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THE ENTERPRISE COLLABORATION TIPPING POINT

4 minute read
By Oscar Berg

December 11, 2013

Social Business

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2014 will be the year when true enterprise collaboration takes off in large and
midsize corporations. To make it happen, companies will need to adopt a new
approach when implementing technologies for information workers, focusing on
simplifying the digital work environment for their employees and other
contributors, and creating virtual proximity.




ENTERPRISE COLLABORATION IS NO LONGER AN OPTION

Facing increasing competition on the global arena, corporations operating in
more traditional industries are being forced to launch enterprise-wide change
initiatives. These initiatives fall in different areas in order to deal with the
negative consequences of organizational silos such as sub-optimization,
inefficiencies and inability to adapt to new market conditions. Doing so,
corporations soon understand that enterprise collaboration powered by social,
mobile and cloud technologies will be a key enabler to succeed with any such
initiative.

The next insight is often that their current intranets and collaboration
solutions are insufficient for their demands, and that changing attitudes and
behaviors among information workers to allow collaboration to happen naturally
across the enterprise is a completely different ball game than simply
implementing new collaboration technologies.


THE CONCEPT OF THE DIGITAL WORKPLACE GAINS TRACTION

According to my own observations, there is a rapidly growing interest in
concepts such as social collaboration and the Digital Workplace. The
technology-centric approach that has been used so far when introducing
collaboration and communication tools in organizations has increased complexity
for individuals, making them less prone to change their ways of working simply
because they lack the time, energy and support to do so.

Something obviously needs to be done to make people adopt the new tools and new
ways of working that promise to make collaboration across locations and
organizations a natural thing to do. Executives and decision makers will need to
start asking questions such as "How do we simplify the everyday work for our
co-workers?" and "How do we make it easier for them to communicate and
collaborate virtually, creating virtual proximity?"



The answer isn’t to implement SharePoint or to consolidate multiple intranets
into one single intranet. The answer is to remove all obstacles to communicating
and collaborating across an enterprise -- be it physical distance,
organizational silos, lack of standard ways of working or a fragmented digital
workplace. 


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VIRTUAL COLLABORATION WILL SOON BECOME THE NORM

Only when virtual collaboration has become the norm, the default way of working,
will it be possible to talk about TRUE enterprise collaboration. You know that
virtual collaboration is still an exception when people schedule virtual
meetings only when they can't meet face-to-face, or when they have most of their
informal conversations with people in their close proximity, and not on an
online social networking platform.

It is hard to find large corporations that don’t want to become more agile,
innovative, productive and responsive to changes in their business environment,
such as changing customer preferences and behaviors. It is also a well-known
fact that small companies are more innovative, more agile and more responsive to
customer needs, and, most important of all, that collaboration happens naturally
in small companies (as this research from 2009 by Intuit shows).

Is it possible for a large and distributed corporation to use digital technology
to bring the workforce together so that it can operate more like a small
company? Perhaps not entirely, but it sure can become more like a small company
if it helps to create virtual proximity. Then, eventually, virtual collaboration
will become the norm.

I believe that we are closer to the tipping point than we might think. We have
been in the transition from the old physical working paradigm to the new virtual
working paradigm for over a decade, and for many organizations the tipping point
will happen during 2014.

Title image courtesy of Wassana Mathipikhai (Shutterstock)



Editor's Note: This isn't the first time that Oscar wrote about the digital
workplace and we hope it won't be the last. Read more from him in The 6 Pillars
of Social Business


ABOUT THE AUTHOR

Oscar Berg is an accomplished author, speaker and strategist who has dedicated
his career to helping organizations navigate the complex world of digital
transformation. With a background in computer science and business, Berg brings
a unique perspective to the field of digital strategy, blending technical
expertise with business acumen to help organizations thrive in the digital age.
He has over 25 years of experience consulting organizations including IKEA, H&M
and Volvo with their digital strategies. Connect with Oscar Berg:


TAGS

oscar berg2014enterprise 2.0enterprise collaborationsocial businesssocial
collaborationdigital workplace



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