Communications Blog • 4 MIN READ

The Top Trend in Digital Transformation (DX)

Tim Poindexter

Written by Tim Poindexter

This blog’s premise is UCC (Unified Communications and Collaboration) performance management, but first, let me tell you a story.

Digital transformation isn’t new. It’s almost 30 years old. It started with something in the early 90s called the internet. Since then it has gone via names like, The Internet Revolution, the New Industrial Revolution, Web 2.0, Tech Transformation, and more recently, DX. Clever marketers have seemingly turned the nomenclature into the top trend.

Let’s call DX what it really is

It’s really tech innovation.

In those terms it’s far easier to understand and realise we’ve been transforming our businesses for decades. Even as far back as digital fax machines and printers in the 80s and (wow!) the idea of going paperless with email in the 90s.

Remembering those relics of technology from long ago, we can see what’s really changed is the pace of innovation. So call it what you will, tech innovation or digital transformation, change is happening so quickly, business leaders must possess a continuous transformation mindset.

Traditions and transformation don’t mix

If you’re reading this, you’re probably associated with a technology company in the traditional sense, but traditions only become so because they’re old.

The business of digital transformation has no sense of tradition. Startups don’t respect your industry because you’ve been doing it the same way for 100 years. For them, tradition equals a big, fat opportunity.

So forget tradition. It’s transform or die.

How to do digital transformation well

Companies don’t need to make software or microchips to be tech firms anymore. They just need to be in business. Every business system, from communication, to finance, to marketing, to HR; all of them rely on technological tools to create efficiencies, speed workflow and improve productivity.

So we know the speed of tech transformation is accelerating, but so too we can see the tech ecosystem expanding. A growing number of 3rd-party tools are available to companies, from multiple vendors, and often with multiple customisable options for each area of business.

A paradoxical outcome has eventuated, whereby this aggressive pursuit of new technology for competitive advantage has resulted in increased complexity within organisations’ business processes. New problems have arisen, to be solved using more technology (we can’t go back now), which feeds the cycle. So what to do?

Get someone else to do it

Mature companies used to develop innovative tools in-house, but the pace of innovation used to be slower. Even stepped. But now companies are dealing with continuous transformation, so unless you’re an Amazon or Walmart, virtually nobody has the resources to vertically integrate.

Fortunately, 3rd-party startups have filled the void, building customisable cloud software which can improve or automate any business system, and unlike individual firms, these vendors can sell at scale in order to justify the cost of initial and continuous development. They also provide comprehensive support to reduce complexity for their clients and keep processes running optimally.

One of the better examples of this is our very own digital experience management industry.

Innovation in unified communications and collaboration

Once upon a time UCC service providers may have developed their own technology, but now, such is the complexity of UCC infrastructure, no single vendor can deliver all the services a customer requires to manage their communications ecosystem. Multiple 3rd-party platforms are needed and they have to integrate to deliver desired outcomes.

So although a service provider might no longer drive technological transformation internally, they certainly drive it externally. Their own end users continuously update their expectations for service delivery and in turn the service providers pressure their 3rd-party vendors to deliver updates according to end-user needs.

Unification in UCC

Solutions to customer problems don’t come from a single platform or provider any more. Technological ecosystems are multi-vendor, so smart business leaders who understand where their company strengths lie can worry less about “DX” and instead focus on partnering with 3rd-party technology providers to enable better customer outcomes.

It’s how IR came to be the company it is today. It might seem quirky, but illustrates the partnering point well. We provide 3rd-party performance management software to help monitor and troubleshoot the multi-vendor 3rd-party UCC infrastructure for telecommunications service providers.

Put simply, our tech company customers need our 3rd-party software to manage their 3rd-party vendors. And those customers drive us to improve every day. In a world of accelerating technology and complexity, what’s needed is tech that can help all the other tech work better. Tech that can simplify. Tech that can demystify and untangle. Tech that can separate signal from noise.

That’s why we exist.

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