Workplaces by Facebook was is the social media giant’s enterprise collaboration service it hopes will put the company into the enterprise space.
Like many similar products, the service is aimed at improving collaboration in the workplace. As the media release gushes, “the new global and mobile workplace isn’t about closed-door meetings or keeping people separated by title, department or geography. Organizations are stronger and more productive when everyone comes together.”
On first impressions, Facebook should score some successes with the service however it’s success is far from guaranteed. As we’ve seen with other major company’s attempts to open new products, being the deepest pocketed player doesn’t automatically ensure a successful product.
The Google example
A common assumption when a behemoth enters a martketplace is will simply smother smaller competitors by virtue of its size.
History shows this not always the case, Facebook itself thrived despite the huge threat posed by Google+, indeed Google is probably the best example of a large corporation that struggles outside its core business.
Part of the reason for the idea of big companies easily squashing the little folk being a fallacy is that the smaller companies are more focused on their problem – for a corporation the division is one part of a broader operation run by managers, not owners.
In such a marketplace, execution and management focus matter so Facebook’s success will depend as much on executive buy-in as the resources thrown at the product.
Cost and complexity
A notable thing about Workplaces by Facebook is its partner network, led by Deloitte. This is not a good sign.
The need to have consulting partners – particularly huge and expensive companies like Deloitte – is not an encouraging sign for the nascent service and may be a barrier towards adoption.
A separate issue in Deloitte’s involvement is how cloud services, which we include Workplaces by Facebook, are buddying up with the major consulting firms with everyone from Huawei to Oracle entering arrangements. While this might help partners squeeze a few more pennies out of their hapless clients, it’s doesn’t seem to be in the vendors’ or customers’ interests.
What happens to users’ data is a perennial problem for Facebook and it’s notable this issue isn’t mentioned in the announcement.
Facebook’s success shows consumers are relaxed about how the company uses data but that attitude may not be shared by managers and business owners.
The proprietor of one reasonable sized startup said, “I have a slight concern about giving Facebook any access to my company information. Whilst it has been fine from a personal perspective I feel the trust level is not strong enough to warrant handing over access to, effectively, everything.”
Overcoming that objection may be one of the biggest challenges for Facebook being accepted as an enterprise tool.
Becoming an enterprise service
Facebook’s push into the enterprise isn’t surprising and indicates that as the company matures, something more than the advertising funded consumer market is needed to drive its growth.
That consumer background is a strength for Facebook as the consumerization of enterprise software is an established trend. Having an interface and tools that are familiar to most staff is very attractive to managers looking at introducing new platforms with the shallowest possible learning curves.
However the ultimate question is what need does Workplaces by Facebook address? There’s no shortage of collaboration platforms that offer most of the futures offered by the platform.
If Workplaces by Facebook does address a genuine need in enterprise workplaces and the company’s management can maintain its focus on the product then the service may be a success. That isn’t a given though.