Presented at the ITMA in Grand Rapids, MI - September 2008

1. Web Unique Alternative to the
The 2.0 Impact on the Enterprise Big Four®
®
The Unique Alternative to the Big Four
Web 2.0 Impact on the Enterprise
September 11, 2008
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2. The Unique Alternative to the Big Four®
Purpose of Presentation
1. What is Web 2.0? With You Today:
Daan De Brouckere
2. Rich Internet Applications Executive
Crowe Horwath LLP
3. Social Software Office: (630) 575-4211
Mobile: (630) 452-3881
daan.debrouckere@crowehorwath.com
4. Best Practices
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3. The Unique Alternative to the Big Four®
Web 2.0 Defined
Think of Web 2.0 as a set of related concepts… rather than a single product
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4. The Unique Alternative to the Big Four®
Web 2.0 Technologies & Concepts
• Rich Internet Applications: (RIA)
• AJAX, Adobe Flash, Flex, Java, Silverlight and Curl
• Mashups
• Social Software:
• Networking (MySpace, Facebook, LinkedIn, Friendster)
• Collaboration (wiki, blog, IM, virtual worlds)
• Publishing (social tagging, social bookmarking)
• Web Platform:
• CSS, REST, SOAP, XML, RSS, Atom
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5. The Unique Alternative to the Big Four®
Web 2.0 Enables: Cloud Computing
• allows you to increase capacity
or add capabilities on the fly
without investing in new
infrastructure, training new
personnel, or licensing new
software.
• encompasses any subscription-
based or pay-per-use service
that, in real time over the
Internet, extends IT's existing
capabilities.
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6. The Unique Alternative to the Big Four®
Software as a Service (SaaS)
• Alternative to the high cost of On-
Premise Software
• Subscription-based model for
delivering software
• Initial markets showing success:
• Accounting
• Customer relationship
management (CRM)
• E-mail
• Human resources
• IT service management
• Video conferencing
• Web analytics
• Web content management
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7. The Unique Alternative to the Big Four®
Global Enterprise Web 2.0 Spend
$5B
$4B
$3B
You
are
$2B
here
$1B
Source: Forrester Research, April 2008
Forecast: Global Enterprise Web 2.0 Spend
By Technology, 2007 To 2013
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8. The Unique Alternative to the Big Four®
Why Are Customers Adopting Web 2.0?
Base: 106 CIOs at firms using at least one of six Web 2.0 technologies
(multiple responses accepted)
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9. The Unique Alternative to the Big Four®
Rich Internet Applications
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10. The Unique Alternative to the Big Four®
AJAX Defined
• “quot;Ajax,quot; or asynchronous JavaScript and XML, refers to a
browser-based repertoire of techniques for implementing
Web applications in which page elements and content are
retrieved asynchronously in the background, and in which
the page display is updated incrementally without
redisplaying the entire page.” – Gartner
• Addresses the issue of having to refresh a web page when
only a small piece of content needs to change!
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11. The Unique Alternative to the Big Four®
AJAX Example: amazon.com
• Customers stay on the current item while being able to browse a list
of other books
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12. The Unique Alternative to the Big Four®
AJAX in e-Commerce
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13. The Unique Alternative to the Big Four®
Silverlight in action
http://www.mscui.net/PatientJourneyDemonstrator/
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14. The Unique Alternative to the Big Four®
Mashups Defined
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15. The Unique Alternative to the Big Four®
Mashup Typical Architecture
Platform
RSS Feeds
Web Services Services
Mashup
Site
Data
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16. The Unique Alternative to the Big Four®
Mashup Example: zillow.com
• Home value estimates +
• Real estate listings +
• Microsoft Virtual Earth =
• Visualization of homes for
sale and home value
estimates by geographic
area
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17. The Unique Alternative to the Big Four®
Mashup ideas in the Manufacturing Industry
• “Consolidate a large volume of data created by R&D
scientists and a wafer fabricator to understand metrics that
can improve R&D tool utilization and time-to-market.”
• “System performance monitoring and customer service
support for electronic products.”
According to Forrester Research, the enterprise mashup market, which emerged
just three or four years ago, will grow to nearly $700 million by 2013.
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18. The Unique Alternative to the Big Four®
Mashup ideas in Information Technology
• “Combining Portal and Data Warehouse Reporting elements.”
• “10 Year old legacy backend, not able to interface to modern supplier
organizations.”
• “Dynamically merge top line data from key organizational functions like
billing information, new business requests information, staff timesheets,
accounting bottom lines, etc, in short/small packets to make constant
decisions.”
• “Allowing business people to create their own set of information and
services based on well managed services to solve their individual problems.”
• “Knowledge Management and Actionable decision dashboards.”
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19. The Unique Alternative to the Big Four®
Social Software
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20. The Unique Alternative to the Big Four®
Public Social Networking Sites
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21. The Unique Alternative to the Big Four®
What is Facebook all about?
• Started by a Harvard student in
2004
• 85% of college students use it
• More than 100 million active
users worldwide
• Users create profiles, connect
with friends, join groups.
• Facebook launched a software
development framework in 2007
allow applications to interact with
core Facebook features
Crowe is now using Facebook as a recruiting channel
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22. The Unique Alternative to the Big Four®
What is LinkedIn all about?
• Founded in 2002 as a professional
networking site.
• More than 24 million registered
users
• Users create profiles, maintain a
list of professional connections,
join groups.
• Used to find jobs, people and
business opportunities
recommended by someone in
one's contact network
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23. The Unique Alternative to the Big Four®
What is Plaxo all about?
• Founded in 2001.
• More than 20 million
registered users
• Acquired by Comcast
• Plaxo provides automatic
updating of contact
information.
• Users and their contacts
store their information on
Plaxo's servers.
• Extending their platform to
support other social tools
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24. The Unique Alternative to the Big Four®
Public Social Collaboration & Publishing
Software
Is your sensitive enterprise content here?
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25. The Unique Alternative to the Big Four®
Public Social Publishing Software
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26. The Unique Alternative to the Big Four®
Should Enterprises Block Access to Public
Sites Like YouTube and Facebook?
• Short answer: No (usually)
• Don't apply technical solutions to
solve management issues One-quarter of
• If employees waste time, deal with them enterprises block social
• Today it is Facebook. Tomorrow? networking URLs*
• This is the most exciting and
innovative part of the market.
Why cut off access to it?
• Learn from it; maybe even use it
• No exposure = No experience
• Blocking causes recruitment problems
• Regulated industries, and low supervision and low
bandwidth environments can be exceptions
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* Security/hygiene vendors

27. The Unique Alternative to the Big Four®
Why Social Software in the Enterprise is
unavoidable
• #1 - Demographics of today’s workforce
• Digital natives
• Architecture of participation
• New personal computing behaviors
Workplace expectations
Workplace behaviors
Worker capabilities
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28. The Unique Alternative to the Big Four®
Why Social Software in the Enterprise is
unavoidable
• #2 - Consumerization of technology
• Free technology
• Personal computing technology
• Global-class computing
Blending of work and leisure
Unified communications
Grass-roots behavior
Control over computing
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29. The Unique Alternative to the Big Four®
Main Drivers For Social Computing
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30. The Unique Alternative to the Big Four®
Challenges in Social Computing
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31. The Unique Alternative to the Big Four®
Social Networking – Del Monte
• “I Love My Dog” offers a
community where canine
owners can interact and
share ideas
• Get closer to customers
• Identify pressing issues
• Understand buying
decision process
• Explore new product
concepts
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32. The Unique Alternative to the Big Four®
Enterprise Social Networking Tools
Magic Quadrant for Team Collaboration and
• Enterprise vendors address Social Software, 2007
consumer gaps: challengers leaders
• On-premises and software as a
service (SaaS)
• Security, integration, support
Microsoft
• Major vendors enter the
ability to execute
IBM
market: Atlassian
• New products: IBM Lotus Socialtext
Vignette BEA
TWiki
Jive Software
Leverage Software
Connections Six Apart MindTouch
Open Text
SuiteTwo
• Added functions: Microsoft Communispace Awareness
Telligent SiteScape
SharePoint blueKiwi GroveSite
Traction Software
EMC
• Many startups adopt a best-of- Social Platform
OutStart
Ramius
breed approach CustomerVision
niche players visionaries
completeness of vision
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As of September 2007

33. The Unique Alternative to the Big Four®
IBM Enterprise Social Networking Tools
• IBM Lotus Connections – v2 shipped June 2008
• Profiles
• Communities
• Blogs
• Dogear
• Activities
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34. The Unique Alternative to the Big Four®
Microsoft Enterprise Social Networking Tools
• Microsoft SharePoint 2007
• MySites
• Workspaces
• MyLinks
• Colleague Tracker
• Wikis
• Blogs
• RSS
• Microsoft Office Communications Server 2007
• Instant messaging
• Presence
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35. The Unique Alternative to the Big Four®
Enterprise Web 2.0 Best Practices
8 steps for success 8 mistakes to avoid
1. Start small and cultivate success Don't ignore accountability and
1.
responsibility
2. Make it open and easy to use
2. Don't ignore Web 2.0 as a
- Accessible, Web-native, extensible,
passing fad
reusable, user-manageable
3. Don't try to solve all with Web
3. Expose connections and let users:
2.0
- Create structure, organization, shared
4. Build it and they won't come —
bookmarks, tags and rich user profiles
have a purpose (business
- See emergent structure and use-based
value)
people relationships
5. Don't over engineer — build for
4. Links to e-mail, syndication
adoption
5. Identify the right context
6. Don't over-restrict — enable
6. Focus on people emergence
7. Provide some initial structure, spark 7. Thinking too local
self-governance 8. Not having a plan for growth
8. Lead by example
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36. The Unique Alternative to the Big Four®
Discussion
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