Competitive Intelligence and Web2.0

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The presentation was held at the International Competitive Intelligence Conference - 5th European Symposium and 3rd Best Practice Confernce. April 5, 2011 in Bad Nauheim.
It provides an insight into how Alcatel-Lucent is using web2.0 tools to improve Competitive Intelligence.

Key take-aways:
- Web2.0 tools can support the CI-Analysts and improve the quality of the CI
- Key success factors are project planning, management support and your own engagement
- The tools are not the most important factor

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Competitive Intelligence and Web2.0

  1. 1. COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED.COMPETITIVE INTELLIGENCE AND WEB2.0EXPERIENCES AT A GLOBAL PLAYERAlexandra NellesApril, 2011
  2. 2. AGENDAThe Past | How to build a global community?The Present| Exploring Web 2.0 toolsCOPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED.2The Future | Lessons learned & what now?
  3. 3. ALCATEL-LUCENT””””Broadband everywhere is speeding up life andbusiness. It takes no time to go from having anew idea, to touching peoples lives. We mustinnovate – and help our customers innovate – atthe speed of ideas.““““ ““““REALIZING THE POTENTIAL OF A CONNECTED WORLDCOPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED.3”””” Ben VerwaayenChief Executive Officerthe speed of ideas.• Headquarters: Paris, France• Annual Revenues: approx. €16 billion• Employees: 77,000 +• 130 countriesFASTFACTS• R&D Budget: €2.5 billion• Active Patents Held: 27,900• Patents Awarded in 2010: 2,400• Nobel Prizes Won: 7““““
  4. 4. HIGH LEVERAGE NETWORKTM (HLN)COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED.4
  5. 5. COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED.THE PASTHOW TO BUILD A GLOBAL CI COMMUNITY IN ADECENTRALIZED ENVIRONMENT?
  6. 6. COMPETITICE INTELLIGENCE WAS DONEEVERYWHEREEach Region, Business Unit and Central Function was doing its ownCI without any interaction between the different functionsFixedAccessWireless OpticsCOPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED.6CentralMarketingFinanceAmericasEMEAAPACPASDServicesIPApplications
  7. 7. BusinessGroupsCentralFunctionsKey Activities:• Share Best Practices• Cross company CIanalysisTHE COMPETITIVE INTELLIGENE NETWORK (CIN)BRINGS ALL ACTIVITIES TOGETHERCOPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED.7Regionsanalysis• Sales & MarketingPortal• Engage CI GroupToday all functionsinteract on the keyactivities together
  8. 8. COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED.8SAM – The one stop shopfor Market and Competitor Intelligence
  9. 9. SAM - The place topublish our analysisand other news & infoabout competitorsSALES AND MARKETING (SAM) PORTALCOPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED.9
  10. 10. Ongoing promotion and trainingactivities drive usageWebinar & User SurveyWebinar & Results of amajor projectACCESS OF REPORTS CONTINUOUSLY INCREASESCOPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED.10April-JuneJul09Aug09Sep09Oct09Nov09Dec09Jan10Feb10Mar10Apr10May10June10July10Aug.10Sept.10Oct.10Nov10Dec10EMEA Strategic Insight Reports Accessed per Month
  11. 11. COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED.THE PRESENTEXPLORING WEB 2.0 TOOLS
  12. 12. • Exchange of thoughts• Feeling of community• SearchWhy Yammer is of interest for the CI CommunityYAMMER – THE MICROBLOGGING TOOLCOPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED.12• Following people you know• Following Topics you are interested in
  13. 13. First Steps in the Web 2.0 World• Exchange of thoughts• Following people• Following TopicsYAMMER – THE MICROBLOGGING TOOLCOPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED.13• Marketing of CI Analysis
  14. 14. Moving from grassroots micro-blogging…MOVING BEYOND YAMMERCOPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED.14….to a company wide social network
  15. 15. Making it easier for people to workacross organizational boundaries toENGAGE - CONNECT COLLABORATE CONTRIBUTECOPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED.15across organizational boundaries tosolve Alcatel-Lucent challenges anddrive transformation throughoutthe company
  16. 16. • We don’t know what we know• Can’t quickly findinformation/people I need to do my job• Can’t easily share my experiencesbeyond my teamEMAIL AND TRADITIONAL COLLABORATIONTOOLS ARE NOT WORKING ANY LONGERCOPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED.16beyond my team• Can’t stay up-to-date with what’sgoing on in the rest of the company• Can’t discover and buildrelationships with colleagues acrossthe company
  17. 17. • Find content and experts quickly• Unlock hidden expertise• Increase awareness outside your box• Reach more peopleMOTIVATION TO GET ENGAGED IN CICOPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED.17• Create sense of Alcatel-Lucent• Connect, collaborate, contribute
  18. 18. ENGAGE - COMPETITIVE INTELLIGENCE GROUPCOPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED.18
  19. 19. ENGAGE - COMPETITIVE INTELLIGENCE GROUPCOPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED.19
  20. 20. COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED.THE FUTURELESSONS LEARNED & WHAT NOW?
  21. 21. Key success factors are• Project planningWeb 2.0 does support CI Analysisand improve the quality of CILESSONS LEARNEDCOPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED.21People are the mostimportant factor• Management support• Own engagement
  22. 22. WHAT NOW?COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED.22Sept.‘08April’10Yammer UserEngageUserDec’10
  23. 23. QUESTIONS?COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED.23Contact:Alcatel-LucentAlexandra NellesEmail: alexandra.nelles@alcatel-lucent.comPhone: +49 911 526 6068
  24. 24. The photos of Aurélien Chauvaud are taken from the Alcatel-Lucent newphotography collection. A choice of photographs are presented in the exhibition“This is not an Image Bank“ displayed in the Atrium of Alcatel-LucentHeadquarters in Paris, February 2010, until May 2010. In 2010, the exhibition willtour in several Alcatel-Lucent locations in North-America.COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED.24
  25. 25. Jive (the platform behind Engage)positioned in the Leaders quadrant ofGartner, Inc.s 2009 Magic Quadrant forSocial Software in the WorkplaceMAGIC QUADRANT FOR SOCIAL SOFTWARE INTHE WORKPLACECOPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED.25This Magic Quadrant graphic was published by Gartner, Inc. as part of a larger research note and should be evaluated in the context of the entirereport. The Gartner report is available upon request from Jive Software.Magic Quadrant Disclaimer:The Magic Quadrant is copyrighted October 2009 by Gartner, Inc. and is reused with permission. The Magic Quadrant is a graphical representationof a marketplace at and for a specific time period. It depicts Gartners analysis of how certain vendors measure against criteria for that marketplace,as defined by Gartner. Gartner does not endorse any vendor, product or service depicted in the Magic Quadrant, and does not advise technologyusers to select only those vendors placed in the "Leaders" quadrant. The Magic Quadrant is intended solely as a research tool, and is not meant tobe a specific guide to action. Gartner disclaims all warranties, express or implied, with respect to this research, including any warranties ofmerchantability or fitness for a particular purpose.
  26. 26. COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED.26
  27. 27. COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED.27

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