Business Mashups,
or Mashup Business?
Peter Evans-Greenwood
CTO (Australia)

Web 2.0? Mashup? Eh?
Mashup (web application hybrid)
A mashup is a website or application
that combines content from more
than one source into an integrated
experience.
Web 2.0
Wikipedia
Web 2.0, a phrase coined by
O'Reilly Media in 2004, refers to a
perceived second-generation of Web
based communities and hosted
services — such as social networking
sites, wikis and folksonomies — that
facilitate collaboration and sharing
between users.
Wikipedia
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Business Mashups, or Mashup Business? Peter Evans-Greenwood
© 2006 Capgemini - All rights reserved 1

Web 2.0 & mashups have hit the main stream
Main stream business
media is writing about
them
All main stream
The major application
solution platforms
vendors are retooling
include them
to support them
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Business Mashups, or Mashup Business? Peter Evans-Greenwood
© 2006 Capgemini - All rights reserved 2

So what are we using these technologies for?
Web 2.0
For collaborative document production.
To build an encyclopaedia.
As all-purpose ‘teamware’.
As a ‘war room’ for fast-changing situations.
For knowledge broadcast.
For broadcast search.
For ‘crowdsourcing’.
To express collective judgment.
Andrew McAfee, March 21, 2007, Uses for a Newborn Baby
http://blog.hbs.edu/faculty/amcafee/index.php/faculty_amcafee_v3/uses_for_a_newborn_baby/
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Business Mashups, or Mashup Business? Peter Evans-Greenwood
© 2006 Capgemini - All rights reserved 3

So what are we using these technologies for?
… and mashups?
Microsoft Office Postbank Enterprise Horizons
Accounting 2007 Find the nearest Visualise spartial
autoteller business
Upload items for sale
information
Google Maps
onto eBay directly from
Google Maps
Autoteller locations &
Office in just a few
Applications
status
mouse clicks.
BI Data
eBay
Operational Data
PayPal
External Information
Sources
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Business Mashups, or Mashup Business? Peter Evans-Greenwood
© 2006 Capgemini - All rights reserved 4

The problem with this
It’s pretty underwhelming
• Web 2.0 as point solutions
• Mashups as product integration & portal widgets
• A few interesting SaaS offerings
IT departments are treating web 2.0 & mashups as
throwaway applications
• Relegated to the edge & disposable
• Something apart from enterprise IT
• Resulting in new information silos
There must be more to Web 2.0 and
mashups than what we’re seeing
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Business Mashups, or Mashup Business? Peter Evans-Greenwood
© 2006 Capgemini - All rights reserved 5

So why would we use these technologies?
The interesting thing about Web 2.0 and mashups is the
change in focus they imply
From siloed applications and data…
… to users and what needs to be done
Apps
Mashups D&RM
& Web 2.0 Partners
External
Users consume Web 2.0 & mashups Applications
information map between the manage data
two
Focused on how data is Remixing information as Information appliances
used rather than how it users’ require to be plugged into our
is stored mashup
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Business Mashups, or Mashup Business? Peter Evans-Greenwood
© 2006 Capgemini - All rights reserved 6

The challenge: insurance case work today
Client works with an
Advisor to select &
Client customise a policy Advisor submits the
1.
policy for approval
Advisor
Case
2.
Client visits a 6
3. .
Doctor for a
6.
health check &
tests
5.
Team
The back office ask
Doctor
questions, clarifies
4.
issues, requests
follow-ups, and
approves the case
Doctor posts the
(or not).
test results to the
back office
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Business Mashups, or Mashup Business? Peter Evans-Greenwood
© 2006 Capgemini - All rights reserved 7

The challenge: insurance case work today
What is a case file? Paper?
Knowledge
Client works with an Database? Records?
fragmented and
Advisor in select &
buried to Reports? Email?
Client channels & silos policy
customise a Advisor submits the
1.
policy for approval
Advisor
Case
No means of
2.
capturing tacit
knowledge
Client is not a
Client visits a 6
integral part of
the process 3. .
Doctor for a
6.
health check & No holistic view
Processes
of the problem
tests fragmented
5.
across silos and
manual activities
Team Processes
The back office ask
trapped in
Doctor application silos
questions, clarifies
4.
issues, requests
follow-ups, and
approves the case
Doctor posts the
(or not).
test results to the
back office Participants tied
to locations
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Business Mashups, or Mashup Business? Peter Evans-Greenwood
© 2006 Capgemini - All rights reserved 8

A few interesting ideas
Rich User Experience
Providing a desktop
experience from a web-
Spaces, Not
based application
Applications
Flash & Shockwave
Tools to solve specific
Silverlight
problems, integrated Utility Computing
AJAX
with other tools, rather
Using the web as a
stand-alone applications
platform to deliver
Mash-Ups
Wikis: shared
applications over the
blackboards A web page or internet from a
Blogs: online diaries application combining centralized or distributed
Folksonomies: shared data from two or more data centre
tags external sources GMail
SaleForce.com
QuickBooks Online Edition
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Business Mashups, or Mashup Business? Peter Evans-Greenwood
© 2006 Capgemini - All rights reserved 9

Insurance case work tomorrow
Client uses a self service
web site to create a
policy tailored to their
Advisor
needs, scheduling any
Client tests required
1. 2.
Case An advisor can be called in
(Skype, IM, …) to provide
assistance where required
Client visits a
Doctor for a
3.
health check
& tests 5.
The back office
4. Team approves the case
(or not).
Doctor
Doctor submits test
results directly
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Business Mashups, or Mashup Business? Peter Evans-Greenwood
© 2006 Capgemini - All rights reserved 10

Insurance case work tomorrow
Active
Client uses a self service knowledge
involvement
All
web site to create a captured in a
policy tailored to their single consistent
needs, scheduling any shared space Advisor
Client tests required
1. 2.
Case An advisor can be called in
(Skype, IM, …) to provide
assistance where required
Content
Client visits a Users create their
independent of
own work spaces
Doctor for a channels
3.
health check
Informed
& tests to 5.
and able
participate
The back office
4. Team approves the case
(or not).
Integrated support for
structured and
Doctor unstructured knowledge
Doctor submits test
results directly Virtual
teams
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Business Mashups, or Mashup Business? Peter Evans-Greenwood
© 2006 Capgemini - All rights reserved 11

A space for insurance case management
Client details
from CRM
Client Name Address
RSS
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feed on
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vulputate velit esse molestie consequat, vel
Test results from case
status
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provider’s
system
Test Results Status
Medical
image from
Basldjk 8 asd 8 asd 8
provider’s
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system
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Status
Risk Management
Product
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam
nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam Markup a la
Information
Risk report in erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci
Mojito
wiki
Status comment
Policy Details
Asldkjalsj asldj asldas l
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Date, Time, Posted by BLAH
Asd 8 asd Case work
comments in a
Tags, tags, tags, … Add blog
Tags for semantic
Click through to
search
connected spaces
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Business Mashups, or Mashup Business? Peter Evans-Greenwood
© 2006 Capgemini - All rights reserved 12

… delivered as a utility
Case
Applications
Client Worker
standards based,
RSS, Web Services,
Application silos
Mash-Up
Web 2.0 Resource Management
used as
Light weight,
integration
User information
Content &
Search, …
interfaces appliances
Records
design to
support Management
specific roles
Case Team
Worker Mash-Up
File Stores
Reporting
Client
Partner
Mash-Up
Collaboration
Back-Office
Team Processes Partner
Partner
Applications
Mash-Up
Utility maps
Search
between Mash-Up
External
applications and
Platform
users, capturing Sources
Utility
tacit knowledge
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Business Mashups, or Mashup Business? Peter Evans-Greenwood
© 2006 Capgemini - All rights reserved 13

The problems we’re solving to make this happen
Licensing
How do I enforce
Security & SLAs?
Confidentiality Do I need to pay?
Federated Identity Who owns the
What capabilities do
Managmeent data?
we put in the box?
Sensativity: getting
Where do we use
Where do we
users to put
wiki’s a blogs?
information in the start?
How do they
right box No more four integrate with our
years and $50m! other information?
What about Zoho or
Google Apps?
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Business Mashups, or Mashup Business? Peter Evans-Greenwood
© 2006 Capgemini - All rights reserved 14

The bigger picture
Unstructured Structured Web Site Management example
An
Customer Complaints from
Ministerial Briefs
Government
Correspondence Management Research and Development
Tendering and RFQ Management MD Briefs
Programme & Project Management Project Reporting
Case
Worker
Strategy Development Design Reporting
HR record keeping Post Implementation Reporting
Policy and Advice Standards and Specs
Inspections and Audits Community Consultations
Policies and Procedures Asset Information Management
Contracts Management Drawings and Plans Management
Business Planning
Community Consultation FOI Request Handling
Asset Planning
Business Case Development Accounts Payable invoice processing
Risk Management
Operational Analysis Legal Advice and Precedents
Incident Management
Periodic Reporting Taxation Work Papers
Asset Creation
Specialist Studies Audit Work Papers
Asset Lifecycle Management
Strategic Directions Reporting Audit and Inspection Reporting
Procurement
Indicators Reporting Major Environmental Assessments
Demand Management
Market Research Minor Environmental Assessments
Compliance Reporting
Corporate Template Management Environmental Management Plans
Annual Reporting
Publications Management Work Order Management
Relationship Management –
Campaign Development
Government, Customers, Contractors, Recruitment Management
Partners Customer Engagement Contractor Management
Performance Management Lease License Management Training and Human Performance
Health and Safety Management Title Management Mgmt
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Business Mashups, or Mashup Business? Peter Evans-Greenwood
© 2006 Capgemini - All rights reserved 15

Business mashup? Or mashup business?
Threadless KIVA Scion
Design arbitrage Demand-driven charity Endless customisation
Paypal (payments) Micro-credit Pimp-my-ride
Flicker (photos) Paypal (payments) Production line
Polling (online votes) Flicker (photos) Dealers
Outsourced Blog (journal) Bodyshops
production Already a force to be Most successful
Profitable in 1st year recond with in micro product launch for
credit Toyota ever
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Business Mashups, or Mashup Business? Peter Evans-Greenwood
© 2006 Capgemini - All rights reserved 16

What might this look like for insurance
An Insurance Mash-Up
Yesterday Today Tomorrow
Bespoke development Mass production Endless customisation
Harvest historical Havest historical & Enable customers to
information to create operational create their own
actuarial tables information to create policies from a suite of
actuarial tables policy components
Hand craft policies
Develop insurance
product factories to
churn out mass
customized policies
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Business Mashups, or Mashup Business? Peter Evans-Greenwood
© 2006 Capgemini - All rights reserved 17

How do we create a configurable policy?
Let’s steal an idea from flexible manufacturing
A bike consists of Handlebars Seat
Frame
a frame, two
wheels,
handlebars, a
Back Wheel
seat, drive train, Front Wheel
and each wheel
has a tyre. We
also offer three
types of bike:
mountain, racing
and hybrid
Drive Train
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Business Mashups, or Mashup Business? Peter Evans-Greenwood
© 2006 Capgemini - All rights reserved 18

How do we create a configurable policy?
Let’s steal an idea from flexible manufacturing
Policy
Exclusions
Benefit Inclusions
A bike consists of
Defined benefitHandlebars Seat
Frame
a frame, two Constraints
Deductible/excess
wheels, Period
handlebars,Co-payment
a
Back Wheel
seat, drive train,
RestrictedFront Wheel
benefits
Coverage
and each wheel
Preferred supplier
has a tyre. We Human
…
also offer three • Individual
types of bike: • Partner
mountain, racing • Family
and hybrid • Organisation
Drive Train
Local vs.
international
We can define our product as a suite of pluggable Lego-
like components and let customers mix-and-match
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Business Mashups, or Mashup Business? Peter Evans-Greenwood
© 2006 Capgemini - All rights reserved 19

Then we operationalise the model
Strategic Goals
Handlebars Seat
Frame
Back Wheel
Front Wheel
Drive Train
Information Technology
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Business Mashups, or Mashup Business? Peter Evans-Greenwood
© 2006 Capgemini - All rights reserved 20

Identifying the services we need
Risk
Management
Mashups
Case
Management Billing
Mashups
Insurance
Mashup
Collections
Rating (ISO)
(ChoicePoint)
Front office
Salesforce
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Business Mashups, or Mashup Business? Peter Evans-Greenwood
© 2006 Capgemini - All rights reserved 21

Identifying the services we need
Risk
Management
Mashups
Case
Management Billing
Mashups
Handlebars Seat
Frame
Insurance Back Wheel
Front Wheel
Mashup
Drive Train
Collections
Rating (ISO)
(ChoicePoint)
Front office
Salesforce
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Business Mashups, or Mashup Business? Peter Evans-Greenwood
© 2006 Capgemini - All rights reserved 22

Identifying the services we need
Risk
Risk
Management
Mgmt
Mashups
Service
Case
Case Billing
Management Billing
Mgmt Service
Mashups
Service
Handlebars Seat
Frame
Insurance
Product Back Wheel
Front Wheel
Mashup
Service
Drive Train
Rating
Collections
Collection
Service
Rating (ISO) Service
(ChoicePoint)
Customer
Info
Front office
Service
Salesforce
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Business Mashups, or Mashup Business? Peter Evans-Greenwood
© 2006 Capgemini - All rights reserved 23

… delivering the lot as a utility
Content &
Records
Management
Client Mash-Up
Reporting
Billing
Case
Mash-Up Risk
Worker
Management Back-Office
Mashup
Collections
(ChoicePoint)
Insurance
Client
Partner
Mashup
Mash-Up
Rating
(ISO)
Business
CRM
Team Utility
Partner
(Salesforce)
Mash-Up
Other
Sources
Web Utility
External Services
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Business Mashups, or Mashup Business? Peter Evans-Greenwood
© 2006 Capgemini - All rights reserved 24

What we can achieve with Web 2.0 and Mashups
Lower
Mashing
Productivity Value operational
together internal
costs and a
and external Planning Granularity
Value
more agile
information and
business
collaboration
increase the
tools users’
value that can
require and then
be harvested
rapidly evolving
from the market
the solution
t t
Exception Management
Rate of Innovation
Mashing
together internal
and external
Using mashups functionality to
and utility rapidly create
computing to new business
reduce the cost capabilities, and
of fielding and then rapidly
Process Improvement & Optimisation t
changing evolving the
Information quality Business agility
functionality solution
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Business Mashups, or Mashup Business? Peter Evans-Greenwood
© 2006 Capgemini - All rights reserved 25

In summary
Why use business mashups & web 2.0?
• Lighter weight than portals & composite applications
• Enable us to integrate collaboration with the back end
• Removes the distinction between outside and inside the
enterprise
• Could represent the next generation of enterprise computing
We can use the same ideas to change the way we think
about business
• Mashing together internal and external service to create new,
innovative, capabilities
If we do this right, Web 2.0 and mashups are game
changing technologies
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Business Mashups, or Mashup Business? Peter Evans-Greenwood
© 2006 Capgemini - All rights reserved 26

Questions or Comments
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Business Mashups, or Mashup Business? Peter Evans-Greenwood
© 2006 Capgemini - All rights reserved 27

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