What Business Users Want From Mobile UC, and How MNOs Can Deliver It
What Business Users Want From Mobile UC, and How MNOs Can Deliver It by UCStrategies Guest Contributor
Today, enterprise decision makers attempting to keep their finger on the pulse of how workforces can best communicate and collaborate face a muddled picture. Workers still rely heavily on traditional communications methods such as desktop phones and PCs, but they are highly frustrated with the inefficiencies of using these devices for voicemail and email. In a 2012 BroadSoft global survey of 700 “everyday” business users, respondents indicated that their top three communications frustrations are trying to locate and connect with people quickly, waiting for information, and dealing with email overload – suggesting a growing disenchantment with the nature of today’s passive, non-real-time communications.
As workers re-evaluate their dependence on the desktop phone and PC, they are also showing stronger interest in adopting unified communications (UC), particularly UC services accessible via mobile devices. In the BroadSoft survey, 76 percent of respondents said they would be “very keen” or “somewhat keen” to adopt UC solutions, with instant messaging and presence, mobile integration, and Web collaboration cited as the top three most desired unified communications services. Finally and perhaps most notably, when asked to rank the UC services that would deliver the greatest benefits, 69 percent of survey responses included mobile integration.
This belief by workers that mobility will deliver the most substantial business benefits for unified communications points to a strong opportunity for mobile network operators (MNOs) and telecommunications service providers that have invested heavily in 4G LTE to more rapidly monetize these investments by delivering mobile UC to workers. This article will detail a handful of key strategies for mobile operators to consider in order to effectively communicate the benefits of and deliver the mobile UC experience that users seek.
Effectively communicate benefits of UC
As referenced, the BroadSoft survey found that users would readily adopt unified communications technologies and generally understand UC features, but few understand the benefits of UC – and how they can be used to eliminate current communications frustrations. Effectively communicating the benefits of unified communications and mobility requires that service providers leverage solutions that combine an intuitive user experience, mobile-ready services, an open platform and market-ready packages and promotions that enable workers to communicate using their preferred services (voice, video, web conferencing, instant messaging, etc.) and devices (laptops, smartphones and tablets).
Enable single user experience
Key to fully integrating mobility into a unified communications offering is to enable a single user experience that spans all Bring Your Own Device (BYOD) and employer-provided devices, operating systems and networks. Today, if an enterprise end-user is making a voice call on their iPhone, he cannot – in the middle of that call – seamlessly switch to a video chat on their iPad, or to an IM exchange on their laptop. The byproduct of being unable to integrate disparate mobile applications, platforms and devices is an enterprise with communications silos for voice, video, text and collaboration that inhibit workforce productivity and mobility.
While these challenges have inhibited mobile UC to date, a single user experience extending across all devices and networks can significantly enhance the benefits of mobile UC by providing:
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A single “identity” that enables end-users to fully manage how they want to be contacted, which means having all of their contact information (call logs, IM contacts, etc.) available via the Cloud across all user devices.
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Access from any device enabling users to access communications services from their preferred device, whether it is a desk phone, desktop, laptop, mobile or tablet.
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High definition voice and video calling that is consistent and seamless as the user shifts from device to device.
Delivering a consistent user experience is difficult for Over-The-Top (OTT) providers tied to specific applications (i.e. – Skype calling) and devices (i.e. – Google Android phones). Mobile operators in particular, with ownership of the network, are more strongly positioned to deliver a single user experience and become the provider of choice, bringing the vision of mobile unified communications closer to reality.
Mobile-ready services from day one
The growing use of mobile devices, from laptops to smartphones to tablets, is not only pervasive throughout all business sectors, but is now considered a necessary component of a successful UC solution. As MNOs extend UC services to a variety of mobile devices on existing mobile networks including 2G, 3G and 4G, mobile capabilities must be architected in from day one, rather than building out a UC offering and then trying to bolt-on mobile after the fact.
Mobile integration is especially critical as mobile operators advance at varying speeds to 4G LTE networks. By making significant investments in 4G LTE, mobile operators are well positioned to effectively ensure a carrier-grade quality of experience (QoE) for end users of High Definition (HD) voice and video, web conferencing, instant messaging and presence, and other broadband-intensive mobile applications that go beyond the reliability of “best effort” services suited for consumers but inadequate for the rigors of enterprise use.
Commit to openness
The increasingly mobile enterprise workforce expects a consumer-grade communications experience that matches what they have come to expect on their tablet, iPhone, Android and BlackBerry devices. At the same time, mobile operators seek to balance a desire to retain ownership of the network with the benefits that come along with opening the network to third party application developers.
MNOs should not shy away from Open APIs (Application Programming Interfaces) that can be used to deliver beyond the current expectations for Unified Communications, through an expanded vision that includes UC service integration with other business process applications. For example, a mobile operator with a call center offering could leverage a third party developer Salesforce application that allows a call center to make and/or receive calls directly from the Salesforce webpage – in turn enabling enterprises to generate reports easily based on customer responses. This is just one example of openness that can unlock new revenues for mobile operators and increase the volume of users and spur innovation at a scale that could not occur organically.
Develop right go-to-market approach
Defining and crafting offers that will resonate with target markets is a final but critical piece in driving rapid adoption of UC services. Service providers can leverage their market position by delivering market-ready offerings that package, price and promote UC services in a way that will meet the communications needs and budgets of enterprises and consumers.
A piecemeal approach to delivering UC is challenging, and MNOs and service providers should consider a cohesive bundled solution that accounts for a launch strategy, lead generation, sales enablement, customer fulfillment, and of course mobility.
Leslie Ferry is vice president of marketing at BroadSoft, a global provider of IP-based communications services.