I've lost count on how many Unified Communications (UC) platforms are out there. It seems every week there is an announcement on a new vendor launching its own. It does not surprise me, as per most analysts, UC is a growing market with a market cap that is expanding by multiple billions of dollars year over year. Everyone wants a piece of that!
As in most market segments, in the UC market there are those vendors that took a risk and now are market leaders and others that came later, but by flexing their financial muscle were able to buy market share (you know who they are…). There are also the niche vendors that identified an interesting gap and are capitalizing on it. Independent of the type of vendor, in UC, there are base factors that can contribute to success or failure. One of these factors is audio and video quality. It is quite hard to collaborate when you have a poor experience on audio and video calls and conferences. A UC vendor could have the most advanced APIs or integrate with a multitude of applications, but if audio or video quality is not there and adaptable to different network conditions, then it is destined for failure.
As a head of product management, it is part of my role to take a good look at the competition and analyze the pros and cons of my products – in this case the Dialogic BUZZ™ UC platform. While my view is, of course, biased, our customers’ – and particularly prospects’ – opinions are not, and, depending on the culture, can be quite blunt. For example, in the early days of Dialogic BUZZ development, I had a meeting where a potential customer tore down the product bit by bit. Whatever self-confidence and game plan I had going into that meeting were shattered in the first 10 minutes. But at the same time, it was refreshing and helped me understand why. We had run a Proof of Concept (PoC) with that particular prospect, and had focused on all the shiny collaboration features and the integration with Microsoft Office 365. The PoC platform was hosted in the US, but the prospect was using a remote team based on a different continent to test the features, which meant that due to latency, the audio and video experience was quite poor. It did not matter that the product had lots of cool features, because in the end audio and video quality was the KPI that defined success. Based on this feedback, Dialogic added a function called Regional Media Servers (RMS). This allows us to detach and globally distribute the media servers without the need to redeploy the entire Dialogic BUZZ UC platform.
Since the inception of Dialogic BUZZ, the ability to leverage Dialogic’s expertise in media processing has been a huge plus. Dialogic has over 120 patents in media processing and is considered a market leader. Possessing in-house products, such as Dialogic® PowerMedia® XMS (Dialogic’s media server offering) and Dialogic® BorderNet™ SBC, allows an unparalleled level of flexibility. Both products meet very high standards for audio and video quality. This became very clear when, in the early stages of Dialogic BUZZ UC product development, the product achieved an impressive amount of traction, despite going head-to-head with other more mature UC platforms. We have managed to keep our prospects engaged based on the differences they saw in audio and video quality vs. other offerings.
With the realization that audio and video quality is the key to success for Dialogic BUZZ, Dialogic has taken it a step further by offering automated media parameter adjustments, such as jitter buffer, to enhance the audio and video experience, even in poor connectivity environments (e.g., busy Wi-Fi hotspots). Another key element is to notify the user about the cause for any degradation in audio and video quality – and how to solve it.
Getting to this point in the evolution of the Dialogic BUZZ UC platform has been quite an exciting journey. Prospects and customers have played a tremendous role in guiding our roadmap and helping us understand what truly matters – and the being the top-dog on features and integrations has limited value. Without quality audio and video communications, you won’t go far.
See and hear it yourself! Reach out to one of our team members to discuss why Dialogic BUZZ UC has a noticeable difference (https://www.dialogic.com/contact-sales).