Q&A
Becoming more Mobile Iain Sinnott, Head of International Carrier Sales at Enreach for Service Providers, shares his thoughts on the year so far.
What are you focussing on at the moment? Mobile is a massive focus for Enreach right now. Without a doubt, mobile has taken centre stage in 2023. Instead of being viewed as an afterthought, mobile is fast becoming the core of business communications. For many people, the mobile is their primary device, not just for their personal use but at work too. Mobiles have become the remote controllers for our lives, not just for communications but collaboration and productivity too. So, channel firms with a ‘mobile first’ strategy can help their customers adopt successful fixed-mobile convergence (FMC). Mobile can also help bring employees in knowledge, nomadic or field-based departments together, and by combining OTT and FMC, everything can be delivered from one central and unified environment. Evolution is often better than revolution, so start with simple steps. For example, business apps add value even when they exist separately on a mobile device. However, if businesses integrate these apps into the wider environment, they can take mobile contact to a new level.
seeing the rest of the region catch up is like watching a history lesson. There is a continued greater focus on using UC to support the customer experience (CX) and not just as a way for employees to communicate and collaborate internally. UC has massive potential to transform customer engagement, enabling staff to interact with customers more rapidly, flexibly, and cost-effectively. For instance, what we have coined ‘casual contact centre’ features are blended into UC, rather than businesses needing to invest in dedicated, full- scale contact centre solutions. As a result, smaller businesses can access enterprise-style contact centre functionality, ideal for customer-facing teams but not necessarily their only responsibility. They can even engage with customers without needing to leave their business app. Also, Conversational AI – which has been around for a couple of years — is taking off in 2023. It has evolved considerably and is being widely accepted as a technology for SMBs, and not just for enterprises. Conversational AI also contributes towards a greater focus on the CX by giving customers fast and accurate responses to multiple queries, meaning that a business’ employees can prioritise human interaction for those use cases that cannot be handled in an automated way. Do you think businesses have settled into hybrid working yet? Many companies have accepted hybrid working as the new norm, but many need help with successful implementation, and it can be hard to know where to start. This is where the channel has a potentially huge role to play, helping their business customers with solutions that match the ‘in-office’ experience and, in many cases, are even better. However, it is important to think beyond home-working as just applying a meeting and collaboration platform. Instead, look at the activities of each main category of home or remote worker. For instance, for inbound customer engagement,
Iain Sinnott Head of International Carrier Sales
enreach.co.uk
Evolution is often better than revolution,
so start with simple steps.
What trends have you picked up on this year? As mentioned previously, mobile is a huge focus for many of the UK and Europe. But, interestingly, in the Nordics, where a ‘mobile first’ approach has long been established,
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