COVER STORY
“WE WILL CONTINUE TO STRENGTHEN OUR SERVICES IN AREAS LIKE CLOUD, SAAS, IAAS, ALONG WITH ENHANCING OUR NETWORK AND SALES REACH TO COVER AS MUCH SMB FOOTPRINT AS POSSIBLE.” JOYJEET BOSE, SR. VICE PRESIDENT, TATA TELESERVICES
products. Similarly, partnerships between software providers will acquire more importance, as a close relationship is required for tight integration of disparate application functions. What’s Trending Now A closer look at the collaboration market reveals some key mega trends that will go on to define the industry in the days ahead. First, as businesses come to grips with the realities of a hybrid workforce, the demand for secure collaboration platforms that provide end-to-end data security from device to device, in transit, at rest, and when stored will continue to grow. Second, employee well-being and inclusivity will be a priority. It presents vendors with a unique opportunity to embed inclusion into their collaboration platforms, marked by well-being and ensuring every voice is heard and valued. Third, emerging technologies such as artificial intelligence, virtual reality, and augmented reality will make their way into collaboration tools. It will make digital interactions more engaging and the experience more immersive. Virtual meetings over video conferencing platforms will slowly shift to the usage of AR headsets and immersive 3D photorealistic holograms. For example, Cisco’s Webex has been updated with over 1000 new features and a selection of new devices to give users an uninterrupted, immersive, and intelligent experience whether they’re at
20 SME CHANNELS MAY 2022
home, at work, or on the go. “Our AI-powered gestures capture body language and let participants interact more naturally. We have also introduced AI-powered Noise removal and speech enhancement technology,” informs Zia. Driving Benefits to Partners Collaboration techs should provide the platform to connect with external partners, customers, and vendors through seamless and high-impact communication. Those have been benefitting clients as well as partners alike. “Our innovations represent our commitment to helping our customers and partners achieve their highest potential as they move from the old remote work world to the new hybrid work world. Through a combination of hardware and software, we create tools that connect people, teams, ideas, and workflows with a single click, gesture, or simply our voice,” says Zia Zia further adds, “Most importantly, we understand that to be successful in the era of hybrid work, organizations need to make sure their solutions are flexible, inclusive, supportive, secure, and easily managed on the backend by IT, and the allnew Webex is all about simplicity.” “We assist SME businesses in crafting sales pitches for their clients, as well as educating engineers and obtaining certification. We assist in the creation of solutions that meet the project’s needs. POC/Demo is another important area where we
contribute to business growth,” says Bindra. “TTBS has teamed up with Zoom Video Communications to offer an intuitive, scalable, and secure communications solution to enterprises and individual customers. We have leveraged Zoom’s robust and secure platform to address the growing collaboration requirements of Enterprises for seamless unified communications. We offer Zoom’s world-class communications platform on our high-capacity network. These services include Zoom Meetings, Zoom Webinars among others to businesses across industry segments particularly education, healthcare, BFSI enabling them to collaborate effectively within their teams and partners in India and globally,” says Bose. “Also, in order to address the continuous shift in modern workplace, where employees expect more openness, collaboration and flexibility in how they stay connected, we offer a host of plug and play collaboration solutions, such as web conferencing solutions, hosted IVR, and international bridging services,” Bose adds. “We are continuing this momentum and helping the automobile manufacturer - Maruti Suzuki augment their offerings and reach a broader customer base across India. Maruti customers can come to their website and request a virtual tour of the showroom and the car they wish to explore from the comfort of their homes. It allows them to have a rich audio-video interaction with the ability to share the screen and co-create the car customizations through the 3D rendering of the cars,” adds Zia. Strategic Association with Partners Striking strategic association with the partners, collaboration players are changing the collaboration landscape. “In the modern channel ecosystem with the strategic association of partners, we serve our customers as a solution provider where we offer a large pool of comprehensive portfolios that help us to advance on our digital transformation journey,” says Bindra. “We aim to be at the forefront of technology evolution, where we continuously innovate. Our go-to-market closely surrounds our four main transformation pillars: IT, Security, Digital and Workforce. It is also our mission to provide support to our partners to join us in this journey,” he adds. Differentiating With Technology Clear, easy to understand, user-friendly End-User
