Blue Ocean Opportunity Branded

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I want to get the word out to entrepreneurs and innovative brands. The number of collaborative startups that support lending, borrowing, funding, trading, or gifting of products and services is on the rise. Brands are at risk of falling behind or missing the opportunity altogether. This is a significant business opportunity for entrepreneurs and venture capitalists to create a platform that will enable brands to take advantage of this movement. Market Demand We’re more than halfway through the interviews for our next report on the Collaborative Economy and what it means to corporations. I’ll be sharing In a keynote address at Leweb. One thing is for sure: This trend is unstoppable. Here are some early clues from our analysis of 200 startups: There’s been over $2 billion of funding issued.…
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Altimeter Research Social Business

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Social business buyers survey of global national corporations with over 1000 employees has yielded interesting results. One data set that we’ve carefully watched over the years, and perhaps I’m most known for, is how companies organize their internal structure for social business. Over a year ago, we conducted this same study, to glean where the market is; we’re back with additional benchmarking data, and you can read the full report of Social Business Evolution (embedded below) This most recent data resonates the trends that we’re hearing and seeing in many of our brand side clients. Here’s my take Decentralized gains no growth. Companies in this model are afflicted with unchecked proliferation and will have to eventually undergo considerable investments to clean up mis-managed or worse, un-managed efforts. This unscalable model…
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The Three Market Drivers

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Do you want to know why? We’re conducting research in a pragmatic method to find out why. Then we will publish what companies should do to respond. Below is a preview of the upcoming report. [Consumers don’t need to continually buy from companies as they are sharing, renting and lending goods & services among themselves] I’m knee deep . Therefore, in interviews for the upcoming report on this topic, the Collaborative Economy, which will answer how corporations can be part of this sharing movement and not be left behind. In my previous post, I made the case that this is the next phase of Social Business. I have probed 200 startups From the sharing movement and have compiled a list of brands that are already participating, like Barclays, Toyota, BMW,…
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Our Relationship has Changed

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You told me what to buy. I bought it and I bought it again. But now, that’s about to change. I don’t want to buy from you directly. I want to rent, subscribe to, and borrow your goods. If I end up buying your product, I want to use it with others to resell, rent to others, swap or lend. It’s not you, it’s me. Our world has changed, and along with it, my preferences. From a more socially responsible mindset, economic pressures are sufficient, and technology makes it for me to find other consumers who can supply the things I need, virtually on demand. Here’s how my behavior chains changing. I will use AirBnb to find Vacation spots, rather than stay at hotels. I will use Uber and Lyft…
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Social Business Buyers Invest in Scaling

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Brands Focused on Managing Social Proliferation For those that like to be where they money be, this data is for you. Altimeter’s research continues to survey buyers of disruptive technologies, and continues our coverage on social technologies. In our recent Q4 survey to enterprise buyers, focused on marketing business decision makers, which are global national corporations with over 1000 employees, we posed a series of questions in our survey battery. In particular, we wanted to find out where decision makers are bullish on investing and found the following trends on marketers with intent to increase spending. To manage proliferation in enterprise Marketers purchase social media management systems. Altimeter has been covering this software category since March 2010 (see all posts), and has published reports on how companies are managing social…
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Converged Media, Integrating your Paid

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They integrate advertising units along with content created by brands on their Facebook pages, and allow for consumers to share their opinions right in the comments. Sometimes, ads look like social content, and it’s hard to distinguish the difference. At Altimeter, we see this convergence only increasing, and these Venn diagrams will continue to have overlapping circles of paid, owned, and earned. To meet this converging media types, Altimeter kicked off a research project with Rebecca Lieb (a fantastic speaker in her own right), Jessica Groopman (expert researcher), and yours truly. We found that companies Must now integrate their marketing process, strategy, and tactics so each channel leverages each other. In fact, we’ve identified a few workflows that help marketers, and their agency partners do just that. If you’ve read…
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Google better organizes our world

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Last year’s over hyped skydiving was replaced by down to earth. By grounded product enhancements. We’re live from the Google IO conference in SF with 6,000 developers, press, and media in San Francisco’s Moscone event center. We noticed a lot of Glass Explorer units (which surprisingly was barely mentioned in the keynote) we’ve purchased two to test. And will write up a detailed post on them after we’ve done a thorough test. Today’s Google’s announcements. In conclusion, were a wreck; a series of products flipping in front of you. Rather than a well laid out showroom. To make sense of this patchwork Set of announcements from a fragmented company. We’ve identified some top level trends: Key Trends at Google I/O: Products enhanced and . However, interconnected –no major new products…
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The Maker Movement Disrupts Brands

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Unlike any other year, the crowds were overflowing, suggesting this movement was growing faster than the cottage industry before. To put this into context, the maker movement is yet (another) disruption to brands, here’s the lineage: [Disruptions Summarized: 1) The Internet democratized knowledge, 2) Social Media empowered crowd, 3) Collaborative Economy endows crowd to buy once, share many, 4) the Maker Movement aims at buying from brands no more. I must honestly confess, I struggle to keep abreast of all the new technologies. However, Disrupts Brands and I suspect corporations are experiencing the same. It’s my full time job I attend these events on weekends, and we’ve a company dedicated to tracking and helping companies navigate, and I see the disruptions accelerating. Here’s what the maker movement means to corporations…
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Dear Brands I’m Unnerved Too

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Last week I wrote a heartfelt letter to you that our relationship has changed. I shared that I don’t want to breakup, but I want to have an open relationship. I don’t want to buy products. I want to rent, borrow, share, or swap products. The world has changed, and with it, our relationship. Brands are being disrupted by sharing. I know that it’s discomforting to hear that customers are now buying your products once, and then sharing many times with each other, because it means that your revenues will diminish. This movement, called the Collaborative Economy (see all my posts on this topic). On the rise So I decided to go through the experiment, so I could feel what you’re going through. I put my own family assets at…
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Business Radically Expanding

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Your social business headcount is likely to decrease 10-20% before it radically expands. Altimeter found through two independent surveys to enterprise class. Companies with over 1000 employees survey respondents in different years that they both have a drop off in headcount at year 2-4. We’ve survey corporations both in 2010. As well as in Q4 2012 to find out how social business programs are structured. Much of the research was recently published in the report. The Evolution of Social Business. So why this change? After experimentation, unchecked programs get sanitized. A central body takes control Many companies I’ve seen inside of have often. Experimental programs occurring for the first 1-3 years. Labeled skunkworks,. Rogue, or sandbox programs, this “wild west” grows out of control. Sometimes causing stress or resulting in…
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Startups and Social Networks Intertwined

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Economy, you can read all my posts on how this impacts corporations. One of my thesis that I sought to test is the following: “Sharing startups in the collaborative economy are using social technologies”. To find out, we conducted research by analyzing 30 of the features on well known collaborative economy startups to find out the differences and similarities. What did we find? These sharing websites are utilizing a great deal of social technologies, but instead of sharing ideas, they’re sharing products and services. In fact, nearly 3/4 had social profiles and over half already had Facebook Connect. We should expect Those rates to only increase as it spurs adoption. Like online social business communities hosted by Jive, Lithium, Bazaarvoice, Adobe, Mzinga, Telligent, GetSatisfaction or Uservoice, nearly 3/4 had reputation…
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Economy AirBnb Loved over Traditional

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Ever wonder how well companies are performing. Esp if you don’t have access to their financials? One big clue is the organic social media chatter being discussed about them. Which we refer to as a component called mindshare. The above graphic (upper right is best) shows how AirBnb has far more chatter about its brand over traditional travel websites. With mostly adoring comments pushing it to the upper right. Data supplied by NetBase (an Altimeter client). Who crunches unstructured social content into insight and analytics. AirBnb unique experience of other people’s homes poses. Threat to traditional hotels The below selected quotes, also provided by NetBase shows. The preference for both the unique website experience, as well as the unique listings beyond traditional hotels. Select tweets below that helped to derive…
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