Unified communications (UC) has evolved significantly over the years. What once distinguished platforms, such as calling, messaging, and meetings, has now become standardized across the board. As the search for differentiation intensifies, enterprises are increasingly favoring solutions that cater specifically to industry needs.
Today, the demand is not solely about enhancing meeting experiences. Companies are seeking platforms that seamlessly integrate with their existing workflows, ensure regulatory compliance, and meet their unique operational demands. This shift towards industry-specific, or verticalised, solutions is reshaping both vendor offerings and buying decisions.
The growing emphasis on verticalisation signifies a strategic pivot in how businesses evaluate their partners. As Dom Black, Principal Analyst at Cavell puts it, being a top provider for small and medium enterprises isn’t sufficient. Enterprises are eager for vendors who grasp their specific use cases, both externally and internally.
This paradigm shift necessitates vendors to reconsider their market strategies. They must focus on building solutions that are tailor-made for particular industries rather than relying on generic features.
AI, especially operational AI, is playing a crucial role in this transition. This AI type concentrates on the backend, managing infrastructure to ensure reliability and support. Craig Durr, Chief Analyst of the Collab Collective, emphasizes that future competition will be here, rather than in mere meeting enhancements.
Deploying more than 1.5 million video conferencing devices by 2026, as predicted by the Collab Collective, poses immense challenges. Maintaining reliability in such vast setups is crucial. Operational AI promises a proactive approach, eliminating potential issues before they escalate, making it indispensable in critical environments.
As UC platforms adopt more autonomy through AI, governance and security become critical components. Melody Brue, Vice President at More Insights and Strategy, asserts that while technology plays a role, governance and explainability are the true differentiators for enterprises. Indeed, understanding when systems should act autonomously and ensuring compliance remain complex challenges.
Irwin Lazar, President of Metrigy, stresses that AI security is unevenly prepared, indicating both a risk and an opportunity in leveraging verticalised UC. AI infrastructures, although beneficial, are increasingly vulnerable to potential attacks.
Despite advancements in AI-driven automation, human oversight remains fundamental. Verticalisation doesn’t mean eliminating human roles but integrating AI with expert human judgment. As Satish Upadhyaya, Founder of The North IT Consulting Services, notes, the real differentiation lies in blending AI automation with human insight and expertise.
Looking ahead to 2026, the drive for verticalised UC will not be a choice. It will become central as organizations aim to integrate platforms into their unique environments effectively. The ultimate goal will be harnessing technology to enhance organizational efficacy in their respective sectors, ensuring solutions are more than just feature-rich-they must fit contextually and operationally into the industry they serve.
