The Tide is Turning for Enterprise 2.0 Adoption

Steve Wylie, General Manager for Enterprise 2.0 conference set an optimistic tone for the keynote speeches at the inaugural event in San Francisco, California. In his assessment of the current state of Enterprise 2.0, Wylie highlighted that the industry is maturing and it is no longer the domain of startups. Large players like Microsoft are leveraging their enterprise expertise and knowledge to move into this space.

Another observation he shared was the rise in professional services, which signifies the shift as enterprises move from the technology phase into adoption and implementation phase.

Tammy Erickson, President, nGenera Innovation Network, started with a bold and optimistic prediction that 2010 is going to be the year of “A-ha” for the enterprise executives who have been struggling with E 2.0 all this time. She outlined the challenges to Enterprise 2.o adoption,

For executives, E2.0 is like tsunami wave that’s overwhelming, they can’t figure out how to manage (basic, yet) critical issues like data security.

However, Erickson went on to say, that’s changing as executives move beyond the technology and understand the true business potential for this event. She also reiterated the need for executives to adopt and promote collaborative behavior to encourage E2.adoption in their organizations. She pointed out a huge shift in behavior where the E2.0 discussions have moved from technology/tools  to  serious dialogues on business implication.

Christian Finn, Director of SharePoint Product Management, Microsoft followed up with a mock “speed dating” skit designed to highlight that the software giant is serious about E2.0 with the addition of truckload of social features to SharePoint 2010.

The skit itself was wholly uninspired but what was very intriguing was the promise to deliver the best of both worlds. On the ”social” side, Microsoft’s promising a slew of social features like streaming podcasts, real-time news feeds, ratings, commenting, and even social tagging. All backed by the company’s experience and expertise in enterprise software and content management system.

SpeakerAndrew McAfee, Principal Research Scientist from MIT Sloan School of Management followed up with a stellar speech on what the champions of E2.0 are doing wrong.
McAfee said the tide is turning on E2.0 adoption as the success stories and case studies continue to mount. However, the evangelists are doing a huge disservice to their cause by attacking  the enterprise because they should be working with the Enterprise 1.0 advocates rather than against them. Trying to replace them will just create more barriers to E2.0 adoption.
 
In their effort to be fair and transparent, many E2.0 vendors and champions over-emphasize the negative aspects and thereby scare off  the decision makers. The positives far outweigh the negatives and that’s something the champions need to constantly reiterate.
 
McAfee pointed out something that’s very obvious to the end-user but often overlooked by the vendors and that’s to keep things simple. E2.0 champions often fall in love with the features without considering whether or not it works for the end users. McAfee was emphatic,
“Your customers don’t need more bells and whistles”
He also cautioned the audience against the pitfalls of advocating and creating walled gardens within the enterprise because E2.0 is about collaboration and these silos defeat the purpose. 
 
Another key point he highlighted was the attempt to replace the email was self-defeating because E2.0 and email serve two different purposes, to try to replace email was futile because for all its flaws, email works okay for most enterprises.
 
Another critical flaw he pointed was overuse (abuse) of the word “social”, as that word has a negative connotation for business leaders. He gave the example of executive who made it very clear that,  ”I am not running a social club, I am running a business.”  So, champions need to make sure they don’t oversell the social features of E2.0 but rather focus on the business implications for an effective pitch.
 
The last (but not the least) speech was from Rob Tarkoff, Senior Vice President and General Manager, Business Productivity Solutions at Adobe. He also started off with a provocative statement that,
“”Enterprise Software is Failing”
According to Tarkoff, the full potential of E2.0 has yet to be realized. He gave a real example of how social web can be used in a very traditional industry like healthcare for real-time collaboration and provide exceptional service to end consumer. He went on to say how Adobe’s focus is on creating end-to-end user engagement while giving due attention to the “on ramps” or the devices that consumers use to access the information.