<p>One of the most critical steps an author takes when writing a best-selling book is coming up with a solid title that properly conveys the story and draws in prospective readers (motivating them to buy). Without a targeted title and corresponding promotional campaign to capture the attention of teens (and adults), the works of J.K. Rowling or Stephenie Meyer could be languishing in discount bins.</p><p>Several IT industry experts suggest that a misleading or far-reaching label plays a significant role in the market confusion related to UC (unified communications). After all, the term is quite vague and a bit too comprehensive for many outsiders and end users to understand especially when the definition seems to continually change. What started out as the convergence of telecom and IT has become a hodgepodge of solutions and technologies that seems to have no boundaries. "In the beginning, UC was more focused on VoIP, then morphed into presence and SIP trunking before mobility became part of the equation," said Pam Avila, principal and channel expert for the Sierra Summit Group and chair of the CompTIA Unified Communications Community.</p><p>The continual transition is not just clouding the conversation within the IT channel and telecom space; it also tends to disconnect their clients and end-user audience completely. UC is a "big fish in a small pond" that can overwhelm a typical small business conversation, especially with organizational leaders who don't have an in-house IT professional to lean on.</p><p>So while it doesn't eliminate the UC opportunities, it tends to cause confusion with channel companies and their clients. "The challenge is finding a role within this constantly changing strategy, pulling together the parts and pieces to build a solution that their specific clients want and need," stressed Avila. "Customers don't typically seek new technologies to implement, but they are looking for (and willing to pay for) solutions to address particular business issues." In the health care industry, they may want fast access to physicians or to eliminate the geographic boundaries between offices and related facilities just a better way to manage their communications.</p><p><a href="http://www.channelpartnersonline.com/blogs/comptia-blog/2012/11/uncovering-the-channel-play-for-unified-communica.aspx">Keep reading...</a></p>