Social technology, which includes blogs, microblogging (Twitter), social networking tools, and next-generation collaboration platforms, is a fundamental shift in how businesses use technology. As Forrester describes in Groundswell, your customers are becoming empowered through their use of these technologies, and your business must adapt to this changing relationship. And in our forthcoming book, Empowered, we examine how the people within your business are driving business impact through their use of these same technologies.
Grass-roots experimentation and use by your business’s staff is good – but real business impact is when your business adopts and uses these technologies. This requires your business execs to put in the frameworks, guidelines, coordination, and governance to maximize benefit while prudently managing risk.
Forrester is embarking on research to develop a Social Technology Maturity Benchmark that incorporates these steps. Because maturity will be an important issue for you in your role of charting your firm’s business technology strategy, we’d like your input on this. Colleagues in Forrester’s team serving Interactive Marketing professionals are conducting a survey of both business and IT leaders, including CIOs, Infrastructure and Operations professionals, Sourcing & Vendor Management professionals, and Enterprise Architecture professionals. Here is their introduction to this survey:
Some days ago at Forrester’s IT Forum in Lisbon (June 9-11) I gave a presentation together with my colleague Andy Bartels on the IT market recovery (we predict a 9.3% IT market growth in 2010) after two economically challenging years in 2008/9. In fact, we were making the point that the market rebound we currently see is not simply a recovery but the beginning of a new IT hyper growth phase fueled by a new wave of innovation.
A strong driver of this innovation is what we call Smart Computing at Forrester: the integration of physical world information into intelligent IT-supported business processes in 4 steps: Awareness (via new sensor technology), Analysis (with advanced BI solutions), Alternatives (including rules and process engines) and Action (in industry business applications), plus a 5th feedback loop of Auditability for tracking and learning.
A well-known example of smart computing solutions is smart metering in the Utilities industry. In another presentation in Lisbon, a colleague asked the audience, a room full with all the leading IT service companies, who all had an initiative running with smart metering – everyone in the room raised their hands. Then he asked who actually had more than 1-3 (pilot) projects running – and almost no one raised their hand.
Is smart metering just hype that everyone is jumping on or what is the reality of the lighthouse example of smart computing at this point in time?
Groundswell technology comes to consumers first. At home, we get social, mobile, video, and cloud services pitched to us 24x7. Facebook, Android, iPad, Foursquare, Google, YouTube, Office Web Apps, Twitter. The list is endless and growing every single day. Empowering technologies like these will always come to consumers first. Why? Because it's a wide-open market. A single developer can build an application that changes the world from their broadband-connected bedroom.
All this technology puts tremendous power directly into the hands of your customers. Your customers often have more information than your sales team — or medical staff — does. They can also whack your brand from their smartphone, with video even, while waiting impatiently in line. They can get a recommendation from someone in their business network while listening to your pitch. Customers are empowered by information and connections. You'd better make sure you give customers better information than they can get elsewhere.
The only way to do that is to empower your employees to directly engage the needs and expectations of empowered customers. Only empowered employees can solve the problems of empowered customers.
Fortunately, your employees are not standing still. People are problem solvers. Left alone, your innovative employees (we call them HEROes — highly empowered and resourceful operatives) are building new solutions using these same groundswell technologies — and many others besides — to solve customer problems.
In fact, 37% of US information workers — employees that use computers for work — use do-it-yourself technology to get work done. Personal mobile devices. Unsanctioned Web sites like Skype or Google Docs or LinkedIn or Smartsheet.com. Unsanctioned software downloaded to a work computer.
Java's future is on my mind lately. Oracle's new ownership of Java prompts a series of "what will Larry do" questions. But more to the point, the research Mike Gualtieri and I have been doing on massively scaled systems makes me worry that Java technology has fallen behind the times.
This is not a "Java is dead" commentary but rather a discussion of issues as I see them. Java technology is alive and vitally important; we all must be concerned if its future direction isn't clear.
For me, Java's 2-gigabyte-per-JVM memory limitation symbolizes this gap. Volumes of application data are rising, but standard Java platforms still have a practical limitation of 2 GB of memory. I spoke with one customer that incorporates a search process into its app that alone requires 20 GB of memory. This customer employs servers with 6 GB of memory each but can only use this memory in 2 GB chunks, each chunk managed by a JVM in a scale-out architecture.
We've done pretty well with 2 GB JVMs until now. But as data volumes grow, this company (and others) are no longer well served by scale-out JVM architectures. Java technology should give shops the choice of scaling up the memory within an individual JVM as well. Why?
Forrester recently surveyed nearly 3,000 technology decision-makers worldwide and found that emerging geographies -- Latin America, China, India, Russia -- are heavy adopters of software-as-a-service. [Source: Forrester's Enterprise And SMB Global IT Budgets, Priorities, And Emerging Technology Tracking Survey, Q2 2010.]
Latin America led with the highest rate of SaaS adoption, with 30% of companies reporting SaaS use. Latin America also reported a high percentage of budget going to SaaS at 12.4%. (For comparison, North America, where many SaaS deployment options initially saw traction, showed 25% adoption and represented 7% of overall software budgets.)
Other emerging geographies that reported high adoption included emerging Asian countries (China/Hong Kong/India/Russia). This group reported 21% SaaS usage and 8.9% of software budget going to SaaS. More established Asia Pacific economies (Japan/Australia/New Zealand) reported only 16% SaaS adoption and only 6.5% of software budget going to SaaS.
For more on the data including more details and more insight into additional geographies, look for our upcoming report.
This year’s Boston Enterprise 2.0 Conference highlighted good examples of how companies are tapping into social technologies to empower their employees. For example, Mitre Corporation showed how they have successfully developed a collaboration community using open source technology. The platform they developed enables them to deliver secure access to ideas, discussions and content for employees and guests. Meanwhile, CSC showed how they have driven greater collaboration across 49,000 of their employees in just 18 months, with a strategy focused on connect, communicate and collaborate. (Those of us in the audience even witnessed the in-field promotion of Claire Flanagan, CSC senior manager for knowledge management and enterprise social collaboration, to director – congratulations Claire!)
Among a number of great speakers, JP Rangaswami, CTO & chief scientist at BT Design, opened the conference with a powerful speech that was supported by an innovative approach to real-time animation of content – alas, while the speech was good, the visuals were distracting for many in the room. JP suggested that the age of the locked-down desktop is coming to an end, “enterprises must design for loss of control.” Re-iterating a refrain from George Colony, who suggests “bits want to be free,” JP advised, “if you don’t want it shared, don’t put it on a computer.”
In discussions on cloud computing, I often talk to architects who have been told to create a "cloud strategy." This sounds appropriate enough, but there’s a devil in the details: When the task is "create a Technology X strategy," people often center strategy on the technology. With cloud, they aim to get a good definition of pure cloud and then find places where it makes sense to use it. The result is a technology strategy silo where cloud is placed at the center and usage scenarios are arranged around it. The problem with this is three-fold:
Considering the full business dynamics of any given usage scenario, there is a wide continuum of often strongly competing alternatives to pure cloud (including cloud-like and traditional options).
The rapid pace of market development means that business value equations along this continuum of options will keep changing.
Your business needs integrated strategy for many technologies, not simply a siloed cloud strategy.
In the wake of the Celtics' fourth-quarter collapse that gave Kobe Bryant his fifth ring, I am endeavoring to find positive things to focus on instead of post-game analysis, which brings me to the Enterprise 2.0 Conference. This was my second year attending the event (which is conveniently located 10 minutes from my house), and I must say that my takeaway this year is more positive than my impressions after last year's show. I appreciated the optimism exhibitors and attendees have about the market and the passion they show for the topic - which led to some lively debates. But during my three days at the event, the things that really caught my attention were:
We recently embarked on a Forrester-wide research project to benchmark the use of social technologies across enterprise organizations. Why is this important? Well, as you may know, we cover social technologies from a wide range of perspectives – from roles in marketing to IT to technology professionals. We find that each of these roles differ in their general “social maturity” and that most companies are experiencing pockets of success, but few, if any, are successfully implementing it across the board. In fact, full maturity in this space could take years, but there are clear differences in how some ahead-of-the-curve companies are using social technologies for business results. In fact, at this point it has been clearly established by many people (including us many times over) that social technologies are transformative tools that are changing the way companies do business. So we’re not talking as much about the opportunity social presents, but rather we are trying to determine the current reality of practitioners. It’s also clear that many companies have made tremendous strides in planning and organizing for the use of social technologies. However, the one question we consistently get is: “Where is my organization compared to others in the use of social media?” We want to benchmark these companies to see if we can answer questions like:
How do you define “social maturity,” and why is it important to get there?
Which companies are ahead of the curve in implementing social technologies for both external use (i.e., for customers/consumers) and/or internal use (i.e., for employees/partners)?
What have been the biggest drivers of success?
What are the biggest challenges?
What steps do most organizations need to take, and why?
We recently embarked on a Forrester-wide research project to benchmark the use of social technologies across enterprise organizations. Why is this important? Well as you may know, we cover social technologies from a wide range of perspectives — from roles in marketing to IT to technology professionals. We find each of these roles differ in their general “social maturity” and that most companies are experiencing pockets of success, but few, if any, are successfully implementing it across the board. In fact, full maturity in this space could take years, but there are clear differences in how some “ahead of the curve” companies are using social technologies for business results.
There are serious security and risk concerns with social technology but there are also significant business and operational benefits. Security professionals have to determine how they can mitigate these risks to an acceptable level without significantly hampering the business. If you haven’t seen it, Chenxi Wang has written an excellent report on how effective management of social media can alleviate security risks. Check out To Facebook Or Not To Facebook.
There is also some discussion about how security professionals might use social technologies to their own benefit — particularly to leverage the knowledge of other security professionals to combat the growing sophistication of security attacks. If you haven’t seen it, check out John Kindervag’s report SOC 2.0: Virtualizing Security Operations.