Personalized Smart Work Center Towards Connected & Sustainable Way

The

Personalized
Smart Work Center

Towards a Connected & Sustainable way
of working

John Baekelmans, Director, Customer Solutions
Bas Boorsma, Head CUD (Amsterdam), IBSG

Confidential Copyright © 2007, 2008 , 2009 Cisco Systems, Inc. All rights reserved. IBSG - 1

Smart Work Center
Executive Summary
•Meeting Urban Challenges: Mobility, Sustainability and
Access to Work
• An innovative, high end, collaborative work environment
for all
• Bringing work, information and education to the remote,
the aging, the young, and the newly started
• A flexible, highly connected and collaborative work
environment catering for a new generational workforce
• International collaboration and video connectivity,
providing a level playing field for entrepreneurs globally
• Decrease carbon footprint by decreasing the amount of
offices needed and the actual consumption of energy and
resources

Cisco Highly Confidential Copyright © 2007-2008 - 2009 Cisco Systems, Inc. All rights reserved. IBSG - 2

Bring Information to the User, Not the User to
the Information


Why move people and information,
if you can move information alone?


CUD Smart Work Center – Facts
• CUD Smart Work Center Pilot launched in Almere,
the Netherlands, September 2008
• Launching Customers SWC Pilot: Cisco, HP, IBM, Amsterdam
Municipality of Amsterdam, Ministry of Transport &
Waterworks Almere
• Scaling Effort to result in 10+ SWCs in the
Netherlands in 2009. A national umbrella organization
is being launched in order to manage standards,
collective reservation systems and interoperability of
ICT solutions
• CUD Replication efforts (planning, sourcing and in
some case actual implementation) under way in
Korea, Lisbon, Buenos Aires, Germany, France,
United States, Kenya and New Dehli
• KLM-Air France commenced discussions with City
of Amsterdam / SWCs to include the SWC TP rooms
into the global KLM-Air France/Tata TP network (April
09; under NDA)

Opening Pilot Smart Work Center

Amsterdam Mayor Job Cohen, Almere Mayor Annemarie Jorritsma, Cisco
Europe President Chris Dedicoat officiating the pilot CUD Smart Work Center
per Telepresence, September 23, 2008


The CUD Smart Work Center
Definition

A Smart Work Center (SWC) is an office center within a close proximity
of a residential community, that allows workers to be positioned
centrally and pervasively within the context of their work, their peer
work groups and relevant work processes with the help of high end
broadband powered innovative IT solutions, next generation video
connectivity and collaboration tools, and offers them flexible work
stations embedded in a socially conducive service setting.
Smart Work Centers help substitute phyical traffic by bringing work to
the worker rather than the conventional opposite practice. Smart Work
Centers provide enhanced access to work, data and services to the
remote, the commuting, the elderly and the newly started. Smart Work
Centers help forge an innovative and connected urban work
environment, spurring job creation and enterprise incubation


Smart Work Center:
an Integrated Service Concept

Flexible work stations/ conference rooms
Lounge work places
Telepresence facilities
Restaurant/ Business Club/ Catering
Child day care
Bank
IT Support
Notary and legal advice
Employment agency
Easy physical access, close proximity to highway


Smart Work Center Concept


Powering SWCs: the connectivity required
Average Speed, Mbps
61 46
25

20

15 High-end Video Communication

10

5 Video Conf.
Web 2.0

0

Czech Rep.
Germany

Hungary
Finland

U. S.

Brazil
Korea

France

Netherlands

Canada

Norway

Australia

Greece

Chile
Belgium
Japan

New Zealand

Ireland

Mexico
Sweden

Source: ITIF, April 2007; Cisco / ICT Barometer, July 2007; Cisco IBSG, 2009

The Connected and Sustainable Community
A Blueprint for City Transformation
Connected &
Sustainable
Buildings
Connected & Connected & Connected & Sustainable
Sustainable Work Sustainable Homes Sustainable Socio -
Mobility Energy Economics
Smart Work Centers Office
Buildings Renewables & Active Citizenship
Smart Road
Digital Swarming co-Generation & Eco Maps
Pricing Public
& Hub Pavilions Urban Monitoring Innovative
Personal Travel Spaces
Connected Assistant & Measurement Green Business
Public Transit
Workplaces Models and
Hubs Citizens Energy
Connected Public Sustainability
Connected Efficiency
Transportation Hospitals Clusters
Workforce
and Schools

Sustainable Urban Planning

Broadband Platform: 4th Essential Infrastructure
IP-Enabled Homes and Offices, Roads, Utilities, Workplace Design

Smart Work Centers as an Addition to the
Home Work Environment

SWCs in addition to home work environment:

Home environment not always ideal
High end communication facilities
Professional setting & meeting place
More sustainable energy use
Comprehensive service concept
Location according to needs and proximity of
infrastructure


Business Model SWC: four optional layers

office space rental
Fixed

Long term E-Work Space
Subscription
SWC Pilot Focus
‘Light’ Work Space
subscription
Flexible

Per Hour Usage

Leases per
squared meter +
SWC Scaling Partners in the Netherlands have differing business possible
models, with newly opened SWCs differentiating from the pilot. commission fees

‘Let a Thousand Flowers Blossom’ as learning strategy

Smart Work Center 2.0
towards a comprehensive and personalized smart work environment

• The Personalized Smart Work Center
• MySmartWorkSpace Reservation Tool

Cisco Highly Confidential Inc.Copyright © 2007-2008 - 2009 Cisco
Presentation_ID © 2006 Cisco Systems, All rights reserved. Cisco Confidential Systems, Inc. All rights reserved. IBSG - 14

PSWC ICT Architecture
Functional View

Employers WTC
Data Security, laptops/PCs,
& Amsterdam
Users Individual work station assignment

Work Space Reservation System; Unified
Communication, Building Automation &
Digital Signage infrastructure

Basic high-end connectivity and
Telepresence


A personalized office, what is that exactly ?
A. Employee ‘badges’ in via a
A centralized touch-screen
which shows office/Cube
availability and selects an
7 B.
office/cube.
Following actions then
happen automatically:
1. lighting adjusts
2. heating adjusts blinds
adjust
1 4 6 3. IP Phone logs in
4. Large LCD shows
personalised pictures &
pages
2 5. Webex shows
employee present in
5 6.
office
Small LCD outside
office updates office
presence with employee
3 name


What Personalized Smart Work Center
does a Personalized SWC look like?
Demo Film
PVO movie included here


MySmartWorkSpace Reservation Tool
SWC Wherever, Whenever: Work
Space follows the Worker
Multimodal
Selection, Reservations & Payments
‘One-Stop-Shop’ for Employers,
SWC users
Integration into EcoMaps


Global SWC Replication efforts

The Netherlands

Venga - Idaho France Korea/Seoul
San Francisco Germany

Lisbon
PBC – Bay Area
New Dehli

Kenya

New South Wales

Buenos Aires
CUD Cities
Non-CUD Cities


SWC Pilot User Survey


Main findings user evaluation study
nov-feb 09

Current users are positive
Average grade on SWC experience (scale 1-10): 7.7
Reduction of travel time is main motivation with choice of
location as value differentiator (significant difference
between IBM/HP users (car oriented) versus gemeente
Amsterdam users (public transport oriented)
Average time gain is 66 minutes per SWC working day

22

Main findings (2)
SWC enables new ways of working
Evidence for SWC concept leading to more flexible and more
productive working practice. [however quantitative results are
statistically not very significant (n=15 is too small)]
Typical work activities and characteristics match well with SWC
model. Adequate ICT in place to work remotely (all cases VPN
access).
Main work strategy of current population is geared towards
concentrated work activities on selected days in the week. Physical
contact with colleagues remains important and is planned on other
days of the week.
Main value differentiator with home-based work is difference in
mindset: In SWC mindset more easily set to work; no unwanted
mixing with private life issues (disturbances)


Main findings (3)
SWC concept has growth potency…
Current facilities, services and financial model comply well with a
selling strategy towards the higher-end of the employer market
However, critical mass not yet reached: Different approach needed to
increase seat occupancy
The initiative (and its value proposition) is not evenly well known in
different parts of the participating employer organizations
The initiative is not always actively supported and promoted by
management on unit level
The pilot approach is sometimes ‘misused’ by management of
employer organizations to question whether the initiative is a
viable, full alternative

…with a need for the SWC Almere implementation to mature
24

% people who see points below as
bottlenecks for further growth of concept

More locations needed

More facilities and services needed

Better facilities and services are needed

More organisations should be able to use SWC

More employees should be able to use SWC

Managers are not convinced of added value

SWS is seen as a pilot, not as a sustainable alternative

The location is wrong

0% 20% 40% 60% 80% 100%

25

Scaling Smart Work Centers
Amsterdam + Wider ‘Randstad’ Region
Nationally
Quality Centre - Almere (Pilot) Den Bosch, Zwolle
Amsterdam Bright City - Zuid-As Amsterdam
Municipal Locations: WTC Amsterdam Amsterdam
RoC Amsterdam - Hilversum, Amsterdam,
Almere, final selection to be confirmed
Almere
FlexOffice Partners – Rotterdam, Utrecht, Schiphol
The Hague , Schiphol
Dialogues Ports (Adam, Rdam, Woerden
en Purmerend) Utrecht
The Hague
TouchDown Centers (Haarlem, Heemstede)

Internationally Rotterdam
Collaboration with global partners Den Bosch
Telepresence Exchange


Personalized Smart Work Center Towards Connected & Sustainable Way

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