Through a combination of analyst briefings and customer events, Cisco has ramped up outbound communication and marketing of its collaboration strategy in Asia Pacific over the past several months. The foundation remains video (TelePresence), webconferencing (WebEx), and IP telephony, areas where Cisco is a leader. But Cisco understands that to drive growth and expand its customer footprint within enterprise accounts, it must move further up the stack and increasingly compete with both traditional collaboration vendors like Microsoft and IBM and cloud-based alternatives like Google and salesforce.com.
While the strategy still plays to the company’s core networking strength, I question whether Cisco can position itself as a “go-to” vendor in the traditional collaboration space. As our research shows, senior IT and business decision-makers in Asia Pacific don’t currently equate Cisco with collaboration.
To address this challenge, Cisco is pursuing multiple initiatives/approaches:
Leveraging its core strengths. Cisco is focused on expanding from existing unified communications (UC) initiatives within customer accounts by leveraging the combination of networking and video to drive value. Cisco is pushing “control” via intelligent networking capabilities (e.g., security, identity management, authentication, access), all delivered through Cisco networking hardware. Simultaneously, Cisco is pushing “flexibility” via device- and platform-independent collaboration capabilities like content, video, instant messaging, and social computing.
I must be direct. I never got the hype about social business process management (BPM). Sure, it's great to collaborate better when creating process models. No group could use more help communicating then the process geeks that do this work. And I used to be one. And leveraging social data — voice of the customer — as input into transforming processes. Well, isn't this the whole point of "outside-in" process transformation? So who can argue with that. But here is my twist on this which I am researching now —which means I really don't know anything yet. I think the killer combination is enterprise social platforms and dynamic case management. The former is a much discussed area today, and why not? (Our guy Rob Koplowitz BTW has written some geat stuff in this area.) Enterprise social serves goals like innovation, collaboration, and workforce productivity that few can argue with. Yet real productivity has to connect to core business processes and enterprise social has yet to do that. At the same time, growing interest in dynamic case management, to reform and transform processes, continues, with a growing interest in providing stronger human connection at scale — and this is where the two can help each other. We are seeing a pendulum shift toward people needing a more "localized" and human experience to increase overall happiness (one happiness index for US residents peaked in 1956). Bottom line: we believe companies will be evaluated — brand-wise — on a fourth dimension — a human and "feel-good" dimension — not just on price, intimacy, and service. I want to examine the link between these two growing areas and take a deep look at the trajectory of these emerging areas and review the enterprise social plans of primary case management providers, but more importantly find some companies actually exploiting both.