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June 13, 2013 08:49 pm GMT

Former WebEx President Joins RingCentral For The Office Move To The Cloud

RC_logoRingCentral has hired David Berman, a former high-ranking executive from WebEx, a move that shows the market significance of a cloud-based approach to routing calls to different mobile devices similarly if they were extensions on a phone tree. RingCentral is one of those companies that fits into new world of the work place by automating the phone tree. It abstracts the PBX just as software and service providers are abstracting almost any hardware you can imagine, turning every mobile device into an extension designed in particular for todays work. It helps remove the struggle that comes with typing in a password for a conference call while in the car or routing SMS messages to the right people. Bermanbrings a certain high-powered image to the company that will have to appeal to corporate IT executives who still have deep relationships with the PBX vendor crowd. But more so, it’s my bet he will use the web more than taking CEOs out for steak dinners. Hedoes have SaaS chops to make RingCentral work. At WebEx, he helped drive sales through a web-based approach — something thats critical in todays sales and marketing world. In an interview, Berman said the PBX market is worth $100 billion. Its that market opportunity that he sees opening and a big reason he joined RingCentral.Berman started at WebEx in 1999 and stayed until 2008. According to LinkedIn, Berman is also on the WatchDox and Oovoo board of directors. He remains as chairman of Affectiva, a company with facial recognition technology spun out from MIT. In those first years at WebEx, Internet startups were getting battered by the market fallout and the overall economy suffered an overall malaise. Web conferencing, though, boomed, as it represented a way to cut down on the costs of travel.It was one of the first signs of a market that would prosper with the advent of a funky new way to work, using the Internet and a new breed of mobile devices. The PBX phone system still was the way to communicate; it symbolized the office of the IT age. Cool in its capabilities at the time, an office jockey had commands, touch-tone sequences really, to orchestrate communication. Taking calls. transferring, forwarding, conferencing — master it and the corporate network would wake up. The PBX served as the domain of the office admin — a seat of power, the CEO’s communications artery. But

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