STRUCTURE 08: Jonathan Yarmis, AMR Research

Jonathan Yarmis, VP Advanced, Emerging and Disruptive Technologies at AMR Research is giving us a mini-note to open up the day.

He says:

“The world is about to change, and change in profoundly interesting ways.”

“The enterprise itself hasn’t figured out how to embrace cloud computing; users are figuring it out very quickly.”


When PCs first came in, and even when computers first came in, the first thing we did was task automation. The whole rise of enterprise software has really been around process automation. But at the end of the day, we’ve omitted the social aspect. We’ve solved the CEOs problem; what we haven’t solved is the individual sales person, who is trying to figure out “who do I know who can get me in the door of some company?” They are the poster child of the social revolution, because their job is inherently social.

In mobile, last year, we shipped 1.6 billion units. Growth 20 percent in a bad year. Average life cycle of a cell phone is 21 months. Massive opportunity to create significant leapfrogs in technology. iPhone innovation. Finally here in States broke carrier in monopoly. Dominant platform in emerging worlds will be mobile. That’s an incredible business opportunity, and the question is, how are we going to support this?

EaaS — Everything as a Service.
(from the slide)
– software/applications
– storage
– content — music/video, data

What we ultimately want is software and services independent of devices we’re carrying.

How are we going to pay for it?

All these news stories about social networking failing to be monetized are missing the point. The value is peers. I don’t want banner ads in my social network. What do I really want in a social context and why is that interesting? Least valuable form of communication is company-owned channels. Next-most valued is experts and journalists. Most likely to believe peers, people most like me. That’s where this whole notion of how I believe we’re going to monetize social networks. Facebook Beacon was a ham-handed approach to doing that. Perhaps Facebook was actually brilliant. Zuckerberg might have been “Let’s do something that’s way overboard, then take three steps back, then get ahead of what we wanted in the first place.” It’s going to grow the pot because it’s more effective. Social capabilities are so powerful.

Kids coming out of college will not go to a company that blocks Facebook. Equally importantly, it’s ineffective. It’s all about the user and we’re not going to stop them.

We talk all about Web 2.0 and Enterprise 2.0. It’s time to start thinking about User 2.0 and the attitudinal differences these new users bring to the equation. Now ad-hoc, socially oriented, enterprise agnostic. Users will take wisdom of clouds anywhere, they have no loyalty to company.

New enterprise reality:
– You can’t stop it
– We now have more computing power on personal devices than enterprise devices. Savvy corporations know they should exploit this.