Cognizant's 'Code Halos'

For the past two years, Malcolm Frank, Chief Strategy Officer and Chief Marketing Officer of Cognizant, has largely stepped away from the firm’s day-to-day operations to conduct research into how CEOs, CFOs and CIOs can and should adapt business practices to leverage the information that surrounds every person, device, process and organization.

| June 06, 2014


Malcolm FrankFor the past two years, Malcolm Frank, Chief Strategy Officer and Chief Marketing Officer of Cognizant, has largely stepped away from the firm's day-to-day operations to conduct research into how CEOs, CFOs and CIOs can and should adapt business practices to leverage the information that surrounds every person, device, process and organization. The result? What he and Cognizant call 'Code Halos', the fields of information that surround people and products they purchase. In April Frank co-authored the book, Code Halos: How the Digital Lives of People, Things, and Organizations are Changing the Rules of Business. Frank sat down with Consulting to discuss Code Halos and their inevitable impact on nearly every business now and in the future.

Consulting: Let's go back a few years. How did this all come about?
Frank:
This started out of our Center for the Future of Work. About four years ago, we launched a technology transition around SMAC—social, mobile, analytics and cloud—and we thought this will fundamentally transform the future of work. How firms are organized, how they interact with their customers, how they generate value… A lot of firms are going to go through a real fundamental shift. We stared doing research around this and started asking some questions: Why did Company A win and Company B lose?

How did Myspace screw that up? How did Yahoo let Google through? Blockbuster seemed to have everything; how did they lose to these guys who were just sending DVDs through the mail? It became very clear to us that there was this concept of the Code Halo, there is the physical you and then there is the virtual you. And companies that not only recognized the virtual you, but also knew how to interact with it in a meaningful way were the clear winners.

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