Carrier IQ software, which consists of embedded software on mobile devices and server-side analytics applications, enables mobile operators and device OEMs to understand in detail a wide range of performance and usage characteristics of mobile services and devices. These include both network-facing services such as core voice and data offerings, as well as non-network-facing capabilities such as music players, cameras and other side loaded media, in order to assist with product and service development and roll-out [emphasis added].
Customer Intelligence is not a spying operation. The promise of CI is not reductively commercial. Instead, proper CI practices help businesses – with their customers' consent – to understand the preferences and needs of their customers. Firms also use CI processes and technologies to determine and enforce an optimal and respectful relationship with customers.
What lessons does the Carrier IQ incident highlight?
CI pros have an ethical responsibility to customers.CI pros are customer advocates after all. They cannot truly represent customers unless they also help their employers understand appropriate boundaries for data capture. Helping customers also helps businesses, protecting firms from the risk of public outrage and litigation. CI pros: Help your employers understand when data capture goes too far.
ExactTarget filed an S-1 last Wednesday, November 23, the first step towards an initial public offering (IPO) by the end of March, 2012.1 The company grew substantially over the past several years and is tracking a 55% growth rate in 2011. ExactTarget now services about 4,600 direct clients and reports $148 million in revenue through September 30, 2011. Congratulations to Scott Dorsey and his team for guiding the company to this point.
How will ExactTarget's IPO benefit CI Pros? The IPO can:
Provide additional capital for research and development. The funds ExactTarget will raise through the IPO will help transform the company from an email service provider (ESP) into a full-fledged marketing technology platform. Increased R&D will allow the company to evolve through organic development and acquisitions. Both moves will help it to fill out its cross-channel campaign management and Customer Intelligence offerings. CI Professionals at mid-to-large enterprises should expect to see the company move more aggressively to offer enhanced enterprise marketing capabilities.
Enhance attractiveness to partners. ExactTarget's IMH has yet to catch on with heavy hitters in analytics, offline channel management, and marketing resource or operations management.2 The quarterly and annual disclosure requirements on ExactTarget could help clarify the company's plans to potential partners and assuage concerns about future competition. Stronger partnerships will lead to additional IMH applications for CI Pros.
The market for tag management systems is gaining momentum at an impressive rate. On the surface, tag management is a rather pedestrian topic, focusing on the occasionally arcane and frequently ugly mechanics underlying our websites. Indeed, tag management seems to be worlds apart from the current marketing zeitgeist, which often directs our attention to sexy topics such as social media, tablet computers, and gamification. But if we take a deeper view of current marketing trends, it is clear that the two are actually very closely connected. Digital marketing execution and analysis are heavily dependent on website instrumentation, which by extension benefits from enabling technologies such as tag management.
Ultimately, I think the enthusiasm for tag management systems stems from the simple fact that these solutions address very real and tangible pain points felt by nearly all companies doing business on the Web. I believe that the effective use of tag management technology and governance practices can deliver significant efficiency, performance, and financial gains. And I'm not alone. Since publishing How Tag Management Improves Web Intelligence, I've seen steady and growing interest from Forrester clients on the topic.
For a relatively young technology segment, tag management is evolving quickly. In a matter of a just a few weeks, we've seen the tag management market take several significant steps forward:
Earlier today, November 12, Deepa Subramaniam posted on the Flex Team Blog:
Does Adobe recommend we use Flex or HTML5 for our enterprise application development?
In the long-term, we believe HTML5 will be the best technology for enterprise application development.
In the short term, vendors and marketing technologists using Flex for application development can continue without ripping and replacing their user interfaces. Adobe will donate the Flex SDK to an (as yet unnamed) foundation for future development, while still providing support for Flex and the Flash Builder development tool.
However, Adobe’s clear emphasis on HTML5 – and lack of a recipient for the Flex SDK – create long-term problems for CI pros:
Slowed marketing technology release cycles. Adobe’s announcement throws a wrench into the development cycles for vendors of enterprise marketing technologies that use Flex, such as IBM Coremetrics, SAP, SAS. At some point, vendors that use Flex will need to incorporate a migration from Flex into their development road maps, pulling resources from other product features.