{"id":1229,"date":"2013-08-17T09:49:00","date_gmt":"2013-08-17T09:49:00","guid":{"rendered":"http:\/\/localhost\/projects\/horsesforsources\/frankly-malcolm-frank-part3_081713\/"},"modified":"2013-08-17T09:49:00","modified_gmt":"2013-08-17T09:49:00","slug":"frankly-malcolm-frank-part3_081713","status":"publish","type":"post","link":"https:\/\/www.horsesforsources.com\/frankly-malcolm-frank-part3_081713\/","title":{"rendered":"Frankly, Malcolm Frank\u2026 Part 2"},"content":{"rendered":"
\n

When vendors, particularly hardware and software vendors, were running around and talking about \u2018Cloud this and Cloud that\u2019, and \u2018Big Data this and Big Data that\u2019, we felt they were missing the point, because they weren’t driving\u00a0conversion. Whereas the SMAC Stack, when it is\u00a0integrated, does start to drive business solutions.<\/p>\n<\/blockquote>\n

\u2013 Malcolm Frank, Cognizant, August 2013<\/strong><\/p>\n

Now to the real meat of our discussion with Cognizant’s strategy lead, Malcolm Frank, where we discuss the future of the CIO’s role and the IT function, the SMAC Stack and those Things of Internet, or is it the Internet of Things…<\/strong><\/p>\n

\"\"<\/a><\/p>\n

Malcolm Frank is EVP, Strategy and Marketing for Cognizant<\/p>\n<\/div>\n

Phil Fersht, CEO HfS Research:<\/strong> Malcolm, we\u2019re hearing a lot about CIO turnover – in the last year, in particular. I think many companies emerge from recession and the needs and demands on the CIO clearly shift. What do you see as the attributes that make a successful CIO<\/span> today<\/em>?<\/span><\/p>\n

Malcolm Frank, EVP Strategy & Marketing, Cognizant:<\/strong> Yeah, it is really two primary items. The first is what I just described<\/a> that, if you look at the prior market through a CIO lens, there were these austerity programs between the Internet bubble to Bear Stearns – that eight year window. Make sure you have the IT backbone secure, rock solid stable and cheap. I mean you look at what\u2019s occurring today and we\u2019re getting to a world where a CIO is being asked through the SMAC Stack to fundamentally innovate, not just provide the backbone of the company, but to innovate into the product itself or the service itself of the company. So you see this in many different realms. It could be in automotive where all the auto manufacturers are saying if \u201cWe want to transform what the car really is. Our consumers are saying a $300 iPhone is so smart but my $30,000 car is so dumb\u201d. So the CEOs turn around to the CIO and say, \u201cYou are the technology person. We presume you should do that.\u201d And IT turns around and says, \u201cWe don\u2019t have that skill yet\u201d. And so that gap needs to be closed. And I think in closing that gap, you\u2019re seeing new demands on the CIO office and in many cases it is driving CIO turnover.<\/p>\n

Phil:<\/strong> And one of the things which you guys coined at Cognizant, is this term the \u2018SMAC Stack<\/em>\u2019, the Social Mobile Analytics and Cloud platform. But what do you really<\/em> mean by that when you talk to a CIO or even a COO \/ CFO today? How should you think about those four elements as you evolve your technology strategy?<\/span><\/p>\n

Malcolm: We\u2019re trying to convey a few important issues when we talk SMAC Stack. The first is it is integrated. So that\u2019s the stack<\/em> portion of it. And there is a multiplier effect when you can have a mobile solution in the cloud that\u2019s driving tons of customer analytics. And so it\u2019s important for clients to conceptualize these as an integrated stack. When vendors, particularly hardware and software vendors, were running around and talking about \u2018Cloud this and Cloud that\u2019, and \u2018Big Data this and Big Data that\u2019, we felt they were missing the point, because they weren’t driving conversion<\/em>. Whereas the SMAC Stack, when it is integrated<\/em>, does start to drive business solutions.<\/p>\n

A second important point is that enterprise IT has gone through multiple phases. And each phase is cumulative – they build upon one another. For example we had mainframes leading to minicomputers, then to client\/server leading to the Internet. We think that the SMAC Stack represents that fifth wave but it needs to be integrated and sitting on top of the prior waves. So we\u2019re not going to see legacy environments go away. The issue is how do you take the SMAC Stack to then tap into your ERP backbone or your CRM infrastructure to leverage those in ways that you haven\u2019t before. So that\u2019s we were pushing into the market place and it has resonated reasonably well.<\/p>\n

Phil:<\/strong> So when you look at enterprises 10 years down the road, Malcolm, trying to look out a long way out<\/em> here, what do you think they are going to look like?<\/span><\/p>\n

Malcolm:<\/strong> It\u2019s a great question, Phil. 10 years is a long, long way particularly these days! But I\u2019ll give a try. A couple of things, Phil, that we do know, if you look at technology. I think the Internet of Things is a very big deal, and we have underestimated that to date. In some pockets, I think people really do get it, but the overall market has to yet to fully digest what that means when we have, today, about 10 billion computers that are IT addressable and online. And ten years from now that\u2019s going to go up by an order of magnitude. In order to make this massive shift where today, most data that\u2019s created is created by human beings. But we are going to cross the line where most data which is generated is by machines. So it can be machine-to-machine communication or machine-to-human communication, and vice versa.<\/p>\n

So that shift is going to,I think, redefine what is the role of IT and also redefine what is the value of a product. And we\u2019re already starting to see instances of this. For example, look at General Electric. And their whole marketing, now, is around brilliant machines, where they are saying \u2018it\u2019s not the value of a jet engine per se, but it\u2019s that halo of information that\u2019s around it from this smart machine\u2019. And with their locomotives and generators and the rest. You\u2019re seeing it with Nike and FuelBand, or from Disney in creating their Magic Band. And so I think we\u2019re making the shift where our customers, Fortune 500 firms, are recognizing if they can actually generate more value or economic value from the information around people and products as opposed to the actual asset themselves.<\/p>\n

And some of the eBusinesses think that way already. Google, Netflix, Apple, Pandora, they already think that way. But I think we\u2019re going to have a sea change where a lot of traditional sectors start to conceptualize their businesses that way and want IT to support it that way. And I think that\u2019s where we\u2019re going, when you look at a lot of these trends.<\/p>\n

Phil:<\/strong> You\u2019ve had a very successful career in the technology industry, Malcolm, but if you could go back 20 years and start it all over again, is there anything you do differently?<\/span><\/p>\n

Malcolm:<\/strong> It\u2019s one of those things one does in life, if you look at the mistakes you\u2019ve made and obsess over them and think \u201cWow, how could I have avoided those mistakes?\u201d But the more time that goes by I am actually feeling fortunate of having made those mistakes, because it opens your eyes to how you avoid them in the future. And I think some of the contributions I\u2019ve made in the Cognizant context is the direct result of recognizing what goes wrong when you don\u2019t pay attention to some of these issues. So, I think from that view, Phil, of course, you look back at some product innovations, such as Youtube today or Facebook today and think, \u201cWhy didn\u2019t I come up with that?\u201d. But one has to be realistic. So the short answer is \u2018No\u2019. It\u2019s been a great journey. I think all of us in this business have to remember just how quickly the market moves and you really have to pay attention to that. And if you don\u2019t then companies can get punished and it\u2019s a great lesson. So it\u2019s always an exhilarating ride in our business. It means you\u2019re going to have some really exciting highs but it also means you\u2019re going to have lows that come with it. I think it\u2019s nature of the beast.<\/p>\n

So given that context, I don\u2019t think there\u2019s not much that I would have changed.<\/p>\n

Phil:<\/strong> Well, thank you very much for spending some time with us today. We look forward to sharing this discussion with all our readers, Malcolm.<\/span><\/p>\n

Malcolm:<\/strong> Okay, great, appreciate it and would welcome any ideas or questions from them.<\/p>\n

\u00a0Malcolm Frank (pictured)\u00a0is EVP, Strategy and Marketing for Cognizant. \u00a0You can read his full bio by clicking here<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

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