International Forum on E 2.0 - Oracle - Andrew Gillboy

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Andrew GilboyVice President E2.0 EMEA

New Enterprise 2.0 business models and old applications. A marriage made in heaven or hell?

Introduction

Andrew GilboyVP E2.0 EMEAOracle

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Enterprise 2.0 Milan 2009 – the two most important people in my life

Ancelotti coach of London’s Chelsea

Capello coach of England

New Enterprise 2.0 Business Models and Old Applications:A marriage made in heaven or hell?

Agenda• The CIO Dilemma• Making Money with E2.0• Marrying Legacy

Applications and E2.0• Oracle’s view

The CIO Dilemma

File systems, Databases, Websites, BI, Applications, Exchange

What does Enterprise 2.0 mean for the CIO?


VISIBILITY

TOLERANCE

What does Enterprise 2.0 mean for the CIO?


Enterprise 2.0 should add the capabilities on the right to the Applications on the left


Enterprise 2.0 is not a solution but a set of capabilities and technologies that can enhance business processes

Source: “Leading in Times of Transition: The 2010 CIO Agenda”, Gartner, January 2010

Top CIO Initiatives for 2010

Making Money with E2.0

Emerging Business Models for E2.0

3. Social Enterprise

2. Adaptive Enterprise

1. Open Enterprise

Basing on 70 case studies, a survey of 65 CIO and a community discussion with experts, three E2.0 models are emerging in the companies:

1.Open Enterprise (OE)• tending to a great extension

and opening of the virtual workspace boundaries in terms of access methods and external players

2.Adaptive Enterprise (AE)• focused on the flexibility and

reconfigurability in corporate process

3.Social Enterprise (SE)• aiming to create new

collaboration, knowledge-sharing and relation management models

Mariano Corso, Andrea Pesoli, School of Management, Polytechnic of Milano.Antonella Martini*, Faculty of Engineering, University of Pisa

1 : 1,000

1. Open Enterprise2. Adaptive Enterprise

3. SocialEnterprise*

Where’s the € € €?

1 : 1,000

Business Productivity

Personal Productivity*


1 : 1,000

AcceleratingBusiness Performance

Knowledge Management 2.0*


Multi-lingual / multi-region

Integrated Search

2.0 Community tools eg

forums, blogs, idea engine

Personalised content driven by integrated

CMS

Role based access single

sign onNEW BUSINESS MODELS: OPEN AND ADAPTIVE ENTERPRISECOMMUNITY DRIVEN SELF-SERVICE B2B PORTAL AT ALCATEL-LUCENT

Cover greater number of customersConsolidate disparate systems Extend the EnterpriseFaster delivery of new products and servicesImprove Service

Integrates ERP, CRM,ECM, and 2.0

Implemented by

New Business Models

“Customer Driven Self Service”

The Peer Produced Airplane• In the past, Boeing wrote detailed

specifications for each part and asked suppliers to build to plan

• Today, suppliers co-design airplanes from scratch and deliver complete sub-assemblies to Boeing’s factory, where a single plane can be snapped together like Lego blocks, in as little as 3 days

Enterprise 2.0 – New Business Models

““Global Peer Particpation”

“Idea Marketplace”“CrowdSourcing”

New Business Models

New Business Models

1. Idea Engines

2. Prediction Markets

3. Crowdsourcing

4. Social CRM

5. HR On Boarding

6. Prosumers

7. Global Peer Production

8. Expertise Location

9. External Enterprise Contest

10. Broadcast Search

11. Collaborative Product Design

12. Collaborative Service

13. Response Mobilisation

14. Enterprise Mashups

15. Online Community driven self service

€€€

New Business Models

• Idea Engines• Prediction Markets• Crowdsourcing• Social CRM• HR On Boarding• Prosumers• Global Peer Production• Expertise Location• External Enterprise Contest• Broadcast Search• Collaborative Product Design• Collaborative Service• Response Mobilisation• Enterprise Mashups• Online Community driven self service

Outside the FirewallBusiness 2 BusinessBusiness 2 Consumer

New Business Models and Organisation Structure

Product Development

Marketing

Sales

Customer Service

Human Resources

Line of Business

Operations / Back Office

Crowdsourcing

ProsumersCustomer Driven

Self service

OnlineCommunity

IdeaMarketplace

Prediction Market

Mashups, open API’s

2.0 Development

Platforms

Enterprise 2.0 and

Open business models

Collective intelligence

Broadcast SearchSocialCRM

HR On boarding

Inspired by

So where do you start?

HR; 14%

Innovation; 9%

Knowledge Man-agement; 14%

Marketing; 32%

Operations, 5%

Program Man-agement; 9%

Procurement; 5%

R&D; 9%

Sales; 5%

“Who’s DrivingE2.0?”

Marrying Legacy Applications and E2.0

HR

Knowledge Management

Marketing

Sales

Operations

Program Management

Procurement

R&D

Innovation

What Software Applications do these Organisational functions use today?

ER

P S

ystems

CR

M

HC

M

Bu

siness

Intellig

ence

Lo

gistics

eCo

mm

erce

Su

pp

ly chain

M

anag

emen

t

PIM

SO

A, E

CM

, BP

M, O

ffice

E2.0 must be integrated into Applications to produce tangible R.O.I

“Enterprise 2.0 functionality should be integrated into other applications as services. Service-based functionality offers the advantage of writing once and using many times”

“E2.0 must happen in the flow” Enterprise 2.0: New Collaborative Tools for Your Organization's Toughest

Challenges by Andrew Mcafee

The non-integrated approach of multiple tactical projects:

Web2.0 “outside the flow”*

“Department 2.0”* Andrew McAfee: Enterprise 2.0

Almost impossible to integrate into Existing Business Applications

Databases

Systems

Content Repositories

BPM and SOAIdentity

ManagementEnterprise

Applications

Portal and Web

Applications

Legacy Systems

How do we put E2.0 tools ‘in the flow’

Portals already Integrate Enterprise Applications to the Web for Web 1.0

Portal Presentation – security – personalisatio n

Service Oriented ArchitectureService Oriented Architecture

So why not add the integrated E2.0 functions to the Portal?


Portal Presentation - Social Tools - ECM

So why not add the integrated E2.0 functions to the User Experience Platform?


User Experience Platform

What do I mean by “Integrated E2.0 functions?”

• Forums• Activity streams• Wiki’s• RSS• Tagging• Digital Asset Management• Search• Blogs• Micro-blogging• Linking• Workspaces• Social networks• Instant Messaging• Collective Intelligence• Mashups

Integra

ted E

2.0

Portlets

Enterprise 2.0: Infrastructure Strategy makes a big difference in the long run

Emergent, Tactical, Intangible Benefits

Infrastructure EnabledService OrientedStandards based

“Start Small,Think Big,

Move Fast”WRONG!

“Think Big, Start Small,

Move Faster”

Closing Thoughts

Internet Strategy from 1998

“Do we REALLY need to have a

website?“

Internet Strategy from 2003

“How did we end up with 20 different tools

to manage our websites?”

Don’t make that mistake;Know where you are going withyour E2.0 strategy

Q: So where is Oracle going?

Oracle WebCenter

Oracle Fusion Applications

Oracle WebCenter Suite – User Experience Platform

Oracle UCM Suite

A: Embedding E2.0 capability into all our Applications

Enterprise 2.0 Platform

Oracle WebCenter Suite

Integration Infrastructure

Search Web Services Adapters Content SOA & BPM

Oracle WebCenter Services

Third party repositories

CRM ERP Legacy Applications

BI Data Sources

Enterprise Portals

Team Spaces

Dashboards Composite Apps & RIA

Collaborative Applications

Multi-Channel Access

Oracle Content Management

Identity Managemen

t

Oracle Enterprise 2.0 Solution: WebCenter Suite “enable the whole Enterprise”

Acknowledgments and References

• Open Knowledge– Emanuele Quintarelli

• Sovos Group– Sameer Patel

• Dachis Group– Dion Hinchcliffe– E2.0 Adoption Council

• Lithium Technologies• Mariano Corso, Andrea Pesoli, School of Management, Polytechnic

of Milano.• Antonella Martini, Faculty of Engineering, University of Pisa• The Content Economy http://www.thecontenteconomy.com

– Oscar Berg

• Social Computing Journal• Gartner• Oracle E2.0 EMEA LinkedIN groupBooks• Crowdsourcing Handbook by Dan Bell• Trust Agents - by Chris Brogan and Julien Smith• Wikinomics – Don Tapscott• Enterprise 2.0: New Collaborative Tools for Your Organization's

Toughest Challenges by Andrew Mcafee

Thank you for your time

Enjoy the rest of the Summit

International Forum on E 2.0 - Oracle - Andrew Gillboy

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