Xavier Martin, Head of Strategic Marketing for Alcatel-Lucent Enterprise, shares his thoughts on Web 2.0, the new role of CIOs, Unified Communications and more in the following interview.
What are some of the challenges that globalization brings to organizations?
Globalization is turning competition into a fast-moving target. The competitive landscape changes daily, and new and innovative services are launched more rapidly than ever. Knowledge is the real competitive differentiator that cannot be copied, and to thrive in this environment, companies must leverage their employees’ and partners’ knowledge. The best way to do so is to interconnect network, people and processes with real-time communications. We call companies that achieve this “Dynamic Enterprises”.
Web 2.0 is a way of addressing these challenges and increasing collaboration. What impact do you see this having?
Web 2.0 services are increasingly important for a company’s performance, and we believe that they will become the de facto foundation for collaboration. Web 2.0 services—or “Enterprise 2.0” when used in a business context—create a strong and rapid network effect between people. However, Web 2.0 services still lack a core function: the ability to connect through the voice channel wherever you or your correspondent may be. We believe that Web 2.0 will be progressively coupled with real-time communications capabilities, with the ability to reach a given expert exactly when they are needed.
How can CIOs reduce total cost of ownership while making their organizations more dynamic?
Our vision is that IT departments will shift from technology houses into internal business service providers. They will deliver the digital tools to help their business units gain market share and become more profitable. This means that two trends will emerge: first, all-IP, service-aware networks will become the norm. Applications will be supported from the carrier’s point of presence to the device, which is not possible with heterogeneous technologies. Secondly, Managed Communications services models will be favored for OPEX-based deals.
Can Unified Communications really simplify communications?
Yes, and it goes beyond simplifying communications! Today’s Unified Communications market is transforming into what we call “contextual communications,” where UC’s real-time communications techniques will be embedded into composite applications that serve specific business needs. UC will not only simplify communications, but will also assure communication between people during critical business instances, such as a sales negotiation. Viewed this way, UC’s contribution to business will become indisputable.
Do you see any challenges that Web 2.0 technologies might create for CIOs. If so, how can these be tackled?
The main challenge for CIOs is that a vast majority of Web 2.0 services are introduced to the enterprise by users themselves, bypassing established processes. It would be a mistake to ignore this grassroots phenomenon. Social networking services leverage knowledge, making them instrumental to a company’s success, which is the CIO’s new mandate. Secondly, most Web 2.0 services imported by employees offer poor guarantees in terms of security and SLAs, two areas where CIO organizations can bring enormous value.
How does Alcatel-Lucent see communication and collaboration integrating?
Communication and collaboration integrate naturally when an organization understands the combined value of network, people, knowledge and process—the components of a Dynamic Enterprise.
We’re used to getting a dial tone and Internet access; communication is a given and almost a commodity. However, if companies consider it as part of a broader scope with business imperatives at its center, then it becomes a real differentiator in a Web 2.0 world where collaboration is the name of the game and will be for many years to come.
