Upcoming Trend in Enterprise: SoLoMo - Mobile, Social, Local #e2conf

4 minute read
Madeline Senkosky avatar

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

Coburnthinks SoLoMo is so important that he created an entire company on thenotion of creating SoLoMo apps to facilitate a more efficient workflowin enterprise.

"SoLoMo is a big thing on the consumer side, whichmeans that eventually it is probably going to be a big thing on theenterprise side as well,” said Coburn, who founded DoubleDutch, acollaborative enterprise services provider. “When I think of SoLoMo, Ithink it means that the UI to the Internet is changing. There is achange in how people are accessing information and enteringinformation.”

DoubleDutch has a mobile-only field sales app thatallows salespeople to log their visits in real time. The phoneautomatically knows where the salesperson is located, enters the keypoints of date through tapping (not typing) and the customer visit hasbeen 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. Hejoined Alcatel-Lucent to help create applications that serve more ascustomer 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 Itake it home, it has to help me fix the product,” Isaacs explained.“Everything has to be localized to where I am in conjunction with theproduct; it has to provide me with capability and utility that isdelivered to my (mobile device).”

Learning Opportunities

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 muchin the same boat; local is something that still needs time to mature inthe enterprise,” said Sauve, adding that he feels as if too few usecases have surfaced to make an informed decision on how it willintegrate into enterprise.

On a collection level, Sauvebelieves that SoLoMo will provide another whole set of metadata thatwill be acquired with little effort from the customer and the employees.Blogs and microblogs are making it easier for the workplace to acquiredata and information.

“It’s hard not to imagine how this won’t beubiquitous, how this won’t be a part of the app fabric in enterpriseapps,” said Sauve.

SoLoMo Will Create a Flat Organization

Coburn, however, continues to see the mobilephone is a sensor tool. From the business collaboration perspective, hefeels as if project work gets easier when it surfaces to the user. Thephone will bring to surface an agenda based on the time. It mightpresent a customer service log based on the user’s location. It should,he thinks, surface the objects that people should be collaborating on.

Mostimportantly, the SoLoMo apps shouldn’t just be “Big Brother” apps, theyshould create flatter organizations, with more transparency, and anawareness of project collaboration.