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    Enterprise 2.0 - Presentation Transcript

    1. Enterprise 2.0 Ed Yourdon email: ed@yourdon.com Website: www.yourdon.com Blog: www.yourdonreport.com Twitter, LinkedIn, Facebook, Plaxo, Flickr: “yourdon” version 1.02 (www.slideshare.net/yourdon) Slideshare.net version green stuff = “internal” links to other pages in this document blue stuff = “external” links — i.e., URLs to pages on the Internet red stuff = new material, not in your printed copy of materials
    2. Publication Details, and General Disclaimer This “Enterprise 2.0” presentation is an open-content collaborative document. Anyone with an Internet connection and World Wide Web browser may view and/or alter its content — for better or worse. Please be advised that nothing in this document has necessarily been reviewed by Ed Yourdon (\"Ed\"); the theories and business practices expressed by the “Enterprise 2.0” document are not necessarily his. This isn't to say you won't find valuable and accurate information herein; however, Ed cannot summarily guarantee the validity of this “Enterprise 2.0” document. The content of any given page may recently have been changed, dumbed-down, or other wise edited by someone whose opinion does not correspond to Ed’s original “Enterprise 2.0” material (or any subsequent drafts). Neither Ed, nor any of the contributors, collaborators, nor anyone else connected with this “Enterprise 2.0” document, can in any way whatsoever be held responsible for the appearance of any inaccurate information, or for your use of the information contained in or linked from this document. You are being granted a limited license to copy anything from this document; it does not create or imply any contractual or extra-contractual liability on the part of Ed, nor any of the contributors, collaborators, or viewers of this material. There is no agreement or understanding bet ween you and Ed regarding your use or modification of this information beyond the GNU Free Documentation License (GFDL); neither is Ed responsible should someone change, edit, modify, or remove any information that you may post on this “Enterprise 2.0” document. Any of the trademarks, service marks, collective marks, design rights, personality rights, or similar rights that are mentioned, used, or cited in this “Enterprise 2.0” document are the property of their respective owners. Their use here does not imply that you may use them for any purpose other than for the same or similar informational use — as recognized under the GFDL licensing scheme. Unless other wise stated, Ed and this “Enterprise 2.0” document are neither endorsed by nor affiliated with any of the holders of any such rights; as such, Ed cannot grant any rights to use any other wise protected materials. Your use of any such or similar incorporated property is at your own risk. 2 Published under the GNU Free Documentation License (GFDL)
    3. Enterprise 2.0 Mind-Map 3 Published under the GNU Free Documentation License (GFDL)
    4. 1. INTRODUCTION Definitions: what is Enterprise 2.0? Differences bet ween Enterprise 2.0 and Web 2.0 Related concepts Enterprise 2.0: profound business, technological, and social changes 4 Published under the GNU Free Documentation License (GFDL)
    5. Definitions Many people feel they don’t really understand what Enterprise 2.0 is all about, and there are shortcomings in popular definitions My definition: Enterprise 2.0 is the combination of - tools and technologies business strategies (like blogging, social media, external wikis, customer participation) and social/generational/cultural trends which drive the individual creation, collaboration, and sharing of Internet-based content, for productive use within the enterprise. 5 Published under the GNU Free Documentation License (GFDL)
    6. Other definitions Andrew McAfee’s definition Wikipedia definition: a term describing social soft ware used in “enterprise” (business) contexts. It includes social and net worked modifications to company intranets and other classic soft ware platforms used by large companies to organize their communication. The Association for Information and Image Management (AIIM): Enterprise 2.0 is “ a system of web-based technologies that provide rapid and agile collaboration, information sharing, emergence and integration capabilities in the extended enterprise.” IBM’s definition (including relationship with Web 2.0) 6 Published under the GNU Free Documentation License (GFDL)
    7. Enterprise2.0 vs. longer 2.0 Web Web 2.0 buzzword has been around for time (since approximately 2004). See O’Reilly definition of Web 2.0 See Michael Wesch: “the machine is (us)ing us” Web 2.0 is typically used to describe tools, technologies, social media aimed at “consumer” marketplace, students, teenagers, etc. Many underlying technologies are similar, if not identical. So, some people (wrongly) assume blogs, wikis, Twitter, Facebook, Flickr etc are Web 2.0, and cannot be part of Enterprise 2.0 But Web 2.0 typically involves much less emphasis on security, privacy, backup, control, governance, and “business justification” 7 Published under the GNU Free Documentation License (GFDL)
    8. Related concepts & terms Social media Reputation economy Architecture of creation vs. consumption Perpetual beta (see also later discussion of cultural impact of perpetual beta) 8 Published under the GNU Free Documentation License (GFDL)
    9. Social media Wikipedia definition: “information content created by people using highly accessible and scalable publishing technologies.” ... a shift in how people discover, read, and share news, information and content. Differences bet ween industrial media and social media: reach — industrial & social are both global today accessibility — owned privately or available to anyone? usability — specialized skills required to produce it? recency — time lag: long, or instantaneous? permanence — can it be altered once created? 9 Published under the GNU Free Documentation License (GFDL)
    10. Reputation economy User reviews (e.g., Amazon) Naymz’s “reputation community” Ed’s Naymz inter view Tag clouds StumbleUpon TechCrunch review of StumbleUpon Google’s New Orleans Controversy Wikipedia: covert alterations -> WikiScanner 10 Published under the GNU Free Documentation License (GFDL)
    11. Architecture of creation vs. consumption PC + laser printer made everyone a “publisher” Now it’s blogs and wikis (state of the blogosphere) Reasons for “personal publishing” Dreams of fame & riches Desire to “connect” Passion for subject matter Ego Reputation Too much time on their hands (an ongoing trend!) Next step: “democratizing” innovation (aka “user- centered innovation”) 11 Published under the GNU Free Documentation License (GFDL)
    12. Profound impact of Enterprise 2.0 Business Government Society 12 Published under the GNU Free Documentation License (GFDL)
    13. Intro: Business Changes Empowering employees Let them blog — internally & externally Let them collaborate with wikis Encouraging external collaboration with wikis Long Tail phenomenon Product vs. Ser vice (MS Office vs. Google Docs; Web-based calendars, etc.) 13 Published under the GNU Free Documentation License (GFDL)
    14. Intro: government changes One basic strategy: shift control and resources for services, information, and expression of ideas/opinions to citizens. Example: see UK’s TheyWorkForYou.com Tara Hunt’s 170-slide “Government Next” presentation Travel delays (clevercommute.com — now expanding beyond metropolitan NYC area, with coverage in Boston), parking information (see a similar example, involving real-time updates about traffic slowdowns caused by a highway outage in St. Louis). Saving democracy with Web 2.0 Hastily Formed Net works (HFN’s) (see Luis Suarez’s blog posting about using Twitter and microblogs in emergencies) Health-related initiatives: see Marissa Mayer’s description at 2007 Web 2.0 Summit conference of what Google is doing with Google Health Transparentgovt website with list of countries whose governments are using Web 2.0 US Federal Government Web 2.0 Nor wegian Government Web 2.0 Tim O’Reilly on government’s use of Web 2.0 Section 508 compliance issues U.S. Defense Intelligence Agency’s use of Web 2.0 A-Space IBM on governmental blogging Poll: is the government ready for Web 2.0? 14 Published under the GNU Free Documentation License (GFDL)
    15. Intro: social changes Working Americans: 62% are “net worked”, using internet/email at their workplace (based on a Mar-Apr 2008 sur vey) Blogs Trust in Wikipedia Emphasis on communities “People power” Political commentary 15 Published under the GNU Free Documentation License (GFDL)
    16. Technology usage in U.S. Note: this is from the 2008 survey cited on previous page 16 Published under the GNU Free Documentation License (GFDL)
    17. Social change: trust in Wikipedia Campaigns Wikia Essjay controversy Wikipedia article on VA Tech massacre WikiScanner (more on Wikis, Wikipedia later) 17 Published under the GNU Free Documentation License (GFDL)
    18. Social change: emphasis on communities MySpaceNation Bigger than every country, except China, India, U.S., and Indonesia Same for Facebook; see Apr 13, 2009 CNN article “All in the Facebook family: older generations join social net works” See my blog “A United Nations Seat for MySpace?” The Mom Net work Steve Ballmer’s comments on communities Oct 26, 2007 “Newsweek” article discusses Facebook as a mechanism for creating and energizing charitable organizations 18 Published under the GNU Free Documentation License (GFDL)
    19. Social change: “people power” Time magazine’s 2006 “person of the year”: you 19 Published under the GNU Free Documentation License (GFDL)
    20. Social change: political commentary TechPresident blog A smorgasborg of YouTube political videos 2008: the Web 2.0 election? Web 2.0 “Wisdom of the Crowd” to probe 2008 Presidential contenders Obama “1984” mashup 5.2 million downloads as of 5/28/2008, creator resigns YouTube inter view with video creator Obama’s “Yes We Can” YouTube video 17 million downloads as of Apr 06, 2009 .3 Hilary Clinton on Second Life George Bush “Sunday, Bloody Sunday” mashup Saturday Nite Live’s spoof of George Bush on global warming 20 Published under the GNU Free Documentation License (GFDL)
    21. 2. BASIC BUILDING BLOCKS OF ENTERPRISE 2.0 Collaborative computing RSS Podcasts Rich Internet applications Light weight Web-based products & ser vices Related concepts: tagging, mashups, long-tail, cloud computing 21 Published under the GNU Free Documentation License (GFDL)
    22. Collaborative computing: blogs and wikis Latest count (2008): 133 million blogs Technorati state of the blogosphere 2008 Global phenomenon: 81 languages Active: one million new posts/day 22 Published under the GNU Free Documentation License (GFDL)
    23. Beyond blogging: microblogging & Twitter  Yamme r and o the r “Enter pr ise Microblogging Tools” are spre ading ; Twi t ter is be s t k nown  Twi t te r simply ask s, “ What are you doing now?”and allows 140-char re sponse s  Starte d in 2007 by Evan Williams, who no t ice d 200 pe ople emerging f rom a le ct ure at Stanford, all picking up the ir ce ll phone s to ask the ir f r ie nds, “ What are you doing now?”  Basic ide a: re al-t ime interact ions wi th a se lf-se le cte d ne t work of “like-minde d” indi v iduals wi th whom you share ide as, que s t ions, s tat us update s, obser vat ions abou t no te worthy things in your world, e tc.  Also allo ws you to subscr ibe to any me ssage (f rom any of the 14 million Twi t ter users) containing spe cif ie d key words, or “hash-tags”  A Twi t te r use r s ays: “IM is re al-t ime, person-to-person communicat ion, while Twi t ter is ‘baby email’ wi th e ver yone where you ge t to pick whose me ssage s to re ad.”  Ope rate s on a var ie t y of plat forms: Web, s tand-alone clie nt programs (Twhirl, e tc.), Blackbe r r y (Twi t te rber r y), iPhone (Twee t ie, Twi t ter if ic), e tc.  Vocabular y: me ss age s = “t wee ts”. Communicat ing = “t wi t ter ing” or “t wee t ing”. Re dis t r ibu t ing an intere s t ing me ssage to your own ne t work = “re t wee t ing”, or “RT”  See “From He re to Twee terni t y: A Pract ical G uide to Ge t t ing Starte d on Twi t ter ” for good t ips  See “Twi t te r in Plain English” for YouTube e xplanat ion of how i t work s. 23 Published under the GNU Free Documentation License (GFDL)
    24. Twitter’s Web platform 24 Published under the GNU Free Documentation License (GFDL)
    25. One example of Twitter client-based program: Twhirl 25 Published under the GNU Free Documentation License (GFDL)
    26. Another example of Twitter client-based program: Tweetdeck 26 Published under the GNU Free Documentation License (GFDL)
    27. One of the mobile platforms for Twitter: Tweetie 27 Published under the GNU Free Documentation License (GFDL)
    28. An example of using Twitter’s API: TweetStats 28 Published under the GNU Free Documentation License (GFDL)
    29. TweetWheel: an intriguing use of Twitter’s API 29 Published under the GNU Free Documentation License (GFDL)
    30. More introduction to Twitter  Slide show on the difference bet ween IM, email, blogging, and Twitter.  See David Weinberger’s characterization as “continuous partial friendship”  See characterization as “ambient intimacy” in Nov 4, 2007 New York Times article entitled “The Global Sympathetic Audience.”  See “Now, Brevity Is the Soul of Office Interaction,” in Nov 23, 2008 NY Times article.  Case study of a small business using Twitter.  Another case study: San Diego Fire Department started a Twitter feed during Oct 2007 California wildfires; still active in Dec 2007 for other citizen- reported events.  St. Louis newspaper encourages subscribers to Twitter about real-time traffic impact of a repair-shutdown of one of its busy highways.  Other uses of Twitter: see “Putting Twitter’s World to Use,” from Apr 13, 2009 New York Times 30 Published under the GNU Free Documentation License (GFDL)
    31. More intro to Twitter  See Guy Kawasaki’s “How Twitter Made My Website Better”  See BT Group CIO JP Rangaswami’s blogs here and here and here about use of Twitter in the enterprise. And see Jan 8, 2009 Net work World article, “12 CIOs who Twitter”.  See also Luis Suarez’s blog on “The Twitter verse Debates” re business justification for using Twitter in the enterprise.  Useful blog posting on “What is Twitter For? The Message is the Medium” Also, see “What is Twitter For?” from the same author.  Interesting Dan Farber blog on statistics about Twitter followers  See also “Twitter Tools, Tweaks, and Theories” for more discussion of practical applications of Twitter.  See “GroupTweet” for interesting tool to support t wittering among a specific group of users.  TwitDir says: 2,981,651 Twitterers as of Sep 16, 2008 (see also this chart showing recent exponential Twitter growth). [Estimated 14 million Twitterers in Apr 2009]  Obama and Clinton each had approx 30,000 Twitter followers, but Obama used it more effectively; see this “Business Week” article.  Twitter t-shirts now available from eatsleept weet.com 31 Published under the GNU Free Documentation License (GFDL)
    32. More about Twitter: Zappos  Zappos is a shoe-selling company (just outside Las Vegas) that has grown from $US70 million/year to $US one billion/year during the past 5 years.  Feb 22, 2009 Tweet by Jim Storer noted that Zappos ranked #7 in customer service for U.S. companies in Feb 2009 Business Week sur vey (Amazon was #1)  Zappos Twitter page of 450+ Twitterers (out of 1,400 employees) is here.  See also “Web 2.0 tools like Twitter, Facebook can foster growth in hard times”  Har vard Business Publishing article on “Why Zappos Pays New Employees to Quit — And You Should Too”  See also Robert Scoble’s Apr 23, 2009 blog “What San Francisco/Silicon Valley can learn from the Twittering Company: Zappos” 32 Published under the GNU Free Documentation License (GFDL)
    33. Skittles’ use of Twitter, YouTube. etc 33 Published under the GNU Free Documentation License (GFDL)
    34. Even more about Twitter  See Jason Meserve’s Feb 16, 2009 PC World article “Twitter is Now a Must in the Enterprise”  Comprehensive Wiki of Twitter Apps  See Dan Farber’s April 28, 2008 blog posting, “What Twitter Brings to the Party”.  See TweetCube, which allows file-sharing via Twitter, for files up to 10 megabytes (including PDF and MP3 files).  Tweetjects and blog jects: objects that Tweet and blog. Examples: a t wittering house (see also this Wired article), and the t wittering London Tower Bridge.  Tweetclouds — so you can see which words you use most often when t wittering.  Twitterphone — sending messages to Twitter via phone 34 Published under the GNU Free Documentation License (GFDL)
    35. Twitter Traffic Explodes... 35 Published under the GNU Free Documentation License (GFDL)
    36. ...but not driven by usual suspects 36 Published under the GNU Free Documentation License (GFDL)
    37. Practical Twitter Applications from “Twitter Tools, Tweaks, and Theories” TwitterStalking: figuring out when you can call/email a colleague without 1. interrupting their day Microblogging: short updates, expressed succinctly — rather than long 2. rambling blog posts that no one has time to read Note to self: keeping track of one’s own stray thoughts. 3. Breaking news: Twitter “communities” can form instantly, as new (unexpected) 4. events occur Communication - as an alternative to IM/SMS, and especially as an 5. alternative to phone/email Link Sharing — instead of del.icio.us or ma.gnolia, which can be pretty 6. cumbersome GTD (Getting Things Done): organizing your work flow, to-do lists 7. Advice, Support, Polling, Questions: extremely quick feedback to questions, 8. often within minutes. 37 Published under the GNU Free Documentation License (GFDL)
    38. Another microblogging example: Dopplr  Deals with the “ships passing in the night” phenomenon  Answers the simple question: “Where are you going? When will you be back?”  Widely adopted by employees in several large multi-national companies, so their employees can coordinate their business trips  See Brady Forest’s comment on Dopplr’s “Coincidence Feed” — and the virtue of providing LESS information in a news feed.  See Stowe Boyd’s Dopplr case study, presented at Web 2.0 Expo in Berlin, Nov 2007  Dopplr is integrated with Twitter, LinkedIn, Gmail, and Flickr in order to help create a larger net work of “fellow travelers” 38 Published under the GNU Free Documentation License (GFDL)
    39. Dopplr page, top view 39 Published under the GNU Free Documentation License (GFDL)
    40. Dopplr page, trip detail 40 Published under the GNU Free Documentation License (GFDL)
    41. Microblogging business strategies, policies  Using Twitter & microblogging to encourage collaboration, feedback, participation from outsiders This could mean people outside your department or group, but still inside the firewall. (See this blog for info on Intranet-based Twitter-like enterprise tools.) Or people “outside the firewall” — beyond the boundary of the enterprise Examples: Wachovia bank customer ser vice and Qwest Communications customer ser vice (small)  Using Twitter & microblogging to encourage feedback and participation in a grass-roots, bottom-up fashion Many organizations still operate in a predominately top-down, hierarchical, “control”-oriented fashion Often ineffective in an environment of rapid, disruptive change … 41 Published under the GNU Free Documentation License (GFDL)
    42. More micro-blog examples bookmarking: del.icio.us bookmarking: ma.gnolia media-sharing: Flickr media-sharing: YouTube media-sharing: Slideshare.net 42 Published under the GNU Free Documentation License (GFDL)
    43. YouTube: not just teenage entertainment 43 Published under the GNU Free Documentation License (GFDL)
    44. Wikis Concepts History Examples Tools Benefits Risks Implications 44 Published under the GNU Free Documentation License (GFDL)
    45. Wiki concepts Rapid iteration of documents, designs, reports, etc. Widespread collaboration — either inside or outside an organizational boundary Relationship to Enterprise 2.0? Relationship to Open Source development? 45 Published under the GNU Free Documentation License (GFDL)
    46. Wiki History Ward Cunningham’s work (Twitter id = “WardCunningham”) Pattern language work, using Hypercard WikiWikiWeb, 1995 46 Published under the GNU Free Documentation License (GFDL)
    47. Examples List of largest wikis Wikipedia (more) Proctor & Gamble “Connect & Develop” (more later) European pharma “dark blog” case study Eli Lilly “Innocentive” initiative (more) Social Text Source Forge (open source) My JESA “structured analysis” wiki Semi-private university wikis 47 Published under the GNU Free Documentation License (GFDL)
    48. Wikipedia Har vard Business School case study 2-millionth English-language article published on 09/12/2007 ; 2,847,000 articles as of 04/22/2009 (560,000 in Italian) The 1-percent rule: 2% of Wikipedia editors generate 60% of its content. Wikipedia says there are 9,489,304 Wikipedians as of 4/22/2009 incredibly detailed statistics about demographics and growth of Wikipedians are available here (e.g., only 75,703 Wikipedians made 5 or more contributions in Sept 2006). According to Nov 2007 Communications of the ACM article “What Motivates Wikipedians?”, the top motivators for Wikipedians are “fun” and “ideology” e.g., they strongly agree with “Writing/editing in Wikipedia is fun,” and “I think information should be free.” Lowest motivators were “social” (“People I’m close to want me to write/edit in Wikipedia”) and “career” (“I can make new contacts that might help my business or career.” Additional Wikipedia statistics are available here; for example, Wikipedia grew by more than 300 million words in July, 2006 (600 words/min, 24 hrs/day; impossible for any single reader to read all of Wikipedia’s new content) Growth may be slowing; see this Oct 11, 2007TechCrunch article and this Wikipedia page 48 Published under the GNU Free Documentation License (GFDL)
    49. Mary Meeker on Wikipedia from Mary Meeker, 2007 Web 2.0 Summit conference, page 32 of presentation 49 Published under the GNU Free Documentation License (GFDL)
    50. Wiki Tools See Wikimatrix to compare features of over 100 wiki tools Twiki (free) MediaWiki pbWiki Backboard (a mini-wiki tool) JotSpot (acquired by Google) Ed’s report on JotSpot JotSpot 2.0 Wikipatterns 50 Published under the GNU Free Documentation License (GFDL)
    51. Wiki Benefits New workforce: “crowdsourcing” (“people power”) • Google crowdsourcing initiative with Google maps: “Think globally, mark locally” Some are happy with modest, part-time income • Google Answers: $2.50 payments Hobbyists often happy to work for free Time magazine article: “Getting Rich on Those Who Work for Free” Flickr, and other sources of artistic/IP contributions “raw” resources: grid computing, SETI-at-home Yahoo Answers: 10 million free answers Access “loyal” resources Retirees Alumni Customers Generate new ideas, products more quickly 51 Published under the GNU Free Documentation License (GFDL)
    52. Wiki Risks Security Privacy Censorship issues IP ownership Control Anarchy Credibility of information The Essjay Controversy David Weinberger’s assessment of Wikipedia credibility Wikipedia competitor: Citizendium 52 Published under the GNU Free Documentation License (GFDL)
    53. Wiki implications Consider inhouse wiki as a learning experience Visit/learn about other successful wiki initiatives Consider limited “external” collaboration wiki as a pilot project Note: it doesn’t have to be a massive, high-risk project. Consider this example of an “emergent collaboration” project involving SAP, Oracle, and others in development of a Twitter-based tool called “eventtrack.” Remember: tools are just enablers; cultural issues are more important 53 Published under the GNU Free Documentation License (GFDL)
    54. RSS Abbreviation for “really simple syndication” Publish-and-subscribe mechanism that allows individuals to be notified when new articles and blog postings are published Facilitates reasonably efficient management of dozens of different blogs 54 Published under the GNU Free Documentation License (GFDL)
    55. Rich Internet Applications Ajax, Ruby on Rails, and more... Web as the platform API’s facilitating mashups 55 Published under the GNU Free Documentation License (GFDL)
    56. Web as the Platform Examples of Web as platform Benefits of Web as platform Risks of Web as platform 56 Published under the GNU Free Documentation License (GFDL)
    57. Examples of web as platform Google Apps 30 Boxes (calendar) SmartSheet: project management Zoho Spreadsheet Zoho DB database LiveDocuments (see commentary by Nicholas Carr) Virtual Ubiquity’s Buzzword (acquired by Adobe on 9/30/2007) and more every day... but still at “early adopter” stage — e.g., 1.5 million copies of PC-based “Quickbooks” from Intuit, but only 125,000 copies of online version (from 2007 Web 2.0 Summit conference) However, Intuit has 10 million TurboTax customers, and 50% use the Web-based version (also from 2007 Web 2.0 Summit conf) 57 Published under the GNU Free Documentation License (GFDL)
    58. Benefits of web platform Easier to support increasingly common distributed workforce (which needs collaboration capability) Simpler install/infrastructure for small startup companies (6 million new businesses each year in U.S., who have no existing PC/net work infrastructure when they start) Fast installation allows business managers to ignore/ circumvent IT department (just like PC’s in 1980s!) UI often more appealing to new generation of users (e.g., college students who have never seen MS Outlook) Free (or sometimes $50/year) “Try before you buy” Updates, new versions available immediately 58 Published under the GNU Free Documentation License (GFDL)
    59. Risks of web platform Security (lower priority for new, small startup companies) Privacy Compliance with other standards, etc. Connectivity: can it be used offline? Stability of small vendors Performance/features (for power users) Features of Google Apps/Docs are far less than Microsoft Office — but Web-based products are usually supporting a new class of “first-time” users, who are doing things they simply couldn’t do before (e.g., 15 million of the 19 million small businesses in U.S. still use pencil and paper to do their accounting and book-keeping) Compare Keynote/PDF version of this presentation with the Google Apps version (in fact, it was so bad that I ultimately deleted the Google Apps version!). Is data “trapped”? Can it be moved to a different platform? Sometimes a major problem with desktop-based PC products, too Vendors like Google say they’re aware of the issue, and support the “philosophy” that users should be able to take their data (e.g., Google search history, Facebook “social graph”) with them if they leave 59 Published under the GNU Free Documentation License (GFDL)
    60. Related concepts Tag clouds Mashups Long tail Cloud Computing 60 Published under the GNU Free Documentation License (GFDL)
    61. Tag Clouds Definition Flickr tag cloud Technorati tag cloud Del.icio.us tag cloud TagCloud.com Selecting RSS feeds by tag Critical article 61 Published under the GNU Free Documentation License (GFDL)
    62. Mashups Definition: blending content from more than one source Examples CIO Magazine article: Enterprise mashups are on the rise Web sites Tech Beat: Blogs on Mashups Programmable Web: list of mashups Wiki for Web Services and Open API’s Business model for mashups Tools Yahoo Pipes (most processing done on the ser ver) Google’s MyMaps Microsoft’s PopFly (most processing done on the client) IBM Mashup Center (see summary page of IBM products/ser vices) 62 Published under the GNU Free Documentation License (GFDL)
    63. Mashup Examples Google Maps + CraigsList Housing Maps for Italy Google’s New York City interactive transit map YouTube.com Podbop mapsexoffenders.com Earth Sandwich Middle East news + blogs Ultimate Yahoo Pipes mashup list Yahoo Pipes Twitter link monitor (to get a stream of Twitter t weets that contain URLs) 275 Flickr Mashups 63 Published under the GNU Free Documentation License (GFDL)
    64. Long Tail Basic concept History Chris Anderson’s PopTech 2006 PPT slides Examples Advice & Recommendations 64 Published under the GNU Free Documentation License (GFDL)
    65. Long Tail Concepts Selling more and more to fewer and fewer Pareto’s Principle (80-20) less relevant today Relationship to Enterprise 2.0 Shift from the monopoly of the “big hits” favors tiny publishers and creators of Web content Encourages “niche” producers to collaborate with “ aggregators” like Amazon, iTunes, NetFlix, etc. Sometimes a niche product can become an unexpected “blockbuster” through viral marketing, word of mouth video: “Day of the Long Tail” 65 Published under the GNU Free Documentation License (GFDL)
    66. Long Tail History Scarcity favors the 80-20 rule Production Inventory Shelf-space Distribution Bits on the Internet changes the rules Production Inventory Shelf-space Distribution Search engines: without Google, there would be no Long Tail! 66 Published under the GNU Free Documentation License (GFDL)
    67. Long Tail Examples Amazon (98% of 100,000) Tim O’Reilly’s critique of Amazon long-tail stats iTunes (100% of 5 million) NetFlix (95% of 55,000 movies) Lego Soft ware development JotSpot Powerpoint presentation Part 2 of Powerpoint presentation General info on JotSpot (acquired by Google) Website design Death of blockbuster drugs 67 Published under the GNU Free Documentation License (GFDL)
    68. Long Tail Advice Two imperatives Make everything available Help me find it Nine rules (summarized from longer discussion in Chapter 14 of “The Long Tail”) 1. Move inventory to the edge — keep a virtual inventory, and transfer costs to your suppliers 2. Let customers do the work — “crowdsourcing” to let customer reviews rank your books, write your product reviews, etc — because “collectively, customers have virtually unlimited time and energy.” 3. One distribution method doesn’t fit all — think niche 4. One product doesn’t fit all — think niche 5. One price doesn’t fit all — think niche 6. Share information — which requires giving up control 7. Think “and” not “or” (Coke) 8. Trust the market to do your job — a variation on #2 above 9. Understand the power of the free — combine premium pricing and a free version of what you provide; rely on an advertising-supported model. (Example: how about free cars?) 68 Published under the GNU Free Documentation License (GFDL)
    69. Cloud Computing Often discussed together with Enterprise 2.0 and Web 2.0, but not a necessary component Basic idea: flexible, scalable access to ser vices and data via the Internet Typical example: Google Apps, Salesforce.com, etc. See also “Introduction to Cloud Computing” Discussed further in “Technology” section 69 Published under the GNU Free Documentation License (GFDL)
    70. 3. TECHNOLOGIES FOR ENTERPRISE 2.0 Ajax Ruby on Rails API’s Tools/IDE’s Other enabling technology Design guidelines, best practices 70 Published under the GNU Free Documentation License (GFDL)
    71. Technology - Ajax Basic concept Architectural guidelines Examples Ajaxifying legacy apps Ajax-related web sites 71 Published under the GNU Free Documentation License (GFDL)
    72. Ajax - basic concept Asynchronous Javascript & XML Standards-based presentation using XHTML and CSS Dynamic display and interaction using DOM Data interchange using XML and XSLR Ansynchronous data retrieval using XML HttpRequest or XMLHTTP (from Microsoft) Javascript binding everything together 72 Published under the GNU Free Documentation License (GFDL)
    73. Ajax: architectural guidelines Small server-side events, no full-page refresh Asynchronous activity: users continue working after invoking a request “onAnything”: any user event can cause an asynchronous event This often requires a large cultural adjustment by programmers, who were previously told to avoid client-side processing, and do everything on the server. 73 Published under the GNU Free Documentation License (GFDL)
    74. Ajax: examples Flickr Meebo Nowsy — an Ajax home page All of the Zoho products Timeline — Ajax widget for visualizing time-based events Google Maps Microsoft releases beta AJAX 74 Published under the GNU Free Documentation License (GFDL)
    75. Ajaxifying legacy apps “Ajax spurs rebirth for desktop apps,” by Martin LaMonica, ZDNet News, Dec 1, 2005 Writely — now Google Docs Google spreadsheets — now Google Docs Many other companies are now doing this, though it’s not always easy to provide a cost-benefit justification 75 Published under the GNU Free Documentation License (GFDL)
    76. Ajax Web sites Ajax matters Ajaxian Ajax magazine Sites using Ajax 76 Published under the GNU Free Documentation License (GFDL)
    77. Technology - Ruby on Rails Basic concepts Examples Websites Tools, etc. 77 Published under the GNU Free Documentation License (GFDL)
    78. Ruby on Rails: basic concepts Open-source web application framework written in Ruby Closely follows the Model-View-Controller (MVC) architecture originally developed for Smalltalk Strives for simplicity and allowing real-world applications to be developed in less code (and thus less effort/time) than other frameworks — and with a minimum of configuration Ruby programming language allows for extensive metaprogramming, which Rails makes great use of Rails architecture strongly favors database use, and an RDBMS system is recommended for data storage 78 Published under the GNU Free Documentation License (GFDL)
    79. Ruby on Rails: examples Twitter (this isn’t the main Twitter website) Rumors that Twitter may abandon Ruby; see also “Did Rails Sink Twitter?” Hungry Machine - develops Ruby apps for Facebook Companies A-M 79 Published under the GNU Free Documentation License (GFDL)
    80. Ruby on Rails: Websites RubyOnRails.org Wiki site SourceForge AjaxOnRails 80 Published under the GNU Free Documentation License (GFDL)
    81. Technology - API’s Google Google Maps API Google AJAX search API Yahoo Yahoo search API AOL AIM API’s Dapper’s API ser vice (Israeli-based, partnering with Microsoft) Twitter API Facebook API OpenSocial API for social net works Google’s announcement (remember: they lost to Microsoft in the bid to invest in Facebook in Oct 2007) Nicholas Carr’s comments on OpenSocial Dan Dodge: “50 million Facebook users don’t care about OpenSocial” Perspective from Nicole Ferraro (editor at large at “Internet Evolution”) John Battelle comments on Myspace joining in with Google O’Reilly commentary Stowe Boyd’s comments and perspective Summary and opinion about Open Social from Marc Andreesen (co-founder of Netscape, CEO of Ning) 81 Published under the GNU Free Documentation License (GFDL)
    82. Technology: tools/IDE’s Primary objective: fast and flexible development, not reuse Aptana 82 Published under the GNU Free Documentation License (GFDL)
    83. Technology — other enabling technologies XML Web ser vices: net work as platform (see “Microsoft declares end of PC era”) Django: a high-level Python Web framework Adobe Flex 83 Published under the GNU Free Documentation License (GFDL)
    84. Technology — Design guidelines, best practices New book: “Web 2.0 Design Patterns” Agile development Scott Rosenberg’s dissent: 5-year Web 2.0 design cycle Scaling issues: must architect for rapid growth example: iLike (Facebook app) launched during holiday weekend in May, 2007 Acquired first 10,000 users in first 12 hours of business Next 10,000 users acquired in following 3 hours Next 10,000 users acquired in following 2 hours Developers filled up 40 servers after one day, had to beg and borrow additional servers during remainder of holiday weekend... UI issues Problems with non-integrated Web 2.0 apps 84 Published under the GNU Free Documentation License (GFDL)
    85. Cloud Computing Basic idea: flexible, scalable access to ser vices and data via the Internet Typical example: Google Apps, Salesforce.com, etc. Typical architecture: web browser front-end, connected via Internet to “ser ver farm” back-end Typically offered on “pay as you go” and “pay as you grow” basis, with ability for rapid, massive, short-term growth Now being offered by Amazon, Sun, and IBM — with promises from Microsoft for future offerings. Key concerns: security, high reliability/availability, interoperability. See also “Cloud Computing Manifesto” 85 Published under the GNU Free Documentation License (GFDL)
    86. Search Engines Default (non) strategy: let everyone use Google, or the default search engine associated with Web browser Considered a “built-in” part of the Internet, but realize many people think their search engine is terrible Remember: generic search engines getting better, but cannot infer human context and intent (doesn’t know if I’m an engineer, an attorney, or a student) Search is increasingly looking like (guided) navigation: what happens when you click on a link? Search is “messy”, because knowledge is messy, information is messy — so people find answers through haphazard and chaotic processes Need to develop a “business case” for a better search engine 86 Published under the GNU Free Documentation License (GFDL)
    87. Search Engines Strategy Basic elements Develop detailed use cases, including business processes, audiences, perspectives, goals Search evaluation — e.g., does it handle misspelling, Boolean operators (+, &), stop words, filtering, popular top links, user-tracking, recommendations, indexing, use of metadata, search analytics, optimization (SEO) Search requirements — develop RFP, think about scalability issues, metrics to prove ROI Select solution — lots of choices available! Implementation — deployment, integration with other tools, tuning, analytics, usability Consider getting some assistance in this area Search & Information Access Report 2009 Consulting firms — e.g., Earley & Associates (see their 4-part report) 87 Published under the GNU Free Documentation License (GFDL)
    88. Vendor Offerings for Enterprise 2.0 Aspects of Enterprise 2.0 usage Big vendors Top 25 UK vendors Top Italian Web apps Web apps around the world Social Net working Ser vices Other startups, small vendors A visual display of all Web 2.0 vendors 88 Published under the GNU Free Documentation License (GFDL)
    89. Aspects of Enterprise 2.0 usage Use of Web 2.0 technologies One perspective: blogs, wikis, podcasts, RSS, social net works, content tags Providing Web 2.0 products/ser vices People power Use of mashups Use of Long Tail concept Emerging theme: let users (customers) take their data with them when/if they leave 89 Published under the GNU Free Documentation License (GFDL)
    90. Big Vendors Google Yahoo Microsoft IBM Apple Cisco Tim O’Reilly: SAP as a Web 2.0 vendor? Oracle’s plans (as of Apr 30, 2008) to build a Web 2.0- friendly version of its products. See also Oracle’s Feb 2009 Special Report: Web 2.0 and Beyond and Oracle’s Web 2.0 Resource Library wiki 90 Published under the GNU Free Documentation License (GFDL)
    91. Google The Economist: “Who’s Afraid of Google?” The impact of Google’s “20%” HR strategy (in Zurich): Google Charts Google’s Master Plan (just kidding!) My visit to Google Mashups: Google’s MyMaps Long Tail: statistics on advertising People Power: Google Pages Google Apps/Docs Dec 2007 NPD sur vey says 73% of Americans have never heard of Google Docs Only 0.5% have abandoned desktop apps for an online alternative 94% of Americans have never tried a web based productivity suite. Google Notebook (in 17 languages!) New stuff: Google3D More new stuff: Google Knol (and my blog posting about it) Google App Engine 91 Published under the GNU Free Documentation License (GFDL)
    92. Yahoo Relationship with JotSpot Owns Flickr, among many other assets Yahoo buys Zimbra for $350 million to combine email + calendar (with Ajax) to compete with Google Apps Yahoo Pipes Tentative acquisition by Microsoft collapses; future uncertain 92 Published under the GNU Free Documentation License (GFDL)
    93. Microsoft Social Net works: investment in Facebook Microsoft’s collaboration and social computing platform: Sharepoint 2010 Rich Internet Applications: Microsoft Silverlight 3 Net work as Platform: Windows Office Live Blogging tool: Windows Live Writer 2009 Now has plugins for Flickr, Digg, Twitter notification Jan 5, 2009 review Support for Ajax Mashups Microsoft white papers on enterprise mashups MapCruncher PopFly (still beta) Long Tail — XBox Live Arcade 93 Published under the GNU Free Documentation License (GFDL)
    94. IBM IBM Bluehouse IBM’s Web 2.0 tools and plans Summary of Web 2.0 initiatives (including a VP of Social Engineering, Jeff Schick!) “Business Week” article on IBM’s use of social net working IBM Mashup Center Support for Ruby on Rails Support for Ajax Lotus Notes V8 IBM acquires Web conferencing ser vice provider Blog: “Will IBM compete with Facebook/Web 2.0?” IBM blog: Web 2.0 goes to work Interesting UI example: IBM Rocks 94 Published under the GNU Free Documentation License (GFDL)
    95. Apple iPhone 3.0 (coming soon) Long Tail: iTunes, and iPhone Apps (over one billion sold!) People Power: iWeb Mashups: iPhoto/GoogleMap/Flickr mashup Use of Web 2.0 technologies: Ajax (e.g., Apple’s .Mac web-mail) Innovative UI: iPhone, iPod Touch 95 Published under the GNU Free Documentation License (GFDL)
    96. Cisco Cisco Buys Five Across — a social net working company that supports posting of blogs, videos, friend lists, discussions, etc. Cisco Buys Webex Newly announced (late May 2008) holographic video- conferencing technology 96 Published under the GNU Free Documentation License (GFDL)
    97. Products/vendors: Social Net working Services YouTube: 100 million videos/day John Dvorak’s analysis of YouTube success factors Acquired by Google on Oct 9, 2006 Oct 3, 2007: UC Berkeley announces it will publish its university lectures on YouTube MySpace, FaceBook, LinkedIn, etc. A new example, which focuses on “knowledge net working”: Twine, announced at 2007 Web 2.0 Summit (see Nicholas Carr’s Oct 19, 2007 blog posting about this). “New Yorker” article: in-person net working in a Facebook world SecondLife Statistic: 300 social net working startups in last t wo years Statistic: 100,000 Ning “micro” social net works (see Ning) The 1% rule: 1% of a social site’s visitors create most content, and 10% “synthesize” the content, by interacting with it “Negative” social net work: “WeNeither,” about things we jointly DISlike. Top 20 social net works, ranked Now used heavily by middle-aged audiences 97 Published under the GNU Free Documentation License (GFDL)
    98. Growth of Social Net working from Mary Meeker, 2008 Web 2.0 Summit conference, page 21 of presentation 98 Published under the GNU Free Documentation License (GFDL)
    99. Mary Meeker on Facebook, 2007 from Mary Meeker, 2007 Web 2.0 Summit conference, page 37 of presentation See also “Microsoft to Pay $240 Million for Stake in Facebook,” from Oct 24, 2007 issue of “New York Times” 99 Published under the GNU Free Documentation License (GFDL)
    100. Other startups, small vendors Digg (more) 37 Signals’ HighRise CRM Zoho CRM Scoble’s review of SmartSheet Naymz NetSuite’s Ajax-based interactive dashboards Web 2.0 company name generator (amusing) The future of web startups 100 Published under the GNU Free Documentation License (GFDL)
    101. Digg Interview with Digg’s Kevin Rose Ed’s report on Digg Digg Swarm Digg Stack Digg BigSpy Digg Arc Digg Pics Digg Explorer: a tool for exploration of the 500 most recent stories from Digg. Mary Meeker says (in her 2007 Web 2.0 Summit conference presentation): 10 million unique visitors, +252% Y/Y growth My blog posting about Kina Grannis’ “Gotta Digg!” YouTube video 101 Published under the GNU Free Documentation License (GFDL)
    102. 5. CASE STUDIES & EXAMPLES Basic issues Trends & Examples in large companies 102 Published under the GNU Free Documentation License (GFDL)
    103. Basic Issues Basic issues Trends in large companies Enterprise 2.0 in government Recommended strategies for “traditional” companies Strategies for small companies 103 Published under the GNU Free Documentation License (GFDL)
    104. Business: basic issues Strategic Use Enterprise 2.0 (including related concepts like Long Tail) to find new products, ser vices, markets Use Enterprise 2.0 to increase revenue, dramatically reduce costs Use Enterprise 2.0 to empower individual customers, employees — and outsiders like retirees, alumni, and others Use social net working tools to find scarce skills, like IT people (this article says 58% of IT recruiting firms find Facebook/LinkedIn more useful than print advertising; and 48% said they were more effective than internet banner advertising. Tactical Encourage collaboration with wikis Encourage communication with blogs; (for example, see Delta Airlines’ corporate blog, highlighted in the October 2007 copy of their airline magazine) Improve UI of web-based products and services with AJAX, etc. 104 Published under the GNU Free Documentation License (GFDL)
    105. Trends & Examples in large companies “CIO” magazine prediction for 2007: “IT reluctantly embraces Web 2.0” See May 6, 2008 “CIO Australia” article on “Enterprise 2.0: What is it good for?” McKinsey survey of Web 2.0 usage in business Fall 2007 “CIO Magazine” survey on personal Web 2.0 usage by CIO’s (see chart, here) Expect conservative reaction from CIO’s (see “Web 2.0 Gets Business Chops,” indicating that > 50% of CIO’s think that Web 2.0 is an overhyped buzzword; see chart here). Tom Davenport’s Nov 13, 2007 blog on why Facebook won’t succeed in the business world. An opposing viewpoint was posted a few days earlier by Charlene Li: “Why Your Company Needs To Be on Facebook.” David Pogue’s summary of why many companies aren’t using Web 2.0: “Are You Taking Advantage of Web 2.0?” Two views of Web 2.0 use in business for 2007 “IT Can’t Stop Web 2.0” and Knowledge Worker 2.0” 105 Published under the GNU Free Documentation License (GFDL)
    106. More trends in large companies Sun’s endorsement of CEO blogging (still relevant after Oracle acquisition?) and Luis Suarez’s article on “Ten Reasons CEOs should blog” IBM’s experience: “Getting Into Social Soft ware, and How It Is Changing the Role of Knowledge Management.” IBM comments on collaboration and business-oriented social net works High-level blogging at Intel “Dark blogs” Microsoft has 3,000 external blogs (see this Jun 2006 Scobleizer blog), 10,000 internal blogs. (Also, see this article, which says IBM has 3,500 blogs). WebWorkerDaily: acknowledging lifestyle of distributed workers CEO reaction to social media Social net working as a business tool; first Facebook enterprise-app announced mid- Nov 2007 . Ed’s notes here, and here about how employees interpret corporate blogging policies; sample corporate blogging policies here and here See also Nov 16, 2007 “Computer world” article, “Corporate blogging: Does it really work?” 106 Published under the GNU Free Documentation License (GFDL)
    107. Personal Web 2.0 usage by CIO’s 60 54 49 48 47 45 39 33 30 21 15 13 12 Video over web 11 Blogs 11 Podcasts 0 Expertise loc/share Virtual worlds 107 Published under the GNU Free Documentation License (GFDL) None
    108. Response to: What is Web 2.0? A user interface to SOA 13% A waste of time and bandwidth 15% Convergence of voice & data (IM) 16% Soft ware as a Ser vice 22% A source of technology innovation for enterprise 31% Virtual environments (e.g., Second Life) 32% A technology (e.g., Ajax) 43% A social phenomenon (blogging) 46% 53% An overhyped buzzword 54% Browser-based apps (e.g., Google Maps) 59% Web-based info sharing (e.g., Wikipedia) 0% 15% 30% 45% 60% from an Oct 31, 2007 sur vey in “Internet Evolution” 108 Published under the GNU Free Documentation License (GFDL)
    109. Examples & Case Studies Still difficult to find; see Susan Scrupski’s ongoing project, “Enterprise 2.0 meets Reality TV” Proctor & Gamble “Connect & Develop” Eli Lilly “Innocentive” Lockheed Martin “Unify” Wachovia Bank SAP Developer Net work Deloitte’s “D Street” IBM Beehive 109 Published under the GNU Free Documentation License (GFDL)
    110. Proctor & Gamble 8,000 researchers 600 partners productivity up 60% 50% of innovations from outside R&D costs dropped from 4.8% of sales, down to 3.4% of sales 110 Published under the GNU Free Documentation License (GFDL)
    111. Eli Lilly Innocentive 30 companies involved 140,000(!) scientists in 175 countries Rewards up to $100,000 111 Published under the GNU Free Documentation License (GFDL)
    112. Lockheed Martin (PPT slides) Project aimed at overcoming disadvantages of meetings, email, PowerPoint presentations Uses Unity to support blogs, wikis, shared documents/ reports (using Windows Sharepoint, Google Search Appliance, and Newsgator) Future plans include more emphasis on net work-based search mechanisms Their advice: think big, start small, move fast Pilot project cost $8,000; next step was $50,000; now have a team of 40 people building/maintaining inhouse Enterprise 2.0 infrastructure 112 Published under the GNU Free Documentation License (GFDL)
    113. Wachovia (video preso) Microsoft Sharepoint-based collaboration and net working platform, launched Dec 2007 Includes portal, search, wikis, blogs, enriched profiles and presence Implemented after 18 months of business justification, just as banking crisis was hitting 15,000 active team sites Provides 6,000 web conferences/month; reduced travel saves $214/meeting 100,000 IM sessions daily; 46,000 blog visits/month Technical team of 55 people developing, integrating, supporting their Enterprise 2.0 infrastructure 113 Published under the GNU Free Documentation License (GFDL)
    114. SAP Developer Net work (SDN) SAP has opened itself up to its entire development community Key message: your company must “be prepared to lose control” Community is 1.4 million people; and 1,000 join each day 4 million posts, 1 million questions on forums Before SDN, it took 12-18 months to bring new product/ feature to market; with SDN, they can get some functions to market in < 3 months. 114 Published under the GNU Free Documentation License (GFDL)
    115. Deloitte LLP’s “D Street” Wanted to create an environment that would appeal to younger workforce Average employee age is 28 Began creating business case in Jan 2007, launched “ alpha” version in Jun 2007 to initial rollout of 1,500 people Capabilities similar to Facebook: employee “profiles” (pre- populated with name, job title, contact info), and personalized with photographs, resumes, blogs, “guest book” Acceptance slow at first, but now all 46,000 employees are in the system; 400-500 employees/week personalize profiles Advice: continue to build leadership support, even after early- stage buy-in. 115 Published under the GNU Free Documentation License (GFDL)
    116. IBM’s “Beehive” Based on code base of “Blue Pages”, started approx 8 years ago Blue Pages was a directory of 450,000 employees, with 6 million queries per day Beehive user population added additional “profile” capabilities; has grown to 38,000 after 9 months — spread through blogging, bookmarks, word of mouth Used most heavily in product management, HR, global ser vices consulting business Operates behind the firewall, so people can freely discuss internal business topics Advice: one size does not fit all. “What appeals to some will make others almost cringe.” 116 Published under the GNU Free Documentation License (GFDL)
    117. 6. STRATEGIC PLANNING FOR ENTERPRISE 2.0 Identifying and quantifying benefits Identifying and quantifying risks Recommended strategies for “traditional” companies Recommended strategies for smaller companies 117 Published under the GNU Free Documentation License (GFDL)
    118. Recommended strategies for traditional companies SWOT analysis Pilot projects IBM’s Luis Suarez on “making the business case for social computing” Har vard Business Review podcast on strategies for succeeding with social-net working tools within the enterprise Skunk works Acquisitions Developing an enterprise Web 2.0 strategy A Microsoft perspective on business opportunities for Web 2.0 Case study: $279 Forrester report on Web 2.0 implementation at Northwestern Insurance; Yahoo summary of the report Two more case studies on introducing Web 2.0 into the corporate environment, on the Enterprise Web 2.0 website Heed advice for avoiding dot-bomb 2.0 Business model for mashups 118 Published under the GNU Free Documentation License (GFDL)
    119. Recommended strategies: SWOT analysis Opportunities New products, services New markets, new customers (Long Tail) Greater customer loyalty, more cost-effective customer-interaction Greater employee loyalty, better ability to recruit/motivate younger generation Faster time, lower cost for R&D, product development Reduced costs: less travel, meetings, e-mail, etc. Threats New competitors whose existence you don’t even know about More effective competition from competitors who are enjoying the benefits oppportunities summarized above Loss of reputation (e.g., from customer blogs) Security problems caused by blending of “personal” and corporate IT lives Risk of malware 119 Published under the GNU Free Documentation License (GFDL)
    120. Strategies for small companies Scoble’s advice Brad Feld’s advice about VC economics for Web 2.0 companies Things to keep in mind: Web as platform will have more appeal than in big corp Generally less dependent on legacy systems Easier (culturally) to introduce blogging, wikis, social net works 120 Published under the GNU Free Documentation License (GFDL)
    121. 7 GETTING STARTED WITH . ENTERPRISE 2.0 Technology adoption cycles Developing an action plan Which concepts to implement first? Pilot projects 121 Published under the GNU Free Documentation License (GFDL)
    122. Technology adoption cycle Innovators Early Adopters Early Majority Late Majority 40 Laggards 35 30 25 20 15 10 5 0 Time of adoption strategic objective value added cost displacement/avoidance technological imperative Example of laggards: 20% of U.S. population has never used e-mail, as of May 2008 122 Published under the GNU Free Documentation License (GFDL)
    123. Developing an Action Plan Learn more about Enterprise 2.0: read, study, attend conferences, visit other organizations that are already using Enterprise 2.0 Decide whether you need an “ all-encompassing” strategic plan, or a more “ hoc” experimental approach. ad If strategic, then review previous section If experimental, then decide whether you want a formal pilot project, or informal “let’s try it” Consider starting “behind the firewall” — see Aug 11, 2008 Computer world article “Social net working behind the firewall” Decide which Enterprise 2.0 concept/technology to try first 123 Published under the GNU Free Documentation License (GFDL)
    124. Which Enterprise 2.0 concepts to implement first? Answer is likely to be different for each organization One common emphasis: “quick win,” “low-hanging fruit” ... and this may be influenced by current recession! Other common factors: security concerns, regulatory restrictions, culture/politics, investment required “Brave” managers/knowledge-workers might want to make their own decision (on a dept level) without getting permission in advance My choice: wikis or t witter behind the firewall 124 Published under the GNU Free Documentation License (GFDL)
    125. Pilot Projects Familiar concept for justifying, experimenting with new technologies of all kinds Key ideas: Guidelines for pilots: not too big not too small fast results important, but not mission-critical well-measured; used partly as a training opportunity Consider letting users “drive” it, rather than IT 125 Published under the GNU Free Documentation License (GFDL)
    126. 8. CULTURAL ISSUES People power Generational trends Open, sharable content/interface Hook into Google, Yahoo, Amazon, etc. Look for ways to “open up” your own company’s intellectual/information assets “Out ward bound” collaboration: retirees, alumni, hobbyists Long Tail impact Perpetual beta environment 126 Published under the GNU Free Documentation License (GFDL)
    127. Cultural Issues: people power Customers Employees Marketplace Citizens 127 Published under the GNU Free Documentation License (GFDL)
    128. People power: customers Let them help design new products Let them help suggest ads/marketing current.com’s Joel Hyatt says customers prefer them 9-to-1 over traditional commercials Cost is zero, as compared to $1 million for traditional commercial kayak.com user ads Chevy Tahoe user commercial fan-made iPhone commercial (see also Nick Haley’s iPod Touch commercial, which Apple picked up, and broadcast during the World Series games on Oct 27-28, 2007) see current.com for a more ambitious initiative in this area for user-generated content Another example: 98% of content on eBay is user-generated (from Meg Whitman at 2007 Web 2.0 Summit conference) Let them provide feedback/commentary on products/ser vices Let them help other customers with support Sometimes they know more than the vendor 128 Published under the GNU Free Documentation License (GFDL)
    129. People power: employees Let them blog behind the firewall, if not openly and publicly Remember: Microsoft has 3,000 external blogs and 10,000 internal blogs Example: CEO of Sun Microsystems blogs Example: Michael Chertoff, former head of U.S. Homeland Security, blogged (eek!) Non-technical example at Google: new products bubble up from the bottom of organization 129 Published under the GNU Free Documentation License (GFDL)
    130. People power: marketplace Viral marketing Viral dissemination of good news and bad news AOL cancellation example Comcast customer service visit 130 Published under the GNU Free Documentation License (GFDL)
    131. People power: citizens Decreased dependence on “ authoritative” source of news/content Political commentary “Daily Show” commentary on Viacom-Google billion dollar lawsuit Philippine activists using YouTube to spread word about political protest issues Mashup of George Bush and U2’s “Sunday, Bloody Sunday” Products/ser vices get adapted in unexpected ways New York Times: CraigsList used by prostitutes Nigerian scammers using Facebook for phishing attacks 131 Published under the GNU Free Documentation License (GFDL)
    132. Cultural Issues: Generational trends Demographics of bloggers Dec 2007 Pew sur vey of teenage trends for various forms of communication (see next page) Rise of the “silver surfers” Remember: senior management is 2-3 generations older than today’s Web 2.0-sav vy population What Enterprise 2.0 will mean for the next generation of the workforce 132 Published under the GNU Free Documentation License (GFDL)
    133. Dec 2007 Teenage communication trends Percent of teens who communicate with their friends every day via these methods All teens Multi-channel teens Talk to friends on landline 39% 46% telephone Talk on cell phone 35% 70% Spend time with friends in 31% 35% person Instant messaging 28% 54% Send texts 27% 60% Send messages over social 21% 47% net work sites Send email 14% 22% 133 Published under the GNU Free Documentation License (GFDL)
    134. Cultural issues: Long Tail Impact Stop focusing entirely on “big hits” Look for ways to create/nourish a “long tail” of products/ser vices Often represents a huge cultural change for the business people (e.g., R&D, product planning, marketing, etc.) whose job always assumed emphasizing the big hits and ignoring almost everything else 134 Published under the GNU Free Documentation License (GFDL)
    135. Cultural issues: perpetual beta concept “Good enough” culture Weekly releases of new downloadable updates/ enhancements — versus annual releases of new products Example: Google mail (gmail) is still listed as a “beta” product, yet millions are using it 135 Published under the GNU Free Documentation License (GFDL)
    136. 9. FUTURE TRENDS Caveat: predicting the future is hard And there is resistance to “paradigm shifts” Basic point: today’s R&D is next decade’s “mainstream” Gartner’s view of Web 2.0 trends Kevin Kelly’s view of “next web” Morgan Stanley 2008 Internet trends Web 3.0 Technical trends Business trends Social/cultural trends 136 Published under the GNU Free Documentation License (GFDL)
    137. Resistance to paradigm shifts Disruptive technologies often threaten the established scientific, governmental, religious, social, cultural norms This has been true for centuries, if not longer But revolutionaries often forget: “you tend to become what you disrupt” (Meg Whitman) Typical examples in Web 2.0 world resistance to user-generated content resistance to policy of allowing employees to blog about their work rejection of web-based products as “too light weight” rejection of Facebook applications by “Wall Street Journal” technology journalist Kara Swisher as “trivial” and “frivolous” 137 Published under the GNU Free Documentation License (GFDL)
    138. Trends: predicting the future is hard! Fubini’s Law People least likely to anticipate how new technology will be applied: inventors of the new technology! Examples of inaccurate predictions 138 Published under the GNU Free Documentation License (GFDL)
    139. Examples of inaccurate predictions In 1895, British Postmaster General Arnold Morley said, “Gas and water are necessities for every inhabitant of the Country. Telephones are not and never will be. It is no use trying to persuade ourselves that the use of the telephone could be enjoyed by the large masses of people in their daily life.” (see “Public Ownership and the Telephone in Great Britain,” Chapter VIII, p. 117) In 1903, soon after the first Wright Brothers flight, Rudyard Kipling predicted that airpseeds would reach only 300 mph by the year 2000. In 1927, J.B.S. Haldane predicted that the first landing on Mars would not take place for 10 million years. In 1943, IBM Chairman Thomas Watson may have said, “I think there is a world market for maybe five computers.” (see this Wikipedia article for discussion of alleged comment.) In 1945, FDR’s naval aide, Admiral William Leahy, said about the atomic bomb, “That is the biggest fool thing we have ever done ... the bomb will never go off, and I speak as an expert in explosives.” In 1949, “Popular Mechanics,” forecasting the relentless march of science, wrote “Computers in the future may weigh no more than 1.5 tons.” In 1977, DEC founder/CEO Ken Olsen remarked at a World Future Society conference that “There is no reason why anyone would want a computer in their home.” In 1981, an obscure computer geek named Bill Gates allegedly said, “640K bytes ought to be enough for anybody.” (But see this article for Gates’ denial that he ever said such a thing.) 139 Published under the GNU Free Documentation License (GFDL)
    140. Trends: today’s R&D is tomorrow’s “mainstream Some of it is secret Some of it is ignored, dismissed, rejected, or laughed at And some is being used by “pre-early adopters” 140 Published under the GNU Free Documentation License (GFDL)
    141. Web 3.0 New York Times article on Web 3.0 “What to Expect from Web 3.0” Mass Market becomes Long Tail List of cool Web 3.0 apps Tim Berners-Lee: Web 3.0 = “semantic Web” Semantic Web = end of Google? Freebase: Wikipedia + Open Directory (see Nicholas Carr’s blog posting about Freebase) A definition of Web 3.0 from Jason Calcanis, and a rebuttal from Tim O’Reilly “Web 2.0 is so over. Welcome to Web 3.0”, from Fortune, Jan 8, 2009 (argues that Web 2.0 never made any money for investors) Today’s world: we find content, but we often type the wrong search term. Tomorrow’s world: content finds us 141 Published under the GNU Free Documentation License (GFDL)
    142. Trends: technical Moore’s Law New user interface (UI) paradigms Nicholas Carr’s vision of the future of personal computing: a marriage bet ween Google’s “cloud” computing and Apple’s UI Death of the PC? Would a typical teenager prefer a new smart-phone, or a new PC? Rise of the thin-client device (aka “netbook”) 142 Published under the GNU Free Documentation License (GFDL)
    143. Trends, technical: Moore’s Law 10 years = 6.67 doublings = 101.6x improvement over today’s technology Per vasive (ubiquitous) computing: today’s $100 computer becomes next decade’s $1 computer Similar advances in speed, storage, bandwidth, footprint Computers exceed human intelligence? (See also June 2008 IEEE Spectrum, “The Rapture of the Geeks: separating science from fiction in the technological singularity”) Embedded computing 143 Published under the GNU Free Documentation License (GFDL)
    144. Trends, technical: ubiquitous/pervasive computing Everyware: the dawning age of ubiquitous computing Example (from Tim O’Reilly via Twitter, on May 31, 2008): billboards that look back at you The $100 (actually $188) laptop OLPC site “Buy a Laptop for a Child, Get Another Laptop Free” David Pogue’s review of OLPC, in the 10/04/2007 “New York Times” See Nov 24, 2007 “Wall Street Journal” article, “A Little Laptop with Big Ambitions” Colombia has recently ordered 65,000 OLPC machines for distribution to children 2nd-generation “XO-2” machine expected by 2010; half-size, price drop to $75, power consumption reduced from 4 watts to 1 watt; see details here. IEEE special issue on per vasive computing Proceedings of 6th Conference on Per vasive Computing 144 Published under the GNU Free Documentation License (GFDL)
    145. Trends, technical: embedded computing RFID Everything has an IP address Ambient devices (see also announcement for Chumby) The bionic woman/man? 145 Published under the GNU Free Documentation License (GFDL)
    146. Trends, technical: New UI paradigms This is a whole field unto itself, with industry leaders like Apple, etc. Exciting new example: Cisco’s holographic video- conferencing But it’s also interesting to see the innovation coming from Web 2.0 vendors, startups, and inspired individuals Examples: Digg’s UI experiments Tweet wheel IBM Rocks 146 Published under the GNU Free Documentation License (GFDL)
    147. Trends: business Enterprise 2.0 will put some Enterprise 1.0 companies out of business (and trend may be exacerbated by current recession!) Senior executives’ acceptance/non-acceptance of social net works & Enterprise 2.0 will become a more and more significant differentiator; see this “Wall Street Journal” interview with Clay Shirky. Death of Microsoft? (see Dec 16, 2007 New York Times article, “Google Gets Ready to Rumble With Microsoft”) Appearance of next Google? Decreased relevance of venture capitalists? Boundary bet ween customers and companies blurs 147 Published under the GNU Free Documentation License (GFDL)
    148. Trends: social/cultural Impact of a new generation of tech-sav vy users Next 5 billion Internet users Boundary bet ween government and citizens blur Current behavior: Web data entered by humans. New behavior: Web data automatically entered by devices (Flickr) Revenge by gadget: see “Devices Enforce Silence of Cellphones, Illegally,” in Nov 2, 2007 “New York Times” See PhoneJammer as an example of such a device Blurring of (some) political boundaries Net work Nations MySpace is now 11th largest country in the world Impact on education Blurring of “real life” and “virtual life” Interesting trends: “Did You Know?” and “Did You Know? 2.0” Video: “Shift Happens” (Slideshare.net version) 148 Published under the GNU Free Documentation License (GFDL)
    149. Trends: a new generation of tech-sav vy users 91% of mobile phone users keep their phone within one meter 24 hours a day, 7 days a week (from Mary Meeker’s presentation, at 2007 Web 2.0 Summit conference) Younger generation abandoning email, in favor of IM/Facebook/Twitter. See “The Death of Email” “What Does Generation Y Want?” Growing Up Digital: the rise of the Net generation “Google, a Girl, and the Coming Apocalypse” An Internet Love Song: “BRBOMGLOLROFLMFAO” 149 Published under the GNU Free Documentation License (GFDL)
    150. Generation F “The Facebook Generation vs. the Fortune 500” Work-relevant characteristics of online life that are most at odds with legacy practices found in large companies All ideas compete on an equal footing (every idea has the chance to gain a following; ideas gain traction based on their perceived merits, rather than political power of their sponsors) Contribution counts for more than credentials (when you post a video on YouTube, nobody asks if you went to film school) Hierarchies are natural, not prescribed (some individuals command more respect and attention than others; authority trickles up, not down) Leaders ser ve, rather than preside (no one has the power to command or sanction) Groups are self-defining and -organizing (no one can assign you a boring task, no one can force you to work with dim-witted colleagues) Resources get attracted, not allocated (the Web is a market economy; people decide, moment by moment, how to spend the precious currency of their time and attention Power comes from sharing information, not hoarding it (to gain influence and status, you have to give away your expertise and content) Opinions compound and decisions are peer-reviewed (truly smart ideas rapidly gain a following no matter how disruptive they may be) Users can veto most policy decisions (the only way to keep users loyal is to give them a substantial say in key decisions Intrinsic rewards matter most (money is great, but so is recognition and joy of accomplishment) Hackers are heroes (online communities frequently embrace those with strong anti-authoritarian views) 150 Published under the GNU Free Documentation License (GFDL)
    151. Trends: impact on education See Michael Wesch’s video, “Vision of Students Today,” about the impact of Web 2.0 on the educational field. Banning Wikipedia for research papers A relevant statistic from “Wired” article: 30% of young people don’t even know their own phone number (and many don’t carry watches any more) Oct 3, 2007: UC Berkeley announces it will publish its university lectures on YouTube Should children learn to operate in society/schools without Google? Columbia Center for New Media Teaching & Learning Crowdsourcing Readings and Resources Top Web Tools for Students Student contributions to wikis; see “Wikipedia Becomes a Class Assignment” Another paper on the use of Web 2.0 in educational environments. Nicholas Carr, “Is Google Making Us Stupid?” (“I can’t read “War and Peace” any more...” ) 151 Published under the GNU Free Documentation License (GFDL)
    152. 10. CONCLUSIONS Assume Enterprise 2.0 is “real,” even if over-hyped Infoworld Oct 2006 assessment: “Bubble 2.0?” See also Nov 2007 blog article, “Web 2.0 Manages to Sober Up” Your objectives should be: Ajaxify Wikify Long-tail-ify Open up API’s for mashups Enable your people (customers, employees, citizens) Assess your company’s response to new waves of technology Crossing the Chasm Is your company an innovator, early adopter, mainstream, or laggard? Separate technical response from business response! Consider a pilot project Guidelines for pilots: not too big, not too small; fast results; important, but not mission- critical; well-measured; used partly as a training opportunity Consider letting users “drive” it 152 Published under the GNU Free Documentation License (GFDL)
    153. References Conferences Books Websites and blogs 153 Published under the GNU Free Documentation License (GFDL)
    154. References - conferences Enterprise 2.0, Jun 22-25; Boston SuperNova 2008, June 16-18: San Francisco Social Net working Conference, June 25-26, Beverly Hills, CA Web 2.0 Expo, Nov 16-19: New York City Future of Web Apps (FOWA), June 23: London PopTech, Oct 21-24; Camden, Maine Web 2.0 Summit, Oct 20-22: San Francisco Wikimania 2009, Aug 26-28: Buenos Aires, Argentina Enterprise 2.0 conference, Dec 2-4: Rome. Sponsored by Technology Transfer, details not available yet. 154 Published under the GNU Free Documentation License (GFDL)
    155. References - Books Specific Enterprise 2.0 books Enterprise 2.0, by Niall Cook Enterprise 2.0 Implementation Collaboration 2.0: Technology and Best Practices for Successful Collaboration in a Web 2.0 World Social Net works Around the World: How is Web 2.0 Changing Your Daily Life? Web 2.0: The Future of the Internet and Technology Economy Building Scalable Web Sites Web 2.0 Design Patterns: what entrepreneurs and information architects need to know Here Comes Everybody: the power of organizing without organizations, by Clay Shirky Ajax books Pragmatic Ajax: A Web 2.0 Primer Head Rush Ajax Ajax in Action Ruby on Rails books Ruby on Rails: up and running Agile Web Development with Rails: A pragmatic guide Misc books Everything is Miscellaneous: the power of the new disorder Wikinomics: how mass collaboration changes everything The Wealth of Nations: how social production transforms markets and freedoms The Clue Train Manifesto (now 10 years old!) The Search: how Google and its rivals rewrote the rules of business, and transformed our culture Wiki Web Collaboration The Long Tail: why the future of business is selling less and less of more and more 155 Published under the GNU Free Documentation License (GFDL)
    156. References - blogs & websites my blog: The Yourdon Report O’Reilly’s: “What is Web 2.0” O’Reilly Radar blog Google Maps Mania StartupNews.com eHub - Web 2.0 startups News about startups: TechCrunch Chris Anderson’s “The Long Tail” blog Steve Borsch’s “Connecting the Dots” blog Howard Rheingold’s “Smart Mobs” blog Official Google blog Web 2.0 slides - 1,400 sites Ian Delaney’s “Twopointtouch” blog David Weinberger’s “JOHO the Blog” Stowe Boyd’s “/Message” blog Luis Suarez’s elsua: the Knowledge Management blog 156 Published under the GNU Free Documentation License (GFDL)
    157. Administrative items Schedule • 09:00 - Begin • 10:45 - Coffee break • 13:00 - Lunch • 14:00 - Resume • 15:00 - Coffee break • 16:30 - Finish About me Seminar materials • printed version • Downloadable PDF from my blog at www.yourdonreport.com • Slideshare.net version: www.slideshare.net/yourdon Workshops 157 Published under the GNU Free Documentation License (GFDL)
    158. Workshops Workshop 1: Benefits of Enterprise 2.0 Workshop 2: Risks of Enterprise 2.0 Workshop 3: Implementation of Enterprise 2.0 Workshop 4: Role of IT in Enterprise 2.0 158 Published under the GNU Free Documentation License (GFDL)
    159. Workshop 1: Benefits of Enterprise 2.0 Identify 1st priority, 2nd priority, 3rd priority Increased revenue: Increased market share: 1 Attract new customers: 2,3 Increase customer loyalty: 1,1,3 Decrease costs: 2,2 Improve employee morale, reduce turnover: 4 Reduce product development time: 2,2,3 Other benefits? Please identify what you think they will be Increase quality of service: 2 Improve information sharing & know-how: 1 Improve quality information: 2 Improved user experience & satisfaction: 4 Cultural and mental change with collaboration & sharing: 1 Distribution of information and velocity: 2 Opening with external entities: 1,2 159 Published under the GNU Free Documentation License (GFDL)
    160. Workshop 1 (Jun 2008): Benefits of Enterprise 2.0 Identify 1st priority, 2nd priority, 3rd priority Increased revenue: none Increased market share:1,3 Attract new customers: 1,1,1,3,3,4 Increase customer loyalty: 2 Decrease costs: 1,1,,2,2,2,3 Improve employee morale, reduce turnover: 3 Reduce product development time Other benefits? Please identify what you think they will be Increased distribution of information: 1, 2 Increased information for users; 3 Reduced time to market: 2, 3 Collaboration of content: 2, 2 Improved quality of service: 2 Improved user experience, UI: 3 160 Published under the GNU Free Documentation License (GFDL)
    161. Workshop 2 (May 2009: Risks of priority, 3rd priority 2.0 Enterprise Identify 1st priority, 2nd Wasted cost/time: 6 Legal/copyright problems: 2,5,5 Security problems: 1,1,4,8,1,1 Compliance/regulatory problems: 3,7,6 Privacy problems: 3,4,4,1,2,2 Loss of control: 3,1,3,3,3,5 New competitors: Reputation problems: 2,2 Reliability of data: 2 Additional risks Data ownership: 4 Tradeoff bet ween(GFDL) and censorship issues: 7 free 161 Published under the GNU Free Documentation License
    162. Workshop 2 (Jun 2008): Risks of Enterprise 2.0 Identify 1st priority, 2nd priority, 3rd priority Wasted cost/time: 5 Legal/copyright problems: 3,2,3 Security problems: 1, 1, 2,2,2 Compliance/regulatory problems: 2 Privacy problems: 1,1,2,2 Loss of control: 1,3,3,3,4 New competitors: Reputation problems: 3 Reliability of data: 4 162 Published under the GNU Free Documentation License (GFDL)
    163. Workshop 3 (May 2009): Implementation of Ent. 2.0 next one year next 2 years Internal blogs 16642654221 36654662226 0 - don’t know External blogs 36113421221 4610412226 1 - NO! Internal wikis 26636556506 3664666606 2 - unlikely External wikis 32122131121 3413431126 3 - 50/50 4 - likely Long Tail 14001121111 14001111113 5 - YES! Mashups 61133643332 63334643336 6 - already using Social net works for 26114442211 3610542216 employees Others? Please identify (cloud, 163 Published under thepodcasts RSS, GNU Free Documentation License (GFDL)
    164. Workshop 3 (Jun 2008): Implementation of Ent. 2.0 next one year next 2 years Internal blogs 61614335621 124445621 0 - don’t know External blogs 11611212626 2110315626 1 - NO! Internal wikis 61626415642 345425644 2 - unlikely External wikis 11611112424 2220215425 3 - 50/50 4 - likely Long Tail 11411211212 13514310314 5 - YES! Mashups 61634411535 344522545 6 - already using Social net works for 61615212342 125214344 employees Others? Please identify 164 Published under the GNU Free Documentation License (GFDL)
    165. Workshop 4 (May 2009): Role of IT in Enterprise 2.0 IT must define Enterprise 2.0 strategy: 3,4,4,3,4 IT must control Enterprise 2.0 implementation: 3,2,1,1,1 IT should offer advice, education, and assistance — but not try to control it: 1,4,3,2,2 IT should have no involvement: 5,5,5,5,5 1 - strongly agree Other roles? Please identify: 2 - agree 3 - neutral integrator & facilitator 4 - disagree Support strategic decisions 5 - strongly disagree prototype 6 - don’t know consulting for technological innovation 165 Published under the GNU Free Documentation License (GFDL)
    166. Workshop 4 (Jun 2008): Role of IT in Enterprise 2.0 IT must define Enterprise 2.0 strategy: 1,2,3,4,1,4,5 IT must control Enterprise 2.0 implementation: 1,1,3,3,4,6,4 IT should offer advice, education, and assistance — but not try to control it: 4,2,1,1,2,2,5 1 - strongly agree IT should have no involvement: 5,5,4,5,4,6,1 2 - agree 3 - neutral Other roles? Please identify: 4 - disagree 5 - strongly disagree pilot project, prototype 6 - don’t know strong decision in the technical issues 166 Published under the GNU Free Documentation License (GFDL)
    167. Oct 2007 Workshop 4: Role of IT in Web 2.0 IT must define Web 2.0 strategy: 4,3,4,2 IT must control Web 2.0 implementation: 2,1,1,4 IT should offer advice, education, and assistance -- but not try to control it: 1,2,3,1 1 - strongly agree IT should have no involvement: 5,5,5,4 2 - agree Other roles? Please identify: 3 - neutral 4 - disagree propose Web 2.0 strategy 5 - strongly disagree 6 - don’t know Identify Web 2.0 (technologies?) 167 Published under the GNU Free Documentation License (GFDL)
    168. Enterprise 2.0 Ed Yourdon email: ed@yourdon.com Website: www.yourdon.com Blog: www.yourdonreport.com Twitter, LinkedIn, Facebook, Plaxo, Flickr: “yourdon” version 1.02 (www.slideshare.net/yourdon) Slideshare.net version green stuff = “internal” links to other pages in this document blue stuff = “external” links — i.e., URLs to pages on the Internet red stuff = new material, not in your printed copy of materials

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