Integrated Strategies for Multivendor Unified Communications: ITEXPO West 2010 Speaker

By Susan J. Campbell, TMCnet Contributing Editor

As trends in communications move and change, some grab more attention than others. If you were to ask Hans Hwang, vice president, Collaboration Advanced Services at Cisco (News - Alert) what the most significant trend is today, he points to richer and video enabled communications delivered in real-time. When asked about the one product or service the market needs the most, Hwang pointed to a demand for help in increasing adoption of new technologies. And, while unified communications has already gone mainstream, Hwang believes ultimately customers will win in the smartphone/tablet wars.

Hwang recently participated in a TMCnet interview, preparing for ITEXPO (News - Alert) West 2010. He shared that social media has definitely changed the way he communicates with customers, and believes HD voice deployments will be seen incrementally. Hwang also believes that mobile video chat or conferencing are highly viable in any 3G- or 4G-enabled market and sees both Google (News - Alert) and Apple as well-positioned in the wireless OS market. When asked about wireless networks replaced wired environments, Hwang noted he believes there will be room for both in the near future.

As for the effect of cloud-based services on his business, Hwang noted it is a huge opportunity for Cisco and the company is pushing aggressively. The most overhyped technology, in Hwang’s opinion, is the “joke” of green cloud-based 3D social applications running on mobile devices. As for his upcoming ITEXPO West 2010 session, Hwang will focus on integration strategies for multivendor unified communications. His not-so-bold prediction for 2011: Cisco will still be around.

The full conversation follows:

What is the most significant trend in communications today? Why?

Communications are becoming richer and video enabled, more real time, more personal, and more context aware. This reflects the influence of Web 2.0 concepts coinciding with the critical need for productivity improvement within businesses and government agencies.

What is the one product or service the market needs most?

Customers tell me they need help in increasing adoption of new technologies and changing their work processes and culture to realize the benefits. CIOs and CFOs don’t want more software sitting on the shelf. They want payback in 12 to 18 months or less.

When will unified communications go mainstream?

It already has, but enterprises will be spending the next decade in optimizing how unified communications can affect their businesses. Those that do will have a significant competitive advantage.

Who will win the smartphone wars? Tablet wars?

Customers will win, since they will have access to people and information wherever they are.

Have social media changed how you communicate with customers?

Absolutely. We share best practices using blogs and videos. We help customers interact with the right expert through ratings and tagging. Social media increase both the quantity and quality of interaction we have with our customers.

Nearly every phone manufacturer is now incorporating support for wideband codecs. Will we finally see widespread HD voice deployments in 2011?

You should see incremental adoption. I don’t expect a mass rip and replace of existing equipment.

What are your thoughts on the viability of mobile video chat or conferencing?

It’s highly viable in any 3G- or 4G-enabled market. For example, we offer a WebEx app for the Apple (News - Alert) iPhone that is very popular. Mobile devices will continue to proliferate, and this means collaboration needs to be accessible any time and anywhere.

Which wireless operating system (Android, iOS4, Microsoft (News - Alert), and so on) will see the greatest success over the next three years? Why?

I think Google and Apple are well positioned. Success will depend on who has the best apps, who has the coolest device, and who has the broadest geographic coverage.

Some people have suggested wireless networking will soon replace wired networks in the enterprise. Do you agree? Why or why not?

There will be room for both in the near future. There will still be a difference in cost, security, availability, speed, and so on.

What effect has the growth of cloud-based services had on your business?

We see cloud as a market transition in how our customers are delivering and consuming IT services. It is a huge opportunity for Cisco that we are pursuing aggressively. As an example, together with our partners, we now offer a cloud-based “collaboration as a service.”

What do you think of the net neutrality debate?

I focus on collaboration, so this is something I leave to others.

What is the most overhyped technology, in your opinion?

Green cloud-based 3D social applications running on mobile devices (joke).

You are speaking at ITEXPO West 2010. What is your session about?

Integration strategies for multivendor unified communications solutions.

What will attendees take away from your session?

Hopefully a better understanding of how a collaboration architecture can serve as a blueprint for integrating different products. Also best practices and low-hanging fruit to capture business value.

Please make a bold technology prediction for 2011.

Cisco will still be around at the end of 2011.

To find out more about Hans Hwang and Cisco, visit the company at ITEXPO West 2010. To be held Oct. 4 to 6 in Los Angeles, ITEXPO is the world’s premier IP communications event. SPEAKER is speaking during “Integration Strategies for Multi-vendor UC Solutions.” Don’t wait. Register now.

(source: http://hosted-exchange.tmcnet.com/topics/unified-communications/articles/96351-integrated-strategies-multivendor-unified-communications-itexpo-west-2010.htm)