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COLLABORATIVE AGE MAGAZINE’S
A supplemental issue of the magazine dedicated to the managerial science and technology of collaboration. VOLUME 1 • 2015
TOP-TEN TRENDS IN
Collaboration Technology Collaborative Age Reports from Enterprise Connect 2015 on Leading Trends in the Unified Communications and Collaboration Market
FROM THE PUBLISHER Welcome to this special edition of Collaborative Age Magazine
A
t Collaborative Age, we understand why collaboration is the hottest topic word in business and society—and why 75% of CEOs cite collaborative ability as the number one trait they seek in employees, according to IBM’s worldwide CEO surveys. We’ve spent more than two decades working in collaborative business and technology—and recognize collaboration to be the most important business trend of the 21st Century. Collaboration is not just the next innovation in business; it’s the transformation of business and society. Collaboration is not the next evolution in how we work; it’s a revolution in the way everyone—individuals and organizations—works together to create value and deliver it to customers, citizens, and other 21st century stakeholders.
Through our media and events, Collaborative Age convenes the collaboration ecosystem—the leading thinkers and practitioners of business collaboration and the leading providers of technologies, workspaces, and services that enable collaboration at scale within and across organizations, geographies, and sectors. Collaborative Age is made possible by our visionary Founding Partners—companies and organizations leading the collaborative revolution, including The Association of Strategic Alliance Professionals, SMART Technologies, The Rhythm of Business, InGate Technologies, MavenLink, Alliancesphere, Herman Miller, Infinite Conferencing, IQ Services, Phoenix Consulting Group, SSPBlue, Xerox, Skybridge Associates, and Telepresence Options. Collaboration is a simple idea, but very challenging to put into practice. How can you collaborate better and more effectively—within your organization and with customers, partners, and other stakeholders? Our job is to help you find the answers—new thinking, new skills, and new tools and technologies—when you read Collaborative Age Media and join us at the inaugural 2015 Collaborative Age Forum and Exposition, November 2-4 in Atlanta. Welcome to the Collaborative Age!
John W. DeWitt
CEO and Editor in Chief Collaborative Age Forum and Exposition Collaborative Age Media
We Thank Our Partners
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CREDITS
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COLLABORATIVE AGE MAGAZINE’S
MISSION STATEMENT: Founded in 2014, COLLABORATIVE AGE MAGAZINE is a quarterly publication exclusively focused on the managerial science and enabling technologies of collaboration across sectors, industries, and geographies. Its hybrid sensibility merges the popular appeal of a business periodical, the visually engaging style of a progressively designed magazine, and the in-depth exploration of a scholarly journal to create a sourcebook of ideas for an eclectic international audience of readers, from experts and executives to scientists, consultants, and policy makers. Using essays, interviews, and real life projects to present a wide range of topics in language accessible to the specialist. CA DigEST, COLLABORATIVE AGE MAGAZINE’S exclusive series of special edition publications is designed to encourage a new culture of curiosity, one that forms the basis both for an ethical engagement with the corporate world as it is and for imagining how it might be otherwise. In an age of increasing specialization, CA DigEST looks to be an essential interlocutor who brings together the makers of collaborative technology and the gurus, experts, consultants, practitioners and collaboration managers who use collaboration every day.
EDITORIAL TEAM & STAFF
EDITOR and PUBLISHER John W. DeWitt +1-978-544-1866 | john@jwdewitt.com
DIRECTOR CORPORATE SALES Rik Rolski +1-978-544-1866 | rrolski@jwdewitt.com
CREATIVE DIRECTOR Michael Ruocco +1-978-544-1866 | mruocco@jwdewitt.com
ONLINE MEDIA MANAGER Gary Lee +1-978-544-1866 | glee@jwdewitt.com
ASSOCIATE EDITOR Cynthia Hanson +1-978-544-1866 | chanson@jwdewitt.com
ADMINISTRATIVE DIRECTOR SUBSCRIPTION MANAGER Sharon Field +1-978-544-1866 | sfield@jwdewitt.com
MEETING AND EVENT DIRECTOR CLIENT RELATIONS MANAGER Michelle Duga +1-978-544-1866 | mduga@jwdewitt.com
COPY EDITOR Hugh Field
© Copyright 2015 JW DeWitt Business Communications. All Rights Reserved.
Collaborative Age Magazine is published quarterly by Publisher JW DeWitt Business Communications, 16 West Main Street, New Salem, MA 01355, +1-978-544-1866. The quarterly publication and its special edition series, CA Digest are provided as a benefit of membership to Collaborative Age members, founding partners, strategic partners and their affiliates. Subscriptions to the magazine can be purchased, as can back issues. Please direct all subscription inquiries to our subscription manager, Sharon Field at: +1-978-544-1866, or sfield@jwdewitt.com. Copyright 2015, JW DeWitt Business Communications. No part of this publication may be reproduced, stored in any retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher.
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FEATURE S TORY
TOP
TRENDS IN COLLABORATION TECHNOLOGY
Collaborative Age Reports from Enterprise Connect 2015 on Leading Trends in the Unified Communications and Collaboration Market
“O U R
”
W H O L E WO R L D I S B U I LT A RO U N D CO L L A B O R AT I O N ,
SAID KARL HANTHO, AMERICAS PRESIDENT FOR VIDEXIO, A N O R WAY - B A S E D G LO B A L V I D E O S E R V I C E S P R O V I D E R . T H I S WA S K A R L’ S O P E N E R W H E N M Y CO L L E AG U E R I K RO L S K I , B LO G G E R A N D B U S I N E S S D E V E LO P M E N T D I R E C TO R F O R CO L L A B O R AT I V E AG E F O R U M A N D E X P O , A N D I A R R I V E D AT V I D E X I O ’ S B O OT H F O R A N I N - D E P T H I N T E RV I E W L A S T W E D N E S D A Y , M A R C H 18 , A T T H E 2 015 E N T E R P R I S E CONNECT CONFERENCE AND EXPOSITION IN ORL ANDO, F LO R I DA U SA . By John W. DeWitt
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FEATURE S TORY
T
his is not collaboration hype from years past, when the UC&C market’s main growth drivers remained:
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CFOs saving money via telephony replacement and CIOs, CMOs, and call center leaders scrambling to cope with the latest devices and applications adopted by end users inside and customers and partners outside the enterprise.
Karl’s very genuine enthusiasm and sentiment were echoed, across the board, in more than two dozen in-depth interviews Rik and I conducted with top executives in the unified communications and collaboration marketplace prior to, during, and immediately following the UBM-produced Enterprise Connect, now celebrating its 25th anniversary. Following are 10 trends in unified communications and collaboration technologies that stood out to me and Rik as we conducted our interviews.
1. “Smile—You’re on Camera.” Perhaps we’re still just drinking the “Kool Aid” and preaching to the already converted, but … after years, nay, decades, of video being “the next cool thing,” but still tantalizingly just around the next bend … everyone we talked to says we’re reaching the tipping point for video in business—and to prove it (see next trend) they’re using it themselves. “In the past six months, we’ve seen a 200 percent increase in usage of our service, and the number of (Microsoft) Lync users has gone to 25 percent of our business,” said Videxio’s Hantho. Yes, senior execs from global companies have been leading adopters of video in the enterprise. But what about cultural resistance of the workforce, especially women, to being on camera? We questioned virtually every executive we talked to at the conference—man or woman—about their personal reaction to increasingly common mandates that they use video. The typical response? “It was uncomfortable at first, but after a week, I was fine,” said Brianna Woon, senior manager of corporate communications and a social media specialist at Polycom. Briana facilitated our interview with Jim Kruger, the company’s widely respected CMO and EVP of marketing, who said he spends hours each day on camera and now conducts virtually all of his meetings via video.
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At Polycom—whose voice devices have been ubiquitous in conference rooms for 25 years—“our main line of business is now video conferencing,” noted Kruger, though he added, “we still have our gold line of telephony desktop phones” sold through partners such as Genband and Broadsoft.
2. “Eating Our Own Dog Food.” Some of vendors’ best use cases—and proofs-of-concept, such as enterprise video adoption—come from their use of technology provided by partners and their own companies. We heard many other compelling customer use cases in our interviews, but technology providers often demonstrated their apps and platforms using their own companies as reference users. For instance, we talked to Mike Reinhart, senior product marketing manager at 8x8, a cloud-based business phone, call center, and unified communications company that’s pushing into the large enterprise space from its deep roots in small-to-midmarket businesses (and itself is a midsize user of its own platform). “See, I can drill down to the individual call level,” Mike said, demonstrating with 8x8’s own live applications how, whether in a video room or via the desktop or out on the golf course with his smart phone, he effortlessly taps into the full functionality of 8x8’s applications and platforms—from virtual office desktop, on-demand conference calls, and other UC applications including built-in presence, to contact center and sales force monitoring, quality control, and analytics.
3. “A-B-C, It’s Easy as 1-2-3 …” A-B-C 1-2-3
Simplicity and usability were the mantra wherever we went—whether we looked at vendors’ offerings from the (formerly) bewildered end user perspective, or from the perspective of countless CIOs who’ve spent years grappling with disparate technologies and standards.
We barged into the Prysm booth to meet with VP of Marketing Tim Messegee, but he was busy demoing for a prospective customer. So we grabbed CEO Amit Jain for a demo of his company’s massive 16-foot video wall. “There’s no user manual—just learn four commands and you’re on your way,” Amit enthused. “I will teach them to you now and you will remember them.” Indeed, a week later, as
FEATURE S TORY I wrote this blog, Rik and I both had no trouble recalling all four commands. “We want to be user rich, not feature rich,” Jain explained.
4. “SIPping from the Firehose?” Next year marks the 20th anniversary since the design of the session initiation protocol. After years of gradual commercialization, the UC&C marketplace appears to have reached a pivotal point in the uptake of SIP trunking. Only one in five US companies, and a lower percentage in Europe, has adopted SIP trunking, I was surprised to learn from a recent blog post by Kevin Riley, VP of platform engineering and engineering fellow at Sonus. http://www. sonus.net/en/company/blog/seven-telco-industry-predictions-for-2015. But SIP trunking is mainstream now and definitely in high growth mode. Rik and I sat down with Tata Communications’ Anthony Bartolo, president of mobility and collaboration services, and Peter Quinlan, vice president for UCC product management. “SIP trunking is huge for us—it’s flourishing because of pure economics,” explained Anthony, describing the SIP trunk as a tree to decorate with new UC&C offerings. “There’s a convergence of services you can hang on a SIP trunk.” Furthermore, he argued, “modularity is key.” Vendors might desire the ease of homogeneous customer environments, he explained, “but multinational customers want you to execute their strategy. Now we build all our services in modular fashion, so customers can consume as they need them.”
5. “Prime Time for Real Time Communications.” I went to Enterprise Connect thinking that WebRTC was important but still quite nascent. Technically, that’s true—it’s still an emerging standard. But virtually every vendor appears on board the adoption train as WebRTC starts to gain commercial traction. “We’re huge fans of WebRTC,” noted Bartolo, citing Tata’s recent launch of “Click2RTC” among other services enabled by the standard. Collaborative Age Founding Partner InGate Systems, a pioneering provider of SIP trunking technology such as its session border controllers, also has embraced the technology and is actively involved in WebRTC standards development.
For some time, the Sweden-based InGate has sponsored the SIP Trunking, UC and WebRTC conference-within-a-conference at IT Expos East and West. (Late January, after dodging New England snow storms, I had the pleasure of speaking at this conference in Miami on “The Business Requirements of Collaboration.” This was a follow-up from last fall, when Steven Johnson, InGate’s New Hampshire, USA-based president, moderated our first Collaborative Age webinar on the same topic. I then moderated Steve’s Collaborative Age webinar discussing the business implications of WebRTC.) “The real promise of WebRTC is seamless person-to-person communication,” said Steve in a conversation with me a couple of weeks before we both again departed the cold US northeast to warm up in Orlando last week. “WebRTC lets people collaborate in an ad hoc way with both video and voice. We hear a lot about it with call centers—click- to-talk from web sites using audio or audio and video. We think it has a lot of benefit to people trying to collaborate with their own employees in offices or at home in this post-industrial age. And there’s a lot of opportunity to collaborate with their vendors, customers, and partners on projects or partnerships.”
6. “Virtually Everything Is Going Virtual.” Even in industries such as insurance and financial services, where protection of personally identifiable information (PII) is paramount, everything including mission-critical applications, platforms, and infrastructure is soaring off-premise, flying headfirst into the cloud, and morphing into a service. A few days after Enterprise Connect concluded, I caught up with Bill Scudder, the CIO of Sonus, which provides hardware and cloud solutions to enterprises and carriers and had a significant footprint on the expo floor. Here’s yet another vendor that walks the talk—adopting the same technologies it offers customers. “My view is everything is going to be in the cloud—everything from infrastructure to apps will be outside of the four walls,” said Scudder, who started at Sonus six years ago and has headed relentlessly toward the cloud ever since. “The first thing we started doing was moving our applications to the cloud. Other than Oracle financials, everything we have runs in the cloud.” He also recently completed an enterprise 7 VOL 1 • 2015 | CA DigEST
FEATURE S TORY deployment of Microsoft Lync—achieving a remarkable three-month payback on the investment. What’s next on Bill’s on-premise hit list? “Now I’m on a crusade to move our infrastructure to the cloud—that includes storage, servers, we’re now using Amazon and Azure from Microsoft,” he enthuses. Even session border controllers (which Sonus provides its customers)? “The SBC goes a number of places. If you’re connecting to a bunch of cloud network providers, you might still put an SBC within your four walls. But it could be managed by the provider—or you may choose to manage it yourself.” However, we’ll live in a hybrid world for a long time— in great part because there’s still a lot of on-prem equipment to utilize as it depreciates (or else the CIO catches hell from the CFO). CIOs also have told me that, aside from PII security, there are other reasons to maintain direct control of some technologies—for example, a CIO might develop innovative applications and technologies in house, vs. renting from the cloud, to gain competitive advantage and more clearly differentiate customer experience. However, that approach underscores the value of putting most everything else in the cloud—such a forward-thinking CIO isn’t interested in owning anything that doesn’t give his or her enterprise a competitive edge.
7. “Welcome to Disruption Junction.” Disruption abounds in the world of telecommunications providers and across most industries’ and businesses’ end users—and the UC&C marketplace itself is seeing the same level of extraordinary disruption as you see in other areas of high technology. New entrants are going head-to-head with industry giants and those giants in turn can behave like entrepreneurial startups as they seek to reinvent themselves to remain relevant. At a cocktail party, one exec joked about this year’s hottest startup branding trend (end your new company’s name with “io,” as in Videxio or Twillio). She claimed that 40 percent of exhibitors were new this year to the Enterprise Connect show floor. Rik and I certainly saw a plethora of companies we didn’t see last year in Orlando—and some previous years’ upstarts (like the wildly growing cloud videoconferencing provider Blue Jeans) talk about the crucial importance of maintaining their startup culture even as they grow by leaps and bounds. 8 CA DigEST | VOL 1 • 2015
We interviewed product manager Jeff Beckham (smartly clad in denim, of course) who’s been at the company for two years and described how Blue Jeans videoconferences its offices and employees worldwide for a weekly “gong call,” institutionalizing the iconic way so many startups celebrate new customer wins since “it would be obnoxious now” to hit the company’s gong with every win.
8. “Howdy, Pardner, Let’s Go to Market.” No one goes it alone any more, as every UC&C player from startups to market leaders forge strategic alliances and collaborative channel partnerships to reduce risk, drive growth, and deliver integrated customer solutions amidst incessant technology and industry disruption. High tech and telecom companies are among the world’s leading practitioners of partnering—not just selling through channel partners, but forging lasting multiyear strategic alliances such as the decade-long partnership between Polycom and Microsoft (the two companies announced a major partner initiative around Lync and Skype for Business on stage this year). Multipartner alliances—or multialliances for short—are proliferating as well. For instance, to deliver a unified customer experience for its global customers, in 2008 leading systems integrator SPS forged a the Intelligent Communications Alliance, bringing together four systems integrators who maintain “a single point of contact--one throat to choke—for the customer,” explains Linda Amatucci, marketing development specialist for SPS. Exciting new business models are emerging too—such as Genband’s Fring Alliance, structured as an equity-based multiparty alliance with Genband holding majority interest and partners investing the platform-as-a-service (built on Genband’s Kandy platform) and reaping the benefits of critical mass.
9. “Collaboration Finally Has a Buyer.” Ushered in by the information era, the collaborative age is supplanting the industrial age right before our eyes. Among vendors and many of their customers, UC&C technologies are now widely understood as critical enablers of collaboration, which in turn is rapidly emerging
FEATURE S TORY as the predominant management discipline of 21st century businesses, nonprofits, and governments. I can recall discussions from nearly 10 years ago, when I wrote articles monthly for Avaya’s worldwide customer newsletter. Talking with and to senior executive audiences at the time (CIOs and call center leadership in particular), our articles and thought leadership pieces explored a plethora of cool collaborative applications (from customer/user experience to telemedicine to field sales enablement) that would be made possible and affordable through SIP, presence, and IP telephony in general. But it’s taken a long time for the enterprise and carrier telecom buyers to seriously focus on collaborative solutions—aside from substantial enablement and integrated management of multichannel communications in customer contact, which I would consider to be a definite step toward collaborative customer interaction. Rather, until recently, vendors would quietly tell me that collaboration technology has been the softest area of their business. Saving money—via telephony upgrades and integrated communications management—has remained the most important driver of UC&C technology adoption, both in the increasingly stingy large enterprise arena and in the increasingly willing-to-spend SMB space. I’m not knocking ROI by any means—cost reduction and demonstrable savings from direct efficiencies remain critical to justifying new investments. But the real game-changing opportunity, the meta story if you will, has always been to tap the potential for technology to enable seamless collaboration—across geography, at greater and greater scale, not only within but between and among organizations. “Technology [that enables collaboration] is blowing up industrial management,” agreed Genband’s CIO turned CMO Brad Bush as we enjoyed the morning sun with several of his colleagues in the atrium of the Gaylord Palms resort and convention center. “Technology enables collaboration by putting ubiquitous communications in the business moment”—thereby making collaboration on the fly, with anyone anywhere, “as easy as walking to the next cube and talking.” Moreover, he added, for business leaders now, “so much is tied to collaboration with the customer, and every executive needs strategic partners.” Sure enough, buyers for collaboration technologies are emerging in droves, not because UC&C companies continue
to develop and push cool applications, but because CEOs and senior business leaders in every enterprise function are scrambling to figure out how to foster and manage collaboration—across their organization, with partners and suppliers and distributors, and most importantly with the customer. These collaboration buyers include CIOs and contact center managers, as well as biz dev, marketing and sales, human resources, operations and supply chain, leaders of R&D and innovation, even facilities management, according to Jeff Lowe, CMO at SMART Technologies, the first UC&C company to become Collaborative Age Founding Partner. As a passionate proponent of business collaboration, Jeff talked about the importance of the Chief Collaboration Officer—“not necessarily someone with the title, but the leader in an organization who is a champion of collaborative thinking and culture, not just technology.” Smart collaborative leaders understand that collaboration of all types must be approached first as a business management discipline—and then must be enabled by the integration, use (and reuse) of existing and emerging technologies.
10. “More Bang than Ever for the Customer’s Buck.” There’s still big, big money to be made selling new and disruptive technologies, but less and less from giant deployments in well-heeled enterprises. As unified communications and collaboration technologies relentlessly evolve to mostly cloud-based provision of services, costs (especially tied to capital investments) are being relentlessly driven out of enterprises’ and service providers’ businesses. That’s also great news for my company—and millions of other small-to-midsize businesses (SMBs) that now can access sophisticated collaboration-enabling services and leverage technology at lower and lower cost as each year passes. Take telepresence—the most sophisticated application of burgeoning video technologies. Done well, telepresence is a remarkable enabler of real-time business collaboration across geography. But while they are increasingly easy to use, telepresence suites often still suffer from two critical drawbacks. First, systems that deliver a first-rate user experience can cost a fortune—a quarter- to a half-million US dollars is not uncommon for a single suite. Second, they’re amazing for face-to-face communications with remotely based virtual par-
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FEATURE S TORY ticipants, but often folks sitting physically in the same room are positioned for the benefit of cameras and can’t see and communicate with each other easily. Multiple pan-tilt-zoom cameras can alleviate the situation, but that adds more capital costs as well as the operational costs of streaming multiple codecs. Array Telepresence aims to conquer both cost and experience problems in one neat hardware package. In one of our first interview/demo meetings at Enterprise Connect, Rik and I were seated around a conference table with four other execs, including Howard Lichtman, publisher of Telepresence Options and board director at Array, and Herold Williams, the founder and CEO of Array, who worked at Polycom in the 1990s and is one of the UC&C industry’s prolific inventors and innovators. Replacing PTZ cameras with a slim dual-lens camera mounted unobtrusively at eye level on the bezels between two joined wall screens, across those two screens it appears to remote participants as if all six of us were seated in a slightly curved row, as in a traditional telepresence suite. Our heads and torsos are life size, with accurate proportions and colors, fluid motion, and an excellent vertical eye line,
capturing participants on each side of the conference table are combined into one codec, and the system interoperates with virtually any other videoconferencing and telepresence system. Working through systems integrator partners such as AVI-SPL, Array plans to take the enterprise world by a storm through low-cost upgrades and the addition of affordable telepresence to traditional conference rooms. For me, the day my company can afford telepresence—and many if not most of the other UC&C capabilities of a multibillion dollar global enterprise—represents the dawning of a new era. By the end of the 20th century, cell phones, personal computers, and the Internet gave businesses of any size and home office-based executives and knowledge workers the power to communicate with anyone, anywhere, at a modicum of cost. I have built my career and launched multiple businesses and strategic partnerships with this capability. Now, my company’s executives, and our partners and customers, have the power to collaborate without boundaries, enabled by bleeding edge technologies we easily can purchase or rent. Welcome to the Collaborative Age, indeed.
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PHOTO: Collaborative Age’s John DeWitt (3rd from left) and Rik Rolski (3rd from right) experience the Array Telepresence System, flanked by Howard Lichtman, publisher of Telepresence Options, and Array Founder and CEO Herold Williams. Array replaces PTZ cameras with a slim dual-lens camera mounted unobtrusively at eye level on the bezels between two joined wall screens. We’re sitting around a traditionally shaped conference table, but across those two screens we appear to be seated in a slightly curved row, as in a traditional telepresence suite.
regardless of our distance from the camera head and our position around the table. “If you get the experience right, usage skyrockets,” Herold commented. But what about the cost factor? Array’s system costs $13,995, plus systems integrator services of course. Operational costs are lower too—two video streams 10 CA DigEST | VOL 1 • 2015
John W. DeWitt, founder and principal of JW DeWitt Business Communications, is CEO of Collaborative Age Forum and Exposition, debuting Nov. 2-4, 2015 at Atlanta’s Cobb Galleria Centre. John also is publisher and editor of Strategic Alliance Magazine and ASAP Media on behalf of the Association of Strategic Alliance Professionals.
COLLABORATIVE AGE
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COLLABORATIVE AGE A JW DeWITT COMPANY
NOVEMBER 2 – 4, 2015 COBB GALLERIA ATLANTA, USA
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