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Transcript of META Group © 2000 META Group Inc., Stamford, CT, (203) 973-6700, metagroup.com E-Services Portals...
META GroupMETA Group
© 2000 META Group Inc., Stamford, CT, (203) 973-6700, metagroup.com
E-Services Portals
Norberto PatrignaniNorberto Patrignani
Senior Research AnalystSenior Research Analyst
Web & Collaboration StrategiesWeb & Collaboration Strategies
Norberto PatrignaniNorberto Patrignani
Senior Research AnalystSenior Research Analyst
Web & Collaboration StrategiesWeb & Collaboration Strategies
© 2000 META Group Inc., Stamford, CT, (203) 973-6700, metagroup.com 2
2000: Wireless, CRM
1999: Portals
1970 200019901980 Year
Hosts
40M
20M
1969:ARPANet, 4 Hosts
1998: E-Commerce1997: Push, Extranets
1979: Usenet-News
1973: USA-Europe
1996: Intranets
1995: Java
1983: UNIX & TCP/IP
1984: DNS
1989: 100.000 Hosts
1993: HTTP-WWW
1995: 7M Hosts
1992: 1M Hosts
1991: CIX
Punctuated Equilibria Evolution
Internet: Historical Notes
1996: 13M Hosts
JAN98: 29M Hosts
JUL98: 36M Hosts
60MJUL99: 56M Hosts
© 2000 META Group Inc., Stamford, CT, (203) 973-6700, metagroup.com 3
e-business company (a model)e-business company (a model)
GII
© 2000 META Group Inc., Stamford, CT, (203) 973-6700, metagroup.com 4
e-business company (a model)e-business company (a model)
© 2000 META Group Inc., Stamford, CT, (203) 973-6700, metagroup.com 5
e-business company (a model)e-business company (a model)
B2B B2C
B2E
© 2000 META Group Inc., Stamford, CT, (203) 973-6700, metagroup.com 6
META Trend: E-Service
Customer Integration Management (CIM) is emerging in 2000 as a focal point, with function-specific tools (e.g. self-service, personalized content, mail response, chat/conferencing) merging into suites linked to Customer Interaction Center (CIC) frameworks during 2000/01.
By 2002/03 the CIC will become an E-Service hub coordinating handoffs to business units and partners/suppliers.
By 2004, the focus of customer service strategy will evolve from retention to growth.
© 2000 META Group Inc., Stamford, CT, (203) 973-6700, metagroup.com 7
Customer Interaction Management Architecture
Direct
Response
Static
Content
Knowledge
Base
Asynchronous Interactions
Chat, Instant
Messaging
Page Push/
Co-Browsing
Conferencing
Voice over IP
(VOIP)
Call Back
Dynamic
Content
Synchronous Interactions
Content
Management
Personalization
Engine
Activity
Management
Profile Management
Interaction Management Services
© 2000 META Group Inc., Stamford, CT, (203) 973-6700, metagroup.com 8
META Trend: Web User Interfaced (WUI)
The I*net (Inter/intra/extra-net) Web User Interface (WUI) will replace the Client/Server GUI by 2004.
The I*net WUI is characterized by flexibility via self-adapting heuristics, content-centric applications, distributed componentized architectures, and contextual multimedia interfaces (e.g. voice, handwriting, 3D) that proactively profile and assist users.
© 2000 META Group Inc., Stamford, CT, (203) 973-6700, metagroup.com 9
META Trend: Enterprise Portals
WUI-based Enterprise Portals will emerge during 2000/02 to provide individualized and group application/content aggregation and in-context workspaces.
By 2001/02, the Enterprise Portals market focus will shift from portalized applications (e.g. BI Portals) to Portal frameworks with XML-based Portal components (application/content).
The Enterprise Portals market will be driven by the creation of “corp.com” front-ends for customers, employees, and partners.
© 2000 META Group Inc., Stamford, CT, (203) 973-6700, metagroup.com 10
Community Portals: the IT & MKTG connection
Key impacts to consider Corporate positioning Corporate Image & Reputation Distribution Channels
Key issues for ongoing management of Community Portals
Product Rollouts Customer Interaction Management Analytics and Reporting Customer Support
© 2000 META Group Inc., Stamford, CT, (203) 973-6700, metagroup.com 11
Portals enable differing levels of functionality (e.g., content, applications) and interactivity (e.g., community) to members based on preferences and business rules. Portals deliver “context” around customer activities, adding value through customized intersite connections.
The customer is the portal . . . Before: Surf and Seek
Portal
The portal surfs for you . . .After: Portal UI
“My Portal” experiences accentuate business value, but risk exposing gaps — portal efforts must unify processes around
relationships (customers, partners, staff)
What is a portal?What is a portal?
© 2000 META Group Inc., Stamford, CT, (203) 973-6700, metagroup.com 12
What is a portal?What is a portal?
Aggregation search, crawl, index, catalog, metadata
Membership registration, profiles
Personalization filters, notification, alerts, views
Activity Tracking usage analysis
Channel Management information brokers, subscriptions
Resource Provisioning single-sign-on, access control, security
© 2000 META Group Inc., Stamford, CT, (203) 973-6700, metagroup.com 13
The Contextual Portal UIThe Contextual Portal UICharacteristics Focused membership
targeting projects, teams, and “communities”
Hub for interactions (both structured & unstructured)
Includes unique & “guided” content & content/app linking and/or integration
Used to capture & access knowledge
Rich BCM services behind the portal with varying degrees of integration
MemMemosos
PlanPlanss
ExteExternalrnal
PeoPeopleple
StatStatusus
ProjeProject Xct X
You have a You have a meeting in ...meeting in ...
Interest Group Sites(Internet, Extranet, Intranet)
Real-Time Chat& Net Meetings
Document SharingBI Report Viewer Knowledge Mgmt.
Groupware Apps
Real-Time Info. Feed
Discussion Database
Related Links(Sites & Apps)
Search In:Search In:
Search For:Search For:
Fubar Corp. New productsRe: Fubar Corp New
productsNot a big deal in my
client baseSeeing interest out
west. Help!Help from
engineeringThanks. How
about …Try the attached
slidesMarketing will prepare
a paperCustomer Satisfaction survey
Looking for more responses
All Sources
Bixbie Intl.Sea
rchOptions Search & Retrieval
InfomasterGuides Access
BuddyList
Who’s Online?Who’s Online?
Matt CainMatt Cain
David CearleyDavid Cearley
Mike GottaMike Gotta
Steve KleynhansSteve Kleynhans
Dale KutnickDale Kutnick
Web sites deliver Content Enterprise Portals provide Context
© 2000 META Group Inc., Stamford, CT, (203) 973-6700, metagroup.com 14
Dynamic Assembly Engine“Relevant”
Content Components
A “My Space” User InterfaceA “My Space” User Interface
To better engage and service portal members, invest time and resources on ergonomics. Portals deliver a customer-
centric view of information and applications.
Profiling Engine = + Visitor data (on-site, off-site) + Content components + Event triggers, rules, filters + Privacy policies + Behavior Analyzer
© 2000 META Group Inc., Stamford, CT, (203) 973-6700, metagroup.com 15
PortalEngine
Integrating Multiple SourcesIntegrating Multiple Sources
ENTERPRISEENTERPRISE PORTALSPORTALS• Hosted or “Linked” Portal Content, Applications, & Business Services• Integration with Legacy Systems, Operational Packages, LOB Systems• Integrated Third-Party Channels• Provides Single Sign-On, Authentication, Integration with Directory/PKI
Data Warehouse &Business Intelligence
Content & SiteCataloging (e.g., search)
Community & MemberInteractions
Collaboration& Communication
LOB Apps & Operational Packages
Syndicated Services(e.g., news feeds)
Focus on competitive differential via perceived value delivered — regardless of service provider
“Extended Enterprises” Create Uneven Playing Fields
© 2000 META Group Inc., Stamford, CT, (203) 973-6700, metagroup.com 16
Planning Portal PotpourriPlanning Portal Potpourri
Sca
le
Scope
PersonalPortal
TeamPortal
VerticalPortal
PublicPortal
InternalFocus
ExternalFocus
Enterprise Portal
Companies failing to understand shifting portal markets and the impact on business strategies will chase industry hype or misalign company
branding efforts to the detriment of customers, partners, and employees
© 2000 META Group Inc., Stamford, CT, (203) 973-6700, metagroup.com 17
Segmenting Enterprise PortalsSegmenting Enterprise Portals
MyCorp.ComMyCorp.Com
Decision Portal ModelDecision Portal Model• Data access / reportingData access / reporting• Analytical manipulationAnalytical manipulation• Data Warehouse integrationData Warehouse integration
Collaborative Portal ModelCollaborative Portal Model• Projects and teamsProjects and teams• Make information actionableMake information actionable• KM & Groupware integrationKM & Groupware integration
Publishing Portal ModelPublishing Portal Model• Document accessDocument access• Aggregation / DisseminationAggregation / Dissemination• Integration with catalogs Integration with catalogs
Operational Portal ModelOperational Portal Model• Line-of-business systemsLine-of-business systems• Application dashboardApplication dashboard• Infrastructure integration Infrastructure integration
Understanding different portal models enables better assessment of required technology components and vendor selection
© 2000 META Group Inc., Stamford, CT, (203) 973-6700, metagroup.com 18
Enterprise Portal Evolution
Portals by DesignPortals share in the existing Web site infrastructure and add value to ongoing I*net investments
Accidental PortalsPortals act as band-aids for poor Web site design
2001
2000
1999
2003
2002
BI portals evolve into primary business analysis environment
Enterprise portals become the primary consolidation mechanism& application target
Portal framework becomes prevalent user interaction paradigm
© 2000 META Group Inc., Stamford, CT, (203) 973-6700, metagroup.com 19
Scientific Community Case Study: CoBrain.comScientific Community Case Study: CoBrain.com
© 2000 META Group Inc., Stamford, CT, (203) 973-6700, metagroup.com 20
IT Community Case Study: CNET.comIT Community Case Study: CNET.com
© 2000 META Group Inc., Stamford, CT, (203) 973-6700, metagroup.com 21
IT Community Case Study: cpsr.comIT Community Case Study: cpsr.com
© 2000 META Group Inc., Stamford, CT, (203) 973-6700, metagroup.com 22
IT Technical Community Case Study: TCdigest OnLineIT Technical Community Case Study: TCdigest OnLine
© 2000 META Group Inc., Stamford, CT, (203) 973-6700, metagroup.com 23
E-Services Portal Case Study: HP IT Resource CenterE-Services Portal Case Study: HP IT Resource Center
© 2000 META Group Inc., Stamford, CT, (203) 973-6700, metagroup.com 24
Bottom LineBottom Line
Companies must understand customer interactions to effectively align marketing, sales, and service processes as part of CRM efforts. Excellence in customer collaboration enables greater channel value and fosters lifetime customer intimacy
IT organizations must move beyond the technical aspects of portal design to consider the sales/marketing implications of community portal deployments. IT groups must initiate joint IT/marketing planning and management coordination to realize the potential of portal-based customer communities