This document summarizes opportunities and challenges for a company in adopting Web 2.0 technologies. It identifies key industry trends driving companies to the open web. Challenges include adapting organizational structures, content strategies, business models, and technology platforms. The proposed approach is to identify risks and opportunities through workshops, facilitate business processes, and monitor execution to maximize opportunities while mitigating risks of the transition to Web 2.0.
1. Web 2.0 – CAS Analysis March 2008 Corporate Audit Services
2. MARCH 2008 | 2 Summary Industry Trends Lead to Opportunities Challenges Along the Way Organisational Sales & Marketing Content Technology Proposed CAS Approach Identify opportunities in collaboration with divisions Facilitate risk assessment workshops Monitor execution Stakeholders LexisNexis Elsevier RETS REHQ (TS, Ventures)
3. Industry Trends More than 50% of Google’s target advertisers are B2B More than 64% of search engine users search for business information first 83% of LN customers begin research on the open web 50% of Elsevier’s customers coming though open web LawLink, a professional and social networking site for attorneys, has generated 1,000+ members in one month following launch in late August of 2007 LinkedIn's membership includes executives from all Fortune 500 companies, and is used by more than 12 million business people around the world Over 1500 legal blogs on the web today; over 56 of the AMLAW 100 law firms now have 'firm branded' blogs Outsell study of users of scholarly articles indicates a surprising number of users would be open to advertising MARCH 2008 | 3
4. We Understand your Priorities to be Building communities and expand customer base Shift away from building in-house technology platforms Centralized web content management platform Increase usage of subscription products and monetize content and traffic MARCH 2008 | 4
5. Business Considerations Dependency on Communities Customer loyalty creates dependency Dependency on Search Players AST Google, Yahoo, MSFT Nurture Innovation Discover and conquer new markets Make innovation part of your culture One Company One User Base Leverage existing user base across portfolio Create a loyal LN community Content Mashups Leverage content API’s Online Monetization Subscription, CPA, CPC, List broker, Behavioral targeting MARCH 2008 | 5
6. Challenges Organizational New roles and responsibilities are introduced in all involved streams Ongoing focus and investment in innovation is required Web 2.0 success depends on community participation and support Content Content providers have the most to gain or lose from Web 2.0 The introduction of a new medium comes with new types of content and new ways of handling content Interaction is king Business Models and Sales & Marketing Web 2.0 challenges established valuation and business models – estimates are often based on traditional models Product introduction are done in a similar way, e.g. making print ads for electronic products. Technology IT must embrace the change and challenges and establish a platform to enable new applications and interaction New possibilities, but also new risks MARCH 2008 | 6
7. CAS Ability and Approach Identify Risks & Opportunities How Facilitate and support business processes via workshops (risk assessment sessions) Deep dives/reviews Value: Identify Opportunities, Risk/Control Advise and Assurance MONTH 2006 | 7
8. Risk Analysis Technology Changes to architecture and infrastructure need to be pervasive Skills need to be quickly developed Capacity and performance metrics need to be externally focused Business Models Commercial success depends on ability to monetize traffic and content Sound strategy is essential Ongoing focus on innovation is required Data Privacy Global topic Stricter legislation Security More ‘open’ technologies Smarter and more professional hackers Increasingly sensitive information Operational Effectiveness Vision and Planning Skills, Resources, and Personnel Culture and Behavior MARCH 2006 | 8
9. Facilitate – Workshop Risk Management Pre acquisition workshop Self assessment surveys Global Initiatives Search Best practices Initiatives (AJAX Frameworks, UCD, etc) Cross divisional collaboration on AJAX platforms (YUI, DOJO) Style guides, common style components SEO / SEM Leverage Venture Ops into RE Divisions MARCH 2006 | 9
10. Identify – Opportunities Identify Industry Trends and Opportunities Continual advances in software development and Internet and communications technology Increasing demands for information Deliver quality products and services faster New markets to discover and conquer A growing need for better customer relationship management Identify RE-wide and Divisional Initiatives RB Search IT modernization AJAX frameworks Improving User Experience UCD Reusable UI components/ features Consistency across products Expand Customer Base and Prevent Erosion Simplification and expansion of current product portfolio Leverage existing data and services Increase Usage and Traffic SEO / SEM MARCH 2008 | 10
11. Who we are Rudy Bakalov Results-oriented IT executive with over 10 years of corporate and consulting experience in Strategy, Governance, Management, and IT Audit on a global scale in the Americas and Europe. Specific expertise in IT Architecture and Infrastructure, Security and Privacy, Compliance, and Enabling Technologies. Milo van Diest Industrial Design Engineering degree from the Technical University of Delft. Various positions in internet technology with a focus on project management and delivery of eProducts Previous companies: CMG, LogicaCMG, Framfab (LBi), VNU