SYDNEY, Jan. 21, 2013 /PRNewswire/ -- Social collaboration is expected to gather momentum over the next few years in Australia and this trend is complementary to a more collaboration-focused business climate. This was the finding from the newly released Frost & Sullivan Australian Social Collaboration Market 2012. According to Audrey William, Head of Research, ICT Practice, Frost & Sullivan ANZ, one of the main factors accelerating the adoption of social collaboration solutions is the growing importance of smart devices in an enterprise environment. "The proliferation of smart devices is driving a significant change in the way employees access corporate applications. Additionally we will start seeing more of the Unified Communications solutions incorporate social media and collaboration as part of its solution" she said. The consumerisation of IT has brought about a new aspect of communicating in the marketplace and vendors are incorporating a more social collaboration in all aspects of new offerings and this is across contact centres, e-mail, videoconferencing, mobility, and collaboration. Big data also brings about a whole new aspect to social collaboration. It will be very powerful in the future for companies to understand the deeper aspects of social collaboration in the cloud, through information on mobile devices, websites and social platforms. Social analytics will grow in importance as it will provide organisations with greater intelligence and measurements on social collaboration activities. William stated, "That will be the foundation of helping them benchmark themselves against competition as well as deepen their understanding of what is currently lacking as part of their overall product, marketing or customer service strategy. It is still early days and this area will evolve over time and there will be huge opportunity for vendors in the analytics and business intelligence space to develop social collaboration analytical tools."