Web 2.0 at Continental – good for the network culture, good for the business Information Technology Elisabeth Hoeflich Martina Girkens
Agenda Continental – Structure, Culture and Collaboration The Challenge, the Project, the Tools
Information Technology Elisabeth Hoeflich / Martina Girkens automotiveIT – CeBIT 2011 2 © Continental AG
Continental Worldwide Nearly 190 sites for production and R&D in 39 countries. Headquarters in Hanover, Germany.
Status: January 2010 Information Technology Elisabeth Hoeflich / Martina Girkens automotiveIT – CeBIT 2011 3 © Continental AG
Sales 2010 Employees
€ 25,5 billion ~ 149.000
Continental – a successful history of growth, acquisitions and integration Continental acquires a majority interest in the Slovak company Continental Matador Rubber s.r.o. and expands its position for the Tires and ContiTech divisions in central and eastern Europe.
Takeover of the European tire operations of Uniroyal, Inc., USA the tire operations of the Austrian company Semperit the North American tire manufacturer General Tire
Continental-Caoutchouc- and Gutta-Percha Compagnie is founded in Hanover, Germany.
1871 1929
1979 1985 1987
Merger with major companies of the German rubber industry to form Continental Gummi-Werke AG.
2001
4 © Continental AG
2006 2003
1998
2004
Continental strengthens its position in the ASEAN region and Australia by establishing its Continental Sime Tyre joint venture.
Acquisition of a US company’s Automotive Brake & Chassis unit, the core of which is Alfred Teves GmbH in Frankfurt. Information Technology Elisabeth Hoeflich / Martina Girkens automotiveIT – CeBIT 2011
Continental expands its activities in telematics, among other fields, with the acquisition of the automotive electronics business from Motorola.
Continental reinforces its activities by acquiring Temic, the international electronics specialist.
Through the acquisition of Phoenix ContiTech becomes the world’s largest specialist for rubber and plastics technology outside the tire industry.
2007
Continental acquires Siemens VDO Automotive AG and advances to among the top five suppliers in the automotive industry worldwide, at the same time boosting its market position in Europe, North America and Asia.
Strong Divisions and Business Units Continental Corporation Automotive Group Chassis & Safety
Powertrain
Electronic Brake Systems
Engine Systems
Hydraulic Brake Systems
Rubber Group Interior
Passenger and Light Truck Tires
Transmission
Instrumentation & Driver HMI
Original Equipment
Hybrid Electric Vehicle
Infotainment & Connectivity
Sensorics
Sensors & Actuators
Body & Security
Replacement Business EMEA
Passive Safety & ADAS
Fuel Supply
Commercial Vehicles & Aftermarket
Replacement Business The Americas
Chassis Components
Replacement Business Asia Pacific Two-Wheel Tires
Commercial Vehicle Tires
ContiTech
Truck Tires Europe
Air Spring Systems
Truck Tires The Americas
Benecke-Kaliko Group
Truck Tires Asia Pacific
Conveyor Belt Group
Industrial Tires
Elastomer Coatings Fluid Technology Power Transmission Group Vibration Control Other Operations
Information Technology Elisabeth Hoeflich / Martina Girkens automotiveIT – CeBIT 2011 5 © Continental AG
Our Divisions Shape the Megatrends in the Automotive Industry Safety
Information
Environment
Conservation of natural resources. Sustained mobility. Chassis & Safety Powertrain Interior Tires ContiTech
Increase in safety systems in the vehicle. Safe mobility. Chassis & Safety Interior Tires ContiTech
Sophisticated information management in the vehicle. Intelligent mobility. Interior
Affordable Cars Growing demand for individual mobility in future markets. Chassis & Safety Information Technology Elisabeth Hoeflich / Martina Girkens automotiveIT – CeBIT 2011 6 © Continental AG
Powertrain
Interior
Tires
ContiTech
Speed, unpredictability and global operations require new ways to collaborate
Information Technology Elisabeth Hoeflich / Martina Girkens automotiveIT – CeBIT 2011
Summary of Continental s Leadership Survey The desired culture is mainly characterized by “Autonomy” while at the same time by perceptibly more “Cooperation and Integration”. Continental takes great pride in the proven effectiveness of the decentralized individual entrepreneurships. But: Simultaneously there is an awareness of the fact that successful dealing with future opportunities will require a higher level of cooperation. Therefore: The company awaits the initial spark for developing a network organization that induces synergy. Traditional organization
Information Technology Elisabeth Hoeflich / Martina Girkens automotiveIT – CeBIT 2011 8 © Continental AG
Future organization
Agenda Continental – Structure, Culture and Collaboration The Challenge, the Project, the Tools
Information Technology Elisabeth Hoeflich / Martina Girkens automotiveIT – CeBIT 2011 9 © Continental AG
It started as an IT initiative and became a business driven program Business and IT experts teamed-up to analyze business requirements and to define the concept for an Enterprise Collaboration Program. Interviews with Business & External Companies
IT
&
HR
& Comms. &
Development of Business Use Cases
Business
Organizational Capability Improvement Plan
Detailed Product Evaluation
Draft of Target Landscape
Technical Evaluation and Provider Scan
Information Technology Elisabeth Hoeflich / Martina Girkens automotiveIT – CeBIT 2011
KM
Information Architecture and Target IT Landscape
IT
Nov 2009 Kick-Off
Implementation Roadmap
Feb 2010 Mobilization
Implementation Roadmap
Jul 2010 Funding Decision
Nov 2010 Product Decision
Feb 2011 Implementation
Use Case driven approach leads to business alignment from day one
Potential # of users
Illustration: Original Result of Interview Process
The interviews across the organization made it clear: there is a very specific need for collaboration and networking tools. Information Technology Elisabeth Hoeflich / Martina Girkens automotiveIT – CeBIT 2011
A transparent decision process, based on scenarios and criteria Basic criteria for the implementation of a collaboration platform
Usability Interfaces
Costs
Requirements
Requirements
Usability Use Cases
Information Technology Elisabeth Hoeflich / Martina Girkens automotiveIT – CeBIT 2011
specific scenario
Elaboration of a
depression
* Scenario is combining existing tools and platforms with a cost efficient software solution
Solution
Complexity
possible
Architecture
Use Cases Identification of
“Open”*
Architecture Requirements Use Cases
Scenario
“IBM”
Prioritized appraisal criteria
Strategy
scenarios
“Microsoft”
Project Costs Licenses Costs
Criteria for possible scenarios
Chosen Scenario
After first filtering, three product scenarios remained Scenario 1a “Microsoft”
Scenario 1b “Microsoft BPOS”
Scenario 2 “IBM”
Scenario 3 “Open” environment
Microsoft presented a landscape scenario using Microsoft SharePoint 2010 as the central product:
Microsoft presented a landscape scenario using Microsoft SharePoint 2010 as the central product in the cloud:
IBM presented a landscape scenario using IBM Connections, IBM Quickr, IBM Omnifind and DMS on MOSS as option:
Scenario 3 with focus on lowest license cost and integration of as is tools combined with enterprise wiki and social software:
+ Integration + Usability - IT dependencies + Platform complexity + Use Case coverage - Cost
+ Integration + Usability - IT dependencies + Platform complexity + Use Case coverage - Cost
o Integration + Usability - IT dependencies o Platform complexity o Use Case coverage + Cost
- Integration - Usability + IT dependencies - platform complexity o Use Case coverage + Cost
Functional Coverage:
*
Platform Parameters:
Information Technology Elisabeth Hoeflich / Martina Girkens automotiveIT – CeBIT 2011
*Actual analysis was done using a detailed criteria/percentage model
The final decision focused on the most important aspects Scenario 1: “Microsoft”
Scenario 2: “IBM”
SharePoint 2010
Connections, Omnifind, SharePoint 2010 foundation
+*
+++
Use Case coverage
+++
++
Cost 80.000 Users
o
++
++
+
Platform simplicity
+
+
IT dependencies
o
+
Usability
Integration
Sponsor: Tool set is major enabler for network culture → ease of use is key for user acceptance on all levels in the organization. Information Technology Elisabeth Hoeflich / Martina Girkens automotiveIT – CeBIT 2011
*Actual analysis was done using a detailed criteria/percentage model
Our technical solution: IBM in combination with Microsoft Email
Search: Omnifind Video/Web Conferencing, Instant Messaging
Web 2.0: Connections Communities
Profiles
Lotus Notes Task
Lotus Sametime Blog
Wiki
Internet/Intranet
Integration: Mainsoft Internet/Intranet Internet/Intranet Internet/Intranet Core Media Workflow Core Media Apps Core Media Lotus Domino
Document Management / File Sharing: SharePoint Foundation ADMS
Matter Management
MS Active Directory Information Technology Elisabeth Hoeflich / Martina Girkens automotiveIT – CeBIT 2011
Core Media
Collaboration
Notes Address Book
The whole program ConNext covers three years Conception
Ramp-Up & specification Specification
• Business analysis • Use Cases • Information architecture • System architecture • Target landscape • Scenarios
• Decision on technical base • Concept SSO • Specification System Foundation • Preparation System Foundation Ramp-Up
Enhance and improve existing IT applications (Notes, Sametime) First use cases in place Adopt enhanced IT services in daily business of end-users
In 2010: Analyze, develop concept, technical decision Information Technology Elisabeth Hoeflich / Martina Girkens automotiveIT – CeBIT 2011
Foundation
Unification
Implementation SSO Separation of content Intranet migration Detailed migration plan Integration SharePoint User profiles
Dynamic user profiles First Web 2.0 interface Implementation of concepts: Meta data, personalization knowledge network, topic navigation
In 2011: Improve/integrate existing apps
In 2012: Take-off Web 2.0
Finalization Final Web 2.0 Interface Integrated & faceted search Implementation of taxonomies, datarelations Continuous improvement of collaboration platform
In 2013: Do the rest for full integration
Thank you for your attention! What are your Questions?
Information Technology Elisabeth Hoeflich / Martina Girkens automotiveIT – CeBIT 2011 17 © Continental AG
