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Lezione 1 Il Ruolo Delle Tecnologie Nella Comunicazione

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Lo sviluppo delle tecnologie ed il loro ruolo nella Comunicazione d'impresa. l'approccio funzionale alla progettazione della comunicazione.

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Lezione 1 Il Ruolo Delle Tecnologie Nella Comunicazione

  1. 1. Il ruolo delle tecnologie per la comunicazione nell’impresa
  2. 2. Dall’informatica centralizzata all’ICT pervasivo Evoluzione delle tecnologie Tempo Utenti Fonte: SIRMI 2003 Informatica Centralizzata Information & Communication Technology Convergenza di Informatica e Telecomunicazioni Informatica Individuale e distribuita Anni ’60 e ’70: Ambienti Mainframe Anni ‘80: Personal Computer Anni ‘90: Telematica 2000: Pervasive Computing
  3. 3. Dall’informatica centralizzata all’ICT pervasivo Evoluzione del mercato System Integration (automation) Business Integration (reenginering) E-Commerce (web enabled commerce) E-Business (web enabled transformation) M-Business (multi device transformation) Tempo e ampiezza Valore Fonte: R. Kalakota
  4. 4. Dall’informatica centralizzata all’ICT pervasivo Evoluzione del mercato System Integration (automation) Business Integration (reenginering) E-Commerce (web enabled commerce) E-Business (web enabled transformation) M-Business (multi device transformation) Tempo e ampiezza Valore Fonte: R. Kalakota
  5. 5. Dall’informatica centralizzata all’ICT pervasivo La logica di sviluppo (1/3) <ul><li>Anni ‘60 e ’70 : L’ambiente mainframe è appannaggio delle grandi aziende . Nasce il concetto di sistema informativo computer based . Lo sviluppo delle applicazioni informatiche è orientato all’automazione di processo e di sistema . </li></ul><ul><li>Anni ’80 : Lo sviluppo dell’informatica individuale facilita un cambiamento di prospettiva nel modo di concepire il ruolo dell’IT: si passa dall’ automazione alla reingegnerizzazione di processo e di sistema. </li></ul>
  6. 6. Dall’informatica centralizzata all’ICT pervasivo La logica di sviluppo (2/3) <ul><li>Anni ‘90 : L’era del Web . Lo sviluppo di Internet apre scenari nuovi e prospettive rivoluzionarie per il business. Le aziende in un primo momento si concentrano sulla gestione della comunicazione esterna effettuata tramite il Web. Nascono i web aziendali ed i siti dedicati all’e-commerce. La gestione dei processi interni (comunicazione, gestione, ecc…) e dei processi esterni non è omogenea . Ciò crea discrasie organizzative . </li></ul><ul><li>2000 : Dal Web Business all’e-Business . Le aziende comprendono la necessità di sviluppare modelli di gestione integrati , ripensando i processi aziendali in funzione della presenza di nuove tecnologie di comunicazione. Si sviluppano processi di integrazione tecnologica e si tende rendere il processo di digitalizzazione delle attività di comunicazione interna ed esterna maggiormente omogeneo. </li></ul>
  7. 7. Dall’informatica centralizzata all’ICT pervasivo La logica di sviluppo (3/3) <ul><li>Il futuro prossimo : L’Information & Communication Technology diviene pervasivo . Grazie allo sviluppo delle reti di comunicazione convergenti non è più l’utente ad andare al PC per collegarsi alla rete, ma è la rete che segue l’utente nei suoi spostamenti , dentro e fuori l’azienda. Le reti intelligenti integrano i processi dell’azienda e ne divengono supporto connettivo indispensabile . </li></ul><ul><li>… il futuro : Sviluppati sistemi multi-accesso, multi-canale e multi-piattaforma, le aziende implementano applicazioni in grado di affrontare problemi e varianze applicative grazie a sistemi basati sui principi dell’ intelligenza artificiale . L’informatica perde la “rigidità” che la caratterizza. Lo sviluppo e l’integrazione di reti neurali e di concetti come la fuzzy logic fa dell’I&CT uno strumento integrato allo sviluppo del business . </li></ul>
  8. 8. La comunicazione interattiva Gli impatti sulla Comunicazione
  9. 9. Dall’informatica centralizzata all’ICT pervasivo Gli impatti sulla comunicazione Anni Era Alcuni impatti sulla Comunicazione… Interna Esterna ’ 60-’70 Mainframe <ul><li>Centralizzazione delle informazioni amministrative </li></ul><ul><li>Praticamente nessun impatto </li></ul>’ 80 Informatica Individuale <ul><li>Automazione dei processi di base </li></ul><ul><li>Dispersione dell’informazione digitale </li></ul><ul><li>Primi database marketing </li></ul><ul><li>Digitalizzazione processi produzione su media tradizionali </li></ul>90 Web <ul><li>Sviluppi delle prime intranet (pull) </li></ul><ul><li>Diffusione dell’e-mail </li></ul><ul><li>Sistemi informativi digitali </li></ul><ul><li>Potenziale disintermediazione </li></ul><ul><li>Rapporti orizzontali cliente/azienda </li></ul><ul><li>Web “pull” </li></ul>2000 e-Business <ul><li>Knowledge Management </li></ul><ul><li>Groupware operativo </li></ul><ul><li>Comunicazione on-line </li></ul><ul><li>Sviluppo del wireless </li></ul><ul><li>Primi tentativi di Web “push” </li></ul><ul><li>Strategie Cross Channel </li></ul><ul><li>L’azienda “nel Web” </li></ul><ul><li>Sviluppo del mobile </li></ul>… m-Business & Social Networking Information everytime; everyone; everywhere User Generated Content
  10. 10. Il ruolo delle tecnologie in azienda L’approccio “funzionale” alla progettazione dell’ICT Funzione Strumento Applicazione Comunicazione sincrona, multimediale, simmetrica, bidirezionale, uno a uno Videoconferenza… Microsoft NetMeeting Messenger Comunicazione sincrona, multimediale, simmetrica, bidirezionale, molti a molti Videoconferenza… Centra …
  11. 11. Gli impatti della comunicazione interattiva Gli ostacoli Fonte: Microsoft Business & Solutions
  12. 12. … per concludere

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