Ten Predictions for Business Architecture in 2020

Architects of all types like to peer into the future and I am no different. When my Forrester colleague, Gordon Barnett, mentioned he was working on a new report on the state of business architecture in 2020, I thought it was time for me to look into my business architecture crystal ball. For the record, […]

Developing standards to secure our global supply chain

By Sally Long, Director of The Open Group Trusted Technology Forum (OTTF)™ In a world where tainted and counterfeit products pose significant risks to organizations, we see an increasing need for a standard that protects both organizations and consumers. Altered or non-genuine products introduce the possibility of untracked malicious behavior or poor performance. These risks can damage … … Continue reading

Connect at The Open Group Conference in Sydney (#ogSYD) via Social Media

If you are attending The Open Group Conference in Sydney next week, we’ve put together a few tips on how to leverage social media to make networking at the conference easier, quicker and more effective. … Continue reading

Launching an Enterprise Architecture Program within State, Local, Municipal Organizations

By Gloria Chou

When launching a formal EA program, Government organizations often begin by socializing the overall benefits of EA and developing an EA Charter and Plan.  However, while both of these are valuable, they are more useful as part of after-the-fact documentation and communication plans.  Having worked with a broad spectrum of government organizations across the US and Canada, our team, Oracle’s Public Sector Enterprise Strategy Team (EST), has found that the first and primary focus in launching an EA program should be on how to meaningfully engage top business leaders and other stakeholders to discover their needs, identify what would bring the most value to the organization, and obtain their buy-in and support for EA as a key enabler in helping the organization achieve its mission objectives. 

Why is launching (or re-launching) and EA Program relevant in the government space today?  Although state and local agencies may have had an EA team for years, many are just getting started on formalizing their practice and creating awareness of the team’s capabilities and purpose within the organization as a whole – though some are in fact successfully delivering Agency-wide Enterprise Architecture value.  Additionally, while a majority of Federal agencies have necessarily had established EA programs for over a decade in response to Clinger Cohen mandates, some are beginning to reshape their programs as they perceive the need to go beyond checkmark/compliance-based EA and demonstrate additional value to their respective organizations.  Governmental budget pressures are increasing the scrutiny on all resource allocation and deployment such that EA programs must stay relevant and drive acknowledged and desired benefits or else risk being cut.

I believe discovery and dialogue with executive leadership about their goals, objectives, strategies, and current planning processes has to come first as, only after this is known, can the team understand what is particularly valuable to the specific organization.  Too many Government EA programs seek to provide generic value and benefits, such as standardization and integration, that, while good aims in and of themselves, are not necessarily prioritized by the organization nor sometimes even compatible with their operating model and culture.  As a case in point, when working with a very large municipality in the West, the EST began discussing EA with a new, forward-thinking CIO who had been three months into establishing an EA program to change the way IT was viewed across the organization.  We had an initial meeting with the lead EA and found that the new EA team had been doing the expected: technology architecture current state analysis and building IT standards documents.  After three months, the team was well on their way to spending another year or more on documentation!  The question we posed was, how does this change the way IT is viewed across the organization? The answer was clear, it didn’t.  Understanding specific needs, gaps, and opportunities that the executives care about is essential to ensure EA is relevant and focuses on what the business needs to successfully execute on its strategies.   

Based on this understanding of the organization’s priorities and what would bring the most value, the EA team should analyze what needs to be done and propose how they can be a part of the solution.  In the example of the large municipality mentioned above, the EST helped the organization’s EA team identify areas of opportunity to engage with business leaders across the organization and facilitate meetings to better understand strategies, goals, capabilities and high-level value streams.  By starting here, we were able to get the EA team on a path to make better decisions on where they would invest their time to provide the most value to the enterprise.  As a part of this, the team needs to assess their own capabilities and competencies as well as that of other teams within the organization against what is needed and propose options as to how they might best help the organization and what other changes might be needed to achieve the organization’s goals.  In actuality, an EA approach would help facilitate this analysis and assessment of how EA itself could benefit the organization.  The team should consider developing the vision for change as well as current state and future state views of operations, analyzing the gaps, and developing recommendations and a roadmap for the successful introduction of EA into the organization.

Only after the recommendations have been presented, vetted, and selected by leadership should the team document the EA purpose, application, and approach.  While this information can be captured in the EA Charter and Plan, it only represents a part of the needed content.  The rest, especially the plan, can only be developed after seeking input from other stakeholders in the organization.  Even though the executives have weighed in with their input, direction, and approval, it is still often difficult to get an EA initiative started because so many other stakeholders also need to be convinced of the value.  For example, LOB leaders, business managers, and functional SMEs all have to be convinced of the value of EA or else they will not allocate the time and resource required to participate in facilitated sessions and verify/validate the architecture.  Executives and LOB leaders are critical in setting the vision for the future and describing the general goals for operations as well as communicating their overall investment and technology strategies.  However, even if the executives and leaders buy-in, the lower levels also have to perceive value/benefit or else they will put in minimum effort when you really need them to be fully engaged to provide detail as to the reality of operations, challenge the status quo of how things are done today, and ultimately take ownership of the architecture and support the transition to the future state.  Without the business fully on board, the EA recommendations and transition look good on paper but will never be executed. 

Similarly, other stakeholders including Corporate Strategy, Portfolio Management, Project Management, Lean/Six Sigma, and IT also need to fully support EA as they are also critical in the development, execution, and enforcement of EA.  The stakeholders in these other disciplines sometimes feel that EA encroaches on what they do and do not understand why it is necessary.  For example, Lean/Six Sigma practitioners and some business analysts already have great relationships with the business and have already documented and analyzed processes such that they believe they have already “modeled the business” such that EA business architecture development and analysis is extraneous.  IT organizations often point to their UML diagrams, systems engineering drawings, and infrastructure server drawings and say that they are already doing EA.  In seeking buy-in from these other groups, it is very important to first seek to understand and acknowledge the current state of operations – existing skills, processes, and assets – before proposing a future state of how EA enhances/complements.  Formal stakeholder analysis and RASCIs can be helpful, but I believe an attitude of respect for what others do and a collaborative approach is also critical as there are many organizational change issues and related sensitivities associated with introducing EA as a discipline as with any other transformation.  Once general buy-in and support for EA is established, the disciplines need to work out details around overall processes, governance, timing, inputs and outputs to understand synergies, cooperation, etc.  Again, this is something that can be documented via EA, further decomposing views that were used in the overall analysis for the introduction of EA.

Launching an Enterprise Architecture Program within State, Local, Municipal Organizations

When
launching a formal EA program, Government organizations often begin by
socializing the overall benefits of EA and developing an EA Charter and
Plan.  However, while both of these are valuable, they are more useful
as part of after-the-fact documentation and communication plans.  Having
worked with a broad spectrum of state, local and municipal government organizations across the US and Canada, our team, Oracle’s Public Sector Enterprise Strategy Team (EST), has found
that the first and primary focus in launching an EA program should be
on how to meaningfully engage top business leaders and other
stakeholders to discover their needs, identify what would bring the most
value to the organization, and obtain their buy-in and support for EA
as a key enabler in helping the organization achieve its mission
objectives. 

The Project Business Model SWOT

This post is the sixth in a series of ten about real life experiences of using business model thinking as a foundation for planning and delivering change. Writing this post I’ve had the help of a true friend and admirable colleague (Eva Kammerfors) whom I’ve shared many of the referred to business model experiences with. […]

An Overview of Mobility and BYOD Technology

This is the fifteenth post in my series on BYOD. I have mostly avoided talking about technology, as in many ways that is the least important, and the most straightforward aspect of dealing with BYOD. Most people automatically think of Mobile Device Management (MDM) when they think of mobile or BYOD technology, but that is far from […]

Multi-Sided Platform Strategies

A multi-sided platform business has the following characteristic features.

1. The platform serves two or more distinct categories of customer. For example, a credit card platform serves both cardholders and merchants. For example, a heterosexual dating agency serves both men and women.

2. The platform provides a mechanism for connecting customers from different categories. The credit card increases the potential interaction between cardholders and merchants, as well as processing the transactions. And the dating agency brings men and women together.

3. The value of the platform to one category of customers depends on the quantity and quality of the other categories. For example, the value of a credit card to the cardholder depends on the number of merchants that accept the card. Meanwhile, the value of the card to the merchant depends on the number of cardholders.

Under certain circumstances, it might be possible to build one side of the platform first. For example, if you had some brilliant idea for a entirely new kind of credit card, and had a lot of funding and a persuasive sales team, you might conceivably be able to recruit a large number of merchants into the scheme before you had any cardholders at all. Or imagine persuading a group of men to invest all their spare time for two years building a nightclub that would (when finished) attract the hottest women in the city. But this strategy requires a considerable degree of confidence and trust. So in practice it usually makes sense to build up both sides at the same time.

There are various strategies that can be used to create a multi-sided platform. Sometimes it is possible to start small. When Frank McNamara created Diners Club in 1950, he started in a small geographical area (Manhatten), with 14 merchants and a few hundred cardholders. Within a year, he had 300 merchants and 40,000 cardholders.

When American Express wished to enter the market in 1958, it needed to create something quickly that could compete with Diners Club. One way to do this was to acquire and consolidate some existing schemes. But the key element to the American Express’s success was a marquee strategy – recruiting the most desirable customers (e.g. business travellers on expense accounts) and the most desirable merchants (e.g. high status hotels, restaurants and stores).

A marquee strategy depends on a degree of exclusivity, real or imagined. In a multi-sided market, you don’t gain directly from the number of people on your own side, since they may be competing with you for the attention of the people on the other side.

American Express is now much larger than Diners Club. So much for first-mover advantage then. The most desirable customers are not necessarily the ones with the greatest willingness to experiment with a novel platform. Novel platforms tend to attract early adopters and low-value customers (AltaVista, MySpace, OnSale). Once the platform concept is understood, a new entrant may be more successful in recruiting the high-value and mainstream customers (Google, Facebook, eBay).

Among users of Facebook and Twitter, a gulf is emerging between celebrities and other users. Facebook is currently experimenting with charging a fee for ordinary users to send messages to celebrities. According to the Independent, Facebook plans to keep this money itself. Presumably the only benefit to the celebrity is helping to filter incoming messages. And of course many celebrities are now dependent on Facebook and Twitter for maintaining their public profile, so they are not able to walk away.

The growing distinction between different categories of user marks a transition from same-side network effects (which assume a single category of user) into a multi-sided platform. Linked-In is another platform that is making this transition. Linked-In gets much of its revenue from the recruitment business, so it is essentially a market-making platform. Whereas Facebook and Twitter remain largely audience-making platforms.

(For the distinction between market-making and audience-making platforms, as well as a third category of demand-coordination platforms, see David S Evans.)

I shall be talking at the IASA UK Architecture Summit on 26th April on Architecting the Multi-Sided Business. There is more extensive coverage in my Business Architecture Workshop. Please contact me if you have any practical challenges in this area.


Pieter Ballon, Platform Types and Gatekeeper Roles: the Case of the Mobile Communications Industry (2009)

Mark Bonchek and Sangeet Paul Choudary, Three Elements of a Successful Platform Strategy (HBR Blog Network Jan 2013)

David S. Evans, Managing the Maze of Multisided Markets (Strategy+Business Fall 2003)

David S. Evans, The Antitrust Economics of Multi-Sided Platform Markets (Yale Journal on Regulation, 2003)

David S. Evans and Richard Schmalensee, Failure to Launch: Critical Mass in Platform Businesses (Sept 2010)

Thomas Eisenmann, Geoffrey Parker, and Marshall W. Van Alstyne, Strategies for Two-Sided Markets (HBR October 2006)

James Legge, Facebook now charges you for messages sent to celebrities and people you aren’t friends with (Independent 7 April 2013)

Lisa O’Carroll, Facebook starts charging users up to £11 to contact celebrities (Guardian 8 April 2013)

Geoffrey Parker and Marshall Van Alstyne, A Digital Postal Platform: Definitions and a Roadmap (MIT Jan 2012)

Richard Veryard, The Component-Based Business: Plug and Play (Springer 2001)

Understanding LinkedIn Business Model (BMI Matters May 2012)