>Jive Software is buying into the Twitter Firehose. It's another example of the data intensified social enterprise where curation is a most valued capability.
The news is in timing with Enterprise 2.0, the conference for the social enterprise that runs through Thursday this week in Boston. In addition to the Twitter news, Jive is launching an apps marketplace; integrating its service into Google Apps Marketplace and offering a new dashboard environment that serves for aggregating data from multiple sources.
Jive is one of the first enterprise technology companies to offer the Twitter Firehose. The term "firehose," is used as Jive is getting 100% of Twitter's stream of data, equal to about 65 million tweets per day. That's a super stream of information that has usually been relevant only to search-style companies.
Jive did not disclose what it is paying for access to the full Twitter stream of information. The price for Twitter Firehose has to some extent been guided by the size of the company that is licensing the service. Twitter has said before that it will be standardizing the price for licensing the user data stream. In the meantime, it is reported that the cost of the license is relatively inexpensive.
Earlier this year, Jive acquired Filtrbox, a social monitoring technology company. The acquisition shines some light on how Jive may use the Firehose. Filtrbox historically leveraged the cloud by charging customers for access to the platform. It's a model that provides a basic way for Jive to give access to the data stream. Customers could use the service as much or as little as they wish.
Any pure data stream is useless without some ways to filter and curate large amounts of data that can be delivered to the right people at the right time. "Jive What Matters," acts as an activity stream that is personalized to provide a wide stream of data, tailored to the user. According to Jive, this may be internal or external data. It could be direct messages. It also includes a summary of what the user may need to do. This could include action items, alerts, and critical project notifications. A recommendation engine is built into the new offering, helping users get access to information that may be relevant to the stream of information they are being fed in the activity stream.
Jive What Matters reminds us of MindTouch and its framework for provding aggregated views of information. The differentiating factor for Jive may well be its new recommendation engine, which can act as a parallel curation service within the Jive environment.
Jive Apps Market will give developers access to Jive's core functionality. Jive will launch its developer community in September at its annual conference. At that time it will provide full documentation for an open API, giving access for the first time to the Jive platform.
The service will integrate with Google's Open Social framework. It will offer the ability to offer apps within the Jive platform. Jive will provide access to platform data such as groups, enterprise social graphs and activity streams.
This opens up Jive as a service that can fit with other enterprise ecosystems. A number of service providers in the Enterprise 2.0 space currently offer integration with third-party services. Google AND Salesforce.com are examples of companies that have built their own apps platforms. In many respects it's becoming standard practice to offer a platform for third-party developers.
Google Apps Marketplace
Jive's online version of its Social Business Software (SBS) will be available in Google Apps Marketplace. The marketplace is now host to thousands of apps. A number of social enterprise companies have integrated with Google Apps. Atlassian, for example, has had considerable success by integrating with the service.
Jive is banking on the new data explosion in the enterprise and the effect that loosely coupled environments can have in a dynamic social supply chain.
But will companies need a Twitter Firehose? It's undoubtedly true that social data is affecting how companies work. But to integrate the Twitter Firehose requires an internal environment to process and curate the data. We can see how Jive What Matters can act as a filter for social data. But it's no simple feat to provide thin streams of information to the right people and systems when the the data is blasting away all that is in its path.
Jive needs to quickly foster a developer community in order for its apps market to have any potential. Jive maintains its API will offer deeper integration than its competitors. But it is still a catch up period to some extent for Jive. Its apps market will be one more choice for developers.
On the other hand, Jive is standing as a leader in the social enterprise space. Its aggregation of Twitter data and an open API strategy are smart moves for a company facing deep comeptition from some of the largest technology companies in the world.