Imagine the improvements in communications and collaboration among the internal and external users of your business processes and applications if their communications software, e.g., text, email and chat, were built right in. There’d be no more switching between apps to continue conversations or share information. Processes could be integrated, transmissions streamlined and productivity elevated.
This is the promise of Zang APIs and its communication-enabled business process (CEBP) solution. Zang, a division of Avaya, was created to fulfill the global provider’s vision and strategy to embed communications capabilities into as many apps and mobile devices as possible.
Zang provides an applications-as-a-service platform that makes it easy for anyone (even someone with little to no coding experience) to build communication apps.
What does that mean for businesses in today’s multichannel communications environment? Whereas unified communications (UC) has helped companies move mountains in recent years, CEBP completely revolutionizes UC in that it takes communication and embeds it into everyday work processes. In other words, it enables seamless communication at any given time—a worker’s dream come true
What exactly is CEBP?
In layman terms, communication-enabled business process integrates communication capabilities into software-enabled business procedures or applications. This affords communication between applications as well as between applications and humans to better automate business processes, reduce human latency (and, subsequently, boost productivity) and to foster a more native user experience. The end-goal of CEBP is to provide business users with a continuous, high-quality, real-time communication experience among every facet of the business—from customers to suppliers to employees to upper management. The end result is a more cohesive business unit.
CEBP is being driven by one primary—yet relatively simple—factor: Users want their communications to be built right into the applications they use.
Smartphone apps are a perfect example of this. Think about how many apps you have on your smart device—the number may be more than you’re willing to admit. According to International Data Corp. (IDC), mobile device users installed nearly 156 billion mobile applications worldwide in 2015, generating $34.2 billion in direct (non-advertising) revenue. IDC estimates that these figures will grow to more than 210 billion installs and nearly $57 billion in direct revenue in 2020, representing a five-year CAGR of 10.6 percent. And if that wasn’t enough, recent research from Forrester Research shows that consumers spend 85 percent of their time on smartphones in apps.
In this case, CEBP could enable users to see a name in their contact list or in their social network and click to instant message or call them directly from the app or browser they’re using. And this goes far beyond IM and telephone; CECP encompasses every component of UC, from video to e-mail to unified messaging. Business managers and executives are increasingly pushing for communications to be built directly into their software applications and workflows. We can’t blame them for wanting this, as it would foster the quickest and most efficient communications experience known to man.
How Does CEBP Work?
CEBP involves a series of application programmable interfaces, or APIs, as well as software development kits, or SDKs, which contain archives of pre-developed code that enable applications to provide advanced communication services like presence, IM, e-mail and social networking. CEBP leverages these services by embedding them into the business process flow. This aims to better seal open gaps and tie loose ends in the business process to improve ROI, boost productivity and create a more dynamic workforce, among many other distinctive competitive advantages.
It’s not hard to imagine all of the business processes and workflows that can be improved by CEBP. This concept isn’t exactly a new one; however, it is undoubtedly an area within communications that is generating a lot of buzz, and it is certainly worth exploration. The UC space is ever-widening, and CEBP is just one solid example of just how all-encompassing it is becoming.
Check back into Zang’s blog to learn more about CEBP, why the industry has yet to deliver on this hidden communications gem, as well as what the true value of this concept really is.