whiTe paper

IT 3.0 MANIFESTO
FINALLY, IT FOR THE PEOPLE

www.service-now.com

WHITE PAPER

IT 3.0 MANIFESTO FINALLY, IT FOR THE PEOPLE

IT 3.0 MANIFESTO FIANLLY, IT FOR THE PEOPLE

The Time has come for iT To Take The good Things learned during The lasT few decades and refocus iT all on helping people.

This white paper explores how to get started with this powerful, new approach to IT collaboration and support.
IT 3.0FINally, IT FOR ThE PEOPlE how did IT find itself so far removed from the essence of true service and support? Frankly, not many would argue that IT has always been a bit distracted by shiny new technology, the nuance of process definition or the fruitless exercise of aligning IT to the business. The time has come for IT to take the good things learned during the last few decades and refocus it all on helping people. To get there though, changes need to be made. Many are already underway but many others are lagging. Fortunately, todays IT departments bear only a superficial resemblance to their predecessors. Social networks, pervasive mobility, cloud services, and smart process with an emphasis on people-oriented service are redefining IT. In addition, enterprise IT is now fixed at the core of the business and remaining barriers between IT and the business are coming down quickly. IT is transforming now and we are witnesses, but who will be active participants and who will be passed by? Read on to discover how modern IT organizations transform to achieve IT 3.0. PREPaRINg yOuR ENTERPRISE FOR IT 3.0 Information technology is built on the essentials of people, process and technology. IT 1.0 and 2.0 were focused on technology and process. IT 3.0 represents a people-centric view of IT service by using recent advances in technology and a more-practical approach to process, helping the business through familiar usability, cloud services and social IT. Now, businesses can effectively combine the best IT has to offer to truly transform IT. IT 3.0 changes the reality of what came before and is defined by: PeopleWith IT 3.0, technology and process are built with people and their real-world requirements as priority number one. In addition, the artificial barriers between people, process and technology are erased. IT systems have evolved to simply work the way people expect.

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IT 3.0 MANIFESTO FINALLY, IT FOR THE PEOPLE

Social ITEnd users are on the front lines of business innovation and agility. With social IT, business processes can learn from and are empowered by people who collaborate, share knowledge and engage in ways not possible before. IT 3.0 utilizes an inherently social community to reduce costs, improve relevance and responsiveness, and to connect people, process and technology. Cloud Servicesusers demand their IT resources move with them wherever, and however they need. Mobility, platform independence, and user indifference to where and how IT happens requires IT 3.0 to run in the cloud. Business and ITWeve moved beyond alignmentbusiness and IT are now one and the same. Transparency and continuous engagement help IT and the business innovate in ways never thought possible. In fact, Brian lillie, Equinix CIO, said, IT today is not the same as it was just a few years ago. The pace of change is staggering and it is good to see IT organizations generally focused on business outcomes and serving the real needs of people. But to fully grasp the implications of the IT 3.0 era, we must first explore our past.

IT 1.0 ThE PRE-INTERNET ERa STuCK ON TEChNOlOgy We are entering the latest epoch in a computing and communications evolution that stretches back more than 60 years. Successive decades have seen IT transform itself from an independent and isolated backwater into its current position as a source of enterprise innovation and revenueeven a profit center. From the early 1950s through the late 1980s, data centers were isolated island of computing power and were dedicated to running only the most critical jobs, such as billing and payroll. at most companies, IT worked in total or near-total isolation. Staff members rarely ventured out of the data processing center to mingle with the commoners and technology was only used by technologists.

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IT 3.0 MANIFESTO FINALLY, IT FOR THE PEOPLE

for mosT of The pre-inTerneT era, iT was a mysTery To all buT The specially anoinTed.

In fact, in the earliest days, it wasnt unusual for data processing workers to wear white lab coats as they performed their mysterious tasks. While management expected IT to make positive contributions to the enterprise in terms of improved efficiency and data insight, few business executives and managers had anything more than the haziest idea of how computers actually worked. During most of this period, business people were discouraged from visiting the data processing center, much less touching any of its equipment. Its no exaggeration to suggest that enterprise executives and managers during IT 1.0 were held captive by IT. Business and technology operations functioned in completely separate worlds with little in the way of cooperative planning or any other sort of interaction. Innovation occurred at only the most primitive level. Despite the increasing availability of desktop computers during the pre-Internet eras last several years, IT departments played virtually no role in enterprise communication. Knowledge inflow and outflow was mostly left to the mailroom and the switchboard. Technologies like word processing, email and videoconferencing were more likely to be found in the pages of magazines like Popular Science than in real world offices. For most of the pre-Internet era, IT was a mystery to all but the specially anointed. IT 2.0ThE INTERNET ERa aND ThE BIRTh OF FORMal IT PROCESS IT 1.0 began to fade away with the arrival of the first desktop computers and client/server networks. But in 1987, IT changed forever. That year the Internet reached 10,000 hosts and Cisco Systems shipped its first router. yanked out of isolation, the data center quickly became an information hub responsible for the creation and management of a distributed computing environment connecting departments and offices across buildings, cities, countries, and continents. During the Internet era, the already gradual shift toward proprietary, standards-based client/ server networking began giving way to a network computing environment based on TCP/IP and other open Internet-based standards. Flush with its new and widely compatible communications capabilities, IT departments suddenly became much more active and visible. ITs heightened visibility and increased responsibility within the business, enabled by distributed networked computing, encouraged technical managers and staff members to join with their business counterparts to work on achieving common goals in enterprise planning and other areas. New processes like supply chain management and enterprise resource planning were made possible by connecting disparate islands of computing power via networks. however, these new processes were still very linear, connecting single entities to each other. With personal computers now appearing on more organization desktops, IT began taking an active role in training and supporting end users on various technologies. however, distributed computing power, and the continued inability of IT to depart from its command and control structure, created a new monster called shadow IT. Sales people, who often need a user manual to use a Rolodex, were now installing aCT! on a personal computer under a desk somewhere to help manage their contacts. as technology became more pervasive and more people consumed it, growing IT organizations needed process and terminology standards. academic and often impractical use of processes like the IT Infrastructure library (ITIl) took center stage. unfortunately, many IT organizations and tool vendors made ITIl an end unto itself, an intellectual exercise in process definition rather than a quest for meaningful improvement to service for people.

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IT 3.0 MANIFESTO FINALLY, IT FOR THE PEOPLE

Technology is now more fluid and naTural To promoTe The free flow of informaTion and ideas.

Cooperation and interaction between IT and other business groups continued building throughout the Internet era. yet IT was still a breed apart from its peers. Business and IT alignment was emphasized but this still missed the point. The wall between IT and the rest of the enterprise was disintegrating, but not yet entirely gone. IT 3.0 ClOuD SERVICES aND SOCIal IT RETuRN TO ThE PEOPlE Todays IT departments bear only a superficial resemblance to their predecessors. Social networks, mobility, virtualization, service-oriented software, cloud computing, new sourcing models, and scores of other trends are redefining ITs place within the enterprise as well as demolishing the barriers still remaining between IT and business departments. In the IT 3.0 enterprise, technology is fixed at the business core, playing roles in product and service development, production, scheduling, marketing, training, and other essential activities. With technology now fully enmeshed in virtually all enterprise functions, CIOs finally have a full seat on the board with a say in all areas of corporate strategy. leslie Manness, PostMedia IT service manager, said, after getting hit hard by the economic downturn we really had to prioritize, meaning everything we do in IT must directly support the business and our employees. My core competency isnt developing a tool or managing servers. It is making information useful to the company. IT and business are now united and working toward common goals. Today, virtually all business employees, from interns to the executive suite, are expected to know how to use technologies and are often the new IT experts. IT pros, meanwhile, are expected to think like business users and understand business activities, processes and goals. IT plays a transformative role in IT 3.0, enabling individuals across the enterprise, as well as customers and business partners, to engage and collaborate with each other seamlessly across different types of media and platforms. Beyond conventional direct links are the many-to-many communications technologies enabled by social media. Personalization also plays an important role in IT 3.0. People are dynamic entities that are served by behavior-based technologies. For example, it is now common for a hungry person to use a combination of cloud services, mobile apps and social media to get an unlimited number of restaurant recommendations delivered to his mobile device based on where he is standing, the specials offered by the restaurant, where he has eaten before and where his friends are eating now. Its increasingly expected that systems will be designed to meet ends users needs rather than vice versa. Technology is now more fluid and natural to promote the free flow of information and ideas. In addition, users have become agnostic to how and where they receive the information that helps them do their jobs. With IT 3.0, innovation is as likely to arise from the non-technical individual or the crowd as from the technologists. In fact, many organizations saw their first smart phones, memory sticks and tablets when business people brought them into the office. In the IT 3.0 world, users are also often the support organization and trainers to their peers. From the perspective of IT 1.0, its a world turned upside down. lillie went on to say, To me IT 3.0 is defined by the consumerization of IT, cloud services, the mobile worker, and always on security. We are not far off from a realization of this vision.

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WHITE PAPER

IT 3.0 MANIFESTO FINALLY, IT FOR THE PEOPLE

wiTh servicenow, we changed The way The business and iT communicaTe and work TogeTher.
Leslie Mannes
PostMedia IT Service Manager

TRaNSFORM IT WITh SERVICENOW While IT 3.0 is the new and emerging reality, most enterprises are still struggling with IT 1.0 and 2.0 concepts, technologies and business practices. Businesses that embrace the new reality of IT 3.0 quickly realize competitive advantage and achieve new levels of efficiency, productivity, insight and innovation. Manness went on to say, With ServiceNow, we changed the way the business and IT communicate and work together. We need simple, flexible and easy and ServiceNow delivers it for us, and we in turn are providing it to our business. ServiceNow, born in the cloud and built for a world of new computing, helps IT 2.0 enterprises make the leap to IT 3.0 quickly and painlessly. The cloud service is software that just workslike you expect. Enterprises moving toward IT 3.0 understand that software must be made easier to use and managethey want their team members to spend less time on administration and more time doing productive work. as a platform for both IT and business, ServiceNow is based on a consumer-Web model that promotes usability, familiarity and simplicity. The cloud service requires little to no IT or end-user trainingeveryone just knows how to use it based on existing experience with social media and the consumer Web. The ServiceNow platform makes integration a snap, while upgrades are delivered automatically three times per year, relieving IT of yet another burdensome and costly chore. Michael Cote, RedMonk analyst, suggests, IT tools have always suffered when it comes to adding a human face to service delivery and support. advances in social networking for the enterprise have shown promising ways to address this facelessness, pulling from the wildly successful practices and technologies in the consumer social networking space. The ever-innovative ServiceNow is using these social innovations to help organizations deliver better IT service, allowing IT staff to work more closely with each other and, more importantly, with the rest of the business. Designed to spur agility and rapid response, ServiceNow offers pain-free customization, helping enterprises automate their unique business processes, built for their people, not for process academics. as a platform as a service (PaaS) for IT, ServiceNow puts the power of the cloud back where it should be, in the hands of an enlightened IT organization. as the first social network for enterprise IT, ServiceNow supports social IT within the firewall. It also encourages collaboration and knowledge commerce. Tom Tabor, JMC Steel group director of IT infrastructure, said, The manufacturing industry is not always at the cutting edge of IT technology. a few years ago, this was true at JMC Steel group but we have been fortunate to be successful through the economic downturn. We are undergoing a clean-slate transformation of IT with ServiceNow in the middle of it all. ServiceNow has been liberating, allowing our IT organization to deliver services to the business we never thought possible before. as one of my team members likes to say, ServiceNow is the holy grail of IT. So welcome to IT 3.0. It is upon us and ServiceNow is ready now to help you transform IT.

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12225 El Camino Real, San Diego, CA 92130 T | 858 720 0477 E | info@service-now.com

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