Using Enterprise Web 2.0 to Drive Product Innovation

Using Enterprise Web 2.0 to Drive Product

Innovation

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Today Presenters

• Andy Williams (Partner, Enablus)

• Greeley Koch (VP, Corporate Solutions,TRX)

• Darrell Ross (Partner, Enablus)

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The Innovation Arms Race (….everybody else is doing it, so why can’t we?)

• Blame it on Apple:– They launched the most recent corporate arms

race with the introduction of the iPod 5 years ago

– Apple took an old concept (portable music player) and enhanced it with their key competencies in product design and emotional branding

– 100 million+ iPods sold to-date. In February 07, iPod generated 74% of U.S. retail sales of MP3-ish players

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The Innovation Arms Race (….everybody else is doing it, so why can’t we?)

• The response:– Companies boosted their internal

competencies to mimic Apple’s success. Everyone yearns to get in touch with their inner iPod

– A new form of CIO = Chief Innovation Officer

– Look to Web 2.0 technologies for inspiration

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The Land Rush to Web 2.0

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are needed to see this picture.

• Consumer Web 2.0 – Architecture of Participation– Social networking – User-generated content – HTML Mashup – Rich User Experience – The Web As Platform

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Translating Web 2.0 to the Enterprise

• Consumer Web 2.0 – Architecture of Participation– Social networking – User-generated content – HTML Mashup – Rich User Experience – The Web As Platform

• Enterprise Web 2.0– Architecture of Partition– On Demand computing/SaaS– Enterprise social computing– Enterprise mash-up– Rich User Experience– The Web is the platform

• Not all rules are changed - scalability, security, integration and reliability remain must-have Enterprise IT requirements

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TRAVELTRAX Case Study

• About TRX

– Publicly-traded (TRXI) with revenues of $105 Million

– Leader in the online travel technology space. Provides transaction processing and data integration services for many leading travel sites and travel agencies

• Situation

– DATATRAX - their existing T&E reporting application based on Microstrategy BI, IBM DB2 (…and tons of custom Perl scripts)

– Very expensive = six-figure investment per install

– Long sales cycle and complex implementation

– Appealed to only largest of clients with significant air, car & hotel spend

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TRAVELTRAX Case Study

• The Opportunity

– Large segment of businesses with $0.5 to 15 Million in annualized T&E

– Willing to justify a T&E reporting tool if priced at $15K (or less)

• Product Development Goals

– Leverage existing DATATRAX IT and IP assets developed over prior 3 years

– Wrap them in a SOA layer

– Deliver as a Rich Internet Application following application service provider model

– From zero to beta in 4 months

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Greeley to demonstrate TravelTrax

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Business Results

• From zero to beta in 4 months - pilot program launched on Feb 21, 2007

• General Availability on June 27, 2007

• Raving reviews during prospect demos

• Signed agreements with 9 customers

• Orbitz and Mastercard International to offer private-label version of TRAVELTRAX to their corporate customer base

• TRAVELTRAX as a “wedge” offering to up-sell other TRX offerings

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Peering Under the Hood

• [insert architecture diagram illustrating major systems that were re-used versus what was new development]

• Other important factors:– Agile development methodology– Hybrid team of internal and external resources– Adobe Flex vs. AJAX

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Roadmap for Web 2.0 Product Innovation• Which customer segments do you (and your competition)

under-serve / avoid?

– If a new cost/revenue model exists, would that segment become appealing?

– If you could launch a sub-set of existing functionality at a lower price, can you go down-market?

– If you can deliver new user experience (UX) elements, will this change the game?

• Take an inventory of existing IT and IP assets

– Which can be abstracted into a services layer?

• Determine the deployment model

– RIA, widget / gadget, published WSDL?

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Thank you!