New Technologies Arrive While Old Technologies Remain
Everyone gets excited when new channels of communication are added to their portfolio. And consumers are always eager to have new names on their platforms. People flock to new channels as soon as they appear. Facebook, Twitter, Instagram, Pinterest, and Snapchat set records for the speed at which they were adopted. But nobody gets excited about removing technology from a portfolio. In fact, many business people get hostile about removing old channels from the mix, even if they are underperforming, difficult to maintain, or rarely used.
Social Media Platforms
A social media platform catching on can go from no users to a critical channel with 50 million users in less than a month. This favors a business that can react quickly, assembling the right communications team to execute well in the new channel, without gaffes, errors or breaches.
Old Channels of Communication
While new channels are added with increased frequency, other channels will never leave. Today, some major corporations still have old backup systems, fax-based communication procedures, and unsupported machines with no spare parts. Old channels often survive for 10 to 15 years after their useful life, because they are on the budget and not causing harm. In 2005, any of you would have predicted that paper-based billing would be gone by now. In 2016, paper is still a critical channel for many corporate processes and consumer transactions for reasons of both preference and regulations.
Old Data Recognized by New Systems
By 2025, XML may be perceived as dated as COBOL is today, but both will probably still be supported by millions of applications around the world. As you build systems, ensure that your old data is accessible by your new systems, and your ability to communicate will expand beyond the limitations of your weakest system.
The Ability to Convert Legacy Formats
While the number of channels will increase, the budget to execute will likely remain constant. The businesses of today that will be successful communicators in the future are already nimble when it comes to adding the new communication channels their clients, prospects and employees are using. This requires you to consider technologies that readily convert legacy formats to useful data and content.
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