Dan Bieler, Principal Analyst Webinar Prepare For Personal Communication Services In Your Organization Dan Bieler, Principal Analyst September 24, 2013. Call in at 10:55 a.m. Eastern time

Agenda Personal communications services support systems of engagement. Personal communications services matter to empowered staff and IT managers. The offerings that best address personal communications trends

Personal communications services Merge private, social, and business communication in one personal view. Allow users to speak and send messages across multiple communications services in order to communicate and collaborate in a consumer style within a corporate context. Implement Forrester’s concept of the personal cloud for communication services. Market for personal communications services is still very much evolving.

Personal communications services (cont.) Low-cost communication vendors Rich communications and document collaboration suite vendors Low- or no-cost international communications Features richness is not the focus. Free or freemium model Broad set of features Cost consciousness is less a focus but collaboration features are. Full-feature set tied to cost; basic offerings free of charge Personal communication vendors going to the market with partners Carriers “OTT” services Give users access to their personal communication services via partner arrangements. Carriers testing potential for driving data offers and value-added services outside their traditional business

Personal communications services support systems of engagement

The “bring-your-own” approach has reached the collaboration space Millions of consumers are using cloud-based communications and collaboration services like Skype or Facebook Messenger. Being empowered employees in their work life, they also expect to use these collaboration channels in a single personal view.

Personal communications services matter to empowered staff and IT managers

Different age groups are opting for different messaging media Source: April 9, 2013, “Rich Communication Services Can Unlock The Value Of Systems Of Engagement” Forrester report

Right strategy for dealing with social cloud communications services matters Employees personalize their communication solutions. Employees download apps of their choice on their own or their work devices. Empowered employees rarely pay for social cloud communications services.

Adoption of OTT social media solutions is a top telecom priority Source: July 25, 2013, “The Rise Of Personal Communications” Forrester report

Improved collaboration and cost efficiency are key benefits of OTT communications Source: July 25, 2013, “The Rise Of Personal Communications” Forrester report

Opportunities and challenges of personal communications IT leaders are under pressure to provide safe and innovative communication infrastructure. Opportunities Challenges Informal communication Effective collaboration Closer engagement Crowdsourcing Synchronous client interaction Security issues Compliance infringements Contradictory corporate messaging Shadow IT

Businesses need to balance opportunities and concerns Source: July 25, 2013, “The Rise Of Personal Communications” Forrester report

The offerings that best address personal communications trends

The Forrester Wave™: Personal Communication Services, Q3 2013 Assist IT and business leaders to develop a strategy around personal communication services in the enterprise environment. 41 criteria 10 significant services/solutions vendors (Cisco Systems, Facebook, Google, Jitsi, LogMeIn, Rebtel Networks, RingCredible, Microsoft, T-Mobile, and Yeloworld) Our list of vendors is by no means exhaustive. No two cloud-based communications and collaboration solutions are alike. Criteria based on three role-based scenarios (empowered employees, IT managers, and CIOs)

Over-the-top personal communication services Most evaluated vendors push from consumers to corporate use — some vice versa. Evaluation criteria incorporate both consumer appeal and IT manager requirements.

Evaluation criteria 50% weighting 50% weighting 0% weighting Current offering Appeal for end user, variety of supported devices, availability of communication features, reliability, end user support, security parameters, and charging mechanisms 50% weighting Strategy Interoperability, features to support regulatory requirements and compliance, support for IT leaders, vendor lock-in, user information, and authentication 50% weighting Current offering Supplier’s market presence in terms of size of the user base Amount of revenue and cash flow 0% weighting

Evaluated vendors: product information and vendor selection criteria Have a direct consumer channel for the communication service. Work independently of the provider of the SIM card. Work independently of the operating system. Function independently of the device type. Source: September 18, 2013, “The Forrester Wave™: Personal Communications Services, Q3 2013” Forrester report

The empowered employee scenario The IT manager scenario Business context needs to be reflected in the personal communication services strategy The empowered employee scenario Empowered employees want to, and are allowed to, use personal communications services at work in a similar fashion as they do privately. The Forrester Wave™ therefore does not present one single “winner.” The IT manager scenario IT manager who is keen to reduce costs and complement or partly replace traditional communication infrastructure with personal communication infrastructure The CIO scenario CIO wants to bring innovative value to the empowered employees but needs to balance the innovative benefits personal communication services bring with features that minimize their risks to security and compliance.

Weightings for the CIO scenario Source: September 18, 2013, “The Forrester Wave™: Personal Communications Services, Q3 2013” Forrester report

Forrester Wave™ for the CIO scenario Source: September 18, 2013, “The Forrester Wave™: Personal Communications Services, Q3 2013” Forrester report

Weightings for the empowered employee scenario Source: September 18, 2013, “The Forrester Wave™: Personal Communications Services, Q3 2013” Forrester report

Forrester Wave™ for the empowered employee scenario Source: September 18, 2013, “The Forrester Wave™: Personal Communications Services, Q3 2013” Forrester report

Weightings for the IT manager scenario Source: September 18, 2013, “The Forrester Wave™: Personal Communications Services, Q3 2013” Forrester report

Forrester Wave™ for the IT manager scenario Source: September 18, 2013, “The Forrester Wave™: Personal Communications Services, Q3 2013” Forrester report

What does it mean for you?

Build your own weighting. Each business needs to balance the various collaboration usage scenarios Personal communications will not replace but complement enterprise communications services. The CIO scenario The middle way supports the broader business vision. The empowered employee scenario Benefits open businesses culture. The IT manager scenario Limits regulatory and security risks. Build your own weighting.

Dan Bieler Phone +49 176.2955.3606 Email: dbieler@forrester.com Twitter: @DSBieler Blog: http://blogs.forrester.com/dan_bieler Skype: dan.bieler