“Others do not trust Facebook with internal proprietary communication,” Le Clair added. “Still others have not overcome Facebook’s association with fun rather than work.”
One way Facebook has improved Workplace’s appeal as a business application is with the addition of integrations with third-party software tools, available at the premium pricing tier. While these were thin on the ground at launch, in April of this year Facebook announced a series of integrations with the likes of Salesforce, Dropbox and Microsoft Office, making it easier to share information and collaborate within Workplace.
It also recently announced an integration with videoconferencing firm BlueJeans. “This brings Workplace closer to the unified communications and audio/video conferencing players,” said Castañón-Martínez. “It also makes it a close competitor for Stride, Atlassian’s new business communications product.”
That said, Workplace still lags Slack in the number and variety of integrations it supports. “Workplace could probably expand their value proposition with further integration to third-party applications, which is something Slack has been particularly good at,” Castañón-Martínez said.
While Facebook is attempting to become more enterprise-friendly, Castañón-Martínez said, its main strength remains in its position as the owner of the world’s largest social network, as well as social messaging apps such as Messenger and WhatsApp.
“The popularity [of these consumer apps] will not automatically translate into user adoption for Workplace, but it is undeniable that the company has acquired extensive experience in the messaging space,” he said. “It is precisely the ease of use and viral adoption of these apps that enterprise messaging applications have tried to emulate from the beginning.”
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