CURRICULUM VITAE GERARD JERRY POWER

Transcription

1 Gerard ( Jerry ) Power jerry.power@marshall.usc.edu CURRICULUM VITAE GERARD JERRY POWER EXPERIENCE Created new programs/projects to increase focus on international trends, Internet of Things (IOT), Big-Data, 5G, Tech-Driven Productivity, Smart-Cities, and more. This includes the launch of a multi-partner consortium that will create an opensource IOT data marketplace which enables independent IOT device owners to function as a cohesive data community. This consortium is intended to stimulate IOT adoption, reduce system costs, support a complex and scaleable test bed and evaluation facility. Built collaborative teams from disparate backgrounds and managed their efforts to successfully attack complex problems. A steadfast focus on results that 1) exceed expectations, and 2) push the knowledge envelope has served to ensure high quality team output. Utilized qualitative tools such as expert interviews, focus groups, ethnographies, and diaries to understand problems and then implement statistically significant quantitative survey techniques to drive innovative market research. Educated diverse groups including salespeople, customers, analyst/press, and the industry at large on evolving market behaviors. Used presentation opportunities to make complicated issues easy to understand using case-studies, story-telling, scenarios, and other presentation techniques. Employed strategic thinking to consider the impact of new technology on direct and indirect markets. Indirect effects are often overlooked and often require creative testing of the assumptions that underlie most hypotheses. Solved fundamental problems by taking a structured and rigorous approach to root-cause issues. Problem statements are decomposed into component issues and each component is abstracted and then solved independently with an appropriate technique. The results are then assembled and considered in context to solve the original issue. Expanded marketing outreach programs to increase awareness of program activities. Used webinars, video (long and short form), external and internal speaking events, white papers, intranet/internet distribution, push campaigns, and direct interaction to increase program demand/interest. GERARD JERRY POWER CURRICULUM VITAE Page 1

2 Researched and developed new business models to evaluate potential new services, their impact to overall revenue sources, their implications to existing cost structures, and ecosystem impacts to the larger market framework. CAREER MILESTONES UNIVERSITY OF SOUTHERN CALIFORNIA - LOS ANGELES CA 2014-present Consistently ranked among the nation's premier schools, USC Marshall is internationally recognized for its emphasis on entrepreneurship and innovation, social responsibility and pathbreaking research. Located in the heart of Los Angeles, one of the world's leading business centers, CTM is a USC Center of Excellence that is devoted to research and education to help the networked digital industry and its customers grow and prosper. CTM's focus on technology as an enabler of economic progress rather than a goal onto itself makes it a unique resource. This focus, combined with a drive to satisfy disruptive market needs, has been the Center's central theme since its founding in Executive Director of Institute for Communications Technology Management Assistant Professor of Clinical Marketing Oversee the Institute for Communications Technology Management (CTM) within USC s Marshall School of Business. CTM is a consortium funded research group that looks at technology s ability to impact business/economic issues. It examines trends associated with networking, entertainment, consumer demand, and business services The CTM consortium includes companies such as AT&T, CenturyLink, Children s Hospital, The City of Los Angeles, Cisco, Deloitte and Touche, Disney, Fox, National Governor s Association, PwC, TDS, Telus, Verizon, and Warner Brothers. Notable projects include the following: IOT Adoption: The concept of IOT redefines our understanding of networking as increasingly intelligent devices gain access to the network. IOT efforts have focused on understanding issues that impact adoption rate of IOT in key industries. This model of IOT market behaviors allows modeling of IOT traffic volumes and network performance. Digital Home; A survey of more than households in the US and Canada to examine how people use technology in their home, what motivates their behavior, and a baseline of consumer expectations. Mobile Life: A survey of more that consumers in the US and Canada to examine what technologies people avail them of when they are away from home and in different alternative locations. This effort includes a longitudinal study that follows targeted families as their needs evolve over time. International Life: This survey looks at mobile consumption outside the US/Canada. Future of Media: This project characterizes and predict the impact to media consumption as new entrants and new technologies are injected to the system. Focal areas have considered the impact of new business models, changes to advertising funding models, and more. GERARD JERRY POWER CURRICULUM VITAE Page 2

3 Business-Technology. This projects examined business adoption of technology and seeks to understand the business cultural/process issues that work together to limit the return on technology investments in a business environment. Technology benefits can be maximized if the corporate culture has been shaped for positive reception and this study seeks to provide those rules-of engagement that drive productivity and bottom line business benefit. Other Notable activities: Student/Faculty Activation: Corporations can benefit from student efforts and students can lean by being exposed to real-world corporate exercises. Activities have included student run primary research exercises to examine cord-cutting and mobile advertising receptiveness among millennials. Students have also been exposed to studio revenue data in an effort to create revenue forecast models that outperformed commercial systems. IOT ecosystem development: IOT deployments are normally pursued as serialized application specific deployments which misses the potential to derive opex/capex cost savings through the use of platform concepts. Formed a USC interdisciplinary team to develop an open source Intelligent IOT Integrator (I 3 ) that is capable of supporting an increasing complex matrix of IOT devices and applications. Focus has been on creating a system that supports fine grained support of privacy, security, trust, incentives, and curation business concepts in an open and distributable platform. Created a multistakeholder consortium to realize a vision that has the potential to reshape siloed IOT ecosystem thinking. ALCATEL-LUCENT - PLANO, TX With annual revenues of $19B, Alcatel-Lucent was a trusted supplier to service providers, enterprises, strategic industries, and governments around the world. Through dedication to process, efficiency, and proactive behavior, revenues in the Americas grew by more than 16% CAGR. Vice President of Global Strategic Marketing Vice President of Americas Strategic Marketing Oversaw a global organization of 40 strategic marketing professionals that forecast technology trends, considered economics, competition, and need driven application of technology to serve customer needs. Changed Primary Research practice from a sales support program to a visionary strategic program that provides a foundation for driving customer interaction. Research concepts were published in The Shift: The Evolving Market, Players, and Business Models in a 2.0 World and Identity Shift: Where Identity Meets Technology in the Networked-community Age. Co-author of the 2012 Wiley book Transforming Business: Big Data, Mobility, and Globalization which presented statistically significant market research to show that the most successful companies make extensive use of technology to differentiate themselves from the competition. While there are less successful companies that also attempt to use advanced technologies, the factors that determine whether a company is more or less successful is rooted in their corporate culture. In effect, technology acts as a magnifying glass, allowing companies with a good culture to become great and illuminates that those companies with problematic cultures will struggle to attain a higher return regardless of their technology investment. GERARD JERRY POWER CURRICULUM VITAE Page 3

4 Established Americas Strategic Marketing team as an Alcatel-Lucent best practice within the company. Alcatel-Lucent Senior Director of Americas Marketing Developed Strategic Planning Process that permitted a shifted strategy from an ad-hoc exercise to a data/method based process that served Management, Sales, and Product Line groups. This process drives deliverables that forms the basis for scenario planning exercises conducted with Sales. Spearheaded strategic marketing initiatives to enter North American Wireless Carrier space. Efforts resulted in a dedicated North American Mobile Sales team and Regional Support Center. Group revenues began at $10M (pre-lucent merger) and those efforts allowed the group to grow into what is now a $3B business. Established a continuous improvement process for marketing. This process led to the development of a CALA (Caribbean and Latin America) Sales Program that preceded entry into the CALA LTE market. Director of Strategic Planning Developed complex wire line and wireless market models utilized to forecast market spend to target marketing on high ROI targets. Results were used by Sales to focus sales strategy to high ROI opportunities and to educate customers on new opportunities. Actively participated in various standards bodies. Elected Chairman of Mobile Digital TV Alliance Marketing Committee. Presented mobile video concepts to customers educating them on emerging market trends. Worked to establish internal ISO 9001 practice and led regional product management efforts to earn standards compliance. Internal and external evangelist for IMS and mobile video solutions. Developed and presented to customers and at public forums an average of 36 times per year to grow thought leadership. Director of Product Management Transformed Network Management product line from a cost center to a self-supporting product group. The preexisting product team operated under a business model that was underwritten by other product groups. Turned the group into a self-supporting unit with more than $10M in sales. Developed product requirements and provided technical marketing services permitting Alcatel to enter the Digital Cross Connect Market. Grew revenues from $0 (a new product) to more than $1B in annual revenues over a 12 year period. MDTVA Marketing Chairman Worked with subcontractors, teams, standards committees, research groups, and affiliates/partners where it was essential to bring groups with differing objectives to a consensus view on specific deliverables. For example, managed a group of competing GERARD JERRY POWER CURRICULUM VITAE Page 4

5 companies as chairman of MDTVA (Mobile Digital TV Alliance) marketing committee in order to develop a common view of market requirements and an industry accepted view of market demand. SIEMENS - HAUPPAUGE, NY Product Manager Established the North American Siemens business group by identifying European technology of value in American markets, creating local interest, and driving domestic requirements through the global corporate development process. EDUCATION Master of Science (Computer Science), The Pennsylvania State University, November 1980 Bachelor of Science (Computer Science), The Pennsylvania State University, March 1979 AWARDS AND OTHER ACTIVITIES Author Transforming Business: Big Data, Mobility, and Globalization (ISBN , John Wiley & Sons, 2013) Winner 2013 DFW American Marketing Association Marketer of the Year (overall winner in all categories) recognition for research and authorship of Transforming Business Winner 2013 DFW American Marketing Association Market Researcher of the Year Winner 2013 Alcatel-Lucent s Presidents Club Winner 2012 DFW American Marketing Association Market Researcher of the year for Identity Shift University of Southern California, Acting Board Member, Institute for Communications Technology Management Frequent speaker in front of customers and at trade associations. In 2012 alone, Jerry made 26 external (outside Alcatel-Lucent) presentations to educate customers, industry forums, and business associations on changing market conditions. Established Cub Scout Pack 86. Cubmaster Marketing Chairman Mobile Digital TV Alliance RECENT BOOKS, PROJECTS, and RESEARCH Time Morphing: A Survival Menu in the Age of Digital Transformations. Co-Author of an upcoming book (expected 2018 release) focused on driving changes to the corporate culture that are needed to unleash the productivity potential enabled by deployment of new digital technologies. Too many companies deploy a new technology and hope cultural change will occur; this book provides guidance for companies that look at technology as a GERARD JERRY POWER CURRICULUM VITAE Page 5

6 culture change enabler and provides guidance on driving changes that benefit the bottom line. Broadband Services Evolution. Investigated the changing buying behaviors that drive consumer adoption of broadband services. Acted as key architect and team leader. Efforts cover potential for new business models and promotional packaging to disrupt established supplier market positions, satisfaction with existing services, increased level of mobility demanded by consumers, and the increased complexity of the home networking environment. Transforming Business: Big Data, Mobility, and Globalization. Key architect, researcher, and co-author of the book Transforming Business: Big Data, Mobility, and Globalization (ISBN , John Wiley & Sons, 2013.) An extensive examination of corporate use of technology (e.g. big data, cloud, BYOD, mobility), trends in deployment of technology, as well as the technology impact on culture and the resulting influence on the company's ability to derive benefit from these investments. As a result of the research and authorship of the book, Jerry was recognized by the DFW American Marketing Association as the 2013 Marketer of the Year. Identity Shift; where Identity Meets Technology in the Networked-Community Age. Key architect, researcher. The Identity Shift investigated how the view of self changes as people adopt a 24/7 online lifestyle. The ethnographic based research discovered the behavior changes that affect our actions in a Networked Age. Acted as key architect of the research which was documented in a book published by Wiley in 2011 entitled Identity Shift: Where Identity Meets Technology in the Networked-community Age. (ISBN , John Wiley & Sons, 2012) Next Generation Cloud. Investigated the characteristics of cloud-based applications and unmet market needs. Acted as key architect and team leader. Discovered that while cloud technology is seeing rapid adoption, a 75% of the total potential market cannot be addressed by current cloud solutions; specific feature improvements are still needed. The Shift: The Evolving Market, Players, and Business Models in a 2.0 World. Key architect, researcher. Quantified the values and needs of the participants in a complicated network application ecosystem where the success of each ecosystem participant was strongly influenced by the actions of the other participants. Acted as key architect for the study which was documented in the book The Shift: The Evolving Market, Players, and Business Models in a 2.0 World published by Alcatel-Lucent in This research described how a new class of software applications can freely utilize the intelligence inherent in the network to evolve to become a $100B market. SELECTED SPEAKING ENGAGEMENTS (last 9 months) Dec 13, Presented at UCSD 2017 DataWest Conference. Nov 16, Presented at I3 Consortium Launch. Nov 9, Presented at CTM Advanced Management Program GERARD JERRY POWER CURRICULUM VITAE Page 6

7 Nov 4, Presented at Azusa University Big Data Conference. Nov 3, Presented at USC Transforming Healthcare Conference Oct 30, Presented to Australian Smart Cities Delegation. Oct 13, Annenberg Workshop on IOT Impact to Emergency Services Aug 28, Verizon-USC IOT Workshop Aug 5, Presented at Big Data Conference Aug 4, Presented/Led CTM Board Meeting Aug 1, Presented to National Governor s Association Management July 15, Presented at NGA Annual Governor s Conference July 7, Presented to Singapore Smart Cities Delegation June 13, Presented at Honeywell Users Conference May 22, MetroLabs SmartCities Workshop May 17, Presented at Marshall Partners Seminar GERARD JERRY POWER CURRICULUM VITAE Page 7