Episode Details

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In this episode, Darren talks to the CEO and Managing Director of GPA about collaboration innovation's role in bringing people back into the office and why people need face-to-face interaction.

Blog:  https://www.embracingdigital.org/episode-EDT145

GPA (Global Presence Alliance) was founded 15 years ago to address the need for a better model in the collaboration space. At the time, video conferencing was becoming more prevalent, and organizations were considering a global strategy. However, they needed more options - relying on regional integrators or dealing with a complex setup that needed to understand collaboration truly.

People, Space, and Technology

GPA aimed to solve this problem by providing a comprehensive global collaboration and video strategy approach. They recognized the need to balance people, space, and technology to create exceptional collaborative experiences. By bridging the gap between different regions and understanding the unique requirements of each organization, GPA offered a better alternative to existing solutions.

While technology has evolved over the years, there is still work to achieve true collaboration. Microsoft, for example, has introduced signature rooms that mimic the telepresence room concept at a fraction of the cost. However, nonverbal cues and physical interaction are still challenging to replicate in virtual environments. As the technology advances, we will see improvements in the collaborative experience. Until then, organizations like GPA are crucial in finding innovative solutions and helping businesses navigate the ever-changing digital transformation landscape.

There still are challenges in video collaboration technologies. However, new advances in technology are overcoming some of those challenges. One of the biggest is the whiteboard brainstorming session. Due to camera angles and other limitations, integrating whiteboarding experiences into video calls is still unnatural. However, efforts are being made to create more natural and integrated expertise using AI and camera technology. Technology can provide a second-best experience; it cannot replace the personal and emotional experience of being physically in the same room as someone. This human element includes things like water cooler conversations and the ability to touch and feel objects.

Unique Business Model

GPA has a unique business model; it takes a bottom-up approach, with business units in 50 countries working as shareholders in a parent entity. This allows them to achieve global scale while maintaining cultural awareness and diversity.

When implementing collaboration strategies for multinational companies, the company takes a programmatic rather than project-based approach. They have centralized teams for account management, project management, and solution architecture while relying on regional teams for deployment and support. This collaborative approach reflects the company's philosophy and is crucial for success in implementing complex collaboration technologies.

COVID-19

There was a profound shift in the collaboration world before and after COVID-19. Pre-COVID, most of our work and collaboration were done in physical office spaces, but with the pandemic, everyone was forced to work remotely. This shift in the work environment required a change in thinking and approach.

In the past, remote participants were often treated as second-class citizens, but now, with the increase in remote collaboration, the experience has become more equalized. People have gotten used to the virtual meeting experience and expect a similar experience when they return to physical meeting spaces. This has led to a demand for a better experience in the office.