Microsoft, Google and Facebook redefine the collaborative platform market

In 2019 as in 2018, the chatops will have the wind in their sails, be it Microsoft Teams, Flock, Hangouts Chat, Mattermost and of course Slack. In parallel with the growth of these solutions, the market for collaborative platforms is evolving rapidly. Slack and Atlassian have achieved a strategic rapprochement while Workplace by Facebook, with the supremacy of the social network to the general public, is now a leader in networking and multiplies prestigious customer references.CIOs prioritize collaborative suites from Microsoft and Google

Faced with these developments, the CIOs of large companies are seeking to rationalize their information system. After a first phase of research of the new uses, these now structure the working environment of the employees on the two large collaborative suites Office 356 of Microsoft and G Suite of Google. In 7 years, Microsoft has won its bet to bring its customers to the cloud and if Yammer seems to be losing momentum, Teams is now the editor's workhorse in the collaborative world.
Only real challenger at the size of the giant Redmond, Google. In addition to some great breakthroughs among major accounts, the year 2018 was half-hearted for the Californian. It has continued to evolve the user experience of its tools, including distilling functions of IA in its tools like the suggestions of content in the writing of emails and a search function in Google Docs more powerful . In contrast, Google has stalled in 2018 with the announcement of the discontinuation of Google+ and Hangouts Chat that disappointed the experts.The big generalist publishers jostle the historical specialists of the market

The major generalist publishers dominated the market in 2018, at the same time some specialized publishers suffered. Jive remains on the defensive and is struggling to retain its historical customers, while IBM, which has shown some fancy with its new-generation messaging platform Verse and Watson Workplace, a boosted Chatop solution to AI Watson, has not sought to promote these offers on the market.

The matrix of solutions established by Lecko analysts shows that the market is now distributed between these major publishers, add-on editors such as Lumapps, Mozzaik365, Powell 365 who have joined their platforms as well as some independent players like eXo Platform, Jalios, Valo Intranet. Around this core market is a constellation of specialized players whose level of influence on the market is very variable. In addition to high-profile solutions such as Slack, Workplace by Facebook, many niche players share the market. Their number is still high, but it is declining, because the promise of transversality of collaboration is difficult to hold for their sometimes very specialized solutions.

If the niche players are pushed to cultivate their difference compared to the major generalist publishers, they do not hesitate to draw ideas from these specialists, like the Slack-like conversation channels that can be found on Teams or the visual management pushed until then by Trello.

Another strong tendency of the market, the will of the publishers to go towards the trades. These are demanding a quick return on investment and the publishers of chatops like Slack and Microsoft Teams must in turn be more no longer business oriented. Slack, which was originally a tool for developers and IT project managers, is positioned on engineering, customer support, sales, marketing and HR. Similarly, Microsoft brings Teams closer to its ERP and CRM Dynamics offerings, and add-ons for Office 365 are increasingly looking to integrate with business applications.

Google, the champion of transformative uses
The Lecko study emphasizes that with its ability to respond to a wide variety of transformative uses, Google is emerging as the market leader with its G Suite. The Happeo and Lumapps add-ons effectively address the community gaps in the Google platform. Lecko also points to some of Google's weaknesses, including the scheduled shutdown of Google+, but also the broken promises of its Hangouts Chat solution.

Microsoft relies on continuity
Faced with Google, Microsoft relies on continuity with its Office 365 suite to attract CIOs. Brick Teams is the spearhead of the offer for the transformative uses of the collaborative. Microsoft has understood the importance of the product in its cloud suite, but the publisher is adding more and more Teams by adding new features and producing a quality of experience too disparate for the user. Like Google G Suite, Office 365 now benefits from an ecosystem of partner solutions, a way for CIOs to promote transformative uses while staying true to the Microsoft platform.

In fact, the meteorite Slack is gradually caught by its competitors and players like Evernote or Trello no longer stand out in the market by their offers against their competitors. It remains to be seen what will be the impact of Workplace by Facebook, a solution whose networking capabilities are no longer to be proven.

CIOs need to revisit their monolithic approach to collaborative
The Lecko study estimates that CIOs will continue to modernize their information system by relying mainly on Office 365, even if it is necessary to complete the Microsoft platform of application overlay to compensate for the functional shortcomings of the offer. Nevertheless, users have become used to drawing on the Web the tools they need, be it Slack, Trello, Facebook, Whatsapp or WeTransfer. Faced with this phenomenon of Shadow IT, CIOs have sought to implement policies banning badly received and poorly followed by employees. They will have to relax their position and move from a monolithic approach to the provision of a real catalog of services up to the expectations of their users.