Anywhere: How Global Connectivity is Revolutionizing the Way We Do Business [Hardcover]

Emily Nagle Green (Author)

Book Description

Publication Date: December 14, 2009

Is your business prepared for the world of ANYWHERE?

“Companies are beginning to conceive, design, develop, and distribute products and services in profoundly new ways…But how to exploit this new connectivity? Read on.”
—From the Foreword by Don Tapscott, bestselling author of Grown Up Digital and Wikinomics

“Anywhere paints a compelling picture of what the next transformation of wireless will look like and who it will impact. Those who want to capitalize on the new wireless world should read this book.”
—Dan Hesse, CEO, Sprint

“Connectivity is fast creating a level playing field among developed and emerging markets. Those who understand how to leverage the connected world will be best positioned to impact it. Anywhere is a must-read for anyone who wants to be a relevant leader in a global economy.”
—Rajeev Suri, CEO, Nokia Siemens Networks

“Emily Nagle Green takes it up a notch with a breezy style that makes the arcane accessible and the possible plausible. It’s the kind of sensible outlook that can only come from deep knowledge and analytic rigor—both hallmarks of Yankee Group.”
—Tom Sebok, President & CEO, Young & Rubicam North America

“Required reading for anyone interested in understanding how and why communications advances are fundamentally altering business. Green explains how the connectivity revolution offers unbounded opportunity to thrive in the nascent Anywhere future.”
—Reed Hundt, former chairman, U.S. FCC

“This book highlights the unstoppability of the advance of connectivity, creating the imperative for business leaders to respond.”
—Ben Verwaayen, CEO, Alcatel-Lucent

About the Book:

A pill bottle helps health care professionals monitor patients taking medication. A vending machine reports its own inventory over a wireless network. A telephone speeds checkout by serving as a debit card in retail stores around the world.

The future of the world—and business— is ubiquitous connectivity, the total interconnection of people, ideas, and products through a global digital network. As the network grows and the world of data expands, every citizen will have instant access to virtually anything he or she wants.

Where is this network? Anywhere. And you must learn to use it to the fullest if your business is to thrive in the coming years.

In this groundbreaking book, Emily Nagle Green, president of Yankee Group, a leading global connectivity research fi rm, charts a course for the future by explaining:

• The components of ubiquitous connectivity and how they will combine to transform the nature of business
• How more than 50 of the world’s connectivity pioneers and leaders expect the revolution to unfold
• The richest opportunities for your business—and how to seize them
• How a totally connected world will change customers—and what they want
• Ways to develop a business strategy that harnesses the power of global connectivity

The world is charging ahead faster than at any other time in history, and global connectivity will be here sooner than you might think. Trillions of dollars of new value will be created on this worldwide network fabric.

Are you moving fast enough?

The survival of your business depends on whether you’ll be there to meet it. Combining expert insight, tactical tools, and Yankee Group’s proprietary data on global connectivity trends, this forward-looking book provides what you need to reach the customer of the future . . . anytime and anywhere.

Editorial Reviews

About the Author

Emily Nagle Green is president and CEO of Yankee Group, a leading firm in researching global connectivity change. Yankee Group supports businesses worldwide that use, operate, or help build networks with powerful ideas, forecasts, conferences, and strategy consulting. Green is also vice-chair of MITX, the largest association for digital marketing and media technology in the United States. She lives in Boston, Massachusetts.

Product Details

• Hardcover: 288 pages
• Publisher: McGraw-Hill; 1 edition (December 14, 2009)
• Language: English
• ISBN-10: 0071635149
• ISBN-13: 978-0071635141
• Product Dimensions: 6.4 x 1 x 9.3 inches
• Shipping Weight: 1.3 pounds (View shipping rates and policies)
• Average Customer Review: 4.2 out of 5 stars  See all reviews (14 customer reviews)
• Amazon Best Sellers Rank: #671,294 in Books (See Top 100 in Books)

More About the Author

Emily Nagle Green is president and chief executive officer of Yankee Group, a global technology research company.

Throughout her varied career as a technology engineer, marketer and researcher, and through her published work and speaking engagements, Emily has become a widely respected thought leader on the impact of connectivity on networks, enterprises and consumers.

Emily earned a B.S.L. cum laude in linguistics from Georgetown University and an M.S.E. in artificial intelligence and computer graphics from University of Pennsylvania's Moore School of Engineering.

She currently serves as vice-chair of Massachusetts Innovation & Technology Exchange (MITX), the U.S.'s largest Internet advocacy council.

Most Helpful Customer Reviews

9 of 11 people found the following review helpful

3.0 out of 5 stars Presents important points, omits some key ones April 13, 2010

By M. L Lamendola TOP 1000 REVIEWERVINE™ VOICE

Format:Hardcover

This book hits the pluses and provides an optimistic view of emerging connectivity, but it's weak on addressing the downsides and reality of it. So, I'll begin by pointing out a few things this book overlooks. Then I'll sum up what it addresses.

What the author doesn't tell you
First, there's the productivity cost. It's huge. I used to carry a cell phone everywhere. Now, I don't use one. In fact, I rarely answer my regular telephone. Sometimes, I unplug it for hours at a time.

I don't like being interrupted, especially when I'm trying to do something productive. A business that inflicts constant connectivity on its employees has a highly distracted workforce. Ms. Green makes it sound as though the Twitter-averse among us are like the e-mail-averse of times past. But this is an apples to oranges comparison.

Second, there's the attention cost. E-mail is asynchronous. Texting and tweeting are "immediate response" activities. Can anyone who's chained to a frequently-interrupting device really pay attention to any worthwhile activity? Any technology that interrupts you simply because it can is just too costly, unless you aren't the kind of person who does anything that matters.

Third, there's the subscription cost. If you have a mobile data plan, ask yourself what you are really getting for all that money. If it's just interruptions and the ability to send/receive throwaway photos, then it might not be all that good. For a business, a mobile data plan may be essential. But how many people are paying $99 a month or more for something that they probably would not miss if they stopped using it? If you have one of these plans, is it making your life better or is it an addiction?

A fourth problem is the devices are insanely small. It's not convenient to carry around a pair of reading glasses just so you can take a phone call. I have a PocketPC that I don't use because I can't read the screen in daylight at all, and indoors I need reading glasses to read it. The manufacturer's solution to this problem was to make the next generation even smaller.

Ms. Green also indicates that older folks just don't get it and will eventually be replaced by their hipper, more tech-savvy younger counterparts through retirement. What she overlooks is the reason older people are far less adoptive of this technology than younger people is presbyopia. We have reams of data showing that humans need larger fonts as we age. That's just the way it is. When the devices are explicitly designed for people under 25 and consequently exclude people beyond a certain age, the adoption rates by age are quite predictable.

So, we have some huge barriers to "anywhere" connectivity. For the vast majority of us, it just isn't workable. Does that mean we aren't going to see vastly increased connectivity that is far more mobile than today? No. But it does mean the connectivity needs to serve the users rather than make them servile to it, and it must not rely on unreadable screens or gadgets that seem designed expressly to annoy the users. Until those requirements are met, connectivity will fall far short of its potential.

What the author does tell you
Ms. Green addresses this topic of ubiquitous connectivity in 250 pages. The book consists of four Parts:

Part I: Welcome to Anywhere. This consists of three chapters, and in these she outlines and describes the "Anywhere Revolution." I think these three chapters give the reader a good feel for where we're eventually heading and why.

Part II: The Anywhere Consumer. This consists of three chapters, and in these she presents four basic category of consumer. I'm not sure about these categories. I have fit into three of them at one time or another, and don't see where I fit presently.

I don't have her research data, but it seems to me there is a fifth category that has a higher population than the other four combined. I call it "Annoyed Consumer." We get tired of Windows memory problems, crap that pops up when you're trying to type, screens we can't read, interruptions we don't want, high bills from service providers, and just a host of usability issues. We are not amused.

Part III: The Anywhere Enterprise. This consists of two chapters. I think it needs a third. Ask hiring managers about what bugs them today, and you are going to hear "Kids texting during interviews." There is a difference between productive connectivity and counterproductive connectivity. The author doesn't explore this, at all. A chapter on how businesses can properly address this difference seems essential to me.

For example, do you really want your sales people texting during a sales call instead of focusing on that customer? Of course not. But at the same time, it would be wonderful for a sales person to be able to answer a question for the customer to close the sale. Shortening the sales cycle can accelerate revenue, and that's generally a good thing. Insulting a customer through rude behavior, however, is generally not advantageous. The rudeness factor is a big problem with today's so-called "hip generation" and it's something business needs to be able to rechannel into positive behaviors.

Part IV: Profiting from Anywhere consists of four chapters. In these chapters, the author basically says you need to max out your anywhere quotient as fast as you can. This isn't quite the way things really are. Companies that still operate on paper processes and/or have very low connectivity do need to modernize. And some companies that are current with technology, processes, and connectivity do need to be working on upgrading as the bar rises. But these are the outliers on the bell curve.

Most of us would do well to assess, based on the information presented here, and plan for staying reasonably current. I think this book is helpful toward this purpose, because it gives a good view of what is coming. But the real challenge for profit-minded businesses is going to be properly restraining connectivity to the scope of the business.

A couple of years ago, we were in the midst of blogomania. The big advice was that businesses must blog or die. Following this advice has proven to be a colossal waste of resources for most businesses, and in 2010 this realization even dawned on some business journalists. Blogs and banality have come to be synonymous, with few exceptions.

Facebook appears to have peaked out and to now be declining in its influence and popularity. People can take only so much blather, meaningless detail, and banality before wanting to have a life.

Similarly, companies can divert only so many resources to nonproductive activities before seeing their customer service, productivity, and profitability slide. The issue isn't one of having enough connectivity. It's one of having the right connectivity.

A solution seeking a problem generally does more harm than good to a business. If a business has a problem that specific types of connectivity can solve, then it needs to look at adopting those kinds of connectivity. And quickly, before the problems metastasize. But a business must also look at the potential risks involved with that adoption and develop a plan that properly addresses those risks. Otherwise, the cure might be worse than the disease.

The SWOT analysis (Strengths, Weaknesses, Opportunities, and Threats) is a core business tool for evaluating new ventures, proposed projects, and other things a business might wish to evaluate. I think if the author had used this framework for Part III and Part IV, the book would have been far more useful.

An important point the author drives at again and again is every business must look at the connectivity issues that are here now and the ones that are emerging. I think this book definitely helps identify and define many key issues in that arena.

6 of 7 people found the following review helpful

5.0 out of 5 stars What Global Connectivity Means to You and Your Company January 29, 2010

By Keith E. Webb VINE™ VOICE

Format:Hardcover

Anywhere describes a revolution in global connectivity that enables all people and the things they care about to be connected at all times. Written by the President of a four-decade-old technology research and consulting firm, Anywhere, gives a compelling look at the current and future state of connectivity and what it means for you as a consumer and how to make profit from it as an enterprise.

What's the Anywhere Revolution? The author summarizes it like this:
1. A transformation taking place due to common digital network, increased broadband capacity, and wireless economics. (Think: iTunes and WiFi)
2. Which is producing huge shifts in power, behavior, and money all over the world. (Think: call centers in India)
3. This gives rise to new forms of goods and services that depend on connectivity. (Think: what you can do with your iPhone)
4. The rate of connectivity isn't equally advancing around the globe. (Think: China vs Africa)

As a result, there is tremendous opportunity for those who get connected and operate in connected ways.

Anywhere means: Our customers are anywhere, ordering from a smartphone as well as a PC. Our workers are anywhere, IBM saves $110m because a third of their staff work from home. Our products are available anywhere, replacing physical with digital or using digital to track physical.

For those who are regular readers of Fast Company or Wired Magazine you won't be surprised by what you read in Anywhere. As a coach and trainer I was challenged by how the new realities of Anywhere could apply to my work. I'm a big thinker, but Anywhere helped me think even bigger - to an Anywhere audience, in Anywhere ways.

I recommend Anywhere to anyone who wants a summary of where the digital revolution is currently, where it's going, and how you can profit from it.

1 of 1 people found the following review helpful

5.0 out of 5 stars A Glimpse of Technology Convergence June 12, 2010

By Tony Deblauwe VINE™ VOICE

Format:Hardcover

Imagine a pill bottle that can track when medicine has been taken, or a vending machine that automatically sends a message to corporate only when it needs replenishing. These are just some examples that exist today in the evolving global technology world that connects us. Anywhere provides a glimpse into the near future where people and technology converge on a scale we've not seen before.

In fact, Nagle refers to it more as a revolution. Based on her years of research on several technologies including broadband and internet as CEO of the Yankee Group, she is an authority on the changing connectivity landscape and what it means to individuals and businesses. In fact, Nagle estimates the "Anywhere Network Economy" will generate $1 trillion in global revenues by 2012. This is the heart of what Nagle refers to as "ubiquitous connectivity" that connects us and the things we care about.

Nagle separates these changes into the key components of a common digital network, broadband demand, and wireless ubiquity. Each of these areas represent key puzzle pieces that allow the sharing of intelligent content instantly and rapid response as the norm. Her analysis and examples of how the process is already changing every facet of our lives is amazing. Every second breakthroughs propel people and systems forward in the evolving digital era. If you're looking for a unique overview of how the technology you use today will impact you're your everyday life, Always is a must read.