some thoughts on the importance of a users profile for Enterprises 2.0

1. Profile
“The profile is king”
Profile 2.0
“for the Enterprise”

2. Session Objectives
The objectives of this session is
to pull together threads of
evolving customer needs and
market trends into a package
called Profile 2.0.

3. Agenda
Introduction
Journey to Profile 2.0
Profile 2.0
Enterprise

4. Introduction

5. Lotus
Technical New
Sales Challenge
Commitment
Web 2.0

6. Lotus
Technical New
Sales Challenge
Commitment
Influence
Knowledge People
Reputation @Cattail
Marketing
Web 2.0
Influence

7. Journey to
Profile 2.0

8. Web 2.0
Web 2.0
Guru
“Web 2.0 is the
business revolution in Me
the computer industry
caused by the move to
the Internet as a Interaction
platform, and an Technology Styles
Anyone
attempt to understand
the rules for success Change
on that new platform.”
“Socially
Tim O’Reilly Solutions Constructed
Media and
Communication”
Participation

9. Education
Media and Education

10. Media Industry Business Models
Four Business Models 2006—2010
User/ Walled Communities New Platform Aggregation
Community (Current TV) (Revver, Heavy & SL)
Contribution
Model integrates user- and Model relies on user-generated
community-content within a content and open distribution
“walled” access environment platforms; most disruptive for
media industry
Content
Source Traditional Media Content Hyper-syndication
(SKY TV) (Fox)
Model relies on professional, Model with secure, professional
branded content within a “walled” content available online and on
access environment; incumbents
Produced by have legacy position standard devices
Professionals
Distribution and
Proprietary Device Platforms Open
Source: IBM Institute for Business Value (IBV)

11. University as a Hollywood Study
Four Business Models 2006—2010
User/ Walled Communities New Platform Aggregation
Community (Distance Learning) (Not happening???)
Contribution
Model integrates user- and Model relies on user-generated
community-content within a content and open distribution
“walled” access environment platforms.
Content
Source Traditional Media Content Hyper-syndication
(Lecture theatre) (Podcasts – research papers,
via website)
Model relies on professional,
branded content within a “walled”
access environment; incumbents Model with secure, professional
Produced by have legacy position content available online and on
Professionals standard devices
Distribution and
Proprietary Device Platforms Open
Source: IBM Institute for Business Value (IBV) Modified by Chris Sparshott f or University Sector.

12. Revver

13. Revver’s Business Model
http://www.revver.com/video/761008/neutral-buoyancy-and-the-duck/

14. University as a Hollywood studio
Advertiser University /
Content Learning
Publish
Aggregator
Publish
Student
Internet

15. Web 2.0
Solution
Think about other industries and their
business models

16. What is the lowest common
denominator of Web 2.0?

17. Profile 2.0: Digital Me

18. Digital Me

19. 50 Services

20. Profile Profile
Profile
Profile
Profile Profile Profile Profile
Profile
Profile Profile
Profile Profile
Profile
Profile 50 Profiles
Profile Profile
ofile Profile
Profile Profile Pro
Profile
Profile
Profile
rofile Profile Profile
Profile

21. Lots of data

22. 100s of Relationships

23. One me
Profile
One profile

24. Profile 2.0: High Level
Basic profile
Activity
Participation
Relationships
Data

25. The “Basic” profile is an aggregation
Reward
of your current profiles participation
card
Federal /
Government
databases
e.g.
convictions,
Social taxes
networking Employment
history and
profile
Basic aggregation
salary
information
Profile Genetics
e.g.
Genome
project
Financial
institution
data stores
e.g.credit
rating

26. Current Activity
What am I doing
right now?
Where am I?
Who am I with?
Activity (timeline and physicality)

27. Measurable Participation
blogs, wikis, comments, feedback,
ratings, downloads, favorites, page
visits, tags, video blogs, articles
Interactions
Whom?, about?,
method – email, im, twitter, content
shared, telephone, vm response
Individual Participation
(History)

28. Relationships
Whom do I connect with?
How strong are those
connections?
Contacts / Friends
Friends of friends
Shared interests
Relationships

29. Data
The physical / digital
participation
component.
Wiki, blog, comment,
Financial transactions,
HR information, email,
document,
I have rights on
things I create
I have rights on
things created
explicitly about me
My Data

30. 1. Basic Profile
5. Data 2. Activity
Profile
2.0
4. Relationships 3. Participation
Profile 2.0

31. Profile 2.0: Part Solutions

32. Basic Profile Aggregation
Basic Profile Aggregation: Social Networking

33. Basic Profile Aggregation: Social Networking

34. 1.
2.
One One
Activity
3.
One
Many Many
Current Activity
Activity: What am I doing? What am I doing right now?
Where am I? Who am I with?

35. 1.
2.
One One
3.
One
Many Many
Current Activity
Activity: What am I doing? What am I doing right now?
Where am I? Who am I with?

36. Activity: Who? What? When? Where?
Plazes lets
“friends” (who) update
each other about what
they are doing when
and where, resulting in
a Twitter-like activity
stream but with
integrated geo-tagging.
Users can then
subscribe to any of their
friends’ activity streams
or to groups of friends,
as well as to specific
locations known as
“Plazes”.
http://blogs.zdnet.com/social/?p=531

37. Participation

39. Universal Pieter Knook, Internet Services
Address Director for Vodafone Group,
Book said: “Vodafone understands
Relationships of any customer’s
that the core
personal and business network
is the set of contacts they hold
and on their mobile phone.”
Aggregation of Contacts

40. Universal Pieter Knook, Internet Services
Address Director for Vodafone Group,
Book said: “Vodafone understands
that the core of any customer’s
personal and business network
is the set of contacts they hold
and on their mobile phone.”
Aggregation of Contacts

41. Atlas for Lotus Connections

42. Data

44. Profile 2.0: Open Standards
Open Social
OpenID
Data Portability

45. Too many platforms!
OpenSocial

46. Single Platform
Cooooool!
Write Once: OpenSocial

47. Write once…
Single Platform
Deploy everywhere
Cooooool!
Write Once: OpenSocial

48. 1 2 3 4
OpenID: Too many passwords:

49. Distributed file system
Control Privacy
Relationships
Basic Profile
Social Networking only
Connect
Control
Share
Remix

50. Profile 2.0:
Enterprise

51. Gartner predicted that
early adopters will forgo
capital expenditures, and
instead purchase 40% of
IT infrastructure as a
service by 2011
http://www.gartner.com/it/page.jsp?id=593207
Why is profile 2.0 important

52. Public:
Enterprise customers, business
partner,
recommenders
Wall
Knowledge Saas
Knowledge blog spreadsheets spreadsheets experience wiki
experience teamrooms skills teamrooms skills Social
pub/sub wiki me documents network me documents
applications crm share info IM applications crm share info IM
messaging email intranet web messgaing email intranet web
content notice-board projects content notice-board projects
tagging CV telephone VoIP UC tagging CV telephone VoIP UC
videos blogs webinar podcast videos blogs webinar podcast
images SL animation learning images animation SL blog
communities expert community learning communities expert
share immersion mobiles API community share immersion
mobiles API
Communication Divide

53. Public:
Enterprise customers, business
partner,
recommenders
Wall
Knowledge Saas
Knowledge blog spreadsheets spreadsheets experience wiki
experience teamrooms skills teamrooms skills Social
Web
pub/sub wiki me documents network Web
me documents
applications crm share info IM
2.0
messaging email intranet web
2.0
applications crm share info IM
messgaing email intranet web
Profile
content notice-board projects Profile
content notice-board projects
tagging CV telephone VoIP UC tagging CV telephone VoIP UC
videos blogs webinar podcast videos blogs webinar podcast
images SL animation learning images animation SL blog
communities expert community learning communities expert
share immersion mobiles API community share immersion
mobiles API
Communication Divide

54. Public:
Enterprise customers, business
partner,
recommenders
Wall
Knowledge Saas
Knowledge blog spreadsheets spreadsheets experience wiki
experience teamrooms skills teamrooms skills Social
Web
pub/sub wiki me documents Web
network me documents
How do we Trust? 2.0
applications crm share info IM
2.0
messaging email intranet web
applications crm share info IM
messgaing email intranet web
Profile
content notice-board projects Profile
content notice-board projects
tagging CV telephone VoIP UC tagging CV telephone VoIP UC
videos blogs webinar podcast videos blogs webinar podcast
images SL animation learning images animation SL blog
communities expert community learning communities expert
share immersion mobiles API community share immersion
mobiles API
Communication Divide

55. Trusted Identity
Profile Access
Access Life
Authentication Backtrack
Data
Credit
Card
Access
Health
School Graduate
Work
age = 0 age = 5 age = 18
Tax
Education: Observed Customer Need

56. Basic Profile Activity Participation Relationships My Data Reputation
Trusted
Sources Internet
MoE Services
(School)
Social
Security Bank
MoH
(Health) Authority
IRD To
Source Number
(Tax) Access Employer
Profile (CS007)
Profile
Employer 2.0
(IBM)
Telco Telco
(Vodafone)
$$$
Others
Utilities
A possible solution

57. Enterprise 2.0
Web
2.0
Profile Access your
profile Web 2.0
Solution
information
Deliver
Hyper personalisation

58. Profile 2.0 is the common denominator for
Web 2.0. It will enable Enterprise
organisations to deliver products and services
based on a holistic view of their clients and
employees anytime and anywhere

59. Summary
Introduction
Journey to Profile 2.0
Profile 2.0
Enterprise

60. Thank you
Think

61. Can I help?
Chris Sparshott
(Sparkbouy)
chris@chrissparshott.com
Portfolio
http://www.slideshare.net/sparkbouy/slideshows
Blog
http://chrissparshott.com
IBM
chris_sparshott@nz.ibm.com