Early adopters – that's not us

Some ten to fifteen years ago when tech- and ebusiness-journalism evolved also in Austria we were frantically writing about new eras, great technologies and killer applications.
Well, the beginning was more moderated; the main topics were curiosity, content and communication.
As business pressure started to rise and advertising customers wanted to sell something (I still believe that they did not know what they wanted to sell, but they tried anyway), we also had to sell something in our stories.
In 1997 Bertelsmann started a digital tv project – we hyped interactive tv, ecommerce merged with soap operas and a revolution on the living room sofas. Nothing happened; just some boring technical tests. In 1999, the 3G-umts-licenses were auctioned in Europe. Telco companies paid tremendous money, we wrote stories on location based services, mobile tv, mobile commerce, mobile dating services and video conferencing. Nothing at all happened. In 2000, Telekom Austria and ORF closed a deal that did not mean anything – just some vague cooperation. And againg, nothing at all happened.
We were doing some more stories, were heavy users of some pilot applications (I especially enjoyed the mobile public toilet finder for London and Paris) and then got bored and went to something new.

Yesterday my wife who does not care at all about technology, told me that she will buy a new n-Generation 3G mobile phone, because she wants to use the gps navigation tool, use the phone as a mobile video camera and because she wants to use the mobile shopping guide features: “It doesnt matter in which city I am, it can always tell me the address of the next drugstore and show me a way with some satellite-pictures.”

I had not spent a thought on these services for years. I'm a heavy user of mobile email, sometimes I'm quickly browsing the mobile web for exchange rates, travel schedules or footballl results, but I don't spend any money in the mobile world.
I've just been making up my story. And it seems to be up to others to live it. - No problem; Im always finding new stories. We just should not forget that what seems like looking back may be a great outlook in the future: Ok, we invented the stuff, we've been there, done that. But others live it. And they tell us, if it works, if what we've made up makes sense.

And it's been a while since she has been asking for the ip-based tv-service of Telekom Austria, which finally had come out in 2006 (without much ORF-participation). Fortunately, it still does not work outside of big cities.

Centralized vs. Decentralized Intranets

The challenge I have to face currently, is to convince senior management (board level) that their own ideas are right. They are in fact: They want to harmonize their current intranets and replace these homegrown 10 year old solutions through a new state of the art platform.
Sounds simple: replace ten times operating and development costs through one, harmonize ten scattered editorial processes into one, gain efficiency, control, power, quality and security.

Maybe too simple: Nobody dares to really decide this issue. We are spending weeks and months in discussions, considerations, alternatives, business cases and evaluations.

There are tons of measurable advantages for intranets, ROI calculation is not an issue. But business cases for online media are never a matter of figures only – they are also a matter of belief. I never saw a business case that could not be torn into pieces using quite the same facts, but different assumptions.
How to measure efficiency in terms of fast and straight ahead publication, how to make sure that all relevant facts are considered, how to exclude known excuses?
That are just the common problems in creating business cases, but I feel that they are extremely annoying and especially their solution is becoming actually counter-productive if it deals with so obvious issues such as centralized vs. decentralized intranets?
Or can somebody please tell me something else?

What are intranets actually good for? ( they are your identity)

What is an intranet actually good for? - Well besides the fact that it is an invaluable tool, often the only or the most reliable source of information and a very cheap and efficient media, what – this is a very fashionable question, what problems does it solve for the enterprise?

• It is cheap and fast
• it provides many possibilities for control (if you really want to act out on that):who may see what when, who has read what when, when will what informationbe spread etc.
• its your voice – and if its done smart, it is the company voice – nobody else can talk to that wide range of employees.

The whole thing influences the image, the idea your employees have of your company – its not only the content, its rather the processes, the roles- and permission-management, the authoring policies that shape your employees perception.
so its not only a business tool (actually most intranets are not – they are just heading there), but it is the best communication media to deliver your vision and mission, your internal brand, the real company identity you have in your mind

I dont think these topics are important to determine whether you should have an intranet or not (does anybody seriously want to ask that question?). But it may help to keep them in mind, if youre considering how to do your intranet, how to address certain issues.

You cant tell people that your company is open minded and visionary, if your intranet is centrally run, publishes strictly business information only and spreads the look and feel and the usability on an early 1990s prototype.
You cant asko people to relate the fancy ads you are running to their everyday work life, if their daily work environment is so not fancy at all.
And you cant expect people to participate in anythoing, if you dont build your intranet for openness, communication, interactivity. This has to be done very dilitgently – you really need to know what you are doing and you need to invest a lot of thought in the processes in order to create a good experience for your people.

Get some experts, listen to their recommendations and let them go ahead. Dont try to follow the Ive read there something approach – your intranet is too valuable for that. It is your identity.