Platforming

Innovating Information Systems in the Google Age
Scott Conley, CSO

Quarterly Briefing
London, UK
24 Sep 2009
...
Context
Recession
Indifferent CEO
Shrinking demand
Price pressure
Control expectations
Perfect knowledge?

12

nth
mo

als...
Thinking
out loud
Business-as-usual
Technology-centric
Monolith Oriented
Architecture?

Don Sull
on FT.com

"Facing
these
...
The core
challenge
To pragmatically innovate
on information:
You need an
information advantage.
You need an
operational ad...
Additional
Thinking
Long term,
organisms that
deliver intent
and emergent
design will
survive.

Enterprise 2.0
Behavioral ...
Additional
Thinking
Jeff Jarvis, pattern seeker
“Link economy”
Abundance
“Trust the people”

Build a platform
that leverag...
Platforms
a “distributed model of enabling countless
companies to start atop what it provides.”
products?
ini3a3ves
?
idea...
3 Platforms
SOCIAL

CLOUD

MOBILE

.. or harness one?
©
ThoughtWorks
2009
3 Platforms
SOCIAL

CLOUD

MOBILE

Let’s focus on
just these
two.
©
ThoughtWorks
2009
Crushing on
Cloud

©
ThoughtWorks
2009
Cloud Marketing
How are cloud vendors
positioning themselves?

©
ThoughtWorks
2009
Cloud Marketing
How are cloud vendors
positioning themselves?

©
ThoughtWorks
2009
Cloud Marketing
How are cloud vendors
positioning themselves?
SAVE
PRICE
CHEAPER

es

e
in
cloud
li
The
valu


well
beyond...
Defining Cloud
Internet accessible
Standardized capability
Utility pricing
Self-provisioning APIs
Elasticity

http:/
/www.f...
Cloud Market
Software-as-a-Service
Provisioning business-level
functional applications
or services.

1000’s
by

2020
Googl...
Cloud Market
Infrastructure-as-a-Service
Provisioning (virtual)
hardware or other finegrained embedded
behavior/services.

...
Cloud Market
Platform-as-a-Service
Provisioning virtual
application stacks or
similar environment
sandboxes

Innovation cy...
Automobile wholesaler
“Last Mile” problems

Operational
advantage

Performance testing
Environment rigor

“First Mile” opp...
Another Long Tail

hours
of

15
Internet

fame

http:/
/blog.animoto.com/2008/04/21/amazon-ceo-jeff-bezos-on-animoto/

Cap...
Another Long Tail
In 4 days:
From 50 to 5000
servers
5000 daily users
to 750,000

mone3ze
the

viral
spike

http:/
/blog.s...
Takeaways
Cloud is critical leverage for true information-driven
agility.
Major step towards ‘closing the production cycle...
Friending
Social

©
ThoughtWorks
2009
Social Market
c2c networks
Development of consumer
graphs is paramount.
Enterprise penetration is
very thin and inconsiste...
Social Market
b2c networks
Deliberately cultivated
communities around a
brand or experience

Recommendation
Engines
Reputa...
Social Market
b2b networks
Debated! Do social patterns
have relevance to the b2b
space?

force.com

eBay,
Amazon

Innovati...
on corporate strategy..
"Corporate strategy is all about collecting information
from many different sources, evaluating th...
Glam

Tencent
QQ

zipcar

Sony VIAO
Lenovo

Dell’s
IdeaStorm

Obama
campaign

Comcast

B2C is bottoms up!
Glam

Tencent
QQ

g
to

openly
tryin
All
are

duct/
rt
their
pro
inve
sign

e/brand
de
servic
approaches

zipcar

Sony VIA...
Zara
Spanish apparel retailer
Dominant supply chain
Strong sales
How to take the next
step?
Forecasting?

Real
agility
in
...
Zara
HQ
targets of
opportunity

forecasts,
trends

clothes

design
#1
worldwide

store mgrs

25%
of
avg
IT

spend
©
Though...
Takeaways
Get your humans involved, use social tech to move
specific knowledge
Employees, customers, all of them!
Don't bui...
Current Favorite Short Case
SOCIAL

CLOUD

MOBILE

©
ThoughtWorks
2009
ThoughtWorks Confe
“How
do
we
get

movement
in
this

market?”

Conferences
are
one

of
our
core
social

ecosystem

playgro...
erence Connection

e better penetrate this social graph?
we harness a cloud platform?
Anchored on
AppEngine

investment
lo...
Summary
Harness the platforms (then develop one!)
Push your innovation past the technologies
Use the low cost clouds to po...
Thank you!

©
ThoughtWorks
2009
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ThoughtWorks Quarterly Technology Briefing, London, September 2009

  1. 1. Platforming Innovating Information Systems in the Google Age Scott Conley, CSO Quarterly Briefing London, UK 24 Sep 2009 ©
ThoughtWorks
2009
  2. 2. Context Recession Indifferent CEO Shrinking demand Price pressure Control expectations Perfect knowledge? 12 nth mo als go iny et cat llo t ✤a dge ty’ bu ili ‘ag ver eli ✤d ize ing! ✤ se eth som ©
ThoughtWorks
2009
  3. 3. Thinking out loud Business-as-usual Technology-centric Monolith Oriented Architecture? Don Sull on FT.com "Facing
these
demands,
 many
execu3ves
asking
 themselves
which
acronym
 (e.g.,
BI,
CRM,
ERP)
is
right
 for
us?” “Which e nt software erprise should w provider e How mu work with? ch shoul d we spend?” “Will it work?” http:/ /blogs.ft.com/donsullblog/2009/07/02/getting-it-right-for-execution/ ©
ThoughtWorks
2009
  4. 4. The core challenge To pragmatically innovate on information: You need an information advantage. You need an operational advantage. http:/ /blogs.ft.com/donsullblog/2009/07/02/getting-it-right-for-execution/ wrong
ques(ons..
 a
more
fundamental
set. . “What
type
of
suppor3ng
 data
do
we
need
to
make
 sense
of
a
rapidly
changing
 market?
 What
organiza(onal,
 behavioral,
and
 cultural
changes
will
 we
need
to
capture
the
 benefits
of
improved
 informa3on?" ©
ThoughtWorks
2009
  5. 5. Additional Thinking Long term, organisms that deliver intent and emergent design will survive. Enterprise 2.0 Behavioral Economics Constraint-driven Innovation “Free” Lean ©
ThoughtWorks
2009
  6. 6. Additional Thinking Jeff Jarvis, pattern seeker “Link economy” Abundance “Trust the people” Build a platform that leverages these forces Amazon, ot hers “would do i t,” too.. ©
ThoughtWorks
2009
  7. 7. Platforms a “distributed model of enabling countless companies to start atop what it provides.” products? ini3a3ves ? ideas? Build a platform? http:/ /www.buzzmachine.com/2008/04/06/the-fall-of-the-firm/ ©
ThoughtWorks
2009
  8. 8. 3 Platforms SOCIAL CLOUD MOBILE .. or harness one? ©
ThoughtWorks
2009
  9. 9. 3 Platforms SOCIAL CLOUD MOBILE Let’s focus on just these two. ©
ThoughtWorks
2009
  10. 10. Crushing on Cloud ©
ThoughtWorks
2009
  11. 11. Cloud Marketing How are cloud vendors positioning themselves? ©
ThoughtWorks
2009
  12. 12. Cloud Marketing How are cloud vendors positioning themselves? ©
ThoughtWorks
2009
  13. 13. Cloud Marketing How are cloud vendors positioning themselves? SAVE PRICE CHEAPER es
 e
in
cloud
li The
valu 
 well
beyond i3es st
opportun co ter. he
data
cen in
t ©
ThoughtWorks
2009
  14. 14. Defining Cloud Internet accessible Standardized capability Utility pricing Self-provisioning APIs Elasticity http:/ /www.forrester.com/Research/Document/Excerpt/0,7211,45073,00.html ©
ThoughtWorks
2009
  15. 15. Cloud Market Software-as-a-Service Provisioning business-level functional applications or services. 1000’s
by
 2020 Google Apps Office Live Flickr Innovation cycle: Late Majority Salesforce.com ©
ThoughtWorks
2009
  16. 16. Cloud Market Infrastructure-as-a-Service Provisioning (virtual) hardware or other finegrained embedded behavior/services. 100’s
by
 2020 Amazon AWS EC2, S3 Akamai Innovation cycle: Early Majority Google Checkout Rackspace Mosso ©
ThoughtWorks
2009
  17. 17. Cloud Market Platform-as-a-Service Provisioning virtual application stacks or similar environment sandboxes Innovation cycle: Early adopters 10 
by
2020 Microsoft Azure EngineYard Flex Salesforce force.com Google AppEngine ©
ThoughtWorks
2009
  18. 18. Automobile wholesaler “Last Mile” problems Operational advantage Performance testing Environment rigor “First Mile” opptys Product experiments e Viably ‘driv down’ the innovation expectation ©
ThoughtWorks
2009
  19. 19. Another Long Tail 
hours
of
 15 Internet
 fame http:/ /blog.animoto.com/2008/04/21/amazon-ceo-jeff-bezos-on-animoto/ Capture otherwise inaccessible market opportunities ©
ThoughtWorks
2009
  20. 20. Another Long Tail In 4 days: From 50 to 5000 servers 5000 daily users to 750,000 mone3ze
the
 viral
spike http:/ /blog.seattlepi.com/amazon/archives/142569.asp ©
ThoughtWorks
2009
  21. 21. Takeaways Cloud is critical leverage for true information-driven agility. Major step towards ‘closing the production cycle loop’ What 'comes out of the wall' is not entirely described by the fact that it's coming out of the wall! operational advantage ©
ThoughtWorks
2009
  22. 22. Friending Social ©
ThoughtWorks
2009
  23. 23. Social Market c2c networks Development of consumer graphs is paramount. Enterprise penetration is very thin and inconsistent. Facebook Twitter Get Satisfaction Ravelry Innovation cycle: Early Majority bebo ©
ThoughtWorks
2009
  24. 24. Social Market b2c networks Deliberately cultivated communities around a brand or experience Recommendation Engines Reputation Systems Product Forums Innovation cycle: Late Majority Blogs ©
ThoughtWorks
2009
  25. 25. Social Market b2b networks Debated! Do social patterns have relevance to the b2b space? force.com eBay, Amazon Innovation cycle: Early Adopters ©
ThoughtWorks
2009
  26. 26. on corporate strategy.. "Corporate strategy is all about collecting information from many different sources, evaluating the probabilities of potential outcomes, and making decisions in the face of an uncertain future." James Surowiecki The Wisdom of Crowds ©
ThoughtWorks
2009
  27. 27. Glam Tencent QQ zipcar Sony VIAO Lenovo Dell’s IdeaStorm Obama campaign Comcast B2C is bottoms up!
  28. 28. Glam Tencent QQ g
to
 openly
tryin All
are
 duct/ rt
their
pro inve sign
 e/brand
de servic approaches zipcar Sony VIAO Lenovo Dell’s IdeaStorm Obama campaign Comcast B2C is bottoms up!
  29. 29. Zara Spanish apparel retailer Dominant supply chain Strong sales How to take the next step? Forecasting? Real
agility
in
the
 supply
chain?

For
 an
apparel
company,
 that’s
opera(onal
 advantage. ©
ThoughtWorks
2009
  30. 30. Zara HQ targets of opportunity forecasts, trends clothes design #1
worldwide store mgrs 25%
of
avg
IT
 spend ©
ThoughtWorks
2009
  31. 31. Takeaways Get your humans involved, use social tech to move specific knowledge Employees, customers, all of them! Don't build a community; penetrate one. Social is relevant to b2b Abandon
the techno‐hubris
 hegemony! information advantage ©
ThoughtWorks
2009
  32. 32. Current Favorite Short Case SOCIAL CLOUD MOBILE ©
ThoughtWorks
2009
  33. 33. ThoughtWorks Confe “How
do
we
get
 movement
in
this
 market?” Conferences
are
one
 of
our
core
social
 ecosystem
 playgrounds. “Send people to mobile events” ave “We only h so much CapEx” “Buy e veryon s” e ry ckber Bla Can we Can “Build an iPhone app” ©
ThoughtWorks
2009
  34. 34. erence Connection e better penetrate this social graph? we harness a cloud platform? Anchored on AppEngine investment low appy users h operational For Conferences and Attendees marketing / brand service offerings new investments information ©
ThoughtWorks
2009
  35. 35. Summary Harness the platforms (then develop one!) Push your innovation past the technologies Use the low cost clouds to position your knowledge systems for agility/operational advantage There are humans in your (eco)system Understand them Account for them Use them! ©
ThoughtWorks
2009
  36. 36. Thank you! ©
ThoughtWorks
2009
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