The business communications arm of MTN has begun rolling out the second phase of its strategy to offer fixed-to-mobile communication solutions.
This comes as the mobile operator seeks new revenue streams in a saturated voice market and ever-increasing competitive industry.
Phase two of its convergence “roadmap” sees the introduction of MTN UniPresence, which allows any cellular device to become an extension of an organisation's managed IP PBX.
MTN Business GM Justin Colyn explains that the solution offers the features and functionality of a traditional PABX system. However, he notes, it does not require a desk phone, as users can make and receive calls wherever they are, through one single number as though they are sitting at their desks.
He explains that the offering is by no means a “call-forwarding” solution, because - instead of forwarding fixed-line calls to mobiles - it allows customers to move between the organisation's fixed-line to mobile phone using one number for any communication device.
In time
Colyn explains that the timing of the next phase is on point. Having rolled out the hosted PBX solution in the first leg of its strategy, the device now acts as a foundation platform to the UniPresence solution.
“Currently, most employees within a company have multiple numbers and mailboxes for different devices and communications tools. This means that when customers or colleagues try to contact them they can try a number of options - from desk phones, soft phones and mobile phones.
Colyn adds that on the back of the hype of cloud computing and extensive unified communications, enterprises are moving past the buzz of these concepts and are now seeing the benefits to productivity and the evolution of their legacy systems.
He anticipates that the adoption of convergence may be challenged by the traditional organisational culture that “employees need to be seen in the office for management to believe they are working”.
Colyn explains that much of the future growth of MTN Business' convergence play hinges on how effectively the company educates its customers on the concepts of the mobile worker and the cost savings of convergence.
Nonetheless, he is confident of the company's ability to now compete with similar offerings from other mobile operators, as well as the power play from the 8ta-Telkom tie-up.
Converging Africa
Colyn says the company intends to roll out its converged offerings into Africa, and is already piloting UniPresence in one African country, and demand is growing in Rwanda and Botswana.
He notes that MTN is well placed for an extensive rollout as its African footprint spans 21 countries. However, the regulatory environment of specific countries across Africa varies and presents a number of challenges that may slow or inhibit the deployment of the solutions, explains Colyn.
Paramount to the rollout into Africa is the company's plan to offer its multinational customers a seamless solution across the continent. But Colyn notes that the fully scalable solution is also well suited to small and medium enterprises.
Phase three of MTN Business' convergence strategy will be deployed before the end of the year and will feature, among other things, a video solution, concludes Colyn.
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