The Revolution Will Not Be Televised, but It Will Be Personalized
Jacqi Levy 270003E0DF JALEVY@US.IBM.COM | | Tags:  bpm big_data websphere cloud ibmimpact soa mobile
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“Revolution doesn’t happen when society adopts new technologies – It happens when society adopts new behaviors.” - Clay Shirky
This quote, which was shared by Kevin Lyons of HH Gregg during the IBM Impact conference Day 2 general session, captures the spirit of the morning. Day 2 at Impact dove deeper into what it means to be a composable business by exploring how several clients are harnessing major technology shifts to innovate.
HH Gregg, which is a regional consumer electronics retailer, is using mobile and social technologies to level the playing field against national giants. Noting that many customers now use their mobile devices to research purchases, Lyons described the company’s mobile vision. Using IBM Worklight and working with IBM Business Partner PointSource, HH Gregg launched a mobile game and developed a fully functional mobile storefront in just four months. One of the key takeaways from the experience for Lyons was that personalized care and service is not something that should be limited to the on premise experience. It can still be delivered through digital technologies.
Another key theme of the day was how to turn vast quantities of data into actionable insights. Scott Megill of Coriell Life Sciences demonstrated how his company is using a combination of Softlayer Cloud technology, Tivoli Security and IBM Business Process Management to sequence human genes in order to understand how a patient’s individual genetics might impact adverse reactions to medication. Similarly, Dr. Carolyn McGregor talked about how Toronto Children’s Hospital is using big data to improve patient care in the intensive care unit. Both McGregor and Megill emphasized that in healthcare, analyzing the data is just the first step. Bringing the insights down to the individual level is critically important; otherwise serious harm could befall a patient.
The final challenge that was addressed this morning was the challenge of scale. Jason Stott from Walgreens talked about how the company is scaling its architecture to accommodate growing needs. Using BPM and ODM patterns, PureApp on Power, and IBM DataPower, Walgreens was able to launch and expand a loyalty program for the company. In just 18 months, they had enrolled 1/3 of US population, which allowed them to provide a more personalized shopping experience for each of their customers.
When you stop and think about it, it’s clear that all of these companies have struggled with how to implement new technologies on a large scale and still personalize each customer experience. For each of them, it was just as much about the technology itself as it was about rethinking how technology relates to the individual. This necessitated not only the adoption of new tools, but also a novel approach – a change in behavior. And each of them has done something that is revolutionary in its own way as a result.
After more IBM Impact Day 2 goodness? Check out these IBMer blogs for perspectives, coverage of product announcements and more:
Todd Watson: IBM Bolsters Enterprise Mobile App Lineup and dev@Impact: Powering Up Your Development