The Telecom Consultant
Insights, Viewpoints & Facts
from Telecom's Influencer Community
A Major Consulting
of how you define or perceive Unified Communications
(UC), this industry craze seems to clearly represent a
long-term market opportunity for independent telecom, IT
and business process consultants.
interest in and adoption of UC solutions are increasing.
The UC vendor solution landscape is expanding. And, UC
market size projections are in the $
moving forward with or evolving their UC solutions,
enterprise and SMB organizations (across all verticals)
need to better understand:
- The benefits and cost savings/ROI associated with
integrating real-time communications (IM, presence,
telephony, conferencing) with non-real-time
communications (unified messaging) to improve the
productivity and efficiency of specific business
- Current barriers to deploying UC solutions, such
as cost, complexity, and network capabilities;
- Today's and tomorrow's UC vendor landscape,
including non-traditional communication suppliers;
- The interoperability between and among UC
solutions, business applications and current systems
in place; and,
- The planning required to assess, compare and
determine the most effective multi-vendor UC migration
of these requirements is what knowledgeable, independent
'UC consultants' can bring to their current and
prospective clients. Rather than being pushed into UC by
vendors, the end-user community may increasingly look to
pull insight and recommendations from UC consultants to
guide their UC decision making and
purpose of this UC-themed bulletin is not to define,
assess or project the UC market
(there is plenty of expert literature on this
subject). Our purpose is to provide additional insight
and justification to consultants for investing in UC
consulting services, and to UC vendors for informing and
supporting UC consultants.
are therefore pleased to provide you with the
perspective and insight of a leading UC consultant, Mr.
Marty Parker (UniComm Consulting and Unified
Communications Strategies), and new market intelligence
from Brookside's recently completed 2010 Telecom
Consulting Market Study.
Unified Communications - A Major
Marty Parker, UniComm Consulting
Communications is a "sea change" for enterprise
communications the likes of which we have not
seen for decades, perhaps rivaled only by the
emergence of the mobile smart phone.
This means that over a period of time,
say about 15 years, the 'mainframe' model of
the PBX and IP PBX will be replaced by distributed
software oriented architecture (SOA) models of IP end points
(PCs, Netbooks, tablets, smart phones and all
their successors) connected to application-relevant
servers, on-premise or in the cloud.
Andy Grove's great book, Only The
Paranoid Survive, describes how this happened
in the computing industry; we can now see the
same patterns in communications solutions, known
scope of this change is the reason that we
at UCStrategies.com (an industry
information and service site) define UC as,
"Communications integrated to optimize business
processes." The emphasis
is on how the new communications tools of
UC will change business processes and results,
not on the cleverness of the technology itself.
Some powerful changes occur simply
by providing powerful new
tools to the users, who naturally find the
best ways to work. Examples
of this are the massive shifts away from (IP)
PBX-based telephone calls (down to 3 billion
per day in North America in 2009) to cell
phone calls (4 billion) to e-mail (50 billion)
and instant messaging/IM (46 billion) or to
Facebook chats (1 billion). We
call this type of change UC-U, for User productivity.
These examples also show that the scope
of UC goes far beyond VoIP (Voice over Internet
Protocol, the new function of an IP PBX).
much more valuable shift occurs when businesses
realize that UC can be built into their business
processes to change the workflows, revenues,
margins and profits. These
process improvements, which we call UC-B for
Business process changes, usually proceed
one process at a time, in a series of 6-month
to 9-month projects, continuing over a number
of years' time, not just one purchase each
10 years as is typical of the PBX market.
The most relevant analogy is the growth
of call centers to contact and business centers
over the past 15+ years; almost one-third
of the PBX market is now driven by contact
center requirements. UC-B
applications use many of the same concepts
(workflows, contact management, call routing
with presence, etc.) and similar tools (software
integration to data bases and business applications)
but reach across a much broader number of
processes and employees in the enterprise.
There are now hundreds of UC case studies
to prove this is possible, and the top UC
applications and the related justifications
and ROI are well defined.
For details, visit the UC Resources section of UCStrategies.com.
what does this mean to you as Consultants?
In a word, "Opportunity."
The opportunity is to stake out a leadership
position with your clients on the UC topic, then convert
that to actionable, revenue projects when each client is
ready. Build your expertise by
becoming well-informed on the case studies and
applications as suggested above.
Then, propose engagements to assist your clients
in reviewing their business processes to find the places
where communication 'hot spots' (delays, errors, rework
or waste) are occurring and help them to define the new
UC solutions that will eliminate or mitigate those
costly problem areas. I can assure
you this is a real business - we're in our fourth very
successful year doing only UC at UniComm
Consulting. We wish you great success
- the market is big enough for all of us.
feedback is welcome at mparker@UniCommConsulting.com
Unified Communications - A Major
2010 Telecom Consulting Market Study
recently completed 2010 Telecom Consulting Market Study
reveals the following about consultants' UC perceptions,
interests and activities.
Communications was identified as the #1
technology/trend/application growth driver for telecom
consulting over the next 2 years (up from #2 in 2009);
representing a 25% increase in the number of
consultants selecting UC as the #1 growth driver.
technologies (video, audio and web conferencing) was
the #2 growth driver.
was a 90% increase in consultants saying that
Improving Communications-Enabled Business
Processes is one of the top three deliverables
consultants are hired for.
recommendations greatly contributed to the 8% increase
in the total sales dollar value of consultants'
recommendations to their clients in 2010.
of industry consultants now classify themselves as
Business Process consultants.
consultants active in UC-related engagements,
Unified Communications Strategies
is the fourth most regularly accessed/read
industry web site/trade journal (the top
three are: Network World, No Jitter
and Information Week).
questions or feedback are welcome at email@example.com.
Market Fact: Did You Know . .
for telecom consulting services is growing again. Based
on annual revenue, telecom consulting in the U.S. grew
3.8% in 2010 and is projected to grow 9.3% in
The Brookside Group's 2010 Telecom Consulting Market
Market News, Resources &
Connect 2011 -
Visit with the following Vendor Consultant Programs at
Enterprise Connect, February 28 - March 2, in Orlando,
Consultants Insights: 1Q2011 -
Participate in Brookside's quarterly Telecom
Consultant Insights Survey. The 1Q2011 survey
focuses on TEM as a growing market opportunity
for consultants. Click HERE to access the survey and receive
a summary of the study's key findings.
Program Membership Links -
a member of the following telecom vendor consultant
programs? Click on the links of interest below to
register for these informative and helpful
Program Directory -
Vendor Consultant Program contact information?
Click HERE to access Brookside's Directory
of Telecom Vendor Consultant Programs.
The Brookside Group|
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