IP telephony solutions could keep media firms on track

IP telephony solutions could be one way for entertainment media companies to keep pace with the digital trend.

According to PricewaterhouseCoopers, the companies that hope to keep track with consumers' adoption of modern media formats must be ready to do so through technological innovation of their own.

"Technology is again becoming a differentiator of competitive advantage within media companies," the analyst reports.

"It is no longer enough to think of technology as an isolated or enabling element of enterprise - it is the enterprise."

Companies that are able to move to IP telephony solutions as part of a unified communications plan could find there are additional benefits to derive as a result.

For instance, software-based VoIP phones can integrate with internet messaging systems, allowing calls to be made directly from numbers sent in instant messages or chat.

Similarly, a greater online presence could allow social media campaigns to be undertaken as an extension of the telephone-based client contact function, reaching customers however they choose to get in touch.