Bas Boorsma - Personalized Smart Work Center.2.0

IBSG - 1Copyright © 2007, 2008 , 2009 Cisco Systems, Inc. All rights reserved.Confidential

The

Personalized Smart Work Center

Towards a Connected & Sustainable way of working

John Baekelmans, Director, Customer SolutionsBas Boorsma, Head CUD (Amsterdam), IBSG

IBSG - 2Copyright © 2007-2008 - 2009 Cisco Systems, Inc. All rights reserved.Cisco Highly Confidential IBSG - 2

Smart Work CenterExecutive Summary

•Meeting Urban Challenges: Mobility, Sustainability and Access to Work

• An innovative, high end, collaborative work environment for all

• Bringing work, information and education to the remote, the aging, the young, and the newly started

• A flexible, highly connected and collaborative work environment catering for a new generational workforce

• International collaboration and video connectivity, providing a level playing field for entrepreneurs globally

• Decrease carbon footprint by decreasing the amount of offices needed and the actual consumption of energy and resources


Bring Information to the User, Not the User to the Information


Why move people and information, if you can move information alone?


CUD Smart Work Center – Facts

Amsterdam

Almere

• CUD Smart Work Center Pilot launched in Almere, the Netherlands, September 2008• Launching Customers SWC Pilot: Cisco, HP, IBM, Municipality of Amsterdam, Ministry of Transport & Waterworks• Scaling Effort to result in 10+ SWCs in the Netherlands in 2009. A national umbrella organization is being launched in order to manage standards, collective reservation systems and interoperability of ICT solutions• CUD Replication efforts (planning, sourcing and in some case actual implementation) under way in Korea, Lisbon, Buenos Aires, Germany, France, United States, Kenya and New Dehli• KLM-Air France commenced discussions with City of Amsterdam / SWCs to include the SWC TP rooms into the global KLM-Air France/Tata TP network (April 09; under NDA)


Opening Pilot Smart Work Center

Amsterdam Mayor Job Cohen, Almere Mayor Annemarie Jorritsma, Cisco Europe President Chris Dedicoat officiating the pilot CUD Smart Work Center per Telepresence, September 23, 2008


The CUD Smart Work Center Definition

A Smart Work Center (SWC) is an office center within a close proximity of a residential community, that allows workers to be positionedcentrally and pervasively within the context of their work, their peer work groups and relevant work processes with the help of high end broadband powered innovative IT solutions, next generation videoconnectivity and collaboration tools, and offers them flexible work stations embedded in a socially conducive service setting.

Smart Work Centers help substitute phyical traffic by bringing work to the worker rather than the conventional opposite practice. Smart Work Centers provide enhanced access to work, data and services to the remote, the commuting, the elderly and the newly started. Smart Work Centers help forge an innovative and connected urban work environment, spurring job creation and enterprise incubation


Smart Work Center: an Integrated Service Concept

Flexible work stations/ conference rooms

Lounge work places

Telepresence facilities

Restaurant/ Business Club/ Catering

Child day care

Bank

IT Support

Notary and legal advice

Employment agency

Easy physical access, close proximity to highway


Smart Work Center Concept


Powering SWCs: the connectivity required

0

5

10

15

20

25

Japa

n

Kor

ea

Finl

and

Swed

en

Fran

ce

Net

herla

nds

Can

ada

Nor

way

Bel

gium

Ger

man

y

U. S

.

Hun

gary

New

Zea

land

Irela

nd

Aus

tral

ia

Cze

ch R

ep.

Mex

ico

Gre

ece

Bra

zil

Chi

le

Source: ITIF, April 2007; Cisco / ICT Barometer, July 2007; Cisco IBSG, 2009

61 46

Web 2.0Video Conf.

High-end Video Communication

Average Speed, Mbps


The Connected and Sustainable CommunityThe Connected and Sustainable CommunityA Blueprint for City TransformationA Blueprint for City Transformation

Broadband Platform: 4th Essential InfrastructureIP-Enabled Homes and Offices, Roads, Utilities, Workplace Design

Sustainable Urban Planning

Connected & Sustainable Work

Smart Work Centers

Digital Swarming& Hub Pavilions

ConnectedWorkplaces

ConnectedWorkforce

Connected & Sustainable Buildings

Homes

OfficeBuildings

Public Spaces

Public TransitHubs

Hospitalsand Schools

Connected & Sustainable

Mobility

Smart RoadPricing

Personal TravelAssistant

Connected PublicTransportation

Connected & Sustainable

Energy

Renewables &co-Generation

Urban Monitoring& Measurement

Citizens EnergyEfficiency

Sustainable Socio -

Economics

Active Citizenship& Eco Maps

InnovativeGreen Business

Models andSustainability

Clusters


Smart Work Centers as an Addition to the Home Work Environment

SWCs in addition to home work environment:

Home environment not always ideal

High end communication facilities

Professional setting & meeting place

More sustainable energy use

Comprehensive service concept

Location according to needs and proximity of

infrastructure


Business Model SWC: four optional layers

Leases per squared meter +

possible commission fees

Flex

ible

Fi

xed

office space rental

Long term E-Work Space Subscription

‘Light’ Work Space subscription

Per Hour Usage

SWC Pilot Focus

SWC Scaling Partners in the Netherlands have differing business models, with newly opened SWCs differentiating from the pilot.

‘Let a Thousand Flowers Blossom’ as learning strategy

IBSG - 14Copyright © 2007-2008 - 2009 Cisco Systems, Inc. All rights reserved.Cisco Highly Confidential IBSG - 14© 2006 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 14

Smart Work Center 2.0 towards a comprehensive and personalized smart work environment

• The Personalized Smart Work Center• MySmartWorkSpace Reservation Tool


PSWC ICT ArchitectureFunctional View

WTC

Amsterdam

Basic high-end connectivity and Telepresence

Work Space Reservation System; Unified Communication, Building Automation &

Digital Signage infrastructure

Employers

&

Users

Data Security, laptops/PCs,

Individual work station assignment


A personalized office, what is that exactly ?A. Employee ‘badges’ in via a

centralized touch-screen which shows office/Cube availability and selects an office/cube.

B. Following actions then happen automatically:1. lighting adjusts2. heating adjusts blinds

adjust3. IP Phone logs in4. Large LCD shows

personalised pictures & pages

5. Webex shows employee present in office

6. Small LCD outside office updates office presence with employee name

7

3

2

1 6

5

4

A


What does a Personalized SWC look like?

PVO movie included here

Personalized Smart Work Center Demo Film


MySmartWorkSpace Reservation Tool

SWC Wherever, Whenever: Work

Space follows the Worker

Multimodal

Selection, Reservations & Payments

‘One-Stop-Shop’ for Employers,

SWC users

Integration into EcoMaps


Global SWC Replication efforts

CUD Cities

Non-CUD Cities

San Francisco

PBC – Bay Area

Venga - Idaho

Buenos Aires

Lisbon

France

Kenya

New Dehli

Korea/SeoulGermany

The Netherlands

New South Wales



SWC Pilot User Survey


Main findings user evaluation study nov-feb 09

Current users are positive

Average grade on SWC experience (scale 1-10): 7.7

Reduction of travel time is main motivation with choice of location as value differentiator (significant difference between IBM/HP users (car oriented) versus gemeenteAmsterdam users (public transport oriented)

Average time gain is 66 minutes per SWC working day

22


Main findings (2)

SWC enables new ways of workingEvidence for SWC concept leading to more flexible and more productive working practice. [however quantitative results are statistically not very significant (n=15 is too small)]Typical work activities and characteristics match well with SWC model. Adequate ICT in place to work remotely (all cases VPN access).Main work strategy of current population is geared towards concentrated work activities on selected days in the week. Physical contact with colleagues remains important and is planned on other days of the week.Main value differentiator with home-based work is difference in mindset: In SWC mindset more easily set to work; no unwanted mixing with private life issues (disturbances)


Main findings (3)

SWC concept has growth potency…Current facilities, services and financial model comply well with a selling strategy towards the higher-end of the employer market

However, critical mass not yet reached: Different approach needed to increase seat occupancy

The initiative (and its value proposition) is not evenly well known in different parts of the participating employer organizations

The initiative is not always actively supported and promoted by management on unit level

The pilot approach is sometimes ‘misused’ by management of employer organizations to question whether the initiative is a viable, full alternative

…with a need for the SWC Almere implementation to mature24


% people who see points below as bottlenecks for further growth of concept

25

0% 20% 40% 60% 80% 100%

The location is wrong

SWS is seen as a pilot, not as a sustainable alternative

Managers are not convinced of added value

More employees should be able to use SWC

More organisations should be able to use SWC

Better facilities and services are needed

More facilities and services needed

More locations needed


Scaling Smart Work CentersAmsterdam + Wider ‘Randstad’ Region

NationallyQuality Centre - Almere (Pilot) Den Bosch, Zwolle Amsterdam Bright City - Zuid-As AmsterdamMunicipal Locations: WTC Amsterdam RoC Amsterdam - Hilversum, Amsterdam, Almere, final selection to be confirmedFlexOffice Partners – Rotterdam, Utrecht, The Hague , SchipholDialogues Ports (Adam, Rdam, Woerdenen Purmerend)TouchDown Centers (Haarlem, Heemstede)

InternationallyCollaboration with global partnersTelepresence Exchange

Amsterdam

Almere

Rotterdam

The Hague

Den Bosch

Schiphol

Utrecht

Bas Boorsma - Personalized Smart Work Center.2.0

Technology

cisco ibsg

cisco systems

pilot cud smart work

highway cisco

urban work environment

ibsg confidential copyright

relevant work processes

peer work groups