Like every other communication and collaboration application provider, iotum’s Callbridge saw an explosion of growth over the past quarter, as the world experimented with working from home and new ways to connect.
But as we enter the next phase of the ‘new normality’, users are settling down, and making longer-term commitments to their platforms — not least as many are now seeking long-term strategic partnership solutions, rather than a reflexive emergency response. Stepping back to look at the bigger picture, the trend is toward consolidation and niche applications, with video functionality being tactically embedded by UCaaS and comms providers at the point of need in highly specific white-labelled packages, designed around their users’ unique needs..
Drilling down to deeper needs
Jason Martin
As Jason Martin, iotum’s CEO, explained, “What we saw with the data was about a six-week period where people were experimenting, and we saw a lot of trial accounts. Now, people are settled into what they’re comfortable with. So we’re getting creative in terms of how we address the needs of specific niches, and supply the features and use cases which are most interesting to our users.”
One trend they have been riding successfully is the growth of telehealth, and offering HIPAA compliance to users demonstrates the brand’s deep understanding of the sensitivities involved in medical conversations. If all platforms offer basically the same security and encryption nowadays as table stakes, then the differentiation comes from how you apply privacy principles and policies. Martin continued:
“When people talk about security they often mean privacy. And we’ve had a very aggressive privacy regime within all our products from the very beginning”
“Even before we did video, we had locked-down calls and expiring pins, lots of different ways to ensure that the right person was in the right meeting and no one else got access to that content.
“The main differentiator now between the various video calling solutions is the privacy controls they provide – not their encryption protocols, which are increasingly convergent on a general standard. There’s a great disparity in availability of privacy controls, and customers are becoming more literate about that as time goes on.”
Powering access to information and communication
It’s a timely reminder of just how rapidly the discourse has evolved, that not only are people increasingly comfortable with webcam usage, they’re looking for specific features and functions for their long-term choice of provider, understanding the importance of good choices about their new digital workspace.
Because the way we work together will be defined by how we access information and connections online for the foreseeable future – educating and empowering people to do that well is critical, and will shape the cloud-based information repositories which form the IP of businesses going forward. As our corporate assets and knowledge becomes fully digitised, it will be preserved and accessible in perpetuity.
This will help users to unlock the upsides of this collaboration transformation, that many people are yet to glimpse the potential of — but thought leaders developing applications like CallBridge are already building for.
As Martin continued, “what I think is the real value of these kinds of tools is that we’re going to see kind of an archive of corporate minds emerging. So instead of all of this activity that happens in office buildings where people meet, talk, take notes, and then go away and never execute what was discussed, I think that it’s going to become much more tracked and much more concrete.”
With tools like CallBridge providing flexible in-the-moment video functionality white-labelled within niche applications, perhaps one unexpected outcome of this health crisis will be greater accountability and transparency — which is completely independent of location, and built on a secure foundation of trust.
from UC Today https://ift.tt/2VBycFV
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