Content - A Story

John Newton, CTO

@johnnewton#Alfresco#RedHat

O nce upon a time, a long, long time ago,all IT was owned by the Firm…

ALL YOUR COMPUTER ARE BELONG TO US.

A nd IT was controlled by a “Priesthood” of highly intelligent, logical people…

Your Worship! Once I get the Maven build

done, I am going to deploy it on

the Cloud instance with

multiple shards!Man! You are awesome!!!

A nd they controlled and centralizedall applications and data…

Courtesy of John Mancini – AIIM.org

A nd technology would flow from the Fortune 1000…

Large orgs

SMEs

Home office

Consumer

Courtesy of John Mancini – AIIM.org

Command and controlCommand and control

Systems of Record

Transaction-orientedTransaction-oriented

Document-centricDocument-centric

Limited deploymentLimited deployment

Central IT-provisionedCentral IT-provisioned

A nd these applications knew what they were good at…

If they know what’s good for

them!

Courtesy of John Mancini – AIIM.org

B ut these applications had no sense of styleand their presentation was not very pleasant…

We have Cinderella doing

all the data entry tonight!

He he he!!!

Cinderella’s Step Sisters

A nd their user interfaces were very powerful,but not very user friendly…

B ut powerful forces of good were at work…

Moore’s Law

Internet

Mobile

Social Networks

Cost

A nd cheaper technology had new peopleusing the technology…

To

Feeling Likes touch

interfaces Visual Warm and

interactive

From

Logical Concrete Not very friendly Probably has a

Blackberry

Left-brainedThinking

ObjectsAnalysisLinearLogicalPastFactual

Right-brainedFeeling

PeopleConnectionsSpatialArtisticFutureConceptual

Image:WIRED Magazine Issue 13.02 – Feb 2005

A nd cheaper technology had transformed the typical user from left-brained to right-brained…

EveryoneElse

Programmers

A nd the right-brained people transformed their technology and their applications…

Future

People

Connections

Spatial

Artistic

Conceptual

The Majority of Users

Mobile

A nd most people all cheered this new technology…

A nd technology became democratized…

Yes We Can!...Play Angry Birds!

B ut this lack of control made some people very angry…

I hate it when he plays

Angry Birds!You’re Fired!!!

Photo source:http://www.flickr.com/photos/notionscapital/

A nd the technology

touched everyone from their homes

to their workplacesA nd the users

would ask, “Why do I feel so

powerful as a consumer and so

lame as an employee?”

A nd IT started to lose control,especially based upon age

differences

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IT Users

Inside the Enterprise Outside the Firewall

Good Heavens!Put that Tweet in a

Repository!

Chill Gramps!We don’t need

you anyway!

A nd users asked why can’t they have their right-brained applications in the enterprise???…

Collaboration

Social Media

Video

Mobile

Real-Time

Some images from Gartner PCC – Apr 2011

B ut Enterprise IT was not ready for…new generation of

workersnew types of

devices and content

B ut the CIO didn’t know what to do…

• “Nobody has figured this out”

• “There will be a need for the consumer-based technologies.”

• “The workforce coming in will have different expectations.”

• “The whole industry is changing and changing very fast.”

•“Whether the CIO wants it or not, it is coming in”

Survey conducted by AIIM – Aug 2010

20 CIOs interviewed9 different industries

A nd then the Revolution happened…

for the enterprise!

Aand

http://www.youtube.com/watch?v=Kav0FEhtLug

A nd Systems of Engagement emergedthat worked the way users wanted to work…

Courtesy of John Mancini – AIIM.org

A nd the applications became more social and right-brained…

Real-time

Comms

Productive Consumer-like More Social

Rich Media Connected to favorite apps

A nd Social created more Content and more Content led to more Social…

Content is the Conversation

…

A nd users with this Content led to…Engagement Participation

Explanation

Quality

Results

A nd it wasn’t just your parents’ “documents”…

● Video, Audio and Photographs

● Real-time Market Analysis

● Real-time Meeting Minutes

● Whiteboards● Customer

Stories

B ut sometimes things can go wrong…

It says I need to enter my credit card

again!?!

A nd security could be a real issue…

Mr. President!They’ve taken over

your Facebook account!!!

Command and controlCommand and control

Systems of Record

Transaction-orientedTransaction-oriented

Document-centricDocument-centric

Limited deploymentLimited deployment

Central IT-provisionedCentral IT-provisioned

W hich is why left-brained and right-brained services started helping each other

Systems of Engagement

Interaction-oriented

User-centric

Ubiquitous deployment

Self-provisioned

Open and accessible

Courtesy of John Mancini – AIIM.org

A nd they integrated through Mash-ups, REST, Standards and Service-Oriented Architecture…

Content Services

UI & PortalServices

Search & Discovery

Collaboration & Social Services

Process and Workflow

Communication

W hich led to architectures that build right-brained apps on a strong foundation…

Information Workplace Platform

UI & PortalServices

CMIS BPMN 2.0JSR-286 Open Social

On Premise

Mobile Distribution / Syndication

Superscale Data

Superscale Storage

ERP

In the Cloud

Desktop Web Site

Rich Content Mobile Social

Integration HTML5

Content Services

UI & PortalServices

Search & Discovery

Collaboration & Social Services

CMIS BPMN 2.0JSR-286 Open Social

Process and Workflow Communication

Social Networks

CRM

A nd CMIS helped to deliver Content to all the new (and old) applications…

Drupal

SharePoint Confluence& Jira

Jive

LotusConnections

JBossPortal

Content plus…• Metadata• SQL-like queries• Holders• Relationships• Fulltext• REST or SOAP

Web Sites

Dropbox

SAP

Facebook

A nd the users celebrated the new applications…

U nfortunately, Microsoft sort of got itand exploited this trend…

From SharePoint 2007

Left-brained

ToSharePoint 2010

Right-brained

A nd there is always somebody up to no good!!!…

36

I will destroy these

Open Source people!!!

A nd they used this platformto enforce their own will…

Operating a rogue Linux machine!

Apologies to the Times Cartoonist Peter Brookes

B ut Open Source proved a formidable foe,removing the Lock-in and opening the

Architecture…

Customer

Developer

PartnerMarketer

Tester

Mgmt

SupportEngineer

Internetand

Community

BloggerCode

Open Source

DeveloperDevelopment(Bugs)

ProductMgmt

Support

Sales

MarketingAccounts

Reception

QA

CustomerCustomerCustomer

PartnerPartner

Partner

Media

Shipping

Closed Source

39

F ortunately, some companies saw through thisand used Open Source…

Why Does Alfresco Win?Enterprise customer survey – June 2010

L ike at this Construction Materials Firm…

● Over $30B in revenue● Over 200,000 users● Dozens of countries● Integrating best

practices and products across divisions

● Use Social to eliminate email and foster communication

● Alfresco delivers specifications and captures results of collaboration

O r this System Integrator in their Client Engagements

Over $15B in revenue Improve productivity Accelerate

communications in and between projects

Integrate into Software Development (Confluence and Jira)

Project Office Social System (Jive)

Integrated to client and operational documentation in Alfresco

A nd right-brained applications helped transform the business…

Communication Content

Processes

People

Context

Sales &Marketing

Products & Logistics

EnterpriseApps

Strategy

43

W hich led to Conversations between Employees,Customers and the World…

You

YourProduct or

Service

Your Team Customers

Whole MarketOther Departments

OperationalIdeas

ProductIdeas

CompetitiveInfo

Self-Help

Content

W hich helped the right-brained employees and left-brained IT grow revenue!

Courtesy of John Mancini – AIIM.org

A nd everyone got along, interoperating!

Content is the real king,

Your Royal Highness!

I have seen the error of

my ways!

A nd they all lived happily ever after…

The open platform forsocial content management.