Companies need to change radically to meet the expectations of a new generation that has grown up on the Web and mobile phones, as they are now starting to enter the workplace, according to IDC.
Shalini Verma, research manager at IDC Asia-Pacific, speaking at Lotusphere 2008 at Phuket, said that the journey from Web 1.0 to Web 2.0 is relevant for marketing and communications. In Asia, and especially India, paid blogger endorsements are very popular, while such a move would be considered unethical in the US.
The other key trend is the 12 to 18 year old "Screenager" who prefers to communicate through screens and mobile phones. Companies will need to think of the applications and devices that will support the talent of this generation which is just entering the workforce. This will involve different factors for a generation that takes Web 2.0 for granted. Another trend she saw was for virtual teams to be augmented by "management by walking around" and allowing people to mingle and get to know each other. This is matched by a trend creating virtual workplaces in virtual worlds such as Second Life. This is already being used for training and channel activities. Companies are looking at company-owned avatars that can act like a call centre, with any number of company employees behind them.
The other key trend is the blurring between work and personal life and having fun in the workplace. "Happy people are motivated, stick longer in your company."
UK-based Serena Software has allocated one hour a week for its employees to update Facebook and general collaboration.
Another key trend is hyper-presence. Twittering in the consumer space today provides quick updates on where people are and what they are doing. In the corporate space, this could be adapted to provide quick updates on critical projects.
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