Conferencia "Enterprise Web 2.0" impartida por Roberto de la Mora, de Cisco, durante el Congreso Internacional Mundo-Contact México 2008.

1. Enterprise Web 2.0
Changing the UC Conversation
Roberto De La Mora
Cisco Systems Inc.
8200 NW 41st St., Suite 400
Miami, FL 33166
+1 (305) 718 2627
rmora@cisco.com
1

2. It’s a Brave New World
New New
Worker and Work Model Resource Model
Integrated
Networks
New New
Business Model Technology Model
All Drive a New Network Model!
Cisco Confidential 2 2

3. The New Network Model:
an Integrated Approach
Communicate
Collaborate
Compute
Connect
Include
2000
2010
1970
1980
1990 1971
2011
2001
1991
1981 1972
1982
1992
2002
2012 2003
2013
1993
1983
1973 2004
1974
1984
1994
2014 2015
2005
1995
1985
1975 2016
2006
1996
1986
1976 2017
1997
1987
1977
2007 1978
1998
1988
2008
2018 2009
1979
1989
1999
2019
Cisco Confidential 3 3

4. Align the Network with the Business
Business
React to Business Shifts Ensure Business Continuity
Priorities
Information
Technology Operational
Innovation
(The Network) Excellence
Reduce Business Latency Protect/Utilize Assets
Cisco Confidential 4 4

5. Wikis, Blogs, Mashups
Browser, Email/IM
13482_05_2007 © 2007 Cisco Systems, Inc. All rights reserved. Cisco Confidential
Cisco Confidential 5 5

6. IT Trends: A Major Inflection Point
Tremendous Opportunity for Businesses to Move with
Unprecedented Speed and Alter the Economics of Their Market
Globalization of Businesses Ubiquitous Bandwidth
Unified Communications
Scale and Speed
Mobility
Community-driven
innovation Web SOA
2.0
Knowledge worker has
choices SaaS
Global Trends Technical Innovation
Cisco Confidential 6 6

7. Enterprise Adoption Hasn’t Kept Pace
Technology Designed Users Taking
for the Matters into Their
Old World Own Hands
Enterprise Employee
Cisco Confidential 7 7

8. IT Caught in the Middle
Tolerance is going
DOWN
Enterprise Demands Proactive Employee Demands
Compliance
Comprehensive “I want Facebook for the
Disaster Recovery Enterprise...”
Strategies Predictive “I’m going to do it whether
Security you support it or not...”
High Availability
“Why can’t I get access
Quality of Service
Backup and Recovery
Visibility is going
to…”
Visibility is going
UP
Cisco Confidential 8 8

9. The Current Landscape
Application Delivery Model
Public
Consumer www Network
Enterprise Enterprise
Network
Cisco Confidential 9 9

10. The Current Landscape
Application Innovation Cycle
3 to 6 Public
Consumer www Network
Months
Enterprise 3 to 6 Enterprise
Years Network
Cisco Confidential 10 10

11. The Best of Both Worlds
Application Delivery Model
Ubiquity, Speed, Flexibility
“Web 2.0” style innovation platform Public
Consumer www Network
Facebook stat: 5000 “custom apps” built
by 90K developers in 7 weeks
The “utilities”—security, reliability, scalability,
availability, etc.
Enterprise Enterprise
Intelligent services built into the network Network
Example: Network Access Control (NAC)
Cisco Confidential 11 11

12. Web 2.0 Opportunity
WEB 2.0 Social - Embedded part of our lives
ENTERPRISE 2.0 Enterprise 2.0 - “User as the employee”
Today, risk outweighs business benefits
RISK
Enterprise Web 2.0 is happening with or without IT
Focus needs to be on Principles/Concepts
FOCUS
Not on Tools & Technology (wikis, blogs, etc.)
Advanced Tech. can incorporate Web 2.0 into IT &
APPROACH
business strategy – lower risk, measurable return
Create new set of conversations to new audience
OPPORTUNITY
Drive Advanced Tech. for competitive differentiation
Cisco Confidential 12 12

13. Harnessing the Collective Intelligence of the Web
Tools & Tech
BLOG
BLOG
WIKI
WIKI
Web as a
platform
RSS
RSS
SOCIAL
SOCIAL
S/W
S/W
Social Behavior
SOCIAL
SOCIAL SOCIAL
SOCIAL USER
USER
REMIXING
REMIXING
BOOKMARKING
BOOKMARKING NETWORKING
NETWORKING GENERATED
GENERATED
CONTENT
CONTENT
Cisco Confidential 13 13

14. Web 2.0 Tools Adapted for Enterprise Use
Tools & Tech
BLOG
BLOG • for authoring and storytelling
WIKI
WIKI • for authoring and linking
RSS
RSS • Web Feed Server and Newsreaders for signaling
SOCIAL
SOCIAL
S/W
S/W • for tagging and building folksonomy
…as defined at wikipedia.org/wiki/Enterprise_2.0
Cisco Confidential 14 14

15. Adapting Web 2.0 for the Enterprise:
“Enterprise 2.0”
15

16. What We Know About Enterprise Web 2.0 So Far
1. It is going to happen – with or without IT (same trend as IM)
2. A state of mind vs. a product you can purchase
3. Most businesses still need to educate their workers
4. The benefits can be dramatic, & builds steadily over time
5. Doesn’t put older IT systems out of business
6. Will drive Business Transformation. Be ready
7. Involves more than just blogs and wikis
Cisco Confidential 16 16

17. Management Fears About Enterprise Web 2.0
Technological Barriers Cultural Barriers
1. Security 6. Monitoring
2. Access Control 7. Legal Dangers
3. Information Integrity 8. Productivity
4. Proper Tagging 9. Manage
5. Training 10. Investment
http://www.enterpriseweb2.com/?p=10 http://www.enterpriseweb2.com/?p=10
“[Corporate] interest in technologies such as blogs, wikis, and mashups
has gone down during 2007, despite explosive growth outside the firewall.”
Growing Pains: Can Web 2.0 Evolve Into An Enterprise Technology?
Infoweek, 10/27/2007
Cisco Confidential 17 17

18. Changing the Web 2.0 Conversation
No hard boundary – a gravitational core
Strategic Positioning:
• The Web as a Platform
Core Competencies:
• Services, not packaged software
• Architecture of participation
• Cost effective scalability
• Remixable data source and data transformation
• Software above the level of a single device
• Harnessing the collective intelligence
Core Competencies
Cisco Confidential 18 18

19. Changing the Web 2.0 Conversation
Principles and practices tie together a solar system of sites & applications
Strategic Positioning:
• The Web as a Platform
“An attitude, not Rich User
Core Competencies: Experience
a technology”
• Services, not packaged software
• Architecture of participation
• Cost effective scalability Small pieces
The Long Tail • Remixable data source and data transformation loosely joined
• Software above the level of a single device (web as components)
• Harnessing the collective intelligence
Data as the
Software that gets Trust your users
“Intel inside” Play
The perpetual beta Better the
more people use it
Granular addressability
The Right to Remix: Emergent: User of content
Hackability “Some rights behavior not
reserved” predetermined
Cisco Confidential 19 19

20. PageRank,
Flickr, Delicious: ebay Reputation, Blogs: Participation
Tagging, BitTorrent:
Amazon Reviews: user not publishing
not Taxonomy Radical Decentralization
as contributor
Gmail, Google Google AdSense:
Maps, and AJAX: Customer self service Wikipedia:
Context Radical Trust
Rich User Experience enabling the Long Tail
Strategic Positioning:
• The Web as a Platform
“An attitude, not Rich User
Core Competencies: Experience
a technology”
• Services, not packaged software
• Architecture of participation
• Cost effective scalability Small pieces
The Long Tail • Remixable data source and data transformation loosely joined
• Software above the level of a single device (web as components)
• Harnessing the collective intelligence
Data as the
Software that gets Trust your users
“Intel inside” Play
The perpetual beta Better the
more people use it
Granular addressability
The Right to Remix: Emergent: User of content
Hackability “Some rights behavior not
reserved” predetermined
Cisco Confidential 20 20

21. Web 2.0 Key Principles & Competencies
Software
Rich User as a Service
Small sites make up the Design Experience
bulk of the internet's
content…
applications From Wikipedia, the free encyclopedia
reach out to the entire web, to integrate Interfaces that leverage the
power of the web platform,
to the edges and not
services across making it a seamless, almost
just the center.
Hosted web-native
handheld invisible part of their
software apps for use
infrastructure.
devices and by customers over the
PCs Internet
Cisco Confidential 21 21

22. How should IT start thinking about an
Enterprise Web 2.0 strategy?
1. Web-based information sharing--think business
versions of Wikipedia, MySpace, and Flickr
• i.e. WebEx and Sharepoint
2. Voice and messaging
• VoIP, instant messaging, presence, videoconferencing, and UC
• UC is barely used at 13% of companies surveyed and
effectively by a few at 24%
Interest in Point #1 has been increasing
Point #2 represents untapped opportunity
Most Business Tech Pros Wary About
Web 2.0 Tools In Business
InformationWeek, 02/2007
Cisco Confidential 22 22

23. Harnessing The Collective Intelligence
Social Web 2.0
User / User Social Wiki’s
generated Offline/Online Discoverability
Consumer Networking Blogs, etc.
content of Data
The Network as Platform
The Web as a a Platform
User as the Work/Life Discoverability Real Time
Productivity Collaboration
Employee of Resources Communication
Enterprise Context
Cisco Confidential 23 23

24. Changing Today’s Conversations
Today’s Conversations
Infrastructure Active Avaya, Alcatel, Director of Technology
IP Phones Optimization
-centric opportunities Nortel IT
The Network as a Platform
Workplace
User as the Latent Microsoft, VP Marketing, Harnessing the
Licensing
Employee Opportunities Google Customer Svc Collective Intell
Enterprise Web 2.0 Conversation
Cisco Confidential 24 24

25. Harnessing the Collective Intelligence
Cisco Unified Communications
Web
Suppliers Mobile Worker
Blogging
Email
Voice
Customers Contact Center
Voice
Contact
Enterprise Wiki’s
Center
Speech Proactive
Consultants Self Service Contact Branch
Asynch
Collaboration
Info Worker,
Employees Executive
Seamless, Unified Customer Experience
Cisco Confidential 25 25

26. Harnessing the Collective Intelligence?
Web Chat
Suppliers Mobile Worker
Blogging
Email
Voice
Customers Contact Center
Contact
Center
Wiki’s
Assisted Proactive
Consultants Self Service Contact Resident Expert
Speech
Self Service
Info Worker,
Employees Executive
Cisco Confidential 26 26

27. Changing the UC Conversation
No hard boundary – a gravitational core
Strategic Positioning:
• The NETWORK as a Platform
Core Competencies:
• Architecture of participation
• Software above the level of a single device
• Cost-effective Scalability
• Lightweight interfaces
• Re-mixable communication sources
• Harnessing the collective intelligence of Enterprise
Core Competencies
Cisco Confidential 27 27

28. Changing the UC Conversation
Principles and practices tie together a suite of applications to
“Harness the Collective Intelligence of the Enterprise”
Strategic Positioning:
• The NETWORK as a Platform
Rich User
The Long Tail Core Competencies: Experience
• Architecture of participation
• Software above the level of a single device
• Cost-effective Scalability
Convergence • Lightweight interfaces Loose coupling
• Re-mixable communication sources
• Harnessing the collective intelligence of Enterprise
Mobility Collaboration: Video
Software as User as Employee
a Service Synchronous and
Asynchronous
Call Context
Interrupt-ability Integration via SIP
Resident Expert Wisdom of Crowds
via SIP & Presence
Cisco Confidential 28 28

29. Unified Mobile Communicator:
Telepresence: IP Telephony:
Voice Portal: Software above the level
Media Rich Collaboration Harnessing the
Self Service of a single device
collective intelligence
Webex: MeetingPlace, IronPort SenderBase:
Participation via SaaS Personal Communicator:
Context Communications Security
(not publishing) Rich User Experience enabled by the Long Tail
Strategic Positioning:
• The NETWORK as a Platform
Rich User
The Long Tail Core Competencies: Experience
• Architecture of participation
• Software above the level of a single device
• Cost-effective Scalability
Convergence • Lightweight interfaces Loose coupling
• Re-mixable communication sources
• Harnessing the collective intelligence of Enterprise
Mobility Collaboration: Video
Software as User as Employee
a Service Synchronous and
Asynchronous
Call Context
Interrupt-ability Integration via SIP
Resident Expert Wisdom of Crowds
via SIP & Presence
Principles
Cisco Confidential 29 29

30. Alignment Solutions &Communication Products
Cisco UC with Unified Characteristics
Cisco Network as S/W above the level Software as a The Long Tail
the Platform of Single Device Service (The Branch)
Voice-Enabled Routers
SIP and IP Mobile Communicator
Consumer driven Scalable
Webex Most employees reside
Integrated Services
devices in branches
Router (ISR)
SONA/SOA
Voice-Enabled Gateways Unified Mobility IronPort SenderBase
Utility-based model
Unified Access Intellectual capital at
Mobile Communicator
Open
QoS Enabled Personal Communicator the edge
Mobility web-enabled software Unified Mobility
Infrastructure
Cross Network Unified Presence Extend core
CUCM and wireless,
(wired, Unity Telephony, Video APIs, Web Services Personal Communicator
applications
Unity Unified Messaging
FMC, 3G) MeetingPlace
Integrated Services Conferencing
MeetingPlace Network-based access Peer-to-peer
Management
Router (ISR) collaboration
Telepresence
Presence
Telepresence Asynchronous
Scale, Security,
Catalyst Switches with Collaboration Resident Expert &
Video Conferencing
Rich User Experience
Video Conferencing
POE Simplification Home-based
Unified Presence
Cisco Confidential 30 30

31. Network as Collaboration Harnessing the
a Platform Creation Collective Intelligence
Enterprise
Tagging Social
Wiki’s
Cisco Network as S/W above the level Software as a Networking
The Long Tail
Federated
the Platform of Single Device RSS Creation
Blogs Service Enterprise Social Identity
(The Branch)
& Consumption Tagging
Directory 2.0
Voice-Enabled Routers Mobile Communicator Webex Integrated Services
IronPort Senderbase Router (ISR)
Voice-Enabled Gateways Unified Mobility
Mobile Communicator
QoS Enabled Personal Communicator
Infrastructure Unified Mobility
Unified Presence
CUCM and Unity Personal Communicator
Unity Unified Messaging
MeetingPlace
Integrated Services MeetingPlace
Router (ISR) Telepresence
Telepresence
POE Switches Video Conferencing
Video Conferencing
Unified Presence
Cisco Confidential 31 31

32. Companion Tools to Social Web 2.0
Social Web 2.0
Tools
Enterprise 2.0
Communication and
Collaboration
Tools
Cisco Confidential 32 32

33. Enterprise Web 2.0 Use Cases
Manufacturing High Growth Tech Company
Embed UC into Six Sigma Reduce M&A Costs
• Improve JIT delivery performance • Streamline integration process with UC
• Unified Mobile Communicator improves • Webex provides real time and
communication between field sales, HQ asynchronous collaboration for M&A
and manufacturing teams across firewalls and time zones
Health Care Provider Financial Services
Extend Privacy & Security Initiative Reduce Customer Service Costs
• Include Web 2.0 technology (blogs, wikis • boost agent satisfaction by enabling
UC, etc.) work@home agents
• IronPort DLP prevents information leaks • Contact Center agents’ metrics linked to
enforces HIPAA compliance & protects HR system for “pay for perform”
their brand
Cisco Confidential 33 33

34. Find Resident Expert – CUWL Use Case
“I’ll get back to you”
Branch worker
or
”Hold please”
Mobile Worker
Voice
Customer Knowledge Worker Network
as the
Platform
Home-based worker
M3/IQ Platform
Resident Expert The Network as the Platform
The Long Tail
Discoverability of Resources
Cisco Confidential 34 34

35. Find Resident Expert – CUWL Use Case
Branch worker
Mobile Worker
Voice
Customer Knowledge Worker Network
as the
Platform
Home-based worker
Presence and Interruptability
M3/IQ Platform
Harnessing the collective Intelligence
Resident Expert
Rich User Experience
Integrated w/ Sametime or MOC
Cisco Confidential 35 35

36. Find Resident Expert – CUWL Use Case
Mobile Worker
Voice
Customer Knowledge Worker
Cisco Confidential 36 36

37. Find Resident Expert – CUWL Use Case
Branch worker
Home-based worker
Voice
Customer Knowledge Worker
Cisco Confidential 37 37

38. Value Delivered
Results:
• Reduce hold times and abandons
Voice
• Reduce call transfers
Customer Knowledge Worker • Better service through collaboration
• Higher first contact resolution
• Measurable return
Cisco Confidential 38 38

39. Today: Desktop
Cisco Confidential 39 39

40. New Desktop for the Knowledge Worker
Future: “Webtop”
Cisco Confidential 40 40

41. Welcome to a Network Where…
…Businesses Transform Network …Integrated Networks
Themselves Make it All Possible
Welcome to the Human Network™
Cisco Confidential 41 41

42. Enterprise Web 2.0 Roberto De La Mora
Cisco Systems Inc.
8200 NW 41st St. Suite 400
Miami, FL
33166
Changing the Conversation rmora@cisco.com
RSS feed
OPML Reading List
Find me/follow me at:
Facebook
LinkedIn
Dopplr
42