The Digital Workplace, a 10-year old term with new life
Update 31 October 2014: My global survey started in 2007 and the annual reports were entitled “Global Intranet Trends” through 2009. The 2010 report “Global Intranet Trends for 2010” report was sub-titled “Towards the workplace web”. From 2012 to present (most recent being 2014) the report has become the Digital Workplace report. The Digital Workplace is defined as the intersection of people, organization and technology. Although some people still consider it a new term for an expanded intranet, it is in fact much more than that. See the Digital Workplace Framework.
The beginning of a new year is a good time not only to look forward, but also to look back. For the last 18 months there has been discussion among intranet people about the use of the word “intranet”. Both the “workplace web” and the “digital workplace” have been put forward as possibilities over the last year and a half. Neither term is new. Both have been around for about 10 years.
- One of the first uses of “digital workplace” was in 2000 by Jeffrey Beir, co-founder of eRoom Technology who wrote “How to create a digital workplace“. He defined it as a place “in which distributed teams can get work done… (and) members of an extended enterprise can work together, resolve issues and make decisions”. He identified 5 criteria which he coined the 5 C’s: comprehensible, contagious, cross-enterprise, complete and connected.
- “Workplace Web Content Management” was the name used by IBM in 2003 for the web content management system that became IBM Lotus Web Content Management in 2008.
“Workplace web” is clearly not sticking; “digital workplace” is.
I triggered the discussion for a new term for intranet in March 2009 with a brainstorming in NetJMC&Co (LinkedIn group dedicated to intranet managers). In April 2009, I wrote my first post about the “workplace web”. The conversation continued via James Robertson and Alex Manchester.
I sub-titled last year’s “Global Intranet Trends for 2010” report as “Towards the workplace web”. It identified one of the 5 megatrends of the intranet becoming the front door into the workplace web. The workplace web was defined as the organization’s ensemble of information, application, collaboration, networking and communication tools.
For whatever reasons, the term “workplace web” did not take!
Doing a search on Google.com today for “workplace web” brings up 195,000 results including a few articles from my blog and the discussion that ensued, but mainly articles relating to the IBM product. A Google.com search on “digital workplace” brings over 24,000 results, from a number of sources. Most of the items are relevant to the concept of an expanded intranet combined with cross-enterprise interactions.
The digital workplace, a ten-year-old term with a new life?
In addition to Jeffrey Beir’s article “How to create a digital workplace“, another early usage of the term was by the US census bureau that reported on the “digital workplace” in 2001. Their definition: adults using computers and the internet at their workplace.
The most recent re-appearance of the term is by IBF during their worldwide Intranets Live event in June 2010: “Exploring Intranets and the Digital Workplace”.
I’ve tested the term “digital workplace” at two intranet conferences recently, one in Stockholm and one in Paris, and with several of my clients. The term has had an impact on management decisions in two recent client cases.
One of my strongest professional goals is to place intranets firmly on the agenda of senior management. My experience so far indicates that talking about the digital workplace rather than the intranet is one tool in my arsenal.
By the way, the 5 C’s coined by Jeffrey Beir (comprehensible, contagious, cross-enterprise, complete and connected) are strong ambitions for the intranet, oops, the digital workplace today!