SMARTER STRATEGIES

Five Technologies That Will Change the Enterprise B2B Business in 2011

Eric Lundquist | Date: 11-16-10 | Comments

From mobile devices to the millennial generation, here are our top picks for the technologies and ideas that will change enterprise in 2011.

As we approach the end of 2010, we're already starting to take a guess at what will change business in 2011. Here are five technologies I'm watching that I think will hit the enterprise business in full force next year.

1. Facebook redux. Facebook was the biggest thing to hit the consumer side of technology in 2010. However, now Facebook has to rethink what it has created. The introduction of Facebook e-mail, the appearance of the first big Facebook viruses (the Facebook security experts still can't corral Koobface), and concerns about privacy and security for user accounts have created many of the same questions that traditionally accompany any big technology breakout. Equally of interest is the emergence of gated, business-level, Facebook-like systems such as Yammer and Salesforce.com's Chatter. And more recently, the development of a "really only my real friends" programs such as Path. In 2011, businesses will need to develop�and more importantly deploy�a Facebook strategy that is part of their overall social networking strategy that is more than a reaction and has thoughtful corporate intent and measurement capabilities.

2. Mobile everybody. The year 2011 could well indeed mark the first time more employees are accessing corporate content via mobile devices rather than standard-issue desktops. Even those with a desktop will want to be able to do their corporate duties via a smart, mobile device. Security, privacy and compliance have been the pillars holding back the wave of mobility, but those concerns�while real�can now be overcome through smart technology planning. Your company will truly be a mobile operation in 2011. Are your applications ready to live and thrive on a smartphone?

3. Millennial power. The millennial generation will be the new corporate influencers. These influencers are coming into the corporate power positions, and have grown up with smartphones, tablets, app stores, location-based services and expectations that all information will be available anywhere, anytime and on any device. The millennial power user will move from outlander to corporate insider in 2011, and you better be ready.

4. Groupthink power. Social networking is more than what you had for breakfast. The ability to discover, educate and converse with your customers and potential customers will change how business-to-business products and services are marketed and sold. If your company can't measure (and yes, manipulate) the networks, you are going to be left with overstocked warehouses and sales moving to your competitors. You need to have the social measurement tools and algorithms in place to make sure your company brand is being built within the groupthink universe.

5. The primacy of service. Remember service? Remember great customer service that made you want to tell your friends what a great company you found? After years of company service being pushed to the background, cheapened and handed over to the lowest-cost bidder, companies are now just realizing what they gave away. Zappos.com built a huge business around company service. Apple has made company service the centerpiece of its retail store experience. Customer service as a strategic differentiator is coming roaring back in 2011�and none too soon if you ask me.

What technology trends do you think will influence 2011? Feel free to discuss in our comments section below.