What enterprises need to learn from the consumer space

Here's a look of some of the most popular consumer apps, how they re-define the user experience and how to apply this knowledge to the enterprise world.

This post is part of a series co-produced by CBS Interactive and Blogworld, in conjunction with the latter's NMX BusinessNext Social 2013. The event will feature some of the world's leading social-business luminaries and influencers, each of whom will provide an up-close look at how the world's most successful businesses harness the power of social, both inside the organization and out.

During the past five users, the consumer experience has been fundamentally redefined. Touch-screen interfaces, activity streams, video and apps downloaded from app stores are now part of the consumer's day-to-day experience. And tablets and smartphones have been the main enablers of this transformation. While consumers benefit from revolutionary new tools and services, enterprise users remain far behind with point-and-click and cut-and-paste applications. CRM systems, ERP applications and most of our day-to-day software at work seem to have missed the innovation train. Analyst research also shows only single-digit adoption for social and collaborative tools in the enterprise while email remains the most used application with 85% adoption. Email attachments, introduced 20 years ago, are still the most common method used for business collaboration.

This discrepancy creates a huge opportunity to re-invent the enterprise user experience. The best way to do that might be to learn from the consumer space. Let's take a look of some of the most popular consumer apps, how they re-define the user experience and try to apply this knowledge to the enterprise world.

1. Information aggregation

20 million users read their news and social updates using Flipboard, the social magazine for tablets and phones. Flipboard aggregates information from multiple sources: your Facebook, Twitter, LinkedIn accounts as well as news sources and your favorites magazines.  So rather than navigating to a dozen sites, you can simply flip your preferred content using Flipboard.

What does this mean for enterprise users? How about aggregating all of your enterprise information and delivering it into one aggregated interface? Rather than toggling across multiple applications, tabs across to access information from multiple systems. This means one single place to get updates from your enterprise social network, shared documents, CRM, HR and ERP systems. All these events can be aggregated in a universal activity stream from all these systems.

2. Contextual user experience

Waze is also a great consumer application from which to learn. Waze is a social GPS application that leverages its 30M users to help you outsmart traffic. Waze leverages the context of its users: location and velocity to identify traffic jams and then suggests an alternative path to your destination.

In the enterprise, the user context is your work location: your home office, headquarters or the road, and your current working device and business activity. The next-generation contextual application will offer you to consult documents and emails pertinent to your next meeting on your calendar and will adapt the number of items to your current velocity and device. If you were stuck in a traffic jam in NYC, you would get only the most critical pieces of information to be ready for your meeting, but working from your home desktop, you'd get a more robust view.  The enterprise user experience needs to be contextual to deliver you the right information at the right time.

3. Access from all devices

Dropbox has made document sharing in the cloud really easy and user friendly. Dropbox delivers a great user experience from your browser, mobile, Windows or MAC desktops.

Enterprise apps also need to be available on all form factors: mobile, desktop and cloud. Since we are the same person at the office and on the road, we need a user experience that is consistent across all different form factors. Not necessarily ‘identical' since the application needs to adapt to the form factor but "consistent," so you don't have to learn another interface.

Bottom line

From these three popular consumer apps we conclude that the next generation enterprise user experience needs to be aggregated, contextual, and accessible from mobile, desktop, and cloud interfaces.

What should that product look like?  Take a look at Figure A:

Figure A shows a Universal Activity Stream which aggregates information from SharePoint,, ERP and CRM systems. With this stream, you can get updates on what's going on in your organization from your desktop, mobile device or through a browser at an internet kiosk. From this figure, you can see that Mary has closed a deal with BDSF. If you click on Mary's picture, you will see her social profile which emanates from Yammer, IBM Connections or Microsoft SharePoint.  If you click on the BDSF account hyperlink or on the closed opportunity link, you launch into and get access to the deal details. You also can see HR events from the HR system; for example you see that Donna has been promoted. When you can click on that event, the HR system launches to show more details (assuming you are authorized to see this information). Note the Universal Activity Stream is context-sensitive, so you only see the most important events if you are on an iPhone, and you are stuck in traffic, barely moving. Events related to your next meeting may appear, since the aggregated system has realized that you are driving to that meeting.

So that's the user experience of tomorrow: mobile, aggregated and contextual.

Yaacov Cohen is Co-Founder and Social CEO of (previously known as Mainsoft) since 1999. A collaboration visionary, he believes in keeping it human. Technology needs to enhance our human interactions, not consume them. Yaacov and his team have eloquently combined human interaction and technology with, which transforms email into a collaboration console.


Thanks for the comments, I understand the security concerns and there is actually a simple strategy how to deal with them: Delegate them to each individual system which being aggregated. In this article, I am talking a client-side architecture where the client (a mobile app, desktop or a app running in a browser) fetches the events from the various systems (CRM, HR, Office 365) using the oAuth protocol and Web Services and Rest. So only the events, which the user has read access for, will actually be retrieved and then displayed by the Universal Activity Stream. If you click on a CRM event, then you will to say only if you have a salesforce aceess and rights to access that record. Indeed, a server-to-server architecture would be a security nightmare. Yaacov Cohen Co-founder & CEO Corp.


Have you actually used a complex ERP system with embedded workflows that include field-level security and process settings that are reflective of a large and complex manufacturing or retail organization? Perhaps if you understood these complexities you would better understand the challenges, complexities, and limitations of "mashing up" ERP content with other content in a dashboard. I'm a former software engineer and "mashing up" news content in Flipboard is child's play compared to doing this in a complex and secure business environment. Have you considered the consequences of "mashing up" ERP and Content Management systems at a Company like Merck or Pfizer, where regulatory and competitive issues make this data extremely sensitive and important? My guess is probably not. My point is that it's easy to play armchair quarterback and look at Corporate data and systems as siloed and behind the times but most folks making that observation don't understand the IT ecosystem in a large and complex organization and that lack of exposure results in reckless observations and proposals like the ones in this article.


I haven't used the systems you've mentioned. However it has always been easier to aggregate useless "garbage", than useful information. Remember "Web Portals"? What about Security? Who cares if someone knows what news feed you are receiving? I'm sure employers will be overjoyed when their trade secrets are being intercepted/scrutinised, whilst they are being transferred to Dropbox or to an employee's iPad. ~Spelling corrected~

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