|By Ken Rutsky||
|January 16, 2013 03:14 PM EST||
When I talk about Viewpoint, the first question I usually get is, "well, who does this well?"
The godfather of Viewpoint in the new era of cloud computing is clearly Salesforce.com. As I have written here, SalesForce.com's "The End of Software" created a unique and compelling Viewpoint that aligned with the aspiration and frustrations of their target customers who needed faster and easier visibility into the sales pipeline and performance. As they and the market have matured, they have adeptly shifted to "The Social Enterprise," seeking to capitalize on the technology, environmental and business shift to social computing. So far, this seems to be a big win again for Benioff and team as even conservative Gartner Group now calls this category "Social CRM".
But everyone calls out Salesforce, so I wanted to find a few maybe lesser know examples of companies who are staking out a Viewpoint which gets them attention, leads and business. Here's a few:
Zuora - The Subscription Economy - By building the business around the Subscription Economy, Zuora has created a fertile ground for discussing their billing solutions in a context that matters. Rather than simply an accounting solution for selling term licenses, Zuora has effectively planted a flag of leadership. They've even committed a whole website to the discussion of this Viewpoint.
FireEye - Sometimes a Viewpoint is as simple as saying "the world around you has dramatically changed, have you responded?". This is exactly what FireEye has done with their Next Generation Threat positioning. By elegantly articulating what their clients already knew, that the bad guys were changing faster than their current defenses, FireEye positioned themselve as the expert to define and deliver what a next generation threat protection solution.
VirginAmerica - Flying should be painful, crowded, stressful and miserable. Right? Wrong says VirginAmerica. Experience the difference. A great example of a Viewpoint which takes conventional wisdom and throws it out the window. Backed by delivery of the promise of a new and differentiated service. Cool! Let's book today!
By creating a unique Viewpoint, we create the space or the context to deliver our unique value, creating impact, the first stage of accelerating to Velocity Marketing. What's you Viewpoint? (check out this blog for a starting framework)
The Industrial Internet revolution is now underway, enabled by connected machines and billions of devices that communicate and collaborate. The massive amounts of Big Data requiring real-time analysis is flooding legacy IT systems and giving way to cloud environments that can handle the unpredictable workloads. Yet many barriers remain until we can fully realize the opportunities and benefits from the convergence of machines and devices with Big Data and the cloud, including interoperability, ...
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DevOps is all about agility. However, you don't want to be on a high-speed bus to nowhere. The right DevOps approach controls velocity with a tight feedback loop that not only consists of operational data but also incorporates business context. With a business context in the decision making, the right business priorities are incorporated, which results in a higher value creation. In his session at DevOps Summit, Todd Rader, Solutions Architect at AppDynamics, discussed key monitoring techniques...
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We certainly live in interesting technological times. And no more interesting than the current competing IoT standards for connectivity. Various standards bodies, approaches, and ecosystems are vying for mindshare and positioning for a competitive edge. It is clear that when the dust settles, we will have new protocols, evolved protocols, that will change the way we interact with devices and infrastructure. We will also have evolved web protocols, like HTTP/2, that will be changing the very core...
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Enthusiasm for the Internet of Things has reached an all-time high. In 2013 alone, venture capitalists spent more than $1 billion dollars investing in the IoT space. With "smart" appliances and devices, IoT covers wearable smart devices, cloud services to hardware companies. Nest, a Google company, detects temperatures inside homes and automatically adjusts it by tracking its user's habit. These technologies are quickly developing and with it come challenges such as bridging infrastructure gaps,...
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