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The 4 Phases of Digital Transformation in Communications

Posted by Andy Faulkner on Jul 25, 2016 8:57:22 AM


The iconic phrase, “There’s an app for that,” has led to a complete digital transformation that is reshaping virtually every industry.

Think about it: the largest taxi service owns no cars. The biggest accommodations provider owns no real estate. And the most-popular media distributor owns no content. (Bonus points if you can name the companies I’ve just described.)

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What Is Digital Transformation?

Very simply, the changes associated with the application of digital technology in all aspects of human society. The communications industry, in particular, plays a pivotal role in digital transformation. Cloud, mobile, big data and other communications technologies are dramatically transforming business operations and the customer experience, enabling new business models and creating new business leaders like Uber, Airbnb, Facebook and Amazon.

Basic unified communications capabilities are no longer enough to keep up with the rapid pace at which the customer experience is driving digital transformation. The ability to collect and use behavior-based customer data is a fundamental capability any communications system – and business – needs to remain relevant and profitable, considering companies that prioritize customer experience generate 60% higher profits than their competitors.

Interesting Factoid: Companies mastering digital transformation generate 9% more revenue and 24% more profit.

The 4 Phases of Digital Transformation in Communications

So how does your communications system stack up in the midst of this digital evolution? Which phase in the chart below do you fall in?


As digital transformation continues to accelerate, designing a communications system to help embrace it will be critical to the success and survival of any business. Integrating voice and best-of-breed services and applications like Google Cloud Services for storage or business intelligence, Amazon Web Services for compute processing, Rackspace for managed cloud, Salesforce for CRM, Dropbox for file sharing, Skype, or GotoMeetings – regardless if they're located on premise or in the cloud – is key. The challenge is to identify a flexible infrastructure that can conform to specific use cases without having to undergo significant development and technology integration costs.

Listen to Vertical CEO Peter Bailey discuss the impact of digital transformation in an interview on theCUBE here.

Integration in the Cloud

Communications technologies like Vertical Cloud ConnectTM (VCC), which is a secure integration capability that enables the rapid development and deployment of new apps and microservices, can help businesses configure the specific capabilities and services they need to improve operations and thrive during their own digital transformations. Secure hybrid cloud solutions like VCC are designed to quickly respond to end-user demands so you, in turn, can respond more quickly to  customers via a variety of digital touch points.

Hybrid cloud means putting workloads where its purpose is best served -- making sure the right service is used for the right workload at the right time with the right level of security. According to Judith Hurwitz, president and CEO of Hurwitz and Associates and author of Hybrid Cloud for Dummies, “When we talk about hybrid cloud, we are talking about how we manage all these services together," she says. "It doesn’t matter where those services reside, or which service you are using."

Did You Know? The number of digital touch points in the multi-channel customer experience journey is growing 20% annually.

The Evolution Continues

As Vertical continues its own evolution as a cloud communications provider, we’ll post more on VCC and other hybrid cloud technologies. In the meantime, how can we help you with your own digital transformation? Review the chart above again. Is it time to upgrade your business communications system? Check out our free guide Straight Talk about Business Phone Systems: Choosing the Right Solution for How Your Business Works Today and let us know.


Topics: Digital Transformation, business communications system

Vertical Communications: Communications Solutions for How We Work Today

At Vertical we're inspired by the always-connected, data-driven enterprises that embrace the new way of working made possible with mobile and cloud technology. We replace traditional business phone systems with a communications platform and secure cloud services that enable powerful new workflows to ensure you are always connected to your customers. Wherever. Whenever.

Vertical has thousands of clients of all sizes in all industries and we have specific communications platforms for the retail, auto, hospitality and healthcare sectors.

Please come back often and let us know what you think.

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