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Apps, Big Data and Security in 2020 - Rafa Brugnini's keynote presentation in Milan and Madrid



About a year ago, a German specialist motorbike manufacturer, Horex, came to HP. Horex made very high quality bikes between 1920 and 1960. In 2010, the company was re-formed. They are creating a new bike. They recognize that it’s not just the bike engineering that will appeal to their customers. They know that they can put applications on the bike that will help their customers, will help them, and will create a cool biking experience.


Specifically, they want to use “the internet of things” to ..

  • Give their customer cool apps. They want to be able to update the apps quickly, allowing them to introduce and adjust functionality quickly
  • Analyze customer behavior (e.g. for warranty situations) and also learn how to build a better bike)
  • Learn when the bike needs maintenance (e.g. proactive parts replacement)
  • Use the power of the crowd to get input on how to create a better bike

As head of HP Software in EMEA, and now APJ as well, I meet a lot of CIOs. And one of the strongest trends I see is the idea that applications are moving from being “back-room things that the business knows it needs but doesn’t really care about” to things that can be used to create competitive advantage. It’s not just the bike – it’s the bike and the applications on and around the bike. It’s not just the truck, it’s applications in the truck. It’s not just the thermostat, it’s the application in the thermostat and the sensors around the house.  In other words, applications are increasingly becoming competitive weapons that the business uses to fight its competition.


I see this also with analysis of data, and the insights that that analysis can bring. If you can create better insights, more quickly, than your competitors, it gives you a competitive advantage.


And of course, the relationship between your company and your customers must be based upon trust. Applications and big data analysis are great, but if customers don’t trust you to keep their data safe, you simply can’t form that bond between you and your customers.


And so, when Horex came to HP, we suggested two things. We suggested that we brainstorm the applications, the big data analysis and the security/privacy they would need to create competitive advantage.


And secondly, in order to do this, we took a leap into the future with them. We used research HP has been undertaking for the last two years into the future of the Enterprise in the year 2020.


In other words, we did what I would like to do today. We looked at .. Applications in the year 2020, Big Data in 2020 and Security and Privacy in 2020.


Applications 2020
So, let’s start with Applications in 2020


First thing is the sheer number of releases that the customer will expect in 2020. The slide above shows the results of HP-sponsored research. It shows that by 2020, we will releasing applications 30X faster than we are today.


30X more releases than we do today – are we all ready for this?  No, we probably are not. Why is that?


One of the main reasons is that Dev and Ops are just not linked. They have different goals, for one. But also, their tools and associated models don’t span the two.


So, the first thing we must do is “think continuous”. Stop thinking about application release as a once-a-year thing. Application development and release is continuous – there will always be a new version somewhere in the development lifecycle.


And secondly, we must “think connected” ... The same, connected models across all of dev and ops.


Think of quality as a process that goes all the way from dev to ops AND BACK AGAIN.


And think of the use of extensive automation – using the connected models.



The second trend will be “applications everywhere” – on everything. The “internet of things” as it’s called. Applications on cookers, on security devices, on shopping trolleys, at the road side - everywhere.



These smart devices will typically be connected too. By 2020, we’ll see a 33X increase in mobile data traffic.



In fact, by 2020, there will be 30 billion CONNECTED smart devices and “only” 6 billion smart phones / tablets. And the smart devices will take 42% of the mobile bandwidth.



The third trend will be the use of other people’s components in our business processes and applications. As this graph shows, a survey for HP found that by 2020, pretty much 100% of IT departments believe they will using “mosaic” business processes and applications – they will be built up of a mosaic of their own services and services from others.



This is great – mosaic or hybrid apps and business processes allow us to create new functionality much, much more quickly – a key component of agility. But we need to ensure we can manage change, performance, backup and recovery, security and compliance in this new world.


HP Software has already made huge strides in this direction, and it continuing to do so.


Big Data 2020
Let’s now look at Big Data in 2020. 


We all know the huge amount of data we create today. That’s nothing – we’ll create 15X as much per day in 2020!!




But that majority of the value in this data (as today) lies not in the structured stuff (“Rafa bought a tie for this price, at this time”), but the “human interaction” data. Human interaction data is much more difficult to analyze for meaning than structured data. And this is why HP bought, and continues to invest heavily in, HP Autonomy.


One thing that has struck me about Big Data is how well it fits into HP’s “One HP” strategy. HP’s research into future Big Data technology goes across HP Software, HP Labs and HP ES’s data analysis practice. For example, HP Software and HP Labs are working on specialized processing engines that recognize faces in images and video. Or specialized processors for voice understanding.


This excites me because I think that HP is at its best when two or three different parts of the organization bring their point of view to a problem.



One of the key trends in big data that HP Labs believes will occur (and they are research this a lot themselves) is the idea that a subject matter expert should be able to create their own big data analyses. HP Labs believes that we simply can’t wait for a PhD data scientist to become free so that they can create or adjust our analysis for us.


HP Labs and HP Software have, for the last few years, been working on a project called Project TITAN. TITAN has exactly this aim, and in fact, it’s working title in HP Labs was, “analytics for the people”. Project TITAN has moved fully to HP Software labs ad a design program for TITAN was announced at DISCOVER last week in Las Vegas.



Another key big data 2020 trend is the idea that big data will be used to “augment humans” – to increase the gearing of information workers.


In the example above, a group of people are having a conversation (email, voice, chat or a combination). The big data system is understanding the conversation and helping them.


- It’s looking for others in the Enterprise having a similar conversation. 
- It’s looking to see what other groups who have had this conversation concluded.
- It’s looking for best practices across the world. 
- And its summarizing the conversation so others can benefit from its insights


We are already seeing this functionality in HP's own offerings.  HP Service Anywhere analyzes customer/service desk interactions and pulls up relevant knowledge base articles, changes and incidents for the service desk staff. And an HP ES product monitors your MS Lync conversations and grabs relevant documents from corporate stores and the web


HP Software is already applying advanced Big Data techniques to its own products, and in doing so, is giving them a real “futuristic” push forwards. For example: 

  • HP Operations Analytics :Our next-generation IT Operations Analytics product uses big data to allow you to pinpoint and fix problems much faster, in a world where we have BYOD, cloud services and the business using SaaS products. This product is able to record and analyze EVERYTHING happening in your IT landscape and analyse is at amazing speed.
  • HP Digital Marketing Hub : So common is the need to get a “360 degree view” of our customers that we have created a cloud SaaS product that allows you do this. This product allows you to optimize your multi-channel marketing thru analysis of structured data and human interaction data.
  • HP ArcSight gets a “360-degree view” : We all know that security threats don’t just arrive in nice, structured data form. Data security can also be comprimised thru email “leakage”. We’ve attached our HP Autonomy engine to HP ArcSight, so we can stop email leakage.
  • HP Service Anywhere and Service Manager : If I could give a prize to the HP team that has embraced HP Big Data with most gusto, it would be our service desk teams – SaaS and product. HP Service Anywhere uses human interaction data analysis in now less than five different ways. You can learn all about this during the next two days

Security 2020
Let’s finish by looking briefly at the challenges of security and privacy in 2020.


We already leave “digital footprints” behind us from our mobile phones and our web interactions. In 2020, these digital footprints will be better analyzed and will include data from “the internet of things”.


And this is good – the analysis of our digital footprints can be used to help us greatly.


But, there are privacy concerns too. In a recent survey, people could EITHER choose to say that big data will be helpful OR to say that that they were concerned about the privacy aspect. The majority (53%) said it would be helpful, but a full 39% said they were concerned about privacy. That’s a lot of concern!



And security is going to get a lot harder too. By 2020 will will have many more mobile devices and 30b smart devices.
Added to that, our big data analysis will make the hackers’ target more “juicy” – there will be more incentive to get access to our records.


It is for this reason that HP Labs has hundreds of people research security. And, of course, HP Software continues to invest heavily in security too.


Many very smart people wake up every day and go to work to steel your data – that’s how they earn their money. They all have different specializations, and there are exchanges where they can sell what they know about your company.


This trend will only continue, and so we must create the technology and collaborations systems to fight this.




So, to summarize, by 2020 we will have ...

  • Apps on “everything”
  • The key thing these apps will do is “help humans” (like the example of helping with the business conversation) 
  • How do the apps know how to help this specific human in this situation (Rafa, in Milan, in a hurry to find a coffee shop?)? They do it thru collection of lots of data (e.g. in 2020 your phone will be able to sense your mood) and thru big data analysis of this data. This is why HP is so “obsessed” with big data – we believe it’s at the heart of the future application
  • And this help, these insights, are then served up to the applications via services – services that come from the data center and/or the cloud - probably a “mosaic” combination of the two
  • Would you trust the advice of a system that may be “leaky”? No, you wouldn’t. So security and privacy are totally key. We MUST be able to trust all the parts of our solution, otherwise it’s useless to us.

For more information on Enterprise 2020, please go to and/or look at my Enterprise 2020 page.

For more information on HP Big Data, please go to and/or look at my Big Data page.




Mike Shaw
Director Strategic Marketing

linkedin.gifMike Shaw

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About the Author


Mike has been with HPE for 30 years. Half of that time was in research and development, mainly as an architect. The other 15 years has been spent in product management, product marketing, and now, strategic marketing. .

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