Using Enterprise Web 2.0 to Drive Product Innovation

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  • 1. Using Enterprise Web 2.0 to Drive Product Innovation
  • 2. Today Presenters
    • Andy Williams ( Partner, Enablus)
    • Greeley Koch ( VP, Corporate Solutions,TRX )
    • Darrell Ross ( Partner, Enablus )
  • 3. The Innovation Arms Race (.everybody else is doing it, so why cant we?)
    • Blame it on Apple:
      • They launched the most recent corporate arms race with the introduction of the iPod 5 years ago
      • Apple took an old concept (portable music player) and enhanced it with their key competencies in product design and emotional branding
      • 100 million+ iPods sold to-date. In February 07, iPod generated 74% of U.S. retail sales of MP3-ish players
  • 4. The Innovation Arms Race (.everybody else is doing it, so why cant we?)
    • The response:
      • Companies boosted their internal competencies to mimic Apples success. Everyone yearns to get in touch with their inner iPod
      • A new form of CIO = Chief Innovation Officer
      • Look to Web 2.0 technologies for inspiration
  • 5. The Land Rush to Web 2.0
    • Consumer Web 2.0
      • Architecture of Participation
      • Social networking
      • User-generated content
      • HTML Mashup
      • Rich User Experience
      • The Web As Platform
  • 6. Translating Web 2.0 to the Enterprise
    • Consumer Web 2.0
      • Architecture of Participation
      • Social networking
      • User-generated content
      • HTML Mashup
      • Rich User Experience
      • The Web As Platform
    • Enterprise Web 2.0
      • Architecture of Partition
      • On Demand computing/SaaS
      • Enterprise social computing
      • Enterprise mash-up
      • Rich User Experience
      • The Web is the platform
    • Not all rules are changed - scalability, security, integration and reliability remain must-have Enterprise IT requirements
  • 7. TRAVELTRAX Case Study
    • About TRX
      • Publicly-traded (TRXI) with revenues of $105 Million
      • Leader in the online travel technology space. Provides transaction processing and data integration services for many leading travel sites and travel agencies
    • Situation
      • DATATRAX - their existing T&E reporting application based on Microstrategy BI, IBM DB2 (and tons of custom Perl scripts)
      • Very expensive = six-figure investment per install
      • Long sales cycle and complex implementation
      • Appealed to only largest of clients with significant air, car & hotel spend
  • 8. TRAVELTRAX Case Study
    • The Opportunity
      • Large segment of businesses with $0.5 to 15 Million in annualized T&E
      • Willing to justify a T&E reporting tool if priced at $15K (or less)
    • Product Development Goals
      • Leverage existing DATATRAX IT and IP assets developed over prior 3 years
      • Wrap them in a SOA layer
      • Deliver as a Rich Internet Application following application service provider model
      • From zero to beta in 4 months
  • 9. Greeley to demonstrate TravelTrax
  • 10. Business Results
    • From zero to beta in 4 months - pilot program launched on Feb 21, 2007
    • General Availability on June 27, 2007
    • Raving reviews during prospect demos
    • Signed agreements with 9 customers
    • Orbitz and Mastercard International to offer private-label version of TRAVELTRAX to their corporate customer base
    • TRAVELTRAX as a wedge offering to up-sell other TRX offerings
  • 11. Peering Under the Hood
    • [insert architecture diagram illustrating major systems that were re-used versus what was new development]
    • Other important factors:
      • Agile development methodology
      • Hybrid team of internal and external resources
      • Adobe Flex vs. AJAX
  • 12. Roadmap for Web 2.0 Product Innovation
    • Which customer segments do you (and your competition) under-serve / avoid?
      • If a new cost/revenue model exists, would that segment become appealing?
      • If you could launch a sub-set of existing functionality at a lower price, can you go down-market?
      • If you can deliver new user experience (UX) elements, will this change the game?
    • Take an inventory of existing IT and IP assets
      • Which can be abstracted into a services layer?
    • Determine the deployment model
      • RIA, widget / gadget, published WSDL?
  • 13.
  • 14. Thank you!