Gambling with the luggage as the machines had taken over humans

It just deserved to get to UK as it was gone through all the packing.
Even though it wen't there after I already got back :)

Here I'll take a little sidetrack from my usual topics and I'll tell you about the events that happen to me couple of weeks ago. How a seemingly small decision, like putting your luggage into cargo instead of taking it as a hand luggage with you, can make your life not only difficult but lead into machines taking over humans.

There I was, spending my summer vacation. Weather was great, sun was shining from the blue sky whole week. Since other Europe have vacations a Month later, I needed to participate one meeting in UK in the middle of my vacation. So I packed my suitcase and took my laptop bag with me and headed to the airport. While driving to the airport I realized that I didn't pack any white shirts with me. I hadn't got the time to stop for shopping so I decided to solve that problem later.

I had already checked in online, as I always do. So at the airport I didn't need to do anything else but take my bag to the baggage drop. The lobby area was crowded and there were very long queues for the check-in but they hadn't got yet to the security check. So in few minutes I was already at the gate with still more than plenty of time to spend. So I visited a clothes shop at the airport and found suitable white shirt to use with my suit. Then to the gate, in to the plane and couple of hours writing report and creating marketing plan with my iPad. Time well spent.

I arrived to the Terminal 3 and remembered that this was the same terminal I had last time. Still traumatized by that what happen then :) - Last time I arrived late at night and wanted to get a cab to the hotel, just to find out that neither cabs nor busses will accept credit card!!! What country is this? Is this really one of the main capitals in the world? I just couldn't believe it. And as a cherry on top of the cake, I didn't get anything from the ATMs ( to get cash) as they couldn't read the chip on my card. Finally, already almost given up and settled with the thought I would be forced to stay there and grow old in terminal 3, one of the Money exchange reps helped me and did the transaction from my Visa account without actually reading the card but using the Visa card number and the Passport. But that was back then and now it's different.

This time I was better prepared and had already exchanged beforehand the amount of money needed to get to the hotel by bus. The hotel and the meeting were near the Terminal 5. So I needed just to get my luggage and head to the hotel. So there I was with about 20 other fellow passengers from Helsinki waiting our luggage to arrive on to the belt. But that never happen. After 30 minutes of waiting I went to the airlines desk and asked if they knew about my luggage and the answer was that it didn't arrive and they're trying to locate where it is. We'll, no worries. I just filled out the form of lost luggage and filled in my home and my hotel address and the length of my staying. Hopefully it would arrive next morning. I had my laptop and iPad in my laptop bag, and the new shirt that I had bought. And the airline even gave me survival bag including white T-shirt, shaving kit, shampoo and tooth brush, so I didn't have any worries about it. Among the other passengers wondering where their suitcases would be, there was one mother with her two daughters obviously going on vacation and for them that loss would be a lot worse than for me. I also trusted that if it would create bigger problem for me then I could go and buy myself if I really needed to get me something. So I left to the hotel, said hello to my colleagues at the hotel bar, went to have a dinner as the food in the plain... well, let's just say that calling it food is actually an insult to real food. After the dinner to the hotel room hoping that my luggage would appear next morning.

The morning came, but my luggage didn't. I went to the meetings, really business casual this time :) I wore my new white shirt and left the other shirt hanging into my room closet. After the meeting we were to go to the dinner into the London City and we had only short time to take a quick shower, change clothes and come back to the lobby to get into the cabs. But the other shirt wasn't in my closet anymore. I had used the hangar for that shirt. The hangar had the small plastic bag attached to it and the note 'if you want your clothes to be cleaned, put them into this bag and fill out the form and place the bag so that it's visible to housekeeping'. Well I hadn't done any of that, but I guessed someone was little bit too proactive and thought my shirt needed washing anyway. I called the reception and asked them to return my shirt and left for the dinner with the same shirt I had worn all day already. We visited London Eye, which was fun and had a little walk by the Thames and then we had dinner there. Around the midnight I returned to hotel to find out that my shirt was returned into the closet, but my airline survival bag had vanished. Now I started to be a little bit annoyed about the hotel staff taking my stuff out of the room and called again the reception asking what had happen to my 'toilet bag' that the airline company gave me. I guess the quality of the products in my survival bag wasn't meeting the hotel standards and they decided to do me a favor and cast all that rubbish away :) They didn't know where it was and who had taken it but promised they will send me a toothbrush kit to my room immediately and find out later where my toilet bag is. After 30 minutes of waiting I thought I had misunderstood something and went to bed. After one hour my door was knocked and the hotel rep brought me toothbrush kit.

Next morning I started to realize that there's a downside that you understand slowly as more time goes by, having only one pair of socks, not able to change new underwear, new shirt etc. We had so tight schedule all days and during the dinner evening we were not near the shops so I hadn't had any chance to buy more clothes and any other stuff I would’ve needed. The hotel didn't have any shop either. Everything I had now I had on me, which made me feel like an immigrant coming into this country wearing only the one suit he owns and having little money in his pocket :)

Meetings were over, as the hide and seek game with the hotel housekeeping and I returned to Helsinki airport. I asked if they'd know about my suitcase, as it didn't appear into Heathrow. They actually did have information about it, telling me that they had around 100 bags sitting there that didn't leave at all, since they had one of the conveyor belts broken. Nice thinking that no one informed about it for the customers. So I told them that now as I'm back already please make sure it will be sent to my home address when you've sorted it all out. They promised to do so. So the adventure seemed to be behind and I went home thinking I will get the suitcase back in one or two days. But instead I started to get messages asking me to confirm where I wanted the luggage to be sent. So I called them again at Helsinki airport and asked them to make sure it would be sent to my home, not to UK anymore. And they confirmed once again that they’d do that of course. Next day I got automated messages telling me my suitcase is now at the Heathrow airport and I need to confirm where do I want the suitcase to be shipped. I called again and asked why it had been shipped to UK as I was already here (and the luggage had been here all the time at the airport). The answer was that they couldn't go through all bags one by one and it was easier just to ship them to the destination addresses. At that time I realized that machines had taken over humans and there wasn't actually anything anyone could do to stop the process. I had heard how the IRS, phone company and some other examples who were collecting the debts even years after the person had died, like dying wasn't any real excuse for not paying your dues. That's how we've mostly build these systems and processes. The common sense and the automated digitalized systems are rarely going hand in hand. When things like this happen, one individual against the huge and complex automated processes and machines is as small as when you're standing outside looking the thunder clouds heading to your direction filling the whole horizon and darkening the sky. Finally I got them to change the address and some days later they called that they'd bring my luggage between 11-15 o'clock. They brought it 17:30 :)

Now afterwards I must admit, I gambled putting my luggage into cargo and not having only hand luggage with me. There was a reason that from the full plane coming from Helsinki to London, only handful of people lost their luggage. I wondered why most of the passengers came into the plane with their luggage trying to desperately fit them into those small compartments and why didn't they put them into cargo. Now I know. Next time hand luggage only and 'don't disturb' sign stapled permanently to the door knob to keep the housekeeping away :)


(The name of the hotel and the airline have been left out from this text as they are irrelevant for the actual point in the story - but we're talking about one of the biggest companies in both of them)

Opposite trend to Outsourcing - Insourcing but with a twist

We all remember the time when IT resellers came up with the revolutionary idea: 'why should the customer companies put their valuable resources into something that wasn't their core business. If your business was to make food pruducts, why would you hire 10 persons just to operate the IT environment and why would you even own it by yourself. You should stick in what you're good at. And let them take care of the IT who are good in that. You don't need to pay them anymore even if they were idle, but you pay only what you need and what you use.'. Looked from the customers perspective also moving your IT hardware and software to outside your company seemed to be a clever thing - let the others get the headache'

We all know what happened. End users eagarly agreed on this. Too much money went already yearly just to maintain the IT environment for something that seemed to be far from efficient. The bigger the customer company was, the easier it was to show the benefits and savings they'd get. What also happened with many companies was that many times not only the IT environment (software and hardware) was taken over by the outsourcing partner, but also the IT team was moved under the outsourcing company, leaving only IT manager, or in worst case the one left making the decisions about IT for the end user company was CFO. What actually was outsourced was more than customers realized at the time. Only when time passed and the skillful people that were moved from customer to outsourcing partner found new challenges with some other company walking away with the true knowledge about the customer setup, customers came to meet the fact that the knowledge transfer wasn't successfull even though one of the argumentation for outsourcing was that end user wouldn't rely on one person only as there would be backup people who would know the stuff too. Only thing that everyone forgot was that outsourcing company makes profit by doing as little as possible. The more hours the engineer needed to operate for the customer the less profit was left under the bottom line. The same goes with hardware. It wasn't outsourcing company's interest to update the hardware and software unless they were forced to do so. They extended the life cycle of the environment from 2-3 years into 4-5 years or even more. If customer wanted to upgrade anything based on their new business need, that meant upgrading the service contract, which meant more money to cast to the bottomless well.

As a result the outsourcing sercive providers got a customer lock, where customer really didn't have flexibility to take the contract elsewhere. All the hardware and software and the knowledge about their environment wasn't in their hands anymore. The Monthly costs started to grow, the IT environment starded to look like grandpha rather than a fast and vivid yougnster able to move fast with the businessn needs. Reasonable saving turned to be saving to death.

Sometimes some good things happened also, standardazing the environment that had really got out of hands helped in maintaining it better, but the benefit from that didn't come so much to the enduser but merely grew the profit of the service provider. Some more wise customers used open book contract where the savings were treated mutual and the profit that came with it divided between the enduser and service provider. But also in those cases the focus turned into savings, not into the things that actually would make the customer company fast and flexible to respond to their customer needs. But the standardization helped them later, something they didn't realize yet as it wasn't yet time.

Only when outsourcing partners went to virtualization to save even more in harware, cooling, electricity and management, they actually at the same time shot to their own foot, as it also gave tools to end users to quite easily be able to move the environment to another service provider, or even to take the environment back to be maintained by themselves. Now that the hardware was separated from the operating system, it meant that customers were able to move the environment (the operating systems, software and data, everything being now only bits and bytes) to somewhere else a whole lot easier. Their servers were now actually just files that could be moved to other side of the world in hours if not in minutes. As many of the customers were at this time questioning very much of the outsourcing partner's ability to actually maintain the environment and support the customer business the same time, what we saw was some of the customers taking the environment totally back. Not maybe the best decision but understandable. Some customers went to another road, finding more flexible and cheaper service provider who would take some of the tougher and the most time-cosuming tasks and leave the business critical applications which were closest to the customer core business for the customer IT team. Yes, many customers already had hired some of theresouces back, mainly for the core applications and development. So now the customer IT team concentrated only on maintaining and developing the solutions that closely supported and enabled their core business. All the other areas were outsourced to smaller, faster and more flexible partners, who's business wasn't yet so big that it wouldn't let them act fast. To someone who responded fast with the resolution to the problem - not with the automated message saying we'll let you know something in 48h. The difference now was that with the new IT core teams at customer site, they had the knowledge to ask for the right things to be done. They know knew what to measure, what was important. They knew now it was irrelevant to know if the server was up and running if the software on top of it didn't actually work. And it didn't matter if the traffic in the network was flowing if the user couldn't access the right data at the right time. A lot was learned from the past.

At the moment it's easy to see the analogy to how we bought our hardware and software earlier (something I discussed in my earlier blog about unified solutions http://dimidoukas.blogspot.co.uk/2013/06/best-of-breed-vs-unified-solution.html). We're now in the phase where customers buy different services, actually more and more cloud based services, basing their decision by 'best of breed' thinking. When the best of breed solutions ended up with the situation where no-one could manage those individual tools anymore as there were just too many of them, the same is happening now with the services we buy.

The next phase will be that customers will reduce the number of service providers offering these cloud based solutions. They will try to find those who can offer more under the same contract with only one front end. But this time they are not looking for the big players bringing them everything which would get them into the same situation they were before. What they are looking is one shop to buy different solutions based on their needs and where it is easy to start and end services ny Month, even by day or even hour if needed and choose what ever is needed on the fly. We're talking about the same way we buy software as we need, like what Adobe does today, offering consumers and professionals the ability to rent their quite expensive product if purchased off the shell with much more readonable Monthly fee, paying as long ad you need the software and getting always the latest version of the software without any extra fees. Resembling the way we're bringing all kinds of gadgets to our working place wanting to be able to use them the same flexible way we're used to in our homes. The same way the customers want to be able to buy the IT services that they need to support their business. If they want to have couple of extra servers once per year crunching all the numbers for tax authorities, there's no sence buying and paying for the extra capacity if they need it only for 2 days, not for the whole year. So this temporare capacity needed should be able to be bought as easy and fast, without any time consuming service contract negotiations or the amount of labor it normally would need to make it the old way.

The future business opportunity is with those who are able to combine the best of breed solutions from different application and service providers behind one front end, where customers can buy what they need and pay per use. Best of breed is still good compared to one provider who would offer you couple excellent solutions but the rest more mediocre or even useless tools. But best of breed solutions are good only when combined and offered with a new way.This is a whole new business area, advanced brokering is what you might call it. Not only will you need good relations to one of the best application and solution providers, but you would need to build the invoicing and measurement and provisionimg mechanism which would be very simple and easy and automated into both direction, both towards the customers and the vendors who provides the unique services in the background. Also you need to cover your market area with high availability access, meaning multipke service sites offering your services. If one site is down, there must be several others to take care of offering the service without interruptions. This position is very natural for IT distributors who have been in the middle always having relationships to both towards the vendors and the channel. What it needs though is a new way to think about their role and offering as a distri. But not only for distries, this is also opportunity to the new gamers, building their business just on that - brokering the best of breed solutions based on the cloud services and taking a fee from every transaction. 

For customers this means new and efficient and flexible way to renew and grow with the trends of the market. For us in IT business this creates new business which will partly replace the old business. We're living very interesting times where we will see the transfer to something very new. And we're lucky to see it from the front seat and to be part of it.

Best of breed vs unified solution - combining the two worlds the new way

Looking back there was time in the 90's when we went more and more towards the best of breed solutions in IT. You wanted to have the best virus control solution in the market, and from another vendor you found the best firewall and from the third came the switching devices. It was fun, as you could really use your time to carefully choose only the best money could buy - depending on your budget of course. When IT environments were more simple, traffic going out and coming in through only one route, it was easier to build a solution that you could manage. You didn't need to adapt into 10s of new software coming in every day, as with todays gadgets, which would've meant building new rules to firewall, enabling software processes to be run in one's PC. Every day and every hour.

From that time we grew these environments coming into the year 2000 and forward until the datacenters reached their limits, cooling systems practically melt down, electricity bills went up like rockets and the budget limits were reached. Until the last 5-10 years, we turned from adding more individual dedicated components into building more virtualization, reducing the number of devices needed in the datacenter. That time also the strickt and clear border between outside and inside network vanished and the number of end user client devices went to sky high. No-one was prepared their environment for that. We knew we were going to that direction eventually, but the speed it happen surprised everyone. IT tried to keep up, but found out that there's just too many moving parts and too few resources. At the same time the IT budgets had already grown so big that top management wanted to reduce the money spent to IT as the IT teams couldn't justify the investments, nor could they show any return of investment. So IT and the actual business went to different directions. IT which was supposed to be supporting and enabling the business, started to be a burden and actually slowing down the business development as it could't renew anymore.

With the virtualization, like VMware, we went to the right direction reducing the number of devices needed and centralizing more and more of the management too. Still there are too many moving parts and what's especially creating a major problem is that many of this kind of attempts are based on the legacy systems, having the history burden, needing to take account too much outdated solutions. Only lately there have been more solutions that are built to support actually today's needs. One very interesting example is Meraki, which started everything from the scratch and based it's management totally into the cloud - from the day one. It included very early the mobile device management, supporting the way people do business and use collaboration solutions today - all the different gadgets we have. They have wireless access points, switches, security devices. All managed from the same cloud and browser based management. Everything is very simple, just take the device to the place you need it, add it into your management, meaning very up to date browser management, and there you are. This simplicity growing the solutions from small office to the large retailers having hundreds of retail shops all over the world, is an example what a newcomer is able to do when they take the technology we have today and just build it straight to serve today's needs. As with great solutions many times, also in this case a large market leader saw their value and bought them. Meraki was bought buy Cisco and you can find more about them in meraki.cisco.com

Meraki alone isn't enough of course, probably one of the reasons Cisco bought it, to complement the Cisco portfolio with the new way of thinking. There's still many areas where the same kind of development needs to happen. But this is the step to the right direction. And opportunity for new start-ups in the future (or the ones that are there but have been under the radar so far). But what it shows is that there's a totally new way to look things today. With solutions like this it's easy (easier) to show the return of investment for the management. From day one you get already not only savings but such efficiency that you couldn't get using legacy systems - the ones we have built in our networks for decades. For IT and Business management this is opportunity to move into the new way of thinking, move also back closer to each other, and back to support and enable the business to develop with the customers and with the market needs, rather than trying to blockade the outside world from progressing. New time has come and the ones who adapt into it will grap the market share and the profit in the future.

Using iPad at work and in private life

It's been about 2 years when I got my first iPad(1), then right after the iPad2 came into market I sold my old iPad and bought new one, with 32Gb memory and the 3G feature. With the 3G feature I could be connected to the internet where ever I was. At the time I already used iPad daily. The user interface was far beyond anything so far, mostly due to the size of the screen and the nicely working touch screen (compared to other versions of touch screens I had seen in the past from other vendors.). But it was more for browsing web, using apps and for fun. But when I got iPad2 which had better support of showing the apps in beamer (video projector) I really could start to use it in my work too, which includes many times the need for showing presentations, tools and web pages in the screen. So very soon I bought the necessary cable for connecting the VGA into the iPad. And I also bought the Keynote software for presentations. I had my laptop with me always as a backup (still have), but I used iPad and quite soon I was convinced it really worked well. One of the very good things was the 3G, which was enough for showing web pages and tools in the web (fortunately the tools I showed didn't use Flash which wouldn't have worked with the iPad), so I didn't need to ask for wireless access and play with different usernames and passwords at each different customer site. Only thing that I noticed was that if I showed videos in the meeting room with the iPad speaker, I could turn the volume all the way up and still it was quite difficult to hear anything because of the humming air conditions at the offices. The solution for that came when Nokia announced their portable, chargeable Bluetooth speaker. I had tried other speakers, but they all had the problem of lacking the low bass tones, so the sound was thin and didn't actually differ very much from the iPad speaker. But the Nokia speaker really had kind of subwoofer which was the best I've heard so far (still the best I've seen). I've changed my phone away from Nokia into iPhone since I was disappointed with the user interface in Nokia phones for many years and their poor selection of software for the phones. But the loudspeaker is great! I've noticed that Nokia does actually best cameras for the portable devices and they seem to make the best loudspeakers also on that market segment. Maybe they should move again into new areas as they've done so many times in the past. So now I have my iPad and loudspeaker, neither one needing any kind of wires, and I get into my presentations and documents either from the device itself with the saved offline documents, or if needed, I can  get into my documents in my dropbox (web service for making your documents privately or publicly available), or probably Apple iCloud in the future as well.  I can also show photos my Flickr Pro service which is also nice, you don't need to have all the photos in iPad since they really take a lot of space. Since playing instruments and making music is also my hobby I've bought quite many apps for creating music (some very good apps have actually been free). And my other hobby, taking photos, have also crawled into iPad world by the variation of different kind of apps and services like Instamatic. When I'm traveling and actually in my home also, I read ebooks, and for that I use Amazon Kindle software that opens a huge amount of reasonable priced books (around 5-20 USD). It's great! I also use local TV broadcasting company app for recording the movies and TV series, all from my iPad. And then I watch them when I want streamed over the internet into my home TV.

Now iPad3 was launched but I didn't see there so much improvements that I would have ran into Apple store to buy one. When more and more apps are starting to demand higher CPU power than iPad2 can offer then I'm probably forced to upgrade, but for now I'm hanging in there with my iPad2 and probably waiting if I can skip the ver3 and go straight to ver4 which hopefully have something more to offer. But in the nutshell, maybe a cliché but I really wouldn't like to be without iPad anymore. It's perfect both at work and in my private life.

God's gift to customers?

“If you’re manic, you think you’re Jesus. If you’re hypomanic, you think you are God’s gift to technology investing.” by John D. Gartner, a psychologist and author of “The Hypomanic Edge.” 

Well said. I think this reflects the attitude among quite many IT manufacturers, IT service providers and IT professionals. Every product or service is unic and one of the kind and there's no better, right? And customers should just be greatful for getting the product or service (without a doubt....)

I think it's the trap that we've put our selves into by expecting two digit growing numbers, living only quarter at a time, fiscal year max. We're easily categorizing customers with 80/20 rule, being concerned about the 20 and turning our backs to the 80. It's all about efficiensy and numbers. There's no time to serve every customer equally good. Does this sound familiar? I'm afraid that there might be quite many 'yes' answers among IT industry. Even though the information technology itself should help us and also give us the solutions where all customers can be served. Still this is not happening. Majority gets to call to automated call centers and are left choosing from the service menu 'if you want to order press 1, if you....press 5. If ....press 7..... if you wish to actually speak to someone press 9". The phrase I used was'IT should help us'. The idea is not to make everything into automated and cost efficient faceless services.

It seem's that the same 80/20 rule goes with the sold products and services as well. It's like only a fraction of sold produtcs are good quality and made ready and the rest is more or less average and not tested throughly, since it wouldn't be efficient, would it? It's better to develope products into the point where they can be sold to customers and then fix only those flaws that you will get feedback from 80% of customes (or from the biggest 20% group). Also there's no point of putting all the needed features into the product at once, is there? It would take longer to make and you get actually more money by upselling the add-ons and new versions. And who's first on the market, gets the cream, eh? So manufacturers and service providers have actually oursourced the testing to customers and at the same time they are charging them several times for the features and fixes that should've been there in the first place.

The scary part is that this way of roadmap thinking and leaving some of the testing to be done by customers has spread into other industries as well. I'm afraid that these successors of IT industry are now moved to serve other industries, so this way of thinking have spread into car manufacturing industry, house building industry, even into defence industry not to mention the healthcare industry. And since everything is more or less based on  somekind of IT system, the thought is actually quite horrific. Every plain, train and every weapon or safety system is actually based on systems that can't be tested 100% anymore. This is simply because of the huge number of lines of code and the number of parts, leaving just too many variations to test. And in the end because of the rush to the markets. The faults are called 'features' and the missing features are explained to be 'unnecessary'.

I wonder IF there would be a company who would make very high quality and ready made products or services and would serve it's customers with the humble attitude with personal touch, could it survive at all in todays markets? I think it could. It would differ from it's competitors and it would be very refreshing in todays hypomanic world.

It’s getting Cloudy, yes – but locally or globally? Three trends arising.

Trend one – Global Cloud services: Cloud Computing means very different things depending on who you’re talking with. Many of the big players are offering services based on clouds. Amazon, SalesForce, Microsoft, Symantec, just to mention few. These have been more or less ‘centralized’ clouds that are offering services ‘from the distance’, mostly US based services. Problem there is not only the bandwidth needed, but also privacy and regulations. Not all the information is granted to move abroad, sometimes by corporate policy but sometimes even by law. Also on individual level, you probably wouldn’t want your pictures, music and private info to be stored into place you don’t know in which country it resides, nor do you know about what the laws in that particular country say about privacy or who’s got access to your data and how they’re protected. I think those huge datacenters in various places globally will be suitable for some of the services when data that has been moved isn’t critical and under any laws or regulations and when the price compared to risks gets more weight on decision making. Compelling factor for those services will be price efficiency since even a smaller customer gets to share the benefits of large scale economics which wouldn’t be achievable for them otherwise.

 Trend two – Local Cloud Services: I think we’re not there yet and it’s not the only path we’re walking either.  I think we will see another trend rising aside. Local cloud services operating in same country as customer, offering localized services with faster bandwidth. Offering services on local language following local laws and regulations. Customers for these locally produced services will be government offices, healthcare, financial and military customers. Also some of the public companies as well. There is a business opportunity for local consumer services as well because of the local language and because of the ease of trusting the local company you know and you can even visit if needed. Something you can’t say about faceless multinational companies operating overseas. These services can be offered by local Telco who already have the datacenters and the connectivity. Since they’re not the best of creating the software and services, maybe this is where the brokering role suites better for them. On the other hand there are many small innovative players that are lacking the capacity to scale into the measures needed to wide scale service offering. There is also a need for third kind of partners needed in this puzzle which have the capability and skills to combine these to, the integrators. So this is the opportunity to bring these players together and create a local brokering business which beats the individual global cloud service providers. Global service providers fit into the picture if they allow the software and services to be ran and the data to be stored at least partly locally – and if they allow localization of their software and services.

Trend three – Cloud service brokering business:  This will be the combining of the global and local cloud services. As always, you won’t be finding everything you need from one service provider, no matter what they say in their advertisement. And in the end you would like to have one service from here and another service from there. But problem with that would be both managing the service contracts, SLAs but also how to use the different user interfaces and different technology needed for each and every service you buy separately. That’s why arising business area will be those who are able to combine these different 3rd party cloud services into the one user interface that scales based on where the user is and what is the device and connection used and what the user needs at that moment. This will create a new kind of service business offering. Just like malls are bringing different offering and shops into one place for consumer to walk in and choose what they need, these service portals will be sort of ‘DigiMalls’. The challenge is will there be a standard APIs that makes it possible to easily combine the present and the future offering. We will also need a payment technology that supports one-to-many micro payments to allow pay-as-you-use cloud service brokering business to arise and grow.

Social media

In my business I need to get attention about the products my company sells. Also I need to get information from the customers what are their pain points so that we'd know what products and services to concentrate on. And how we could serve them better. In order to achieve that, I started to read about social media, reading books published in 2009 about Blogs, Twitter, Wiki and Branding. I've had this Blog from 2005, but back then it was more of sharing one interesting issue with others, not something ment to be supporting any business goals. Now it was time to go further and start to learn how to use these tools to get noticed and to be different from the competitors.

I created Twitter account @DimiDoukas and started to use it. I think it's like mini Facebook and mobile SMS combined. It's a good way to follow interesting people and companies. I haven't created any Twitter accounts for business yet. I'm more like testing the concept with personal account first to learn more how to use it and how to combine different social medias together, like Blogs and Twitter. It's surprising and almost overwhelming how many different tools you have nowdays that you can use for letting your customers know more about you and your company, and to get immediate feedback from them. To follow and update my Twitter with my Nokia E71 (S60) phone, I bought Gravity software, which is one of the most versatile tool I could find. It costed 10 EUR which is about 14 USD and can be found in http://mobileways.de/products/gravity/gravity/ or through Nokia OVI shop http://store.ovi.com from your phone's web browser