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1 Global Headquarters: 5 Speen Street Framingham, MA USA P F C O M P E T I T I V E A N A L Y S I S I D C M a r k e t S c a p e : W o r l d w i d e M o b i l e U n i f i e d C o m m u n i c a t i o n s a n d C o l l a b o r a t i o n V e n d o r A n a l y s i s Stacy K. Crook I N T H I S E X C E R P T The content for this paper is excerpted from the IDC MarketScape: Worldwide Mobile Unified Communications and Collaboration 2012 Vendor Analysis, by Stacy K. Crook (Doc # ). All or parts of the following sections are included in this Excerpt: IDC Opinion, In This Study, Situation Overview, Future Outlook, Essential Guidance, and Synopsis. Figure 2 is also included. IDC O P I N I O N Organizations today realize that reliable and flexible communication and collaboration capabilities are essential to keep pace with the rapidly changing marketplace. Consumers are demanding, and vendors are responding by moving fixed/mobile convergence (FMC) and call control capabilities to a more holistic approach to unified communication and collaboration (UC&C) that supports and extends the ever-growing mobile device universe and serves the growing mobile workforce. Expectations of what a mobile UC&C (MUC&C) platform can and should deliver are growing and changing. As end-user dependence on mobile devices grows, and as networks and services allow for newer and faster services, this expectation is transferred to the corporate world as well. This IDC study examines the key players in the worldwide MUC&C market, analyzing their current capabilities as well as their longer-term strategies that impact their ability to service customers and gain market share going forward. Key criteria that contribute to a successful mobile unified communications and collaboration solution include: The ability to move beyond fixed/mobile convergence, call control, and point solutions and offer a holistic mobile unified communication and collaboration solution Feature sets that closely mirror the desktop experience A robust mobile offering, including the ability to support multiple devices and handle the growing bring-your-own-device (BYOD) trends Attention to integration and multivendor support (Organizations, particularly large multinationals, have multiple vendor systems, devices, and legacy equipment deployed, and these must be supported for the MUC&C solution to be truly valuable.) Flexibility and scalability (With mobile UC&C, one size does not fit all. Vendor offerings must be able to meet the needs of companies of varying sizes, different 2012 IDC #

2 user groups, and different industries. MUC&C demand is expanding quickly, so scalability and ease of deployment are key considerations for buyers.) The ability to paint a clear picture of the improvements to the bottom line (Corporate IT budgets remain tight, and numerous projects are competing for limited resources. Demonstrating ROI remains important and can help seal the deal for MUC&C vendors.) Partnerships and sales structures that open up new markets for the vendor's offering yet maintain a high level of support and customer care I N T H I S S T U D Y This IDC study examines the key players in the worldwide mobile unified communications and collaboration market, analyzing their current capabilities as well as their longer-term strategies that impact their ability to service customers and gain market share going forward. It utilizes a sophisticated scoring and ranking model based on both qualitative and quantitative criteria that results in a single, easy-tounderstand graphical illustration of each vendor's position in the market. This study is supported by a discussion of the key criteria that contribute to a vendor's current and future success in the market and highlights the differentiators that play a role in each participant's placement in the IDC MarketScape. M e t h o d o l o g y IDC MarketScape criteria selection, weightings, and vendor scores represent wellresearched IDC judgment about the market and specific vendors. IDC analysts tailor the range of standard characteristics by which vendors are measured through structured discussions, surveys, and interviews with market leaders, participants, and end users. Market weightings are based on user interviews, buyer surveys, and the input of a review board of IDC experts in each market. IDC analysts base individual vendor scores, and ultimately vendor positions on the IDC MarketScape, on detailed surveys and interviews with the vendors, publicly available information, and end-user experiences in an effort to provide an accurate and consistent assessment of each vendor's characteristics, behavior, and capability. S I T U A T I O N O V E R V I E W I n t r o d u c t i o n Worldwide Unified Communications and Collaboration Forecast and Analysis (IDC #230189, September 2011) subsegments the unified communications and collaboration market into nine markets: IP telephony lines IP phones 2 # IDC

3 Contact center applications Videoconferencing/telepresence equipment Business VoIP services Mobile PBX extensions Collaborative apps Communications-enabled business processes UCC professional services Today, we believe the majority of mobile revenue is derived from the following categories: Mobile PBX extension revenue, which is derived from IP line shipments Mobile collaborative application revenue (mobile , IM, and conferencing apps) Mobile video revenue Thus we leveraged each vendor's current standing across these markets to help determine the vendor's respective market share for mobile. For vendors that have more of a PBX agnostic approach, we triangulated a number of other metrics as well to determine appropriate market share. As the market matures, there may be a need to look across additional categories for mobile as well, but we believe these are the three most applicable categories today. This IDC MarketScape does not include any services revenue. M a r k e t S t r a t e g i e s To succeed in the mobile UC&C market, vendors must incorporate the following criteria when crafting a future strategy and in leveraging existing capabilities to their best advantage. The criteria were weighted because IDC believes that some are more important than others in maximizing market opportunity and realizing market success. F U T U R E O U T L O O K I D C M a r k e t S c a p e : M o b i l e U n i f i e d C o m m u n i c a t i o n s a n d C o l l a b o r a t i o n M a r k e t V e n d o r A s s e s s m e n t The IDC vendor assessment for the mobile unified communications and collaboration market represents IDC's opinion on which vendors are well positioned today through current capabilities and which are best positioned to gain market share over the next 2012 IDC #

4 few years. Positioning in the upper right of the grid indicates that vendors are well positioned to gain market share. For the purposes of discussion, IDC divided potential key strategy measures for success into two primary categories: capabilities and strategies. Positioning on the y-axis reflects the vendor's current capabilities and menu of services and how well aligned it is to customer needs. The capabilities category focuses on the capabilities of the company and the product today, here and now. Under this category, IDC analysts will look at how well a vendor is building/delivering capabilities that enable it to execute its chosen strategy in the market. Positioning on the x-axis or strategies axis indicates how well the vendor's future strategy aligns with what customers will require in three to five years. The strategies category focuses on high-level strategic decisions and underlying assumptions about offerings, customer segments, and business and go-to-market plans for the future, in this case defined as the next three to five years. Under this category, analysts look at whether or not a supplier's strategies in various areas are aligned with customer requirements (and spending) over a defined future time period. Figure 2 shows each vendor's position in the vendor assessment chart. Its market share is indicated by the size of the bubble, and a (+), (-), or () icon indicates whether or not the vendor is growing faster than, slower than, or even with, respectively, overall market growth. 4 # IDC

5 F I G U R E 2 I D C M a r k e t S c a p e : W o r l d w i d e M o b i l e U n i f i e d C o m m u n i c a t i o n s a n d C o l l a b o r a t i o n V e n d o r A s s e s s m e nt Source: IDC, 2012 V e n d o r P r o f i l e s Avaya Avaya is a global provider of next-generation business collaboration and communications solutions, providing unified communications, real-time video collaboration, contact center, networking, and related services to organizations of all sizes. Avaya is a Leader in this IDC MarketScape vendor assessment. The Avaya mobile collaboration solution includes its flagship Avaya Aura collaboration suite; Avaya Flare Experience; Avaya one-x mobility products; CEBP, 2012 IDC #

6 conferencing, video, and networking offers; and advisory, support, and managed services. The Avaya solution stack is based on clients and devices, applications, platforms, and networking. While some elements of the portfolio are wholly mobile focused, such as a client for a smartphone, the company states that mobility permeates throughout the portfolio. From a go-to-market perspective, Avaya is focused around key solution areas including mobile collaboration, video collaboration, customer experience management, and virtual enterprise. Key features of Avaya's mobile UC and call control capabilities include: Single number inbound Single identity outbound Call routing via enterprise network Mid-call control Call blocking, VIP call routing Switch desk phone to mobile or mobile to desk phone 24 x 7 call logs Mobile call recording Single voic Enterprise voic assurance Visual voic Enterprise directory search Presence Instant messaging Enterprise dialing direct by calling into the Avaya Aura network Enterprise dialing callback by having the Avaya Aura network call out to the user Enterprise dialing VoIP across WiFi, 3G, or 4G Dual mode Web and videoconferencing The typical mobile solution ranges from 200 to 500 users, and Avaya's largest deployment consists of tens of thousands of users (MNCs). A wide variety of devices 6 # IDC

7 are supported including Apple iphone and ipad, Android, BlackBerry, and Nokia Symbian. Avaya one-x Mobile SIP can be used up to the SIP capacity for Avaya Aura, currently at 100,000 users, and the EC500 can be used for any telephony user and is scalable up to 250, 000 users. Avaya states that it monitors and responds to customer need through its customer councils, its Global Requirements Integration Process, and its Emerging Products and Technologies team. E S S E N T I A L G U I D A N C E In the sections that follow, IDC offers guidance for vendors and buyers of mobile UC&C platforms. A d v i c e f o r V e n d o r s Consumerization and BYOD are in full swing. Users expect mobile apps across all of their devices to be intuitive and fun or they won't use them, but keeping up with the pace of change in the mobile world can be daunting. For development, consider leveraging mobile enterprise application platforms that will allow you to rapidly build a variety of mobile application types and can help you keep up with the fast pace of change of the mobile device landscape. Consumerization also requires that vendors think about mobile security in a new way because these applications will be deployed on a mix of user and companyowned devices. Because mobile devices are more easily lost or stolen than laptops, they require additional security considerations. UC vendors should build application-level security into UC apps. This should include authentication, encryption, and secure tunneling. In addition, session border controllers will become increasingly valuable as mobile users try to connect to the corporate network from a variety of device types and connectivity methods. IDC suggests that if they haven't done so already, mobile UC vendors consider their UC layer as a platform that other applications can hook into. Opening up APIs so that third-party application vendors can hook into your UC platform adds value and helps create further stickiness with customers. This will become especially important as social capabilities become more and more integrated with other communications applications. A d v i c e f o r B u y e r s If you have already deployed unified communications infrastructure, the vendor you are working with has likely developed mobile UC functionality, so ask the vendor about what capabilities it has available now and what the road map looks like. Be aware that to take advantage of these capabilities, though, you may need to upgrade to different versions of the servers than you may be running today. Make sure to get detailed information on what capabilities are available on each device as most vendors do not have complete parity across mobile device types today IDC #

8 Your mobile UC deployment should be part of your larger mobile enterprise strategy. With any mobile application deployment, it is important to take a step back and assess the entire population of users that may need access to the app. Take the time to develop user profiles for each employee type, including what kinds of devices the employees own and whether those devices are company or employee owned, how they will be connecting to your network, and what kind of functionality they need in their day-to-day lives. Doing so will ensure not only that you deploy a solution that has the right mix of functionality for your unique workforce but also that the proper security framework is in place to allow access to those capabilities. From a more strategic perspective, take a step back and evaluate what your goals with the mobile unified communications deployment are. You have probably already done this exercise when first choosing a UC solution but also take the time to think about what additional benefits you hope to gain by broadening out your implementation to allow workers access to UC capabilities anytime and from anywhere. Putting some specific metrics and goals together (and tracking progress against those goals as well as gaining end-user feedback) can offer key ROI metrics that will help justify the investment in mobile UC. More importantly, being keenly aware of the incremental changes taking place in the business will allow you to find additional ways to get value out of your deployment. L E A R N M O R E R e l a t e d R e s e a r c h Worldwide IP PBX 2011 Vendor Shares (IDC #234883, May 2012) Worldwide Unified Communications and Collaboration 2012 Top 10 Predictions (IDC #232897, January 2012) IDC MarketScape: Worldwide Unified Communications Voice Infrastructure Vendor Analysis (IDC #232152, December 2011) IDC's Worldwide Unified Communications and Collaboration Ecosystem Taxonomy, 2011 (IDC #230331, September 2011) Worldwide Unified Communications and Collaboration Forecast (IDC #230189, September 2011) S y n o p s i s This IDC study uses the IDC MarketScape model to provide an assessment of a number of vendors participating in the mobile unified communication and collaboration market. The IDC MarketScape is an evaluation based on a comprehensive framework and a set of parameters that assess vendors relative to one another and to those factors expected to be most conducive to success in a given market during the short and the long term. 8 # IDC

9 "Businesses have been investing in unified communication and collaboration tools to respond faster to customer needs, boost productivity, and make quicker business decisions. At the same time, mobility has become increasing pervasive in the enterprise," said Stacy Crook, senior research analyst in IDC's Mobile Enterprise group. "The marriage of these two areas is the focus of this IDC MarketScape on mobile unified communication and collaboration platforms and a definite growth and investment area for vendors active in this space." C o p y r i g h t N o t i c e This IDC research document was published as part of an IDC continuous intelligence service, providing written research, analyst interactions, telebriefings, and conferences. Visit to learn more about IDC subscription and consulting services. To view a list of IDC offices worldwide, visit Please contact the IDC Hotline at , ext (or ) or for information on applying the price of this document toward the purchase of an IDC service or for information on additional copies or Web rights. Copyright 2012 IDC. Reproduction is forbidden unless authorized. All rights reserved IDC #

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