Big Data | Paul Wallbank - Communications Professional

Big data, mobile apps and smarter logistics – why Avis is buying Zipcar

Smartphone apps are more than just a funky way of getting information. The combination of big data, social media and mobile insights offer businesses deep market intelligence.

With no bad press over New Year’s Eve it looks like hire car service Uber avoided the surge pricing traps of 2011 and the good news continues for the online booking industry with the news that Avis is buying car sharing service Zipcar.

Assuming the acquisition isn’t another example of the greater fool investment model, Avis’ purchase of Zipcar makes good sense in expanding the hire car giant’s footprint into the share car business.

Regrettably Avis use the 1980s term “synergies” four times in their media release but it does seem the businesses are a good fit both in fleet sharing and improving both company’s services.

Zipcar’s technology is another asset which Avis can use, with the car sharing service’s ability to track vehicle locations meaning better fleet management for the hire car business.

Car sharing logistics

The logistics angle of car share services is something that’s been highlighted by Uber’s CEO Travis Kalanick at various times, most recently at the service’s Sydney launch last November.

Another aspect of the car sharing and hire car booking services is their Big Data advantages which the online startups bring.

Historically, car hire companies have been reasonably good at gathering data on their customers with loyalty schemes, direct mailing and plugging into airline frequent flier programs. However they have been left behind by the Big Data boom in recent years.

Companies like Zipcar, Uber and taxi hailing apps like GoCatch have big data in their DNA, having been founded in the era of cloud computing and social media they have access to more information and a better ability to use the knowledge they gather.

Predicting the price surges

At Uber’s Sydney launch Kalanick described how Uber’s traffic volumes increase in San Francisco when the Giants win a game, the interesting thing is that the surge happens three hours before the match starts.

Insights like the traffic patterns around football games and holidays are gold to a high inventory business like hire car services. They are also important to the entire logistics industry.

This latter point is probably the most overlooked part of all with the current rush into social and mobile based apps – the market intelligence that these services gather.

While it’s tempting to dismiss that market intelligence as just monitoring who likes cats or cheeseburgers, the application of that data is transforming supermarkets, airlines and even concert venues.

Avis seem to have understood that it will be fascinating to see how they will use Zipcar’s data and whether their competitors will figure out the importance of what these services offer.

Fiddling the prices

Has the Internet’s promise of transparency failed as online retailers vary prices.

Discriminatory pricing is nothing new, a good salesperson or market stallholder can quickly sum up a punter’s ability or willingness to pay and offer the price which will get a sale.

Anybody who’s travelled in countries like Thailand or China is used to Gwailos and Farang prices being substantially higher even for official charges like entrance fees to national parks and museums.

The Internet takes the opportunity for discriminatory pricing even further arming online stores armed with a huge amount of customer information which allows them to set prices according to what the algorithm thinks will be the best deal for the seller.

Recently researchers found that the Orbitz website would offer cheaper deals for people searching for fares on mobile phones and prices would vary depending of which brand of smartphone people would use.

Writers for the Wall Street Journal did an experiment with buying staplers and found the same thing.

Interestingly, one of the factors Staples’ seems to take into account is the distance customers live from a competitors’s store – the closer you live to the competition, the lower the price offered.

There’s also other factors at play; sometimes you don’t want a customer, or you don’t want to sell a particular product and it’s easy to guess the formulas used by Staples and other big retailers do the same thing.

One of the great promises of the internet was that customers’ access to information would usher in a new era of transparency. In this case it seems the opposite is happening.

Privacy is not someone else’s problem

Modern technology tools have made privacy an issue for everyone

Early this year a storm broke out about privacy in the United States when a computer rental company was caught spying on its customers.

Technology website Ars Technica has an excellent story describing what the company was doing and the software they were using.

What the story of PC Rental agent shows is that even small businesses have the tools to run serious surveillance on their customers and some will do so simply because they can.

The days when privacy could be dismissed as the concern for a few sensitive celebrities, sports people and politicians with something to hide are over – privacy is now your problem.

Are executives taking privacy seriously?

Executives and boards need to start taking privacy seriously before their businesses’ reputations are damaged and restrictive laws enacted.

In an article for Business Spectator on Lord Justice Leveson’s Sydney speech last week, I looked at the commercial aspects of privacy, an area that was overlooked in the reporting of the two Australian lectures by the British jurist.

Privacy is a serious issue which is also being overlooked by boardrooms, possibly because it’s often conflated with IT security and so it’s seen as a technology problem and, to be honest, executives see it as being a bit ‘soft’ and airy-fairy.

Sony’s humiliations in 2011 with a series of embarrassing privacy breaches that left the company’s reputation in tatters show the real and embarrassing risks in not taking privacy seriously.

The UK prank phone call scandal is another example of poor privacy policies which have real world impacts on both the hospital’s patients and staff, whether the management there is held to account or even learns any lessons remains to be seen.

In California, the US state with the strongest privacy laws, Delta Airlines is being sued over its smartphone app’s policies however the state itself isn’t immune from serious breaches.

Giving away social security numbers opens up all sort of identity theft opportunities although any privacy breach exposes the victims to potentially serious consequences, some of that pain is going to be passed onto those who give the information away.

The worry for businesses is that in the absence of serious action by governments and the private sector, the evolution of privacy law is going to take place in the courts with unpredictable and inconsistent results.

As we now have the tools to gather, store and process huge amounts of data about our customers and staff, we also have an obligation to protect it. This is something managements need to understand and take seriously.

Blind faith in the algorithm

Putting too much faith in computer programs may cause problems for the unwary.

It’s fairly safe to say Apple’s ditching of Google Maps for their own navigation system has proved not to be company’s smartest move.

The humiliation of Apple was complete when the Victoria Police issued a warning against using the iPhone map application after people became lost in the desert when following faulty directions to the town of Mildura.

Mapping is a complex task and it’s not surpising these mistakes happen, particular given the dynamic nature of road conditions and closures. It’s why GPS and mapping systems incorporate millions of hours of input into the databases underlying these services.

Glitches with GPS navigations and mapping applications aren’t new. Some of the most notorious glitches have been in the UK where huge trucks have been directed down small country lanes only to find themselves stuck in medieval villages far from their intended location.

While those mishaps make for good reading, there are real risks in these misdirections. One of the best publicised tragedies of mis-reading maps was the death of James Kim in 2007.

Kim, a well known US tech journalist, was driving with his family from Portland, Oregan to a hotel on the Pacific Coast in November 2006 when they tried to take a short cut across the mountains.

After several hours driving the family became lost and stuck in snowdrifts and James died while hiking out to find help. His wife and two children were rescued after a week in the wilderness.

Remarkably, despite warnings of the risks, people still get stuck on that road. The local newspaper describes it the annual ritual as find a tourist in the snow season.

Partly this irresponsibility is due to our modern inability to assess risk, but a more deeper problem is blind faith in technology and the algorithms that decide was is good and bad.

A blind faith in algorithms is a risk to businesses as well – Facebook shuts down accounts that might be showing nipples, Google locks people out of their Places accounts while PayPal freeze tens of thousands of dollars of merchants’ funds. All of these because their computers say there is a problem.

Far more sinister is the use of computer algorithms to determine who is a potential terrorist, as many people who’ve inadvertently found themselves on the US government’s No Fly List have discovered.

As massive volumes of information is being gathered on individuals and businesses it’s tempting for all of us to rely on computer programs to tell us what is relevant and to join the dots between various data points.

While the computers often right, it is sometimes wrong as well and that’s why proper supervision and understanding of what the system is telling people is essential.

If we blindly accept what the computer tells us, we risk being stuck in our own deserts or a snowdrift as a result.

Rethinking customer support

As the computer power at our fingertips gets more powerful, the tools to help customers are getting smarter and better.

One of weaknesses in most organisations is getting customer service right, good support takes time which costs money and leads many big and small companies to scrimp on support to save a few costs.

In a conversation with BMC Software’s Suhas Kelkar about customer support – Remedy, one of the biggest helpdesk software packages is a BMC product – the discussion turned to how the process has changed in recent years.

Not too long ago we reached for manuals, but those vanished as CDs and then downloads became common. Then we’d call the manufacturer’s helpline or our unfortunate store who sold us the item.

Today we Google a problem to see if we can find a quick solution and if that fails we reach out to our social networks by posting the question on Twitter or Facebook. We may even post the problem to a support forum to see if anyone has an answer.

Only if can’t find the solution anywhere else do we call the support line, for most of us it is the last resort.

In some ways this is a success for corporate cost cutting as most of us call a “helpline” only in desperation as we’ve trained to expect long waits, confusing menus and poorly trained operators.

That model developed in the 1980s – in order to pay rockstar salaries to executives it was necessary to cut staff wages and training costs with after sales support often being the first business area to suffer cuts.

Eventually this started to backfire and the Dell Hell saga as one of the leading examples where the computer manufacturer’s lousy support became industry legend. It’s fair to argue that Dell has never quite recovered from the damage the period of poorly outsourced support did to their brand.

To repair the damage to their brand, Dell adopted a crowdsourced support model where company forums were available for customers to ask about problems with the hope other customers could answer before expensive staff became involved. Eventually other companies adopted this system.

Social media has created a doubled-edged sword for businesses, it’s easier for people to ask their friends for help but it also increases the risk of brand damage if online posts aren’t monitored and responded to.

All of this is forcing a rethink of how customer support works. For businesses big and small, social media and crowdsourcing tools are changing the way we talk to customers and how they can talk about us.

The big data push is also changing customer support as businesses now have the computing power available to mine knowledge bases, issue registers and call logs to identify market trends and weaknesses in their products or sales teams.

For business owners and managers stuck in the 1980s ways of customer support, they are in for a wretched time over the next few years.

Meeting the solid state Woz

The fast talking Steve Wozniak surfs into town on a wave of enthusiasm.

When the opportunity comes to meet co-founder of Apple computer Steve Wozniak you jump at it, despite being jet lagged from the previous day’s flight.

One of the tough things when writing about Steve Wozniak is that he is a fast talker. You have to be quick to keep up with his ideas and words.

Steve was in town to show off the range of solid state computer memory cards manufactured by Fusion-iO, a company based in Salt Lake City.

Wozniak liked the idea so much he became Fusion-iO’s chief scientist in 2009. “When I first saw the iO drive, it was so beautiful I had to buy one from the company and put it in a frame just to frame it at home.”

What enthused Woz were Fusion-iO‘s range of NAND flash memory cards that speed up servers while reducing their power and cooling requirements.

Those power savings are important for data centres when hundreds of thousands of servers might be in one building, Fusion-iO’s CEO and co-founder David Flynn estimates this could save up the industry a $250 billion a year in operating costs.

Probably the biggest benefits though are in the corporate space, one Flynn’s boasts is how one movie studio used Fusion-iO’s products to reduce transcoding between formats from two hours to 39 seconds.

Another case study they show off is how grocery chain Woolworths were able to reduce the 17 hours to run their weekly trading reports to three hours meaning they were able to capture weekend figures for their weekly Monday morning board meetings.

For smaller businesses, the biggest benefit is these products can turn fairly basic desktop computers into workstations with the $2,500 ioFX card promising some serious post production capabilities for a system although one would expect an entry level box wouldn’t have the data connection, hard drive or – most importantly – power supply to cope with the demands of such a device would put on the typical cheap components in a basic desktop system.

All of these changes though are heralding some pretty big changes for big and small businesses.

Where Steve Wozniak sees the greatest application of moving data faster is in Artificial Intelligence applications like voice recognition. Apple’s Siri is a good example of this.

The barrier to effective voice recognition is the sheer amount of data processing required to effectively understand voice commands. Doing this on cloud services is a far more efficient and effective way of doing this.

As we saw at Dreamforce last week, the sheer amount of data pouring into companies is changing how they manage information. Getting access quickly to relevant information is an important part of managing it.

“I’ve never gotten so excited about or fell in love with a technology like this since Apple.” Says Wozniak.

Having a chance to speak to Steve Wozniak up close shows that fast talking enthusiasm is for real. The Woz is a real geek.

Like all true geeks Wozniak is passionate about what he believes in – whether it’s about NAND flash cards or becoming an Australian resident he bubbles with enthusiasm. Just don’t try writing notes down while he’s in full flight.

Redefining the social business

Salesforce.com announce a range of new products at Dreamforce 2012

Over the last two years Salesforce.com have been one of the more aggressive buyers of cloud computing and social media startups with acquistions of companies like Rypple, Desk.com, Buddy Media and Radian6.

Today, ahead of the company’s annual Dreamforce conference in San Francisco, Salesforce.com announced a revamped product range that brings together the social media and big data tools from these acquisitions along with some in house innovations.

Salesforce expect nearly a hundred million enterprise tablet computer users and smartphones by 2016, so like all web based services, they have to make their platform available as an app. Salesforce’s new Touch iOS App allows users to use Salesforce.com as an app on the iPhone.

Despite Mark Zuckerburg’s disavowal of HTML5 last week, Salesforce remains committed to the standard despite developing an app for the iPhone.

“Initially we’re rolling out Touch in a way we’ve made sure works the way people want it to work on an iPad,” Peter Coffee, Vice President of Platform Research at Salesforce.com, says.

“We are reiterating our commitment to HTML 5 as a device and platform neutral cluster of standards.

“As HTML5 begins to clearly coalesce we’re making a major commitment to that and we’re going to lead the way while the opposition is still trying to work on one browser.”

Salesforce continues their focus on social media with their Chatter service becoming a key part of their Force.com cloud applications platform. Chatter itself is being extended with a new feature to enable companies to create their own branded communities.

That social integration continues as the company rolls out Social Key, an application which, as Andy MacMillan, senior vice president and general manager of Data.com says “will empower companies to derive value from social data for the first time.”

If Social Key does achieve a real measure of value from retweets and Facebook posts it may well mean many social media experts will have to return to multi-level marketing or real estate sales. This in itself is not a bad thing.

The new Salescloud platform uses Chatter to build business intelligence on customers, bringing data across a business to help sales teams target their efforts more effectively.

While sales is by definition the focus of Salesforce they are also launching a similar Chatter service for support teams. This compliments the acquisition of Assist.ly at the beginning of the year.

Marketing too is being targeted by Salesforce with the launch of Marketing Cloud that combines the Buddy Media Facebook marketing service and the Radian6 social media monitoring platform.

While already the leader in business cloud applications, Salesforce are making a strong bid to dominate the sector in a way that Microsoft did in the desktop computer industry twenty years ago.

Browsing through the 400 partner stands at the Dreamforce Expo shows Cloudforce are building a deep ecosystem around their products that will make it hard for competitors to break into the space.

Whether Salesforce achieve this dominance remains to be seen, but they are certainly giving a new set of tools for businesses to understand their customers.

Pricing and Availability
Salesforce Touch is generally available today on iOS devices, and included in all Salesforce editions.

Sales Cloud Partner Communities is currently scheduled to be available in limited pilot in Fall 2012.

Sales Cloud Partner Communities is currently scheduled to be generally available the second half of 2013.

Data.com Social Key is currently scheduled to be generally available the second half of 2013.

Pricing of Sales Cloud Partner Communities and Data.com Social Key will be announced at general availability.

Living the Salesforce dream

Dreamforce showcases Salesforce.com’s vision of cloud computing, big data and social media’s future.

The history of Salesforce.com tracks the evolution of cloud computing. Founded by Marc Benioff and Parker Harris in a San Francisco apartment at the 1999 peak of the dot com boom, today the company has over 100,000 customers with a market capitalisation of 21 billion dollars.

While founded as a sales Customer Relationship Manager (CRM) service, Salesforce’s range of products has extended across a number of other business functions such as business intelligence and customer support.

Dreamforce is the company’s international major conference which in 2012 is expected to attract 90,000 attendees to hear what is planned for the platform as they expand into new fields.

Along with Salesforce are 350 partners exhibiting their services that plug into Salesforce’s system. As we saw at the Xero conference, the community of developers and support companies are as important to a software company’s success as its products.

One of the notable things about Salesforce is the company’s hunger for acquisitions having taken over twenty-four companies in the last few years. It will be interesting to see how Salesforce are integrating those startups.

Salesforce are probably the company at the forefront at adopting social media into their products as seen with the acquisitions of companies like Facebook advertising platform Buddy Media and the Rypple social performance review service.

The move to mobile is changing how businesses interacts with customers, this is one of the challenges for Salesforce.

Just as Salesforce has tracked the rise of cloud computing, the company is now tracking the evolution of Big Data and social media.

The Dreamforce 2012 conference should give some insight into how the company, and other industries, are adapting to the challenges presented by the mobile web, big data and the social workplace.

Paul travelled to the Dreamforce conference courtesy of Cloudforce.

Finding the perfect customer

Combining old techniques with big data technologies and social media monitoring open new opportunities for businesses to learn more about their customers.

With the rise of social media we’ve spoken a lot about customers’ ability to rate businesses and overlooked that companies have been rating their clients for a lot longer. The same technologies that are helping consumers are also assisting companies to find their best prospects.

A business truism is that Pareto’s Rule applies in all organisations – 20% of customers will generate 80% of a company’s profits. Equally a different 20% of clients will create 80% of the hassles. The Holy Grail in customer service is to identify both groups as early as possible in the sales cycle.

Earlier this week The New York Times profiled the new breed of ratings tools known as consumer valuation or buying-power scores. These promise to help businesses find the good customers early.

While rating customers according to their credit worthiness has been common for decades, measuring a client’s likely value to a business hasn’t been so widespread and most companies have relied on the gut feeling of their salespeople or managers. The customer valuation tools change this.

One of the companies the NYT looked at was eBureau, a Minnesota-based company that analyses customers’ likely behaviour. eBureau’s founder Gordy Meyer tells how 30 years ago he worked for Fingerhut, a mailorder catalogue company that used some basic ways of figuring out who would be a good customer.

Some of the indicators Fingerhut used to figure if a client was worthwhile included whether an application form was filled in by pen, if the customer had a working telephone number or if the buyer used their middle initial – apparently the latter indicates someone is a good credit risk.

Many businesses are still using measures like that to decide whether a customer will be a pain or a gain. One reliable signal is those that complain about previous companies they’ve dealt with; it’s a sure-fire indicator they’ll complain about you as well.

What we’re seeing with services like eBureau is the bringing together of Big Data and cloud computing. A generation ago even if we could have collected the data these services collate, there was no way we could process the information to make any sense to our business.

Today we have these services at our fingertips and coupled with lead generators and the insights social media gives us into the likes and dislikes of our customers these tools suddenly become very powerful.

While we’ll never get rid of bad customers – credit rating services didn’t mean the end of bad debts – customer valuation tools are another example of how canny users of technology can get an advantage over their competitors along with saving time in chasing the wrong clients.

Other peoples’ platforms

The risks in the privately owned web range from obscure terms of service to arbitrary payment problems. This is why you need to control as much of your business’ online presence as possible.

“We have successfully established an online business, but we have run into problems with Ebay (indefinite suspension – unfairly I might add)” wrote Ralph*, an old client.

“We are pretty desperate, as this is now our sole business and we are now without an income.”

The Privately Owned Web

Ralph’s problem is typical of thousands of businesses that rely on one Internet service. Some months back we looked at “Nipplegate”, the story of a Sydney jeweller who had her Facebook page closed down because of her anatomically correct dolls.

All of these services are privately owned with their own terms and conditions along with their own corporate objectives. If you choose to use their product, you have to follow their rules – just like a shopping mall management can order you off their premises because they don’t like the colour of your socks.

The most glaring example of this is Wikileaks where Amazon, Paypal, Mastercard and Visa all threw the whistleblower site off their services for allegedly breaching their terms of services in various obscure ways.

The Terms of Service Trap

A business’ Terms of Service usually feature clauses wide enough to catch even the most honest and diligent business, this is by design as it gives management the excuse to throw anyone who makes their lives difficult, which is exactly what has happened with Wikileaks.

While Ralph’s problem is nothing like the scale of Julian Assange’s, all of these stories illustrate the dangers of relying on one service for your livelihood. Should that service change the way it operates, then any business that relies on that could be broke in hours, as many businesses that rely on Google search results have found.

Most of the Internet is not a public space, almost all of it is privately run along similar lines to that shopping mall or a walled estate.

Ralph and Julian Assange have shown us the limitations and risks of the privately operated web. As citizens and business owners we have to understand these corporations’ objectives are not always the same as ours and make judgements on how we live with the risk of finding ourselves in breach of a Term of Service in our business or personal lives.

We’re still in relatively early days of the net and all of us are still learning. One lesson is clear though, we can’t allow our livelihoods to be held hostage by a small number of big technology companies. Make sure you have alternatives to your online channels.

*Ralph is not his real name