The Aberdeen report offers more on the future of SMM including the use of mobile apps, post-event analysis, technologyintegration, and the transition from event management to engagement management.
Part of the technology driving vertical integration was what allows better rights management, allows you to get content deals for the Zune and for the Xbox that might not otherwise be obtained on the PC.
Rather than undertaking a major push, firms seem content to re-use previous technology investments while trying to improve the timeliness and quality of the data and improving the integration with other risk management tools.