The document discusses the emergence of social computing and how interactions and relationships between people are driving business. It outlines how transactions in 1985 focused on accuracy, processes in 1995 focused on efficiency, and social in 2005 focused on emotion. The future of computing is moving from internal to external functionality and from efficiency to emotional experiences. Communities are important as they provide feelings of membership, influence, and fulfillment through shared connections. Doing business is essentially another form of social interaction.

1. the vision at work
The future of IT in the modern
small to midsize business.
Dutch Business Breakfast.
San Mateo, 5 May 2009
2 of 2
Clive Boulton
Exact Research

2. the vision at work
EMERGENCE OF
SOCIAL COMPUTING

3. Interactions
the vision at work
1985 Transactions 1995 Processes 2005 Social 2015
Transactions Processes Social

4. Automation
the vision at work
1985 Transactions 1995 Processes 2005 Social 2015
Automation Optimizing
of Paper the business
forms
Paper forms Business Performance Identity & Personality

5. Solutions
the vision at work
1985 Transactions 1995 Processes 2005 Social 2015
Accounting CRM / HRM Communities
Accounting HRM/CRM Community

6. Participation
the vision at work
1985 Transactions 1995 Processes 2005 Social 2015
Everybody
10% 100% Everyone

7. Innovation drivers
the vision at work
1985 Transactions 1995 Processes 2005 Social 2015
Innovated from Tier-1 Innovated by
Customers
Corporations Customers

8. Innovation approach
the vision at work
1985 Transactions 1995 Processes 2005 Social 2015
Top Down Bottom Up

9. Focus
the vision at work
1985 Transactions 1995 Processes 2005 Social 2015
Internal External
Internal External

10. Functionality
the vision at work
1985 Transactions 1995 Processes 2005 Social 2015
Sophistication Convenience
Sophistication Convenience

11. Feeling
the vision at work
1985 Transactions 1995 Processes 2005 Social 2015
Efficiency & Productivity Emotional
Efficiency & Productivity Emotional

12. the vision at work
COMMUNITIES

13. Social Network - Communities
the vision at work

14. Feeling of membership
the vision at work

15. Feeling of influence
the vision at work

16. Integration and fulfillment of needs
the vision at work

17. Shared emotional connection
the vision at work

18. the vision at work
A COMMUNITY IS
ABOUT PEOPLE AND THEIR
RELATIONSHIPS…

19. the vision at work
… AND DEALING WITH
SOCIAL INTERACTION
INCREASES
CUSTOMER INTIMACY

20. Visitor
the vision at work

21. Customer
the vision at work

22. Member
the vision at work

23. the vision at work
SUMMARIZED

24. SOCIAL IS THE NEW AIR the vision at work
DRIVING BUSINESS!
BECAUSE
DOING BUSINESS IS
ESSENTIALLY ANOTHER
FORM OF SOCIAL
INTERACTION

25. Summarized
the vision at work
1985 Transactions 1995 Processes 2005 Social 2015
Transactions Processes Social
= = =
Accuracy Efficiency Emotion
…. And always in this order!

26. the vision at work
HOW WE ARE
WORKING TODAY?

27. Research Linkages
the vision at work
• US and Dutch Market Differences
– Regional uptake
– Cultures, fast moving, domestic, international
• Collaborations, TU Delft
– PhD, Masters students
• Knowledge Transfer
– Silicon Valley, Delft, Kuala Lumpur
– Market information, sales strategy, technology innovation

28. Where are we today?
the vision at work
• Investing in technology
– To reduce time to market
– To increase technology adoption
• Researching functionality
– Improved user experiences
– Social business computing
• … and our products and prototypes
– Connecting people, communities and services

29. the vision at work
DEMO

30. Summary…
the vision at work
We are working to guide our customers into 6th wave
of computing in 50 years

31. the vision at work
Thank you
Credits @ Aad’t Hart
Credits @ Our organization