Top 10 Technologies That Will Enable Communications by 2012

Posted by Gino Cosme

June 18, 2008

I finally had a look at Gartner’s list of the top 10 technologies that is predicted to change the world over the next four years, and I am not surprised that Web 2.0 and Web 3.0 tools such as social networks, cloud computing, Web mashups, contextual computing and semantics dominate the list. However, I have to agree that the list is somewhat arcane. You see, for the most, I think that these technologies - and most importantly, the people using them - are already changing the world today!

That said, Gartner’s top 10 disruptive technologies for the next four years include:

Multicore and hybrid processors
Virtualisation and fabric computing
Social networks and social software
Cloud computing and cloud/Web platforms
Web mashups
User Interface
Ubiquitous computing
Contextual computing
Augmented reality
Semantics

If, like most marketers and communicators, you’re a bit baffled by the list, be sure to check out Joshua’s post on CFP. Then remember one very important thing: much like any other online marketing channel, social media is a communication tool that companies can use to establish relationships with current and potential customers - people. Technology listed in Gartner’s list enables this outcome.

No matter what the requirement is, there is no shortage of tools in the market. As I see it, where there is a communication and business need, tools will follow. This is why I often tell clients that online marketing and social media is not about the technology. It’s about people and customers. Focus on the need (i.e. the strategy). Then, and only then, start worrying about the right technology. Sure, they’ll probably include Gartner’s list, but don’t define your strategy by them. It’s the wrong approach.