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Thanks to this smart IT upgrade, WideOrbit was perfectly positioned to succeed through the lockdowns


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If you’re a fan of TV or radio, you have WideOrbit in part to thank. The company’s advertising management technology makes it easier for media companies to buy and sell the ads that support the entertainment and news content we all enjoy.

The media industry itself certainly seems to be a fan of WideOrbit. Nearly 4,000 media companies worldwide rely on WideOrbit’s solutions—including its online ad marketplace, automation tools for ad buying and selling, and AI-powered analytics—to make better-informed advertising decisions. The company’s platform has become so trusted, in fact, that today it handles more than $38 billion in media-advertising transactions every year.

But while the company’s innovative technology was literally modernizing the entire ad-sales industry, WideOrbit was battling a legacy technology challenge within its own growing organization. The company’s decision to deal with this challenge proved invaluable on day one of the lockdowns.

From managing 12 phone systems globally… to just 1

WideOrbit’s increasing industry dominance led to organic growth and several acquisitions. Eventually, the company had a dozen offices around the world, each with its own legacy on-prem PBX—and no cost-effective way to seamlessly connect them all.

Managing this growing number of independent telephony systems created an enormous amount of work from the company’s IT team. And the disparate nature of these phone systems made it extremely difficult for the global organization to function as a cohesive team.

As Jai Dalal, WideOrbit’s Vice President of Internal IT & Technical Client Services, explains: “Our first goal was to bring all of our locations closer together by deploying one centralized phone system that included every employee around the world.”

Bringing the team closer with global cloud communications

Rolling out RingCentral solved all of the big operational challenges that WideOrbit’s legacy phone infrastructure had created. For the first time, the company was able to give its remote workforce around the world a simple toolset—just the RingCentral softphone app and a headset—to make and take calls on their office numbers from anywhere.

Additionally, with RingCentral Contact Center, the company’s distributed support department now had the centralized, easy-to-manage solution they needed to set up call queues based on capacity and need, rather than geography, and to easily route calls directly to the right support agents.

A completely seamless transition during the lockdowns

The value of RingCentral became even clearer when the COVID-19 shelter-in-place orders came down, suddenly forcing all of WideOrbit’s global offices to shut down and all employees to work from home.

“The transition to remote work was so simple and painless for our company, the experience was astonishing,” Jai says. “One day our employees are in the office, the next day they’re working from home. And we haven’t had a single complaint about system performance, call quality, lack of functionality—nothing.

“In IT, no news is fantastic news, so we’re rejoicing at our decision to go with RingCentral

Originally published Feb 26, 2021

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