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16 August 2021: Zoom is best known for its video conferencing solution, which set new standards for ease of use and quick adoption, which in turn saw its usage skyrocket during the first months of COVID-19 lockdowns. The firm’s brand is now so ingrained that staff often refer to video conferencing as ‘zoom calls’ and the public use the terms ‘zooming’ and ‘zoom me’, even when Zoom may not be technology in use. Unfortunately for Zoom, its strong brand recognition with video calls often obscured the breadth of its unified communications (UC) ecosystem.

Zoom is attempting to reposition its brand as an end-to-end UC platform. The topics for its planned Zoomtopia summit, scheduled for the 14th of September, are clear indicators of where Zoom will focus its efforts in the coming year: 

  • Public sector
  • Education
  • Healthcare
  • Financial services

IBRS recent interviews as part of the Cloud economic study found these four sectors have all been particularly impacted by COVID-19 in terms of service delivery volume and increasing expectations on multichannel (if not omnichannel) experiences. So Zoom’s targeting makes sense. 

Why it’s Important.

The requirements for UC are shifting from internal standardisation (cost optimisation, ensuring staff can communicate efficiently and switch between communications modes) to external flexibility (delivering services using end-points that the public have on hand). It is for this reason that both Microsoft Teams and Zoom are finding their way into call centre strategies. It is not just that these video communications technologies fit within a larger communications ecosystem, but that the majority of the public are familiar with the services and likely have clients already installed on their devices. The mature wave of UC, which IBRS introduced 14 years ago, is moving from the trailblazers into the mainstream.

Who’s impacted

  • User experience / customer journey teams
  • Development team leads
  • Customer service teams
  • Call centre teams

What’s Next?

There two key triggers for replatforming an organisation’s UC environment, or at least introducing a new UC platform:

  • An overhaul of call centres, possibly in conjunction with CRM modernisation.
  • Replacement of legacy PBX or VoiP solution


Related IBRS Advisory

  1. Unified Communications: the future is full of MUC
  2. Unified Communications: Justifications and Predictions
  3. Special Report: Using Lessons from Activity-Based Working to Redefine the Post-Pandemic Workplace