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1. Are you aware that Cloud Technology can be used to drive collaboration effectively? It is a fact that retailers and manufacturers have always tried to find innovative ways to share data collaborate with business partners as well as consumers. The mushrooming of digital platforms in a highly technological world that we live in has, however, led to a rise in the use of innovative data-sharing tools. With technology developing on a daily basis more business leaders are looking to cloud to be the next innovative solution that helps drive collaboration. Here is then illustrating a few facts explaining how cloud technology can be used to help companies/organizations to effectively drive collaboration. 1.Cloud Technology and the driving of Consumer Collaboration: Traditionally, companies/organizations/brands have always found ways gauge consumer sentiment typically by using focus groups and survey. Moreover, the availability of Cloud technology means that nowadays there is a great opportunity for a business leader to take consumer engagement to the next level. Especially given the simplicity, low cost, and the unique ability of the technology to scale the length and breadth of consumer engagement. In terms of product development, cloud technology also provides the consumer with the means to have a say in ideation, packaging options, as well as in the pricing of products. Furthermore, both manufacturers and retailers because of cloud can engage with consumers directly via online forums, social media sites, and even emails to gauge reactions to products and solicit new ideas. More importantly, the emergency of the cloud has helped marketing departments to create entire campaigns around content submitted by consumers online. For example, Frito-Lay in an attempt to manufacture new 'locally tailored' potato chips used social media to acquire innovate flavour ideas. It, in fact, they through the use of a Facebook

2. app solicited customer suggestions and registered preferences on submitted flavours through an 'I'd Eat That' button. The best flavour idea winner was richly awarded 1 million dollars. This innovative social media campaign is what enabled Frito-Lay to identify some exciting new flavours such as spicy crabs in Thailand and pickled cucumber in Serbia. In addition, apart from discovering new chips recipes the brand also simultaneously managed to increase engagement with its consumers in a big way that too on a global level. Quirky, an internet-based company also makes use of the cloud to collaborate with consumers to select, design, and manufacture new products. They do it by inviting their customers to vote for the best new product ideas that have been submitted by its global user community. It is from those ideas, then that product designers within in the company pick one or two ideas, with the intention to develop, manufacture, and eventually brought into the market to be sold by major retailers. Quirky clearly then clearly illustrating to the rest of the world that the true power of Cloud technology lies in driving not only consumer engagement, but also helps business organizations connect effectively with partners. 2.The use of Cloud Technology and its effect on internal collaboration: The sudden rise of Cloud technology which has only been beneficial and has also enabled manufacturers and retailers to increasingly use it to collaborate successfully internally across functional, organizational, and geographic boundaries. The main objective of these early adopters of this cloud-based collaborations is to seek efficiency in process and increased workforce productivity. Many consumer goods companies are in fact in the nascent stages of adapting to enterprise social media capabilities. As a result, they have just begun making use and deploying social media platforms similar to Facebook and Twitter that are accessible through a web browser and designed to stimulate internal collaboration, file sharing, and knowledge management. This would include using social media tools to enable 'communities of practice' in order to help business users to connect with peers who can help them with answers to questions related to the system, thereby avoid calls, queues, and costs associated with IT help desks. Social media tools are also being used to conduct company-wide events, and brainstorming sessions to develop new products or company value statements. Apart from social media, many companies are also leveraging cloud-based solutions on a large scale mainly to monitor operational performances, specifically in vertically integrated and geographically distributed organizations. For example, the biggest South American retailer Grupo Pao De Acucar uses a cloud solution tool to measure the impact that carbon has on its retail and supply chain operations. The digital platform used helps record end-to-end greenhouse emissions across 1,832 store network. This solution helps the company not only reduce the environmental impact of operations, but also dramatically simplifies its traditional complicated regulatory process, and thereby ensures

3. elimination of the need for an external service provider. What's more, it was discovered that this cloud-enabled solution required minimal infrastructure investment, which could be deployed rapidly and easily by non-technical employees. 3.The 'Value Chain Collaboration' connection and Cloud Technology: The increased use of Cloud technology only means that expanded collaboration and data sharing among value chain partners is only going to increase. Even though it must be noted that cloud technology solutions and its adoption is currently in the stage of infancy, and therefore still evolving. However, many business leaders have still expressed the belief that the use of cloud-based process collaboration and data sharing among partners could prove to be very beneficial in the long run. Another major benefit of using cloud technology is that when used it can enable companies to understand better the true drivers of performance, and also help them become ultra-responsive to changes in consumer needs and behaviour. In addition, they also help organizations manage costs better and drive productivity and sales. Apparently, a major consumer goods company and its strategic partners recently conducted a test of a new and unique neutral cloud-based platform called 'C-SUITE'. It was then discovered that C-Suite enabled companies to share performance data in a secure and neutral environment, and allowed them to understand the full picture of performance across the value chain. It also allowed the fusing of internal information such as volume, marketing spent, and quality data from each company with external information such as market share, GDP, and brand health measure on a common platform. This, in turn, it has been observed helped companies acquire better, faster, low-cost insights into holistic business performances. For more details connect with Shant Kumar,Digital strategist and Out of Box Thinker shanthnigade@gmail.com LinkedIn Connect - https://www.linkedin.com/in/shanth-kumar