In the CEO Spotlight section in Internet Telephony® magazine, we recognize the outstanding work performed by exemplary companies. Each month we bring you the opinions of the heads of companies leading the Internet telephony industry now and helping to shape the future of the industry. This month, we spoke with Hans Henrik Lund, President and CEO of GN Netcom.

GG: What is GN Netcom’s mission?

HHL: GN Netcom delivers headset solutions to help our customers improve their mobility and productivity at work, and the quality of interactions with their own customers.

GG: What is your vision for GN Netcom and how is the company positioned in the next-generation telecom market?

HHL: GN Netcom has a history of innovation — from the first multipurpose amplifier in 1989 to the first Bluetooth-certified headset in 2000 and the first digital amplifier in 2004. We will continue this commitment to innovation to meet the needs of next-generation telecommunications. With the significant investments being made to implement VoIP, I believe the choice of headset matters for office workers and contact center employees. It’s the “last three feet” of your entire next-generation telecommunications investment.
Personally, I expect that in the next few years, GN Netcom will build on our heritage of sound quality, durability, and innovation. I want to help companies around the world be more successful, and have happier customers and employees! And we’ve been around since 1869, so we’re ready to ride the next wave!

GG: What is it that sets GN Netcom apart from your competition?

HHL: Three key attributes set us above our competition: innovation, entrepreneurial spirit, and global capabilities. First, we invest significantly in R&D and we work closely with our customers to use innovation to exceed their expectations. Second, we are very responsive. We started as a small company and we have retained the agility of our modest beginnings. Finally, our products are sold and supported in over 100 countries and offices and development centers in 23 countries. This global reach allows us to seamlessly and readily meet the needs of global customers. No other company in our industry can match us on innovation, entrepreneurial spirit, and global capabilities.

Of course, all this doesn’t mean anything — expect that we deliver for our customers! One great example is the GN 8120 USB-to-headset adapter. We developed this groundbreaking product after working with a global financial services company that was trying to understand how to successfully launch a VoIP solution for over 10,000 office and contact center employees. They were struggling with how to help users adopt softphones — especially with problems like screen savers, e911, and an unfamiliar interface. The GN 8120 USB allows users to access the most common call control functions at the touch of button (such as with softphones from Avaya, Cisco, and others), and delivers the sound quality and durability that enterprises need in their VoIP solutions. It’s allowed our customer to speed the implementation of their VoIP rollout, and make their employees more productive — and happy!

GG: Now that it appears that growth and opportunity are the trends in the VoIP industry, what possible hurdles do you see that might upset this momentum?

HHL: While cost savings is being advertised as one of the major selling features of VoIP, many of our customers are telling us that in the short-term, this may not be the case. Often the implementation costs may result in short-term telephony expenditures comparable with their legacy systems — albeit with a much broader range of capabilities and features.
We have to reinforce that VoIP is about more than just cost savings. It’s about building a telecom infrastructure that allows companies to achieve their business goals more efficiently and effectively. It’s about the innovation that can happen when old communication paradigms are broken.

A key part of breaking the paradigm is to understand the VoIP “end-user” experience. The typical end-user can have a hard time using VoIP. I tell people that this is a 150-year change! Since the invention of the telephone, we have been comfortable with picking up a handset and typing a few numeric keys. With VoIP the applications are more sophisticated — but also more complicated. As an industry, we have to make sure our solutions make VoIP easier to use for everyone. Otherwise we will not realize the true “upside” of VoIP.

GG: What are some of the technology areas where GN Netcom is increasingly focusing, and why are these areas important to the future of your company?

HHL: As we continue to develop groundbreaking products, GN Netcom is focusing particularly on wireless and VoIP technologies. Headset use with mobile phones is getting individuals in enterprises thinking about using a headset in their office. By utilizing Bluetooth and other wireless technologies we can create cutting-edge headset systems that deliver the freedom, productivity, and “cool factor” that these customers demand. Soon, a headset will become another one of the indispensable tools — such as laptops and PDAs — that office workers use every day.

In addition, VoIP has introduced the concept of softphones to office workers. Softphones require the use of a headset system in order to enjoy private, clear communications. However, the majority of USB or soundcard headset solutions on the market today are not intended for commercial or office use. GN Netcom already has a complete line of professional-grade softphone solutions. We understand VoIP and what it takes to make it successful in the enterprise and contact center. IT