enterprise 2.0: turning consumer-driven web 2.0 technologies into business value, david...
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© Copyright Ovum 2007 www.ovum.com
Enterprise 2.0: turning consumer-driven Web 2.0 technologies into business value
David Mitchell
Senior Vice President, IT Research, Ovum
+44 20 7551 9194
© Copyright Ovum 20072
Agenda
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The 2.0 explosion....
Web 2.0 Enterprise 2.0
Print 2.0
Bubble 2.0
Learning 2.0
edu 2.0
Business 2.0
Lunch 2.0PR
2.0
Publishing 2.0
Telco 2.0
Identity 2.0
Nerds 2.0.1
Supermarket 2.0
Library2.0Life
2.0Students 2.0
Accounting 2.0
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What is web 2.0?
Web 2.0?
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Web 2.0 - an architecture of participation
Web 2.0
Technology Models Internet as ubiquitous platform Wikis, RSS, AJAX, Flash From desktop to webtop ‘SOA in the wild’&
mash ups Open source & open
standards
Writable, open,
recombinant web
Social Models Web as a ubiquitous resource
From task-media to ‘me-media’ User pull vs. supplier push
Network edge vs. centre Contributing & sharing
to grow social bonds& boost status
Social networking
drives engagement &
interaction
Business Models Wait to be ‘Googled’
Micro-market advertisingand eCommerce
‘Never ending friending’ Software-as-a-Service
Architecture of exploitation?
Content as bait, not product
Content Models User generated Rich media Interaction adds, extends
and morphs content Structure emerges via
tagging & folksonomies What is IP?
Content + interaction creates
new serendipitous
value
Web 2.0 is a label for the latest evolution of the internet - more ubiquitous, interactive and driven by the network effect
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Web 2.0?
Business drivers for using web 2.0A range of business drivers are at play when large organisations ponder the possible value of web 2.0 platforms
• more interactive style of engagement
• forum to voice their views• dynamic, responsive, dialogue
• find out what others think
• lower cost channel • harness customer ideas for product innovation
• enhance ‘open’ brand value and culture
• show responsiveness
• enhanced collaboration
• strengthened culture
• win-win problem solving
• experience sharing1. Customer
Wants2. Corporate
Wants
3. Organisation/staff Wants
4. Joint Wants
•crowd sourcing
•co-production
• dialogue
• passion & contribution
•crowd wisdom•social networking
• innovation
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Web 2.0
Business drivers for using web 2.0
• more interactive style of engagement
• forum to voice their views• dynamic, responsive, dialogue
• find out what others think
• lower cost channel • harness customer ideas for product innovation
• enhance ‘open’ brand value and culture
• show responsiveness
• enhanced collaboration
• strengthened culture
• win-win problem solving
• experience sharingCustomer or Citizen 2.0
Marketing 2.0 or
Product Development
2.0
Enterprise 2.0
Service 2.0
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Enterprise 2.0 = practical KM
• Intranet/internet website
• Collaboration - sharing, storing and finding information
• Replace network drive/shared drive
• Shared email repositories
• Document management
• Blogging
• Reporting
• Project management
Wiki platforms such as Confluence, SocialText and Twiki offer light-touch practical solutions to many ‘knowledge management’ use cases
“Once someone adopts a wiki tool and evangelises it, it just
spreads like wildfire throughout the organisation”
Victor Rodrigues, Cochlear
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The ‘shadow workplace’Whatever the CIO thinks, a ‘shadow workplace, is emerging – based on practical and ‘light touch’ tools adopted from the consumer realm
work flow
web, document &
records mgmt
workplace portal
search and
discovery
The formal workplace
mobile phones
SMSVOIP
blogs
GoogleiPod/MP3
social networks
contacts
wikisteamroom email
wikis
… and its shadowsocial
bookmarks
forums
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Unified collaboration & information mgmtBut enterprise 2.0 solutions, in the end, need to form part of an integrated approach … not just another information island …
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Key technical challenges...
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Lubricating social interaction & collaboration
“The Good Oil”
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Social networking at work
• Share Information – within and across agencies and jurisdictions
• Record persistent dialogues – preserving a chain of reasoning and enabling new staff to come up to speed quickly
• Policy ‘Wikipedia’ - repositories of data and information
• Collaborative authoring
• ‘Crowd Sourcing’ - source input from diverse stakeholders
• Reinforce public sector culture of collaboration
• Give visibility to thought leaders and people who contribute significantly to cross-cutting policy development and service initiatives.
Wikis, profiles and tagging can lubricate improved collaboration and unleash ‘bottom up’ energies and innovations
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Culture and Enterprise 2.0
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Gardeners not engineers… but getting them started is more about gardening than engineering, more about the social experience than the technology
Web2.0 = wild meadow vs. enterprise 2.0 = domesticated garden
There is more to creating collaboration than throwing the seeds on the ground and hoping for the best
Gardeners: Choose the location Plant the seeds Put on fertilizer Pull out weeds Manage plant lifecycles
Skilled gardening is a prerequisite for successful adoption and sustained success of enterprise 2.0
Engineers need to tread with care in the garden …
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Conclusion
Enterprise 2.0
Has great potential, provided we can deliver the management frameworks needed to allow it to flourish
Will find different form in every culture in the world
Presents many technical challenges
© Copyright Ovum 2007 www.ovum.com
Enterprise 2.0: turning consumer-driven Web 2.0 technologies into business value
David Mitchell
Senior Vice President, IT Research, Ovum
+44 20 7551 9194