How enterprise consumers are driving adoption of Enterprise OTT mobile communications
Mobility in the realm of enterprise communications is no longer an option – it’s a given. While the BYOD phenomenon is old news, and what is new and compelling is how employees’ consumer behaviors are translating into expectations within the corporate environment.
The rise of the Enterprise Consumer
Employees are used to enjoying plug-and-play functionality as consumers. In their off-work hours and/or on their non-work mobile devices, they easily download apps quickly from the cloud (e.g. iTunes) that simply work. The communications experience is elegant without having to deal with confusing settings. Increasingly, employees are bringing those functionality expectations to the enterprise. Here at CounterPath we call them “Enterprise Consumers” and IT departments are feeling the pressure.
Marrying UC with OTT in the Enterprise
Over-the-Top (OTT) communications is a term that’s often used when talking about telecommunications operators and carriers and their battle against Internet communications OTT providers like Skype, Viber and WhatsApp. At its core, it’s a battle for end users – gaining them, and retaining their loyalty. And the thing that is winning them over? A top notch user experience that is unified and effortless.
This is where we see parallels between Operator OTT and Enterprise OTT communications. As in the Operator battle to cater to users’ preferences, enterprise IT departments are struggling to deploy apps and services over an increasingly scattered workforce with high expectations for ease of use. And it goes even further, because the IT managers themselves need to manage these services in a cost effective, secure and timely way.
Stay connected on any device, any platform, any network
Enterprise OTT services provide new value with apps and management solutions that ride ‘over the top’ of the legacy PBX – on premise or hosted – and other infrastructure to enable enterprises to put their PBX in employees’ pockets. No matter where the employee is or what device, platform or network they are on – they will have access to all their regular PBX functions – be it corporate voicemail, dial by extension, call transfer, call forwarding, conference calling or just access to their corporate contacts – on their mobile device.
CounterPath’s cloud-based Unified Communications (UC) solutions, based on Bria softphone clients and the Stretto PlatformTM, do exactly that and more, by also granting employees with access to new increasingly demanded functions such as video calling, screen sharing, Outlook integration, messaging and presence. By offering an unparalleled user experience within a softphone client paired with the streamlined deployment, provisioning and management options provided by Stretto, enterprises can enable employees to stay connected to their enterprise PBX - all with the flexibility and ease-of-use that enterprise consumers have come to expect from the app world.
In putting the PBX in your pocket, CounterPath is validating how employees want to work. As UC takes hold in the enterprise, Enterprise OTT offers the opportunity to build success from the consumerization and, above all, democratization of enterprise-class, personal communications.
This article was originally published by CounterPath in the Fierce Innovation Report 2014, Telecom Edition.