Unified communications (UC) integrate real-time and non real-time communication methods to improve productivity. It allows users to easily communicate via methods like instant messaging, video conferencing, and file sharing across multiple devices. UC provides benefits to small and medium-sized businesses such as reduced costs, increased mobility and flexibility for remote workers, and improved customer service. Popular UC features include fixed/mobile integration, video conferencing, access to directories from any device, and mobile applications. UC also aims to strengthen security through features such as disaster recovery and protecting network, voice, and data.

1. Unified
Communications:
A Complete Guide for
SMB Owners

2. Contents
Unified Communications: A Complete Guide for SMB Owners2
2015 Business Trends 4
Overview: Unified Communications (UC) 3
UC Features 6
UC Benefits 5
Understanding Customer’s Needs 7
Organizational Legitimacy 8

3. 3Unified Communications: A Complete Guide for SMB Owners
Overview:
Unified Communications (UC)
Unified Communications (UC) offer several advantages for organizations
across industries. Diminishing IT budgets and limited staffing resources
are a reality to many small to medium-sized business (SMB) owners
today. This eBook aims to explain how integration of UC can actually
increase employee productivity, while saving your business a ton of cash.
The social economy is giving rise to a new consumer revolution. Advancements in technology
remind companies that the traditional business model has expired and in order to survive, adaptation is
essential. Organizations that understand this shift have increasingly adopted new technologies and have
integrated them in business workflow. The outcome: seamless communications. Adoption of UC is an
opportunity for business owners to lead through innovation and leadership in an ever-changing business
landscape.
So, What is Unified Communications?
It may come as a surprise to learn that many IT
managers still do not have a clear idea of what
UC is all about. Some people are under the
misconception that UC is a single product.
However, UC is actually made up of a set of
products that provides consistent, unified
user interface and user experience across
multiple devices and media types. Essentially,
the most important thing to recognize is that UC
is about connecting people, not just networks.
The real benefits come from how UC simplifies
tasks for individuals and employees working
together. Unified Communications: a
communications solution to ensure both
productivity and security.
March 25, 2015

4. 4Unified Communications: A Complete Guide for SMB Owners
2015 Business Trends
Recently, two business trends have significantly contributed
to the rise of UC adoption within organizational settings:
1. Mobility*
2. BYOD* (Bring Your Own Device)
Major advances in personal devices, such as smartphones
and tablets, has made working from home increasingly popular
among employees. Industry leaders warn businesses, if they don’t
provide the tools that users will readily want to use, users will
continue to go around IT and bring in their own devices and
solutions, which is what sparked the BYOB trend. Combined
access and availability of 4G and Wi-Fi connectivity has also
encouraged more flexibility and productivity.
The ability to access data, application and people via a
unified mobile, social, visual and virtual workspace is extremely
advantageous and enables all employees to be responsive and
productive anywhere. Collaboration is also strengthened among
employees and co-workers.
1. Mobility* refers to the requirement
for a communications system to more
seamlessly integrate a corporate office
with its mobile or remote workers.
4
2. BYOD* is an increasing trend found in the
workplace that encourages an organization’s
communications system to work with
employees’ personal devices (smart phone
and tablets) that are being used with or in
place of standard, IT-approved, corporate
devices.
The healthcare industry has been quick to embrace UC and
explore the value of communicating with ‘one voice’. Many
hospitals, clinics and other related health facilities have already
adopted UC solution plans within the workplace. This trend
toward a more cohesive environment has proved to be favorable
across stakeholder expectations– especially, in regards to doctor-
patient relationships.
UC has revolutionized the way patients receive healthcare.
The reality of doctors and patients virtually communicating, in
real time, has produced incredible opportunities to enhance
customer experience and employee satisfaction. Given the fast-
paced work environment, doctors are often working outside of a
hospital or clinic which creates a need for accessibility to mobile
applications.
Future Healthcare

5. 5Unified Communications: A Complete Guide for SMB Owners
Unified communications give organizations the ability to
seamlessly integrate typical business processes with both real-
time and non-real time communications. Users can easily see
whether colleagues are available for a call, share documents
with one another, start a conference call and move to web
conference or video call when necessary. The only requirement:
a handy smartphone or tablet device.
However, despite the increased benefits that unified
communications bring to an organization, SMBs are slow to
adopt this communications approach. The most commonly
cited reason for hesitation among SMB owners is fear of
change.
5 Essential Benefits Driving UC Adoption by SMBs:
1. Ability to do more with less;
2. Mobility to connect the trending mobile and remote
workforce;
3. Ton of savings on overall operating costs
4. Uplift support in customer service capabilities ;
5. Moving beyond basic functionality.
Real-Time Communications:
• Instant messaging/chat ;
• Presence information;
• Telephony/VoIP;
• Call Control;
• Video conferencing and more.
Vs.
Non Real-Time Communications:
• Unified messaging;
• SMS;
• Integrated voicemail;
• E-Mail;
• Fax and more.
UC Benefits
SMBs Expect to Save Money:
One of the greatest benefits on implementing the right UC
solution is taking advantage of the cost savings it provides. This
includes both savings on the initial cost of the system, as well as
savings on the long-term costs that leads to a good Return-on-
Investment (ROI).
VP of Unified Communications, CRM and mobility, Andrew
Small says, “The right collaborative solutions will save money
because it is all about connecting the systems that a business
already has in place and helping to make them work more
efficiently together.”
Real-Time v. Non Real-Time

6. 6
UC Features
Unified Communications: A Complete Guide for SMB Owners
Most Popular Features include:
• Fixed mobile convergence and find me/
follow me call capabilities;
• Mobile applications for iPhone, Blackberry
and Android;
• Access to company directories from any
device;
• Ability to make calls from your mobile
device and if it is from your office extension;
• Capability to transfer and record calls form
your mobile phone to another number or
extension too;
• Video conferencing (WebEx).
For more information describing hosted features,
click here.
Security Features include:
ü Disaster Recovery/
ü Business Continuity
Virtualization technologies can make
failover to a backup system nearly
instantaneous and completely transparent
to the end-user.
In order to protect your business
from the growing number of security
breaches, technology solutions must
influence the 3 important elements of
the Tech-Triangle: Network, Voice and
Data. Effective management of these 3
areas allow organizations to operate as a
team and remain competitive.
“Over 70% of organizations report having
been compromised by a successful
cyberattack in the past 12 months.”
(Source: Netiq.com, March 2015)

7. 7Unified Communications: A Complete Guide for SMB Owners
Understanding Customer’s Needs
Residential
• Reduce telecommunication
costs
• Unlimited long distance
• International calling
• Additional lines
• Privacy
• Control
• Simplicity
Small to Medium Business
(SMB)*
• Inter-office calling
• Tie multiple locations
• Expandability
• Urban Presence
• Manage lines and voice mail
• Reduce costs
• Toll Free
• Remote access
Small Office/Home Office
(SOHO)
• Appear larger to customers
• Expand reach- need an urban
number
• Additional lines
• Mobility
• Fax
• Marketing
• Simplicity
Enterprise Customers
• Inter-office calling
• Tie multiple locations
• Expandability
• Toll Free
• Manage lines and voice mail
• Moves, adds and changes
• Reduce costs
• Internal control
Source: www.objectivemktg.com

8. 8Unified Communications: A Complete Guide for SMB Owners
21st Century Business Operations &
Need for Organizational Legitimacy
Organizations must justify their right to exist. If the
organization’s value system is congruent with the larger
society’s, legitimacy is granted. If not, organizational
legitimacy is threatened and legal, economic and social
status may result.
Determinants of Org. Legitimacy
Look at the norms and values visible in a society’s
communications to see if the organization lives up to
those values and norms. Legitimacy is determined both
by the organization’s operation and output, but also by its
goals and domain of activity.
3 Things to be Legit
1. Adapt output, goals, methods to conform to what
society deems legitimate- Fix the problem.
2. Through communication, change the definition of
legitimacy so it matches the organization’s behavior-
Change story.
3. Through communication, become identified with
symbols, values, or institutions which have a strong
base of legitimacy- Identity
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