The document discusses the increasing connectivity of people, processes, data and things through the Internet of Everything (IoE). It notes that while connectivity has increased exponentially over the past 170 years through various technological innovations, most organizations have only captured about half of the potential value of IoE. The document advocates applying IoE through innovative uses of technology that improve business processes and how people interact to fully realize the economic benefits. It provides examples of how IoE is already transforming industries like retail through new solutions and use cases that enhance customer experience and business operations.

1. Internet of Everything
Huw Hopkin
Demand Generation
July 2015
Opportunity for Marketers

2. Cisco Confidential 2C97-732497-00 © 2014 Cisco and/or its affiliates. All rights reserved.

3. Cisco Confidential 3C97-732497-00 © 2014 Cisco and/or its affiliates. All rights reserved.
A History of Connections
170 Years Ago:
Invention of the Telegraph
100 Years Ago:
Invention of the Radio
70 Years Ago:
First general purpose
electronic computer
40 Years Ago:
First Internet
connection
20 Years Ago:
World Wide Web
TodayIntelligently Connecting People, Process, Data, and Things
2003:
0.5B Connected
Devices
2005:
IP Traffic:
29 exabytes
2005:
First Smartphone
2008:
Video Traffic:
21 exabytes
2012:
1B Smartphones
2010:
7B
Connected
Devices
2010:
0.5B Smartphones
2013
10B C
Devic
2012:
50M Connected Cars
2011:
90M Smartmeters

4. Cisco Confidential 4C97-732497-00 © 2014 Cisco and/or its affiliates. All rights reserved.
What exactly happened there?

5. Cisco Confidential 5C97-732497-00 © 2014 Cisco and/or its affiliates. All rights reserved.
And a lot of…

6. Cisco Confidential 6C97-732497-00 © 2014 Cisco and/or its affiliates. All rights reserved.
Opportunity for Marketers
Actionable
data where
needed
Collect
better
Insights
More customer
usage intelligence
Anonymous or
identifiable
Data and business
rules at edge of
network where
decisions are
made… your fridge
Safe
predictive
insights
Customer data is
protected wherever it sits
and used respectfully
with permission to add
value

7. Cisco Confidential 7C97-732497-00 © 2014 Cisco and/or its affiliates. All rights reserved.
Retail Overview
33%
Recently unable to find a salesperson to
help them
72% In-store issue caused of
out of stock
60% Established brand preference drove sales
Industry Challenges
Enter store, but don’t find
what they are looking for
21%
Internet of Everything Opportunity
Enhance the Customer Experience
Increase Revenues
Increase efficiency and productivity
Lower Operating Costs
Mitigate risk
$1.5T

8. Cisco Confidential 8C97-732497-00 © 2014 Cisco and/or its affiliates. All rights reserved.
Retail Solutions Infographic
Monitor traffic
flow and stock
outs
Manage Supply
Chain
Manager queue
length
Enable customer
self service
Expand the retail
experience to
venues
Integrate external
ecosystem
intelligence
Provide real time
business
decision support

9. Cisco Confidential 9C97-732497-00 © 2014 Cisco and/or its affiliates. All rights reserved.
Connected Retail Roadmap
ValueCapture
Innovation Impacting
Shopping Experience
Future
Digital Media
Store
Experience
Smart
Locker
CMX Digital
Experience
Remote Expert
and Mobile
Advisor
Store
Operations
Analytics
Store in a Box
Shopper Insights
& Personalization

10. Cisco Confidential 10C97-732497-00 © 2014 Cisco and/or its affiliates. All rights reserved.
Store in a Box CMX Digital Experience
Remote Expert/
Mobile Advisor
Digital Media Store
Experience
Retail Use Cases
Business
Outcome
Key
Capabilities
Increase operational
efficiency and mitigate
risk
 Platform for innovation
and growth
 Reduce costs via
consolidation
 Integrate store systems
with ecommerce
 Add cloud to store
 Deliver new services
Enhance shopper
experience
 New understanding of
customer behavior
 Easy, secure
onboarding of mobile
devices
 Wayfinding
 Targeted advertising
and promotions in real
time
 Expert advice at the
pont of
consideration/sale
 Scale staffing
resources
 Cross sell and upsell
 Accelerate sales cycle
Enhance shopper
experience and drive
revenue growth
 More media rich
environment for
shoppers
 Highlight products/
promotions to increase
sales
 Promote the brand with
video and advertising
Enhance shopper
experience and drive
revenue growth

11. Cisco Confidential 11C97-732497-00 © 2014 Cisco and/or its affiliates. All rights reserved.
Source: “The Internet of Everything: A $19 Trillion Opportunity,” Cisco Consulting Services, 2014
Cisco Calls This Opportunity the Internet of Everything (IoE)
Leveraging Data into
More Useful Information
for Decision Making
Data
Delivering the Right
Information to the Right
Person (or Machine) at
the Right Time
Process
Connecting People
in More Relevant,
Valuable Ways
People
Physical Devices and
Objects Connected to the
Internet and Each Other for
Intelligent Decision Making
(IoT)
Things

12. Cisco Confidential 12C97-732497-00 © 2014 Cisco and/or its affiliates. All rights reserved.
Make IoE More Real to Our Customers with
Relevance in Verticals and Buyer Care-Abouts
Today’s
TechnicalOutcomes
Tomorrow’s
BusinessOutcomes
CEO
CIO
ITOT
LoBs
Buyers in the Mix
Financial
Services
Mfg.
Government
Energy
Retail
Trans
Healthcare
Internet of Everything
Internet of Things
Industry Relevant
Technology Solutions

13. Cisco Confidential 13C97-732497-00 © 2014 Cisco and/or its affiliates. All rights reserved.
IoE Is Driving Exponential Change
“The next big wave is going to be around the Internet of Everything. It will be implemented
by combining things with processes, with business changes, with people. And, it will drive a
productivity number, and a financial number, that is just mind-boggling.”
– John Chambers
IoE has the potential to
grow global corporate
profits by an estimated
21% by 2022
Firms captured just
53% of IoE’s Value at
Stake for 2013, leaving
$544B of unrealized
value
By 2020, there will be
approximately 50 billion
objects connected to
the Internet
In 2012 alone, we
created more data than
in the previous 5,000
years combined
Globally, machine-to-
machine IP traffic will
grow 20-fold from 2012
to 2017
By 2014, the number of
mobile-connected
devices will exceed the
number of people on
earth
An estimated 77 billion
apps will be
downloaded during
2014
2/3 of the world’s
mobile data traffic will
be video by 2015

14. Usage Statistics Drive
Customer Success

15. Cisco Confidential 15C97-732497-00 © 2014 Cisco and/or its affiliates. All rights reserved.
To Capture IoE Value, Firms Must Apply Technology
in Innovative Ways...
Relative Importance of IoE Enablers in Predicting
Value Realized
20.2
23
27.4
29.4
0 10 20 30
Technology Infrastructure (Things)
Data
Process
People
IoE Success Will Depend
on Innovative Application of
Technology to Improve
the “People” and “Process”
Elements of the Business
Percentage
Source: IoE Value Index, Cisco Consulting Services, 2013

16. Cisco Confidential 16C97-732497-00 © 2014 Cisco and/or its affiliates. All rights reserved.
Cisco Active Advisor – Remote Analysis
of Devices
• Analyze your network health and receive
personalized, actionable recommendations to
improve your network function.
• Compare your network against Cisco Validated
Designs.
• Automatically identify obsolete or end-of-support
equipment.
• Identify warranty and service contract status.
• Improve security through timely security advisories
*Source: Dimension data usage statistics of their customers
11% of devices are obsolete
and could have failures that
are service critical*

17. Cisco Confidential 17C97-732497-00 © 2014 Cisco and/or its affiliates. All rights reserved.
Customer Usage Stats can see Lifecycles and
failure by reason
Source: Dimension data usage statistics of their customers

18. Data Driven Digital/
Virtual Sales

19. Cisco Confidential 19C97-732497-00 © 2014 Cisco and/or its affiliates. All rights reserved.
of B2B Companies say:
“B2C has fundamentally
changed the way
we MUST interact with
our clients”
We See An Ever Changing Buyer
of B2B buyers start their
search for a solution to
their problem online
Most B2B purchases start in-bound, however most companies are
still focusing on outbound
92% 99.5%
66%
of mobile users will
leave if experience is
not responsive

20. • Relevant to me
• Speak to my needs
• Anticipate my needs
• Pick up where you left off
• Everywhere I am
• Continuous over time
Customer: Cisco:
The marketing model that creates a personalized, relevant experience that delivers higher
impact, value and revenue in a measurable and predictive way
B2Me Value Proposition
35%-50% of sales go to the B2B vendor that responds first.
-InsideSales.com
B2B companies that excel at lead nurturing generate 50% more sales
ready leads at 33% lower cost.-Forrester Research
Personalized emails improve click-through rates by 14%, and
conversion rates by 10%. -Aberdeen Group
66% of buyers indicate that "consistent and relevant communication
provided by both sales and marketing organizations" is a key influence
in choosing a solution provider. -Genius.com

21. Cisco Confidential 21C97-732497-00 © 2014 Cisco and/or its affiliates. All rights reserved.
Sales data &
predictive triggers
Digital listening
On the Web
Cisco.com web
page visits and
usage frequency
Hotspot for
Development
Digital Sales Driven
by Digital Insights
News,
Company Info

22. Cisco Confidential 22C97-732497-00 © 2014 Cisco and/or its affiliates. All rights reserved.
How often do you sell when you can be
there…virtual sales & marketing is transforming

23. Cisco Confidential 23C97-732497-00 © 2014 Cisco and/or its affiliates. All rights reserved.
Prospect
Customer
User
Customer
• Usage driven insights
• Lifetime value
• Key moments
• Delight with predictive
• Sharing and mutli-
usage
• One purchase moment
• Lost contact
• No shared user
insights
• Missing key moments

24. Cisco Confidential 24C97-732497-00 © 2014 Cisco and/or its affiliates. All rights reserved.
Marketing Manager of
Internet of Things
Connected
Intelligence
Observes life
Challenges/
Opportunities
Interpretive data
capability
Customer value not $$

25. Thank You -
Now Go and Connect the World
Huw Hopkin
sg.linkedin.com/in/huwhopkin