Global CIO: Can Tibco Deliver The 2-Second Advantage?Global CIO: Can Tibco Deliver The 2-Second Advantage?

"You're at a store somewhere and you swipe your credit card and that's a transaction—but in the future, it'll be a part of this event world, and that event means, 'What else could you be buying, or seeing?'," Ranadive' said. "And it opens up a whole new world of opportunities.

"We have a bank in Asia who tried the old outbound marketing approach, and they would try to go from a 0.7% to a 1.0% return—and really spending hundreds of millions of dollars to get that little bit of advantage. And what we did is we turned that problem on its head and said instead of outbound marketing, how about inbound marketing?

"When you swipe your credit card it's a transaction, but also make it into an event. Bob is in Singapore on Orchard Street and he just went to a store and bought something, and his wife's birthday is coming up and she likes Gucci, and Gucci's next door: make him an offer before he gets into the taxi to head to the airport. That allowed this bank to increase its top line in the very first month by almost 20%."

It's certainly a compelling vision, and this week at Tibco's global customer conference, I spoke with more than a dozen CIOs from various industries around the world who said the "2-second advantage" is proving to be more than a vision for their organizations. Ranadive' said that in the emerging world of what he calls Enterprise 3.0—where event-driven architecture pushes relevant and vital information—that way of doing business will become the norm.

"What the 2-second advantage is about is that it turns out that if you have just a little bit of the right information just a little bit beforehand—it can be two seconds or two minutes or even a couple of hours—that turns out to be more valuable—a lot more valuable—than all the information in the world six months after."

RECOMMENDED READING: Global CIO: Calling Oracle And IBM Outdated, Tibco Launches Enterprise 3.0 Global CIO: Indiana Tells IBM: Drop Dead Global CIO: Apple's iPad, Electric Cars, And Runaway CEOs Global CIO: Hewlett-Packard Attacks Innovation Gridlock That's Killing CIOs Global CIO: The Top 10 CIO Issues For 2010 Bob Evans is senior VP and director of information's Global CIO unit.

To find out more about Bob Evans, please visit his page.

For more Global CIO perspectives, check out Global CIO,
or write to Bob at [email protected].