Post-Smartphone era, the Internet dividend disappears, where is the next opportunity?

At the end of May 2018, Mary Meeker, the internet Queen Mary Meeker, published the 2018 Internet Trends report at the Code Congress in the United States, noting that 2017 was the first year that smartphone shipments had failed to grow, and as the number of smartphone users worldwide grew more and more, User growth has also become increasingly difficult. The growth of Internet users is also facing the same trend, as the global network of users has surpassed more than half of the global population, the number of people who have not yet access to the Internet has become less.

People are entering the post-smartphone era, the Internet dividend disappears, where does the next wave of opportunities come from? The Queen of the Internet tells us that people are still increasing their online time. In 2017, American adults spent 5.9 hours a day on digital media, up from 5.6 hours in the previous year, about 3.3 hours in mobile phones, leading to a full growth in digital media consumption. In other words, with the full popularity of smartphones and the internet and the strong rise of digital consumption, digital experience has become a new internet killer.

May 31, 2018, the world's largest cloud delivery platform Akamai Technology Inc. (Akamai) regional vice president and general manager of Greater China, Li Sheng, at the spring 2018 product launch, presented a joint "digital experience and Security Insight" Report with Forrester, pointing out that when companies are digitally transforming , there must be a good balance between digital experience and security in order to gain the trust of users, and only the user more trust a digital brand, is willing to share more of their own data, so as to bring the success of long-term digital business for the enterprise.

The road to digital new business Road

(Mr. Li Sheng, regional vice president of Akamai technology company and general manager of Greater China area)

Specifically for the "experience" and "security" of the data, if there is a problem, how much impact on the enterprise? Through Forrester's research, it can be found that the most affected is the "reputation of the enterprise". Although reputation seems intangible, intangible assets are more valuable. Once the customer information and data damage is caused by neglect and improper handling, the impact on the business is far-reaching.

The report subtitled by Forrester and Akamai is: The road to digital new business road. The report argues that in a digitally connected world, user data drives new experiences, and user data has become a new key asset for the enterprise. Because of the importance of user data, it has also become the main goal of XXX. Today, world-class digital experiences have been permanently bundled with effective security to form new user trust and loyalty bases, which is the key to future business success. For the digital transformation of enterprises and the digital business of the future, it is necessary to find a balance between the digital experience, digital security and business innovation, which is the new way of digital commerce.

In the second half of 2017, Forrester surveyed companies in the United States, Canada, the UK, Germany and Japan, and through 373 online questionnaires, found that companies are more concerned about security on the digital experience. This is because when users trust a brand, they are more willing to share their personal data with the brand, and user data is becoming the driving force of digital business Innovation and the source of digital business revenue. 75% of the companies surveyed believe that the trust of users is crucial to the development of the company in the next two years. Business executives must treat user data as critical assets, while companies with high digital maturity pay more attention to the importance of digital experience and data security in their strategic position in the enterprise. Companies with high digital maturity can often achieve two-digit growth, far exceeding their competitors.

Li Sheng Introduction, Forrester's research on the enterprise digital maturity has also been assessed, evaluation from five large categories, more than 30 specific indicators. These five classifications are: (1) security measures, (2) common and common it technologies, (3) acceptance and adoption of various technologies of the "Cloud", (4) digital experience, and (5) some commonly used strategies. As a result, most of the executives surveyed felt that they were doing poorly in the long-term strategy and digital experience, or less confident, and more confident about the current security measures.

The confusion of business managers comes from the knowledge that the leakage of customer data can have a negative impact, but there is no confidence to avoid such problems altogether. Because there are so many technology choices now, it is not clear to enterprise CIOs what to do to ensure that data leaks are foolproof and that customer data is secure. Second, in terms of a secure user experience, the CIO of the enterprise lacks sufficient confidence, including a grasp of the user experience and a lack of tools to make judgments.

Li Sheng Introduction, the higher the degree of digitalization of enterprises, the faster development, one of the key issues to solve is "0 Trust network", which is a recent hot concept. The so-called "0 Trust Network", simple understanding, is now the enterprise's intranet and external network boundaries increasingly blurred, especially in the enterprise digital transformation, the middle of the internal and external network has disappeared, in many cases there is no so-called "enterprise intranet" concept. So for the enterprise, should be from "0 Trust" began to design the security margin of the enterprise, as a prerequisite to find the digital experience, data security and business innovation balance point.

Finding the balance of traditional Chinese wisdom

(for Akamai 0 Trusted Network Reference Architecture diagram)

Today's enterprise applications and data are both "live" in the Cloud and "live" in the enterprise data center, while the effective users and devices in the enterprise LAN network, staff's home and any internet connection, the original enterprise security model no longer applicable, the enterprise has been from "trust but to verify" to "from mistrust, forever verification" The way.

Andrew Terranova, an Akamai solution engineer, explains the design of the "0 Trust network" architecture with Chinese traditional yin-yang gossip: The yin-yang gossip in ancient China was divided into two parts of yin and yang, but these two parts were two parts of a whole, not two separate parts. For enterprises, user access and protection of applications and data security is just a whole two parts. On the one hand, enterprises should try to allow employees and users to access any enterprise resources that want to access, on the one hand, but also to ensure that the 0 Trust access security under the premise. What is the business going to do?

In fact, the principle is very simple, because the Internet is extensive and uncontrolled, then 0 of the trust of the network "Yang" represents the open access to the enterprise applications and services, and "Yin" represents the domain name, IP and traffic that are not allowed to access, such as violating the access policy, malicious software, phishing software. In other words, the enterprise's application and service become the line of defense of external users, rather than giving users all access to the resources throughout the enterprise, so as to ensure the balance between security and user experience, in turn, the enterprise insiders want to access the Internet, then active defense, to avoid unnecessary loss.

In the spring 2018 release of Akamai, enterprise application access (Enterprise application access, EAA) services help Enterprises ' it and security teams transform to a "0 trust" security architecture while simplifying the process of secure access and reducing security XX Possible range of X. EAA can be said that the enterprise application of remote access technology subversion, compared to traditional XXX, RDP and proxy, etc., EAA is a data path protection, identity access, application security and visual management in one cloud services, users can only access authorized specific enterprise applications and services. More importantly, the EAA can be deployed in any network environment in just a few minutes via the unified portal, dramatically reducing the cost of traditional approaches.

and EAA technology came from Akamai's October 2016 acquisition of enterprise security access cloud Services Solution Company Soha Systems,soha Systems was selected as the 2016 Gartner Cloud and emerging technology in the security field of technology cool supplier (cool Vendor). Li Sheng stressed: Akamai provides "EAA" way, enterprises do not need to use XXX, and do not need to do any port open on the original firewall, but through a gateway to access, so that external users can access the internal application through the extranet, but the security of the enterprise is not affected by any damage. On the one hand can help enterprises to prevent information leakage, on the other hand, so that the enterprise intranet application, can be more secure, more flexible way to publish to the Internet, not through the traditional xxx way.

In fact, since its inception in 1998, Akamai has been addressing the major challenges facing the contemporary Internet. At the time of its founding, Akamai was responding to the challenge presented by Web founder Tim Berners-lee at MIT at the beginning of 1995, when the father of the network predicted that Internet users were about to suffer from network congestion and therefore challenged MIT to Please invent a better new way to deliver Internet content. The founder of Akamai, professor of applied Mathematics at MIT, Tom Leighton, from applying mathematics and algorithms to finding solutions to network congestion, co-founder of Akamai, Danny Lewin, with Leighton, Developed a mathematical algorithm capable of intelligently transmitting and replicating content on a large distributed server network, which is the origin of the CDN service widely used by internet companies and cloud service providers today.

Today's Akamai has evolved from addressing Internet congestion to addressing emerging cloud service delivery and access issues. As the world's largest cloud delivery platform, Akamai deploys more than 200,000 servers in more than 130 countries around the world to help companies find a new balance of digital experience, digital security and business innovation around the world. To this end, Akamai has also developed a number of new tools. In addition to EAA, Akamai's new digital performance management platform, Mpulse, not only monitors the performance and optimization of front-end app pages in real time, but also analyzes the impact on business and revenue, and Akamai even provides a/B testing service, Allows users to test the impact of different design pages on user traffic and business revenue.

In the spring 2018 release, in addition to the 0 trust architecture, there are five product lines for network and mobile performance, cloud security, DevOps and OTT experience, and the core is to provide the enterprise with a package of digital experience and security "best practices". For example, with the new OTT experience, Akamai's ability to further increase resolution and bitrate, while significantly reducing latency, is almost as effective as a traditional broadcast television network, bringing a different 2018 World Cup experience to consumers around the world.

When it comes to new computing tasks such as AI, Edge computing, and blockchain, Li Sheng emphasizes that Akamai can be seen as an overlay across the internet, with Akamai working with more than 1000 basic operators worldwide, and even deploying Akamai's servers directly in the operator's room. This gives Akamai the unique advantage of a global computing platform. For example, with more than 140 operators in India, Akamai has established partnerships with these operators, and it is clearly well suited to deploy emerging computing tasks for the Indian market.

With the global entry of the smart phone era, the internet dividend basically disappeared, the deep excavation of digital consumption experience has become a new opportunity for enterprises, but also the establishment of long-term competitiveness and barriers to the new strategy. In the process, traditional CDN vendors such as Akamai have also begun to transform their cloud delivery and access platforms into an innovative partner for the digital transformation of the enterprise. and Akamai's "0 Trust Network" Technology solutions tell us that in the new technology era to seek the balance of experience, security, innovation and cost, but can be too much in pursuit of one of them, as the golden Mean said: "In the middle, the world is also big." And also, the world's Da Tao also. "(Wen/Ningchuang)

(Attached: Forrester Report original: https://www.akamai.com/cn/zh/solutions/digital-maturity-and-security.jsp)

Post-Smartphone era, the Internet dividend disappears, where is the next opportunity?