<p>The first time Jive Software changed course, it was back in 2009. The company originally sold software for online discussion forums but after receiving $12 million in venture funding from Sequoia Capital, it expanded its focus to include social collaboration within businesses.</p><p>Jive was a pioneer of the space, and one of the first companies to talk about applying the principles of social media to business collaboration. It grew quickly and in November 2011 raised $160 million in the only IPO to date by a dedicated social collaboration vendor.</p><p>There was a time when Jive's only serious rival was IBM, whose Connections product has the market share lead, according to IDC. Now, though, social collaboration is a crowded market. In 2010, Salesforce.com launched Chatter; in 2012, Microsoft acquired corporate micro-blogging service Yammer. Meanwhile, a thousand startups have joined the market.</p><p>All of this prompted the company to shift focus once again, says Jive CEO Tony Zingale, "A number of pretenders came to the market with social collaboration software, so last year we started to pivot," he explains.</p><p><a href="http://www.information-age.com/technology/information-management/123456891/jive-software-gets-serious-about-social">Keep reading...</a></p>