SAP DIGITAL CONSUMER INSIGHT: Customer Stories and Sample Use Cases

When businesses unlock the power of consumer mobile data, great things can happen. Find out more by reading some of the recent Customer Stories and Sample Use Cases...

sap

Mental Simulations And Cloud Computing: Faulty Reasoning Meet The Coming Reality

Mental Simulations And Cloud Computing: Faulty Reasoning Meet The Coming Reality

My journey to purchasing a MacBook Air and adopting the cloud for all my data storage needs was fraught with many naysayers. What amazed me most was the salesman who challenged my commitment.

When faced with the idea of selling me something without a traditional hard drive no less than four salesmen attempted to talk me out of it. When pressed for reason all they could tell me was that the MacBook Pro was better because it contained a hard drive and a DVD slot for about the same price. When I explained that I was a writer and wanted the lightweight and faster processing capabilities an interesting social transaction took place that demonstrated the mismatch between my mental simulations and the salesman’s reasoning. Similar disconnects are happening every day as decisions are made about utilizing cloud computing.

These salesmen simply did not believe I wanted to store data on the cloud and forgo storage on a hard drive. They attempted to appeal to my sense of reason using a decision-making theory called economic utility. They’re thinking was that surely the Pro made more sense than the Air because it offered a better value that I could see, feel, and touch. Never mind that I didn’t want a heavier machine with a fan and a hard drive but a more nimble notebook and cloud storage. I was framing my decision around what I valued subjectively also known as a mental simulation. I’m imagining the quick start-up and thin design alongside the loss of data I had already experienced with traditional storage.

Mental Simulation Trumps Utility Theory

The four salesmen I dealt with were applying a version of the utility theory that tried to appeal to my rational need to get more for the same money. For them and MacBook Pro buyers it is easier to imagine data they can drag around in a metal box. My imagination was more geared to less hassle and adjusting to remote storage to meet that goal.

Neuroscientist Antonio Damasio, echoed a theme that has become prevalent over the last decade when he said, “humans are not either thinking machines or feeling machines but rather feeling machines that think.” (http://phys.org/news/2010-11-antonio-damasio-probes-mind.html) For the cloud-computing enthusiast, this means that clients need help re-imagining their future alongside cloud computing applications.

Whenever I’m around people with a MacBook Pro I ask them why they didn’t choose the air. They get an uncomfortable look on their face and tell me that they just couldn’t imagine not having a hard drive or a slot to slip in a movie or download a program. So like many companies that put off cloud computing services, fear inhabits the mind rather than efficiency.

Potential cloud adopter’s mental simulations must be understood and addressed whether they are rationalizing or responding subjectively. As they imagine their future in the cloud, help them make sure that future is realistically assessed.

By Don Cleveland

About don

Although relatively new to technology writing Don Cleveland has been writing and working in the fields of business and psychology over the last 25 years. After earning his B.A. in psychology at the University of South Florida he has returned to finish an M.A. in counseling. His passions are shining psychology’s empirical light on the world of computing and work through research and writing.

Network Function Virtualization (NFV) Technology to Help Enable Service Providers to Manage More Than One Million Devices in Their Networks BARCELONA, MOBILE WORLD CONGRESS – March 1, 2017— With more than 10 billion devices and connections projected by 2020, according to Cisco’s Mobile Visual Networking  Forecast  (2016-2021), service providers will need the scalability and performance to manage the high growth ...
Read More
Achieves Certification to Further Mitigate Risk in Third Party Privacy, Security and Compliance for New and Existing Healthcare Customers SAN ANTONIO – March 1, 2017 – Rackspace® today announced that it has earned Certified status for information security by the Health Information Trust (HITRUST) Alliance for its dedicated environment. With the HITRUST CSFCertified status, the Rackspace Dedicated environment now meets ...
Read More
Amazon’s S3 web-based storage service is experiencing widespread issues, leading to service that’s either partially or fully broken on websites, apps and devices upon which it relies. The AWS offering provides hosting for images for a lot of sites, and also hosts entire websites, and app backends including Nest. The S3 outage is due to “high error rates with S3 ...
Read More
Honda Launches Connected Car Services BARCELONA, Spain (Mobile World Congress) – Honda is leveraging IoT solutions from Cisco Jasper® and Bright Box to deliver the MyHonda Connected Car platform, which provides a suite of powerful services that enhances the driving experience. MyHonda utilizes telematics solutions from Bright Box, powered by the Cisco® Jasper Control Center automated IoT connectivity management platform, ...
Read More
Cisco Jasper Completes NB-IoT Trials BARCELONA, Spain (Mobile World Congress) – In response to demand from an increasing number of companies looking for low cost, low power Internet of Things (IoT) devices to help optimize their businesses and deliver new services, Cisco today announced that Cisco Jasper® has completed live trials of NB-IoT on its Control Center connectivity management platform, ...
Read More

Your Biggest Data Security Threat Could Be….

Paying Attention To Data Security Your biggest data security threat could be sitting next to you… Data security is a big concern for businesses. The repercussions of a data security breach ranges from embarrassment, to costly lawsuits and clean-up jobs - particularly when confidential client ...
Read More