Beyond Zachman

In times past it used to be that a computer system was written to a set of specifications laid out by the customers, who then waited anxiously for the launch. If the code was well written, and the screens followed the business processes, the effort was considered a success and the celebrations began.

Oh for those simple days!

The advent of Web 2.0 has caused IT to assume a new set of roles. This new class of systems, Web 2.0's "Social Software", often launches without specific customers, use cases or end-user roles defined! To make a confusing situation even more confusing, these new systems are used to solve general problems, not specific problems (as a spreadsheet program solves general problems – thus it can be used for everything from accounting to engineering). This lack of a defined customer and specific issue takes IT out of its traditional (and comfortable) role as guardian and operator of the system (relying upon SDM, Zachman and other frameworks for system implementation and launch) and imposes a new set of roles - as the advertising and marketing arm for the system.

With Web 2.0, IT must assume new roles. These include product marketing (defining and implementing the traditional four "P"s of marketing - Product, Place, Package and Promotion), market definition (inventing prototype use cases to suggest how a product or service may be used), demonstration and sales (working with customers to help them learn how they may use the product), and best practice replication (how are others using it). Additionally, IT will need to adopt a more consumer centric communications mode. Communications can not be restricted to just announcement letters any more, but should include advertising and publicity campaigns. We need to invent new channels for reaching the consumer and actively engage the customers. If Web 2.0 is to be adopted within an Enterprise, it must provide value and become something that everyone knows about and uses.