Having reviewed the 2009 trends, it’s now time to make some predictions for 2010!
I’m not going to say that 2010 will be “the year of mobile” or “the year of mobile marketing”. I think 2010 is more likley to be the "year that every firms needs a mobile strategy". Mobile is simply too disruptive to merely have a year. After all, who remembers the year of the TV or the year of the Internet? Instead, I think 2010 will be a key year in mobile's transition to center stage in the digital marketplace.
A new mobile decade is opening up, and now is the time to start your journey. In the past 10 years, mobile phones have changed the way we communicate and live. In the next 10 years, they will change the way we do business.
Rudy De Waelem a famous mobile blogger and event organizer, decided this year to ask many contributors to publish their thoughts for the coming mobile decade. I didn't contribute to it and it would be a bit late to join the bandwagon now that this slideshare presentation is the most read one, but I invite you to have a look at the below. Very inspiring! and congrats Rudy for your idea.
Along with its 2009 results, SAP today made another attempt to undo the damage of its clumsy attempt to hike its maintenance % up to Oracle-like levels, by announcing the reinstatement of Standard Support as an option for customers. “SAP’s new support model is a direct response to the many discussions we’ve had with our customer and user groups,” said Léo Apotheker, chief executive officer, SAP.
Today, SAP announced a tiered support offering which reinstates Standard Support as an option, in addition to the Enterprise Support offering that SAP put in place in July 2008. This announcement should help to defuse a contentious battle that has played out over the past 18 months, where customers pressed for SAP to reconsider its phased-in migration to higher-priced Enterprise Support.
When we embarked on this project I wasn't sure if it would be a complete failure or a roaring success. Still, the optimist in me suggested it might work. The timing of launching the survey, just before the Christmas Holiday period was risky. However I'm pleased to say the results so far have been better than expected.
Those of you who read my original blog post, "Can Social Media Penetrate The Exec Suite?", know that this survey was also an experiment to see the reach of social media into the C-Suite. So let's look at that question first. Based on the interim results at the end of December 9% of the respondents reported being at the C-level. That's certainly above the percentage we might have expected based upon the number of C-Level execs in the general population. So even at this early stage we might reasonably conclude it is possible to penetrate the C-Suite through social media.
Next week I have the pleasure of speaking to several affiliate groups of the Direct Marketing Association about demand management. Please join me Wednesday, January 13, 2010, for a webinar-based panel discusison about: How to Track a Buyer’s Online Purchase Research Behavior: and then send appropriate messages to influence that buyer’s purchase.
A few months ago, I asked for your input on our Web Site Review methodology. Harley Manning, Rich Gans, and I incorporated your feedback, scoured the latest academic and human factors research, and reflected on the past 1300+ reviews we've completed. And the result? The latest and greatest version (version 8.0 to be exact), officially renamed Forrester's Web Site User Experience Review 8.0.
What is it? Forrester's Web Site User Experience Review uncovers flaws that prevent users from accomplishing key goals on Web sites. It's is an expert evaluation, a type of methodology - also known as a heuristic evaluation or scenario review - that was originally developed by Rolf Molich and Jakob Nielsen as a lower-cost alternative to lab-based usability techniques.
How does it work? The review process begins by identifying the target users and their goals on the particular site. Armed with this information, a trained reviewer emulates the user and tries to accomplish specific goals on the site. The experience is then graded against 25 criteria. Scores for each criterion range from -2 (severe failure) to +2 (best practice), so overall scores for completed Web Site User Experience Reviews range from -50 to +50, with +25 representing a passing score.
Zimbra has been the sleeper cloud-based email provider for the enterprise. I've known about the Bechtel deal -- roughly 50,000 seats globally -- for some time, but couldn't talk about it. Though it's been a while since I've spoken to Ramesh May, he did share some important facts with me:
1. Zimbra's code base is open source, with a 20,000 active members in the community. The Zimbra code base runs on Linux. It can be downloaded to run on-premises and it also is the foundation of Zimbra's cloud email service.
2. Yahoo! Zimbra was selling an email seat for $28/mailbox/year for 50+ seats. We'll be interested to see how the pricing changes.
3. The company was working with the community on adding instant messaging, expanding widgets, and building an offline email client. We also saw some interesting mashup and document viewing features.
4. Back in April, the company had 130 employees, 600+ .edu customers, 44M mailboxes, and 60,000 customers.
So why hasn't Zimbra been bigger on the national stage selling its hosted (80% of seats) and on-premises (20% of seats) email and calendaring solution? Two reasons.
First, Yahoo! did not build a direct sales force that way Google and every other enterprise email provider did.
Second, because a lot of these seats are sold through service providers. Comcast and NTT Communications have been selling Zimbra seats. You may be running Zimbra and not even know it.
So now it becomes clearer why VMWare bought this massively successful email provider.
This is my first blog in 2010 but I cannot help reflecting about something that happened to me in 2009 - it left me thoughtful for most of the Christmas holiday which, for me as a European is over 2 weeks. In December I was discussing social media with 60-odd field marketing managers from around EMEA and we discussed customer reference programs and lead management among other things. While they clearly understood much of what I was saying to them, they equally clearly resented this one slide which is entitled: “The day in the life of modern marketer”.