Jul
16
2019
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Workplace, Facebook’s service for business teams, is raising its prices for the first time since launch

Three years into its life with 2 million paying users signed up, Workplace — Facebook’s platform for businesses and other organizations to build internal communities and communications — is about to make a significant business shift of its own. Come September 2, Workplace is changing its pricing tiers, how it charges its users and the services that it provides customers.

Up to now, Facebook has taken a very simple approach to how it charges for Workplace, unique not just because of it being a paid service (unlike Facebook itself, which is free), but for how it modeled its pricing on the basic building block of Facebook-the-consumer product: a basic version was free, with an enhanced premium edition costing a flat $3 per active user, per month.

In September, that will change. The standard (basic) tier is getting rebranded as Workplace Essential, and will still be free to use. Meanwhile, the premium tier is being renamed Workplace Advanced and getting charged $4 per person, per month. And Facebook is introducing a new tier, Workplace Enterprise, which will be charged at $8 per person, per month, and will come with a new set of services specifically around guaranteed, quicker support and first-look access at new features. (Those who are already customers have the option of being grandfathered for a year, the company said, before switching to a new plan.)

Screenshot 2019 07 16 at 14.16.02

Those are not the only changes. Two other notable shifts are getting introduced with these new tiers. First, these prices will be for all users, regardless of whether they are active in the month.

And second, they are specifically prices for people who access Workplace as general “knowledge workers” — marked by having email addresses and specific job functions. Frontline workers — for example, cashiers or baristas or others mostly on their feet all day helping customers — will be an add-on at $1.50 per person per month, also regardless of whether they are active or not.

For now, the rest of the features in the different tiers are remaining the same.

Screenshot 2019 07 16 at 14.16.33

The changes at Workplace come amid a number of other developments among workforce collaboration and communication platforms.

First and foremost, Slack has gone public, subjecting it and its ups and downs to a lot more public scrutiny, but also putting it on the map as a business of some standing, helping it make a bigger move into brokering more deals with the larger enterprises that Workplace has been winning over. The latter’s customers include the likes of Walmart, the world’s biggest employer; as well as Nestlé, Vodafone, GSK, Telefonica, AstraZeneca and Delta Airlines, and Facebook says there are more than 150 companies signed up with more than 10,000 employees each.

Teams, meanwhile, has now passed Slack in user numbers, and in a way is a more direct competitor: it has positioned itself (like Workplace) as a tool for both knowledge and frontline workers, helping with actual back-office collaboration, as well as a way to broadcast communications to a wider group of employees.

Julien Codorniou, the VP of Workplace, said the changes in pricing tiers was not a reaction to competition, but rather a reaction to customers. Although the pricing for Workplace was an interesting twist on how enterprises tend to procure IT, it turned out to be too novel by half: it turned out that most actually like the predictability of paying the same amount for a service upfront, rather than having the pricing change each month depending on usage.

“Today, customers’ bills change every month, for example when a co-worker goes on vacation or whatever,” he said. “It’s a nightmare for the accounting department, who needs to know how much to pay two years out.”

He added that this doesn’t mean you can’t change how much you pay: you could change the pricing each month if necessary.

So far, no one has made the shift to the new tiers, so it will be interesting to see how and if they have much of an impact. I do know that from retail theory, customers in stores are more likely to select a middle-priced product if they are given an option of something cheap and something expensive at either end, and so this could be an interesting way to drive more users to Workplace’s paid tier.

What is more clear is that this is also a way for Facebook to raise its prices for the first time since the service launched, and lays the groundwork for more differentiation between different kinds of offerings.

Jan
03
2019
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Workplace, Facebook’s enterprise platform, adds another major customer, Nestlé

While Facebook continues to repair its image with consumers disenchanted with the social network’s role in disseminating misleading or false information and mishandling their personal data, it’s ironically been finding some traction for its enterprise-focused service, Workplace. Today, the company announced that it has added another huge company to its books: Nestlé, the coffee, chocolate and FMCG giant with 2,000 brands and 240,000 employees, has signed up as its latest customer.

Facebook’s enterprise service competes against the likes of Microsoft Teams, Slack and smaller players like Crew and Zinc, among many others in a crowded market of mobile and desktop apps built to address a growing interest among organizations to have more user-friendly, modern ways for their employees to communicate.

Workplace positions itself as different from its competitors in a couple of ways: it says its communications platform is designed for all different employment demographics, covering so-called knowledge workers (the traditional IT customer) as well as waged and front-line employees; but it also claims to be the most democratic of the pack, by virtue of being a Facebook product, designed for mass market use from the ground up.

In the workplace, that translates to apps that do not require company email addresses or company devices to use; a strong proportion of employees at Workplace’s bigger customers, such as Walmart (2.2 million employees) and Starbucks (nearly 240,000 employees) do not sit at desks and, until relatively recently, would not have been using any kind of PC or phone on a regular basis on any average day.

But as smartphones have become as ubiquitous as having your keys and wallet, acceptance of having them and utilising them to communicate workplace-related information has changed, and that is the wave that services like Workplace are hoping to ride.

But despite the strong engine that is Facebook behind it, Workplace has a lot of challenges ahead.

The company has not updated its total number of customers in more than a year at this point — its last milestone was 30,000 customers, back in November 2017 — and today Facebook VP Julien Codorniou said the company might put out a more updated number later this year.

“We’re not using that metric to communicate our success,” he said, “but we have to communicate growth, I feel the demand from the market.” Slack claims 500,000 organizations, more than 70,000 of which pay; Teams from Microsoft has some 329,000 customers, the company says.

There also is the issue of how a customer win is actually translating to usage. Last month, a much smaller competitor, Crew, with 25,000 customers, noted that at least some of them were in fact those that Workplace was claiming to have secured.

“Starbucks is theoretically using Workplace, but it’s been deployed only to managers,” Crew CEO Danny Leffel told me. “We have almost 1,000 Starbucks locations using Crew. We knew we had a huge presence there, and we were worried when Facebook won them, but we haven’t seen even a dent in our business so far.”

Codorniou said that this also doesn’t tell the full story. He describes the approach that Crew and others take as “shadow IT,” in that the companies don’t talk to central HQ when winning the business. “You can’t give a voice to everyone by going in through the back,” he said. He also contends that it just takes time to deploy something across a massive business. “Workplace only works if you get 100 percent of the company using it,” he added. Notably, today Facebook announced that Nestlé has already onboarded 210,000 customers to Workplace.

There is also the bigger question of how these products will develop technically to further differentiate from the pack. For now, it feels like Slack still reigns supreme when it comes to desktop knowledge worker functionality — even without usefully threaded comments — because of the fact that you can integrate virtually any other app you might want to into its platform.

Crew, meanwhile, has differentiated by focusing on providing handy tools to help businesses managing scheduling for shift workers, which comprise the majority of its user base.

Others like Teams, and yes, Workplace, have also added integrations and their own functionality — Workplace’s most interesting features, I think, are how it has translated consumer-Facebook features like Live into the Workplace environment. But there is still a lot of space for apps to consider what other features and functionality will be most useful for the most employees and for the business customer at large.

It will be interesting to see how and if this is affected by way of a key leadership appointment. Last month, Facebook appointed a new “head” of Workplace, Karandeep Anand, who came to Facebook three years ago from Microsoft (and thus has a close understanding of enterprise software). Codorniou said Anand would be relocating to London, where Workplace is developed, and will focus on the technical development of the product while Codorniou focuses on sales, client relations and business development.

Technical leadership for Workplace had previously come straight from CTO Mike Schroepfer, Codorniou said. “We decided that we needed someone full time, here in London,” he said.

It’s not clear if Workplace’s win at Nestlé is replacing another product; it seems, however, that it is more likely a trend of how more businesses are making an investment in company-wide communications platforms where they may never have had one before, in hopes of it helping keep employees switched on, linked up and generally more happy and feeling less like expendable cogs.

“Nestlé is a people-first environment,” said EVP Chris Johnson, in a statement. “We really rely on our talented teams to manage more than 2,000 Nestlé brands worldwide. We help our employees develop and we give them the right tools, so Workplace is a perfect fit.”

Apr
18
2017
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Workplace by Facebook continues to mature

Workplace" at the Facebook Inc. At the F8 conference today, Facebook announced a bunch of updates to its Workplace by Facebook team communications tool including a slew of new partnerships and new bot integrations, which all show a product that’s maturing to meet the needs of larger enterprise customers. When Workplace by Facebook was first launched last fall, it was an attempt to take Facebook and put it into a… Read More

Dec
21
2016
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Enterprise social comes roaring back

Employees in connected in social network web You’ll be forgiven if you missed it, but lost in the avalanche of this year’s tech news, enterprise social software made an impressive comeback. Led by products like Slack, Workplace by Facebook and Microsoft Teams, a software category that had been languishing for the last several years, suddenly came alive. A decade ago, as social software emerged, it was coined Enterprise 2.0… Read More

Dec
10
2016
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Software is due for a bundling event

Overhead shot of a small group of people, wearing monochromatic colors, pulling at ropes from opposing directions We are approaching a new phase of enterprise software, where every niche of Software-as-a-Service has been filled and cloud companies are being consolidated into larger companies. Markets have a tendency to cycle from bundling to unbundling, and software is due for a bundling event. Read More

Dec
09
2016
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Workplace by Facebook begins to take shape

Wokplace by Facebook logo. Workplace by Facebook has been in general release for just two months now, but it’s clear that Facebook has big plans for its enterprise social product. Just this week, at TechCrunch Disrupt in London, the company announced a new platform to integrate enterprise applications with Workplace, putting it in direct competition with Slack, the enterprise social darling of the moment. Read More

Oct
11
2016
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Facebook is about to learn that the enterprise is a different animal

Workplace by Facebook logo. Facebook officially entered the enterprise market this week with the release of Workplace by Facebook (previously known as Facebook at Work). It goes without saying that Facebook has had tremendous success as a consumer tool, but the enterprise is a different place, with distinct requirements. While it picked up 1,000 beta customers when it was free, it could find that enterprises,… Read More

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