Tuesday, March 25, 2014

Must Read Code Halos - The Book

Amazon beating Borders, Netflix beating Blockbuster, Apple beating Kodak, and the rise of companies like Google, LinkedIn, and Pandora are not isolated or random events. Today's outliers in revenue growth and value creation are winning with a new set of rules. They are dominating by managing the information that surrounds people, organizations, processes, and products.  They are employing a "Code Halo" strategy.

Code Halo is the name for all the relevant data that surrounds customers, prospects, employees, products, organizations, etc.  The data that if collected, analyzed for meaning, and used to customize an experience adds tremendous value.

We are seeing "Code Halo" strategies being deployed everywhere.  In fact, Google's new semantic search capabilities are using it as demonstrated by this excerpt from the book Google Semantic Search by David Amerland, "Search programming [now] looks at what we have typed in search, looks at our personal search history, and tries to guess our intent behind what we are looking for."

The underlying principle of a Code Halo strategy is this - there is value in personalizing or customizing an experience, rather than providing generic experiences.  When you visit a website that has no knowledge of you and simply shows you the generic company website - it is a generic experience.  There is no value added.  When you go to a website like Amazon, and the site greets you by name and shows your history and recommends different products based on your past preferences and what others with similar tastes to you have bought - that is a Code Halo enabled site with exceptional value added.

What does an IT environment look like that is Code Halo enabled?  What does the IT architecture look like?  What does a marketing strategy look like that is Code Halo enabled?  How do companies treat employees when the company is employing a Code Halo strategy?  These are all great questions that need answered.

My colleagues at Cognizant's Center for the Future of Work, Malcolm Frank, Paul Roehrig and Ben Pring have just completed a new book on Code Halo strategies that will be released by Wiley in April. I have read it and recommend it. You can read more about it here http://www.unevenlydistributed.com/codehalos/book.

Every company in every industry and market needs to ponder the impact of Code Halo strategies on their business.  Code Halos are an integral part of a digital transformation and are changing the face of business.  Companies that don't "get it" won't survive long.

Kevin Benedict
Senior Analyst, Digital Transformation Cognizant
View my profile on LinkedIn
Learn about mobile strategies at MobileEnterpriseStrategies.com
Follow me on Twitter @krbenedict
Join the Linkedin Group Strategic Enterprise Mobility

***Full Disclosure: These are my personal opinions. No company is silly enough to claim them. I am a mobility and digital transformation analyst, consultant and writer. I work with and have worked with many of the companies mentioned in my articles.