competitive intelligence and web2.0

COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED.

COMPETITIVE INTELLIGENCE AND WEB2.0EXPERIENCES AT A GLOBAL PLAYER

Alexandra NellesApril, 2011

AGENDA

The Past | How to build a global community?

The Present| Exploring Web 2.0 tools


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The Future | Lessons learned & what now?

ALCATEL-LUCENT

””””

Broadband everywhere is speeding up life and

business. It takes no time to go from having a

new idea, to touching peoples lives. We must

innovate – and help our customers innovate – at

the speed of ideas.

““““ ““““

REALIZING THE POTENTIAL OF A CONNECTED WORLD


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”””” Ben VerwaayenChief Executive Officer

the speed of ideas.

• Headquarters: Paris, France

• Annual Revenues: approx. €16 billion

• Employees: 77,000 +

• 130 countries

FAST

FACTS

• R&D Budget: €2.5 billion

• Active Patents Held: 27,900

• Patents Awarded in 2010: 2,400

• Nobel Prizes Won: 7

““““

HIGH LEVERAGE NETWORKTM (HLN)


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THE PASTHOW TO BUILD A GLOBAL CI COMMUNITY IN A DECENTRALIZED ENVIRONMENT?

COMPETITICE INTELLIGENCE WAS DONE EVERYWHERE

Each Region, Business Unit and Central Function was doing its own

CI without any interaction between the different functions

Fixed Access

Wireless Optics


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Central Marketing

Finance

AmericasEMEA

APAC

PASD

Services

IP

Applications

Business Groups

Central Functions

Key Activities:• Share Best Practices• Cross company CI analysis

THE COMPETITIVE INTELLIGENE NETWORK (CIN)

BRINGS ALL ACTIVITIES TOGETHER


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Regions

analysis• Sales & Marketing Portal• Engage CI Group

Today all functions interact on the key activities together


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SAM – The one stop shopfor Market and Competitor Intelligence

SAM - The place to

publish our analysis

and other news & info

about competitors

SALES AND MARKETING (SAM) PORTAL


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Ongoing promotion and training activities drive usage

Webinar & User Survey

Webinar & Results of a major project

ACCESS OF REPORTS CONTINUOUSLY INCREASES


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April - June

Jul 09

Aug 09

Sep 09

Oct 09

Nov 09

Dec 09

Jan 10

Feb 10

Mar 10

Apr 10

May '10

June '10

July '10

Aug. '10

Sept. '10

Oct. '10

Nov'10

Dec'10

EMEA Strategic Insight Reports Accessed per Month


THE PRESENTEXPLORING WEB 2.0 TOOLS

• Exchange of thoughts

• Feeling of community

• Search

Why Yammer is of interest for the CI Community

YAMMER – THE MICROBLOGGING TOOL


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• Following people you know

• Following Topics you are interested in

First Steps in the Web 2.0 World

• Exchange of thoughts

• Following people

• Following Topics

YAMMER – THE MICROBLOGGING TOOL


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• Marketing of CI Analysis

Moving from grassroots micro-blogging…

MOVING BEYOND YAMMER


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….to a company wide social network

Making it easier for people to work

across organizational boundaries to

ENGAGE - CONNECT COLLABORATE CONTRIBUTE


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across organizational boundaries to

solve Alcatel-Lucent challenges and

drive transformation throughout

the company

• We don’t know what we know

• Can’t quickly findinformation/people I need to do my job

• Can’t easily share my experiences beyond my team

EMAIL AND TRADITIONAL COLLABORATION

TOOLS ARE NOT WORKING ANY LONGER


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beyond my team

• Can’t stay up-to-date with what’s going on in the rest of the company

• Can’t discover and build relationships with colleagues across the company

• Find content and experts quickly

• Unlock hidden expertise

• Increase awareness outside your box

• Reach more people

MOTIVATION TO GET ENGAGED IN CI


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• Create sense of Alcatel-Lucent

• Connect, collaborate, contribute

ENGAGE - COMPETITIVE INTELLIGENCE GROUP


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ENGAGE - COMPETITIVE INTELLIGENCE GROUP


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THE FUTURELESSONS LEARNED & WHAT NOW?

Key success factors are

• Project planning

Web 2.0 does support CI Analysis and improve the quality of CI

LESSONS LEARNED


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People are the most important factor

• Management support

• Own engagement

WHAT NOW?


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Sept.

‘08April

’10

Yammer User

Engage

User

Dec’

10

QUESTIONS?


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Contact:

Alcatel-Lucent

Alexandra Nelles

Email: [email protected]

Phone: +49 911 526 6068

The photos of Aurélien Chauvaud are taken from the Alcatel-Lucent new photography collection. A choice of photographs are presented in the exhibition “This is not an Image Bank“ displayed in the Atrium of Alcatel-Lucent Headquarters in Paris, February 2010, until May 2010. In 2010, the exhibition will tour in several Alcatel-Lucent locations in North-America.


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Jive (the platform behind Engage) positioned in the Leaders quadrant of Gartner, Inc.'s 2009 Magic Quadrant for Social Software in the Workplace

MAGIC QUADRANT FOR SOCIAL SOFTWARE IN

THE WORKPLACE


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This Magic Quadrant graphic was published by Gartner, Inc. as part of a larger research note and should be evaluated in the context of the entire report. The Gartner report is available upon request from Jive Software.

Magic Quadrant Disclaimer:The Magic Quadrant is copyrighted October 2009 by Gartner, Inc. and is reused with permission. The Magic Quadrant is a graphical representation of a marketplace at and for a specific time period. It depicts Gartner's analysis of how certain vendors measure against criteria for that marketplace, as defined by Gartner. Gartner does not endorse any vendor, product or service depicted in the Magic Quadrant, and does not advise technology users to select only those vendors placed in the "Leaders" quadrant. The Magic Quadrant is intended solely as a research tool, and is not meant to be a specific guide to action. Gartner disclaims all warranties, express or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.


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