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
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