Genband: Brad Bush's 2015 Trends

As 2015 begins to kick into high gear I thought I would share a few trends we see forming here at GENBAND in the expanding universe of Real Time Communications software and solutions.

We see software everywhere, in the network, at the edge, on the device, and embedded in applications.

The game is really on now, with the consumer media now writing about browser-based real time communications made possible by WebRTC, ORTC and other evolving web-based communications standards. As I predicted last year Microsoft has joined the WebRTC movement and Apple cannot be too far behind in 2015 (still sticking to that prediction!). Android developers lead the pack, with the gale force winds of Google and the original WebRTC coalition’s hard work coming to commercial fruition. Large service providers, systems integrators, software vendors, and web companies are now moving out of the beta tests and labs and into commercial operation. Hundreds of smaller entrepreneurial companies with creativity and agility are building solutions in healthcare, contact centers, education, banking, retail and more. Browser-based makes video a lot easier and more intuitive, and the applications themselves more “human” with more “non-verbal communications” and data mashups making better interactions possible.

The “IoE” will continue to impact all modes of computing and communications, and will continue to spur creativity that will change the way machines and machines, and humans and machines interact with each other. There’s more of everything including access points: screens, sensors, wearables, virtual reality systems…our “vital signs” can be tracked and managed, our cars can be protected and even driven, our crops can go to market more rapidly for fresher food on our family tables, our air can become cleaner, and billions of dollars can be saved by enterprises with more granular measurement and management of “things.” And we’re still just at the beginning of this era – much more than a trend, we are entering a new real time communications era. I see the wave of the Internet of Everything driving new ways to communicate between our machines and humans with more speech recognition, deep cognitive systems and real time decision making and alerting becoming the norm.

As more and more software is delivered via an outcome-based model (as-a-service with business outcome-based pricing), even greater consumerisation of IT will take place in 2015. Platforms which wrap or incorporate multiple APIs and broker information between systems will become the heartbeat of every business owner who wants easier, more available, more intuitive and less expensive ways to run their business, including data (and Big Data), software control and management solutions, and constant communications, enabling human intervention – when necessary. Platforms make more possible and the economics of agile development and “pay-as-you-go” business models cannot be ignored. These outcome-based models push the decisions for information spending closer to the business makers and farther from the traditional IT centralisation. A new breed of IT leader is arising that is brokering and allowing these business-based models for the advancement of the enterprise.

In 2015 the intersection of real time communications technologies and advancements in “martech” will create a perfect environment for even more creativity and innovation. I feel that these trends are substantial and will play a major role in shaping communications moving forward.


Brad Bush is the CMO at Genband.

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