web2-ORT

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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

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Table of contents

Foreword3

Web 2.0 applications for external sites..3

Self Service ...3

Wikis..4

RSS4

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

IBM9

Aman Computers .10

eWave11

Matrix11

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Foreword

Present at the meeting were users organizations from various industries. The

representatives of the organizations were: Internet site managers, infrastructuremanagers, development team leaders, knowledge architects and so on. The object ofthe Round Table Review was to raise topics with which most IT organizations arecurrently coping as they introduce Web 2.0 components into external sites whilemaking intra-organizational use of concepts and tools of Web 2.0; to share theexperience already gained in this domain; and also to examine the maturity of theexisting 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 isbeing done in the various organizations in this domain they came primarily to hearwhat is being done in other organizations. The principal Web 2.0 component that hasalready been introduced into the organizations is Ajax, which contributes to a richeruser interface. It would seem that organizations arrive at a collection of Web 2.0concepts technologies by dint of a gradual evolutionary progression, and not all atonce. 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.

A site under development around JAVA, but it was noted that when

there is a technological upgrade, the organization will switch to adifferent environment.

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 thatorganizations 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 forcustomers in the near future, and view this domain as the main venue that will yield aquantifiable return on investment (ROI). When a customer turns to a service call-incentre, an average call costs the organization between $ 8 and $ 10 (set up ofcomputers, 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 serviceon the Internet at a cost less than a dollar to the organization. It is obvious that even ifthese assessments are not 100% accurate, there is potentially a tremendous savings tothe 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 bymeans of self service, it is obvious that it does contribute to an improvement in thelevel 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 belongingto the organization that provides the service, and therefore, ways are currently beingexplored of enabling the user also to become a part of the community.

Wikis most participants stated that they are seeking to introduce use of theorganizational Wiki, Wikipedia, both in external sites and for intra-organizationalcustomers. They believe that a sort of Wikipedia of notions for the companys state ofthe art technologies can attract the public to the companys site, adding extensivetechnological know-how to customers. They would like the companys 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 outtransactions intuitively, alone and with ease, and transfers power into their hands. Themain 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 collectiveintelligence among equal users, then it is suitable mainly for companies of a researchtype, but not for companies of experts (physicians, financial advisers and so forth).Organizations are not interested in enabling surfers to contradict the views of theirexperts. Open-forum discussion of this kind can offer leeway for lawsuits and other

problems.

RSS most organizations are examining external use vis--vis customers in RSS inorder to update various items of information from outside systems, and the sending ofnewsletters to customers. Companies that send out hundreds of thousands ofnewsletters to their customers have complained that this is causing very many

problems, and because of this, theses companies are also considered to be the authorsof 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 theinformation; you can obtain precisely the information that interests you personally viaRSS.

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 ofGoogle Analytics, organizations made the discovery that most people, onencountering interface problems, do not continue on from the XML page that theyhave reached. It is important to construct something that will be much more user-friendly. Another problem with RSS is the lack of a built-in model of informationsecurity, and therefore RSS is still not suitable for the use in confidential personalupdates (such as medical examination or insurance updates).

Virtual communities organizations are planning to build virtual communities formembers of various professions that work with them, such as: insurance agents,

physicians, teachers, electricians, who have close contact with the company and forwhom the organization wishes to improve the flow of information and establishdiscussion 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 forprofessionals or those with similar spheres of interest who are widely dispersed andare not directly employed by any one organization.

Heavy investment is currently being made in the education sector, in favour ofestablishing 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 toestablish a connection among different social networks and forums. Google hasalready set up an interesting API venture for a social network; lots of people havealready joined it. Entry into professional forums will be by means of a password, butthere 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) thatenables 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 offersurfers sophisticated personalization options, since most people find it toocomplicated; rather, capabilities on offer should be limited, while experts are asked tocreate tabs.

An example ofMashup: integration of knowledge from a GIS system into atransportation system, and also capabilities imparted to local authorities enablingthem to see the list of the people being transported, on the level of geographicdistribution with online reports. This used to be done with the aid of forms and semi-digital 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 ahigh level of commitment on the part of the organization. A blog that is not updatedat least once a week is of no value. And people who write a personal blog dedicatesome 5 10 hours a week to doing so.

Recommended suppliers that were cited in the domain of the development of externalsites 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, organizationsnoted the use of Wiki in the internal network. Examples of ventures and technologiescited by some organizations:

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

of the package.

A newsgroups management product by the name of Major Domo

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 focusedspecialist communities. They used the Moss Wiki but added

capabilities to it such as the creation of content templates, numeroustags, improvement of user interface, Tag clouds for all that createinstant mapping for rapid access to topics (addition of discussions toany page). The additions were developed in cooperation with Kwizcomand Microsoft, and the product will be sold as a shelf product (WikiPlus).

Representatives cited the use of Moss 2007 blogs, noting also a few

things that need to be prepared for: only those who created the blogcan respond (in responses) unless they go into a certain list and reviseuser names. Also it is not very convenient or simple to enter a picture

clearly into a site.

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 ahighly experienced programmer is needed in order to understand. Thesignificance is that an employee will enter the desk, and all the relevantupdates from the blogs and Wikis will await him there.

Use of Ajax in Lotus Notes.

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

Web 2.0 is used internally so as to improve intra-organizational collaboration. Arecommendation was made to the effect that the centre of gravity should be shifted tocustomers. The representative of one organization stated that his organization hasstarted to think that in the matter of IT, it is sometimes necessary to set up aninfrastructure (even if not for a specific purpose that is currently defined) and then tostart looking for the customers in the company. In other words, to let applicationsgrow from below. The infrastructure can be a general infrastructure for theorganization 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 ofbetter collaboration within the organization, but after the organization has constructedone, somebody suddenly discovers it to be very useful. This is not something forwhich justification can be shown in advance there is a tremendous potential, butone cannot put ones finger on anything specific. A certain problem that wasmentioned within the organizations, and for which Web 2 may provide a response, isthe matter of reducing the duplicate work done in the organization, and especiallywithin the development department: there are teams that work on the same thingswithout knowing it. Mention was made of a project that is currently in process ofconcept definition as regards knowledge management in the IT department collatingknowledge 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 ofthe 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 consultancyservices of a human engineering company (outstanding companies mentioned in thisdomain were Netwise, FMM SCP of Aman Computers). From the point of view ofcall in centre personnel and service representatives - they are even now exposed to somuch 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 thatthey have. The employees should be guided as to what to use for what purpose, andno censorship should be imposed. This is a kind of gradual, creeping assimilationthat takes place from one group to another. It is done via a network of leaders thatexist 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 aknowledge management tool in sites written in Lotus and transferringto a Websphere portal. The companys employees enter via theWebsphere portal by means of SSO (based on another system).

Use of IDOC documentation of Softlib information systems.

Documentation is no longer maintained in books. The product enablesshare and search and responds to their important need for informationsharing among the people in the information systems domains.

Use of SPS 2003 and also of Moss. Some representatives told of

transition programs from SPS 2003 to Moss while others reported aconversion that is currently taking place. Mention was made of a Moss2007 project that is starting an organizational search application.

Use of iBolt for an organizational portal

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 evenbefore the year 2000, with three primary emphases:

1. Ajax technology (familiar from the past as XML HTTP Request) forimproving the users RIA experience, for example, screens that do notrequire any refresh from the server, more standardized and userfriendly visual qualities, and a community-social model intended toenable 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 userinterface and technological expertise is what enhances the experienceand ultimately creates systems that people like.

2. The subjects of technology and visual qualities have, in the course oftime, become standard in works that Netwise characterizes and putsinto application. In respect of the community-social issue, here everyorganization or site must choose the model most appropriate to itsneeds and to its target public. Also, the customer must be prepared toinvestment in a content manager able to operate and preserve livecontent in the site.

.3. A conspicuous and proper trend is for example sites representing

expert communities such as Aniboom.com to communities ofanimators. This is a unique Web 2.0 site combining contents,development and highly innovative community orientation. Thisapplication can also be realized in a portal, for example, in the domainof insurance agents who can discuss among themselves the changesintroduced by reforms or the advantages of new cover that has beenintroduced. In case of a site/portal on more open topics, attentionshould be paid to the volume of the population, its capabilities,managements wishes as regards presenting the information and soforth, in order to choose the best way. For example, it would be wrongto set up a Wiki site for a small population or for highly professional/sensitive information.

Today we are seeing more and more customers who, before coming out with a newdevelopment, execute a process of commercial/ strategic characterization and then

build a Web 2.0 based concept for the users experience. The results areunquestionably 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 theexisting information management tools. Also the rapid outbreak ofopen social communities, such as Facebook and Link-In, aremotivating knowledge managers and innovative leaders inorganizations to adopt Web 2.0 technologies. The trend today isdefinitely in the direction of self services, which do not require hightechnical know-how and enable the set up of team rooms, blogs,organizational Wikis, forums and communities in three easy steps.

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 amongemployees in the organization.

The cooperative tools of the Lotus division include two pure Web-

based Web 2.0 solutions: the first , Lotus Quickr, is a solution for theset up of virtual team rooms, that enables any user in the organizationto develop a team room within the organizational firewall (or on theexternal Internet, including a blog, Wiki, a common library, a teamcalendar and so forth); the second, Lotus Connections, is a bundle ofsocial software packages for organizations, including an employeeguide, a platform for blogs, communities, favourites (similar todel.icio.us) and task management. A syndication of contents (RSS) isan important feature existing in these solutions, which complement the

participatory knowledge management in the organization, enabling theemployee to receive, at a push, relevant information in accordance withhis personal definitions. Of course the organizational portal solution ofIBM, WebSphere Portal, is also suitable for organizations seeking acomplete and compressive solution for setting up an intranet setenabling the set up and maintenance of an internal site, fororganizations in a range of sizes and spheres of expertise.

Aman Computers

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

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Apart from the ability to provide a technological response, Aman commences everysuch discussion with a review of needs, on preparing for the users wishes and hiscapabilities.

It should be borne in mind that alongside the technological capabilities currently atour disposal (RSS, Wikis, Ajax, blogs and so forth), the flooding of this or thatapplication with such capabilities, , regardless of the users needs and capabilities inthe centre, will not yield an optimal solution.

However, a correct characterization of needs (which begins with characterizing a userinterface along with a technological/ functional concept definition); will set in motiona 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 hasbeen developing such systems for customers in Israel and elsewherefor many years.The Web 2.0 finds expression in these systems also on the displaylevel, making use of Ajax (and the like) in order to create a rich andconvenient interface, which also combines blogs of experts andsurveys on the level of processes and data. These systems actuallychange as a result of the application of SOA strategy in theorganizations, bringing about flexibility on the level of data and

processes.

On the intra-organizational level, what is surfacing is a trend of using

Wikis (primarily Moss-based) as an effective knowledge managementtool. The use of blogs is an excellent tool within the organization fortransmitting knowledge and administrative messages, but in Israel it is

popular mainly on the levels of technical experts, and less on that ofsenior managers which is a pity. Likewise, intra-organizationalforums are gaining increasing popularity.

On a technical level, both in Java and in net, and in PHP, there is a

plethora of infrastructures enabling organizations to easily create Web2.0 capabilities (both graphic and functional) and the first challenge inany project is to choose which infrastructure to use.

Matrix

As we see it, organizations must begin a process of entering into Web 2.0 bothbecause 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 cannotbe ignored. Customers (especially, but not only the youth), are

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choosing in according with the opinion of surfers, expect to hear theirvoice, play with real money in virtual worlds, conduct entire lives onsocial networks WOM (Word of Mouth) is the most effect way ofgetting messages across.

New business models (P2P loans) are starting to bite off a share of thebusiness of the traditional organizations.

The competitors are already on the way

Worthwhile

Web 2.0 applications, correctly realized, create a different dialogue vis-

-vis the customer, a dialogue that at the end of the day creates morebusiness for the organization.

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

The Web 2.0 concept enables the organization to establish tailor made

products for the customer, at reduced costs (the long tail of thebusiness). These products expand the activity of the bank to beyond theterritories in which it currently has a presence.

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

Organizations operate as part of an entire world, and use the power of

cooperative ventures in order to strengthen themselves. This is how itis known in Web 2.0 jargon we call it mash-ups

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--vis a large public

Employee facing vis--vis the employees of the organization (with

emphasis on knowledge management, Bottom-Up initiatives, Teamapplications, organizational networks and so on)

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

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

more.

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