Web 2.0 and the Enterprise
There is so much talk on Web 2.0 and bringing it to the enterprise. These talks vary from the different technologies that are helping the enterprise achieve this to what different organizations are doing around it. The information is large, varied and instead of making life simpler for a CIO/CTO, I think it ends up leaving them with too much to absorb and decide.
What is really needed is a simplification of what is there to offer in terms of technology and then who is really there to offer it. This is required both for something that is immediate vs. something that will be in the CIO watch list and will be applicable in the 2-4 year time frame. Moreover what is needed is an Enterprise adoption framework around Web 2.0. The framework will really let organizations decide what is suitable for their situation and how these technologies will enable their online channel to deliver more to their customers thereby increasing customer base, and driving more traffic.
A highly simplified version of this is as follows. In terms of technologies, there is really 3 broad areas. SOA and related adoption, Rich Internet Applications and Social computing. In my opinion SOA and related adoption is the most critical for an enterprise.
SOA is the real enabler for enterprises to be able to leverage so much that is available to offer - be it "mashups", or be it enabling an information workplace solution using web services. The enterprise SOA strategy should be clearly defined. The SOA strategy should be a focussed effort and clearly tied to the business side of things than just a technology exercise. This exercise is sometimes not only time consuming, but is also a difficult one when it comes to Business Justification. However, it is the fundamental exercise for leveraging the next wave of technology enhancements coming. Readiness on the SOA front will enable organizations move faster than others.
RIA is focussed around the presentation side of things. Clearly the web channel is the trickiest. A blip in experience could result in a call the the support center, or a switch to competition - resulting in increased cost or worst loss of revenue. RIA enable the experience to be rich and provide desktop like features on the web. It clearly increases the usability of the experience and thus enabling the customer to use the channel much more. In my opinion leveraging RIA for the customer facing side of the web can bring far better results than focusing on the inward facing side. The inward facing side is clearly focused on productivity. Moreover, office productivity tools will enable these with subsequent releases anyway.
Social computing has many uses. Knowledge management within the enterprise through the use of wiki and blogging technologies is clearly the low hanging fruit. Remember however, technology enabling for these is the easier side of the story, getting the momentum going is a tough one. I recommend that be combined with the overall KM adoption in the enterprise. Beyond this social computing can be applied to the customer facing side of the story. Amazon.com and ebay are the classic example for this, where the comments on purchases and the rating around them clearly help develop intelligence and a business model. Recognizing the user, providing them feedback and making them feel part of a community really builds loyalty, which in turn drives traffic. And that is really the success of the web.
We will focus on the different offerings by different vendors in subsequent posts.
Have a good one!!
Comments
The application of an innovation in an enterprise is mainly guided by its ability to generate additional revenues, gain new customers, help retain present customers and increase purchases by present customers of an enterprise's products and services.
With online and PC penetration increasing, digital marketing has become an important facet of a business enterprise. It is this digital marketing component that will first wise up to web 2.0 technologies. Marketing is increasingly becoming co-creation with the customer. Viral marketing is significant today, after hotmail's success. You Tube is also adding to the marketing buzz through video virals. In fact, Alvin Toffler, the thought leader, had seen this as the rise of the 'prosumer'.
In the pharma field too, digital marketing media with web 2.0 technologies are becoming evident.
Posted by: Sunil S Chiplunkar | June 8, 2007 03:12 AM
Though I agree with the last para about amazon and ebay, I doubt about the initial content about enterprise adoption of web2.0 in general. In case of enterprises, web2.0 has a different role to play for each kind. It would be unlike SOA, same thing for all, but would be different for different sectors. Each sector would drive innovation and should become part of the web2.0 success stories (counted on finger tips: gmail, Wiki, delicious, eBay community, MySpace, etc). Each kind of enterprise has to innovate under its own flag to make web2.0 a success. Of course, they should take a lesson from amazon and eBay. Until then, I doubt CIOs/CTOs of enterprises have anything to take home. Marketing web2.0 in a bundle of products or tools is not sufficient, because web2.0 is seldom a technological challenge. It’s about innovation, and that is what makes it reign. Though, as a shortcut, enterprises can use RIA and other models to reach to more and more users on internet fast, which are yet to make it to them. (this is quite standard: have a wiki, have comments, reviews, etc., build a community under different topics and offer open discussion, use ajax and ria stuff for easier and effective nagivation, etc.)
Posted by: Shaurabh Bharti | October 7, 2007 10:03 PM