for anything else?
• If you have a “customer” object, what interactions should it enable?
• If you have a “warehouse” object, what interactions must it anticipate?
Remember Warehouse 13: When a ‘Warehouse’ class had no API for things
getting lost or stolen, users created a new ‘warehouse’ (they could do that) where
missing things could be ‘sent.’ Complications followed.
What Can Your Vocabulary Say?

8. We Need to Enable Negotiation…
…Not Just Transaction
• Language is not just a tool for
expressing agreement
• Naïve APIs assume that everyone
is honest and cooperative
• Language can be a tool for
deception; APIs must support
qualification and verification

9. We Need to be Able to Trust…(wait for it)…
…Software
If you think people are touchy about
a software update that doesn’t work
the first time…or worse yet, makes
the machine stop working…wait
until that update was automatically
pushed to a connected device that
they were using at the time.
TheApp Store model has raised our
expectations. We’re not done.

10. Trust: Without Which Nothing Else Matters
If you think people are touchy
about their money, wait ’til you
know where they were parked
and who else was in the car,
with what kind of music playing
on the radio.
It’s essential to reduce
complexity and to narrow the
scope of privileges – rather
than compounding complexity
and enabling more superusers.

11. We Need to Connect People…
…Not Just Devices
“I’m not used to GPS at all," Ms. Latshaw
says. A former BMW owner, she confesses
she “worked on daylight-saving time all
year last year” because she couldn’t figure
out how to reset the German car's clock.
Customers like Ms. Latshaw are why
Sewell [Lexus] has Alex Oger, the
dealership's first “technology specialist.”
“An app for that”
can’t become
“an app for everything”

12. We Need to Be Bold About Redefining…
…‘the Product’
In a connected world,
the very essence of
what you’re selling may
radicallychange
The relationships
among ownership,
access, control, and
cost of many objects
are up for disruptive
adjustment

13. Your ‘Product’…May Really Be Just a Data Collector
“The addition of BaseSpace
eliminates the need for
expensive IT infrastructure,
simplifying the process of
adopting a personal sequencer
for labs of any size and
experience,” commented Illumina
CEO Jay Flatley.
Illumina Launches BaseSpace
Cloud Platform for MiSeq

14. •“September was another record
month – 31.5 billion transactions, up
50% from September ’12, with
average response time of 253 ms”
• That was then; this is (closer to) now
A Tiny Little Bit About Us

15. •“September was another record
month – 31.5 billion transactions, up
50% from September ’12, with
average response time of 253 ms”
• Redefining “Done”:
GA Criteria for New Functionality
UI built on top of public API
Thus, the API is functionally
complete with the UI
A Tiny Little Bit About Us

16. Salesforce1 PlatformAPIs
Salesforce1App
Salesforce1 Platform Services
Force.com Heroku1
ExactTarget
Fuel
Sales Cloud Service Cloud
ExactTarget
Marketing Cloud
AppExchange
What’s Needed is a Customer Platform

17. Don’t Aim Low
• Do not be timid in projecting the future of this
transformation: multiple sources agree that
by 2020, 50 billion devices may have
Internet connections.
• Assume global connectivity, infinite
bandwidth, and free processing power as
a basis for planning
None of those goals will ever be fully met…
…but any attempt to “be realistic” will
undershoot actual progress.
blogs.salesforce.com/company/2012/11/making-real-the-internet-of-things.html

18. @petercoffee
/in/petercoffee
/peter.coffee
pcoffee@salesforce.com
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