More on Microblogging: Evolution of the Enterprise Market

Following my post last week on the need for additional filters in enterprise microblogging tools and activity streams, I participated in an interesting Twitter conversation on the subject of microblogging and complexity. The spontaneous conversation began when Greg Lowe, a well-respected Enterprise 2.0 evangelist at Alcatel-Lucent, asked:

“Can stand alone micro-blogging solutions survive when platform plays introduce the feature?”

I immediately replied:

“Yes, if they innovate faster”

Greg shot back:

“is microblogging autonomy about innovation, or simple elegance? More features usually leads to lower usability?”

And, later, he asked a complementary question:

“is there a risk of Microblogging becoming “too complicated”?”

Is Greg on to something here? Do more features usually lead to lower usability? Will functional innovation be the downfall of stand-alone microblogging solutions, or will it help them stay ahead of platform vendors as they incorporate microblogging into their offerings?

One of the commonly heard complaints about software in general, and enterprise software in particular, is that it is too complicated. There are too many features and functions, and how to make use of them is not intuitive. On the other hand, usability is a hallmark of Web 2.0 software, and, if we make it too complex, it is likely that some people will abandon it in favor of simpler tools, whatever those may be.

But that dichotomy does not tell the entire story. Based on anecdotal evidence (there is no published quantitative research available), early adopters of Web 2.0 software in the enterprise appear to value simplicity in software they use. However, as a colleague, Thomas Vander Wal, pointed out to me yesterday, that may not be true for later, mainstream adopters. Ease-of-use may be desirable in microblogging (or any other) software, but having adequate features to enable effective, efficient usage is also necessary to achieve significant adoption. Later adopters need to see that a tool can help them in a significant way before they will begin to use it; marginal utility does not sway them, even if the tool is highly usable.

Simple may not be sustainable. As I wrote last week in this post, as enterprise use of microblogging and activity streams has increased and matured, so has the need for filters. Individuals, workgroups, and communities want to direct micro-messages to specific recipients, and they need to filter their activity streams to increase their ability to make sense out of the raging river of incoming information. Those needs will only increase as more workers microblog and more information sources are integrated into activity streams.

In the public microblogging sphere, Twitter provides a solid example of the need to add functionality to a simple service as adoption grows in terms of registered users and use cases. As more individuals used Twitter, in ways that were never envisioned by its creators, the service responded by adding functionality such as search, re-tweeting, and lists. Each of these features added some degree of complexity to the service, but also improved its usability and value.

In the evolution of any software, there is a trade-off between simplicity and functionality that must be carefully managed. How does one do that? One way is to continuously solicit and accept user feedback. That allows the software provider and organizations deploying it to sense when they are nearing the point where functionality begins to overwhelm ease of use in a harmful manner. Another technique is to roll out new features in small doses at reasonable intervals. Some even advocate slipping new features in unannounced and letting users discover them for themselves. Hosted deployment of software (whether on-premise or off-site) makes this easier to do, since new features are automatically switched on for people using the software.

So back to the original question; can stand-alone microblogging solutions fend off the collaboration suite and platform vendors as they incorporate microblogging and activity streams in their offerings? My definitive answer is “yes”, because there is still room for functionality to be added to microblogging before it becomes over-complicated.

Based on the historical evolution of other software types and categories, it is likely that the smaller vendors, who are  intensely focused on microblogging, will be the innovators, rather than the platform players. As long as vendors of stand-alone microblogging offerings continue to innovate quickly without confusing their customers, they will thrive. That said, a platform vendor could drive microblogging feature innovation if they so desired; think about what IBM has done with its Sametime instant messaging platform. However, I see no evidence of that happening in the microblogging sphere at this time.

The most plausible scenario is that at some point, small, focused vendors driving microblogging innovation (e.g. Socialcast, Yammer) will be acquired by larger vendors, who will integrate the acquired features into their collaboration suite or platform. My sense is that we are still 2-3 years away from that happening, because there is still room for value-producing innovation in microblogging.

What do you think?

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13 responses to “More on Microblogging: Evolution of the Enterprise Market

  1. I suspect that we will be able to see the evolution to this as platform plays begin to introduce this capability. My biggest challenge is what happens to mobile and use during non-corporate hours since many times this will mean that micro-blogging gets pulled in behind the firewall.

  2. Microblogging inside needs integration and understanding the ecosystem and information/idea flows that are natural. Socialcast and Brainpark comes closest with its ability to sit inside the firewall. I haven’t really seen any solid fully integrated microblogging solutions that are really anything more than silos of content.

    Microblogging is just capturing snippets of ideas, questions, answers, insights, as well as the usual social human connections that it is well known for. But, these snippets really need to be tied into enterprise search, have the ability to be tethered to related items (wikis, blogs, document, discussion forums, etc.), and have the ability to take really good ideas that surface in the microblogging tools and quickly turn them into more valuable and permanent and truly collaborative efforts. Brainpark is one of the services that does a fairly good job of moving beyond just microblogging and turning that into more substantial interactions.

    As microblogging gains adoption and engagement, parsing items of value and filtering become needed, so that the flow of information is more valuable to those paying attention to it.

  3. Most interesting and thought provoking. I am especially intgrigued with your thought that simlicity may not be sustainable in micro-blogging. I would add to your thought however, that simplicity is valuable in its own right. The delivery of simple tools that are the most effective will win the day. Effort is required to achieve both effectiveness and simplicity (just as in electronics gadgets, where effectiveness and smaller size wins the buyer. Thanks for the opportunity to comment…

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  5. Nice post Larry, but I think there is a different angle that is key to the success (or failure) of microblogging within enterprises. While you focused above on features (or lack of), in my opinion the key is in solving business use cases. Regardless of the number of bells and whistles, if people don’t have a reason to use a tool, they won’t. Also, people don’t want “yet another tool”, they want microblogging integrated into the flow of their work.

    Good timing on your post, as I’m currently writing a series on microblogging:

    1. Sharing Status Updates Reduces Duplication Of Work – http://bit.ly/aazWPu
    2. Using Enterprise Microblogging for Q&A – http://bit.ly/bf58G6
    3. (coming soon) Sharing Is Caring, which will be about sharing links and news with your colleagues

    History is littered with cool products with great features, but success comes from products that people actually use.

  6. Pingback: How To Balance Simplicity and Functionality in Designing Enterprise 2.0 Software? « Gauravonomics Blog

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  8. Greg: That is a challenge, and one that is not unique to microblogging. The firewall between our personal and work lives seems to be crumbling at an ever-increasing pace. Perhaps the most useful filter built into technologies will be one that allows us to use them for both business and personal purposes without overlapping of information and transactions?

  9. Thomas: Thanks for your comment, which made me think about the relationship between microblogging and innovation (idea) management. They really are similar in nature; both must move ideas and information from a state where they are merely surfaced, to one where they are actionable. It will be interesting to see what processes and mechanisms for doing so, if any, are borrowed from innovation management and supplanted into microblogging tools.

  10. Thanks! I agree that simplicity is both valuable and difficult to achieve in the first place, much less sustain. I do believe that microblogging’s simplicity makes it the “gateway drug” of Enterprise 2.0. Many will micro-message first, then try other tools in the E2.0 toolbox.

  11. Thanks Alan! This post focused on features because that was the question posed by Greg. I agree that use cases are paramount and will tell us what filters are needed and, thus, will most likely be used when deployed. I also agree that microblogging (and most, if not all, collaboration tools) should be integrated into individuals’ workflows; indeed, microblogging should be delivered as a service into whatever computing interfaces and systems in which they prefer to work.

  12. Pingback: How To Balance Simplicity and Functionality in Designing Enterprise 2.0 Software? | 2020 Social: Because Business is Social

  13. Pingback: More on Microblogging: Evolution of the Enterprise Market … « Social Computing Technology

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