"Social networking is the new must-have communication application and is being used for both marketing and operational efficiency," said Rachel Happe, research manager for the Digital Business Economy at IDC. "Social networking applications drive engagements, information exposure, and conversions as well as reducing marketing and operational costs."
There are three social networking segments emerging, IDC's research indicates. These include: self-service applications used by groups and marketing campaign teams; brand applications that focus on persistent customer engagement; and enterprise applications that provide more effective ways of working with customers, partners, and other external parties.
IDC believes the social networking application market will grow rapidly over the next three years and then level off as the majority of large companies likely to deploy social networking eventually do so.
Other key findings from IDC's study include the following:
- The social networking applications market will grow quickly over the next three years and continue to grow, but at a slower pace, after 2011.
- Social networking application vendors will continue to emerge over the next two years, particularly those focused on vertical applications.
- As the market develops, social networking functionality will be built into core communication platforms like email and instant messaging (IM) applications and the market, particularly the enterprise segment, will consolidate.
More than ever, there is a demand for IT to deliver innovation. Your IBM i has been an essential part of your business operations for years. However, your organization may struggle to maintain the current system and implement new projects. The thousands of customers we've worked with and surveyed state that expectations regarding the digital footprint and vision of the company are not aligned with the current IT environment.
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