UC consolidates various forms of communication and access devices, such as tablets and VoIP phones, and runs everything on one physical network, liberating staff from being deskbound and ensuring the right person can be reached at the right time.
Since voice traffic is digital, phone calls are made on the network and thus do not incur line charges - one number will also ring simultaneously on multiple phones.
Applications are then also simplified. For example, Customer Relationship Management (CRM) systems can become integrated within a UC environment. Customer information is now with you on the go. Calls and messages follow the user wherever they go and there is no need for the 'caller' to establish where their contact is, or what number to call.
Siemens Enterprise execs adamant about Mideast growth
"I would put it strongly. I think we're pushing the restart button. It's a relaunch. We really want to have a stronger presence in the Middle East - that's why we're here," he said.
Extoling the benefits of UC, Aghili boils it down to one simple fact; 'it's open'. "There was no Siemens telephone in my hotel room today, but I used a web client so my office called a number in the hotel room and I basically paid nothing for the call," he explained. "The server was in Munich and the call went out to Russia."
A mix of around 100 customers, distributors and resellers were invited to get a hands on look at the solutions, according to Siemens Enterprise's Marc Aghili, Senior VP for Business Development, also responsible for indirect channel sales.
"This event is part of our new marketing strategy, which includes 'seeing is believing' sessions. Technology in action tells more than a thousand words - it's a proof of concept type of approach," said Oliver Obitayo, Vice President of Marketing for Siemens Enterprise EMEA/APAC.
"Strategically speaking the Middle East, which is part of our Asia Pacific (APAC) region, is very important," Obitayo told AMEinfo. "It's a tremendously dynamic region with a lot of opportunities for products like ours. We see a lot of potential here and at Siemens Enterprise we're putting our focus on growth opportunities," he continued, speaking about the firm's new push in the Middle East region.
Irrespective of how you define 'emerging market' there is certainly no shortage of new business in Mena, hence Siemens refocusing their efforts on securing more market share in the region. The company's 'amplifyTEAMS' initiative is aimed at shifting the focus to productivity, moving the discussion from just selling phones to starting a discussion about how to transform a business through better communications.
"In the past, or even today, we have all the cost-cutting initiatives such as IP phones and reduced roaming charges. But we need to turn the story around and ask what we need to do in order to make a team perform better," said Obitayo.
"The purpose is at the end of the day to drive team performance, which could be 5 people or a whole company, to make sure they work more effectively. At the end of the day that translates to more productivity for the company, and hence competitive advantages," he explained.