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Social Business Update: Infosys BrandEdge and Oracle SRM

Guest post by
Michael J. Lee, Social Strategist, Infosys


Shibu and Radical Progress

Continuing the tradition of preceding Larry Ellison's keynote, Infosys CEO S. D. Shibulal opened by celebrating 3 ideas which changed the world: the Wright brothers' flight, the discovery of Penicillin, and Berner-Lee's first web site. In chronological order, this progression came from individual inventors, research institutions, and then corporations. Now corporations are the new centers of innovation and discovery, and they are driving radical progress in 3 ways: product and process innovation, creating new consumer experiences, and business model innovation.

These concepts were brought into context through customer stories: Peter Pilawa (Sr. Manager of Strategy Implementation, Audi America) emphasized how Infosys transformed Audi's business processes which directly impacted it's products and business objectives. Christian Anschuetz (SVP and CIO, UL) explained how UL's new business models are making the world a safer place.

Simplify Digital Marketing with Infosys BrandEdge

As a solution to manage multiple digital campaigns, reduce time to market, and create consumer loyalty, BrandEdge was introduced as the new cloud-based marketing automation and collaboration platform by Infosys. Competing directly with Adobe Creative Cloud and Salesforce Chatter communities and Radian6, brands can collaborate with agency partners and utilize the analytics and customer data tracking.

Sustainability + Profitability: Infosys Cloud Ecosystem Hub

Ming Tsai reinforced that cloud computing can drive both sustainability and profitability, but which initiatives will support your company strategy? In the next 5-7 years, 65% enterprise workloads will be moved to the cloud. Enter the Cloud Ecosystem Hub, a one-stop solution integrating legacy systems with public and private clouds to create a unified environment. 2012 Chief Sustainability Officer Award winner Ian Winham (CIO and CFO, Ricoh Europe) explained how their new IT infrastructure project with Infosys resulted in an 85% reduction in carbon footprint and energy consumption.

Oracle Social Relationship Management (SRM)

During the much anticipated keynote, Larry Ellison presented his vision of SaaS applications across multiple business functions. He stated that by acquiring a SaaS product, you also acquire the technology behind it. Included in the $45 billion Oracle spent on acquisitions since 2004 were social technology companies Involver (social marketing), Vitrue (publishing), Collective Intellect (monitoring), and RightNow (customer service) to complete the company's cloud suite.

The SRM platform is composed of three products:

  1. social network for internal collaboration
  2. social engagement and monitoring, data and insights (Involver and Collective Intellect)
  3. social marketing, includes apps on Facebook and more (Vitrue)

Continuing the Social Media Arms Race

Social M&A activity in the technology industry may have hit its peak since the past two years. Just two weeks prior, hosted it's annual Dreamforce conference at the same venue to unveil its Marketing Cloud offering after acquiring Buddy Media (social marketing) and Radian6 (social listening). The public drama between Larry Ellison and CEO Mark Benioff were a notorious topic at the previous OpenWorld, but surprisingly no comments were made between the two billionaires this year. Oracle continued to cater towards its engineering and data following, while shifted focus to the sales and marketing audience.

At OpenWorld 2012, the fight card was Oracle vs. SAP. Larry Ellison took the first shot on Monday by claiming Oracle's new flash memory Exadata X3 server beats SAP's HANA in-memory database. This prompted an immediate response from SAP, including blog posts and promoted tweets on the official #OOW hashtag defending against the claim.

These enterprises have the platforms to encourage more discussion, but who will own the topics? In the context of social business, the takeaway here is that some conversations change, while others continue to get more interesting.

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