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Future of collaboration software all about integration — not consolidation

Matt Kapko | Oct. 14, 2016
Partnerships and easily integrated services will power the next era of business collaboration, according to Box's chief executive. Little room exists for application consolidation.

Aaron Gette, CIO of Bay Club, a lifestyle and fitness company, says ease of integration with current systems is an important factor when choosing new collaboration tools. "Legacy will always count for something … when making the decision to implement a large-scale platform that will drive revenues and lift the business beyond expectations of the operations, sales and marketing folks who have to use these tools on a daily basis," he says. "Bringing our work and personal experiences into a single focus makes sense as Facebook and Google amass data that can be served back to workers in a more meaningful and engaging manner."

Google is now more trusted in enterprise, but it and Facebook suffer from a similar reliance on advertising for revenue, according to Gette. He says Facebook has a steeper hill to climb in that regard but adds it may also benefit from better behavioral data than Google. "Collecting data on your customers and understanding their behavior better than your competition is going to be crucial to the success of your business," Gette says.

This new era of enterprise software, driven by consumer giants such as Amazon, Apple, Facebook and Google, creates a new era of work, according to Box's Levie. Despite a growing number of providers at the fringes of enterprise collaboration, Levie doesn't think there's much room for consolidation. "We're now in an era where the tools are going to start to integrate with one another, so it's far less about consolidation and far more about integration at this point."

 

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