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Australia's Enterprise Email Market: Collaboration or Communication
Longhaus, June 2009, Pages: 9
Like many other geographies Australia has experienced the religious email brand battle within medium to large enterprises between IBM’s Lotus Notes and Microsoft’s Exchange platforms. In the ICT Spending and Investment Priorities Study 2009i Longhaus sought to determine which brand was dominant in the Australian enterprise market, and uncover what factors influenced the choice of email platform in the face of increasing demand for social computing functions and features. Longhaus undertook analysis of the study results and briefings with several key vendors, including Microsoft, IBM, Oracle, and Telstra, to provide guidance for existing Notes and Exchange customers as they undertake enterprise collaboration strategy revisions in the coming 2-3 years.
Longhaus have long suspected that because of the architecture and integration of email into a larger workspace, IBM’s Lotus Notes was adopted by organisations that had a greater use of collaboration tools. On the other hand, Microsoft’s Exchange was employed by organisations focused less on collaboration and more on communication and workforce mobility; a trend that continues with their Information Worker platform. The results of the Longhaus’ 2009 ICT Spending and Priorities Study showed that Microsoft Exchange remains the dominant corporate email platform in use by 53% of all Australian medium to large enterprises. However, the study also revealed that Australian enterprises need to re-assess their collaboration strategies and take account of changing user demands and behaviour which have the potential to fundamentally alter the traditional email market. Among these is the need to distinguish corporate account holders from the transient and non-collaborative elements of their workforce, with serious consideration as to whether some users should be driven instead to free-mail platforms. With 100’s and 1,000’s of students now passing through the education system and opting for freemail accounts from Windows Live (Hotmail) and Gmail, it may take less than 10 years to see the ground permanently shift; a shift that may assign Lotus to the pile of great brands lost forever.
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