I received a late hour press release announcing Hookflash of Santa Clara, CA is demonstrating their initial release of Hookflash for iPad at DEMO. Hookflash combines the top features of corporate phone systems with group video conferencing and group messaging. The key differentiator is that participant profiles are automatically created from information extracted from business and social networks.
On a conference call with co-founder CEO Trent Johnsen, the very first question I asked, "When can I get rid of my PBX?" Trent's elated response was, "We hope soon." Trent wasn’t kidding.
My buddies that have iPads make me feel like I'm missing something on my Mac desktop so I asked Trent, "What about Hookflash for my iMac?" Trent said, "Clients will follow later for Macs, PCs and cellular." The first release of Hookflash for iPad includes voice, video and chat.
Trent's enthusiasm doesn't stop there; he believes their solution exceeds existing features currently available in consumer-focused video chat dialers such as Skype and traditional enterprise phone systems. While it's the social networking abilities that they are counting on to become that proverbial cash cow, I can't help but wonder about my prior conversations with Todd Carothers of Counterpath (Bria for iPad) and about how many desk phones and even PBXs that could be replaced. The folks at Hookflash are using a model similar to Skype's by offering free software to first get Hookflash in as many iPads possible. Earlier this summer, I wrote about Apple's iCloud changes that, "Maybe the next PBX is simply an i-device."
My next question, "Do users need a cellular data plan with their iPads?" Trent said, "No, they just need a broadband connection." I ask this question often because I think the cellular industry needs a quick slap upside their heads because people will continue to find ways around cellular. The other reason is one I discovered earlier and wrote in Indoor Mobility?--that, "70-80 percent of mobile traffic originates from inside buildings." This should be some comfort for users that purchase iPads with WiFi only, but can the need for always on, always available be fulfilled by sole dependency upon WiFi access?
I don't think my desk phone sucks, as Erik Lagerway stated about his desk phone while presenting Hookflash at DEMO here. There's a propensity to deliver everything a PBX provides in as many forms or emulations possible. While I don't see the PBX going away soon, I do see the methods of communicating changing forever what businesses invest in and why. I've pondered often why Apple doesn't provide a "voice" enterprise solution. Apple was never seriously considered a "voice competitor" until the iPhone displaced Blackberry, Motorola, Nokia, to name a few. So Apple landed feet first in the voice business without becoming "The Phone Company" and that is a magic act.
Next they've driven the iPad into numerous verticals that I would say is more than daring because of the many uses people have quickly found for the iPad. The skeptics doubted Apple and whether they would be successful when other companies previously failed to deliver a widely accepted tablet. According to the WSJ, Apple said that, "86% of Fortune 500 companies are deploying or testing iPads."
Back to Hookflash: They're coming out of the gate with transfer call-park, hold and page. In addition to these rudimentary telephone features, Hookflash will include:
* One-on-one and group video, voice and chat
* View all active conversations in one place
* Merge together or divide active group text, voice and video conversations, with a simple swipe of the finger
* View real-time social and business profiles right inside Hookflash
* Transfer calls at the click of a button
* Record and share previously captured conversations--voice, video and chat--and always know who's participating
The other evening I had a lengthy after-hours discussion with my buddy Jamie Stapleton; he's President of CBSI in Ashland, Virginia. Jamie contends that we need to have federation of UC; and while we both know it may be more challenging, I have to agree with Jamie's argument. I emailed a query to Jamie about another topic I was asking for comments on and Jamie tried calling my office to only get voice mail. "It would be nice knowing that you aren’t available for a call or could be contacted another way." Both my desk phone and my iPhone were ringing--but I was in a meeting. I agree with Jamie even if federation means removing the barriers between personal and work times and availability--I think this idea will probably still continue to move forward. Not that I want always-on and -available access to anyone, but we tend to act that way with our cellular leashes. This is where I do think Hookflash provides a differentiated service, in the way people communicate and with whom people are welcomed to communicate with, and when. So in this vein, when Erik says his desk phone sucks, I'd have to agree that phones do when applied to the entire communications process. In either Jamie's desire for UC federation or Erik's argument that desk phones suck--would you call someone if you knew that you were going to get voicemail? Of course it depends, but when you examine the human communications process of using the telephone, it becomes abundantly clear that we can be more efficient and effective, whether we are on the job, at home or on vacation if we truly had federated communications.
I give credit to Apple for building products in anticipation of human needs. The last couple of generations have taught that there's a seemingly huge gap in interpersonal skills, yet there's a deep need for bridging that gap using technology. The social networking sites, including the dating sites, seem to be connecting the wires between people. How effective it is remains in question, but I can’t help but think that collectively these folks are overly indulgent and dependent upon technology. The communications process between people is important to understand and pretty much everyone knows the adage about “failure to communicate.” This will be interesting as it unfolds, as will the results and dynamics created by people communicating in real time presence and yet unwilling or unequipped to do so face to face.
Trent also discussed hosted services and establishing partnerships. Similar to Microsoft advertising Lync, Hookflash will work alone, with PBXs and embedded gear or on a hosted platform. Trent doesn't want to incur the high acquisition costs associated with winning customers and this is something that the hosted providers have mentioned to me numerous times. It costs about $100 to acquire one hosted extension, and hosted providers readily say their churn rate of 3% is normal. The edge Hookflash may have is that iPads carry a consumer allure. Maybe the human engineering of using a "simple swipe of the finger" sounds like Steve Jobs, but anyone that can make the communications glue easier, cheaper and yes, fun to use, probably deserves attention.
