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Wednesday, October 14, 2009

Culture is Key to Advanced Collaboration


Organizations that deploy the most advanced Internet protocol-based collaboration technologies achieve more than twice the return on their collaboration investment and perform better than their less collaborative peers, according to a thought-provoking Frost & Sullivan market study.

"Meetings Around the World II: Charting the Course of Advanced Collaboration," sponsored by Verizon and Cisco, examines how busy professionals in businesses and government agencies use advanced collaboration tools such as voice-over-Internet Protocol (VoIP), instant messaging or meeting via high definition video or Cisco TelePresence to get their work done.

The study is the first to develop a model for measuring a return on collaboration investment, the Return on Collaboration (ROC) Index. It establishes a progressive impact of deploying advanced Unified Communications and Collaboration (UC&C) technologies on business performance and measures improvements in areas such as research and development, human resources, sales, marketing, investor relations and public relations.

Advanced Collaborators Harness Competitive Advantage
The study also identified emerging business technology adoption trends and attitudes across the globe. Key findings from the study include:
  • Businesses and government agencies deploying increasingly more sophisticated collaboration tools -- such as VoIP soft phones, immersive video and fixed mobile convergence -- saw a corresponding improvement in business results relative to the amount invested.
  • The overall average ROC score was 4.2 -- meaning organizations received an average return of four times their investment in deploying collaboration technologies.
  • The majority of organizations deploying UC&C report they are more successful than their peers compared to those not deploying UC&C (70 percent versus 47 percent).
  • Of organizations deploying UC&C, 40 percent plan to increase spending.
  • VoIP is leading the way for delivery of advanced communications and collaboration applications.
Why Corporate Culture is a Defining Factor
If you're thinking that simply deploying online collaboration tools will deliver results similar to the leaders -- then think again. Your work environment is truly instrumental to success.

How do the Advanced Collaborators attain an ROC score of 6.1? These organizations tend to have "open" entrepreneurial corporate cultures where individuals are accessible, and there's regular cooperation between business units.

"Meetings Around the World II confirms and extends the key findings of the original study and builds on those conclusions. This latest research shows adopting progressively more advanced unified communications and collaboration tools can help organizations achieve a corresponding return on collaboration and improvement across all business functions. This return was most dramatic in the areas of sales, marketing and research and development" says Brian Cotton, vice president for Information and Communications Technologies for Frost & Sullivan.