Like many IT phrases, the marketing theory and practical reality of UC are polar opposites. In theory, there is some sort of cohesive unity between all the different channels of communication. It’s so important to pursue an OMNI channel strategy, they say. Each technology user, whether they like writing letters or web chatting, shouting or SMSing, phoning or faxing, instant messaging or putting a hopeful message in a bottle (also known as emailing) should be given equal weighting. So they pretend. From each according to their ability, to each according to their needs - that’s the implication of corporate marketing messages.
As usual, in reality, it’s the complete opposite. The whole smorgasbord of communications channels re-creates the class system, only in a far more brutally efficient and granular way. OMNI channels give companies the power to differentiate on multiple levels, between all the various types of humanity. This inevitably leads to an automated class system of OMNI-snobbery. Go to any marketing technology show, and the men on the stands will proudly demonstrate how Call Line Identification allows companies to be discriminating about each customer. Having checked with the database that Lenny Lowstatus has an unfashionable postcode, a switch will automatically route his phone to a call centre in a country where workers rights are even less impressive than their wages. By contrast, an incoming call from a VIP gets put through to a deferential and sympathetic soul who not only speaks the same language but isn’t tied to a script! What a gulf in communications there is, between the VIPs and we ‘not very important people’.
Did UC what I did there?
The real meaning of… ‘As A Service’
The real meaning of… Bitcoin
The real meaning of… ChatBots
The real meaning of Disruptive Technology
The real meaning of… the e-prefix
The real meaning of… Futurology
The real meaning of…3G and 4G
The real meaning of… Hard-wired
The real meaning of... Information Age - interruptive technology
The real meaning of… Jabber
The real meaning of…. Killer apps, Kyoto, Keyword stuffing and Knowledge
The real meaning of… Legacies and Leverage, Leadership and Language
The real meaning of… Mobile, Machines and the Malware Man-in-the-Middle
The real meaning of… NAND
The real meaning of… Open Source
The real meaning of… Phishing
The real meaning of… Quantum Computing
The real meaning of… Ransomware
The real meaning of… Serverless Architecture
The real meaning of… Trolledge
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