That's the observation of Ray Want, CEO and principal analyst with Constellation Research, in an interview following his presentation at last week's IBM IMPACT conference.
Social networking is changing the face of business. "You have to start with listening. Then you can figure out, one, is your audience even in social media? If so, what parts of social media is important to them? An then from there you're starting to figure out patterns -- who's on your side, who's against you? The second part of listening that's really important is your competitive landscape. You might have a market that you've been ceding to competitors for years, or there might be a new market that's emerging that you haven't tried. So that feedback becomes really important."
"When people look at B2B B2C, actually, those terms are dead," he continues. "We're moving to what were calling P2P, people to people P2P, or peer-to-peer types of relationships."
Wang also talked about the growing convergence between consumer technology and enterprise technology. He says there are "five big trends that are happening in the consumer tact to enterprise -- social, mobile, clouds, analytics and UC with video."
"When you look at analytics, its about being smarter. The analytics is the brain, social is how we connect, how we build relationships with each other. A lot isn't possible unless that software is enterprise class.There s a lot of consumer stuff out there, it's great, we bring it to work. But it's not safe, its safe, it's not secure, it's not simple, and it's not secure, it's not sustainable, it's not scalable."
Cloud computing is a phenomenon that's driving a lot of interest across enterprises, Wang also observes. "We've got two types of buyers that look at cloud," he says. "On one side, we've got IT. They're saying 'Omigosh, we've got all this infrastructure. How do we reduce the cost of computing? How do we do more with less?' The other side is the shadow IT departments. Business guys are saying: 'Alright IT, we've been waiting for years for this to happen. We're going to go out and make it happen. Some of those IT departments even have appdev people that go out and build applications that connect to the cloud."