In 2008, any company with a social intranet had taken an innovative step out in front of the crowd. But in 2009 and 2010 we saw the social intranet market shifting from “early adopters” to those in the “early majority,” indicating the classic progression of the technology adoption lifecycle, which Geoffrey Moore popularized in his book Crossing the Chasm.
Today a new intranet that isn’t fundamentally social feels awkwardly out-of-date, like mobile flip phones that don’t have touch screens, internet access and QWERTY keyboards. What was still innovative in the intranet world two years ago is simply expected today and intranet managers are struggling to keep up.
… and this comment is in the context of a recent award winning intranet.