There’s a lot of talk in the boxing world at the moment of over-aggressive behaviour in the build up to high profile fights.
Most of this is just part of the showbiz to get bums on seats.
I do shudder when I think of the kind of message this sends out to kids and young people today – but that’s another matter and not for this article.
It’s getting a bit like that in the world of unified communications. Many of the big brands are squaring up to each other, wading in with new video conferencing and collaboration services, fearful that they’ll miss the boat as this market takes off big time.
Rather like David Haye and Tony Bellew’s behaviour in the run up to their bout, brands seem to be more interested in scoring points against their rivals, than they are about understanding customer needs and delivering products and services that exceed expectations.
In the last couple of weeks, we’ve seen Google, and Amazon all launching or about to launch new services to the business to business market.
From the customer perspective, this is good news. Greater choice, better performing functionality and keen pricing all result from a healthy competitive market. But is that functionality relevant? Do technology companies really dig deep to understand how people conduct their day to day working lives and how conferencing and collaboration fits in and adds value to this.
And customers could be forgiven for being confused by the sheer number of options available, most of which seem to be offering pretty much the same thing.
Technology companies often miss the mark when it comes to delivering what customers need and it’s about time this changed.
Cisco’s recent launch of Spark Board, with features based on in depth research on how people run meetings, is a step in the right direction.
For the sake of the customer, let’s hope others follow suit.