Frost & Sullivan: Awareness Strategies Must Be in Place to Uplift Prospects for the South American Enterprise Communication Markets
This new analysis from Frost & Sullivan (http://www.conferencing.frost.com), Voice Enterprise Communication Trends in the South American Telecom Market, based on a survey of carriers, broadband and Internet providers, and mobile operators, aims to assess business communications priorities, problems adopting new technologies, status of different technologies, and investments priorities in countries such as
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Our end-user research, finds that most telecom end-users of new enterprise communications technologies will keep investing in IP telephony and UC. While over 50 percent of companies interviewed already have some type of IP telephony deployed, more than 15 percent are considering adopting it, and above 85 percent are considering increasing investments in UC.
“In the short term, companies seem to be prioritizing applications that allow them to cut costs, but with some level of business improvement,” says Frost & Sullivan Research Analyst
Vendors will require as much information as they can gather directly from the target market to better position their products and devise new strategies. Current and future investments in both technologies have become critical for the telecom end user.
Earlier, the strategies implemented for UC were not very organized, and the concept itself was vague and undefined. Many services came to the spotlight, particularly during 2008, encouraging companies to demand more information. It is crucial for UC providers to strive toward greater visibility of the advantages and promote understanding of the unified communications concept. The absence of such a strategy can have detrimental effects on market progression.
To help expedite the uptake of UC, vendors must take into account factors such as South America’s differences from the rest of the world, the large number of small and medium companies in the region, and the need for generating strong ROI in the short term. Promoting the right idea from a customized point of view will be the key.
“Some vendors have resorted to collaboration to demonstrate UC,” explains Barone. “So far, the strategy has been successful, but along with it, providers will have to focus on productivity, mobility, efficiency gains, and demonstrate immediate ROI among other benefits that a company could acquire through UC.”
Some verticals such as the financial and telecom segments have begun to exhibit more interest in UC applications. Besides these sectors, the government and services segments have emerged as potential areas of focus for UC solutions in
“When asked about future plans for IP telephony, more than 75 percent of the interviewees said they will increase investments,” notes Barone. “In addition, almost 90 percent of the companies said they would increase investments in UC.”
Road shows and aggressive marketing campaigns must be unleashed to push adoption of UC to the next level. As end users are becoming more result-driven, leading companies in the market for IP telephony and UC have developed interesting strategies by offering a variety of solutions as well as integrating their equipment with other providers.
Voice Enterprise Communication Trends in the South American Telecom Market is part of the Conferencing and Collaboration Growth Partnership Service program, which also includes research in the following markets:
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Voice Enterprise Communication Trends in the South American Telecom Market
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