The document discusses how connecting devices is less important than connecting people. It argues that networks need to focus on where devices were located, exactly when they sent data, and how long data will remain useful. The document also stresses the importance of establishing trust in a connected world, especially with software and connected devices. It advocates creating new value by using connection to enable conversations between customers, employees, partners and products through connected experiences.

1. Connecting People
is More Than Connecting Devices
The Intersection of Everything
Peter Coffee
VP for Strategic Research, salesforce.com inc.
@petercoffee
Creative Commons Attribution-NoDerivatives 4.0 International

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3. “Why should we limit
computers to the
lies people tell them
through keyboards?”
- Bill Gosper, MIT
About half a century ago
Photo by Thane Plambeck

4. We Can Have Better ‘I’ in ‘IT’
Actuators
Sensors
Connect,
Measure,
Think – and Act
People
public String CloudThoughts{ get; set;}
Mike Leach, www.embracingthecloud.com
• Reduce costly data entry errors
• Fuse multiple data streams
• Feed algorithms of discovery
• Recognize pre-failure signatures
• Enrich and differentiate products
with services

5. Do We Need More Fingers and Toes?
Are we ready to scale up from
billions of smartphones…to
tens of billions of devices?
Yeah, we can do this:
“The EPC, a 96 bit number, is
expected to provide an address
space of roughly 30 trillion
trillion unique identifiers.”*
- Smart Border Alliance – RFID Feasibility Study Final Report
* Reality check: that’s 58,800 IDs/mm2
of this planet, including oceans
“RFID tags can do more than say, ‘Here I am’;
they can also provide, for example, vital data on
storage and transportation conditions for goods
when combined with sensors and with
infrastructures like GPS.” - www.eweek.com

6. Can We Count That High, That Quickly?
• There are people who already do
• Industrial and factory automation
providers are already accustomed
to massive scale
• Existing ‘device cloud’ abstractions
already provide the tools to filter
out what’s routine
• Interfaces to Service Cloud
already know how to turn an
anomaly into a case

7. Well, if it’s that easy:
What’s the Big Deal?

8. We Need to Re-Think Why We Network
• Today’s networks mostly ask:
• Where are you going?
• What have you got?
• When we’re talking to moving
things, we might really want to
know:
• Where were you when you
sent this?
• Exactly when?
• How long will this be useful?
“In theory, under IPv4, time to live is measured in
seconds, although every host that passes the
datagram must reduce the TTL by at least one
unit. In practice, the TTL field is reduced by one
on every hop. To reflect this practice, the field is
renamed hop limit in IPv6.”
en.wikipedia.org/wiki/Time_to_live

9. We Need to Re-Think How We Network
• Today’s networks mostly assume:
• Where you are doesn’t matter
• You’re close enough to engage
• When we’re talking to a larger
world—or worlds—then we might
really want to be sure:
• We can communicate across
large distances
• We can communicate on
intermittent links
Delay & Disruption Tolerant
Networking (DTN) allows the
CubeSat to act as a data
“mule” storing uploaded
“bundles” of data until the
CubeSat’s orbit takes it over a
groundstation connected to
the Internet. The cost of such
an infrastructure would be
about $33M for development,
deployment and maintenance
over the ten-year lifecycle of
such a network.
InterPlanetary Networking Special Interest Group (IPNSIG.org)

10. 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
negotiation and verification

11. We Need to Connect People…
…Not Just Devices
(Will everything need
an app to control it?)
“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.”

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

13. We Need to Connect Across ‘Products’
Suppose the nav
systems of passing
cars show a bunch of
people heading to the
same sports venue?
Why not see if you can
sell them a pre-game
meal with a dynamic
billboard?
GM has the patent

14. We Need to Add Services to Products
What if you could
connect your camera
to a service that
evaluated your
pictures and told you
which lenses could
deliver other effects?
Think you might
sell more glass?

15. We Really, Really Need to Establish…
…Trust
If you think people are touchy
about their money, wait ’til you
know what kind of pictures you’ve
been taking – and where you took
them – and maybe, who’s in them.
It’s essential to reduce complexity;
to focus the scope of privileges;
and to increase visibility of who did
what, when, and how, with the
privileges they had to be given

16. 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.
The App Store model has raised
our expectations. We’re not done.

17. If You Need to Get Their Attention
• “Decision-makers in key business
sectors who adopt just some of the
developing technologies offered by
the Industrial Internet can increase
their operational efficiencies by 1%.”
• “Early adoption will empower the
world’s oil and gas, power, health
care, aviation and rail industries to
achieve estimated efficiencies
exceeding $250 billion over 15 years.”
- machinetalk.etherios.com, 7 Oct. 2013

18. Cloud Computing? Indoor Plumbing of the 2010s
• Asking how to “monetize the cloud” is like asking how Hilton
can “monetize indoor plumbing.” You can’t build or run a big
hotel without it…but it certainly isn’t the product.
• What do people want from global, interoperable connection?
 Mobile access to data; transaction; function
 Social connection and interaction
 Access to expertise and services…in executable form
(Physically realized as: devices, networks and apps)

21. We Need to Create New Value…
• In 2010
• 58% of surveyed U.S. consumers said they’d pay a higher
price if they had a strong expectation of superior service.
• On average, they thought a 9% premium would be OK.
• In 2012, 66% were willing to pay +13%...
…and 75% said they had already spent
more with a company in response to superior
service, up from only 57% in 2010.
• Connected products can elevate service,
from damage control to proactive customer care

22. …Using Connection to Enable Conversation…
Connected
Customers
Connected
Experiences
Product
Mobile
Social
Connected
Employees
Web
Stadium
Email
Connected
Partners
Store
Community

23. …Because Everything is Connected
Connected
Connected
Employees
Connected
Partners
Products
mobile
social
Connected
Customers
cloud
Connected
Devices

24. This ‘Future’ Has Already Happened
When a powerful change takes place, it takes time before you see
anything happen…but the energy has already been released
Three fundamental energies are in play:
 Connectivity
• Capacity in place
• Protocols and power management
 Mobility
• Devices drive cloud demands
 Social interaction model
• Raising expectations for useful
assistance and trusted advice

25. 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” in
making projections will undershoot
actual progress.
blogs.salesforce.com/company/2012/11/making-real-the-internet-of-things.html

26. f
@petercoffee
linkedin.com/in/petercoffee
facebook.com/peter.coffee
pcoffee@salesforce.com