Managing Unified Communications at Football Clubs

Deploying and managing UC at a large football club is far from a walk in the park for its IT leadership with substantial risks and rewards.

Football clubs are complex businesses with diverse stakeholders from players, coaching staff, administrative teams, media, sponsors to their dedicated fans.

1. What are Unified Communications?
2. What are Unified Communications as a Service (UCaaS)?
3. Key UC Issues Facing Football Clubs
4. How Can UC be Optimised at a Football Club?
5. Pros and Cons of Outsourcing UC Procurement
6. The UC Procurement Process

In this dynamic environment, effective communication is vital. This means that integrating voice, video, messaging, and collaboration tools into a seamless experience isn’t just efficient, it provides game changing insights into fans behaviour.

1. What are Unified Communications?

Unified Communications (UC) is a business and technology concept that describes the integration of various communication methods and services into a single, cohesive platform or experience.

The goal of UC is to streamline and optimise how people communicate and collaborate, ultimately boosting productivity and efficiency within an organisation.

Think of it as bringing together all the ways you might talk, share, or work with colleagues and fans into one central hub, rather than having separate, disconnected tools for each.

Key components of Unified Communications

a. Multiple Communication Channels

UC solutions combine various communication modes, which typically include:

• Voice: Traditional phone calls (often using Voice over Internet Protocol or VoIP)
• Video: Video conferencing and calls
• Messaging: Instant messaging (chat), SMS, and personal and team messaging
• Email: Integration with email platforms
• Voicemail: Often with unified messaging features (e.g., voicemail-to-email)
• Presence Information: Showing a user’s availability (online, busy, away, in a call, etc.)
• Content Sharing: Document sharing, screen sharing, and collaborative white boarding

b. Seamless Integration

The core idea is that these different channels are not isolated but work together seamlessly. For example, you might:

• Start a chat with a colleague, then instantly escalate it to a voice call or video conference.
• Receive a voicemail and have it automatically transcribed and sent to your email inbox.
• Share a document during a video meeting and collaborate on it in real-time

Market leading cloud vendors can provide out of the box integrations with many SaaS tools from ITSM and Social Media to CRMs.

c. Single User Interface

Users typically access all these communication tools through a single, intuitive interface, whether it’s a desktop application, a mobile app, or a web browser. This eliminates the need to switch between multiple applications for different communication tasks.

d. Any Device, Anywhere

UC solutions are designed to be accessible across various devices (desktops, laptops, smartphones, tablets) and locations, supporting remote work, hybrid work models, and mobile employees. As long as you have an internet connection, you can stay connected.

e. Enhanced Collaboration:

By bringing communication and collaboration tools together, UC aims to improve teamwork, facilitate quick decision-making, and reduce communication silos within an organisation.

f. Business Process Integration:

Advanced UC systems can integrate with other business applications like Customer Relationship Management (CRM) systems, Enterprise Resource Planning (ERP) systems, or IT Service Management (ITSM) platforms, further streamlining workflows.

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2. What are Unified Communications as a Service (UCaaS)?

Unified Communications as a Service (UCaaS) is a common delivery model for UC. With UCaaS, the entire UC platform is hosted in the cloud by a service provider, and businesses subscribe to it on a monthly or annual basis.

It eliminates the need for organisations to manage complex on-premises hardware and software, offering greater scalability, flexibility, and often lower upfront costs.

In essence, Unified Communications is about creating a more efficient, productive, and interconnected communication environment for businesses, regardless of where their employees are located or what device they are using.

And because it is priced per user per month, it allows businesses to better forecast future spending as there are minimal out of bundle costs.

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3. Key UC Issues Facing Football Clubs

A. Diverse Demanding Users

Football clubs have an incredibly varied user base with distinct communication needs, demanding highly resilient and often bespoke UC solutions.

• Players and coaching staff: Need instant, reliable communication for tactical discussions, performance analysis (often involving real-time video and data sharing on the training ground), and seamless connectivity while travelling. Low latency and high bandwidth are crucial.
• Administrative and Commercial Teams: Need robust and PCI compliant communications for day-to-day operations, ticketing, merchandise sales, sponsor engagement, and internal collaboration across different departments.
• Media and Fan Engagement: Clubs increasingly rely on digital channels for fan interaction, live streaming, and content creation. UC systems must support high-volume, multi-channel communication for social media teams, press officers, and content creators.
• Matchday Operations: On match days, the stadium becomes a hub of intense activity. Security, stewarding, medical teams, and broadcast personnel all rely on immediate and clear communication.

B. Legacy Infrastructure

Many football clubs have older stadiums and training facilities which may have outdated IT and communications infrastructure.

This presents significant hurdles:

• Copper vs. Fibre: Upgrading from legacy copper cabling to modern fibre-optic networks is a major undertaking, but essential for supporting bandwidth-intensive UC applications like high-definition video conferencing and real-time data transfer.
• Wi-Fi Coverage and Density: Providing ubiquitous and reliable Wi-Fi across large stadiums, often with thousands of simultaneous users, is a constant battle. It is critical for fan engagement, cashless payments, and internal staff communication.
• Scalability and Resilience: Matchday peaks in network traffic are extreme. UC systems need to be incredibly scalable to handle these surges and possess high levels of redundancy to prevent communication breakdowns during critical moments.
• Security Concerns: With high-profile individuals and sensitive data (player contracts, medical information, financial details), cybersecurity within UC systems is paramount. Protecting against cyber threats, data breaches, and ensuring secure communication channels is a constant worry.

C. Budgetary Constraints

All clubs from top-tier to lower league have financial constraints. IT leaders need to clearly demonstrate the return on investment (ROI) of UC solutions, showing how they contribute to improved efficiency, enhanced fan experience, increased commercial revenue, and better overall club performance, beyond just cost savings.

• Initial Investment: The cost of implementing a comprehensive UC solution, including hardware, software, licenses, and professional services, can be significant.
• Ongoing Maintenance and Support: UC systems require continuous maintenance, updates, and dedicated IT support, adding to operational expenditure.

 

D. Integration Challenges

A modern football club’s IT ecosystem is complex, often comprising numerous disparate systems:

• Ticketing and CRM Systems: UC needs to integrate seamlessly with ticketing platforms, customer relationship management (CRM) systems, and fan engagement tools to provide a holistic view of fan interactions and improve customer service.
• Performance Analysis Software: Integrating UC with sports performance analytics tools allows coaches to share real-time feedback and video analysis with players, both on and off the pitch.
• Building Management Systems: For smart stadiums, integrating UC with building management systems can enable efficient communication for facility management, security, and emergency response.

 

E. Workforce Management

Football is an inherently mobile industry. Players, coaches, scouts, and even some administrative staff are frequently travelling.

• Remote Access and Security: Providing secure and reliable access to UC tools for a highly mobile workforce is a significant challenge. VPNs, secure cloud access, and robust authentication are essential.
• Device Management: Managing a diverse range of devices, from smartphones and tablets to laptops and dedicated communication devices, adds complexity to IT operations. This can be amplified if a BYOD model is in place.
• Consistent Experience: Ensuring a consistent and high-quality UC experience regardless of location or device is key to maintaining productivity and collaboration.

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4. How Can UC be Optimised at a Football Club?

Addressing UC issues requires a strategic and holistic approach from IT leaders at football clubs.

This includes:

• Develop a clear UC strategy: Aligned with the club’s overall business and sporting objectives.
• Invest in robust infrastructure: Prioritising fibre, high-density Wi-Fi, and resilient network architecture.
• Prioritise security: Implementing comprehensive cybersecurity measures and ongoing training.
• Seek scalable, flexible and reliable solutions: Opting for cloud-based models that can adapt to changing demands from vendors with demonstrable service levels.
• Focus on integration: Choosing UC platforms that can seamlessly connect with existing and future club systems.
• User training and adoption: Ensuring all staff are proficient in using the new UC tools to maximise their benefits.

 

By tackling these challenges head-on, IT Leaders can ensure their football clubs have the robust, reliable, and integrated communication systems needed to thrive in the competitive world of modern football, both on and off the pitch.

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5. Pros and Cons of Outsourcing UC Procurement

Employing a consultant for procuring Unified Communications (UC) can be a wise decision for many organisations, especially those lacking in-house expertise, with limited internal resource or facing complex communication needs.

How to Ensure Successful Outsourcing

• Clearly define your needs and objectives.
• Thoroughly vet consultants to find one with relevant expertise, a proven track record, and a strong cultural fit.
• Establish clear scope of work and contract to manage expectations and costs.
• Actively collaborate with your consultant to ensure knowledge transfer and internal buy-in.

 

However, it’s essential to weigh the pros and cons carefully before committing.

Pros of Employing a UC Consultant

A. Specialised Expertise and Experience

• Deep Knowledge: Consultants live and breathe UC. They are up to date with the latest technologies, vendor offerings, market trends, and best practices.
• Technical Acumen: They understand intricate technical requirements, network considerations, security implications, and integration challenges.
• Vendor Neutrality: Consultants provide unbiased advice tailored to your specific needs, helping you avoid costly mistakes or vendor lock-in.

 

B. Objective Perspective and Strategic Alignment

• Fresh Eyes: Internal teams can sometimes have tunnel vision or be influenced by existing biases. A consultant brings an objective, outside perspective, helping to identify overlooked opportunities or potential pitfalls.
• Business Needs Analysis: They can conduct a thorough assessment of your current communication environment, identify pain points, and align UC requirements with your overall business objectives and strategic goals.

 

C. Efficiency and Time Savings

• Accelerated Procurement: Consultants can significantly speed up the procurement process by leveraging their knowledge of the market, pre-existing vendor relationships, experience with RFPs and contract negotiations.
• Reduced Internal Burden: Your internal IT team might be stretched thin. A consultant takes on the heavy lifting of research, vendor evaluations, demos, and technical deep dives, freeing your team to focus on core responsibilities.

 

D. Risk Mitigation and Cost Optimisation

• Informed Decision-Making: With expert guidance, you’re less likely to choose an unsuitable solution, leading to fewer costly re-workings or dissatisfaction.
• Negotiation Power: Consultants have insights into pricing structures and can help you negotiate better deals with vendors, offsetting their own fees.
• Avoiding Hidden Costs: They can identify potential hidden costs related to implementation, training, support, or integration missed by internal teams.

 

E. Change Management and Adoption Support

• User Adoption Strategies: A good consultant won’t just recommend a solution; they’ll also help you plan for user training, communication, and change management strategies to ensure success.
• Phased Rollouts: They can advise on the best approach for a phased rollout to minimise disruption and maximise success.

 

Cons of Employing a UC Consultant

A. Cost

• Consulting Fees: Upfront fees may be a deterrent, although savings in the long run are often substantial.
• Scope Creep: Without clear agreements and strong project management, the scope of work could expand, leading to increased costs.

 

B. Lack of Internal Knowledge Transfer

• Dependency: If knowledge is not shared with your internal team, you might become overly dependent on consultant support.
• Limited Long-Term Benefit: The initial investment might not yield sustained benefits if your team doesn’t learn from the consultant’s expertise.

 

C. Finding the Right Consultant

• Varying Quality: The quality and experience of UC consultants can vary widely. It’s crucial to check references, and ensure they have a proven track record relevant to your industry and needs.
• Vendor Bias (Hidden): While many aim for neutrality, for those that have subtle or even explicit alliances with certain vendors it is worth asking why.
• Cultural fit: Organisations have their own communication style – formal or informal, direct or indirect, consensus-driven or top-down. By adapting, communication is more effective, with fewer misunderstandings and better rapport.

 

D. Management Time

• Managing the Consultant: While they reduce the burden on your team, you still need to allocate internal resources to manage the consultant, provide them with necessary information, and review their deliverables.
• Communication Gaps: Misunderstandings can arise if there’s not clear and consistent communication between your team and the consultant.

 

E. Internal Resistance:

• “Not Invented Here” Syndrome: Internal IT staff might feel threatened or resentful of an external consultant, hindering collaboration and adoption.
• Fear of Redundancy: Employees might worry about their roles if a consultant identifies areas for automation or streamlining.

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6. The UC Procurement Process

The outsourced Unified Communications (UC) procurement process involves delegating some or all of the activities related to acquiring and managing Unified Communications solutions to a third-party service provider.

This can range from procuring specific UC components (like software licenses or hardware) to managing the entire UC infrastructure and services.

A. Needs Identification and Assessment

• Define UC requirements: The organization first identifies its specific needs for unified communications. This includes understanding the current communication challenges, desired features (voice, video conferencing, messaging, presence, collaboration tools, etc.), integration requirements with existing systems (CRM, ERP), user numbers, scalability needs, and budget constraints.
• Evaluate current UC environment: Assess existing communication systems, their limitations, and how a new UC solution (or outsourcing) can address those gaps. This often involves input from various stakeholders (IT, finance, end-users, management).
• Determine outsourcing scope: Decide which aspects of UC procurement and management will be outsourced. This could be strategic (sourcing, contract negotiation, vendor selection), tactical (managing “tail spend,” spot buys), or transactional (order processing, invoice management).

 

B. Market Research and Supplier Identification

• Research potential providers: Identify third-party providers specialising in UC outsourcing or managed UC services. This involves looking at their experience, expertise, reputation, capabilities, resources, and technology stack.
• RFP/RFQ Process: Develop a Request for Proposal (RFP) or Request for Quotation (RFQ) document that clearly outlines the organisation’s UC requirements, desired outcomes, service level agreements (SLAs), and evaluation criteria. This is sent to shortlisted providers.

 

C. Evaluation and Supplier Selection

• Analyse proposals: Evaluate the received proposals based on predefined criteria, which typically include
  • Cost: Pricing models, potential cost savings.
  • Expertise: Provider’s knowledge of UC technologies, industry experience, and certifications.
  • Service Quality: Proposed SLAs, support models, and track record.
  • Technology & Tools: The provider’s platforms, automation tools, and how they align with the organisation’s needs.
  • Security & Compliance: Data security protocols, compliance with relevant regulations.
  • Scalability & Flexibility: Ability to adapt to changing business needs.
  • References: Checking with other clients of the provider.
• Shortlist and presentations: Select a shortlist of top candidates and invite them for presentations or demonstrations to delve deeper into their proposed solutions and capabilities.

 

D. Negotiation and Contracting

• Negotiate terms: Negotiate the contract terms, including pricing, service level agreements (SLAs), scope of work, roles and responsibilities of both parties, timelines, payment terms, and termination clauses.
• Review the Statement of Work: A vital step to avoid misunderstandings, prevent scope creep and protect your interests.
• Formalise the contract: A formal, written contract is established, clearly outlining all agreed-upon terms and conditions to protect both parties’ interests.

 

E. Transition and Implementation:

• Onboarding: The outsourced provider’s project team is introduced to stakeholders, and a kick-off meeting is held.
• Data and access transfer: Relevant data and documents are shared, and necessary access and authorisation letters are obtained.
• Process integration: The provider’s processes and systems are integrated with the organisation’s existing workflows.
• Communication and change management: A detailed communication plan is crucial to inform all impacted stakeholders about the changes and ensure a smooth transition.

 

F. Ongoing Monitoring and Relationship Management

• Performance tracking: Continuously track and report the performance of the outsourced UC functions against the agreed-upon SLAs and KPIs.
• Regular reviews: Hold regular meetings with the provider to review performance, provide feedback, address any issues, and discuss opportunities for improvement and optimisation.
• Vendor management: Maintain a strong, collaborative relationship with the provider, treating them as a strategic partner rather than just a vendor. This includes managing contract compliance, risk, and innovation.
• Review and evaluation: Periodically review and evaluate the overall effectiveness of the outsourcing arrangement and make adjustments as needed.

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Looking to Optimise your UC?

Red Rose Technologies harnesses 20+ years of expertise in the unified communications market, we believe a strategic approach is needed when considering a new technology for your business – not a transactional approach.

We have successfully guided many clients through the full cycle of design, research, procurement, supplier selection and delivery when it comes to unified communications and contact centre modernisation.

If you partner with us, we promise a seamless, jargon free and stress-free experience to any change to a unified communications platform. Contact us today.