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Mobile, social and the new commerce experience

IDGNS | Feb. 28, 2011
Data points that suggest this growing trend of an increasingly seamless interplay between on-line and traditional commerce are emerging everywhere

Evolving rapidly as a new paradigm and source of competitive advantage in Enterprise IT are systems of engagement, which Mr. Moore describes as "IT-enabled consumer experiences that are deeply collaborative, highly effective, and astoundingly effective". This is a profound shift that IDC and others have also described as the 'consumerization' of enterprise IT.

This does not mean that systems of record are going away -- far from it. In fact, in order to optimize the effectiveness of systems of engagement, Mr. Moore contends they should be layered on top of systems of record. Systems of engagement still need data to be cleansed, a single source of truth, the management of structured and unstructured content, with governance and security around business processes. Furthermore, IDC sees these systems of engagement as not only relevant to both B2B and B2C commerce, but also creating differentiation by improving the internal customer experience of systems of record processes themselves.

Have we found the 'holy grail' for optimizing these systems of engagement? No, but we're getting close. Security, content management and master data management considerations for social media are still evolving. For example, to what extent do businesses allow social media to pass between their firewalls as part of their own systems of engagement and systems of record? Even as ERP vendors wrestle with how to pass collaborative environments, or 'workplaces', inside and outside firewalls, Google Marketplace-based vendors like Smartsheet and Manymoon, which was acquired earlier this month by, offer easy access outside the firewall to cloud-based social productivity, project management & task tools designed to work with those desktop tools they use daily and allow internal and external project participants to collaborate more effectively. Other vendors like Slidejet and Aviary offer cloud- based tools for presentation development.

For B2B, how do companies incorporate cloud-based informal productivity tools, whether on the Apple App Store, Google Apps Marketplace, Microsoft Windows Azure Marketplace, App Exchange or others, into their IT security policies? For B2C, how do we improve on the advances in social, mobile, and real-time analytics to have a 360 view of the customer as they pass between on-line and brick and mortar environments?

We'll be expanding on the convergence of social, mobile and real time analytics and their impact in upcoming research, and on March 2nd Michael Fauscette and I are offering a Breakfast Briefing in Burlingame, CA, entitled: Mobile, Social and Real-time Analytics: A Game Changing Combination for Commerce. We hope to see you there.

In the mean time, what innovations are you seeing in the convergence of on-line and tradition commerce for B2B; You can find me on Twitter @ScottGuinn or email at:


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