Microblogging Will Marginalize Corporate Email
March 13, 2009 64 Comments
In case you missed it last week, Google CEO Eric Schmidt had this to say about the microblogging service Twitter:
Speaking as a computer scientist, I view all of these as sort of poor man’s email systems. In other words, they have aspects of an email system, but they don’t have a full offering. To me, the question about companies like Twitter is: Do they fundamentally evolve as sort of a note phenomenon, or do they fundamentally evolve to have storage, revocation, identity, and all the other aspects that traditional email systems have? Or do email systems themselves broaden what they do to take on some of that characteristic?
At first blush, this seemed like an example of Google not ‘getting it’ when it comes to Twitter (see the comments to the linked blog post above). But I think he’s actually on to something. It is a new way of posting notes about what you’re doing, but it also has a lot of communications usage via @replies and direct messages (DMs).
Reflecting both on Schmidt’s statement, and my own use of Yammer at my company, I’m seeing that microblogging is slowly replacing a lot of my email activity.
As more companies take up microblogging with services like Yammer, Socialcast, Present.ly and SocialText Signals, employee communications amongst employees will both increase and divert away from email. Something like this:
Socialcast’s Tim Young said this about email:
Email is dead. If your company is relying on email for communication and collaboration, your company is walking dead in this new economy.
Being the CEO of Socialcast, that’s not a surprising statement. But I think he’s more right than wrong.
The shift I describe applies regardless of the microblogging application used. Since I’m actually familiar with Yammer as a user, I’ll talk about its features in the context of this shift.
Yammer Follows the Innovator’s Dilemma Path
A useful context for thinking about Yammer versus corporate email is Clayton Christensen’s Innovator’s Dilemma. Generally, the premise is that incumbent companies need to grow and increase the functionality of their products. This increases the products’ complexity and cost, but also increases margins. But as the incumbents are doing this, it opens an opportunity at the lower end of functionality for new companies to come in and attack the incumbents’ base. From Wikipedia, here’s a graphic that demonstrates the concept:
A useful way to think about the Innovator’s Dilemma in the enterprise software space comes from this blog post, Enterprise Software Innovator’s Dilemma. Existing vendors expand the functionality of their products, heavily relying on the requests of large customers. Over time, this has the effect of creating a robust, highly functional and more expensive offering. This trend is what opens the door for new vendors to come in.
Let’s consider Yammer in this context. Simple microblogging runs along the “low quality use” in some ways. At least in terms of the feature set. But it certainly takes “use case share” away from email.
If all you could do was make public notes, that’s the end of the story. Microblogging does not replace email. But these guys are advancing their product, and are rising up the performance axis.
Here is what Yammer now offers:
- Behind the firewall installation
- Public notes
- Private groups
- File attachments
- Favorites (a form of bookmarking)
- Conversation threading
- Unlimited character length (i.e. not limited to 140 characters)
Look at that list. When you think about your own internal email usage, what ‘s missing? Folders or the Gmail equivalent of tags seem to be something for the down the road. I’m not an IT manager, so I’m sure there are some heavy duty infrastructure aspects of Microsoft Exchange/Outlook and Lotus Notes that are not there. Thus, Yammer still has the insurgent, disruptor profile relative to corporate email.
But don’t underestimate that. There’s what IT knows is needed behind the scenes. and then there’s what the users actually do when given the different applications.
Expanding Communications, Marginalizing Email
Microblogging’s premise is that public proclamations of what you’re doing and information that you find are a new activity for people, and they have value. Information is shared much more easily and in-the-flow of what we’re all doing anyway. In an office setting, I continue to find the way Dave Winer describes it quite useful: narrating your work.
This use case is what promises to dramatically increase communications among employees. As we’re seeing with Twitter’s explosive growth, it takes time for people to grok why they should microblog. But once they “get it”, it takes off.
So services like Yammer have your attention as you post updates and read what others post. In reaction to what someone posts, you hit the Reply button. You’re having a conversation that others can see, and join in if they want. You decide to have separate conversation with someone in this context. Do you open up your email? Or just click “Private Message” to someone? I’m willing to bet you’ll do the latter.
Which starts the marginalization of corporate email. Why? Because a lot of what’s going to generate interactions is occurring right on that microblogging app you’re looking at. It’s the most natural thing to act in-the-flow and use that application in lieu of email. Well-designed microblogging applications are also quite seductive in terms of ease-of-use.
As I’ve written before, email’s role changes in this scenario. The logical end use cases are:
- External communications
This isn’t something that’s imminent. Email is quite entrenched in daily workflow, older generations aren’t likely to stop using it and internal microblogging is still nascent.
But no one said the Innovator’s Dilemma plays out over the course of a couple years. It will take time. But watch the trends.
I’m @bhc3 on Twitter.