Unified communication: it's all between you and me

Abstract

Purpose This paper aims to describe strategies to market unified communication products to the business market. Design/methodology/approach The paper highlights the key definition, benefits and the importance of unified communication products in Malaysia. At the end of the paper, various marketing strategies are suggested to market unified communication products to the business market. Findings The paper found that there is a need to use the right strategies to market unified communication products to the business market. The use of the right strategies will be able to attract this lucrative market to purchase unified communication products. Research limitations/implications Results are limited to practitioners involved in technology‐based industries only. Practical implications The managerial implications suggest several market strategies to market unified communication products, with a great emphasis on the impact of technological means towards this business market. Originality/value Specific market approaches are proposed as a means to market unified communication products to the business market.

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