Стратегия IBM в области программного обеспечения для коллективной работы. Социальный бизнес расширяет границы сотрудничества с заказчиками и коллегами, предлагая более разумный способ организации работы.

Стратегия IBM в области программного обеспечения для коллективной работы. Социальный бизнес расширяет границы сотрудничества с заказчиками и коллегами, предлагая более разумный способ организации работы.

Becoming a Social Business
Uffe Sorensen
Social Business & Collaboration Director
IBM Software – Europe, Middle-East & Africa
[email protected]
@uffesorensen
#getsocial11
usorensen
436,000 employees
working in 170 countries
17,000
blogs
1 million
daily page views
on internal social network
20 million minutes
LotusLive meetings monthly
12 million
Instant messages every day
… to East ...
… from West ...
President Medvedev tweets…
Better business
insight means
BETTER
BUSINESS
DECISIONS
5
things we have learned about
Social Business from our clients
1
We are in the midst of the next great
business evolution
The emergence of the
th
5 Wave
Social
Internet
PCs
Departmental
Mainframe
If they only knew what we know now...
“I think there is a
world market for
maybe 5 computers.”
– Thomas J. Watson, Sr.
“640k is more
memory than anyone
will ever need.”
– Bill Gates
“There is no reason
anyone would
want a computer
in their home.”
– Ken Olson, founder DEC
“Remote shopping,
while entirely
feasible, will flop.”
– Time Magazine, 1996
2
Social Business-driven
innovation
will impact everything
Rethinking and rebuilding
major business processes
Where do ideas come from ?
CEOs: Sources for Ideas and Innovation
Business Partners
Employees
Sales or service units
Customers
R&D (internal)
Consultants
Other
Competitors
Associations
Think tanks
Academia
45%
Source: IBM CEO Study, 2006
25%
Internet, blogs, etc.
5%
5%
25%
45%
Where do ideas come from ?
CEOs: Sources for Ideas and Innovation
Business Partners
Employees
Sales or service units
Customers
R&D (internal)
Consultants
Other
Competitors
Associations
Think tanks
Academia
45%
25%
http://www.youtube.com/watch?v=NugRZGDbPFU
Internet, blogs, etc.
5%
5%
25%
45%
3
The only road that won’t take you there
is the road not taken
(so get on a road!)
Common characteristics are emerging
from those making the most progress
Be willing to experiment
Gain business
sponsorship
Invest in
adoption
Focus on
outcomes
Manage
actively
Transforming
business functions
A Social Business
A Traditional Business
Marketing, Sales,
Customer Service
Product & Service
Development
‘Push’ marketing
Control mentality
Shares insights to generate
breakthrough ideas and
speeds time to market
R&D new ideas internally
Traditional market testing
Email & phone
Human Resources
Builds trusted relationships
and brand advocacy
Knowledge silos
Harvests insights from
networks of people to create
value
Becoming
a Social Business
A Social Business
Increasing the effectiveness of
marketing channels by better
understanding behaviors
Improving decision-making to
reduce customer processing
time by 30% to 50%
Connecting 20,000+ consultants
to staff new projects faster and
realize startup cost savings
Engaging employees
socially and grouping
into expert networks
that find answers for
customers in real time
Harnessing social
networks that are
accelerating new product
development from 12
months to 4 months
4
The benefits are
huge
...
the risks are manageable
Open, Compliant & Secure
Helps organizations meet
their policy needs while
working at the speed of
social networking
Archives and logs social
content to help enterprises
remain compliant
Used by nine of the top
ten U.S. banks
5
This opportunity is big.
Really big.
Consumer behavior has changed forever
Unlimited
information
access and
sharing
Social & mobile
changing the
buyer-seller
dynamic
Rising
customer
expectations
Increasing
value chain
complexity
155 million
75% believe
$93 billion
tweets sent each day
companies don’t tell the
truth in advertisements
in sales missed due to
out of stock inventory
Source: Fortune Magazine, May 2, 2011 Issue, Article Trouble@Twitter
Source: Yankelovich, Evolution of Advertising and Media
Source: 5th Annual Store Systems Study, IHL Group and RIS News, 2008
The enterprise itself is changing forever
Talent as a cloud
Digital reputation and individual brands
Leadership by connections
Real-time teams
Collective intelligence
Content is going to change forever
Dan
1
evolution
2
3
4
innovation
the road
risks
5
opportunity
"The market opportunity
for social platforms is
expected to grow by a
factor of 2 to nearly 2
billion worldwide by
2014." *
"IDC ranked IBM #1 in
worldwide market share for
social platform software for
2009 and 2010." *
Source: Source: IDC, "Determining the Value of Social Business ROI," Doc#225497, Nov 2010
Source: IDC, "Worldwide Social Platforms 2010 Vendor Shares," Doc#228808, June 2011
Social Businesses have distinct characteristics that
distinguish them from other organizations
They activate networks of people that apply relevant content and
expertise to improve and accelerate how work gets done, delivering
unprecedented return for the time invested.
At their core, they are...
Engaged
deeply connecting people to be involved in productive, efficient ways
Transparent
providing line of sight across traditional boundaries and better aligning
actions to needs
Nimble
speeding up
business with insight to
anticipate and address
evolving opportunities
A Social Business embraces networks of people
to create business value
At its core,
a Social
Business is:
Engaged
Transparent
Nimble
Engaged
Connecting people – whether customers, partners or
employees – as networks to drive innovation
Transparent
Removing unnecessary boundaries inside and outside the
organization to allow your people and culture to reflect
your brand and your values
Nimble
Leveraging these networks to speed up business, gain realtime insight and make quicker and better decisions
Informational Worker (Boundary)
External Partners
Universal
AccessIBM
...so, how
does
provide this …
e-Mail, Calendar
Communicating
Connecting
Open Standards Architecture
Business
Information
Applications
Management
33
Collab.Apps
Cloud
Knowledge Worker
On Premises
IBM Collaboration Solutions – the big picture …
Informational Worker (Boundary)
External Partners
Universal Access
e-Mail, Calendar
Communicating
Connecting
Open Standards Architecture
Business
Information
Applications
Management
34
Collab.Apps
Cloud
Knowledge Worker
On Premises
IBM Collaboration Solutions – the big picture …
IBM Connections – Social Building Blocks …
Profiles
Find the people you need:
Search across your organization
and connect to others.
Bookmarks
Save, organize and share
bookmarks; discover bookmarks
that have been shared by others
with similar interests & expertise
Homepage
View relevant social data
aggregated across your
subscriptions, notifications, and
network of colleagues.
Forums
Create and share topics and
collaborate in threaded
conversations
Blogs
Share your ideas and get feedback
from others; learn from the
expertise and experience of others
Files
Upload and share files with
colleagues and communities.
Store versions, view downloads,
comments and ratings.
Communities
Create, find, join, and work with
communities of people who
share a common interest or area
of expertise
Activities
Organize work, plan steps, easily
tap your expanding professional
network to help execute your
everyday deliverables, faster
Wikis
Create wikis for individuals,
groups, and communities to coauthor pages. View changes,
ratings, and comments.
Integrates with Portal, Notes/Domino, Outlook/Exchange, Sharepoint, etc. ...
35
IBM Sametime - Unified Communications and Collaboration
An essential strategy in a world of increasing mobility
Sametime is Unified
Communication platform
providing IM, Video
(desktop & room
integration), Rich Web
Meetings, and Telephony
Integration
Provides rich and web
clients, open and secure
external gateway, open
framework for third party
integration
36
Example:
Sametime with
Polycom RMX
Conferencing
Lotus Notes: An open, integrated platform…
Compelling to business users
High productivity complete
collaboration environment
Integrates team, social, and unified
communications capabilities
Choice of client OS: Linux, Windows,
Mac
Mobility: Nokia, BlackBerry, iOS,
Windows Mobile, desktop browsers,
Android, ...
Supports rapid application
development and deployment
Eclipse-based Designer
XPages to modernize web
applications
Leverages existing expertise and
applications
38
Project Vulcan
Elements of a next generation user experience
Aggregated Activity Stream helping
with information overload
Moving from sending to sharing
Embedded Experiences
simplifying user actions
Optimized Mobile Access
OpenSocial Demo of Embeddeded
Experiences and Activity Stream ==>
http://sandbox.opensocial2.org:8080/
Informational Worker (Boundary)
External Partners
Universal Access
e-Mail, Calendar
Communicating
Connecting
Open Standards Architecture
Business
Information
Applications
Management
44
Collab.Apps
Cloud
Knowledge Worker
On Premises
IBM Collaboration Solutions – the big picture …
IBM Collaboration Solutions – the services …
Knowledge Worker
Informational Worker (Boundary)
External Partners
Universal Access
45
e-Mail, Calendar
Communicating
Connecting
Collab.Apps
Domino Mail
Services
Sametime
Services
Connections
Services
XPages
Services
IBM Collaboration Solutions – the clients ...
Installable Mobile Apps
Mail
46
Calendar
UC
Meetings
Social
Zero-Install Web Apps
Notes Rich Client
XPages, Portlets, Mail,
Calendar, Contacts, Chat,
Meetings, Files, Blogs, Wikis,
Forums ...
XPages, Portlets, Mail,
Calendar, Contacts, Chat,
Meetings, Files, Blogs, Wikis,
Forums ...
e-Mail, Calendar
Communicating
Connecting
Collab.Apps
Domino Mail
Services
Sametime
Services
Connections
Services
XPages
Services
IBM Collaboration Solutions – Next step …
Installable Mobile Apps
Mail
Calendar
UC
Meetings
Social
Zero-Install Web Apps
Notes Rich Client
XPages, Portlets, Mail,
Calendar, Contacts, Chat,
Meetings, Files, Blogs, Wikis,
Forums, Activity Stream ...
XPages, Portlets, Mail,
Calendar, Contacts, Chat,
Meetings, Files, Blogs, Wikis,
Forums, Activity Stream ...
Activity Stream
e-Mail,
Calendar
Communicating
Connecting
Collab.Apps
Aggregation
Services
Domino Mail
Services
Sametime
Services
Connections
Services
XPages
Services
Thank you !
‫ا‬DEF!
[email protected]
@uffesorensen
#getsocial11
usorensen
The forces driving a smarter planet are having a
remarkable impact on how people interact
Instrumented
smartphone shipments will outpace
PCs by 2012
Interconnected
social networking accounts for
22% of all online time
Intelligent
the social data analytics opportunity will
grow to 1 Zettabyte by 2011
As a result, people get things done in entirely new ways
How I Buy
How I Work
Interacting with peers
and engaging with the
company.
Collaborating from
anywhere at any time.
How I Create
Tapping into a wide variety of
insight and expertise.
Embracing trends in how people interact can help
organizations address top CEO priorities
According to the 2010 IBM CEO Study:
95% of standout
organizations will focus
more on getting closer
to the customer over
the next 5 years.
Creativity is viewed as
the #1 most important
leadership quality for the
next 5 years.
81% of CEOs will
focus more on their
people's skills in the
next 5 years.
CIOs are also reporting a shift in investment consistent
with these trends
According to the 2011 IBM CIO Study:
66% of CIOs from
top-performing
organizations see internal
communication and
collaboration as
key to innovation
74% of CIOs see
collaboration and
communication as a key
driver in transforming their
organizations
Nearly 3 times as many
CIOs in top-performing
organizations view Social
Network Analysis as a
top priority