Unified Communications? How About UNBRIDLED Communications?

In the 1970s, companies bought a bunch of computer equipment -- when what they really wanted and needed was computing.

In the 1980s and 1990s, companies bought a bunch of networking equipment -- when what they really wanted was connectivity to business-critical technology resources.

More recently, many vendors are selling, and noteworthy numbers of companies are buying, stuff that's referred to as "unified communications."

With all due respect to those worthy sellers and buyers, I'd like to submit that "unified communications" is not really what users want or need.

As I see it, the term "unified communications" is focused a bit too tightly on the underlying enabling technologies, and not tightly enough on user and business goals and needs. No more than a cursory look at how business is evolving reveals a bit of useful detail about those goals and needs.

So, what does business want and need? I'm glad I asked. Here's one answer. Business wants and needs the ability to deliver the right information to the right people at the right time in the right form, anywhere and anytime, in ways that enable and sustain high levels of user productivity, constituent care and business success.

From this perspective, businesses and their users, I believe, need "unified communications" far less than they need unbridled communications -- anytime, anywhere and secure access to accurate, consistent, timely and actionable information.

It may be a minor semantic distinction, but I mean for it to speak to a larger difference in perceptual focus. For almost the entire 30 years and change I've been in the information technology analysis business, vendors have tended to focus more on what they have to sell than on what users need to accomplish. Vendors have gotten better in recent years, to be sure, but every time a new spin on technology appears, the initial focus all too often reminds me of a popular Talking Heads lyric -- "same as it ever was."

I think that vendors would sell more solutions in less time, and that users would see meaningful, measurable ROI faster and more consistently, if each focused more on users' needs and goals. Smart resellers and integrators are making fairly nice livings by basically doing nothing but this. It's time that more of those companies and the vendor companies that supply the building blocks of those solutions followed suit. And given the business criticality of agile, secure, flexible, integrated communication and collaboration, there may be no better place to pick up the pace of the transition than the market currently -- and soon formerly, I hope -- as "unified communications."

Shameless Self-Promotion Department: One of the things I see helping to move things closer to what users need and care about is that whole "cloud computing/software-as-a-service/SaaS" thing. In fact, two of the areas in which cloud-based and SaaS business solutions are seeing their most rapid growth are in collaboration and communication. But I worry that some IT people at some businesses may be sabotaging the adoption of such solutions, intentionally and/or otherwise.

I've posted a blog entry that goes into a bit more detail about my concerns, which you can read here. I'd like it very much if you'd offer your opinions about this in a discussion going on now at Focus.com. Or you can feel free to write to me directly at medortch@dortchonit.com with opinions on anything about which you care enough to write. Thanks in advance!

MobileTribe: One Way “Unified Communications” Becomes “Unbridled Collaboration?”

So. This whole “social media” thing. Hmm.

I mean, I get it on a personal, visceral level. But for business, only a little so far. Not so much. I keep waiting for things to move forward a bit further.

I think as good a map as any is the blog post “10 Ways Social Media Will Change in 2009,” by Ravit Lichtenberg, founder and chief strategist of Ustrategy.com, “a boutique consultancy focusing on helping startups succeed,” according to the founder herself. I'm particularly focused on the following ways cited by Ms. Lichtenberg (although I agree with all 10 of them and urge you to read them all):

2. Creating Meaning and Value;
3. Enabling Convergence;
5. Creating Relevant Social Networks;
6. Innovating in the Advertising Space;
7. Helping People Organize Their "Old" Social Media Ecosystem; and
10. Making Money.

I believe that those companies and services that focus on the above imperatives will not only help me to understand more completely what all the fuss is about, but will actually make money and deliver value. And I believe there are candidates already among us.

One matched pair of such candidates is the combination of iSkoot and INQ, featured in a clear and well-written article by Marguerite Reardon of CNET News on Mar. 11, 2009, the two companies are working together to enable inexpensive mobile telephones to access Web-based social media and collaboration features akin to those supported by more expensive “smart phones” and monthly data plans. iSkoot will supply software development tools and support to incumbent telephone-makers, while INQ focuses on delivering new, low-cost phones incorporating the iSkoot features, according to the article. Since iSkoot pioneered bringing the low-cost Internet-based Skype telephone service to mobile phones, I'm at least guardedly optimistic here.

Another worthy candidate, and my personal favorite to date, is MobileTribe. The company just announced version 2.0 of its software, which now supports access to Facebook, Google, MySpace, Orkut, Plaxo, and Yahoo! collaboration and social media features via a single application. And since MobileTribe can re-format (or “transcode”) streaming content on the fly, users can share pictures and videos from, for example, YouTube or MySpace through that same application. There is even integration with the JaJah Web-based telephony service, for inexpensive voice communications with your consolidated friends. (I've played with the MobileTribe 2.0 software, and the user interface is pretty nifty – it's easy to switch from one service to another, and to select among address books, blogs, e-mail, friends, pictures, and videos.)

MobileTribe currently supports BlackBerry devices and a growing range of smart phones. Also, I'm told that support for more business-oriented social networks such as LinkedIn are coming. I'm thinking that a “business class” version of the software focused on consolidating business users' access to FaceBook, LinkedIn, Plaxo, other so-called “professional networks” and perhaps internal corporate networking and collaboration features has got to be in the offing as well.

MobileTribe may represent the most advanced current vision of how that long-desired Holy Grail, “unified communications,” actually works and makes money in real life. As new advertising and other revenue-generating models join the party, users should increasingly gain new abilities to decide with whom, how, and when to communicate and collaborate, from wherever they are, using the devices most convenient for them at the time. This is the kind of unified communications that can enable the broadest possible range of ad hoc, yet well-managed collaboration choices, for the broadest range of users, business and otherwise.

Might even make me get this whole social networking thing...and finally break down and get one o'them smart phones...