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Transcript of Recent Coverage Nov11
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I one goes by the dictionary meaning o
Unied Communications (UC), it is the
integration o real-time communication
services such as instant messaging (chat),
presence inormation, telephony (includ-
ing IP telephony), video conerencing, call controland speech recognition with non-real-time com-
munication services such as unied messaging
(integrated voicemail, e-mail, SMS and ax). Te
evolution o the UC has been gradually over a
period time. UC is not a single product, but a
set o products that provides a consistent unied
user interace and user experience across multiple
devices and media types.
For the lay man, it is nothing but managing
communications and getting quick and timely
response. Te business turnaround entirely
depends on the response o the communications.
A delayed communication or collaboration can
incur huge amount o revenue loss. Tereore, UC
is as critical to SMEs as it is to the large enterprises.
As per Frost & Sullivan study, the total size o
the UC market in India will grow more than $1
billion by the end o 2010 and expected to grow
maniold in coming times also. Similarly, as per
Dell’Oro Group, despite pockets o weakness
reappearing, the unied communications marketwill expand signicantly in 2010 as existing ven-
dors continue to invest and expand their soware
oerings and Microso begins to actively push
Lync.
When the overall UC market is growing at the
CAGR o 7.9 percent, the individual components
o unied communications are already witnessing
healthy double digit growth number. For example
the audio video conerencing market is estimated
to grow at 60%, e-mailing and IP telephony is
growing at 20% and 30 percent CAGR.
In this scenario, globally SMEs play major
role in the growth o UC market. But in India
the market is yet to pick up because they ace a
lot o challenges. Te rst and oremost is they
have budget constraints and they think too much
about interoperability. Secondly, the UC vendors
have not been much ocussed on the Indian SME
market.
Adil Doctor, Director SMB Sales (India), Avaya
India, says, “Since, SMEs have limited resourcesthey are gradually exploiting the benets o Uni-
ed Communications to help increase eciency,
productivity, and sales. However, SMEs or com-
panies with up to 999 employees in the Indian
subcontinent beneted the most rom Unied
communication.”
According to a survey by Access Markets
International (AMI) Partners, Inc. SME in India
market spent around US$48.8 million on unied
communication (UC) in 2009.
Majority o this includes enterprise IP tele-
phony, applications like telepresence, mobility,
conerencing and collaboration are still used to
a limited extent by organizations and thereore
comprise only 10 per cent o the market.
Unifed Communications (UC) has always been the tool o the large
enterprises but with the market slowdown and the growth o the SMEs,it had also come to the space o the SMEs. But the act is that the ven-
dors are not able to understand the market as yet and thus have not
been very aggressive also.
BY SANJAY [email protected]
ACT INUNISON TO
TAP SME
OPPORTUN
COVER STORY UC
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AS PER FROST & SULLIVAN
STUDY, THE TOTAL SIZE OF
THE UC MARKET IN INDIA WILL
GROW MORE THAN $1 BILLION
BY THE END OF 2010.
ITY
COVER STORYUC
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Asheesh Pandia, Manager Communications,
Siemens Enterprise Communications (SEN
India), says, “UC is precisely as relevant as ‘cost-containment’, ROI or productivity to SMEs, as it
is to the large enterprises. Specically all those
verticals where the resource size is bigger, travel
OPEX is higher or communications is process
critical, they need UC more than others. Also,
categories with proven needs and interest with I/
IES, BPO, Petroleum, Manuacturing, Banking
& Finance, Healthcare and Proessional Services
need UC.”
“UC clearly oers protability, savings,
improved decision making, better collaboration
and mobility to them. Although pure IP adapta-
tion is seen more in Greeneld projects so ar,overall, we can see quantiable growth. Adapta-
tion is rising with the awareness and develop-
ments in security. At this rate, the 100% growth
dreams over next three years sound real,” he
added.
In its February 2009 report, “Market Overview:
Sizing Unied Communications”, Forrester also
predicts that “companies will deploy enhanced
UC capabilities to about 60 per cent o employees
in unctions that will benet most rom embed-
ding communications eatures like wireless and
video directly into their business applications.Minhaj Zia, National Sales Manager, Unied
Communications, Cisco India and SAARC,
says, “Indian SMBs are growing and adding more
business partners nationally and internationally.
With many o them also opening new branches,
networking will play an important role in keep-
ing employees connected. According to a Frost &
Sullivan study, currently, India leads the SAARC
region’s UC market in terms o total spending and
better overall awareness o UC. India has a good
potential or growth o UC applications as dem-
onstrated by the CAGR o 7.9 per cent during the
period rom 2008 to 2015.”
He added, “Te SMB-potential or UC is tre-
mendous as UC oerings span across budgets
and requirements. Te bouquet o UC oerings,
currently available in the market, is so versatile
that any organization, large, medium or small, cannd technology that best suits both, its needs and
budget. Interestingly, according to a NASSCOM
report, approximately 50-60 per cent o I spends
in the country is expected to come rom the four-
ishing SMB segment.”
Clearly, there is a huge market waiting out
there to be tapped and companies are ocused on
addressing it. However, in order to eectively tap
this segment, it is important that vendors develop
customized solutions, which oer a cost-eective
and easy to deploy alternative. Indian SMBs are
looking at UC as a low-cost tool to communicate
eectively with customers and suppliers as well as
acilitate communication across multiple branch
locations. It’s important that SMBs are shown
how, by streamlining communication inrastruc-
ture, they will be able to nd smarter ways to
cut travel costs maximize operational eciency
and improve business & customer strategies.Conerencing and collaboration tools such as
video, audio, web conerencing and instant mes-
saging will account or a majority o the total UC
spending.
As per Minhaj with the expansion o Unied
Communications rom the enterprise space into
mid-level and smaller organizations, a growing
number o SMEs are gradually exploring how
Unied Communications has the potential o
increasing eciency, productivity, and sales. As
unied communications applications become
more prevalent in the extended workspace, moreorganizations are realizing the associated benets.
Results documented by Sage Research dem-
onstrate a multitude o benets - both in terms
o employee time savings and nancial savings.
Organizations using unied communications
clients saved an average o 32 minutes daily per
employee because presence technology enabled
sta to reach one another on the rst try.
Use o sophones resulted in an average sav-
ings o $1,727 per month in cell phone and long
distance charges. Mobile workers also saved 40
minutes each day, enjoyed greater business com-
munications convenience, and generated annualproductivity gains o 3.5 days per year through
business continuity impact.
Organizations using unied messaging
reported that employees saved 43 minutes per day
rom more ecient message management while
mobile workers saved 55 minutes per day.
Companies using integrated voice and Web
conerencing reported a 30 percent reduction
in conerencing expenses (by making integrated
conerencing capabilities available in-house and
on-network) and an average savings o approxi-
mately $1,700 per month in travel costs basis theSage report.
Unied business communications applications
not only acilitate productivity improvements or
employees wherever their work takes them, they
can also enhance the way in which all employees
communicate.
More specically or SMBs, the biggest USP o
opting or UC solutions is the cost savings that
they present in terms o travel, communications,
etc. Many SMBs also appreciate that enhanced
geographical collaboration that comes with the
adoption o UC.
For example, CoStar has made a signicant
investment in a broadcast-quality video coner-
encing system rom Polycom to connect 3,000
“AS SMES HAVE LIMITED
RESOURCES THEY ARE
GRADUALLY EXPLOITING
THE BENEFITS OF UNIFIEDCOMMUNICATIONS TO HELP
INCREASE EFFICIENCY,
PRODUCTIVITY, AND
SALES.”
ADIL DOCTOR, DIRECTOR SMB SALES, AVAYA
INDIA
“UC IS PRECISELY AS
RELEVANT AS ‘COST-
CONTAINMENT’, ROI
OR PRODUCTIVITY TO
SMES, AS IT IS TO THE
LARGE ENTERPRISES.”
ASHEESH PANDIA, MANAGER COM-
MUNICATIONS, SIEMENS ENTERPRISE
COMMUNICATIONS (SEN INDIA)
COVER STORY UC
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CoStar workers in the US and abroad. Tey’ve
worked hard to build out their network -- dealing
with bandwidth allocation, trac shaping and
end-user training -- to keep users satised with
and using the system.
According to CoStar’s Sergio Soto, “When werst started with video conerencing a ew years
ago, we simply wanted a way to reduce travel costs
or our sales team. Now we have developers and
researchers on both coasts that use our video
conerencing rooms eight hours a day.” Video has
helped them cut $4-$5M in travel costs.
Neeraj Gill, Managing Director, India &
SAARC, Polycom, says, “SMEs have always aced
an uphill battle when competing with larger, more
established companies. Te challenge is even
more daunting in the current economy o slower
business growth, reduced sales opportunities,and sometimes lower revenues. SMEs are turn-
ing to these solutions because they can help them
Improve productivity, Higher return on invest-
ment (ROI), Enhance their corporate image,
Make better decisions aster, Reduce costs, etc.
Company-wide Communications,Vendor/Sup-
plier Relationships ,Employee raining/Distance
Learning etc are ew more points or which SMEs
need the UC solutions.”
Te other vendor o UC is NEC, which is
present in India since 2006 and among other
products, the company has a strong oothold on
UC space. Ravinder Raina, Country Head – Pri- vate Network Solutions, NEC India, says, “In the
post recession scenario, Unied Communications
is ast emerging as a business necessity. Large
organizations and SMBs have become optimistic
about unied communications and use it or
integrating communication tools with real-time
business processes. Over the years, unied com-
munications has helped in easing communication
hassles and now, even SMEs have started to realize
these advantages.”
He added, “Unied Communications has come
a long way rom a simple unied messaging inboxor email, voice and axes, to enhanced mobility,
multi-modal mashups o various orms o com-
munications. Tough, the market or UC tech-
nologies is still at its inancy. Currently, the UC
market in India stands at $549 mn, while $321mn
comes rom enterprise telephony that includes
17% share o contact center applications, 11%
email and messaging, 10% tele-presence and con-
erencing while 1% comes rom mobility, which is
still a long way to go.”
Similarly, Business Octane is another player
who contributes large to UC space through its
large presence in the telepresence space.
Sanjay Bansal, Chairman o the Board & Man-
aging Director, Business Octane, says, “Immersive
elepresence is gaining momentum and has a
huge potential in India. Te SME market in India
is growing tremendously. Te SME segment is
already a heavy user or virtual collaboration
technologies. Te Immersive elepresence Suites
available in the marketplace are majorly suitable
or large enterprises given the nancial band-
width and quantum o usage in such enterprises.
However, these actors dier or the SME seg-
ment where the demand will be driven by such
innovations that can replicate in the most eective
manner as possible the experience o immersive
telepresence at reduced costs to vindicate theinvestments being made.”
He added, “Business Octane has gone ahead in
terms o innovation with its customized range o
Immersive elepresence Suites & Solutions or the
SME segment that will help these enterprises ben-
et rom a aster ROI. We had recently introduced
CollaboratorPOWERMAXM an aordable
immersive telepresence collaboration suite that
oers media-rich, immersive dynamic telepres-
ence experience. Te customized suite creates a
meeting experience over telepresence which is as
eective as meeting ace-to-ace with distant par-
ticipants with high denition studio quality video
and high denition stereo spatial audio, togetherwith near actual physical sizing and natural eye
contact.”
Te company has advanced video collabora-
tion solution: AltraCOLLABORAOR that also
caters to the SME segment; it is a customizable
collaboration solution to be retrotted in existing
video meeting rooms.
Sanjay Manchanda, Director-Microso Busi-
ness Division, Microso India, says, “In today’s
ast evolving competitive global market, SMBs
need cost-eective technologies that allow fex-
ibility and adds value to their organization. As aninitial step towards adopting a UC solution, SMBs
are increasingly turning to Soware + Services
solutions to meet the needs o their businesses.
Keeping these changing trends and requirements
in mind, Microso announced the launch o
Microso Online Services last year in India that
will help ull the communication and collabora-
tion needs o these small businesses. Tis suite
combines services such as email, ability to chat,
work together simultaneously on documents,
have a meeting online and maintain a common
calendar at a cost-eective price with fexible pay-
ment options”
Te online services o the company ensures reli-
able email communication, work and collaborate
“SMES ARE TURNING
TO THESE SOLUTIONS
BECAUSE THEY CAN HELP
THEM IMPROVE PRODUC-TIVITY, HIGHER RETURN
ON INVESTMENT (ROI),
ENHANCE THEIR CORPO-
RATE IMAGE, MAKE BETTER
DECISIONS FASTER, REDUCE
COSTS, ETC”
NEERAJ GILL, MANAGING DIRECTOR, INDIA &
SAARC, POLYCOM
“INDIAN SMBS ARE
GROWING AND ADDING
MORE BUSINESS PART-
NERS NATIONALLY AND
INTERNATIONALLY.”
MINHAJ ZIA, NATIONAL SALES
MANAGER, UNIFIED COMMUNICATIONS,
CISCO INDIA AND SAARC
COVER STORY UC
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aster with a common library o all documents at
one location, engage and ask or opinions using
media-rich presentations and option to switch
video and audio with multiple parties and nd
the right colleague quickly and chat on messenger,
audio or video.
From the vendors perspective, Siemens is very
ocused on the SME space. As Asheesh says, “We
highly ocussed on it with a comprehensive port-
olio o exclusive UC oerings or this segment.
SEN has a track record o consistent product and
solution innovation or small and medium busi-nesses. Moreover, our marketing and ser vice/sup-
port are aligned rightly to get us an edge on SME
space.”
SEN provides platorms that best suit smaller
business - be it integrating unied communi-
cations unctionality into Microso Outlook,
launching conerencing rom desktop or using
existing inrastructure, such as analogue tele-
phones or entry phones. SEN communications
systems and platorms support small businesses
with up to 500 employees. SEN OpenScape Oce
is the industry’s rst UC application designedspecically or small- and medium-sized busi-
nesses, HiPath 1100 is designed to give high-
perormance telephony to small/medium sized
businesses with up to 140 users and HiPath 3000
is our fexible unied communications plat-
orm that scales rom 20 to 500 users. Te latest
OpenScape Oce MX is an all-in-one, unied
communications appliance built upon reliable,
secure, serviceable, and manageable OpenSmart
architecture with network connectivity that sup-
ports upto 150 users. Among Siemens Enterprise
Communications other oerings are OpenScape
Oce Contact Center, Network Inrastructure
& Security portolio and a whole range o voice/
data/video products and solutions.
Similarly, Cisco also takes SMBs very seriously.
Cisco’s SMB division customizes networking
solutions. Tese products and solutions are under
the umbrella solution-packs o Cisco Small Busi-
ness Pro, Cisco Smart Business Communication
System, backed by a host o service & support, and
nancing oers.
Channel presence and technical support. Cisco
qualies businesses with less than 100 PCs as
Small businesses.
Adil says, “Looking at the current trends, IP
based systems like SIP; IP PBX and telephony sys-
tems are gaining ground. Avaya oers a platorm
specically tailored or SME needs, such as Avaya
IP Oce.”Avaya IP Oce is simple yet sophisticated
platorm which can also scale to provide UC &
CC eatures. SMB customer can start small and
add application later as they grow. He adds, “Avaya
is the worldwide leader in the SME market, with
leadership in both revenue and line share. With
Avaya IP Oce 6.1, the company accelerates uni-
ed communications and contact center technol-
ogies in the SME market, helping SMEs compete
more eectively, but in a cost-conscious manner.”
As per Sanjay, Business Octane’s immersive
telepresence collaboration suites and customizedcollaboration solution are equipped with a user
interace that allows or simple and elegant use o
all the unctionalities. All the immersive telepres-
ence collaboration suites and specic advanced
video collaboration solution incorporate a new
revolutionary user interace SimpliUSE+ that
incorporates eleconnectWIZARD or connect-
ing multiple locations with extreme ease o usage
and without any external help. In addition, Busi-
ness Octane’s Immersive elepresence empowers
users to collaborate seamlessly with other com-
munication applications. Meeting participants
whether on audio, desktops, and video coner-encing sites can seamlessly collaborate with the
company’s immersive telepresence suites.
As per him, the return on investment with our
immersive telepresence suites is so compulsive
that companies can start reaping returns on their
investment within 3 to 6 months.
On the other hand, Polycom is arming up a
strategy specically aimed at the SME segment.
As a part o this strategy Polycom has recently
appointed a global head or the SME segment. Te
company provides a wide-range o desktop, wire-
less and multimedia communication solutions orsmall and medium enterprises. For example, Poly-
com SoundPoint IP amily o phones leverages the
capabilities o SIP-based VoIP networks to deliver
breakthrough voice quality and advanced eatures
that make calls more ecient and productive.
Polycom SoundStation Conerence Phones are
the industry standard or clear productive coner-
ence calls.
Similarly, Polycom’s recently introduced QDX
6000 is the rst videoconerencing product o its
kind to address the cost-conscious SME segment
that at the same time seeks ease o use and high
quality.
However, the biggest challenge the SMEs
today ace isn’t so much relevant to cost, but the
“BUSINESS OCTANE HAS
GONE AHEAD IN TERMS
OF INNOVATION WITH ITS
CUSTOMIZED RANGE OFIMMERSIVE TELEPRESENCE
SUITES & SOLUTIONS FOR
THE SME SEGMENT THAT
WILL HELP THESE ENTER-
PRISES BENEFIT FROM A
FASTER ROI.
SANJAY BANSAL, CHAIRMAN OF THE
BOARD & MANAGING DIRECTOR, BUSINESS
OCTANE
“OVER THE YEARS,
UNIFIED COMMUNICA-
TIONS HAS HELPED IN
EASING COMMUNICA-
TION HASSLES AND
NOW, EVEN SMES HAVE
STARTED TO REALIZE
THESE ADVANTAGES.”
RAVINDER RAINA, COUNTRY HEAD
– PRIVATE NETWORK SOLUTIONS, NEC
INDIA
COVER STORY UC
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complexity o I. Te interoperability is no more
relevant now as most the vendors have addressed
the issue with open standards based solutions.
Te lack o awareness and value perception is
one o the key roadblocks to SME I adoption.
And, these challenges can only be mitigated by the aggressive engagement o partners to play a
consultative role to the customers. Some partners
have already understood the value proposition
some are not. For example GoIP Global Services
is one o the channel partners o multi brands
and understand the market very well. Tey must
have gone through gruelling sessions and have
acquired the knowledge hard way.
Shiv Sharma, Director - Strategy & Alliance,
Go IP Global Services, says, “Unied Com-
munications (UC) has emerged as an impor-
tant milestone in the evolution o enterprisecommunications. UC seeks to break down the
communications silos in the enterprise and add
collaboration unctions. Using a dierent tool
or each communications mode (phone, ax, and
email) hinders productivity, wastes time, and
causes rustration. Business users no longer want
to juggle multiple devices and phone numbers,
multiple message stores, and multiple directories
when instead they can access multimedia com-
munication and collaboration tools in a single
interace on the desktop. UC breaks down barri-
ers and integrates communication and collabora-
tion tools, making them more easily accessibleand saving signicant time and resources.”
He adds, “UC solutions, such as Microso Lync
Server 2010 typically combine several traditional
communications unctions (including presence,
instant messaging, real-time voice and video
communications and unied messaging) into
an integrated, unied solution. UC can improve
productivity, accelerate inormation transer, and
reduce costs. UC solutions, such as Lync Server
2010 and Microso Exchange Unied Messaging,
can also replace traditional PBX and messaging
systems in remote oce locations.”Cisco’s SMB market strategy involves help-
ing customers create a sustainable competitive
advantage, improve their operational eciencies,
increase their employees’ productivity, and ulti-
mately boost their returns and protability. Te
strategy includes ocusing on new customised
SMB products/solutions and nancing schemes
like the Easy Lease program, and the 0% nance
oering or SMBs. o increase awareness o its
products and programs among these businesses,
Cisco will continue to invest heavily in partner
enablement and innovative marketing initiatives
such as the Network on Wheels and the Sales and
Marketing Services Organisation.
Cisco is developing domain specic solutions
to help SMB customers in each sub-vertical,
which will help them plan, design and operate
business critical networks more eciently.Te Company has also launched a small busi-
ness partner protability program. Cisco also
makes available a lot o product literature and
support material to partners to support their sales
eorts. In act Cisco has a separate division called
the Sales and Marketing Support Organisation
(SMSO) that takes care o the marketing collateral
needs o the channel partners.
Similarly, Avaya in India has been moving
towards a High-ouch, channel centric (HCC)
sales model. Tey now have two national level dis-
tributors in Redington and Bharti eletech help-
ing the company reach out to the SMEs across thecountry. Tese distributors urther sell to a large
set o System Integration (SI) partners, across
geographies in India & SAARC.
Te company has a antastic Channel Partner
Program called “Avaya Connect”, which helps SI
partners take advantage o enhanced technical
and marketing benets. Tis in turn helps them
build capability on Avaya echnologies and serve
customers better.
Te company is gung ho about 2011 and has a
slew o marketing initiatives in the pipeline, one
o which is already rolled out. Tat is the 6 city Experience roadshows to showcase the integrated
product roadmap and Avaya technologies to the
customers and partner community.
Te company is investing heavily in the chan-
nel partners, by way o partner enablement,
Demo Gear, Ex-Stock product availability, Solu-
tion bundles, oll ree Support line or Pre-sales
& Post-sales, Partners Rewards & Rebates. Avaya
has ambitious plans on marketing online, print,
road shows or SMB partners who are certied
and invested in Avaya.
SEN’s indirect channel structure is extensive
and so is its reach. Te company has over a hun-
dred partners with pan-India presence, including
tier II cities. Te company has also an excellent
partner program that ocus on their empower-
ment in terms o knowledge - trainings & certi-
cation, engagement - partner communication,presence & messaging - marketing and branding
support, reerences and rewards & recognition.
On global level, the company has programs like
‘Go Forward’ that are meant or channel empow-
erment and recognition.
Polycom is also working on a strategy to reach
bigger number o SME throughout the country or
which they are appointing more channel partners.
Tey have 3 distributors and more than 50 chan-
nel partners spread across India. Te company
will soon appoint some more channel partners to
reach out the wide spread SMEs in India. By rst
quarter o 2011, Polycom will launch “PolycomChoice Programme” or its channel partners,
which will encompass certication, growth and
dening the channel partners.
NEC’s channel network or PNS (Private Net-
work Solutions) is pretty strong including the
names like Enkay echnologies, Syntel and Intel-
licon. Very recently they have tied-up with Avaya
Global Connect Networks as its national distribu-
tor or the PNS solutions.
Finally…
Te entire assortment o opinion says that mosto the vendors are ready with SME solutions and
they have addressed the pricing and interopera-
bility issues with due care. Te only thing they are
struggling waiting is the educating the customers
about the utility and R0I o the UC solutions. Tis
is surely a challenge and the large vendors should
take the oot orward by engaging the customers
in various platorms explaining them about the
benets, which will include aggressively engag-
ing with the partners. Another trend - hosted
communication services or cloud services - is
also picking up in the market which is very much
relevant to the SME market and it is waited to be
seen how the things are panning out. But the sen-
timent is UC is high with the SMEs.
“UC SEEKS TO BREAK
DOWN THE COMMUNI-
CATIONS SILOS IN THEENTERPRISE AND ADD COL-
LABORATION FUNCTIONS.
SHIV SHARMA, DIRECTOR - STRATEGY &
ALLIANCE, GO IP GLOBAL SERVICES
COVER STORY UC
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