Social, local, mobile (SoLoMo) is changing the game for business collaboration. As a growing trend in new software and app development, four masterminds of the SoLoMo market discussed at the Enterprise 2.0 conference in Boston what they see as the future for enterprises in the mobile market.
SoLoMo -- Enterprise Ready
Moderator Maribel Lopez, Principal Analyst & VP of Constellation Research and the founder of Lopez Research, panelist Lawrence Coburn, CEO & Co-Founder of DoubleDutch, panelist Charlie Isaacs, eServices and Social Media Strategy of Alcatel-Lucent Applications Group and panelist Eric Sauve, Vice President of Corporate Development at NewsGator, defined SoLoMo as open space for enterprise development to take shape.
It's How We Access & Enter Information
Coburn thinks SoLoMo is so important that he created an entire company on the notion of creating SoLoMo apps to facilitate a more efficient workflow in enterprise.
"SoLoMo is a big thing on the consumer side, which means that eventually it is probably going to be a big thing on the enterprise side as well,” said Coburn, who founded DoubleDutch, a collaborative enterprise services provider. “When I think of SoLoMo, I think it means that the UI to the Internet is changing. There is a change in how people are accessing information and entering information.”
DoubleDutch has a mobile-only field sales app that allows salespeople to log their visits in real time. The phone automatically knows where the salesperson is located, enters the key points of date through tapping (not typing) and the customer visit has been logged in much shorter time.
“On-site, real-time, capturing new data on location is the game-changing stuff for mobile,” said Coburn.
It's How We Service Our Customers
Isaacs, however, sees SoLoMo coming to light through practical application. He joined Alcatel-Lucent to help create applications that serve more as customer service solutions.
“(The app) has to know where I am, what I am looking for and it has to help me buy the product. And when I take it home, it has to help me fix the product,” Isaacs explained. “Everything has to be localized to where I am in conjunction with the product; it has to provide me with capability and utility that is delivered to my (mobile device).”
It Will Become Part of the Application Fabric
Sauve, however, feels as if SoLoMo is still coming to fruition in the enterprise.
“Social, as we know from this entire show is very prevalent; mobile is very much in the same boat; local is something that still needs time to mature in the enterprise,” said Sauve, adding that he feels as if too few use cases have surfaced to make an informed decision on how it will integrate into enterprise.
On a collection level, Sauve believes that SoLoMo will provide another whole set of metadata that will be acquired with little effort from the customer and the employees. Blogs and microblogs are making it easier for the workplace to acquire data and information.
“It’s hard not to imagine how this won’t be ubiquitous, how this won’t be a part of the app fabric in enterprise apps,” said Sauve.
SoLoMo Will Create a Flat Organization
Coburn, however, continues to see the mobile phone is a sensor tool. From the business collaboration perspective, he feels as if project work gets easier when it surfaces to the user. The phone will bring to surface an agenda based on the time. It might present a customer service log based on the user’s location. It should, he thinks, surface the objects that people should be collaborating on.
Most importantly, the SoLoMo apps shouldn’t just be “Big Brother” apps, they should create flatter organizations, with more transparency, and an awareness of project collaboration.