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


e-business company (a model)e-business company (a model)

GII





B2B B2C

B2E


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.


Customer Interaction Management Architecture

Direct

E-Mail

Mail

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


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.


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.


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


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?


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


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


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


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


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


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


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


Scientific Community Case Study: CoBrain.comScientific Community Case Study: CoBrain.com


IT Community Case Study: CNET.comIT Community Case Study: CNET.com


IT Community Case Study: cpsr.comIT Community Case Study: cpsr.com


IT Technical Community Case Study: TCdigest OnLineIT Technical Community Case Study: TCdigest OnLine


E-Services Portal Case Study: HP IT Resource CenterE-Services Portal Case Study: HP IT Resource Center


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

META GroupMETA Group

© 2000 META Group Inc., Stamford, CT, (203) 973-6700, metagroup.com

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