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1

Why the fuss about
serverless?

2

WARNING

3

No. Of Slides
AudiencePain

4

No. Of Slides
AudiencePain
90
Safe

5

No. Of Slides
AudiencePain
Severe
risk of
harm
257

6

Why the fuss about serverless

7

NStrategy

8

NStrategy
Situational
Awareness

9

NStrategy
Situational
Awareness
Map

10

NStrategy
Situational
Awareness
Map
Patterns

11

NStrategy
Situational
Awareness
Map
Serverless
Patterns

12

NStrategy
Situational
Awareness
Map
Serverless
Patterns

13

Fotango website, 2005, courtesy of CEO.

14

Why the fuss about serverless

15

FAKE
CEO

16

Fotango, 2003
Our strategy is customer focused. We will lead a
innovative effort in the market through our use of
agile techniques and open source to become a leading
provider of open standard solutions to the digital
world. To develop products of the highest standards
we make our clients part of the team. Our final
measure of success is the satisfaction of the team
at the end of the project.

17

Eigenberg Fotografie, Nov 2013, CC by 2.0
https://www.flickr.com/photos/damionroeien/11122262203
Humour, Wit, & Satire of the Seventeenth Century, 1883,
Public Domain, https://www.flickr.com/photos/britishlibrary/11283423564

18

Business
Level
Abstractions of a
Healthy
Strategy

19

digital business, big data, disruptive,
innovative, collaborative, competitive
advantage, ecosystem, open source,
networked, efficiency,  learning
organisation, social
media, revolution, cloud based, agile,
secure, internet of things, growth, value,
customer focused, open,
digital first, data leaders, agile, insight
from data, platform,
sustainable, revolution, culture.
Common Blahs

20

Blah Template
Our strategy is [Blah]. We will lead
a [Blah] effort of the market through our use
of [Blah] and [Blah] to build a [Blah]. By being
both [Blah] and [Blah], our [Blah] approach will
drive [Bah] throughout the organisation.
Synergies between our [Blah] and [Blah] will
enable us to capture the upside by
becoming [Blah] in a [Blah] world. These
transformations combined with [Blah] due to
our [Blah] will create
a [Blah] through [Blah] and [Blah].

21

Blahs
+
Blah template
=
auto generate
64 strategies

22

Strategy 1 / 64
Our strategy is customer focused. We will lead a
disruptive effort of the market through our use of
innovative social media and big data to build a
collaborative cloud based ecosystem. By being both
digital first and agile, our open approach will
drive efficiency throughout the organisation.
Synergies between our culture revolution
and networked learning organisation will enable us
to capture the upside by becoming data leaders in
a digital business world.

23

Strategy 2 / 64
Our strategy is innovative digital business. We
will lead a growth effort of the market through our
use of customer focused competitive
advantage and disruptive social media to build
a collaborative revolution. By being both data
leaders and cloud based, our ecosystem approach
will drive insight from data throughout the
organisation. Synergies between
our platform and open culture will enable us to
capture the upside by becoming digital first in
a networked world.

24

1. This is the exact wording from
our business plan.
2. I’ve seen two of these used
already.
3. Are you for hire?

25

1. This is the exact wording from
our business plan.
2. I’ve seen two of these used
already.
3. Are you for hire?

26

1. This is the exact wording from
our business plan.
2. I’ve seen two of these used
already.
3. Are you for hire?

27

http://strategy-madlibs.herokuapp.com/

28

Julian Mason, APR 2011, CC by 2.0
https://www.flickr.com/photos/meandmyshadow/5687986018/

29

The Strategy Cycle
Sun Tzu's five factors
Purpose

30

The Strategy Cycle
Sun Tzu's five factors
Purpose
Landscape

31

The Strategy Cycle
Sun Tzu's five factors
Purpose
Landscape
Climate

32

The Strategy Cycle
Sun Tzu's five factors
Purpose
Landscape
Climate
Doctrine

33

The Strategy Cycle
Sun Tzu's five factors
Purpose
Landscape
Climate
Doctrine
Leadership

34

John Boyd, USAF
Public Domain, US Gov, 2012

35

The Strategy Cycle
Sun Tzu's five factors
John Boyd’s OODA loop
Purpose
Landscape
Climate
Doctrine
Leadership
The “game”

36

Observe
The Strategy Cycle
Sun Tzu's five factors
John Boyd’s OODA loop
Purpose
Landscape
Climate
Doctrine
Leadership
The “game”

37

Observe
The Strategy Cycle
Sun Tzu's five factors
John Boyd’s OODA loop
Orient
Purpose
Landscape
Climate
Doctrine
Leadership
The “game”

38

Observe
Decide
The Strategy Cycle
Sun Tzu's five factors
John Boyd’s OODA loop
Orient
Purpose
Landscape
Climate
Doctrine
Leadership
The “game”
Act

39

Importance of why?

40

Observe
Decide
The Strategy Cycle
Sun Tzu's five factors
John Boyd’s OODA loop
The two types of why
Orient
Purpose
Landscape
Climate
Doctrine
Leadership
The “game”
why of
purpose
Act

41

Orient
Purpose
Landscape
Climate
Doctrine
Leadership
Observe
Decide
The “game”
why of
purpose
why of
movement
Act
The Strategy Cycle
Sun Tzu's five factors
John Boyd’s OODA loop
The two types of why

42

Why of purpose = To Win!

43

Why of movement = here or there?

44

Movement = LEARNING
Checkmate

45

Fotango website, 2005, courtesy of CEO.

46

Purpose
The “game”
why of
purpose

47

Purpose
Landscape
Observe
The “game”
why of
purpose

48

NStrategy
Situational
Awareness
Map
Serverless
Patterns

49

Vikings
Chess
Themistocles

50

Tristan Ferne, Nov 2011, CC by 2.0
https://www.flickr.com/photos/tristanf/6404414883

51

From Hernam, head due west towards Hvarf, and you
will have sailed north of Hjaltland, so that you
just glimpse it in clear weather, but south of
the islands, so that the sea is right in between
the distant mountains and thus also south of
Iceland.
Hauksbók

52

N

53

What would you use to navigate?
verbal storyvisual map

54

Images by Colin M.L. Burnett licensed under GNU FDL v1.2
https://commons.wikimedia.org/wiki/File:Chess_rlt45.svg

55

Why the fuss about serverless

56

Pawn (w) Pawn (w)

57

Pawn (w), Pawn (b) Pawn (w), Pawn (b)

58

Pawn (w), Pawn (b), Pawn (w) Pawn (w), Pawn (b), Pawn (w)

59

Pawn (w), Pawn (b), Pawn (w), Queen (b) Pawn (w), Pawn (b), Pawn (w), Queen (b)

60

Pawn(w), Pawn(b), Pawn(w), Queen(b), Pawn(w), Queen(b), Bishop(w), Knight(b), Queen(w), Pawn(b), Rook(w), Bishop(b),
Knight(w), Pawn(b), Queen(w), Knight(b), Pawn(w), Knight(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w),
Bishop(b), Queen(w), King(b), Pawn(w), Bishop(b), Rook(w), Pawn (b), Queen(w), Knight(b), Pawn(w), Knight(b),
Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Bishop(b), Queen(w), King(b), Knight(w), Pawn(b), Rook(w), Bishop(b),
Pawn(w), Pawn(b), Pawn(w), Knight(b), Pawn(w), Knight(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Bishop(b),
Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Knight(b), Pawn(w), Pawn(b), Pawn(w), Pawn(b), Queen(w), King(b),
Queen(w), Pawn(b), Knight(w), Knight(b), Knight(w), Pawn(b), Rook(w), Rook(b),Pawn(w), Knight(b), Pawn(w), Pawn(b),
Queen(w), Knight(b),King(w), Knight(b), Pawn(w), Queen(b), Knight(w), Pawn(b), Rook(w), Rook(b), Rook(w), Knight(b),
Pawn(w), Pawn(b), Queen(w), Pawn(b), Queen(w), Knight(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Bishop(b),
Pawn(w), Pawn(b), Rook(w), Bishop(b), Pawn(w), Pawn(b), Pawn(w), Knight(b), Pawn(w), Knight(b), Pawn(w), Pawn(b),
Knight(w), Pawn(b), Rook(w), Bishop(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Knight(b), Pawn(w), King(b),
Pawn(w), Bishop(b), Rook(w), Pawn (b), Queen(w), Knight(b), Pawn(w), Knight(b), Pawn(w), Pawn(b), Rook(w), Bishop(b),
Pawn(w), Pawn(b), Queen(w), Knight(b), Pawn(w), Knight(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Bishop(b),
Queen(w), King(b), Knight(w), Pawn(b), Rook(w), Bishop(b), Pawn(w), Pawn(b), Pawn(w), Knight(b), Pawn(w), Knight(b),
Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Bishop(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Knight(b),
Pawn(w), Pawn(b), Pawn(w), Pawn(b), Queen(w), King(b), Queen(w), Pawn(b), Knight(w), Knight(b), Knight(w), Pawn(b),
Rook(w), Rook(b),Pawn(w), Knight(b), Pawn(w), Pawn(b), Queen(w), Pawn(w), Knight(b), Pawn(w), Knight(b), Pawn(w),
Pawn(b), Knight(w), Pawn(b), Rook(w), Bishop(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Knight(b), Knight(w),
Pawn(b), Rook(w), Rook(b),Pawn(w), Knight(b), Pawn(w), Pawn(b), Queen(w), Knight(b), King(w), Knight(b), Pawn(w),
Queen(b), Knight(w), Pawn(b), Rook(w), Rook(b), Rook(w), Knight(b), Pawn(w), Pawn(b), Queen(w), Pawn(b), Queen(w),
Knight(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Bishop(b), Pawn(w), Pawn(b), Rook(w), Bishop(b), Pawn(w),
Pawn(b), Pawn(w), Knight(b), Pawn(w), Knight(b), Pawn(w), Queen(w) ... WINS

61

Pawn(w), Pawn(b), Pawn(w), Queen(b), Pawn(w), Queen(b), Bishop(w), Knight(b), Queen(w), Pawn(b), Rook(w), Bishop(b),
Knight(w), Pawn(b), Queen(w), Knight(b), Pawn(w), Knight(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w),
Bishop(b), Queen(w), King(b), Pawn(w), Bishop(b), Rook(w), Pawn (b), Queen(w), Knight(b), Pawn(w), Knight(b),
Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Bishop(b), Queen(w), King(b), Knight(w), Pawn(b), Rook(w), Bishop(b),
Pawn(w), Pawn(b), Pawn(w), Knight(b), Pawn(w), Knight(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Bishop(b),
Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Knight(b), Pawn(w), Pawn(b), Pawn(w), Pawn(b), Queen(w), King(b),
Queen(w), Pawn(b), Knight(w), Knight(b), Knight(w), Pawn(b), Rook(w), Rook(b),Pawn(w), Knight(b), Pawn(w), Pawn(b),
Queen(w), Knight(b),King(w), Knight(b), Pawn(w), Queen(b), Knight(w), Pawn(b), Rook(w), Rook(b), Rook(w), Knight(b),
Pawn(w), Pawn(b), Queen(w), Pawn(b), Queen(w), Knight(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Bishop(b),
Pawn(w), Pawn(b), Rook(w), Bishop(b), Pawn(w), Pawn(b), Pawn(w), Knight(b), Pawn(w), Knight(b), Pawn(w), Pawn(b),
Knight(w), Pawn(b), Rook(w), Bishop(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Knight(b), Pawn(w), King(b),
Pawn(w), Bishop(b), Rook(w), Pawn (b), Queen(w), Knight(b), Pawn(w), Knight(b), Pawn(w), Pawn(b), Rook(w), Bishop(b),
Pawn(w), Pawn(b), Queen(w), Knight(b), Pawn(w), Knight(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Bishop(b),
Queen(w), King(b), Knight(w), Pawn(b), Rook(w), Bishop(b), Pawn(w), Pawn(b), Pawn(w), Knight(b), Pawn(w), Knight(b),
Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Bishop(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Knight(b),
Pawn(w), Pawn(b), Pawn(w), Pawn(b), Queen(w), King(b), Queen(w), Pawn(b), Knight(w), Knight(b), Knight(w), Pawn(b),
Rook(w), Rook(b),Pawn(w), Knight(b), Pawn(w), Pawn(b), Queen(w), Pawn(w), Knight(b), Pawn(w), Knight(b), Pawn(w),
Pawn(b), Knight(w), Pawn(b), Rook(w), Bishop(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Knight(b), Knight(w),
Pawn(b), Rook(w), Rook(b),Pawn(w), Knight(b), Pawn(w), Pawn(b), Queen(w), Knight(b), King(w), Knight(b), Pawn(w),
Queen(b), Knight(w), Pawn(b), Rook(w), Rook(b), Rook(w), Knight(b), Pawn(w), Pawn(b), Queen(w), Pawn(b), Queen(w),
Knight(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Bishop(b), Pawn(w), Pawn(b), Rook(w), Bishop(b), Pawn(w),
Pawn(b), Pawn(w), Knight(b), Pawn(w), Knight(b), Pawn(w), Queen(w) ... WINS
Pawn(w), Knight(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Bishop(b), Pawn(w), Pawn(b), Knight(w), Pawn(b),
Rook(w), Knight(b), Pawn(w), Pawn(b), Pawn(w), Pawn(b), Queen(w), King(b), Queen(w), Pawn(b), Knight(w), Knight(b),
Knight(w), Pawn(b), Rook(w), Rook(b),Pawn(w), Knight(b), Pawn(w), Pawn(b), Queen(w), Pawn(w), Knight(b), Pawn(w),
Knight(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Bishop(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w),
Knight(b), Knight(w), Pawn(b), Rook(w), Rook(b),Pawn(w), Knight(b), Pawn(w), Pawn(b), Queen(w), Knight(b), King(w),
Knight(b), Pawn(w), Queen(b), Knight(w), Pawn(b), Rook(w), Rook(b), Rook(w), Knight(b), Pawn(w), Pawn(b), Queen(w),
Pawn(b), Queen(w), Knight(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Bishop(b), Pawn(w), Pawn(b), Rook(w),
Bishop(b), Pawn(w), Pawn(b), Pawn(w), Knight(b), Pawn(w), Knight(b), Pawn(w), Queen(w) , Pawn(w), Pawn(b), Pawn(w),
Queen(b), Pawn(w), Queen(b), Bishop(w), Knight(b), Queen(w), Pawn(b), Rook(w), Bishop(b), Knight(w), Pawn(b), Queen(w),
Knight(b), Pawn(w), Knight(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Bishop(b), Queen(w), King(b), Pawn(w),
Bishop(b), Rook(w), Pawn (b), Queen(w), Knight(b), Pawn(w), Knight(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w),
Bishop(b), Queen(w), King(b), Knight(w), Pawn(b), Rook(w), Queen(b), Pawn(w), Pawn(b), Pawn(w), Knight(b), Pawn(w),
Knight(b), Pawn(w), Pawn(b), Knight(w), King(b), Queen(w), Pawn(b), Knight(w), Knight(b), Knight(w), Pawn(b), Rook(w),
Bishop(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Knight(b), Pawn(w), Pawn(b), Pawn(w), Pawn(b), Queen(w),
King(b), Queen(w), Pawn(b), Knight(w), Knight(b), Knight(w), Pawn(b), Rook(w), Rook(b),Pawn(w), Knight(b), Pawn(w),
Pawn(b), Queen(w), Knight(b),King(w), Knight(b), Pawn(w), Queen(b), Knight(w), Pawn(b), Rook(w), Rook(b), Rook(w),
Knight(b), Pawn(w), Pawn(b), Queen(w), Pawn(b), Queen(w), Knight(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w),
Bishop(b), Pawn(w), Pawn(b), Rook(w), Bishop(b), Pawn(w), Pawn(b), Pawn(w), Knight(b), Pawn(w), Knight(b), Pawn(w),
Pawn(b), Knight(w), Pawn(b), Rook(w), Bishop(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Knight(b), Pawn(w),
King(b), Pawn(w), Bishop(b), Rook(w), Pawn (b), Queen(w), Knight(b), Pawn(w), Knight(b), Pawn(w), Pawn(b), Rook(w),
Bishop(b), Pawn(w), Pawn(b), Queen(w), Knight(b), Pawn(w), Knight(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w),
Bishop(b), Queen(w), King(b), Knight(w), Pawn(b), Rook(w), Bishop(b), Pawn(w), Pawn(b), Pawn(w), Knight(b),
Queen(w), ... WINS
Secrets
of
Success

62

Why the fuss about serverless

63

Why the fuss about serverless

64

Pawn (w)

65

Pawn (w), Pawn (b)

66

Pawn (w), Pawn (b), Pawn (w)

67

Pawn (w), Pawn (b), Pawn (w), Queen (b)
... LOST.

68

What would you use to learn?
context specific playsecrets of success

69

X Thermopylae
Athens
Thebes
X
X
Artemisium
NPersians

70

X Thermopylae
Athens
Thebes
X
X
Artemisium
N
Army
Navy
Persians

71

Strengths Weaknesses
Opportunities Threats
A well trained Spartan army
Get rid of the Spartans
Get rid of the Persians Persians get rid of us
The Oracle says a really
dodgy film might be
produced over 2,000
years later
A lot of Persians ARE
turning up
A high level of motivation
not to become a Persian
slave
The Ephors might stop the
Spartans turning up

72

magic frameworkposition and movement
What would you use to communicate and
determine strategy in battle?

73

Why the fuss about serverless

74

Navigation
Learning
Strategy

75

Chess
Visual Navigation
Context specific Learning
Position and movement Strategy

76

Chess
Visual Navigation
Context specific Learning
Position and movement Strategy
High Situational Awareness

77

Chess Alchemy
Visual Navigation Story telling
Context specific Learning Secrets of success
Position and movement Strategy Magic frameworks
High Situational Awareness Low

78

Chess Alchemy
Visual Navigation Story telling
Context specific Learning Secrets of success
Position and movement Strategy Magic frameworks
High Situational Awareness Low
FAKECEO

79

NStrategy
Situational
Awareness
Map
Serverless
Patterns

80

Chess Alchemy
Visual Navigation Story telling
Context specific Learning Secrets of success
Position and movement Strategy Magic frameworks
High Situational Awareness Low
FAKECEO

81

X Thermopylae
Athens
Thebes
X
X
Artemisium
N
Army
Navy
Persians

82

X Thermopylae
Athens
Thebes
X
X
Artemisium
N
Army
Navy
Persians
Visual Yes
Context Yes
Position Yes
Anchor Yes
Movement Yes
Components Yes

83

But we have
maps!

84

Photo Storage
Data Centre
Power
Print
Web Site
Platform
CRM
Image
Manipulation
Compute
Customer
Systems
Map

85

Photo Storage
Data Centre
Power
Print
Web Site
Platform
CRM
Image
Manipulation
Compute
Customer
Systems
Map

86

Photo Storage Power
Print
Web Site
Platform
CRM
Image
Manipulation
Compute
Customer
Data Centre
Systems
Map

87

Photo Storage Power
Print
Web Site
Platform
CRM
Image
Manipulation
Compute
Customer
Data Centre
Systems
Map
Visual Yes
Context Yes
Position NO
Anchor NO
Movement NO
Components Yes

88

Photo Storage Power
Print
Web Site
Platform
CRM
Image
Manipulation
Compute
Customer
Data Centre
Space has
meaning!

89

Business
Process
Map

90

Business
Process
Map
Visual Yes
Context Yes
Position NO
Anchor Yes
Movement NO
Components Yes

91

Digital
Map

92

Digital
Map Visual Yes
Context NO
Position NO
Anchor NO
Movement NO
Components Yes

93

Mind
Map

94

Mind
Map Visual Yes
Context Yes
Position Yes
Anchor Yes
Movement NO
Components Yes

95

Why the fuss about serverless

96

So how to
map?

97

Why the fuss about serverless

98

USER
Needs
CUP OF TEA

99

USER
Needs
CUP OF TEA
Needs
HOT WATER
TEA
Needs

100

USER
Needs
CUP OF TEA
Needs
HOT WATER
TEA
Needs
KETTLE
Needs Needs
WATER

101

USER
Needs
CUP OF TEA
Needs
HOT WATER
TEA
Needs
KETTLE
Needs Needs
WATER
POWER
Needs

102

USER
Needs
CUP OF TEA
Needs
HOT WATER
TEA
Needs
KETTLE
Needs Needs
WATER
POWER
Needs
Anchor

103

USER
Needs
CUP OF TEA
Needs
HOT WATER
TEA
Needs
KETTLE
Needs Needs
WATER
POWER
Needs
Anchor
Position

104

Why the fuss about serverless

105

Photo Storage
Data Centre
Power
Print
Web Site
Platform
CRM
Image
Manipulation
Compute
Customer
Visual Yes
Context Yes
Position NO
Anchor NO
Movement NO
Components Yes

106

Online Photo
Storage
Print
Web Site
Online Image
Manipulation
Customer
Needs
Needs
Anchor
Visual Yes
Context Yes
Position NO
Anchor Yes
Movement NO
Components Yes

107

Online Photo
Storage
Data Centre
Power
Print
Web Site
Platform
CRM
Online Image
Manipulation
Compute
Customer
Needs
Needs
Needs
Needs
Needs
Needs
Needs
Needs
Needs
Needs
Needs
Needs
Needs
Needs
ValueChain
VisibleInvisible
Visual Yes
Context Yes
Position Yes
Anchor Yes
Movement NO
Components Yes
Position

108

Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Online Photo
Storage
Data Centre
Power
Print
Web Site
Platform
CRM
Online Image
Manipulation
Compute
Customer
Needs
Needs
Needs
Needs
Needs
Needs
Needs
Needs
Needs
Needs
Needs
Needs
Needs
Needs
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
Visual Yes
Context Yes
Position Yes
Anchor Yes
Movement NO
Components Yes

109

Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Online Photo
Storage
Data Centre
Power
Print
Web Site
CRM
Online Image
Manipulation
Compute
Customer
Platform
2005
Visual Yes
Context Yes
Position Yes
Anchor Yes
Movement Yes
Components Yes

110

Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Online Photo
Storage
Data Centre
Power
Print
Web Site
CRM
Online Image
Manipulation
Compute
Customer
Platform
Anchor
Position
Movement

111

Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Online Photo
Storage
Data Centre
Power
Print
Web Site
CRM
Online Image
Manipulation
Compute
Customer
Platform
Space has
meaning!

112

So what?

113

NStrategy
Situational
Awareness
Map
Serverless
Patterns

114

Purpose
Landscape
Climate
Observe
The “game”
why of
purpose
why of
movement

115

Climate
Rules that influence
the game

116

Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Compute
Customer
Platform
Climatic pattern
Everything
evolves
Future
Past +Competition Future

117

Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Platform
Customer
Past +Competition Future
Experimentation
Chaotic
Uncertain
Unpredictable
Changing
Different
Exciting
Future Worth
Unusual
Rare
Poorly understood
Differential
Competitive Advantage
Volume Operations
Ordered
Known
Measured
Stable
Standard
Obvious
Low Margin
Essential
Ubiquitous
Defined
Operational efficiency
Cost of doing business
Climatic pattern
Characteristics
change

118

Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
AGILE / In-house
Strong Weak
focus on reducing cost of change

119

Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
SIX SIGMA / Outsource
StrongWeak
AGILE / In-house
Strong Weak
focus on reducing deviation
focus on reducing cost of change

120

Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
SIX SIGMA / Outsource
StrongWeak
AGILE / In-house
Strong Weak
Strong WeakWeak
LEAN / Off the shelf product
focus on learning & reducing waste
focus on reducing deviation
focus on reducing cost of change

121

Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
SIX SIGMA / Outsource
StrongWeak
AGILE / In-house
Strong Weak
Climatic pattern
No one size
fits all
Strong WeakWeak
LEAN / Off the shelf product
focus on learning & reducing waste
focus on reducing deviation
focus on reducing cost of change

122

Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Online Photo
Storage
Data Centre
Power
Print
Web Site
CRM
Compute
Customer
Past
+Competition
Future
Climatic pattern
Past success
breeds inertia
+Inertia
Platform
Online Image
Manipulation

123

Why the fuss about serverless

124

Why the fuss about serverless

125

Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Online Photo
Storage
Data Centre
Power
Print
Web Site
Platform
CRM
Compute
Customer
Online Image
Manipulation
2005

126

Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Online Photo
Storage
Data Centre
Power
Print
Web Site
Platform
CRM
Compute
Customer
+efficiency
Online Image
Manipulation
2005

127

Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Online Photo
Storage
Data Centre
Power
Print
Web Site
Platform
CRM
Compute
Customer
+efficiency
+Inertia
Online Image
Manipulation
2005

128

Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Online Photo
Storage
Data Centre
Power
Print
Web Site
Platform
CRM
Compute
Customer
+efficiency
+Inertia
+Worth
Online Image
Manipulation
2005

129

Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Online Photo
Storage
Data Centre
Power
Print
Web Site
CRM
Compute
Customer
+efficiency
+Inertia
+Worth
Online Image
Manipulation
Here?
Here?
Here?
Here?
Where to
Invest?
Platform

130

Orient
Purpose
Landscape
Climate
Doctrine
Observe
The “game”
why of
purpose
why of
movement
Act

131

Emergency
Services Mobile
Communication
Platfom (ESMCP)

132

Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible Ambient
User
Video
Job Dispatch
Messaging
D2D
Telephony
P2P
P2MP
Core Apps
Common Apps
Emergency Function
Doctrine
Focus on
user needs

133

Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Mobile Network
Ambient
User
Video
Job Dispatch
Messaging
D2D
Telephony
P2P
P2MP
Core Apps
Common Apps
Local
Apps Store
App
Catalogue
Stats
App Certification
Device
Catalogue
Secure Data Service
Device
Location Services
Device
Certification
Device
Enhancements
Bespoke Coverage
Control Room
Connections
Network
Statistics
Fault
Visualisation
MDM / MAM Purchasing Billing
Radio Site Coverage
System Support
Services
Emergency Function
CO
User
Orgs
LTE Network
Enhancement
Doctrine
Think small
(as in know the
details)

134

+Borders +Immigration
+Police

135

Number of Duplicate Efforts
in a single Organisation
Technology Space Industry
2,000+
(unconfirmed)
Accounting systems Global Defence
1,000+
(estimated)
Risk management Global Finance
380 ERP system Global Energy
300+ ECM systems Global Pharma
170 Cloud projects Global Technology
118 Workflow systems Government
22 Rules Engines European Corporate
14 CRM system National Bank
6 General Rule of Thumb Everywhere
IT Weapons of Mass Duplication - Leader Board

136

Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Mobile Network
Ambient
User
Video
Job Dispatch
Messaging
D2D
Telephony
P2P
P2MP
Core Apps
Common Apps
Local
Apps Store
App
Catalogue
Stats
App Certification
Device
Catalogue
Secure Data Service
Device
Location Services
Device
Certification
Device
Enhancements
Bespoke Coverage
Control Room
Connections
Network
Statistics
Fault
Visualisation
MDM / MAM Purchasing Billing
Radio Site Coverage
System Support
Services
Emergency Function
CO
User
Orgs
LTE Network
Enhancement
Doctrine
Remove
Duplication

137

Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Mobile Network
Ambient
User
Video
Job Dispatch
Messaging
D2D
Telephony
P2P
P2MP
Core Apps
Common Apps
Local
Apps Store
App
Catalogue
Stats
App Certification
Device
Catalogue
Secure Data Service
Device
Location Services
Device
Certification
Device
Enhancements
Bespoke Coverage
Control Room
Connections
Network
Statistics
Fault
Visualisation
MDM / MAM Purchasing Billing
Radio Site Coverage
System Support
Services
Emergency Function
CO
User
Orgs
LTE Network
Enhancement
Doctrine
Think small
(as in contracts)

138

Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
SIX SIGMA / Outsource
StrongWeak
AGILE / In-house
Strong Weak
Climatic pattern
No one size
fits all
Strong WeakWeak
LEAN / Off the shelf product
focus on learning & reducing waste
focus on reducing deviation
focus on reducing cost of change

139

Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Mobile Network
Ambient
User
Video
Job Dispatch
Messaging
D2D
Telephony
P2P
P2MP
Core Apps
Common Apps
Local
Apps Store
App
Catalogue
Stats
App Certification
Device
Catalogue
Secure Data Service
Device
Location Services
Device
Certification
Device
Enhancements
Bespoke Coverage
Control Room
Connections
Network
Statistics
Fault
Visualisation
MDM / MAM Purchasing Billing
Radio Site Coverage
System Support
Services
Emergency Function
CO
User
Orgs
LTE Network
Enhancement
outsource to
utility suppliers,
Six Sigma
use off the shelf
products, Lean
build in-house with
Agile techniques
Doctrine
Use appropriate
methods

140

Why the fuss about serverless

141

Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Mobile Network
Ambient
User
Video
Job Dispatch
Messaging
D2D
Telephony
P2P
P2MP
Core Apps
Common Apps
Local
Apps Store
App
Catalogue
Stats
App Certification
Device
Catalogue
Secure Data Service
Device
Location Services
Device
Certification
Device
Enhancements
Bespoke Coverage
Control Room
Connections
Network
Statistics
Fault
Visualisation
MDM / MAM Purchasing Billing
Radio Site Coverage
System Support
Services
Emergency Function
CO
User
Orgs
LTE Network
Enhancement

142

What is a
world perception
server?

143

Why the fuss about serverless

144

Should we
outsource or
build our own?
B
Should we
outsource or
build our own?
A

145

Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Should we
outsource or
build our own?
Should we
outsource or
build our own?
A
B

146

Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Autonomous
Vehicle Driver
GPS
Vehicle
State
Server
Autonomous
vehicle manager
LIDAR
World
Perception
Server
Vision System
Driver

147

Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Mobile Network
Ambient
User
Video
Job Dispatch
Messaging
D2D
Telephony
P2P
P2MP
Core Apps
Common Apps
Local
Apps Store
App
Catalogue
Stats
App Certification
Device
Catalogue
Secure Data Service
Device
Location Services
Device
Certification
Device
Enhancements
Bespoke Coverage
Control Room
Connections
Network
Statistics
Fault
Visualisation
MDM / MAM Purchasing Billing
Radio Site Coverage
System Support
Services
Emergency Function
CO
User
Orgs
LTE Network
Enhancement
outsource to
utility suppliers,
Six Sigma
use off the shelf
products, Lean
build in-house with
Agile techniques
Doctrine
Use appropriate
methods

148

Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Mobile Network
Ambient
User
Video
Job Dispatch
Messaging
D2D
Telephony
P2P
P2MP
Core Apps
Common Apps
Local
Apps Store
App
Catalogue
Stats
App Certification
Device
Catalogue
Secure Data Service
Device
Location Services
Device
Certification
Device
Enhancements
Bespoke Coverage
Control Room
Connections
Network
Statistics
Fault
Visualisation
MDM / MAM Purchasing Billing
Radio Site Coverage
System Support
Services
Emergency Function
CO
User
Orgs
LTE Network
Enhancement
outsource to
utility suppliers,
Six Sigma
use off the shelf
products, Lean
build in-house with
Agile techniques
Team 5
Team 6
Team 1
Team 3
Team 4
Team 2
Team 7
Team 8
Team 9
Team 10
Doctrine
Think small
(use cells)

149

Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Mobile Network
Ambient
User
Video
Job Dispatch
Messaging
D2D
Telephony
P2P
P2MP
Core Apps
Common Apps
Local
Apps Store
App
Catalogue
Stats
App Certification
Device
Catalogue
Secure Data Service
Device
Location Services
Device
Certification
Device
Enhancements
Bespoke Coverage
Control Room
Connections
Network
Statistics
Fault
Visualisation
MDM / MAM Purchasing Billing
Radio Site Coverage
System Support
Services
Emergency Function
CO
User
Orgs
LTE Network
Enhancement
Team 6
Team 1
Team 3
Team 4
Team 2
Team 7
Team 8
Team 9
Team 10
Pioneers
Settlers
Town Planners
Doctrine
Think aptitude
and attitude
Team 5

150

GCHQ, Boiling Frogs, 2016, Crown Copyright, https://github.com/gchq/BoilingFrogs

151

Doctrine
universally applicable
principles regardless of
context

152

Orient
Purpose
Landscape
Climate
Doctrine
Leadership
Observe
Decide
The “game”
why of
purpose
why of
movement
Act

153

Strategy
Context specific forms
of gameplay

154

Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Online Photo
Storage
Data Centre
Power
Print
Web Site
CRM
Online Image
Manipulation
Compute
Customer
Platform

155

Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Online Photo
Storage
Data Centre
Power
Print
Web Site
CRM
Compute
Customer
+efficiency
+Inertia
+Worth
Online Image
Manipulation
Platform

156

Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Online Photo
Storage
Data Centre
Power
Print
Web Site
CRM
Compute
Customer
+efficiency
+Inertia
+Worth
Online Image
Manipulation
Here?
Here?
Here?
Here?
Platform
Where to
Invest?

157

Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Online Photo
Storage
Data Centre
Power
Print
Web Site
CRM
Compute
Customer
+efficiency
+Inertia
+Worth
Online Image
Manipulation
Gameplay
Accelerate, de-
accelerate &
constraints
Open
Fear, uncertainty
& doubt
+Constraints
Platform

158

Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Use
Online Photo
Storage
Data Centre
Power
Print
Web Site
Platform
CRM
Compute
Customer
Open
Online Image
Manipulation
2005
Exploit
Gameplay
Context specific
play

159

Orient
Purpose
Landscape
Climate
Doctrine
Leadership
Observe
Decide
The “game”
why of
purpose
why of
movement
Act

160

Mark Fowler, Dec 2006,
https://www.flickr.com/photos/twoshortplanks/314161151
Anita Hart, April 2007, CC BY-NC-ND 2.0
https://www.flickr.com/photos/anitakhart/472099476

161

Developeraccounts
Time (days since start)
actual
forecast
beta
alpha

162

It’s not
the future Not core

163

Ubuntu Logo,
https://www.ubuntu.com/legal/terms-and-policies/intellectual-property-policy

164

Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Platform
Compute
Compute
Utility
Co-evolved management
tools and practice
(Devops)
Physical Server
Server OS
Guest OS
New
Applications
(Developers)
2008
User
Here!
Here!
Here!
Here!

165

Cloud 20102008
Windows
Other
RHEL
70% Ubuntu
Windows
RHEL

166

Why the fuss about serverless

167

NStrategy
Situational
Awareness
Map
Serverless
Patterns

168

IN THE BEGINNING …

169

Why the fuss about serverless

170

Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Application
compute

171

Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Application
compute

172

Why the fuss about serverless

173

Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Application
compute
Operating
system

174

Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Application
compute
Operating
system

175

Why the fuss about serverless

176

Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Application
compute
Operating
system
Novel
architectural
practice
High MTTR

177

Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Application
compute
Operating
system
High MTTR
Novel
architectural
practice

178

Why the fuss about serverless

179

Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Application
compute
Good
architectural
practice
Framework
Emerging coding
practice
Operating
system
High MTTR

180

Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Application
compute
Good
architectural
practice
Framework
Operating
system
High MTTR
Emerging coding
practice

181

Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Application
compute
Best
architectural
practice
Framework
Best coding
practice
Operating
system
High MTTR

182

Why the fuss about serverless

183

Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Application
compute
Best
architectural
practice
Framework
Best coding
practice
Operating
system
High MTTR

184

Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Application
compute
Best
architectural
practice
Framework
Operating
system
Best coding
practice
Novel
architectural
practice
High MTTR
Low MTTR
Climatic pattern
co-evolution

185

CLOUD

186

Make my
stuff
“cloudy”

187

Why the fuss about serverless

188

The end of
cloud is
nigh ...

189

Shouldn't
our
architecture
evolve as
well?

190

Heretic
Burn
him!

191

Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Application
compute
Best
architectural
practice
Framework
Operating
system
Best coding
practice
Novel
architectural
practice
Low MTTR Inertia

192

Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Application
compute
Best
architectural
practice
Framework
Operating
system
Best coding
practice
Emerging
architectural
practice (DevOps)

193

Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Application
compute
Best
architectural
practice (Legacy)
Framework
Operating
system
Best coding
practice
Good
architectural
practice
(DevOps)

194

Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Application
compute
Best
architectural
practice (Legacy)
Framework
Operating
system
Best coding
practice
Good
architectural
practice
(DevOps)
New Tribe

195

It’s all about user
needs, iterative
cycles, automation,
feedback loops, …

196

So was ITIL

197

Heretic
Burn
him!

198

Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Application
compute
Best
architectural
practice (Legacy)
Operating
system
Best coding
practice
Good
architectural
practice
(DevOps)
Framework

199

Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Application
compute
Best
architectural
practice (Legacy)
Operating
system
Best coding
practice
Good
architectural
practice
(DevOps)
Framework
(e.g. Lambda)

200

Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Application
compute
Best
architectural
practice (Legacy)
Operating
system
Best coding
practice
Good
architectural
practice
(DevOps)
emerging
architectural
practice
(JEFF)
Framework
(e.g. Lambda)

201

Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Application
compute
Best
architectural
practice (Legacy)
Operating
system
Best coding
practice
Good
architectural
practice
(DevOps)
emerging
architectural
practice
(JEFF)
Framework
(e.g. Lambda)

202

Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Application
Framework
(e.g. Lambda)
emerging
architectural
practice
(JEFF)

203

Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Application
compute
Best
architectural
practice (Legacy)
Operating
system
Best coding
practice
Good
architectural
practice
(DevOps)
emerging
architectural
practice
(JEFF)
Framework
(e.g. Lambda)
Low MTTRHigh MTTR
New
Legacy
New Tribe

204

DevOps is
the new
legacy?

205

Heretic
Burn
him!

206

NStrategy
Situational
Awareness
Map
Serverless
Patterns

207

Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Application
Framework
(e.g. Lambda)
emerging
architectural
practice
(JEFF)
Here
Here

208

Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Application
compute
Best
architectural
practice (Legacy)
Operating
system
Best coding
practice
Good
architectural
practice
(DevOps)
emerging
architectural
practice
(JEFF)
Framework
(e.g. Lambda)
New
Legacy
New Tribe

209

Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Application
Best
architectural
practice (Legacy)
Operating
system
Best coding
practice
Good
architectural
practice
(DevOps)
emerging
architectural
practice
(JEFF)
Framework
(e.g. Lambda)
High MTTR Low MTTR

210

Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Application
Best
architectural
practice (Legacy)
Operating
system
Best coding
practice
Good
architectural
practice
(DevOps)
emerging
architectural
practice
(JEFF)
Framework
(e.g. Lambda)
High MTTR Low MTTR
High ???
Low ???

211

Obscurity of Cost

212

Why the fuss about serverless

213

Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Consumer
Client
Needs (Leads)

214

Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Consumer
Client
Testing Application
Needs (Leads)
Test printer

215

Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Consumer
Client
Find out about
Testing Application
Microsite
Needs (Leads)
Test printer

216

Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Consumer
Client
Find out about
Testing Application
Platform
Microsite
Needs (Leads)
Test printer

217

Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Consumer
Client
Large format printer
Find out about
Testing Application
Platform
Toner cartridge
Microsite
Needs (Leads)
Test printer

218

Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Consumer
Client
Large format printer
Find out about
Testing Application
Postal delivery
Distribution
Platform
Toner cartridge
Brochure
Microsite
Needs (Leads)
Test printer

219

Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Consumer
Client
Large format printer
Find out about
Testing Application
Postal delivery
Distribution
Platform
Toner cartridge
Brochure
Microsite
Needs (Leads)
Test printer
+flow

220

Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Consumer
Client
Large format printer
Find out about
Testing Application
Postal delivery
Distribution
Platform
Toner cartridge
Brochure
Microsite
Needs (Leads)
Test printer
+ Conversion
Rate
+ Indirect
+ Direct
+ Cost per print
+ Cost per print
distributed
+ price per lead
+ Conversion
Rate

221

Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Stepwise non
variable
components
Consumer
Client
Large format printer
Find out about
Testing Application
Postal delivery
Distribution
Platform
Toner cartridge
Brochure
Microsite
Needs (Leads)
Test printer
+ Conversion
Rate
+ Indirect
+ Direct
+ Cost per print
+ Cost per print
distributed
+ price per lead
+ Conversion
Rate

222

Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Consumer
Client
Large format printer
Find out about
Testing Application
Postal delivery
Distribution
Platform
Toner cartridge
Brochure
Microsite
Needs (Leads)
Test printer
+ Conversion
Rate
+ Indirect
+ Direct
+ Cost per print
+ Cost per print
distributed
+ price per lead
+ Conversion
Rate
+ function cost
+ function cost

223

1.Enabled worth base development

2.Refactoring had financial value
3.Code efficiency

4.Rapid acceleration in speed of
development and code re-use
5. Monitoring by flow of financial value

224

1.Enabled worth base development

2.Refactoring had financial value
3.Code efficiency

4.Rapid acceleration in speed of
development and code re-use
5. Monitoring by flow of financial value

225

Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Consumer
Client
Testing Application
Platform
Needs (Leads)
Test printer
+ Direct
+ price per lead
+ function cost

226

Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Consumer
Client
Testing Application
Platform
Needs (Leads)
Test printer
+ Direct
+ price per lead
+$$
+$$
+$$
User Registration
Upload image
Brexit Trade
Barrier
Negotiator

227

Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Consumer
Client
Testing Application
Platform
Needs (Leads)
Test printer
+ Direct
+ price per lead
+$$
+$$
+$$
User Registration
Upload image
Brexit Trade
Barrier
Negotiator

228

1.Enabled worth base development

2.Refactoring had financial value
3.Code efficiency

4.Rapid acceleration in speed of
development and code re-use
5. Monitoring by flow of financial value

229

1.Enabled worth base development

2.Refactoring had financial value
3.Code efficiency

4.Rapid acceleration in speed of
development and code re-use
5. Monitoring by flow of financial value

230

+Borders +Immigration
+Police

231

Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Consumer
Client
Testing Application
Platform
Needs (Leads)
Test printer
+ Direct
+ price per lead
+$$
+$$
+$$
User Registration
Upload image
Brexit Trade
Barrier
Negotiator

232

1.Enabled worth base development

2.Refactoring had financial value
3.Code efficiency

4.Rapid acceleration in speed of
development and code re-use
5.Monitoring by flow of financial value

233

Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Consumer
Client
Testing Application
Platform
Needs (Leads)
Test printer
+ Direct
+ price per lead
+$$
+$$
+$$
User Registration
Upload image
Brexit Trade
Barrier
Negotiator

234

So when will
this happen, who
will win etc?

235

Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Use
Online Photo
Storage
Data Centre
Power
Print
Web Site
Platform
CRM
Compute
Customer
Open
Online Image
Manipulation
2005
Exploit
Gameplay
Context specific
play

236

What’s the …

237

Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Component service
+Commoditise “pre-existing act”Gameplay
ILC

238

Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Componentisation effect
Component service
Gameplay
ILC

239

Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Componentisation effect
Component service
Component service
Gameplay
ILC

240

Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Componentisation effect
Component service
Component service
Gameplay
ILC

241

Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Componentisation effect
Component service
Component service
Others build
new things
(innovate)
Gameplay
ILC

242

Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Componentisation effect
Component service
Component service
Identify patterns
through meta data
(leverage)
Others build
new things
(innovate)
Gameplay
ILC

243

Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
The ever growing
platform
(commoditise)
Componentisation effect
Component service
Component service
Identify patterns
through meta data
(leverage)
Others build
new things
(innovate)
Gameplay
ILC

244

Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Mobile Network
Ambient
User
Video
Job Dispatch
Messaging
D2D
Telephony
P2P
P2MP
Core Apps
Common Apps
Local
Apps Store
App
Catalogue
Stats
App Certification
Device
Catalogue
Secure Data Service
Device
Location Services
Device
Certification
Device
Enhancements
Bespoke Coverage
Control Room
Connections
Network
Statistics
Fault
Visualisation
MDM / MAM Purchasing Billing
Radio Site Coverage
System Support
Services
Emergency Function
CO
User
Orgs
LTE Network
Enhancement
Team 6
Team 1
Team 3
Team 4
Team 2
Team 7
Team 8
Team 9
Team 10
Pioneers
Settlers
Town Planners
Doctrine
Think aptitude
and attitude
Team 5

245

Supplier
Ecosystem

246

API
Supplier
API
Ecosystem

247

API
Supplier
API
Ecosystem
Size of
Ecosystem
(Apparent) rate of innovation
customer focus
efficiency

248

Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Application
compute
Best
architectural
practice (Legacy)
Operating
system
Best coding
practice
Good
architectural
practice
(DevOps)
emerging
architectural
practice
(JEFF)
Framework
(e.g. Lambda)

249

Uncharted Industrialised
Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution
ValueChain
VisibleInvisible
Application
compute
Best
architectural
practice (Legacy)
Operating
system
Best coding
practice
Good
architectural
practice
(DevOps)
emerging
architectural
practice
(JEFF)
Framework
(e.g. Lambda)

250

Summary

251

Purpose
Landscape
Climate
Doctrine
Leadership
Observe
Orient
Decide
The “game”
why of
purpose
why of
movement
Act

252

Purpose
Landscape
Climate
Doctrine
Leadership
Observe
Orient
Decide
The “game”
why of
purpose
why of
movement
Act

253

Purpose
Landscape
Climate
Doctrine
Leadership
Observe
Orient
Decide
The “game”
why of
purpose
why of
movement
Act

254

Thank you
medium.com/wardleymaps
creative commons


wardleymaps.com
leadingedgeforum.com
simon.wardley@leadingedgeforum.com
@swardley

255

Learning More

256

medium.com/wardleymaps
creative commons

257

Why the fuss about serverless

258

Thank you
medium.com/wardleymaps
creative commons


wardleymaps.com
leadingedgeforum.com
simon.wardley@leadingedgeforum.com
@swardley

More Related Content

Why the fuss about serverless

  • 1. Why the fuss about serverless?
  • 13. Fotango website, 2005, courtesy of CEO.
  • 16. Fotango, 2003 Our strategy is customer focused. We will lead a innovative effort in the market through our use of agile techniques and open source to become a leading provider of open standard solutions to the digital world. To develop products of the highest standards we make our clients part of the team. Our final measure of success is the satisfaction of the team at the end of the project.
  • 17. Eigenberg Fotografie, Nov 2013, CC by 2.0 https://www.flickr.com/photos/damionroeien/11122262203 Humour, Wit, & Satire of the Seventeenth Century, 1883, Public Domain, https://www.flickr.com/photos/britishlibrary/11283423564
  • 19. digital business, big data, disruptive, innovative, collaborative, competitive advantage, ecosystem, open source, networked, efficiency,  learning organisation, social media, revolution, cloud based, agile, secure, internet of things, growth, value, customer focused, open, digital first, data leaders, agile, insight from data, platform, sustainable, revolution, culture. Common Blahs
  • 20. Blah Template Our strategy is [Blah]. We will lead a [Blah] effort of the market through our use of [Blah] and [Blah] to build a [Blah]. By being both [Blah] and [Blah], our [Blah] approach will drive [Bah] throughout the organisation. Synergies between our [Blah] and [Blah] will enable us to capture the upside by becoming [Blah] in a [Blah] world. These transformations combined with [Blah] due to our [Blah] will create a [Blah] through [Blah] and [Blah].
  • 22. Strategy 1 / 64 Our strategy is customer focused. We will lead a disruptive effort of the market through our use of innovative social media and big data to build a collaborative cloud based ecosystem. By being both digital first and agile, our open approach will drive efficiency throughout the organisation. Synergies between our culture revolution and networked learning organisation will enable us to capture the upside by becoming data leaders in a digital business world.
  • 23. Strategy 2 / 64 Our strategy is innovative digital business. We will lead a growth effort of the market through our use of customer focused competitive advantage and disruptive social media to build a collaborative revolution. By being both data leaders and cloud based, our ecosystem approach will drive insight from data throughout the organisation. Synergies between our platform and open culture will enable us to capture the upside by becoming digital first in a networked world.
  • 24. 1. This is the exact wording from our business plan. 2. I’ve seen two of these used already. 3. Are you for hire?
  • 25. 1. This is the exact wording from our business plan. 2. I’ve seen two of these used already. 3. Are you for hire?
  • 26. 1. This is the exact wording from our business plan. 2. I’ve seen two of these used already. 3. Are you for hire?
  • 28. Julian Mason, APR 2011, CC by 2.0 https://www.flickr.com/photos/meandmyshadow/5687986018/
  • 29. The Strategy Cycle Sun Tzu's five factors Purpose
  • 30. The Strategy Cycle Sun Tzu's five factors Purpose Landscape
  • 31. The Strategy Cycle Sun Tzu's five factors Purpose Landscape Climate
  • 32. The Strategy Cycle Sun Tzu's five factors Purpose Landscape Climate Doctrine
  • 33. The Strategy Cycle Sun Tzu's five factors Purpose Landscape Climate Doctrine Leadership
  • 34. John Boyd, USAF Public Domain, US Gov, 2012
  • 35. The Strategy Cycle Sun Tzu's five factors John Boyd’s OODA loop Purpose Landscape Climate Doctrine Leadership The “game”
  • 36. Observe The Strategy Cycle Sun Tzu's five factors John Boyd’s OODA loop Purpose Landscape Climate Doctrine Leadership The “game”
  • 37. Observe The Strategy Cycle Sun Tzu's five factors John Boyd’s OODA loop Orient Purpose Landscape Climate Doctrine Leadership The “game”
  • 38. Observe Decide The Strategy Cycle Sun Tzu's five factors John Boyd’s OODA loop Orient Purpose Landscape Climate Doctrine Leadership The “game” Act
  • 40. Observe Decide The Strategy Cycle Sun Tzu's five factors John Boyd’s OODA loop The two types of why Orient Purpose Landscape Climate Doctrine Leadership The “game” why of purpose Act
  • 41. Orient Purpose Landscape Climate Doctrine Leadership Observe Decide The “game” why of purpose why of movement Act The Strategy Cycle Sun Tzu's five factors John Boyd’s OODA loop The two types of why
  • 42. Why of purpose = To Win!
  • 43. Why of movement = here or there?
  • 45. Fotango website, 2005, courtesy of CEO.
  • 50. Tristan Ferne, Nov 2011, CC by 2.0 https://www.flickr.com/photos/tristanf/6404414883
  • 51. From Hernam, head due west towards Hvarf, and you will have sailed north of Hjaltland, so that you just glimpse it in clear weather, but south of the islands, so that the sea is right in between the distant mountains and thus also south of Iceland. Hauksbók
  • 52. N
  • 53. What would you use to navigate? verbal storyvisual map
  • 54. Images by Colin M.L. Burnett licensed under GNU FDL v1.2 https://commons.wikimedia.org/wiki/File:Chess_rlt45.svg
  • 57. Pawn (w), Pawn (b) Pawn (w), Pawn (b)
  • 58. Pawn (w), Pawn (b), Pawn (w) Pawn (w), Pawn (b), Pawn (w)
  • 59. Pawn (w), Pawn (b), Pawn (w), Queen (b) Pawn (w), Pawn (b), Pawn (w), Queen (b)
  • 60. Pawn(w), Pawn(b), Pawn(w), Queen(b), Pawn(w), Queen(b), Bishop(w), Knight(b), Queen(w), Pawn(b), Rook(w), Bishop(b), Knight(w), Pawn(b), Queen(w), Knight(b), Pawn(w), Knight(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Bishop(b), Queen(w), King(b), Pawn(w), Bishop(b), Rook(w), Pawn (b), Queen(w), Knight(b), Pawn(w), Knight(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Bishop(b), Queen(w), King(b), Knight(w), Pawn(b), Rook(w), Bishop(b), Pawn(w), Pawn(b), Pawn(w), Knight(b), Pawn(w), Knight(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Bishop(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Knight(b), Pawn(w), Pawn(b), Pawn(w), Pawn(b), Queen(w), King(b), Queen(w), Pawn(b), Knight(w), Knight(b), Knight(w), Pawn(b), Rook(w), Rook(b),Pawn(w), Knight(b), Pawn(w), Pawn(b), Queen(w), Knight(b),King(w), Knight(b), Pawn(w), Queen(b), Knight(w), Pawn(b), Rook(w), Rook(b), Rook(w), Knight(b), Pawn(w), Pawn(b), Queen(w), Pawn(b), Queen(w), Knight(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Bishop(b), Pawn(w), Pawn(b), Rook(w), Bishop(b), Pawn(w), Pawn(b), Pawn(w), Knight(b), Pawn(w), Knight(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Bishop(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Knight(b), Pawn(w), King(b), Pawn(w), Bishop(b), Rook(w), Pawn (b), Queen(w), Knight(b), Pawn(w), Knight(b), Pawn(w), Pawn(b), Rook(w), Bishop(b), Pawn(w), Pawn(b), Queen(w), Knight(b), Pawn(w), Knight(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Bishop(b), Queen(w), King(b), Knight(w), Pawn(b), Rook(w), Bishop(b), Pawn(w), Pawn(b), Pawn(w), Knight(b), Pawn(w), Knight(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Bishop(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Knight(b), Pawn(w), Pawn(b), Pawn(w), Pawn(b), Queen(w), King(b), Queen(w), Pawn(b), Knight(w), Knight(b), Knight(w), Pawn(b), Rook(w), Rook(b),Pawn(w), Knight(b), Pawn(w), Pawn(b), Queen(w), Pawn(w), Knight(b), Pawn(w), Knight(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Bishop(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Knight(b), Knight(w), Pawn(b), Rook(w), Rook(b),Pawn(w), Knight(b), Pawn(w), Pawn(b), Queen(w), Knight(b), King(w), Knight(b), Pawn(w), Queen(b), Knight(w), Pawn(b), Rook(w), Rook(b), Rook(w), Knight(b), Pawn(w), Pawn(b), Queen(w), Pawn(b), Queen(w), Knight(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Bishop(b), Pawn(w), Pawn(b), Rook(w), Bishop(b), Pawn(w), Pawn(b), Pawn(w), Knight(b), Pawn(w), Knight(b), Pawn(w), Queen(w) ... WINS
  • 61. Pawn(w), Pawn(b), Pawn(w), Queen(b), Pawn(w), Queen(b), Bishop(w), Knight(b), Queen(w), Pawn(b), Rook(w), Bishop(b), Knight(w), Pawn(b), Queen(w), Knight(b), Pawn(w), Knight(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Bishop(b), Queen(w), King(b), Pawn(w), Bishop(b), Rook(w), Pawn (b), Queen(w), Knight(b), Pawn(w), Knight(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Bishop(b), Queen(w), King(b), Knight(w), Pawn(b), Rook(w), Bishop(b), Pawn(w), Pawn(b), Pawn(w), Knight(b), Pawn(w), Knight(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Bishop(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Knight(b), Pawn(w), Pawn(b), Pawn(w), Pawn(b), Queen(w), King(b), Queen(w), Pawn(b), Knight(w), Knight(b), Knight(w), Pawn(b), Rook(w), Rook(b),Pawn(w), Knight(b), Pawn(w), Pawn(b), Queen(w), Knight(b),King(w), Knight(b), Pawn(w), Queen(b), Knight(w), Pawn(b), Rook(w), Rook(b), Rook(w), Knight(b), Pawn(w), Pawn(b), Queen(w), Pawn(b), Queen(w), Knight(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Bishop(b), Pawn(w), Pawn(b), Rook(w), Bishop(b), Pawn(w), Pawn(b), Pawn(w), Knight(b), Pawn(w), Knight(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Bishop(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Knight(b), Pawn(w), King(b), Pawn(w), Bishop(b), Rook(w), Pawn (b), Queen(w), Knight(b), Pawn(w), Knight(b), Pawn(w), Pawn(b), Rook(w), Bishop(b), Pawn(w), Pawn(b), Queen(w), Knight(b), Pawn(w), Knight(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Bishop(b), Queen(w), King(b), Knight(w), Pawn(b), Rook(w), Bishop(b), Pawn(w), Pawn(b), Pawn(w), Knight(b), Pawn(w), Knight(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Bishop(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Knight(b), Pawn(w), Pawn(b), Pawn(w), Pawn(b), Queen(w), King(b), Queen(w), Pawn(b), Knight(w), Knight(b), Knight(w), Pawn(b), Rook(w), Rook(b),Pawn(w), Knight(b), Pawn(w), Pawn(b), Queen(w), Pawn(w), Knight(b), Pawn(w), Knight(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Bishop(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Knight(b), Knight(w), Pawn(b), Rook(w), Rook(b),Pawn(w), Knight(b), Pawn(w), Pawn(b), Queen(w), Knight(b), King(w), Knight(b), Pawn(w), Queen(b), Knight(w), Pawn(b), Rook(w), Rook(b), Rook(w), Knight(b), Pawn(w), Pawn(b), Queen(w), Pawn(b), Queen(w), Knight(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Bishop(b), Pawn(w), Pawn(b), Rook(w), Bishop(b), Pawn(w), Pawn(b), Pawn(w), Knight(b), Pawn(w), Knight(b), Pawn(w), Queen(w) ... WINS Pawn(w), Knight(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Bishop(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Knight(b), Pawn(w), Pawn(b), Pawn(w), Pawn(b), Queen(w), King(b), Queen(w), Pawn(b), Knight(w), Knight(b), Knight(w), Pawn(b), Rook(w), Rook(b),Pawn(w), Knight(b), Pawn(w), Pawn(b), Queen(w), Pawn(w), Knight(b), Pawn(w), Knight(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Bishop(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Knight(b), Knight(w), Pawn(b), Rook(w), Rook(b),Pawn(w), Knight(b), Pawn(w), Pawn(b), Queen(w), Knight(b), King(w), Knight(b), Pawn(w), Queen(b), Knight(w), Pawn(b), Rook(w), Rook(b), Rook(w), Knight(b), Pawn(w), Pawn(b), Queen(w), Pawn(b), Queen(w), Knight(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Bishop(b), Pawn(w), Pawn(b), Rook(w), Bishop(b), Pawn(w), Pawn(b), Pawn(w), Knight(b), Pawn(w), Knight(b), Pawn(w), Queen(w) , Pawn(w), Pawn(b), Pawn(w), Queen(b), Pawn(w), Queen(b), Bishop(w), Knight(b), Queen(w), Pawn(b), Rook(w), Bishop(b), Knight(w), Pawn(b), Queen(w), Knight(b), Pawn(w), Knight(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Bishop(b), Queen(w), King(b), Pawn(w), Bishop(b), Rook(w), Pawn (b), Queen(w), Knight(b), Pawn(w), Knight(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Bishop(b), Queen(w), King(b), Knight(w), Pawn(b), Rook(w), Queen(b), Pawn(w), Pawn(b), Pawn(w), Knight(b), Pawn(w), Knight(b), Pawn(w), Pawn(b), Knight(w), King(b), Queen(w), Pawn(b), Knight(w), Knight(b), Knight(w), Pawn(b), Rook(w), Bishop(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Knight(b), Pawn(w), Pawn(b), Pawn(w), Pawn(b), Queen(w), King(b), Queen(w), Pawn(b), Knight(w), Knight(b), Knight(w), Pawn(b), Rook(w), Rook(b),Pawn(w), Knight(b), Pawn(w), Pawn(b), Queen(w), Knight(b),King(w), Knight(b), Pawn(w), Queen(b), Knight(w), Pawn(b), Rook(w), Rook(b), Rook(w), Knight(b), Pawn(w), Pawn(b), Queen(w), Pawn(b), Queen(w), Knight(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Bishop(b), Pawn(w), Pawn(b), Rook(w), Bishop(b), Pawn(w), Pawn(b), Pawn(w), Knight(b), Pawn(w), Knight(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Bishop(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Knight(b), Pawn(w), King(b), Pawn(w), Bishop(b), Rook(w), Pawn (b), Queen(w), Knight(b), Pawn(w), Knight(b), Pawn(w), Pawn(b), Rook(w), Bishop(b), Pawn(w), Pawn(b), Queen(w), Knight(b), Pawn(w), Knight(b), Pawn(w), Pawn(b), Knight(w), Pawn(b), Rook(w), Bishop(b), Queen(w), King(b), Knight(w), Pawn(b), Rook(w), Bishop(b), Pawn(w), Pawn(b), Pawn(w), Knight(b), Queen(w), ... WINS Secrets of Success
  • 66. Pawn (w), Pawn (b), Pawn (w)
  • 67. Pawn (w), Pawn (b), Pawn (w), Queen (b) ... LOST.
  • 68. What would you use to learn? context specific playsecrets of success
  • 71. Strengths Weaknesses Opportunities Threats A well trained Spartan army Get rid of the Spartans Get rid of the Persians Persians get rid of us The Oracle says a really dodgy film might be produced over 2,000 years later A lot of Persians ARE turning up A high level of motivation not to become a Persian slave The Ephors might stop the Spartans turning up
  • 72. magic frameworkposition and movement What would you use to communicate and determine strategy in battle?
  • 75. Chess Visual Navigation Context specific Learning Position and movement Strategy
  • 76. Chess Visual Navigation Context specific Learning Position and movement Strategy High Situational Awareness
  • 77. Chess Alchemy Visual Navigation Story telling Context specific Learning Secrets of success Position and movement Strategy Magic frameworks High Situational Awareness Low
  • 78. Chess Alchemy Visual Navigation Story telling Context specific Learning Secrets of success Position and movement Strategy Magic frameworks High Situational Awareness Low FAKECEO
  • 80. Chess Alchemy Visual Navigation Story telling Context specific Learning Secrets of success Position and movement Strategy Magic frameworks High Situational Awareness Low FAKECEO
  • 82. X Thermopylae Athens Thebes X X Artemisium N Army Navy Persians Visual Yes Context Yes Position Yes Anchor Yes Movement Yes Components Yes
  • 84. Photo Storage Data Centre Power Print Web Site Platform CRM Image Manipulation Compute Customer Systems Map
  • 85. Photo Storage Data Centre Power Print Web Site Platform CRM Image Manipulation Compute Customer Systems Map
  • 86. Photo Storage Power Print Web Site Platform CRM Image Manipulation Compute Customer Data Centre Systems Map
  • 87. Photo Storage Power Print Web Site Platform CRM Image Manipulation Compute Customer Data Centre Systems Map Visual Yes Context Yes Position NO Anchor NO Movement NO Components Yes
  • 88. Photo Storage Power Print Web Site Platform CRM Image Manipulation Compute Customer Data Centre Space has meaning!
  • 90. Business Process Map Visual Yes Context Yes Position NO Anchor Yes Movement NO Components Yes
  • 92. Digital Map Visual Yes Context NO Position NO Anchor NO Movement NO Components Yes
  • 94. Mind Map Visual Yes Context Yes Position Yes Anchor Yes Movement NO Components Yes
  • 100. USER Needs CUP OF TEA Needs HOT WATER TEA Needs KETTLE Needs Needs WATER
  • 101. USER Needs CUP OF TEA Needs HOT WATER TEA Needs KETTLE Needs Needs WATER POWER Needs
  • 102. USER Needs CUP OF TEA Needs HOT WATER TEA Needs KETTLE Needs Needs WATER POWER Needs Anchor
  • 103. USER Needs CUP OF TEA Needs HOT WATER TEA Needs KETTLE Needs Needs WATER POWER Needs Anchor Position
  • 105. Photo Storage Data Centre Power Print Web Site Platform CRM Image Manipulation Compute Customer Visual Yes Context Yes Position NO Anchor NO Movement NO Components Yes
  • 106. Online Photo Storage Print Web Site Online Image Manipulation Customer Needs Needs Anchor Visual Yes Context Yes Position NO Anchor Yes Movement NO Components Yes
  • 107. Online Photo Storage Data Centre Power Print Web Site Platform CRM Online Image Manipulation Compute Customer Needs Needs Needs Needs Needs Needs Needs Needs Needs Needs Needs Needs Needs Needs ValueChain VisibleInvisible Visual Yes Context Yes Position Yes Anchor Yes Movement NO Components Yes Position
  • 108. Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Online Photo Storage Data Centre Power Print Web Site Platform CRM Online Image Manipulation Compute Customer Needs Needs Needs Needs Needs Needs Needs Needs Needs Needs Needs Needs Needs Needs Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution Visual Yes Context Yes Position Yes Anchor Yes Movement NO Components Yes
  • 109. Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Online Photo Storage Data Centre Power Print Web Site CRM Online Image Manipulation Compute Customer Platform 2005 Visual Yes Context Yes Position Yes Anchor Yes Movement Yes Components Yes
  • 110. Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Online Photo Storage Data Centre Power Print Web Site CRM Online Image Manipulation Compute Customer Platform Anchor Position Movement
  • 111. Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Online Photo Storage Data Centre Power Print Web Site CRM Online Image Manipulation Compute Customer Platform Space has meaning!
  • 116. Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Compute Customer Platform Climatic pattern Everything evolves Future Past +Competition Future
  • 117. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Platform Customer Past +Competition Future Experimentation Chaotic Uncertain Unpredictable Changing Different Exciting Future Worth Unusual Rare Poorly understood Differential Competitive Advantage Volume Operations Ordered Known Measured Stable Standard Obvious Low Margin Essential Ubiquitous Defined Operational efficiency Cost of doing business Climatic pattern Characteristics change
  • 118. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible AGILE / In-house Strong Weak focus on reducing cost of change
  • 119. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible SIX SIGMA / Outsource StrongWeak AGILE / In-house Strong Weak focus on reducing deviation focus on reducing cost of change
  • 120. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible SIX SIGMA / Outsource StrongWeak AGILE / In-house Strong Weak Strong WeakWeak LEAN / Off the shelf product focus on learning & reducing waste focus on reducing deviation focus on reducing cost of change
  • 121. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible SIX SIGMA / Outsource StrongWeak AGILE / In-house Strong Weak Climatic pattern No one size fits all Strong WeakWeak LEAN / Off the shelf product focus on learning & reducing waste focus on reducing deviation focus on reducing cost of change
  • 122. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Online Photo Storage Data Centre Power Print Web Site CRM Compute Customer Past +Competition Future Climatic pattern Past success breeds inertia +Inertia Platform Online Image Manipulation
  • 125. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Online Photo Storage Data Centre Power Print Web Site Platform CRM Compute Customer Online Image Manipulation 2005
  • 126. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Online Photo Storage Data Centre Power Print Web Site Platform CRM Compute Customer +efficiency Online Image Manipulation 2005
  • 127. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Online Photo Storage Data Centre Power Print Web Site Platform CRM Compute Customer +efficiency +Inertia Online Image Manipulation 2005
  • 128. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Online Photo Storage Data Centre Power Print Web Site Platform CRM Compute Customer +efficiency +Inertia +Worth Online Image Manipulation 2005
  • 129. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Online Photo Storage Data Centre Power Print Web Site CRM Compute Customer +efficiency +Inertia +Worth Online Image Manipulation Here? Here? Here? Here? Where to Invest? Platform
  • 132. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Ambient User Video Job Dispatch Messaging D2D Telephony P2P P2MP Core Apps Common Apps Emergency Function Doctrine Focus on user needs
  • 133. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Mobile Network Ambient User Video Job Dispatch Messaging D2D Telephony P2P P2MP Core Apps Common Apps Local Apps Store App Catalogue Stats App Certification Device Catalogue Secure Data Service Device Location Services Device Certification Device Enhancements Bespoke Coverage Control Room Connections Network Statistics Fault Visualisation MDM / MAM Purchasing Billing Radio Site Coverage System Support Services Emergency Function CO User Orgs LTE Network Enhancement Doctrine Think small (as in know the details)
  • 135. Number of Duplicate Efforts in a single Organisation Technology Space Industry 2,000+ (unconfirmed) Accounting systems Global Defence 1,000+ (estimated) Risk management Global Finance 380 ERP system Global Energy 300+ ECM systems Global Pharma 170 Cloud projects Global Technology 118 Workflow systems Government 22 Rules Engines European Corporate 14 CRM system National Bank 6 General Rule of Thumb Everywhere IT Weapons of Mass Duplication - Leader Board
  • 136. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Mobile Network Ambient User Video Job Dispatch Messaging D2D Telephony P2P P2MP Core Apps Common Apps Local Apps Store App Catalogue Stats App Certification Device Catalogue Secure Data Service Device Location Services Device Certification Device Enhancements Bespoke Coverage Control Room Connections Network Statistics Fault Visualisation MDM / MAM Purchasing Billing Radio Site Coverage System Support Services Emergency Function CO User Orgs LTE Network Enhancement Doctrine Remove Duplication
  • 137. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Mobile Network Ambient User Video Job Dispatch Messaging D2D Telephony P2P P2MP Core Apps Common Apps Local Apps Store App Catalogue Stats App Certification Device Catalogue Secure Data Service Device Location Services Device Certification Device Enhancements Bespoke Coverage Control Room Connections Network Statistics Fault Visualisation MDM / MAM Purchasing Billing Radio Site Coverage System Support Services Emergency Function CO User Orgs LTE Network Enhancement Doctrine Think small (as in contracts)
  • 138. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible SIX SIGMA / Outsource StrongWeak AGILE / In-house Strong Weak Climatic pattern No one size fits all Strong WeakWeak LEAN / Off the shelf product focus on learning & reducing waste focus on reducing deviation focus on reducing cost of change
  • 139. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Mobile Network Ambient User Video Job Dispatch Messaging D2D Telephony P2P P2MP Core Apps Common Apps Local Apps Store App Catalogue Stats App Certification Device Catalogue Secure Data Service Device Location Services Device Certification Device Enhancements Bespoke Coverage Control Room Connections Network Statistics Fault Visualisation MDM / MAM Purchasing Billing Radio Site Coverage System Support Services Emergency Function CO User Orgs LTE Network Enhancement outsource to utility suppliers, Six Sigma use off the shelf products, Lean build in-house with Agile techniques Doctrine Use appropriate methods
  • 141. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Mobile Network Ambient User Video Job Dispatch Messaging D2D Telephony P2P P2MP Core Apps Common Apps Local Apps Store App Catalogue Stats App Certification Device Catalogue Secure Data Service Device Location Services Device Certification Device Enhancements Bespoke Coverage Control Room Connections Network Statistics Fault Visualisation MDM / MAM Purchasing Billing Radio Site Coverage System Support Services Emergency Function CO User Orgs LTE Network Enhancement
  • 142. What is a world perception server?
  • 144. Should we outsource or build our own? B Should we outsource or build our own? A
  • 145. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Should we outsource or build our own? Should we outsource or build our own? A B
  • 146. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Autonomous Vehicle Driver GPS Vehicle State Server Autonomous vehicle manager LIDAR World Perception Server Vision System Driver
  • 147. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Mobile Network Ambient User Video Job Dispatch Messaging D2D Telephony P2P P2MP Core Apps Common Apps Local Apps Store App Catalogue Stats App Certification Device Catalogue Secure Data Service Device Location Services Device Certification Device Enhancements Bespoke Coverage Control Room Connections Network Statistics Fault Visualisation MDM / MAM Purchasing Billing Radio Site Coverage System Support Services Emergency Function CO User Orgs LTE Network Enhancement outsource to utility suppliers, Six Sigma use off the shelf products, Lean build in-house with Agile techniques Doctrine Use appropriate methods
  • 148. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Mobile Network Ambient User Video Job Dispatch Messaging D2D Telephony P2P P2MP Core Apps Common Apps Local Apps Store App Catalogue Stats App Certification Device Catalogue Secure Data Service Device Location Services Device Certification Device Enhancements Bespoke Coverage Control Room Connections Network Statistics Fault Visualisation MDM / MAM Purchasing Billing Radio Site Coverage System Support Services Emergency Function CO User Orgs LTE Network Enhancement outsource to utility suppliers, Six Sigma use off the shelf products, Lean build in-house with Agile techniques Team 5 Team 6 Team 1 Team 3 Team 4 Team 2 Team 7 Team 8 Team 9 Team 10 Doctrine Think small (use cells)
  • 149. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Mobile Network Ambient User Video Job Dispatch Messaging D2D Telephony P2P P2MP Core Apps Common Apps Local Apps Store App Catalogue Stats App Certification Device Catalogue Secure Data Service Device Location Services Device Certification Device Enhancements Bespoke Coverage Control Room Connections Network Statistics Fault Visualisation MDM / MAM Purchasing Billing Radio Site Coverage System Support Services Emergency Function CO User Orgs LTE Network Enhancement Team 6 Team 1 Team 3 Team 4 Team 2 Team 7 Team 8 Team 9 Team 10 Pioneers Settlers Town Planners Doctrine Think aptitude and attitude Team 5
  • 150. GCHQ, Boiling Frogs, 2016, Crown Copyright, https://github.com/gchq/BoilingFrogs
  • 154. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Online Photo Storage Data Centre Power Print Web Site CRM Online Image Manipulation Compute Customer Platform
  • 155. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Online Photo Storage Data Centre Power Print Web Site CRM Compute Customer +efficiency +Inertia +Worth Online Image Manipulation Platform
  • 156. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Online Photo Storage Data Centre Power Print Web Site CRM Compute Customer +efficiency +Inertia +Worth Online Image Manipulation Here? Here? Here? Here? Platform Where to Invest?
  • 157. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Online Photo Storage Data Centre Power Print Web Site CRM Compute Customer +efficiency +Inertia +Worth Online Image Manipulation Gameplay Accelerate, de- accelerate & constraints Open Fear, uncertainty & doubt +Constraints Platform
  • 158. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Use Online Photo Storage Data Centre Power Print Web Site Platform CRM Compute Customer Open Online Image Manipulation 2005 Exploit Gameplay Context specific play
  • 160. Mark Fowler, Dec 2006, https://www.flickr.com/photos/twoshortplanks/314161151 Anita Hart, April 2007, CC BY-NC-ND 2.0 https://www.flickr.com/photos/anitakhart/472099476
  • 161. Developeraccounts Time (days since start) actual forecast beta alpha
  • 164. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Platform Compute Compute Utility Co-evolved management tools and practice (Devops) Physical Server Server OS Guest OS New Applications (Developers) 2008 User Here! Here! Here! Here!
  • 170. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Application compute
  • 171. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Application compute
  • 173. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Application compute Operating system
  • 174. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Application compute Operating system
  • 176. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Application compute Operating system Novel architectural practice High MTTR
  • 177. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Application compute Operating system High MTTR Novel architectural practice
  • 179. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Application compute Good architectural practice Framework Emerging coding practice Operating system High MTTR
  • 180. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Application compute Good architectural practice Framework Operating system High MTTR Emerging coding practice
  • 181. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Application compute Best architectural practice Framework Best coding practice Operating system High MTTR
  • 183. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Application compute Best architectural practice Framework Best coding practice Operating system High MTTR
  • 184. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Application compute Best architectural practice Framework Operating system Best coding practice Novel architectural practice High MTTR Low MTTR Climatic pattern co-evolution
  • 185. CLOUD
  • 188. The end of cloud is nigh ...
  • 191. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Application compute Best architectural practice Framework Operating system Best coding practice Novel architectural practice Low MTTR Inertia
  • 192. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Application compute Best architectural practice Framework Operating system Best coding practice Emerging architectural practice (DevOps)
  • 193. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Application compute Best architectural practice (Legacy) Framework Operating system Best coding practice Good architectural practice (DevOps)
  • 194. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Application compute Best architectural practice (Legacy) Framework Operating system Best coding practice Good architectural practice (DevOps) New Tribe
  • 195. It’s all about user needs, iterative cycles, automation, feedback loops, …
  • 198. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Application compute Best architectural practice (Legacy) Operating system Best coding practice Good architectural practice (DevOps) Framework
  • 199. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Application compute Best architectural practice (Legacy) Operating system Best coding practice Good architectural practice (DevOps) Framework (e.g. Lambda)
  • 200. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Application compute Best architectural practice (Legacy) Operating system Best coding practice Good architectural practice (DevOps) emerging architectural practice (JEFF) Framework (e.g. Lambda)
  • 201. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Application compute Best architectural practice (Legacy) Operating system Best coding practice Good architectural practice (DevOps) emerging architectural practice (JEFF) Framework (e.g. Lambda)
  • 202. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Application Framework (e.g. Lambda) emerging architectural practice (JEFF)
  • 203. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Application compute Best architectural practice (Legacy) Operating system Best coding practice Good architectural practice (DevOps) emerging architectural practice (JEFF) Framework (e.g. Lambda) Low MTTRHigh MTTR New Legacy New Tribe
  • 207. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Application Framework (e.g. Lambda) emerging architectural practice (JEFF) Here Here
  • 208. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Application compute Best architectural practice (Legacy) Operating system Best coding practice Good architectural practice (DevOps) emerging architectural practice (JEFF) Framework (e.g. Lambda) New Legacy New Tribe
  • 209. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Application Best architectural practice (Legacy) Operating system Best coding practice Good architectural practice (DevOps) emerging architectural practice (JEFF) Framework (e.g. Lambda) High MTTR Low MTTR
  • 210. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Application Best architectural practice (Legacy) Operating system Best coding practice Good architectural practice (DevOps) emerging architectural practice (JEFF) Framework (e.g. Lambda) High MTTR Low MTTR High ??? Low ???
  • 213. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Consumer Client Needs (Leads)
  • 214. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Consumer Client Testing Application Needs (Leads) Test printer
  • 215. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Consumer Client Find out about Testing Application Microsite Needs (Leads) Test printer
  • 216. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Consumer Client Find out about Testing Application Platform Microsite Needs (Leads) Test printer
  • 217. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Consumer Client Large format printer Find out about Testing Application Platform Toner cartridge Microsite Needs (Leads) Test printer
  • 218. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Consumer Client Large format printer Find out about Testing Application Postal delivery Distribution Platform Toner cartridge Brochure Microsite Needs (Leads) Test printer
  • 219. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Consumer Client Large format printer Find out about Testing Application Postal delivery Distribution Platform Toner cartridge Brochure Microsite Needs (Leads) Test printer +flow
  • 220. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Consumer Client Large format printer Find out about Testing Application Postal delivery Distribution Platform Toner cartridge Brochure Microsite Needs (Leads) Test printer + Conversion Rate + Indirect + Direct + Cost per print + Cost per print distributed + price per lead + Conversion Rate
  • 221. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Stepwise non variable components Consumer Client Large format printer Find out about Testing Application Postal delivery Distribution Platform Toner cartridge Brochure Microsite Needs (Leads) Test printer + Conversion Rate + Indirect + Direct + Cost per print + Cost per print distributed + price per lead + Conversion Rate
  • 222. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Consumer Client Large format printer Find out about Testing Application Postal delivery Distribution Platform Toner cartridge Brochure Microsite Needs (Leads) Test printer + Conversion Rate + Indirect + Direct + Cost per print + Cost per print distributed + price per lead + Conversion Rate + function cost + function cost
  • 223. 1.Enabled worth base development
 2.Refactoring had financial value 3.Code efficiency
 4.Rapid acceleration in speed of development and code re-use 5. Monitoring by flow of financial value
  • 224. 1.Enabled worth base development
 2.Refactoring had financial value 3.Code efficiency
 4.Rapid acceleration in speed of development and code re-use 5. Monitoring by flow of financial value
  • 225. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Consumer Client Testing Application Platform Needs (Leads) Test printer + Direct + price per lead + function cost
  • 226. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Consumer Client Testing Application Platform Needs (Leads) Test printer + Direct + price per lead +$$ +$$ +$$ User Registration Upload image Brexit Trade Barrier Negotiator
  • 227. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Consumer Client Testing Application Platform Needs (Leads) Test printer + Direct + price per lead +$$ +$$ +$$ User Registration Upload image Brexit Trade Barrier Negotiator
  • 228. 1.Enabled worth base development
 2.Refactoring had financial value 3.Code efficiency
 4.Rapid acceleration in speed of development and code re-use 5. Monitoring by flow of financial value
  • 229. 1.Enabled worth base development
 2.Refactoring had financial value 3.Code efficiency
 4.Rapid acceleration in speed of development and code re-use 5. Monitoring by flow of financial value
  • 231. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Consumer Client Testing Application Platform Needs (Leads) Test printer + Direct + price per lead +$$ +$$ +$$ User Registration Upload image Brexit Trade Barrier Negotiator
  • 232. 1.Enabled worth base development
 2.Refactoring had financial value 3.Code efficiency
 4.Rapid acceleration in speed of development and code re-use 5.Monitoring by flow of financial value
  • 233. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Consumer Client Testing Application Platform Needs (Leads) Test printer + Direct + price per lead +$$ +$$ +$$ User Registration Upload image Brexit Trade Barrier Negotiator
  • 234. So when will this happen, who will win etc?
  • 235. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Use Online Photo Storage Data Centre Power Print Web Site Platform CRM Compute Customer Open Online Image Manipulation 2005 Exploit Gameplay Context specific play
  • 237. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Component service +Commoditise “pre-existing act”Gameplay ILC
  • 238. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Componentisation effect Component service Gameplay ILC
  • 239. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Componentisation effect Component service Component service Gameplay ILC
  • 240. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Componentisation effect Component service Component service Gameplay ILC
  • 241. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Componentisation effect Component service Component service Others build new things (innovate) Gameplay ILC
  • 242. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Componentisation effect Component service Component service Identify patterns through meta data (leverage) Others build new things (innovate) Gameplay ILC
  • 243. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible The ever growing platform (commoditise) Componentisation effect Component service Component service Identify patterns through meta data (leverage) Others build new things (innovate) Gameplay ILC
  • 244. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Mobile Network Ambient User Video Job Dispatch Messaging D2D Telephony P2P P2MP Core Apps Common Apps Local Apps Store App Catalogue Stats App Certification Device Catalogue Secure Data Service Device Location Services Device Certification Device Enhancements Bespoke Coverage Control Room Connections Network Statistics Fault Visualisation MDM / MAM Purchasing Billing Radio Site Coverage System Support Services Emergency Function CO User Orgs LTE Network Enhancement Team 6 Team 1 Team 3 Team 4 Team 2 Team 7 Team 8 Team 9 Team 10 Pioneers Settlers Town Planners Doctrine Think aptitude and attitude Team 5
  • 247. API Supplier API Ecosystem Size of Ecosystem (Apparent) rate of innovation customer focus efficiency
  • 248. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Application compute Best architectural practice (Legacy) Operating system Best coding practice Good architectural practice (DevOps) emerging architectural practice (JEFF) Framework (e.g. Lambda)
  • 249. Uncharted Industrialised Genesis Custom Built Product (+ rental) Commodity (+ utility) Evolution ValueChain VisibleInvisible Application compute Best architectural practice (Legacy) Operating system Best coding practice Good architectural practice (DevOps) emerging architectural practice (JEFF) Framework (e.g. Lambda)