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

Welcome to the end of Business as usual Andy Mulholland Increasing business competition, globalization, standardization, commoditization, amount of information & change The uneasy feeling that its not business as usual….. Generation Y for whom technology is a normal life skill New competitors, new markets, and new products 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

Welcome to the end of Business as usual Andy Mulholland An new type of technology has been added Enterprise Data Management Enterprise Systems Architecture The Internet World Wide Web Web 2.0 Client Server nTier & Components Service Oriented RDBMS & Data Modelling CIF & Data Whousing & BI Metadata, BAM & CPM ? ? ? ? ? ? The Consumer Internet

Welcome to the end of Business as usual Andy Mulholland 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

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

Welcome to the end of Business as usual Andy Mulholland I can work better! Therefore I choose to adopt this Users, and increasingly, consumers create (technology) markets Client-ServerERPKnowledge Mgt SOA The Business can save money! Office Suites Business Intelligence Functional Apps PC & Spreadsheet PDA & Calendar Cell Phone & Texting Smart Phone & etc Decision Support Web 2.0 & Interactions Web 1.0 & Content

Welcome to the end of Business as usual Andy Mulholland Welcome to the End of Business as Usual ! Percentage of non-technology literate at work and as consumers Percentage of 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

Welcome to the end of Business as usual Andy Mulholland Some examples of markets where its no longer Business as Usual AirlinesBooks & RetailRetailMusicTravel Agents These markets are being affected by dominance of Generation Y consumers and workers

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

Welcome to the end of Business as usual Andy Mulholland A Web 2.0 Business –

Welcome to the end of Business as usual Andy Mulholland The Web 2.0 Community in cars –

Welcome to the end of Business as usual Andy Mulholland Tesco rethinks the issue of Physical vs Virtual location Vs

Welcome to the end of Business as usual Andy Mulholland The unique environment of Secondlife.com

Welcome to the end of Business as usual Andy Mulholland The common feature is the Long Tail of markets Pushing defined products to a well defined market Self Service product creation pulled by individuals Low Cost Airline Passenger Centric Destination/Price/Time Enlarged Market! New categories Time/price = ? Traditional Airline Destination Centric Fixed offers

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

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

Welcome to the end of Business as usual Andy Mulholland What is Web 2.0? Tim OReilly 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 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 Web 2.0 = Contacts or CommunityWeb 1.0 = Content

Welcome to the end of Business as usual Andy Mulholland 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 What else makes up Web 2.0? The OReilly Meme Map Tagging not Taxonomy eg; del.icio.us Page Ranking User reviews eg; Amazon Reviews Participation not publishing eg; BlogSphere Decentralization & the Long Tail eg; BitTorrent An Attitude not Technology Addresses the Long Tail Addresses the Long Tail Data as the new Intel inside std Data as the new Intel inside std Remix at will Some rights reserved Remix at will Some rights reserved Trust and empower Your Users Trust and empower Your Users Small Pieces Loosely coupled Small Pieces Loosely coupled Rich User experience Rich User experience Granular Content Granular Content Open to permit hackability Open to permit hackability User behaviour Not predetermined User behaviour Not predetermined The perpetual beta The perpetual beta Software improved by use(rs) Software improved by use(rs) Encourage Play Encourage Play Rich User Experience eg; GoogleMaps Trust and Reputation eg; WiKipedia Strategic Positioning The Web as a platform User Positioning You control your own data/content User Self Service eg; Google AdSense

Welcome to the end of Business as usual Andy Mulholland 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 by users bound into the structure of the existing Web to continue to create organic growth Able to harness the long tail through self- service the service gets better the more people use it, automatically Valued in direct proportion to the scale and dynamism of the data helps to assemble, create, manage, etc.

Welcome to the end of Business as usual Andy Mulholland 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 Tagging and Folksonomies People-Oriented content management Big Ben, London, River Thames, Sunset, ?? 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.

Welcome to the end of Business as usual Andy Mulholland Two Game-Changing Technologies: AJAX & RSS 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 Blogging MashUps Web 2.0

Welcome to the end of Business as usual Andy Mulholland And a new architectural style: REST 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 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. REST – an architectural style for distributed hypermedia systems Representational State Transfer 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 Quote; Dr. Roy Fielding, Architectural Styles and the Design of Network-based Software Architectures – 2000 paper

Welcome to the end of Business as usual Andy Mulholland MashUps – the Business Game-Changer Google is a key pusher and provider with its Google Maps and AJAX tools is general referenced as the model that started MashUpswww.housingmaps.com 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

Welcome to the end of Business as usual Andy Mulholland MashUp –

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

Welcome to the end of Business as usual Andy Mulholland The intruders into our application stack Data Procedure User Process Users are drawn to Communities for Collaboration and Communication SOA based processes breaking up tight coupled architecture Oracle SAP Microsoft Google Open Source

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

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

Welcome to the end of Business as usual Andy Mulholland Governance and Management of the Diamond by the Crown Comply The Enterprise Transactions and Data; ERP and Legacy Applications Organize The use of SOA to achieve cohesive executions Differentiate A Business Managers Customizable Solution Personalize An Individuals use of the capabilities of Web 2.0 Who Needs What? And Why? Pressure for Business Change Pressure for IT Stability

Welcome to the end of Business as usual Andy Mulholland Business Process down versus Technology Procedure up Comply The Enterprise Transactions and Data; ERP and Legacy Applications Organize The use of SOA to achieve cohesive executions Differentiate A Business Managers Customizable Solution Personalize An Individuals use of the capabilities of Web 2.0 An importance difference! Rapid Innovation Around Business Process Design Accelerated Solution Environment Around IT Considerations ASE RAIN

Welcome to the end of Business as usual Andy Mulholland Organise requires a new environment Comply The Enterprise Transactions and Data; ERP and Legacy Applications Differentiate A Business Managers Customizable Solution Personalize An Individuals use of the capabilities of Web 2.0 Organize The use of SOA to achieve cohesive executions Service Oriented Infrastructure Service Oriented Architecture Service Oriented Business Organise is the new IT role Business Process Defined and Driven Transactional Procedure Defined and Driven

Welcome to the end of Business as usual Andy Mulholland Value Proposition What is provided? Where provided? Nature of relationship Type of expenditure Expenditure elements Agility SaaS Designed as a utility service for web delivery with all elements provided by the SaaS operator Hosted set of Services Delivered on site via the Web using a standard Browser as a client Client buys a service on a utility basis with no expectation of individual service elements Pay as you use; no long term commitment; often no minimum notice period Initial service deployment charge with on going user based subscription charge Designed as a highly configurable Application ASP Service Provider of 3 rd party remote-access software generally via Web from a hosted facility A hosted application Delivered to user via local client software from a remote hosted environment Client rents or leases use of 3rd party software running at the ASPs remote hosting site Pay as you use generally with no long term commitment but with a minimum notice period Subscription for license use plus charging for number of users and amount of use Customized deployment but limited application flexibility Managed Service External Service Provider that continuously manages & supports software for which it is contracted Customized Services Delivered on site but could be provided by on/off site resources Client generally buys in 3rd party software (may be internally developed) and separately contract with an external service provider Periodic payments against a multi-year agreement Software License and upgrades; maintenance; hardware; managed service fees Customized solution BPO External Provider responsible for specific Business functions like HR or Financials & linked technical functions A Customized Service Internal/External Resources on/off site, specific to supporting the process Client contracts with external service provider on basis of everything required to ensure business functionality is maintained Long term fixed contract with periodic payments on a fixed cost over 3 or more years In addition to fixed cost and payment, can be shared risk-reward to Improve performance or reduce costs Generally fully customizable Traditional Software vendor product that bundles required functionality into a package A Product On premise software; deployment as part of client IT estate Customer – Vendor with high degree of lock-in and commitment from the customer Capital intensive investment with annual license cost and upgrade investments Software License; implementation; integration; maintenance; hardware, training; support. Limited within the package Provisioning Software: Aligning the five possibilities

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

Welcome to the end of Business as usual Andy Mulholland 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!