Using Enterprise Web 2.0 to Drive Product Innovation

  • Published on

  • View

  • Download

Embed Size (px)




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