Turbotodd

Ruminations on tech, the digital media, and some golf thrown in for good measure.

Archive for January 30th, 2011

Live @ Lotusphere: The Social Business Market’s So Big We Gotta Wear Shades

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Whenever I attend a conference like Lotusphere, one of the first things I do other than check into the hotel, make sure I have coffee (and cream) in my room, and find out what time the closest bar closes, is to head to the nearest market intelligence breakdown so I can start to understand the immensity (or lack thereof) of what it is we’re going to be talking about.

IBM market researcher Carol Galvin presents an overview of the $100B social business marketplace during the first day of Lotusphere 2011 in Orlando, Florida.

I don’t do this just because it’s fun — although it can be that, too — but so I can start to get my head around the market opportunity for a given space, and all the goodness that sits behind those wonderful numbers, projections, and soothsaying.

At this year’s Lotusphere Business Development Day (which is still going on as I write this), IBM principal segment analyst Carol Galvin and senior strategist Catherine Lord, IBM Collaboration Services Strategy, provided just such an overview, spending an hour at the Swan this morning outlining the $100B social business marketplace opportunity.

Yeah, that number got your attention, huh?  You didn’t hear me wrong: $100 billion.  With a “B.”

A big, fat, social “B.”

Oh, and I’m not talkin’ about that in the context that $50B of that is Facebook’s market valuation.  I’m talking about just the enterprise social business opportunity.

Before they got to the particulars, Carol and Catherine painted a broad canvas of what’s driving this opportunity: We’re coming out of a recession, globalization has driven expanded Internet and mobile access into people’s hands in parts of the world that largely missed Web 1.0, and the way we’re all working together and collaborating is changing.

Bigtime.

Furthermore, the new delivery models are evolving.

The cloud (or “SaaS”) opportunity alone is expected to grow 11% for the collaboration space at a compounded annual growth rate through 2015, resulting in an overall $17B market on that front alone.  The portal market will continue to grow at 5.4% CAGR during that time, and social software 5.1%.

And we haven’t even gotten to the social analytics opportunity (somebody’s gotta analyze and leverage all that social data, right?  Well, right??!)

Other key factors driving the external environment include the continued introduction of new devices and means of access (think everything from the iPhone to the iPad to GoogleTV and beyond). Those new “windows” into the cloud simply mean more opportunity for connecting, managing, and learning from these systems and new data end-to-end.

But, let’s also not forget the changing demographics, which means changing behaviors by people, arguably the most important ingredient in the social business soup.

The complexion of the workforce is changing around the world, and it’s the emerging markets which are growing the most quickly.

That, combined with the stimulus led dollars opening big coffers in healthcare, public sector, and the transportation/infrastructure sector, suggest the social business market’s so huge…well, yeah, ya just gotta wear shades.

But they can’t be just any old shades:

They preferably should be GPS-enabled, allow you to visualize in real-time where all the other cool shades are, and, collectively, be able to tell you what’s the coming thing in shades before anybody else (including your competitors).

If you’re still wondering why companies should compel themselves to become more social, try on the fact that of those growing higher than the average in their industry they’re 57% more times likely to use collaboration!

Or look at it through the lost opportunity lens: Each of your employees who haven’t gotten past the “productivity plateau” and embraced good social business practices is costing your organization $10K a year in lost productivity.

To help you with the math, at IBM that would be an estimated $4B in lost opportunity a year.  Ouch.

I definitely don’t think Sam Palmisano would be a happy camper CEO if we were losing $4B in lost opportunity just because we weren’t taking advantage of the social business opportunity at IBM — which, by the way, we are.

I would  venture to say IBM is one of the world’s most social companies, and much of what we’re learning we’re putting to use on behalf of our customers.

So, that’s the big picture on what the market looks like and where it’s going — let’s now get #ls11 to blossom into full swing and learn how we can all tap into that $100B pie and, in the process, learn how to work better together around the globe.

Written by turbotodd

January 30, 2011 at 8:47 pm

Live @ Lotusphere 2011: Getting Your Bearings

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Happy Sunday, and let me offer up a warm Lotus greeting for everyone who has already arrived in Orlando for Lotusphere 2011, and to you who are still on planes, trains, automobiles, horse and buggy, or whatever else might be bringin’ ya.

Today’s Business Development Day has already kicked off (reserved for IBM Business Partners), as have the JumpStart sessions.

View from the Dolphin, Day 1, Lotusphere 2011, Before Turbo's Debrief

View from the Dolphin, Day 1, Lotusphere 2011, After Turbo's Debrief, When Things Became Much Clearer

 

 

 

 

 

 

 

 

 

 

If you haven’t already received your credentials, registration is open from 7 am to 9 pm — simply follow the signs in the Dolphin Hotel and you’ll find your way to registration desk.

If you don’t know where the Dolphin is, you’ve got bigger problems than I can help you with but I do wish you luck.

You can probably find some help from others by dipping your toes in the Lotusphere Twitterstream. Just follow #ls11 on your favorite Twitter client, or stop on by our newfangled social media aggregator and keep an eye on a garden variety of Lotusphere-relevant streams.

Your favorite Lotus bloggers and Tweeters are registered there, and let’s face it, they’re the ones who can point us to the best par-tays.

Oh, and if you start to get that deer-in-the-headlights feeling, remember, that’s normal.  Take a deep breath, meditate for a few minutes, then remember, you’re in control and can make your own decisions.

To help, remember, the conference is broken out into five tracks: Insights and Innovations, Technology for Collaboration Solutions: Infrastructure, Technology for Collaboration Solutions: Development, Best Practices, and Customer Case Studies.

There’s also a variety of special sessions, including those from sponsors, the JumpStart sessions, and Show-n-Tell, but that’s enough for now, I can see your head is starting to explode.

That’s why we throw a big Welcome Reception on Sunday night, to help you stop with that sense of overwhelmingness-ness.  At this shindig, however, and unlike “Blazing Saddles,” you’ll need your stinking badge, so please register and bring your badge to the reception. Otherwise, you’ll have to deal with Big Dennis, the security dude, and you really don’t want to be messing with Dennis.

If you forget any of this, don’t worry, much of it is in your Full Conference Guide, and the Reader’s Digest version is in the Pocket Agenda (well, not the part about Dennis).  They should be able to help you find your way and answer most of your questions.

Of course, all of that is the party line.

Now, here’s Turbo’s Recommended Lotusphere 2011 Tip and Trick (singular, as there’s only one): When it’s time for a big session change, just go walk out into the middle of the foyer, then watch the crowd.  Wherever the most people are going, follow them.

This is social business, people.  Get with the program.  It’s all about crowdsourcing, distributed participatory design, going along with the crowd to understand the greater collective intent!  Those people know where it’s at and where it’s happening, and they will lead you to the path of Lotusphere enlightenment.

Of course, they might just lead you right out into the Disney beach, but hey, that might not be so bad!

And finally, to answer that question on everybody’s mind, who’s this year’s guest speaker in the opening session?

What do I look like? I don’t know anything, I just work here.

Enjoy your Lotusphere 2011 experience, and remember: Get social, do business!

Written by turbotodd

January 30, 2011 at 2:35 pm

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