intranet, web 2.0, enterprise 2.0
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Intranet, Web 2.0 and Enterprise 2.0
The impact of ICT on the Organization
Andrea PesoliPolitecnico di Milano
andrea.pesoli@polimi.itComo, 5th June 2008
Agenda
• ICT as an organizational variable (B2e)
• Intranet
• Web 2.0
• Enterprise 2.0
• Case study
Emerging trends in work organisation
Mobility
Teamworking
Turnover
Dispersion
Process management
Networks
ICT as an organizational variable
In the knowledge society ICT can play a key role as an organizational variable as it may:
• Make decision-making processes more agile and effective
• Promote more sustainable and new forms of work organization
• Foster innovation and change
ICT is a key factor in designing the future organization, the
virtual workplace
What an Intranet looks like?
Intranet?
What is an Intranet?
A set composed by a company network (private
computer network), protected from external world with devices called “firewalls”, and a group of applications provided using
typical technologies of Internetworking (based on Internet communication
standards).
William Safire, 1994
All the web technologies-based ICT applications/services that
support business processes and which an organization can present
to employees.
In other words, an Intranet is a way of thinking and organizing people,
work and interaction.
Why Intranets?
Intranet as Virtual WorkspaceCommunication!and socialisation!
Knowledge and!collaboration!
Enterprise!services!
Working!tools!
Access to employees services!
Access to !operative informations
and applications!
Support in knowledge management and group
collaboration!
Support to internal communication and
socialisation!
Communication!and socialisation!
Knowledge and!collaboration!
Enterprise!services!
Working!tools!
Access to employees services!
Access to !operative informations
and applications!
Support in knowledge management and group
collaboration!
Support to internal communication and
socialisation!
Intranet as Virtual Workspace
HR desk - timesheet, expense allowances, job postings, ...
Facility desk - meeting room bookings, purchasing requests, IT help desk, library system, ...
Communication!and socialisation!
Knowledge and!collaboration!
Enterprise!services!
Working!tools!
Access to employees services!
Access to !operative informations
and applications!
Support in knowledge management and group
collaboration!
Support to internal communication and
socialisation!
Intranet as Virtual Workspace
Institutional communication - suggestion boxes, employees’ forums, workplace climate survey, ...
Socialization - leisure-time forums, bulletin boards, championships, ...
Communication!and socialisation!
Knowledge and!collaboration!
Enterprise!services!
Working!tools!
Access to employees services!
Access to !operative informations
and applications!
Support in knowledge management and group
collaboration!
Support to internal communication and
socialisation!
Intranet as Virtual Workspace
Collaboration - project management, calendar or document sharing, SMS, instant messaging and videoconference, ...
Knowledge management -forum, mailing list, blog, wiki, document management systems, e-learning platforms, ...
Communication!and socialisation!
Knowledge and!collaboration!
Enterprise!services!
Working!tools!
Access to employees services!
Access to !operative informations
and applications!
Support in knowledge management and group
collaboration!
Support to internal communication and
socialisation!
Intranet as Virtual Workspace
Informative - procedural and operational manuals, product and service catalogues, information on suppliers and customers, business reports, market and competitor analysis, ...
Transactional - e.g. the web-desk for a bank or case-history management for a hospital, ...
Communication!and socialisation!
Knowledge and!collaboration!
Enterprise!services!
Working!tools!
Access to employees services!
Access to !operative informations
and applications!
Support in knowledge management and group
collaboration!
Support to internal communication and
socialisation!
Virtual Workspace Orientations
InteractionsIndividual
Job
Worklife
The evolution of an Intranet
Value ofthe intranet
Time
Advanced
Composite
Focused
Embryonic
What is Web 2.0?
Web 2.0 is the business revolution in the computer industry caused by the move to the internet as
platform, and an attempt to understand the rules for success on that new platform.
Chief among those rules is this: build applications that harness network effects to get better the more people
use them.
Tim O’Reilly, 2004
No, really...what is Web 2.0?
http://www.oreillynet.com/pub/a/oreilly/tim/news/2005/09/30/what-is-web-20.html
“2.0” as a disruptive innovation
socialtechnological
business model
Participation
Participation
Web 2.0 key principles
Openness
Freedom to share and re-use
Decentralization of authority
Humans suffer from information overload: there’s much more information on any given subject than a
person is able to access
As a result, people are forced to depend upon
each other for knowledge
Know-who rather than know-what, know-how
or know-why information has become
most crucial
It involves knowing who has the needed information and being able to reach that person
Strong ties involve time, emotional intensity, intimacy and reciprocation
People connected by strong ties tend to form clusters that exhibit high levels of redundancy
Weak ties are acquaintances who are not part of your closest social circle, and as such have the power to act as a bridge between your social cluster and someone
else's
weak tiestrong
tie
absenttie
“Within a social network, weak ties are more powerful than strong ties. They are indispensable to individuals’
opportunities and to their incorporation into communities while strong ties breed local cohesion. “
Granovetter (1973)
“New” Technologies
• Rich Internet application techniques, optionally Ajax-based
• CSS
• Semantically valid XHTML markup and the use of Microformats
• Syndication and aggregation of data in RSS/Atom
•Extensive use of folksonomies (in the form of tags or tagclouds, for example)
•Use of wiki software either completely or partially
•Weblog publishing
•Mashups
•REST or XML WebService APIs
Folksonomy (also known as collaborative tagging, social classification, social indexing, and social tagging) is the practice and method of collaboratively creating and managing tags to annotate and categorize content.
Business Model
UserGeneratedContent
Long Tail
Co-creativeprocesses
“The central idea of Open Innovation is that when companies look
outside their own boundaries, they can gain better access to ideas, knowledge, and technology than they
would have if they relied solely on their own
resources.”
Brown, Hagel (2006)
Cambrian House: user generated Business
User generated content (UGC) refers to various kinds of media content that are produced by
end-users
The Long Tail is the realization that the sum of many small markets is worth as much, if not more,
than a few large markets
TailHead
Books sales in the U.S. in 2004 as graph on a soccer field (100x60 meters)
How long is the Long Tail?
Where is the value in Web 2.0?
est. value$15B
Show me the money!
MySpace
YouTube
IBM/Lenovo $1.750M
$240M
$1.650M
$580M
Web 2.0 is the natural evolution of the Web
Enterprise 2.0 is the natural evolution of the Enterprise
E2.0 is a set of organizational and technological approaches steered to enable new organization models,
based on open involvement, emergent collaboration, knowledge sharing, internal/external social network
development and exploitation.
Wikipedia, 2007
Blog Collaboration
Peering Wiki
RIASocial
networking
TagsRSS
Long Tail
CSS
Open APIVirtual world
Ajax XMLSharing Mashup
Open Belonging
Social Networking
You
Knowledge
Knowledgenetworks
Emergent Collaboration
Adaptive Reconfigurability
Global Mobility
Emerging models for Enterprise 2.0
Social!networking!
Knowledge!networks!
Open belonging!
Global!mobility!
Adaptive!reconfigurability!
Emergent!collaboration!
The Social Enterprise
Social
networking
Knowledge
networks
Open belonging
Global
mobility
Adaptive
reconfigurability
Emergent
collaboration
New collaboration, knowledge sharing and relationship schemes
The Open Enterprise
Social
networking
Knowledge
networks
Open belonging
Global
mobility
Adaptive
reconfigurability
Emergent
collaboration
Expansion and opening of organisational boundaries
Social
networking
Knowledge
networks
Open belonging
Global
mobility
Adaptive
reconfigurability
Emergent
collaboration
The Adaptive Enterprise
Flexibility and reconfigurability in
process management
Enterprise Application
SocialComputing
Blog, Forum, Wiki, Folksonomy, Social
Network, RSS, Instant Messaging,
Podcasting
ERP, Enterprise Portal, CRM, SCM, BI, Intranet, Search,
HR, ...
New technological approaches
SOA: componentisation
SaaS: external fruition
Mashup: extension
SaaS: external fruition
BPM:orchestration
The Enterprise 2.0 infrastructure
Infrastructure Layer!
Virtualization
Legacy 1!
Legacy 2! Internet!SCM!
CRM!
ERP!
External data and services!
Business Process !
Choreography!
Service Layer!
Component Layer!
Bottom Layer!
Mashup !
Assembly!
Mashup!
Processing!
Mashup!
Component!
Information!
Access!
Ente
rpri
se S
ervi
ce B
us!
SOA
Qo
S,
Secu
rity
, M
on
ito
rin
g,
Iden
tifi
ca
tio
n!
Rich User Experience!
User in the Net!
(Internet, Intranet, Extranet, …)!
Inside! Outside!
WEB 2.0
Mashup
The role of Management
• Start with a pilot or a small group of highly committed people
• Help the internal clients understand the benefits of these new technologies, as they will in turn contribute to spreading them in all the organization
• Be a champion of the technology
• Encourage the use of the new tools
• Carefully plan the change management process
• Do not expect results in little time
Top Down
Bottom up
Strategic leadership! Development team!
Management team!
Intranet Manager!
Users!
Governance 1.0 Governance 2.0
Internal
CIO
Technology,
Service and
Content
providers
NetworkAlignment
InsightCooperation
InitiativeCross-functional
Cross-border
HierarchyCommandExperience
CompetitionDisciplineFunctionalNational
Task Orientation Result Orientation
1.0 2.0
What’s the bottom line?
• Enterprise 2.0: The dawn of emergent collaboration (MIT SMR, 2006)
• Blog
• Dion Hinchcliffe http://blogs.zdnet.com/Hinchcliffe
• Andrew McAfee http://blog.hbs.edu/faculty/amcafee
• FastForward www.fastforwardblog.com
• Globally Local - Locally Global http://netjmc.typepad.com
References
Case study
• Blogs@Dresdner Kleinwort Wasserstein
• Wikis@Dresdner Kleinwort Wasserstein
Assignment
• Which of the emerging needs blogs and wikis are supporting inside Dresdner?
• Which are the main benefits of the two technologies?
• How we can ensure the success of the organizations blogs/wikis both in the short term and in the long term? Which could be their organizational impact?
• Which are the main barriers to the introduction of these new tools?
Main barriers
0% 30% 60%20% 50%
Organizational changes
Difficulty in itentifying the economical returns
Little comprehension of the benefits
Low inclination to sharing and collaboration
No business relevance
Lack of sponsorship
Knowledge of the technologies
HIgh level of initial investments
Technological barriers
51%
37%
48%
31%
23%
18%
14%
15%
8%
40%10%Sample: 65 CIO(2008)
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