Apresentação sobre Inovação no MBA da Dom Cabral

1. inovaç
Inserindo inovação
no DNA Corporativo:
o caso IBM
Cezar Taurion
Executivo de Novas Tecnologias
Technical Evangelist
ctaurion@br.ibm.com
© 2011 IBM Corporation

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3. Inovação na IBM
The US Patent and Trademark Office awarded IBM in 2010, for a total
5,896 patents. There are only 261 days in a typical working
year, making the per-day totals for IBM : 22.6
The top-10 receivers of patents in 2010, e Governo Federal anunciam
IBM
according to IFI Claims Patent Services:
centro de pesquisas no Brasil
1. IBM (5896); United States
08 de junho de 2010 – 19h22
2. Samsung (4551); South Korea
3. Microsoft (3094); United States Primeiro da América do Sul.
4. Canon (2552); Japan Tecnologias para tornar o Planeta Mais Inteligente.
5. Panasonic (2482); Japan Sistemas humanos inteligentes para grandes eventos,
6. Toshiba (2246); Japan como Copa 2014 e Olimpíadas 2016.
7. Sony (2150); Japan Sistemas inteligentes para automação de serviços.
8. Intel (1653); United States Sistemas inteligentes para descobertas de recursos
naturais (petróleo e gás) e logística.
9. LG Electronics (1490); South Korea
10. HP (1480); United States
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4. Histórico das Inovações Tecnológicas na IBM
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5. Curiosidade histórica
Simon : primeiro smartphone do mundo
IBM e Bell South, em 1992
US$ 899.00
Celular, fax, PDA e pager
Calendário, calculadora, games, email...
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6. O que está no forno hoje?
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7. Watson Today: Processes Unstructured Text & 200 Hypothesis/3 seconds
Hypothesis Generated from “Answer” Answer: A large country in the Western
Static Guess Questions Q1, Q2 … Qi Hemisphere whose capital has a similar name.
Data
Corpus
Statistical Ensemble
S1 S2 S3 ... SN of 600 to 800
Scoring Engines Watson
3,000 cores;100 TFlops
2 TB memory
~ 200 KW
Element Refresh
Time
Data 2 Weeks
~30 Machine Learning Models Corpus
Evidence- Weigh Scores, Produce
Based Hypothesis Weeks to
Confidence for Each Question Engines Months
Decision 0<P<1
Support Scoring Weeks to
Hypothetical Question With Engines Months
System Greatest Confidence is Chosen
Decision 4 Days
Support
Question: What is Brazil? Engine
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8. The Evolution of Thinking Machines
The New IT Frontier
“Within ten years a digital Learning
computer will be the world's Systems
Computer Intelligence
chess champion” 1958,
H. A. Simon and Allen Newell
Watson
(2010)
Deep Blue
(1997)
System/360
(1964)
ENIAC
Abacus Antikythera Napier’s rods Counting (Circa 1945)
(Circa 3500 BC) Astronomical (Circa 1600) Machine
Computer (ca 87 BC) (Circa 1820)
Time
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9. Por que
estamos
falando de
inovação?
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10. A New Model for the Enterprise in a Flat World
Globally Integrated Enterprise
Globalization Internet
Trade Deregulation Commoditization
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11. Estudo IBM Global CEO Study 2006
“65% expect to radically
change their companies during
the next 2 years”
Fonte: IBM, “The Global CEO Study 2006” (2006)
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12. The collective wisdom of these CEOs has led us to the five core
traits of the Enterprise of the Future (CEO Study 2008)
Findings from 1,130 interviews
Organizations are bombarded by change, and many are struggling to keep up
CEOs view increasingly demanding customers not as a threat, but as an opportunity to differentiate
Nearly all CEOs are adapting their business models—two-thirds are implementing extensive innovations
CEOs are moving aggressively toward global business designs, deeply changing capabilities and
partnering more extensively
Financial outperformers are making bolder plays
Core Traits of the Enterprise of the Future
1 2 3 4 5
Hungry Innovative Globally Disruptive Genuine,
for beyond integrated by nature not just
change customer generous
imagination
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13. GLOBAL CEO STUDY 2008 – THE ENTERPRISE OF THE FUTURE
A EMPRESA DO FUTURO ESTARÁ CENTRADA NO SEU
CAPITAL INTELECTUAL
E NA SUA CAPACIDADE DE SE REINVENTAR E INOVAR
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14. 1- O ritmo das inovações está se acelerando...
Televisão
100 Eletricidade
Telefone
Radio
Automóvel Para chegar a 50 milhões de usuários:
VCR
Telefone 74 anos
PC 16 anos
50
PC
Celular 5 anos
% Penetração
Internet 4 anos
Celular
Skype 2 anos
0
et
ern
Int
0 25 50 75 100 125 150
Anos
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15. Commodity
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16. Chips em todos os lugares!
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17. Computadores em lugares antes inimagináveis…
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18. Evolução dos celulares
et
OK ch ief, I’ll g
way!
on i t right a
Mais e mais conteúdo (aplicações)
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20. Mobile explosion
“By 2013, mobile phones will overtake PCs
as the most common Web access device
worldwide”
Source: Gartner Highlights Key Predictions for IT Organizations and Users in 2010 and Beyond:
http://www.gartner.com/it/page.jsp?id=1278413
Explosive Mobile growth thru 2015 depends on
infrastructure
20 x More Mobile Data /Content IT Industry 2015 Mobile Spending
20 x More Mobile Cloud Subscribers $250 B
• APPLICATION DEVELOPMENT
2B Smart Mobile Devices • TRAFFIC MANAGEMENT
• ANALYTICS
15 x More Mobile Apps / Services • INFORMATION STORAGE
• UNIFIED COMMUNICATIONS
4x More Mobile Transaction Spending • SMART ASSET MANAGEMENT
• APPLICATION MANAGEMENT
• BUSINESS PROCESS
$700 B Mobile eCommerce Spend
INTEGRATION
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22. 2 - Inovação é uma atividade social
A invenção sózinha não é mais
suficiente;
A inovação reside na interseção entre a
invenção e o “insight”;
Inovação é multidisciplinar
Inovação deve ser relevante e criar
novos valores;
► Transforma conhecimento e tecnologias
para impulsionar a produtividade e criar
novos hábitos sociais.
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23. Diferentes visões de uma mesma situação
Diversity works!
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24. As fontes de novas idéias e Inovação
Colaboração impulsiona a inovação
Funcionários
Parceiros
Clientes
Consultores
Competidores
Associações
Vendas e Serviços
Pesquisa & Desenvolvimento
Academia
Think-tanks
Outras instituições
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
IBM Institute for Business Value, CEO Study 2006
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25. 3 - Existem diversos tipos de Inovação
Produtos Serviços
Novos produtos ou Novos serviços ou
melhoramentos em produtos melhoramentos em serviços
existentes existentes
Modelos de Negócio Processos
Novos espaços de atuação em serviços
adjacentes (iPod+ITunes)
Melhoria de processos en uma
Mudança na cadeia de valor (nova organização (ex: lean processes)
entrega de servicós); Reengenharia de processos.
Novos modelos financeiros (ex: Google).
Gerencia e cultura Política e Sociedade
Novas maneiras de gerenciar
Novas leis e estrutura
uma organização (ex: empresas do
educacional
Silicon Valley)
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26. “Today, innovation is about
much more than new products.
It is about reinventing
business processes and
building entirely new markets
that meet untapped customer
needs. Most important, as the
Internet and globalization widen
the pool of new ideas, it's about
selecting and executing the
right ideas and bringing them
to market in record time.”
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27. 4- Inovação é um processo sistemático
Competitive edge – harder
and harder to sustain
Systematically driving
innovations – a learning
process
Corresponding capability –
long-term growth
Collaboration and
ecosystems – key success
factors
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28. Do Paradigma Atual:
Sistema de Inovação Fechado
Science
& The
Technology Market
Base
Research Development New Products
Investigations & Services
R D&E
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29. Para Open innovation Other firm´s
´
market
Licence, spin Our new
out, divest market
Internal
technology base
Internal/external Our current
venture handling market
External technology
insourcing
External technology base
Stolen with pride from Prof Henry Chesbrough UC Berkeley, Open Innovation.
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30. Open Innovation model
Managed
Innovation
Model
Source: Jackie Fenn, Gartner Research
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31. A experiência da
IBM em Inovação
Aberta e
Colaborativa
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32. A evolução da internet
Web 1.0 Web 2.0 Web 3D
Acesso Busca Participar Colaborar Co-Criação
Conteúdo
Paginas Usuários gerando Ambiente altamente
informativas com conteúdo, blogs, social, criado pelo
texto e gráficos wikis, mashups usuário
visando compartilhar
Desenvolvimento de
Negócios
Comunicação, RH, Colaboração, Produtos/ Serviços,
Compras, Treinamento , Otimização do
Marketing, Marketing Trabalho, Educação,
Treinamento
Comunidades
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34. Crescimento das Redes Sociais
% of Time Spent, Worldwide
Social Networks
Facebook, YouTube
Informational /
Services
Yahoo, MSN, Google
Yahoo MSN Google YouTube Facebook
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36. Social Networks: Beyond the Org Chart
Organization charts are
not the best indicator of
how work gets done
Senior people are not
always central; peripheral
people can represent
untapped knowledge
Making the network visible
makes it actionable and
becomes the basis for a
collaboration action plan
Source: Cross, R., Parker, A., Prusak, L. & Borgatti, S.P. 2001. Knowing What We Know: Supporting
Knowledge Creation and Sharing in Social Networks. OrganizatiSNAl Dynamics 30(2): 100-120. [pdf]
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37. Identifying the roles individuals play in information
flow helps in understanding the effectiveness of a
network
Central people: Sam
► Hold the network together Andy Frank Indojit
► But they can become
Carl
bottlenecks
Knowledge Brokers: Earl Karen
► Critical connection to external Darren
knowledge Bob Sam Ming
► Need to be connected internally
to be effective
Neo Leo
Peripheral people: Carl
► Out of the loop. At risk for
Earl
leaving the company.
Sub-groups Gerry Harry Jeff
► Group split by function. Very
Marketing
little information shared across
groups Finance
Manufacturing
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38. Organization at risk: What happens if Sam
leaves
Andy Frank Indojit
Carl
Marketing, finance and Karen
manufacturing are isolated
Darren
from each other Bob
Ming
Neo Leo
Earl
Gerry Harry Jeff
Marketing
Finance
Manufacturing
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39. UM AMBIENTE COLABORATIVO
ATRAVÉS DAS FERRAMENTAS
DA WEB 2.0...
POTENCIALIZA AS
COMUNIDADES
CRIA NOVOS
RELACIONAMENTOS
CRIA
ILHAS DE COMPETÊNCIA
DESCOBRE
TALENTOS E EXPERTS
IDENTIFICA OS
INFLUENCIADORES
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40. IBM Innovation model
Business Early
Ideas Collaborate Prototype Evaluation Result
Synthesis Deployment
• Client input (GIO) • IBM Jams • IBM Jams • Innovators • TAP hosting: • TAP Forums • Abandon
• Research GTO • Innovation Hubs • Innovation • BizTech - BlueHost • TAP Ratings • Product team
• Bluepedia • Blogs Hubs • Research teams - DPE • TAP Survey • Publish research
• GBS White papers • Connections • Wikis • Extreme Blue - IHE • TAP ‘First • CIO Production
• Exec Podcasts • BlueTwit • Blog threads • Blue Opportunity Adopters’ • Service offering
• Academy Studies • IM (Sametime) • iHubs • Merge with other
• Horizonwatch • Communities similar efforts
• AlphaWorks
Innovation Networks
Communications
Business Strategy
Corporate Values
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41. IBM Values – “Innovation that matters…”
Created by employees via a
WorldJam
Executives held to the values
standards through a subsequent
WorldJam
Progress is reported back via
intranet news
Innovation and trust are two
critical values…
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42. IBM Values – “Trust and Responsability…”
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43. Accessible Business strategy
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44. Marketing and internal communications
Critical partners
Very willing to share the
good news and
recognize employees
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45. Idea Management at IBM Innovation Hubs
continue the
transformation with
social networking
integration
T.J. Watson launched
the original IDEAS ThinkPlace transformed
program in the 1930s IDEAS went the IDEAS model with
on-line in VM open collaboration in
in the 1970s 2005
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46. The virtuous circle…
Engaged business
leaders share their
challenges with the
Hub community
Successful ideas
get recognized in
the Hub and on w3
Innovators respond
by posting ideas
and collaborating
Idea catalysts and
managers review
ideas – implementing
successful ones
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47. Technology Adoption Program
The Technology
Adoption Program is a
CIO service with free
hosting for new
innovations
Provides both informal
and survey feedback
Has a graduated
sequence of
‘hardening’ innovations
as they progress to
production deployment
or get transferred as
assets to product and
service teams
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48. WorldJams
Real-time threaded discussion
Open idea-rating
Equal access by all employees
ValuesJam WorldJam 2004 InnovationJam 2008
WorldJam 2001
Focused on pragmatic solutions For the first time, IBM’s clients,
A new collaborative medium to An in-depth exploration of IBM’s
around growth, innovation and Business Partners, and our
capture best practices on 10 Values and Beliefs by employees
bringing the company’s solutions Family members joined in a
urgent IBM issues To life new collaborative exercise
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49. InnovationJam
Largest Online Brainstorming Session Ever Held
Demonstrate power of collaboration
in advancing innovation
Accelerate the ability to innovate
and deploy integrated offerings
Participants
► 150,000 people
► 104 countries
► 46,000 ideas
► 67 clients, business partners and
academic institutions worldwide
► 12,690 family members
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50. Jam Outcomes
Real-time Simplified Intelligent
Translation Business Utility 3D Internet “Digital Me”
Services Engines Networks
Branchless Smart Healthcare Intelligent Electronic
Big Green
Banking for Payment Transportation Health Record
Innovations
the Masses Systems Systems System
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53. There are different ways to engage the collective
wisdom of IBM’s workforce to address different
issues…
Events – massive scale Continuous collaboration – large scale
Open Ideation, Workplace
Jam IM, Communities
Scale
Social tagging solutions (blogs, wikis,
tag clouds, LinkedIn, …)
Events – small/medium scale Continuous collaboration – teams /
processes
Ideation “Challenge” Events
Open Activities
Open Ideation
Collaborative processes
Timeframe / Duration
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54. Alguns
Resultados
Práticos
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55. IBM’s strategy and growth initiatives are expanding
our opportunities
IBM’s Growth Landscape
Focus on open technologies
and high- value solutions New Smarter
Markets/Buyers
Growth
Markets Planet
Deliver integration and Cloud
innovation to clients Computing
Business
Become the premier Globally Industry Analytics
Traditional
Integrated Enterprise Frameworks
& Dynamic
Infrastructure
Traditional New
Offerings
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56. IoT Offers Huge Growth Opportunities in
Infrastructures and Services
Number of Connected Devices
50 Billion
50
40
30
20
15 Billion
10
7 Billion
2010 2015 2020
Multiple Sources: Intel, Ericsson, Gartner, etc.
End-to-end IoT infrastructure is needed to operate and manage 50B connected
devices by 2020
The new IoT infrastructure offers huge business opportunities in systems, software
and services Source: Company data, IDC, Yankee, Gartner, in Macquarie Group, March 2009
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57. IoT Scenarios Show a Pattern of Customer Pain
Points
Water Management Grid Food Safety
Logistics Home Healthcare Transportation
Lack of capability to design, implement, deploy, operate and manage complex IoT
systems
Lack of situation awareness leading to unacceptable responsiveness and resilience
Requirement of end-to-end security
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59. Visão de um Tráfego mais Inteligente
Gestão de Incidentes HelpDesk
Portal Celular SMS
Policia Médicos Bombeiro …
Serviços ao Usuário
Radio e TV Navegador …
Gestão tráfego Informações
Tráfego
Centro de Controle
Gestão de Emergências
Comandos Tráfego
Sinais
Gestão de Informações de Tráfego Predição Ônibus
Semáforo Trens Velocidade Sinalização … Regras Negócio
Sistemas de
Tomada Decisão
60
Eventos tráfego
Padrões Estratégia de Otimização de Tráfego
Sistema Gestão Planejamento
Dados Veículo
Identificação Veículos e Segurança Transporte
Tráfego
Microonda Câmera Loop Telemetrica … Analysis Data
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61. Cezar Taurion
ctaurion@br.ibm.com
www.ibm.com/developerworks/blogs/page/ctaurion
www.computingonclouds.wordpress.com
@ctaurion
Facebook, Linkedin, BranchOut
Obrigado pela Atenção
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