Michael Kogeler
General Manager
Microsoft Consumer and Online
www.microsoft.be
Every Consumer is a Business User
Challenges and Opportunities on Innovation in the
Fast Changing Consumer Driven Enterprise

So, who is Michael Kogeler ?
Michael Kogeler
General Manager
Microsoft Consumer and Online
Mail - mkogeler@microsoft.com
Blog - www.kogeler.com
Messenger – michaelkogeler@hotmail.com
Prive Mail - michael@kogeler.com
Twitter – #mkogeler

MAIN PRESENTATION

Intensity of Your Single “Pay
audience Attention” Moment Of
attention
(meaning you Today
are still awake)
Slide 1 Slide 46 Presentation time
(or my overload of slides)
Your single moment of attention the next 45
minutes....

(SENIOR) EXECS ARE WILLING TO ACCEPT
THE FACT THAT THEIR ORGANISATIONS ARE
BUILT FOR PERPETUATION RATHER THAN
FOR INNOVATION.
BUT IN A DISCONTINIOUS WORLD, WE
NEED TO TURN DOWN THE DIAL A BIT ON
PERPETUATION AND TURN UP THE DIAL ON
INNOVATION.
Gary Hamel

DADDY, WHAT DID YOU DO
DURING THE ECONOMIC
RECESSION ?

I LOVE THE SMELL OF SECURE
EMPLOYMENT AND A
GARANTUEED PENSION IN THE
MORNING….

The Current Economy
Economic “Reset”
Less debt, more innovation
and productivity
Optimistic about the future

“Because the purpose of business is to
create a customer, a business has
two – and only two – basic functions:
Marketing and Innovation.”
Peter Drucker

Innovation ?
53% 1. Business Process Improvements
46% 2. Reducing Enterprise Costs
43% 3. Improving Enterprise Workforce Effectiveness
Top CIO Challenges in 2009
Source: Gartner CIO Survey 2009

IT Complexity...
Pull stick up, Plane goes up, Push stick down, Plane does down.
The buttons ? They’re there to impress the chicks. Chicks are complex.

3 major disruptions on the Horizon or
around the Corner....
• From old economy to new
economy
• From vision to action
• The war for talent

Disruptions on the horizon and
around the corner
Part 1 - from old economy to
new economy
• The world is flat
• Econoshock
• The long tail

Some see it coming since 2004...

• Schok 1 - Demografie
• Schok 2 - Het zwaartepunt verschuift naar het Oosten
• Schok 3 - Informatie- en communicatietechnologie
• Schok 4 - Het einde van fossiele brandstoffen
• Schok 5 - Het nieuwe kapitalisme
• Schok 6 - De groene economie
Econoshock

Connected value chain in the old
economy
ISO 9000 Certified

Business expansion in the old
economy...
ISO 9000 Certified ISO 9000 Certified
ISO 9000 Certified
ISO 9000 Certified
ISO 9000 Certified
ISO 9000 Certified
ISO 9000 Certified
ISO 9000 Certified
ISO 9000 Certified

Business expansion in the new
global economy...

Disconnected value chains in the
new global economy...

The long tail
From - Sell more of less
Volume
To - Sell less of more
Niche Level
20 %

What’s so special about this car?

Huh ? Do I drive a BMW ?

So, what’s so special about this car?

Challenging an (your?) industry

Disruptions on the horizon or around
the corner...
Part 2 - from vision to action
The Knowledge Gap

Exploration of the knowledge gap
“The task is not so much
to see what no one yet has seen,
But to think what nobody has yet thought
about that which everyone sees”
Schopenhauer

To maintain a competitive
advantage…
…we will have to
collaborate with Extranet
colleagues downthe
Enterprise
corridor or around Internet
the world as natural as Division
working alone to bridge the
knowledge gap
Team
Individual

Innovation @ P&G <> R&D?

The Power of Social Media
A little story…

Social Media Innovation
Microsoft LookingGlass
• A proof-of concept business tool that harnesses the
power of the Microsoft platform to make social media
data actionable.
• Listen to, participate in, and analyze social media.
• Partners can build on top of it to add their insight and
information for their clients.
• Businesses can overlay sales and support data and
other key business information to finally start to
understand the ROI of participating in social media.

Video
LookingGlass – Social Marketing Dashboard

Disruptions on the horizon or around
the corner...
Part 3 - the war for talent
• ”1984”

• George Orwell – 1984
• Winston Smith, a functionary at the Ministry of Truth, whose work consists of editing
historical accounts to fit the government's policies. Big Brother is watching you!
• Launch of the Macintosh and Windows 1.0
• The end of the C:DOS>_ blinking prompt or
character based input
• The beginning of the Consumerization of the PC
• Digital natives - people born >1984 have always had
computers and internet in their lives
“1984”

More to come - life of a 12-24…
 Will never read a newspaper but attracted to some (online) magazines
 Will never own a land-line phone (and maybe not a watch)
 Will not watch television on someone else’s schedule much longer
 Trust unknown peers more than experts
 For first time willing to pay for digital content. Never before
 Little interest in the source of information and most
information aggregated
 Community at the center of Internet experience
 Want everything to move to mobile
 Television dominates less than any generation before
 Want to move content freely from platform to platform with no
restrictions
 Want to be heard (user generated content)
 Use IM. Think e-mail is for their parents

Digital natives...
• They work differently – your kids and yourself
• They escalate a chat to a call to a video call with one
click – they use technology
• They communicate across the globe as seamless as
across the table – they collaborate
• When they type 3 words in Bing or Google they find
more information then they can handle – on any topic!
• Compare and contrast with what is happening in your
companies – it is there today
Are we (you) imposing them to be
ineffecient?

• They are entering (y)our
companies
• In 3-5 years they will be running
(y)our companies
• Will they bring in a mind set
change?
Digital Natives Are Coming. Fast.

Where I want it...
When I want it...
How I want it...

Generation Y....
No problem....
If only they were abundantly available....
Demographic overview Belgian Population
...but they are a
rare commodity

It’s not about finding the right
people any more...
It’s about getting them to join your
company...
The real war for talent

Organization structures need to
change…
1928 2000+
Traditionals Boomers Xers Yers
Business
process
Organizational
shape
Workplace
Technology

(re)Think
Location
Mentality Technology

Location - (re)Design
Virtual
In the “office”
Anywhere
Alone Anytime @ Any Together
Device
Physical

Microsoft Workstyles
HIGH mobility
M4 TRAVELER - externally mobile and immersed in
collaboration. Their jobs require travel and virtual
conferencing. They include executives, senior
mangers, evangelists and consultants.
M3 ORCHESTRATOR - internally mobile and highly collaborative, often
interfacing with several different teams in the course of a given project.
They include lead engineers, product managers, marketing managers and
project managers.
M2 CONCENTRATOR - generative employees who produce code, create content, conduct
research. They require solitary desk time more than mobility and tend to work in close
knit, as opposed to distributed, teams. They include developers, designers, testers and
researchers.
M1 PROVIDER - Microsoft’s most desk-centered employees, fulfilling administrative
functions that support a team. They include administrators, administrative management
and billing account coordinators.
LOW mobility

Technology - (re)Learn
Virtual
Alone Together
Fysical

Video
Future Of Work – Microsoft Research

Mentality – (re)Focus
People Drive Business Outcomes

Mentality – (re)Focus
Enabling Information Workers
Work
anywhere
Communicate Innovate
effortlessly collectively
Personalize
environment

Emerging Technology Trends
What’s next….

What's next now ?

What's Now ?
Is already deployed at your company today… Big time.
Tags Rating
Widgets
Content
Collaborative Filtering
Aggregation

Surface
Demo/Video – BMW Car Configurator

The Microsoft Platform (Now )
Active Directory AD/Live ID
CLIENT

THERE IS MORE THAN ENOUGH
CONFUSION AND AMBIGUITY TO WORK
WITH IN THIS WORLD.
WE DON’T HAVE TO WORRY ABOUT
CREATING MORE, ONLY ABOUT HOW TO
WORK MORE ARTFULLY WITH WHAT WE
ALREADY HAVE !
Gary Hamel

10 tips for a successful marriage…
1. Show love, every minute of the day
2. Don’t nag at each other
3. Respect your partner 24/7
4. Resolve fights in time
5. Communicate and be honest
6. Be faithful and show believe in the two of you
7. Compromise is key to success
8. Take a break now and then
9. Special days should be celebrated
10. Do not underestimate your partner

TALK DOESN’T COOK RICE
Old Chinese Proverb & Michael’s Favorite Saying

Thank You.
Discussion Time....
Michael Kogeler
General Manager
Microsoft Consumer and Online
mkogeler@microsoft.com
www.kogeler.com
michael@kogeler.com

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SLIDES GRAVEYARD

Discipline at the Core Fluid at the Edge Is your IT Ready for What's Next?

Looking Ahead