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Transcript of Business mashups, or mashup business
Business Mashups,or Mashup Business?Peter Evans-GreenwoodCTO (Australia)
© 2006 Capgemini - All rights reservedBusiness Mashups, or Mashup Business? Peter Evans-Greenwood
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Web 2.0? Mashup? Eh?
Web 2.0
Web 2.0, a phrase coined byO'Reilly Media in 2004, refers to aperceived second-generation of Webbased communities and hostedservices — such as social networkingsites, wikis and folksonomies — thatfacilitate collaboration and sharingbetween users.
Wikipedia
Mashup (web application hybrid)
A mashup is a website or applicationthat combines content from morethan one source into an integratedexperience.
Wikipedia
© 2006 Capgemini - All rights reservedBusiness Mashups, or Mashup Business? Peter Evans-Greenwood
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Web 2.0 & mashups have hit the main stream
All main streamsolution platformsinclude them
Main stream businessmedia is writing aboutthem
The major applicationvendors are retoolingto support them
© 2006 Capgemini - All rights reservedBusiness Mashups, or Mashup Business? Peter Evans-Greenwood
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So what are we using these technologies for?
Web 2.0For collaborative document production.To build an encyclopaedia.As all-purpose ‘teamware’.As a ‘war room’ for fast-changing situations.For knowledge broadcast.For broadcast search.For ‘crowdsourcing’.To express collective judgment.
Andrew McAfee, March 21, 2007, Uses for a Newborn Babyhttp://blog.hbs.edu/faculty/amcafee/index.php/faculty_amcafee_v3/uses_for_a_newborn_baby/
© 2006 Capgemini - All rights reservedBusiness Mashups, or Mashup Business? Peter Evans-Greenwood
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So what are we using these technologies for?
Microsoft OfficeAccounting 2007Upload items for saleonto eBay directly fromOffice in just a fewmouse clicks.
eBayPayPal
PostbankFind the nearestautoteller
Google MapsAutoteller locations &status
Enterprise HorizonsVisualise spartialbusinessinformation
Google MapsApplicationsBI DataOperational DataExternal InformationSources
… and mashups?
© 2006 Capgemini - All rights reservedBusiness Mashups, or Mashup Business? Peter Evans-Greenwood
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The problem with this
It’s pretty underwhelming• Web 2.0 as point solutions• Mashups as product integration & portal widgets• A few interesting SaaS offerings
IT departments are treating web 2.0 & mashups asthrowaway applications
• Relegated to the edge & disposable• Something apart from enterprise IT• Resulting in new information silos
There must be more to Web 2.0 andmashups than what we’re seeing
© 2006 Capgemini - All rights reservedBusiness Mashups, or Mashup Business? Peter Evans-Greenwood
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So why would we use these technologies?
The interesting thing about Web 2.0 and mashups is thechange in focus they imply
From siloed applications and data…… to users and what needs to be done
Mashups& Web 2.0
AppsD&RM
ExternalPartners
Users consumeinformation
Applicationsmanage data
Web 2.0 & mashupsmap between thetwo
Focused on how data isused rather than how itis stored
Information appliancesto be plugged into ourmashup
Remixing information asusers’ require
© 2006 Capgemini - All rights reservedBusiness Mashups, or Mashup Business? Peter Evans-Greenwood
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The challenge: insurance case work today
Case
Client
Advisor1.
Client works with anAdvisor to select &customise a policy
2.
Advisor submits thepolicy for approval
3. Client visits aDoctor for ahealth check &tests
Doctor4.
Doctor posts thetest results to theback office
Team5.
The back office askquestions, clarifiesissues, requestsfollow-ups, andapproves the case(or not).
6.6.
© 2006 Capgemini - All rights reservedBusiness Mashups, or Mashup Business? Peter Evans-Greenwood
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The challenge: insurance case work today
Case
Client
Advisor1.
Client works with anAdvisor to select &customise a policy
2.
Advisor submits thepolicy for approval
3. Client visits aDoctor for ahealth check &tests
Doctor4.
Doctor posts thetest results to theback office
Team5.
The back office askquestions, clarifiesissues, requestsfollow-ups, andapproves the case(or not).
6.6.
What is a case file? Paper?Database? Records?
Reports? Email?
No means ofcapturing tacit
knowledge
Processestrapped in
application silos
Participants tiedto locations
Knowledgefragmented and
buried inchannels & silos
No holistic viewof the problem
Client is not aintegral part of
the process
Processesfragmented
across silos andmanual activities
© 2006 Capgemini - All rights reservedBusiness Mashups, or Mashup Business? Peter Evans-Greenwood
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A few interesting ideas
Rich User ExperienceProviding a desktopexperience from a web-based application
Flash & ShockwaveSilverlightAJAX
Mash-UpsA web page orapplication combiningdata from two or moreexternal sources
Spaces, NotApplicationsTools to solve specificproblems, integratedwith other tools, ratherstand-alone applications
Wikis: sharedblackboardsBlogs: online diariesFolksonomies: sharedtags
Utility ComputingUsing the web as aplatform to deliverapplications over theinternet from acentralized or distributeddata centre
GMailSaleForce.comQuickBooks Online Edition
© 2006 Capgemini - All rights reservedBusiness Mashups, or Mashup Business? Peter Evans-Greenwood
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Insurance case work tomorrow
Client1.
Client uses a self serviceweb site to create apolicy tailored to theirneeds, scheduling anytests required
3.
Client visits aDoctor for ahealth check& tests
Doctor
Doctor submits testresults directly
4.
2.
Case
Advisor
An advisor can be called in(Skype, IM, …) to provideassistance where required
5.
Team The back officeapproves the case(or not).
© 2006 Capgemini - All rights reservedBusiness Mashups, or Mashup Business? Peter Evans-Greenwood
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Insurance case work tomorrow
Client1.
Client uses a self serviceweb site to create apolicy tailored to theirneeds, scheduling anytests required
3.
Client visits aDoctor for ahealth check& tests
Doctor
Doctor submits testresults directly
4.
2.
Case
Advisor
An advisor can be called in(Skype, IM, …) to provideassistance where required
5.
Team The back officeapproves the case(or not).
Users create theirown work spaces
Virtualteams
Integrated support forstructured and
unstructured knowledge
Informedand able toparticipate
Contentindependent of
channels
Activeinvolvement All knowledge
captured in asingle consistent
shared space
© 2006 Capgemini - All rights reservedBusiness Mashups, or Mashup Business? Peter Evans-Greenwood
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A space for insurance case management
RSSfeed on
case
Status commentAsldkjalsj asldj asldas lAklsd aksdh kashdDate, Time, Posted by BLAH
Client Name
Test Results
Risk ManagementLorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diamnonummy nibh euismod tincidunt ut laoreet dolore magna aliquamerat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci
Tags, tags, tags, …
Duis autem vel eum iriure dolor in hendrerit invulputate velit esse molestie consequat, velillum dolore eu feugiat nulla facilisis at
Policy Details
Add
8asd8asd8asd
8asd8asd8asd
8asd8asd8Basldjk
Client detailsfrom CRM
Test results fromprovider’s
system
Case workcomments in a
blog
Risk report inwiki
Medicalimage fromprovider’s
system
Markup a laMojito
Address12 sad asldrk aslkdja lsdkj al skdjas
Tags for semanticsearch
Status
Status
Workflowstatus
Click through toconnected spaces
ProductInformation
asd8Asd
asd8Basldjk
© 2006 Capgemini - All rights reservedBusiness Mashups, or Mashup Business? Peter Evans-Greenwood
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… delivered as a utility
Back-Office
Applications
Content &Records
Management
ExternalSources
Reporting
File Stores
PartnerApplications
Utility
Web 2.0 R
esource Managem
ent
Light weight,
standards based,integration
RSS, W
eb Services,
Search, …
Collaboration
Search
Processes
Mash-UpPlatform
CaseWorker
Mash-Up
TeamMash-Up
ClientMash-Up
PartnerMash-Up
ClientClientClient
CaseWorker
CaseWorker
CaseWorker
PartnerPartnerPartner
TeamTeamTeam
Application silosused as
informationappliances
Userinterfacesdesign tosupport
specific roles
Utility mapsbetween
applications andusers, capturingtacit knowledge
© 2006 Capgemini - All rights reservedBusiness Mashups, or Mashup Business? Peter Evans-Greenwood
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The problems we’re solving to make this happen
LicensingHow do I enforceSLAs?Do I need to pay?Who owns thedata?
Where do westart?
No more fouryears and $50m!
Security &Confidentiality
Federated IdentityManagmeentSensativity: gettingusers to putinformation in theright box
What capabilities dowe put in the box?
Where do we usewiki’s a blogs?How do theyintegrate with ourother information?What about Zoho orGoogle Apps?
© 2006 Capgemini - All rights reservedBusiness Mashups, or Mashup Business? Peter Evans-Greenwood
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The bigger picture
Business PlanningAsset PlanningRisk ManagementIncident ManagementAsset CreationAsset Lifecycle ManagementProcurementDemand ManagementCompliance ReportingAnnual ReportingRelationship Management –Government, Customers, Contractors,PartnersPerformance ManagementHealth and Safety Management
Ministerial BriefsCorrespondence ManagementTendering and RFQ ManagementProgramme & Project ManagementStrategy DevelopmentHR record keepingPolicy and AdviceInspections and AuditsPolicies and ProceduresContracts ManagementCommunity ConsultationBusiness Case DevelopmentOperational AnalysisPeriodic ReportingSpecialist StudiesStrategic Directions ReportingIndicators ReportingMarket ResearchCorporate Template ManagementPublications ManagementCampaign DevelopmentCustomer EngagementLease License ManagementTitle Management
Web Site ManagementCustomer ComplaintsResearch and DevelopmentMD BriefsProject ReportingDesign ReportingPost Implementation ReportingStandards and SpecsCommunity ConsultationsAsset Information ManagementDrawings and Plans ManagementFOI Request HandlingAccounts Payable invoice processingLegal Advice and PrecedentsTaxation Work PapersAudit Work PapersAudit and Inspection ReportingMajor Environmental AssessmentsMinor Environmental AssessmentsEnvironmental Management PlansWork Order ManagementRecruitment ManagementContractor ManagementTraining and Human PerformanceMgmt
CaseWorker
CaseWorker
CaseWorker
Unstructured Structured An examplefrom
Government
© 2006 Capgemini - All rights reservedBusiness Mashups, or Mashup Business? Peter Evans-Greenwood
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Business mashup? Or mashup business?
Threadless
Design arbitragePaypal (payments)Flicker (photos)Polling (online votes)OutsourcedproductionProfitable in 1st year
KIVA
Demand-driven charityMicro-creditPaypal (payments)Flicker (photos)Blog (journal)Already a force to berecond with in microcredit
Scion
Endless customisationPimp-my-rideProduction lineDealersBodyshopsMost successfulproduct launch forToyota ever
© 2006 Capgemini - All rights reservedBusiness Mashups, or Mashup Business? Peter Evans-Greenwood
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What might this look like for insurance
An Insurance Mash-Up
Yesterday Today Tomorrow
Bespoke developmentHarvest historicalinformation to createactuarial tablesHand craft policies
Mass productionHavest historical &operationalinformation to createactuarial tablesDevelop insuranceproduct factories tochurn out masscustomized policies
Endless customisationEnable customers tocreate their ownpolicies from a suite ofpolicy components
© 2006 Capgemini - All rights reservedBusiness Mashups, or Mashup Business? Peter Evans-Greenwood
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How do we create a configurable policy?
SeatHandlebars Frame
Front Wheel Back Wheel
Drive Train
A bike consists ofa frame, twowheels,handlebars, aseat, drive train,and each wheelhas a tyre. Wealso offer threetypes of bike:mountain, racingand hybrid
Let’s steal an idea from flexible manufacturing
© 2006 Capgemini - All rights reservedBusiness Mashups, or Mashup Business? Peter Evans-Greenwood
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How do we create a configurable policy?
SeatHandlebars Frame
Front Wheel Back Wheel
Drive Train
A bike consists ofa frame, twowheels,handlebars, aseat, drive train,and each wheelhas a tyre. Wealso offer threetypes of bike:mountain, racingand hybrid
Let’s steal an idea from flexible manufacturing
We can define our product as a suite of pluggable Lego-like components and let customers mix-and-match
PolicyExclusionsInclusionsConstraintsPeriod
CoverageHuman
• Individual• Partner• Family• Organisation
Local vs.international
BenefitDefined benefitDeductible/excessCo-paymentRestricted benefitsPreferred supplier…
© 2006 Capgemini - All rights reservedBusiness Mashups, or Mashup Business? Peter Evans-Greenwood
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Strategic Goals
Information Technology
Then we operationalise the model
SeatHandlebars Frame
Front Wheel Back Wheel
Drive Train
© 2006 Capgemini - All rights reservedBusiness Mashups, or Mashup Business? Peter Evans-Greenwood
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InsuranceMashup
Rating (ISO)
Front officeSalesforce
Collections(ChoicePoint)
CaseManagement
MashupsBilling
RiskManagement
Mashups
Identifying the services we need
© 2006 Capgemini - All rights reservedBusiness Mashups, or Mashup Business? Peter Evans-Greenwood
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| Technology Services
InsuranceMashup
Rating (ISO)
Front officeSalesforce
Collections(ChoicePoint)
CaseManagement
MashupsBilling
RiskManagement
Mashups
Identifying the services we need
SeatHandlebars Frame
Front Wheel Back Wheel
Drive Train
SeatHandlebars Frame
Front Wheel Back Wheel
Drive Train
SeatHandlebars Frame
Front Wheel Back Wheel
Drive Train
© 2006 Capgemini - All rights reservedBusiness Mashups, or Mashup Business? Peter Evans-Greenwood
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| Technology Services
InsuranceMashup
Rating (ISO)
Front officeSalesforce
Collections(ChoicePoint)
CaseManagement
MashupsBilling
RiskManagement
Mashups
Identifying the services we need
SeatHandlebars Frame
Front Wheel Back Wheel
Drive Train
SeatHandlebars Frame
Front Wheel Back Wheel
Drive Train
SeatHandlebars Frame
Front Wheel Back Wheel
Drive Train
RatingService Collection
Service
ProductService
BillingService
RiskMgmt
Service
CaseMgmt
Service
CustomerInfo
Service
© 2006 Capgemini - All rights reservedBusiness Mashups, or Mashup Business? Peter Evans-Greenwood
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External Services
… delivering the lot as a utility
Back-Office
Content &Records
Management
Reporting
OtherSources
Collections(ChoicePoint)
Rating(ISO)
Web Utility
Mash-Up
Mash-Up
ClientMash-Up
PartnerMash-Up
ClientClientClient
CaseWorker
CaseWorker
CaseWorker
PartnerPartnerPartner
TeamTeamTeamBusiness
Utility
InsuranceMashup
BillingRisk
ManagementMashup
CRM(Salesforce)
© 2006 Capgemini - All rights reservedBusiness Mashups, or Mashup Business? Peter Evans-Greenwood
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What we can achieve with Web 2.0 and Mashups
ValueProductivity
Business agilityInformation qualityProcess Improvement & Optimisation
Exception Managem
ent
t
Value
t
Planning Granularity
t
Rate of Innovation
Using mashupsand utility
computing toreduce the cost
of fielding andchanging
functionality
Mashingtogether internaland externalfunctionality torapidly createnew businesscapabilities, andthen rapidlyevolving thesolution
Loweroperationalcosts and amore agilebusinessincrease thevalue that canbe harvestedfrom the market
Mashingtogether internal
and externalinformation and
collaborationtools users’
require and thenrapidly evolving
the solution
© 2006 Capgemini - All rights reservedBusiness Mashups, or Mashup Business? Peter Evans-Greenwood
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In summary
Why use business mashups & web 2.0?• Lighter weight than portals & composite applications• Enable us to integrate collaboration with the back end• Removes the distinction between outside and inside the
enterprise• Could represent the next generation of enterprise computing
We can use the same ideas to change the way we thinkabout business
• Mashing together internal and external service to create new,innovative, capabilities
If we do this right, Web 2.0 and mashups are gamechanging technologies
© 2006 Capgemini - All rights reservedBusiness Mashups, or Mashup Business? Peter Evans-Greenwood
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Questions or Comments
www.capgemini.com