Welcome to the End of Business as Usual! Changing the Game

1. Welcome to the End of Business as Usual!Changing the Game Enterprise 2.0; A new generation of Business Solutions & MashUps Andy Mulholland -Global Chief Technology Officer - Capgemini

2. The uneasy feeling that its ‘not business as usual’….. Increasing business competition, globalization, standardization, commoditization, amount of information & change Generation Y for whom technology is a normal life skill Globalistion – partners & competitors People – capabilities & expectations Technology – is it different to IT? Convergence of communications, content, media, games, and devices at home and at work Technology acceleration of Internet, Web 2.0, SOA, Semantics, Knowledge, and many other technologies New competitors, new markets, and new products

3. An new type of technology has been added The Consumer Internet ? World Wide Web The Internet Web 2.0 Enterprise Systems Architecture ? nTier & Components Service Oriented Client Server Enterprise Data Management ? CIF & Data W’housing & BI Metadata, BAM & CPM RDBMS & Data Modelling

4. This presentation is about The question? What is linked and how to create Business value • People • Business Models • Web 2.0 And the result • Enterprise 2.0

5. The role of People as a catalyst for change Pronounced shifts in Expectations and capabilities

6. Users, and increasingly, consumers create (technology) markets Web 2.0 &Interactions I can work better! Therefore I choose to adopt this Web 1.0 & Content Smart Phone & eMail etc Cell Phone & Texting PDA &Calendar Decision Support PC &Spreadsheet Business Intelligence Functional Apps The Business can save money! Office Suites SOA Client-Server ERP Knowledge Mgt

7. Welcome to the End of Business as Usual ! Percentage of technology-literate at work and as consumers Percentage of non-technology literate at work and as consumers Business as usual New business models Inflection point Depends on Market & Industry The demographics change in consumers and the workforce alone mean businesses have to change

8. Some examples of markets where it’s no longer “Business as Usual” Travel Agents Books & Retail Retail Airlines Music These markets are being affected by dominance of “Generation Y” consumers and workers

9. Analyzing the Game Changing Businesses What common traits exist in their Business Models? And use of Technology?

10. A Web 2.0 Business – www.threadless.com

11. The Web 2.0 Community in cars – www.scion.com

12. Tesco rethinks the issue of Physical vs Virtual location Vs

13. The unique environment of Secondlife.com

14. The common feature is the “Long Tail” of markets “Pushing” defined products to a well defined market “Self Service” product creation “pulled” by individuals • Traditional Airline • Destination Centric • Fixed “offers” • Low Cost Airline • Passenger Centric • Destination/Price/Time • Enlarged Market! • New categories • Time/price = ?

15. The common traits in Business Game Change examples Second Life participants create over 7 m lines of code a week to improve environment 1st Dec; 456 people earn over $500; 29 over $5000; 2 over $25000. Every month! About 500,000 Chinese work in “gold farms” creating superior players. And selling them. Amazon leads with the most popular items responding to external demand Barnes and Noble leads with its internally defined offers New Old eBay allows external demand to create new markets and indexes CommerceOne failed as it defined the markets that it would make available Right Wrong Google business model continuously improves, people explore for the new Traditional Software business model depends on set upgrade offers periodically Aware Adaptive Innovative & Money Making

16. Web 2.0 the new technology in the game People driven and People centric technology Redefining how we do things

17. What is Web 2.0? • Tim O’Reilly coined the term in 2004 and then provided the first definition in Sept 2005 • The Web as a platform • A technology platform to support new functionality • Harnessing collective intelligence • The concept of “contacts” • Data as the next “Intel inside” • Data becomes the basis for standardization and not the processor design Mostly it is used as a concept defining a people-centric web-based world Web 1.0 = Content Web 2.0 = Contacts or Community • End of the Software release cycle • Continuous editing, extending and experimenting • Lightweight programming models • Every one can take part • Software above the level of a single device • Community-centric • Rich user experiences • The way I want to see things

18. What else makes up Web 2.0? The O’Reilly Meme Map Page Ranking User reviews eg; Amazon Reviews Participation not publishing eg; BlogSphere Decentralization & the Long Tail eg; BitTorrent Tagging not Taxonomy eg; del.icio.us Trust andReputation eg; WiKipedia User Self Service eg; Google AdSense Rich UserExperience eg; GoogleMaps Strategic Positioning The Web as a platform User Positioning You control your own data/content Competencies Services not packaged software Architecture of participation Cost effective scalability Remixable data sources and transformations Software above the level of a single device Harnessing collective intelligence An Attitude not Technology Trust and empower Your Users Addresses the “Long Tail” Small Pieces Loosely coupled Data as the new “Intel inside” std Rich User experience Software improved by use(rs) Encourage Play The perpetual beta Open to permit “hackability” Granular Content User behaviour Not predetermined Remix at will Some rights reserved

19. Web 1.0 to Web 2.0: Publishing or Participation? The new Middleman (as opposed to Middleware): Communication-oriented, providing a platform for exploitation as opposed to Content-oriented, with protection against exploitation Benefits from viral marketing completely replacing conventional marketing Driven by users recommendations Hyperlinked byusers bound into the structure of the existing Web to continue to create organic growth Valued in direct proportion to the scale and dynamism of the data helps to assemble, create, manage, etc. Able to harness the “long tail” through self-service the service gets better the more people use it, automatically

20. People-Oriented content management Tagging and Folksonomies A keyword associated with a piece of content such as an article, a picture or video clip that is assigned by a user in a manner that makes it relevant to the use of the content. • Benefits • Decentralized and user-driven versus conventional centralized taxonomies • The same content can be multiple-tagged by different users according to their interest • Example: • A Blog may list keywords and this enables a reader to find all content indexed to that keyword • Dynamic change is added to the list automatically and individual content may have further tags added Big Ben, London, River Thames, Sunset, ??

21. AJAX – an innovation in assembly Asynchronous JavaScript And XML Standards-based presentation - XHTML & CSS Dynamic display/interaction – Doc Object Mode Data interchange & manipulation XML & XSLT Asynchronous data retrieval - XMLHttpReqest Java Script as the binder for every thing Formally proposed in Feb 2005 – Jesse James Garrett Based on standard elements in current browsers Now possible to have a simple solution Old problem; 1996 – IFRAME, 1997 – Netscape 4 Layer…etc Being used for “user” MashUp toolkits; Google Earth, … RSS – innovating the dynamic Web Rich Simple Syndication Or Netscape Rich Site Summary of 1998 Devised as a simple extension to “linked” pages Linked pages work for “static” content Web 1.0 Web 2.0 is based on “dynamic” changing interactions Designed to automate advice of a page change Came into its own with the advent of Blogs Example personal web page MySpace or Blog Wikipedia is collective Blogging and Wisedom Part of the new “reputation” = “trust” emerging model Aids People and experience centric interaction Two Game-Changing Technologies: AJAX & RSS Web 2.0 MashUps Blogging

22. Acceptability Enthusiasts claim REST to be eminently suitable for the network-based, browser-operated systems that are the basis of the new world Detractors say there is a lack of proof in large scale deployment and the lack of tools leads to inconsistencies in deployments that reduce the claimed benefit of standardization And a “new” architectural style: REST REST – an architectural style for distributed hypermedia systems Representational State Transfer Representational State Transfer is intended to evoke an image of how a well-designed Web application behaves: a network of web pages (a virtual state-machine), where the user progresses through an application by selecting links (state transitions), resulting in the next page (representing the next state of the application) being transferred to the user and rendered for their use. Quote; Dr. Roy Fielding, Architectural Styles and the Design of Network-based Software Architectures – 2000 paper Principles • Application state and functionality divided into resources • Every resource uniquely addressable by a universal syntax for use in Hypermedia links • All resources share a uniform interface for the transfer of state between client and resource consisting of; • constrained set of well defined operations • constrained set of content types • A protocol that is; • Client/Server; Stateless; Cacheable; layered

23. MashUps – the Business Game-Changer • Google is a key “pusher” and provider with its Google Maps and AJAX tools • www.housingmaps.com is general referenced as the “model” that started MashUps • User level “programming” is possible for “self-service” use of MashUps (compare with spreadsheets) • Corporate level can be extremely complex and sophisticated use of wide ranging information • Innovation in “assembly” is the real Intellectual Property and not the content • Customers can be offered the use of your information through tools etc to make you a platform • Think external “syndication” as opposed to internal “co-ordination” for organic growth • eg; a Retail Bank can offer a platform MashUp for users to develop their financial self services Delivering Web 2.0 business possibilities with AJAX, RSS, etc A MashUp is: A website or web application that seamlessly combines content from more than one source into an integrated experience. From Wikipedia, the free encyclopedia

24. MashUp – www.housingmaps.com

25. Techno Business Models Transformation of the Business and IT structures to support a radically different Business

26. The intruders into our application ‘stack’ Process Users are drawn to Communities for Collaboration and Communication Google Microsoft User Open Source SAP Procedure SOA based processes breaking up tight coupled architecture Data Oracle

27. A need to evolve the traditional model for IT in the Business New “Front Office” People, using content Communication & Collaboration • Business Innovative • Value Focused • Interactive Technology enabled • Line of Business Manager driven Web 2.0 & SOA as a mechanism to interact People and Services Interactions Open Standards connecting organizations together Book to Bill Data Centric Transactions SOA as a mechanism to transact • Compliance and Evolution • Value Justified • IT Delivered • CFO and CIO driven “Back Office” systems

28. A need to evolve the traditional model for IT in the Business New “Front Office” People, using content Communication & Collaboration • Business Innovative • Value Focused • Interactive Technology enabled • Line of Business Manager driven Web 2.0 & SOA as a mechanism to interact Existing applications as well as new style Services are all exposed through a common set of standards that are based on both industry/sector business standards as well as actual or defacto Technology Standards People and Services Interactions Open Standards connecting organizations together Book to Bill Data Centric Transactions SOA as a mechanism to transact • Compliance and Evolution • Value Justified • IT Delivered • CFO and CIO driven “Back Office” systems

29. Governance and Management of the ‘Diamond’ by the ‘Crown’ Who Needs What? And Why? Pressure for Business Change Personalize An Individual’s use of the capabilities of Web 2.0 Differentiate A Business Manager’s Customizable Solution Organize The use of SOA to achieve cohesive executions Comply The Enterprise Transactions and Data; ERP and Legacy Applications Pressure for IT Stability

30. Business Process ‘down’ versus Technology Procedure ‘up’ An importance difference! Personalize An Individual’s use of the capabilities of Web 2.0 Accelerated Solution Environment Around IT Considerations Differentiate A Business Manager’s Customizable Solution RAIN ASE Organize The use of SOA to achieve cohesive executions Rapid Innovation Around Business Process Design Comply The Enterprise Transactions and Data; ERP and Legacy Applications

31. ‘Organise’ requires a new environment Transactional Procedure Defined and Driven Organise is the new IT role Personalize An Individual’s use of the capabilities of Web 2.0 Business Process Defined and Driven ü Differentiate A Business Manager’s Customizable Solution Service Oriented Business Service Oriented Architecture Organize The use of SOA to achieve cohesive executions Service Oriented Infrastructure Comply The Enterprise Transactions and Data; ERP and Legacy Applications ü

32. Provisioning Software: Aligning the five possibilities

33. The End of Business as usual?Or the time to change your game to a better one? Summary

34. Summary People, Communities and Ecosystems • An entire generation now has a different set of capabilities and expectations • They represent a wholly different and growing market around “uniqueness” thru “self-service” • Successful new-wave businesses are “aware” through using technology to facilitate communities • They aim to allow communities to create their products for them and to “market” them • Success lies in the ability to “adapt” rapidly and deliver through their own ecosystem community Products may be virtual and experiences as well or before being physical • New “products” are created by consumers “mashing up” the elements to give them their “product” • The “long tail” market is now accessible without the traditional cost penalty • Smart behaviour is to offer the platform on which others will base their own offers Technology is not just SOA, its Web 2.0 leading to Enterprise 2.0 • Its difficult to separate the new wave business from technology – they are synonymous • Traditional “transactional” IT is still required as well as the new “services” technology • Open Standards and Open Source are the vital connecting points to everything • People create and solve “exceptions” as opportunities • SOA provides the Business with the process orchestration to handle this The Pace of change is accelerating and Competition is intensifying!