Enterprise Web 2.0

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Today: Desktop Cisco Confidential 39 39

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

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

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

Enterprise Web 2.0

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