Steve Flavell, Co-CEO of LoopUp, recently spoke with UC Today about how telecom providers can thrive—not just survive—as enterprises double down on cloud-first communications strategies.
The pandemic pushed unified communications to the forefront, moving it from a niche IT initiative to a critical part of daily business operations. What started as a stopgap became the backbone of hybrid work. And even as offices reopened, the preference for flexible, platform-based communication didn’t go away.
The result? A massive, lasting shift toward cloud-based collaboration. But while platforms like Microsoft Teams and Zoom have surged ahead with features like real-time transcription and meeting AI, traditional business telephony hasn’t kept pace. It’s still often disconnected, delivered through legacy setups, or tacked on after the fact.
That gap, according to Flavell, presents an opening. It’s where telecoms can regain strategic relevance—by becoming the engine behind what many enterprises are still missing: truly integrated voice.
The shift to cloud telephony is well underway, with forecasts pointing to widespread adoption in the next decade. But simply offering a standalone voice product won’t cut it. What’s needed is embedded voice that functions seamlessly within the same ecosystem as chat, video, and collaboration.
Flavell makes the case that this is telecom’s moment—not to go back to the old way of doing things, but to play a critical role in what unified communications should actually mean.
You can read the whole article on UC Today’s website by following the link below.
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