Move over functionality, there’s a new kid on the block.
Simplicity, it seems, will provide the next big step change in the rapid acceleration of the world’s unified communications journey.
Not so much the powerful hyper-scale of the cloud’s connective nuts and bolts, but more the super-fast, minimal-touch nature of NextGen user experience.
Fanciful future-gazing?
Well, not when considered in the context of where all the R&D is currently focused.
And also not when you try and think of where the current functionality actually CAN go in the absence of any game-changing new invention.
After all, the cloud is currently the cloud, the internet is currently the internet, and 5G is currently (at least for now) 5G.
In that context, it IS easy to see why simplification is the new innovation – and how it can be a potent differentiator in a competitive market packed full of function-rich solutions.
In short, it’s not enough that it all works.
Now we want it quicker and slicker.
“The sophistication levels of enterprises and their customers have grown exponentially in recent years, accelerated massively by the pandemic,” says Jeffrey Singman, Senior Vice President of Sales & Marketing at global cloud communications provider Kandy, and one of the sector’s leading thinkers.
“The ability for enterprises to communicate with their customers, partners and their own people anywhere, at any time, on any device and via any channel is kind of old news.
“It used to be all about the network, but today the network edge has all but vanished. Today, the network is the cloud, so there is no edge.
“We have all grown used to the brilliance and convenience of cloud-based, real-time communication.
“The actual core functionality is a given. It’s an expectation all of us have, whether in our personal or our work environments.
“Simplifying that core functionality is where the juice is.”
In a B2B setting, that translates to relevance, ease of access and cost-effectiveness.
Check those three boxes – as Kandy’s white-labelled UCaaS, CPaaS and CCaaS solutions do - and you’re ensuring that your end user customers are driving a new wave of innovation as opposed to riding an old one.
Relevance: as in the reason for a communication (displaying the customers’ identity, location, status, buying habits etc.)
Ease of access: as in fully-integrated, minimal-touch user interface.
