What did we learn from a web domain angle following our merger in 2006.

1. ©Alcatel-Lucent
Achieving an integrated global
web presence following a merger
Jerome Colombe – Alcatel-Lucent Web Governance
Web Effectiveness Conference 2010 - Paris

2. Alcatel-Lucent at a Glance
R&D PROFILE
Budget: €2.4 billion (2009)
Active Patents Held: 27,500
Patents Awarded in 2009: 2,150
Nobel Prizes Won: 7
More than 500 experts in ~100 worldwide
standards organizations.
Transforming communications
for a world that’s always on.
Worldwide Presence: More than 130 countries
Annual Revenues: €15.2 billion (2009)
Employees: More than 77,000
Employee Nationalities: More than 100

3. Agenda
The Persuaders!
Strategy
Dreams and Reality
Today
Tomorrow
Alcatel + Lucent
Challenges, processes and problems
What worked and what did not
How we manage our web presence
Q&A

4. This is not a …
Preamble

5. ALCATEL + LUCENT
The Persuaders
April 2006

6. Alcatel
58.000 employees
Strong Europe presence
BtoB audience
BtoC persistence (mobile)
Lucent
31.000 employees
Strong NAR presence
BtoB audience
Historic Bell Labs

7. Web Governance Model
Centralized
Strong guidelines
Dedicated central team
Unique tool
Web Governance Model
Decentralized
Light guidelines
Multiple tools & teams
Shared web kit

8. What were the challenges,
processes adopted …
… and problems encountered.
©LouiePsihoyos/CORBIS

9. Principle and theory about merges and acquisitions
1 + 1 = 3

10. #1
#2
#3
happiness
(un)happiness
2006 2007 2008 2009 2010

11. New strategy, transformation programs, the 2.0 effect,
new projects in pilot mode, budget re-orientation,
External vs Internal … back to customer first.
)
#3
#2
Re-organization, management changes, end of “former”
Key learning of choices, metrics and quality feedbacks,
new silos, …
#1
New company, hope, learning from others
Opportunity to change, creation of new things,
re-invent the wheel …

12. Our (web) dreams …
©RichardMasoner

13. … our reality!
©vrogy

14. COMPLEXITY
Topdown management
Stop “shadow IT” or drive web by only
IT or technology decisions
Web teams depending of local
constraints (org, budget, focus)
Merge of intranet and internet
governances (not at the beginning)
Global publication tools which allow
everyone to publish
What did not worked

15. SIMPLICITY
New management (brand new from
external … no more former)
Step by step projects (open source on
“shadow IT”), Pilot to test
Small regrouped teams and off-shore
for publications and support
Respect of key governance basics
(image, naming, taxonomy)
Pure central tools (metrics, search
engine, simple templates)
What worked for web domains

16. Our web presence today
Hybrid Architecture
…
+ View Internet as ecosystem
+ Integrate heteregeneous systems
+ Develop foundations outside ECM
+ Smooth and regular updates on guidelines
+ Integration of intermediate layers
+ Integration of mini-sites

17. What about tomorrow ?
…

18. 2.0 =The 2.0 (r)evolution cracks our web architecture lines

19. Pragmatic governance model
Keep strong and useful key guidelines
Consider an hybrid model to move fast
Challenge IT for adoption
The 2.0 paradigm
Anticipate and address customer needs
Consider new audiences coming from SM
Make our web a two-way street
Enable and empower channels

20. Thank you!
More information
jerome.colombe@alcatel-lucent.com
@sYsIphe
www.alcatel-lucent.com