Why Read This
Collaboration software adoption grew during the recessionary years of 2008 and 2009, and we anticipate this continuing. Why? Changes in how businesses work internally and with their customers and partners are increasing the emphasis on tools to facilitate collaboration. As vendors move to take advantage of this new investment, it is important to note a couple of things. First, businesses take a phased approach to deploying collaboration software, starting with email, moving to document collabortion technologies, and finishing with unified communications. Second, despite marketing messages trumpeting information worker efficiency, the real value business leaders see in collaboration are cost reductions. Thus, in marketing to this post-recession market, vendors need to take the lead in shaping how business leaders think about the importance of collaboration software and how these tools affect their businesses.
Tags: B2B Marketing, Broadband & Remote Access, Collaboration Platforms, Enterprise Collaboration, Enterprise Social, Information Management, IT Spending Forecasts, Messaging, Networking, Remote Work & Telecommuting, Tech Sector Economics, Technology Product Strategies, Telecommunication Services, Video & Teleconferencing, Web Conferencing