If you mentally ‘Photoshop’ out the image of a Bakelite telephone from communications services, how much of dayto- day conversation would actually disappear? Probably less than we fear.
People are talking over lots more things than they used to, which is good news. Intelligent things. Converged things. Things that have an SDK that allows YOU to come to the party. I’m talking about iPhones and Android, softphones and FaceTime, Playstation and XBox, Facebook and MSN. Your job is to be part of the voice conversation, even if it’s not telephony as we once knew it.
We’ve turned many of the death knells for telecom on their head. Are customers substituting wireless for wireline? Absolutely. But wait a minute – many mobile-only subscribers were never destined to be your highest revenue-generating customers. And for those deserters that you really care about, applications exist that turn the mobile ‘telephone’ into a sophisticated control point for your wireline voice services. Much of the industry conversation still revolves around the handling of the call itself – the voice – from device to device as the call parties roam (from office to home, Wi-Fi to cell).
Our vision for the next decade sees a world where the handling of voice is improved, with telcos offering, amongst others, advanced voice authentication services, intelligent call completion and an enhanced call centre experience. Of course, voice itself is still the ultimate form of communication. In many personal and business scenarios it remains the most effective and instinctive medium. The good news is that the genetic code for voice services has already been decoded: simplicity; transparency; lots of digital branding at the device end; and a pricing structure attractive enough so I don’t need to give it a second thought.
For a good call, think voice, not telephony.
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