Forrester Report: Global Enterprise Web 2.0 Market Forecast: 2007 To 2013

Figure 1: In 2008, Business Adoption Of Web 2.0 Tools Is Expected To Grow Strongly
In 2008, Business Adoption Of Web 2.0 Tools Is Expected To Grow Strongly

Global Enterprise Web 2.0 Market Forecast
On Monday, colleague Oliver Young (I was involved with the report) published a forward looking report on the growth of Web 2.0 technologies within the enterprise entitled Global Enterprise Web 2.0 Market Forecast: 2007 To 2013. As I mention with every report, you can purchase it directly from the site, or if not satisfied, obtain a refund, as we stand by the quality of our products.

Who should read this report?
Anyone investing in the space such as VCs, leadership at Social Media companies, or those involved in purchasing at corporations for social media tools.

Caveat: Sans services and “organic” sites
It’s important to note that calculations do not include properties such as ‘organic social networks’ like Facebook (which is valued at $15b), nor do they include services (a report I hope to do soon), so the numbers, in our opinion are just a slice of the overall technology sector. For example, in 2008 we project enterprise spending on Web 2.0 technology to account for just 0.2% of the $364bn global corporate spending on software and to barely even register as part of the $1.7 trillion we expect to see spent on technology overall is a useful piece of context. When you think about social media tools for the enterprise, most often, these commodity technologies are cheap, easy to deploy, and often free.

Web 2.0 Expo, a Physical Manifestation
I spent the last two days at the Web 2.0 expo (I was an advisor to the show), where 7000 people from this market assembled into one building. Who are these people? they are the ‘market’;, vendors, clients, analysts, press, media, and users. It was clear to me many mainstream businesses were attending, I’ll take a guess that many early adopters within the enterprise (I was that guy at Hitachi Data Systems) are dragging their boss, and colleagues who were once nay-sayers to the conference to learn. I saw many Fortune 1000 brands there trying to learn and understand how to use these tools for business.

Mainstreaming
To me, last year’s Web 2.0 expo was far different, it was a geek fest, where live streaming was prominent, and there was much more fascination over the tools –rather than the business impact. This year, many of the questions and folks I met were interested in using these tools to improve their business, they weren’t enamored with the latest widget. On the show floor, I spoke to two CEOs who read the report and commented that the numbers looked in par to their expectations.

Technology Infrastructure moves in
SUN (Who’s had the startup essentials program for a few years), HP, NetAPP, EMC were all present on the show room floor. What do they have to do with Web 2.0? In most cases, this is not their core business, but they realize this growing market will need infrastructure and technology to power these websites. I was pushing for this nearly 3 years ago at the data storage level, but I guess I was too early. Another change is the strong presence of an analyst firm, in this case it was Forrester, we were involved with four sessions, hosted a party, and launched a book. I guess this movement really is headed mainstream now.

What others are saying: in agreement and disagreement
Our friends at ZDNet may have misunderstood what we were actually sizing, at first it was assumed it was just “enterprise 2.0″ (internal) purchases, but in reality, this sizing encompasses externally facing (marketing), and is the largest piece of the pie.

The above and following image was posted on many blogs on Monday, where I encourage you to following the conversation and analysis. First, start with Read Write Web (Oilver and I are big fans of this blog), then Andy Beal takes Here’s the Reason Why Small Businesses Won’t Adopt “Enterprise 2.0″, and for a counterpoint, the respected Dennis Howlett The problem with Forrester’s $4.6 billion prediction, I always enjoy Dennis’ contrarion position, it’s needed in the industry. (update: Oliver Young left a comment on his post)

(This post was reviewed by colleague Analyst Oliver Young, who published the report)


Figure 4: Forecast: Global Enterprise Web 2.0 Spend By Technology, 2007 To 2013
Forecast: Global Enterprise Web 2.0 Spend By Technology, 2007 To 2013