Migrating Convergence Through
Telecommunications User Groups
The
challenges of enterprise migration towards communications convergence and
unified communications have not yet found an objective venue for
telecommunications managers where user organizations can share their
experiences and issues in understanding, planning and selectively
implementing next-generation, presence-based, multi-modal communications.
Ever since the now-defunct, non-profit Electronic
Messaging Association (EMA) (news
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alert) missed its early opportunity to move its enterprise membership
beyond messaging into convergence with telephony, technology managers never
had an opportunity to leave their traditional organizational silos. Since it
is becoming painfully obvious that IP-based convergence will require
supporting end user needs in new and converged ways, telecommunications
managers are being forced to realign themselves to new and different
responsibilities.
IP data
network managers acknowledge the need to understand and support voice
transport with Quality of Service (news
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alert) management and security facilities, but they don’t really go into
the functional “application” level for multi-modal communications. Now that
voice is becoming “data,” what is becoming logically practical, is for
traditional enterprise voice communications management to merge their
responsibilities with all forms of text-based messaging, including e-mail
management. The big challenge for every organization, therefore, is how to
selectively and “gracefully” migrate their users from legacy telephone and
e-mail usage to the new functionalities of converged, multi-modal
telecommunications.
The
traditional voice telecommunications providers have started to deliver
flexible, SIP-based (define
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alert) convergence technology solutions to help their customers make the
transition. This is becoming a matter of survival for them in order to first
retain their existing installed customer base, and then gain new
“greenfield” business. However, the enterprise migration problem is one of
re-education and practical implementation guidance, rather than simply
selling replacement technology components. To this end, telecommunication
user group associations are starting to become the primary battlefields for
the leading providers to sell their visions of communication convergence and
a channel for objective re-education and migration support of their existing
customers.
Siemens
User Group Helping Enterprise Migration
This year’s
annual conference of Siemens customers showed an increase of over 15% in
attendance, including a third being first-time attendees and a third being
the largest Siemens customers. This reflects the impact of both new Siemens
product offerings and the JUST-US user organization’s educational program
for the enterprise migration towards converged, multi-modal
telecommunications. In addition, a large number of channel partners that
support the small to medium business market were also in attendance to get
educated about converge migration.
As part of
this migration focus, we were invited to survey Siemens customers and
present preliminary findings about the status and progress of enterprise
migrations to the conference audience. (“Misery loves company!”)
Siemens has
been aggressively moving its voice telephony products for both enterprise
CPE (define
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alert) and wireless carriers towards standards-based telecommunication
convergence and beyond simple VoIP (define
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alert) network infrastructures towards what it has dubbed
“second-generation IP” (2gIP). This label highlights the exploitation of SIP
and presence to support personalized mobility and multi-modal devices. We
feel they are heading in the right direction and appear to be one of the
industry leaders in actual product development. At this point, however, the
challenge will be in helping educate technology managers about the
implications of converged communications and implementation alternatives.
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Our survey
of enterprise telecommunication management found that there is still little
awareness or proactive demand for the functional benefits of communications
convergence from end-users. (See survey chart) This obviously won’t help
technology managers or executive management move faster.
However,
there has been a noticeable shift in importance from cost reduction
ROI (define
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news -
alert) last year to end-user productivity and customer interaction
benefits. The problem, of course, is that although such benefits have
increased in perceived importance, there is still little substantive input
driving enterprise planning. In fact, most respondents indicated they were
doing very little themselves to provide such information.
More than
half of the respondents carried job titles of “manager” and higher. Although
they still have primary responsibilities for “real-time” communications such
as wired and mobile phone calls, voice and video conferencing, contact
center routing, VoIP networking, carrier services and unified messaging,
most of these technology managers have not (yet) become responsible for
converged support of e-mail, instant messaging (text, voice), or
WiFi (define
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alert) based communications.
Less than
20% of the respondents felt that SIP and presence was important for their
implementation plans at this point in time. Accordingly, only about a third
of the respondents consider it important to replace desktop phones with SIP
phones. On the other hand, 64% feel that inter-site VoIP networking and 53%
consider IP PBXs (define
- news
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alert) as important implementation steps reported. Since Siemens, like
other leading telecommunication providers, has been taking increasing market
share for VoIP networking implementations, two-thirds of Siemens customers
indicated that they would rely primarily on Siemens for supporting their
convergence migration plans.
What
Migration Problems Are Users Having Problems With?
We were able
to sit in on a user session where convergence implementation problems were
discussed. By far, the biggest complaint was in missing functionality caused
by the move to VoIP and IP Telephony (news
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alert) infrastructures. Some of the problems reported were often caused
by incompatibilities in sharing the existing enterprise data network, as
opposed to dedicated VoIP facilities.
Several
users complained that product support (read “on-site” visits) for new IP
Telephony products were not yet up to par with traditional
TDM (define
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alert) products, even though remote support is the wave of the networked
future. However, what was more painfully obvious was the lack of adequate
preparation and planning for the new technology products that is becoming
essential any implementation step in the great migration to multi-modal
convergence.
It was
interesting to note how important traditional voice mail functionality for
telephone answering and auto-attendant applications was still required by
enterprise technology managers. Although we didn’t hear much discussion
about preserving legacy user interfaces, voice mail users in the past have
been notorious resistant in the past about any changes to their familiar
TUI (define
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alert) procedures. With the coming industry shift to speech recognition
user interfaces for handheld communication mobility, we expect the migration
to be somewhat rough.
The New Role For Telecom Users Groups
Converged
communications is causing a shift of enterprise telecommunication user
groups, like Siemens’ JUST-US, Avaya’s INAAU, and Nortel Networks INNUA,
from simply being a “birds-of-a-feather” association of telephony technology
managers to an increasingly re-educational role for understanding, planning,
and managing all end user communication activities and needs. These groups
will also provide a venue for bringing together enterprise technology
managers of both converging network infrastructures and communication
applications (telephony, messaging) to foster better cooperative
understanding of each other’s operational responsibilities. Such needs are
not unique to any single provider or product line, but will be a universal
concern to all enterprise organizations.
User groups
provide a useful two-way exchange of constructive information between
technology providers and enterprise technology managers, all for the
ultimate benefit of the enterprise end-users and customers. With the
IP-based paradigm shifts of communications mobility, multi-modal interfaces,
and dynamic presence and availability management, the new needs of such end
users are becoming a critical concern for both technology providers and
enterprise technology managers. They are both in “learning” mode!
The
telecommunications provider user groups are going to be most critical to
enterprise organizations that will be slowly migrating on an evolutionary
basis, attempting to preserve the value of existing technology and
minimizing the disruptive impact of new technologies. Organizations will
need practical guidelines on how to migrate their usage management and
support responsibilities, how to migrate their end users to new
communication services, procedures, and devices, and how to track the real
ROI results of the new technologies. User groups will be in a position to
offer such guidance and feedback from peers, rather than expensive
consultants or the provider’s sale people.
A few years
ago, we attempted to create a non-profit organization for enterprise users
that would be independent of any particular technology provider. The Unified
Communications Consortium (UCC), was similar in concept to the old EMA.
However, we were ahead of our time and enterprise organizations were not
ready to even think of convergence and migrations. So, we must now look to
existing enterprise user groups supported by leading providers to take on
such responsibilities.
I will be
attending the big Nortel users’ INNUA Global Connect conference (L.A., June
6-10) to observe their approach to supporting their membership’s needs for
migration to communications convergence.
What Do You Think?
Where should
enterprise technology management look for objective communications migration
guidance? What will drive end user demand for multi-modal convergence in the
enterprise? Will today’s telecom management make the transition to managing
and supporting all converged communication applications, including e-mail,
instant messaging, and presence management? What responsibilities for VoIP
networking infrastructure will telecom retain in the future? Who in the
enterprise should manage both converged network infrastructure and
communication applications?
Let us know
your opinions by sending them to
[email protected]
Art Rosenberg
and David Zimmer are veterans of the
computer and communications industry and formed The Unified-View to
provide strategic consulting to technology and service providers, as well
as to enterprise organizations, in migrating towards converged wired and
wireless unified communications. They focus on practical user
requirements, implementation issues, and new benefits of multi-modal
communication technologies for individual end users, both as consumers and
as members of enterprise working groups. The latter includes identifying
new responsibilities for enterprise communications management to support
changing operational usage needs most cost-effectively.
Considered
to be objective industry thought leaders, Art Rosenberg and David Zimmer
have been publishing their highly-acclaimed syndicated column on unified
messaging and unified communications for over four years to a worldwide
audience of consultancies, technology providers, service providers, and
enterprise technology managers. Both principals are popular speakers at
leading technology conferences and organized the first programs in the
industry focused on the subject of unified messaging/communications. The
Unified-View's website (www.unified-view.com)
is also considered to be a leading source for information on the evolution
of unified communications.
Copyright © 2004 The
Unified-View, All Rights Reserved Worldwide
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