1. AT&T Newsletter
Issue 1
Developing a Road Map for
Unified Communications
A stepwise approach to making your UC journey well
worth the trip
Introduction Today, that environment is UC Strategic Planning, along with
Welcome to characterized by multiple, research from leading analyst
our first issue disjointed communication and firm Gartner, Inc. As you will
of the quarterly collaboration solutions and see, our strategy aligns closely
AT&T Unified platform providers vying for with Gartner recommendations
Communications control over your UC destiny. for approaching UC from both
Newsletter. The The goal of this first issue is technology- and project-oriented
goal of each to help you rise above the viewpoints.
issue will be to guide your fray, chart your own course
Unified Communications (UC) and move forward in a way I hope you enjoy this newsletter,
journey: From developing a that makes sense for your along with your complimentary
vision, road map and business organization. Gartner Report, “Focus on
case to provisioning, managing, UC Projects, Not on UC
adopting and expanding UC At AT&T, we recommend a well- Technology.” Watch for the next
to a user population resistant planned, stepwise UC strategy AT&T Unified Communications
to change and a technology and road map to help maximize Newsletter in June, to learn
environment increasing in the value of your current and more tips about supporting your
complexity. future investments. Inside, you’ll journey to UC.
find our Eight-Step Approach for
David Mingo
David Mingo, VP, AT&T Consulting
“When considering UC, do not focus solely on the technology. Instead, map user requirements to
technologies, then fit the technology requirements to projects.”1
1
(Source: Gartner: “Focus on UC Projects, Not on UC Technology.” Bern Elliot, Jay Lassman, May 2010.)
See your complimentary copy of this Gartner Report within this newsletter.
Featuring research from
AT&T Newsletter - Issue 1, 2011
2. Understanding the opportunities
Today, UC means different things Strategy to UC Transformation
to different people. When you UC can provide almost was designed to make your UC
bring multiple communication anytime, anywhere journey a smoother one as you
and collaboration tools communication and face the challenges below:
together behind a single user collaboration to inspire your
interface, it means increasing organization in ways you User adoption
personal productivity. When never thought possible. In the triangle of people, processes
you add advanced capabilities and technology, it is the “people”
like mobility and presence, it The best reason to move aspect of UC adoption that may
means instant and anywhere forward with your UC plan be the most trying. Although UC
connections with colleagues, now may be a competitive provides easier and faster ways
customers and partners. one, as communication and to communicate and collaborate,
collaboration platform providers people are generally hesitant to
But when you integrate those tools have integrated UC components change – even for the better. The
with critical business processes into their solutions already. key is to involve them in your UC
and applications, UC takes on a Without a plan in place to take transition early and often.
whole new meaning and value. advantage of these capabilities,
It becomes a powerful way to you risk being behind the UC
accelerate cycle times across your Expanding your focus beyond
adoption curve and having technology can be critical
company for a positive impact on your competitors leave you in
your bottom line. to winning support from
the dust. Further, to a younger business groups.
generation who are texting
For example, Communication and tweeting their way into
Enabled Business Processes corporate life, UC is a given and Start by developing a well-
(CEBP) can integrate order key to attracting and retaining defined vision and strategy, so
processing applications with the best and brightest talent. you can communicate it clearly
presence information to quickly to organizational and technology
locate a sales contact on the Overcoming challenges stakeholders. Use interactive
road for questions about an There are inevitable bumps in working sessions and interviews
order – greatly reducing lag time the road for any company-wide to gain a full understanding of
between order and revenue. This implementation. Our Eight-Step the organizational, technical and
can be the ultimate payback for functional requirements.
UC investments and an excellent
proof point for UC adoption. Engage stakeholders in developing
use cases – specific scenarios
where UC can tackle targeted
organizational problems for a
defined set of users, from executives
to knowledge workers and remote
users. They can also help identify
priority needs and projects and spot
‘quick win’ opportunities for a faster
proof of concept.
This top-down approach can
greatly ease user adoption,
especially as you embed UC
capabilities into key business
processes to speed execution.
Users that “buy into” UC
advantages are far more likely to
support CEBP, which will drastically
change the way they work.
2 AT&T Newsletter - Issue 1, 2011
3. competition between platform almost anytime, anywhere and
An Eight-Step Approach for providers, they are less incented on any device. That can be a tall
UC Strategic Planning to provide the high level order for the disjointed mix of UC
of interoperability between technologies typically found in
• Define a guiding vision for solutions that UC requires. most organizations today.
UC
In addition to multiple changing With system integration
• Identify & document platforms and standards, there expertise and a vendor-
organizational, technical and are multiple user interfaces agnostic approach, you can
functional requirements and integration points to consider AT&T the ‘glue’ in
contend with. The technical your multi-vendor UC solution.
• Evaluate current voice and challenges escalate as you
data environments begin to introduce advanced UC
capabilities, such as integrating
• Identify & develop viable an IM buddy list with a web- Focus on Mobile UC
solution alternatives based CRM application, such Mobility planning should
as salesforce.com, or giving call be an essential component
• Evaluate alignment center agents the capability to of any UC integration
between chosen solution search for service technicians by strategy. As you mobilize
capabilities & requirements skill set. UC capabilities, business
applications and processes,
• Develop a step-wise Your entire network must mobile users will demand full
transformation road map, be prepared to manage UC functionality on their chosen
based on solution chosen applications. Text-based IM and mobile devices and smooth
presence applications aren’t transitions between diverse
• Perform financial analysis very demanding on the network, mobile carrier networks.
& develop a business case but desktop video conferencing
consumes network resources and Other opportunities will
• Plan for continuous service requires a higher quality of service. emerge for combining
improvement IP-based voice services
So, it’s not just about IP with messaging and
telephony anymore. It’s collaboration services
Technology barriers about process engineering, to deliver innovative
Organizations today have a convergence, application capabilities, like a single
hybrid mix of communication development and integration phone number for
and collaboration solutions – all wrapped into a single, employees across fixed and
and vendors. With fierce simplified experience delivered mobile environments.
Your mobile UC plan can
also ready you for a shifting
paradigm: Mobile devices
are replacing fixed lines, and
even PCs, as the primary
means for communications
– even in the office.
According to a Gartner report,
by year-end 2013, 40% of
enterprise knowledge workers
will have abandoned or
removed their desk phones..2
2
(Source: Gartner: “Developments in
UC Mean It’s Time to Update Your
Telephony Road Map.” G00168284.
Steve Blood, June 2009.)
AT&T Newsletter - Issue 1, 2011 3
4. That’s why you need to make a schedules and milestones from reduce the need for capital
careful evaluation of your current the start to set expectations. equipment expenses to support
voice and data environments. UC, they take the financial
Take an organization-wide Road maps don’t have to be burden of application upkeep and
inventory to identify the mix based on timelines. If your upgrades off your plate, so you
of communications products, requirements-gathering sessions can invest the savings in rolling
vendors, contracts and services in revealed a critical problem UC out UC capabilities to more users.
place to spot potential issues and can solve, focus on this “low-
develop a baseline for where you hanging fruit” first. You’ll win the Staying ahead of the curve
are and where your road map confidence of stakeholders and The same resources you tapped
needs to take you. have a solid business case to into during the strategy and
present to management as part requirements-gathering process
Assess your technology of your cost/benefit analysis. will be key to adopting new UC
landscape through a vendor- capabilities in the future. Form
agnostic lens to identify which Incremental UC rollouts in a technical steering committee
solutions to bring under the targeted areas – rather than – comprised of cross-functional
UC umbrella. Narrow your full-blown UC deployments stakeholders and line-of-business
alternatives to strategic solutions – are not only less disruptive, managers responsible for
with capabilities that directly they’re easier to cost justify. For specific UC component services
align with your defined vision example, implementing a web – to plan for continuous service
and the technical, functional conferencing or telepresence improvement.
and organizational requirements solution in an organizational
gathered from stakeholders. This unit with skyrocketing travel
critical step will have a profound costs helps you establish a tight Any new UC capability should
impact on their acceptance linkage between the proposed pass the stakeholder litmus
and success of your UC funding, dollars spent, and the test first.
transformation. benefits gained.
Working together, they should
Moving forward As part of your financial evaluate service delivery on an
analysis, review provisioning on-going basis and determine
Mapping and justifying your alternatives, including hosted which new services can add the
path and managed services. Cloud- most value to the organization
A technology road map is your based provisioning, or Unified and how they can be rolled
documented UC transformation Communications as a Service out most cost-effectively. Keep
plan – a phased approach to (UCaaS) offerings, not only your finger on the pulse of the
reaching immediate, short- user community with surveys
term and long-term goals that measure UC adoption and
with your chosen satisfaction. Provide self-service
technology solutions. web tools for service requests
It can help you set or more information about UC
realistic capabilities and benefits. To track
and determine the success of
your UC transformation, establish
and report on key performance
indicators, which should reflect
and be tightly integrated with
your strategy and organizational
requirements.
4 AT&T Newsletter - Issue 1, 2011
5. Next steps • A full range of UC services • A mobile-centric design
Whether you want to boost from strategic planning and to deliver full functionality
productivity, mobilize UC design to deployment and across diverse mobile devices,
solutions or merge UC management, including on- platforms and networks
capabilities into the processes premise, hosted and managed
and applications that drive your services and cloud-based • A rich range of communication
organization, now is the time to UCaaS capabilities, backed by the
put your plans into motion. world’s most robust IP network
• A single point of responsibility and a 100-year history of
With a depth and breadth of for a multi-vendor UC delivering high-quality voice
UC solutions and expertise, solution, customized to fit services
backed by multi-vendor your needs
system integration capabilities, Contact your AT&T account
we believe AT&T is uniquely • A hybrid architecture representative or visit AT&T
positioned to guide your UC approach to help protect Unified Communications
journey as you change your investments in existing Consulting to find out more about
organization in ways you never technologies and platforms how UC can help change your
thought possible. AT&T can that can integrate with UC organization.
provide:
Source: AT&T
AT&T Newsletter - Issue 1, 2011 5
6. Complimentary Analysis from Gartner
Focus on UC Projects, Not on UC Technology
Technology-focused unified ANALYSIS left column (“Technology Area”)
communications (UC) approaches Enterprise managers and planners defines six major broad technology
are effective for working with often start with a technology- areas that underlie UC. These
internal IT groups and with focused view of UC planning. A areas – voice, conferencing,
vendors. However, using a technology-focused perspective instant messaging (IM)/presence,
project-focused view will clarify of UC is required because it messaging, clients and application
UC plans, capabilities and assists in understanding the integration (communications-
road maps when working with platforms and systems that will enabled business process [CEBP])
business groups. potentially be purchased and – are readily mapped to the servers
managed. However, technology- and applications that underlie a
Key Findings focused views do not enable technology-focused perspective.
• While a technology-oriented enterprises to understand how Column 2 (“UC Projects”) defines
view of UC provides a good the communication technology the UC projects that Gartner
understanding of IT server, will actually be used and applied frequently encounters at client sites,
application and vendor issues, by users. A project-focused and illustrates the project-focused
it doesn’t reflect how the rest perspective, on the other view. The column labeled “Risk”
of the enterprise is likely to hand, provides a useful way of defines the degree of risk that
think about their requirements. understanding how technology Gartner associates with this type of
• Adopting a project-orientated relates to specific capabilities project. Risks can come in the form
view will match UC requirements and user benefits. Additionally, of cost, complexity and disruption
with solutions, and is an most organizations use a project to users. A high-risk project is,
approach that users will approach for transforming relatively speaking, more expensive,
understand. technology investments into more complex to plan and deploy,
• A project-oriented view specific deliverables. and more disruptive to users than
often translates more readily a medium- or low-risk project. The
into UC deployment and Figure 1 provides an overview last column (“Comments on Project
migration plans. of the major UC projects that Risk”) provides a brief statement of
Gartner sees at client sites important points to keep in mind
Recommendations in each technology area. The when considering a UC project.
• When considering UC, do
not focus solely on the Figure 1. UC Project View
technology. Instead, map user
requirements to technologies,
then fit the technology
requirements to projects.
• When speaking with
vendors and during internal
IT discussions, often a
technology-oriented view
of UC is most effective.
Conversely, when speaking
with company business groups
or end users, a project view of
UC is often more effective.
• When developing a UC
business case and road
map, use both project and
technology views.
Source: Gartner (May 2010)
6 AT&T Newsletter - Issue 1, 2011
7. Overview and
Business Value
of Each Type of
Project
Voice
Internet Protocol
(IP)-PBX migration
projects involve a
major migration
or replacement of
one or more PBX
or IP-PBX devices.
These projects are
of high risk, because
they typically are
expensive to purchase,
complex to configure
and deploy, and can be
disruptive organizationally and
technically. They may require
major changes or consolidation Fixed-mobile integration projects number cause multiple devices
in strategic vendor and in allow fixed voice and telephony to ring. These other devices
technology orientation. Often, functions to be integrated with might include the user’s
these projects involve a gradual mobile and nomadic capabilities, desk phone, laptop soft-
migration of sites, which and encompass a range of client phone, mobile phone
can reduce the risk. In some approaches. The general goal and home-office phone. This
cases, these projects couple of these projects is to offer service can be augmented
a traditional IP-PBX migration users more mobility and strong with integration with other
with trials and evaluations of a integration with fixed telephony communication functions like
non-IP-PBX software telephony functionality. There are multiple presence and location services.
approach. In terms of UC, these types of solutions: The business case for these
projects often have a hard cost • One solution area is in- is based on productivity while
justified in terms of infrastructure building options, which traveling or moving around a
consolidation, reduced licensing include a seamless handoff campus facility, reduced cost of
costs, tariff bypass and reduced of dual-band mobile devices distance charges and reduced
cost of Session Initiation Protocol between private wireless missed calls.
(SIP) trunks. Softer business cases networks and a public
are often based on more-flexible wireless network, as well as Software VoIP evaluation projects
remote user access and better in-building wireless voice, via entail evaluating alternatives to
collaboration due to integration Digital Enhanced Cordless traditional communications and
of team members via presence Telecommunications (DECT) telephony. Examples are:
and other communication or voice over Wi-Fi (VoWi-Fi). • Evaluations of the voice
functions. These types of projects • An attractive second option capabilities of Microsoft Office
require that the network be for many firms is softphones Communications Server (OCS).
capable of supporting voice over that integrate with the • An evaluation of Skype
IP (VoIP) functions like quality PBX; thus, users can access integrated with an IP-PBX or
of service (QoS) and Power PBX functionality from any a Wi-Fi voice client integrated
over Ethernet (PoE). As a result, location offering broadband – with a mobile smartphone.
planners should undertake e.g., hotels, airports and home • The integration of new models
an enterprise network VoIP offices. for SIP address management,
readiness evaluation or network • A third option offers find- as offered by Cisco’s IMC.
audit early in their project me services, also known
planning process to check that as single-number services.
switches and routers are voice- Calls to the user’s primary
and video-capable.
AT&T Newsletter - Issue 1, 2011 7
8. • Use of service-based Video migration projects involve travel reduction, improved
UC and voice offerings, enhancing the video capabilities communications between groups
sometimes known as unified available in an enterprise. These and individuals, better work-at-
communications as a service encompass a wide range of home capabilities, and stronger
(UCaaS), which is becoming technology options and address cohesion within the enterprise.
increasingly common. Leading very different user requirements. Combining video
service providers such as Video spans different types of with other UC functions can
Google and AT&T offer these. quality, from lower-end Webcam, increase the potential reach of
to standard definition (SD), high these meetings.
In some cases, evaluations definition (HD) and telepresence
of alternative approaches are (TP). They may be focused on IM/Presence
combined with IP-PBX migration groups of individual participants, IM and presence deployment
projects. While the technical or on meeting-room solutions projects typically start with
risk of these evaluations can be where two or more groups evaluations and trials, and, if
low, they may pose challenges are meeting via video. This successful, extend to broader
to existing organizational wide range of technology and availability throughout the
responsibilities, which, in turn, application options represents company. Most users can start
create internal conflicts. In some a risk, because not all needs using IM and presence via a
cases, these solutions may also can be addressed with the public service, such as AOL
pose security, reliability and same solution. As a result, these or Yahoo, which lowers initial
performance concerns. The projects often address only a evaluation risks. As IM and
business case is typically based portion of an enterprise’s video presence usage becomes more
on the potential for longer-term, requirements. prevalent, the solution is brought
lower-cost alternatives and in-house to reduce security risks.
productivity improvements. Another risk for these projects The business case for IM and
is the potential for bandwidth presence is typically based on
Conferencing consumption that might productivity improvements for
Audio and Web integration accompany the adoption of individuals and groups that must
projects allow audioconferencing video. As a result, enterprises collaborate regularly on projects.
and Web conferencing to be should understand the More-complex productivity
used together more easily. readiness of their networks and cost business cases are
While companies have separate for various types of video. sometimes developed based
conferencing capabilities, it The business case for video is
is increasingly common for varied because of the range
them to make their combined of requirements addressed.
use easier. Because these are However, the most
generally able to be evaluated commonly cited
and deployed gradually, the risks justifications involve
of these projects can be reduced.
Some companies seek to bring
conferencing in-house into a
combined audio and Web server,
thus obtaining reduced monthly
service charges. Other companies
seek to use a service provider
to integrate their conferencing.
While cost savings is generally
the primary goal, and costs
of solutions continue to drop,
productivity and security
improvements are also often
included in business cases.
8 AT&T Newsletter - Issue 1, 2011
9. messages and calendars. Other
approaches keep voice messages
in a separate store from e-mail,
but offer desktop access, and may
place a notice in the e-mail that
there is a voice message waiting.
There are other approaches to
UM as well. The variety of UM
requirements makes the UM
projects somewhat risky. Because
voice mail must be integrated
with the telephony system, the
integration of multiple sites and
PBX devices can be technically
complex. Changing voice mail can
be disruptive to some users, and so
there are also organizational risks.
The justification for UM projects
is a necessity due to limitations
in an existing voice mail system,
productivity improvements offered
on the use of rich presence Messaging by a UM solution or lower overall
functions, such as location- E-mail migration projects are cost for the target UM product.
based services, to improve highly disruptive for users.
business processes. Enterprises rarely change their Clients
vendors, and, in some cases, Voice-client evaluation projects’
Shared work space projects even resist upgrades to existing goals often are related to one
often start informally. A group e-mail systems. As a result, these of the software VoIP evaluation
or department may decide that projects are not encountered in the voice projects’ group.
it would benefit from better often. Changes in e-mail are rare, These projects are usually low
sharing of documents. These as enterprises seldom change risk, because they can be done
departmental deployments and their e-mail solution providers. incrementally with small group
projects expand and, at some The justification for e-mail trials. These projects might include
point, the enterprise determines migration projects are typically evaluating various telephony
it would be useful to have a a necessity due to limitations software and devices. The business
specific enterprisewide sharing in an existing e-mail system, case is typically either productivity
application. Because of this productivity improvements improvements or cost savings for
more-informal approach, the offered by an alternative solution the targeted group.
technology risks of these projects or lower overall cost for the
is low. The risk for the enterprise target product. Smartphone integration projects
is bringing together pre-existing evaluate the effectiveness of
solutions. The justification for Voice mail/unified messaging business applications executing
these projects is often based on (UM) migration solutions take on mobile devices. Although these
group productivity and project different forms, depending on can be tested on small groups, the
effectiveness. While these requirements. One approach is primary risk relates to security. The
projects are considered more to have all messages, including mobile applications have access
closely aligned with collaboration voice and fax, placed into the to applications and data, and so
functions, they are often related e-mail system. Those users must be evaluated from a security
to UC projects. have telephone and speech risk perspective, as well as from a
recognition access to voice functionality perspective.
messages, as well as to e-mail
AT&T Newsletter - Issue 1, 2011 9
10. Application Integration (CEBP)
Notification projects develop
notification solutions that
integrate multiple communication
channels and integrate with
business applications. There are
many forms of notification, from
encompassing small groups to
very large enterprisewide groups.
The types of notification include
simple FYI notifications to
advanced confirmation
and escalation options.
Prepackaged notification
applications are not
yet fully capable, and
integration with multiple
communications
options, as well as with
applications, increases
complexity and cost risks to
these types of projects.
Contextual presence projects
integrate applications and
database information with
presence information. Solutions
in some areas exist – e.g., expert many organizations are related projects. Video readiness tests are
locator applications for contact to the organizational changes also critical for locations where
centers; however, solutions needed to properly leverage video will be deployed. The type
are just emerging for other new business processes. of video should be taken into
enterprise areas. The risk is low consideration.
for these projects, because they
VoIP and Video Readiness
can be deployed incrementally
Test Conclusions
and can leverage presence and
VoIP and video readiness tests When planning for UC, take
IM investments.
are required for UC projects a broad view by focusing on
Targeted business processes
that have a strong dependency the project, even though the
(CEBP) are referred to by
on the underlying network tendency is to concentrate on
Gartner as “the integration of
infrastructure. VoIP readiness technologies first. As already
communications with business
tests provide critical information noted, a project-oriented view
applications and processes
about the ability to support often translates more readily
CEBP.” Some of these already
VoIP usage. If significant into UC deployment and
exist in specific areas. While there
upgrades are required, then this migration plans.
are technology challenges to
will increase costs and create
deploying CEBP solutions, the Gartner RAS Core Research Note
possible delays in many UC
larger challenges and risks for G00200824, Bern Elliot, Jay Lassman
27 May 2010
10 AT&T Newsletter - Issue 1, 2011
