1 State of the Enterprise Information Landscape Study A Huddle report on the fragmentation of the enterprise brain
2 State of the Enterprise Information Landscape A Huddle report on the fragmentation of the enterprise brain Introduction Imagine living in a home where nothing is where it should be. Important possessions like car keys, passports, and insurance policies are hidden away in corners of the house, difficult to reach drawers, and in places you d altogether forgotten about. Then imagine the volume of these items multiplying three-fold or ten-fold every year. And let s assume your front door is left unlocked, so none of the contents are secure. It s a recipe for disaster: items being lost or stolen, actions being overlooked, and a house in chaos. This is the state organizations find themselves in today. Critical business data is being stored in multiple, separate consumer cloud services and storage devices, as well as legacy systems and shared drives. The massive amounts of new data being created every day simply compound the problem. According to IDC s Digital Universe study, from 2005 to 2020 the digital universe will expand from 130 exabytes to 40,000 exabytes. Organizations that have turned a blind eye to employees using consumer file-sharing tools for enterprise content, and it will prove to be damaging and costly in terms of money, brand, and data losses. The cloud storage crisis is looming; an issue that Huddle refers to as the fracturing of the enterprise brain. The evolution of content collaboration Employees using personal cloud tools to transfer data across devices are fragmenting enterprise content, displacing it from corporate drives onto personal laptops, tablets, and smartphones. Easily available, consumerized platforms like Gmail, Dropbox, Google Drive, or Amazon Web Services, make it all too easy for staff to store that critical sales forecast or confidential strategy-planning document in the cloud.
3 Huddle s first State of the Enterprise Information Landscape study, carried out by Ipsos MORI, points to a significant uptake in demand for these consumer cloud tools. The research reveals that 38% of US office workers (and 43% of UK office workers) store work documents on personal cloud tools and services. Almost a fifth (16%) use Dropbox to store work documents, while Consider Nike s can-do attitude that says, if you have a body, then you are an athlete. And take Southwest s fun, energetic personality where else can you fly bags for free and hear flight attendants sing safety demonstrations? Google Drive and Apple icloud came in second and third place with 15% and 12% respectively. We could go on and on. But what does branding boil down to? Trust and consistency. Personal cloud storage in the workplace Branding has a bad name when it comes to ROI? Wrong. Really, how valuable is a brand? Many are gauged in the tens of billions of dollars. One well-known brand reached a value of $153 billion (USD) in This was US: 55% based on Millward Brown s BrandZ I don't use cloud tools or services for this study, which considers factors like publicly available financials, UK: 50% consumer research, and a Brand Contribution score that gauges the bond between the brand and its consumers. 2 US: 38% I use cloud tools or services to store work documents UK: 43% Each year, Millward Brown is commissioned by WPP to produce rankings of the Top 200 Most valuable Global Brands. They re pretty much considered the US: gold 7% standard when it comes to ranking I don't know how the world views companies and estimating brand value. UK: 7% Brand management is so important that Reputations Corporation, a Vancouver-based consultancy group, reports that 72 percent of consumers say reputation influences their buying decisions; 80 percent of employees will accept less pay to work with a company that has an excellent reputation, while another 89% say reputation is a tiebreaker between equal products. 3 Rule #1: earn trust Trust is the most 25 critical component in building and maintaining a strong, emotionally driven, and enduring brand. However, in a world that rewards sales and promotion-driven marketing tactics, many brand owners forget that building trust is the only thing holding the relationship together. 20 If you re rewarded for sales (and you probably are), yet you haven t yet built trust, then your company could be in trouble, because people like to buy but they don t like to be sold. They need to trust that 15 your company is the one that will genuinely solve their problems. Percent of respondents Customers see trusted brands as being competent, effective, and efficient when it comes to delivering on promises 10 every time. Trusted brands deliver consistently and contribute value even when it s not in the moneymaking interest of the brand owner. It s rumored that Nordstrom, known for its exceptional focus on the customer, once graciously accepted the return of and even issued a refunded 5 for a set of tires, even though the store has never sold a single tire. US UK Customers must see that they are one and the same with the brand and the organizational culture behind it. 0 Brands also need to truly empathize with customers and genuinely care about them. Sincere efforts to understand Dropbox customers Apple icloud feelings contribute Google Drive to high trust levels Microsoft in any relationship. SkyDrive Amazon Cloud Drive Honesty, Survey integrity, respondents and sincerity could choose are also more essential than one answer. attributes that contribute to and reinforce customer trust, which means that brands must be transparent. Accuracy of information shared with customers is essential, as is ensuring that it is sincerely and appropriately communicated.
4 The dangers of enterprise content fragmentation Organizations are on the brink of a significant crisis as staff increasingly rely on personal cloud tools and storage devices. The fundamental problem is a loss of control over enterprise data, as a staggering 91% of US and UK employees store, access, share, and work on enterprise documents via personal devices. According to the report, 64% of office workers in US organizations (and 60% of UK ones) use external hard drives to store work documents, and 46% of both US and UK firms use USB drives. Some 34% of US and 33% of UK organizations also admit to using USBs to share documentation with others. Rule #2: be consistent A great logo is, well, great. It s a branding starting 80 point, but it s no longer the lifeblood of any successful brand. Brand recognition outgrew the logo years ago. 70 Know yourself, and tell the world who 60 you are Whether it s your company website, your ranking in search engine optimization, or your presence on 50 Facebook and Twitter pages, your goal is to strive for consistency in image and reputation and in managing your brand across a multitude of interactions 40 --so the best strategy is simplicity. Personal devices in the workplace Percent of respondents Most audiences today are way too busy and sophisticated 30 to get distracted by flashy drawings. Great design is still great design, but branding is about finding, creating, and perpetuating a resonant win-win relationship with critical stakeholders The first step is to understand competitors. If you re strongly known for something and you re clear and consistent with that message, people who benefit 0 from your offering will come to you instead of your competitor. But there s no need to constantly look over your shoulder. Be prepared to Use external Use USB Use USB constantly develop, monitor, and push your brand message. drives for storing drives for storing drives for sharing work documents work documents work documents Stay simple. Alter your brand slowly, if at all, if you must react Survey to competitive respondents trends. could Overall, choose more be than one answer. consistent in every marketing venue you choose. As this data becomes fragmented across employees multiple devices and personal cloud Multiple services, products, organizations multiple are putting agencies their intellectual property customer information, prospect There lists, are financial several challenges transactions, to maintaining and more at brand consistency risk. There that only is continue no single, to grow. complete Most view of where companies today have a diversity of products, and this can make matters complex. It s likely that enterprise content is stored and who has interacted with it. There is no way of tracking it, you have different teams working on marketing materials for these product lines --they may be down keeping audit trails or retaining version controls, and this poses a significant challenge when it the hall or halfway around the globe. So you need to have a collaboration system that ensures they comes to gathering records for compliance or auditing purposes. are all using the latest assets, designs, copy, messaging, and packaging guidelines. Ultimately, your job is to be sure that the product designs, marketing assets, copy, colors, and other factors such as customer and product support policies are completely consistent and complementary. SEGA of America, for example, the interactive digital entertainment provider, wanted its US and UK teams to share project content like its flagship Sonic the Hedgehog series. The company was relying on shared network drives, FTP, and s. However, this led to a fragmentation of information across teams, and made it harder to keep track of content versions due to the lack Branding is all about presenting a consistent face to the world and following through with it. This requires a central place, preferably in the cloud, where no matter who is working on a campaign (from a functional standpoint) and which product they re marketing or supporting, they convey consistency of full audit and trails. maximize the value and integrity of every brand communication. They need access to all the latest assets, tasks, due dates, and discussions regardless of where they are or which device they re using. The security of content is another major drawback to the use of personal devices and cloud services. When an employee leaves the organization, the data is likely to leave with them. Indeed, intellectual property can walk out of the door with ex-employees without anyone even realizing it s gone. The enterprise data that IT departments are responsible for is now completely out of their control. US UK
5 Information overload: A problem set to get worse Organizations already face a major problem in the way content is created, managed, shared, and processed. Whether it is , documents, images or video, employees are increasingly overwhelmed by the amount of content they have to deal with. The State of the Enterprise Information Landscape research reveals that 53% of US employees (and 57% of UK ones) feel bombarded by all the information they are presented with. Getting a grip on the omni-channel marketing mix 40 US 35 UK 30 If you thought having a lively line-up of products was challenging, then welcome to omni-channel marketing the really big megillah. There s a real challenge facing marketers who are trying to reach every evolving consumer. Consumers interact with brands across multiple touchpoints, with varying priorities and triggers depending on the time, place, or device they re using. Percent of respondents Information overload And today, not only do websites have to be responsive to their designs to suit desktops, laptops, tablets, and mobiles, 25 but the content also needs to be tailored depending on the device or channel. Added to that, the nature and volume of content consumption has also evolved. 20 Ensuring brand consistency while understanding the need to adapt to different channels is a tricky and strategic balance. A tactic that works well across one channel may not work across all of them. 15 Marketers must use cohesive collaboration systems that have the combined intelligence to not bombard consumers with different messages on different channels, but to understand the multi-faceted human 10 side of the consumer. In fact, the old adage of know your customer has never been more important. And achieving it has never required more multifaceted collaboration 5 Multiple teams 0 and the need for one collaborative hub Marketers have always worried about brand consistency, familiarity, and trust. But now, this has to be supported across your PR team, Always trade feel shows, they phone directories, Frequently online feel they media like your Sometimes website, feel they blogs, social media, broadcast, are print, bombarded direct mail, displays, and are all bombarded the various agencies, consultants, are bombarded and designers putting their expertise with information into the mix whew! with information with information Survey respondents could choose more than one answer. You not only have to maximize the brand communications activities you currently use, but also think about them synergistically across all the players on your team. Let s say your CEO is going to be speaking at a conference: how are you going to use social media to publicize the event, get feedback, and maybe turn it into an newsletter or a video clip for online distribution? Is it worth a press release? Or a follow-up demand-generation campaign? Let s get to the facts: we can no longer show up at events, deliver our speeches, hand out a few business cards, and hope for the best. There is good reason for this: the main cause being that the boundaries to business are increasingly blurred. Cloud computing, tablets, smartphones, and other technology advances enable staff to work anywhere, on any device, at any time. Gartner, for example, predicts that by 2016, 40% of the workforce will be mobile and two-thirds of this workforce will own a Branding strategies have also expanded to include smartphone and tablet apps, mobile websites and ads, as well as ads on social networks like Twitter and Facebook. Just like branding, social smartphone. media is all about conversation and building effective relationships. Your job, as a marketer, is tougher than ever. You need an organized, categorized place accessible online, shared with your multiple collaborators, where you can track assets, keep all your dispersed teams in the loop, and safeguard your brand assets through government-level security. Huddle s study also reveals that half of US office workers want to be able to work from anywhere and 49% want to access all of their work documents. A fifth of US workers also want to use their personal smartphones, laptops, and tablets for work. Today s enterprise technology now needs to be able to support these requirements without putting company information at risk. You should also be able to easily share discussions, so it s easier to stay on top of what people are saying about you and your brand online. You need to respond, honestly and transparently to any feedback. Companies need to acknowledge and control issues and respond to the messaging in a matter of minutes instead of hours or days.
6 Employees technology demands Percent of respondents US UK 0 I want to access I want my work I want to be able I want my work Come together, all right of my work now technology to to work from technology to On the back-end, establish documents a in robust one collaboration prioritize my foundation that anywhere puts all your dispersed recommend agencies tasks in place workday sync and in tune. Make certain it s secure, so none of your marketing intellectual property is at risk. Ensure that it can handle Survey gigantic respondents design could and choose project more files. than And one make answer. sure it s easy to use so easy that your entire dispersed team can ramp up in one day without a lot of questions. Between product proliferation and omni-channel complexity, you need all the help you can get. The best part: it s there for the taking. Robust collaboration that keeps everyone informed is the best way to earn trust and consistency so your stakeholders and customers perceptions are in line with how your company genuinely deserves to be perceived. I want to use my own personal devices for work purposes Location, location, location: Do you know where your data is? As staff become mobile and work inside a growing ecosystem of employees, customers, partners, and contractors, data volumes soar and staff drown in data. Most of this data is siloed in legacy systems designed in a bygone era to keep information locked within the company s firewall and unwanted people out and within different organizations. No one knows where to find the content they need (or if it even exists), and knowledge can t be shared effectively. Searching for the right content also results in wasted money, time, and resources: where did the employee store the latest sales forecast? In their inbox? In the My Documents folder? In a project folder? In Dropbox? If they can t find it in seconds, it s likely they will simply a colleague for another copy. That happens hundreds of times every day, and it represents a significant drain on day-to-day productivity: sales teams chasing down reports when they should be selling. Many would argue that is a satisfactory way to collaborate on the move. After all, Huddle s research finds a staggering 65% of staff in US companies (70% in the UK) resort to sending attachments when they need to share documents with people outside of their company. However, the report also finds that 31% of US employees are frustrated by not being able to send large files via (42% in the UK), and 28% waste time searching for electronic documents (41% in the UK). It is therefore apparent that users are already struggling to swim against the tide of inbox overload and the size restrictions of individual files. can all too easily lead to the wrong versions of documents being shared. In short, is a communication tool and a far from effective collaboration tool.
7 50 Workers frustrations 40 US UK 30 Percent of respondents Keeping an up-to-date to-do list It takes more than one application to complete a simple task Figuring out who has information about a specific project Time wasted searching around for electronic documents Survey respondents could choose more than one answer. Trying to find my co-workers contact details Getting documents approved by others (co-workers, clients, partners, etc) Sending and receiving documents via Making sure you re using the most up-to-date version of any given document It takes more than one application to complete a simple task Sharing information and working on documents with people outside my company The Civil Aviation Authority (CAA), which is the UK s specialist aviation regulator, is one example of a company trying to reduce their reliance on . The CAA is developing the Future Airspace Strategy (FAS), which outlines how airspace will be used for the next 40 years. It requires input from many different organizations, including government departments, airports, and airlines. According to James Walker, Business Coordinator, Directorate of Airspace Policy at the CAA, Working on such an important document, it was essential that we could easily track any edits made and coordinate all the comments in one place. We wanted to cut down on the number of s sent with documents attached and instead store all the files in one central location. Consumer file sharing apps, such as Dropbox, are not appropriate for enterprise content collaboration either, primarily due to the fact they were originally designed for personal storage. Concerns about security flaws are continually highlighted in the press, and rather than supporting team collaboration around content, the majority of consumer file sharing tools simply shift files to storage in the cloud. To be genuinely useful, content needs to be produced with input and commentary between teams on desktops and mobile devices, and the end results need to be shared quickly with the people who need it most.
8 Storing data: The gender divide The State of the Enterprise Information Landscape study highlights that male members of staff are more likely than their female counterparts to stockpile company documents on their personal cloud services or devices. Some 43% of US male employees use personal cloud tools or services to store work documents versus 33% of women (49% versus 39% in UK organizations). Some 50% of men also keep enterprise documents on USB drives, in contrast to 42% of women (51% versus 42% in UK organizations). The pitfalls of legacy file management and content sharing software Can SharePoint ever be a practical solution for collaborating and sharing documents? Not if you examine the frustrations experienced by many users. User experience: The lack of an easy-to-use interface is one of the biggest hurdles when implementing SharePoint. If users don t enjoy using it, they will keep on using other less efficient means of collaboration, such as . Mobility: Anybody who has attempted to use SharePoint on their smartphone or tablet will appreciate that the touch experience is not optimal for retrieving information on the move. And there s no prizes for guessing where your users will turn to if the file management and content sharing solution is tricky and troublesome to use: . Cost of ownership: Organizations need to factor in the high total capital and operational cost of file management and content sharing software. According to an IDC report sponsored by Microsoft, for example, software licensing only accounts for 7% of the total cost of ownership for the SharePoint on-premise solution. The hardware, consultancy, and training accounts for a further 33%; but by far, the largest component is staffing at 60%. SharePoint is expensive. Collaboration across the firewall: Today s dynamic organizations need to work securely with contractors, vendors, partners, and customers across organizational boundaries to maintain competitiveness. On-premise deployments of SharePoint are designed to keep content locked inside an organization not allowing business users to share documents outside the company firewall. They have to rely instead on personal cloud tools or s, which come with their own set of dangers.
9 Solving the content collaboration conundrum When it comes to content collaboration, employees will take the path of least resistance adopting the fastest, easiest route to data sharing. Security, control, data leakage none of these factors are at the front of their minds. When the enterprise technology provided to them fails to support the way in which they work, they simply turn to the tools that help them get their jobs done faster and more efficiently. This has resulted in the exponential growth in personal cloud services, external hard drives, smartphones, and USBs being used in the workplace. Without a truly universal service, enabling all parties that need to work together on a daily basis to do so in a secure, central environment, the fracturing of the enterprise brain will only continue. The answer is to give users Dropbox-style simplicity tied to secure mobile and cloud access. This easy-to-use functionality then needs to be combined with a tool that replaces an enterprise shared drive and consolidates all content in one central place. This is ultimately about placing control of enterprise data shared within and across the firewall firmly back in the hands of IT, without compromising usability for employees. It is also about delivering the relevant content that a team is working on directly to their devices without having to search through masses of fragmented data stores and drives. This will give users what they want and ensures that content is stored, owned, worked on, and managed centrally. And not only does it avert a potential data disaster, it also dramatically increases the value and ability of the content that is created every day. Once it is stored centrally, users can begin to analyze the content and discover useful information and files that have been created by other people, avoiding duplication of effort. Rather than ing someone to ask them to share files they have stored somewhere on a personal file store, the system is sufficiently intelligent to recommend relevant content and push it to their device of choice. This is Huddle: next generation content collaboration in the cloud. Huddle represents so much more than simple enterprise file storage. It s about teams sharing and working on content securely from their device of choice, wherever they are. Designed for governments and enterprises, Huddle s patent-pending intelligent recommendation technology ensures relevant content is delivered directly to Huddle users, with no need to search. Teams can work more efficiently by huddling together within a secure cloud service accessed via web browsers, desktop, or mobile devices. It s a smarter way to work together.
10 How does Huddle overcome the obstacles to content collaboration highlighted in the State of the Enterprise Information Landscape study? Challenge Huddle solution Consumer cloud storage and personal devices threatens enterprises. This leads to the fragmentation of the enterprise brain and the threat of data loss deliberate or inadvertent. Huddle provides secure, group-based team collaboration. This ensures organizations have complete visibility into where content is stored, who is accessing it, and what has been done to it. Content overload results in data being stored in fragmented silos. Staff struggle to locate the content (does it even exist?). Effort is duplicated and time, resources, and money are wasted. Huddle intelligent recommendation engine pushes content to an employee s device of choice so they no longer waste time searching for information. Enterprise ecosystem consists of internal colleagues and teams, as well as people beyond the firewall. Traditional enterprise software like SharePoint is designed to keep company information inside the firewall and other people out. Huddle enables staff to securely share and work on content with people inside and outside of the organization. It takes content collaboration out of and works on top of, alongside, or instead of SharePoint. Who conducted the State of the Enterprise Information Landscape research? Ipsos MORI interviewed 2,000 adults aged who worked in an office across the US from its online panel of respondents. Interviews were conducted online, April 2-9, A representative sample of office workers was interviewed with quota controls set by gender, age, and region.
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