Differentiation – not a new idea, but increasingly important to adapt to organisational change

Differentiation – not a new idea, but increasingly important to adapt to organisational change

Service providers need to understand why differentiation matters both within and between organisations, so that they can deliver communications solutions that provide the flexibility today’s agile businesses need to thrive and adapt to future change and new opportunities. Stay relevant with Gintel’s flexibility.

Fragmentation operators at different levels

The ongoing pandemic has created a more fragmented workforce and a more fragmented business environment. We’ve already written how this means that new silos need to be connected so that core functionality – such as voice – can be enabled and made accessible from different environments. Today, we also need to think about how different companies will be structured and organised.

A typical organisation today is built from different units, or cells. These are commonly known as departments or, perhaps, as teams. Thus, an organisation may have a sales department, a support team, an HR department, a production team and so on. It doesn’t really matter what these are, the point is that increasingly granular structures are a consequence of organisational growth. They are necessary to support specialisation.

This specialisation is increasingly likely to result in the adoption of different tools – the solutions a design engineer needs to perform her tasks are likely to be different from those required by someone working in HR. Thus, not only do we see silos of functions within an organisation, we can expect to see silos of solutions that are tuned to the needs of each team.

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Companies embrace more specialised solutions but need flexibility as their organisations evolve

One thing we definitely learnt from COVID is that employees rapidly embraced technology that helped, without necessarily compromising security. So, we might expect this trend to continue – leading to more diversity. A second thing we learnt is that there is a host of solutions available, from the cloud, to assist with various functions. Despite consolidation, it’s likely that there’s also considerable room for specialisation – particularly as more vertically-focused solutions emerge.

Another thing we need to consider is flexibility. Organisations are subject to lightning change and need to respond accordingly. This means that they may need to take on extra staff – temporarily or permanently, offer short-term contracts, use consultants, or reallocate resources. They need to be able to ensure that all such resources are able to access key common platforms, which should not mean purchasing new multi-year licenses or new equipment, but rather allowing short-term staff to use their own assets, subject to security considerations.

Similarly, remote working is here to stay, regardless of country. While it will be more common in some countries than others, it’s a fact of life. Whether in the short or long term, employers will need to be able to ensure remote access for their staff, which means reachability (can the person work effectively from any location?) must be matched by inclusion (can the systems be accessed by anyone permitted, regardless of connection?).

In summary, organisations need:

  • Communications and collaboration solutions that suit their functions and roles
  • Solutions that are easy to adopt and can be accessed from anywhere
  • Temporary or permanent access, depending on tenure

Help companies evolve and adapt

They also need communications solutions that, not only provide the ability to connect different tools used in different teams, but that can also accommodate lightning changes, support remote workers and enable temporary staff to be included within the overall company directory, as well as to be assigned to different departments.

Service providers need to be able to meet these needs. At the same time, they also need to be able to meet the needs of serving different organisations in general. That’s because there’s growing recognition of the power of differentiation. As each industrial or other sector evolves, the differences between them are emphasised. Indeed, these are even encouraged by the abundance of solutions that have evolved to meet the needs of, say, healthcare or manufacturing. The more such solutions emerge, the stronger the differences between such sectors are defined.

Customisation is key – for sectors and companies

Understanding this is key for service providers that seek to be able to provide relevant communications solutions. There is no vanilla anymore – a fact emphasised by the fact that most mobile operators are taking a deeply segmented view of emerging 5G mobility solutions. So, an essential element for any service provider that wants to effectively target organisations that are growing and adapting to change is also to include customisation capabilities, such that they can tune solutions to meet industry and vertical-specific needs.

At Gintel, we understand these dynamics. We’ve helped service providers to deliver differentiated services to organisations of all shapes and sizes for 20 years. We work with all kinds of service providers – from multi-national operating groups to emerging MVNOs – which means we have a unique perspective. We know that your customers are different and that the organisation as an entity continues to evolve. Our solutions help you stay relevant and your customers connected. So, why not get in touch, so we can help you solve your customers communications challenges?

VoLTE, UC, Unified Communications, Mobile PBX, B2B, 5G

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