iPad has exploded onto the scene. Who could have imagined that a tablet (a category introduced in 2001) would capture the imagination of employees and IT alike? But it did, and it's kicked off an arms race for smart mobile devices. Every day, a new tablet appears: Cisco Cius, Dell Streak, Samsung Galaxy Tab, RIM PlayBook, HP Windows 7 Tablet, the list goes on. These post-PC devices will find a place in your company, but where?
We've had over 200 conversations with IT customers about iPads and other tablets since January. The interest is incredible. And IT is ahead of the curve on this one, determined not to be playing catchup as happened with employee and executive demand for iPhones. We talk to people every day who are deploying iPads in pilots or experiments.
In a new report for Forrester clients, we categorize the ways in which we see tablets entering the workplace:
Displace laptops. This is the classic executive and mobile professional scenario. While it will be some time before tablets replace laptops completely, iPads have proven their value in meeting rooms, on the go, and of course as personal devices. But for now, it means tablets are a third device alongside smartphones and laptops.
Replace clipboards and other paper. This is the scenario for a construction manager using an application by Vela Systems whocan now carry an iPad instead of a tube full of construction drawings. It also applies to clinical testing in the pharma industry, facilities inspections by quality assurance pros, and insurance brokers writing business out in the field.
Recently, I published a report about a small software-as-a-service (SaaS) vendor, Dimdim, which is having success in the crowded Web conferencing market. Like many small vendors, Dimdim provides a free service tier, generously allowing up to 20 participants into the free meeting, to help drum up business. The report, though, did not simply highlight the number of users that Dimdim has captured in four short years of existence -- over 5 million -- but also its success in attracting partners like Intuit, Novell and Nortel CVAS. Why? For new vendors entering crowded markets, attracting partners is vital for two reasons:
Partners open doors to new markets. In crowded markets, incumbent vendors and new entrants jostle to serve customer needs. For the new entrants, the customers that can be wrangled through media hype and analyst buzz is minimal. Mass appeal comes from firms with strong working relationships with a range of buyers in a number of markets -- e.g., oil & gas, healthcare, government -- embracing a small vendor's offering and introducing it to their clients.
Our new book, Empowered, will be in book stores on September 14. But for a real-world conversation about what it means to unleash employees to solve customer problems using readily available technology, come to our Content & Collaboration Forum in Maryland just outside of Washington, D.C. on October 7 and 8.
Yes, this is a pitch to come to a Forrester event, but I promise you that it will be worth your time if you're looking for help with such Empowered topics as enterprise social, empowered employees, iPad in the enterprise, innovation, collaboration in the cloud, videoconferencing, and IT consumerization as well as deep dives into critical topics like search and taxonomy, enterprise content management, and what it means to be a content & collaboration leader.
You'll get two days of my Forrester analyst colleagues' presentations and face time as well as keynote presentations from some great and experienced content & collaboration executives. GM's Steve Sacho is way ahead of the curve in understanding how to turn consumerization from IT threat to business opportunity. Richard West of the defense firm, BAE Systems, is bringing his story of how investments in knowledge management and collaboration have empowered employees to work more efficiently together to solve customer problems. Both speakers as well as Zach Brand, head of all things interesting at NPR Digital Media (yes, that NPR), will share their stories, lessons, and experience.
Today (August 9, 2010) Microsoft and Polycom made public their future-looking plans to continue to work together to develop and deliver unified communications and collaboration (UC&C) solutions. The two companies have worked together for some time in the UC&C market, for example:
Polycom has long designed and sold universal serial bus (USB) and voice over IP (VoIP) phones tuned for Microsoft’s Office Communications Server (OCS) server.
Anyone familiar with social technologies will remember the launch of Google Wave in the fall of 2009. It was a new kind of communication platform released into a beta test with 100,000 invitations sent out. Google’s strategy in limiting the rollout was designed not to overload the architecture (and perhaps to create a sense of scarcity, which it did very well). Google also wanted to develop the platform experientially based on user feedback. However, on Wednesday Google announced it was pulling the plug on Wave. Eric Schmidt tried to put a positive spin on it, describing Wave as a failed experiment that was also a learning experience. And there are certainly some lessons that can be applied to the rollout of enterprise social platforms.
Numbers Matter – Develop A Strategy For Rapid Adoption
So what does this mean for CIOs and IT, the custodians of enterprise technology architecture?
It is clear Jive wants to play with the big boys in the enterprise software space. To date, many Jive deployments have not involved IT. This ability to deploy its technology without IT’s involvement has no doubt helped Jive to this point. Of course, having market-leading functionality hasn't hurt. (Jive has featured highly in recent Forrester Wave reports).
At the recent Enterprise 2.0 conference in Boston, I sat down with Jive’s new CEO, Tony Zingale, to explore the company strategy. From our discussion, it was apparent that Jive intends to compete for a big slice of the enterprise collaboration marketplace. Fundamentally, this is the right direction for Jive, but I foresee some big challenges for the company along the way.
We are getting many requests for help on iPad strategies for the enterprise. It's clear why. iPads are a tremendously empowering technology that any employee can buy. My colleague Andy Jaquith has a report coming real soon now on the security aspects of iPhones and iPads, and I'm launching research on case studies of iPad in the enterprise.
I am currently hearing about three business scenarios for iPad and tablets, but I'd love hear of your experiences, plans, concerns, or frustrations. Ping me at tschadler(at)forrester(dot)com. Here are the three scenarios:
Sales people out in the field. This is the "Hollywood pitch deck" scenario. The iPad, particularly with a cover that can prop it up a bit, is a great way to scroll through slides to show a customer or demonstrate a Web site. In one situation, I heard that there's a competition brewing for who can manipulate the Web site upside down (so the client across the table sees it right side up) without making any mistakes. Now there's a new skill for sales: upside down Web browsing.
Executives on an overnight trip. No, iPad doesn't replace a laptop (at least not yet; more on this below). But it's great for email, calendar, reviewing documents, and presenting PDF or Keynote decks.
During CScape at Cisco Live, one of the more interesting conversations I had started with a simple question: Is social software (and collaboration software in general) a set of standalone applications or features of other business applications? This sprang from a discussion on the future of the collaboration technology business and really speaks to a couple of important developments in the market:
Last night I had the pleasure of attending the Citrix Online Executive Meet-Up here in Boston; as an East Coast-based technology analyst, I rarely see the vendors I cover in person without hopping on a plane. For those unfamiliar, Citrix Online is the maker of popular remote access and Web conferencing technologies GoToMyPC, GoToAssist, GoToMeeting and GoToWebinar. The centerpiece of this event was a customer panel exclusively made up of marketing professionals who use the conferencing technologies for customer and channel interactions. It was a fact I made sure to jot down in my notebook – why such a marketing-heavy panel? This prompted a broader question: are sales and marketing the real killer applications for Web conferencing?
A myriad of companies occupy the Web conferencing market, offering solutions that address four basic use cases:
Ad hoc meetings: collaborative sessions that need to happen on short notice. These could be quick screen sharing/document sharing sessions, technical support or demonstrations.
Formal meetings: planned sessions with formal agendas that are centered on a group considering one or more pieces of content.
Large & small group presentations: more formal events where a presenter addresses a group of some size with varying degrees of interactivity.
Training sessions: educational sessions where participants get information, have interactive learning sessions and can be tested on content.
The Dell Streak launches this morning in the UK at O2 and Carphone Warehouse. Dell calls the Streak a 5” tablet – I see a slightly larger touchscreen smartphone that I hope will be ideal for collaboration tasks. While I have not performed a hands-on test, I did talk with Neeraj Choubey, general manager of tablets in Dell's Communications Solutions Group.
What does the Streak have? A 5” screen displays navigation, browser, and social networking. In addition to connectivity via Wi-Fi, 3G, and Bluetooth, the Streak boasts two cameras – a 5 megapixel camera on the back for taking pictures with the dual LED flash and a backward-facing VGA camera for videoconferencing. All this runs on Qualcomm's Snapdragon chipset and Google Android operating system.
In today’s mobile world, information workers attend one or more meetings every day, and almost a third of their team members are not collocated with them (Ted Schadler writes about this in his report, “A Day In The Life Of A US Information Worker”). They are also out of the office more and more frequently – more than a third of information workers are out of the office regularly. This calls for solutions and devices that enable these mobile workers to communicate and collaborate – and the Streak fits nicely into market whitespace to fill this need.