What did we learn from a web domain angle following our merger in 2006.
Transcript of Achieving an integrated global web presence following a merger
1. Achieving an integrated global web presence following a
merger Alcatel-Lucent Jerome Colombe Alcatel-Lucent Web Governance
Web Effectiveness Conference 2010 - Paris
2. Alcatel-Lucent at a Glance Transforming communications for a
world thats always on. Worldwide Presence: More than 130 countries
Annual Revenues: 15.2 billion (2009) Employees: More than 77,000
Employee Nationalities: More than 100 R&D PROFILE Budget: 2.4
billion (2009) Active Patents Held: 27,500 Patents Awarded in 2009:
2,150 Nobel Prizes Won: 7 More than 500 experts in ~100 worldwide
standards organizations.
3. Agenda The Persuaders! Alcatel + Lucent Strategy Challenges,
processes and problems Dreams and Reality What worked and what did
not Today How we manage our web presence Tomorrow Q&A
4. Preamble This is not a
5. ALCATEL + LUCENT The Persuaders April 2006
6. Alcatel Lucent58.000 employees 31.000 employeesStrong Europe
presence Strong NAR presenceBtoB audience BtoB audienceBtoC
persistence (mobile) Historic Bell Labs
7. Web Governance Model Web Governance ModelDecentralized
CentralizedLight guidelines Strong guidelinesMultiple tools &
teams Dedicated central teamShared web kit Unique tool
8. What were the challenges, processes adopted and problems
encountered. Louie Psihoyos/CORBIS
9. Principle and theory about merges and acquisitions
1+1=3
11. New strategy, transformation programs, the 2.0 effect,#3
new projects in pilot mode, budget re-orientation, External vs
Internal back to customer first. )#2 Re-organization, management
changes, end of former Key learning of choices, metrics and quality
feedbacks, new silos, New company, hope, learning from others#1
Opportunity to change, creation of new things, re-invent the
wheel
12. Our (web) dreams Richard Masoner
13. our reality! vrogy
14. What did not worked Topdown management Stop shadow IT or
drive web by only COMPLEXITY IT or technology decisions Web teams
depending of local constraints (org, budget, focus) Merge of
intranet and internet governances (not at the beginning) Global
publication tools which allow everyone to publish
15. What worked for web domains New management (brand new from
external no more former) Step by step projects (open source on
SIMPLICITY shadow IT), Pilot to test Small regrouped teams and
off-shore for publications and support Respect of key governance
basics (image, naming, taxonomy) Pure central tools (metrics,
search engine, simple templates)
16. Our web presence today Hybrid Architecture + View Internet
as ecosystem + Integrate heteregeneous systems + Develop
foundations outside ECM + Smooth and regular updates on guidelines
+ Integration of intermediate layers + Integration of
mini-sites
17. What about tomorrow ?
18. 2.0 =The 2.0 (r)evolution cracks our web architecture
lines
19. Pragmatic governance modelKeep strong and useful key
guidelinesConsider an hybrid model to move fastChallenge IT for
adoptionThe 2.0 paradigmAnticipate and address customer
needsConsider new audiences coming from SMMake our web a two-way
streetEnable and empower channels