Page 7 - Trends 2013
P. 7
SOCIAL MEDIA
The winners and losers social business, driven by new As many CIOs continue their inertia
of tomorrow devices and operating systems; with regards to social enterprise
applications, more and more busi-
Within the next five years, all sec- consumer social media, driven ness units will start to adopt their
tors and industries need to reinvent by the move towards visual and own solutions without involving the
themselves in a social way, said commerce; IT department. Ultimately, this will
Facebook founder, Mark Zucker- create islands of IT deployments
berg, already in October 2010. So, within the organization. If CIOs do
there will be winners and losers in a online and mobile advertising, not become involved in 2013, the
“social” and “mobile” forward-driven driven by skepticism about the choices of the individual business
economy. current approaches to gauging units may become so embedded in
return on investment.
the business processes that future
Besides, following Erik Qualman, consolidation efforts may fail.
the author of Socialnomics, the los- Further, IDC expects CIOs to be
ers will be most likely traditional the ones who push back when their Prediction 3 - OS and device in-
advertising and offline media, large business units ask for social appli- tegration will accelerate social
corporations that act like lumbering cations: “Since they feel that their but …
tankers, companies that fatten skepticism about social media has
themselves to the detriment of the now been validated, they will insist Microsoft and Apple alike are put-
community, that are interchangea- on a proven ROI - even more in ting a lot of focus on integrating
ble as they are mediocre and don’t 2013 than they did in 2012 – and social into the newest versions of
attract talent, or mistreat their em- this ROI is still difficult to show. But both their mobile and their desktop
ployees and the environment. this reluctance by CIOs may end up operating systems (OS). This not
creating more problems than it pre-
vents.” only makes social media a more
The winners, on the other hand, will seamless experience for the user,
be those companies that offer use- but it also allows for more seamless
ful products and excellent service Drawing from the latest IDC re- integration of social media into the
while living moral values, compa- search and internal brainstorming applications that are being used.
nies that maintain openness, dia- sessions amongst IDC's regional
logue, loyalty and trust, and have a and country analysts, the following IDC expects CIOs to adopt Win-
lot of fans and dedicated multipli- are the top 10 key Social Business dows 8 as a platform of choice for
ers. and Social Media predictions in enterprise-issued media tablets and
2013:
this will in turn help social media
Or in other words, the winners are penetrate business flows even
simply the customers and consum- Prediction 1 - The Facebook IPO more.
ers, networks, alliances, collabora- will polarize the social enterprise
tions, the environment, humanity, market But IDC expects this attempt to
society and democracy, and conse- "corporatize" their employees to fail
quently word of mouth and referral IDC expects 2013 to be a year in many cases. Windows 8 tablets
marketing. where companies and CIOs will be will only become broadly accepted
divided into two camps because of work devices if they win the hearts
the Facebook IPO and all the ques-
International Data Corporation and minds of the consumer - if not,
(IDC) confirms that social media tions about the efficacy of social many companies will see their em-
will continue its penetration into the media that surrounded it. One ployees ditch their company-issued
enterprise space, but often without camp will continue to explore social devices in favor or their own in
the involvement of the IT depart- as a foundation for their business; 2014 and beyond.
ment. the other will see the developments
of 2012 as confirmation of their
doubts about social media and Prediction 4 - Freemium will un-
"2012 was a tumultuous year for therefore about the value of social dermine premium
social media – most notably be- applications. This latter camp will
cause of the notorious Facebook make it very difficult for vendors of With the advent of more embedded
IPO and all the questions about the social software and solutions to access to social media, an increas-
efficacy of social media that sur- capture mindshare among CIOs in ing number of companies will start
rounded it,” says Claus Mortensen, 2013, and many will move their fo- exploring social platforms for col-
Principal for Emerging Technology cus to the individual business units laboration purposes. As they do so,
Research, IDC Asia/Pacific. within the organizations they target. IDC expects many organizations in
the region to deem the free ser-
He expects changes across the Prediction 2 - CIO reluctance to vices to be "good enough" for their
board in 2013 in the following are- social will create islands of IT needs and only consider premium
as:
MediaBUZZ Pte Ltd - Independant ePublisher for Asia
The winners and losers social business, driven by new As many CIOs continue their inertia
of tomorrow devices and operating systems; with regards to social enterprise
applications, more and more busi-
Within the next five years, all sec- consumer social media, driven ness units will start to adopt their
tors and industries need to reinvent by the move towards visual and own solutions without involving the
themselves in a social way, said commerce; IT department. Ultimately, this will
Facebook founder, Mark Zucker- create islands of IT deployments
berg, already in October 2010. So, within the organization. If CIOs do
there will be winners and losers in a online and mobile advertising, not become involved in 2013, the
“social” and “mobile” forward-driven driven by skepticism about the choices of the individual business
economy. current approaches to gauging units may become so embedded in
return on investment.
the business processes that future
Besides, following Erik Qualman, consolidation efforts may fail.
the author of Socialnomics, the los- Further, IDC expects CIOs to be
ers will be most likely traditional the ones who push back when their Prediction 3 - OS and device in-
advertising and offline media, large business units ask for social appli- tegration will accelerate social
corporations that act like lumbering cations: “Since they feel that their but …
tankers, companies that fatten skepticism about social media has
themselves to the detriment of the now been validated, they will insist Microsoft and Apple alike are put-
community, that are interchangea- on a proven ROI - even more in ting a lot of focus on integrating
ble as they are mediocre and don’t 2013 than they did in 2012 – and social into the newest versions of
attract talent, or mistreat their em- this ROI is still difficult to show. But both their mobile and their desktop
ployees and the environment. this reluctance by CIOs may end up operating systems (OS). This not
creating more problems than it pre-
vents.” only makes social media a more
The winners, on the other hand, will seamless experience for the user,
be those companies that offer use- but it also allows for more seamless
ful products and excellent service Drawing from the latest IDC re- integration of social media into the
while living moral values, compa- search and internal brainstorming applications that are being used.
nies that maintain openness, dia- sessions amongst IDC's regional
logue, loyalty and trust, and have a and country analysts, the following IDC expects CIOs to adopt Win-
lot of fans and dedicated multipli- are the top 10 key Social Business dows 8 as a platform of choice for
ers. and Social Media predictions in enterprise-issued media tablets and
2013:
this will in turn help social media
Or in other words, the winners are penetrate business flows even
simply the customers and consum- Prediction 1 - The Facebook IPO more.
ers, networks, alliances, collabora- will polarize the social enterprise
tions, the environment, humanity, market But IDC expects this attempt to
society and democracy, and conse- "corporatize" their employees to fail
quently word of mouth and referral IDC expects 2013 to be a year in many cases. Windows 8 tablets
marketing. where companies and CIOs will be will only become broadly accepted
divided into two camps because of work devices if they win the hearts
the Facebook IPO and all the ques-
International Data Corporation and minds of the consumer - if not,
(IDC) confirms that social media tions about the efficacy of social many companies will see their em-
will continue its penetration into the media that surrounded it. One ployees ditch their company-issued
enterprise space, but often without camp will continue to explore social devices in favor or their own in
the involvement of the IT depart- as a foundation for their business; 2014 and beyond.
ment. the other will see the developments
of 2012 as confirmation of their
doubts about social media and Prediction 4 - Freemium will un-
"2012 was a tumultuous year for therefore about the value of social dermine premium
social media – most notably be- applications. This latter camp will
cause of the notorious Facebook make it very difficult for vendors of With the advent of more embedded
IPO and all the questions about the social software and solutions to access to social media, an increas-
efficacy of social media that sur- capture mindshare among CIOs in ing number of companies will start
rounded it,” says Claus Mortensen, 2013, and many will move their fo- exploring social platforms for col-
Principal for Emerging Technology cus to the individual business units laboration purposes. As they do so,
Research, IDC Asia/Pacific. within the organizations they target. IDC expects many organizations in
the region to deem the free ser-
He expects changes across the Prediction 2 - CIO reluctance to vices to be "good enough" for their
board in 2013 in the following are- social will create islands of IT needs and only consider premium
as:
MediaBUZZ Pte Ltd - Independant ePublisher for Asia
