Although these forces are innovative and disruptive on their own, together they are revolutionizing business and society, disrupting old business models and creating new leaders. As such, the Nexus of Forces is the basis of the technology platform of the future.
Not that long ago, people's most sophisticated computing experience was at work, and computing was limited at home. Now, in most cases, the opposite is true. The consumerization of IT is a result of the availability of excellent devices, interfaces and applications with minimal learning curves. As a result of using these well-designed devices, people have become more sophisticated users of technology, and the individual has been empowered. People expect access to similar functionality across all their roles and make fewer distinctions between work and non-work activities.
Social is one of the most compelling examples of how consumerization drives enterprise IT practices. It includes personal activities of sharing comments, links and recommendations with friends. Consumer vendors have been quick to see the influence of friends sharing recommendations on what to buy.
Social technologies both drive and depend on the other three Nexus forces:
- Social provides an important need for mobility: Accessing social networks is one of the primary uses of mobile devices and social interactions have much more value when they are possible wherever the user is located.
- Social depends on cloud for scale and access: Social networks benefit from scale, the kind of scale that is really only practical through cloud deployment.
- Social feeds and depends on deep analysis: Social interactions provide a rich source of information about connections, preferences and intentions. As social networks get larger, participants need better tools to be able to manage the growing number of interactions, which drives the need for deeper social analytics.
Mobile computing is forcing the biggest change to the way people live since the automobile. Mass adoption forces new infrastructure, it spawns new businesses, and it threatens the status quo.
However, mobile does not stand alone as an isolated phenomenon. People will interact with multiple screens working in concert. Sensor data will transparently enhance the experience, integrating the virtual and physical worlds contextually. The information gathered in this immersive world will have tremendous value and, ultimately, the lasting relationship will be between a user and a cloud-based ecosystem.
Cloud computing represents the glue for all the forces of the Nexus. It is the model for delivery of whatever computing resources are needed and for activities that grow out of such delivery. Without cloud computing, social interactions would have no place to happen at scale, mobile access would fail to be able to connect to a wide variety of data and functions, and information still would be stuck inside internal systems.
The model of cloud computing is what Gartner calls a "global-class" phenomenon because it focuses on outcomes connected across the globe rather than technologies and outcomes centered on an internal enterprise strategy. In a global-class computing world, everything shifts to the culture of the consumer and the externalized view of computing.
Information is not stored anywhere in particular. Rather, it is stored everywhere. For years, technologists have discussed the ubiquity of information without realizing how to take full advantage of it. That time is here now. Social, mobile and cloud make information accessible, shareable and consumable by anyone, anywhere, at any time. Knowing how to capture the power of the ubiquity of information and utilize the smaller subsets applicable to a company, a product and customers, at a specific point in time, will be critical to new opportunities and for avoiding risks.More information on social media and CRM can be found at www.CRMindustry.com