www.commsvision.com


COMMS VISION 10-12 NOVEMBER GLENEAGLES PREVIEW


SS BROADBAND NETWORKS T


Critically, businesses are now being given the opportunity to better control their networks through services such as Application Performance Management (APM). This gives them the levels of control previously only seen in the Local Area Network over the Wide Area Network, ensuring that every application runs as efficiently and as effectively as possible. There is little doubt that the technical innovations of IP, varied access methods, Ethernet, APM and multi-service platforms have revolutionised networking in the UK. The country can hold its head high and boast a truly competitive network.


The future: Unified Communications Businesses are always hungry for technologies that can improve the way they interact and collaborate, and solutions such as Unified Communications (UC) offer an innovative way of doing just that. By integrating real time communications applications such as Instant Messenger (IM), IP telephony, video conferencing and call control, with non real time applications for document management, knowledge management and enterprise collaboration, UC provides a compelling proposition for uniting a multitude of core network propositions into a coherent mechanism for boosting productivity and promoting operational efficiencies.


However, for these solutions to be effective and demonstrate the return on investment they must be deployed effectively and unified at the network


layer as well as at the point of delivery, and the only way that UC can be delivered with the right quality of experience across all applications is to unify them across a NGN. These networks are built specifically for IP applications and therefore understand the building blocks of a UC environment. NGNs are converged networks, meaning that all functions are supported across a single platform. This reduces many of the costs involved in deploying a multitude of disjointed applications.


UC is a highly valuable proposition if it is delivered correctly. It only truly works in an NGN environment where the necessary levels of intelligence are present and where the applications can be united throughout a single coherent network platform. If this is not done, then the communications platform cannot achieve a coherent UC service experience and many of the expected cost and efficiency benefits will not materialise.


A world class


broadband network In the business world, Britain can provide Private and Virtual Private global networks that can compete with any other nation. Whether the same can be replicated for consumers is a question for other operators to answer. But by looking at the business networks on offer today, these operators can get a good understanding of the technologies and service levels that will be required to provide consumers with data rich applications and services that will be the envy of the world.


n Gleneagles Hotel


10th, 11th & 12th November 2010 www.commsvision.com


www.commsvision.com COMMS DEALER NOVEMBER 2010 55


here is no rule book to guide us through the current business


environment – the world is in uncharted waters, writes Pete Tomlinson, Director of Partners at Cable&Wireless Worldwide. Many existing paradigms, adoption curves and spending predictions seem to be out-of-sync with business realities facing customers today. Tight budgets and a strict focus on metrics is driving investment, while at the same time, customer’s risk appetite has gone through a significant change. After years of investing to mitigate risk, organisations are now having to accept higher levels of risk to address capital and operating expense concerns. This has changed the way organisations consume IT and telecom services. Certainly, in our business, we have seen customers significantly change the way they design, build and manage their networks. With Ethernet now becoming a utility, social networking changing the dynamic of how people communicate and converged


communications solutions transforming the way organisations operate, we are now on the cusp of a brave new world.


Stepping into the shoes of the customer Strange things have happened as businesses are beginning to see green shoots of recovery, those


solutions regarding the management of their telecom expenses.


Pete Tomlinson


that had been the bastion of cost conscious price warriors have transformed into businesses that suddenly start seeking opportunities, demand service, speed and customer focus from their service providers. IT and telecommunications are especially sought after at this time. If the organisation gets its IT wrong, the entire business could be in real trouble. Suddenly it’s not just about connecting points on a map, but about applications and services that make communication more efficient.


Another key challenge customers continue to face is gaining more accountability and efficiency from their overall IT spends, especially telecommunication spends. Businesses are looking for more control, visibility and predictability in their communications expenses to help them plan and forecast operating expenses. We anticipate this will continue as organisations are now looking for long-term


Most businesses are adopting a back-to- basics approach to their technology needs. They are looking at solutions which directly impact their business, driving results and creating long-term value. Smart business technology based solutions that deliver real business benefits (lower travel costs, better network utilisation, faster time to market, rapid training of sales team) have seen rapid adoption.


Putting customers at the core We are communications service providers, and the key word here is service. New age service providers have to build an emotional connection with their customers because the concept of service is based on trust, long- term commitment and a perception that the service provider will put the customer’s business first.


The essential lesson is the focus on the customer. In the cold light of the 21st century, the telecommunications industry needs to build and maintain a consistent view of the customer and translate that into delivering exception customer service. It is the way of the future, and it means creating solutions and opportunities that enable customers to meet their business goals.


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