Enterprise 2.0: turning consumer-driven Web 2.0 technologies into business value David Mitchell Senior Vice President, IT Research, Ovum [email_address] +44 20 7551 9194

Agenda

The 2.0 explosion.... Web 2.0 Enterprise 2.0 Print 2.0 Bubble 2.0 Learning 2.0 edu 2.0 Business 2.0 Lunch 2.0 PR 2.0 Publishing 2.0 Telco 2.0 Identity 2.0 Nerds 2.0.1 Supermarket 2.0 Library 2.0 Life 2.0 Students 2.0 Accounting 2.0

What is web 2.0? Web 2.0?

Web 2.0 - an architecture of participation Web 2.0 Writable, open, recombinant web Social networking drives engagement & interaction Content as bait, not product Content + interaction creates new serendipitous value Web 2.0 is a label for the latest evolution of the internet - more ubiquitous, interactive and driven by the network effect Technology Models Internet as ubiquitous platform Wikis, RSS, AJAX, Flash From desktop to webtop ‘ SOA in the wild’& mash ups Open source & open standards Social Models Web as a ubiquitous resource From task-media to ‘me-media’ User pull vs. supplier push Network edge vs. centre Contributing & sharing to grow social bonds & boost status Business Models Wait to be ‘Googled’ Micro-market advertising and eCommerce ‘ Never ending friending’ Software-as-a-Service Architecture of exploitation? Content Models User generated Rich media Interaction adds, extends and morphs content Structure emerges via tagging & folksonomies What is IP?

Technology Models

Internet as ubiquitous platform

Wikis, RSS, AJAX, Flash

From desktop to webtop

‘ SOA in the wild’& mash ups

Open source & open standards

Social Models

Web as a ubiquitous resource

From task-media to ‘me-media’

User pull vs. supplier push

Network edge vs. centre

Contributing & sharing to grow social bonds & boost status

Business Models

Wait to be ‘Googled’

Micro-market advertising and eCommerce

‘ Never ending friending’

Software-as-a-Service

Architecture of exploitation?

Content Models

User generated

Rich media

Interaction adds, extends and morphs content

Structure emerges via tagging & folksonomies

What is IP?

Business drivers for using web 2.0 Web 2.0? A range of business drivers are at play when large organisations ponder the possible value of web 2.0 platforms more interactive style of engagement forum to voice their views dynamic, responsive, dialogue find out what others think lower cost channel harness customer ideas for product innovation enhance ‘open’ brand value and culture show responsiveness enhanced collaboration strengthened culture win-win problem solving experience sharing 1. Customer Wants 2. Corporate Wants 3. Organisation/staff Wants 4. Joint Wants crowd sourcing co-production dialogue passion & contribution crowd wisdom social networking innovation

more interactive style of engagement

forum to voice their views

dynamic, responsive, dialogue

find out what others think

lower cost channel

harness customer ideas for product innovation

enhance ‘open’ brand value and culture

show responsiveness

enhanced collaboration

strengthened culture

win-win problem solving

experience sharing

crowd sourcing

co-production

dialogue

passion & contribution

crowd wisdom

social networking

innovation

Business drivers for using web 2.0 Web 2.0 more interactive style of engagement forum to voice their views dynamic, responsive, dialogue find out what others think lower cost channel harness customer ideas for product innovation enhance ‘open’ brand value and culture show responsiveness enhanced collaboration strengthened culture win-win problem solving experience sharing Customer or Citizen 2.0 Marketing 2.0 or Product Development 2.0 Enterprise 2.0 Service 2.0

more interactive style of engagement

forum to voice their views

dynamic, responsive, dialogue

find out what others think

lower cost channel

harness customer ideas for product innovation

enhance ‘open’ brand value and culture

show responsiveness

enhanced collaboration

strengthened culture

win-win problem solving

experience sharing

Enterprise 2.0 = practical KM Intranet/internet website Collaboration - sharing, storing and finding information Replace network drive/shared drive Shared email repositories Document management Blogging Reporting Project management Wiki platforms such as Confluence, SocialText and Twiki offer light-touch practical solutions to many ‘knowledge management’ use cases “ Once someone adopts a wiki tool and evangelises it, it just spreads like wildfire throughout the organisation” Victor Rodrigues, Cochlear

Intranet/internet website

Collaboration - sharing, storing and finding information

Replace network drive/shared drive

Shared email repositories

Document management

Blogging

Reporting

Project management

The ‘shadow workplace’ Whatever the CIO thinks, a ‘shadow workplace, is emerging – based on practical and ‘light touch’ tools adopted from the consumer realm The formal workplace work flow web, document & records mgmt workplace portal search and discovery mobile phones SMS VOIP blogs email Google iPod/ MP3 social networks contacts wikis team room email wikis … and its shadow social bookmarks forums

Unified collaboration & information mgmt But enterprise 2.0 solutions, in the end, need to form part of an integrated approach … not just another information island …

Key technical challenges...

Lubricating social interaction & collaboration “ The Good Oil”

Social networking at work Share Information – within and across agencies and jurisdictions Record persistent dialogues – preserving a chain of reasoning and enabling new staff to come up to speed quickly Policy ‘Wikipedia’ - repositories of data and information Collaborative authoring ‘ Crowd Sourcing’ - source input from diverse stakeholders Reinforce public sector culture of collaboration Give visibility to thought leaders and people who contribute significantly to cross-cutting policy development and service initiatives. Wikis, profiles and tagging can lubricate improved collaboration and unleash ‘bottom up’ energies and innovations

Share Information – within and across agencies and jurisdictions

Record persistent dialogues – preserving a chain of reasoning and enabling new staff to come up to speed quickly

Policy ‘Wikipedia’ - repositories of data and information

Collaborative authoring

‘ Crowd Sourcing’ - source input from diverse stakeholders

Reinforce public sector culture of collaboration

Give visibility to thought leaders and people who contribute significantly to cross-cutting policy development and service initiatives.

Culture and Enterprise 2.0

Gardeners not engineers Web2.0 = wild meadow vs. enterprise 2.0 = domesticated garden There is more to creating collaboration than throwing the seeds on the ground and hoping for the best Gardeners: Choose the location Plant the seeds Put on fertilizer Pull out weeds Manage plant lifecycles Skilled gardening is a prerequisite for successful adoption and sustained success of enterprise 2.0 … but getting them started is more about gardening than engineering, more about the social experience than the technology Engineers need to tread with care in the garden …

Web2.0 = wild meadow vs. enterprise 2.0 = domesticated garden

There is more to creating collaboration than throwing the seeds on the ground and hoping for the best

Gardeners:

Choose the location

Plant the seeds

Put on fertilizer

Pull out weeds

Manage plant lifecycles

Skilled gardening is a prerequisite for successful adoption and sustained success of enterprise 2.0

Conclusion Enterprise 2.0 Has great potential, provided we can deliver the management frameworks needed to allow it to flourish Will find different form in every culture in the world Presents many technical challenges

Enterprise 2.0

Has great potential, provided we can deliver the management frameworks needed to allow it to flourish

Will find different form in every culture in the world

Presents many technical challenges

Enterprise 2.0: turning consumer-driven Web 2.0 technologies into business value David Mitchell Senior Vice President, IT Research, Ovum [email_address] +44 20 7551 9194