From a CX point of view there is going to be far more interaction with brands and products through online channels. This is not just about eCommerce and buying from a portal. It is also about using tools like Instagram, Facebook and other social media platforms more widely. It is about learning to interact with the customer in multiple ways and touching their journeys at multiple points, all virtually using the web – mostly the mobile web.
Ecosystm research shows that almost three out of four companies have decided on accelerating or modifying the digitalisation they were undergoing (Figure 1). It is fair to expect that this gives a further boost to moving to the cloud. For the customer it will mean being able to access information in many new ways and connect with products, services, brands at multiple points on the web.
Since interacting with the customer at multiple points is new for most services, I foresee a lot of missed opportunities as companies learn to navigate a completely different landscape. Customers pampered by digitally native organisations often react harshly to even a small mistake. It will become critical for companies to not just become a bigger presence online but also to manage their customers well.
New solutions such as Customer Data Platforms (CDP), as opposed to CRM will become common. Players who are into Customer Experience management are likely to see huge business growth and new players will rapidly enter this space. They will promise to affordably manage CX across the globe, leveraging the cloud.
#2 Virtual Merges with Real
AR/VR has so far been seen mainly in games where one wears an unwieldy – though ever-improving – headset to transport oneself into a 3D virtual world. Or in certain industrial applications e.g., using a mobile device to look at some machinery; the device captures what the eye can see while providing graphical overlays with information. In 2021 I expect to see almost all industrial applications adopting some form of this technology. This will have an impact on how products are serviced and repaired.
For the mainstream, 2020 was the year of videoconferencing – as iconic as the shift to virtual meetings has been, there is much more to come. Meetings, conferences, events, classrooms have all gone virtual. Video interaction with multiple people and sharing information via shared applications is commonplace. Virtual backgrounds which hide where you are actually speaking from are also widely used and getting more creative by the day.
Imagine then a future where you get on one of these calls wearing a headset and are transported into a room where your colleagues who are joining the call also are. You see them as full 3D people, you see the furniture, and the room decor. You speak and everyone sees your 3D avatar speak, gesture (as you gesture from the comfort of your home office) and move around. It will seem like you are really in the conference room together! If this feels futuristic or unreal try this or look at how the virtual office can look in the very near future.
While the solutions may not look very sophisticated, they will rapidly improve. AR/VR will start to really make its presence felt in the lives of consumers. From being able to virtually “try” on clothes from a boutique to product launches going virtual, these technologies will deeply impact customer experience in 2021 and beyond
In the immortal words of Captain Kirk, we will be going where no man has gone before – enabled by AR / VR.
#3 Digital CX will involve Multiple Technologies
AI, IoT and 5G will continue to support wider CX initiatives.
The advances that I have mentioned will gain impetus from 5G networking, which will enable unprecedented bandwidth availability. To deliver an AR experience over the cloud, riding on a 5G network, will literally be a game changer compared to the capabilities of older networks.
Similarly, IoT will lead to massive changes in terms of product availability, customisation and so on. 5G-enabled IoT will allow a lot more data to be carried a lot faster; and more processing at the edge. IoT will have some initial use cases in Retail, Services and other non-manufacturing sectors – but perhaps not as strongly as some commentators seem to indicate.
AI continues to drive change. While AI may not transform CX in 2021, this is a technology which will be a component of most other CX offerings, and so will impact customer experience in the next few years. In fact, thinking of businesses in 2025 I cannot believe that there will be a single business to customer (B2C) interaction which will not feature some form of AI technology.
I’d be interested to hear your thoughts on the technologies which will impact CX in 2021 – Connect with me on the Ecosystm platform.
Ecosystm Predicts: The Top 5 Customer Experience Trends for 2021
Download Ecosystm’s complimentary report detailing the top 5 customer experience trends for 2021 that your company should pay attention to along with tips on how to stay ahead of the curve.
Video conferencing company Zoom hosted its virtual Zoomtopia user conference lasts week. Given the attention the company has received as the de-facto standard video communication service for the many stranded work-from-home folks, Zoom has been using the event to launch a number of new products. This includes bringing into general availability its OnZoom events platform and marketplace, and introducing Zapps which brings apps from other providers into the Zoom experience.
In this age of work-from-home connectivity, we are all asked to multi-platform depending on customer preference, company standards and choice of scale-out from a licensing perspective. But will video-led unified communications help position Zoom to be the infrastructure platform of choice of the workforce? Will Zoom as a Platform (ZaaP!) become a well-used phrase to discuss unified collaboration infrastructures?
The agenda of Zoomtopia, covering healthcare, government, financial services, sales engagement, blending learning in education, mindfulness, CSR, and a whole gambit of other vertical topics, demonstrates a virtual play to highlight use cases where other platforms have focused on the horizontal aspect of productivity.
If you compare Microsoft’s horizontal approach with Cisco’s networking approach, both come from places of productivity. Zoom, being video-led and UC oriented, comes from a place of communication and collaboration. Is collaboration now the real driver for the future of work?
Zoom connects the dots with these two product introductions. Zapps is designed to link productivity tools directly into the Zoom experience for user access to multiple applications from the platform. OnZoom allows hosts to run one-time events or event series with up to 100 or 1,000 attendees (depending on their license) and sell tickets for them. Zoom is also integrating the ability to receive donations through events via Pledgeling. Think a combination of EventBrite meeting GoFundMe meeting Facebook Events.
With the wide variety of activities during this social distancing period around the world that have been Zoom-powered, familiarity leads to experimentation and early adoption.
Without using the word ‘portal’ – Zoom as a Platform (ZaaP!) enforces the drive for a main infrastructure for live interaction via video as the main means of communication over written material or pre-recorded media materials. And many of us are video-led, more than ever.
Zoom is scaling rapidly. When it started out many years ago, they were known as a company that offered video sessions for free and everyone was wondering who this new kid on the block was. In a span of a few years, they have become a powerhouse.
The announcement of OnZoom is something that marketeers will take note of. Many marketeers are Zoom users but could be using other platforms for hosting events. The solution will have in-built tools for selling tickets, scheduling, gifting tickets, promotional activities, etc. Zoom is thinking about video and layering that with added functionality to run a large-scale event. You can see them going into using AI to churn out rich analytics on attendees, attendance rates, effectiveness of campaigns and so on. All of a sudden it is about hosting an event with in-built rich features plus analytics so events can be run better. They are reaching a new audience and making it a fully built all-purpose solution for event organisers and marketeers.
Security Front and Centre
Ecosystm research shows that security has been a key component in organisation’s COVID-19 responses – and rightly so (Figure 1).
While Zoom received some negative publicity this year around security, they were quick to admit the issues and made incremental changes in the subsequent months including an acquisition. With E2EE, no third party including Zoom is provided with access to the meeting’s private keys. Zoom’s E2EE ensures that communication between meeting participants using Zoom applications is encrypted using cryptographic keys known only to the devices of those participants. Zoom is starting to penetrate larger accounts and the security aspect is important as it is the top of the mind discussion for every business leader.
With the hybrid work model evolving between home and work, and work patterns changing, one thing that is going to stay is the use of video and collaboration tools and it is only going to accelerate (Figure 2).
What Zoom is doing well is how they take workflows and APIs seriously, making productivity flow into UC and UX, and not the other way around.
With longer work hours becoming a norm, growing instances of emotional stress and mental fatigue, UX becomes paramount. Knowledge workers want to seamlessly move between workflows and still find the experience simple and not tiring. Zoom is building on that vision as a platform enabler and infrastructure provider.
More insights on the impact of the COVID-19 pandemic and technology areas that will see transformation post COVID, as organisations get into the recovery phase, can be found in the Ecosystm Digital Priorities in the New Normal Study
Ecosystm Principal Advisor, Audrey William says, “During the COVID-19 pandemic, people have become reliant on voice, video and collaboration tools and even when things go back to normal in the coming months, the blended way of work will be the norm. There has been a surge of video and collaboration technologies. The need to have good communication and collaboration tools whether at home or in the office has become a basic expectation especially when working from home. It has become non-negotiable.”
William also notes, “We are living in an ‘Experience Economy’ – if the user experience around voice, video and collaboration is poor, customers will find a platform that gives them the experience they like. To get that equation right is not easy and there is a lot of R&D, partnerships and user experience design involved.”
AWS and Slack Partnership
Amid a rapid increase in remote working requirements, AWS and Slack announced a multi-year partnership to collaborate on solutions to enable the Workplace of the Future. This will give Slack users the ability to manage their AWS resources within Slack, as well as replace Slack’s voice and video call features with AWS’s Amazon Chime. And AWS will be using Slack for their internal communication and collaboration.
Slack and AWS are also planning to tightly integrate key features such as: AWS Key Management Service with Slack Enterprise Key Management (EKM) for better security and encryption; AWS Chatbot to push AWS Virtual machines notifications to Slack users; and AWS AppFlow to secure data flow between Slack, AWS S3 Storage and AWS Redshift data warehouse.
William says, “It’s a win-win for both vendors. AWS has sealed a good partnership for its Chime solution and other AWS cloud services. This ensures that Amazon Chime is used alongside a vendor with a reputation in the collaboration space. On the other hand, Slack gets the benefits of a robust cloud architecture including reliability and security and can now embed its collaboration offering with voice and video capabilities for its customers.”
The Competitive Landscape
The partnership between AWS and Slack has enabled Slack to scale and compete with more tools in its arsenal. The enterprise communication and collaboration market is heating up with announcements such as Zoom ramping up its infrastructure on Oracle Cloud. The other major cloud platform players already have their own collaboration offerings, with Microsoft Teams and Google Meet. The AWS-Slack announcement is another example of industry players looking to improve their offerings through partnership agreements. Slack is already integrated with a number of Microsoft services such as OneDrive, Outlook and SharePoint and there was talk of being integrated with Microsoft Teams earlier this year. Similarly, Slack has also integrated some GSuite tools on its platform.
“There is a battle going on now in the voice, video and collaboration space and there are many players that offer rich enterprise grade capabilities in this space. AWS is already Slack’s “preferred” cloud infrastructure provider, and the two companies have a common rival in Microsoft, competing with its Azure and Teams products, respectively,” says William.
The Single Platform Approach
The competition in the video, voice and collaboration market in becoming increasingly intense and the ability to make it easy for users across all functions on one common platform is the ideal situation. This explains why we have seen vendors in recent months adding greater capabilities to their offerings. For instance, Zoom added Zoom phone functionality to expand its offerings to users. Avaya released Spaces – an integrated cloud meeting and team collaboration solution with chat, voice, video, online meetings, and content sharing capabilities. The market also has Cisco as an established presence, providing video and voice solutions to many large organisations.
Organisations want an all-in-one platform for voice, video and collaboration if possible as it makes it easier for management. Microsoft Teams is a single platform for enterprise communications and collaboration. William says, “Teams has seen steady uptake since its launch and for many IT managers the ability to capture all feedback, issues/logs on one platform is important. Other vendors are pushing the one vendor platform option heavily; for example, 8×8 has been able to secure wins in the market because of the one vendor platform push.”
“As the competition heats up, we can expect more acquisitions and partnerships in the communications and collaboration space, in an effort to provide all functions on a single platform,” says William. “However, irrespective of what IT Teams want, we are still seeing organisations use different platforms from multiple vendors. This is a clear indication that in the end there is only one benefit that organisations seek – quality of experience.”
Switching to an alternative video conferencing platform will not necessarily offer greater levels of security as privacy is typically not a strength of any collaboration platform. Collaboration platforms tend to tread a fine line between a great experience and security. Too much security can cause performance and usability to be impacted negatively. Too little security, as we have seen, allows hackers to find vulnerabilities. If data privacy is critical for a meeting, then perhaps collaboration platforms should not be used, or organisations should not share critical information on them.
Protect all Cloud Workloads
In today’s remote working paradigm, cloud computing is being used more than ever. This frequently exposes organisations to risks that are not adequately mitigated.
Organisations typically need to manage a mix of on-premises technology together with multiple clouds, which are often poorly integrated. These complexities are compounded by the increasing risk from cyberattacks associated with cloud migration and hybrid cloud implementations. In cloud environments, the leading cybersecurity risks include insecure interfaces and APIs, data breaches and data loss, unauthorised access, DDoS attacks, and a lack of a unified view of assets.
Protection requirements for securing hybrid multicloud environments are evolving rapidly. In addition to tightening up endpoint security, organisations must also place greater emphasis on cloud workload protection. Cloud security solutions need to offer a unified and consistent view across all physical machines, virtual machines, serverless workloads and containers, used by an organisation.
Amend Incident Response Plans
It is the containment of breaches that often determines the success of security policies and procedures. Basic cyber hygiene as well as changes to IT architecture, such as micro segmentation, play an essential role in breach containment. But incident response plans also need to be made relevant to the current pandemic scenario.
Employees and IT teams are now working in a completely different environment than envisaged by most incident response plans. Existing plans may now be obsolete. At the very least, they will need to be modified. Usually, incident response plans are designed to respond to threats when most employees are operating in a corporate environment. This clearly needs to change. Employees need to be trained in the updated plan and know how to reach support if they believe that a security breach has occurred in their remote location.
Critically, new alert and warning systems need to be established, which can be used by employees to warn of threats as well as to receive information on threats and best practices.
Organisations are struggling to keep the lights on. In this battle to remain operational, cybersecurity has been taking a back seat. This cannot last for long as the deluge of new vulnerabilities is creating easy pickings for attackers. Cyber hygiene, endpoint security, cloud security, security policies and incident response plans must be continually reviewed.
This blog is based on Andrew Milroy’s recent report titled “Cybersecurity in the COVID-19 Era”.
Click here to download the full report ?
The one area where they were impacted most is security. In his report, Cybersecurity Considerations in the COVID-19 Era, Ecosystm Principal Advisor Andrew Milroy says, “The extraordinary growth of Zoom has made it a target for attackers. It has had to work remarkably hard to plug the security gaps, identified by numerous breaches. Many security vulnerabilities have been discovered with Zoom such as, a vulnerability to UNC path injection in the client chat feature, which allows hackers to steal Windows credentials, keeping decryption keys in the cloud which can potentially be accessed by hackers and the ability for trolls to ‘Zoombomb’ open and unprotected meetings.”
“Zoom largely responded to these disclosures quickly and transparently, and it has already patched many of the weaknesses highlighted by the security community. But it continues to receive rigorous stress testing by hackers, exposing more vulnerabilities.”
However, Milroy does not think that this issue is unique to Zoom. “Collaboration platforms tend to tread a fine line between performance and security. Too much security can cause performance and usability to be impacted negatively. Too little security, as we have seen, allows hackers to find vulnerabilities. If data privacy is critical for a meeting, then perhaps collaboration platforms should not be used, or organisations should not share critical information on them.”
Zoom to increase Capacity and Scalability
Zoom is aware that it has to increase its service capacity and scalability of its offerings, if it has to successfully leverage its current market presence, beyond the COVID-19 crisis. Last week Zoom announced that that it had selected Oracle as its cloud Infrastructure provider. One of the reasons cited for the choice is Oracle’s “industry-leading security”. It has been reported that Zoom is transferring more than 7 PB of data through Oracle Cloud Infrastructure servers daily.
In addition to growing their data centres, Zoom has been using AWS and Microsoft Azure as its hosting providers. Milroy says, “It makes sense for Zoom to use another supplier rather than putting ‘all its eggs in one or two baskets’. Zoom has not shared the commercial details, but it is likely that Oracle has offered more predictable pricing. Also, the security offered by the Oracle Cloud Infrastructure deal is likely to have impacted the choice and it is likely that Oracle has also priced its security features very competitively.”
“It must also be borne in mind that Google, Microsoft and Amazon are all competing directly with Zoom. They all offer video collaboration platforms and like Zoom, are seeing huge growth in demand. Zoom may not wish to contribute to the growth of its competitors any more than it needs to.”
Milroy sees another benefit to using Oracle. “Oracle is known to have a presence in the government sector – especially in the US. Working with Oracle might make it easier for Zoom to win large government contracts, to consolidate its market presence.”
Gain access to more insights from the Ecosystm Cloud Study
According to Speedtest, global mobile and broadband speeds have suffered as a result of the increase in traffic with speeds dropping in March 2020 for mobile to 30.47 Mbps (from 31.62 Mbps in February) and fixed broadband to 74.64 Mbps (from 75.41 Mbps in February). In Southeast Asia, only Singapore and Vietnam averaged mobile speeds of 54.37 Mbps and 33.97 Mbps respectively, exceeding the global average speeds. As for fixed broadband, Singapore ranked highest globally achieving 197.26 Mbps while Thailand and Malaysia clocked 149.95 Mbps and 79.86 Mbps respectively, trumping the global average speeds.
Southeast Asian carriers increase network efficiency and quality
Singapore. The country’s ICT regulator, Infocomm Media Development Authority (IMDA), reported an increase in internet usage and its intentions to support telecom carriers in boosting network capacity to ensure essential services run smoothly. Priority will be given to high traffic and residential areas where a larger proportion of the population are working from home. The Ministry of Communications and Information (MCI) reported that Singapore has at least 30 percent buffer in network capacity even during peak periods. Major TV operators Mediacorp, Singtel and Starhub have made more content available for free during this period. This may further impact network speeds as customers are consuming more content over wifi (on mobile apps) or over the fibre networks.
Thailand. Part of the country’s public assistance measures during the pandemic, include offering about 30 million mobile subscribers 10GB free data. The National Broadcasting and Telecommunications Commission (NBTC) will also upgrade the speeds of fixed broadband to at least 100 Mbps which is expected to benefit 1.2 million household subscribers. Leading operator Advanced Info Service (AIS) recently announced that it has deployed 5G networks at hospitals to boost network capacity and speeds, and is deploying robots for telemedicine to empower the healthcare system to fight COVID-19.
Malaysia.Maxis and Telekom Malaysia (TM) reported a surge in traffic since the movement control order (MCO) was implemented by the Government on the 18th March 2020. The MCO is expected to run at least until 28th April 2020. TM cited a 30 percent increase in usage attributed to the increase in traffic for streaming, online games and teleconferencing. Leading operators Maxis, Digi, Celcom and U Mobile have offered 1GB free data during the MCO period as part of the Government’s stimulus package. Maxis, TM, Digi and Celcom have also committed significant manpower to ensure that the networks are operating efficiently and to ensure customer support. Leading TV operator Astro has made all movie, news and cartoon networks available to all its customers until the 28th April 2020.
Social distancing fillip for video conferencing
The rise of social distancing has made us all seek new ways to connect, mainly through video chat. Video conferencing traffic is on the rise as it is the next best thing to face-to-face meetings. Microsoft Teams and Zoom have been big benefactors. The American Economic Institute (AEI) notes that Zoom hit some 200 million users daily from a daily average 10 million. Microsoft Teams added some 12 million registrations to a total of 44 million.
Many predict that the home working trend will continue in the recovery stage and beyond, due to improvements in the telecommunications infrastructure and impending rollout of 5G. It is also predicted that the commercial property sector is likely to suffer due to this trend. This period also highlights the critical importance of cybersecurity with increasing occurrences of hacking and fraud. Zoom is being forced to reinforce their privacy and security measures, as an example.
COVID-19 has changed the way we web
On the social front, many are also using video conferencing to communicate with friends and family. Operators relaxing and offering additional data has undoubtedly contributed to the increase in this usage too. Now that many are homebound, network traffic in residential areas are higher than ever. In the past, peak hours of traffic at homes were at night – this has changed with adults and children homebound. Adults are using video conferencing and more voice calls; while children are using elearning, playing games or streaming videos. The European Commission had asked Netflix and other streaming platforms to reduce streaming quality to standard definition (SD). Netflix has assured that it has the capability to manage levels of streaming quality in accordance with the networks quality requirement of individual countries.
Online gaming and video streaming have emerged as winners and have seen an increase in consumption in these times as they provide for entertainment for millions stuck at home. There is tremendous opportunity for both telecom operators and content providers to increase their number of services in this area. Netflix, YouTube, Microsoft Xbox and PlayStation are among the winners in this sector. YouTube provides for a primary news source and commentary on the epidemic for many. Netflix’s stocks are near an all-time high at present.
eCommerce boost for essentials goods and services
The eCommerce sector should see a major improvement in Southeast Asia as physical channels to market have reduced. Emerging economies such as Malaysia and Thailand should see an improvement in services and embrace eCommerce like their mature counterparts. Statista reports that the average Malaysian eCommerce shopper spent just US$159 and Thailand just US$100 on online consumer goods purchases in 2018, considerably lower than the global average of US$634. There is huge opportunity to provide for basic necessities such as online grocery, food and delivery of goods. As a consequence, contactless payment and the transport and logistics sector will be forced to adapt their business operations to ride this wave successfully. As eCommerce transactions diversify and increase in emerging markets, it will give telecom providers an opportunity to keep engaging with platform players.
Telecom carriers are likely to suffer financial losses due to the scale of the disruption COVID-19 has brought about. However, there are some positives takeaways from this period. The increase of network traffic and the changing patterns have driven carriers to better understand network traffic management. The sharp consumer and business onboarding as far as applications and digital services are concerned, has given the digital economy and 5G use cases a shot in the arm. This is likely to spur innovation in services including communications, eCommerce, payments, logistics and healthcare among others.
For more insights on the key trends in the telecom services market in Southeast Asia, read Shamir’s report
For more information on “The New Normal for Telecom Providers in South East Asia”, report please contact us at email@example.com