Competitive Intelligence and Web2.0

COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED.
COMPETITIVE INTELLIGENCE AND WEB2.0
EXPERIENCES AT A GLOBAL PLAYER
Alexandra Nelles
April, 2011

AGENDA
The Past | How to build a global community?
The Present| Exploring Web 2.0 tools
2
The Future | Lessons learned & what now?

ALCATEL-LUCENT
””””
Broadband everywhere is speeding up life and
business. It takes no time to go from having a
new idea, to touching peoples lives. We must
innovate – and help our customers innovate – at
the speed of ideas.
““““ ““““
REALIZING THE POTENTIAL OF A CONNECTED WORLD
3
”””” Ben Verwaayen
Chief Executive Officer
the speed of ideas.
• Headquarters: Paris, France
• Annual Revenues: approx. €16 billion
• Employees: 77,000 +
• 130 countries
FAST
FACTS
• R&D Budget: €2.5 billion
• Active Patents Held: 27,900
• Patents Awarded in 2010: 2,400
• Nobel Prizes Won: 7
““““

HIGH LEVERAGE NETWORKTM (HLN)
4

THE PAST
HOW TO BUILD A GLOBAL CI COMMUNITY IN A
DECENTRALIZED ENVIRONMENT?

COMPETITICE INTELLIGENCE WAS DONE
EVERYWHERE
Each Region, Business Unit and Central Function was doing its own
CI without any interaction between the different functions
Fixed
Access
Wireless Optics
6
Central
Marketing
Finance
Americas
EMEA
APAC
PASD
Services
IP
Applications

Business
Groups
Central
Functions
Key Activities:
• Share Best Practices
• Cross company CI
analysis
THE COMPETITIVE INTELLIGENE NETWORK (CIN)
BRINGS ALL ACTIVITIES TOGETHER
7
Regions
analysis
• Sales & Marketing
Portal
• Engage CI Group
Today all functions
interact on the key
activities together

8
SAM – The one stop shop
for Market and Competitor Intelligence

SAM - The place to
publish our analysis
and other news & info
about competitors
SALES AND MARKETING (SAM) PORTAL
9

Ongoing promotion and training
activities drive usage
Webinar & User Survey
Webinar & Results of a
major project
ACCESS OF REPORTS CONTINUOUSLY INCREASES
10
April-June
Jul09
Aug09
Sep09
Oct09
Nov09
Dec09
Jan10
Feb10
Mar10
Apr10
May'10
June'10
July'10
Aug.'10
Sept.'10
Oct.'10
Nov'10
Dec'10
EMEA Strategic Insight Reports Accessed per Month

THE PRESENT
EXPLORING WEB 2.0 TOOLS

• Exchange of thoughts
• Feeling of community
• Search
Why Yammer is of interest for the CI Community
YAMMER – THE MICROBLOGGING TOOL
12
• Following people you know
• Following Topics you are interested in

First Steps in the Web 2.0 World
• Exchange of thoughts
• Following people
• Following Topics
YAMMER – THE MICROBLOGGING TOOL
13
• Marketing of CI Analysis

Moving from grassroots micro-blogging…
MOVING BEYOND YAMMER
14
….to a company wide social network

Making it easier for people to work
across organizational boundaries to
ENGAGE - CONNECT COLLABORATE CONTRIBUTE
15
across organizational boundaries to
solve Alcatel-Lucent challenges and
drive transformation throughout
the company

• We don’t know what we know
• Can’t quickly find
information/people I need to do my job
• Can’t easily share my experiences
beyond my team
EMAIL AND TRADITIONAL COLLABORATION
TOOLS ARE NOT WORKING ANY LONGER
16
beyond my team
• Can’t stay up-to-date with what’s
going on in the rest of the company
• Can’t discover and build
relationships with colleagues across
the company

• Find content and experts quickly
• Unlock hidden expertise
• Increase awareness outside your box
• Reach more people
MOTIVATION TO GET ENGAGED IN CI
17
• Create sense of Alcatel-Lucent
• Connect, collaborate, contribute

ENGAGE - COMPETITIVE INTELLIGENCE GROUP
18

ENGAGE - COMPETITIVE INTELLIGENCE GROUP
19

THE FUTURE
LESSONS LEARNED & WHAT NOW?

Key success factors are
• Project planning
Web 2.0 does support CI Analysis
and improve the quality of CI
LESSONS LEARNED
21
People are the most
important factor
• Management support
• Own engagement

WHAT NOW?
22
Sept.
‘08
April
’10
Yammer User
Engage
User
Dec’
10

QUESTIONS?
23
Contact:
Alcatel-Lucent
Alexandra Nelles
Email: alexandra.nelles@alcatel-lucent.com
Phone: +49 911 526 6068

The photos of Aurélien Chauvaud are taken from the Alcatel-Lucent new
photography collection. A choice of photographs are presented in the exhibition
“This is not an Image Bank“ displayed in the Atrium of Alcatel-Lucent
Headquarters in Paris, February 2010, until May 2010. In 2010, the exhibition will
tour in several Alcatel-Lucent locations in North-America.
24

Jive (the platform behind Engage)
positioned in the Leaders quadrant of
Gartner, Inc.'s 2009 Magic Quadrant for
Social Software in the Workplace
MAGIC QUADRANT FOR SOCIAL SOFTWARE IN
THE WORKPLACE
25
This Magic Quadrant graphic was published by Gartner, Inc. as part of a larger research note and should be evaluated in the context of the entire
report. The Gartner report is available upon request from Jive Software.
Magic Quadrant Disclaimer:
The Magic Quadrant is copyrighted October 2009 by Gartner, Inc. and is reused with permission. The Magic Quadrant is a graphical representation
of a marketplace at and for a specific time period. It depicts Gartner's analysis of how certain vendors measure against criteria for that marketplace,
as defined by Gartner. Gartner does not endorse any vendor, product or service depicted in the Magic Quadrant, and does not advise technology
users to select only those vendors placed in the "Leaders" quadrant. The Magic Quadrant is intended solely as a research tool, and is not meant to
be a specific guide to action. Gartner disclaims all warranties, express or implied, with respect to this research, including any warranties of
merchantability or fitness for a particular purpose.

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Competitive Intelligence and Web2.0

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