The concept of SMAC (Social, Mobile, Analytics and Cloud) has evolved from a proof of concept to a technology platform that every IT department must take into account. Nucleus Research looked at key business pressures and the constant technology changes that every company struggles to manage, and we are betting on the following trends to SMAC companies upside the head in 2013.
Social Performance Management Takes Hold
More companies are adopting social collaboration technologies in areas like HR and performance management and companies from Salesforce.com to SAP are picking up or developing social performance management and gamification capabilities.
Add this tech trend to the influx of millennials -- who are used to constant praise and encouragement -- into the workforce, and we see social performance management as both an important productivity driver and liability for companies with poor performers and managers.
When a performance review happens in a company-wide application on a daily or weekly basis, instead of at quarterly reviews, both sides have a more clear and consistent path to argue for -- or against -- termination.
The Customer Experience Arms Race Continues
Marketing and acquisition spending around customer experience management reached a fevered pace in 2012, even for many vendors not traditionally considered as CRM market players.
Nucleus expects this will accelerate further in 2013 as companies seek to take advantage of the 80 percent of ROI potential that has yet to be delivered by CRM. We expect some real shifts in perceived market leadership as well, as customer experience requires a broader set of social and analytics technologies and capabilities compared to basic CRM.
BYOD Will Decline as Enterprise Mobility Grows Up
The hype behind BYOD (Bring Your Own Device) is that it is cheaper and drives more productivity than traditional corporate-procured mobility. There is no doubt that the need for mobility is continuing to increase in the workplace.
However, the reality is that the support costs, compliance risks and usage reimbursement typically lead to a higher total cost of ownership with no discernible Return on Investment or productivity gains. As enterprise CFOs take a closer look at the true pros and cons of BYOD in 2013, they will seek to pursue the most fiscally responsible option -- corporate-based accounts.