Build an ecosystem that allows for flexibility.
A good amount of today's approach to databases, contact centers and video conferencing remains stuck on legacy thinking born of a centralized server, closed-loops, and finite resources. All of which made sense then, but makes no sense now. With the explosion of cloud-based services that scale on demand and break the boundaries of appliance-based deployments, our options seem limitless. That is, of course, until you try to unify these resources. Legacy, closed-loop architecture placed in a co-location facility makes for a great cloud service, but it still starts with false assumptions—based on control to get quality—born from yesterday's problems: finite resources.
There certainly were and still are great reasons for all of this and smart solutions to the problems presented at that time and even today. Companies like our friends at Lifesize, ShoreTel, StarLeaf, Zoom and practically every collaboration service or telemedicine company start with a strong foundation. They build an ecosystem they can support and then build outwards. It is a crowded field of options, but most cloud communications and database service providers start with solid base and work outwards. This mostly makes sense until your need is not covered by their API or expensive SDK, or their roadmap for integration doesn't fit your timeline and needs. Most chase the shiny, popular integrations like Skype for Business with the idea of working with the big ones. Again, it makes sense—follow the money. Trap your customers.
This is the story of interoperability. This will always be the story of interoperability. What do you want to do? What resources do you need? How much do you want to pay for it? Increasingly the answer to these questions are I don't know, everything, or not much at all.
The end result of this is that more and more closed-loop systems are less closed. Bravo! That's great until you need something not covered in the published APIs, supported by the developers or unique to your business that the provider has not engineered yet. We see many customers struggling by patching big and different software packages or systems together while their vendor works to keep the integrations updated. It is equivalent to the browser battles and challenges of updates, except that often your business depends on flawless integration.
How about a different approach? What about one that is modular—so that you can look at a software package and just cherry pick what you need? Start with an assumption of interoperability, flexibility and the ability to play well together. More and more users are expecting transferrable features from the free services they enjoy. We hear it all the time—if I can skype or facetime on any device on demand or WhatsApp globally with a simple internet connection, why can't I have those features in my business? And, why do they have to cost so much?
Nearly every phone system or video conferencing solution has some contact center module or work-group enhancement available. Oftentimes, however, you cannot get these services without getting a whole stack of things you don't want, don't need, or frankly would rather not expose to your business and users. They may already have something that solves those issues.
These are the challenges (opportunities) from which Hitch was born. At our core, we built a database company that allows you to know what your users are doing and thereby what your business needs. Our communications and messaging services are modular—so you can choose just the parts you need. Want to add SMS and web-chat to your call center? Check. Only interested in point-to-point video calls with third-party consults? Check. Just get only what you need but stick to your desire for integration, interoperability and business intelligence. Many of our customers will drive towards a modular approach and pick services from a variety of partners. Good luck then tracking that interaction from cradle to grave.
With Hitch, you can do that. Drop us a line, and let us help you solve problems together.
