Twitter, as the post child for the open social approach, represents the "barbarians at the gates". What should enterprises do about this? Ignore, fight or absorb. Lessons from history can shed some light on the path forward.

1. Outlook vs Twitter
Who wins the war
inside the enterprise?
Robin Bordoli
CEO & Co-founder, HeadMix

2. Who is Robin Bordoli?

3. Who am I?
What have 1 done?
What do I like?

8. Who am I?
What have 1 done?
What do I like?

10. engineering

13. corporate strategy

14. advise incumbents

16. market threats or
opportunities

18. startup

19. enterprise sales

20. software product
management

21. raise capital

23. IPO

24. acquired by IBM

26. MBA

27. entrepreneurship

29. international

30. joint ventures

31. cable companies

32. new service launch

37. invest in startups

38. evaluate markets

39. identify discontinuities

40. advise founders &
CEOs

42. web search

43. social search

44. HeadMix Proprietary and Confidential. All rights reserved 2009. 44

45. Who am I?
What have 1 done?
What do I like?

50. Outlook vs Twitter
Closed vs Open
Hierarchical Social

51. Closed Hierarchical
HeadMix Proprietary and Confidential. All rights reserved 2009.

52. HeadMix Proprietary and Confidential. All rights reserved 2009.

53. 200M
HeadMix Proprietary and Confidential. All rights reserved 2009.

54. HeadMix Proprietary and Confidential. All rights reserved 2009.

55. 70M
HeadMix Proprietary and Confidential. All rights reserved 2009.

56. Open Social
HeadMix Proprietary and Confidential. All rights reserved 2009.

57. HeadMix Proprietary and Confidential. All rights reserved 2009.

58. 7M
HeadMix Proprietary and Confidential. All rights reserved 2009.

59. HeadMix Proprietary and Confidential. All rights reserved 2009.

60. 175M
HeadMix Proprietary and Confidential. All rights reserved 2009.

61. HeadMix Proprietary and Confidential. All rights reserved 2009.

62. 150M
HeadMix Proprietary and Confidential. All rights reserved 2009.

63. HeadMix Proprietary and Confidential. All rights reserved 2009.

64. 35M
HeadMix Proprietary and Confidential. All rights reserved 2009.

65. Closed Open
Hierarchical Social
270M 217-367M
HeadMix Proprietary and Confidential. All rights reserved 2009.

66. HeadMix Proprietary and Confidential. All rights reserved 2009.

67. HeadMix Proprietary and Confidential. All rights reserved 2009.

68. HeadMix Proprietary and Confidential. All rights reserved 2009.

69. $15B
HeadMix Proprietary and Confidential. All rights reserved 2009.

70. HeadMix Proprietary and Confidential. All rights reserved 2009.

71. history
gives
perspective
HeadMix Proprietary and Confidential. All rights reserved 2009.

72. 1775 BC
2000 BC 1000 BC 0 AD 1000 AD 2000 AD
HeadMix Proprietary and Confidential. All rights reserved 2009.

73. 900 BC
2000 BC 1000 BC 0 AD 1000 AD 2000 AD
HeadMix Proprietary and Confidential. All rights reserved 2009.

74. 530 BC
2000 BC 1000 BC 0 AD 1000 AD 2000 AD
HeadMix Proprietary and Confidential. All rights reserved 2009.

75. 105 AD
2000 BC 1000 BC 0 AD 1000 AD 2000 AD
HeadMix Proprietary and Confidential. All rights reserved 2009.

76. 1455 AD
2000 BC 1000 BC 0 AD 1000 AD 2000 AD
HeadMix Proprietary and Confidential. All rights reserved 2009.

77. 1831 AD
2000 BC 1000 BC 0 AD 1000 AD 2000 AD
HeadMix Proprietary and Confidential. All rights reserved 2009.

78. 1876 AD
2000 BC 1000 BC 0 AD 1000 AD 2000 AD
HeadMix Proprietary and Confidential. All rights reserved 2009.

79. 1902 AD
2000 BC 1000 BC 0 AD 1000 AD 2000 AD
HeadMix Proprietary and Confidential. All rights reserved 2009.

80. 1925 AD
2000 BC 1000 BC 0 AD 1000 AD 2000 AD
HeadMix Proprietary and Confidential. All rights reserved 2009.

81. 1957 AD
2000 BC 1000 BC 0 AD 1000 AD 2000 AD
HeadMix Proprietary and Confidential. All rights reserved 2009.

82. 1976 AD
2000 BC 1000 BC 0 AD 1000 AD 2000 AD
HeadMix Proprietary and Confidential. All rights reserved 2009.

83. 1982 AD
2000 BC 1000 BC 0 AD 1000 AD 2000 AD
HeadMix Proprietary and Confidential. All rights reserved 2009.

84. 1983 AD
2000 BC 1000 BC 0 AD 1000 AD 2000 AD
HeadMix Proprietary and Confidential. All rights reserved 2009.

85. 1994 AD
2000 BC 1000 BC 0 AD 1000 AD 2000 AD
HeadMix Proprietary and Confidential. All rights reserved 2009.

86. 1996 AD
2000 BC 1000 BC 0 AD 1000 AD 2000 AD
HeadMix Proprietary and Confidential. All rights reserved 2009.

87. 2003 AD
2000 BC 1000 BC 0 AD 1000 AD 2000 AD
HeadMix Proprietary and Confidential. All rights reserved 2009.

88. 2004 AD
2000 BC 1000 BC 0 AD 1000 AD 2000 AD
HeadMix Proprietary and Confidential. All rights reserved 2009.

89. 2006 AD
2000 BC 1000 BC 0 AD 1000 AD 2000 AD
HeadMix Proprietary and Confidential. All rights reserved 2009.

90. 2007 AD
2000 BC 1000 BC 0 AD 1000 AD 2000 AD
HeadMix Proprietary and Confidential. All rights reserved 2009.

91. rate of
change
accelerating
HeadMix Proprietary and Confidential. All rights reserved 2009.

92. X
HeadMix Proprietary and Confidential. All rights reserved 2009.

93. HeadMix Proprietary and Confidential. All rights reserved 2009.

94. Underdogs can win BIG
HeadMix Proprietary and Confidential. All rights reserved 2009.

95. HeadMix Proprietary and Confidential. All rights reserved 2009.

96. HeadMix Proprietary and Confidential. All rights reserved 2009.

97. HeadMix Proprietary and Confidential. All rights reserved 2009.

98. HeadMix Proprietary and Confidential. All rights reserved 2009.

99. HeadMix Proprietary and Confidential. All rights reserved 2009.

100. HeadMix Proprietary and Confidential. All rights reserved 2009.

101. HeadMix Proprietary and Confidential. All rights reserved 2009.

102. HeadMix Proprietary and Confidential. All rights reserved 2009.

103. HeadMix Proprietary and Confidential. All rights reserved 2009.

104. How do underdogs win?
HeadMix Proprietary and Confidential. All rights reserved 2009.

105. HeadMix Proprietary and Confidential. All rights reserved 2009.

106. HeadMix Proprietary and Confidential. All rights reserved 2009.

107. HeadMix Proprietary and Confidential. All rights reserved 2009.

108. Sedentary Nomad
Settled Mobile
Buildings Tents
Defensive Offensive
Wasteful Resourceful
Gatherers Hunters
Carbs Protein
Armour Stirrup
HeadMix Proprietary and Confidential. All rights reserved 2009.

109. Why could open social win?
HeadMix Proprietary and Confidential. All rights reserved 2009.

110. hubris
HeadMix Proprietary and Confidential. All rights reserved 2009.

111. “Geocities had
most of what
Facebook has”
HeadMix Proprietary and Confidential. All rights reserved 2009.

112. “Twitter is a poor
man’s email”
HeadMix Proprietary and Confidential. All rights reserved 2009.

113. HeadMix Proprietary and Confidential. All rights reserved 2009.

114. 30%
occupational spam
HeadMix Proprietary and Confidential. All rights reserved 2009.

115. cc
HeadMix Proprietary and Confidential. All rights reserved 2009.

116. bcc
HeadMix Proprietary and Confidential. All rights reserved 2009.

117. fyi
HeadMix Proprietary and Confidential. All rights reserved 2009.

118. cya
HeadMix Proprietary and Confidential. All rights reserved 2009.

119. HeadMix Proprietary and Confidential. All rights reserved 2009.

120. why?
HeadMix Proprietary and Confidential. All rights reserved 2009.

121. ☺ ☺
HeadMix Proprietary and Confidential. All rights reserved 2009. 121

122. Employees you know.
HeadMix Proprietary and Confidential. All rights reserved 2009. 122

123. Employees you don’t know.
HeadMix Proprietary and Confidential. All rights reserved 2009. 123

124. HeadMix Proprietary and Confidential. All rights reserved 2009. 124

125. sender ☹
recipients ☹
non-recipients ☹
HeadMix Proprietary and Confidential. All rights reserved 2009. 125

126. email
is broken
HeadMix Proprietary and Confidential. All rights reserved 2009.

127. Why could open social win?
HeadMix Proprietary and Confidential. All rights reserved 2009.

128. HeadMix Proprietary and Confidential. All rights reserved 2009.

129. Age
SaaS
Markets
HeadMix Proprietary and Confidential. All rights reserved 2009.

130. HeadMix Proprietary and Confidential. All rights reserved 2009.

131. HeadMix Proprietary and Confidential. All rights reserved 2009.

132. 20%
25-34 year olds used
HeadMix Proprietary and Confidential. All rights reserved 2009.

133. Age
SaaS
Markets
HeadMix Proprietary and Confidential. All rights reserved 2009.

134. 73%
Fortune 500 SaaS adoption
HeadMix Proprietary and Confidential. All rights reserved 2009.

135. Age
SaaS
Markets
HeadMix Proprietary and Confidential. All rights reserved 2009.

136. HeadMix Proprietary and Confidential. All rights reserved 2009.

137. HeadMix Proprietary and Confidential. All rights reserved 2009.

138. X
$$$
HeadMix Proprietary and Confidential. All rights reserved 2009.

139. X

140. HeadMix Proprietary and Confidential. All rights reserved 2009.

142. HeadMix Proprietary and Confidential. All rights reserved 2009.

143. HeadMix Proprietary and Confidential. All rights reserved 2009.

144. How could open social win?
HeadMix Proprietary and Confidential. All rights reserved 2009.

145. HeadMix Proprietary and Confidential. All rights reserved 2009.

146. Outlook Twitter
Unlimited 140 characters
Send/receive Publish/subscribe
Documents Experience
Single-client Multi-client
One to one/few One to many
Hidden Searchable
Software Service
Hierarchical Meritocratic
Closed Open
Configurable One size fits all
HeadMix Proprietary and Confidential. All rights reserved 2009.

147. Why could open social lose?
HeadMix Proprietary and Confidential. All rights reserved 2009.

148. HeadMix Proprietary and Confidential. All rights reserved 2009.

149. HeadMix Proprietary and Confidential. All rights reserved 2009.

150. change
HeadMix Proprietary and Confidential. All rights reserved 2009.

151. Is there a third option?
HeadMix Proprietary and Confidential. All rights reserved 2009.

152. HeadMix Proprietary and Confidential. All rights reserved 2009.

153. Outlook Twitter
Unlimited 140 characters
Send/receive Publish/subscribe
Documents Experience
Single-client Multi-client
One to one/few One to many
Hidden Searchable
Software Service
Hierarchical Meritocratic
Closed Open
Configurable One size fits all
HeadMix Proprietary and Confidential. All rights reserved 2009.

154. OutlookHybrid
Twitter
Unlimited
Publish/subscribe
Experience
Multi-client
One to many
Searchable
Service
Meritocratic
Closed
Configurable
HeadMix Proprietary and Confidential. All rights reserved 2009.

155. missing?
HeadMix Proprietary and Confidential. All rights reserved 2009.

156. Employees you know.
HeadMix Proprietary and Confidential. All rights reserved 2009. 156

157. Employees you don’t know.
HeadMix Proprietary and Confidential. All rights reserved 2009. 157

158. HeadMix Proprietary and Confidential. All rights reserved 2009. 158

159. HeadMix Proprietary and Confidential. All rights reserved 2009. 159

160. Hybrid
Outlook
Twitter
Unlimited
Post/subscribe
Multi-client
One to many
+ Trust
Searchable
Service
Meritocratic
Closed
Configurable
HeadMix Proprietary and Confidential. All rights reserved 2009.

161. Hybrid
Outlook
Twitter
Unlimited
Post/subscribe
Multi-client
One to many
+ Trust
Searchable
Service
Meritocratic
Closed
Configurable
HeadMix Proprietary and Confidential. All rights reserved 2009.

162. Outlook
Twitter
Hybrid
Unlimited
Publish/subscribe
Experience
Multi-client
+ Trust
One to many
Searchable
Service
Meritocratic
Closed
Configurable
HeadMix Proprietary and Confidential. All rights reserved 2009.

163. theory?
HeadMix Proprietary and Confidential. All rights reserved 2009.

164. real?
HeadMix Proprietary and Confidential. All rights reserved 2009.

165. Twitter
Outlook
Unlimited
Post/subscribe
Experience
Multi-client
+ Trust
One to many
Searchable
Service
Meritocratic
Closed
Configurable
HeadMix Proprietary and Confidential. All rights reserved 2009.

166. HeadMix Proprietary and Confidential. All rights reserved 2009.

167. HeadMix Proprietary and Confidential. All rights reserved 2009.

168. Dell
packaging
HeadMix Proprietary and Confidential. All rights reserved 2009.

169. identified
HeadMix Proprietary and Confidential. All rights reserved 2009.

170. fixed
HeadMix Proprietary and Confidential. All rights reserved 2009.

171. hours
HeadMix Proprietary and Confidential. All rights reserved 2009.

172. company
wide
HeadMix Proprietary and Confidential. All rights reserved 2009.

173. >$100k
HeadMix Proprietary and Confidential. All rights reserved 2009.

174. cost
savings
HeadMix Proprietary and Confidential. All rights reserved 2009.

175. HeadMix Proprietary and Confidential. All rights reserved 2009.

176. Best
practice
HeadMix Proprietary and Confidential. All rights reserved 2009.

177. comparison
shopper
HeadMix Proprietary and Confidential. All rights reserved 2009.

178. appliances
HeadMix Proprietary and Confidential. All rights reserved 2009.

179. shared
HeadMix Proprietary and Confidential. All rights reserved 2009.

180. >$100k
HeadMix Proprietary and Confidential. All rights reserved 2009.

181. revenue
uplift
HeadMix Proprietary and Confidential. All rights reserved 2009.

182. Both:
HeadMix Proprietary and Confidential. All rights reserved 2009.

183. New
connections
HeadMix Proprietary and Confidential. All rights reserved 2009.

184. Employees you know.
HeadMix Proprietary and Confidential. All rights reserved 2009. 184

185. Employees you don’t know.
HeadMix Proprietary and Confidential. All rights reserved 2009. 185

186. New
conversations
HeadMix Proprietary and Confidential. All rights reserved 2009.

187. Corporate
not the
bottleneck
HeadMix Proprietary and Confidential. All rights reserved 2009.

188. Monetizing
intelligence in
the field
HeadMix Proprietary and Confidential. All rights reserved 2009.

189. But...
HeadMix Proprietary and Confidential. All rights reserved 2009.

190. ...challenge
to the
“status quo”
HeadMix Proprietary and Confidential. All rights reserved 2009.

191. HeadMix Proprietary and Confidential. All rights reserved 2009.

192. Assumption 1:
Intelligence must
be centralized
HeadMix Proprietary and Confidential. All rights reserved 2009.

193. Assumption 2:
The edge must
always “follow
orders”
HeadMix Proprietary and Confidential. All rights reserved 2009.

194. Competitive response
word of mouth
Product introductions
Technology Positioning
Pricing Co-opetition
user experience Regulation
Globalization
distribution
Industry structure
HeadMix Proprietary and Confidential. All rights reserved 2009.

195. Assumption 1:
Intelligence cannot
must
be centralized
HeadMix Proprietary and Confidential. All rights reserved 2009.

196. HeadMix Proprietary and Confidential. All rights reserved 2009.

197. Assumption 2:
cannot
The edge must
always “follow
orders”
HeadMix Proprietary and Confidential. All rights reserved 2009.

198. “It is not the
strongest, nor the most
intelligent which survives;
it is the one most
adaptable to change”
HeadMix Proprietary and Confidential. All rights reserved 2009.

199. HeadMix Proprietary and Confidential. All rights reserved 2009.

200. HeadMix Proprietary and Confidential. All rights reserved 2009.

201. theory?
HeadMix Proprietary and Confidential. All rights reserved 2009.

202. HeadMix Proprietary and Confidential. All rights reserved 2009.

203. groups
smarter than
experts
HeadMix Proprietary and Confidential. All rights reserved 2009.

204. HeadMix Proprietary and Confidential. All rights reserved 2009.

205. HeadMix Proprietary and Confidential. All rights reserved 2009.

206. HeadMix Proprietary and Confidential. All rights reserved 2009.

207. HeadMix Proprietary and Confidential. All rights reserved 2009.

208. 1. diversity
HeadMix Proprietary and Confidential. All rights reserved 2009.

209. 2. independence
HeadMix Proprietary and Confidential. All rights reserved 2009.

210. 3. decentralization
HeadMix Proprietary and Confidential. All rights reserved 2009.

211. 4. aggregation
HeadMix Proprietary and Confidential. All rights reserved 2009.

212. HeadMix Proprietary and Confidential. All rights reserved 2009.

214. X
HeadMix Proprietary and Confidential. All rights reserved 2009.

215. HeadMix Proprietary and Confidential. All rights reserved 2009.

218. 25%
world population
HeadMix Proprietary and Confidential. All rights reserved 2009.

219. survival
through
absorption
HeadMix Proprietary and Confidential. All rights reserved 2009.

220. Outlook Twitter
Unlimited 140 characters
Send/receive Publish/subscribe
Documents Experience
Single-client Multi-client
One to one/few One to many
Hidden Searchable
Software Service
Hierarchical Meritocratic
Closed Open
Configurable One size fits all
HeadMix Proprietary and Confidential. All rights reserved 2009.

221. OutlookHybrid
Twitter
Unlimited
Publish/subscribe
Experience
Multi-client
+ Trust
One to many
Searchable
Service
Meritocratic
Closed
Configurable
HeadMix Proprietary and Confidential. All rights reserved 2009.

222. Thank
you
HeadMix Proprietary and Confidential. All rights reserved 2009.