Yesterday

CEAN: Cooperation vs Competition

This is part of the primer on strategy  https://drive.google.com/open?id=0B91hUBf4y2-gV3VMX1dyS21OdVk     Related Post The emotional architect Engineering versus Management thinking CEAN: Basic BA – Sales 3 On Stupidity – Outcome Driven Application Ar…

2 days ago

The Data Digest: Understand Emotion To Drive Technology Engagement

Thanks to the rise of empowered consumers, products and experiences that once seemed improbable, such as (literally) instant delivery, are now integral to our lives. But this era of innovation has also seen its fair share of flops: From Pokémon Go to Google Glass, technologies that looked like promising disrupters stalled quickly or generated more […]

2 days ago

Make The Case That CX Transformation Is Both Important And Urgent

Customer experience (CX) is finally gaining the attention it deserves, with 84% of companies seeing CX as a higher priority than they did two years ago. But there’s a disconnect when it comes to executing CX transformation, and the underlying issue is a lack of executive buy-in. In this on-demand webinar, the two of us […]

2 days ago

Academic Collaboration Fuels Innovation, And Identifies Talent

The pace of change in data and analytics technology has accelerated. Technologies quickly move from university research projects into new commercial products and services.  Many tech organizations scramble to keep up. Successful insights service providers see academic collaboration as a competitive differentiator. And, that collaboration goes well beyond setting up a booth at a jobs fair. […]

3 days ago

US Ruling Creates A Privacy Nightmare For US Cloud Providers Overseas

On August 14th, Judge Richard Seeborg of the U.S. District Court for the Northern District of California upheld a ruling requiring Google to turn over Gmail data stored overseas. The ruling seems to be in conflict with a U.S. Court of Appeals ruling in Microsoft v. United States where the court ruled that Microsoft does […]

3 days ago

Madtech Convergence Is Ongoing – With Or Without You

For marketers, the struggle is real: you want to provide your customers and prospects cohesive cross-channel experiences that demonstrate you actually know them (without freaking them out) — all while reducing the number of vendors in your tech stack. There are positive signs with the marketing technology ecosystem rapidly consolidating — and millions of dollars […]

3 days ago

Do You Want To Be A Channel Chief?

[begin sarcasm]   The head of indirect channels for an organization is the best job an individual could hope for! Traveling the world to glorious destinations, hosting parties and galas for partners, spending millions of dollars in marketing funds, and striving to drive more boondoggles than last year — all while not being held accountable […]

4 days ago

Reach, Richness, Agility and Assurance

The concept of TotalData™ implements the four dimensions of data and information – reach, richness, assurance and agility. But where did these dimensions come from?

I first encountered these four dimensions in discussions of net-centricity, which spilled out from the US defence world into the commercial world over ten years ago. Trying to dig up the original material recently, I found a military version in a report written in 2005 by the Association for Enterprise Integration (AFEI) for the Net-Centric Operations Industry Forum (NCOIF).

Going further back, the first two dimensions – reach and richness – had been discussed by Evans and Wurster before the turn of the millennium. They argued that old technologies had forced you to choose (either/or) between reach and richness, whereas the new technologies emerging at that time allowed you to have both/and.

Source: Evans and Wurster 1997

The authors also introduced the concept of affiliation, by which they meant transparency of relationships – for example, knowing whether the intermediary agent is working for you or working for the other side. Or both. And knowing who really wrote all those “customer reviews”.

According to the authors, it would be these three factors – reach, richness and affiliation – that would determine the success of e-commerce. Clearly some sectors would be more open to these factors than others – according to The Economist in February 2000, online trade was then dominated by business-to-business (B2B). The three factors identified some of the challenges facing other sectors, including professional services, in going online. As Duncan, Barton and McKellar argued for legal firms, “The Web provides Reach, but offering Richness and the sense of community required for creating and sustaining relationships with visitors could be difficult.”

Meanwhile, new architectural thinking had shown ways of resolving the traditional trade-off between speed (agility) and quality (assurance). (A very early version of this was known as Bimodal IT. Some industry analysts are still pushing this idea.)

When agility and assurance were added to reach and richness to produce the four dimensions of net-centricity, affiliation appears to have been divided between community (reach) and trust (assurance). But the importance of affiliation was never entirely forgotten. As Commander Chakraborty observes, “organisational affiliations and culture … play very significant roles in a networked environment.”

So whatever happened to net-centricity? It has been replaced by data-centricity, which, as Dan Risacher argues, is probably a more accurate term anyway. Or as we call it at Reply, TotalData™.


Notes and References

Much of the original material for the NCOW Reference Model is no longer available. This includes the pages referenced from Wikipedia: NCOW (retrieved 8 August 2017). Net-centric concepts were incorporated into DODAF Version 1.5 (April 2007).

Define and Sell (Economist, 24 Feb 2000)

AFEI, Industry Best Practices in Achieving Service Oriented Architecture (SOA) (NCOIF, April 2005)

Devbrat Chakraborty, Net-Centricity to Ne(x)t-Centricity (SP’s Navel Forces, Issue 4/2011)

Peter Duncan, Karen Barton and Patricia McKellar, Reach and Rich: the new economics of information and the provision of on-line legal services in the U.K. (16th Bileta Annual Conference, 2001)

Philip Evans and Thomas S. Wurster, Strategy and the New Economics of Information (Harvard Business Review, Sept-Oct 1997)

Philip Evans and Thomas Wurster, Blown to Bits – How the New Economics of Information Transforms Strategy (Boston Consulting Group, 2000) – excerpts. See also reviews by McRae and O’Keefe.

Hamish McRae, The business world: Three factors that lead to successful e-commerce (Independent, 17 November 1999) – review of Evans and Wurster (2000)

Jordan Moskowitz, Richness versus Reach (Service Channel, 29 Jan 2013)

Terry O’Keefe, The strategy of information: Richness and reach (Atlanta Business Journal, 1 November 1999) – review of Evans and Wurster (2000)

Dan Risacher, The Fundamentals of Net-Centricity (a little late) (4 February 2013)

Related Posts: Beyond Bimodal (May 2016), New White Paper – TotalData™ (August 2016)

TotalData™ is a registered trademark of Reply Ltd.

4 days ago

A Customer-Led Approach Is Fundamental To The Integration Of Worldpay And Vantiv

Vantiv has the largest payments industry acquisition of 2017 ($10.4B) under its belt — now what? Integration is the trickiest part of any acquisition and comes after the dust settles and the deal is done. This crucial phase begins in earnest this week for Vantiv and Worldpay. To accelerate its business and achieve the full […]

4 days ago

How Should Insurers Unleash Their Digital Businesses? By Mastering The Digital Basics

Canadian and US insurers have a lot on their plates this year.  They’re not just grappling with extreme weather, substantial underwriting losses from all those motor vehicle claims, but also rising customer expectations and an onslaught of fintech disruptors.  These disruptors are spurring lots of activity in insurance digital labs, insurance venture capital arms, and […]