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Platforming

Innovating Information Systems in the Google Age
Scott Conley, CSO

Quarterly Briefing
London, UK
24 Sep 2009
©
ThoughtWorks
2009
Context
Recession
Indifferent CEO
Shrinking demand
Price pressure
Control expectations
Perfect knowledge?

12

nth
mo

als
go

iny
et

cat
llo t
✤a
dge
ty’
bu
ili
‘ag
ver
eli
✤d
ize ing!
✤ se eth
som

©
ThoughtWorks
2009
Thinking
out loud
Business-as-usual
Technology-centric
Monolith Oriented
Architecture?

Don Sull
on FT.com

"Facing
these
demands,

many
execu3ves
asking

themselves
which
acronym

(e.g.,
BI,
CRM,
ERP)
is
right

for
us?”
“Which e
nt
software erprise
should w provider
e
How mu work with?
ch shoul
d we
spend?”

“Will it work?”
http:/
/blogs.ft.com/donsullblog/2009/07/02/getting-it-right-for-execution/

©
ThoughtWorks
2009
The core
challenge
To pragmatically innovate
on information:
You need an
information advantage.
You need an
operational advantage.

http:/
/blogs.ft.com/donsullblog/2009/07/02/getting-it-right-for-execution/

wrong
ques(ons..

a
more
fundamental
set.
.
“What
type
of
suppor3ng

data
do
we
need
to
make

sense
of
a
rapidly
changing

market?


What
organiza(onal,

behavioral,
and

cultural
changes
will

we
need
to
capture
the

benefits
of
improved

informa3on?"
©
ThoughtWorks
2009
Additional
Thinking
Long term,
organisms that
deliver intent
and emergent
design will
survive.

Enterprise 2.0
Behavioral Economics
Constraint-driven
Innovation
“Free”
Lean

©
ThoughtWorks
2009
Additional
Thinking
Jeff Jarvis, pattern seeker
“Link economy”
Abundance
“Trust the people”

Build a platform
that leverages
these forces

Amazon, ot
hers
“would do i
t,” too..

©
ThoughtWorks
2009
Platforms
a “distributed model of enabling countless
companies to start atop what it provides.”
products?
ini3a3ves
?
ideas?

Build a platform?
http:/
/www.buzzmachine.com/2008/04/06/the-fall-of-the-firm/

©
ThoughtWorks
2009
3 Platforms
SOCIAL

CLOUD

MOBILE

.. or harness one?
©
ThoughtWorks
2009
3 Platforms
SOCIAL

CLOUD

MOBILE

Let’s focus on
just these
two.
©
ThoughtWorks
2009
Crushing on
Cloud

©
ThoughtWorks
2009
Cloud Marketing
How are cloud vendors
positioning themselves?

©
ThoughtWorks
2009
Cloud Marketing
How are cloud vendors
positioning themselves?

©
ThoughtWorks
2009
Cloud Marketing
How are cloud vendors
positioning themselves?
SAVE
PRICE
CHEAPER

es

e
in
cloud
li
The
valu


well
beyond
i3es
st
opportun
co
ter.
he
data
cen
in
t

©
ThoughtWorks
2009
Defining Cloud
Internet accessible
Standardized capability
Utility pricing
Self-provisioning APIs
Elasticity

http:/
/www.forrester.com/Research/Document/Excerpt/0,7211,45073,00.html

©
ThoughtWorks
2009
Cloud Market
Software-as-a-Service
Provisioning business-level
functional applications
or services.

1000’s
by

2020
Google Apps

Office Live

Flickr
Innovation cycle:
Late Majority

Salesforce.com

©
ThoughtWorks
2009
Cloud Market
Infrastructure-as-a-Service
Provisioning (virtual)
hardware or other finegrained embedded
behavior/services.

100’s
by

2020
Amazon AWS
EC2, S3

Akamai
Innovation cycle:
Early Majority

Google
Checkout

Rackspace
Mosso

©
ThoughtWorks
2009
Cloud Market
Platform-as-a-Service
Provisioning virtual
application stacks or
similar environment
sandboxes

Innovation cycle:
Early adopters

10

by
2020
Microsoft
Azure

EngineYard
Flex
Salesforce
force.com
Google
AppEngine

©
ThoughtWorks
2009
Automobile wholesaler
“Last Mile” problems

Operational
advantage

Performance testing
Environment rigor

“First Mile” opptys
Product experiments
e
Viably ‘driv
down’ the
innovation
expectation

©
ThoughtWorks
2009
Another Long Tail

hours
of

15
Internet

fame

http:/
/blog.animoto.com/2008/04/21/amazon-ceo-jeff-bezos-on-animoto/

Capture
otherwise
inaccessible
market
opportunities

©
ThoughtWorks
2009
Another Long Tail
In 4 days:
From 50 to 5000
servers
5000 daily users
to 750,000

mone3ze
the

viral
spike

http:/
/blog.seattlepi.com/amazon/archives/142569.asp

©
ThoughtWorks
2009
Takeaways
Cloud is critical leverage for true information-driven
agility.
Major step towards ‘closing the production cycle
loop’
What 'comes out of the wall' is not entirely described
by the fact that it's coming out of the wall!

operational
advantage
©
ThoughtWorks
2009
Friending
Social

©
ThoughtWorks
2009
Social Market
c2c networks
Development of consumer
graphs is paramount.
Enterprise penetration is
very thin and inconsistent.

Facebook

Twitter
Get
Satisfaction
Ravelry

Innovation cycle:
Early Majority

bebo
©
ThoughtWorks
2009
Social Market
b2c networks
Deliberately cultivated
communities around a
brand or experience

Recommendation
Engines
Reputation
Systems

Product
Forums

Innovation cycle:
Late Majority

Blogs
©
ThoughtWorks
2009
Social Market
b2b networks
Debated! Do social patterns
have relevance to the b2b
space?

force.com

eBay,
Amazon

Innovation cycle:
Early Adopters

©
ThoughtWorks
2009
on corporate strategy..
"Corporate strategy is all about collecting information
from many different sources, evaluating the
probabilities of potential outcomes, and making
decisions in the face of an uncertain future."
James Surowiecki
The Wisdom of Crowds

©
ThoughtWorks
2009
Glam

Tencent
QQ

zipcar

Sony VIAO
Lenovo

Dell’s
IdeaStorm

Obama
campaign

Comcast

B2C is bottoms up!
Glam

Tencent
QQ

g
to

openly
tryin
All
are

duct/
rt
their
pro
inve
sign

e/brand
de
servic
approaches

zipcar

Sony VIAO
Lenovo

Dell’s
IdeaStorm

Obama
campaign

Comcast

B2C is bottoms up!
Zara
Spanish apparel retailer
Dominant supply chain
Strong sales
How to take the next
step?
Forecasting?

Real
agility
in
the

supply
chain?

For

an
apparel
company,

that’s
opera(onal

advantage.

©
ThoughtWorks
2009
Zara
HQ
targets of
opportunity

forecasts,
trends

clothes

design
#1
worldwide

store mgrs

25%
of
avg
IT

spend
©
ThoughtWorks
2009
Takeaways
Get your humans involved, use social tech to move
specific knowledge
Employees, customers, all of them!
Don't build a community; penetrate one.
Social is relevant to b2b
Abandon
the
techno‐hubris

hegemony!

information
advantage
©
ThoughtWorks
2009
Current Favorite Short Case
SOCIAL

CLOUD

MOBILE

©
ThoughtWorks
2009
ThoughtWorks Confe
“How
do
we
get

movement
in
this

market?”

Conferences
are
one

of
our
core
social

ecosystem

playgrounds.

“Send people
to mobile
events”
ave
“We only h
so much
CapEx”

“Buy
e
veryon s”
e
ry
ckber
Bla

Can we
Can

“Build an
iPhone app”

©
ThoughtWorks
2009
erence Connection

e better penetrate this social graph?
we harness a cloud platform?
Anchored on
AppEngine

investment
low
appy users
h
operational

For
Conferences
and
Attendees

marketing / brand
service offerings
new investments
information

©
ThoughtWorks
2009
Summary
Harness the platforms (then develop one!)
Push your innovation past the technologies
Use the low cost clouds to position your
knowledge systems for agility/operational
advantage

There are humans in your (eco)system
Understand them
Account for them
Use them!
©
ThoughtWorks
2009
Thank you!

©
ThoughtWorks
2009

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ThoughtWorks Quarterly Technology Briefing, London, September 2009