Unified Communications trends and challenges: How to stay on top
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1 E-Guide Unified Communications trends and challenges: How to stay on top For what seems like forever, unified communications (UC) has been trying to come of age, fighting traditional technology battles of securing enterprise engagement on one side and navigating vendor issues on the other. This e-guide discusses the top trends affecting the UC market as well as potential UC and IP telephony challenges. Learn what you can do to tackle these issues and stay ahead of the competition. Sponsored By:
2 E-Guide Unified Communications trends and challenges: How to stay on top Table of Contents Unified communications 2011: The top five issues for the uc market UC and IP telephony integration: Understanding the challenges Resources from ScanSource Communications Sponsored By: Page 2 of 10
3 Unified communications 2011: The top five issues for the UC market For what seems like forever, unified communications (UC) has been trying to come of age, fighting the traditional technology battles of securing enterprise engagement on one side and navigating vendor issues on the other. In 2010, one analyst firm went so far as to characterize UC as a Ponzi scheme! It seems clear that in 2011, unified communications will be about fighting harder than ever for positioning as a strategically important technology. Five factors will determine how UC vendors -- and the UC market overall -- fare in this battle in We'll deal with them here in increasing order of importance. 5. The relationship between UC and the cloud. This took the number one spot on my list of top UC issues for UC and the cloud is an issue that might have created a strategic surge for the UC market, had it been exploited. The enormous potential of cloud computing as a promoter has been lost, because in 2010 cloud plans proceeded largely without any reference to UC. In CIMI Corp.'s list of top enterprise cloud-ready applications, UC fell in credibility in Where the cloud could have helped the UC market, it's now more likely to hurt it, as we'll see in a later point. 4. Increased "balkanization" of vendor positioning on UC. The market dynamic for 2010 has created a situation in which buyers report that they see two highly active UC vendors (Avaya and Microsoft) and a host of other vendors (including nearly all the major IT players) that offer UC tools as a part of a broader strategy, but are only pushing UC in that broad context. The situation is comparable to being able to buy milk only as a part of a larger shopping order; it makes it difficult to extract UC value propositions and consider the technology on its own merits. 3. The erosion of the UC power base within the enterprise. This issue arises in part from analyst and media skepticism over the value of unified communications and UC's future role. In 2010, UC sponsors within enterprises faced stringent, often problematic return on investment guidelines from their CFOs. In 2011, expect to see many more IT projects presented for consideration and possibly less money overall available to fund them. Sponsored By: Page 3 of 10
4 Making the UC value story resonate with senior management has been challenging, which has only made the issues more complicated. UC advocates also report that the tendency to view UC as a part of a higher-level IT or collaborative strategy often weakens their own roles in the decision process. Some of the problem with the UC power base in the enterprise stems from the fact that most UC requirements evolved from the "telecom" side of the enterprise networking team, meaning the organization that managed the PBX. Since implementing UC is an IT task, this created a need to transition both the power base and the requirements at the very inception of UC as a concept. It's been exacerbated by the aforementioned balkanization of the UC space; every vendor type has its own set of internal sponsors, and UC values are spread across that large group. 2. The relationship between UC and social networking. This relationship is being thrust to the fore by the combination of tablet computing and ubiquitous broadband. UC is often seen as a kind of broadband-empowered voice strategy, an evolution from the days of telephony. Social networks and broadband appliances combine to create an alternative framework for worker communication that has little to do with telephony at all, but does connect well with users who are increasingly dependent on social networks for their personal communication. Vendors have been slow to grasp the symbiosis between UC and social networking, which has thus far limited the impact of social networking on UC projects. It's not likely that the significance of "social UC" will be lost on those vendors with tablet plans, and we already know that Apple, Dell, Cisco, Google, Microsoft and RIM have both tablet strategies and UC aspirations. The question is whether UC will become simply a tablet app or remain an independent application space. Now for the top issue facing unified communications in Exploding interest in enterprise mobility as a productivity strategy. While there's nothing that says that UC has to be tied to phones and desktops, the evolutionary nature of many UC offerings tends to do just that. Enterprises now believe that mobility and tools to Sponsored By: Page 4 of 10
5 empower workers who move both within company facilities and on the road (or even work at home) present a key productivity opportunity. Because UC vendors and advocates have not exploited UC ties to this mobility surge, there's a serious risk that mobility solutions will include communications and collaboration tools developed outside the UC framework and by vendors other than the UC market leaders. All of the tension looming over the world of unified communications in 2011 is mirrored in the overall enterprise networking and IT spaces. With UC and the environments that must host it all in a state of flux, nearly anything could happen in That could be very good or very bad for vendors. Sponsored By: Page 5 of 10
6 Need a UC Solution? You ll get it... Online! Kelly Platt Business Development Announcing ScanSource Communications New Online UC Solutions Guide. There s a lot of opportunity in the growing area of Unified Communications (UC) but only if you know what solutions fit your customers needs best. And while ScanSource Communications is always available to assist you with your UC needs, we ve made accessing our expertise even easier with the introduction of our online UC Solutions Guide. The time for talk is over. The time for action is upon us! Grab your mouse, your laptop or whatever and log on to and learn how easy configuring UC Solutions can be. Brent Chastain Account Executive sponsoring vendors Allworx Aruba Networks Dialogic Edgewater NET ShoreTel
7 UC and IP telephony integration: Understanding the challenges The beauty of IP telephony is that it turns voice into just another application on the data network. That means it can be integrated into other unified communications applications such as presence and chat to offer combined services. But IP telephony integration is challenging and requires that the IT organization understand how complicated unified communications and IP telephony protocols work together, as well as how to implement these combined processes throughout the organization. The benefits of UC and IP telephony integration IP telephony moves the traditional phone system from a siloed existence to become part of the enterprise data network. Beyond the obvious advantages, such as lowering the number of wires needed per desk and providing the kind of mobility that comes with connecting to the voice system anywhere on the wide area network (WAN), the opportunity exists to integrate voice with enterprise collaboration solutions. "The key advantage to rolling IP telephony into applications and business processes is user productivity," noted Robert Arnold, senior analyst with Frost & Sullivan. "With a unified communications solution, users can not only see if their colleagues are available, but decide what the fastest method of communication with that person will be. A centralized communications suite consolidates all methods of communications under a single interface, minimizing the distractions to the end user." IP telephony protocols create application links IP telephony integration requires understanding a mix of UC and IP telephony protocols and interfaces to create the links between communication services and enterprise applications. While many standards exist to extend a unified communications solution into business and collaboration applications, these standards are adopted fairly loosely by most vendors, and compatibility between systems is not guaranteed. Sponsored By: Page 7 of 10
8 The preeminent protocol that serves as the glue to hold IP telephony together is session initiation protocol (SIP). SIP connects desk phones to the call control servers, links remote sites via gateways into the centralized IP telephony system, and is quickly becoming the interface to telecommunication services from carriers. SIP also enables softphones and computer applications to act as phone client to the IP telephony system. With a headset, an end user's computer can serve as the interface to the voice system and provide a dialer interface for other applications. An extension to SIP, SIMPLE (SIP for Instant Messaging and Presence Leveraging Extensions), broadens the capabilities of SIP beyond voice, rolling instant messaging, Web conferencing and presence technologies into the standard. Alternatively, IP telephony vendors may opt to support XMPP (Extensible Messaging and Presence Protocol) to provide similar IM and presence functionality. Based on the open source Jabber protocol, XMPP leverages Extensible Markup Language (XML) to facilitate these services. Google Talk, a free chat service, uses XMPP to allow text, audio and video chat between users. Another application of XML is VXML (Voice XML), which adds interactive voice response (IVR) capabilities to the XML standard. For further integration with the IP telephony solution beyond the multimedia capabilities and presence, most vendors offer a combination of XML messaging capabilities, as well as their own custom application interfaces (APIs). Both approaches allow developers to interact with the IP telephony solution from within their own applications. Then, in most cases, the application can simply request the type of communication link it needs, leaving the IP telephony system to determine how best to facilitate that request. Enterprises seeking to integrate IP telephony will need to take stock of the various applications in use within their organizations and work closely with the vendors to ensure that the systems can actually be stitched together. Sponsored By: Page 8 of 10
9 UC and IP telephony integration: Weighing the cost Whether because of these not-so-compatible standards or an enterprise's reliance on unique software for its operations, making the components of an enterprise network work together can prove to be expensive. "In most cases, an implementation of IP telephony integration requires a custom project, invariably raising the costs, calling into question the perceived benefits," said Brian Riggs, research director for enterprise communications at Current Analysis. While many IP telephony vendors are working to offer boilerplate integration solutions to take some of the pain and cost out of IP telephony integration, it is ultimately up to enterprises to weigh the benefits of IP telephony application integration against the costs of undertaking deployment. There is also the human factor in the success or failure of an IP telephony integration project. For a unified communications solution to be adopted and embraced within an organization, end users will have to see the overall benefit of the technology and understand how it will improve their day-to-day workflow. It can be costly to train end users in a way that proves this point. "IP telephony integration can be a source of disruption. End users are used to the current communications processes, even if that process is less than optimal," Frost & Sullivan's Arnold said. "Understanding this disruption and helping users manage the change will be a necessary component of any project." Sponsored By: Page 9 of 10
10 Resources from ScanSource Communications ScanSource Communications Need a competitive edge in Unified Communications? You'll get it. A Place for all your telephony VoIP needs? You'll get it. About ScanSource Communications ScanSource Communications is a value-added distributor of total communications solutions, including video and audio conferencing products; telephony solutions, including Voice over IP (VoIP); and computer telephony building blocks. ScanSource Communications delivers the industry-leading video conferencing and telephony products and high-quality communications products and services resellers rely on. What s more, resellers have access to exceptional sales and technical support consultation, industry-leading education and training opportunities, custom configuration services, marketing support, and much more. ScanSource Communications is a sales unit of international specialty technology distributor, ScanSource, Inc. Sponsored By: Page 10 of 10
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