A Study on the Potential Advantages of the use of Social and Semantic Web Applications within Innovative Cooperative Organizations Friday, 19 June 2009 PhD Candidate: Igor Santos Ellakuria Director: Ion Kepa Gerrikagoitia

Research Context Research performed at the Faculty of Engineering of Mondragon Unibertsitatea within the “New Information and Communication Technologies” research program. Mondragon University is close to the business world and part of Mondragon Corporation. Work funded by ISEA research centre and closely aligned with its objectives. Research is performed within the context of Cooperative Organizations

Research performed at the Faculty of Engineering of Mondragon Unibertsitatea within the “New Information and Communication Technologies” research program.

Mondragon University is close to the business world and part of Mondragon Corporation.

Work funded by ISEA research centre and closely aligned with its objectives.

Research is performed within the context of Cooperative Organizations

Innovation and Future Challenges Innovation as the motor of business change Existing innovation models have failed Internally driven innovation efforts Non user-centric supporting tools External collaboration is indispensable There are many more ideas outside than inside the firm: customers, suppliers, partners, … Crowdsourcing : firms need to tap into the collective intelligence Key technology enablers: Social Web: to produce data Semantic Web: to manage data

Innovation as the motor of business change

Existing innovation models have failed

Internally driven innovation efforts

Non user-centric supporting tools

External collaboration is indispensable

There are many more ideas outside than inside the firm: customers, suppliers, partners, …

Crowdsourcing : firms need to tap into the collective intelligence

Key technology enablers:

Social Web: to produce data

Semantic Web: to manage data

A Working Framework Social Web Social networks, blogs, microblogs, folksonomies, mashups, RIAs, wikis, … Semantic Web Semantic search, contextual Web, RDF, OWL, GRDDL, microformats, … Architecture of Participation Intelligent Information Management ICT Socio-economics Firm-centric innovation Network-centric innovation Collaborative Innovation Product/service innovation, process innovation, business model innovation

Collaborative Innovation “ An innovation is the implementation of a new or significantly improved product (good or service), or process, a new marketing method, or a new organisational method in business practices, workplace organisation or external relations.” - OECD, Oslo Manual A definition of innovation: Types of collaborative innovation: Firm-centric innovation Network-centric innovation User innovation Ecosystem innovation Crowdsourcing

A definition of innovation:

Types of collaborative innovation:

Firm-centric innovation

Network-centric innovation

User innovation

Ecosystem innovation

Crowdsourcing

Questions to Be Solved Which network-centric innovation model should I choose? Which approach should I follow in the adoption of the innovation model? How to motivate user participation ? How to institutionalize? Which form of governance should I deploy? How open should my network be? What about IP issues? Which technologies should I use?

Which network-centric innovation model should I choose?

Which approach should I follow in the adoption of the innovation model?

How to motivate user participation ? How to institutionalize?

Which form of governance should I deploy?

How open should my network be? What about IP issues?

Which technologies should I use?

Future of the Web

The Social Web Web 2.0 : second generation of Internet-based services. Patterns (Musser, 2007): Harnessing collective intelligence Users add value, network effects in a massively connected world Data is the next “Intel Inside” Innovation in assembly, remixing of data and services (mashups) Rich user experiences Social software/technologies Wiki, blogging, microblogging, RSS Social networks APIs for mashups REST AJAX

Web 2.0 : second generation of Internet-based services.

Patterns (Musser, 2007):

Harnessing collective intelligence

Users add value, network effects in a massively connected world

Data is the next “Intel Inside”

Innovation in assembly, remixing of data and services (mashups)

Rich user experiences

Social software/technologies

Wiki, blogging, microblogging, RSS

Social networks

APIs for mashups

REST

AJAX

The Semantic Web Key technologies: RDF (Resource Description Framework) for expressing meaning e.g. RSS (Really Simple Syndication) Microformats and RDFa OWL (Ontology Web Language) for expressing relationships SPARQL (Simple Protocol and RDF Query Language) for searches on RDF GRDDL ( Gleaning Resource Descriptions from Dialects of Languages) for extracting RDF from XHTML. “ The Semantic Web will bring structure to the meaningful content of Web pages, creating an environment where software agents roaming from page to page can readily carry out sophisticated tasks for users. […] is not a separate Web but an extension of the current one, in which information is given well-defined meaning, better enabling computers and people to work in cooperation .” - Tim Berners-Lee, The Semantic Web

Key technologies:

RDF (Resource Description Framework) for expressing meaning

e.g. RSS (Really Simple Syndication)

Microformats and RDFa

OWL (Ontology Web Language) for expressing relationships

SPARQL (Simple Protocol and RDF Query Language) for searches on RDF

GRDDL ( Gleaning Resource Descriptions from Dialects of Languages) for extracting RDF from XHTML.

Architecture of Participation Term used to describe the nature of systems that are designed for user contribution Provides mechanisms and methods to foster, coordinate and integrate contributions of participants in a collaborative innovation management system Challenges Encourage and structure participation Provide frictionless, freeform and emergent applications Leverage enterprise social software for knowledge capturing

Term used to describe the nature of systems that are designed for user contribution

Provides mechanisms and methods to foster, coordinate and integrate contributions of participants in a collaborative innovation management system

Challenges

Encourage and structure participation

Provide frictionless, freeform and emergent applications

Leverage enterprise social software for knowledge capturing

Intelligent Information Management Data is the next “Intel Inside”, Economy of Abundance Large amounts of data require filtering mechanisms in order to focus on relevant issues within innovation processes Challenges: Provide contextual information Emphasis on the user , hide complexity Exploit social knowledge, collective intelligence Support for decision processes

Data is the next “Intel Inside”, Economy of Abundance

Large amounts of data require filtering mechanisms in order to focus on relevant issues within innovation processes

Challenges:

Provide contextual information

Emphasis on the user , hide complexity

Exploit social knowledge, collective intelligence

Support for decision processes

Hypothesises Social Web applications are key to boost innovation processes within any kind of organization. Social Web applications improve collaboration among users within and outside organizations and collaboration is key for innovation processes. The principles behind the social Web are aligned with the principles of cooperative organizations . Consequently the adoption of social Web applications within cooperative organizations will boost the different decision processes within this kind of organizations. The semantic Web and the social Web provide complementary capabilities. Semantic web technologies offer powerful data organization, combination and query capabilities. Social Web technologies offer fast-growing on-line data production via their network effects. The adoption of different Web technologies in any kind of organization must be supported by an adoption model . This adoption model must provide a methodology with best practices in the adoption of such technologies. The adoption of Web technologies in the organization must be a stepwise approach.

Social Web applications are key to boost innovation processes within any kind of organization. Social Web applications improve collaboration among users within and outside organizations and collaboration is key for innovation processes.

The principles behind the social Web are aligned with the principles of cooperative organizations . Consequently the adoption of social Web applications within cooperative organizations will boost the different decision processes within this kind of organizations.

The semantic Web and the social Web provide complementary capabilities. Semantic web technologies offer powerful data organization, combination and query capabilities. Social Web technologies offer fast-growing on-line data production via their network effects.

The adoption of different Web technologies in any kind of organization must be supported by an adoption model . This adoption model must provide a methodology with best practices in the adoption of such technologies. The adoption of Web technologies in the organization must be a stepwise approach.

Objectives Analyze the worldwide state of the practice on the adoption of social Web applications and principles. Analyze the use of social Web applications and principles for innovation processes . Develop an innovation management system and a governance model based on the use of social and semantic Web applications. Perform piloting activities on the use of social and semantic Web applications in support of innovation processes within cooperative organizations. Deploy prototypes of social and semantic Web applications within several cooperative organizations in order to foster innovation processes. Assess the applicability and benefits of the social and semantic Web applications within the innovation processes of cooperative organizations.

Analyze the worldwide state of the practice on the adoption of social Web applications and principles.

Analyze the use of social Web applications and principles for innovation processes .

Develop an innovation management system and a governance model based on the use of social and semantic Web applications.

Perform piloting activities on the use of social and semantic Web applications in support of innovation processes within cooperative organizations.

Deploy prototypes of social and semantic Web applications within several cooperative organizations in order to foster innovation processes.

Assess the applicability and benefits of the social and semantic Web applications within the innovation processes of cooperative organizations.

Igor Santos Ellakuria R&D Coordinator Tel.: +34 943 77 20 64 E-mail: [email_address]