Before you continue

To give you the best possible experience please select your preference.

Back to overview

The business world is moving to ‘mobile first’: how we are helping our customers get there

25 Feb 2022

James Luce, Director for Mobile at Enreach, discusses the group’s mobile strategy ahead of Mobile World Congress, including the benefits to users and the channel.

According to James, “In the world of business communications, one of the most significant changes of the past two years has been the continued growth of mobile traffic for business use, despite the pandemic. Whether working in the office or at home, people increasingly use their mobile devices for business communications, and we expect the growth to accelerate even further once we enter the new post-pandemic normal of hybrid working.”

Mobile has traditionally been a bolt-on to the rest of business communication. However, this no longer makes sense as it is inefficient and does not reflect how people now work and misses out on an opportunity to drive productivity gains. “After all, people have so much of their lives involved with their mobiles, both personally and at work. Plus, many of them prefer the user-experience that mobiles provide, when compared to types of device.”

Instead, Enreach envisions a world in which mobile plays a starring role. James describes some of the advantages: “With our approach, the user experience will be consistent, regardless of device, network or location. As a result, users will benefit from increased efficiency and productivity, with simplified communications that work around people in a context-based way, whatever the location. In addition, businesses will be able to accelerate the transition to successful hybrid working, and enable a more geographically diverse workforce, with access to a larger talent pool.”

James explains what this means in practice: “You no longer need to make compromises when relying solely on your mobile subscription for all your business communication needs, whether for functionality or reachability. Our unified communication solutions are integrated directly into our fixed voice and mobile core, which means that you do not need an over-the-top app. This matters because businesses cannot rely on their employees being reachable only when they have a mobile data connection. Also, costs are reduced by removing the need to pay for two subscriptions.”

Furthermore, mobile numbers and calls can be integrated into CRM, ERP or vertical market solutions. Another benefit is mobile voice recording combined with those solutions, supporting compliance requirements or customer service enhancements.

Technically, Enreach’s mobile strategy is underpinned by the group’s cloud-native unified communications platform for converged communications, collaboration and productivity. Its innovative design will enable rapid innovation and roll-out of new services, and from the start, the design has been smartphone-driven.


Here are a couple of examples of what that might mean in practice:

The co-owner of a customised glasses webshop is always on the go, moving between home, the office and the workshop. Her smartphone has become her mobile office, giving her access to everything she needs and multiple contact channels integrated with her essential business apps. Not only can she easily organise her working day around her needs, but she can also separate her personas.

For example, on the train home, she first calls from her office extension number to a customer. Next, she calls a colleague using her mobile ID. Though her mobile data signal is poor, she can remain connected and even hop on a quick Teams call. Finally, she calls her daughter using her personal ID to say she will be home in half an hour. As soon as she reaches home, all incoming contact is automatically routed to a colleague so that she can focus on family quality time.

These examples reflect how Enreach is enriching mobile. Native SIMs can support multiple IDs, and integration with PBXs means a seamless experience across fixed and mobile voice. UCaaS and CCaaS become blended across both inbound and outbound.

James adds, “We are unique in Europe. There is no other organisation with all our capabilities, with end-to-end connectivity, productivity, and contact solutions available in eight countries and growing. So, we can provide everything for business users’ contact needs, reducing the number of their suppliers and costs. Plus, we can do that in a very scalable and customisable way; that’s important because we know that one size will not fit all.”

Migration options

James also points out that there is no need for rip-and-replace and that, depending on the customer, there can be different starting points. “You could add mobile to your existing on-premise PBX, or a Microsoft Teams Direct Routing solution, for instance. Our role is to help businesses and resellers migrate to cloud-based contact solutions and support fixed-mobile convergence (FMC) simultaneously. As a business-focused MVNO, we are best placed to deliver solutions for companies of all kinds, from two-person SMBs up to multi-national organisations with thousands of staff.”

Various options are available to suit different resellers, depending on their size and capability, including white labelling and turnkey MVNO solutions, to provide everything a channel partner might need. “You don’t need to be a mobile expert to start selling converged solutions with us.”

Mobile experience

Enreach’s track record in mobile is something James is keen to emphasise. “Mobile is core to our DNA. We have been pioneering ‘mobile first’ for years, such as supporting Elisa, one of the world’s largest mobile-first cloud PBX/UC deployments. We have also created some of our own mobile technologies, such as developing a next-generation HSS and HLR to enable our solutions to work natively over the mobile network, when we could not find anything on the market that fitted our criteria.”

The group is also its own customer for supporting hybrid working. “We have employees in offices across Europe, but in March 2020, we moved to remote working without missing a step, and now we are embracing hybrid working. That would not have been possible without our mobile-centric unified communications strategy. We want to help users and resellers across Europe discover some of the powerful advantages we have experienced ourselves. It is time to bring mobile into the heart of the business.”

This article was published on CommsBusiness on 28 February 2022.



What does Mobile-first mean in the context of the business world?

Mobile-first refers to a design strategy that prioritizes optimizing digital experiences for mobile devices first, and then scaling up and adding features for larger screens. In the business world, this approach is becoming increasingly important as more and more customers are using their mobile devices to interact with companies online.

How is the business world impacted by digital transformation?

Digital transformation is significantly altering the business world, impacting every industry and redesigning operation models. It involves the integration of digital technology into all areas of a business, leading to fundamental changes in how businesses operate and deliver value to customers. Digitization not only boosts efficiency and productivity but also enhances customer satisfaction by providing seamless and personalized experiences.

What role does Enreach play in driving digital transformation in the business world?

Enreach plays a pivotal role in driving digital transformation by providing businesses with state-of-the-art mobile-first solutions. The company empowers businesses to keep pace with the evolving digital landscape, enhancing customer engagement, boosting operational efficiency, and increasing competitive advantage. With Enreach's solutions, businesses can effectively leverage the power of digital technology to fuel their growth and success.

What is Messaging Deployment in the context of telecommunications?

Messaging Deployment refers to the process of setting up and implementing messaging services across a telecom network. This can include SMS, MMS, voicemail, and other forms of digital communication. The end goal is to enhance customer experience and improve the efficiency of communication.

How does a Contact Center integrate with a VOIP Telecom system?

Contact centers integrate with VOIP (Voice Over Internet Protocol) telecom systems to streamline communication and provide high-quality customer service. This integration allows calls to be routed over the internet, reducing costs and improving flexibility. It also enables advanced features like call recording, call queuing, and analytics.

What is the role of Intelligent Demos in enhancing customer experience?

Intelligent Demos are interactive presentations of a product or service, designed to demonstrate its value to the customer. These demos can enhance the customer experience by providing a clear and comprehensive understanding of the product or service, helping customers to make informed decisions.

Why is Gartner important for the deployment of a Call Center Phone System?

Gartner, a leading research and advisory company, provides critical insights, advice, and tools for businesses considering the deployment of a call center phone system. Their reports and recommendations can help in choosing the right system that meets the business's needs and enhances customer service.

What is the functionality of Dialing Phone Systems as-a-service?

Dialing phone systems as-a-service refer to cloud-based solutions that handle outbound and inbound calls for businesses. They offer features like predictive dialing, IVR, call recording, and analytics. As a service, they require no on-premises equipment, reducing the upfront costs and maintenance burden for businesses.

How does a Business Phone SMS enhance communication on a Mobile Device?

Business Phone SMS services allow businesses to send and receive text messages using their business phone numbers. This enhances communication on mobile devices by providing a professional and consistent point of contact, and also enables features like automated responses and message scheduling.