Business mashups, or mashup business

Business Mashups,or Mashup Business?Peter Evans-GreenwoodCTO (Australia)

© 2006 Capgemini - All rights reservedBusiness Mashups, or Mashup Business? Peter Evans-Greenwood

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| Technology Services

Web 2.0? Mashup? Eh?

Web 2.0

Web 2.0, a phrase coined byO'Reilly Media in 2004, refers to aperceived second-generation of Webbased communities and hostedservices — such as social networkingsites, wikis and folksonomies — thatfacilitate collaboration and sharingbetween users.

Wikipedia

Mashup (web application hybrid)

A mashup is a website or applicationthat combines content from morethan one source into an integratedexperience.

Wikipedia


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Web 2.0 & mashups have hit the main stream

All main streamsolution platformsinclude them

Main stream businessmedia is writing aboutthem

The major applicationvendors are retoolingto support them


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So what are we using these technologies for?

Web 2.0For collaborative document production.To build an encyclopaedia.As all-purpose ‘teamware’.As a ‘war room’ for fast-changing situations.For knowledge broadcast.For broadcast search.For ‘crowdsourcing’.To express collective judgment.

Andrew McAfee, March 21, 2007, Uses for a Newborn Babyhttp://blog.hbs.edu/faculty/amcafee/index.php/faculty_amcafee_v3/uses_for_a_newborn_baby/

http://blog.hbs.edu/faculty/amcafee/index.php/faculty_amcafee_v3/uses_for_a_newborn_baby/


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So what are we using these technologies for?

Microsoft OfficeAccounting 2007Upload items for saleonto eBay directly fromOffice in just a fewmouse clicks.

eBayPayPal

PostbankFind the nearestautoteller

Google MapsAutoteller locations &status

Enterprise HorizonsVisualise spartialbusinessinformation

Google MapsApplicationsBI DataOperational DataExternal InformationSources

… and mashups?


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The problem with this

It’s pretty underwhelming• Web 2.0 as point solutions• Mashups as product integration & portal widgets• A few interesting SaaS offerings

IT departments are treating web 2.0 & mashups asthrowaway applications

• Relegated to the edge & disposable• Something apart from enterprise IT• Resulting in new information silos

There must be more to Web 2.0 andmashups than what we’re seeing


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So why would we use these technologies?

The interesting thing about Web 2.0 and mashups is thechange in focus they imply

From siloed applications and data…… to users and what needs to be done

Mashups& Web 2.0

AppsD&RM

ExternalPartners

Users consumeinformation

Applicationsmanage data

Web 2.0 & mashupsmap between thetwo

Focused on how data isused rather than how itis stored

Information appliancesto be plugged into ourmashup

Remixing information asusers’ require


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The challenge: insurance case work today

Case

Client

Advisor1.

Client works with anAdvisor to select &customise a policy

2.

Advisor submits thepolicy for approval

3. Client visits aDoctor for ahealth check &tests

Doctor4.

Doctor posts thetest results to theback office

Team5.

The back office askquestions, clarifiesissues, requestsfollow-ups, andapproves the case(or not).

6.6.


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The challenge: insurance case work today

Case

Client

Advisor1.

Client works with anAdvisor to select &customise a policy

2.

Advisor submits thepolicy for approval

3. Client visits aDoctor for ahealth check &tests

Doctor4.

Doctor posts thetest results to theback office

Team5.

The back office askquestions, clarifiesissues, requestsfollow-ups, andapproves the case(or not).

6.6.

What is a case file? Paper?Database? Records?

Reports? Email?

No means ofcapturing tacit

knowledge

Processestrapped in

application silos

Participants tiedto locations

Knowledgefragmented and

buried inchannels & silos

No holistic viewof the problem

Client is not aintegral part of

the process

Processesfragmented

across silos andmanual activities


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A few interesting ideas

Rich User ExperienceProviding a desktopexperience from a web-based application

Flash & ShockwaveSilverlightAJAX

Mash-UpsA web page orapplication combiningdata from two or moreexternal sources

Spaces, NotApplicationsTools to solve specificproblems, integratedwith other tools, ratherstand-alone applications

Wikis: sharedblackboardsBlogs: online diariesFolksonomies: sharedtags

Utility ComputingUsing the web as aplatform to deliverapplications over theinternet from acentralized or distributeddata centre

GMailSaleForce.comQuickBooks Online Edition


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Insurance case work tomorrow

Client1.

Client uses a self serviceweb site to create apolicy tailored to theirneeds, scheduling anytests required

3.

Client visits aDoctor for ahealth check& tests

Doctor

Doctor submits testresults directly

4.

2.

Case

Advisor

An advisor can be called in(Skype, IM, …) to provideassistance where required

5.

Team The back officeapproves the case(or not).


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Insurance case work tomorrow

Client1.

Client uses a self serviceweb site to create apolicy tailored to theirneeds, scheduling anytests required

3.

Client visits aDoctor for ahealth check& tests

Doctor

Doctor submits testresults directly

4.

2.

Case

Advisor

An advisor can be called in(Skype, IM, …) to provideassistance where required

5.

Team The back officeapproves the case(or not).

Users create theirown work spaces

Virtualteams

Integrated support forstructured and

unstructured knowledge

Informedand able toparticipate

Contentindependent of

channels

Activeinvolvement All knowledge

captured in asingle consistent

shared space


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A space for insurance case management

RSSfeed on

case

Status commentAsldkjalsj asldj asldas lAklsd aksdh kashdDate, Time, Posted by BLAH

Client Name

Test Results

Risk ManagementLorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diamnonummy nibh euismod tincidunt ut laoreet dolore magna aliquamerat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci

Tags, tags, tags, …

Duis autem vel eum iriure dolor in hendrerit invulputate velit esse molestie consequat, velillum dolore eu feugiat nulla facilisis at

Policy Details

Add

8asd8asd8asd

8asd8asd8asd

8asd8asd8Basldjk

Client detailsfrom CRM

Test results fromprovider’s

system

Case workcomments in a

blog

Risk report inwiki

Medicalimage fromprovider’s

system

Markup a laMojito

Address12 sad asldrk aslkdja lsdkj al skdjas

Tags for semanticsearch

Status

Status

Workflowstatus

Click through toconnected spaces

ProductInformation

asd8Asd

asd8Basldjk


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… delivered as a utility

Back-Office

Applications

Content &Records

Management

ExternalSources

Reporting

File Stores

PartnerApplications

Utility

Web 2.0 R

esource Managem

ent

Light weight,

standards based,integration

RSS, W

eb Services,

Search, …

Collaboration

Search

Processes

Mash-UpPlatform

CaseWorker

Mash-Up

TeamMash-Up

ClientMash-Up

PartnerMash-Up

ClientClientClient

CaseWorker

CaseWorker

CaseWorker

PartnerPartnerPartner

TeamTeamTeam

Application silosused as

informationappliances

Userinterfacesdesign tosupport

specific roles

Utility mapsbetween

applications andusers, capturingtacit knowledge


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The problems we’re solving to make this happen

LicensingHow do I enforceSLAs?Do I need to pay?Who owns thedata?

Where do westart?

No more fouryears and $50m!

Security &Confidentiality

Federated IdentityManagmeentSensativity: gettingusers to putinformation in theright box

What capabilities dowe put in the box?

Where do we usewiki’s a blogs?How do theyintegrate with ourother information?What about Zoho orGoogle Apps?


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The bigger picture

Business PlanningAsset PlanningRisk ManagementIncident ManagementAsset CreationAsset Lifecycle ManagementProcurementDemand ManagementCompliance ReportingAnnual ReportingRelationship Management –Government, Customers, Contractors,PartnersPerformance ManagementHealth and Safety Management

Ministerial BriefsCorrespondence ManagementTendering and RFQ ManagementProgramme & Project ManagementStrategy DevelopmentHR record keepingPolicy and AdviceInspections and AuditsPolicies and ProceduresContracts ManagementCommunity ConsultationBusiness Case DevelopmentOperational AnalysisPeriodic ReportingSpecialist StudiesStrategic Directions ReportingIndicators ReportingMarket ResearchCorporate Template ManagementPublications ManagementCampaign DevelopmentCustomer EngagementLease License ManagementTitle Management

Web Site ManagementCustomer ComplaintsResearch and DevelopmentMD BriefsProject ReportingDesign ReportingPost Implementation ReportingStandards and SpecsCommunity ConsultationsAsset Information ManagementDrawings and Plans ManagementFOI Request HandlingAccounts Payable invoice processingLegal Advice and PrecedentsTaxation Work PapersAudit Work PapersAudit and Inspection ReportingMajor Environmental AssessmentsMinor Environmental AssessmentsEnvironmental Management PlansWork Order ManagementRecruitment ManagementContractor ManagementTraining and Human PerformanceMgmt

CaseWorker

CaseWorker

CaseWorker

Unstructured Structured An examplefrom

Government


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Business mashup? Or mashup business?

Threadless

Design arbitragePaypal (payments)Flicker (photos)Polling (online votes)OutsourcedproductionProfitable in 1st year

KIVA

Demand-driven charityMicro-creditPaypal (payments)Flicker (photos)Blog (journal)Already a force to berecond with in microcredit

Scion

Endless customisationPimp-my-rideProduction lineDealersBodyshopsMost successfulproduct launch forToyota ever


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What might this look like for insurance

An Insurance Mash-Up

Yesterday Today Tomorrow

Bespoke developmentHarvest historicalinformation to createactuarial tablesHand craft policies

Mass productionHavest historical &operationalinformation to createactuarial tablesDevelop insuranceproduct factories tochurn out masscustomized policies

Endless customisationEnable customers tocreate their ownpolicies from a suite ofpolicy components


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How do we create a configurable policy?

SeatHandlebars Frame

Front Wheel Back Wheel

Drive Train

A bike consists ofa frame, twowheels,handlebars, aseat, drive train,and each wheelhas a tyre. Wealso offer threetypes of bike:mountain, racingand hybrid

Let’s steal an idea from flexible manufacturing


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How do we create a configurable policy?



Drive Train

A bike consists ofa frame, twowheels,handlebars, aseat, drive train,and each wheelhas a tyre. Wealso offer threetypes of bike:mountain, racingand hybrid

Let’s steal an idea from flexible manufacturing

We can define our product as a suite of pluggable Lego-like components and let customers mix-and-match

PolicyExclusionsInclusionsConstraintsPeriod

CoverageHuman

• Individual• Partner• Family• Organisation

Local vs.international

BenefitDefined benefitDeductible/excessCo-paymentRestricted benefitsPreferred supplier…


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Strategic Goals

Information Technology

Then we operationalise the model



Drive Train


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InsuranceMashup

Rating (ISO)

Front officeSalesforce

Collections(ChoicePoint)

CaseManagement

MashupsBilling

RiskManagement

Mashups

Identifying the services we need


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InsuranceMashup

Rating (ISO)



CaseManagement

MashupsBilling

RiskManagement

Mashups




Drive Train



Drive Train



Drive Train


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InsuranceMashup

Rating (ISO)



CaseManagement

MashupsBilling

RiskManagement

Mashups




Drive Train



Drive Train



Drive Train

RatingService Collection

Service

ProductService

BillingService

RiskMgmt

Service

CaseMgmt

Service

CustomerInfo

Service


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External Services

… delivering the lot as a utility

Back-Office

Content &Records

Management

Reporting

OtherSources


Rating(ISO)

Web Utility

Mash-Up

Mash-Up

ClientMash-Up

PartnerMash-Up

ClientClientClient

CaseWorker

CaseWorker

CaseWorker

PartnerPartnerPartner

TeamTeamTeamBusiness

Utility

InsuranceMashup

BillingRisk

ManagementMashup

CRM(Salesforce)


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What we can achieve with Web 2.0 and Mashups

ValueProductivity

Business agilityInformation qualityProcess Improvement & Optimisation

Exception Managem

ent

t

Value

t

Planning Granularity

t

Rate of Innovation

Using mashupsand utility

computing toreduce the cost

of fielding andchanging

functionality

Mashingtogether internaland externalfunctionality torapidly createnew businesscapabilities, andthen rapidlyevolving thesolution

Loweroperationalcosts and amore agilebusinessincrease thevalue that canbe harvestedfrom the market

Mashingtogether internal

and externalinformation and

collaborationtools users’

require and thenrapidly evolving

the solution


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In summary

Why use business mashups & web 2.0?• Lighter weight than portals & composite applications• Enable us to integrate collaboration with the back end• Removes the distinction between outside and inside the

enterprise• Could represent the next generation of enterprise computing

We can use the same ideas to change the way we thinkabout business

• Mashing together internal and external service to create new,innovative, capabilities

If we do this right, Web 2.0 and mashups are gamechanging technologies


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Questions or Comments

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