Forget “One” – At Best It’s “Unified” and It’s Not Going to Survive “One More” Anyway!

David Snow
David Snow

Summary Bullets:

  • Such is the pace of communications technology innovation that marketing any communications service with the prefix “one” is a recipe for rapid obsolescence.
  • The most realistic strategy for embracing an increasing multiplicity of networks, channels, devices and identities is to adopt a “unified” communications strategy.

For those with a long memory of telecommunications service initiatives, a sense of déjà vu likely overcame them when BT announced its new “One Phone” service recently. Notwithstanding BT’s rationale for the service, it highlights the continued marketing attraction of “one,” a term used repeatedly ever since more than one network or device could be associated with a subscriber. There have been no end of “one” initiatives over the years and BT has had its fair share. Look at BT’s Onephone service from 1999, and while there are multiple technology differences between then and now, the message is largely the same: one of simplicity and convenience. In BT’s case, the service name differs only by a “space” over fifteen years. Continue reading “Forget “One” – At Best It’s “Unified” and It’s Not Going to Survive “One More” Anyway!”