Post on 11-Apr-2017
TELEFÓNICA I+D
© 2009 Telefónica Investigación y Desarrollo, S.A. Unipersonal
Germany Scrum Gathering
Gemma Hornos ghc@tid.esTELEFÓNICA I+D
Date: October 2009
© 2009 Telefónica Investigación y Desarrollo, S.A. Unipersonal
Agile at Telefonica I+D catalyst for innovative culture
TELEFÓNICA I+D
© 2009 Telefónica Investigación y Desarrollo, S.A. Unipersonal
2
Gemma HornosManager of Innovation and Agile Methodologies Unit
Agile Adoption Leader at Telefonica I+D and TelefonicaCorporation CSM, CSPOSpecialized in Software Engineering
gemma.hornos@gmail.com
Speaker
TELEFÓNICA I+D
© 2009 Telefónica Investigación y Desarrollo, S.A. Unipersonal
3
01 Corporate Information
02 Agile Transition Strategy
03 Top 8 Changes
04 Top 10 Lessons Learned
05 Acknowledgments
adopting an Agile work culture …
TELEFÓNICA I+D
© 2009 Telefónica Investigación y Desarrollo, S.A. Unipersonal
4
01 Corporate Information
02 Agile Transition Strategy
03 Top 8 Changes
04 Top 10 Lessons Learned
05 Acknowledgments
adopting an Agile work culture …
TELEFÓNICA I+D
© 2009 Telefónica Investigación y Desarrollo, S.A. Unipersonal
5
Revenues (2008): € 57.9 bn(+2.7% vs 2007)
Adjusted Net Income (2008): € 7.6 bn
(+38.0% vs 2007)*
Among the 40 largest companies in the world by market cap
�
Among the 100 largest companies in the world by revenues
�
International integrated Telco operator by customer base
�1st
European Telco operator by market capitalization
�1st
258.9 million accesses (as of Dic’08)
• 93.2 million in Europe• 158.3 million in Latin America• 7.4 million in other markets
Telefónica is now a benchmark for the global Telco sector …
(1) Plus Morocco(2) Plus U.S.A. and Puerto Rico(3) China, Italy and Portugal(4) Net Income in 2008 before adjustments (without stripping out the impact of capital gains in 2007 and Telco impairment) decreased -14.8% vs. 2007
Operations in 25 countries• 6 in Europe(1)
• 13 in Latin America(2)
• 3 through strategic and industrial alliances (3)
About 257,000 professionals• 31.9% in Europe• 67.3% in Latin America• 0.8% in others countries
Telco in Dow Jones Sustainability Index
�1st
01
TELEFÓNICA I+D
© 2009 Telefónica Investigación y Desarrollo, S.A. Unipersonal
6
Argentina : 21.0 million
Brazil : 62.4 million
Central America : 6.1 million
Colombia : 11.8 million
Chile : 10.2 million
Ecuador : 3.3 million
Mexico : 16.1 million
Peru : 15.4 million
Uruguay : 1.5 million
Venezuela : 12.1 million
Wireline market rank Mobile market rank
2112
2111
22
11
12
2
Notes: - Central America includes Guatemala, Panama, El Salvador and Nicaragua- Total accesses figure includes Narrowband Internet accesses of Terra Brasil and Terra Colombia, and Broadband Internet accesses of Terra Brasil, Telefónica de Argentina, Terra Guatemala and Terra México.
Data as of June ‘09
Total Accesses (as of June ‘09)160.8 million
… is a leader in the Latin American Telco market …01
TELEFÓNICA I+D
© 2009 Telefónica Investigación y Desarrollo, S.A. Unipersonal
7
Spain: 47.0 million
UK: 21.1 million
Germany : 16.5 million
Ireland : 1.7 million
Czech Republic : 7.7 million
Slovakia : 0.4 million
Total Accesses (as of June ’09)94.6 million
1
21
11
4
2
Wireline market rankMobile market rank
3
Data as of June ‘09
... enjoys a significant footprint in Europe01
TELEFÓNICA I+D
© 2009 Telefónica Investigación y Desarrollo, S.A. Unipersonal
8
Telefónica I+D:
the R&D unit of Telefónica
01 Telefónica I+D
The mission of Telefónica I+D is to contribute to improve Telefónica Group´s competitiveness through technological innovation and applied research
TELEFÓNICA I+D
© 2009 Telefónica Investigación y Desarrollo, S.A. Unipersonal
Telefónica I+D carries out all the research and a t hird of the development done within Telefónica
9
(1) Under OECD definition.
Year 2008 data
TechnologicalInnovation (1)
Development of product / services / processes
(668 M€)(4,614 M€)
62 M€ (100%) 240 M€ (36% )
Applied research(62 M€)
01
TELEFÓNICA I+D
© 2009 Telefónica Investigación y Desarrollo, S.A. Unipersonal
An international company with 1,509 people* working in our centres all over the world
Telefónica I+D is an international company with offices in Spain, Brazil and Mexico and focused on 4 major business lines
10
The 4 major business lines and organization of TelefónicaI+D
Last update on December 31th, 2008 * Employees + university scholarships
IT SystemsNetworks and
PlatformsInternet &
MultimediaEnd-User Services
Technology Strategy Resources Management and Control
Executive President (CEO)
Human Resources
949272
2
225
1131838
01
TELEFÓNICA I+D
© 2009 Telefónica Investigación y Desarrollo, S.A. Unipersonal
Our R&D focuses on all part of our business but especially on the new ones
New BusinessDevelopment
WhileConnected
Core Business
Stay Connected
Digital contentand services
BroadbandConnectivity
Voice
11
01
TELEFÓNICA I+D
© 2009 Telefónica Investigación y Desarrollo, S.A. Unipersonal
12
01 Corporate Information
02 Agile Transition Strategy
03 Top 8 Changes
04 Top 10 Lessons Learned
05 Acknowledgments
adopting an Agile work culture …
TELEFÓNICA I+D
© 2009 Telefónica Investigación y Desarrollo, S.A. Unipersonal
13
Agile Telefonica I+D Initiative02
TELEFÓNICA I+D
© 2009 Telefónica Investigación y Desarrollo, S.A. Unipersonal
Agile Telefonica I+D Initiative
GOAL: creating an
at Telefónica I+D
02
14
TELEFÓNICA I+D
© 2009 Telefónica Investigación y Desarrollo, S.A. Unipersonal
Creating an Agile Work Culture
15
02
TELEFÓNICA I+D
© 2009 Telefónica Investigación y Desarrollo, S.A. Unipersonal
Creating an Agile Work Culture
16
02
Value & Market Driven
Empowered Customer
Agile change management is adaptive to changing business needs
ClientSatisfaction
TELEFÓNICA I+D
© 2009 Telefónica Investigación y Desarrollo, S.A. Unipersonal
Creating an Agile Work Culture
17
02
Motivated and
Empowered,
Self-Organized and cross-functional Teams
Cultural change
TELEFÓNICA I+D
© 2009 Telefónica Investigación y Desarrollo, S.A. Unipersonal
Creating an Agile Work Culture
18
02
High visibility and control over the project progress
Incremental delivery
Streamlined documentationReducing product and process waste
Better quality
TELEFÓNICA I+D
© 2009 Telefónica Investigación y Desarrollo, S.A. Unipersonal
19
� Scope: limited number of departments.
� Meth.: Scrum
� Projects limited in scope and risks.
� Scope: one line involved (LA2000).
� Meth.: Scrum & XP
� Focus on formalization.
� Scope: rest of TI+D lines.
� All enterprise involvement.
I. Pilot II. Launch III. Enterprise Rollout
Agile Transition Strategy02
Jan‘08 Jun ‘08 ?
Mostly Done
An Enterprise Strategy for Introducing AgileDanube Technologies, Inc. and Kane Mar
Copyright 2006
We are here
TELEFÓNICA I+D
© 2009 Telefónica Investigación y Desarrollo, S.A. Unipersonal
� Shu: learn all the principles and information
� Ha: break/adapt the (old) rules
� Ri: forget the rules, natural laws and flows
How to learn
20
02ShuHaRi
MethodOrganic Growth
Viral Way
TELEFÓNICA I+D
© 2009 Telefónica Investigación y Desarrollo, S.A. Unipersonal
21
Core BusinessNew Business Development
Stay ConnectedWhile Connected
TechnologyStrategy
Planning, control and resources
IT (BSS/OSS)
Network and Platforms
ExecutivePresident
(CEO)
Infected Telefonica I+D Lines02
Internet & Multimedia
End-UserServices
TELEFÓNICA I+D
© 2009 Telefónica Investigación y Desarrollo, S.A. Unipersonal
22
Applied research
Experimental development
ProductDevelopment
Internet Multimedia Data mining & User modelling
Mobile Augmented Reality
Social Networks & Communities
P2P Content Distribution
3D Video
Customer Entry Point
Global Products
Social search
Mobile multimedia annotation and
search
Mobile Social
Internet & Multimedia Line 02
TELEFÓNICA I+D
© 2009 Telefónica Investigación y Desarrollo, S.A. Unipersonal
23
01 Corporate Information
02 Agile Transition Strategy
03 Top 8 Changes
04 Top 10 Lessons Learned
05 Acknowledgments
adopting an Agile work culture …
TELEFÓNICA I+D
© 2009 Telefónica Investigación y Desarrollo, S.A. Unipersonal
24
New Team EmergedInnovation & Agile Methodologies1
1. Monitors and researches leading trends in the industry.
2. Determines the methodology and the best practices to be used and defines a frame that integrates all the disciplines involved during the course of a Project.
3. Introduces and adapts the methodology into Projects, coaching them on how to reap the benefits along its evolution.
4. Accounts for the knowledge management across the organization .
5. Assures continuous improvement innovation process .
Becoming an Innovation Methodology Reference
Innovation & Agile Methodologies , regarding innovation processes and best practices related
to project management , team organization and programming ,
TELEFÓNICA I+D
© 2009 Telefónica Investigación y Desarrollo, S.A. Unipersonal
25
New Team Emerged
• Certified Scrum Master
• Certified Scrum Product Owner
1
TELEFÓNICA I+D
© 2009 Telefónica Investigación y Desarrollo, S.A. Unipersonal
26
Agile Framework Definition2
ad
op
tio
n
line
TELEFÓNICA I+D
© 2009 Telefónica Investigación y Desarrollo, S.A. Unipersonal
27
Framework Definition2
TELEFÓNICA I+D
© 2009 Telefónica Investigación y Desarrollo, S.A. Unipersonal
28
Framework Definition
Approached by Sergio Vila PagèsSenior Visual & Interaction Designer at Telefonica R&D
integration of different disciplines2
TELEFÓNICA I+D
© 2009 Telefónica Investigación y Desarrollo, S.A. Unipersonal
Agile Knowledge Management
� Wiki, Blog, Forum…
� Training: — Introduction (1 day)
— Product Owner (1 day)
— Scrum Master (1 day)
— Clients
� Recognition Program
� Speeches from other companies
� Knowledge Groups
29
3
TELEFÓNICA I+D
© 2009 Telefónica Investigación y Desarrollo, S.A. Unipersonal
30
Framework Definition & Knowledge Management3
TELEFÓNICA I+D
© 2009 Telefónica Investigación y Desarrollo, S.A. Unipersonal
Organizational changes with two overall objectives
31
Increase people empowerment
Increase the quality and impact of our products and developments
“With great power comes great responsibility ”
4
TELEFÓNICA I+D
© 2009 Telefónica Investigación y Desarrollo, S.A. Unipersonal
Innovation Funnel and Initiatives
32
External research
Internal research
Flagship Global Products & Local Products
Innovation Initiative
External Collaboration
InI@ProductInI@Research
InI@Prototype&Pilot
BASIC RESEARC
H
APPLIED RESEARC
H
FEASIBILITY
PROTOTYPE
PILOT MARKET
4
TELEFÓNICA I+D
© 2009 Telefónica Investigación y Desarrollo, S.A. Unipersonal
FunctionalOrganization
33
Kno
wle
dge
Gro
ups
Strategic Functions
Common Services
Innovation Initiatives
4
TELEFÓNICA I+D
© 2009 Telefónica Investigación y Desarrollo, S.A. Unipersonal
34
Cutting the red tape5Old Waterfall Methodology Removed
Some Processes Speeded Up
‘Transformation Project’ launched
…
TELEFÓNICA I+D
© 2009 Telefónica Investigación y Desarrollo, S.A. Unipersonal
35
Scrum Roles Adaptation6
TELEFÓNICA I+D
© 2009 Telefónica Investigación y Desarrollo, S.A. Unipersonal
36
Scrum Roles Adaptation
Business Product Owner + Stakeholders
Internal Product Owner (proxy)
Scrum Master
Team
Agile Coach
Product O
wnership
6
TELEFÓNICA I+D
© 2009 Telefónica Investigación y Desarrollo, S.A. Unipersonal
37
Defining a Tools Common Environment7
TELEFÓNICA I+D
© 2009 Telefónica Investigación y Desarrollo, S.A. Unipersonal
38
EngineeringProductivity
Group
CENV- tools- guidelines- …
Different EnvironmentsCommon Environment
- Improve software quality of our Initiatives.
- Improve developers knowledge .
- Improve team focus on the Initiative.
- Improve agile practices adoption by automation
- Better tools support
7 Common Environment Initiative (CENV)
voluntary te am membe rs
TELEFÓNICA I+D
© 2009 Telefónica Investigación y Desarrollo, S.A. Unipersonal
New Workspace
39
8
isolate d from the world
TELEFÓNICA I+D
© 2009 Telefónica Investigación y Desarrollo, S.A. Unipersonal
40
New Workspace8 all the te am togethe r
product owne r
scrum maste r
TELEFÓNICA I+D
© 2009 Telefónica Investigación y Desarrollo, S.A. Unipersonal
41
New Workspace8information radiators
ope n space
TELEFÓNICA I+D
© 2009 Telefónica Investigación y Desarrollo, S.A. Unipersonal
42
spontane ous me etings
vide o game console
New Workspace8
library
TELEFÓNICA I+D
© 2009 Telefónica Investigación y Desarrollo, S.A. Unipersonal
43
Confessionals, quiet and private spaces
New Workspace8
TELEFÓNICA I+D
© 2009 Telefónica Investigación y Desarrollo, S.A. Unipersonal
44
01 Corporate Information
02 Agile Transition Strategy
03 Top 8 Changes
04 Top 10 Lessons Learned
05 Acknowledgments
adopting an Agile work culture …
TELEFÓNICA I+D
© 2009 Telefónica Investigación y Desarrollo, S.A. Unipersonal
45
You can’t accelerateit too much…
…either slow it down
Change has its own Pace
1
TELEFÓNICA I+D
© 2009 Telefónica Investigación y Desarrollo, S.A. Unipersonal
Someone has to pull…
46
… do not underestimate the effort needed for the change2
TELEFÓNICA I+D
© 2009 Telefónica Investigación y Desarrollo, S.A. Unipersonal
47
Killer sentences:
- It won’t work
- Scrum is a set of silly practices
- Scrum is not as important as agile coaches say
- Methodologies, frameworks, best practices… it’s all foolish stuff.
- This makes no sense for me, my project is so special
- I’m not attending Scrum Training because I don’t need it. I can’t bother wasting my time.
- It’s not the right moment
- …
Change is Hard…
…you need to Believe
3
TELEFÓNICA I+D
© 2009 Telefónica Investigación y Desarrollo, S.A. Unipersonal
48
Super nanny 2008
…when we learn,
we get dirty
4
Let the people learn by themselves, knowing that…
TELEFÓNICA I+D
© 2009 Telefónica Investigación y Desarrollo, S.A. Unipersonal
49
… pass on the Scrum passion
spread Scrum ownership…
5
TELEFÓNICA I+D
© 2009 Telefónica Investigación y Desarrollo, S.A. Unipersonal
50
Scrum way of working fosters:
- creativity, looking for new ideas
- communication
- team empowerment
- motivation
- working having fun
- avoiding fear of failure
- avoiding “analysis paralysis”
- learning experience
- innovation and user-centered best practices integration...
Scrum Boosts Innovation…
6
TELEFÓNICA I+D
© 2009 Telefónica Investigación y Desarrollo, S.A. Unipersonal
51
Managing time buffers for:
Learning new technologies, new programming languages…
Clarifying requirements
Dependencies on uncertain tasks
Uncertain expectationsThe S-shaped "learning curve" typical of complex learning
7
as an R&D, we need to take special care of task estimation
TELEFÓNICA I+D
© 2009 Telefónica Investigación y Desarrollo, S.A. Unipersonal
52
� Business PO: TEF BU, O2…
� Client� Sponsor� Users� TID: Product Strategy,
Business Development…� …
an R&D internal Product Owner is needed
INTERNAL PRODUCT OWNER
(proxy)
BUSINESSPRODUCT OWNER
+STAKEHOLDERS
8
TELEFÓNICA I+D
© 2009 Telefónica Investigación y Desarrollo, S.A. Unipersonal
53
Too many participants are usually the cause of:
Delays
Mediocre Backlog Prioritizing
Unclear Product Vision
9
Scrum is not consensus -friendly
We need to educate our clients on:
Management of Scrum Requirements’ Changes
Providing Feedback (Sprint Review)
Avoiding bottlenecks
…
TELEFÓNICA I+D
© 2009 Telefónica Investigación y Desarrollo, S.A. Unipersonal
54
being strict in the Scrum
practices adoption wasn’t
a must for us…
the power of the whole Scrum framework
… but we realized
we couldn’t miss out
the power of applying
them entirely10
TELEFÓNICA I+D
© 2009 Telefónica Investigación y Desarrollo, S.A. Unipersonal
55
01 Corporate Information
02 Agile Transition Strategy
03 Top 8 Changes
04 Top 10 Lessons Learned
05 Acknowledgments
adopting an Agile work culture …
TELEFÓNICA I+D
© 2009 Telefónica Investigación y Desarrollo, S.A. Unipersonal
Acknowledgments
56
05
Carlos DomingoDirector of the ‘Internet & Multimedia’ Lineand director of Barcelona R&D
Key people who make it possible…
Luis Ignacio VicenteManager of ‘R&D & Innovation Management’
in the ‘Technological Strategy’ Line
Ruben González BlancoHead of ‘Technology Strategy and Architecture’in the ‘Internet & Multimedia’ Line
Raúl Ortega‘Internet & Multimedia’ Director
David del ValDirector of the ‘Services for the End Customer’
Line
TELEFÓNICA I+D
© 2009 Telefónica Investigación y Desarrollo, S.A. Unipersonal
Acknowledgments
57
05Key people who make it possible…
all Telefonica I+D Scrum Teams
trying to do their best
TELEFÓNICA I+D
© 2009 Telefónica Investigación y Desarrollo, S.A. Unipersonal
Acknowledgments
58
05
� Ken Schwaber and Jeff Sutherland, Scrum founders
� Mike Cohn. Excellent Material.Web site www.mountaingoatsoftware.com“Succeeding with Agile: Software Development Using Scrum”
� Henrik Kniberg. Great publications.“Scrum and XP from the Trenches”, Scrum Cheklist, “10 ways to
screw up despite Scrum and XP”. ..
� http://blog.tastycupcakes.com/ . Excellent training ideas.
and all those who have made agile possible!
Key references…