Art Rosenberg always writes some pretty thoughtful pieces over at Unified-View. I’ve only met Art once, but have read his work for a long time. The other day he posted his thoughts on How Mobility and UC Will Really Change The Pace of Business Communications in 2008.
Art’s post set me thinking about unified communications, mobility and social network attributes in a slightly different want as I look ahead to 2008. I really encourage you to go read Art’s full post, but in the meantime, I’ll share some thoughts.
UC Means All Business Communications
Now that the term “unified communications” (UC) has subsumed real-time telephony, wired and wireless connectivity, and all forms of messaging, it has become synonymous for all aspects of business communications. It has also become increasingly difficult to define everything that UC is really supposed to do for the enterprise. Microsoft and its Alliance partner Nortel wisely recognized this problem last year, and proceeded to establish hundreds of demonstration sites around the world in order to show business management what UC does for business operations and end users, rather than just explain how the technology infrastructure works.
This is a call to the burgeoniong unified communications community. Business communications and real-time telephony are what business cares about. I’ve written recently about VoIP being pumbing, or simply more infrastructure. Art’s saying something very similar. It’s not about technology. It’s about business. The industry has to wake up to that.
Simplifying The User Perspective of UC – Contacting People Quickly Any Way
…UC is all about making contact and communicating with people easily, flexibly, and quickly in a variety of ways.
What a great summary right there. Simplify. That sounds easy, but I realized how hard it is. Let me give you my perspective. Simplification is something that small, creative innovators do well. Simplification comes from companies like MOBIVOX, iotum, Cubic Telecom, GrandCentral, and the like really provide powerful tools that simplify life for users. When’s the last time you really say Cisco, Nortel or Avaya simplifying things for your communications needs? Really?
That’s part of the changing landscape that will impact unified communications and social networking in 2008. More powerful tools with simpler interactions are going to be a very hot item. They’re where the quickest successes will be found. That means the majority of innovative changes, the ones that catch our attention, will still be coming from small innovators next year. They’re the people to watch.
Here’s Art’s take on the traditional industry -
On the other hand, traditional telephony will be a big target for the most drastic changes in business contact procedures, since it has traditionally been based upon the inflexibilities of wired connections, restrictive user interfaces, and location-based devices. So, not only will business calls “integrate” with flexible messaging facilities, but, from a user perspective, all aspects of traditional call management will be changing as well. Much of what will happen to business call management will be derived from the experience of traditional customer call center technologies that can now be implemented more efficiently through IP telephony infrastructures and multimodal endpoint devices.
My view is more direct. Traditional telephony is a dead business that hasn’t keeled over yet. When I left Lucent Technologies in 1996, I told friends that I thought the old AT&T, Lucent and everything that spun out of that was a dead industry. But that like a large animal shot on safari, it would run for miles and miles before it finally fell over dead. It’s an industry that was repeatedly shot and has been running for a long time now, but still bleeding profusely. The traditional carriers are flagging and faltering. They haven’t innovated in years. That ability is gone from their genetic makeup. Sure, they may have divisions or business units that offer wireless and innovate a bit, but let’s face it, the traditional telcos aren’t she sharpest knives in the drawer. They only surprise with the stupid things they do.
When is the last time a traditional telephone company surprised customers with something really new and innovative? Think hard. Real hard. Was it direct dial long distance? or touch tone dialing? Look at your phone. Unless you have an iPhone, you’re using a very old and tired UI to do anything with it. That ten-digit touch pad was an interface to an old network. The new network of today really needs a more useful interface - one that’s simple and powerful.
Here are some areas where Art sees unified communications impacting business communications -
- “Contextual” Presence and Availability
- Proactive Notifications From Automated Business Process Applications
- Multimodal Messaging Communications
- “Instant” Conferencing
These are important because they’re all about the things we’ve been watching for a while now.
Presence and availability aren’t new concepts, but they’re becoming key attributes that successful business people have to manage. That’s a social media overlay into business service networking that’s on a collision course. It’s what I’d call a cataclysmic event on the horizon. And my prediction is that Microsoft will be a non-player, fumbling with how to get in the game and own that segment. They want it badly. I don’t believe they have a clue where to begin. They may indeed become a dominant player at some point but Microsoft is like the traditional telcos when it comes to innovation - it simply isn’t there.
Proactive notification is a vital part of the evolution to a Software Oriented Architecture (SOA) in some fashion. It’s all about making business processes and workflows interact easily with network communications services (voice, video and data). This is the convergence we’ve been talking about for ten years now. Tight coupling between business applications and network services will engender a change in corporate culture that will enable some companies to become the new enterprise we’ve never seen before. Some enterprise will become the nimble, innovative giants that have only been dreamed of. They’ll dominate their respective markets. They’ll also be incredibly vulnerable since they can be leapfrogged by a competitor at any point. That’s going to drive a time of mergers, acquisitions, and bloodletting across the industries involved.
Multimodal Messaging Communications speaks to me as mobility. What to we really want? Ubiquituous, easy access, anywhere, any time. We want always on, always connected, always ready to go services. This is a combination of mobile computing services and enhanced wireless networking. Technologies that couple with tools to give us powerful resources. I like to call it casual computing, but mobile computing will also do. It’s the always on mentality. That’s something my life partner Sheryl and I experience every day of our lives as a hyperconnected couple. I believe, Sheryl and I believe that the world is becoming more hyperconnected. We realize that our particular integration of mobile and network technologies into our daily lives isn’t the norm today. But we believe that’s changing for many people.
Instant Conferencing that Art mentions is a sore spot for many. Anyone who’s ever had to set up a conference call on the fly knows what a nightmare that can be. Even when we set one up in advance, the industry is fraught with a feature set that’s daunting and and uses an arcane set of keystrokes (mostly on that obsolete ten0digit dial pad) to operate. The conferencing segment of the industry really needs to be wiped out, and a fresh start. But there’s hope and light. iotum recently put up a free conference calling application on Facebook that gives a glimmer of hope to how conferencing might be set up in a business environment one day soon in an SOA world.
I think the key point, the real power in Art’s post, comes in the closing section - Managing The New I/O For Business Process Applications – People!. Then again, he’s a great writer who knows how to set us up. It also made me think of one of my favorite books of all time, Prometheus Wired: The Hope for Democracy in the Age of Network Technology by Darrin Barney. The core concept is that we, as humans, are now really an I/O tool of the network, the large I Internet that collects and gathers information about everything on our planet. In short, we feed the machine. And after all, isn’t the Internet really a large data collection engine gathering input from all of us for the biggest data warehouse ever imagined?
Technorati Tags: unified communications, mobility, casual computing, always on, hyperconnected couple
Filed by Ken at 3:03 pm under Information Security
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