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Copyright Ovum Enterprise 2.0:turning consumer-driven Web 2.0 technologies into business valueDavid MitchellSenior Vice President,IT Research,O+44 20 7551 9194 Copyright Ovum 20072Agenda Enterprise 2.0 context and definition Technology challengesManagement challenges Copyright Ovum 20073The 2.0 explosion.Web 2.0Enterprise 2.0Print 2.0Bubble 2.0Learning 2.0edu 2.0Business 2.0Lunch 2.0PR 2.0Publishing 2.0Telco 2.0Identity 2.0Nerds 2.0.1Supermarket 2.0Library2.0Life 2.0Students 2.0Accounting 2.0 Copyright Ovum 20074What is web 2.0?Web 2.0?Copyright Ovum 20075Web 2.0-an architecture of participationWeb 2.0Technology ModelsInternet as ubiquitous platformWikis,RSS,AJAX,FlashFrom desktop to webtopSOA in the wild&mash upsOpen source&openstandardsWritable,open,recombinant webSocial ModelsWeb as a ubiquitous resourceFrom task-media to me-mediaUser pull vs.supplier pushNetwork edge vs.centreContributing&sharing to grow social bonds&boost statusSocial networking drives engagement&interaction Business ModelsWait to be GoogledMicro-market advertisingand eCommerceNever ending friendingSoftware-as-a-ServiceArchitecture of exploitation?Content as bait,not productContent ModelsUser generatedRich media Interaction adds,extendsand morphs contentStructure emerges via tagging&folksonomiesWhat is IP?Content+interaction creates new serendipitous valueWeb 2.0 is a label for the latest evolution of the internet-more ubiquitous,interactive and driven by the network effect Copyright Ovum 20076Web 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 platformsmore interactive style of engagementforum to voice their viewsdynamic,responsive,dialoguefind out what others thinklower cost channel harness customer ideas for product innovationenhance open brand value and cultureshow responsivenessenhanced collaborationstrengthened culture win-win problem solvingexperience sharing1.Customer Wants2.Corporate Wants3.Organisation/staff Wants4.Joint Wantscrowd sourcingco-productiondialoguepassion&contributioncrowd wisdomsocial networkinginnovation Copyright Ovum 20077Web 2.0Business drivers for using web 2.0more interactive style of engagementforum to voice their viewsdynamic,responsive,dialoguefind out what others thinklower cost channel harness customer ideas for product innovationenhance open brand value and cultureshow responsivenessenhanced collaborationstrengthened culture win-win problem solvingexperience sharingCustomer or Citizen 2.0Marketing 2.0 or Product Development 2.0Enterprise 2.0Service 2.0 Copyright Ovum 20078Enterprise 2.0=practical KMIntranet/internet websiteCollaboration-sharing,storing and finding informationReplace network drive/shared drive Shared email repositoriesDocument managementBlogging ReportingProject managementWiki 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 Copyright Ovum 20079The shadow workplaceWhatever the CIO thinks,a shadow workplace,is emerging based on practical and light touch tools adopted from the consumer realmwork flowweb,document&records mgmtworkplace portalsearch and discoveryThe formal workplacemobile phonesSMSVOIPblogsemailGoogleiPod/MP3social networkscontactswikisteamroomemailwikis and its shadowsocial bookmarksforums Copyright Ovum 200710 Enterprise 2.0 context and definition Technology challengesManagement challenges Copyright Ovum 200711Unified collaboration&information mgmtBut enterprise 2.0 solutions,in the end,need to form part of an integrated approach not just another information island Copyright Ovum 200712Key technical challenges.IdentityIntegrationInformation ManagementChannelsIP Protection Copyright Ovum 200713 Enterprise 2.0 context and definition Technology challengesManagement challenges Copyright Ovum 200714Lubricating social interaction&collaboration“The Good Oil”Copyright Ovum 200715Social networking at workShare Information within and across agencies and jurisdictionsRecord persistent dialogues preserving a chain of reasoning and enabling new staff to come up to speed quicklyPolicy Wikipedia-repositories of data and informationCollaborative authoringCrowd Sourcing-source input from diverse stakeholdersReinforce 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 Copyright Ovum 200716Culture and Enterprise 2.0National variationsBusiness situation variations Copyright Ovum 200717Gardeners 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 gardenThere is more to creating collaboration than throwing the seeds on the ground and hoping for the bestGardeners:Choose the locationPlant the seedsPut on fertilizerPull out weedsManage plant lifecycles Skilled gardening is a prerequisite for successful adoption and sustained success of enterprise 2.0Engineers need to tread with care in the garden Copyright Ovum 200718ConclusionEnterprise 2.0Has great potential,provided we can deliver the management frameworks needed to allow it to flourishWill find different form in every culture in the worldPresents many technical challenges Copyright Ovum Enterprise 2.0:turning consumer-driven Web 2.0 technologies into business valueDavid MitchellSenior Vice President,IT Research,O+44 20 7551 9194