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

2. 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

3. 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.

4. 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

5. Personal communications services support systems of engagement

6. 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.

7. Personal communications services matter to empowered staff and IT managers

8. 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

9. 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.

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

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

12. 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

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

14. The offerings that best address personal communications trends

15. 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)

16. 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.

17. 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

18. 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

19. 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.

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

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

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

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

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

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

26. What does it mean for you?

27. 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.

28. Dan Bieler
Phone
Blog:
Skype: dan.bieler