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The Digital Consumer: Big-Data-Enabled-Cloud's Final Destination

Looking at Cloud Expo 2013 through my digital lens - finally what do you do with it?

I used to be a regular presenter at SYS-CON's tech.conferences. After a hiatus of a few years, I thought of presenting at the Cloud Expo conference in New York. I was wondering which track to participate in. You see, although, Infosys Limited,  the company I work for, has a very large Cloud practice, I belong to a space which is more of a consumer of what Cloud offers. To me Cloud and Big Data are the plumbing for the house that we build for clients. I have helped incubate one of the strategic focus areas within Infosys - digital transformation, which is powered by Cloud.

The answer to my dilemma was "all of them." Before going any further, perhaps I should explain what I mean by digital transformation.  In fact,  today during the opening keynote by Dr. Daniel Sabbah, the person sitting next to me was asking me about my area of focus and asked what I meant by digital transformation. Simply put, digital transformation is about transforming your business to cater to the needs of the digital consumer. It is the business trying to catch up with the digitally savvy consumer leveraging the tools that technology offers. It is to introduce the potential consumer to the product, or new campaign on the product through digital marketing, sell and transact through digital commerce, and continue to engage with the consumer through targeted and personalized communications,  made contextual by actionable analytics.

The solution to delivering the ultimate consumer experience is made possible by cloud computing technologies. The on-demand infrastructure allows rapid rollout of consumer-facing sites, especially microsites, which only live for months, or even only a few days. The security, scalability, and reliability offered through IaaS drives richer consumer experience and promotes consumer confidence, Managed platforms level the playing field for partners to offer the economies of scale in deployment. And services that can be licensed provide a layer of abstraction that lets business content rate on what it does best - focus on the consumer. Finally, big data driven insights allow us to treat the consumer as a person and not as face in a crowd.

Today was a great start to the 12th International Cloud Expo. Great informational sessions on Big Data and Cloud; real-world case studies; advances in models that can be applied to retail, healthcare, logistics, transportation, and others. I felt that what would neatly round this off is the application of all these concepts to build that house for the consumer.

I've been involved in enabling organizations to deliver digital marketing to their consumers across the globe. None of this was possible a few years ago because  technology  just wasn't there. Now it enables us to not only deliver content to the consumer, but also to deliver it through ah channel of his or her choice - Web, mobile, tablet, social media, kiosk. My session "Digital Marketing on the Cloud" on Thursday talks about how.

More Stories By Ajit Sagar

Ajit Sagar is Associate VP, Digital Transformation Practice at Infosys Limited. A seasoned IT executive with 20+ years experience across various facts of the industry including consulting, business development, architecture and design he is architecture consulting and delivery lead for Infosys's Digital Transformation practice. He was also the Founding Editor of XML Journal and Chief Editor of Java Developer's Journal.