Introduction to Mass Collaboration - Essay Example

Introduction to Mass Collaboration "No company today, no matter how large or how global, can innovate fast enough or big enough by itself. Collaboration -- externally with consumers and customers, suppliers and business partner, and internally across business and organisation boundaries -- is critical." This was a statement by Alan Lafley, Proctor & Gamble’s chairman and chief executive. This is a statement regarding the popular business trend called mass collaboration. Many companies opted to switch to this system of dealing with matters like the creation of ideas and new innovations in the field of marketing and business (Dawe, 2009). This trend first came forth during the 1990s, when companies were trying to outsource non-core business tasks to specialist firms that cost less, which meant giving out a lot of information to smaller groups of contractors in different parts of the globe. It was like inviting outsiders into their company to help in finding innovations and solutions to current problems. This was a great fundamental change that spread among all companies, a business breakthrough made possible by Wikis. The Wiki platform has been one of the widely used Web 2.0 technologies. Wikis are web-based software that allow Internet users to edit data and other material (e.g. Wikipedia). So, the business model was named Wikinomics (Dawe, 2009). According to Don Tapscott, an expert on business-strategy and a co-author of Wikinomics: How Mass Collaboration Changes Everything, companies have realized that they have to connect to their customers and listen to what ideas they can offer. It means that companies have to interact with the outside world and gather ideas from the outside to use for new products or product improvement. This business breakthrough positions companies who are already using it in their strategies to face today’s changing economy with ease and gear themselves towards success (Dawe, 2009). With the time’s fast-paced global marketplace, successful collaboration is the answer to achieving a competitive advantage in the business field, and Cisco has through forward regarding mass collaboration. Cisco’s History and Background Cisco is known to be the worldwide networking leader that changes the way people connect, communicate and collaborate with each other. It is a multinational corporation headquartered in San Jose, California. It manufactures switches, routers, and other networking and communications hardware both for business and home usage (St. James Press, 2000). Cisco Systems was founded in 1984 by Len Bosack, Sandy Lerner, and Richard Trojano in 1984. The name “Cisco” was taken from the city name, San Francisco, which was why the engineers in the company was insistent on using the lower case “cisco” during the early times. Cisco was the first company to sell commercially successful routers that support multiple network protocols. But multi-protocol routing declined when the Internet Protocol (IP) boomed. As of today, its biggest routers are used to deliver IP packets and MPLS frames. The company’s vision is "Changing the Way We Work, Live, Play and Learn” and “Welcome to the human network” is their tagline (St. James Press, 2000). Currently, Cisco has placed I-Zone on its UK site (Dawe, 2009). I-Zone is an internal Web-based workstation where employees can submit and suggest new ideas. From I-Zone, I-Prize was born. It is a competition designed to be used to find an idea that could be the foundation of a whole new business unit. It is an idea-generating module which allows outsiders to offer their ideas for innovation, one of the basic foundations of mass collaboration. I-Prize is one of the many innovation competitions which offers prizes to the individual or group with the winning or chosen idea. It is one of at least a dozen corporate-sponsored contests that have been coming out in the past few years, all aimed at developing and rewarding innovation. This kind of idea-generating process draws many contestants as well as creative solutions from around the world, making it one of the best strategies for product innovation, despite its lack of novelty (King, 2008). Cisco has also made use of Wikis. This enables Cisco employees and teams to publish pages of web content, which are editable and to which others can add or contribute to. It has many potential uses to those working in Cisco, such as project and team collaboration and generation of ideas (Sankar & Bouchard, 2009). Cisco has many customers who use the network in ways that break new ground to boost collaboration and mobility. Customers also use the network to cut down on costs and improve sustainability (CISCO: Cisco customers harness the power of the network to enhance mobility and collaboration while cutting energy and business costs; range of new features added to cisco catalyst switch and integrated services router lineups 2009). Cisco has improved their Catalyst Switch and Integrated Services Router (ISR) portfolios that help to increase the business value of the network by helping companies gain greater efficiencies with energy and information technology, while also aiding the expansion of collaboration on the workforce (CISCO: Cisco customers harness the power of the network to enhance mobility and collaboration while cutting energy and business costs; range of new features added to cisco catalyst switch and integrated services router lineups 2009) One of Cisco’s many customers is the Council Rock School District (CRSD) in Philadelphia. The CRSD installed a network that provides Internet access to maintenance staff to keep an eye on the heating, ventilation, and air conditioning systems in the building across campuses, which was based on the platform of Cisco Catalyst. The staff can adjust the energy usage depending on the amount actually needed, reducing energy costs tremendously. The district has reduced energy consumption by 42.7%, which saved them $5.3 million. These were the figures since December 2005. CRSD is now positioning Cisco EnergyWise, a new business energy-management solution incorporated in the Cisco Catalyst Switches. The main goal is to expand power management to laptops, desktop computers, and Cisco gateways for an additional savings of $85,000 annually. This has helped them stay true to their Go Green program (Cisco: Cisco customers harness the power of the network to enhance mobility and collaboration while cutting energy and business costs; range of new features added to cisco catalyst switch and integrated services router lineups 2009). Another customer is the Cardiovascular Group, one of the prestigious cardiology practices in Virginia. Since it has eight office branches, the Cardiovascular Group set up a network of Cisco 2008 Series Integrated Services Routers (ISR) with integrated voice and wireless services. The latest Cisco ISR service to be released in an integrated Internet Protocol fax system lowers cost levels and simplifies document faxing processes (Cisco: Cisco customers harness the power of the network to enhance mobility and collaboration while cutting energy and business costs; range of new features added to cisco catalyst switch and integrated services router lineups 2009). The fax service has been positioned on an ISR Cisco Application Extension Platform (AXP) module that hosts Linux applications straight from the router, using the network as an application host so there is no need for individual servers in each branch. Cisco continues to find innovations to give their customers more benefits. It finds ways to improve the collection of Cisco Integrated Routers and Catalysts switches. These products allow customers to improve collaboration, productivity, and innovation across their businesses (Cisco: Cisco customers harness the power of the network to enhance mobility and collaboration while cutting energy and business costs; range of new features added to cisco catalyst switch and integrated services router lineups 2009). Product Launches Last June 1, 2009, Cisco announced the launching of their new products and programs which aim to help its partners take part in the $34 billion collaboration market. Cisco is introducing new cost and energy-efficient Cisco Unified IP Phone 6900 Series, extended chances for partners to sell Cisco TelePresence TM systems, and new Cisco collaboration and Unified Communications solutions and licensing choices. This line of new products, solutions and licensing options offer clients the capability to make the most out of collaboration applications and solutions in more adaptable methods to boost productivity and innovation in business (Cisco: Cisco creates new opportunities for partners to participate in $34 billion collaboration market; collaboration becomes more accessible with new ip phones, expanded cisco telepresence pilot program and flexible licensing models 2009). Cisco is releasing Cisco Unified Videoconferencing 7.0, a powerful new video platform intended for high-definition (HD) video conferencing among numerous individuals. With Cisco Unified Videoconferencing 7.0, Cisco TelePresence systems can display video from HD video systems. The Multipoint Control Unit will allow business partners to set out HD videos across the Cisco collaboration portfolio. This will also improve the support of industry applications like healthcare from HD videos. A new pilot program was created which enables Cisco Advanced Unified Communications Specialized Partners to sell Cisco TelePresence Systems, which includes the personal Cisco TelePresence System 500, two-person Cisco TelePresence System 1000 and the Cisco TelePresence System 1300 for multifunctional rooms. The program will act as a pilot in selected areas and multiplies the number of partners who can sell, install, and operate Cisco TelePresence organization (Cisco: Cisco creates new opportunities for partners to participate in $34 billion collaboration market; collaboration becomes more accessible with new ip phones, expanded cisco telepresence pilot program and flexible licensing models 2009). Two other Cisco innovations are Cisco Unified Communications Release 7.0 and Cisco WebEx Connect. Cisco Unified Communications Release 7.0 offers an integrated system created to administer business communications needs from IP telephony, mobility and messaging, to call center administration and sales-force productivity apparatuses. Cisco WebEx Connect is a network-based application foundation for two-way business application integration, termed as "mashups." It includes various standard applications, such as instant messaging, team spaces, document managing, calendaring and Wikis, which can be put together with third-party widgets built with the use of open application programming interfaces (APIs) to allow companies to work from within one workspace (Cisco: cardiometabolic support network uses cisco webex online meetings to deliver advice and support to patients across the united states; Cisco webex online meetings help obese patients achieve health and lifestyle goals while reducing overall service costs 2008). Cisco WebEx solutions aid all company types to be able to get in touch with anyone, anywhere, at any time, to materialize strategies and make decisions that are run by an open, highly secure, adjustable collaboration setting that can improve any companys creativity and velocity in the process. Cisco has announced the availability of Cisco WebEx authorization for Cisco Express Unified Communications Specialized Partners in the United States and Canada. Express and Advanced Unified Communications Specialized Partners in has been made available in Europe. Cisco collaboration tools help small and large organizations to bring people and information together to simplify work, regardless of where one’s workplace is situated. (Cisco: cardiometabolic support network uses cisco webex online meetings to deliver advice and support to patients across the united states; Cisco webex online meetings help obese patients achieve health and lifestyle goals while reducing overall service costs 2008). Cisco with Verizon and AISEC Last September 24, 2008, Verizon, a leader in bringing broadband and other wired and wireless communication advancements to mass market, business, government and wholesale customers, and Cisco made a joint go-to-market strategy with its focus on the exceptionally original delivery of collaborative resolutions for business on various scales. Verizon Teams With Cisco to Offer New Productivity-Enhancing Services Using Cisco Collaboration Portfolio (Anon., 2008) Verizon’s expansion of its overall suite of unified communications and collaboration materials is based on the latest Cisco collaboration portfolio. The new services include parts of Cisco Unified Communications System Release 7.0 and collaborative business functions developed by Verizon which used Cisco’s new WebEx Connect platform as basis. These services’ goals are to enhance collaboration and communication among employees, partners, customers, and the people who sell, at the same time allowing companies to achieve environment-friendly benefits through lesser carbon emissions and travel (Verizon teams with Cisco to offer new productivity-enhancing services using Cisco collaboration portfolio 2008). "Teaming with Cisco will help us further accelerate delivery of the latest technologies to the marketplace, enhancing our ability to help small to large businesses work smarter and meet their productivity goals,” a statement from John Stratton, executive vice president and chief marketing officer for Verizon Communications. Tony Bates, senior vice president of the service provider group for Cisco, said that "Effective, efficient collaboration is a critical component of sustainable competitive advantage. By teaming up with Cisco on collaboration solutions, Verizon is able provide its customers with the tools they need to innovate, adapt and thrive in the global marketplace (Verizon teams with Cisco to offer new productivity-enhancing services using Cisco collaboration portfolio 2008). Verizon will present to its large-business and government clients served by Verizon Business managed services support for Cisco Unified Communications Manager and Cisco Unified Contact Center, a highly developed collection of tools that flawlessly integrates voice over IP (VoIP), instant messaging, conferencing and contact center devices to aid organizations improve the course of work and communications. Verizon will also create a custom-made business application new WebEx Connect platform as its basis for its small- and medium-sized business clients served by Verizon Telecom. It is part of Verizon’s go-to-market strategy to accelerate the delivery ot the latest technological advances to the marketplace. This makes the client access easier to the new technologies (Verizon teams with Cisco to offer new productivity-enhancing services using Cisco collaboration portfolio 2008). Cisco WebEx is being used by Cardiometabolic Support Network (CMSN) to host online meetings to help obese patients. Using these online meetings, CMSNs founder Dr. Louis Aronne , director of the Comprehensive Weight Control Program at New York Presbyterian Weill-Cornell Medical Center, together with a group of key leaders in the management of obesity and diabetes have created this health and lifestyle program innovation to reduce the costs related to obesity and the illnesses cause by it. This also eliminates the need to make trips to the offices or clinics since the CMSN program is accessible in any location that has a broadband or WiFi connection (Cisco: Cardiometabolic support network uses Cisco webex online meetings to deliver advice and support to patients across the united states; Cisco webex online meetings help obese patients achieve health and lifestyle goals while reducing overall service costs 2009). Cisco WebEx incorporates real-time desktop sharing with phone conferencing, which allows people in different-sized companies to show information, share applications, and work in partnership on projects with clients, business partners, employees, and patients around the world as easily as dealing with them face to face. WebEx subscribers are able to get together as much as they want for a set monthly fee. Cisco WebEx technology has various useful features, is reliable and is highly secure, giving the users the highest assurance possible. (Cisco: Cardiometabolic support network uses Cisco webex online meetings to deliver advice and support to patients across the united states; Cisco webex online meetings help obese patients achieve health and lifestyle goals while reducing overall service costs 2009). Cisco has also collaborated with AISEC for another beautiful project. AISEC is one among the biggest youth-run organizations in the world. It enables the members of the youth to harness their leadership potential in order to be helpful to society in some way. It has more than 35,000 members across 107 places scattered all over the globe. AISEC has been operating for more than 60 years, honing the skills of young individuals and molding them into global-minded leaders. With its partnership with Cisco, it aims to create a program that provides education and skill-enhancement activities to Malaysian students to help them succeed in the global level. The proposal is in line with the Malaysian government’s goal to have more collaboration between public and private sectors to support the training and molding of the exceptionally skilled, “techie” personnel that can take part in the global competition (Cisco and AIESEC to open international exchange for Malaysian Students 2009). This professional internship program, which has duration of six to eighteen months, is offered to students fit the qualifications and are currently enrolled in the Cisco® Networking Academy® program. This aims to convert the theoretical classroom knowledge of the students into skills that they can use when they’re on the working field. The Networking Academy program was launched in Malaysia in the year 2001. It is an electronic learning program that offers the students the IT skills and knowledge that would gear them towards competing in the global arena. So far, Malaysia has had 18,000 certified networking graduates with 47 academies (Cisco and AIESEC to open international exchange for Malaysian Students 2009). Anne Abraham, managing director of Cisco Malaysia said that "Cisco is committed to helping the government address the current economic challenges by building a highly skilled workforce to fuel Malaysias competitiveness in the global economy. Employers today place a high value on international work experience. Networking professionals with international experience will be even more highly valued, as networking technology is increasingly playing a key role as the platform to transform communities, cities, countries and individual lives. Ciscos collaboration with AIESEC will expand training opportunities for well-paid, high-demand technology-based jobs. We want to encourage our students to develop more than their professional skills and to build experiences by interacting with and observing different cultures and work ethics.” (Cisco and AIESEC to open international exchange for Malaysian Students 2009). Students from the Networking Academy who will take part in the professional internship program will be trained in the field of network management, preservation, and growth. The skills they will learn will enable them to adapt to the ever-evolving needs of Cisco’s clients. Students will have the chance to do business with leaders like Tata Consultancy Services, Microsoft, Standard Chartered Bank, UBS, IBM, DHL and PricewaterhouseCoopers. Application is done through AISEC, and AISEC will then match them to companies and organizations depending on what the company requires and what the student is skilled at. The students get a monthly stipend and it is AISEC’s job to look over and keep an eye on the professional improvement the student is making through the internship program (Cisco and AIESEC to open international exchange for Malaysian Students 2009) A Story and a Conclusion on Cisco’s Success Cisco’s focus on collaboration and offering new innovations in the field of collaboration technologies has helped many people all over the world. The benefits have gone beyond cost and energy efficiency. Roy Mclean, one of Cisco’s engineering managers, shared a story related to communications and their major importance in our current environment. Mclean is involved in an outreach program in North Boston, New York, a town with a very old fire station. A new one was built after the town was able to raise an ample amount of money. The townspeople wanted to know what they should install in their fire station and so they ask Mclean. Mclean’s proposals led them to install Cisco Integrated Services Router, Cisco Unified Communications Manager Express and Cisco Unity Express. After installation and renovation, when the fire station was already operating, an elderly couple made a call to the fire station because their carbon monoxide detector was going off. Since it is a volunteer-based fire station, no one is at the station unless there is a case of a fire. The couple did not find it necessary to dial 911 so they left a message for the chief of the fire station. Through the Cisco Unity Express voice messaging system, the call was answered and then, using a set of notification rules, forwarded the message to the chief’s cellulat phone and his telephone.  Upon receiving the message, the chief immediately contacted the elderly couple and rushed over to their house with a carbon monoxide detector. It was after that that he found the presence of carbon monoxide and hydrogen cyanide, at amounts that could lead to the death of the couple (Schrotzberger, 2009). The couple was brought to the hospital and the chief related the story to Roy Mclean. Before the installation of the Cisco Unified Communications, all the station had was a phone with an answering machine which may not have been checked until the day after. This just goes to show that collaboration technology doesn’t only connect people for business purposes; it is even able to save lives (Schrotzberger, 2009). References Cisco and AIESEC to Open International Exchange for Malaysian Students 2009, NoticiasFinancieras. Wire Feed, August 12 CISCO: Cardiometabolic Support Network Uses Cisco WebEx Online Meetings to Deliver Advice and Support to Patients Across the United States; Cisco WebEx online meetings help obese patients achieve health and lifestyle goals while reducing overall service costs 2008, M2 Presswire. Wire Feed, April 13 Cisco: Cisco Creates New Opportunities for Partners to Participate in $34 Billion Collaboration Market; Collaboration Becomes More Accessible with New IP Phones, Expanded Cisco TelePresence Pilot Program and Flexible Licensing Models. 2009, M2 Presswire. Wire Feed, June 1 Cisco: Cisco Customers Harness the Power of the Network to Enhance Mobility and Collaboration While Cutting Energy and Business Costs; Range of New Features Added to Cisco Catalyst Switch and Integrated Services Router Lineups.M2 Presswire. Wire Feed, May 27 Dawe, T. 2009. Web advances prompt companies to pool ideas; Mass collaboration is replacing the obsessive secrecy of the boardroom. Tony Dawe explains how wikinomics is changing the corporate world. The Times: pg. 62, March 5 King, R. 2008. Businessweek [Online]. Available: http://www.businessweek.com/technology/content/may2008/tc20080529_968185.htm [August 14, 2009] Sankar, K. & Bouchard, S. 2009. InformIT [Online]. Available: http://www.informit.com/articles/article.aspx?p=1336793&seqNum=4 [August 14, 2009] Schrotzberger, L 2009, Cisco [Online]. Available: http://blogs.cisco.com/collaboration/comments/collaboration_technology_--_changing_the_way_people_live/. [August 15, 2009]. St. James Press. 2000. International Directory of Company Histories, Vol. 34. U.S.: Gale Cengage Verizon Teams With Cisco to Offer New Productivity-Enhancing Services Using Cisco Collaboration Portfolio. PR Newswire. Wire Feed, September 24 Read More