This year, there has been a lot of focus on Enterprise 2.0 and the vendors are literally coming out of the woodwork. Where will the market head next year? And what trends will we see? Here's my take.
1. Even the Cautious Stick a Toe in the Water
Widespread publicity about collaborative work will prompt even the cautious to try it. Projects driven by low-cost, no-cost, and open source tools will build E2.0 momentum in surprising places: prisons, flea markets, world politics, literacy, the war on terrorism. Adoption rates by baby boomers and Gen Xers will outstrip other employee groups.
2. The Novelty Wears Off, the Money Rolls In
Companies that latched onto collaboration like a bright, shiny object think of E2.0 tools as glorified e-mail: useful for communications, but that’s about it. Serious contenders, however, are exploiting E2.0 to the max with remarkable results. I’m betting that 2011 is the year a six-person company will break the $100 million revenue barrier -- and/or affect millions of lives.
3. E2.0 Debuts on the Org Chart
In 2011, recognition at last for the difference between knowledge management and knowledge sharing. We’ll see E2.0 management titles and job descriptions reflecting that difference. And I predict 2011 will be the year at least one Fortune 50 CEO will admit his/her blog posts are ghostwritten.
4. Did You Say Lotus ShareForce?
Literally hundreds of E2.0 vendors are selling products into every conceivable market right now. Some will fold, some will merge and some will reposition themselves to fill intriguing (and still undefined) niches.
5. Security Becomes a Political Issue
Through November 2010, data breaches have compromised fourteen million records: social security numbers, health information, tax data, police files and the like (www.idtheftcenter.org). Prediction: in 2011 we’ll start to hear early rumblings from lawmakers about regulating (and inevitably, taxing) public and private collaboration infrastructures.
6. It’s Not a Business, It’s a Movement
Interesting timing on B-corp legislation, the new business structure for companies solving social and environmental problems. Couple this with the phenomenal reach of E2.0 companies and you’ve got the makings of a movement. Expect supernovas like Groupon (turned down Google’s $6 billion) and HootSuite (one million users in two years) to irrevocably change our ideas about how business “should” operate.