What has been your business/work highlight or achievement of 2024?

Under John’s direction, SOFTEL Communications has transformed from a leading global best practices implementation organization in CCaaS and UCaaS technologies into a Microsoft AI powerhouse.

Who do you think has had the most positive impact on the UC space in 2024 and why? 

We consider Microsoft to be a true global leader in AI, Unified Communications, and soon, the Contact Center industry.

What was your biggest business surprise in 2024?

The rapid adoption of AI in our industry along with the market’s resilience to change.

What was the most useful business book/podcast you’ve read/listened to in 2024?

I highly recommend “The Privacy Fallacy: Harm and Power in the Information Economy” by Ignacio Cofone, a legal academic at Oxford University. I found it to be an insightful read in 2024, particularly for understanding the critical role of data in AI.

What’s the biggest challenge you and your team will face in 2025?

Our team comprises former Microsoft experts, and as we expand, we, like most organizations, face challenges in identifying genuine AI expertise among the many self-proclaimed “AI experts.” Nevertheless, with our unmatched culture, we continue to grow and build upon our 30-year legacy of relentless innovation as leaders in Contact Center and Unified Communications.

What technology will have the greatest impact on your business in 2025 and why?

AI.