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Web 2.0 goes to work for business Enabling the power of participation Brent Lello IBM Portal and Collaboration Specialist
What is Web 2.0? “ Web 2.0 is a set of economic, social, and technology trends that collectively form the basis for the next generation of the Internet … characterized by user participation, openness, and network effects.” — O’Reilly Radar Pandora/Rhapsody Napster MySpace/Facebook GeoCities Flickr Ofoto Google Maps MapQuest Blogs Home pages Del.icio.us Yahoo! Wikipedia Britannica Online Web 2.0 Web 1.0 Web 2.0 is about … PEOPLE Social computing Connect to expertise PLATFORM Web as a delivery platform Access services online APPLICATION DEVELOPMENT Change the economics of application development
Why should you care about Web 2.0? You can measure the ROI of Web 2.0 across a variety of sources. Here’s an example of how IBM benefited from Web 2.0 with its Enterprise Tagging Services (ETS), which:
Allows users to tag pages in the IBM intranet
Is integrated with enterprise search to significantly reduce search time
Improved growth through innovation
Broadened the collective intelligence to drive innovation
Cut search time by an average of 12 seconds
With 286,584 search visits per week, saved 955 hours
At US$100 per hour , 40 hours per week and 48 weeks per year, gained US$4.6 million in productivity
Avoided US$2.4 million in costs through the reusability of the ETS widget
Increased empowerment of key resources
Enabled better use of key experts and content across the organization
Uncovered information with an estimated value of US$500,000 per year
Companies are investing in Web 2.0 to increase their competitive advantage
Source: McKinsey Quarterly Survey on Web 2.0, July 2008. 1. Forrester, Global Enterprise Web 2.0 Market Forecast: 2007 To 2013, G. Oliver Young, April 21, 2008. 2 Gartner , Hype Cycle for Emerging Technologies, July 2008. 3 Economist Intelligence Unit Survey, January 2007. Forrester projects significant adoption of Web 2.0, saying that enterprise spending on Web 2.0 is expected to grow from US$764 million in 2008 to US$4.6 billion in 2013. 1 Gartner ranks Web 2.0 as a transformational trend in the short term—less than two years. 2 Twenty-two percent of organizations surveyed are using mashups now. An additional 42 percent plan to use mashups within two years. 3 Web 2.0 adoption trends 21% 24% 24% 23% 27% 34% 33% 32% 29% 28% Blogs RSS Wikis Podcasts Social networking 2007 2008
IBM is particularly well positioned to address the key pillars of Web 2.0
People —IBM leads in enterprise social software that connects experts and makes your teams more agile, with the security and strength you expect from IBM.
Application development —IBM delivers the Web 2.0 technologies needed to build Web 2.0 solutions, whether they’re enterprise applications or situational mashups.
Platform —IBM’s tools, middleware and security solutions enable you to use the Web as a delivery platform—virtually anytime, anywhere—extending your organization’s reach.
IBM is a leader in Web 2.0, helping organizations realize better business outcomes IBM supports the spectrum of delivery models Software as a service Hosted Appliance On premise Web 2.0 unlocks the value of participation associated with people, platform and application development Web 2.0
Why IBM? (continued) What analysts are saying “ IBM was the clear winner across the board.” 4 “ What IBM is offering here … is a full suite of products designed to address the needs of developers, while providing a front-end, self-service mashup composition product for business users.” 5 4 Mike Gotta, E2.0 Conference: Social Computing Platforms , June 19, 2008, Collaborative Thinking Blog. 5 Application Development Trends, IBM's Mashup Play, John K. Waters, June 9, 2008, http://www.adtmag.com/article.aspx?id=22747
People — connect, collaborate and innovate IBM social networking solutions—harnessing the power of participation Increased collaboration for better business outcomes
Lotus Connections software is social software for business that empowers you to be more innovative and helps you execute more quickly by using dynamic networks of co-workers, partners and customers
Lotus Connections software has five core parts Communities Create, find, join, and work with communities of people who share a common interest, responsibility, or area of expertise Blogs Use a weblog to present your idea and get feedback from others; learn from the expertise and experience of others who blog Dogear Save, organize and share bookmarks; discover bookmarks that have been qualified by others with similar interests & expertise Activities Organize your work, plan next steps, and easily tap your expanding professional network to help execute your everyday deliverables, faster Profiles Quickly find the people you need by searching across your organization using keywords that help identify expertise, current projects and responsibilities
IBM social networking at work at Cardiff University Improves research agenda with IBM Lotus Connections software
Improve overall employee productivity by allowing faculty to tap into the vast amount of knowledge and skills across the university
An enterprise-wide directory service based on IBM Lotus Connections software that:
Enables researchers and staff to search for skills, projects, teams and knowledge throughout the institution
Allows users to locate information quickly, interact with people in realtime and advance research projects through collaboration
Increased collaboration across previously isolated schools and faculties
Improved the university experience of faculty and students
Enhanced teaching methods and materials
Increased efficiencies in research projects and grant management
Application development—simple to build, quick to remix, easy to extend Web 2.0 application development from IBM—deliver Web 2.0 solutions with Web 2.0 technologies Enterprise applications Mashups and situational applications A lightweight Web application created by combining information or capabilities from more than one existing source to deliver new functions and insights
Rapid creation—in days, not months
Reuse of existing capabilities to deliver new functionality and fresh insight
Limited to no technical skills required
Often a mix of internal and external sources
Leverage and extend existing infrastructure Access applications from the office, on the road or at home Build Web 2.0 solutions using simple Web 2.0 technologies Extend your enterprise and improve security with IBM CONNECT BUILD MANAGE DEPLOY
Enterprise Mashups Leverage Existing Assets to Address Situational Needs Number of users per application Number of applications Strategic, IT built applications Long Tail - situational Enterprise Mashups
Lack of agility and inability to quickly innovate– IT can’t respond fast enough to business requirements
Spreadsheet “apps” hard to manage, share, keep current
Silo-ed, outdated, inaccessible data
IT is backlogged and suffering from too many business requests
Purpose: enable U.S. Federal Aviation Administration (FAA) officials to quickly identify the nearest airport that can safely handle an incoming aircraft for emergency response
Created by IBM and Boeing to demonstrate next-generation aviation capabilities
Draws from existing data and systems to enable officials to react to unexpected events
Built within three weeks and delivered to the FAA, the U.S. Department of Defense and the U.S. Department of Homeland Security
“ As an established innovator, Boeing believes in the power of Web 2.0 and embraces it not only for collaborative work, but also for the heavy lifting of enterprise planning and execution. IBM Mashup Center is playing a key role in our visionary approach to strategic asset management. It's critical to know where your major assets are and how to use them at any given time, situation or condition.” — Paul Comitz, Boeing, IBM press release, June 5, 2008 Boeing Air Traffic Management
Web 2.0 can be a low-risk, high-reward initiative—with immediate payback
At the start, organizational alignment is more important than technology decisions
Measure the results
Web 2.0 is new and exciting, but at the end of the day, you still expect results
Helpful resources Web 2.0 Goes to Work — ibm.com/web20 Lotus Greenhouse — greenhouse.lotus.com/home/login.jsp Organizational Effectiveness — ibm.com/cio/empower IBM Web 2.0 Tell Your Boss kit — ibm.com/developerworks/lotus/kits/d-ls-web20kit2 IBM Global CEO Study 2008 — ibm.com/services/us/gbs/bus/html/ceostudy2008.html IBM Global Human Capital Study 2008 — ibm.com/services/us/gbs/bus/html/2008ghcs.html
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