The Mobile & Social Enterprise space
Enterprises are moving fast especially with the BYOD phenomenon increasing in relevance. Enterprise computing is now evolving from a work space to any-where, any-time computing aided by the cloud, omnipresent across locations and devices and securitized in nature. Services which have augmented the Social and Mobile Enterprise experience include Yammer – a messaging tool for colleagues which allows companies to create a private social network for employees, document-sharing site Dropbox and project-management tool Basecamp.
Big guns such as Microsoft have increasingly moved to adapt its Office products – including Microsoft Word, Excel and Powerpoint, which generate about 50% of its profits – to an age where people work, share and communicate online. Microsoft’s Office 365, was the first big shift of its word processing products into the cloud. Documents are available over the internet and on a number of devices.
At the same time, Google is attempting its own challenge to Microsoft’s workplace crown with its Google Apps suite, which includes a web-based alternative to each Microsoft Office product.
With the consumerization of enterprise, enterprise majors are increasingly resorting to inorganic methods to augment their capabilities in the connected work space. The enterprise marketers of the 90′s and early 2000′s waited a long time before diving into social. Perhaps they wanted to see the sector prove itself and the social networks begin to cater to their needs through APIs as well as owned media presence platforms like Facebook Pages. Perhaps they believed they lacked the know-how to produce social marketing products themselves. In either case, giants like Oracle, Adobe, Microsoft and Webtrends have found themselves lagging behind, and without the months or years of lead time needed to build social marketing tools in-house. So we’ve seen a massive wave of consolidation as everyone tries to attain products in the four big areas of social marketing: publishing, advertising, applications, and analytics.