Giunti Labs 2009 and beyond: how to be social, 2.0, and competent!! Alessandro Lorenzelli Head of Strategic Marketing

Giunti Labs

2009 and beyond: how to be social, 2.0, and competent!!

Alessandro LorenzelliHead of Strategic Marketing

Giunti Labs: why we are here!

• Publishing activities of Giunti family already in the 16th century

• Publisher of Pinocchio, world’s most translated book after the Bible, since 1883

• In 2004 Giunti completed the collection of Leonardo da Vinci facsimiles and studies

• Today Giunti Group is a leading publisher in primary education, tourism and cultural heritage in the Southern Europe

• Holding of more than 20 companies• More than 1000 employees and

300m Euro turnover• Own printing facilities, data center and

bookstore network

2009 © Giunti LabsNo reproduction without written permission

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• In 1992 Giunti Group created Giunti Multimedia

• In 1994 Giunti Group acquired Interactive Labs from Hay Group,

• In 2000 Interactive Labs opened Giunti Research

• In 2003 all Giunti companies focusing on digital content merged into Giunti Labs and launched learn eXact©, Europe’s first LCMS

• In 2008 Giunti Labs has become a truly global player by opening and consolidating subsidiaries in USA, UK, Germany, Scandinavia, AsiaPacific.

The Group.. .. and Giunti Labs

Hyper-disruption or natural evolution?

Emerging markets opening up

Hyper-connectivity

Consumer driven IT innovation

Web 2.0 tech and models

User generated content / info explosion

Community driven content innovation

IP - everything

Digitisation and convergence

Mobile Internet

Multimedia explosion

Attention / esperience economy

Web velocity

Us..

?? ??

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Market issues. A new Digital ecosystem

• Demand for access — anywhere, anytime, to any information. Inexorably, over the past decade, lifestyles have changed.

• Converging networks. The Internet is converging with other networks: traditional wired and wireless telecommunications, as well as intranets. This fosters increased interconnectedness.

• The content explosion. From 2006 to 2010 information created, stored and replicated will grow from over 160 to almost 1.000 Exabytes. Approximately 92–95% of this new content is now stored electronically.

• Control. 20% of the current digital universe has to oblige some form of compliance rules, whilst 30% is under security scrutiny.

161 Exabytes:12 stacks of books

from the Earth to the Sun (2006)

988 Exabytes:12 stacks of books from the Earth to

Pluto (2010)

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From technology to social evolution


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Us and the Web

• First World (in Web terms) sees the use of technology as a “simil-commodity”..

• Evolution: to segment the Web into sub-networks, driven by interest/community/language or other user-defined filter.

• Result: (almost) uncontrolled feeling of cummunity conscience, opinions, actions which are a caleidoscope of different, accepted and shared personal visions.

• Internet champs today are those companies able to create a working table for users to play with, and those able to use the above coscience to create or re-create an user experience mapped on “desiderata”.

• At the end of it all, Internet champs today are simply engines and spectators of someone else’s show:

the users!Source: Valleywag, Trendwatching, IDC 2009 © Giunti Labs

No reproduction without written permission

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New standards to face


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Defining new powehouses


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No users are alike..!


• However, as in all technology advance with an immediate social impact, there are and always will be different layers of adoptions (at the very least for the next decade). Users will be broadly segmented into Systematic Users and Critical Users:

• Systematic Users. Those who will immediately dig into the new features, swapping massively from legacy technology / social interactions.

• Critical Users. Those who will approach new features as a potential alternative to fit into a consolidated pattern of legacy technology / social interaction.

Me Interest

Someone

They

Web

Usual

Complex

Community

Dynamic

Club

Linear

Logic

Mass virtual

Few real

Server space

Floor space

Crossover

Web 2.0 & legacy interaction schema

Perspective view

Cloud view

Target view?

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Potential new trends and tribes


There is then a massive trend, a social phenomena that allow anyone to put into the Web his own personality, and to search and ask for the correct “answer” to his quest for product/attention/knowledge….

People want to be treated, each and every of them, as One. Still, not everyone can afford such a treatment…

Also, as Warhol predicted, today everyone is searching for his 15 minutes of celebrity, and would then like to leave something behind, in audio, print or else..

Be “securely me”, and belonging to the mass are suggesting new identity management tools, identity protection and “accessibility /web dexterity enhancement”.

Source: Giunti Labs, Trendwatching

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Potential new trends and tribes


Conversation

Relationship

Respect

Reputation

Authority

Lack of constant attention

Desire for attention

Interest

Collaborative filtering

Referral

Web 2.0 is all the websites that benefit from user (inter)actions

NoFrillers (accept the evolution, but get to the point, no deviation, no excitement)Peekers (Web on a drop, pure peeking, beyond being laggards)

Critical users

Trysumers (experience and media allow to try anything, and share the feeling..)Crowd Clout (online groupie that can clout / unite with others in cyberspace - and else, later – to impact on a cause – politics, social, civic..)Twinsumers (consumer driven by similar interest, would not connect to anyone' else)Master of Youniverse (user creates his/her own universe, playground, comfort zone, interest silos. And shares it)Generation C (content is everything, content is the ultimate quest, and Gen C lives on content-based sites)

Systematic usersPotential Entrants

Threat of New Entrants

BuyersBargaining

power of Buyers

SubstitutesThreat of substitute

products and services

SuppliersBargaining power of suppliers

Industry CompetitorsRivalry among existing firms


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Clusters define complexity levels to face



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..also known as..


Broadband, Mobile & Ubiquitous Internet


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Scientific ResearchNew Music or Architecture

Well Designed Audio VisualInstructions

Clarification of RelationshipsBetween Concepts

Most Reasearch andIntellectual Production

School Laboratory Work

Lectures or Most Text BooksRepresentations

Moltiplication Tables

Trial & Error Puzzle Solutions

Applying Formulas to Solve Problems

eLearning 1.0(Poor Media, Prescriptive WBT tutorials)

Source: “Learning how to learn”, Joseph D. Novak, D. Bob Gowin

Creative Learning

(Personal Development, Talent Expression, The Joy of Learning,…)

Meaningful Learning

User

Satisfaction

User FreedomPrescriptive Learning

(eg Regulatory, Compliancy,…)

* Rote Learning Guided Learning

(Curricular, Company Plans,…)

eLearning 2.0(Grass Root Formats)

UNSATISFIEDUSER

Syndrome

Personal Ambient LearningUser + Context + Location based, Rich & informal

Personal Ambient Learning/Knowledge (New Generation Content Format)

* Rote learning is a learning technique which avoids understanding of a subject and instead focuses on memorization. The major practice involved in rote learning is learning by repetition.

Content and knowledge. It works if.


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Individual benefits

System benefits

Available. Available to individuals, seamlessly and regardless to location. Appropriate. Appropriate to the context, and to the role of the recipient.Accessed. Accessible to users according to needs and usage patterns/media availability.Absorbed. Absorbed by recipients through appropriate delivery, presentation and usable format. Applied. Applied to a specific and determined problem as to obtain an enhancement.

System enhancement

Knowledge augmentation

If

Then Then Then Then

If If If

Adapting to support growth


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KnowledgeSystemic

PerformanceAdaptability

EVENT DRIVEN ENVIRONMENT

• Event-driven environments are the common territory of operations

• Events reflect change of state – so control can be granular

• Processes selected on demand and combined as required to respond effectively

• Event monitoring is tightly linked to operational efficiency

• Performance augmentation is a mandatory target to sustain systemic efficiency in rough times

• Faster development and time to value

• Control activities coupled with growth attitude

• Real-time monitoring provides increases visibility and quality

• Modeling & rules components: activity & workflow focused

• Talent, knowledge management and retention will be a mandatory issue to tackle.

• Limit the impact of skill shortage

• Improved information circulation

• Stronger knowledge trasfer strategy with long term, sustainable actions.

• Improve overall appeal of the system above and beyond its economics.

How to: competency process

• A competency is a set of behaviors expressed by an individual and deriving form the application of:– Theoretical knowledge– Mental aptitudes– Specific know how– Practical skills

• In order to manage competencies you should be able to:– Observe them through behaviors– Assess them on a scale of values– Develop them through learning processes


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The competency cycle aims to the continuous improvement of individual and organization’s competencies; it’s based on 4 macro-phases:

• MAPPING

• DIAGNOSIS

• MONITORING

• DEVELOPING

• IMPROVEMENT

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The competency process to improvement


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•Diagnosis (evaluation):

• By a

direct responsible (coach assessment)

• Self assessment

• Test

Assessment

•Monitoring:

• Periodical checks through the assessment of

mastered competencies

• In terms of efficiency (reached objectives), effectiveness (acquired knowledge) and satisfaction (regarding the learning

process)

•Development can be activated through

delivery of customized remediation

materials

• IMPROVEMENT

1 2

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Personal development plan


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• topics

• topics

• topics • topics

• topics

• topics

• topics

• topics

• topics • topics

• topics

• topics

Content side

Learner side

Competence catalogue

Content repository

Competence catalogue (mirror)

Job Profile Repository

Taxonomy of education topics

Taxonomy of education topics

WHAT

WHERE WHY

User PortalGap Analysis RemediationAssessment

1 2 3

4

Kn

ow

led

ge Tra

nsfe

r Are

a

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We think alike!!

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Library Systems Open Source Digital

Repositories

MainstreamTech and Ed Publishers

Document Management Systems

Content Management

Systems

Part or pivot of a complex enterprise ecosystem

Open approach to markeplace and integration

HR and ERP Systems

Web 2.0 ecosystems

Giunti Labs’ key strengths• A sound knowledge of Learning, Digital Asset and

COMPETENCE Enhancement market

dynamics. And we help defining eLearning standards!!!

• A Consulting Method which allows solutions to fit in instantly with the client’s infrastructure and bring a positive return on investment.

• A strong Content Production division.

• A proven and reliable Learning and Content management platform with powerful content

authoring and usage tracking features: learn eXact.

• An ability to leverage a world-class R&D department to keep abreast with innovation.

• A strong heritage in dealing at enterprise level with information and knowledge. Since ever.2009 © Giunti Labs

No reproduction without written permission22

PrecisionProfitable and targeted decisions

Consistency Consistency at organisation level

Agility Adapting to dynamic environments

Velocity Execute decisions to required speed

CostsReduce operating / on-going costs


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We have a fluid and yet thoroughly defined tech ecosystem, in Giunti

Labs, to rapidly and efficiently move and cover ever-changing market conditions and business changes


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YOURS

Documents

Giunti Labs 2009 and beyond: how to be social, 2.0, and competent!! Alessandro Lorenzelli Head of Strategic Marketing