Like every other communication and collaboration application provider, iotum’s Callbridge saw an explosion of growth over the past quarter, as the world experimented with working from home and new ways to connect.
But as we enter the next phase of the ‘new normality’, users are settling down, and making longer-term commitments to their platforms — not least as many are now seeking long-term strategic partnership solutions, rather than a reflexive emergency response. Stepping back to look at the bigger picture, the trend is toward consolidation and niche applications, with video functionality being tactically embedded by UCaaS and comms providers at the point of need in highly specific white-labelled packages, designed around their users’ unique needs..
Drilling down to deeper needs
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Jason Martin[/caption]
As Jason Martin, iotum’s CEO, explained, “What we saw with the data was about a six-week period where people were experimenting, and we saw a lot of trial accounts. Now, people are settled into what they’re comfortable with. So we’re getting creative in terms of how we address the needs of specific niches, and supply the features and use cases which are most interesting to our users.”
One trend they have been riding successfully is the growth of telehealth, and offering HIPAA compliance to users demonstrates the brand’s deep understanding of the sensitivities involved in medical conversations. If all platforms offer basically the same security and encryption nowadays as table stakes, then the differentiation comes from how you apply privacy principles and policies. Martin continued:
“When people talk about security they often mean privacy. And we’ve had a very aggressive privacy regime within all our products from the very beginning”
“Even before we did video, we had locked-down calls and expiring pins, lots of different ways to ensure that the right person was in the right meeting and no one else got access to that content.
“The main differentiator now between the various video calling solutions is the privacy controls they provide - not their encryption protocols, which are increasingly convergent on a general standard. There’s a great disparity in availability of privacy controls, and customers are becoming more literate about that as time goes on.”
