As the market for real-time communication and collaboration services emerged more than a decade ago, there was a heavy focus placed on the technology that powered each platform. Everyone was always talking about what this vendor was doing or what that vendor was up to.
But that’s all changing, according to David Mario Smith, research director at Aragorn Research.
The shift, Smith says, is one towards end users asking themselves what precisely collaboration can do for them. For example, how can the salesperson increase his or her efficiency with collaboration? Or how can the marketing staffer use collaboration to streamline his or her day-to-day?
Instead of simply being wowed by the latest technologies, Smith says, folks are starting to think about the actual business outcomes that collaboration technologies can achieve.
“We’re seeing business needs and business requirements drive technology adoption more than just technology and geeking out over the new hottest thing,” Smith explains in a recent video. Today, collaboration is “all about supporting the business and arriving at key specific business outcomes.”
In that vein, a lot of purchasing power is being transferred over to lines of business managers and away from IT, Smith says. Technology purchases are increasingly originating in the marketing, sales, design, product development, engineering, and HR departments, with IT coming in after the fact—or increasingly not at all.
This makes perfect sense. Technology is becoming easier than ever to use, and employees feel empowered to find the platforms that help them the most.
If you’re interested in hearing more of Smith’s thoughts on collaboration, you can watch the full video here.