People like to communicate the way *they* want to, not the way they are *made* to. Furthermore, employees now expect access to consumer class "usable" technologies in their business environments - "Consumer Grade" trumps "Business Grade" 10 times out of 10. This is the world of Communications In The Cloud, where the synchronous modalities of Voice and Text meet the asynchronous modalities of Email, SMS, IM, Twitter, and the like. These modalities can - poorly - emulate each other, but genuine innovation and value is provided by services that can seamlessly move across these synchronous and asynchronous channels as users' needs change.