Conferencia "Enterprise Web 2.0" impartida por Roberto de la Mora, de Cisco, durante el Congreso Internacional Mundo-Contact México 2008.

1. 1
Roberto De La Mora
Cisco Systems Inc.
8200 NW 41st St., Suite 400
Miami, FL 33166
+1 (305) 718 2627
rmora@cisco.com
Enterprise Web 2.0
Changing the UC Conversation

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Cisco Confidential 2 2
It’s a Brave New World
New
Business Model
New
Worker and Work Model
New
Resource Model
New
Technology Model
All Drive a New Network Model!
Integrated
Networks

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Compute
The New Network Model:
an Integrated Approach
1970 1971 1972 1973 1974 1975 1976 1977 1978 1979
1980 1981 1982 1983 1984 1985 1986 1987 1988 1989
1990 1991 1992 1993 1994 1995 1996 1997 1998 1999
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
Connect
Communicate
Collaborate
Include

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Align the Network with the Business
ƒ Protect/Utilize Assets
ƒ Reduce Business Latency
Business
Priorities
Innovation
Operational
Excellence
ƒ Ensure Business Continuity
ƒ React to Business Shifts
Information
Technology
(The Network)

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© 2007 Cisco Systems, Inc. All rights reserved. Cisco Confidential
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Wikis, Blogs, Mashups
Browser, Email/IM

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IT Trends: A Major Inflection Point
Globalization of Businesses
Scale and Speed
Knowledge worker has
choices
Community-driven
innovation
Ubiquitous Bandwidth
Mobility
SOA
SaaS
Unified Communications
Global Trends Technical Innovation
Tremendous Opportunity for Businesses to Move with
Unprecedented Speed and Alter the Economics of Their Market
Web
2.0

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Users Taking
Matters into Their
Own Hands
Enterprise Adoption Hasn’t Kept Pace
Technology Designed
for the
Old World
Enterprise Employee

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IT Caught in the Middle
Employee Demands
“I want Facebook for the
Enterprise...”
“I’m going to do it whether
you support it or not...”
“Why can’t I get access
to…”
Enterprise Demands
ƒ Compliance
ƒ Disaster Recovery
Strategies
ƒ Security
ƒ High Availability
ƒ Quality of Service
ƒ Backup and Recovery
Tolerance is going
Tolerance is going
DOWN
DOWN
Visibility is going
Visibility is going
UP
UP
Proactive
Proactive
Comprehensive
Comprehensive
Predictive
Predictive

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Delivery Model
The Current Landscape
Consumer
Enterprise
Public
Network
Enterprise
Network
Application
www

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The Current Landscape
Consumer
Enterprise
Public
Network
Enterprise
Network
Application
www
Innovation Cycle
3 to 6
Months
3 to 6
Years

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Delivery Model
The Best of Both Worlds
Application
www
ƒ Ubiquity, Speed, Flexibility
ƒ “Web 2.0” style innovation platform
ƒ Facebook stat: 5000 “custom apps” built
by 90K developers in 7 weeks
ƒ The “utilities”—security, reliability, scalability,
availability, etc.
ƒ Intelligent services built into the network
ƒ Example: Network Access Control (NAC)
Public
Network
Enterprise
Network
Consumer
Enterprise

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RISK
WEB 2.0
ENTERPRISE 2.0
FOCUS
APPROACH
OPPORTUNITY
Social - Embedded part of our lives
Enterprise 2.0 - “User as the employee”
Focus needs to be on Principles/Concepts
Not on Tools & Technology (wikis, blogs, etc.)
Advanced Tech. can incorporate Web 2.0 into IT &
business strategy – lower risk, measurable return
Create new set of conversations to new audience
Drive Advanced Tech. for competitive differentiation
Today, risk outweighs business benefits
Enterprise Web 2.0 is happening with or without IT
Web 2.0 Opportunity

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Harnessing the Collective Intelligence of the Web
SOCIAL
BOOKMARKING
SOCIAL
BOOKMARKING
SOCIAL
NETWORKING
SOCIAL
NETWORKING
REMIXING
REMIXING USER
GENERATED
CONTENT
USER
GENERATED
CONTENT
Web as a
platform
Social Behavior
BLOG
BLOG
RSS
RSS
WIKI
WIKI
SOCIAL
S/W
SOCIAL
S/W
Tools & Tech

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…as defined at wikipedia.org/wiki/Enterprise_2.0
Web 2.0 Tools Adapted for Enterprise Use
BLOG
BLOG
RSS
RSS
WIKI
WIKI
SOCIAL
S/W
SOCIAL
S/W
• for authoring and linking
• for authoring and storytelling
• for tagging and building folksonomy
• Web Feed Server and Newsreaders for signaling
Tools & Tech

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Adapting Web 2.0 for the Enterprise:
“Enterprise 2.0”

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What We Know About Enterprise Web 2.0 So Far
1. It is going to happen – with or without IT (same trend as IM)
2. A state of mind vs. a product you can purchase
3. Most businesses still need to educate their workers
4. The benefits can be dramatic, & builds steadily over time
5. Doesn’t put older IT systems out of business
6. Will drive Business Transformation. Be ready
7. Involves more than just blogs and wikis

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http://www.enterpriseweb2.com/?p=10
Technological Barriers
1. Security
2. Access Control
3. Information Integrity
4. Proper Tagging
5. Training
Management Fears About Enterprise Web 2.0
Cultural Barriers
6. Monitoring
7. Legal Dangers
8. Productivity
9. Manage
10. Investment
“[Corporate] interest in technologies such as blogs, wikis, and mashups
has gone down during 2007, despite explosive growth outside the firewall.”
Growing Pains: Can Web 2.0 Evolve Into An Enterprise Technology?
Infoweek, 10/27/2007
http://www.enterpriseweb2.com/?p=10

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Strategic Positioning:
• The Web as a Platform
Core Competencies:
• Services, not packaged software
• Architecture of participation
• Cost effective scalability
• Remixable data source and data transformation
• Software above the level of a single device
• Harnessing the collective intelligence
Changing the Web 2.0 Conversation
No hard boundary – a gravitational core
Core Competencies

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Rich User
Experience
Trust your users
“An attitude, not
a technology”
Data as the
“Intel inside”
The Right to Remix:
“Some rights
reserved”
Play
Hackability
Small pieces
loosely joined
(web as components)
The Long Tail
The perpetual beta
Software that gets
Better the
more people use it
Emergent: User
behavior not
predetermined
Granular addressability
of content
Principles and practices tie together a solar system of sites & applications
Strategic Positioning:
• The Web as a Platform
Core Competencies:
• Services, not packaged software
• Architecture of participation
• Cost effective scalability
• Remixable data source and data transformation
• Software above the level of a single device
• Harnessing the collective intelligence
Changing the Web 2.0 Conversation

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PageRank,
ebay Reputation,
Amazon Reviews: user
as contributor
Blogs: Participation
not publishing
Flickr, Delicious:
Tagging,
not Taxonomy
BitTorrent:
Radical Decentralization
Gmail, Google
Maps, and AJAX:
Rich User Experience
Google AdSense:
Customer self service
enabling the Long Tail
Wikipedia:
Radical Trust
Rich User
Experience
Trust your users
“An attitude, not
a technology”
Data as the
“Intel inside”
The Right to Remix:
“Some rights
reserved”
Play
Hackability
Small pieces
loosely joined
(web as components)
The Long Tail
The perpetual beta
Software that gets
Better the
more people use it
Emergent: User
behavior not
predetermined
Granular addressability
of content
Strategic Positioning:
• The Web as a Platform
Core Competencies:
• Services, not packaged software
• Architecture of participation
• Cost effective scalability
• Remixable data source and data transformation
• Software above the level of a single device
• Harnessing the collective intelligence
Context

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Small sites make up the
bulk of the internet's
content…
reach out to the entire web,
to the edges and not
just the center.
Design
applications
to integrate
services across
handheld
devices and
PCs
Hosted web-native
software apps for use
by customers over the
Internet
Web 2.0 Key Principles & Competencies
Interfaces that leverage the
power of the web platform,
making it a seamless, almost
invisible part of their
infrastructure.
Rich User
Experience
Software
as a Service
From Wikipedia, the free encyclopedia

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1. Web-based information sharing--think business
versions of Wikipedia, MySpace, and Flickr
• i.e. WebEx and Sharepoint
2. Voice and messaging
• VoIP, instant messaging, presence, videoconferencing, and UC
• UC is barely used at 13% of companies surveyed and
effectively by a few at 24%
Interest in Point #1 has been increasing
Point #2 represents untapped opportunity
How should IT start thinking about an
Enterprise Web 2.0 strategy?
Most Business Tech Pros Wary About
Web 2.0 Tools In Business
InformationWeek, 02/2007

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User
generated
content
Social
Networking
Offline/Online Discoverability
of Data
Wiki’s
Blogs, etc.
Social Web 2.0
User as the
Employee
Productivity Collaboration Work/Life Discoverability
of Resources
Real Time
Communication
Enterprise Context
The Network as a Platform
The Network as a Platform
The Network as a Platform
The Web as a Platform
The Web as a Platform
The Web as a Platform
Harnessing The Collective Intelligence
User /
Consumer

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Active
opportunities
Avaya, Alcatel,
Nortel
IP Phones Director of
IT
Technology
Optimization
Today’s Conversations
Enterprise Web 2.0 Conversation
Changing Today’s Conversations
User as the
Employee
Latent
Opportunities
Microsoft,
Google
VP Marketing,
Customer Svc
Harnessing the
Collective Intell
Workplace
Licensing
Infrastructure
-centric
The Network as a Platform
The Network as a Platform
The Network as a Platform

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Contact
Center
Customers
Enterprise
Enterprise
Proactive
Contact
Asynch
Collaboration
Web
Blogging
Email
Wiki’s
Speech
Self Service
Voice
Voice
Employees
Suppliers
Consultants
Contact Center
Branch
Mobile Worker
Info Worker,
Executive
Õ Seamless, Unified Customer Experience Ö
Cisco Unified Communications
Harnessing the Collective Intelligence

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Contact
Center
Customers
Proactive
Contact
Speech
Self Service
Web Chat
Blogging
Email
Wiki’s
Assisted
Self Service
Voice
Employees
Suppliers
Consultants
Contact Center
Resident Expert
Mobile Worker
Info Worker,
Executive
Harnessing the Collective Intelligence?

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Strategic Positioning:
• The NETWORK as a Platform
Core Competencies:
• Architecture of participation
• Software above the level of a single device
• Cost-effective Scalability
• Lightweight interfaces
• Re-mixable communication sources
• Harnessing the collective intelligence of Enterprise
Changing the UC Conversation
No hard boundary – a gravitational core
Core Competencies

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Rich User
Experience
Video
The Long Tail
Mobility
Resident Expert
User as Employee
Interrupt-ability
via SIP & Presence
Loose coupling
Convergence
Software as
a Service
Collaboration:
Synchronous and
Asynchronous
Wisdom of Crowds
Call Context
Integration via SIP
Strategic Positioning:
• The NETWORK as a Platform
Core Competencies:
• Architecture of participation
• Software above the level of a single device
• Cost-effective Scalability
• Lightweight interfaces
• Re-mixable communication sources
• Harnessing the collective intelligence of Enterprise
Changing the UC Conversation
Principles and practices tie together a suite of applications to
“Harness the Collective Intelligence of the Enterprise”

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Rich User
Experience
Video
The Long Tail
Mobility
Resident Expert
User as Employee
Loose coupling
Convergence
Unified
Voice Portal:
Self Service
Telepresence:
Media Rich Collaboration
Mobile Communicator:
Software above the level
of a single device
IP Telephony:
Harnessing the
collective intelligence
Webex:
Participation via SaaS
(not publishing)
MeetingPlace,
Personal Communicator:
Rich User Experience
IronPort SenderBase:
Communications Security
enabled by the Long Tail
Software as
a Service
Collaboration:
Synchronous and
Asynchronous
Wisdom of Crowds
Call Context
Integration via SIP
Interrupt-ability
via SIP & Presence
Strategic Positioning:
• The NETWORK as a Platform
Core Competencies:
• Architecture of participation
• Software above the level of a single device
• Cost-effective Scalability
• Lightweight interfaces
• Re-mixable communication sources
• Harnessing the collective intelligence of Enterprise
Context
Principles

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S/W above the level
of Single Device
Software as a
Service
Webex
IronPort SenderBase
The Long Tail
(The Branch)
Unity Unified Messaging
Mobile Communicator
Personal Communicator
Unified Presence
MeetingPlace
Telepresence
Unified Mobility
Video Conferencing
Telepresence
Integrated Services
Router (ISR)
MeetingPlace
Mobile Communicator
Personal Communicator
Unified Presence
Video Conferencing
Unified Mobility
Cisco Network as
the Platform
Voice-Enabled Routers
Voice-Enabled Gateways
QoS Enabled
Infrastructure
CUCM and Unity
Integrated Services
Router (ISR)
Catalyst Switches with
POE
Scalable
Utility-based model
web-enabled software
APIs, Web Services
Network-based access
Asynchronous
Collaboration
Software as a
Service
Most employees reside
in branches
Intellectual capital at
the edge
Extend core
applications
Peer-to-peer
collaboration
Resident Expert &
Home-based
The Long Tail
(The Branch)
Consumer driven
devices
Unified Access
Mobility
Telephony, Video
Conferencing
Presence
Rich User Experience
S/W above the level
of Single Device
SIP and IP
SONA/SOA
Open
Cross Network
(wired, wireless,
FMC, 3G)
Management
Scale, Security,
Simplification
Cisco Network as
the Platform
Alignment with Unified Communication Products
Cisco UC Solutions & Characteristics

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Network as
a Platform
Collaboration
Creation
Harnessing the
Collective Intelligence
Cisco Network as
the Platform
S/W above the level
of Single Device
Software as a
Service
The Long Tail
(The Branch)
IronPort Senderbase
Webex
Voice-Enabled Routers
Voice-Enabled Gateways
QoS Enabled
Infrastructure
CUCM and Unity
Integrated Services
Router (ISR)
POE Switches
Unity Unified Messaging
Mobile Communicator
Personal Communicator
Unified Presence
MeetingPlace
Telepresence
Unified Mobility
Video Conferencing
Telepresence
Integrated Services
Router (ISR)
MeetingPlace
Mobile Communicator
Personal Communicator
Unified Presence
Video Conferencing
Unified Mobility
Blogs
Wiki’s
RSS Creation
& Consumption
Social
Networking
Enterprise
Tagging
Directory 2.0
Enterprise
Tagging
Federated
Social Identity

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Companion Tools to Social Web 2.0
Enterprise 2.0
Communication and
Collaboration
Tools
Social Web 2.0
Tools

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Enterprise Web 2.0 Use Cases
• Improve JIT delivery performance
• Unified Mobile Communicator improves
communication between field sales, HQ
and manufacturing
Manufacturing
Manufacturing
Embed UC into Six Sigma
• Streamline integration process with UC
• Webex provides real time and
asynchronous collaboration for M&A
teams across firewalls and time zones
High Growth Tech Company
High Growth Tech Company
Reduce M&A Costs
• Include Web 2.0 technology (blogs, wikis
UC, etc.)
• IronPort DLP prevents information leaks
enforces HIPAA compliance & protects
their brand
Health Care Provider
Health Care Provider
Extend Privacy & Security Initiative
• boost agent satisfaction by enabling
work@home agents
• Contact Center agents’ metrics linked to
HR system for “pay for perform”
Financial Services
Financial Services
Reduce Customer Service Costs

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Network
as the
Platform
Branch worker
Mobile Worker
Home-based worker
Customer Knowledge Worker
Voice
M3/IQ Platform
Resident Expert
Find Resident Expert – CUWL Use Case
“I’ll get back to you”
or
”Hold please”
The Network as the Platform
The Long Tail
Discoverability of Resources

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Customer Knowledge Worker
Voice
Presence and Interruptability
Harnessing the collective Intelligence
Rich User Experience
Integrated w/ Sametime or MOC
M3/IQ Platform
Resident Expert
Network
as the
Platform
Mobile Worker
Home-based worker
Branch worker
Find Resident Expert – CUWL Use Case

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Customer Knowledge Worker
Voice
Mobile Worker
Find Resident Expert – CUWL Use Case

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Customer Knowledge Worker
Voice
Branch worker
Home-based worker
Find Resident Expert – CUWL Use Case

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Customer Knowledge Worker
Voice
Results:
Value Delivered
• Reduce hold times and abandons
• Reduce call transfers
• Better service through collaboration
• Higher first contact resolution
• Measurable return

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Today: Desktop

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Future: “Webtop”
New Desktop for the Knowledge Worker

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Welcome to a Network Where…
Network
…Businesses Transform
Themselves
…Integrated Networks
Make it All Possible
Welcome to the Human Network™

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Roberto De La Mora
Cisco Systems Inc.
8200 NW 41st St. Suite 400
Miami, FL
33166
rmora@cisco.com
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Enterprise Web 2.0
Changing the Conversation