An elegant solution to patchy indoor coverage and exhausted
batteries.
For most
people, so-called unified communications (UC) remains a pipe dream. As they
juggle their personal and professional lives, many people still have multiple
telephone numbers, email accounts and messaging IDs. That makes life
unnecessarily complex.
Soft-launched
two months ago by O2 in the U.K., TU Go is designed to change that by enabling
you to use your mobile number to make and receive calls and exchange text messages from Wi-Fi-only tablets
and PCs, as well as mobile phones. How is it faring in the marketplace? Is it
meeting the pent-up demand for more simplicity?
The Brits that
have downloaded the app are using it for between 10% and 15% of their communications, according to Stephen Shurrock, CEO of New Business Ventures, Telefónica Digital, who was speaking at the TM Forum
in Nice last week. In an interview, Shurrock said TU Go has been “very well
received” by the customers invited to use the service. He added that O2 UK will begin promoting TU Go over the summer and the service will also be launched in
Argentina. Although Shurrock didn’t give much detail on how the service is
being used, his remarks suggest Telefónica believes TU Go has a market.
Tu Go isn’t available for business customers yet, but I suspect those British
employees working in a bring-your-own-device (BYOD) environment, will bring TU Go
into the office, as that is where a cloud-based mobile number could really come
into its own.
Stephen Shurrock told the TM Forum that TU Go is gaining traction |
Circumventing capacity and coverage problems
Capacity and
coverage problems can make cellular networks all but unusable in crowded office
blocks. But a cloud-based mobile number can overcome these issues by enabling
employees to easily use the corporate Wi-Fi network to make and receive mobile
calls. Some 61% of mid-to-large companies in the U.S. and 50% in Germany have had indoor mobile
coverage and/or capacity problems, according to a survey commissioned by
SpiderCloud Wireless. As SpiderCloud sells indoor wireless solutions it has a
vested interest in talking up this issue, but those figures ring true to me.
Although there
are, of course, many other UC solutions out there, they have generally been
built for enterprises rather than consumers. In the era of the consumerisation
of IT and BYOD, the boundaries between work and personal lives have blurred –
employees want to use the same UC app at home and at work. If you are stuck late in the office, it would be great to be able to use your laptop to quickly fire off a text message to your spouse or children.
Moreover, in a
BYOD environment, being able to use a single mobile number across multiple
devices gives employees considerable flexibility. If they are in the field and
the battery life on their smartphone is running low, they can use their tablet
to make a call, safe in the knowledge that their contact’s handset will
recognize their mobile number. (Some 40 percent of online U.S. adults now have a tablet, according to research
released by the Consumer Electronics Association.)
The TU Go
concept is particularly well suited to the UK, where the mobile networks are pretty
ropey and there is a great deal of public Wi-Fi, much of it free, enabling
mobile Wi-Fi calling. BT, the incumbent telco, said
recently, that it now has more than five million Wi-Fi hotspots in the UK and
Ireland, having added more than 20,000 new hotspots each week over the past
year.
For mobile
operators, extending the mobile number across platforms and across Wi-Fi is an
important strategic play that will help them fend off the competition from
over-the-top voice and messaging services.
Seamless support for Wi-Fi needs to be a standard feature of any
“mobility as a service’ offering.
Other mobile
operators are likely to follow Telefónica’s lead and launch TU Go-style
services, ushering in further fixed-mobile convergence (FMC). And it won’t be long before such services
infiltrate the enterprise – CIOs need to start thinking now about what this
new kind of FMC will mean for their company and its existing systems and
solutions.
Unified communications
is about to go mass market.
This post is sponsored by the Enterprise Mobile Hub and BlackBerry