Web2-ort

Moshav Bnei Zion P.O.Box 151, 60910 Israel Tel. 972-9-7444474 Fax. 972-7442444

ROUND TABLE REVIEW SUMMARY ON WEB 2.0 IN ORGANIZATIONS

Meeting moderated by: Galit Fein and Einat Shimoni

Moshav Bnei Zion P.O.Box 151, 60910 Israel Tel. 972-9-7444474 Fax. 972-7442444

Table of contents Foreword……………………………………………………………………3 Web 2.0 applications for external sites……………………………………..3 Self Service ………………………………………………………...3 Wikis………………………………………………………………..4 RSS…………………………………………………………………4 Virtual communities ……………………………………………….4 Blogs……………………………………………………………….5 Recommended suppliers ………………………………………..…5 Intra-organizational Web 2.0 applications: ………………………………..5 Other internal applications cited (not necessarily with Web 2.0 orientation) 8 Appendix: Information obtained from suppliers & advisors on Web 2.0 domain trends: Netwise…………………………………………………………….9 IBM…………………………………………………………………9 Aman Computers ………………………………………………….10 eWave………………………………………………………………11 Matrix………………………………………………………………11

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Foreword Present at the meeting were users’ organizations from various industries. The representatives of the organizations were: Internet site managers, infrastructure managers, development team leaders, knowledge architects and so on. The object of the Round Table Review was to raise topics with which most IT organizations are currently coping as they introduce Web 2.0 components into external sites while making intra-organizational use of concepts and tools of Web 2.0; to share the experience already gained in this domain; and also to examine the maturity of the existing tools and ideas.

Web 2.0 applications for external sites: Most participants at the review noted that they are currently examining the matter of Web 2.0 as part of an organizational overview; but since, at the moment, very little is being done in the various organizations in this domain they came primarily to hear what is being done in other organizations. The principal Web 2.0 component that has already been introduced into the organizations is Ajax, which contributes to a richer user interface. It would seem that organizations arrive at a collection of Web 2.0 concepts technologies by dint of a gradual evolutionary progression, and not all at once. Web 2.0, from their point of view, consists of generic tools that can be adopted (and not rebuilt). Examples of technologies used for external sites: •

Microsoft CMS technology based site – it was noted that upgrading to (Moss) 2007 necessitates the rewriting of many components.

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A site under development around JAVA, but it was noted that when there is a technological upgrade, the organization will switch to a different environment.

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Dozens of sites, Vignette technology.

Self service The participants agreed that self service is not an innovative idea that is necessarily attributable to Web 2.0, but rather a long standing concept that organizations have long since assimilated in one way or another. At the same time, most organizations are planning to invest in the improvement of self service for customers in the near future, and view this domain as the main venue that will yield a quantifiable return on investment (ROI). When a customer turns to a service call-in centre, an average call costs the organization between $ 8 and $ 10 (set up of computers, training of crew, systems, provision of 3 – 5 minutes service and so forth). This compares with a customer that implements the same transaction by self service on the Internet at a cost less than a dollar to the organization. It is obvious that even if these assessments are not 100% accurate, there is potentially a tremendous savings to the organization, in addition to which, surveys show that self service also improves customer satisfaction by double digit percentage points.

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Even though it is sometimes difficult to measure ROI from service improvement by means of self service, it is obvious that it does contribute to an improvement in the level of the service, but the relevant cost to the organization is not always known. The main problem with self service is that it does not give a strong sense of belonging to the organization that provides the service, and therefore, ways are currently being explored of enabling the user also to become a part of the community. Wikis – most participants stated that they are seeking to introduce use of the organizational Wiki, Wikipedia, both in external sites and for intra-organizational customers. They believe that a sort of Wikipedia of notions for the company’s state of the art technologies can attract the public to the company’s site, adding extensive technological know-how to customers. They would like the company’s customers to be enabled to check, with the aid of various Wikis, what products and services they are using. But they do not believe they will enable the customers to update content. Wikis are the most outstanding example of Web 2.0; they enable users to carry out transactions intuitively, alone and with ease, and transfers power into their hands. The main problem with Wikis and forums is still that of information security. Another problem is that if the salient concept of Web 2.0 is that of cooperation and collective intelligence among equal users, then it is suitable mainly for companies of a research type, but not for companies of experts (physicians, financial advisers and so forth). Organizations are not interested in enabling surfers to contradict the views of their experts. Open-forum discussion of this kind can offer leeway for lawsuits and other problems. RSS – most organizations are examining external use vis-à-vis customers in RSS in order to update various items of information from outside systems, and the sending of newsletters to customers. Companies that send out hundreds of thousands of newsletters to their customers have complained that this is causing very many problems, and because of this, theses companies are also considered to be the authors of spam. RSS is a very cheap tool for updating users: invitations to conferences, current information and so forth. Today it is no longer necessary to search for the information; you can obtain precisely the information that interests you personally via RSS. At the same time, it would seem that most people do not use RSS, because its interface is highly “technological” and not suited to the general public. With the aid of Google Analytics, organizations made the discovery that most people, on encountering interface problems, do not continue on from the “XML” page that they have reached. It is important to construct something that will be much more userfriendly. Another problem with RSS is the lack of a built-in model of information security, and therefore RSS is still not suitable for the use in confidential personal updates (such as medical examination or insurance updates). Virtual communities – organizations are planning to build virtual communities for members of various professions that work with them, such as: insurance agents, physicians, teachers, electricians, who have close contact with the company and for whom the organization wishes to improve the flow of information and establish discussion platforms, enabling the exchange of ideas cooperation and mutual learning.

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The creation of virtual communities will help overcome any geographic barrier for professionals or those with similar spheres of interest who are widely dispersed and are not directly employed by any one organization. Heavy investment is currently being made in the education sector, in favour of establishing virtual forums and communities, both for teachers and for pupils. Today, people are members of numerous of social networks, and therefore it is a good idea to establish a connection among different social networks and forums. Google has already set up an interesting API venture for a social network; lots of people have already joined it. Entry into professional forums will be by means of a password, but there will also be social forums that are open to the general public, in which there will be an option for screening responses. Another joint venture deals with a personally tailored page (similar to My Yahoo) that enables surfers to gain access to all services (personal and professional) in a single page, rather than via links. A research indicated that it is not a good idea to offer surfers sophisticated personalization options, since most people find it too complicated; rather, capabilities on offer should be limited, while experts are asked to create tabs. An example of Mashup: integration of knowledge from a GIS system into a transportation system, and also capabilities imparted to local authorities enabling them to see the list of the people being transported, on the level of geographic distribution with online reports. This used to be done with the aid of forms and semidigital information. The system in question was a self-developed Net-based solution. Blogs - it is important to note that we are referring here to a domain that calls for a high level of commitment on the part of the organization. A blog that is not updated at least once a week is of no value. And people who write a personal blog dedicate some 5 – 10 hours a week to doing so. Recommended suppliers that were cited in the domain of the development of external sites or the introduction of Web 2.0 components: Netwise, Matrix, eWave, Realcommerce (in the context of YNet), C-soft (in the context of Websphere).

Intra-organizational Web 2.0 applications: In the context of intra-organizational use of Web 2.0 concepts and tools, organizations noted the use of Wiki in the internal network. Examples of ventures and technologies cited by some organizations: •

The capabilities of the existing Wiki – built in with Moss 2007 as part of the package.

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A newsgroups management product by the name of Major Domo

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An open source product (MediaWiki) – but representatives cited a problem in that it is very difficult to find PHP programs, compared to a

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VB dot net program which really is not difficult to find.

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Representatives cited use of organizational Wiki and forums the length of the company, alongside project-oriented desks and focused specialist communities. They used the Moss Wiki but added capabilities to it such as the creation of content templates, numerous tags, improvement of user interface, Tag clouds for all that create instant mapping for rapid access to topics (addition of discussions to any page). The additions were developed in cooperation with Kwizcom and Microsoft, and the product will be sold as a shelf product (Wiki Plus).

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Representatives cited the use of Moss 2007 blogs, noting also a few things that need to be prepared for: only those who created the blog can respond (in responses) unless they go into a certain list and revise user names. Also it is not very convenient or simple to enter a picture clearly into a site.

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People cited the use of aggregations, one of the best things Moss has to offer on the subject of Web 2 (it is called content query web part); but a highly experienced programmer is needed in order to understand. The significance is that an employee will enter the desk, and all the relevant updates from the blogs and Wikis will await him there.

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Use of Ajax in Lotus Notes.

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Mention was made of the use of Ajax for the purpose of a convenient user interface and speedier work vis-à-vis the systems

Web 2.0 is used internally so as to improve intra-organizational collaboration. A recommendation was made to the effect that the centre of gravity should be shifted to customers. The representative of one organization stated that his organization has started to think that in the matter of IT, it is sometimes necessary to set up an infrastructure (even if not for a specific purpose that is currently defined) and then to start looking for the customers in the company. In other words, to let applications grow from below. The infrastructure can be a general infrastructure for the organization and later various people in the organization can be persuaded as to how and when to use it. On the subject of ROI, it is very difficult to measure the benefit of better collaboration within the organization, but after the organization has constructed one, somebody suddenly discovers it to be very useful. This is not something for which justification can be shown in advance… there is a tremendous potential, but one cannot put one’s finger on anything specific. A certain problem that was mentioned within the organizations, and for which Web 2 may provide a response, is the matter of reducing the duplicate work done in the organization, and especially within the development department: there are teams that work on the same things without knowing it. Mention was made of a project that is currently in process of concept definition as regards knowledge management in the IT department – collating knowledge on all the developments and interfaces between the systems in order to create a map of the systems they work with. For that purpose, they examine use of the Moss Wiki, and are having recourse to the assistance of a consultancy firm for the

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purpose of concept definition. A recommendation was given for using the consultancy services of a human engineering company (outstanding companies mentioned in this domain were Netwise, FMM SCP of Aman Computers). From the point of view of call in centre personnel and service representatives - they are even now exposed to so much knowledge that organizations do not want to give them a Web 2.0 style participatory tool so as not to distract them from the knowledge it is important that they have. The employees should be guided as to what to use for what purpose, and no censorship should be imposed. This is a kind of gradual, “creeping” assimilation that takes place from one group to another. It is done via a network of leaders that exist in every group.

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Other internal applications (not necessarily with Web 2.0 orientation) that were cited: •

Use of Websphere portal as an organizational portal, and also a knowledge management tool in sites written in Lotus and transferring to a Websphere portal. The company’s employees enter via the Websphere portal by means of SSO (based on another system).

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Use of IDOC – documentation of Softlib information systems. Documentation is no longer maintained in books. The product enables share and search and responds to their important need for information sharing among the people in the information systems’ domains.

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Use of SPS 2003 and also of Moss. Some representatives told of transition programs from SPS 2003 to Moss while others reported a conversion that is currently taking place. Mention was made of a Moss 2007 project that is starting an organizational search application.

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Use of iBolt for an organizational portal

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Use of a Scepia organizational portal based on SAP PORTAL

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Appendix: Information obtained from suppliers and consultants on trends in the Web 2.0 domain: Netwise We in Netwise were developing portals and Internet sites based on this concept even before the year 2000, with three primary emphases: 1.

Ajax technology (familiar from the past as XML HTTP Request) for improving the user’s RIA experience, for example, screens that do not require any refresh from the server, more standardized and user friendly visual qualities, and a community-social model intended to enable users to be made party to contents. | The artificial separation between areas of specialization creates a difficulty for users. A combination of expertise in designing a user interface and technological expertise is what enhances the experience and ultimately creates systems that people like.

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The subjects of technology and visual qualities have, in the course of time, become standard in works that Netwise characterizes and puts into application. In respect of the community-social issue, here every organization or site must choose the model most appropriate to its needs and to its target public. Also, the customer must be prepared to investment in a content manager able to operate and preserve live content in the site. . A conspicuous and proper trend is for example sites representing “expert” communities such as Aniboom.com to communities of animators. This is a unique Web 2.0 site combining contents, development and highly innovative community orientation. This application can also be realized in a portal, for example, in the domain of insurance agents who can discuss among themselves the changes introduced by reforms or the advantages of new cover that has been introduced. In case of a site/portal on more open topics, attention should be paid to the volume of the population, its capabilities, management’s wishes as regards presenting the information and so forth, in order to choose the best way. For example, it would be wrong to set up a Wiki site for a small population or for highly professional/ sensitive information.

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Today we are seeing more and more customers who, before coming out with a new development, execute a process of commercial/ strategic characterization and then build a Web 2.0 based concept for the user’s experience. The results are unquestionably powerful, and attract users, improving goodwill and obtaining far better results in cases of both portals and sites.

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IBM •

Web 2.0 services in organizations are currently considered to be a legitimate business tool and are becoming an integral part of the existing information management tools. Also the rapid outbreak of open social communities, such as Facebook and Link-In, are motivating knowledge managers and innovative leaders in organizations to adopt Web 2.0 technologies. The trend today is definitely in the direction of self services, which do not require high technical know-how and enable the set up of team rooms, blogs, organizational Wikis, forums and communities in three easy steps.

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Organizational sharing solutions include, inter alia, also organizational portals (Intranet portals) which are also attracting increasing interest on the part of customers wanting to improve communications among employees in the organization.

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The cooperative tools of the Lotus division include two pure Webbased Web 2.0 solutions: the first , Lotus Quickr, is a solution for the set up of virtual team rooms, that enables any user in the organization to develop a team room within the organizational firewall (or on the external Internet, including a blog, Wiki, a common library, a team calendar and so forth); the second, Lotus Connections, is a bundle of social software packages for organizations, including an employee guide, a platform for blogs, communities, favourites (similar to del.icio.us) and task management. A syndication of contents (RSS) is an important feature existing in these solutions, which complement the participatory knowledge management in the organization, enabling the employee to receive, at a push, relevant information in accordance with his personal definitions. Of course the organizational portal solution of IBM, WebSphere Portal, is also suitable for organizations seeking a complete and compressive solution for setting up an intranet set enabling the set up and maintenance of an internal site, for organizations in a range of sizes and spheres of expertise.

Aman Computers Aman Computers is encountering numerous applications on the part of customers, and a great deal of interest in Web 2.0. Enquiries are coming from customers in various domains, both start up companies wishing to utilize Web 2.0 capability for providing a unique solution managed by users (a subject we encounter primarily as human engineering experts – Pamam SCP is the longest standing human engineering department in Israel, affiliated to Aman Computers), and the finding of intelligent solutions for usefulness, capabilities, wishes and expectations of surfers), and also for internal solutions.

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Apart from the ability to provide a technological response, Aman commences every such discussion with a review of needs, on preparing for the user’s wishes and his capabilities. It should be borne in mind that alongside the technological capabilities currently at our disposal (RSS, Wikis, Ajax, blogs and so forth), the “flooding” of this or that application with such capabilities, , regardless of the user’s needs and capabilities in the centre, will not yield an optimal solution. However, a correct characterization of needs (which begins with characterizing a user interface along with a technological/ functional concept definition); will set in motion a real revolution. eWave •

The development of self service systems as part of the eBusiness policy of the organization is not a new phenomenon, and eWave has been developing such systems for customers in Israel and elsewhere for many years. The Web 2.0 finds expression in these systems also on the display level, making use of Ajax (and the like) in order to create a rich and convenient interface, which also combines blogs of experts and surveys on the level of processes and data. These systems actually change as a result of the application of SOA strategy in the organizations, bringing about flexibility on the level of data and processes.

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On the intra-organizational level, what is surfacing is a trend of using Wikis (primarily Moss-based) as an effective knowledge management tool. The use of blogs is an excellent tool within the organization for transmitting knowledge and administrative messages, but in Israel it is popular mainly on the levels of “technical experts”, and less on that of senior managers – which is a pity. Likewise, intra-organizational forums are gaining increasing popularity.

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On a technical level, both in Java and in net, and in PHP, there is a plethora of infrastructures enabling organizations to easily create Web 2.0 capabilities (both graphic and functional) and the first challenge in any project is to choose which infrastructure to use.

Matrix As we see it, organizations must begin a process of entering into Web 2.0 both because there is no alternative and because it is worth their while. No alternative •

A new consumer culture is being created on the Internet, and it cannot be ignored. Customers (especially, but not only the youth), are

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choosing in according with the opinion of surfers, expect to hear their voice, play with real money in virtual worlds, conduct entire lives on social networks … WOM (Word of Mouth) is the most effect way of getting messages across. New business models (P2P loans) are starting to bite off a share of the business of the traditional organizations…. The competitors are already on the way

Worthwhile •

Web 2.0 applications, correctly realized, create a different dialogue visà-vis the customer, a dialogue that at the end of the day creates more business for the organization.

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The community has power – social networks that are created on the Internet are a tremendous force. They are a force by virtue of quantity. They are a force by virtue of interaction. How can the organization make use of all this?

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The Web 2.0 concept enables the organization to establish “tailor made products” for the customer, at reduced costs (the long tail of the business). These products expand the activity of the bank to beyond the territories in which it currently has a presence.

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It is an open world – when you connect, you gain power

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Organizations operate as part of an entire world, and use the power of cooperative ventures in order to strengthen themselves. This is how it is known in Web 2.0 jargon – we call it mash-ups

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According to Web 2.0 concepts, the products of the organization are becoming part of a business chain that is happening on the Internet.

Web 2.0 thinking takes place on the level of target publics: •

Consumer facing – vis-à-vis a large public

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Employee facing – vis-à-vis the employees of the organization (with emphasis on knowledge management, Bottom-Up initiatives, Team applications, organizational networks and so on)

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Partner facing – for the creation of an active community of partners.

Matrix helps organizations with their thinking processes and with the construction of a roadmap for entering into Web 2.0, in order to cope with the above questions and more.