…Enter #Cassandra, wide rows are not always bad…(Expedia price matrix slide 30) http://slidesha.re/z5Y3o5

And if Google can, “Deliver each customer a personalized, customer-centric experience”, so can Chatter. http://slidesha.re/yMJa9r

Yet another question. Would the social enterprise be scalable?

One of the advantages (though it had several other unwanted consequences) of industrialization is it was scalable, businesses built on those models were able to service large set of people simultaneously.

The question is – while the idea of social enterprise/economies of flow works excellent for a single customer in delivering a personalized, customer-centric experience, Will it work for hundreds or thousands or even more?

While it does that, will that model also be cost-efficient, profitable and able to grow?. Only then, it will gain adoption.

Yes, the need of the hour is to move from ‘economies of scale’ thinking that degrades the customer experience to ‘economies of flow’ thinking that primarily revolves around social enterprise. Economies of flow requires people to be collaborative/social to ensure smooth flow of information/tasks across workers/departments. Sounds like a dream! :-).

However, the market economy is centered around ‘economies of scale’ – organizations that has the ability to scale will be able to grow. So, For a renaissance to work, we will need changes not just within the enterprise, but outside the ecosystem as well. ‘Social enterprise ecosystem’?? – may be?

Well, your post inspired me to write why the architecture function fails in IT?.

http://architectsoul.blogspot.com/2012/02/why-enterprise-architecture-is-facing.html

I believe your vision will arrive sooner rather than later, and much sooner than many traditional companies would prefer. However, I expect innovation in this area to come from new enterprises who can establish more agile manufacturing processes, faster, cheaper and more flexible than any incumbent.

Is Enterprise Is Or Is Enterprise Ain’t Social?

Enterprise connected consumers through polyglot technologies seems ready to co-exist with traditional enterprise resource planning software.

Customer shops for custom sneakers, factory in Asia, batch size one, the social enterprise?
http://www.converse.com/#/products/shoes/converseOne/scratch/all

Enterprise being people centric-social is very different from enterprise being socialcentric for people.