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

Imagine…
A new company enters the market in
late 2007, LGM Wealth Management,
who have found a new way of spinning
existing solutions and technologies to
provide it with capabilities an order of
magnitude better than anyone else
Time to Revenue < 5 days
Cost to Serve < ½ industry average
New Product Introduction < 5 days
Infinite customisation
How do you react?
| Technology Services
Business Mashups, or Mashup business? Peter Evans-Greenwood
© 2006 Capgemini - All rights reserved 1

Phase 1
Time to Revenue
Cost to Serve

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
2. Case
Client visits a 6
3. .
Doctor for a
health check & 6.
tests
5.
Team
Doctor The back office ask
4. questions, clarifies
issues, requests
follow-ups, and
Doctor posts the approves the case
test results to the (or not).
back office
| Technology Services
Business Mashups, or Mashup business? Peter Evans-Greenwood
© 2006 Capgemini - All rights reserved 3

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

A few interesting ideas
Rich User Experience
Providing a desktop
Spaces, Not experience from a web-
Applications based application
Tools to solve specific Flash & Shockwave
problems, integrated Silverlight
Utility Computing
with other tools, rather AJAX
Using the web as a
stand-alone applications
Mash-Ups* platform to deliver
Wikis: shared
blackboards
applications over the
A web page or internet from a
Blogs: online diaries application combining centralized or distributed
Folksonomies: shared data from two or more
tags
data centre
external sources GMail
Chicago Crime DB
http://www.chicagocrime.org/ SaleForce.com
Ski Bonk QuickBooks Online Edition
http://www.skibonk.com/
More than a portal—
an application in it‘s
own right!
* Examples taken from www.programmableweb.com
| Technology Services
Business Mashups, or Mashup business? Peter Evans-Greenwood
© 2006 Capgemini - All rights reserved 5

A space for insurance case management
Client details
from CRM
Client Name Address
12 sad asldrk aslkdja lsdkj al skdjas RSS
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Test results from vulputate velit esse molestie consequat, vel case
illum dolore eu feugiat nulla facilisis at status
provider’s
system
Test Results Status
Medical
Basldjk 8 asd 8 asd 8 image from
asd 8 asd 8 asd 8 provider’s
system
asd 8 asd 8 asd 8
Risk Management Status
Product
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam
Risk report in nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam
Information Markup a la
erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci
wiki Mojito
Policy Details Status comment
Asldkjalsj asldj asldas l
Basldjk 8 asd Aklsd aksdh kashd
Date, Time, Posted by BLAH
Asd 8 asd Case work
comments in a
Tags, tags, tags, … Add blog
Click through to Tags for semantic
connected spaces search
| Technology Services
Business Mashups, or Mashup business? Peter Evans-Greenwood
© 2006 Capgemini - All rights reserved 6

Insurance case work tomorrow
Client uses a self service
web site to create a
policy tailored to their
needs, scheduling any Advisor
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
health check 3.
& tests 5.
4. The back office
Team approves the case
(or not).
Doctor
Doctor submits test
results directly
| Technology Services
Business Mashups, or Mashup business? Peter Evans-Greenwood
© 2006 Capgemini - All rights reserved 7

Insurance case work tomorrow
Active
involvement Client uses a self service knowledge
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
Content assistance where required
Client visits a independent of Users create their
Doctor for a channels own work spaces
health check 3.
Informed
& tests to
and able 5.
participate
4. The back office
Team approves the case
Integrated support for (or not).
Doctor structured and
unstructured knowledge
Doctor submits test
results directly Virtual
teams
| Technology Services
Business Mashups, or Mashup business? Peter Evans-Greenwood
© 2006 Capgemini - All rights reserved 8

What we are trying to achieve
Create a more Drive cost
supportive Productivity Operational Costs savings through
environment, more efficient
ensuring that all Time to revenue 66% work practices
stakeholders are Cost to serve 50%
involved and
have accurate
information to
base their
decisions on
t t
Future
Insurance
Case Worker
Business Value
Reduce the
opportunity for
errors and
mistakes by
Capture tacit capturing and
and structured formalising
knowledge in a currently
single Information Management t informal
integrated information and
environment Information Quality Work Quality processes
| Technology Services
Business Mashups, or Mashup business? Peter Evans-Greenwood
© 2006 Capgemini - All rights reserved 9

Delivered as a utility
Case
Client Worker
Applications
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
design to Records
support Management
specific roles
Case Team
Worker Mash-Up
File Stores
Partner Client Reporting
Mash-Up t
Collaboration
Partner
Applications
Team Processes
Partner
Mash-Up
External
Mash-Up Search Sources
Utility maps
between Platform
applications and Utility Existing Back-Office
users, capturing
tacit knowledge
| Technology Services
Business Mashups, or Mashup business? Peter Evans-Greenwood
© 2006 Capgemini - All rights reserved 10

Delivered as a utility
Case
Client Worker
Applications
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
design to Records
support Management
specific roles
Case Team
Worker Mash-Up
File Stores
Partner Client Reporting
Mash-Up t
Implementation Effort
Collaboration
Partner
Applications
Team Processes
Partner
Mash-Up
External
Mash-Up Search Sources
Utility maps
between Platform
applications and Utility Existing Back-Office
users, capturing
tacit knowledge
| Technology Services
Business Mashups, or Mashup business? Peter Evans-Greenwood
© 2006 Capgemini - All rights reserved 11

Delivered as a utility
Case
Client Worker
Applications
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
design to Records
support Management
specific roles
Case Team
Months
Worker Mash-Up
File Stores
Partner Client Weeks Reporting
Mash-Up t
Implementation Effort
Collaboration Time to Capability
Partner
Applications
Team Processes
Partner
Mash-Up
External
Mash-Up Search Sources
Utility maps
between Platform
applications and Utility Existing Back-Office
users, capturing
tacit knowledge
| Technology Services
Business Mashups, or Mashup business? Peter Evans-Greenwood
© 2006 Capgemini - All rights reserved 12

Challenges
Licensing
How do I enforce
Security & SLAs?
Confidentiality Do I need to pay?
Identity
Managmeent What capabilities do
Sensativity: getting we put in the box?
users to put Where do we Where do we use
information in the start? wiki’s a blogs?
right box How do they
No more four integrate with our
years and $50m! other information?
What about Zoho or
Google Apps?
| Technology Services
Business Mashups, or Mashup business? Peter Evans-Greenwood
© 2006 Capgemini - All rights reserved 13

The bigger picture
Unstructured Structured Web Site Management example
An
Ministerial Briefs Customer Complaints from
Correspondence Management Government
Research and Development
Tendering and RFQ Management MD Briefs
Case
Programme & Project Management Project Reporting
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
Business Planning Contracts Management Drawings and Plans Management
Asset Planning Community Consultation FOI Request Handling
Risk Management Business Case Development Accounts Payable invoice processing
Incident Management Operational Analysis Legal Advice and Precedents
Asset Creation Periodic Reporting Taxation Work Papers
Asset Lifecycle Management Specialist Studies Audit Work Papers
Procurement Strategic Directions Reporting Audit and Inspection Reporting
Demand Management Indicators Reporting Major Environmental Assessments
Compliance Reporting Market Research Minor Environmental Assessments
Annual Reporting Corporate Template Management Environmental Management Plans
Relationship Management – Publications Management Work Order Management
Government, Customers, Contractors, Campaign Development Recruitment Management
Partners Customer Engagement Contractor Management
Performance Management Lease License Management Training and Human Performance
Health and Safety Management Title Management Mgmt
| Technology Services
Business Mashups, or Mashup business? Peter Evans-Greenwood
© 2006 Capgemini - All rights reserved 14

Phase 2
New Product Introduction
Product Catalogue

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
| Technology Services
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 & Enabling customers to
information to create operational configure their own
actuarial tables information to create policy
Hand craft policies actuarial tables Connecting them
Develop insurance directly with the market
factories to churn out
mass customized
policies
Pass bundles of
policies onto the
market
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Business Mashups, or Mashup business? Peter Evans-Greenwood
© 2006 Capgemini - All rights reserved 17

Managing complex products
Few products Some products All possible products
A single product, Chaos, where each client has
the Model T of our industry an individually tailored product
Rather than being forced to the
ends, we want to put the slider
where it makes the most sense for
the business.
| Technology Services
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
A bike consists of Handlebars Frame Seat
a frame, two
wheels,
handlebars, a
seat, drive train, Front Wheel Back Wheel
and each wheel
has a tyre. We
also offer three
types of bike:
mountain, racing
and hybrid
Drive Train
We can define our product as a suite of pluggable Lego-
like components and let customers mix-and-match
| Technology Services
Business Mashups, or Mashup business? Peter Evans-Greenwood
© 2006 Capgemini - All rights reserved 19

How do we create a configurable policy?
Let’s steal an idea from flexible manufacturing
Assumptions
AConcepts
bike consists of Simplifying our
Handlebars Frame Seat
a frame, two
Benefit understanding
wheels,
• Defined benefit Competitive forces
• Co-payment
handlebars, a benefits
• Restricted Predictions
seat,• drive train,
… Front Wheel Back Wheel
Risks
and each wheel
Policy
Business Logic Benefits
has a tyre. We&
• Exclusions
Inclusions Competitor
Constraints
also •offer three
Constraints • Prices
• … Recognising
types of bike: situations • Products
Event and/or risk
mountain, racing Deciding on actions Events
…
and hybrid Exception (risk)Drive Train ...
management
strategies
We can define our product as a suite of pluggable Lego-
like components and let customers mix-and-match
| Technology Services
Business Mashups, or Mashup business? Peter Evans-Greenwood
© 2006 Capgemini - All rights reserved 20

Allowing us too put the slider where we want it
Few products Some products All possible products
A single product, Chaos, where each client has
the Model T of our industry an individually tailored product
Handlebars Frame Seat
Front Wheel Back Wheel
Drive Train
The granularity of our model determines
where on the spectrum if falls
| Technology Services
Business Mashups, or Mashup business? Peter Evans-Greenwood
© 2006 Capgemini - All rights reserved 21

Then we operationalise the model
Strategic Goals
Handlebars Frame Seat
Front Wheel Back Wheel
Drive Train
Information Technology
| Technology Services
Business Mashups, or Mashup business? Peter Evans-Greenwood
© 2006 Capgemini - All rights reserved 22

… delivering the lot as a utility
Client Mash-Up Applications
Content &
Records
Management
Case
Worker Mash-Up
Content &
Records
Management
Partner Client Risk Reporting
Mash-Up Management
Mashup
Partner
Applications
Team
Partner
Insurance
Mash-Up Mashup
External
Sources
Business
Web Utility Utility Existing Back-Office
| Technology Services
Business Mashups, or Mashup business? Peter Evans-Greenwood
© 2006 Capgemini - All rights reserved 23

The impact of what we’ve done
How many products?
One, or millions?
Sales is empowered to Provides Product Management
adjust a product to meet with a palette for innovation and
customer requirements creating new offerings
How will the
product be offered Handlebars Frame Seat
to the market What product options do
we want to provide?
Front Wheel Back Wheel
What options do
I have when I react How do I ground
to business exceptions? risk management?
How do we support
the product? Drive Train
Used by Finance as a tool to
Allows Operations to plan How do I price? establish the cost, and
and manage the delivery of profitability, of products
the product
| Technology Services
Business Mashups, or Mashup business? Peter Evans-Greenwood
© 2006 Capgemini - All rights reserved 24

The impact of what we’ve done
How many products?
One, or millions?
Sales is empowered to Provides Product Management
adjust a product to meet with a palette for innovation and
customer requirements creating new offerings
How will the
product be offered Handlebars Frame Seat
to the market
Time to Capability Product Catalogue product provide?do
What
we want to
options
# of possible products
Effort
New product Product
introduction
Front Wheel variation Wheel
Back
What options do
I have when I react How do I ground
to business exceptions? risk management?
t t
How do we support
the product? Drive Train
Used by Finance as a tool to
Allows Operations to plan How do I price? establish the cost, and
and manage the delivery of profitability, of products
the product
| Technology Services
Business Mashups, or Mashup business? Peter Evans-Greenwood
© 2006 Capgemini - All rights reserved 25

Conclusions and lessons learnt

We can use technology to create business agility
Reduce the cost Increase the
of reacting to Business Inertia Value Harvested amount of value
disruptions in Planning Granularity harvested from
Value
the market by the market by
reducing the out performing
cost of planning competitors and
and acting, leaving less
converting money on the
disruptions to a table
competitive
advantage
t t
Exception Management
Rate of Innovation
Enable
employees
to focus on
Move users communication
from operational and innovation,
cost control enabling them
roles into to connect to
offline, creative Process Improvement & Optimisation t the market and
value creating harvest new
roles
Redeploying Employees Dispursion of Innovation opportunities
| Technology Services
Business Mashups, or Mashup business? Peter Evans-Greenwood
© 2006 Capgemini - All rights reserved 27

Agility creates a competitive advantage
Ability to cope
Complexity of environment
with disruption
Agility Orientation
Corp. Harmony Corp.
Insight B B
Adaptability
Initiative Competitive
Uncertainty advantage
Incomplete
data
Corp. Corp.
Instability A Unpredictable A
events
Confusing information
Reaction Speed
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Business Mashups, or Mashup business? Peter Evans-Greenwood
© 2006 Capgemini - All rights reserved 28

We must manage continual change, not projects
Mastering the three worlds of IT
Executives need to stop looking at IT projects
as technology installations and start looking at
them as periods of organisational change that
they have the responsibility to manage
Andrew McAfee
Harvard Business Review, November 2006
| Technology Services
Business Mashups, or Mashup business? Peter Evans-Greenwood
© 2006 Capgemini - All rights reserved 29

Imagine…
A new company enters the market in
late 2007, LGM Wealth Management,
who have found a new way of spinning
existing solutions and technologies to
provide it with capabilities an order of
magnitude better than anyone else
Time to Revenue < 5 days
Cost to Serve < ½ industry average
New Product Introduction < 5 days
Infinite customisation
How did you react?
| Technology Services
Business Mashups, or Mashup business? Peter Evans-Greenwood
© 2006 Capgemini - All rights reserved 30

Questions or Comments
Further reading
Peter Evans-Greenwood,
Product Meta-Models, Capgemini
| Technology Services
Business Mashups, or Mashup business? Peter Evans-Greenwood
© 2006 Capgemini - All rights reserved 31

www.capgemini.com