Frank Malcolm - Code Halos: How the Digital Lives of People, Things, and Organizations are Changing the Rules of Business

A Playbook for Managers

Malcolm Frank

Paul Roehrig

Benjamin Pring

Cover design: webfire.co.uk | London, U.K.

Cover image: Guido Mieth | Flickr | Getty Images

Copyright 2014 by Cognizant Technology Solutions U.S. Corporation. All rights reserved.

Published by John Wiley & Sons, Inc., Hoboken, New Jersey.

Published simultaneously in Canada.

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ISBN: 978-1-118-86207-0 (cloth)

ISBN: 978-1-118-89170-4 (ebk)

ISBN: 978-1-118-89166-7 (ebk)

All company names, trade names, trademarks, trade dress, designs/logos, copyrights, images and products referenced in this book are the property of their respective owners. No company referenced in this book sponsored this book or the contents thereof.

Code Halo is a trademark of Cognizant Technology Solutions U.S. Corporation.

1. Angry Birds is a trademark of Rovio Entertainment Ltd.
2. MagicBand and MyMagic+are trademarks of Disney, Inc.
3. Nike+ FuelBand is a trademark of Nike, Inc.
4. Betterizer and Kindle are trademarks of Amazon.com, Inc.
5. Swiffer Duster and Pulsonic Toothbrush are trademarks of Procter & Gamble, Inc.
6. Nest Learning Thermostat is a trademark of Nest Labs.
7. Drivewise is a trademark of Allstate Insurance Company.
8. E-ZPass is a registered trademark of the Ports Authority of New York and New Jersey.
9. Snapshot is a registered trademark of Progressive Casualty Insurance Company.
10. Brilliant Machines is a trademark of General Electric Company.
11. NFL is a registered trademark of the National Football League.
12. Coke is a registered trademark of the Coca-Cola Company.
13. Pepsi is a registered trademark of PepsiCo, Inc.
14. iTunes, iPhone, FaceTime, and iPad are registered trademarks of Apple, Inc.
15. Android, Glass, and PageRankare trademarks of Google, Inc.
16. Zune and Xbox are registered trademarks of Microsoft, Inc.
17. Formula 1 is a trademark of the Formula One Group.
18. Wikipedia is a registered trademark of the Wikimedia Foundation, Inc.
19. Cinematch is a trademark of Netflix, Inc.
20. Nook is a trademark of Barnes & Noble, Inc.

In our work leading Cognizants Center for the Future of Work, our goal is to help our clients understand and leverage new technologies that will improve their businesses. In doing so, we collaborate extensively with a wide range of business and technology leaders, academics, and industry thought leaders. In particular, wed like to thank our clients. There are too many to list here, but we are continually challenged and inspired by their insight and drive to create more successful businesses. Leading academics have also helped shape our ideas. In particular wed like to thank Andy McAfee of MIT, Jonathan Zittrain of Harvard, Ramayya Krishnan from CMU, and Soumitra Dutta from Cornell. We are profoundly grateful for guidance from many business and technology thought leaders. Geoffrey Moore, Thornton May, Juan Enriquez, Bruce Rogow, Vinnie Mirchandani, Tom Davenport, DJ Patil, and Don Tapscott have all helped us strengthen our ideas.

Richard Narramore, Tiffany Colon, Christine Moore, and Peter Knox from Wiley have helped us develop our ideas into this book. Mark Baven, Mary Brandel, and Diana Fitter worked tirelessly to improve and tighten the manuscript. Wed also like to thank Gareth Evans, Matt Gould, Sam Hughes, and the team at Webfire for helping make the book (and the accompanying app) beautiful. Mara Stefan and Emerge PR have helped us connect our ideas to the wider market.

Francisco DSouza, CEO of Cognizant, has been instrumental in supporting our research and work with customers around Code Halo ideas. Rajendra Mittal, Alan Alper, Euan Davis, Meenu Sharma, Lee Saber, and Zacharyah Abend have all made tremendous contributions to this book. This book is also extensively informed by the many Cognizant associates who are on the front lines of helping hundreds of companies around the world on a daily basis.

Finally, we would like to thank our families for their love, support, and patience during the process of writing this book. Our day jobs of consulting to, and working with, some of the worlds most important companies come with their own significant demands of time and travel. With the incremental demands of writing a book, the three of us feel remarkably fortunate for the inspiration and encouragement our families provided. We will always feel both thankful and blessed.

Malcolm Frank, Paul Roehrig, Ben Pring

New York, Washington DC, Boston

April 2014

You probably have a few questions as you check out the title and dive into this book: What is it really about? Is it any good? Is it relevant to me? Will it help me succeed? Who else is reading it? Who are these three authors, and why should I take them seriously?

In the past, you would have had to do some due diligence in order to answer those questions: read some reviews, leaf through the book, and also talk to your friends and colleagues to discover their views: What did you think of the book? Has it helped you? Do you think I should invest my time in reading it?

Traditionally, thats what you would have had to do. But what if you could answer those questions in less than a minute? Better yet, what if you could get the answers