Technology & Innovation

Shell: new platforms for collaboration

March 20, 2012

Global

March 20, 2012

Global
Our Editors

The Economist Intelligence Unit

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Among the pressing challenges that the energy sector faces in the decade ahead is that demand for its product is surging with the expansion of the global middle class, just as oil and gas are getting technically more challenging to find and extract. This in turn raises enormous engineering challenges. For Shell, an energy company, this includes a recent commitment to building a floating liquefied natural gas facility with the length of four football fields, as well the building of its Draguen platform in the Norwegian sea— effectively a building the size of the Coliseum in Rome, resting on a single column taller than the Eiffel Tower.   

According to Gerald Schotman, Shell’s chief technology officer, being able to deliver on such engineering challenges requires an innovation process that is both rapid and that taps into the best ideas from all parts of the world. “Much of our technology development is driven by the fact that speed, and access to completely new and different ideas, are of the essence,” he says. “I always say that innovation is a contact sport. It requires a lot of people to quickly engage with each other. That’s how you create new ideas and pick up new links,” says Mr Schotman.   

To deliver on that, the company draws on talent from around the globe—including research capabilities in America, Europe and Asia—aided by steadily improving collaborative tools and platforms. Such applications continue to evolve as younger generations join its 100,000 strong workforce. Shell has experimented for several years with a variety of social networking tools, for example. It sees these as a different way of digitising informal but important information flows within the business, while helping to establish connections more quickly and effectively.

One recent trial has been with Yammer, which it sees as a “Twitter for the enterprise”. The tool has helped to boost participation in many of its internal online communities—not least by the ability to connect the firm’s knowledge centres in Europe or the US with operations, for
instance, on a rig in the South China sea or deep in a desert. Many other firms are following suit: Yammer alone already has more than 3m
enterprise users, with about 85% of Fortune 500 companies, including Shell, using it.

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