2015 BTIS Overview

C O N N E C T E D E V E RY W H E R E : T H E T R A N S F O R M AT I O N T O A H Y P E R W E B W O R L D

AN OVERVIEW 2014–15

The Britt Technology Impact Series is made possible by a generous donation from Tuck and Dartmouth alumnus Glenn Britt, former CEO and Chairman of Time Warner Cable. In giving the gift, Glenn stated: “The role of business people is to understand the possibilities created by new technologies, recognize unmet consumer or business needs they could fulfill, and determine if the new technology and the customer needs can be put together in a business model that makes sense.� The Center for Digital Strategies structures the Britt Series so it highlights relevant aspects of a set of technologies, examines business models and illustrates how consumer and corporate needs are being met.

Over the past six years, the Center for Digital Strategies has examined six major technology trends and how they impact individuals, businesses, and industries. Video, Mobile, Social, Cloud, Big Data and the Internet of Things have all proven to play a significant role in shaping the way we see and interact with the world through digital technology. We are now facing a perfect storm where these technologies are coming together to change the world in previously unimaginable ways. Making this coming together possible is the concept of a Hyperweb that focuses not on singular technology, but on the linking between them. This technological convergence is made possible by APIs, HTML5, and other developments and has given rise to new industries, made some companies into winners (often at the expense of others), and opened up new frontiers.

The 2014-15 Britt Technology Impact Series examined the transformational impact of the growing hyperweb and the fusion of technology into every interaction in our corporate and social worlds.

KEY FINDINGS •

Hyperconnectivity is about technology connecting people to information, things, services, other people and even themselves

•

Hyperconnectivity generates huge amounts of data and creates opportunities

•

Mobile and cloud computing enable hyperconnectivity

•

Hyperconnected customers are always addressable, but have MUCH higher expectations

•

Security has trailed growth fueled by hyperconnectivity

•

Regulations aren’t able to keep pace with changes stemming from hyperconnectivity

WHAT IS HYPERCONNECTIVITY? “Everything is going digital—everything.” That’s how Intel’s Director of Experience Insights Research, Interaction & Experience Research Lab, Dr. Tony Salvador, described the impact of hyperconnectivity on business and society at large. But what, exactly, is hyperconnectivity?

Hyperconnectivity is less a technology and more a description of how we interact with and use technology. Salvador expands on his explanation by stating, “The digital world is no longer linear — people and businesses need to think of themselves as ‘nodes’ in a hyperconnected network.”

As nodes in a network, our world is defined by ubiquitous connectivity via wired, wireless and Wi-Fi networks. That digital access enables our wired, mobile and connected devices, which make up the Internet of Things (IoT).

Regardless of how we define hyperconnectivity, its impact will be significant. As Adam Golodner, partner in Kaye Scholer’s Complex Commercial Litigation Division, explained, “Hyperconnectivity is a great thing. We’re going to be driving new business models, disintermediation of markets, shifting billions of dollars of value to companies and entities and probably countries that can take advantage of a new, much more efficient methodology for providing their products and services.”

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David Doggett, Senior Director of Cybersecurity and Network Infrastructure at Schneider Electric, looks at hyperconnectivity as less of a major shift, noting, “Hyperconnectivity is an evolution, not a revolution.” Doggett clarifies that, “What we see now is a massive acceleration of change and the requirements for flexibility.”

The growth, disruption and evolution created by hyperconnectivity is evident in the following data compiled by Harvard Business Review:

NUMBER OF DEVICES IN USE (IN MILLIONS) 20,000

WEARABLES SMART TVS

Between now and 2018 we’ll see the number of smartphones, tablets, and other connected devices skyrocket.

THE INTERNET OF THINGS

TABLETS

SMARTPHONES

PERSONAL COMPUTERS Source: Digital Ubiquity: How Connections, Sensors, and Data Are Revolutionizing Business, Harvard Business Review, November 2014

As the chart highlights, much of our world is now linked to the wider digital world via mobile technologies. Mobile connectivity is the dominant access technology in many countries.

According to eMarketer’s Worldwide Internet and Mobile Users Report in 2015, 43.0% of the worldwide population will use the Internet regularly, with 32.2% going online via mobile phone. The growing mobile Internet user base drives overall Internet adoption, especially in emerging markets.

tuck.dartmouth.edu/digitalstrategies

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How are users putting this connectivity to work? Nielsen compiles a list of the most downloaded and most used apps in the US each year. The data reveal that social media and messaging platforms continue to dominate our screen time. The other key trend you will notice is that two companies, Facebook and Google, own the top nine spots on the list for 2014.

TOP SMARTPHONE APPS OF 2014 RANK APP

AVG UNIQUE USERS

YoY % CHANGE

1 Facebook 118,023,000 15 2 Google Search 90,745,000 14 3 YouTube 88,342,000 26 4 Google Play 84,968,000 11 5 Google Maps 79,034,000 26 6 Gmail 72,405,000 8 7 Facebook Messanger 53,713,000 242 8 Google+ 48,385,000 78 9 Instagram 43,944,000 34 10

Music (iTunes Radio/iCloud) 42,546,000

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At first glance, the numbers suggest that users do not spend their time being overly productive.

However, as James McQuivey, Vice President and Principal Analyst Serving CMO Professionals, Forrester Research, pointed out, “Person-to-person connections are most important,” when looking at hyperconnectivity. McQuivey further explains hyperconnectivity by stating, “It’s all about relationships and how hyperconnectivity enables personal connections.”

The role of business is to find ways to enable those connections and insert products and

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services (at the right time) that meet the needs and desires of those customers. Explaining the applications of this connectivity, McQuivey went on to state, “You ain’t seen nothing yet.” The business applications of how to use hyperconnectivity and the resulting data being generated are the next wave of digital businesses.

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DATA, DATA EVERYWHERE…

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“The good news is, data is everywhere,” says Cassie

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Lancelotti-Young T’11 EVP of Customer Success,

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Sailthru. She points out that big data is a common

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Last year’s mobile data traffic was nearly 30 times the size of the entire global Internet in 2000.

One exabyte of traffic traversed the global Internet in 2000, and in 2014.

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phrase without a clear, agreed-upon definition,

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sources and variety of data are diverse.

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it’s being created and used in real time, and the

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but does note that everyone agrees it’s really big,

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To understand how data can be useful to

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companies, let’s take a closer look at how data is

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created, collected and used.

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DATA CREATION

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As we connect more devices and track more of our lives in digital ways, we create massive

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amounts of data. IBM notes that, “Every day, we create 2.5 quintillion bytes of data — so much

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that 90% of the data in the world today has been created in the last two years alone.”

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Much of that data is user-generated, with huge amounts of multimedia content a key source

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of data created. While much of that data is unstructured, companies such as Facebook are

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looking to change that. According to Rentrak COO and CFO, David Chemerow T’75, Facebook

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is now able to identify faces and brands in pictures and videos uploaded to the popular social

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network and use that information to sell targeted advertising.

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Metadata can tell companies a lot about a particular user and is a significant portion of the data being collected on customers. Whether or not companies are able to perform the types of advanced data analysis similar to that of Facebook, metadata is still readily available and useful.

Multimedia Data Creation •

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Multimedia makes up 60% of internet 0 0 0 traffic, 70% of mobile phone traffic 0 1 0 and 0 0 1 0 70% of available unstructured data 1 0 0 0 0 1 0 1 0 1 0 0 1 0 1 0 0 1 1 0 0 0 0 1 0 0 0 0 1 0 0 0 0 1 0 0 0

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3 billion Facebook photo uploads are 0 0 0 0 0 per month, or0 100 0million made photos 1 1 1 0 0 0 0 0 per0 day 0 1 1 1 1 0 0 1 0 1 0 1 0 0 1 0 1 0 0 1 1 0 0 0 0 1 0 0

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0 1

0 72 hours0 of video are uploaded to 0 0 1 0 YouTube01 every minute 0 0 1 0 1 0 0 1 0 1 0 0 1 1 0 0 0 0 1

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0 0 1 0 0 0 1 0 0 0 0 0 0 0 1 0 1 0 1 0 1 0 0 0 0 0 1 0 1 0 0 1 0 0 0 0 0 1 1 0 0 1 0 0 0 1 1 1 0 0 0 0 0 0 0 0 0 1 1 Business CEO, Andrew Geisse (right) responds 1 1 AT&T 1 Former 0 0 1 0 0 0 0 1 0 0 from Kaye Scholer Partner, Adam Golodner 0 to1a 1question 1 0 0 0 0 1 1 event 0 at focused on digital infrastructure.

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DATA COLLECTION With so many methods for collecting data from customers and end users, a persistent problem is the existence of data silos. Data collected from email marketing campaigns, point of sale systems, and social media are difficult to integrate. Systems do not talk to each other and the various teams owning different portions of the customer experience do not have effective ways of sharing data.

DATA SILOS ACROSS ORGANIZATIONS

OFFLINE

EMAIL

MOBILE APPS

SOCIAL MEDIA

WEB ANALYTICS

ACQUISITION

CUSTOMER SERVICE

POINT-OF-SALE

The answer to breaking down data silos is metadata. The National Institute of Standards (NIST) defines metadata as “structured information that describes, explains, locates, or otherwise makes it easier to retrieve, use, or manage an information resource. Metadata is often called data about data or information about information.” Lancelotti-Young T’11 pointed out that metadata is key to the hyperconnectivity puzzle, because it allows us to break down data silos and leverage contextual information to provide customers with meaningful information and services.

There are two main types of metadata: structural and descriptive. Structural metadata is data about the containers of data. Descriptive metadata uses individual instances of application data or the data content.

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Lending Club’s Product Manager, Spencer Bryan T’13, (left) responds to a question posed by Tuck’s Associate Professor of Business Administration Steven Kahl (right).

DATA USAGE Companies are using the data (and metadata) they collect in numerous ways. Some companies, like Google and Facebook, make a living by selling your data in the form of advertisements.

Other companies are building their entire businesses on data.

McQuivey pointed to language learning application Duolingo as an example of a company harnessing the power of data to monetize. Duolingo provides free access to its application (named 2013 iTunes App of the Year by Apple). In return, it uses data generated by users translating foreign language phrases to sell translation services to large websites like BuzzFeed and CNN.com.

Doggett, explained the advantages of hyperconnectivity to drive increased utility of data by stating, “We’re very optimistic about hyperconnectivity – that it can bring advantages. It gives customers a chance to take advantage of a lot of data they’ve been collecting, but not able to use.”

Salvador pointed out that data changes the way we think about economics and even how we organize ourselves. He stated, “It’s a new era of digital living and digital bits, and there’s lots of information impacting how we live, think, act, and govern ourselves. Bits are immediately distributable. We can even sell them. And because there is so much visibility, we can actively take part in a conversation about the new values and rules we’ll create.”

Intel‘s Director of Experience Insights Research, Dr. Tony Salvador, details the various types of data collected by tech companies.

tuck.dartmouth.edu/digitalstrategies

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MOBILE + CLOUD = A HYPERCONNECTED OPPORTUNITY A running theme from speakers this year was the importance of two key technologies in delivering hyperconnectivity: mobile and cloud. The combination of mobile technologies (specifically smartphones) and cloud computing enable a wide array of services that form the backbone of today’s hyperconnected world. As NetNumber Advisor and former AT&T Business Solutions CEO, Andrew Geisse, noted during his visit to Tuck, “It’s one big ecosystem now.” And that ecosystem is driven by mobile and cloud computing.

SMARTPHONE USE NOW DOMINATES THE DIGITAL WORLD Smartphone usage continues to grow and is having significant influence in shaping the digital world.

According to Nielson’s Total Audience Report, adults in the United States use their smartphones an average of 5.9 days per week. That’s more than all other devices, including television.

ADULTS USE SMARTPHONES NEARLY EVERY DAY AVG DAYS PER WEEK WITH USAGE (AMONG USERS)

5.6

5.5 4.7

TV

5.9 5.9 6.0 5.7

6.1 5.7

5.3 5.2 5.0 4.3

4.6

5.0 5.1

3.6

RADIO

ADULTS

4.9

4.4 4.4

PC

P18 - 34

SMARTPHONE

P35 - 49

TABLET

P50+

All this mobile usage is important to understanding the future of hyperconnectivity and the demands that will be placed on our mobile infrastructure. According to the Cisco Visual Networking Index, 2015, there are several major mobile milestones we’ve reached (or soon will) that are critical to understanding the impact of mobile on the success of digital enterprises:

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1.

1.

Monthly global mobile data traffic will surpass 24.3 exabytes by 2019

2.

2.

The number of mobile-connected devices exceeded the world’s population in 2014

3.

3.

The average global mobile connection speed will surpass 2 Mbps by 2016

4.

4.

Due to increased usage on smartphones, smartphones will reach three-quarters of mobile data traffic by 2019

5.

5.

Monthly mobile tablet traffic will surpass 2.0 exabytes per month by 2018

6.

6.

Tablets will exceed 10 percent of global mobile data traffic by 2016

7.

7.

4G traffic will be more than half of the total mobile traffic by 2017

8.

8.

More traffic will be offloaded from cellular networks (on to Wi-Fi) than remains on cellular networks by 2016

MOBILE IS CRITICAL TO GROWING THE BUSINESS George Lee, chairman of the Goldman Sachs Global Technology, Media and Telecommunications Group and CIO for the Investment Banking Division notes that, “In the next five to ten years, almost every human on earth will have access to extraordinary amounts of computing power. That pervasiveness of technology is driving change at an unprecedented level and pace.”

That was a recurring theme across the year, as speakers universally agreed that mobile is key to the business. James McQuivey noted that the main reason mobile is so powerful is because it delivers to customers in real-time what it is they need and want. He reiterates, “It’s all about customers and what they need or want — then hyperconnectivity enables new solutions that improve outcomes for customers (and people).”

Lending Club Product Manager, Spencer Bryan T’13, agrees that mobile is critical and simplicity is essential. He noted, “The work required to the make the transaction should directly correlate to the output.” If a process or engagement isn’t simple enough to warrant the “prize” at the end, customers just won’t use it — especially in a mobile environment.

Dan McCall, Vice President and Product Unit Manager of Desktops and Apps at Citrix Systems, explained the importance of having a mobile-first. “It’s really about the last mile. We design with a mobile first mindset. It comes down to the device you’re holding.”

As mobile is about the device you’re holding, cloud is the driving force enabling that device to access the applications and services customers see as a critical component of the value proposition of mobile computing.

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THE IMPORTANCE OF CLOUD Cloud is the second critical infrastructure element enabling hyperconnectivity. As McQuivey points out, “Cloud is the only way to serve people in a hyperconnected world.”

Before we can discuss cloud computing’s role in supporting hyperconnectivity, we need to understand, what is cloud computing?

The National Institute of Standards and Technology states that, “Cloud computing is a model for enabling ubiquitous, convenient, on-demand network access to a shared pool of configurable computing resources (e.g., networks, servers, storage, applications, and services) that can be rapidly provisioned and released with minimal management effort or service provider interaction.”

Essentially, cloud computing removes barriers to computing by leveraging Internet connectivity to access software and services not installed on your computer. By pooling resources and enabling access to these software and services, you can open up a wider array of options, programs and access points for users.

That matters when discussing hyperconnectivity because it is the ubiquity of access points and linking of services together that unlocks the full potential of hyperconnectivity.

BASIC CLOUD ARCHITECTURE

SERVERS

DESKTOP COMPUTERS

APPLICATION

LAPTOPS

Monitoring

Content

Collaboration

Communication

Finance

PLATFORM

Object Storage

Identity

Runtime

Queue

Database

INFRASTRUCTURE

Compute

PHONES

Block Storage

Network

TABLETS

Source: Research Update: What Is The Cloud And Why Should My Arts Organization Use It? Research Center of the Master of Arts Management Program, Heinz College, Carnegie Mellon University. March, 2009

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CLOUD AS THE NEW INFRASTRUCTURE Cloud computing has come to dominate the new hyperconnected world because it enables access to information from anywhere, regardless of device or platform. As Geisse noted, “We now live in a software-driven world.” Cloud computing removes limitations of hardware and access and allows software developers new freedom to connect services and create new products.

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Because the cloud removes barriers to access software

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and services, end users are free to “go mobile” as well.

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Infrastructure was the focus of a discussion in April that

- Andrew Geisse, Former AT&T Business

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underway in the United States and many other parts of

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primary channel for creating solutions.”

There is a revolution going on in infrastructure – infrastructure is moving from specialized boxes to a software-driven world.

Indeed, the migration to mobile-first computing is well

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the world, and McQuivey notes the implications of that

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migration mean, “Mobile is mandatory and must be the

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CEO and NetNumber Advisor

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representing AT&T, Facebook, and Citrix Systems. Dan

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featured speakers deeply embedded in infrastructure

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McCall of Citrix defined infrastructure as. “Assuming

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digital is this explosion we’ve had in the last 30 years

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around the Internet, and around software, and software services, the infrastructure to support

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that is a huge combo of hardware, software, carriers (all types), and then infrastructure is a

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huge combination of hardware companies, software companies, carriers (all types), and then

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all the people that provide services in top of that infrastructure.” McCall noted that there is a,

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“Revolution going on in infrastructure — moving from specialized boxes to a software-driven

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world. On top of that infrastructure, you have platforms (Facebook, Apple, Google). All of these

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players are actually changing the infrastructure.”

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Facebook Global Head of Spectrum Policy and Connectivity Planning Chris Weasler T’97,

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reflected the fact that Facebook is less an infrastructure provider, and more a platform that sits on top of the infrastructure. “Coming from Facebook, we come to most of these conversations with a connectivity lens. When we think about infrastructure, we’re really thinking about Internet infrastructure. What is the plumbing that gets people connected–to other people. To applications, to services, to the things that they care about. So it’s one part pipes and the other part is the engines that sit on top of that.” Despite not being a cloud services provider, Weasler joked that, “Cloud gets pretty real when you build a data center.”

McCall points out that it doesn’t matter if you decide to build infrastructure in-house or use existing online services and platforms. “That layer is the enabler to do other things on top of it.”

McCall explains by pointing to the business model and monetization options of the person or business providing access. “There are alternative ways to monetize what we used to have to

pay for. How the infrastructure is paid for is driven through the business model of the provider and we’re seeing so many different business models that the assumptions don’t really apply.”

tuck.dartmouth.edu/digitalstrategies

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DEEPER DIVE:

GLOBAL INFRASTRUCTURE EXPANSION VIA INTERNET.ORG

Internet.org is a Facebook-led initiative bringing together technology leaders, nonprofits and local communities to connect the two thirds of the world that doesn’t have internet access.

Introducing the platform in 2014, Facebook Founder and CEO, Mark Zuckerberg, stated, “Everything Facebook has done has been about giving all people around the world the power to connect. There are huge barriers in developing countries to connecting and joining the knowledge economy. Internet.org brings together a global partnership that will work to overcome these challenges, including making internet access available to those who cannot currently afford it.”

Weasler T’97 reiterated the importance of access and infrastructure while speaking at Tuck, pointing out Internet.org research has shown that approximately 80-90% of the world’s population lives in areas already covered by 2G or 3G networks. That means that the primary challenge to Internet access is financial in nature. Internet.org aims to provide free access to basic Internet services to the majority lacking financial means of access, and develop new technologies that enable access for those outside coverage areas outlined in the map below, primarily via aerial access points.

COVERAGE HEAT MAP

2G 3G 4G wifi

Source: Connecting the World from the Sky, Internet.org research.

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CUSTOMER EXPECTATIONS ARE CHANGING Lancelotti-Young T’11 pointed out that we are entering what Forrester Research calls the “Era of the always addressable customer,” meaning that hyperconnectivity allows businesses to reach customers whenever and wherever they want.

Forrester Research defines the always addressable customer as the intersection of customers using multiple devices, in multiple locations, frequently, as outlined in the graphic below.

With increases in accessibility of customers comes a huge increase in customer expectations.

As customers experience better interactions, they expect improved service, which creates spiraling expectations.

Multiple Devices Own and personally use at least three connected devices Frequent access Go online multiple times a day

Multiple Locations Go online from multiple physical locations, including at least one “on the go”

The always addressable customer

Source: Forrester Research, Inc. FreshAir Sensor Founder and CEO, Jack O’Toole T’14, and VP of Manufacturing, Drew Matter, demonstrate their product during Tech@Tuck in February.

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VIDEO A GROWING CONCERN A common theme among speakers this year was the importance and challenges presented by video. Video on Demand (VOD) and streaming services have grown in popularity because they deliver a customized experience for each individual user. Netflix is now the number two network in the U.S. behind CBS and deeply engages its customers, who watched a combined 7.2 billion hours of video through the service in the first quarter of 2015.

All of that streaming is placing a huge burden on the digital infrastructure.

Video requires significantly higher bandwidth than other data. Cisco notes in its VNI Forecast, “Globally, consumer internet video traffic will be 80 percent of all consumer Internet traffic in 2019, up from 64 percent in 2014.”

7.2B

#2

HOURS

NETWORK

Estimated U.S. Netflix usage in Q1 2015

Second only to CBS

2

HOURS/DAY Average Netflix usuage per subscriber

5 HOURS/DAY

Average total live TV time per adult

Netflix is not alone in the streaming video market, with companies like Hulu and Sling TV cashing in on consumer demand.

CURRENT LANDSCAPE OF OVER THE TOP (OTT) VIDEO SERVICES

Despite the proliferation of services list above, Rentrak’s Chemerow T’75 is a believer in traditional cable and satellite TV services. During his visit to Tuck he noted, “By 2020, Over the Top TV ad revenue will be approximately $40 billion; just under half of 2020’s projected $85 billion in total TV ad revenue.” Chemerow went on to state, “Consumers are not abandoning TV. Instead, they are watching it on different devices and services.”

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SECURITY, PRIVACY AND REGULATORY CONCERNS According to the Citrix 2020 Technology Landscape, “Mobility is not an option. In fact, it’s the default state of work and play. Security is equally not an option; it is required. Coupled with privacy and safety, security will be much more ingrained and augmented in our daily lives and routines. As both evolve into 2020, it is critical to be simultaneously more mobile and secure.

Technology must augment policy to balance security and functionality into an experience that consistently meets the demands of both enterprise and individual—and is easy to understand, use, and maintain.”

That balancing act between security and functionality (similar to privacy and functionality) was a common theme across the year. Speakers had wide-ranging views on the issues around privacy, security and regulation.

On one side of the debate, Lancelotti-Young T’11 explained that consumer expectations are so high, they actually require solutions that come from data-driven knowledge of them personally.

“We need to respect the end consumer…but we must embrace the fine line between Big Data and Big Brother.” Lancelotti-Young T’11 noted that one way to handle the complexities of data security and privacy concerns is to avoid holding Personally Identifiable Information, or PII.

Verizon Wireless shows off the latest technology during Tech@Tuck in February.

tuck.dartmouth.edu/digitalstrategies

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That was something Rentrak COO and CFO, David Chemerow T’75, stressed as well, proudly explaining that Rentrak built its business to avoid holding any PII. Because they are able to use serial numbers from cable boxes, they never hold PII in their databases (PII is held by the cable or satellite providers on their servers).

FTC Commissioner Julie Brill, noted the data and privacy laws in the U.S. state that companies shouldn’t hold information that isn’t necessary, but notes that many companies collect data for business development and product develop uses that might only reveal themselves down the line. Brill also cautioned companies from delving too deeply into the privacy of consumers,

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privacy and keeping data secure are integral to the success of the data-driven economy because they are essential to earning and keeping consumers’ trust.” She further noted, “Privacy and security are two sides of the same coin, because you cannot have privacy if your information is not secure.“

Justin of Zipcar (left) listens in as Spencer Bryan T’13 of Lending Club (center) responds to a question from moderator, Professor Steven Kahl (right).

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Intel’s Dr. Tony Salvador addresses Tuck students on the topic of data privacy and personal ownership of data during a talk at Tuck in May of 2015.

Brill has been a leader at the FTC in taking action against a wide range of tech companies for failing to secure personal data properly. She feels that, “Consumers need to know more about and have better protections from inappropriate uses of data behind the scenes.”

McQuivey notes that privacy is important, but disagrees that more regulation is needed. He points out, “The best role of regulation is to protect against known harm.”

Geisse echoed McQuivey and stressed the growth created by the tech sector without new regulation, “The last 30 years, the US economy, in general, the #1 growth engine we’ve had is around the Internet…Huge growth in this country is because of access to infrastructure that creates broadband. The last thing we need is the government getting involved.”

Geisse went on to paraphrase Bill Joy, the co-founder of Sun Microsystems, by saying, “In this country, you vote with your pocketbook.” Geisse has fewer concerns with what companies are doing with data than what the government is doing with our personal data because the government faces no competition and doesn’t have to operate in an open marketplace that punishes bad actors financially.

McCall agrees, but explained that it is still important to pay attention to what companies are doing with your data, stating, “We should ask what’s happening with our data. You don’t want to ignore it.”

tuck.dartmouth.edu/digitalstrategies

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LOOKING AHEAD TO NEW OPPORTUNITIES What is next stage of connectivity? “The convergence of online and offline interaction,” says Lancelotti-Young. She notes the following technologies as enabling the next wave of innovation: •

Beacon technology will tie brick and mortar to online searches and activity

•

Online retailers will resemble small boutiques that know their customers personally

Zipcar Director of Corporate Communications, Justin Holmes, points to the rise of the sharing economy as the future opportunity enabled by hyperconnectivity. “Fifteen years ago sharing was more associated with socialism than capitalism, but those views are changing. Peerto-peer business models are all about linking people and resources.”

He explained that the sharing economy is about putting access ahead of ownership, which is attractive to younger generations that expect everything to be on-demand via their smartphones.

Holmes goes on to explain that this will cause significant disruption for many existing companies and new challenges for players in the space.

“How do you protect your brand when the asset is owned by distributed customers and not the brand itself?”

Adam Golodner points to the winners and losers in hyperconnectivity by stating that, “Winners are people that get this now. The way in which they are going to deliver services is fundamentally changing.

Losers are people that don’t understand that there’s a transition and (fail to) get ahead of that transition.”

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tuck.dartmouth.edu/digitalstrategies

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The Center for Digital Strategies at the Tuck School of Business at Dartmouth promotes the development and implementation of digital strategies — the use of technologyenabled processes to harness an organization’s unique competencies and support its overall business strategies.

Alva Taylor, Associate Professor of Business Administration, Faculty Director, Center for Digital Strategies Hans Brechbühl, Executive Director, Center for Digital Strategies Patrick Wheeler, Program Manager / Editor Kelli C. Pippin, Marketing Manager / Copy Editing Leslie Tait, Administrator / Copy Editing Ross Dutille, Administrator / Copy Editing R.C. Brayshaw & Company, Graphic Design / Printing Heather Gere, Videography Daniel Maxell Crosby, Videography Jones Media Center, Dartmouth College John Sherman, Photography Tom McNeil, Photography 2014-2015 CDS MBA Fellows

Nicholas Bazarian Chuan (Coby) Ma Tapasya Govindarajan Alexander Russell Laura-Irina Ionita Christopher White Nathan Isaacson Wei Weslay Xu Isabella Liu The CDS MBA Fellows contributed project research and conducted exclusive interviews with many of the executives which informed this report.

To access the interviews or learn more about the Center for Digital Strategies please visit: tuck.dartmouth.edu/digitalstrategies

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100 Tuck Hall Hanover, NH 03755-9000 USA 603-646-0899 digital.strategies@dartmouth.edu

CENTER FOR DIGITAL STRATEGIES MOBILE APPS The Center for Digital Strategies’ research, roundtable overviews, case studies, blog entries, Britt Series overviews, press hits and videos are now available on the iPad. STAY CURRENT WITH OUR IPAD APP:

tuck.dartmouth.edu/digitalstrategies

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CONTRIBUTING EXECUTIVES Julie Brill Commissioner FTC Spencer Bryan T’13 Product Manager Lending Club David Chemerow T’75 COO and CFO Rentrak David Doggett Senior Director of Cybersecurity and Network Infrastructure Schneider Electric Andrew M. Geisse Advisor, NetNumber Former CEO, AT&T Business Solutions Adam Golodner Partner Kaye Scholer’s Complex Commercial Litigation Department Executive Fellow, Center for Digital Strategies Justin Holmes Director, Corporate Communications Zipcar Cassie Lancellotti-Young T’11 EVP, Customer Success Sailthru Dan McCall Vice President and Product Unit Manager, Desktop and Apps Citrix Systems James L. McQuivey, Ph.D. Vice President, Principal Analyst Serving CMO Professionals Forrester Research Dr. Tony Salvador Director of Experience Insights Research, Interaction & Experience Research Labs Intel Corporation Chris Weasler T’97 Global Head of Spectrum Policy and Connectivity Planning Facebook