Avaya Collaboration Guide 2013
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Avaya Collaboration Guide 2013



Avaya’s 2013 Guidebook is the market-leading overview of the collaboration technologies and trends driving businesses of every size. Written for business and IT executive alike, the Guide features ...

Avaya’s 2013 Guidebook is the market-leading overview of the collaboration technologies and trends driving businesses of every size. Written for business and IT executive alike, the Guide features in-depth analysis and commentary from industry experts on the innovations that can help you and your organization gain and keep a competitive edge.

Topics in the Guide include:
• Why mobile and desktop videoconferencing are the future of communications;

• How instant messaging is evolving past mere presence to awareness;

• What are the 8 best practices every contact center must follow;

• The steps you must take to secure your Unified Communications deployment.

Contributors to this year’s Guide include leading Avaya executives such as CEO Kevin Kennedy, SVPs Gary Barnett, Marc Randall, Michael Runda, and Brett Shockley, and top analysts from Forrester and Nemertes Research as well as experts from IBM, VMware and other valued Avaya partners.

The Guide also includes 14 enterprise case studies and 28 charts and infographics to create a full picture of how you can create a better, more agile business even in a fluctuating macroeconomic climate.



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    Avaya Collaboration Guide 2013 Avaya Collaboration Guide 2013 Presentation Transcript

    • 2013 GUIDE 2013 THE COLLABORATION FSC GUIDE TRENDS Transforming Your Organization Logo and Industry This Year© 2013 Avaya Inc. All Rights Reserved.All trademarks identified by ®, ™, or SM are registered marks,trademarks, and service marks, respectively, of Avaya Inc.
    • AVAYA 2013 GUIDE
    • TABLE OF CONTENTS 10 Leaning Forward to Embrace Innovation Kevin J. Kennedy President and Chief Executive Officer, AvayaAvaya 2013 Guide 13 MegatrendsPublished by Avaya Inc.211 Mt. Airy Road, Basking Ridge, NJ 07920 U.S.A.To download copies of Avaya 2013 Guide, visit www.avaya.com 14 Awareness. Simplicity. Customers. Brett ShockleyCopyright © 2013 Avaya Inc. All rights reserved. Senior Vice President and General Manager,Avaya and the Avaya logo are trademarks of Avaya, Inc. or its subsidiaries. Avaya Applications and Emerging Technologies, Avaya© indicates registration in the United States of America. All other trademarksare the property of their respective owners.Library of Congress Cataloging-in-Publication DataAvaya Inc. 22 Hypertext to Hypervoice Martin GeddesAvaya 2013 Guide Consultant on Future Telecom Business Models and TechnologiesEdited by Eric Lai and Richard Solosky.p.cm.ISBN 978-1-62209-556-8 29 Today’s 5 Biggest Communication Trends Irwin Lazar Vice President and Service Director, Nemertes Research1. Unified Communications. 2. Videoconferencing. 3. Call Centers.4. Networking. 5. Enterprise Mobility.Library of Congress Class and Year: HF5734.7 R48 2013Library of Congress Control Number: 2012923795 33 Do Collaboration Tools Boost Workplace Communication? Dr. Charles Law Assistant Professor, Penn State UniversityPrinted in the United States of AmericaExcept as permitted under the United States Copyright Act of 1976, no part of thispublication may be reproduced or distributed in any form or by any means, or storedin a database or retrieval system, without the prior written permission of the publisher.4 | avaya.com avaya.com | 5
    • 43 Amplifying Innovation with Partnerships An excerpt from ‘Leading with Connections,’ published by IBM 87 Mobile and Web49 4 Trends Transforming the Unified Communications Ecosystem Michael Taylor CTO, Strategic Products and Services (SPS) 88 Bring Your Own Unified Communications Gary E. Barnett Senior Vice President and General Manager for Collaboration Platforms, Avaya 91 The Future is WebRTC55 Video Collaboration John Yoakum Consulting Engineer, Avaya Harvey Waxman Vice President, Architecture, Avaya56 Dawn of a New Era in Videoconferencing Bob Romano Alan Johnston Distinguished Engineer, External Standards, Avaya Vice President of Global Marketing, Radvision, an Avaya Company 94 Case Study: Adding Features, Subtracting Costs63 The Rise of Video-Enabled Innovation Will Power Corporate Growth An excerpt from a 2012 Forrester Consulting white paper Matthews Pierce & Lloyd 97 Case Study: On the Road, Always in Touch RootWorks, LLC66 Videoconferencing Goes Viral Moshe Machline Vice President of Marketing, Radvision, an Avaya Company70 The New ‘Rules’ for Videoconferencing Eric Lai Editorial Director, Avaya 101 Customer Experience72 Case Study: Genius of Collaboration ETH Zürich 103 A Solid Foundation for Tomorrow’s Customer Chris McGugan Vice President and General Manager for Emerging Products & Technology, Avaya76 Case Study: Truly Unified CBC (Cologne Broadcasting Center) 110 8 Best Practices for Customer Experience Management Today Laura Bassett Director of Marketing, Avaya79 Innovator’s Corner 116 Would You Call Your Own Contact Center? Donna Dawson Psychologist IAUG Customer Innovation Winners 124 Case Study: Top Customer Service in All Channels 3C DIALOG GmbH6 | avaya.com avaya.com | 7
    • 127 Case Study: Building for the Multichannel World Gepin Contact SpA131 Infrastructure132 Optimizing Your Private Cloud for the Collaboration Era Marc Randall Senior Vice President & General Manager, Avaya Networking Parag Patel Vice President of Global Alliances, VMware136 Border Cop Gilman Stevens Director of SBC R&D and the VIPER Lab, Avaya Gina Odean National Director of Converged Solutions, NACR140 5 Traits of Great Communications Service Providers Michael Runda Senior Vice President, Avaya and President, Avaya Client Services142 The Future of 911 Mark J. Fletcher ENP, Public Safety Solutions Product Strategy, Avaya147 Case Study: Weaving the Network of the Future Leeds Metropolitan University150 Case Study: Avaya Virtual Networking Underpins Netherlands’ Schiphol Airport Luggage System153 Market Data8 | avaya.com avaya.com | 9
    • LEANING FORWARD In short, a wealth of new, cost- effective solutions are available today, can be deployed quickly, andTO EMBRACE can begin delivering measurable benefits almost immediately. If people have choices and can see a realistic path forward, they don’tINNOVATION feel helpless to manage change. In this Annual Guide, we offer what we believe is some of the best thinking from outside and inside Avaya and varied observations on the choices available to enterprisesThe Transformational Edge that refuse to be victims of circumstance. In the lead article,of Better Collaboration for example, Brett Shockley, Avaya’s Senior Vice President and General Manager of Applications and Emerging Technologies, examines the intersection and implications of collaboration,There’s something about a new calendar year that stirs the blood of even the mobility, and cloud technologies. You’ll also find perspectivesmost jaded among us. No one who knows me well would call me a wild-eyed from respected research firms; insights from Avaya’soptimist; I’m a pragmatist at best, even on the headiest of days. Still, I feel more customers, partners, and thought leaders; and evenbuoyant about what’s possible for the enterprise than I have in a very long time. an academic view of the behavioral psychology shaping business collaboration (hint: Technology is necessary butAdmittedly, the headwinds that buffeted us all in 2012 haven’t abated significantly. far from sufficient).The economic climate, especially in North America and Europe, is still profoundlyuncertain. Technology spending overall remains cautious, and in many parts This book itself is a collaboration, evidence of what weof the U.S. federal government, spending is still sharply constrained, sending at Avaya call The Power of We™. I am convinced thatripples through a wide network of partners, suppliers, and end users. Inside the the most successful enterprises will be built on an open,enterprise, employee mobility and geographic dispersion continue to expand, mobile collaboration platform—the more diversity, energy,while the “consumerization of the enterprise” is an irresistible force. and creativity we bring to the conversation, the richer the outcome will be. No one has a monopoly on insight, butIn spite of all that, I’m detecting a shift in customers’ attitude. There’s a renewed if we bring the right people together at the right time withsense of empowerment, fueled by a surge of market innovation. Instead of the right information, we can quite literally change the world.feeling victimized by tight budgets, our customers see new ways to reduce I hope you find these perspectives valuable, and I invite youbandwidth costs, accelerate time to productivity, and enhance the user to continue the conversation with any of us at Avaya.experience. For example, midsize enterprises no longer need to devote weeksto deploying a new UC platform—new midmarket solutions can be configured Sincerely Yours,in half an hour. In contact centers, our speech pattern recognition and naturallanguage chat software can improve a company’s productivity and Net PromoterScore® in just weeks. Business-grade video scales from conference room todesktop to smartphone, with up to 83 percent lower bandwidth requirementsand up to 71 percent lower TCO than competing solutions. In fact, low-bandwidth,high-definition business video on your consumer mobile device can pay foritself with the first business trip you eliminate, and the second eliminated trip Kevin J. Kennedycontributes directly to the bottom line. President and Chief Executive Officer Net Promoter Score is property of its respective trademark holders.10 | Introduction Introduction | 11
    • MEGATRENDS “Unity is strength … when there is teamwork and collaboration, wonderful things can be achieved.” — ­ Mattie Stepanek, Poet12 | Megatrends Megatrends | 13
    • Today’s real-time communications tools can be too much of a good thing. Here are 3 trends that will help you and your business regain mastery. For centuries, the speed of information flow has increased. And for all that time, people have complained of information overload. The 17th-century German philosopher Leibniz bemoaned the “horrible mass of books which keeps on growing.” Technology has accelerated matters. One hundred fifty years ago, it was considered a miracle when the Pony Express delivered a letter from New York to San Francisco in a mere 10 days. Today, we have numerous modes of real-time communications at our disposal. But we are still afflicted by information fatigue and lost productivity. Fortunately, there are trends in communications and collaboration solutions on the horizon that may help us regain control over our working hours. Here are three that I personally consider the most important. 1. CONTEXTUAL AWARENESS IMPROVES PRODUCTIVITY We crave being up-to-date. Who can resist clicking on the “new mail” icon? This need to know is not new. It’s just never been easier to sate (temporarily). Whether it be stock prices, sports scores, friends’ activities, or inventory levels, there is a good chance the information is ready and waiting. AWARENESS. Yet, being hyperconnected is not as satisfying as it might have once been envisioned. The connections can feel shallow, or out of sync with our thoughts or needs. SIMPLICITY. “We live in a technological universe in which we are always communicating. And yet we have sacrificed conversation for mere connection,” wrote CUSTOMERS. futurist Sherry Turkle in the New York Times in April 2012. Being connected without appropriate filters can also be exhausting. Not long ago, our biggest productivity complaint was email overload. To solve the problem, we created other modes of communication. But those have splintered. It’s the rare person who actually has only one email or one social network to keep track of. Between work and personal accounts, it isn’t uncommon for people to check 10–30 accounts in a single By Brett Shockley, day. The problem, rather than getting better, has worsened. >> Senior Vice President and General Manager,Avaya Applications and Emerging Technologies, Avaya14 | Megatrends Megatrends | 15
    • Business communications will also becomeIt is more than sources and modes, far more effective. Not long ago,but devices as well. Mobile devices secretaries applied contextual simpler—and more powerful—throughhave made text (SMS) messaging awareness to determine when to route software that allows us to dynamically shiftubiquitous. Some applications are calls or to take a message (thoughdesktop-only. Others are tablet- they would’ve likely called it common between text, voice, and video. Even theonly. And don’t forget the physical sense). In this era, new technologies ‘power phone’ of the future will be less aboutmailbox. You can spend all of your will be contextually aware, and aid ustime checking and monitoring in routing, filtering, and prioritizing. the number of buttons and more aboutconversations. Our appetite forinformation and communication Context hastens productivity just as a screen size.has paralyzed productivity. map becomes more useful when you know at least roughly where you are.Too much openness turns out to Context filters the relevant informationbe its own cage. Urgent messages for given situations, allowing us tocan arrive from anywhere, requiring quickly find the right people anddiligent surveillance among all of our right documents as well as monitorcommunication tools since there is activities across modalities. Theno easy way to filter the interruptions. technology will evaluate relationshipsOur tools are not working for us— and contacts, conversations, andthey put us to work. information and event streams across devices and locations.A temporary degradation inproductivity was reasonable.As Internet, VoIP, and other forms 2. SIMPLE IS AS SIMPLE DOESof IP communications exploded, Remember the thick manuals thateach required some experimentation. came with pagers? Or the heftyNow, it’s time to get back to business. instruction booklets that came withThe menu of modes and options fax machines? These were complexisn’t going to shrink, but the focus devices as evidenced by theirwill shift to managing them in a complex manuals. But as our devicessmart way. In other words, business become more powerful, the manualscommunications must start to are shrinking and disappearing.emphasize productivity over novelty. Consider the relatively thin pamphlet you probably got with your latestSpam filtering saved email from smartphone, tablet, or TV.uselessness. But filtering real-timecommunications is a much harder nut Intuitiveness and ease of use nowto crack. Simple filters, based on caller becomes as important—moreID or keywords, are not sufficient. The important—than any individualnext big focus will be real-time filters feature ... and not just for endwith contextual awareness. users. Enterprise technology is now following this simplified approach. It isContext separates Paris, France, the key theme to many priorities andfrom Paris, Texas, and Paris Street projects underway and will continue(in Denver). Our documents, activities, to be so. Today’s organizations arelocations, and contacts will provide much less tolerant about complexitycues to determine context. Awareness (and the training it requires). >>of context will make communications16 | Megatrends Megatrends | 17
    • Urgent messages can arrive from anywhere, requiring Users’ Future Plans for UC&C Tools Over Next 12 Months, North America, 2012diligent surveillance among all of our communication tools. 1.Our tools are not working for us—they put us to work. 42% 48% 6% 2. 34% 64% 3. 32% 63% 31% 58% 10% 4. 30% 66% 5% 5. 30% 64%For example, the wave of enterprise across locations. Location will (and 6. 26% 59% 11%virtualization was initially motivated now should) be completely invisible 7.by the cost savings of being able to customers and colleagues. 8. 24% 65% 9%to run fewer servers. But the true 9. 23% 59% 16%value lies in the simplification of Simplification is also behind the rise of software. As tech investor 10. 21% 69% 10%operations, even as powerful featuressuch as high availability and disaster Marc Andreessen famously put it, 11. 17% 72% 6% 6%recovery are extended across multiple “Software is eating the world.” He n Plan to use more extensively n Expect decreasing useplatforms and services. It’s a far cry points to the industry and segment n Plan to use at same capacity n Plan to discontinue usefrom yesterday’s dedicated servers leaders that, under the covers, areand their dedicated cabling. Desktop actually software companies: 1. Enterprise social  4. Videoconferencing 8. Instant messagingvirtualization (VDI) is also simplifying Amazon.com, Netflix, Apple’s iTunes, media tools 5. Web conferencing 9.  obile soft client Mthe management of PCs and mobile Spotify, Pandora (entertainment), 2. Unified communications  extension applications 6. Shared/collaborative devices while supporting freedom Pixar, Google, and LinkedIn. Even client team spaces 10. Audio conferencingof device and operating systems for Wal-Mart, a real-world retailer, 3.  nified messaging/ U 7. PC-based softphones 11. IP PBX uses software to win a competitive visual voicemailend users. It’s becoming the antidoteto the “bring your own device” advantage in logistics and distribution. Base: All respondents (n=263). Source: Frost & Sullivan analysis.(BYOD) trend which has complicated Hardware-based solutions are rigid.matters regarding data security and Software-based solutions work hardprotection in the name of employee underneath to generate context that between text, voice, and video. about $1.50 per automated IVRchoice. VDI offers effective, non- makes things appear simple to the Desktop phones will become simpler (integrated voice response)obtrusive management, encryption, end user. You can see this in television and more contextual. The “power interaction to more than $4 per voiceand control. sets, which even today feature phone” of the future will be less call, according to 2011 estimates remotes that resemble oversized about the number of buttons and published by callcentres.net. That’sCommunications infrastructure can more about screen size. Or you sometimes perceived as too costly. candy bars arrayed with buttons.also benefit from simplification. can skip the desk phone and use Many organizations have streamlined The Apple TV remote, by contrast,By centralizing communications an intuitive application on a desktop interactions, trading customer is mostly software. It only has a fewequipment and operations, or tablet. No more esoteric satisfaction and experience for profits. buttons. But by generating contextualorganizations reduce the number of commands like “flash.” But competing on price is increasingly and intuitive on-screen menus, usersservers, administrators, and other difficult in a connected world where can easily navigate through a muchresources needed. This also simplifies greater array of content with little 3.  HE RETURN T customers can easily switch to anthe setup and operation of remote need for instruction. alternative. Customer satisfaction andoffices and remote and mobile OF CUSTOMER loyalty become key, and great serviceworkers. And workers benefit because Business communications will CONVERSATIONS can build and maintain it.there is no longer a disparity in the also become simpler—and more We all know customers are thefeatures available to individual offices powerful—through software. key to a successful business. Customer satisfaction used to beor locations, nor any technical barriers Software applications will allow But interacting with customers is difficult to measure. Today’s customersto something as simple as voicemail us to dynamically and easily shift inherently costly, ranging between are willing to share their opinions >>18 | Megatrends Megatrends | 19
    • Non-Users’ Future Plans for UC&C Tools Over Next 12 Months, North America, 2012 1. 22% 12% 21% 45% 2. 14% 18% 20% 44% 3. 14% 16% 26% 44% 4. 14% 21% 30% 35% 13% 17% 28% 42% 5. 13% 21% 25% 41% 6. 13% 18% 26% 43% 7. 12% 20% 33% 34% 8. 12% 16% 25% 47% 9. 11% 15% 18% 56% 10. 11. 10% 14% 29% 47% n Plan to implement within next 12 months n Plan to implement within next 2–3 years n Considering, but no plans yet n Not consideringand experiences more than ever in place to monitor services morebefore. Unfortunately, they are sharing quickly, before matters get out ofthis information publicly via social hand. Strong customer service backed 1. Audio conferencing 5. Videoconferencing 9.  hared/collaborative Snetworks that empower them. by agile, proactive organizations 2. Instant messaging 6. Web conferencing team spacesThe balance of communications will succeed in the social era. Social 3.  nterprise social E 7.  obile soft client M 10. IP PBXpower has shifted to the customer. networks remain important to media tools extension applications 11. PC-based softphones monitor, not as a means of satisfying 4. Unified messaging  8.  nified communications UFor decades, the contact center was a customer—but as a feedback visual voicemail clientidentified with cost and repetition: mechanism to satisfy all customers.checking balances, changing Base: All respondents (n=263). Source: Frost & Sullivan analysis.passwords, ordering parts, etc. Self- In response, the contact center needsservice solutions are changing the to evolve. Rather than simply a forumnature of contact centers. Many—if not for resolution, today’s contact center Live conversations with customers are These three megatrends are reshapingmost—customers prefer automated needs to be proactive, not reactive. a great place to foster relationships organizational communications.telephone or Web-based technologies Real-time diagnostics and monitoring and build perceptions. Organizations They are powerful forces resultingfor simple tasks. When a customer tools allow contact center agents are rediscovering the value of in improved productivity, commerce,actually makes the effort to call, it to identify satisfaction issues before customer interactions: that they and growth. Most organizationsis because the self-service solutions they become angry tweets or are a privilege, not an obligation. can benefit from addressing themhave failed them, and they have a Facebook posts. Social networks That means the agent of tomorrow in their strategic plans. One thinglegitimate need for human interaction. allow an organization to get will be better trained, more that has never changed is thatThis shouldn’t be viewed as a cost or near-real-time feedback on activities empowered, and backed with more communications continues to offerburden, but an opportunity. such as advertising and promotion. effective and adaptable support a means for businesses to gainWhereas customer satisfaction was This means that agents need to be systems. These agents will not be not a competitive advantage. • well-versed in organizational tools the “order takers” of the past, but keyonce just a matter of retention, now it and systems, and have the ability to organizational resources.is also a matter of reputation, growth,and brand. Customers now have a easily resolve a broad array of issues.global and efficient voice, and the And in cases where they can’t, theypotential exists for their opinions need effective and instant means ofand experiences to cascade virally. finding the resources that can. WithListening to and monitoring social products, quality is measured againstmedia is not enough, nor is it scalable. specifications. With services, quality is Brett Shockley is Senior Vice President and General Manager for Avaya ApplicationsInstead, mechanisms need to be measured by customer perception. and Emerging Technologies. He is an industry veteran with more than 25 years of thought leadership in the telecommunications and contact center markets.20 | Megatrends Megatrends | 21
    • HYPERTEXT TOHYPERVOICELINKING WHAT WE SAY TO WHAT WE DO By Martin Geddes, Consultant on Future Telecoms Business Models and TechnologiesImagine a world where computers Until now, the free-form nature ofenrich our voices with superhuman voice communication has left itpowers; where voice is integrated disconnected from the mainstream ofinto our social media just as text our daily digital lives. Machines areand images currently are; where adept at processing stored symbols,our voice can be used as a not spoken syllables. As a result, wecommunication tool at its full have skewed our patterns ofcapacity: simple, powerful, and communication to favor media thatrich. This is the world of hypervoice, can be easily structured andwhere voice on the Web is as native processed by machines.and natural as hypertext. Voice captures our creativity and You can tag a moment in the speechIf Web 2.0 was about transcending so much else of our essence thatplace, enabling us to become more as easily as the piece of text you have makes us different from machines.interactive and social online through Our most emotive and memorable typed. Indeed, any and every digitaltext and images, Web 3.0 will be conversations are vocal. Evenabout enriching conversation Spielberg’s E.T. didn’t fax home; gesture can be tied to its momentthrough the human voice. instead, he found his voice. in the spoken context.Voice: Gift or Demand? However, there is a tension in voiceOur Western culture is dominated by between being creative andvisual media. Nevertheless, the disorganized. Nevertheless, we wanthuman voice remains a precious and to structure voice so it is amenable topowerful form of communication. It is the tools that amplify our effort andthe easy and spontaneous mode in make it relevant to our personal andwhich we account for our day, make work lives. Too often, the use of voiceimportant statements, and express becomes a demand, rather than aour feelings and beliefs. gift; it seems that there is too much >>22 | Megatrends Megatrends | 23
    • In the same way that hypertext did for text, hypervoice brings voice into the era of the Web.cost involved to create a structure, rendezvous and synchronous manipulating stored information, the totality of a voice recording intoand yet without some helpful communications. They are over- voice is by its nature live and text, purely to record and share a fewstructure there is too little benefit. demanding of participants’ time, synchronous; we speak and await an key parts of a conversation. given the customary practice of immediate response. Historically, asTempo and Timing attending the entire call. Typically, a result of technological constraints, Voice is Missing though, many participants are barely voice has also been ephemeral. Now From HypermediaA conversation calls for the present to the conversation; that computers can readily make andparticipation of at least two people. We have thus far failed to understand conference calls often run as store records of what we say, recordedAs the number of parties to a and work with the natural dynamics background noise while executives voice as a feature allows us toconversation increases, so does the of voice communications. Indeed, look at their emails, giving the group increase the number of parties tocost and complexity of making that the Web was conceived without conversation the status of a sort of a conversation in a way that is freedinteraction live and synchronous. voice being a part of it: corporate soap opera. from the time constraints of “needingDespite our valiant efforts on to have been there.”conference calls, the quality of the HyperText is a way to link and By contrast, we want voice to beinteraction appears to decline with access information of various alive, to feel alive, and to allow and Hitherto we lacked adequate meansadditional participants. kinds as a web of nodes in which encourage wide participation in to index, search, filter, and forward the user can browse at will. conversations. Ideally the interested voice conversations. This has turnedVoice communication remains Potentially, HyperText provides parties would be free of the every recorded voice artifact into apatterned on telephony, with a single user-interface to many obligation to be present for the liability rather than a digital asset,its model of interruption. “Live” large classes of stored information original conversation. We want a fast with the result that very few recordedvoice is seen as the ideal, and voice such as reports, notes, data-bases, tempo, and functional engagement, calls are ever listened to or createrecording is presented as a managed computer documentation and without the trouble of timing. value. Furthermore, our spokenfailure mode that is bolted on as an on-line systems help ... A program words are often stuttering andafterthought. This leaves us with the which provides access to thedismal experiences of dictating or Inclusion and Exclusion provisional. Key information or hypertext world we call a browser. decisions take up only a small partreceiving voicemail messages. In the past, the mix of computers and —  . Berners-Lee, R. Cailliau, T of the conversation. Yet, we often chatter has been unsatisfactory. 12 November 1990, CERN >> Conference calls perpetuate take on the burdens of transcribing Whereas computers are adept at these problems of24 | Megatrends Megatrends | 25
    • In the same way that hypertext did for that can arise from text, hypervoice brings voice into the a true integration era of the Web. However, Web of voice and text. technologies like WebRTC or VoIP are neither necessary nor sufficient As we organize the gestures and to achieve this. It’s the content that responses that are our business matters, not its delivery mechanism: conversations, we believe we have How do you organize and flow value a choice of space travel versus time around voice? travel. With “hypervoice” we transcend that limit: We can associate Adding Voice to what is said with what is done using when, not where. Our Activity Streams Conversations are sequences of How Hypervoice Works “gesture-response,” and these moves create an activity stream. These Hypervoice turns voice into a native gestures and responses are much Web object, rather than trying to richer in their forms than merely convert it into a text object. It works spoken interactions and interjections, by tying together all the gesturesOur recorded conversations since we can also make parallel digital and interactions made during a gestures—such as pulling up Web conversation into a unified whole.remain impossible to index, The basis of the linking structure pages and advancing sharedsearch and use. That leaves presentations. We make digital is the relative time in which gesturesour voice artifacts as liabilities, responses, such as taking notes after and responses occur.rather than digital assets. someone else’s spoken comment. When you make a note during an oral Critically, these parallel activities are separated from their voice context, conversation, the words you type are with the result that there is no cross- connected to the words that have relation between what is said and been spoken. Your typed note is what is done. important, and therefore forms relevant searchable context for the The management of our digital voice. You can tag a moment in the artifacts does not yet extend to live speech as easily as the piece of text or recorded voice. Voice gestures you have typed. Indeed, any and aren’t captured at all, or are captured every digital gesture can be tied to its as whole recorded conversations that moment in the spoken context. These have little value because they cannot hypervoice conversations can be be searched, navigated, or integrated given fine-grained permissions for into our workflow. And who has the sharing, searching and syndication, time or the impetus to plow through resolving the privacy issues around an hour-long recording in real time, in coarse-grained voice recording. search of a crucial but tiny snippet? To progress, we must create a unified If you have an agenda for the activity stream, and enable richer conversation, this provides structure; conversations and the collaboration as you advance through the agenda >>26 | Megatrends Megatrends | 27
    • Mobilityitems, the relevant people can be in our lifetimes will ever rival aincluded (if not already present), and human voice’s capacity to conveythose transitions are noted in the rich and complex social andactivity stream. Those agenda items emotional meaning.can also be rich objects, tying thevoice to its context. For instance, an Just as hypertext breaks andagenda item might be a customer reconnects the place metaphor forhelp desk request, drawn from a text, hypervoice separates and linksticketing system; the voice segment the time elements of spokenon that trouble ticket can then be conversation. As has become thedirectly linked to the discussion case for all manner of text material,about its resolution. voice will no longer be left to languish in the limited contextThus, hypervoice is a natural of its origination.extension of the fundamental Web TODAY’S 5 BIGGESTconstruct of linking both to and from Hypervoice allows other non-voicethe conversation object, in a manner metadata and digital gestures andthat is suitable for voice. responses to provide the structure COMMUNICATION around voice, as a natural byproductThere is value to the user in creating of our online behavior. By makingmetadata for hypervoice, as it is a voice easy to navigate using these TRENDSnatural byproduct of what people structures, it makes voice recordingsdo anyway, and it transforms the useful for those who are not presentvoice into a digital asset. This in at the live event.turn makes voice material easy toshare, consume, and distribute, and Hypervoice is like being hyper-there is no learning curve, no barrier present. It’s “better than beingto utility, no friction. By unbundling there” as it augments and enrichesvoice from synchronous telephony our conversations. The need to collaborate is driving everything(or telephony-like unified Hypervoice is like being hyper- from social business to video.communications services), voice, intelligent. You can accesstoo, can become an “anytime, everything ever said, with One of the first questions we ask the IT leaders who give us their time is, “What’sanywhere” asynchronous medium. unbounded working memory. the hottest area that you’re focusing on now? What’s keeping you up at night?”Hypervoice is at the Hypervoice is like being hyper- 1. Mobility is always at the top of that list. When you look at budgets, aboutCore of Communications organized. You retain the link 68 percent of the companies are increasing their spending on mobility, withWhy put hypervoice as the between recorded words or images an average increase of 20 percent a year. They’re spending money on datacentral plank of your collaboration and their spoken context. services, they’re spending money on mobile device management platforms,strategy? Because the conversations and they’re spending money on integration and getting unified communicationsthat really matter are conducted The future of voice is hypervoice. • applications out to those mobile devices. They’re trying to enable a much morein the voice channel. No computer open model where employees can bring in their iPhone, they can bring in their Android device—whatever phone they want to use—and IT can potentially support it. >>Martin Geddes is a consultant on future telecom business models and technologies.He provides speaking, advisory, training, and innovation services to telcos, equipmentvendors, cloud services providers, and industry bodies. This article was adapted from a 2012 By Irwin Lazarwhite paper written for HarQen Inc. Please download the full version at hypervoice.org. Vice President and Service Director, Nemertes Research28 | Megatrends Megatrends | 29
    • much personal contact with others. A social platform can give you some of that. People are also starting to see social as part of their overall collaboration environment. If I’m looking up someone’s social profile and reading their likes and interests, shouldn’t I be able to click on their name, see if they’re available and immediately send them an IM or call them? 3. Another trend is the rise in managed and hosted services. We define that as any kind of third party you’re using to support IT, whether it’s professional services for architecture and build-out or managed services Managed and Hosted Services for day-to-day operations. Almost 90 percent of companies tell us they’re doing something hosted. And look at the plans for growth! Forty Social Business percent are adding more services: lower level application integration, mobile device management, social integration, unified communicationsThat has been easily the largest can lose a lot of time if they start integration, etc. We’re starting to seeoverall trend. playing games on their smartphones IT trying again to position itself much and tablets. So, “Can I lock that device more strategically. The drivers are theIT departments themselves have down so they can’t play those games, complexity of IT and finding staff.slightly different priorities. Data or can only do it on their own time?” If you haven’t really looked at managedsecurity is top of mind. What happens services carefully, our advice is: Take aif the person leaves the company? Can 2. Social business is about taking how hard look. When we measure success,I remotely wipe their applications? If people collaborate and communicatea device gets lost, will company data through Facebook and bringing it we look at things like cost of IT per Video employee, revenue per employee, andbe taken away? The second part is behind the firewall. Building a social IT spend per employee. Better metricsintegration with other applications. platform that your employees, your in these areas all tend to correlate Counselors with theHow do I make someone’s single partners, and your customers can all positively with higher use of managed Veterans Administrationphone number ring their mobile use to collaborate and communicate.phone as well as their desktop, or Being able to set up groups around services. Companies that outsource are checking for symptoms day-to-day support operations of theirenable them to quickly move calls projects, “Like” different things, applications tend to spend less per of PTSD in soldiers recentlyback and forth or participate in video suggest ways of finding informationsessions? The third is kind of a gotcha. to others, form communities of employee and have higher success returned from Iraq, using metrics. In this day and age, when easy-to-set-up desktopWhen people start bringing in these interest, etc. talent is so hard to find, being able todevices, they hammer the wireless videoconferencing. The biggest driver is collaboration: leverage third-party services seemsnetwork in the company. improving the way people work to show some significant financial andOne question that does come up a lot together. The secondary driver is this operational benefits. participate in room-based meetings.is, “How do we keep our employees age of telework where people work 4. With video, the focus is on giving So I don’t have to go to an office andfrom playing Angry Birds?” Employees from home and they don’t have as people at their desks the ability to find a videoconferencing center, >>30 | Megatrends Megatrends | 31
    • DO COLLABORATION TOOLS BOOST WORKPLACE COMMUNICATION? A REVIEW OF THE ACADEMIC RESEARCH SIP TrunkingI can sit in an airport, in a hotel room, that a lot of the vendors go to marketor in my home office and participate with the idea that if we just make itin a video call with people who are cheap enough and easy enough toin conference rooms. That’s the killer use, everyone will use it and it willapp right now. replace phone calls. That’s not really what we’re seeing.One of my favorite examples is theVeterans Administration (VA), which 5. The final trend is SIP trunking.implemented videoconferencing for This often gets confused in thesoldiers returning from Iraq. Soldiers market. When we say SIP trunking,download a high-quality, high-definition we’re talking about how you connectvideo app on their desktop and and make calls outside your company,then have a videoconference with not how you connect devices internallya counselor to determine if they have through SIP. What we see with SIP isany PTSD (post-traumatic stress that costs aren’t really the big driversdisorder) -related issues. The counselors anymore. What is getting people interested in SIP is some of the thingscan now see many more patients per you can do with it. I can have a wholeday. They can help out remote areas lot more control over how calls getthat were understaffed. And they to me. I can route them to failovercan read body language and see the centers. I can load-balance callsattitude of the person with whom across facilities. I can implementthey are talking. SIP as part of a disaster recoveryVideo is extremely attractive for scenario. Plus, I can take advantagesuch applications. The challenge is of SIP services in the cloud. •Irwin Lazar is Vice President and Service Director at Nemertes Research, where heoversees research on unified communications, contact center, and social business.Nemertes is a leading research-advisory and strategic-consulting firm specializingin emerging technologies. This article is adapted from a 2012 presentation by Lazar By Dr. Charles Law,sponsored by Avaya. Assistant Professor, Penn State University32 | Megatrends Megatrends | 33
    • Should organizations continue to rely on text-based,asynchronous communication when researchoverwhelmingly indicates that there are better options?Anyone in the working world knows 126 emails a day in 2006, upthis: Meetings are as hard to kill off as 55 percent from 2003. Employeesa supervillain in a James Bond film. were spending 26 percent of theirDespite the mainstreaming of email time managing email. That wasand other collaboration technologies predicted to grow to 41 percentin the past decade, senior managers of their work day in 2009. Thisstill spend about 23 hours per week enormous increase in usage hasin face-to-face meetings (Rogelberg elevated the cost of supportingand colleagues, 2007). Seventy-two email to $17 billion annually today.percent of those managers said theyspend more time in meetings than 2)  mail wastes time. Jackson and Ethey did five years earlier. colleagues (2003) found that employees are interrupted by emailThe move toward globalization and about every five minutes, hurtingthe reality of geographically separated the productivity of both sender andteams is accelerating the move receiver (Wilson, 2002). Source: The New Yorker.toward new forms of communication.Recent research has shown that this 3) Email is not good for urgent is beneficial for group task cohesion decisions. A sender doesn’t know if Here’s how it might work in real life. work hard to finish and send theirand performance (Shin & Song, the receiver is available, nor if he or “Zestion” is a large Denver-based work to everyone a couple days later.2011). Will emerging collaboration she will read the email in a timely telecommunication company. Sophia,technologies continue to offer the manner (Luor, Wu, Lu & Tao, 2010). who is the marketing director of However, neither Theodore norsame benefits? In this paper, I’ll review Zestion, recently initiated a process Luciana respond. Theodore was 4) Email is not rich. It is not real-  action team to better understand sick and thought that Luciana hadthe academic research on the impact time, lacks verbal and non-verbal how customers use its products. The replied to Sophia, while Lucianaof email, instant messaging (IM), and cues, and conveys emotion badly team included two members from the was waiting for Theodore’s returnvideo on business collaboration, and (Cameron & Webster, 2005). The corporate office (Sophia and Oliver), to reply. After three days, Sophiasuggest the good and bad things that use of emoticons can help, though two members from the Houston office emails asking if they had received herthe use of virtual avatars and social only if they are positive, as negative (Juan and Theresa), and two members initial message. Luciana immediatelynetworking might bring. emoticons tend to be disruptive from the New York office (Theodore becomes concerned that Sophia is (Luor, Wu, Lu & Tao, 2010). and Luciana). They have three weeks angry at their lack of communication.Email: Convenient, but Limited to complete their project and present She forwards the message to 5) Email increases the number of  Theodore, who still doesn’t respond.Cartwright and Kovacs (1995) it to management. “social loafers” and “free riders.” Worried about the reaction fromidentified three advantages to email: The former describes someone What happens if they use only email? Sophia, Luciana decides to do allIt is quick, it is convenient, and it is who reduces his/her own individual Sophia and Oliver complete their of the work herself. The result?inexpensive. However, as email has effort when working in a group portion and email their work to the Poor communication, hurt feelings,proliferated, researchers have begun with the assumption that others will other team members during the first and a “free rider” (Theodore).to note its disadvantages. make it up. The latter is an extreme week. Juan and Theresa “reply all”1) Email is no longer cheap. According  example of a social loafer (Karau as soon as they get the email and Although email use has been steadily to the Radicati Group (2007), & Williams, 1993; Lantane and indicate that they will be done with declining among university students employees received an average of colleagues, 1979). their portion soon. Juan and Theresa since 2005 (Judd, 2010), the number >>34 | Megatrends Megatrends | 35
    • The Good and Bad of Email The Good and Bad of Instant Messaging Advantages Disadvantages Advantages Disadvantages Easy-to-use Asynchronous Richer, synchronous communication Potential privacy concerns Almost universally adopted Disruptive Cost-effective May be disruptive Convenient Social loafers/free riders Indicates “presence” Potential drop-off in usage Easy to send/receive documents Expensive to support Interoperability of email users will still grow from for 5 percent of workplace What might have happened if the IM-Using Workers (Millions)2.1 billion in 2012 to 2.7 billion in 2016 interruptions (others being Zestion team had used IM instead of(Radicati). While antiquated to some, 140 telephone calls, email, face-to-face (or in addition to) email? Sophia couldemail clearly remains one of the most communication, and meetings). IM the “available” team members with 120important ways that organizational her and Oliver’s portion of the work,members communicate. 3)  bandonment. Birnholtz (2010) A and follow up by email with those 100 studied 21 IM users who had that were unavailable. When Luciana 80 adopted and then abandoned IM. receives the email, she sends an IM toInstant Messaging: They believed that IM left them too 60 Theodore letting him know about it.Getting Closer available (privacy) and that they He sends a message back to LucianaIn 2007, more than 67 million people 40 were often interrupted by people letting her know that he is sick, butused IM at work, up from only 11 million with whom they did not want to will try to be back to work in a few 20 talk, or had a hard time finishingin 2004 (Shiu & Lenhart, 2004). While days. Meanwhile, Luciana sends andata hasn’t been recently collected, 0 IM conversations. IM to Juan and Theresa in HoustonRadicati (2007) estimated that over 2004 2007 2011 letting them know that Theodore is >>120 million people would be using IM Source: Radicati Group.in the workplace by 2011.IM has several advantages. It’s real-time. It’s richer than email. And it could be saved and forwarded tolets users easily switch to even richer others. Those employees were alsomediums, such as voice or video over concerned that IM logs could bethe Internet (Anandarajan et al., 2010). saved and retrieved at some futureIM users can also know the presence time, leading to problems withof the people with whom they are misinterpretations. Some were evencommunicating. Finally, IM can be concerned that their “available”more cost-effective than telephone, status could be used as evidenceemail, and travel (Peslak, Ceccucci that they weren’t being productive.& Sendall, 2010). 2)  nterruptions. Cameron and I Webster (2005) found that overWhat are the potential downsides? half of the people they interviewed1) Privacy. Patil and Kobsa (2004,  indicated that IM interrupted 2005) interviewed employees their work. However, more recent who use IM and found they were research indicates that might be uneasy that their IM conversations overstated. Ou and Davison (2011) found that IM only accounted36 | Megatrends Megatrends | 37
    • The Good and Bad of Videoconferencing Advantages Disadvantages Decreased travel costs May decrease task participation Effective in information gathering, Junior employees may find it training, brainstorming, and difficult to participate distance collaboration Rich communication medium Potential privacy concerns Synchronous May result in less participation sick, but that she is working on their other meeting participants, and this portion of the project. helps make you feel more connected to them.” But when Juan doesn’t answer her initial IM, Luciana sends No medium is perfect, of course. several subsequent messages. Olaniran (2009) interviewed Juan perceives this as pushy and employees at a large governmental domineering. Annoyed, he forwards organization. While 88 percent a copy of the messages to Sophia thought videoconferencing was more as a record of what he considers “convenient” than travel, 85 percent “harassment” by Luciana. When had problems dialing, 71 percent Sophia tells Luciana, Luciana is angry believed that videoconferencing at the violation of privacy. So what attendees sometimes “lurked” IM giveth, it also taketh away. rather than participated, and others Newer technologies might assuage worried that videoconferencing these problems. would completely replace travel. Still other workers view Videoconferencing: videoconferencing as a way for their Richer and Richer bosses to track their participation. Much of the attention on Indeed, some workers do clam up videoconferencing has focused and participate less, whether due on its ability to decrease travel to shyness in large group meetings costs. But as collaboration among (Boutte & Jones, 1996) or, according geographically separated team to Nandhakumar and Baskerville members requires audio and/or (2006), due to senior-level managers visual cues (Bekkering & Shim, 2006; exerting their authority in a way that Wegge, 2006), videoconferencing makes it hard for subordinates to may be the primary tool to which participate or contradict senior-level organizations turn. It provides a managers’ ideas. This can be very rich, real-time medium with counteracted. One way, according much of the intimacy of face-to- to Yoo and Alavi (2001), is for face communication. As Alavi and participants to have a rapport colleagues (1995) put it, “You based on a pre-existing history can see the body language of the of teamwork. >>38 | Megatrends Megatrends | 39
    • It should be pointed out that existing well as make work more dynamic and The Good and Bad of 3-D Immersive Environmentsstudies are based mostly around engaging, and collaboration moreroom-based videoconferencing effective. 3-D immersive environmentsenvironments, not newer PC or mobile may also motivate and interest users Advantages Disadvantagesvideo chats. As videoconferencing more, as well as produce a deeper Decreased need for communication Learning curvemoves from the performance art understanding of subject matter Rich communication content Increased need for networkof the boardroom to the intimacy of (Jonassen, 2004). bandwidth, computer processingone-on-one conversations, it’s unclear Decrease in social loafers power, and graphics cardswhether these same issues will apply. 3-D environments seem to help high- and free riders performing teams most, because they are adept at using the environments3-D Immersive Environments to read each others’ non-verbal with Sophia being present might collaboration. Similarly, mobileIn a 3-D immersive environment, cues and gestures (Montoya et al., also be decreased. There are some collaboration and video offers thea computer generates a space in 2011). They also encourage equal hurdles: training, Sophia’s fear of new convenience of rich, synchronouswhich participants can interact participation in teams, especially high- technology, and Juan’s insufficiently collaboration anytime, anywhere.through the use of an avatar, or performing ones. Avatars aren’t able powerful PC. While these problemsvirtual representation of oneself. This to “free ride,” just as workers in small can be overcome, they do pose As collaboration continues to gomimics face-to-face communication teams can’t loaf off in real life. significant issues for managers. global, organizations will increasingly(Montoya, Massey & Lockwood, 2011) seek new technologies to ensureby enabling non-verbal cues like How would this work for Zestion? that their employees can effectively Theresa, who is shy and doesn’t The Future and efficiently communicate acrossdirection of gaze and gestures(More, Ducheneaut & Nickell, 2007). want to be on video, might feel more By 2009, computer-mediated time and distance. While it may comfortable as an avatar. Theodore, communication accounted for be impossible to predict exactlyOthers like Reeves, Malone, and who is recovering from his cold, can 30 to 50 percent of employee which technology organizations willO’Driscoll (2008) found that participate from home and not be interactions (Johnson, Bettenhausen embrace, it is likely that the trendimmersive online games may promote concerned about the appearance of & Gibbons, 2009). Face-to-face toward a richer, more synchronouscollaboration and communication, as his red nose. The power differential interaction is already in the minority communication medium will continue. for many organizations and Will email and IM fade away into employees, and may already be obscurity anytime soon? Probably not. in the minority overall today. But should organizations continue to rely on text-based, asynchronous In addition to the technologies communication when research discussed above, there are other overwhelmingly indicates that there emerging tools. Take social are better options? Clearly, there are networking. While Facebook can better ways to communicate and hurt worker productivity (Nucleus collaborate if organizations are willing Research, 2009), it—along with to evolve and adapt, and it is likely that the business-focused LinkedIn— offers huge potential for business successful organizations will do so. • Dr. Charles Law is an assistant professor at Penn State University and President of SMART Consulting. He received his bachelor’s degree in psychology from the United States Air Force Academy and his Ph.D. in industrial/organizational psychology from Rice University.40 | Megatrends Megatrends | 41
    • AMPLIFYINGSelected ReferencesAlavi M, Wheeler BC & Valacich JS. (1995). Using IT to reengineer business education:An exploratory investigation of collaborative telelearning. MIS Quarterly, 19, 293-312.Anandarajan M, Zaman M, Dai Q & Arinze B (2010). Generation Y adoption of instantmessaging: An examination of the impact of social usefulness and media richness on INNOVATION WITHuse richness. IEE Transactions on Professional Communication, 53, 132-143.Bekkering E & Shim JP (2006). I2i trust in videoconferencing. Communication of theACM, 49, 103-107. PARTNERSHIPSBirnholtz J (2010). Adopt, adapt, abandon: Understanding why some young adults start,and then stop, using instant messaging. Computers in Human Behavior, 26, 1427-1433.Cameron AF & Webster J (2005). Unintended consequences of emerging communicationtechnologies: Instant messaging in the workplace. Computers in Human Behavior, 21, 85-103.Jackson T, Dawson R & Wilson D. (2003). Reducing the effect of email interruptions onemployees. International Journal of Information Management, 23, 55-65.Johnson SK, Bettenhausen K & Gibbons E (2009). Realities of working in virtual teams:Affective and attitudinal outcomes of using computer-mediated communication. SmallGroup Research, 40, 623-649.Jonassen DH (Ed.) (2004). Handbook of research on educational communications andtechnology (2nd ed.). Mahwah, NJ: Lawrence Erlbaum Associates.Luor T, Wu L, Lu H & Tao Y (2010). The effect of emoticons in simplex and complextask-oriented communication: An empirical study of instant messaging. Computersin Human Behavior, 26, 889-895.Montoya MM, Massey AP & Lockwood NS (2011). 3-D collaborative virtual environments:Exploring the link between collaborative behaviors and team performance. Decision SciencesJournal, 42, 451-476.Olaniran BA (2009). Organizational communication: Assessment of videoconferencing asa medium for meetings in the workplace. International Journal of Technology and HumanInteraction, 5, 63-84.Ou CXJ & Davison RM (2011). Interactive or interruptive? Instant messaging at work.Decision Support Systems, 52, 61-72.Patil S & Kobsa A (2005). Privacy in collaboration: Managing impression. In: Proceedingsof the First International Conference on Online Communities and Social Computing.Available from https://www.ics.uci.edu/~kobsa/papers/2005-ICOCSC-kobsa.pdf.Reeves B, Malone TW & O’Driscoll T (2008). Leadership’s online labs. Harvard BusinessReview, 86, 58-66.Rogelberg SG, Scott CS & Kello J (2007). The science and fiction of meetings. MIT SloanManagement Review, 48, 18-21.Shin Y & Song K (2011). Role of face-to-face and computer-mediated communication timein the cohesion and performance of mixed-mode groups. Asian Journal of Social Psychology,14, 126-139.Wegge J (2006). Communication via videoconference: Emotional and cognitiveconsequences of affective personality dispositions, seeing one’s own picture, anddisturbing events. Human-Computer Interaction, 21, 273-318. With nearly 70 percent of CEOs aimingWilson E (2002). Email winners and loser. Communications of the ACM, 45, 121-126. to partner extensively, what will makeYoo Y & Alavi M (2001). Media and group cohesion: Relative influences on social presence,task participation, and group consensus. MIS Quarterly, 25, 371-390. this a differentiating strategy? An excerpt from ‘Leading with Connections,’ published by IBM42 | Megatrends Megatrends | 43
    • FIGURE 1 FIGURE 2 FIGURE 3Partnering is Pervasive Outperformers Out-Partner Equipping for External CollaborationExternal partnerships are becoming even more Financially successful organizations Compared to other potential areas of change, CEOscritical to CEOs’ future operating strategies. are even more inclined to innovate are most focused on enabling external collaboration. with partners.Partner extensively Partner extensively for innovation Dramatically change 69% Partnering/collaboration with other organizations 53% 55% Internal collaboration 52% 59% 2012 Decision-making processes 43% 2008 28% more C-suite composition, skills, and responsibilities Management and/or organization structure 41% 40% Source: IBM research. 46% Governance models 31% Values of your organization 18% Underperformers Outperformers Supervisory board composition 15% Source: IBM research. Source: IBM research.Saying “So Long” explained, “We’re partnering to bring harder with partners. “We tend to see we have to trust that other people willto Solo Innovation new innovative services to market everyone as a competitor,” admitted a care as much as we do.” faster.” In fact, 53 percent of CEOs are banking CEO from Vietnam. “We needConfronted with growing complexity partnering extensively to innovate. to see them as partners. We need Despite the hurdles, more organizationsat every turn, organizations are finding And in government, education, and to find win/win solutions and share are deciding to partner to expandit nearly impossible to be successful healthcare, more than 60 percent profits. But this is a cultural shift; it’s the range of what is possible, tapwhen executing entirely on their own. are doing so. Consumer products hard to change.” into new sources of revenue, andConsequently, only 4 percent of CEOs (40 percent), insurance (40 percent), gain new competitive advantages.plan to do everything in-house. Over and media and entertainment Partnering, of course, introduces Ironically, the need to be unique inthe past few years, partnering has (44 percent) are less likely to new kinds of risk. In a world the marketplace—to differentiate—become increasingly prevalent. In innovate collaboratively. of increased transparency and increasingly requires organizations2008, a little over half of the CEOs instantly disseminated social media, to work together.we interviewed planned to partner We also found that outperformers organizations are often judged byextensively. Now, more than two-thirds are more inclined to innovate with their partners’ actions, not just their As a result, more than half of CEOsintend to do so. (See Figure 1.) external partners. As one Hong Kong own. The practices of any part of are making extensive changes to CEO from the industrial products a globally distributed supply chain enable their organizations to workFor some time, partnering has been industry shared, “To address our can tarnish even the most highly with external collaborators.a primary way of expanding rapidly clients’ increasingly complex needs, regarded brands.into new geographic markets. An A consumer products CEO from Spain we have to leverage our globalelectronics industry CEO from China The organizational changes required described the shift this way: “Our business partners.” (See Figure 2.)jokingly told us, “To go overseas, we to be open and collaborative with innovation processes are becomingneed to ‘borrow a ship’ first. We can’t partners are even more extensive more open, with more external Partnerships: The Nextgrow as fast as we want unless we than for internal openness. Intellectual collaboration, not just in-house Frontier for Openness property concerns aside, the sheerpartner extensively.” collaboration.” In our earlier research, Over the past few years, organizations mechanics of sharing collaboration CMOs pointed to the same fact: TheyBut that need for speed extends have made strides in becoming more tools and integrating data are massive. expect use of partnerships to increaseto innovation as well. As a open and transparent with employees Also, building trust is much harder. An by over 50 percent in the next threetelecommunications CEO from France and customers. But being open is education industry CEO from Australia to five years. (See Figure 3.) >> shared, “We need to partner more, but44 | Megatrends Megatrends | 45
    • FIGURE 4 external partners to tackle theOutperformers Are 46% innovation challenge. However, “We recognize that innovationBolder InnovatorsThey are far more 48% more collaborative innovation is hard. Being is also happening outside of ourlikely to pursue 35% open internally is difficult enough,innovation thatdisrupts entire 94% more 31% but the hurdles are even greater organization, and we need toindustries. outside firewalls and formal chains of align with the right thought 18% command. How can CEOs help their leaders and partners.” organizations connect with partners in new ways that accelerate innovation? — Phil Molyneux, President,  Sony Electronics Underperformers Creating entirely Moving into Fundamentally Change Outperformers new industries different industries How You Partner Source: IBM research. As the pressure to innovate (and the • Tackle the shared governance  cost to do so) mounts, CEOs are challenge. Establish ways to share re-evaluating how they engage key aspects of control—such asOutperformers Take Where they differ is in their approach partners. Boundaries between prioritization, decision-making,on Radical Innovation to business model innovation. While organizations are becoming more and funding—that are traditionally underperformers focus more on porous. Interactions span moreWith Partners dominated by one partner. improving operations and redefining functions and are more continuousOver the past decade, CEOs have their own enterprise models, than sporadic. Control andwatched digitization and other outperformers have more ambitious Make Partnerships Personal governance must increasinglytechnology trends render business innovation targets. They intend to be shared. As with customers and employees,models obsolete and disrupt entire upset entire industries. As a group, technology now presentsindustries. As one U.S. retail industry outperformers are 48 percent more •  chieve differentiation through A opportunities for much deeperCEO confided, “In our industry, the likely to break into other industries social innovation. Extend connections with partners.biggest risk we face is not regulatory and twice as inclined to invent entirely communication and collaboration Opportunities for innovation—bothmandates, as many think. It’s industry new ones. (See Figure 4.) tools so that peers can interact serendipitous and orchestrated—aredisruption, like what happened to the seamlessly regardless of rising in step with interconnectedness.home video market.” Simply put, partnering gives organizational affiliation. Integrate outperformers the edge they need data resources to reveal unexpected, •  roaden responsibility for BUnderstandably apprehensive, CEOs to tackle the toughest forms of mutually beneficial insights. managing partnerships.are looking for ways to anticipate— innovation. As a professional services Use cloud technologies to make Embed relationship managementor create—disruptive innovation. company CEO from India explained, it easier to work across locations capabilities within the organization;This is where outperformers’ “In the industries we support, and time zones. use centralized alliance managementtendency to partner comes into play. innovation is required to address all functions primarily to supplyWhen comparing outperformers the disruptions in the environment— • Expand scope of partnerships.  specialized skills, such as dealwith underperformers, we saw technology, financial, etc. Extensive The majority of organizations now structuring or compliance.no significant difference in their collaboration will be the key.” engage partners in collaborativeapproaches to product and service innovation. But often that • Foster relationships at each level innovation. Both groups have similar Taking Action collaboration is confined to specific across partnering organizations.plans for integrating, bundling, stages, like ideation; or to specific People make partnerships. Provide As the bar continues to rise onand tailoring products and functions such as R&D, but not avenues to develop personal what it takes to engage customersservices and extending their sales, marketing, or HR. Evaluate connections among peers at every and outperform competitors,product/service portfolios. ways to extend and connect level, not just among top executives. organizations are teaming with existing partnerships. Inspire collaborative >>46 | Megatrends Megatrends | 47
    • 4 TRENDS TRANSFORMING THE UNIFIED COMMUNICATIONS ECOSYSTEM AND HOW COMMUNICATIONS RESELLERS AND SYSTEM INTEGRATORS CAN GAIN AN EDGE entrepreneurship by sharing alliances emerging in other responsibilities across both industries and look for parallel organizations. applications in your own. Address market shifts or create new solutions• Consider the possibility of by integrating capabilities not By Michael Taylor, CTO, Strategic Products and Services (SPS) “partners” being a community commonly found in your own industry. of people. Connectivity is changing the very nature of partnerships. • Think like a disruptor. Intentionally Don’t limit your view to organizations. stretch thinking beyond business as When engineering firm Atkins Integration and usual, even when business as usual is Global wanted to improve its Interoperability: More Your most valuable “partnership” working. Question norms. Introduce cross-continental collaboration, might be a group of individual it embraced desktop video. Now Important Than Ever people. Social media significantly new stimulation from outside— customers, academics, and partners Atkins engineers, project managers, The term itself, unified widens the aperture to identify, who are not part of your normal and clients separated by thousands communications and collaboration form, and connect with relevant innovation circle. of miles can chat as intimately as if (UC&C), hints at the breadth of communities of interest. they were in the same room. That’s technologies this encompasses. • Innovate together as a system. noticeably improved project delivery. UC&C VARs have traditionally soldBreak Collaboration Some problems are simply too And Atkins was able to deploy this and deployed these separately or,Boundaries difficult to solve even with a cadre of cost-effectively by riding on top of, at most, focused on a few areas.To address rising complexity, partners. Approach untenable issues rather than tearing out, its existing This strategy is changing fororganizations need to look beyond or grand challenges by partnering infrastructure. several reasons.traditional partners and conventional across the entire system, with competitors, governments, We used to be able to agree on what Many enterprises want to enableviews on innovation for newinspiration and necessary capabilities. non-governmental organizations, comprised the core communications new UC capabilities while protecting and others. • stack. Nowadays, that stack is full and adding value to their existing• Explore unconventional of new technologies such as SIP, infrastructure investments, according partnerships. Study nontraditional social media, and mobile, and new to Frost & Sullivan. New investments approaches such as cloud. Integration are made conservatively, in phases and interoperability, as Atkins such as by project, location, user discovered, is paramount. And who’s group, or business need. Naturally,This is an excerpt from IBM’s 2012 Global Chief Executive Officer Study, “Leading Through opening up the wallet is changing, too. many businesses find their strategyConnections.” Download the full report at http://www-935.ibm.com/services/us/en/c-suite/ How should communications value- shifting midway through theseceostudy2012/. Learn more about the IBM-Avaya partnership at http://www.avaya.com/usa/ added resellers (VARs) and system protracted rollouts. >>partners/system-integrators-service-providers/ibm/ibm or by contacting Avaya’s AllianceDirectors, Bill Matson and Fred Ohm. integrators react to these trends?48 | Megatrends Megatrends | 49
    • The customer communications management market is expected to grow from $720 million in 2012 to $1 billion in 2015, according to Gartner. The highest demand will come from insurance, financial services, telecom, utilities, and the public sector. the next two years, predicts Frost its technology to SIP. Now its & Sullivan, while the number that contact center agents can provide plans to increase their adoption concierge-level support 24 hours a of tightly integrated multivendor day at lower cost with better internal solutions expected to almost double. tracking. AXA is looking to extend This trend is likely to increase that customer service by adding SMS because it simplifies deployment, and mobile apps as channels by which maintenance, and support, and thus its customers can get help anytime,Usingdesktop reduces the economic pressures most anywhere.videoconfer- organizations face. Consequently,encing, Atkins industry consolidation is likely, as The UC&C space offers similarGlobal engineers vendors buy up firms to broaden opportunities for VARs and otherwere able to channel partners. As McDonald and their product portfolio.collaborate As the UC&C stack gets thicker, organizations needbetter and deliver Rowsell-Jones advise, identify a better diagnostic tools to prevent outages or solve them desired outcome—giving customersprojects like the quickly. But many organizations lack staff with expertise Create a “Digital Edge”London 2012 “Tiffany service at a Target price”Olympics faster. in multiple systems to provide the availability and According to Gartner analysts Mark P. —and then brainstorm what performance they require. In addition, IT budgets remain McDonald and Andy Rowsell-Jones, combination of digital and physical tight, meaning managers will need to reduce capital a “digital edge” exists where digital resources will help you achieve that and operational expenses, cut support costs, and information combines with physical for a customer. Then go ahead and meet aggressive ROI goals. resources in a new way to create value implement that. and revenue. One example of a digital Many best-of-breed products can still be deployed as edge is the multibillion-dollar App stand-alone products. However, providers are starting Store economy which was created Forecast: Cloudy to offer pre-integrated communications platforms with out of apps running on smartphones Salesforce.com, Workday, and multiple functions that allow customers to start with an and tablets. Games like Farmville that Dropbox may be the poster boys for initial core capability and expand into other functions. are played on PCs inside social media the enterprise cloud. But there are According to Gartner, this trend will increase, regardless of whether these functions are hosted in private, public, or networks are another. literally tens of thousands of other hybrid cloud environments. Other vendors are supporting worthy cloud vendors. Their impact The enterprise offers plenty of has been slower to be felt in UC&C, industry standards to make products that are more open, potential digital edges to system as most organizations, while open to flexible, and interoperable with legacy or other third-party integrators and VARs. AXA cloud-based conferencing services, systems, a requirement for customization. Assistance, an emergency help for example, have preferred to keep The result is a splintering of the market, with the number provider for travelers, was able to mission-critical communications of organizations planning to move to an end-to-end, make its customer service more technologies such as telephony and single-vendor solution expected to grow 29 percent in efficient and effective by upgrading email on-premises. >> 50 | Megatrends Megatrends | 51
    • Interest in Consumerization is Present at Most Companies AXA Assistance was able to make its customer service“Which of the following collaboration capabilities is your organization more efficient and effective by upgrading its technology interested in putting on a mobile device?” 2% to SIP. Now, its contact center agents can provide 1. 31% 47% 7% 8% 4% 1% concierge-level support 24 hours a day at lower cost 2. 25% 26% 21% 8% 14% 4% 2% with better internal tracking. 14% 40% 17% 13% 8% 6% 2% 3. 22% 34% 12% 7% 13% 11% 1% The cloud upends the traditional 2017, CMOs will be spending more 4. reseller model based on selling on IT than CIOs. 8% 21% 23% 14% 17% 14% 3% hardware or software licenses to 5. earn upfront commissions with a That may be hard to believe. But subscription model. This requires according to Gartner, marketing has 12% 47% 23% 11% 22% 11% 4% 6. become the growth engine for many patience and deep pockets, as well as a willingness to chase higher companies by evolving from an art 7. 7% 7% 14% 12% 33% 23% 4% volume and offer new services such (parties, press releases, relationships) as tech support, related hardware/ to a numbers-driven science that n Expanding/upgrading implementation n Planning to implement in the next 12 months software sales, and consulting. After leverages big data and predictive n Implemented, not expanding n Interested but no plans analytics for demand generation, n Planning to implement in a year or more n Not interested all, resellers are on the inside track n Don’t know with both vendors and customers. lead nurturing, campaign analysis, Making those ends meet in the middle social media automation, and mobile1.  mail E 4. IM and presence 6. Web conferencing2. Business applications 5. Desktop telephony  7.  obile IP M —getting the right communications marketing. Marketing not only knows3.  ccess to corporate A features videoconferencing services delivered to the companies its customers better, but it knows directory that need them with the services these technologies better than IT. Base: 133 U.S. IT and business decision-makers at organizations with 1,000 or more employees. that offer tightest integration and Now, I don’t think CMOs will lowest ROI—is where resellers can Source: Forrester Consulting, January 2012. replace CIOs outright. CIOs are too make a difference. entrenched, and control too manyThose rules have changed, according means that those who once regarded services and too much data. Still, Rise of the CMOto Gartner analyst Dan O’Connell. each other as partners will now see VARs need to look to CMOs and“Communication service providers, each other as competitors. The cloud The cloud’s rise has enabled the rise line of business (LOB) heads as atechnology vendors, systems pits old-school systems integrators of the CMO as an IT powerhouse. greenfield set of new customers.integrators, and applications against new-school communications The latest marketing tools are mostly And they need to stay abreast ofspecialists should view the cloud service providers. The providers delivered as cloud services that were how CIOs and IT departments areas a unified communications option, that succeed will be able to anticipate cheap enough for CMOs or line of changing, due to economicalbeit an increasingly important changing customer needs and business executives to start without conditions, to technologies likeoption. While the transition to the adapt their offerings, go-to-market engaging the CIO. That’s grown so much that Gartner predicts that by cloud and to vendor consolidation. •cloud will be incremental, failure to strategies, and business models toparticipate in unified communications suit. Forming closer ties to bothas a service will exclude these customers and vendors can helporganizations from an increasingly providers anticipate market trends.attractive part of the market.” Vendors, meanwhile, will need to listen better to both customers and Mike Taylor joined Strategic Products and Services in 1993. As CTO and VP for EmergingThis transition will not be easy. The Technologies, he is responsible for identifying key technologies and preparing SPS to sell, channel partners. design, support, and maintain them. SPS is a national unified communications systemsconvergence of UC functionality integrator based in Parsippany, New Jersey. It was Avaya’s 2012 Partner of the Year.52 | Megatrends Megatrends | 53
    • Video collaboration “Videoconferencing is entering the mainstream of enterprise use at the personal [mobile] level, not at the telepresence or room-based system level.”  –Andrew Davis, analyst, Wainhouse Research Turn to page 56 to learn more.54 | Video Collaboration Video Collaboration | 55
    • emergency. Doctors across town or enabling remote and distributed across the country can share video teams to feel more connected and dawn of a new era in and records and collaborate to help make better treatments, all over more committed to shared goals.” videoconferencing super-secure connections. Done right, video collaboration can also save enterprises money (think Two-way mediums like video benefit travel savings) while boosting sales Forget hard-to-set-up, stodgy video from the “network effect”: The more and keeping customers happy. That’s boardroom meetings. The future is In connected devices and endpoints all happening today, there are, the more useful it is for rich, convenient video chats by everyone. That is drawing more But as I mentioned earlier, video people to video, creating a feedback collaboration is transforming to laptop or mobile. loop. Armed with laptops and become both simpler and more open. mobile devices, these new users are It needs to be. By the middle of next demanding that business video year, the number of smartphones and be as convenient and agile as its tablets in use worldwide is expected consumer counterparts. to surpass the 1.5 billion PCs. These devices are rockets in our pockets. By Learning by Seeing 2015, 80 percent of smartphones will have stereo 3-D cameras and screens, Inherently, we are visual creatures. both of which enhance video chat, Yes, the corporate world offers an according to Jon Peddie Research. incredibly rich menu of collaborative tools, including telephone, email, Also, corporate BYOD (“bring your instant messaging, live or stored own device”) policies have become presentations, even shared desktops. mainstream. According to a survey By Bob Romano, All of this is good, necessary, and published in 2012 by CIO magazine, Vice President of Global Marketing, Radvision, an Avaya Company powerful. But as soon as I turn on a more than half of companies TV in the corner of a full meeting (52 percent) plan to encourage or room, everyone’s eyes will be require employees to BYOD in the What’s the future of video available to the masses—it’s irresistibly drawn to the live screen. next 12 to 18 months. >> collaboration? I can quickly sum also jump-starting demand for it up: exponential growth in the high-quality enterprise video in According to Forrester Research, number of people and the number the workplace. video’s usefulness of places from where people will arises out of its be collaborating via video. “Videoconferencing is entering the ability to “replicate mainstream of enterprise use at face-to-face We are already at the start of a the personal [mobile] level, not at interactions and great era in Internet-based the telepresence or room-based communications— video collaboration. With the system level,” declared Andrew conversing in consumerization of IT, the Davis, an analyst with Wainhouse real time and popularity of consumer mobile Research, in late 2012. seeing each devices and apps in the last others’ reactions several years has reinvigorated So we’re seeing many more no matter where the stagnant enterprise mobile schools and universities using they are located market. Similarly, the popularity of video to conduct distance … [video] helps powerful, inexpensive tablets and learning or teacher training in to put a face and smartphones, along with apps such a more collaborative fashion. mannerisms to a as FaceTime, Skype, and Google First responders are able to use name and voice, “You don’t look at all like your e-mail.” Talk have not only made their smartphones to see what consumer-grade video chat is happening at the site of an Source: The New Yorker.56 | Video Collaboration Video Collaboration | 57
    • BYOD is a boon for the growth familiar and at ease with it. Instead platforms and different connections, stakes: “Everyone from senior staffof business video, which is why of reserving a videoconferencing so that the “network effect” can really to knowledge workers like productcompanies should welcome, not room that may require broadcast kick in. Third, it should be able to marketing managers understandsignore it. No longer is it about technicians to operate, these incorporate all kinds of supporting that if a solution were not intuitivelyconnecting only to those who have workers want to conduct video media, like presentations. Some older obvious and highly reliable, it wouldpre-approved software installed on a chats on a smaller, less formal basis. systems forced users to train a not be adopted permanently. Forcorporate desktop or tablet. It’s about At the same time, they expect camera on a whiteboard in order sensitive sales situations or for B2Bconnecting to anyone, anywhere for business-grade features like data to “share” material. calls, a videoconferencing solutionthe rich communication only video sharing, multiple party support, and simply has to work, and has to workcan provide. a reliable latency-free connection. Wainhouse Research did a good every time.” >> They’re at work, after all. job of putting together the tableBig Is Out That’s why companies who wantHere’s some evidence of this shift, to stay on the cutting edge ofcourtesy of IDC. In their tabulation Approach to “Bring Your Own Technology” video collaboration will also needof the Q3 2012 market for enterprise advanced tools for the desktopvideoconferencing, IDC found that and workgroup level, in order to n Nowsales of multi-codec immersive support mission-critical enterprise n 12­ 18 months from now —telepresence (i.e., oversized room- tasks like sales, training, and executivebased videoconferencing systems) discussions. To really support richcontinues to “decline rapidly,” down collaboration, what you need at35.8 percent year-over-year. Other the core is a system that supportsbig-ticket video system gear—things advanced media processing,like gateways and firewalls—also multiple client formats, anddeclined 26.8 percent. By contrast, high-definition quality.single-codec video systems andpersonal videoconferencing systems What else does a complete videoboth grew, up 0.4 percent and system for the future need to do?8.7 percent, respectively. It first needs to work well so that there are no barriers to acceptance.Consumer video chat is creating Second, it needs to be able toa generation of workers who are now synchronize users from different client Source: CIO magazine, August 2012.58 | Video Collaboration Video Collaboration | 59
    • For first responders, better information like live video can mean the difference in saving a life or getting to a building before it burns down. For enterprises, it can mean a closer relationship with existing customers, or a simple way to powerfully tell your story to new prospects. Either way, having the ability to share video collaboration anytime, anywhere, with anyone, is where the future is headed.The Power of (Many) Platforms Future of Culture: Collaboration Via AvatarConsider the Bainbridge Island, Washington, police department. It had installed While many in the business world are just getting comfortablea fixed camera on a police boat patrolling the Puget Sound to survey ferries and with the fact that they may “appear live” at any point in thehelp in any emergencies for the water-bound commuters in the Seattle area. day, there is another interactive video tool emerging that mayThen one detective discovered that he could use his Android smartphone to solve the bad hair day problem, among others: 3-D interactiveconnect into the desktop-based conferencing system. environments, where digital avatars can interact in real time.“I could shoot live feeds and still photos and feed it to others in the Such “virtual reality” environments seemed far out whenvideoconference, and we had the same capabilities as the original Second Life launched a decade ago. But there is actually asystem—the ability to interact, share files and data, text, and talk via large segment of the population today that is extremely[Voice over IP],” he told State Tech magazine. comfortable spending hours upon hours in an interactive 3D environment—except they just call it gaming.Video collaboration has spread rapidly throughout the department. Today, itencompasses reports from auto accidents, hazardous material spills, and even While TV commercials for video games seem to focus on theinteroffice communications. ability of people to blow up things, it’s easy to imagine business video collaboration taking advantage of the rendering enginesBut just having a mobile video component, one officer said, made the of 3-D games to allow people to interact in real time.department perform better: “We’ve learned that information sharing andcommunication in a timely manner saves lives, so the faster we can get this Already, 3-D environments are used for training and workplaceinformation out, the more lives we can save.” simulation. Carroll University in Waukesha, Wisconsin, uses our AvayaLive™ Engage to offer distance learning to students and alumni, as well as for new teacher training. The liberal arts school has saved money on travel—$11,400 in its International Studies program alone—while doubling its participation in theMobile videoconferencing allows police boats in virtual events over in-person ones. It has also been able to makeWashington’s Puget Sound to respond faster and tutoring and other similar services available to students at more hours of the day through the 3-D environment. >>more effectively to emergencies.60 | Video Collaboration Video Collaboration | 61
    • forrester: According to John Arechavala, Director of IT infrastructure, AvayaLive Engage “creates exceptional value to enhance communications and collaboration, expand access, and provide The Rise of Video-Enabled enormous ‘green’ savings for many different functions.” What happens when the generation raised on gaming moves to the business world? I can already foresee an industry of virtual-meeting experts. I predict that today’s gamers and game developers may build the 3-D business environments of the Innovation Will Power Corporate future—a place where “more” gets done, faster, whenever it’s convenient for people to participate. Growth Conclusion: Onward and Upward Enabling personal videoconferencing doesn’t have to be a tomorrow project. After Avaya purchased my old company, Radvision, we rolled out our Scopia® desktop and mobile Clearer Video Communication Drives videoconferencing system to 4,000 employees in just five Better Decisions and More Innovation weeks. Within the first six months, more than 100,000 meetings had been held with Scopia®, with over 310,000 attendees Most businesses create an ROI plan for video adoption participating in point-to-point and multipoint video calls. that relies heavily on the predictable and quantifiable According to a case study by Wainhouse Research, we have savings from travel reductions to pay for the also armed the salespeople with a useful tool, helped build investment. Other hard dollar considerations when internal rapport, and made meetings more effective. implementing a coordinated unified communications plan that encompasses video include: As video collaboration systems become easier to use, more • otential reduction of ongoing maintenance P economical to purchase, and more a part of our overall costs from reduced help desk requests. business culture, everyone will see the payoff—from more personal connections with clients and faster and better internal • ewer connection failures. F communications to hefty cost savings from evolving past the • implified endpoint administration versus a loose S old way of doing things. • confederation of communications technologies. Business Are Winning With Video Today Enabling employees to work from home, another office, or even another country increases flexibility, ensuring that your business will continue to move forward even in trying circumstances. For example: • manufacturing company performed Asian A operations reviews via HD video when global travel was dangerous during a swine flu outbreak. • large company acquisition continued forward A Bob Romano is Vice President of Global Marketing for Radvision, an Avaya company. He using video—including public announcements has 20 years of experience in the videoconferencing industry, including at VTEL, VCON, and IBM. and employee notification—during a volcanic eruption. >>62 | Video Collaboration Video Collaboration | 63
    • • First responders whose home stations were flooded by the Mississippi Collaboration and Productivity Are Top Business Benefits River used video to attend morning roll calls and receive updates on the Derived From Videoconferencing Solutions current situation. “Which business benefits has your organization realized through the investment n i videoconferencing solutions?” (Select all that apply.)Remote Workers Can Attend Video Meetings—Delivering theRight Ideas and SkillsBringing people together over video will happen more often, more cost-effectively, and more comfortably in situations with outcomes such as these:• n one of their first global management meetings held via video, a publisher I continued the meeting via video after attendees normally would have left to Base: 21 U.S. IT and business decision- makers at organizations with 1,000 or travel to home offices and made a decision that had not been considered at more employees that have deployed two previous management meetings due to lack of time. They decided to videoconferencing to all users. launch a line of books that added to earnings that year. Source: Forrester Consulting, January 2012.• national forestry service was traditionally unable to entice enough field A personnel to attend national strategy meetings because they felt it was their duty to be in the field—and they preferred that work environment. employee body via video. Use Video Delivers Engaging, By allowing field personnel to attend via video, participation increased and has increased significantly since Human Communications provided valuable insight for policy discussions and decision-making. including employees, leading to a and Collaboration significant deployment of video• n investment bank was able to put dealmakers from other offices in front of A capabilities because employees Drawings in primitive caves clients using HD videoconferencing and close incremental deals consistently. felt it was part of the fabric of were created to improve hunting Video was credited with helping close several multimillion-dollar deals in the the organization. techniques and identify good first year the bank deployed its immersive system. hunting grounds, smoke signals • n internationally recognized A were used along the Great Wall ofExecutive Directives and Strategic Objectives Are Clearer university wanted to expand its China to warn of invaders, and earlyOver Video graduate education program to telephones enabled rapid emergency include a remote geography with a communications with doctors and fireA key value of video to business is delivering a clear, believable, engaging high demand for its degree fighters. Modern videoconferencinganalysis and presentation of the turbulent business situation and the firm’s programs and a population of is the latest technological solutiontactical and strategic plans. potential students who were unable to enable communications between• global technology firm uses multiple large video-enabled conference A or unwilling to travel. Clarity of people separated by great distances. facilities, as well as desktop and room-based conferencing endpoints, to communication and rich student Its clarity enables collaboration and enable all employees to see and hear interaction are the hallmarks of this creativity that are not possible about the firm’s status first from their own institute’s educational experience, with text or audio-basedVideoconferencing’s CEO—and allow employees with other which is delivered frequently using communications paradigms—paving commitments to view that video later. This video. According to student the way to more rapid and effectiveclarity enables drives improved employee satisfaction with feedback, the quality of the innovation within businesses thatcollaboration and these increasingly frequent meetings and education has increased due to the deploy video communicationscreativity that are not has improved morale across the company. rich interaction with the foreign capabilities and enable their campus that had never occurred in employees to use video in thepossible with text oraudio-based • A large government entity has used a traditional campus environment. context of their daily business lives. • video for strategy discussion among fieldcommunications executives for years and has evolved to This is an excerpt from a 2012 Forrester Consulting white paper commissioned by Avaya and based on a survey of 133 IT and business decision-makers. Please download the full report at communicate decisions and plans to itsparadigms. www.avaya.com/usa/resource/assets/whitepapers/VideocollaborationChallengesForrester.pdf.64 | Video Collaboration Video Collaboration | 65
    • Mobile Videoconferencing Goes to WorkVIDEOCONFERENCINGGOES VIRAL 16% 36% 50%Video shines the more people use it. So move engage in mobileit onto the desktop and mobile devices—and videoconferencing. have deployed videoconferencing- plan to testwatch it become a star. ready tablets. or deploy within a year. Source: Wainhouse Research, 2012. By Moshe Machline, • Support multiple forms of video. meetings can make employees feel Vice President of Marketing, Radvision, an Avaya Company more like passive viewers than actual • Create a corporate-wide culture of participants. using video to collaborate. • Provide universal access to video Video on Every Desktop For the South African Post Office, standard collaboration to employees. Mobile and desktop videoconferencing weekly meetings got a first-class upgrade when they moved to videoconferences. is much more personal, allowing— Take Two requiring!—people to participate Joining the meeting from desktops or gathering in the auditorium or board Once confined to the conference room actively. Employees can meet anytime, rooms, executives and managers hammer or auditorium, video is moving to PCs anywhere—useful for one-to-one out holiday schedules, new budgets, and and mobile devices, making it much or small group activities. The hiring while talking face to face. And like a more egalitarian. What had been conferences are no more disruptive sportscaster at a football match, speakers reserved for executive management than a typical phone call, yet usually can share spreadsheets, schedules, resumes, is now accessible to all. In this more much more productive. and other useful visuals to add color democratic form, videoconferencing will go viral. People are often initially resistant, and details. though, so plan carefully if you want The HR group, among all the agency’s As a result, videoconferencing is to make clicking on a videoconference departments, has put videoconferencing growing inside businesses at an as popular as picking up the phone. front and center, using it for recruiting new incredible rate. According to a 2012 Forrester Research analyst TJ Keitt talent and training employees. survey by Frost & Sullivan, 89 percent says that “tracking how employees of North American companies plan use desktop video in the pilot is By getting buy-in from such a visible group, to use videoconferencing more essential to gaining buy-in for adoption and acceptance has rippled extensively or at some capacity expansion of the initiative.” Also, a across the agency. New employees become during the next 12 months. well-connected early adopter like the comfortable with it from the get-go, and Human Resources department can current employees earn a first taste There are huge benefits now that be a powerful agent for enabling the during training. videoconferencing is escaping the spread of videoconferencing, as the boardroom. Sure, telepresence, with South African Post Office discovered. The South African Post Office, without its multiple displays, high-definition knowing it, followed the strategies that the video and sound, and collaboration Tiny Screen, Huge Benefits Aberdeen Group has identified to make tools is highly effective for BYOD has made employee business videoconferencing successful: company-wide meetings, sales smartphones and tablets as calls, and cross-department meetings. common as Swingline staplers. >> The problem? Such boardroom-based66 | Video Collaboration Video Collaboration | 67
    • The South African Post Office uses videoconferencingto make meetings and training more effective,translating to better customer service at its branches.According to a 2012 Wainhouse equipment at customers’ sites, suchResearch study, mobile as electricity and gas units, cablevideoconferencing ranks first boxes, and gym equipment. That’sin customer interest—a clear helping them improve their abilitywinner ahead of managed to fix equipment the first time, saysvideoconferencing services, John Ragsdale, an analyst withintegration of videoconferencing the Technology Serviceswith telephony platforms, and Industry Association.even integration of Skype andvideoconferencing. “It’s time [for field service organizations] to get over their ease their fears, and remind them • Protect and secure. Don’t get lazy.Just because you’re using a paranoia about video and start to that video’s personal touch is as Videoconferencing systems can beconsumer mobile device doesn’t bring it into their support operation,” close as you can get to a live, hacked, allowing people to listen tomean that you should limit Ragsdale says. in-person meeting. and see confidential discussions. Noyourself to consumer apps like system should automatically answerSkype or FaceTime. Business- In another case, medical • Gather feedback to create best incoming calls, nor operate withoutgrade apps provide better quality, manufacturers are using video to practices. Survey users each a strong firewall.interconnect with existing enterprise troubleshoot and fix critical health quarter to understand how they arevideoconferencing systems, systems. A nonworking surgical using video. Use what you learn to With videoconferencing in place,offer high security, and add rich microscope in a remote area of remind staff about certain features, your business will be two to fivenon-video collaboration tools Montana can be fixed by a share successes, and improve years ahead of the competition,such as document sharing. technician in San Jose, California, overall usage. according to Melanie Turek, a Frost by discussing the problem live with & Sullivan analyst. “Forward-thinking • Make it high-def. The gapCrowdsourced Collaboration whoever’s present, examining the organizations are seeing measurable between room and personal scope using HD video, and even value in advanced communicationsThink of all the places your company videoconferencing is fast sharing fix-it tutorials. solutions that allow for truecould use personal video to make disappearing. Our Scopia® and collaboration, leading to enhancedcommunication more intimate and Avaya Flare® Experience apps for Ensuring Success thought leadership, customereffective: executive meetings, distance PC and mobile can both supportlearning and training, customer The single best way to ensure that up to 720p video. support, and productivity.” •meetings, brainstorming sessions, personal videoconferencing takes off is to put it in employees’ hands. It can • Be open. Don’t lose your investmentpartner meetings, collaboration with be that habit-forming. Here are some in your legacy videoconferencingremote workers, R&D activities, and other steps you can take: equipment. Open and interoperableperformance reviews. solutions allow you to merge theConnecting with field service workers • Provide training. Some employees, new and the old.is an especially ripe area. Technicians especially those over 35 years old,are sharing live visuals and video will instinctively find video invasive Moshe Machline is Vice President of Marketing for Radvision, an Avaya company. Hechatting with operators to fix or uncomfortable. Provide training, has 15 years of technology management and go-to-market experience at the IT and telecommunications industry level.68 | Video Collaboration Video Collaboration | 69
    • THE NEW ‘RULES’ FOR videoconference. 21 percent of American adults have usedVIDEOCONFERENCING video calling for customer client meetings, while 16 percent have used it during a job interview orEtiquette isn’t keeping Americans an employment termination.from video chatting. Still, read on And also contrary to Wallace, Americans don’t seem ridden withfor a few tips to smooth those angst over their appearance on “Hold my videoconferencing calls, Gina.”work calls. camera. The opposite seems true. For instance, 20 percent Source: The New Yorker. of Americans say they would dress MORE CASUALLY for a work-related video call than an in-person meeting. The • Light yourself decently. Close percentage of business video those bright windows behind you By Eric Lai, that leave your face dark and slobs rises among younger, Editorial Director, Avaya single people. inscrutable. That defeats the whole purpose. There’s more. More than 10 percent • Your video camera and screen are of American adults say that rarely in the same place. So whenIn his celebrated novel Infinite business video chatting while in listening to the other person, lookJest, the late satirist David Foster the bathroom is A-OK, while 25 into the CAMERA, not at the percent think the bedroom is fine.Wallace imagined a reality where screen, as much as possible. That What about a videoconferencevideo chatting quickly rose, then will confirm to the other person that while you’re poolside, lounging in you are listening intently and helpplummeted, in popularity. Why? a bikini or, horrors, a Speedo? More smooth the conversation. than 35 percent of employed—yes,Because video calling made everyone overly EMPLOYED—U.S. adults think • Some people, when they get onself-conscious about their appearance— that’s kosher. camera, over-gesture or move theirabout their clothes, facial features, whether hands frantically. Don’t.they had a piece of spinach stuck in their Fortunately, not everyone’s soteeth, etc. It became so stressful and relaxed. Just like ‘80s female office • While videoconferencing, don’tunpleasant that users chose to hide their workers who blended power suits check your email, watch YouTube,faces behind masks. Wallace may have and Reeboks, an increasing number smoke, eat with your mouth open,been a comic genius, but in this case, his (one out of seven) of women are or do other things that would bepredictions are more comic than genius. donning work attire on top and casual considered rude IRL (in real life).For sure, video chatting is becoming more attire on the bottom for video calls. • Don’t wear distracting clothing.mainstream. Call it the “FaceTime Effect,” Think a nice silk blouse and old, So no Hawaiian shirts, overlyafter the popular iOS app. But rather than faded sweatpants. chunky jewelry, or loud sportsfalling again, it appears to be creating team jerseys. Actually, that’s a What are some other emerging newinterest in mobile and desktop videochatting for work. “rules” of videoconferencing? Here good rule for LIFE. • are a few:According to a summer 2012 surveyby Harris Interactive sponsored byAvaya, 40 percent of American adults Eric Lai is Editorial Director at Avaya. When he video chats for work, he likes to pair a blue dress shirt with acid-washed jean shorts.have participated in a video call or70 | Video Collaboration Video Collaboration | 71
    • Case study GENIUS OF collaboration HOW ETH ZURICH— ALBERT EINSTEIN’S ALMA MATER— STIMULATES SCHOLARSHIP USING VIDEO A university thrives on the exchange of knowledge and cooperation between its own members and with other educational and research institutions. As a result, video communication is being increasingly implemented by prestigious institutions such as ETH Zürich, also known as the Swiss Federal Institute of Technology. Founded in 1854, ETH Zürich students and professors—the most famous being Albert Einstein—have won more than 20 Nobel Prizes. The 17,000-student school is consistently ranked among the top 20 universities in the world. Committed to providing its students and staff with the most advanced technological tools, ETH The mission Zürich has used videoconferencing since 2001. The university encourages professors to deliver lectures from home; graduate students to attend meetings and follow presentations from wherever they are; colleagues and research groups outside ETH Zürich to cooperate with the university; and many more collaboration scenarios. Previously, ETH Zürich used a mix of video equipment from a number of different vendors. Although the system was up and running, there were several challenges that needed to be addressed. For example, the solution was not interoperable with other traditional, standards-based (H.323) video systems; it was not scalable; and its security mechanism regularly blocked a number of functions. Finally, the video network was PC-based, leaving the 40 percent of lecturers and students using Mac computers without video access. UNIVERSITAT ZÜRICH ZENTRUM72 | Video Collaboration Video Collaboration | 73
    • ETH Zürich needed a scalable, high-definition desktop video solution that was interoperable with H.323 and H.320 and supported both PCs and Macs. The challenge The system also had to be able to stand alone and require minimal additional deployment costs. “Our requirements were clear-cut,” explains Thomas Rechsteiner, head of Videoconferencing Services at ETH Zürich. “The solution had to be easy to use and platform-independent, allowing everyone to use their own computers. It also had to be scalable, compatible with the existing infrastructure, and equipped with a firewall transversal mechanism to enable easy access to the system regardless of location.” The SolutionProducts: After assessing a number of solutions, ETH Zürich made the decision in 2010 to implement a Radvision systemScopia® Elite including Scopia® on the back end and 300 Desktop Pro5115 MCU, videoconferencing licenses on the front end.Scopia® IVIEW “We decided to go with Scopia® Desktop because Radvision fulfilled all of our requirements,” adds Rechsteiner. “RadvisionManagement was actually the only company offering a product that also ran The Benefits on Mac OS when we were evaluating the competition.”Suite, ETH Zürich now has a fully scalable HD desktop videoconferencingScopia® Looking Forward solution with the ability to grow as needed. Staff and students take part in video meetings from locations around the globe using their own As part of its future rollout, ETH Zürich will soon beDesktop, computers. The Scopia Desktop firewall traversal function also enables phasing in mobile devices to meet the growing demand for delegates from outside the university’s network to quickly and easily joinScopia® IP/ videoconferencing and telepresence applications on the move. conferences. Meetings are moderated using the same user interface, while There are also plans to integrate Microsoft Lync. screen content, such as presentations and videos, is easily displayedISDN Gateway or exchanged among participants using PCs, Macs, and traditional The Scopia solution supports both platforms with Scopia® room-based video systems. Mobile for the iPhone and iPad as well as the Scopia® Video Gateway for Microsoft Lync. With the Radvision solution, “The advantages are clear to see,” says Rechsteiner. “Collaboration and meetings across many locations have become not just easier to organize, ETH Zürich’s investments—both past and future—are but more effectively carried out. Productivity has increased, our people well protected. • save time and gain flexibility, and we’ve significantly cut travel expenses. Lastly, thanks to Scopia’s superior interoperability, we were able to “The advantages are clear to see … Collaboration and use our existing equipment as well, making the solution even more cost-effective.” meetings across many locations have become not just easier to organize, but more effectively carried out. Rechsteiner also emphasizes how easy the solution is to install and operate. “Users don’t need license keys, administrator rights, or any Productivity has increased, our people save time and gain in-depth technical knowledge. Scopia is ready to go with a click of flexibility, and we’ve significantly cut travel expenses.” the mouse.” —Thomas Rechsteiner, Head of Videoconferencing Services, ETH Zürich 74 | Video Collaboration Video Collaboration | 75
    • Case study truly unified HOW CBC, ONE OF GERMANY’S LARGEST TV BROADCASTERS, MARRIED RADVISION WITH MICROSOFT LYNC outside the company network have no Value Created problem participating in conferences.Products: One major advantage of the Scopia During the firewall installation, solution is that it is scalable andScopia® CBC (Cologne Broadcasting Center) is a member vendor-agnostic. Thanks to the CBC was able to call on the support company of the RTL Germany Media Group of Radvision partner ITXTRA. CBC’s comprehensive platform supportGateway for (Mediengruppe RTL Deutschland), reaching more security requirements for firewall provided by the Scopia® DesktopMicrosoft Lync than 30 million people a day with its television installations were high, and and Mobile applications, even programs. CBC and its 550 employees recently ITXTRA was able to assist with external users can join the meetingGateway, migrated to Microsoft Lync as the foundation the unique implementation. via whatever tool works best for The Challenge of its unified communications (UC) platform. them—using Microsoft Lync orScopia® Elite The company was on the lookout for a new feature- their computers, laptops, When it came to setting up terminals rich, high-performance video communication solution in the conference rooms, CBC smartphones, and tablets to5110 MCU, offering ease of integration into Lync. opted for the Scopia® XT5000 and take part in videoconferencesScopia® “The aim was to provide various locations and Scopia® XT1000 HD room-based from any location and over numerous editorial teams interlinked across the world videoconferencing systems. CBC also virtually any network.PathFinder with access to an optimal video communications selected Scopia® iView as its video system,” says Ralf Offermann, who was in charge of management solution. iView provides External participants simply click20 Ports, the project at CBC. on a link leading them directly a single access point for managing all videoconferencing devices including into the conference. The videoScopia® “We were also looking to achieve a ‘continuous Radvision and third-party endpoints, communications software is up and presence’ for conferences—meaning that all ofXT1000, infrastructure devices such as MCUs running immediately. An intuitive the participants are in view at the same time, so that everyone can see everyone else in order to create a and gateways, and call control user interface and built-in intelligenceScopia® natural interaction via video.” applications such as gatekeepers mean that conference participants and SIP agents. do not require any in-depthXT5000, technical knowledge. •Scopia® The Solution In March 2012, CBC enlisted the help of Radvision, anDesktop, Avaya Company. The infrastructure put in place includes The Benefits the Radvision Scopia® Gateway for Microsoft Lync, connecting Enables agents to proactively provide customer service in any channelScopia® Mobile the H.323 video communication system to Lync 2010. Smart routing of inquiries to right agents This allows any Lync user to connect any standards-based videoconferencing system and any infrastructure appliance. Reduced costs and increased reliability Also installed were the Scopia® Elite 5110 MCU and Scopia® PathFinder. The latter ensures that participants from 76 | Video Collaboration Video Collaboration | 77
    • Innovator’s Corner These six visionary organizations are leapfrogging competitors and reaping major ROI from their unified communications, contact centers, and cloud deployments.78 | Innovator’s Corner Innovator’s Corner | 79
    • 2012 AVAYA CUSTOMER C Jones chose Avaya because it supports his mobile vision, as INNOVATION AWARD WINNERS well as “a flexible and scalable open standards platform and the industry’s most meaningful commitment to SIP, which we believe is the leading technology going forward.” How 6 visionary organizations have deployedInnovator’s unified communications, contact center, In addition to mobile phones, Parkview has purchased wired SIP phones from Avaya. The number of SIP endpoints and/or data networking solutions in will eventually reach about 4,000. creative, ROI-producing ways. Cost Savings, Flexibility, Scalability The Avaya Aura communications platform supports Parkview’s existing switches and other vendors’ PBXs with unified dial plans and centralized voicemail. “The Avaya Aura SIP connectivity gives us the flexibility to tie different solutions together and do more than just ring and tone,” Jones says. Implementing SIP also results in significant cost savings and greater network flexibility. Improving Collaboration, Accelerating Workflows orner Parkview has about 900 employees with iPhones using Avaya’s Mobile Activity Assistant app. Best Practices in Technology Innovation: Parkview Health (U.S.) “Avaya’s Mobile Activity Assistant has solved our greatest communications problem, which is the large number of For its new 1-million-square-foot hops people typically had to make trying reach someone or Regional Medical Center, Parkview something that’s needed,” Jones says. “Now with Avaya’s deployed smart technologies that rely on an Avaya Aura® Mobile Activity Assistant, nurses and physicians connect communications platform to deliver outstanding patient care. without excessive phone tag. “The most critical business issue was to create a level of “When the nurses told us that they couldn’t imagine doing their communications among all our highly mobile caregivers that is jobs without [Avaya’s Mobile Activity Assistant], we knew we so quick and efficient, it basically eliminates the frustration and had been successful!” downtime involved in trying to reach people and waiting for things to happen,” explains Paul Jones, Director of Technology Products: Avaya Aura Communication Manager, Services for Parkview Health. Avaya Aura Session Manager, Avaya Mobile Activity Besides connecting mobile devices, Parkview wanted to Assistant, Avaya Conferencing Standard Edition, Avaya Aura Messaging, Avaya 9608 IP Deskphones, 9601 IP integrate data from monitoring devices such as drug pumps, Deskphones, 9621 IP Deskphones, 9641 IP Deskphones heart monitors, and even smart hospital beds, providing medical staff access to real-time biometrics. 80 | Innovator’s Corner Innovator’s Corner | 81
    • Business Innovation Best Practice: Consolidating the functions of hundreds of PBXs Agoda Services Co., Ltd. (Thailand) (private branch exchanges) into five primary regional servers will drive significant cost savings. Upgrading the Ever find a great telephony infrastructure from legacy systems to Avaya IP and Internet deal on a SIP-based telephony enables Deutsche Bank to deploy a beachside hotel in single telephony solution globally to achieve synergies for Bali or five-star luxury scale and standardization and consolidate the managed high-rise in Beijing? Chances are good services help desk under a single provider. that you found it on Agoda.com. The Bangkok-based online hotel reservations The upgrades also enable real-time collaboration applications provider employs 600 people. and features such as Avaya’s IP soft phone application for mobility, click-to-dial, and one number service for Since 2011, Agoda has used Avaya Contact multiple devices—including desktop phones, softphones, Center solutions combined with the and smartphones. Avaya Desktop Video Device and other unified communications technologies to cost-effectively and efficiently connect all of its Products: Avaya Aura global branch offices while scaling to accommodate triple-digit business growth. Enterprise Transformation (Fewer Than 1,000 Agoda now handles tens of thousands of voice and email customer contacts per day—over three times the volume of just Employees): Minnesota Wild (U.S.) three years ago. Avaya’s contact center solutions now support When the Minnesota Wild’s home arena, seven languages and will eventually accommodate 30 languages. the Xcel Energy Center in St. Paul, was Additionally, Agoda, which is a division of Web travel giant selected to host the 2011 NHL player Priceline.com, doubled its number of agents in 2012—all resulting draft, the pressure was on to deliver a in improved customer service and increased ROI. flawless solution in less than 30 days. Products: Avaya Aura Contact Center, Avaya Desktop “There are people who are going to rely Video Device on this technology to execute on a deal that could be worth millions of dollars,” says Jim Ibister, Vice President for facility Enterprise Transformation (More Than 1,000 administration for the Minnesota Wild ice Employees): Deutsche Bank (Global) hockey team and General Manager for the St. Paul RiverCentre. Deutsche Bank is consolidating its global telecommunications infrastructure Working closely with an Avaya Connect® Platinum Partner using Avaya’s IP telephony platform based in Minnesota, Avaya delivered a communication systems to generate significant cost savings associated with frequent that was secure and reliable—to avoid letting any team waste calls between widely dispersed locations. For Deutsche Bank, precious seconds during the draft. which reaps $43 billion a year in revenue, this is a way to extend consistent voice communications services to all the bank’s “We ran with that [Avaya], and we couldn’t be more pleased,” employees in their workspaces—on the main campus, at branch he says. offices, and at remote sites (including home offices)—as well as integrate with mobile communications. With that success under their belt, the Wild turned to Avaya to upgrade their contact center, including the addition of Avaya’s Started in 2009, the global program will eventually support social media solutions tailored for its younger fans. This has 140,000 users across 3,100 buildings in 72 countries. allowed the Wild to increase service to their fan base and82 | Innovator’s Corner Innovator’s Corner | 83
    • boost productivity for their sales department by using unified communications capabilities such as click-to-chat and email to better communicate with both Gen X and Y customers. Meanwhile, Avaya mobility solutions help staff stay connected on the move—more efficiently and cost-effectively—from personnel moving around the arena to talent scouts videoconferencing from scouting locations. Products: Avaya Aura Solution for Midsize Enterprise, including Session Manager, Communication Manager, Presence, Social Media Manager, ACE Integration with Small Business Excellence: FitFlop Ltd. (U.K.) Microsoft CRM, Avaya Aura Contact Center, Avaya 9611 Avaya IP Office has helped to enable U.K.- and B179 IP phones, one-X® Communicator, more based shoe company FitFlop Ltd. to grow from its early days as a startup business with six employees in 2007 to a $140-million business Sustained Excellence: Comcast, Inc. (U.S.) with 200 employees operating across three continents, selling As a leading cable television and products in 52 regions. telecommunications provider, Comcast’s FitFlop chose Avaya IP Office in 2009. FitFlop’s seven locations contact center agents are key front- have interlinked IP Office systems, allowing traveling executives line customer service personnel. Following a company to use Avaya “one number” capabilities, with a single voicemail restructuring, Comcast needed to update and re-align its account, to be in easy reach. customer service operations to provide a more consistent customer experience, increase efficiency, and reduce costs, Using the presence capabilities of IP Office, a centralized while carefully managing the training requirements a major FitFlop receptionist taking calls can see, at a glance, the technology revamp could require. Using an incremental location and presence status of executives who may be in the approach, the first step consolidated trunks in two data centers building, at home, or at another site. Links between locations and standardized on Avaya Experience Portal. allow calls from mobile workers to be routed across FitFlop’s network, eliminating the roaming and toll charges FitFlop This first phase alone allowed Comcast to reduce network would otherwise incur. costs by 40 percent and provided a consistent front end to all customer calls while leaving the agent experience unchanged. With the Avaya platform, FitFlop was able to turn on an Benefits continue to accrue while Comcast plans an orderly IP-based contact center that tracks and improves the quality transition of the total contact center platform to Avaya of customer call responses. The result? High-quality customer Aura Contact Center Elite in the second phase, thus uniting service, a 15 percent reduction in long distance charges, previously separate geographies onto a common a more flexible workforce, zero wasted redundant IT Avaya platform. investment, lower roaming charges for mobile phones, and reliable business continuity. Products: Avaya Communications Manager, Aura Contact Center Elite, Experience Portal, more Products: Avaya IP Office, Power User Solution and Receptionist Solution, Avaya IP Office Customer “By consolidating its trunk lines and standardizing on Call Center (CCR) Reporter Avaya Experience Portal, Comcast has reduced its network The winners were announced at the IAUG (International Avaya Users costs by 40 percent while leaving the customer and agent Group) Global Conference in May 2012. Learn more about IAUG and experience unchanged.” its upcoming CONVERGE 2013 conference at www.iaug.org.84 | Innovator’s Corner Innovator’s Corner | 85
    • Mobile and Web “The growth of the mobile workforce has led to the need for workers to communicate regardless of their location or device.” — Blair Pleasant, Analyst, COMMfusion Turn to page 88.86 | Mobile and Web Mobile and Web | 87
    • BRING YOUR OWNUNIFIED COMMUNICATIONSEmployees are floodingoffices with smartphones andtablets. How to deal—and So in a post-PC era, how should your business play the game? Not bytake advantage. employing a defensive mindset, i.e., fixating on ways to minimize spending. Rather, think about how you can transform your organization with the latent capabilities of these pocket rockets in order to reap the greatest ROI. That’s By Gary E. Barnett, how you play to WIN. Senior Vice President and General Manager for Take Deventer Hospital of the Netherlands. When it centralized various locations Collaboration Platforms, Avaya into a brand-new hospital in 2008, Deventer also deployed a robust, scalable network based around Avaya virtual networking gear. That not only securely accommodated the sudden influx of iPad-toting visitors and medical staffers, Let’s get this out of the way: “Bring your own device” won’t save your company but also leveraged the iPad in two ways. First, doctors and nurses can now money. Sure, BYOD lets your IT department avoid the upfront costs and hassle be quickly reached on their mobile devices anywhere in the building. Second, of arming your employees with smartphones and tablets (that based on past doctors and nurses can use an app on their iPads to pull up patient medical track record, they probably wouldn’t have liked, anyway). But there’s still records that aid in explaining symptoms and other health issues to patients. management and security software to deploy, Wi-Fi networks to upgrade, Both of these help boost the quality of care in huge ways. and potentially new mobile-savvy IT staffers to hire. None of that is cheap. According to Aberdeen Group, it could cost your company an extra $170 per “Two years ago, a setup like this wouldn’t have even entered my mind,” says device PER YEAR to go BYOD compared to an internal rollout. Ko Takema, head of ICT at Deventer Hospital. But get over your sticker shock quickly, because you’re not going to stop the According to the Radicati Group, mobility is the “primary driver for innovation mobile invasion of the enterprise. Not when Windows, which as recently as 2005 held 96 percent of the global computing device market, now holds and adoption in the UC market.” Powerful smartphones are “driving corporate just one-third. iPhones, iPads, and Android devices like Samsung Galaxy S3s demand for UC solutions to support an increasingly mobile workforce,” while Re-Imagination of Computing Operating Systems– together hold nearly half, according to super-analyst Mary Meeker. features such as voicemail-to-text, fixed-mobile convergence, and mobile presence have become “popular and reliable features” for end users. iOS + Android = 45 % Share vs. 35% for Windows Re-Imagination of Computing Operating Systems: iOS + Android = 45% Share vs. 35% for Windows COMMfusion analyst Blair Pleasant agrees. “The growth of the mobile workforce Global Market Share of Personal Computing Platforms has led to the need for workers to communicate regardless of their location Global Market Share ofby Operating System Shipments, 1975–2012E Shipments, 1975–2012 Personal Computing Platforms by Operating System or device,” she says. In part due to growth in UC on tablets, Pleasant predicts 1983 1998–2005 2012E that the global market for premises-based UC-capable gear will grow from Wintel – 25% Wintel – 96% Wintel – 35% $12.23 billion in 2011 to $20.76 billion in 2016—an impressive compound annual Market Share of Personal Computing Platforms 100% growth rate (CAGR) of 17 percent. 90% 80% No wonder that 57 percent of firms not using UC today are planning or by Operating Systems (%) 70% considering a mobile UC deployment, according to a 2012 Frost & Sullivan 60% Atari WinTel report, while 82 percent of firms using unified communications today plan to TRS-80 50% keep or boost their usage of mobile UC apps. 40% Apple (MAC OS + iOS) Opportunities for Transformation 30% 20% An even more impressive example than Deventer Hospital is the Essa Academy, Other 10% Commodore an urban secondary school in the U.K. whose tech-centric classrooms have Amiga Android returned impressive gains in student achievements and are being hailed as “one 0% 1975 1977 1979 1981 1983 1985 1987 1988 1991 1993 1995 1997 1999 2001 2003 2005 2007 2009 2011 of the biggest revolutions in learning the state education system has seen in decades,” according to The Independent newspaper. >> Source: Kleiner, Perkins, Caulfield & Byers. Source: Asymco.com, Morgan Stanley, Gartner, corporate filings. 88 | Mobile and Web Mobile and Web | 89
    • The FUTURE is WebRTC Real-time communications through a WebEssa Academy has transformed how students browser could disrupt telecom markets soon.and teachers collaborate using mobile Apple But it also offers plenty of promise for innovators.devices and Voice over IP apps from Avaya.Besides transforming its classrooms, Essa wanted to transform how its staffcommunicated. Having already invested in 1,500 iPads and iPod devices for By (left to right)students and teachers as well as an upgraded Wi-Fi network, Essa leaders saw John Yoakum, Consulting Engineer; Harvey Waxman, Vice President, Architecture;that they could upgrade to a powerful new unified communications platform and Alan Johnston, Distinguished Engineer,and save money. External Standards, (All Avaya)Using Avaya Aura® as the foundation, and the Avaya one-X® Communicator andone-X Mobile SIP for iOS apps to deliver voice over Wi-Fi to faculty devices, For a game-changing platform, WebRTC’s advantages can feel subtle.Essa was able to slash its telephony costs and improve collaboration, says Essa Starting this year, WebRTC—the RTC stands for real-time communications—Director Abdul Chohan. He credits integrator Pennine Telecom for its success. builds interactive high-fidelity voice, video, and data interchange into standard compliant Web browsers. It does this by handling all of the“Every staff member has their own number and can be contacted on the same grunt work necessary to enable the fast and easy creation of real-timedevice so the need for landlines disappears,” he reports. “The beauty of it— communications-enabled apps. >>and when we say this people are in awe—is that staff can be contacted by aparent directly on their iPad … It also means that we have some phenomenally Web Serverproductive conversations happening. Teachers can ring each other at no cost WebRTC/HTML5throughout the day.” ApplicationIn addition to these softphones, Essa is rolling out Avaya’s Flare® Communicatorto all students and teachers so that they have easy “swipe-of-the-finger” access WebRTC Control Control WebRTCto essential communications tools, including videoconferencing, IM, presence,managed social media, email, and more via their mobile devices. MediaThat’s key. High-definition mobile video may indeed prove to be the killerapp of mobile UC. See the great discussions by my colleagues writing in the“Video” section of this book. But voice, IM, social media, and other channelsalso see their value skyrocket when extended to “anytime, anywhere” devices. Browser BrowserSo if you’re an enterprise going mobile, make sure you invest in all of your (Running HTML5 from Web Server) (Running HTML5 from Web Server)collaboration channels. The benefits you’ll reap will astound you. •Gary E. Barnett is Senior Vice President and General Manager, Collaboration Platforms forAvaya. He has been a CEO or CTO for over 20 years with communications companies suchas Prospect Software and Aspect Communications.90 | Mobile and Web Mobile and Web | 91
    • WebRTC makes it incredibly easy for businesses to add one-click access For instance, WebRTC makes it easy for developers The Challenges for voice, video, to manage, blend, and use multiple multimedia There are several things that could slow down WebRTC’s progress. As of this chat, and more to channels, including microphone audio, camera writing, the major browser makers had not yet settled on a standard video video, screen grabs from your app or media player, their websites. codec. As an emerging standard, WebRTC is obviously very young. A lot can etc. WebRTC also ensures that the audio and video happen. It could fragment into several not-always-interoperable flavors, as some quality remains good by adapting to network VoIP technologies have done. Enterprises may find it hard to let fully encrypted conditions. In addition, users running WebRTC can WebRTC media cross the edge of their networks until new technologies assure“talk” to each other without the media going through a hosted or cloud server such flows pose little threat. In addition, regulatory requirements—especiallyfirst, as the media can flow directly between browsers. in business—may provide challenges to adoption. One of the most interestingWhile many of these things are accomplished today via current VoIP characteristics of WebRTC is that communications industry players, includingtechnologies, it takes more development effort and very specific expertise. If carriers, will likely have far less control over its use and adoption than theyyou are a developer building for four different Web browsers on three different historically have enjoyed.operating systems, that’s like creating 12 different applications. Not withWebRTC, which lets you write once and run everywhere with a common, yet Today, many enterprises are actively engaged in deploying SIP-based solutions.application-specific user experience. As an end user, no downloads of third- This infrastructure is not going to go away anytime soon, and in fact is likely toparty plug-ins such as Adobe Flash, Apple QuickTime, or Microsoft Silverlight grow. It is why the standards bodies that developed WebRTC have taken greatare needed. In addition, all media flows and data are encrypted end-to-end. care to enable several models of interaction between WebRTC applications and SIP environments. While many WebRTC applications will not require anyPossibilities Are Endless SIP infrastructure, when interactions are needed between WebRTC users and enterprise SIP users, it’s good to know that these two worlds have been“So what?” you, the end user, might say. I already have Web-based video designed to co-exist.sharing, online games, and video and audio conferencing applications. True.But to create those applications needed millions of developer-hours. WebRTC, Avaya has already welcomed WebRTC as an opportunity. Avaya has keyin conjunction with HTML5, makes it MUCH easier and faster to create members of the standards bodies creating the WebRTC standard. We also havecommunications-enabled apps. How much easier? a number of R&D staff working on numerous projects and additional prototypes under development in our Avaya Labs. All the opportunities that are suddenly“When you think about that, [with] just a few JavaScript APIs and as little as 15 available to Web developers are readily available to Avaya. We are well-lines of JavaScript code in an HTML page, you can create a simple one-to-one positioned to create innovative uses of WebRTC while also interworking itvideoconferencing solution,” Hugh Finnan, a director of product managementfor Google, said at the inaugural WebRTC Conference in November 2012. “This with SIP systems to help solve enterprise-specific WebRTC concerns. •has the potential to be as important to the Web as HTML was in the beginning.”Any webpage can easily be enhanced to include interactive media, while mobiledevelopers can use WebRTC for apps if that is desired. Just as app stores enabledmillions of developers to create and market their own apps, the supremely John Yoakum is a Consulting Engineer and champion of emerging innovation anddemocratic WebRTC is expected to unleash the creativity of millions of Web disruptive technologies at Avaya. He has distinguished himself as an innovator anddevelopers embracing real-time multimedia interactions for the first time. visionary with numerous patents, publications, presentations, and standards contributions over the course of his professional career at Motorola, Nortel, and Avaya.The possibilities are endless. One can envision an application that lets musicians Harvey Waxman is Vice President of Architecture at Avaya and Chair of the Seniorplay together in real-time via their browsers in high fidelity. Or an enterprise Architecture Council that facilitates cross-product alignment and drives thecould extend an existing Web-based document repository to allow for direct architecturally aligned roadmap for Avaya. Harvey started his career with Bellvoice or video interactions between users. That’s because WebRTC both Laboratories and has over 25 years of experience.enables new ways to create rich, yet simple ways to drive user interactions AND Alan Johnston is a Distinguished Engineer at Avaya and a contributing author of more than a dozen Internet Engineering Task Force (IETF) standard specifications, includingnew ways to extend the functionality of existing systems. For example, WebRTC the SIP specification. Besides serving as an adjunct instructor at Washington Universitymakes it incredibly easy for businesses to add one-click access for voice, video, in St Louis, Alan has authored several best-selling technical books, including WebRTC:chat, and more to their websites. APIs and RTCWEB Protocols of the HTML5 Real-Time Web.92 | Mobile and Web Mobile and Web | 93
    • Case study Approximately four years ago, the firm phone, so that we can be available recognized that its Panasonic phone to clients at all times,” Strong says. system, purchased in 2001 and state- “Just the other day I was taking a cab of-the-art at the time, was no longer in Chicago and was able to take an the right solution to take them into important business call right there.” the future. It was very difficult and costly to obtain service or parts to Other features have been extremely allow for scalability on the old system. valuable for the firm. Associates have the ability to track and monitor calls, Streamlined Communications and to save recorded calls within emails on their computers. They also and Collaboration utilize Whispering, which enables The sophisticated features of Avaya management to not only monitor IP Office have made it possible for and listen in on a phone call, but also Matthews Pierce & Lloyd to streamline to coach a representative privately ADDING and accelerate communications with during a call. their clients and the subjects of their collections efforts—and according Cost Savings FEATURES, to Strong, this has given them a The firm has realized significant competitive edge to deliver results cost savings since deploying Avaya quickly and efficiently. IP Office. It has reduced its phone SUBTRACTING Mobility features enable one- number access to both office and bill from $4,000 per month to just $300—a greater than 90 percent reduction. Savings were achieved by COSTS cell phones, so that conversations can take place no matter where an consolidating calls through a single employee is located. The presence service provider, leveraging Avaya IP function enables an employee to Office’s Automatic Route Selection AVAYA IP OFFICE MOBILIZED THIS locate colleagues who can contribute capability to virtually eliminate long to a resolution, and through built-in distance charges. In addition, the FINANCIAL FIRM WHILE SLASHING Avaya channel partner facilitated conferencing, several parties can be ITS PHONE BILL BY 90 PERCENT drawn together in a discussion in a SIP trunks on a pay-as-you-go basis cost-effective manner. for the conference bridge, allowing Matthews Pierce & Lloyd to save on >> Delaware-based Matthews Pierce & Lloyd offers a full Strong explains, “Taken altogether, the range of commercial debt recovery services, as well as mobility, presence, and conferencing comprehensive accounts receivable management. Its features of IP Office are a real game “Taken altogether, the mobility, clients include many Fortune 500 companies. changer. Now what we’re able to presence, and conferencing do is put into one phone call what features of IP Office are a real Communications is the cornerstone of its work. “At otherwise would have taken two, game changer. Now what we’re least 90 percent of our business is conducted over the three, or more calls—avoiding phone able to do is put into one phone phone. The other 10 percent is over the Internet,” says tag and waiting to get information.” call what otherwise would have account executive Michael Strong. “The majority of The mobility feature is also valuable taken two, three, or more calls— what we do in representing our clients is helping them for “anywhere, anytime” access by avoiding phone tag and waiting resolve disputed matters and collecting on invoices clients. “We’re very excited about that fall beyond terms and are past due. In these to get information.” having the capability to have our negotiations, the greatest risk factor is time.” office calls delivered to the cell —  ichael Strong, Account Executive, M Matthews Pierce & Lloyd94 | Mobile and Web Mobile and Web | 95
    • monthly expenses. The firm can now have large conferences Case study of 20-plus members without tying up their main lines. Previously, the firm had a primary receptionist and a backup receptionist at each of its three locations. Now, incoming phone lines for all three locations are handled by one receptionist at one location using Softphone, viewing and managing calls on a computer monitor. Redeployment of staff accounted for approximately $100,000 savings annually. Business Growth Strong anticipates that Matthews Pierce & Lloyd will soon explore the advantages of having salespeople in remote locations who can provide a sales function around the clockProducts: Avaya and around the globe.IP Office 7.0, Strong concludes that he and his colleagues stronglyPower User, IPOffice Preferred recommend IP Office because “it is very cost-efficient and certainly worth every dollar that you invest. It is user-friendly and cutting-edge—supplying everything that you could want ON THE ROAD, • ALWAYS IN and hope for and then some.”Edition, Avayaone-X® Portal The Benefits TOUCHfor IP Office Over $44,000 per year reduction in online and long distance costs Approximately $100,000 saved annually through staff redeployment The benefits of Avaya IP Office Scalability and extendability make it possible for the add up for accounting consulting company to have remote agents for global expansion and round-the-clock service firm RootWorks Today’s forward-looking accounting firms have people working as much out of the office as in. They’re often with clients or between locations. These next-generation businesses—and their clients’ expectations—don’t slow down. So says Darren Root, executive editor of CPA Practice Advisor magazine and CEO of RootWorks, LLC, an Indianapolis-based consulting firm he co-founded that tracks these emerging next-generation accounting firms. >> 96 | Mobile and Web Mobile and Web | 97
    • “RootWorks is a national company, with facilities in them: office, home, or cell. Regardless Colorado, Oklahoma, Michigan, and Indiana,” says Root. of the device used, voice messages will “We travel over 100,000 miles a year giving presentations find team members in the same way, to accounting firms nationwide. We’re a virtual company, so as will emails and instant messages. we need to have virtual connectivity.” Providing that level of mobility support to employees is important. In order to realize his vision, Root needed to make some changes. The legacy Toshiba PBX system, originally Root observes, “With Avaya IP Office, it installed back in the ‘90s, was not designed to fulfill that doesn’t matter whether the members ofProducts: requirement. Though a step in the right direction, a hosted a team are next door, down the hall, orAvaya IP Office VoIP telephony solution the company later installed didn’t across the country from one another. “We travel over 100,000 miles meet Root’s expectations. To a caller, what truly matters is their a year … we’re a virtualPreferred availability. It’s all about presence.” company, so we need to have “We experienced continual call quality issues,” he says.Edition, with “Each time they would change a router in Indianapolis, I virtual connectivity.” Auditing the Auditor: would sound like a chipmunk. You might imagine that whenPower User and Bankable Benefits — Darren Root, CPA.CITP, CEO, RootWorks I’m delivering webcasts and podcasts as executive editor of CPA Practice Advisor magazine, that chipmunk status is not Root, a CPA himself, is quickReceptionist to acknowledge the value of what I’m after and that call quality is vital.” communications technology in hisSolutions, Avaya A More Flexible, Powerful Alternative profession. “I think communications is keyone-X® Portal, to an efficient and effective organization, This initial adventure into IP-based communications so I look at technology as an investment.Avaya 9600 helped Root realize exactly what he was looking for. He There is an investment required upfront explains, “We needed the benefits of the new technology that will pay you back in sharperSeries with the stability of the legacy phone system. So we went communications skills, higher user on a hunt for what that solution might be and that, in turn,Deskphones satisfaction, and increased productivity.” led us to Avaya.” Root’s initial operational cost estimates Avaya IP Office gives employees the ability to handle suggested savings of up to 50 percent their business communications right on the device of their over those of the legacy Toshiba system, choice: laptop, smartphone, tablet, home or office phone— and he explains that the most significant benefits are in other important areas. be it wired or wirelessly connected to the Internet. Its smart “There are efficiency improvements and a significant increase in user satisfaction, directory services application helps the staff answer and but more than anything, we’ve reached a much higher level of communications route calls to the appropriate business seamlessly, without capabilities—and that, ultimately, is what our customers see.” missing a beat. The goal of achieving high-level communications is at the very core of the The migration from the previous system to IP Office was RootWorks message in support of its model of the next-generation accounting “very smooth,” according to Root. “With our previous VoIP system, it took us about three months to get all the bugs firm—a firm to which Avaya IP Office has already proven its worth. • worked out and feel comfortable. There was a long break-in period,” he recalls. “In our move to Avaya IP Office we were functional and actually proficient with our system after The Benefits about two days.” Traveling workers are never out of touch Bridging the Gap Between Communication costs reduced up to 50 percent Geographically Dispersed Teams Designed to support social media Location becomes increasingly irrelevant thanks to Avaya IP Employees are more efficient, productive, and satisfied Office. Calls reach people wherever they choose to receive 98 | Mobile and Web Mobile and Web | 99
    • Customer Experience Contact center agents for Palm Coast Data now Web chat with customers and perform scheduled callbacks to customers when they are free. That’s doubled their productivity and also boosted customer satisfaction. Turn to page 112 to learn more.100 | Customer Experience Customer Experience | 101
    • A SOLID FOUNDATION FOR TOMORROW’S CUSTOMER For contact centers, it’s a good bet that advanced analytics, social media, mobile devices, and speech recognition will all be part of the future. Time to get ready for next-generation Customer Experience Management. By Chris McGugan, Vice President and General Manager for Emerging Products & Technology, Avaya “Take the contact center to the next level.” That was the mandate the Southern Maryland Electrical Cooperative (SMECO) IT department received from top executives. Fortunately, the organization discovered that preparing for the future of customer experience management was as easy as adding applications to the platform it had been using for years. Advances in various technologies, most notably data collection and analysis, are bringing change to contact centers. Increasingly, data is helping all kinds of companies provide personalized experiences. We’re greeted by name and met with suggestions for products and services we might like at the ATM, at websites and retail stores, and via mobile services. Customer service promises to deliver the same level of customization, providing fast, effective experiences with a combination of new technologies. >>102 | Customer Experience Customer Experience | 103
    • Contact centers without a solid analytics engine at manage staffing levels based on 85 percent standards adherence volume, monitor agent on-screen to 93 percent, and is consistently the core of their platform activity, and report on agents’ performing in the 94 percent range. simply won’t be able to adherence to standards and compete. The advantages Getting Insight overall performance. In order to improve the customer experience, you must first understand are that big. From Analytics • Knowledge management it. Advanced analytics is a proven systems proactively provide way to gain this understanding, for • Establishing online communities Do you know why your customers or forums that foster sharing recommendations and the contact center and other groups call? Or the main thing that frustrates between customers. troubleshooting content to within the company. them? What’s your 20 percent agents while they’re engaged problem that drives 80 percent of • Using “listening platforms,” or with customers. Growing Popularity your contact center volume? You applications that monitor Internet probably already collect the data you According to a Frost & Sullivan activity and act as an early warning • Cross-sell marketing programs need to find out. But it’s hard to use forecast from November 2012, system about customer service personalize offers based on that data without an analytics engine. analytics is the fastest growing issues that are being discussed on individual customers’ accounts and segment in the EMEA contact center social sites. order history, helping agents How It Works present appropriate solutions that market, growing by 26 percent in 2011. That means your competitors • Building contact center application Analytics put data to work, helping you customers are more likely to buy. are getting savvy—and possibly support for handling inbound and understand and improve the customer • Training systems track agent leapfrogging you. If you’re not already outbound customer contacts that experience and run your contact center performance and adjust training using analytics, now’s the time to come through social media, such as more efficiently. Advanced analytics plans accordingly, helping start. Contact centers without a solid Twitter messages. tools can gather and integrate raw data managers coach the right agents on analytics engine at the core of their from multiple sources (such as CRM and Some companies are also engaging the right topics—boosting morale platform simply won’t be able to call tracking systems), find patterns, and with customers and prospects directly and efficiency. compete. The advantages are that big. turn it into easy-to-understand reports. via social media. For example, New Zealand’s ASB Bank launched a virtual More important, analytics now power a At SMECO, workforce management software uses historical data to plan Joining the Discussion branch on Facebook in 2010. During range of exciting applications. staff levels, even scheduling for peak on Social Media business hours, agents will answer • Workforce management software traffic times, such as when storms questions from anyone who asks via The explosive popularity of social chat—ASB customers or not. The can route and record calls, disrupt electrical service. Managers media is nothing short of a cultural experiment is delivering enough automatically assign call reasons, have re-allocated the time they used phenomenon. Customers are value to the bank that it’s still open to spend on scheduling to training, connecting with each other on for business more than two years coaching, and mentoring activities. Facebook to talk about your products after launch. and services. Or they’re tweeting their SMECO also wanted to deliver a more opinions to the world. They can hijack Growing Popularity consistent customer experience. your own social marketing efforts with Again, workforce optimization According to a late 2011 Nielsen report, their loud, angry complaints. capabilities now monitor agents’ “social networks and blogs continue to on-screen activity, record calls, and dominate Americans’ time online, now Companies must proactively engage report on performance. The system accounting for nearly a quarter of the with customers through social media, also reports on the agents’ adherence total time spent on the Internet.” Social or risk bad publicity. to standards to measure and ensure media (22.5 percent) dwarfs all other a consistent customer experience. According to Frost & Sullivan, early- categories, including games (9.8 percent) The results speak for themselves. adopter enterprises are engaging in and personal email (7.6 percent). And it’s Over the past two years, the center social networking for customer service not just the U.S. The report found similar has increased its original goal of in three primary areas: results across 10 major global >>104 | Customer Experience Customer Experience | 105
    • one for the right purpose. The next Growing Popularity challenge is keeping track of all the In a 2010 Webtorials survey, contact various experiences once you do center professionals reported that have them, proactively managing and they expected non-voice interactions measuring all interactions across all (Web self-service, chat, and social media and modes, including “warm media) to increase. Frost & Sullivan hand-offs” when customers must sees that telephony self-service switch from one agent to another. application platforms (primarily Cross-channel integration and Web IVR and voice portals) are steadily collaboration tools allow service being replaced by unified organizations to not only interact multimedia platforms. with customers in a number of ways, Additionally, Frost & Sullivan Source: callcentres.net, 2011. but also support clients via multiple reported in 2012 that consumers are channels simultaneously. For example, increasingly using mobile devices an agent might talk to a customer on (notebooks and smartphones) to markets: “Social networks and blogs comfortable using chat, SMS, video the phone while also running online access Web self-service channels. The are the top online destination in each calling, and video chat from their diagnostic tools on the customer’s market research firm also projected country … reaching at least 60 percent desktops, phones, and mobiles. device or remotely directing the strong growth for chat in customer of active Internet users.” They want to be met wherever they customer’s browser. Or an agent service, as well as integrating chat happen to be. might talk someone through filling out with social media, mobile, and video. If that isn’t enough to convince you, an online form while both parties can consider NM Incite’s 2012 “State of That creates exciting new see the same screen. The best approach to adding new Social Media” survey, which found that communication options that can channels is to first transition your consumer-created reviews and ratings improve the customer experience and Measuring multiple channels also contact center to a scalable platform have become the preferred source for make it easier for agents to do their requires a cross-channel first contact built for flexibility. Then, add one new information about product and service work. Having multiple channels in and resolution metric. For example, let’s technology at a time, incorporating value, price, and quality. of itself is not effective as a strategy, say a bank notices spikes in calls what you learn along the way and however. When not backed up by from customers trying to set up applying it to each new channel. More of your customers are using streamlined processes and careful online bill pay, with a correspondingly social media all the time, and attention to channel integration, it low volume of customers using the they’re talking about you. Join may end up frustrating customers. self-serve Web channel for the same Recognizing the the conversation. purpose. Looking at the two channels How It Works in isolation may lead the organization Voice of the Customer Connecting on Video, Next-generation unified multimedia to more aggressively direct customers online to complete the task. A cross- Speech analytics can help categorize and route incoming customer platforms are now available to help Chat, and Mobile (or run all customer contacts through a channel metric could reveal that the contacts, as well as gauge levels majority of customers calling in have of frustration based on certain All Three at Once) central system: inbound and outbound already tried to sign up online, and cues. Speech analytics technology voice, text, and video, incorporating Generation X and Y consumers have failed. Upon investigation, the bank measures both customer interactions phone, SMS, email, Web, text chat, grown up with technology, and are finds that its website form is broken. and agent performance. It fills in the video chat, and social media. Understanding customers’ end-to-end gaps in standard business intelligence experience in this case would prevent systems by measuring the informationMore of your customers are The first challenge multiple channels customer frustration and possible exchanged through spoken present is incorporating them intousing social media all the time, a single customer service strategy churn, and allow the bank to discover interactions—data that hasn’t beenand they’re talking about you. and fix the root cause of the problem. measurable before. >> and ensuring that you’re using eachJoin the conversation. 106 | Customer Experience Customer Experience | 107
    • 43% of customers prefer to deal Originally sold as an add-on to quality with organizations over the monitoring (QM) systems, speech recognition Internet, calling only when they need support or advice. This means they are calling about more complex and has become a category all of its own. The technology has historically been too complex 50% emotive issues. and expensive for smaller businesses, but that’s changing fast. Frost & Sullivan predicts that QM systems will increasingly include speech 57% analytics engines. How It Works 80% 51% of customers trust online A phonetic audio search engine scans and analyzes spoken interactions—live and Source: Hipcricket Research, 2011. customer forums more than recorded—searching for key words and an organization’s website. phrases, as well as the context in which they’re spoken. It “listens” for things that agents might not catch, such as customer end-to-end experience, factoring in Growing Popularity multiple communication channels. sentiment. Other speech recognition A 2010 Frost & Sullivan survey found On the agent side, it helps gauge technologies can examine written that 20 percent of contact centers operational efficiency and identify interactions, including emails, SMS, and were already using speech analytics, 60% those that need additional training. chats searching for the same key words, and another 27 percent intended to phrases, and context. For example, customers might be purchase. In 2012, the market research of customers continually firm predicted that speech would change how they contact an calling because the company website organization, depending on Speech analytics is used primarily for two become “the dominant user interface where they are and what they isn’t recognizing a discount code things: deciphering customer intentions for IVR [interactive voice response], are doing. This will grow they received as part of a marketing as mobile usage grows. and behavior patterns and analyzing agent campaign. With speech analytics, voice portal, and unified multimedia performance. On the customer side, it can portals for all market segments.” the context of the call comes into provide a more complete picture of theSource: Avaya and BT Research, 2011. play, identifying “discount code” Enterprising organizations can take and “website” and “broken” on aConsumers Use a Wide Range of Channels to Interact With Businesses their customer experiences to a whole large percentage of incoming calls. new level, thanks to advances in big Management gets better, faster insight data analytics, speech recognition, into the problem, and the company consumer gadgets, social media, can fix the issue that’s impacting and video and chat technology. the call center. Additionally, speech Customer service is becoming more analytics can identify customers that personalized and better able to are frustrated and why, helping agents identify and solve problems fast and proactively manage calls. In this way, efficiently. Organizations must plan speech analytics can identify patterns for coming changes and embrace that help improve individual agent the future if they want to offer a performance, company processes, consistent and satisfying customer and ultimately, customer experiences and satisfaction. experience—and stay competitive. • Chris McGugan is Vice President and General Manager at Avaya for Emerging Products & Technologies, including Contact Centers. He has also held executive and managerial positions at Belkin, Symbol Technologies, and Cisco Systems.108 | Customer Experience Customer Experience | 109
    • 8 BEST PRACTICES FOR CUSTOMER SafeAuto Insurance Company is known for its humorous ads technologies reshaping the landscape. I’ve gathered stories from companiesEXPERIENCE MANAGEMENT TODAY and innovative promotions, but that consistently receive high rankings for the customer experience they when it comes to customer provide, and identified eight service, there’s no joking best practices.Customer service is allabout answering questions around. The company is 1. Build relationships.right the first time. What intensely customer-focused Best-in-class companies know that it’s and committed to deliveringsounds simple isn’t always not just about solving problems—it’s a high level of service and about building a lasting relationshipeasy—and may require with your customers. operational efficiencies. Withrethinking your customer no outside agents selling or At its retail stores, Apple is in theexperience strategy servicing SafeAuto Insurance, business of making friends. Employeesand adopting valuable the company relies on its actually will try to “down-sell” you onnew technologies. multi-location contact the thing you came to buy in an effort to get you the lower-priced, least- center for sales, claims, and complicated product that will do what customer service. you need. Truly, we all like getting what we want for less than we expected By upgrading its Avaya Aura® Contact to pay. Apple’s approach reportedly By Laura Bassett, results in fewer product returns, higher Center suite, SafeAuto garnered Director of Marketing, Avaya sales rates on add-on services, less these results: frequent support issues, and extremely • Agent occupancy (utilization) low employee attrition. increased by 14 percent. Contact centers can emulate this • Maximum caller wait time approach by using analytics-based reduced by 48 percent. cross-sell marketing programs. These • Shorter calls, handled involve using historic and real-time data more efficiently. to proactively suggest to agents the products and services that individual • Cost savings of 10–15 percent. customers might be interested in. Acquiring new customers is Complete the loop by rewarding agents considerably more expensive than for selling the best-fitting solutions, keeping those you already have. And rather than the most expensive. satisfied customers are the ones that stick around. According to a 2011 2. Integrate your survey by callcentres.net, 83 percent support channels. of respondents said they would buy New consumer technologies make more from a company that made it delivering consistent customer support easier to do business. But customer even more important. As you add SMS, experience requirements are changing text chat, video chat, and mobile rapidly these days, with social media, platform channels to your quiver, analytics, and new devices and it’s important to keep tabs on >> 110 | Customer Experience Customer Experience | 111
    • them all. Cross-channel integration costs down in the short term, but can tools can seem overwhelming—but cost you in retention and lost sales the alternative is an inconsistent opportunities over the long haul when user experience, which can result in not used for the right purpose. significant cost for your business. spent in a classroom environment declares that “Customer Service isn’t Palm Coast Data handles subscriptions designed to work for all learning styles, just a Department! ... We’ve aligned Salmat, Australia’s largest provider and delivery for 500 magazines and and 35 percent is spent taking calls in the entire organization around one of outsourced contact centers, is 45 million subscribers. Upgrading the call center with dedicated coaches. mission: to provide the best customer upgrading its 35 contact centers to Avaya Aura Contact Center has Throughout their time with first direct, service possible. Internally, we call this to Avaya technology to become an empowered Palm Coast’s 200 on-site employees receive tailored coaching our WOW philosophy.” The call center “omnichannel” customer service contact center agents and growing to help motivate them and develop is at company headquarters, and all provider. Salmat, which manages number of home-based agents with them as individuals. All staff must employees start their tenure at the more than 100 million incoming and two key new features: the ability to regularly revisit training and are held company with four weeks of training outgoing phone calls a year, needed Web chat with magazine subscribers accountable for their own personal as a customer service rep. Call center to engage with consumers whether (usually two at a time) and perform service standards. employees get another three weeks they are on Twitter, Facebook, SMS, scheduled callbacks to customers after that for a total of seven weeks. email, or phone, says Salmat CEO when they are free. That’s boosted the 5. Empower and After all that training, Zappos.com Grant Harrod. “A consumer doesn’t productivity of these “blended agents” trusts its employees to do right by engage employees. select necessarily the channel you between 86 percent and 98 percent the customer. They don’t read from would like them to communicate with, and increased customer satisfaction, Create a culture where employees feel scripts and they aren’t encouraged they select the channel they would like the company says. comfortable initiating conversations to keep calls short. It may seem communicate with you on,” he says. and listening to customers instead counterintuitive, but it works. Stories And every one of these channels “has 4. Coach agents of just answering questions as fast of people receiving condolence to be absolutely consistent.” for performance. as possible. It drives agent attrition bouquets, products for free, and down—and customer satisfaction up. Agent performance is the foundation lifetime memberships in the VlP 3. Talk to your customers program go viral, and make fiercely of good customer service in a contact Shoe retailer Zappos.com is a great in real time. center. Coach your coaches, provide loyal customers. >> example. Its mission statement According to a Frost & Sullivan 2012 specific feedback, and invest in next- report, consumers overwhelmingly generation coaching tools to make sure end up trying to reach a live agent you get the most from your people. and are most satisfied after live Reward your best-performing agents. interactions, either on the phone Help those that struggle to do better. or via chat. Forcing customers into self-service channels may keep your A division of HSBC bank in the U.K., first direct does not have a physicalBy upgrading its contact branch network. Customers access services online or by fixed or mobilecenter infrastructure, Palm app. It’s been voted number oneCoast Data’s 200 on-site in customer service in a nationalcontact center agents and service for four years running. Agentgrowing number of home- training and support is central tobased agents can now Web the bank’s mission of “pioneering amazing support.”chat with customers andperform scheduled callbacks. Knowing that longtime employeesThat’s boosted productivity provide better support in general, firstbetween 86 percent and direct aims to keep employees happy,98 percent and increased and ongoing coaching is central to its approach. New recruits spend six weekscustomer satisfaction. in training. 65 percent of that time is 112 | Customer Experience Customer Experience | 113
    • Companies need to become ‘omnichannel’ providers, able to engage customers in their preferred new ways. 16%6. Focus metrics on One goal: Outstanding customeryour customer. service. One rule: Use your 50% best judgment.What’s your measure of success? 56%Don’t just reward your agents for You may not be able to reduce yourspeed. Reward them for resolving contact center handbook to 75 words,customer issues in one contact (first but is there room for simplification? Source: callcentres.net research, 2011.contact resolution) and for high For focusing key performancecustomer satisfaction scores. indicators on customers? For respecting employees’ judgment?Nordstrom department stores have often the customer experience— reports with the entire company.long excelled at service, and customers personalized experience, painless After all, customer satisfaction should 7. Start at the top.go on about it. For many years, the purchasing, and fast shipping—that be everyone’s number one goal. YetNordstrom Employee Handbook Customer experience starts with gets mentioned rather than how callcentres.net found in 2011 thatwas a 5-by-8-inch gray card that the CEO. A best-in-class customer the company resolves problems. while 95 percent of companies collectcontained just 75 words spelling out the experience comes from a company CEO Jeff Bezos understands that customer feedback, only 10 percentcompany’s short-and-sweet philosophy: focused on delivering one, from senior it’s all related, and has organized deploy it to improve service. management all the way to the agents the company so that “service,” orWelcome to Nordstrom. We’re glad on the front line. Link every metric the contact center team you reach At SafeAuto Insurance Company,to have you with our Company. to company initiatives to help agents if something goes wrong, is part of customer service data spreadsOur number one goal is to provide understand how they fit into the the “experience” group. That’s insight far beyond the contact center.outstanding customer service. Set big picture. Bezos or other top brass may have The marketing group uses it toboth your personal and professional come up with on one of the two days map customer demographics. Thegoals high. We have great confidence Amazon consistently receives per year every company employee company’s investigation unit uses itin your ability to achieve them. accolades for its best-in-class spends working the service desk, for research. Senior management has customer service. Interestingly, it’s answering emails from customers. its own set of dashboard reports thatNordstrom Rules: Rule #1: Use best provide regular updates on enterprisejudgment in all situations. There will be In fact, like Amazon, Zappos.com operations at a high level, with theno additional rules. Please feel free to also requires all employees to work ability to drill down to specific details.ask your department manager, store customer service for a few days every year. Since these two are often While technology changes, andmanager, or division general manager in the top three in ratings for best new generations bring differentany question at any time. customer service, it seems like there’s perspectives to the market, the something to it. foundation of customer experience management stays the same. If you 8. Deliver actionable data want to provide standout service, it must be the top priority at every level to decision-makers. of the company. It must be the focus To ensure that the entire company of every initiative. And it must be the is on the same page, share contact center and customer satisfaction goal of every employee. • Laura Bassett is Director of Marketing for Customer Experience and Emerging Technologies at Avaya. She has more than 19 years of experience in applications consulting, development, and delivery.114 | Customer Experience Customer Experience | 115
    • WOULD YOU CALL YOUR OWN CONTACT CENTER? The 9 hurdles that contact centers place in front of their customers—and how to overcome them. By Donna Dawson, Psychologist116 | Customer Experience Customer Experience | 117
    • According to recent research, the number of calls to call centers is growing at a rate of 20 percent every year. This surge is partly due to the growing number of tasks covered by call centers, both customer-facing and internal to a company, such as help desks. The surge is also due to customers calling on the move from mobile phones. There has also been a sharp increase in customers giving up on their calls— from 5 percent in 2003 to just over 13 percent in 2010. That rises when According to one call center customer, “I have become so frustrated with the customers have to pick their way through multiple options and messages. performance of a certain big bank, and particularly with their call centers, that I The resolution rate for their calls is only about 50 percent—maybe as high am closing all of my accounts with them.” as 70 percent if a more senior level of help is involved in the call, but still well behind the call center industry’s own target of an 85 percent Another customer says, “I’d much rather get an engaged tone. If someone isn’t resolution rate. available to take my call, why frustrate me by trying to waste my time and money being held in a queue. As for automated services, if I phone someone Getting help from a call center is like being an Olympic hurdler on the last it’s because I want to speak to someone.” lap before the finish line. Those are both technical hurdles and operator hurdles. First, let’s look at the technical hurdles. What is the call center customer feeling at this point? Lonely, frustrated, impatient, and angry. What is he or she thinking? That “the company doesn’t Technical Hurdle 1: The Complicated Menu really care about me.” A menu may come with multiple layers and a selection of four or more choices per layer. This can be made worse by a poorly performing voice Technical Hurdle 3: Being Charged for the Call recognition system. Time is wasted listening to your options, and stress Many call centers have quietly switched over from free to non-free numbers. builds. Stress builds even more if you hear the options incorrectly or don’t A well-known low-cost airline charges one pound (U.S. $1.60) a minute after hit the right numbers. Stress builds even higher when you find that you hours and on weekends—even if you’ve been made to wait or been cut off. have not gotten through to an operator for all your obedience and efforts—but have only reached another level of button pushing. And this is “It’s not so bad if the call is free,” said one customer, “but when you have to just the beginning. pay for it, the story changes, especially when the line has a minimum rate call charge.” Technical Hurdle 2: Being Kept on Hold Here’s another irate mobile phone customer: “I tried four times tonight to get Being kept on hold was the number one reason for rage in Britain in an through … another 40 pence down the tubes. This is a ridiculous way to deal anger survey that I conducted a few years ago for a major bank. A with customers, or is it a way to raise additional revenue?” customer longs to hear a human voice to explain his complicated problem to—but instead he gets canned music or a time-wasting plug or ad. In a We don’t deserve customers if we treat them like this—especially when there 2010 study by Which? magazine, it was revealed that a well-known British are automated systems that can log your caller ID and then automatically call phone company took 14 minutes to answer a call about their broadband back once an operator is free. services, while a major bank and a major energy company took more than 10 minutes to answer theirs. Technical Hurdle 4: The Muzak It’s not just being kept on hold—it is to what we are forced to listen. On average, callers hang up after listening to just 65 seconds of canned music. So if customers have to face the music, let’s get the selection right, please. >>118 | Customer Experience Customer Experience | 119
    • What we never want to hear is, Now we come to the “I’m sorry you feel that way,” operator hurdles. implying that it is just our feelings that are out of control. Operator Hurdle 1: Putting Your Call Center Abroad Listen, operator, my feelings are An overseas call center may be fine for routine inquiries. It may, if you’re a part of the problem, so sort lucky, even be efficient and cost-effective. the problem out for me, please. But remember how customers see it: “The company is willing to delegate my relationship with them to a third party.” They sense that the company has done this for one reason and one reason only: to save money, not to provide better customer service. Operator Hurdle 4: Getting Cut Off Operator Hurdle 2: The Language Problem The customer is left wondering if this is merely a technical error or if it was deliberate. One caller realized that every time he was cut off it was just Many offshore operators speak excellent English and can both understand before 12:30 p. m. He worked out this was probably the operator’s general what is being said and make themselves understood. However, many still lunch break. It has also been rumored that call center operators cut people cannot. One call center customer had such a problem with the language off deliberately if they accidentally input the wrong information or—it gets barrier that he resorted to communicating via MSN Messenger. worse—if they think that you are about to cancel your subscription. It isn’t just the understanding of English but the intonation, diction, and Operator Hurdle 5: Badly Logged Calls speed of talking that can also be issues. Which can be tricky if you’re trying to arrange the transfer or payment of a certain sum of money and you The customer calls back to check his status, only to be told that there is no have to keep repeating back the numbers just to ensure that they’ve got record of his previous calls. So he has to start all over again. All calls should them right. be recorded—not only to be acted on, but in order to create a history of calls for reference. So why aren’t operators doing this regularly? >> Operator Hurdle 3: Patronizing the Customer In order to avoid language or cultural issues, operators often stick to a script, which can make them sound sing-songy, stilted, overly formal, overly deferential, patronizing, and just plain unreal. If an operator is stumped by a question, the result is a long silence and then a repetition of the last line of their script. As one customer put it, “If they don’t know the answer, that’s okay. They should just admit it or find someone who does. But they never do.” One American call center customer re-routed to India didn’t mind the foreign accent but was “driven ballistic” by what he called the disingenuousness of the operators introducing themselves as “Mike,” “Steve,” “Brian,” and “Walter.” “Friend, I know you’re from India. That’s okay. Just don’t BS me about it,” he said to them. A call center customer from Scotland was even more blunt. “I simply don’t give my business to any organization that has offshored its call center ... When you consider time delays in the call and the fact that they can’t understand my Ayrshire accent, it all becomes pointless and Source: Hipcricket Research, 2011. extremely irritating.”120 | Customer Experience Customer Experience | 121
    • The Elephant in the Room 2. Give the customer your full name, including surname. Do you know how many Marys, Steves, or Alis there can be in a call center? If the 87 percent of U.K. call center workers complain of work-related stress. The customer may need to ring you back, they’ll need your full name. Also average amount of training for a call center worker fell to 21 days in 2010. give out IDs and extension numbers. One quarter of call center staff leave every year. Call center operators also complain about repetitive stressful work, restrictive work practices (such 3. Promise to do something quickly. Time is of the essence for us all. A as how much time they’re allowed to spend on bathroom breaks), a rapid response proves that you are serious about your promises and dehumanizing work atmosphere, too-close scrutiny by management, provides the highest level of customer satisfaction and retention. rude customers, and low pay rates. 4. Ask the customer what it would take to meet their needs or All of these are issues for another speech by another speaker, but they requests. Based on that, explain what you are going to do. needed to be raised here because operators are human, too. And it is the 5. Ask if you don’t understand anything and if there is anything that human interaction that the customer longs for and so wants to get right. the customer doesn’t understand. You could even say, “If I do so In an ideal world, all call center operators would have something of the and so, will that meet your needs?” Then do it. Words like “but” or psychologist about them. They would stay cheerful while I whine, and then “however” should not be part of an operator’s vocabulary. “I’m taking say something like, “I’m sorry that you’re experiencing this problem but I’m personal responsibility for this” should be. going to do my best to sort it out for you, and if I can’t I’ll find someone who 6. Ensure that your call centers and branches or departments actually can.” What we never want to hear is, “I’m sorry you feel that way,” implying talk to each other so that an operator can do what he or she that it is just our feelings that are out of control. Listen, operator, my feelings promises. There is nothing worse than a branch or department are a part of the problem, so sort the problem out for me, please. referring a customer to a call center which either isn’t aware of how For the customer, the operator represents the company. Whether the to deal with the problem or, worse, doesn’t care. It will be the fastest operator works for the company directly or not, they need to pretend that way for your customers to label your call centers inefficient. they do and act accordingly. That can mean actually thanking customers for a complaint as it allows you to hear about the problem and to do As one expert says, you can make call centers perform anywhere if you have something to resolve it. the right processes and good management in place. Indeed, “I have seen this situation from both sides, as a customer and once as a call center So how can the operator remove the hurdles on the track to make the worker,” one customer told me. “My personal view is that companies simply customer experience a smooth run to the finish line? don’t spend enough money on keeping customers happy once they have 1. Come to the phone armed with options. them, and far too much money on trying to get them in the first place.” • This exudes an intoxicating sense of power and control and gives the customer a sense of control as well. About Datapoint Datapoint specializes in enterprise unified communications and multichannel contact center technology solutions, including contact optimization. From offices in London, Dublin, Madrid, Barcelona, Milan, Munich, Paris, and Utrecht, Datapoint serves 550 clients in 41 countries, supporting 5,000 sites in those territories. It is a founding member of the Intelligent Communications Alliance (ICA). Visit us at www.Datapoint.com. (Note: This piece is adapted from a podcast by U.K. psychologist Donna Dawson which originally appeared in 2012 in The Point, the customer magazine of communications solutions and service provider Datapoint. Listen to the full podcast at www.Datapoint.com.)122 | Customer Experience Customer Experience | 123
    • “If questions or Case study comments about us and our customers “Social networks now complement the classic communication channels: letter, fax, and phone. pop up in social The importance of multichannel in customer contact networks, we are management will increase rapidly in the future,” informed immediately believes Walter Benedikt, Managing Director of and can respond 3C DIALOG GmbH. accordingly.” Blending Communications Channels — Walter Benedikt, Managing Director, 3C DIALOG GmbH The Cologne-based service provider created the requirements for this in the autumn of 2011 with the Avaya Aura® Contact Center SIP solution. This platform—implemented jointly with an Avaya business partner—increases employee productivity and service quality, reduces overall business costs, and facilitates communication across multiple media types. The proportion of written communication received by 3C DIALOG is still around 20 percent today. Inquiries of this kind generally arrive by email or fax, but communication via Twitter, Facebook, etc. is consistently increasing. “The key is to integrate as many communications channels as possible on one platform. This is possible with Avaya Aura Contact Center,” praises Benedikt. For example: An end customer loses the operating instructions for an electrical device, calls Customer Service, and requests a replacement. The platform allows the agent to respond in a flexible manner. He sends the customer the required TOP CUSTOMER document by email as they speak, and the caller can check at once whether his problem has been resolved. While the Avaya customer experience management solution improves the SERVICE IN ALL handling of multichannel contacts, it can also be linked seamlessly to databases and corporate applications using open Web services. This allows 3C DIALOG agents to answer written and telephone inquiries faster and better today—as CHANNELS necessary information is just a click away and can also be sent in real time. Greater Flexibility for Agents Naturally, the new solution is received extremely well by the customer service HOW 3C DIALOG, ONE OF GERMANY’S agents. Thanks to the standardized application interface, they can process voice, LARGEST CONTACT CENTERS, GOES Web chat, email, fax, text, and other interactions simultaneously, seamlessly, and much more productively. FROM FAX TO FACEBOOK “If the number of calls decreases, the employees can also use short idle times As one of the leading contact centers for small and medium- to answer email inquiries,” explains Benedikt. The system also automatically sized businesses in Germany, 3C DIALOG GmbH and its uses different variables to determine which employees are more suited to 350 employees respond to around 400,000 customer answer individual telephone calls, emails or faxes. For example, Turkish inquiries queries each month on behalf of different media businesses, are channeled directly to agents with corresponding language skills, and energy service providers, property management companies, unanswered queries are always returned to the agent who originally handled and trading firms—by email, text message, fax, Web chat, them. The platform also suggests automatic text responses so that agents can Facebook, or Twitter, as well as by phone. respond quickly and professionally. >>124 | Customer Experience Customer Experience | 125
    • Case study Increased Customer Satisfaction Using Avaya‘s Social Media Manager, 3C DIALOG has made the leap to proactive contact management. Social Media Manager browses interactions in social networks, filters out spam and irrelevant contributions using intelligent software engines, and reports the remaining posts to specially trained social media agents. “If you respond promptly to contributions in social networks, you can turn a negative-Products: minded contributor into a satisfied one and respondScopia® Elite positively,” says Benedikt.5115 MCU, Ultimately, problems and requests are addressed before the customer even formally asks for help. 3C DIALOG benefitsScopia® IVIEW from the new solution. “It allows us to maintain an overview of all processes in our contact center at all times,” saysManagement Benedikt. The service provider can then adhere to service-Suite, level agreements more easily and also document adherence plausibly for its customers—whether contact is made byScopia® telephone or in writing. At the same time, the detailed analyses help to manage the utilization of personnel in theDesktop, contact center.Scopia® IP/ISDN Virtualization Reduces Costs and ConcernsGateway The Avaya Aura Contact Center can run on industry- standard server platforms. “This saves space and energy and decreases overall business costs and breakdown risks, reducing costs and concerns,” stresses Wolfgang Siegel, consultant with the Avaya business partner. 3C DIALOG’s Benedikt believes that his contact center is ideally equipped to meet future requirements. “With the Avaya Aura Contact Center, we meet the increased service expectations of our customers across all channels, improve our employees’ performance, and continue to position ourselves among the competition as an innovative BUILDING for the • service provider.” multichannel The Benefits world Enables agents to proactively provide customer DEPLOYING AVAYA AURA® SLASHED service in any channel GEPIN CONTACT’S COSTS AND PREPARED Smart routing of inquiries to right agents IT FOR THE FUTURE Reduced costs and increased reliability 126 | Customer Experience Customer Experience | 127
    • “The solidity of the platform and its sustainable cost were two of the factors that tipped the scales in favor of Avaya.” The Solution —Fabrizio Mandolini, Innovation and IT Services Director, Gepin Group Italy’s Gepin Contact provides outsourcing services for private customers and government. Operating with four different contact center in four different locations, and using media, video, and mobile devices—while chat, email, fax, instant messaging, and two distinct platforms handling over 100,000 contacts a advanced self-service options were available from day one.” day, Gepin had created a complex and difficult-to-manage “This state-of-the-art technology was implemented without sacrificing technological infrastructure. security and reliability, seeing that the architecture was redundant at both a “After consideration, we decided to concentrate resources geographical and local level,” Mandolini continues. “Last, but by no means least,Products: Avaya and investments on a single technology, to boost efficiency the financial performance is proving to be impressive. Thanks to the new system,Communication and curb costs,” says Fabrizio Mandolini, Innovation and IT we have seen a 15 percent reduction in costs due to the virtualization of services Services Director at the Gepin Group. and savings of 45 percent over five years in purchase and maintenance costs.Server, Avaya The latter were cut thanks to the use of open technologies.” After an in-depth analysis, Gepin chose to adopt AvayaAura® Contact Multichannel Communication is the Future technology with Avaya Aura® Contact Center as itsCenter, foundation. Assisted by business partners, Avaya was Where Gepin’s needs and Avaya’s vision are fully aligned is the focused delivery able to offer what was clearly the most open and of a multimedia solution. In addition to the management of more traditionalAvaya Aura® flexible solution. The infrastructure and the possibility of channels, such as email and fax, Gepin has incorporated a multichannel developing multichannel and collaboration capabilities were approach including social media to manage a breadth of customer interactionsSession indispensable for planning future outsourcing activities. within one solution.Manager, Avaya Avaya did not simply offer its technological excellence; the “Avaya showed that it not only has excellent technological solutions, but also Gepin team also had the opportunity to visit the Executive a clear vision of the future,” says Mandolini. “The company’s multinationalAura System ® Briefing Centre in Guildford, England, to observe the dimension definitely helped our Group to define the company’s role over theManager, Avaya platform’s video functions at work. coming years. Despite the significant size of the job, a close relationship was established with the Avaya technicians—the two companies were immediatelyAura® “Choosing the Avaya solution,” explains Mandolini, on first-name terms, and they followed us step by step, together with the “was mainly strategic: For us it meant ensuring that weExperience partners, during both the implementation and the problem-solving phase.” could respond to current market trends and future needs. The solidity of the platform and its sustainable cost were “Above all, they helped us think in terms of the new organization, which isPortal, Avaya two of the most important factors that tipped the scales in favor of Avaya.” indispensable for offering advanced services.” •Voice Portal, The BenefitsAvaya Media Consolidating to Reduce Costs “In the space of a few months,” explains Mandolini, “Avaya The ultimate beneficiary of the updated technology is the end user—which,Gateway 1000E and its partners implemented an infrastructure that could in the case of Gepin, is always of the highest importance, as the Group’s manage 100,000 contacts a day in multichannel mode, customers are mostly leading Italian government organizations. providing a platform to address future needs around social “The key to success to deliver a next-generation outsourcing business is in optimizing services,” concludes Mandolini. “Customers need to cut costs, but requests to contact centers for increased services are on the • 15 percent reduction in operating costs rise. The day will come when the customer must be able to self-serve, but thanks to virtualization companies should not risk trapping him or her in a system that doesn’t results • Managing a volume of 100,000 contacts allow the customer to talk to anyone.” and 500 agents per day It is no coincidence that, AvayaLive™ Engage is among the most concrete • Designed to support social media possibilities offered by Avaya technology. AvayaLive Engage develops the concept of avatars within multichannel contact center infrastructures, offering • Savings of 45 percent on purchase and the customer the experience of tangible contact with a virtual agent—a step maintenance costs over 5 years into the future that is now within Gepin’s reach. 128 | Customer Experience Customer Experience | 129
    • Infrastructure 62 percent of U.S. enterprises deploying private clouds had security and compliance problems, while 52 percent had trouble integrating cloud with their existing software. Turn to page 132 to learn how to deploy cloud while avoiding those issues.130 | Infrastructure Infrastructure | 131
    • Optimizing your Collaboration in the cloud is a genius idea. Massively scalable and When adding a private cloud, a security review is moreprivate cloud for The low-cost infrastructure is just what businesses need to bring seamless important than ever. Get rid of communication back to a mobile, policies that do not add valuecollaboration Era global workforce. But the way to the business and conflict that cloud has taken hold in most with cloud use. enterprises, via software-as-a-service (SaaS), may be too fast and loose forA private cloud is a great choice to some of today’s enterprise data, which is highly regulated and thus must behost collaboration solutions—if you plan highly secured.upfront. Here’s how not to get bit by Private clouds are growing in popularity as a result. A privatesecurity, integration, performance, or cloud provides scalability whileother common challenges. slashing IT costs and complexity, all without compromising security. For many organizations, it offers the best blend of public and smooth as possible is to arm yourself private network. in advance. Once you know the likely By Marc Randall, Senior Vice President and Parag Patel, causes of troubles, you can forge a As organizations plan their private strategy to mitigate or avoid them. and General Manager, Vice President of Global Alliances, cloud deployment, they should be Avaya Networking VMware aware of the typical issues that What follows are best practices they may face. According to a to combat each of these potential June 2012 Forrester survey of U.S. IT complications. decision-makers that had deployed private clouds at their enterprise, Issue: Increased security and 62 percent encountered problems compliance risk. with security and compliance, while Strategy: Holistic evaluation of your 52 percent faced trouble integrating security policies. the cloud with existing tools and apps. Meeting service-level agreements Over time, security policies tend with customers and end users was to stack up. It’s a lot easier to add a problem for nearly four out of 10 new policies on top of old than it is users, while nearly a third of IT to go back and eliminate ones that buyers faced problems with software are no longer needed. To combat this, licensing or creating self-service many organizations have made it a access for users. The likelihood best practice to re-evaluate all policies of these issues arising increases every year. The purpose is to identify if your organization is running and cull older policies that could be an high-bandwidth applications such impediment to agility and growth. as video collaboration. When adding a private cloud, a As with most IT-related challenges, security review is more important the key to making your deployment as than ever. Get rid of policies that do >>132 | Infrastructure Infrastructure | 133
    • not add value to the business and as video can put SLAs (service-level What Challenges Have You Experienced When Moving Workloads Into theconflict with cloud use. If new policies agreements) and mission-critical Private Cloud?need to be added, make sure they workloads in danger. Lack of seamless integration acrossare fully automated and non-intrusive mobile networks and devicesso as not to impede employee Protect mission-critical workloads Employees don’t have necessary smartphones to support mobile UCcollaboration and workflows— from performance degradation by Many employees aren’t on the system yetregardless of cloud use. isolating new rollouts. This way There are implementation problems/bugs you can test the performance of Not sure of benefits; we can’t/aren’tIssue: Integration challenges. applications that are new to measuring them Most employees haven’t been trained yet your cloud without jeopardizingStrategy: Prepare and train IT staff Mobile networks aren’t suitable for our UC mission-critical workloads. You (cost, coverage, reliability)for intervention. We don’t think our employees need can add more applications to this a mobile solutionFew technologies stand alone in environment over time, once you Employees prefer not to be on presence/videotoday’s data center. Collaboration have a performance baseline. Training to date has been poor or incomplete Base: 29 U.S. IT decision-makerstools, in particular, can involve a at organizations with 2,000 or UC adoption is low, and we’re not sure why more employees. Issue: Licensing that isn’t designed formatrix of protocols and codecs that UC solutions aren’t capable of providing Base: 66 U.S. IT decision-makers the cloud. the benefits we expectedcan make interoperability challenging. at organizations with 1,000 or None; we don’t have any barriers or challenges more employees. Strategy: Delay deployment or isolate Source: A commissionedMoreover, most organizations will to one physical server. Don’t know study conducted by Forresterbe using a mix of outsourced Consulting on behalf of Avaya, Other June 2012.software services in combination Not every application is built forwith internally hosted services, the cloud; applications that requireand these will need to connect and dedicated hardware are usually applications, concentrating instead objectives together, making it possibleinteract with one another. As cloud licensed by the number of physical on software that works well atop an for you to scale back SaaS use and stilltechnology matures, standards will servers used. Many software vendors abstracted middleware layer or deliver the services your employeesemerge to make this task easier. But have been slow to modify their that observes dynamic resource need to innovate and succeed.for the time being, you may need to licensing to make it affordable to run consumption patterns. Alternatively,manually intervene. The sooner you in the cloud, where multiple physical While provisioning a private cloud you can attempt to isolate theprepare and train your IT staff for this servers share the workload of many is not always simple, the challenges workload, dedicating the specific VMshurdle, the more efficient you will be virtual machines. Moving these are predictable. With the proper (virtual machines) on one physicalin responding to demands. applications to the cloud can turn out attention and planning you can server to the application. to be costly. flag your trouble areas early, andIssue: Unpredictable performance. get down to the business of delivering To avoid a costly licensing hike, Clearing the Haze efficient, affordable collaborationStrategy: Protect mission-critical identify cloud-unfriendly licenses early Greater collaboration is a huge gift and other software services to yourworkloads. on in your planning. Talk to vendors to see if they will renegotiate your to your workers. Greater security and eager workforce. •The point of cloud is to push up control over your applications are keyutilization rates to achieve greater license terms. If not, you’ll have two for IT. A private cloud aligns theseefficiency. But adding heavy, options. First, it may make sense tounpredictable network traffic such defer cloud deployment for these Marc Randall is Senior Vice President and General Manager, Avaya Networking. He has held senior executive positions at several networking vendors. Greater collaboration is a huge gift to your workers. Greater security and control over your applications are key for IT. Parag Patel is Vice President for Global Strategic Alliances for VMware, managing VMware’s partner ecosystem. Avaya and VMware collaborate on a number of products, including A private cloud aligns them all together. Avaya Aura® on VMware, and Avaya Collaboration Pods, a portfolio of cloud-ready, turnkey virtualized server platforms. Visit Avaya.com to learn more.134 | Infrastructure Infrastructure | 135
    • Today’s unified communications (UC) BORDER COP networks mean that VoIP and SIP traffic runs over the same networks as your corporate data. That means that if you don’t take steps to secure your VoIP/SIP networks, you can make the Unified communications creates latter vulnerable to malware and the hackers who create them. For example, huge security holes that your regular using a VoIP phone in a company lobby or public area, a hacker with the firewall can’t even begin to sew up. right skills and knowledge of open- But a combination of smart policies source tools can gain entrance into the corporate data network. Exploiting and the right hardware can make Your desk phone at work may seem all-too-common weak passwords, the hacker can gain access to confidential sure your company is safe. no more dangerous than your coffee mug or stapler. But appearances company information and customer information in a matter of several hours. can be deceiving. Unlike yesterday’s “dumbphone,” today’s VoIP-enabled Even More Threats phones combine the features of a By Gilman Stevens, computer and a network router in one. Again, all of this can be avoided if Director of SBC R&D and the VIPER Lab, Avaya enterprises take common-sense steps and Gina Odean, The power and accessibility of these to secure their VoIP/SIP networks National Director of Converged Solutions, NACR (detailed below). But fail to do so phones can be turned against them. Researchers at Avaya’s VIPER Lab and and you expose other potential gaps. NACR have found that an unprotected Just as hackers have extorted online IP phone gateway will be found retailers by threatening to disrupt and broken into by hackers located their Web servers using mass denial anywhere in the world within a week. of service (DoS) attacks, hackers can Our research shows you can expect extort businesses by threatening to hackers to use your corporate network launch worker-crippling DoS attacks to rack up about $2,000 worth of against UC networks. Or they can fraudulent calls in just 8 hours—or easily steal corporate information, half the time between the end of one either by eavesdropping on workday and the start of the next one. unencrypted VoIP conversations or by breaking into corporate servers That’s not just theory; it’s reality. as demonstrated by VIPER Lab Enterprise customers hit by “toll fraud” researchers above. tell VIPER Lab experts that they lost on average between $10,000 and The number of potentially unprotected $20,000 per month. One company pathways into your network is also lost $200,000 in a single month due growing, for two reasons: 1) the rise to unauthorized international calls, of telecommuting and home-based usually to premium 1-900 numbers workers (and their often-insecure such as phone sex lines that charge home Wi-Fi networks), and 2) the hefty per-minute fees and from which explosion in employees using tablets and the hackers directly or indirectly earn smartphones at work, especially >> a cut.136 | Infrastructure Infrastructure | 137
    • The real panacea for your UC security Encrypt all VoIP calls, woes is something called a session whether they are behind your border controller (SBC). Like a traffic enterprise firewall or if they cop for your IP voice and video traffic, a properly configured SBC are from workers’ mobile and can enhance the performance of your home office phones outside VoIP/SIP network while protecting you your network DMZ. The peace from disaster. of mind you’ll enjoy will outweigh any potential hit Avaya offers just such an SBC. Moreover, that SBC is bolstered by on performance. proactive research from the VIPER Lab that enables threats to be anticipated and locked down years before they are discovered. And it comes in versions suitable for both Fortune 500 firms and smaller companies. Ah! you say, but my carrier or SIP trunking service provider says it uses an SBC. Isn’t that enough to protect me? Actually, no. The main job of a service provider’s SBC is to protect its network from potentially malevolentpersonally owned mobile devices. Gaining Peace of Mind traffic coming via YOUR leased lines. with your service provider. Not onlyTo satisfy workers, companies are There are steps you can take with your Protecting your enterprise from things is that counterintuitive, but it wouldextending their VoIP and UC networks VoIP software to cut down on risks. like potential toll fraud is a secondary require an extraordinary amount ofout to these endpoints. But in their For instance, make it standard policy concern. That means that if a hacker trust in your service provider. It wouldrush, even healthcare and financial to encrypt all VoIP calls, whether they successfully sniffs out your company’s be like a homeowner giving ADT aservices organizations that operate are between employees in the office VoIP network, he or she could likely map to all of the valuables in theirunder heavy security and privacy rules (and thus behind your enterprise successfully make thousands of short home, including the code to their safe,such as PCI DSS or HIPAA are often firewall) or if they are from workers’ calls that rack up as much as $1,000 in the hope that it would make theirfailing to create or enforce strong mobile and home office phones in toll bills in a few seconds. While home safer from thieves.security policies protecting these outside your network DMZ. Avaya a service provider’s SBC is unlikelyremote outposts. The final analysis: Any enterprise Aura® Communication Manager lets to block such calls, an enterprise- you turn encryption on or off for controlled SBC can easily be set to that wants to protect its UC networkFor example, a company may deploy such calls. The peace of mind you’ll do so. needs to take all of the steps above,a VoIP phone to a home office worker enjoy will outweigh any potential hit including deploying its own SBC. It iswithout forcing him or her to change on performance. Also, enabling your service provider’s as much of a must-have as a networkthe default “1234” access password. SBC to protect your enterprise SIP/ firewall for any company connected toIn that state, a hacker can easily takecontrol of your phone, either to Companies are also starting to ensure that their annual independent VoIP network requires you to open up the Internet. • and share your full internal topologybreak into your main corporate security audits include testing ofnetwork or use it for social how vulnerable their VoIP and SIP Gil Stevens is Director of Avaya’s Session Border Controller product R&D team and theengineering purposes. For example, VIPER (VoIP Exploit Research) Lab. He has nearly three decades of telecom network networks are. We are seeing financial experience with a passion for software quality and network security.the hacker could change your caller firms, airlines, and other global serviceID to “IT Support” and use it to start companies starting to include this in Gina Odean is National Director of Convergence at NACR, leads a team of highly certifiedcalling employees and asking for their Convergence Engineers who serve its customer base locally and globally. NACR is one of the their network assessments. Very soon, largest Avaya channel partners worldwide and nine-time Avaya Business Partner of the Year.login and password details. this will become mainstream. It is also the 2012 Avaya U.S. Services Partner of the year and a leading global integrator of business communications solutions and services.138 | Infrastructure Infrastructure | 139
    • 5 Traits of Great Few things are more frustrating for clients needing support Communications than having to repeatedly Service Providers describe a problem to different people … the refrain is A checklist for what growing stronger: “Know me.” businesses should expect from their providers. By Michael Runda, portfolio of offers spanning the or telephone? Wouldn’t you expect Senior Vice President, Avaya and entire continuum of issues that them to effectively use rich forms of President of Avaya Client Services clients face. Breadth is key to communication and collaboration in providing you and the customer a their daily business? For instance, future-proof roadmap, as well as video can strengthen customer ties• Single point of contact. Technology of customer intimacy—the ability, the ability to tackle the issues that by helping clients and the service stacks are getting thicker and more when a client says “know me,” to inevitably pop up. A useful analogy provider get to know one another often include elements from respond, “yes, we do”—then is a person who comes into the better. It can also be used to resolve different suppliers. Think of BYOD support becomes more emergency room complaining of issues. For example, on-site and video as rapidly emerging consultative. The best providers chest pains. Instead of immediately cameras can be used to diagnose examples. It will be increasingly will become trusted advisors. calling in a heart surgeon, the physical hardware issues without a important—and challenging—that • Fast, accurate problem-solving. hospital staff performs advanced technician needing to be clients have a single point of As technologies become more diagnostic workups to pinpoint the dispatched to the site. Or take contact for problem diagnosis and complex, problems are more likely source of the chest pain and then avatars and 3-D immersive resolution. Service providers will to be systemwide rather than in a quickly and effectively proceeds to environments. Leveraging search need either to develop the ability to single component. They can emerge the treatment that provides the best technology and artificial work across platforms and vendors from the network, an application, an possible outcome for the patient. intelligence, avatars can assist or to cede the role to someone else. end user, or a configuration file— The same approach applies in clients in finding known solutions to• “Know me.” Few things are more and from any vendor’s product. communications support and problems. Clients can then rank the frustrating for clients needing Because of this, a product specialist management. In our experience, solutions, service agents can review support than having to repeatedly often can’t resolve a problem alone, not many can do this. them, and the best ones can be describe a problem to different but may need to involve a broad detailed in articles made available • Drinking their own champagne. people. Instead, they want a team of system architects and other How much would you trust a to other clients. • provider to understand their specialists who have application or communications service provider environment, know what they have multivendor knowledge that only works with you via email installed, recall the last questions and capabilities. they asked, and be ready to make • Breadth of service. This includes the upgrades they want in the service-level agreements covering Michael Runda is Senior Vice President at Avaya and President of Avaya Client Services. He future. When you reach that level has led support for a variety of high-tech firms, including Intuit, Symantec, and Oracle. the entire gamut of vendors and a140 | Infrastructure Infrastructure | 141
    • The Future of 911 More than 40 years old, the 911 network in the U.S. needs The very first telephone call was, arguably, an emergency an overhaul for the mobile call. “Mr. Watson—Come here! I want you,” Alexander Graham Bell said into the transmitter on March 10, 1876, after spilling and internet age. Fortunately, battery acid on himself—or so the story goes. Then there a plan is in the works. was a 92-year gap until February 16, 1968, when the Alabama Telephone Company processed the first 911 call, beating out AT&T. A week later, Nome, Alaska, deployed a similar network. And thus the evolution of emergency communications as we By Mark J. Fletcher, ENP, know it today began in the U.S. Public Safety Solutions Product Strategy, Avaya Prior to AT&T’s choice of 911 as back the caller in case the line was a universal emergency number, disconnected. there were separate numbers for the police, fire department, and The next step was the addition ambulance services. Compounding of location information. This was the difficulty for citizens, these accomplished by the 911 center numbers also varied by city or state. using the caller’s ANI to query Besides being a single nationwide the address stored in the carrier’s number, what made 911 so special database of subscribers. This was its selective routing design. This address, typically the caller’s billing provided the ability to route specific address, was then shown on the telephone lines to specific 911 centers dispatcher’s computer screen. based on the caller’s address, as provisioned at the phone company Going Mobile central office. As 911 systems became more complex, the addresses on For its first 12 years, 911 networks file became correlated to map were slowly deployed across the U.S. coordinates as well as additional data In the early ‘80s, automatic number sources, such as the geospatial XY identification (ANI) was added to coordinates that are available from 911. Similar to caller ID, ANI identified cellular network carriers. This was the caller’s telephone number critical. With the arrival of cellphones to operators at a 911 call center, in the late ‘80s, phone numbers initially on a separate screen. This stopped being specific locations on >> provided information needed to call142 | Infrastructure Infrastructure | 143
    • Today’s E911 network handles more than 240 million calls per year. But its archaic architecture of routing callers based on telephone numbers gets outmoded the more that technology advances. the planet, and began to represent started using these technologies individuals on the go. It was at in the late ‘90s, they also faced the this point that the logic used to location tracking problem and had locate callers in a 911 network to start figuring out how to enable started to crumble. their employees’ locations to be discoverable and identifiable to 911 To correct the problem, and networks and PSAPs (Public Safety remain within the capabilities of Access Points, i.e., 911 call centers). the existing network, pseudo-ANI numbers (p-ANI) were introduced This geolocation problem became as “shell records” in the ANI compounded as virtual private database. These records initially networks (VPNs) encompassing represented the location of the both data and voice became cellular tower to which the caller popular and large numbers of was connected. Phase II built on employees started working from networks, which they can then this architecture by pulling location home. An employee at home provide to 911 call centers across the data from the cellular network. in Nebraska logging into her United States and Canada When a mobile phone dialed 911, corporate data center in Seattle on demand. a pseudo-ANI was allocated to who calls 911 from her work phone that call event, and while the caller might show up as a Seattle— Each VPC is 100 percent dependent was talking to the dispatcher, not Nebraska—caller and thus upon the enterprise to provide it with the mobile network would use a be automatically routed to a accurate information. Fortunately, combination of radio triangulation dispatcher in Washington—or not the intelligent networks deployed in and GPS coordinates to establish be connected at all. most enterprise offices today do a a location for the mobile phone. good job of tracking the location of The X and Y coordinates would Today’s E911 network handles employees and their devices. They then be stored in the pseudo-ANI more than 240 million calls per accomplish this by segmenting users record. Public safety dispatchers year, according to the National into three different groups—heavy would then be able to query the Emergency Number Association travelers, remote teleworkers, and carrier and the cellular location (NENA). So while it’s effective, in-office employees. Each of these information associated with the call its archaic architecture of routing groups is tracked by segmenting IP from which agencies or public safety would be provided. callers based on telephone addresses, tracking virtual LANs, and data aggregators such as Smart911 numbers gets outmoded the more other industry standard discovery could then download and deliver Virtually Speaking that technology advances in this techniques. All of that real-time data data to the PSAP. A rising number mobile, virtual age. is correlated by the enterprise and of 911 call centers are adding data Mobile technology had decidedly then uploaded to the VPC as location from Smart911, which holds the safety crept into our consumer lives. Fortunately, stopgap solutions data to be presented to the PSAP. profiles (health records, allergies, But inside businesses, most users emerged. The first were Voice over drug risks) of a fast-increasing were still hardwired to their desks IP positioning centers (VPCs). Even better would be if enterprises number of consumers. That way, inside large office buildings. Voice These networks are able to collect published real-time location data emergency responders can have all of over IP (VoIP) and Wi-Fi were still and store employee location data on their employees to a DMZ (i.e., this useful data when responding to just fantasies. Once companies uploaded to them by corporate semi-open) portion of their networks an emergency. >>144 | Infrastructure Infrastructure | 145
    • Case study The FCC, Department of Homeland Security, and the Executive Office of the President have all committed to building the next generation of 911. But it will take both time and funding to deliver on this vision. WEAVING THE Next-Generation 911 NETWORK OF So what’s lacking? Primarily, that E911 remains an analog, voice-only- based network. That means all of the data that we’d like emergency dispatchers to have available must either be transmitted separately THE FUTURE over the Internet, which has its own issues (latency, security, etc.), or downloaded from data sources that are often not accurate or up-to-date. AVAYA’S VENA ENTERPRISE The ultimate fix for this is a new, next-generation 911 network. Its FABRIC MAKES LEEDS foundation is a modern, secure IP-based network called the Emergency METROPOLITAN UNIVERSITY Services IP network (ESInet). This would be an intelligent highway for data to flow directly between all relevant parties: callers, carriers, MORE RELIABLE, AGILE emergency dispatchers, etc. By essentially creating a public safety-specific, redundant private Leeds Metropolitan University is one of the network unifying voice and data, the ESInet will cut out the middleman (Internet) and provide a direct, more reliable route for this key 911 data 25 largest universities in the U.K., serving the to get to emergency service providers at the same time callers are on needs of over 25,000 students. The University’s the phone. IT team has done much to keep its network in After years of debate, the professional association most closely line with the sector’s pace of change. Over the associated with 911, NENA, released in June 2011 a document making the past 10 years, it has built a modern and reliable ESInet the foundation of its proposed next-generation i3 network. All of core network using multilink trunk technology the major parties are building to that standard today and collaborating from Avaya. The team has also introduced on tests. Europe has also ratified the proposal around its next-generation emergency network, called NG112 LTD (Long Term Definition), which greater flexibility and availability through uses a technical foundation very similar to the NENA i3 standard as well virtualization and has established a second as an ESInet framework. data center to improve resilience across the The FCC, Department of Homeland Security (DHS), and the Executive University’s two campuses. Office of the President (EOP) have all committed to funding and building the ESInet in the U.S. But it will take both time and additional funding “We now have a very stable core network that has really to deliver this end-state vision. Yet, the problem exists, and needs a moved us on in terms of flexibility and resilience,” Phil Taylor, solution, today. • Communications Consultant at Leeds Metropolitan University, explains. “From there we’ve been able to overlay crucial new services such as CCTV, VoIP, retail systems, and also staff and student data services.” Mark J. Fletcher, ENP manages product strategy for Avaya’s Public Safety Solutions. “Although we were very pleased with the advances we’d “Fletch” also represents Avaya at the FCC Emergency Access Advisory Committee and the DHS National Security Telecommunications Advisory Committee, and is made, it was clear we were going to need to do more,” says heavily involved with the National Emergency Number Association (NENA). Follow Taylor. Demand for wireless, video, distance learning, and many him on Twitter at @Fletch911.146 | Infrastructure Infrastructure | 147
    • “Put simply, the Avaya solution has enabled us to do more with our network while at the same time making it simpler to maintain and operate.” — Phil Taylor, Communications Consultant, Leeds Metropolitan University The implementation of the Avaya A Platform for the Future VENA Enterprise Fabric capability “The advantage of Avaya VENA is also proved to be a smooth and that you only have to build the core seamless process, partly because once and don’t have to revisit it with SPB was a software upgrade to the redesign or reconfiguration when your Avaya ESRS8600 switches used by requirements change,” says Taylor. Leeds Metropolitan. “With some of the other solutions “Put simply, the Avaya solution has we evaluated, we could see that we enabled us to do more with our were going to have to spend the same network while at the same time amount again down the line whenever making it simpler to maintain and a reconfiguration was needed.” Improving Business Continuity operate,” he says. As such, Taylor is also confident that Leeds Metropolitan is now tackling these his team will be able to adapt easily Creating the “Can Do” challenges through the introduction of to future demands driven by user Avaya VENA Enterprise Fabric capability, Department adoption of new technologies and a solution based on the Shortest Path According to Taylor, the introduction learning practices. Bridging (SPB) standard—a new IEEE Ethernet protocol of the Avaya VENA Enterprise FabricProducts: that Avaya is pioneering within its Virtual Enterprise capability has also brought about a “We have a team within the University Network Architecture. change in culture and mindset within that is currently investigating newAvaya his department. Administrators can teaching methods using a variety of The driver was the University identifying a number of potential quickly deploy new services wherever devices, including mobile learning,”Ethernet disaster scenarios—including the loss of its primary data he says. “With Avaya VENA, we are they are required without being center—that could affect the continuity and availability of key constrained by the physical topology. now in a much better position toRouting services such as email. adapt to any new demands on ourSwitch 8600, “The knock-on effect is that the infrastructure, and to help continue The Avaya Virtual Enterprise Network Architecture solves conversations we are having are establishing Leeds Metropolitan as aAvaya VENA this kind of problem by enabling a network fabric within and already more positive,” he says. university that delivers excellence andEnterprise between data centers and campuses. “We’re in a much better position • innovation in its IT services.” to say, ‘Yes, we can do that’.” “We now have intersite resilience for our email service andFabric we anticipate being able to save costs by removing some dedicated private links from service,” says Taylor. In addition,capability the Leeds Metropolitan team can now quickly take a server or The Benefits move it to another other data center. Improves availability of key services Delivering Measurable Results Helps IT team to meet business demands more easily “Since the migration our intercampus failover has been Provides a stable and flexible platform for future network changes reduced to 15 milliseconds,” Taylor says. “This means VoIP calls and growth remain active, sessions don’t time out and email services don’t go down.” 148 | Infrastructure Infrastructure | 149
    • “Performance, reliability, and availability­ those are the three criteria — Case study that matter most for a network. That’s particularly true at Schiphol Airport, where we build our network around custom applications AVAYA VIRTUAL that are critical to the success of our customers, who work hard to improve the flying experience of millions of passengers every day. NETWORKING Avaya’s network has dealt with everything we’ve thrown at it and managed to meet our criteria, time after time.” UNDERPINS — Ras Lalmy, Managing Director, Schiphol Telematics NETHERLANDS’ SCHIPHOL AIRPORT LUGGAGE SYSTEM To prepare for future growth, Schiphol Airport recently introduced a new luggage handling system that will allow it to manage up to 40 percent more luggage capacity than today using higher levels of automation and more intelligent routing. With the new system able to process over 8,000 bags per hour, an outage would severely impact airlines and their passengers. As a result, Schiphol Telematics, the telecom operator at the airport, turned to Avaya to provide a rock-solid data network with active resiliency for this critical new system, which is expected to handle up to 70 million bags a year. Schiphol Telematics, Avaya, and channel partner Vosko Networking designed and deployed a network solution using the Avaya Ethernet Routing Switch (ERS) 8600 and Avaya ERS 4500. The ERS 8600 is a core network system specifically designed to address the reliability, efficiency, and scalability requirements of critical business networks. It offers one and 10 Gigabit Ethernet (GbE) support, and uses Avaya VENA Switch Clustering to deliver true end-to-end reliability and provides Schiphol Airport with always-on access to their luggage handling system. Avaya ERS 4500 switches were used at the Schiphol Amsterdam Airport is Europe’s edge of the network to provide high performance Ethernet connectivity that is secure, resilient, and energy-efficient. fourth-busiest airport, handling about 50 million passengers and 1.5 million tons of freight per year. “Schiphol is a technology-driven organization, so we must ensure that our It is often ranked among the world’s best airports infrastructure is ready,” says Ras Lalmy, Managing Director, Schiphol Telematics. “Avaya’s Fabric Connect capability, because it’s based on Shortest Path by the Skytrax passenger survey. Bridging, brings us huge benefits in terms of topology independence, network Producing that sort of quality 24 hours a day, seven days a simplification, and network virtualization. We can truly collapse multiple week imposes high demands on the infrastructure and services, networks on one single virtualized network for Layer 2 and Layer 3 traffic. including Schiphol’s network. The network services form There are also advantages in terms of network scale.” the foundation of all kinds of services that Schiphol Airport Schiphol Airport’s new luggage handling system has been in operation for delivers to its customers. Flight check-in, luggage handling, several months now and the new network has performed impeccably. It provides and flight information is available on all screens around the the airport with both the flexibility they want and the reliability they need to airport. Transactions from the airport’s retailers also run over support this critical application. >> the network infrastructure.150 | Infrastructure Infrastructure | 151
    • MARKET DATA “We are very pleased with the partnership between Schiphol Telematics, Avaya, and Vosko Networking,” says Elgon Eikeboom, Manager for Network Management at Schiphol Telematics. “The reason we have selected these What are the 7 biggest partners is because the airport is a very complex environment and we need very specific technology and skills to support business benefits from investing in this environment.” “Performance, reliability, and availability—those are the three Customer Experience Management? criteria that matter most for a network. That’s particularly true at Schiphol Airport, where we build our network around custom applications that are critical to the success of our customers, who work hard to improve the flying experience of millions of passengers every day,” Lalmy says. “Avaya’s network has dealt with everything we’ve thrown at it and managed to Turn to page 159 to find out. meet our criteria, time after time.”• the Benefits Supports luggage system that is now 40 percent more productive Simplifies and scales the network Boosts reliability of 24/7 system Products: avaya ethernet Routing switch (eRs) 8800, eRs 4500, avaya VeNa switch Clustering, sPB152 | Infrastructure Market Data | 153
    • The Majority of Businesses (95 Percent) Have Some Interest Some Organizations Have Fully Deployed Mobility, in Video, Yet Only 16 Percent Have Fully Deployed but the Majority Are Planning & Piloting“How far has your organization gone with “How far has your organization goneits videoconferencing implementation?” with its mobility implementation?” We are not We are not investing investing in mobilityWe have fully deployed in videoconferencing We have fully deployed it to all users We’re still in the it to all users evaluation and We’re still in the planning stages evaluation and planning stages We have put We have limited We have put it it into limited We have limited the pilot to into limited production the pilot to select end users production for select users select end users within IT only for select users We have piloted it We have piloted it within IT only to select end users to select end users Base: 133 U.S. IT and business decision-makers at organizations with 1,000 or more employees. Base:  33 U.S. IT and business decision-makers at organizations with 1,000 or more employees 1 (percentages do not total 100 because of rounding). Source: Forrester Consulting, January 2012. Source: Forrester Consulting, January 2012. 154 | Market Data Market Data | 155
    • Global Smartphone + Tablet Installed Base Should Exceed Lack of Integration, Devices, and Access Are Holding Back PC Installed Base in Q2, 2013 Firms Looking at Mobile Communications Global Installed Base of Desktop PCs + Notebook PCs vs. “What barriers or challenges, if any, does your firm face in Smartphones + Tablets,  009–2015 (Estimate) 2 deploying mobile unified communications (UC) solutions?” 1. 2. 3. Q2: 13E: Projected Inflection 4. 3,000 Point Smartphones + Tablet Installed Base > Total PCs Installed Base 5.Global Installed Base (Millions) 2,500 6. 7. 2,000 8. 1,500 9. 1,000 10. 11. 500 12. 0 13. 2009 2010 2011 2012E 2013E 2014E 2015E 14. n Desktop PCs n Notebook PCs 15. n Smartphones n Tablets 1. Lack of seamless integration across mobile networks and devices 2. Employees don’t have necessary smartphones to support mobile UC 3. Many employees aren’t on the system yet 4. There are implementation problems/bugs 5. Not sure of benefits; we can’t/aren’t measuring them 6. Most employees haven’t been trained yet 7. Mobile networks aren’t suitable for our UC (cost, coverage, reliability) 8. We don’t think our employees need a mobile solution 9. Employees prefer not to be on presence/video 10. Training to date has been poor or incomplete 11. UC adoption is low, and we’re not sure why 12. UC solutions aren’t capable of providing the benefits we expected 13. None; we don’t have any barriers or challenges 14. Don’t know 15. Other Note:  otebook PCs include Netbooks. Assumes the following lifecycles; Desktop PCs, 5 years; N Base:  30 U.S. IT and business decision-makers at organizations with 1,000 or more employees who are 2 Notebook PCs, 4 years; Smartphones, 2 years; Tablets, 2.5 years. piloting or have adopted UC solutions. Source: Kleiner, Perkins, Caulfield & Byers. Source: Forrester Consulting, January 2012 156 | Market Data Market Data | 157
    • Customer Service Technologies Play a Vital Role Top IT Priorities in Customer Experience Management Strategies“When choosing new technologies to implement in customer “What business benefits have you realizedservice, what are the three most important priorities from f  rom your technology investments?an IT perspective?” n Most important n Second most important 1. n Third most important 1. 2. 3. 2. 3. 4. 5.4. 6.5. 7.1. Ease of integration of contact center applications with communication applications2. Ability to overlay onto existing products to avoid rip and replace of installed systems3.  bility to support redundancy to achieve the desired level of core A 1. Improved agent productivity infrastucture availability 2. Improved customer satisfaction ratings4. Scalability and performance across all deployment sizes 3. Reduced customer service costs5. Open, standards-based architecture and interface 4. Improved collaboration with the broader organization 5. Improved business process agility 6. Increased revenue 7. Increased agent retention rates Base: 99 U.S. IT and business decision-makers at organizations with 50 or more contact centers globally. Base:  9 U.S. IT and business decision-makers at organizations with 50 or more contact centers globally. 8 Source: Forrester Consulting, April 2012. Source: Forrester Consulting, April 2012. 158 | Market Data Market Data | 159
    • View of Workforce Distribution, United States, 2012 and 2017 Companies Invest in Mobility to Improve Productivity & Increase Collaborationn Remote “ ou mentioned mobile technologies are of high or critical Yn Mobile priority to your IT organization. What are the drivers forn Traditional, in-office investing in mobility?” 1. 2. Current workforce population, 2012 Future workforce population, 2017 3. Base: All respondents (n=880). Source: Frost & Sullivan analysis. 4. 5. Social Media is the New “Word of Mouth” 6.Question: Consumers were asked if they had an experience 7.with a customer service center that caused them to move theirbusiness, how likely would they be to tell friends, family, orcolleagues about the experience. 1. Improving workforce productivity 2. Increasing collaboration between employees 7% 21% 25% 46% 3. Increasing collaboration with customers 4. Improving collaboration with remote workers 10% 90% 5. Enhancing the customer experience 6. Improving quality of products and/or processes n Extremely unlikely n Somewhat likely n Extremely likely n Unlikely n Neither likely nor unlikely n Likely 7. Other n Somewhat unlikely90% of customers say they are likely to tell their network about a poor customer service  enter experience that c caused them to move their business. Base: USA n=500. Base:  1 U.S. IT and business decision-makers at organizations with 1,000 or more employees 9 (multiple responses accepted). Source: callcentres.net. Source: Forrester Consulting, January 2012. 160 | Market Data Market Data | 161
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