Posted by David Scult

With over 30 years of bringing collaborative tools to market such as Lotus Notes, Groove and Microsoft SharePoint, you learn how to quickly discern between what is baseless hype and what can actually cause a paradigm shift. Every so often, a new way of thinking will emerge that purports to dramatically affect the way we all think and act in corporate environments. However, these supposed benefits far too often offer more sizzle than steak and just become yet another business trend that failed to change anything.

Since so many of these trends bust, it can be difficult to take seriously anything new. Nevertheless, I can confidently say that we are in the middle of a disruptive and positive organization restructuring, and it all may be due to Facebook.

After all, think about what you had to do to get in touch with a client or business associate even as recently as five or 10 years ago. You could use e-mails, landline-based phones, faxes or even snail mail, but you had no guarantee that you would hear back from the other person in a timely fashion. Now, think about how social media and mobile devices have changed. As a result of these two trends, we now have far more outlets for contacting others at any time of day and getting a prompt response. In addition, both have created the expectation that it is our responsibility to meet rising communication expectations and be able to respond to queries in a variety of formats at any time.

How changing corporate conditions require more collaboration technology

Due in part to these factors, we are now in a "post-normal age of work," according to research analyst Stowe Boyd. While communications have always been a central part of the workplace, its role has never been so critical to ensuring future success as it is today. Increasingly, corporate growth is defined not just by revenue, but also by an organization's ability to facilitate clear and effective collaboration and cooperation with external players and internal teams.

Think back to how gargantuan enterprises would operate decades ago. Industries like automobile manufacturing were dominated by a small number of players who could dictate change at a pace that best suited their wants and not the customer's needs. In these legacy corporate environments, the old adage "if it ain't broke, don't fix it" reigned supreme. After all, why make sweeping disruptive changes if such a move is not necessary.

These days, in part because of this "post-normal" paradigm shift, businesses must be able to quickly adapt to changing market conditions. The amount of competition present in every business sector has grown considerably over the past few decades, so organizations must adapt or be quickly swept aside. In order to more effectively ensure that all employees know what is going on and are able to get products and services to market more quickly, companies need to equip their workers with solutions to maintain constant contact with others.

In order to facilitate this level of collaboration, companies need to leverage the best technology solutions available. By partnering with Fonality, organizations can be sure that the tools in place are capable of enabling a wide variety of business telephone communication frameworks that today's companies need to succeed.