2007<\/a>. <\/strong>And while “social” has provided an obvious catalyst for helping some analysts and\u00a0industry\u00a0influencers\u00a0share their insights and develop their networks with\u00a0incredible\u00a0speed and hapless abandon, we are now seeing the beginnings of social business playing a truly disruptive role in influencing the way global organizations are evolving.<\/p>\nToday, managers, employees, provider staff and even consultants can have access to data, insight, infinite networking \u00a0and crowdsourcing\u00a0opportunities that simply didn’t exist even a couple of years’ ago. \u00a0Global business practices are starting to become disrupted in ways that are frightening many firms into retrenching, while others are\u00a0realizing\u00a0they have little choice but to\u00a0embrace\u00a0the change, otherwise get left behind.<\/p>\n
People no longer have to pay thousands of dollars\u00a0every-time\u00a0they need help or information these days, especially when dealing with business and IT processes that no longer require some “secret sauce” to become common practice. \u00a0“Best-in-class” industry process workflows, which many organizations have historically paid hundreds of thousands of dollars to acquire in the past, can now be accessed and shared, within minutes, by visiting many of these social networks – and some are even facilitated by providers themselves.<\/p>\n
Buyers, providers, consultants, lawyers, analysts, investors… all of the industry stakeholders, need to wake up to what is happening in the world, as our skillsets, best practices, trade secrets and the like, are much more easily accessible at a global level. Remember how similarly disruptive delivery models blew up the media, entertainment and PR industries in recent years? \u00a0Well, the same is happening to all industries that thrive on collaboration and information<\/em> – and none more so than global sourcing.<\/p>\nTo this end, we are compelled at HfS to focus intensely on social business and its disruptive enablers, such as mobility and cloud, in order to stay ahead of the curve, with how our global operations industry is being impacted.<\/p>\n
So who better to onboard, than the services of a man I actually named “Doctor Disruptive” in 2007 (he’s probably forgotten I did that), who was lauding the future business impact of mediums such as Twitter, when a colleague of mine at AMR research. \u00a0The only difference was – in those days – most of the analyst industry thought Jonathan Yarmis was plain nuts. Well, they were right about the nuts, but not about the fact that he was onto something three years’ ahead of his time.<\/p>\n
Jonathan is a rare breed; someone who has an encyclopedic knowledge of technology, having been one of the original “Gartner Greats” in the 1990’s, before spending time as a lead executive in the hi-tech PR world for Hill and Knowlton, and finally returning to the analyst industry with AMR Research. \u00a0Yes, Doctor Disruptive has crafted a trade where he combines an intimate knowledge of technology, media and global business dynamics to bring to you a unique research practice dedicated entirely to covering the impact that social media and disruptive technologies are having on global business dynamics and operations. \u00a0Jonathan today resides in Stamford CT, a stone’s throw from his old Gartner stomping ground, where is the proud Dad of Sam, who is\u00a0going into her junior year at at Oxford University, England, and\u00a0Ben, who’s an aerospace and mechanical engineering major going into his senior year at George Washington.<\/p>\n
So after the longest-ever introduction to an new analyst hire, I hand you over to the notorious Jonathan Yarmis, who waxes lyrical on…<\/em><\/p>\nDisruptive Technologies:\u00a0 The Sourcerer\u2019s Apprentice<\/strong><\/span><\/p>\nToday\u2019s outsourcing leaders broadly proclaim that the broad deployment of a new generation of disruptive technologies (social, mobile and cloud) offer new vistas and new opportunities for their businesses to add customer value. Their bold assertions of opportunity ignore the fact that these new platforms actually represent a significant challenge to their businesses.\u00a0 The water is rising and it will take a wizard\u2019s deft hand for them to survive the floodwaters that have been unleashed upon their castles.<\/p>\n
Disruptive technologies have been a hallmark of the technology landscape since the advent of the minicomputer and, more profoundly, the personal computer.\u00a0 (I began my career in technology back in the early PC days of 1979, before IBM entered the market.) However, successive generations of these disruptive technologies have all been constrained by the fact that they lacked enterprise scale and scope.\u00a0 This has been irreversibly changed; users now rule the roost<\/em>. Gartner calls this the \u201cconsumerization of IT.\u201d\u00a0 What they\u2019ve overlooked, however, is that this is inexorably leading to the consumerization of business and the \u201cIT-ization\u201d of consumers.\u00a0 Our users and customers now have access to infinitely scalable platforms with global reach.\u00a0 Facebook supports 900 million users.\u00a0 Can your enterprise solution deal with that?\u00a0 Amazon has deployed over 500,000 servers and is adding over 100,000 virtual machines to their cloud every day<\/em>. You think that\u2019s a big number?\u00a0 Google handles 34,000 searches every second.<\/em> That equates to 3 billion per day.\u00a0 Three billion.\u00a0 Has your enterprise system handled that many transactions in totality?\u00a0 Ever? The \u201cconsumer\u201d platforms like Amazon, Google and Facebook have been forced to define their own operating platforms building on top of cheap, scalable consumer hardware to deal with their own unique requirements.\u00a0 They haven\u2019t outsourced their platform development and deployment.\u00a0 They\u2019ve had to develop it themselves and, having done so, they make it available\u2026perhaps most amazingly, often for free.<\/p>\nYou\u2019re probably thinking \u201cyeah, but what does this have to do with me and my business?\u201d At the risk of gross generalization, today\u2019s generation of outsourcers have been able to flourish because business processes are:<\/p>\n
\nFormally defined<\/li>\n Top down<\/li>\n Replicable across companies (enabling economies of scale for the outsourcer)<\/li>\n Predominantly intra-enterprise<\/li>\n Enterprise-centric.<\/li>\n<\/ul>\nBy contrast, these disruptive technologies are creating shadow processes which mimic, supplement and eventually will supplant at least some formal processes.\u00a0 Some of the hallmarks of these new processes include that they are:<\/p>\n
\nUser defined\n\nOften running on user-provided hardware (BYOD)<\/li>\n Ad hoc<\/li>\n Unique to a company\n\nAnd maybe even then, not replicable<\/li>\n Transcend enterprise boundaries\n\nIn fact, they\u2019re often unaware of enterprise-boundaries<\/li>\n User- and customer-centric.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<\/li>\n<\/ul>\nIt is not hyperbole to suggest that BYOD (\u201cbring your own device\u201d) will soon be complemented by BYOP (\u201cbring your own platform\u201d).\u00a0 Think about that one for a moment.\u00a0 We\u2019ve seen the chaos wrought by BYOD.\u00a0 We have to develop for platforms we didn\u2019t even know were deployed in the enterprise.\u00a0 We have security risks enough to scare even the non-paranoid.\u00a0 (I can see the hand-wringing from my new colleague Jim Slaby.) And we\u2019re so powerless to stop it that we\u2019ve given it a term (BYOD) and embraced it as a strategy.<\/p>\n
BYOP won\u2019t be so clean.\u00a0 How have enterprises tried to deal with this?\u00a0 Phase 1 has been to try and subsume the user revolution.\u00a0 So, CRM is slowly giving way to \u201csocial CRM.\u201d\u00a0 This is a laudable objective on its surface.\u00a0 And ultimately it\u2019s going to fail the same way that CRM has failed, only bigger.\u00a0 Why?\u00a0 Because it\u2019s built on a fundamentally flawed premise<\/em>.\u00a0 The holy grail of the 360 degree customer view is unachievable.\u00a0 Heck, we can\u2019t even get a complete view of our own transactions with a customer, let alone a 360 degree view.\u00a0 More data \u2013 big data is the new holy grail \u2013 hasn\u2019t gotten us closer to that goal.\u00a0 I might even argue that big data is a big step\u2026backwards.\u00a0 That\u2019s a discussion for another day but a hint:\u00a0 we\u2019ve spent decades trying to move from data to information to knowledge to wisdom.\u00a0 Now we\u2019re thinking more<\/em> data is the answer?\u00a0 If we don\u2019t focus on transforming big data into big insights or big actions, we\u2019ll just drown in that rising tide of data.<\/p>\nAnyhow, back to the question at hand.\u00a0 What will the rise of social and mobile and cloud platforms mean for existing categories of enterprise software? In the case of CRM, beyond social CRM \u2013 including social interactions in our customer information \u2013 will inexorably lead to VRM.\u00a0 Vendor Relationship Management.\u00a0 A whole new category where the user is in control and we realize the only<\/em> way we get a 360 degree customer view is to earn the customer\u2019s trust and ask<\/em> them for permission to see relevant parts of that view.<\/p>\nAs is so often the case with new technologies, we go through two phases.\u00a0 In the first phase, we apply it to existing processes, hoping to make them more efficient or effective.\u00a0 In phase two, where things get interesting, we instead ask \u201cwhat can we do now that we couldn\u2019t do before?\u201d\u00a0 When it comes to social, mobile and cloud, we\u2019re still largely in phase 1.\u00a0 You may not have noticed but we\u2019re actually going on five years in to this revolution, which is usually when we start moving on to phase 2.\u00a0 It is upon us.\u00a0 This revolution is going to transform our business processes in profound and still poorly and mis-understood ways.<\/p>\n
That\u2019s why I\u2019m here.\u00a0\u00a0 To help you understand and prepare for this brave new world.\u00a0 We\u2019ll help you get those floodwaters to recede.\u00a0 My research agenda will focus on how social business will change the way we work, the way it impacts various categories of software, industries and job functions.\u00a0 I\u2019ve already had some fun conversations with Tony Filippone when I\u2019ve made the assertion that social business changes \u201ceverything.\u201d\u00a0 With his eminently practical practitioner\u2019s eye, he\u2019s come up with some use cases where the impact will be minor at first, and slow to evolve\u2026and we\u2019ll acknowledge those.\u00a0 I\u2019m not here to be a cheerleader for social business.\u00a0 But nor will I let you ignore the profound changes coming down the road.\u00a0 I\u2019m looking forward to challenging your thinking, and having you challenge mine.<\/p>\n
Cue Leopold Stokowski.<\/p>\n","protected":false},"excerpt":{"rendered":"
Jonathan Yarmis (aka "Dr Disruptive") is Vice President, Social Business Research at HfS (Click for Bio) Social media and collaboration…<\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[48,51,63,81,88,91,93,830],"tags":[272],"organization":[],"ppma_author":[19],"class_list":["post-1350","post","type-post","status-publish","format-standard","hentry","category-business-process-outsourcing-bpo","category-cloud-computing","category-global-business-services","category-it-outsourcing-it-services","category-outsourcing-heros","category-saas","category-social-networking","category-sourcing-change","tag-disruptive-technology"],"yoast_head":"\n
Doctor Disruptive joins HfS to lead Social Business research - Horses for Sources | No Boundaries<\/title>\n \n \n \n \n \n \n \n \n \n \n \n \n \n \n\t \n\t \n\t \n