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The role of “communications” and all that it implies cannot be understated in today’s business world. Yet the rapid pace of growth has some concerned as to whether business can actually keep up.

TMC was fortunate enough to recently speak with Amy Bailey, VP of marketing with Master Agent Telarus (News - Alert), a giant in the field of telecom solutions, prior to her attending ITEXPO Anaheim 2015. The company will also be exhibiting at booth #206 at the event. Bailey has some interesting insights of where the market is today and where it’s headed.

TMC: Have we finally reached an inflection point with Unified Communications (News - Alert) adoption? What is driving or hindering the market?

Amy Bailey: I believe we have achieved an inflection point.  The question has changed from “Are you implementing UC?” to “What, when and how are you implementing UC.”  The three most important market drivers right now are:

• Hosted vs. On Premises: With the establishment of cloud adoption this has become a primary driver.
• Security: How do I leverage the scalability and flexibility of these powerful solutions and avoid the security pitfalls that are everywhere?
• Bandwidth (News - Alert): Because of the insatiable need for bandwidth for every application, the ever-increasing supply of inexpensive connectivity is a primary driver of UC.

How do you feel collaboration software/services are helping workers today?

AB: The “robustness” of the experience allows better and richer interactions for those using UC.  It becomes a have vs. have-not situation. People that use video realize how much easier it is to have remote workers, better customer communication etc.  Often those not adopting the solution don’t realize how much of a disadvantage they are working under.

WebRTC went through a very significant hype cycle.  Will its use-cases and adoption live up to that hype?

AB: Yes, it will. The idea of the same experience on every device makes the ability of users to choose their technology a reality. WebRTC is a major driver of this in many areas. I believe that the development of WebRTC will continue to expand and grow.

What innovations do you expect to see in the business communications world in the next year?

AB: I believe that information will become crucial. Bandwidth will be the new oil. With bandwidth comes access to more and more statistical information. Analytics will make companies more precise, more strategic, and bandwidth and storage will enable a competitive advantage to those items. I think you will see more outsourcing of critical but not core functions as companies get better at leveraging the robust service offerings that are easier and easier to effectively deploy.

Why should attendees come to your booth (206) at ITEXPO (News - Alert) Anaheim 2015 this year?

AB: We have a unique offering that ties management strategy and software with bandwidth that enables the adoption of these technologies with a protection of the Quality of Experience of the End Users. Our analytics not only enables the purchase of the correct technology but the usage and performance of these technologies.