| ------------------------------------- BrainStorm Bulletin e-newsletter of BrainStorm Group September 12, 2003 -------------------------------------
==================================================== -- INTRODUCTION:
==================================================== The new tech poll results are out from CIO Magazine. They show increased spending on technology for the next 12 months. Lorraine Cosgrove Ware, a frequent contributor to BrainStorm conferences, reports: "On the tails of increased consumer confidence reported by The Conference Board and an up-tick in durable goods from the Commerce Department, IT executives are more optimistic about IT investments and the business climate, expecting improvement in both over the next six months." If you want to discover where that money will go, be sure to come to BrainStorm San Francisco on September 15. We are featuring four events in one location:
Each of these will feature leading analyst keynotes, case studies, peer-to-peer networking, one-on-one sessions, and advice from the leading solution providers. Our one-on-one sessions are especially valuable, because you can get direct advice for your company's IT and business problems from the best minds in the industry -- advice that would cost thousands of dollars on the open market. BrainStorm has secured the participation of practitioners who will share their experiences from real-world projects -- allowing you to see how similar companies address their critical projects. These include:
Complete program information
for all four events is included in the show guide (takes a moment to load): In this issue, we cover a case study for Web Services by Craig Haught from Applied Materials that will be featured in San Francisco. Applied Materials leveraged the Internet and Web-enabled application integration to implement their Supplier Collaboration Program to create a competitive advantage by building and deploying collaborative capabilities across the supply chain. The results are improved responsiveness to business cycles, reduced costs and faster time-to-market. Read about what Craig has to say below. We are also covering two of the presentations from the upcoming Enterprise Content Management Seminar: I spoke with Scott Mongeau of Genentech, who will give the keynote address at the Enterprise Content Management Seminar: "Content in Context: Twelve Keys towards a Successful Enterprise Content Management Strategy Project." Genentech is a biotechnology company and received the first U.S. patent for gene cloning. Scott has some revelations of what content actually is, and has enlisted an often overlooked group to help with Genentech's content managment strategy- librarians. Read about the content management presentations below. In addition, Mario Queiroz is the Vice President of Content Management Services for HP and he is giving a case study on how HP is handling content management. The HP/Compaq merger has mandated the need to integrate content, processes and systems on an enormous scale. Come to San Francisco and experience the BrainStorm difference. This is the most useful conference you can go to this year. Best Regards, |
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Craig Haught is the Managing Director of Enterprise Network Solutions at Applied Materials. He will give a case study at BrainStorm San Francisco on how his company leveraged the Internet and Web-enabled application integration to implement the Supplier Collaboration Program. The focus is on the inbound supply chain that links suppliers to Applied Materials' manufacturing and spares operations. It was designed to create a competitive advantage by building and deploying high-impact collaborative capabilities across the supply chain to improve responsiveness to business cycles, reduce costs and time to market. Craig will give an overview of how Applied Materials implemented Web Services and discuss what the business requirements were, the issues they dealt with, how they approached it, what their architecture was, and the successes they realized. The overall strategy at Applied Materials was to drive down operating costs as the company continued to take its services online and to leverage the supply chain to its maximum effectiveness, according to Craig. He said that within any company, the processes are under direct control and certain levels of visibility, buying power, and coordination exist, but taking this out to the supply chain demands a high level of collaboration. The program at Applied Materials was intended to manage this transfer. The tools and implementations of applications were dependent on the Internet and collaboration with the customers and suppliers. The program has been ongoing for two years, and some of the work had a major impact on the corporation. The phases were implementation, training, execution, and tracking the results. This is an ongoing program, and Craig told me the results of the completed parts have been positive. The company is quite pleased with the overall success of the program, he added. I asked him if dealing with the business processes through the supply chain was difficult. Craig said that it is one thing to engineer changes within your own company, but quite another to require your suppliers to adapt to, and collaborate with your process changes. "Implementing changes within companies you have no control over is complex." Craig said that there were some interesting surprises along the way, and usually came from something everybody took for granted. "Everything is built on a certain amount of tribal knowledge," he said, "and this has to come to the surface so you can articulate it and drive it through processes and training." Craig said that the ideal audience for his presentation are people in major corporations who are trying to 'virtualize' their operations, and rely on distributed supply chains. This case study discusses what Allied Materials did, but everyone with a similar supply chain will find they have the same business requirements. "In order to be able to commit to your end customers, you have to have some visibility confidence that the supply chain will support you in the same time frame that you are on, and you need to continue to manage the cost structure to be more cost effective, along with managing your intellectual property. How you do it and which tools you use is up to the philosophy of each company, along with what policies and what portion goes to the supply chain." Craig said that this process is complex, and you have to recognize that the process is iterative until you get it right. "It will take time to mature to get it to the place you want it to be. You need to approach it gradually. Don't try to build an aircraft carrier right off the bat." he said. You can hear Craig's talk by coming to San Francisco for the BrainStorm Business Integration and Web Services conferences starting Sept 15. We hope to see you there. For additional information, log on to www.BrainStorm-group.com. Jon Huntress ================================================= Bulletin Subscribers can still take advantage of the discounted rate of just $495 (a $1,495 value)! Your registration includes access to all four dedicated events being held in San Francisco:
Register online at: Scott Mongeau is the Principal Systems Architect for Genentech, a biotechnology company based in San Francisco. Scott has previously held senior technical management and engineering positions within the financial services and insurance industries. Having worked with computing technology in some capacity for fifteen years, he has both technical and management experience. Genentech produced the first human protein, became the first firm to clone human insulin using recombinant DNA technology, and received the first U.S. patent for gene cloning. Genentech has ten marketed products and approximately 20 projects in development, employs 5,200 people at three sites, and is responsible for more than half of the worldwide production of therapeutic proteins. Genentech will soon house the largest single-site biotech research facility in the world. Scott will give the keynote presentation at the BrainStorm Seminar on Enterprise Content Management (ECM) in San Francisco. Scott’s subject will be: “Content in Context: Twelve Keys towards a Successful Enterprise Content Management Strategy Project.” I talked with Scott about his San Francisco presentation, getting him just before catching a plane to Austin. He told me that ECM is a broad topic and he wants to emphasize the “soft” side of content management. As an enterprise architect, Scott is by nature split about 50/50 between the technical and the business sides of this issue. “The important thing to remember,” he told me, “is that the technologies are ancillary to the planning, the communications, the alignment, and to getting an understanding of the enterprise architecture to know where your network is now and where it needs to be in order to provide robust content management.” Scott will talk about the components that enable a good ECM strategy for any enterprise. Genentech is in the forefront on this issue, Scott said, because it is so heavily involved in scientific research. If there is one thing he can say to underline the theme of his talk it would be, “Kiss a librarian.” Genentech has a large library on site and Scott works with both librarians and scientists to find and use the research they need. The librarians are now experts in computer-based information management and have been helping the corporation with the challenges of managing documents as opposed to data. Scott explained, “If you ask an IT person what a document is, he will tell you it is a set of data that can be stored in a database, called up dynamically, and formatted as such. But a librarian will tell you that a document is more than the sum of its parts. A document is much more than an assemblage of data. It participates in knowledge that is integral to people of expertise and it has a social, organizational, and business context. Therefore it requires an understanding of how you track and manage documents.” At Genentech, Scott is taking what librarians have been doing for decades and is bringing those practices to the IT and network systems under the umbrella of Enterprise Content Management. The federal issues that touch on ECM are Sarbanes-Oxley, and the lesser known Clinger-Cohen act, formerly known as the Information Technology Management Reform Act. With Clinger-Cohen, the feds have decided to create and implement standards around how enterprise architectures are managed, described, and documented. Scott thinks that these standards will probably be required for anyone dealing with the government. Government regulation is one of the main drivers for ECM field, and some of these regulations require compliance within the next year. Does your organization have a plan to become compliant yet? Anyone who thinks they are suffering from information overload should come to this seminar and hear Scott. He said that things have changed since the dot-com bust. The Web is being used as a business tool today, and people are serious about using the Web for research and development, information retrieval, along with making the Web an integral and active part of their business. Being able to find and use the information your business needs and will be required to have is the whole point of Enterprise Content Management. Scott will leave ample time for questions. He said there is always a dynamic tension between specificity and generalities on a subject this broad, and he wants to be able to address the specific needs and challenges of a diverse BrainStorm audience. He will also be available after his talk for one-on-one sessions with attendees. Make plans to join us in San Francisco for this important seminar. Jon Huntress ================================================= Subscribe today to OutsourcingCentral.com for free at www.outsourcingcentral.com/subscribe and receive the 2003 Outsourcing Buyers Guide produced by OutsourcingCentral.com, for free. In addition to the ITO & BPO Provider Directory this years guide is filled with educational articles to include 5 Steps to Selecting Your Outsourcing Vendor, Designing & Drafting SLAs that Work, and Outsourcing Management: The Hard Work. Did we mention its free? Go to www.outsourcingcentral.com/subscribe ================================================= As Vice President of Content Management Services, Mario is responsible for streamlining and significantly reducing the cost of HP's infrastructure and processes for acquiring, storing, maintaining, localizing, and syndicating content including product, support, and solutions content. Prior to this appointment, Mario was the worldwide eCommerce manager for the Business Customer Organization (BCO) of Hewlett-Packard. In this role, he provided strategic direction and delivered eCommerce business processes and capabilities to BCO customers. The HP-Compaq merger extended the global reach of the corporation. The company's post-merger content management renovation resulted in reduced operational costs along with reduced time to create and publish content, and improved customer experience. HP found that its experience could be applied to help other companies with content management challenges. This presentation will highlight HP's strategies as a model for the effective creation, management, and reuse of digital structured content as a means to deliver consistent and accurate messaging for customers and partners. The talk will also provide an overview of HP's vision, strategies, tactics, challenges, and lessons-learned associated with centralized digital content management. Mario will specifically talk about how content management fits within HP's overall infrastructure, and in terms of content management, what the vision is and the problems encountered. He will give an overview of how they are solving their problems by focusing on the different pieces of the solution, from both a technology and a business process perspective. Beyond that, he will discuss some of the results HP has achieved over the past year. He will also reference throughout the presentation some of the issues and lessons HP has learned to show that this is do-able, even on such a large scale as the HP-Compaq merger. Mario said he will share the "gotchas" and problems that everyone will experience in a content management project. Mario will delve into some of the merger details. He said, "The merger has actually helped, has been a catalyst in accelerating the content management work. Pre-merger, the folks on the Compaq side came in with their set of people and technologies and business processes and problems, and the people on the HP side came in with the same. When the merger happened, we actually consolidated these areas even more from an organizational perspective, systems ownership, budget, and business process ownership, which allowed us to make progress on implementing the vision." Mario told me that the issues were roughly split 50/50 between the technical and the business process issues. He said they are only part way down this road, and they still have many deployments to go. They continue to run into business problems as solutions are deployed into the hands of the business users. This talk will give an excellent insight into the difficulties in merging content with two of the biggest technology companies in the world. This is a presentation that will be of interest to everybody. Specifically, Mario told me, "Others who should consider attending would be IT managers in the content management space and business operations managers who are responsible for understanding the requirements of sales and marketing people for content management and publishers of content management and translating those requirements into something the IT people can design." Anyone who is responsible for the business or IT content management infrastructure will get a lot of usable information from this presentation. "Content management requires the integration and standardization of what are today fragments of technology and business processes." Mario said. With the HP/Compaq merger, the number of these fragments is almost unimaginable. If these people can do it, and they are doing it, then there is much hope for the rest of us. Make plans to come to San Francisco and hear Mario's talk. Jon Huntress |
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