ThoughtWorks Quarterly Technology Briefing, London, September 2009

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ThoughtWorks Quarterly Technology Briefing, London, September 2009

  1. 1. Platforming Innovating Information Systems in the Google Age Scott Conley, CSO Quarterly Briefing London, UK 24 Sep 2009 ©
ThoughtWorks
2009
  2. 2. Context Recession Indifferent CEO Shrinking demand Price pressure Control expectations Perfect knowledge? 12 nth mo als go iny et cat llo t ✤a dge ty’ bu ili ‘ag ver eli ✤d ize ing! ✤ se eth som ©
ThoughtWorks
2009
  3. 3. Thinking out loud Business-as-usual Technology-centric Monolith Oriented Architecture? Don Sull on FT.com "Facing
these
demands,
 many
execu3ves
asking
 themselves
which
acronym
 (e.g.,
BI,
CRM,
ERP)
is
right
 for
us?” “Which e nt software erprise should w provider e How mu work with? ch shoul d we spend?” “Will it work?” http:/ /blogs.ft.com/donsullblog/2009/07/02/getting-it-right-for-execution/ ©
ThoughtWorks
2009
  4. 4. The core challenge To pragmatically innovate on information: You need an information advantage. You need an operational advantage. http:/ /blogs.ft.com/donsullblog/2009/07/02/getting-it-right-for-execution/ wrong
ques(ons..
 a
more
fundamental
set. . “What
type
of
suppor3ng
 data
do
we
need
to
make
 sense
of
a
rapidly
changing
 market?
 What
organiza(onal,
 behavioral,
and
 cultural
changes
will
 we
need
to
capture
the
 benefits
of
improved
 informa3on?" ©
ThoughtWorks
2009
  5. 5. Additional Thinking Long term, organisms that deliver intent and emergent design will survive. Enterprise 2.0 Behavioral Economics Constraint-driven Innovation “Free” Lean ©
ThoughtWorks
2009
  6. 6. Additional Thinking Jeff Jarvis, pattern seeker “Link economy” Abundance “Trust the people” Build a platform that leverages these forces Amazon, ot hers “would do i t,” too.. ©
ThoughtWorks
2009
  7. 7. Platforms a “distributed model of enabling countless companies to start atop what it provides.” products? ini3a3ves ? ideas? Build a platform? http:/ /www.buzzmachine.com/2008/04/06/the-fall-of-the-firm/ ©
ThoughtWorks
2009
  8. 8. 3 Platforms SOCIAL CLOUD MOBILE .. or harness one? ©
ThoughtWorks
2009
  9. 9. 3 Platforms SOCIAL CLOUD MOBILE Let’s focus on just these two. ©
ThoughtWorks
2009
  10. 10. Crushing on Cloud ©
ThoughtWorks
2009
  11. 11. Cloud Marketing How are cloud vendors positioning themselves? ©
ThoughtWorks
2009
  12. 12. Cloud Marketing How are cloud vendors positioning themselves? ©
ThoughtWorks
2009
  13. 13. Cloud Marketing How are cloud vendors positioning themselves? SAVE PRICE CHEAPER es
 e
in
cloud
li The
valu 
 well
beyond i3es st
opportun co ter. he
data
cen in
t ©
ThoughtWorks
2009
  14. 14. Defining Cloud Internet accessible Standardized capability Utility pricing Self-provisioning APIs Elasticity http:/ /www.forrester.com/Research/Document/Excerpt/0,7211,45073,00.html ©
ThoughtWorks
2009
  15. 15. Cloud Market Software-as-a-Service Provisioning business-level functional applications or services. 1000’s
by
 2020 Google Apps Office Live Flickr Innovation cycle: Late Majority Salesforce.com ©
ThoughtWorks
2009
  16. 16. Cloud Market Infrastructure-as-a-Service Provisioning (virtual) hardware or other finegrained embedded behavior/services. 100’s
by
 2020 Amazon AWS EC2, S3 Akamai Innovation cycle: Early Majority Google Checkout Rackspace Mosso ©
ThoughtWorks
2009
  17. 17. Cloud Market Platform-as-a-Service Provisioning virtual application stacks or similar environment sandboxes Innovation cycle: Early adopters 10 
by
2020 Microsoft Azure EngineYard Flex Salesforce force.com Google AppEngine ©
ThoughtWorks
2009
  18. 18. Automobile wholesaler “Last Mile” problems Operational advantage Performance testing Environment rigor “First Mile” opptys Product experiments e Viably ‘driv down’ the innovation expectation ©
ThoughtWorks
2009
  19. 19. Another Long Tail 
hours
of
 15 Internet
 fame http:/ /blog.animoto.com/2008/04/21/amazon-ceo-jeff-bezos-on-animoto/ Capture otherwise inaccessible market opportunities ©
ThoughtWorks
2009
  20. 20. Another Long Tail In 4 days: From 50 to 5000 servers 5000 daily users to 750,000 mone3ze
the
 viral
spike http:/ /blog.seattlepi.com/amazon/archives/142569.asp ©
ThoughtWorks
2009
  21. 21. Takeaways Cloud is critical leverage for true information-driven agility. Major step towards ‘closing the production cycle loop’ What 'comes out of the wall' is not entirely described by the fact that it's coming out of the wall! operational advantage ©
ThoughtWorks
2009
  22. 22. Friending Social ©
ThoughtWorks
2009
  23. 23. Social Market c2c networks Development of consumer graphs is paramount. Enterprise penetration is very thin and inconsistent. Facebook Twitter Get Satisfaction Ravelry Innovation cycle: Early Majority bebo ©
ThoughtWorks
2009
  24. 24. Social Market b2c networks Deliberately cultivated communities around a brand or experience Recommendation Engines Reputation Systems Product Forums Innovation cycle: Late Majority Blogs ©
ThoughtWorks
2009
  25. 25. Social Market b2b networks Debated! Do social patterns have relevance to the b2b space? force.com eBay, Amazon Innovation cycle: Early Adopters ©
ThoughtWorks
2009
  26. 26. on corporate strategy.. "Corporate strategy is all about collecting information from many different sources, evaluating the probabilities of potential outcomes, and making decisions in the face of an uncertain future." James Surowiecki The Wisdom of Crowds ©
ThoughtWorks
2009
  27. 27. Glam Tencent QQ zipcar Sony VIAO Lenovo Dell’s IdeaStorm Obama campaign Comcast B2C is bottoms up!
  28. 28. Glam Tencent QQ g
to
 openly
tryin All
are
 duct/ rt
their
pro inve sign
 e/brand
de servic approaches zipcar Sony VIAO Lenovo Dell’s IdeaStorm Obama campaign Comcast B2C is bottoms up!
  29. 29. Zara Spanish apparel retailer Dominant supply chain Strong sales How to take the next step? Forecasting? Real
agility
in
the
 supply
chain?

For
 an
apparel
company,
 that’s
opera(onal
 advantage. ©
ThoughtWorks
2009
  30. 30. Zara HQ targets of opportunity forecasts, trends clothes design #1
worldwide store mgrs 25%
of
avg
IT
 spend ©
ThoughtWorks
2009
  31. 31. Takeaways Get your humans involved, use social tech to move specific knowledge Employees, customers, all of them! Don't build a community; penetrate one. Social is relevant to b2b Abandon
the techno‐hubris
 hegemony! information advantage ©
ThoughtWorks
2009
  32. 32. Current Favorite Short Case SOCIAL CLOUD MOBILE ©
ThoughtWorks
2009
  33. 33. ThoughtWorks Confe “How
do
we
get
 movement
in
this
 market?” Conferences
are
one
 of
our
core
social
 ecosystem
 playgrounds. “Send people to mobile events” ave “We only h so much CapEx” “Buy e veryon s” e ry ckber Bla Can we Can “Build an iPhone app” ©
ThoughtWorks
2009
  34. 34. erence Connection e better penetrate this social graph? we harness a cloud platform? Anchored on AppEngine investment low appy users h operational For Conferences and Attendees marketing / brand service offerings new investments information ©
ThoughtWorks
2009
  35. 35. Summary Harness the platforms (then develop one!) Push your innovation past the technologies Use the low cost clouds to position your knowledge systems for agility/operational advantage There are humans in your (eco)system Understand them Account for them Use them! ©
ThoughtWorks
2009
  36. 36. Thank you! ©
ThoughtWorks
2009

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