Wednesday, 25 September 2019 11:22

Social software, workplace collaboration market revenue to double in size by 2023

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Social software, workplace collaboration market revenue to double in size by 2023 Image adamr, FreeDigitalPhotos.net

The worldwide market for social software and collaboration in the workplace is expected to grow revenue from an estimated US$2.7 billion in 2018 to US$4.8 billion by 2023, nearly doubling in size, according to a new analyst report.

“The collaboration market is the most fragmented and contextually focused it has ever been, making the barrier to entry extremely low,” said Craig Roth, research vice president at analyst firm Gartner.

“By 2023, we expect nearly 60% of enterprise application software providers will have included some form of social software and collaboration functionalities in their software product portfolios.”

And according to Roth the collaboration market has fragmented into many submarkets – for instance, employee communications applications or meeting solutions – that often do not compete.

“The market is not yet a winner-takes-all space, creating opportunities for innovation that will expand the size of each submarket,” Roth said.

“The future of social software and collaboration will leverage new capabilities like social analytics, virtual personal assistants (VPAs) and smart machines.”

Gartner says the use of collaboration software in the modern workplace is connected to growing amounts of routine work - increasing penetration in the existing user base and growth from emerging regions, such as China, in the number of potential users and buyers.

By 2023, Gartner forecasts that the number of “knowledge workers” in the world will increase to 1.14 billion, with more than four-fifths of that growth coming from the “emerging world”.

Enterprises are moving toward a portfolio approach for the broader world of collaborative technologies, according to Roth, who says that “while decision makers still want a foundational platform, there is acceptance that no single vendor can address it all.”

“At the same time, collaboration services are becoming infrastructure services, which is good, but it also means more silos since everyone wants to be their own destination,” Roth added.

Gartner says the collaboration market has always been very tool-driven and is continuing down that path – with Slack the vendor most often associated with the workstream collaboration market.

However, Gartner also notes that Microsoft and Google have entered the market and bundled their workstream collaboration offerings in cloud office suites that are deployed by vast numbers of global organisations to address general productivity needs.

And Gartner says non-cloud office vendors will need to focus on more-specific business scenarios (such as sales, marketing, customer service, supply chain), decision-making roles, supporting use cases, deeper integration capabilities and third-party partnerships.

“This will enable them to build stronger value propositions for organisations that have deployed cloud office environments across the enterprise in order to address general productivity and collaboration needs,” Roth said.

On digital workplace implications, social media and real-time messaging are now key to enterprise collaboration, according to the recent Gartner Digital Worker Survey – with 50% of respondents reported using real-time mobile messaging tools daily, and 45% reported using social media networks daily.

“Digital workers turn to tools that are common in their personal lives to get work done,” Roth said.

“Real-time mobile messaging is quite common in support of enterprise endeavors, as are social media and file sharing tools.

“The use of such tools effectively blends workers’ personal experiences and their work experiences,” Roth concluded.

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Peter Dinham

Peter Dinham is a co-founder of iTWire and a 35-year veteran journalist and corporate communications consultant. He has worked as a journalist in all forms of media – newspapers/magazines, radio, television, press agency and now, online – including with the Canberra Times, The Examiner (Tasmania), the ABC and AAP-Reuters. As a freelance journalist he also had articles published in Australian and overseas magazines. He worked in the corporate communications/public relations sector, in-house with an airline, and as a senior executive in Australia of the world’s largest communications consultancy, Burson-Marsteller. He also ran his own communications consultancy and was a co-founder in Australia of the global photographic agency, the Image Bank (now Getty Images).

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