The CCA Voice - Spring/Summer 2018 - 26

STRUCTURING THE FUTURE

How Mobile Operators Can Maximize
the Business Experience with Group
Communications and Collaboration

By Steve Gleave
Senior Vice President of Marketing,
Metaswitch Networks

M

obility has transformed
business communications to
the point where it is difficult
to recall the days when mobile devices
were not essential tools in the workplace.
But with all the advantages of mobile
communications at work, there are as
many challenges for businesses and
employees, while large segments of the
workforce still do not have the tools they
need to communicate effectively with
groups of colleagues and customers.
There are over 1 billion mobile
enterprise devices in use today, and
the total is expected to grow to more
than 2 billion by 2020, according to 451
Research. Most people use a mobile
phone for work and 60 percent of
employees use their smartphones as
their primary business device. While
many people now have the flexibility to
work from anywhere and at any time,
this always-on status makes it difficult
for employees to find good work/life
balance while having to juggle personal
and work calls with just one phone
number.
At the same time, employers
struggle to manage Bring Your Own
Devices (BYOD) and the increasing use
26

THE

of consumer and business messaging
apps from WhatsApp to Slack and myriad
others in between.
To help their enterprise customers
support mobility, unified communications
(UC) specialists have extended
their desktop solutions with mobile
applications. But the efforts to provide
a unified experience across mobile
and fixed line communications and
collaboration have not achieved a mass
market adoption due to issues with
quality and usability.
Mobile operators have served the
enterprise market mainly by offering
corporate voice and data packages and
mobile VPNs for large businesses. But
they have not addressed the need for
ubiquitous messaging services, as overthe-top (OTT) apps have filled this void,
even though SMS is the most universal of
messaging platforms for smartphones.
Business users clearly need a better
way to communicate with their teams
and customers via mobile that does not
involve best-effort service quality or a
cumbersome user experience. They need
group communications and collaboration
services that combine the relative
simplicity of native dialler apps on the
device and quality of cellular voice.
The biggest demand for convenient
group communications is in the small
business market - especially among
independent prosumers and businesses
with fewer than 10 employees -which is
a growing and underserved segment of
the workforce. Small businesses typically
don't have the resources for expensive
UC platforms, the time to train employees
how to use various messaging apps, or
the experience to troubleshoot problems.
Independent prosumers, many of
which are self-employed entrepreneurs on
the move in their daily work, are looking

VOICE * www.ccamobile.org * Spring/Summer 2018

for services that support their flexible
schedules and help to balance work/
life commitments. To manage personal
and work communications, they need
multiple personas on their smartphones
that are fully integrated with the native
dialler. They also require simplicity and
high-quality voice services. They also may
need a landline phone number for their
business as well as temporary numbers to
support special projects for clients.
For small businesses and teams,
intuitive collaboration and messaging
are a must. Whether it's a flower shop or
home repairs outfit, employees need easy
group communication with each other
and with clients. For example, they want
automated messaging to alert customers
when appointments are scheduled. From
their mobile device, they need access
to a common company number and
the ability to route calls to that number
among themselves. They also need to
share their locations securely, integrate
shared calendar information and have
group chat features to keep up with
changes to job assignments.
Mobile operators are well-positioned
to make work easier for small business
users if they can provide high-quality,
easy-to-use communications and
collaboration tools that are compatible
across any mobile device or operating
system. With the foundation of a
virtualized IP Multimedia Subsystem
(vIMS) and an open Telephony Application
Server (TAS) platform, wireless operators
could build on basic voice over LTE
(VoLTE) offerings and add group
communications services for any sized
company. It will be interesting to watch
how mobile operators take advantage
of becoming more software-centric,
to quickly roll out new services that
maximize the mobile experience.


http://www.ccamobile.org

Table of Contents for the Digital Edition of The CCA Voice - Spring/Summer 2018

Board of Directors/Staff
Chairman’s Letter by Brian L. Spurgeon
A Message from the President & CEO by Steven K. Berry
CCA’s 2017 Annual Achievement Award Winners
Coming Soon to a Phone Near You – eSIM™
Solving the 5G Regulatory Puzzle
Weathering the Storm; Using CCA as a Resource in Emergency Situations
Shifting Marketing Dollars to Effectively Catch Today’s Mobile Audience
The Power of the Private Network
(Infra)-Structuring the Future
Keeping Your Email Marketing Strategy Relevant as Subscriber Preferences Evolve
The Future of Wireless
It’s Just Business: Zero-Latency for LTE-based Mobile Computing Is No Longer a Technical Question
How Mobile Operators Can Maximize the Business Experience with Group Communications and Collaboration
The Critical Role of Cellular WAN Failover in Business: Expand Your Service with Fully Managed LTE Failover
“Calling” All Carriers – Do You Use IVR?
VoWiFi and its Impact on 9-1-1
Five Best Practices for Operating Your Cellphone Repair Shop
Dramatically Improve Your 4G LTE Network by Leveraging 5G Technology
Congressional Spotlight: Senator Maggie Hassan (D-NH)
Index of Advertisers
The CCA Voice - Spring/Summer 2018 - Intro
The CCA Voice - Spring/Summer 2018 - bellyband1
The CCA Voice - Spring/Summer 2018 - bellyband2
The CCA Voice - Spring/Summer 2018 - cover1
The CCA Voice - Spring/Summer 2018 - cover2
The CCA Voice - Spring/Summer 2018 - 3
The CCA Voice - Spring/Summer 2018 - 4
The CCA Voice - Spring/Summer 2018 - 5
The CCA Voice - Spring/Summer 2018 - 6
The CCA Voice - Spring/Summer 2018 - 7
The CCA Voice - Spring/Summer 2018 - Board of Directors/Staff
The CCA Voice - Spring/Summer 2018 - Chairman’s Letter by Brian L. Spurgeon
The CCA Voice - Spring/Summer 2018 - 10
The CCA Voice - Spring/Summer 2018 - A Message from the President & CEO by Steven K. Berry
The CCA Voice - Spring/Summer 2018 - 12
The CCA Voice - Spring/Summer 2018 - CCA’s 2017 Annual Achievement Award Winners
The CCA Voice - Spring/Summer 2018 - 14
The CCA Voice - Spring/Summer 2018 - Coming Soon to a Phone Near You – eSIM™
The CCA Voice - Spring/Summer 2018 - 16
The CCA Voice - Spring/Summer 2018 - Solving the 5G Regulatory Puzzle
The CCA Voice - Spring/Summer 2018 - 18
The CCA Voice - Spring/Summer 2018 - Weathering the Storm; Using CCA as a Resource in Emergency Situations
The CCA Voice - Spring/Summer 2018 - Shifting Marketing Dollars to Effectively Catch Today’s Mobile Audience
The CCA Voice - Spring/Summer 2018 - The Power of the Private Network
The CCA Voice - Spring/Summer 2018 - (Infra)-Structuring the Future
The CCA Voice - Spring/Summer 2018 - Keeping Your Email Marketing Strategy Relevant as Subscriber Preferences Evolve
The CCA Voice - Spring/Summer 2018 - The Future of Wireless
The CCA Voice - Spring/Summer 2018 - It’s Just Business: Zero-Latency for LTE-based Mobile Computing Is No Longer a Technical Question
The CCA Voice - Spring/Summer 2018 - How Mobile Operators Can Maximize the Business Experience with Group Communications and Collaboration
The CCA Voice - Spring/Summer 2018 - The Critical Role of Cellular WAN Failover in Business: Expand Your Service with Fully Managed LTE Failover
The CCA Voice - Spring/Summer 2018 - “Calling” All Carriers – Do You Use IVR?
The CCA Voice - Spring/Summer 2018 - VoWiFi and its Impact on 9-1-1
The CCA Voice - Spring/Summer 2018 - Five Best Practices for Operating Your Cellphone Repair Shop
The CCA Voice - Spring/Summer 2018 - Dramatically Improve Your 4G LTE Network by Leveraging 5G Technology
The CCA Voice - Spring/Summer 2018 - Congressional Spotlight: Senator Maggie Hassan (D-NH)
The CCA Voice - Spring/Summer 2018 - 33
The CCA Voice - Spring/Summer 2018 - 34
The CCA Voice - Spring/Summer 2018 - 35
The CCA Voice - Spring/Summer 2018 - Index of Advertisers
The CCA Voice - Spring/Summer 2018 - 37
The CCA Voice - Spring/Summer 2018 - 38
The CCA Voice - Spring/Summer 2018 - cover3
The CCA Voice - Spring/Summer 2018 - cover4
The CCA Voice - Spring/Summer 2018 - outsert1
The CCA Voice - Spring/Summer 2018 - outsert2
The CCA Voice - Spring/Summer 2018 - outsert3
The CCA Voice - Spring/Summer 2018 - outsert4
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