Tiit Tammiste EMT CIO

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Telecommuni cations
Multimedia industry
Media and entertaiment ICT IT
IP everywhere Content services Same services – Different terminals

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Media and entertainment Network operators Network services Handset manufacturers Handsets and consumer electronics Web powerhouses Corporate applications and services IT megavendors Web 2.0 communities and services Consumer electronics Software products and services Platform vendors Mobile platforms, operating systems

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Voice and Data Network Fixed and Mobile Network Web Service Convergence and Mashups Web and Communications Convergence Media and Web Convergence Media and Communications Convergence Device Convergence

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Screens Services Service Delivery
Create Manage Experience
Platform Services Experience

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Multi-screen Baseball Experiences

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• • • Demographics Digital natives Architecture of participation New personal computing behaviors • • • Workplace expectations Workplace behaviors Worker capabilities • • • • Blending of work and leisure Unified communications Grass-roots behavior Control over computing • • • • Consumerization Free technology Personal computing technology Long-tail economics Global-class computing

9 kuupäev ja presentatsiooni pealkiri • • •
Web 2.0
Community – – – Architecture of participation Collective intelligence User-created content Technology – – Web platforms Rich Internet Applications Business models – – – – Micropayments Revenue sharing Long-tail economics Mashup syndication • • •
Social Software
Social Networking – – – Locating interesting people and content Social profiles Social network analysis Social Collaboration – – – – – Working with interesting people and content Wikis and blogs Instant messaging Virtual worlds Collaborative office Social Publishing – – – Sharing interesting content Social tagging Social validation Enterprise Web 2.0 (EW2.0) covers Web 2.0 technologies as applied to the enterprise.
Enterprise 2.0 (E2.0) concentrates more on social software technologies employed to enhance internal enterprise operations. E2.0 depends on freeform environments to promote beneficial emergence.

10 kuupäev ja presentatsiooni pealkiri • •
People – – Social and informal Messy (disorganized) – – – – – Intuitive (inexplicit) Unmethodical and in-exhaustive Wasteful Inconsistent Who-not-what rule takes precedence (emotions-relationships-trust) Patterns, processes, affinities, skills, interests and social order(s) emerge and evolve
A person who cannot live in society, or does not need to because he is self-sufficient, is either a beast or a god. (Aristotle) We have been developing social processes for 2,000,000 years (12,000 years since the development of agriculture). Why try to reengineer social processes? (Austin) Complexity is in the social network. Vendors try to put complexity in software. Social software should keep the complexity in the social network. (Mayfield) E2.0 leverages how people work by mirroring
• Freeform simplicity • Informal • Socially enabled • Participative
In a world where we can organize information any way we want, nothing needs to be categorized … everything can live in a state of limbo in the miscellaneous category until we need it and then, and only then, does it need to be grouped, filtered, sorted for our immediate consumption. (Weinberger)
Photo © 2005 TMAustin

11 kuupäev ja presentatsiooni pealkiri Rebalancing Focus — Deconstructing Collaboration and Enterprise 2.0
Examples Focus Communication Social Process Coordination Collaboration Mode
Communicate
Primary Role
Broadcast, notify Body language, e mail, texting Low Traditional High
Communities
Coordinate Projects, activities Informal predominant Enterprises overload communicati on channels with all forms of collaboration — parse activity into modes and support more specifically.
Community Support Social Relationship Support Persistent expertise, interest, affinity Peer help, pro-social, virtual Opt-in, lubricate interpersonal interactions Improving working relationships Enterprise 2.0

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chaotic, cost-conscious, fragmented, and demanding Communication Overload How can I prioritize and react to the sheer volume of communications and be more productive?
Global/Distributed Customers, Partners and Teams How can I get a global organization to act in concert across boundaries?
High Cost of Communications How can I leverage existing enterprise infrastructure and the Internet to lower communications costs?
Disparate, Complex Networks How can I integrate my communications and PC networking infrastructures?

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Digital Native Digital Immigrant
Source: Neopets Source: Second Life

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Digital Native Digital Immigrant
Want to shop in their world or context Want continuity between offline/online and all channels Expect immediate access to all information Want to shop socially New sales channels Full multichannel experience Full transparency to retail information, in real time Collaboration and word of mouth

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17 kuupäev ja presentatsiooni pealkiri Shopping in "Other" Worlds: The Sims 2 H&M Fashion Stuff

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5% of traffic from MySpace — at least double the traffic from MSN and Yahoo Search combined — BizReport, March 2007

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• Multiple platforms • Technical fragmentation • Handset browsing habits will grow slowly • Limited midlife updates
Platforms and Technology Users Mobile Devices
• Proliferation, new device categories • Increasing technical sophistication means mobile devices are better Web citizens • Falling prices • Web providers will lead mobile innovation • Content adaptation will be important • Ecosystem battles
Content and Services Operators and Networks Business Infrastructure
• The mobile Web will be broadly affordable • Capacity will be adequate • M-payment disappointments • Location services will be key • Personalization will be more important than searching

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“At what stage is your company in the adoption of these mobile applications?”
In production/upgrade underway/initial rollout Evaluating/piloting Wireless email Personalized contacts and calendar Content/information for employees Sales force applications Field service applications Logistics applications Customer facing applications Instant messaging SMS alerts Inventory management
71% 69% 43% 25% 20% 27% 23% 18% 15% 23% 27% 31% 41% 30% 17% 20% 13% 16% 16% 14%
Adoption shifts to LOB applications
Base: 404 executives at North American and European enterprises Source: Forrester's Business Technographics® March 2006 North American And European Enterprise Network And Telecommunications Surveys

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245 Million converged mobile devices by 2010 34.1% Converged Mobile Phones 30 20 10 0 18.6% Mobile PCs 5.8% Mobile Phones 3.9% Desktop PCs SOURCE: Gartner Dataquest, and IDC 2006
2006-2010

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New Businesses Traditional Businesses Innovative Businesses TV M2M Mobile Wireless Broadband DSL Cable Fiber …..
Consumers don't really care about the bearer
Wireless e mail Payments Media sales Corporate apps.
Advertising-funded services
Mobile Voice and Data
New roles for cellular?
Blue Oceans
Redefine the market
Red Oceans
Fierce competition
Pink Oceans
Strong competition
Web 2.0

23 kuupäev ja presentatsiooni pealkiri
Today
Banking Portal Megaportal • •
Portals aggregate and eliminate stovepipes of content and data, but often a new level of stovepipes is created in a multiple portal environment.
Tomorrow Portals will be aggregated and this level of stovepipes will disappear.
Government Portal Work Portal

24 kuupäev ja presentatsiooni pealkiri
Smart Objects and Packaging
Know identity, location, owner, history, safety, environment …
Behavior-based Pricing Models
Usage, risk
Remote Sensing
Tracking, control, compliance monitoring, healthcare
Machine to Machine
Local distributed decisions and actions
Augmented Reality
Context-based information at point of decision/action
Sociable Products
Recognize owner, sensitive to context
Unifying Digital and Physical Worlds