Have we moved on from the idea of “Unified Communications” to “Optimized Real-Time Communications?” There’s a lot of chatter going on about the death of “UC” and the rise of “RTC” for businesses, and the notion that the desktop phone and PBX as we knew them are being systematically, if slowly, decommissioned in favor of the more sophisticated mobile devices now available. But it’s not just the devices, it’s the applications including security applications, and the movement toward embedding RTC into everyday workflow and platforms, including CRM.

And what is really picking up steam, based on our revenue growth in 2014, and our forecast for this year – is cloud, as “Communications as a Service” (CaaS) and “Mobile Communications as a Service” (MCaaS) are at the tipping point following the incredible adoption of cloud computing.  Now the cloud is for communicating!

The benefits of MCaaS are significant for enterprises of all sizes including reduction of upfront capital cost and a simpler way to manage infrastructure. This is very often being implemented and managed by our channel partners, who are moving up the food chain and evolving from traditional service providers and system integrators to customer experience enablers. At GENBAND, we are excited to be part of a new ecosystem of enterprise software vendors, system integrators, cloud based communication application providers, developers, Wi-Fi providers, and communications service providers (CSPs) – all of whom are needed to fulfill the vision of seamless mobility.

The stars are aligning for this new generation of CSPs and their channel partners to deliver more value – more productivity – better outcomes – to businesses where the next generation of workers is insisting on the same or better experience they have on their iPhones and smartphones, tablets and even wearable devices in their personal lives. Hundreds of the over 700 CSPs and channel partners we work with woke up to the possibilities in 2014, and know that while 2015 will be an even more competitive year – it is because there is REVENUE out there to be gained.

Vertical industry applications are really taking off too, with a new application surfacing nearly every day especially in the areas of healthcare, banking, retail, hospitality education and more. It’s so exciting to work with our channel partners and watch what they innovate, including with groundbreaking standards and capabilities like WebRTC.

They are selling, cross-selling and upselling, getting in front of the vision, and on the side of helping businesses grow, not just “save money.” Economists are predicting another growth year in 2015. Unemployment in the US has fallen to under 6%. More jobs – more workers who will need to communicate more easily, with each other, and their customers. Moving to the cloud, moving to mobile, moving to applications – 2015 is the right time and place when you have the right people and partners.