How Can Brands Evolve in Post-pandemic Era amid Changing Consumer Behavior Patterns - Build What's Next
Blog

How Can Brands Evolve in Post-pandemic Era amid Changing Consumer Behavior Patterns

3662

Of your peers have already read this article.

1:30 Minutes

The most insightful time you'll spend today!

A digital wave swept the retail and consumer goods industry by the virtue of the pandemic in 2020. Brands that managed to embrace this reality to make their online operations sustainable and agile have takeaways on disruption amid changes.

2020 saw an unprecedented change in consumer behaviour around the world, with shoppers finding new ways of discovering, evaluating and buying products. This has created fresh expectations for both brands and retailers to drive consumer closeness, embrace the digital moment and transform their operations to be more agile and sustainable. These themes have been top of mind in my conversations with our CPG customers, and set the tone at Google Cloud Summit for Retail and Consumer Goods, which concluded this week. I couldn’t be more proud of our team and thankful for our customers that supported us by participating in our sessions and attending the event.

I joined Google Cloud in January 2021 after a long career in the CPG industry, and as I shared in my CPG keynote at the summit, I am thrilled to be helping bring the power of Google to drive industry innovation in CPG. At Google we call this ‘new normal’ the transformation cloud era, where we’re working with customers who want to not just save money on storage or compute, but to use cloud and digital technologies to drive agility across their business. I also call it the era of ‘consumer switching’, because Covid-19 has accelerated the likelihood of consumers to switch brands or the way they shop. Some of these changes are still happening; over 40% shoppers in a recent Google survey reported that in March 2021 they changed brands or shopped online for something they were previously buying in store.

At Google, we have an amazing team of strategists who have been researching, observing, and analyzing the many facets of consumer behavior over the last few years. In the opening keynote at the Summit Capturing the Hearts and Minds of Today’s Consumers, Google’s Human Truths Team kicked off the Retail & Consumer Goods summit by sharing some of their consumer insights, including what behavior patterns they think will “stick” as we move into a post-pandemic world.  I think these insights are especially relevant for brands, as they speak to some of our latest findings on the CPG shopper’s mindset.

gcp stats.jpg

Accenture estimates that there could be a 3 trillion dollar shift in value between companies as a result of consumers shifting brands and behaviours. While it is not known who the winners of the shift will be, one thing is certain – those who will be able to leverage data and analytics fastest will benefit the most from these times of rapid change. I shared some of the implications for the CPG industry in my keynote How to grow brands in times of rapid change along with the three key areas in which Google cloud is helping CPG companies drive brand success: 

  1. Unlocking consumer growth with data powered insights 
  2. Transforming go-to-market in the omnichannel ecosystem
  3. Driving connected, efficient, and sustainable operations
google cloud gcp transformation.jpg

Let’s take a quick look at each of them:

Unlocking consumer growth with data-powered insights

The digital marketing ecosystem is transforming for a privacy centric world, and brands are seeing a direct impact in marketing effectiveness. As the CPG industry becomes more consumer-centric and shifts more toward direct-to-consumer (D2C) business models, acquiring and activating consented first-party consumer data presents a clear opportunity to capitalize on new consumer demands. 

As a result, CPGs are turning to consumer data platforms (CDPs) to help them unify, manage, enrich, and secure all of their disparate data from different marketing tools, website analytics, email campaigns, loyalty programs, and more. Google Cloud and our ecosystem of partners can help CPGs build a privacy-centric CDP which brings together all their customer and marketing data into a modern data warehouse, with built-in predictive data visualization tools and models. With a CDP built on Google Cloud, you can integrate data from Google Marketing Platform to drive predictive marketing and media effectiveness. And with pre-built connectors you can also easily integrate non-Google media and data from other enterprise platforms like SAP and Oracle to leverage consumer data for more integrated decision making. Democratize access to data across the organization with our Business Intelligence tool Looker to enable faster decisions in real-time from marketing to supply chain to product innovation.

At the Retail & CPG Summit we shared how retailers and brands can drive consumer closeness in a privacy-centric world  featuring Procter & Gamble’s experience building and activating consumer data in a privacy-safe way to serve consumers better and maximize marketing effectiveness and drive growth across their business. And in a demo, Constellation Brands shared how they’re leveraging real-time data from several commercial sources using Looker to unpack insights and develop action plans.

Transforming go-to-market in the omnichannel ecosystem

Amidst COVID-19 restrictions and rolling lockdowns, ecommerce activity has surged past a point of no return. Direct to consumer (D2C)  or digitally native brands were able to minimize consumers switching during the pandemic  by offering a great online experience. While in-person shopping remains important, consumers are expecting more digital and omnichannel experiences and many will continue to explore new brands and purchase online. CPGs that want to maintain their market leadership can no longer afford to ignore the key role omnichannel capabilities will play in capturing the attention of both retailers and consumers.  Even if D2C sales are not a big portion of your business, you will benefit from first-party data that can help you drive insights and product innovation. 

CPG brands want to transform their older, clunky ordering processes into modern digital shopping experiences. Re-platforming legacy solutions on Google Cloud not only accelerates application innovation, but also makes it easier to quickly launch new features and products. At Google Cloud we have transformed ecommerce for large D2C brands and traditional retailers, so we know what a best in class D2C experience looks like. And we can bring it to your brands. We already help some of the biggest brands in retail modernize ecommerce and enhance product discovery with solutions like Visual Search and Recommendations AI. All of these can help you build a best in class omni channel presence for your brands.

We had several sessions on improving your omni channel experience, including 

Why search abandonment is the metric that matters featuring Macy’s and Conversational Commerce with Google with Albertsons, where we shared how Google’s conversational experiences can help consumers message businesses from wherever they are, and whenever they need them.

Driving connected, efficient, and sustainable operations

The superpowers of  AI/ML are not just for marketing.  Did you know that research from MIT and Google Cloud has found companies that use AI/ML can drive 2x more data-driven decisions, 5x faster decision making, and 3x faster execution? By connecting your operations in real time with demand signals like search, trends, weather, mobility and supercharging this data with AI and ML, you can make smarter and quicker business decisions. For example, you can use search trends to drive demand forecasting and ramp up manufacturing for popular products.

Google Cloud can help you modernize legacy business applications by migrating them to the cloud and using AI/ML and smart analytics to drive business outcomes. Take SAP for example – a Forrester study found that modernizing SAP with Google not only resulted in 56% more efficient IT teams – it also generated 160% 3-year ROI. 

SAP data on Google Cloud breaks down silos across SAP, marketing, manufacturing systems, and external data sources for next-level intelligent operations. For example, with SAP and Google Cloud, you can combine product, media, CRM, digital commerce and site data from SAP and non-SAP sources to uncover stronger consumer insights and fuel product discovery along the path to purchase. You can merge SAP product and sales data with consumer,  market data and Google geo trends to drive targeted promotion outcomes, maximizing the ROI of promotional dollars across retail channels. You can also integrate supply chain and manufacturing data from SAP systems with consumer, marketing and Google geo market data to improve demand forecasting and optimize supply chain logistics. The possibilities are endless. This is why we describe SAP modernization as The Gift That Keeps On Giving. Check out the session on SAP from the Summit and hear from Rodan + Fields on their experience of modernizing SAP on Google Cloud. 

Another solution that excites me is Vertex AI, which transforms the demand forecasting process. Traditional demand forecasting accuracy is a challenge for most CPGs. Current forecasting methods do not take into account granular factors that impact demand, like local weather, demographics, or unforeseen events. With our recently launched Vertex Forecast, Google is making it much easier to start using cutting-edge machine learning models for demand forecasting. In our session Demand Forecasting: Time for Intelligence, Not Intuition featuring American Eagle Outfitters, we share how you can adopt a data science approach to demand forecasting that’s customized to your unique needs.

CPG organizations come to Google for help solving their toughest problems, whether it be driving new consumer growth, unlocking new routes to market, or building connected, sustainable operations. And we bring the best of Google: innovation, culture, infrastructure, AI/ML, and a deep understanding of consumer behaviour to help them build best-in-class brands. 

I’d like to end with a topic that’s very close to my heart. This is around Solving for Sustainability in Retail and Consumer Goods. Our research shows that 62% of shoppers cared about at least one sustainability aspect when purchasing online in 2020. In addition, the events of the past year have triggered consumers to re-evaluate their relationships with brands and prioritize those that are more sustainable in the context of the pandemic. Watch this session to learn more about how retailers and consumer goods companies can leverage technology, data, and machine learning to help make sustainability a core part of the recovery.

All our session content is available on demand. Ready to learn more about how we’re helping CPG brands and manufacturers drive results? Learn more about Google Cloud’s consumer packaged good solutions and reach out to your Google Cloud sales executive to set up a deeper conversation on how we can help you grow your brands today and in the future.

Blog

Intel-Google Collaboration Brings Edge Computing on Factory Floors: Hannover Messe 2022

3237

Of your peers have already read this article.

1:30 Minutes

The most insightful time you'll spend today!

Edge computing is predicted to grow rapidly, producing roughly 90 zettabytes of data by 2025! At Hannover Messe 2022, Intel and Google Cloud will showcase a new tech implementation based on the latest Intel processor and Google data and AI expertise.

The typical smart factory is said to produce around 5 petabytes of data per week. That’s equivalent to 5 million gigabytes, or roughly 20,000 smartphones.

Managing such vast amounts of data in one facility, let alone a global organization, would be challenging enough. Doing so on the factory floor, in near-real-time, to drive insights, enhancements, and particularly safety, is a big dream for leading manufacturers. And for many, it’s becoming a reality, thanks to the possibilities unlocked with edge computing.

Edge computing brings computation, connectivity, and data closer to where the information is generated, enabling better data control, faster insights, and actions. Taking advantage of edge computing requires the hardware and software to collect, process, and analyze data locally to enable better decisions and improve operations.

At Hannover Messe 2022, Intel and Google Cloud will demonstrate a new technology implementation that combines the latest generation of Intel processors with Google Cloud’s data and AI expertise to optimize production operations from edge to cloud. This proof-of-concept project is powered by the Edge Insights for Industrial platform (EII), an industry-specific platform from Intel; and a pair of Google Cloud solutions: Anthos, Google Cloud’s managed applications platform, and the newly-launched Manufacturing Data Engine.

Edge computing exploits the untapped gold mine of data sitting on-site and is expected to grow rapidly. The Linux Foundation’s “2021 State of the Edge” predicts that by 2025, edge-related devices will produce roughly 90 zettabytes of data. Edge computing can help provide greater data privacy and security, and can accomodate the reduced bandwidth needs between local storage and the cloud.

Imagine a world in which the power of big data and AI-driven data analytics is available at the point where the data is gathered to inform, make, and implement decisions in near real-time.

This could be anywhere on the factory floor, from a welding station to a painting operation or more. Data would be collected by monitoring robotic welders, for example, and analyzed by industrial PCs (IPCs) located at the factory edge. These edge IPCs would detect when the welders are starting to go off spec, predicting increased defect rates even before they appear, and adding preventive maintenance to correct the errors without any direct intervention. Real time, predictive analytics using AI could substantially prevent defects before they happen. Or the same IPCs could use digital cameras for visual inspection to monitor and identify defects in real-time, allowing them to be addressed quickly.

Edge computing has powerful potential applications in assisting with data gathering, processing, storage and analysis in many manufacturing sectors, including automotive, semiconductor and electronics manufacturing, and consumer packaged goods. Whether modeling and analysis is done and stored locally or in the cloud, or is predictive, simultaneous, or lagged, technology providers are aligning to meet these needs. This is the new world of edge computing.

The joint Intel and Google Cloud proof of concept aims to extend the Google Cloud capabilities and solutions to the edge. Intel’s full breadth of industrial solutions, hardware and software, are coming together in this edge-ready solution, encompassing Google Cloud industry-leading tools. The concept shortens the time to insights, streamlining data analytics and AI at the edge.

Intel’s Edge Insight for Industrial and FIDO Device Onboarding (FDO) at the edge running Google Anthos on Intel® NUCs.

The Intel-Google Cloud proof of concept demonstrates how manufacturers can gather and analyze data from over 250 factory devices using Manufacturing Connect from Google Cloud, providing a powerful platform to run data ingestion and AI analytics at the edge.

In this demonstration in Hannover, Intel and Google Cloud show how manufacturers can capture time-series data from robotic welders to inspect welding quality and show how predictive analytics can benefit the factory operators. In addition, the video and image data is captured from a factory camera to show how visual inspection can highlight anomalies on plastic chips with model scoring. The demo also features zero-touch device onboarding using FIDO Device Onboard (FDO) to illustrate the ease with which additional computers could be added to the existing Anthos cluster.

By combining Google Cloud’s expertise in data, AI/ML and Intel’s Edge Insight’s for Industrial platform that was optimized to run on Google Anthos, manufacturers can run and manage their containerized applications at the edge, in on-premise data center, or in public clouds using an efficient and secure connection to the Manufacturing Data Engine from Google Cloud. It forges a complete edge-to-cloud solution.

Simplified device onboarding is available using Fido Device Onboard (FDO)—an open IoT protocol that brings fast, secure, and scalable zero-touch onboarding of new IoT devices to the edge. FDO allows factories to easily deploy automation and intelligence in their environment without introducing complexity into their OT infrastructure.

The Intel-Google Cloud implementation can analyze that data using localized Intel or third-party AI and machine learning algorithms. Applications can be layered on the Intel hardware and Anthos ecosystem, allowing customized data monitoring and ingestion, data management and storage, modeling, and analytics. This joint PoC facilitates and support improved decision making and operations, whether automated or triggered by the engineers on the front lines.

Intel collaborates with a vibrant ecosystem of leading hardware partners to develop solutions for the industrial market by using the latest generation of Intel processors. These processors can run data intensive workloads at the edge with ease.

Intel Industrial PC Ecosystem Partners

Putting data and AI directly into the hands of manufacturing engineers can improve quality inspection loops, customer satisfaction, and ultimately the bottom line.

The new manufacturing solutions will be demonstrated in person for the first time at Hannover Messe 2022, May 30–June 2, 2022. Visit us at Stand E68, Hall 004, or schedule a meeting for an onsite demonstration with our experts.

3470

Of your peers have already listened to this podcast

1:30 Minutes

The most insightful time you'll spend today!

Podcast

Rethinking Financial Services with Google Cloud

2020 saw an unprecedented change in consumer behaviour around the world, with shoppers finding new ways of discovering, evaluating and buying products. This has created fresh expectations for both brands and retailers to drive consumer closeness, embrace the digital moment and transform their operations to be more agile and sustainable. These themes have been top of mind in my conversations with our CPG customers, and set the tone at Google Cloud Summit for Retail and Consumer Goods, which concluded this week. I couldn’t be more proud of our team and thankful for our customers that supported us by participating in our sessions and attending the event.

I joined Google Cloud in January 2021 after a long career in the CPG industry, and as I shared in my CPG keynote at the summit, I am thrilled to be helping bring the power of Google to drive industry innovation in CPG. At Google we call this ‘new normal’ the transformation cloud era, where we’re working with customers who want to not just save money on storage or compute, but to use cloud and digital technologies to drive agility across their business. I also call it the era of ‘consumer switching’, because Covid-19 has accelerated the likelihood of consumers to switch brands or the way they shop. Some of these changes are still happening; over 40% shoppers in a recent Google survey reported that in March 2021 they changed brands or shopped online for something they were previously buying in store.

At Google, we have an amazing team of strategists who have been researching, observing, and analyzing the many facets of consumer behavior over the last few years. In the opening keynote at the Summit Capturing the Hearts and Minds of Today’s Consumers, Google’s Human Truths Team kicked off the Retail & Consumer Goods summit by sharing some of their consumer insights, including what behavior patterns they think will “stick” as we move into a post-pandemic world.  I think these insights are especially relevant for brands, as they speak to some of our latest findings on the CPG shopper’s mindset.

gcp stats.jpg

Accenture estimates that there could be a 3 trillion dollar shift in value between companies as a result of consumers shifting brands and behaviours. While it is not known who the winners of the shift will be, one thing is certain – those who will be able to leverage data and analytics fastest will benefit the most from these times of rapid change. I shared some of the implications for the CPG industry in my keynote How to grow brands in times of rapid change along with the three key areas in which Google cloud is helping CPG companies drive brand success: 

  1. Unlocking consumer growth with data powered insights 
  2. Transforming go-to-market in the omnichannel ecosystem
  3. Driving connected, efficient, and sustainable operations
google cloud gcp transformation.jpg

Let’s take a quick look at each of them:

Unlocking consumer growth with data-powered insights

The digital marketing ecosystem is transforming for a privacy centric world, and brands are seeing a direct impact in marketing effectiveness. As the CPG industry becomes more consumer-centric and shifts more toward direct-to-consumer (D2C) business models, acquiring and activating consented first-party consumer data presents a clear opportunity to capitalize on new consumer demands. 

As a result, CPGs are turning to consumer data platforms (CDPs) to help them unify, manage, enrich, and secure all of their disparate data from different marketing tools, website analytics, email campaigns, loyalty programs, and more. Google Cloud and our ecosystem of partners can help CPGs build a privacy-centric CDP which brings together all their customer and marketing data into a modern data warehouse, with built-in predictive data visualization tools and models. With a CDP built on Google Cloud, you can integrate data from Google Marketing Platform to drive predictive marketing and media effectiveness. And with pre-built connectors you can also easily integrate non-Google media and data from other enterprise platforms like SAP and Oracle to leverage consumer data for more integrated decision making. Democratize access to data across the organization with our Business Intelligence tool Looker to enable faster decisions in real-time from marketing to supply chain to product innovation.

At the Retail & CPG Summit we shared how retailers and brands can drive consumer closeness in a privacy-centric world  featuring Procter & Gamble’s experience building and activating consumer data in a privacy-safe way to serve consumers better and maximize marketing effectiveness and drive growth across their business. And in a demo, Constellation Brands shared how they’re leveraging real-time data from several commercial sources using Looker to unpack insights and develop action plans.

Transforming go-to-market in the omnichannel ecosystem

Amidst COVID-19 restrictions and rolling lockdowns, ecommerce activity has surged past a point of no return. Direct to consumer (D2C)  or digitally native brands were able to minimize consumers switching during the pandemic  by offering a great online experience. While in-person shopping remains important, consumers are expecting more digital and omnichannel experiences and many will continue to explore new brands and purchase online. CPGs that want to maintain their market leadership can no longer afford to ignore the key role omnichannel capabilities will play in capturing the attention of both retailers and consumers.  Even if D2C sales are not a big portion of your business, you will benefit from first-party data that can help you drive insights and product innovation. 

CPG brands want to transform their older, clunky ordering processes into modern digital shopping experiences. Re-platforming legacy solutions on Google Cloud not only accelerates application innovation, but also makes it easier to quickly launch new features and products. At Google Cloud we have transformed ecommerce for large D2C brands and traditional retailers, so we know what a best in class D2C experience looks like. And we can bring it to your brands. We already help some of the biggest brands in retail modernize ecommerce and enhance product discovery with solutions like Visual Search and Recommendations AI. All of these can help you build a best in class omni channel presence for your brands.

We had several sessions on improving your omni channel experience, including 

Why search abandonment is the metric that matters featuring Macy’s and Conversational Commerce with Google with Albertsons, where we shared how Google’s conversational experiences can help consumers message businesses from wherever they are, and whenever they need them.

Driving connected, efficient, and sustainable operations

The superpowers of  AI/ML are not just for marketing.  Did you know that research from MIT and Google Cloud has found companies that use AI/ML can drive 2x more data-driven decisions, 5x faster decision making, and 3x faster execution? By connecting your operations in real time with demand signals like search, trends, weather, mobility and supercharging this data with AI and ML, you can make smarter and quicker business decisions. For example, you can use search trends to drive demand forecasting and ramp up manufacturing for popular products.

Google Cloud can help you modernize legacy business applications by migrating them to the cloud and using AI/ML and smart analytics to drive business outcomes. Take SAP for example – a Forrester study found that modernizing SAP with Google not only resulted in 56% more efficient IT teams – it also generated 160% 3-year ROI. 

SAP data on Google Cloud breaks down silos across SAP, marketing, manufacturing systems, and external data sources for next-level intelligent operations. For example, with SAP and Google Cloud, you can combine product, media, CRM, digital commerce and site data from SAP and non-SAP sources to uncover stronger consumer insights and fuel product discovery along the path to purchase. You can merge SAP product and sales data with consumer,  market data and Google geo trends to drive targeted promotion outcomes, maximizing the ROI of promotional dollars across retail channels. You can also integrate supply chain and manufacturing data from SAP systems with consumer, marketing and Google geo market data to improve demand forecasting and optimize supply chain logistics. The possibilities are endless. This is why we describe SAP modernization as The Gift That Keeps On Giving. Check out the session on SAP from the Summit and hear from Rodan + Fields on their experience of modernizing SAP on Google Cloud. 

Another solution that excites me is Vertex AI, which transforms the demand forecasting process. Traditional demand forecasting accuracy is a challenge for most CPGs. Current forecasting methods do not take into account granular factors that impact demand, like local weather, demographics, or unforeseen events. With our recently launched Vertex Forecast, Google is making it much easier to start using cutting-edge machine learning models for demand forecasting. In our session Demand Forecasting: Time for Intelligence, Not Intuition featuring American Eagle Outfitters, we share how you can adopt a data science approach to demand forecasting that’s customized to your unique needs.

CPG organizations come to Google for help solving their toughest problems, whether it be driving new consumer growth, unlocking new routes to market, or building connected, sustainable operations. And we bring the best of Google: innovation, culture, infrastructure, AI/ML, and a deep understanding of consumer behaviour to help them build best-in-class brands. 

I’d like to end with a topic that’s very close to my heart. This is around Solving for Sustainability in Retail and Consumer Goods. Our research shows that 62% of shoppers cared about at least one sustainability aspect when purchasing online in 2020. In addition, the events of the past year have triggered consumers to re-evaluate their relationships with brands and prioritize those that are more sustainable in the context of the pandemic. Watch this session to learn more about how retailers and consumer goods companies can leverage technology, data, and machine learning to help make sustainability a core part of the recovery.

All our session content is available on demand. Ready to learn more about how we’re helping CPG brands and manufacturers drive results? Learn more about Google Cloud’s consumer packaged good solutions and reach out to your Google Cloud sales executive to set up a deeper conversation on how we can help you grow your brands today and in the future.

Case Study

G R Infraprojects Limited Turns to Google Cloud to Run Business-Critical SAP S/4HANA

3498

Of your peers have already read this article.

4:30 Minutes

The most insightful time you'll spend today!

With Google Cloud, G R Infraprojects runs a business-critical SAP S/4HANA system in a scalable, resilient, secure infrastructure at a lower cost than alternative options. The organization has also established a robust platform to move its remaining workloads to the cloud in the coming years.

Road construction is booming in India. A recent report prepared by the India Brand Equity Foundation—a trust established by the Department of Commerce—pointed out that in FY 2019 alone, the country added 10,855 kilometers of highways to a road network that spans 5.89 million kilometers. This network is the second largest in the world and transports 90% of passenger traffic and 64.5% of all goods in the country.

The Indian Government has also earmarked road construction as key to plans to increase the nation’s GDP to $5 trillion in coming years, targeting road construction worth $212.8 billion in the two years from April 2020.

G R Infraprojects Limited is well positioned to support the government’s program. The business, which started as a contractor building roads in rural villages in India, now specializes in road engineering, procurement, and construction (EPC), a model whereby private construction firms build roads funded by the government.

The business now undertakes the processing of bitumen, manufacture of thermoplastic road-marking paint and road signage, and fabrication and galvanizing road-crash barriers. Its in-house integration model includes a design and engineering team, as well as manufacturing facilities in Rajasthan, Assam, and Gujarat.

The business recently expanded into rail—another area expected to benefit from extensive government investment—with its competencies including earthworks, materials supply, track lining, and bridge construction.

In this environment—and despite the economic impact of the coronavirus pandemic—G R Infraprojects Limited aims to substantially increase turnover and manpower over the next five years.

Road paving equipment and crew

Best-in-class infrastructure key to success

Digital transformation is key to enabling growth while best-in-class IT infrastructure is one of the foundations on which the business seeks to build success.

G R Infraprojects Limited’s digital initiatives include deployment of a new document management system and corporate systems that enable remote monitoring, live tracking, effective real-time communication, and efficient data management.

Providing a scalable, reliable cost-effective infrastructure

But most important of all is providing a scalable, reliable, and cost-effective infrastructure to support a business-critical SAP enterprise resource planning system. Over the last few years, versions of SAP have enabled the organization to digitize processes and seamlessly run business-critical functions such as inventory management and finance.

G R Infraprojects Limited initially went live with SAP ECC6.0, with a few hundred team members using the system for business-critical tasks such as tracking stock level and movement and generating financial statements and reports for review and action.

“Google Cloud is a very big brand, so we were easily able to secure the trust from our executive and business teams to run an important system such as SAP S/4HANA on the platform.”—Sachin Kumar Agarwal, Head, Transformation, G R Infraprojects Limited

Lowering maintenance costs

However, as G R Infraprojects Limited grew, projects proliferated, and new markets emerged, the business elected to move to the cloud from an on-premises infrastructure. “We wanted to move because there were so many maintenance costs in on-premises solutions and cloud provided convenience to IT and the broader organization,” explains Sachin Kumar Agarwal, Head, Transformation at G R Infraprojects Limited.

The business also wanted to move to SAP S/4HANA to take advantage of features such as AI, advanced analytics, and machine learning to transform business processes. The system runs on the HANA database, an in-memory database with fast processing speeds and a simplified data model.

G R Infraprojects Limited selected Google Cloud to run SAP S/4HANA because, Sachin says, it is “much better than any other platform,” incorporates a wide range of features, and meets uptime requirements. The cloud service could also scale to support forecast growth without a sharp increase in cost.

Furthermore, Sachin adds, “Google Cloud is a very big brand, so we were easily able to secure the trust from our executive and business teams to run an important system such as SAP S/4HANA on the platform.”

“With Google Cloud, our speed and availability are controlled and optimized day by day. With such a scalable and dynamic platform, we are very happy with the performance.”—Sachin Kumar Agarwal, Head, Transformation, G R Infraprojects Limited

Successful transition with Infrabeat

G R Infraprojects Limited completed the project with assistance from partner InfraBeat over three months and SAP S/4HANA on Google Cloud went live mid-2019. “Our dedicated SAP team worked closely with Infrabeat to deliver the project successfully,” says Sachin. “We needed an experienced partner to assist with the implementation process and Infrabeat performed that role admirably. Both teams supported each other and worked to plan to deliver a great result.”

SAP S/4HANA runs on an infrastructure comprising virtual machine instances delivered through Compute EngineCloud Storage, and Cloud NAT to enable the secure transmission and receipt of packets to and from the internet.

G R Infraprojects Limited estimates the cost of running SAP S/4 HANA in Google Cloud is significantly lower than on alternative infrastructure options—freeing up budget for other business priorities.

In addition, moving SAP S/4 HANA to infrastructure as a service through Google Cloud has eliminated the need to assign internal team members to infrastructure management, allowing them instead to focus on higher-value activities.

Google Cloud also incorporates the security needed to protect the data and processes of SAP S/4 HANA from intrusion or disruption and ensure the uptime and continuity required of a business-critical system.

Optimized speed and availability

G R Infraprojects Limited’s decision to run SAP S/4 HANA on Google Cloud is delivering benefits on a daily basis. “With Google Cloud, our speed and availability are controlled and optimized day by day,” says Sachin. “We are very happy with the performance.”

Success with SAP S/4HANA has helped the business decide to move its remaining apps and data to the cloud when its on-premises servers and other equipment reach end of life. G R Infraprojects Limited is already running Active Directory in Google Cloud and Sachin says the cloud platform’s “fast and excellent services” made the decision easy.

“There are definitely instances of various upgrades of our systems and within the organization, and as we talk about our application and mobility requirements, we see Google Cloud playing a crucial role.”—Sachin Kumar Agarwal, Head, Transformation, G R Infraprojects Limited

Adding value

As G R Infraprojects Limited grows, Sachin adds, the business expects Google Cloud to continue to add value. “There are definitely instances of various upgrades of our systems and within the organization, and as we talk about our application and mobility requirements, we see Google Cloud playing a crucial role.”

Two paver roller compactors on road
Blog

Serverless for Startups, the Best Way to Succeed: Expert Says

7062

Of your peers have already read this article.

1:30 Minutes

The most insightful time you'll spend today!

Security, public or hybrid cloud services, managed services and more, are assessed in selecting the tech stack by startups. To scale business and optimize on IT investments, startups must think serverless and here's why. Read further!

As Google Cloud has become a choice for more startups, I’ve experienced an increase in founders asking how they should think about cloud services. Though each startup is different and requirements may vary across industries and regions, I’ve seen a few core best practices that help startups to succeed—as well as several traps to avoid. 

For example, If you go with a public cloud provider, you’re ideally not starting from ground zero like you would running your own data center, but it’s important not to introduce similar complexity in a virtualized environment. Just because you’re using public cloud infrastructure doesn’t mean you want to manage it.

Instead, you want to leverage platforms that abstract away complexity so your team can focus on delivering value to customers. That’s where serverless comes inServerless platforms are fully managed by the provider, offering automatic scaling for workloads, as well as provisioning, configuring, patching, and management of servers and clusters. Freed from these resource-intensive tasks, your technical talent can focus on the things that differentiate your business, not on IT curation. 

This applies to not only running stateless applications, but also managing and analyzing data. You should be collecting data points about which features are most popular on your platform, what people are buying, the types of activities that help your customers get their jobs done, and so on. This information is essential to building and executing on a product roadmap that will serve your customers. However, it’s not enough to collect this data, you need to make your data accessible, secure, and easy for your team to analyze—so where do you run and host it? 

On Google Cloud, this is where options like Spanner and Cloud SQL can play a large role, as can BigQuery for analysis. You won’t have to worry about standing up infrastructure or patching servers—you can just stream your data to our data management platforms, where it’s available whenever someone needs to run a query. By leveraging a serverless architecture, your startup can be data-driven without having to invest in the traditional complexity of database administration and management—and that can significantly change your playing field. 

Serverless is just one of the factors you should consider as you build out your tech stack. To hear my thoughts on a range of other topics relevant to startups — such as security, cloud credits, and the differences among managed services — check out the below video or visit our Build and Grow page.

https://www.youtube.com/embed/gn4RjLbs8Hc?enablejsapi=1&

Case Study

Vodafone Leverages Google Cloud to Aid COVID-19 Frontline with Anonymized Insights on Population Mobility

11206

Of your peers have already read this article.

1:30 Minutes

The most insightful time you'll spend today!

Vodafone and Google Cloud work together to retrieve anonymous, network-based insights from Google Cloud Storage and validate that data on Dataflow to power research on populations' mobility patterns across the EU for navigating COVID-19 challenges.

Editor’s note: When Europe’s largest mobile communications company, Vodafone, was asked by the European Commission to help understand population movement across the European Union and the UK to help fight COVID-19, it was able to provide anonymized mobile network-based insights to answer the call. Here’s how Vodafone, with the support of Google Cloud, rapidly mobilized the COVID-19 frontline, while respecting its customers’ privacy.

With the emergence of COVID-19 in early 2020, the European Commission—the executive branch of the European Union (EU)—knew that technology would be instrumental in its fight to control the pandemic. With various lockdowns imposed across its member states, the Commission was keen to predict and prevent the spread of COVID-19 and to manage the related social, political and financial impacts. 

Mobile network data helps track COVID-19 across the EU

Mobile networks produce location data, which can be turned into useful anonymous insights to understand population movement within a geographic area. The European Commission, working with mobile industry association GSMA (Groupe Speciale Mobile Association), asked Europe’s major mobile phone operators for help in producing insights to support the fight against COVID-19. As the largest mobile network operator within the EU, Vodafone saw this as a critical opportunity to participate. 

Vodafone had previous experience of using mobile network data to support pandemic research. For example, in 2019, Vodafone provided mobility pattern analysis to help track the spread of Malaria in Mozambique. And, during the early stages of the COVID-19 pandemic (prior to working with the European Commission), Vodafone assisted the Italian and Spanish governments in understanding their citizens’ mobility patterns. Vodafone had also previously offered anonymized and aggregated population mobility insights to support public transport and tourism authorities and retail organizations in a number of countries. Consequently, Vodafone was perfectly placed to play a greater role in supporting the European Commission’s response to the pandemic. 

When asked to assist the European Commission, Vodafone first considered how it could safely share its data with the governing body without providing details on the individual movements of its customers. It realized it could achieve this through an elaborate set of anonymization and aggregation techniques. Insights are aggregated from a minimum of 50 users and Vodafone only shared these anonymous insights and never the actual raw data with the Commission. As specified by the EU, these insights are then presented onto a large geographical region, typically a city or a county with thousands of people living in that area.

These insights illustrate how people move, helping to determine how lockdowns and self-isolation measures were impacting behaviors.

Using Google Cloud to collate and store population mobility data

In April 2020, Vodafone began migrating its operations, including its mobile data, to Google Cloud on servers in Europe and the UK with elaborate security safeguards, including encryption, building on a previous partnership. 

With the data residing in EU and UK data centers and not the United States, Vodafone could then retrieve anonymous insights from Google Cloud Storage instantaneously. Before supplying any information to the European Commission, however, Vodafone used Dataflow to validate the data and run a series of tests to ensure the database had accurate data, before ingesting and archiving the relevant metrics. For instant access, the data was then made available to the European Commission using a Redis database on Google Kubernetes Engine.

To ensure aggregate Vodafone customer data was always safe, secure, and anonymous, all entry points to the front-end were protected behind Google Cloud Armor, where only specific IP addresses were allowed. Using these tools, seamless data pipelines fed in predefined key performance indicators from each specified European market. While data quality measures ensured the definitions for metrics across markets were consistent and could be accurately compared.

The architecture (pictured below) shows how Vodafone integrated and anonymized its data on Google Cloud.

Vodafone.jpg

Live interactive dashboard shows population mobility in real-time

With its data integrated on Google Cloud, Vodafone created a live, interactive dashboard to track mobility patterns and share relevant information with the European Commission in real-time. 

The European Commission Joint Research Center (JRC) was able to gather valuable information from these insights, which enabled them to see where population mobility was aiding the spread of the disease, when cross-referenced with health data. It could also assess the implications of lockdowns on different populations and forecast cross-country spreading.

Mobile data aids disease modeling for multiple stakeholders

The Vodafone data became instrumental in modeling the likely course of the disease too. For example, the University of Southampton in the UK used it to predict the outcome of different coordinated COVID-19 exit strategies across Europe. This research was published in Science Magazine in September 2020. 

The Vodafone data dashboard continues to be used by individual governments, NGOs and organizations to further investigate the impacts of the pandemic and to measure the effectiveness of response strategies alongside the rollout of vaccination programs. The project also helped Vodafone win a DataIQ award for most effective stakeholder engagement

Using the learnings from this project, Vodafone has been able to adapt its own B2B solution, called Vodafone Analytics, by adaptIng and migrating the code to work in Google Cloud Platform. This solution has been rolled out across Germany, Greece, Portugal and South Africa, and new countries are being onboarded every day. Vodafone Analytics already has more than 100 customers leveraging it for a variety of use cases—Italian fashion retailer OVS, uses it for its smart retail operation, while global real estate company, JLL, uses it to understand the footfall passing through its properties. 

Working together, Vodafone and Google Cloud continue to help a range of organizations, governments, and NGOs navigate through the ongoing pandemic,  optimize their operations, and help the greater good, without infringing individuals’ fundamental rights to privacy.

To learn more about Google Cloud and Vodafone, watch our full interview here.

More Relevant Stories for Your Company

Blog

Taking Partnership forward: Google Cloud VMware Engine Now in VMware Cloud Universal

As the pace of digital transformation accelerates, our partnership with VMware continues to focus on helping customers successfully navigate their cloud journey and achieve their business objectives through seamless and rapid migration of business critical VMware workloads. We announced the general availability of Google Cloud VMware Engine in May 2020.

How-to

Modeling and Comparing Cloud Solutions, Costs, and Strategy

Sole-tenant nodes? VMaaS and CloudSimple? N1 vs N2 vs E2 instances? BYO Microsoft or Linux licenses? Understand how the choices available with Google Cloud can maximize your savings while expanding your migration scenarios. Watch this webinar and learn how to assess your on-premises private cloud and compare your per-VM costs

Webinar

The Transformative Journeys of Financial Firms on Google Cloud: Watch Video

The reliance on cloud-based architectures, high performance computing, big data and more are accelerating in the banking, capital, insurance and financial services industries. Google Cloud had a strong role in transforming many businesses especially in the pandemic to smoothly transition into the digital space and understand their customers. Two years

Case Study

The Fantastic Story of How BMG Enables a Micropayments Strategy So Music Artists Get Paid

The music industry is rapidly changing. Only 20 years ago, the availability of music and the infrastructure that was required to make an album a sales success were incredibly complex and expensive. With the decline of physical sales and a fundamental shift to digital, music streaming now accounts for more

SHOW MORE STORIES