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ThoughtWorks Quarterly Technology Briefing, London, September 2009
The document discusses how companies can innovate their information systems in the current business environment. It advocates harnessing cloud and social platforms to gain operational and information advantages. Cloud platforms provide low-cost, flexible infrastructure that allows companies to experiment and respond quickly to changing markets. Social platforms can be used to gather insights from employees and customers. The document argues that companies should view these networks as ecosystems and find ways to penetrate existing communities rather than trying to build their own. Harnessing cloud and social technologies can help companies develop the agility needed to gain strategic advantages over their competitors.
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ThoughtWorks Quarterly Technology Briefing, London, September 2009
- 1. Platforming Innovating Information Systemsin the Google Age Scott Conley, CSO Quarterly Briefing London, UK 24 Sep 2009 © ThoughtWorks 2009
- 2. Context Recession Indifferent CEO Shrinking demand Pricepressure 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. Thinking out loud Business-as-usual Technology-centric Monolith Oriented Architecture? DonSull 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. The core challenge To pragmaticallyinnovate 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. Additional Thinking Long term, organisms that deliverintent and emergent design will survive. Enterprise 2.0 Behavioral Economics Constraint-driven Innovation “Free” Lean © ThoughtWorks 2009
- 6. Additional Thinking Jeff Jarvis, patternseeker “Link economy” Abundance “Trust the people” Build a platform that leverages these forces Amazon, ot hers “would do i t,” too.. © ThoughtWorks 2009
- 7. Platforms a “distributed modelof 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. 3 Platforms SOCIAL CLOUD MOBILE .. orharness one? © ThoughtWorks 2009
- 9. 3 Platforms SOCIAL CLOUD MOBILE Let’s focuson just these two. © ThoughtWorks 2009
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- 11. Cloud Marketing How arecloud vendors positioning themselves? © ThoughtWorks 2009
- 12. Cloud Marketing How arecloud vendors positioning themselves? © ThoughtWorks 2009
- 13. Cloud Marketing How arecloud 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. Defining Cloud Internet accessible Standardizedcapability Utility pricing Self-provisioning APIs Elasticity http:/ /www.forrester.com/Research/Document/Excerpt/0,7211,45073,00.html © ThoughtWorks 2009
- 15. Cloud Market Software-as-a-Service Provisioning business-level functionalapplications or services. 1000’s by 2020 Google Apps Office Live Flickr Innovation cycle: Late Majority Salesforce.com © ThoughtWorks 2009
- 16. Cloud Market Infrastructure-as-a-Service Provisioning (virtual) hardwareor 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. Cloud Market Platform-as-a-Service Provisioning virtual applicationstacks or similar environment sandboxes Innovation cycle: Early adopters 10 by 2020 Microsoft Azure EngineYard Flex Salesforce force.com Google AppEngine © ThoughtWorks 2009
- 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
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- 20. Another Long Tail In4 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. Takeaways Cloud is criticalleverage 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
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- 23. Social Market c2c networks Developmentof consumer graphs is paramount. Enterprise penetration is very thin and inconsistent. Facebook Twitter Get Satisfaction Ravelry Innovation cycle: Early Majority bebo © ThoughtWorks 2009
- 24. Social Market b2c networks Deliberatelycultivated communities around a brand or experience Recommendation Engines Reputation Systems Product Forums Innovation cycle: Late Majority Blogs © ThoughtWorks 2009
- 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. on corporate strategy.. "Corporatestrategy 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
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- 29. Zara Spanish apparel retailer Dominantsupply 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
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- 31. Takeaways Get your humansinvolved, 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. Current Favorite ShortCase SOCIAL CLOUD MOBILE © ThoughtWorks 2009
- 33. ThoughtWorks Confe “How do we get movement in this market?” Conferences are one of our core social ecosystem playgrounds. “Send people tomobile 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. erence Connection e betterpenetrate 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. 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
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