SHARE



ABOUT THE AUTHOR


Michelle Burbick
Michelle Burbick is the Associate Editor and a blogger for No Jitter, UBM Tech's online community for news and analysis...
Read Full Bio >>
SHARE



Michelle Burbick | March 30, 2015 |

 
   

Google's Angle in Enterprise Communications

Google's Angle in Enterprise Communications What could we potentially expect from Google in this industry moving forward?

What could we potentially expect from Google in this industry moving forward?

Last week in Orlando marked the first time Google took to the main stage for an Enterprise Connect keynote. Attendees packed the room, with many expressing curiosity over whether the company would use the opportunity to announce a major move in the enterprise communications space. Well, it didn't, and while attendees had mixed opinions on this, none I spoke with could go as far as to say that Google didn't belong up on the stage.

Personally, I felt keynoter Adam Swidler, technology evangelist for Google for Work, delivered a lot of interesting information in the keynote. While much remains a mystery about Google's role in the enterprise communications space, a closer look at the presentation could help us make a few educated guesses.

Bringing Google Hangouts to Work
Swidler opened his keynote by noting how Google has turned Google Hangouts into a viable enterprise tool by implementing a three 9's SLA uptime availability guarantee without maintenance windows; adding ISO 27001 certification for information security management and SOC 3 for security audit and compliance; and providing 24x7 tech support.

"These are the things that have, I think, really enabled Hangouts to legitimately be considered as a tool for enterprise communications," Swidler said.

It would seem that Google has been laying the groundwork for a bigger push into businesses with its application suite, ramping up features to enterprise level, in part through strategic alliances. As examples, Swidler mentioned Switch Communications and Esna Technologies as two companies producing services integrating Google Apps with other platforms and technologies like Cisco and Avaya.

Mobile Disruption
Rather than divulge new products and alliances, Swidler instead took the opportunity to share how Google views major trends impacting the enterprise. He spoke of mobility, productivity,

Mobile technology is disrupting our world, Swidler said, noting how it's disrupting the industry, changing the way we work, and "de-unifying communications." It's hardly news at this point that tablet and smartphone sales outpace PC sales, a trend largely fueled by the different refresh cycles of the devices. But Swidler shared statistics showing just how dramatic the change is: 4 billion people buy mobile devices roughly every two years, dwarfing the 1.6 billion people buying PCs every five years.

In another statement of the obvious, Swidler noted how the rise of iOS and Android have pushed Microsoft out of its leadership position in the market. He shared data from a presentation by Benedict Evans titled "Mobile Is Eating the World," with information taken from Gartner, Apple, Google, Microsoft, Nokia and Blackberry:

portable

This highlights how Google sees itself rising in the industry on the wings of mobile, while more legacy players struggle to adjust to changing times. This concept of younger companies having an advantage is something that Google, and many others, like to emphasize.

By 2020, another 1 billion people are expected to come online, Swidler shared, "and virtually all of them will do it on smartphones. So forget about laptops and PCs." Mobile devices make up half of all consumer electronics sales.

"Mobile is literally eating the world," Swidler said. "We've become dependent -- some might say, in love -- with our devices. How many of you sleep with your device next to your bed? How many of you check your device before you say good morning to your spouse or your kids?"

As someone who falls asleep cuddling with my smartphone every night, and someone who suffers a minor anxiety attack every time I see a "battery critically low" alert but no power outlet to be found, I not only see the significance of mobile, but also experience it. It does not surprise me that Google would see mobile as the angle through which to really make its impact in the enterprise.

"Suddenly we're all connected," Swidler said. "We're all not just able to communicate, but in addition to our voice and our thoughts and our collaboration with others, these [mobile devices] are loaded with sensors. They're absolutely going to continue to change the way we live our lives and the way we work."

The Evolving Way of Work
Swidler shared data from a U.K. study looking at the different ways adults and teenagers communicate.

portable

I found this data to be particularly interesting, because, as a millennial, I am constantly reminded of how differently my generation communicates than, say, my parents' generation. If email and phone use diminishes as more millennials enter the workforce, it's not that big of a stretch to see the role of social and messaging continuing to grow in the enterprise.

We are entering a phase of a work culture of continuous productivity, with access to new tools allowing businesses and employees to focus more on improving execution, Swidler said. Further, the "mobile technology revolution" is impacting the way that individuals and teams work.

"When the time between meaningful interactions of members of a team decreases, that allows us to go from problem to solution more quickly," Swidler said. "We're now able to respond to changes using copious amounts of data that are coming in about how are users are consuming our products and our services. And ultimately, when you provide transparency and visibility and access to information to all of the people on a team in an organization, you strengthen that organization."

The Digital Advantage
One thing Swidler made clear is how real the "digital advantage" is in business, as he stressed how this mobile/digital revolution is going to touch every business across every industry. Companies need to be thinking about how they can internally disrupt and innovate the products and services they are delivering in order to stay competitive.

The below slide is based on "The Digital Advantage: How digital leaders outperform their peers in every industry" from the MIT Sloan School of Management that looked at 400 large organizations from around the globe, categorizing them according to their digital maturity. The businesses in the most mature classification, enjoyed the following benefits.

portable

So how do Google Apps fit into the digital transformation? The below slide gives a pretty nice snapshot of how the company's applications factor into the new way of working in the digital workplace.

portable

"Google, of course, provides very significant platforms for you to undertake this journey toward digital maturity," Swidler said. "Everybody is on the journey anyway – it's just a matter of are you moving fast, are you moving slow, are you thinking about how to accelerate."

With a strong base of applications that can be leveraged to achieve this new work state of continuous productivity, I expect Google's influence in this space to only continue to grow.

You can watch the full Enterprise Connect keynote from Google's Swidler on our video page. What do you think we can expect from Google in the enterprise space moving forward? Share your own thoughts and predictions in the comments section and let's start a dialogue about it!

Follow Michelle Burbick and No Jitter on Twitter!
@nojitter
@MBurbick





COMMENTS



Enterprise Connect Orlando 2018
March 12-15 | Orlando, FL

Connect with the Entire Enterprise Communications & Collaboration Ecosystem


Stay Up-to-Date: Hear industry visionaries in Keynotes and General Sessions delivering the latest insight on UC, mobility, collaboration and cloud

Grow Your Network: Connect with the largest gathering of enterprise IT and business leaders and influencers

Learn From Industry Leaders: Attend a full range of Conference Sessions, Free Programs and Special Events

Evaluate All Your Options: Engage with 190+ of the leading equipment, software and service providers

Have Fun! Mingle with sponsors, exhibitors, attendees, guest speakers and industry players during evening receptions

Register now with code NOJITTEREB to save $200 Off Advance Rates or get a FREE Expo Pass!

November 1, 2017

Your customers (internal and external) demand that you offer them the ability to connect by any means. With the adoption of cloud communications tools you now have access to an expanded portfolio o

October 18, 2017

Microsofts recent Ignite event had some critically important announcements for enterprise communications. Namely, Microsofts new Team Collaboration offering, Teams, will be its primary communicatio

September 20, 2017

Customer experience can make or break your business. But how do you achieve outstanding customer service when you're dealing with outdated organizational structure, lagging technology, dated proces

September 22, 2017
In this podcast, we explore the future of work with Robert Brown, AVP of the Cognizant Center for the Future of Work, who helps us answer the question, "What do we do when machines do everything?"
September 8, 2017
Greg Collins, a technology analyst and strategist with Exact Ventures, delivers a status report on 5G implementation plans and tells enterprises why they shouldn't wait to move ahead on potential use ....
August 25, 2017
Find out what business considerations are driving the SIP trunking market today, and learn a bit about how satisfied enterprises are with their providers. We talk with John Malone, president of The Ea....
August 16, 2017
World Vision U.S. is finding lots of goodness in RingCentral's cloud communications service, but as Randy Boyd, infrastructure architect at the global humanitarian nonprofit, tells us, he and his team....
August 11, 2017
Alicia Gee, director of unified communications at Sutter Physician Services, oversees the technical team supporting a 1,000-agent contact center running on Genesys PureConnect. She catches us up on th....
August 4, 2017
Andrew Prokop, communications evangelist with Arrow Systems Integration, has lately been working on integrating enterprise communications into Internet of Things ecosystems. He shares examples and off....
July 27, 2017
Industry watcher Elka Popova, a Frost & Sullivan program director, shares her perspective on this acquisition, discussing Mitel's market positioning, why the move makes sense, and more.
July 14, 2017
Lantre Barr, founder and CEO of Blacc Spot Media, urges any enterprise that's been on the fence about integrating real-time communications into business workflows to jump off and get started. Tune and....
June 28, 2017
Communications expert Tsahi Levent-Levi, author of the popular BlogGeek.me blog, keeps a running tally and comprehensive overview of communications platform-as-a-service offerings in his "Choosing a W....
June 9, 2017
If you think telecom expense management applies to nothing more than business phone lines, think again. Hyoun Park, founder and principal investigator with technology advisory Amalgam Insights, tells ....
June 2, 2017
Enterprises strategizing on mobility today, including for internal collaboration, don't have the luxury of learning as they go. Tony Rizzo, enterprise mobility specialist with Blue Hill Research, expl....
May 24, 2017
Mark Winther, head of IDC's global telecom consulting practice, gives us his take on how CPaaS providers evolve beyond the basic building blocks and address maturing enterprise needs.
May 18, 2017
Diane Myers, senior research director at IHS Markit, walks us through her 2017 UC-as-a-service report... and shares what might be to come in 2018.
April 28, 2017
Change isn't easy, but it is necessary. Tune in for advice and perspective from Zeus Kerravala, co-author of a "Digital Transformation for Dummies" special edition.
April 20, 2017
Robin Gareiss, president of Nemertes Research, shares insight gleaned from the firm's 12th annual UCC Total Cost of Operations study.
March 23, 2017
Tim Banting, of Current Analysis, gives us a peek into what the next three years will bring in advance of his Enterprise Connect session exploring the question: Will there be a new model for enterpris....
March 15, 2017
Andrew Prokop, communications evangelist with Arrow Systems Integration, discusses the evolving role of the all-important session border controller.
March 9, 2017
Organizer Alan Quayle gives us the lowdown on programmable communications and all you need to know about participating in this pre-Enterprise Connect hackathon.
March 3, 2017
From protecting against new vulnerabilities to keeping security assessments up to date, security consultant Mark Collier shares tips on how best to protect your UC systems.
February 24, 2017
UC analyst Blair Pleasant sorts through the myriad cloud architectural models underlying UCaaS and CCaaS offerings, and explains why knowing the differences matter.
February 17, 2017
From the most basics of basics to the hidden gotchas, UC consultant Melissa Swartz helps demystify the complex world of SIP trunking.
February 7, 2017
UC&C consultant Kevin Kieller, a partner at enableUC, shares pointers for making the right architectural choices for your Skype for Business deployment.
February 1, 2017
Elka Popova, a Frost & Sullivan program director, shares a status report on the UCaaS market today and offers her perspective on what large enterprises need before committing to UC in the cloud.
January 26, 2017
Andrew Davis, co-founder of Wainhouse Research and chair of the Video track at Enterprise Connect 2017, sorts through the myriad cloud video service options and shares how to tell if your choice is en....
January 23, 2017
Sheila McGee-Smith, Contact Center/Customer Experience track chair for Enterprise Connect 2017, tells us what we need to know about the role cloud software is playing in contact centers today.