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  • 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 1

    The Implications of the Changing Nature of Work

    Bas BoorsmaDirector, Internet Business Solutions GroupUrban Innovations Team, CISCOMember of the Board, Double U

    Annemarie van DoornChairwoman, Double U Smartwork FoundationVP, ABN AMRO BankDirector, Dutch Green Building Council

  • 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 2

    Implications of the Changing Nature of Work

    Is the Nature of Work in fact changing?If so, how?

  • 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 3

    Preparing for Tomorrows Resilient Community Today

  • 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 4

  • 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 5

    A 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 TransportationPricing

    Personal TravelAssistant

    Connected PublicTransportation

    Connected & Sustainable

    EnergyRenewables &co-Generation

    Urban Monitoring& Measurement

    Citizens EnergyEfficiency

    Sustainable Socio -

    EconomicsActive Citizenship

    & Ecomaps

    InnovativeGreen Business

    Models andSustainability

    Clusters

  • 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 6

    On the Threshold of a Massive Rethink in Urban Design

    Design of Behavior & culture

    Design of Cities

    Design of Policies, Organizations, Business Models, Services,interfaces

    Design of Infra

  • 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 7

    Bring the Work to the Worker

  • 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 8

    It is often claimed we have been living in the Information Age for roughly twenty years. One fresh point of view is that we havent. We have merely applied information technology to optimize the last leg of the Industrial Age.

  • 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 9

    Telework = Smart Workor

    Telework is part of something bigger that constitutes Smart Work

    or

    Telework is the opposite of Smart Work

  • 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 10

    Industrial to Knowledge Era Evolution

    New, Blended Approach

    Adapted from Connected and Sustainable Work, Cisco IBSG, presented at CUD Global Conference, 2008

    Convergence

    Buildings

    Teleworking

    People

    Hierarchies

    Rigid Hours

    Applications

    Many Silos

    Open work spaces, distributed, physical and virtual

    Access

    Collaboration

    Result Oriented

    Smart Working

    Blending of Work and Private Life

    http://www.connectedurbandevelopment.org/mit/personal_travel_assistant
  • 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 11

    WorkLife InnovationThree Angles

    Organization/Employer view

    Urban Metropolis view

    Individual view

    What potential impact can Smart Work have (or already has) on the individual, employers/organizations and communities at large?

    How do you see this happen in your own community?

  • 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 12

    Driving the Worker Experience Dimension

    Collaboration creating the best smart+connectedwork environment feasible

    ExecutiveScaling Belief & Value

    System

    Metrics5

    Personalization & Relevancy1

    34

    2

    Source: Cisco IBSG, 2008

  • 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 13

    The internal Cisco Telepresence Story

    899 TelePresence rooms in 230 cities, 57 countries globally

    162,915 meetings via TelePresence

    $652milion USD reduced travel costs since beginning of fiscal year 2009.

    351,896 metric tons CO2 emmisions saved.

  • 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 14

    Work is not a Place. It is a Thing we Do.Whenever we are

    Wherever we areConnected Work Space Smart Work Centers Video Communication, Public Telepresence Home Mobile Public Spaces Virtual Spaces

  • 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 15

    Smart Work Center Concept

  • 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 16

    From 1 to 99 locations in the NetherlandsFrom 1 proof of Concept to Network of SWCs Double U Network

    Massive personal car travels substituted through the chain of SWCs

    Smart Work Centers

    99 SWCs (July 2010) Portfolio approach of physical

    smart work environments and

    networked services

    Double U Reservation Tool

    www.w-smartwork.nl

    Public Telepresence (October 14 2010)

    WorkSnug Augmented Reality

    Smart Phone Application

    Reduced Carbon Footprint Reduced Commute Traffic Reduced work place costs per employee Facilitating a Smart + Connected Work environment for communities, employers and workers

    SWCs as platforms for new business, SMEs, incubation and education

  • 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 17

    Amsterdam

    The Hague

    Rotterdam

    Almere

    SWC Pilot

    2008

    http://www.touchdowncenter.nl/index.aspx
  • 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 18

    Amsterdam

    The Hague

    Rotterdam

    Almere

    2010

    http://www.touchdowncenter.nl/index.aspxhttp://www.amsterdambrightcity.nl/zuidas/nl/community/http://www.flexoffice.nl/http://www.officespaces.nl/spaces
  • 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 19

    Double U SmartworkChain of SWCs, Portfolio Approach

    Governance

    Multiple Stakeholders

    One Stop Shop

    Booking Tool

    WorkSnug

    MarketOrganizer

    Standards, Label

    IndependentPlatform

  • 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 20

    Access for allEnhancing distributed work environments as local community based platforms as well as regional and international business hubs

    Healthcare

    Education

    Aging Well

    Government

    $Economic Development & Clusters

  • 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 21

    Double U Smartwork Serviceswww.w-smartwork.nl WorkSnug

  • 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 22

    www.w-smartwork.nl

  • 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 23

    Worksnug as a Double U App

    iPhone Worksnug ScreenShot, Amsterdam, July 1, 2010

    Augmented reality layer

    depicting public work spaces in

    Amsterdam

    Double U Icon appears if location is a certified member of

    the Double U Smartwork

    Network

  • 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 24

    Public Telepresence

  • 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 2525Cisco Internet Business Solutions Group

    Smart+Connected CommunitiesWorkLife Innovations - Urban Innovations Team IBSG 2010 Cisco Systems, Inc. All rights reserved.

    Connecting

    A Network of SWCsPublic SpacesCity HallSchools

    A Smart Working Community Connected

    Linking

    StudentsStart Ups

    CompaniesGovernment

  • 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 2626Cisco Internet Business Solutions Group

    Smart+Connected CommunitiesWorkLife Innovations - Urban Innovations Team IBSG 2010 Cisco Systems, Inc. All rights reserved.

    evolving into Connected Economic Clusters

    Amsterdam

    Rotterdam

  • 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 27

    Amsterdam ABN AMRO - Schiphol Cisco IBM Accenture Apple VU University ING - Nuon

  • 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 28

    Amsterdam Metropolitan Area

  • 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 29

    Amsterdam Metropolitan Area

    Components all there: Technology: Broadband, Internet Exchange

    ICT Center of Excellence Classic Infra Green Vision

    Knowledge & Know How Climate of Innovation

    Smart Work EnvironmentYet success will be determined byRegions ability to orchestrate governance, marry it with technology and organize itself as a smart, connected economic cluster

  • 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 30

    KOREA Smart Work Centers Chain Development Plan

    500 Nationwide Smart Work Centers Plan 2010-2015

    Smart Work Centers in All Metropolitan Cities

    Seoul

    Incheon

    Daejon Daegu

    Ulsan

    BusanGwangju

    NATIONAL KOREAN SMART WORK STRATEGY, ANNOUNCED BY THE COUNTRYs PRESIDENT

    SWC Pilots: October 2010 450 SWCs by 2015 Replication of TPEX business model, TPEX Korea Consortium Public AND Private investments Stakeholders: National InformatizationAgency, Presidential Green Growth Committee, LG, KT, Feelink

  • 2006 Cisco Systems, Inc. All rights reserved. Cisc